Starbucks is determined to win the high-end ready-to-drink coffee market

At present, as one of Starbucks' fastest growing markets in the world, Starbucks operates more than 2400 stores in more than 110 cities. Bottled Frappuccino will enter 39 cities, covering 18000 sales terminals, including supermarkets, stores, convenience stores and e-commerce platforms. According to Starbucks' fourth-quarter earnings call data in early November, the distribution of "Chinese flavor" bottled Frappuccino has covered 35 cities in China.

"We hope to bring a more convenient and high-quality ready-to-drink coffee experience for Chinese consumers, so that they can connect each other with a bottle of mellow and delicious coffee at every moment of life, work and leisure, and convey happiness and beauty." "in the future, Starbucks will introduce more innovative global ready-to-drink drinks and tailor more high-quality ready-to-drink drinks with innovative tastes for Chinese consumers," Han said. " At present, the participants in the domestic ready-to-drink coffee market are Nestl é, Starbucks, Unification, Brown, Master Kang, Kirin and so on. Especially Nestle and Unification, these two brands have developed in the field of domestic ready-to-drink coffee for many years, with a high market share and a good market foundation. From the original price, Nestle, Uni-President Yaha, Brown and other brands of ready-to-drink coffee are in the price range of 4-7 yuan.

At present, the four bottled Frappuccinos and the latest "holiday limited edition" products are set within 20 yuan in different channels, and their goal is undoubtedly to occupy the high-end market of ready-to-drink coffee.

Starbucks revealed that it will launch "holiday limited edition" products from time to time in the future, hoping that consumers can enjoy more coffee products and snacks outside their stores anytime and anywhere. This is the first time that Starbucks has applied the concept of "holiday limitation" to bottled Frappuccino. It is not only limited and time-limited, but the bottle also uses red design elements with distinct festive colors.

"We are very pleased to present the most popular season-limited drinks in Starbucks stores to more Chinese consumers in the form of bottled coffee drinks for the first time," Han said. "

It is reported that strawberry cheese milk flavor Frappuccino is a popular season-limited drink in Starbucks stores. The new product brings the taste to Chinese consumers through bottled coffee for the first time, extending the coffee experience beyond stores.