Starbucks opens seven selected coffee shops in China and the black coffee market is expected to make a breakthrough.

Starbucks has a new strategy in China, and today they have opened seven new Zhenxuan coffee stores in Beijing, Shanghai, Guangzhou and Shenzhen, according to the Economic Voice of the World.

Zhenxuan Coffee Store is the top coffee supplier of Starbucks, which generally sells the top 3% coffee beans purchased by Starbucks in the world. Four varieties, including Hawaiian Coffee and Peruvian Joan Tarly Coffee, are first listed in the Chinese market, and the most expensive bag of coffee costs more than 300 yuan.

In addition to the high quality coffee, the design of the store is very different. For example, Starbucks in the Kerry Center on Guanghua Road in Beijing is one of seven Zhenxuan coffee stores. It has log open bar on the second floor and there is no partition on the bar. Customers can see the barista production more closely with the barista, while communicating and interacting at the same time.

Third, the process of making coffee is different. Ordinary coffee is made instantly by machine, and a cup can be made in about 1 minute. Zhenxuan coffee is brewed by barista by hand, and it takes 5 minutes to make a cup of coffee.

Starbucks' Zhenxuan Coffee Shop has been launched in the United States, Canada, the United Kingdom, Japan and other countries. Business is very good because the production of many top coffee is limited. After its launch, Zhenxuan Coffee has a record of selling out after 24 sales. Zhenxuan coffee is the practice of black coffee, no milk, no sugar, not so many audiences in China. The manager of Starbucks Guanghua Road store said that she usually orders 20-30 cups of black coffee every day, and she estimates that adding Zhenxuan coffee will sell 30-40 cups a day.

Therefore, although the price of Zhenxuan coffee per cup will be nearly double that of regular coffee, the number of people to enjoy it has yet to be broken. In addition, selected baristas serve longer, encourage guests to enjoy coffee more slowly, sit longer, and exchange coffee brewing experiences.

More importantly, Zhenxuan Coffee stores are independently developed and designed by Starbucks concept Design Department, and the log open bar, exclusive menu board and exclusive communication area all cost more than ordinary stores. 'The rare coffee beans, coupled with professional brewing, coupled with the design of the store, Starbucks hopes to show a sense of excellence everywhere, 'said Jiang Bosen, director of Starbucks China conceptual design.