Introduction of Starbucks Coffee's Prophase Investment cost Development Plan in China

The reason why Starbucks began to take great pains to plan the Chinese market is very simple, because in Starbucks' eyes, China is about to become the second largest market after the United States. It is understood that the profit time of a Starbucks China store has greatly exceeded that of Starbucks in overseas markets, which makes Starbucks full of confidence in the Chinese market.

Starbucks plans to operate directly in the Chinese market in the next five years, with 500 stores. At present, Starbucks has selected Chongqing, Chengdu and Dalian as the breakthrough points for its direct operation of cloth stores in second-tier cities in China, so it is not difficult to see the rapid momentum of Starbucks' expansion in China.

In fact, such a phenomenon is mentioned in some texts about the lifestyle of petty bourgeoisie in China: senior white-collar workers in high-end office buildings generally follow such a schedule, spending time in the office in the morning and hanging out at Starbucks in the afternoon.

Starbucks has three kinds of business organization structure around the world: sole proprietorship, joint venture company and license agreement. In the earlier view of Starbucks, the coffee market in China, an ancient country used to drinking tea, should be very limited, coupled with its unfamiliarity with the Chinese market, so when Starbucks was ready to enter China, they chose to authorize it. In January 1999, Beijing Meida Starbucks Coffee Co., Ltd., authorized by Starbucks, opened its first Starbucks coffee shop in China in Beijing, while Meida is still in charge of opening stores in Beijing. The following year, Starbucks began to enter Shanghai, this time by partnering with Taiwan Unification to set up Shanghai Unification Starbucks, in which Starbucks has a 5 per cent stake in the joint venture. Subsequently, Starbucks cooperated with Meixin Food International Co., Ltd. to establish Meixin Starbucks Coffee Restaurant (South China) Co., Ltd., to jointly enter the South China market. So far, Starbucks has opened hundreds of stores in Beijing, Shanghai, Ningbo, Qingdao, Dalian, Chengdu and Chongqing.

In just a few years, China has become a bright spot in Starbucks' global business. Starbucks in Hong Kong set a record for the fastest profit in the world in its first month of opening. The development of Shanghai Unified Starbucks can be called a "miracle", making a profit of 32 million yuan in two years.

In 1999, the first store opened in Beijing

In 2000, the first store in Shanghai opened.

In 2005, the Greater China support Center was established in Shanghai.

In 2007, Starbucks began to sell spring merchandise and Mid-Autumn Festival moon cakes across the Chinese market.

In 2009, Starbucks celebrated the 10th anniversary of its entry into the Chinese market, with Fengwu Xiangyun coffee beans on the market.

In 2012, Starbucks officially opened Asia's first coffee grower support center in Pu'er, Yunnan Province, and Starbucks' first coffee master store opened in Beijing.