Starbucks stores in China are on the rise to surpass those of Japan

A number of executives, including the company's CEO, Howard Schultz (Howard Schultz), were interviewed by the Nippon Economic News (Chinese version: Nikkei Chinese website) a few days ago. "the middle class is growing and the demand for goods and services with strong brand appeal is increasing," Schultz said of the Chinese market. Among emerging market countries, Starbucks has achieved great success, especially in China, and Schultz said of the prospects for the Chinese market as "very optimistic."

The number of Starbucks stores in China has exceeded 1000 by September this year. The first to enter the coastal areas such as Beijing (real estate) and Shanghai (real estate), and opened new stores in Changchun, Jilin Province in the northeast and Taiyuan, Shanxi Province, inland in the last fiscal year. "by 2015, the number of stores in China will exceed 1500, roughly distributed in more than 80 cities," said John Calver, president of China and Asia Pacific.

Schultz believes that Asia is expected to achieve strong growth in the world. Last year, Starbucks joined the Indian Tata consortium to enter India, which mainly drinks black tea. In addition, Schultz also introduced the policy of vigorously developing the Southeast Asian market, for example, 100 new stores will be opened in Indonesia and Malaysia in the next three to four years.

Starbucks entered Japan in 1996, its first overseas market. The number of stores opened also exceeded 1000 in September this year. Starbucks believes that Japan, as a mature market, is becoming more willing to spend, driven by "Abenomics". In the future, we will devote ourselves to household coffee and realize the diversification of business in Japan.

Starbucks achieved a double-digit revenue gain in the second quarter. In the context of weak growth in the performance of major American companies, the company's earnings expansion is even more prominent. Its excellent performance is supported by strong sales in the United States, which is the largest market.

Starbucks has opened about 19,000 stores in 62 countries around the world. Among them, there are more than 11,000 in the United States. Sales of existing stores increased by 9% in the second quarter compared with the same period last year, setting a record growth rate comparable to that of China and the Asia-Pacific region.

In the US, the slowdown in personal consumption growth has raised concerns, but Schultz stressed that "the more new stores Starbucks opens, the more sales can keep growing". Schultz believes that the U. S. market is not saturated, and expressed the idea that he will continue to actively expand the business.