It's the same Starbucks coffee, what's the difference in taste from different places?

After signing a memorandum of cooperation with the Pu'er municipal government of Yunnan Province last year, Starbucks Coffee announced its cooperation model in Kunming in February this year, saying that it would formally sign a contract with Ai'er Group to set up a joint venture in Yunnan to buy and export coffee beans from Yunnan to supply its global stores, as well as to operate a local coffee processing plant. It is reported that the joint venture between Starbucks and Aixin in Yunnan has a production capacity of about 27000 tons, which is expected to reach about 100000 tons in the next five years. It is believed that the layout of the industry chain will bring Starbucks a relatively stable procurement chain that can resist rising raw material costs, while also reducing Starbucks' dependence on Latin America, the largest producer of coffee.

In this regard, Han Meirui told NetEase that the coffee beans harvested in Yunnan will enter not only the Chinese coffee market, but also the global market. She also pointed out that Starbucks' commitment to continue to grow coffee in Yunnan will be very long-term.

But she also denied that the cooperation in Yunnan is to resist the rising price of fresh ingredients, pointing out that Starbucks' procurement strategy is to buy 3% of the world's coffee beans. These coffee beans represent different flavors of coffee from 20 different countries and 4 continents. "so the Yunnan project is an important pillar of our global procurement strategy, which is not necessarily related to cost reduction, but to the production of the best coffee beans, so we can provide customers all over the world with more flavors of coffee. It has been questioned that globally, Starbucks is sometimes regarded as a mass consumer product, and the target group is mass consumers. But the Chinese consumers who can buy Starbucks products in China may be those who are regarded as "upper middle class" or "elite".

As for the huge differences between Chinese and foreign Starbucks consumers, Han Meirui said that each market is different. In China, the whole coffee consumption is still quite young, compared with other places such as the United States, most people drink coffee every day. For example, a typical Chinese consumer consumes an average of three cups of coffee a year, or about 250 cups for the rest of the world. The development of China's coffee market will take a long time to catch up with other places. With the development and progress of the market, more and more people will put coffee into their daily life.

She also said that Starbucks would not deliberately exclude any group from the target group. It is only because of the development of coffee culture that determines the existing consumer groups, such as more business groups. "because compared with other groups, young people tend to try new things and create things of their own. So we will not deliberately exclude anyone, and our current consumer group will change a lot in five years. Looking forward, we can see that more and more Chinese consumers are putting the habit of drinking coffee into their daily lives.

Cooperation in Yunnan is not to resist the rising price of coffee.