The coffee shop opened by the post-90s generation Starbucks executives are "scared"

On the morning of August 26th, MY ZONE COFFEE (my local coffee), located in Lupang International style Street in Qingdao, opened on time as usual. MY ZONE COFFEE, which has been full every day since its opening, has welcomed a different line of customers: Starbucks team! Why did the Starbucks team, which accounts for half of China's coffee chain market, come to MY ZONE COFFEE?

MY ZONE COFFEE, a coffee chain with fun as its theme, is aimed at young people born in the 1980s. Comics, games, toys and swing chairs in the store create a relaxed, unique and fun personality space, which is completely different from Starbucks standards and cold business atmosphere. Perhaps it is this difference that attracts the Starbucks team.

As we all know, there are broad prospects for the coffee market in China today, and brands of all sizes at home and abroad are aiming at China. KFC and McDonald's can also start selling freshly ground coffee now. in addition to the adjustment of product structure, they have also changed from the original unified style of fast food restaurant to the style of "coffee shop" with soft sofas, soft lighting and light music. McDonald's has even launched the brand cartoon image of "Little Yellow Man" to get closer to consumers, all these changes. It is all because the foreign brands that once represented fashion and high-end have lost their "ancillary value". It turns out that going to McDonald's, KFC and Starbucks is a kind of "foreign style", but with the development of China's economy, the improvement of people's living standards and the rise of many excellent domestic food and beverage brands, consumers have more and better choices. the market of foreign brands is "carved up". In order to maintain market competitiveness, they have to change!

Recently, Starbucks has made a lot of moves in the Chinese market. not long ago, Starbucks partnered with Uni-President Superstore to establish a logistics company; in addition to the investment in operation, it also made new attempts in products. In order to provide products that are more suitable for Chinese tastes, Starbucks also entered the breakfast market, and in March this year, it signed a contract with Kang Shifu Holdings Co., Ltd. to jointly develop China's high-end bottled beverage market.

CEO Schultz of Starbucks, a coffee chain giant, has said that in the next five years, Starbucks will speed up the opening of stores in China, adding more than 1800 stores and targeting third-and fourth-tier cities, although Starbucks says this is a strategy to cater to the consumer market. The rise of different brands in the Chinese coffee chain market in recent years has also brought great competitive pressure on it.

The main consumer group of China's coffee market is the young post-80s generation, and the pursuit of freedom and personality is their label. The emergence of MY ZONE COFFEE, a theme brand that caters to the target group with a series of fun elements, is the trend and necessity of today's coffee chain market. The fact that the Starbucks team came to MY ZONE COFFEE for coffee itself shows what kind of coffee shop is attractive today!

Today, although Starbucks, the "leading brother", is constantly seeking change, it is also a lot of challenges under the bitter competition in the Chinese coffee market. Store expansion is not a simple copy. If you want to open a store quickly, an in-depth understanding of the layout of the new market, as well as the behavior habits and inner needs of today's coffee consumer groups, will become a difficult problem to test Starbucks, and the melee between Chinese and foreign brands is bound to be a series of good shows.

Source: China.com