Pacific, 85°C, and Starbucks Enter Zhuzhou’s Coffee Market

Zhuzhou, a mid-sized city in southern China, is becoming a battleground for global coffee brands. In recent months, several well-known international coffee chains have announced plans to set up shop in the city, bringing with them not only premium coffee offerings but also heightened competition for local cafés. For coffee drinkers in Zhuzhou, this means more choice—but also a shifting landscape of price, experience, and brand loyalty.

At least three major coffee chains—Pacific Coffee, 85°C, and Starbucks—are entering Zhuzhou, with Pacific already opening its first store in September 2013, followed by 85°C in October and Starbucks by the end of the year.

Pacific Coffee Opens First Zhuzhou Store

Pacific Coffee, a Hong Kong-based chain known for its cozy, café-like atmosphere, launched its first Zhuzhou outlet in September 2013. Located on the first floor of the CR Vanguard shopping centre at the intersection of Xinhua West Road and Wenhua Road in Hetang District, the store features warm lighting, comfortable seating, and relaxing music. According to Wang Fei, Operations Manager for Pacific Coffee’s South China region, this is just the beginning—the company plans to open a second location in Shennong City, along the main street of Hexi District.

85°C and Starbucks to Follow

Pacific won’t be alone for long. 85°C, a Taiwanese bakery-café chain, is scheduled to open its first Zhuzhou store in late October. The planned 170-square-metre outlet at Wangfujing will include outdoor seating. Meanwhile, Starbucks has confirmed it will enter the market by the end of the year, taking a first-floor spot in Tianhong Department Store, according to Luo Xuan, General Manager of Tianhong Department Store in Zhuzhou. Both 85°C and Starbucks aim to establish multiple locations in the city over time.

Local Competition and Differentiation Strategies

The arrival of these global brands puts pressure on Zhuzhou’s existing cafés, many of which—like Mi Luo Coffee and DIO—offer a mix of coffee and full meals in private dining rooms. Unlike the purely coffee-focused chains, these local spots function more as casual hangout venues. Pacific Coffee’s Wang Fei acknowledges the competitive landscape but points out that each brand offers something distinct: Pacific emphasizes a homey, family-friendly vibe; 85°C leads with its baked goods; and Starbucks targets the business and leisure crowd. These differences allow each to carve out its own niche even as the market gets more crowded.

Why Chains Are Targeting Second-Tier Cities

The expansion into Zhuzhou reflects a broader trend in China’s coffee industry. After establishing dominance in first-tier cities, major coffee chains are turning their attention to second- and third-tier cities with growing middle-class populations and rising coffee consumption. Industry data from 2011 showed China’s coffee retail market surpassed 10 billion yuan, with national consumption around 80,000 tonnes—projected to reach 200,000 tonnes by 2015. This potential has made cities like Zhuzhou attractive targets for expansion.

Frequently Asked Questions

Which coffee chain opened first in Zhuzhou?

Pacific Coffee was the first international chain to open in Zhuzhou, launching its first store in September 2013 at the CR Vanguard shopping centre in Hetang District.

When is Starbucks coming to Zhuzhou?

Starbucks is set to open its first Zhuzhou location by the end of 2013, taking space on the first floor of Tianhong Department Store.

Where will 85°C open in Zhuzhou?

85°C plans to open its first Zhuzhou store in late October 2013 at Wangfujing, with a store size of approximately 170 square metres and outdoor seating.

How many coffee chain stores are coming to Zhuzhou?

At least three major chains—Pacific Coffee, 85°C, and Starbucks—are confirmed to be opening in Zhuzhou, with Pacific planning a second location in Shennong City.

What makes each coffee chain different in Zhuzhou?

Pacific Coffee offers a family-friendly, cozy atmosphere; 85°C focuses on bakery items alongside coffee; and Starbucks targets a business and leisure clientele.

Why are international coffee chains entering second-tier cities like Zhuzhou?

With first-tier markets saturated, brands are targeting second- and third-tier cities due to rising incomes, growing coffee consumption, and market expansion potential projected to reach 200,000 tonnes by 2015.

Recommended FrontStreet Beans for Café Culture

For fans of Zhuzhou’s evolving coffee scene, try FrontStreet Coffee’s Ethiopia Humbera for bright floral and citrus notes, or the Yirgacheffe for juicy berry and stone fruit complexity—both ideal for highlighting specialty brews. The Classic Blend offers a balanced, approachable profile suited for milk drinks in cafés. Freshly roasted within 5 days · Orders placed before 17:00 ship the same day · Next-day delivery across most of Guangdong Province.