Starbucks increases the pace of expansion in China
New York, Economic Daily (Reporter Zhu Jun) due to being optimistic about China's economic development, Starbucks recently raised his target in China and plans to open 5000 stores in China by 2021. "there is no doubt that China will overtake the United States one day," Howard Schultz, chairman and chief executive of Starbucks, said in an interview. The Chinese market "will become bigger than the US market over time".
According to financial data released by Starbucks, Chinese stores take the lead in the company's overall return, with a 64% return on investment for new stores, compared with 55% in Japan and 61% in the United States. In order to further expand the Chinese market, Starbucks will open its first overseas coffee roasting workshop and selection restaurant in Shanghai next year, where customers can get in touch with and learn about Starbucks coffee roasting, production and cooking arts. taste Starbucks Zhenxuan coffee.
It is reported that Starbucks has more than 2300 stores in China, up from 400 in 2011. Starbucks had expected that there would be 3400 Starbucks stores in China by the end of 2019.
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Starbucks plans to double its difficulty: it is unclear whether consumers will buy it.
According to Starbucks' plan for the number of stores in five years' time, Starbucks will have to open at least 500 new stores each year for the next five years to meet its target. Starbucks has grown from more than 400 stores in 2011 to more than 2300 now. This ultra-rapid expansion has led to the rapid sinking of Starbucks from first-tier cities to second -, third-and fourth-tier cities. Today, Starbucks stores are doubling.
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Maxwell insists that it is difficult for a single product to turn around and the countdown to factory closure in China has entered.
Shutting down to reduce fixed costs No. 3 Jiaoyuan Road, Guangzhou is Maxwell's only production plant in China. Now there is no longer the original hustle and bustle, and it is difficult to find the original international coffee giant. In July 2015, the owner of the factory just changed from Mondelez International to Guangzhou Zhenyin Coffee Co., Ltd. Although Maxwell used to be one of the four largest coffee manufacturers in the world, it was last year
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