The development trend of Starbucks quietly shutting down its coffee shop chain

The small coffee is in the limelight.

Compared with public catering, coffee shop is undoubtedly a narrow category. However, when Starbucks opened its first store in Jinan in 2010, it was once interpreted by some people as the symbol of "internationalization" in Jinan. At the same time, in recent years, coffee brands from all over the world have also rapidly set off an upsurge of expansion in Jikai stores.

The first Starbucks store is in Guihe Mall, Quancheng Road. In the early days, Starbucks almost became a standard gathering place for some "petty bourgeoisie". It seemed tasteful to go to Starbucks for a cup of coffee and read on the Internet in its spare time. Starbucks, which aims at the "white-collar class", took the lead in capturing a group of fans. In just five years, Starbucks has opened 10 stores, which can be found in almost every major business district. However, people's evaluation of Starbucks has become increasingly divergent. "I used to go to Starbucks, get together with friends, or buy customers a cup of coffee, but now Starbucks is always a mess and a lot of people, so they switch to other cafes." such as coffee to accompany you, spend time, and so on. " Coffee lover Wang Jing told reporters.

In fact, as early as 2014, when Parkson withdrew from Jinan, the news that Starbucks Parkson store would also be closed was denied by Starbucks one by one, but the Parkson store finally failed to see the arrival of the Spring Festival in the year of the Goat.

"this shop mainly relies on Parkson, but after Parkson withdrew from the market, passenger flow was affected, and many neighboring stores went out of business." Starbucks Guihe store staff said. The reporter called Starbucks China headquarters, the relevant person in charge gave the reply is, "Parkson store closure is a normal company behavior, will not affect Starbucks layout in Jinan, or more optimistic about the Jinan market, will further increase the number of stores."

Difficult to dominate: coffee market rises side by side

Starbucks frequent stores, is this American food halo faded, or is it affected by the business district it relies on?

Indeed, Starbucks' dominance has been challenged as more and more coffee brands enter Jinan. The coffee Wang Jing said is from South Korea. Since opening its first store in Honglou Ginza, Jinan in 2013, there are now six stores and plans to open more than a dozen stores this year. In fact, coffee accompany you have been "hand-to-hand combat" with Starbucks, the location is a large business district, crowded areas, customer experience is also improving, there is a big trend to become the second Starbucks. Nationwide, coffee has accompanied you to more than 600 stores since it entered in 2012.

Other coffee brands are also speeding up their entry into Jinan. This past Valentine's Day, Man Coffee opened the first flagship store in Shandong Province in Jinan, with an area of 1200 square meters, making it the largest single-store cafe in Jinan. "there are large floor-to-ceiling windows, original elm tables and chairs, comfortable cotton cushions, and a cup of fragrant coffee. Away from the hustle and bustle of traffic in the street, you can feel free, free and natural." Some netizens commented on Man Coffee.

It is understood that in 2011, Man Coffee opened its first store in Beijing, and then successfully opened a number of stores in first-tier cities such as Shanghai. Today, Jinan coffee market has formed a situation of foreign brands, chain franchises and local independent cafes. (our trainee reporter Wang Pengqi, reporter Jiao Xiaochao)

Related links

● Starbucks

Founded in 1971 in the United States, the first store opened in China in 1999. Starbucks currently operates more than 1001 stores in more than 60 cities on the mainland and plans to operate 1500 stores in China this year.

● coffee accompanies you.

Founded in South Korea in 2008, settled in China in 2013, the first store opened in Beijing. In 2013, the "China Thousand Strategy" was launched, with more than 300 stores in China. In 2014, there were more than 600 stores in China and nearly 2000 stores worldwide.

● Coffee

It was officially established in 2011 and opened its first store in Beijing. there were nearly 50 stores nationwide at the end of 2013, 70 stores were opened at the end of 2014, and 50 stores are under renovation and construction.