CEO Schultz leaves office next year-Starbucks moves towards high-end coffee
Maintain the appeal of the high-end crowd
According to an analysis by the Wall Street Journal, Starbucks is moving towards high-end coffee, and the internal project is called "Siren Works". It is currently facing increasing competition. For example, Donndole, which has 7000 stores in the United States and has 16.1% market share, is rapidly catching up with Starbucks, not only copying Starbucks' cold iced coffee, but also launching a "boutique tea" product line to share the tea market. Starbucks hopes to bring new energy to the brand.
"the purpose of Starbucks' high-end approach is to accurately differentiate consumers." For Schultz to shift his focus to the high-end line, Zhu Danpeng, a researcher at the China Brand Research Institute, said that at present, Starbucks stores are all-inclusive, and Starbucks stores are not only ordinary stores, but also Zhenxuan stores and hand-made stores. For Starbucks, it is necessary to maintain the appeal of the high-end crowd, so consumer fission is imperative. This is Schultz's second resignation after his return in 2008. Zhu Danpeng believes that each time Schultz leaves office has a very clear purpose, and the new leader will continue to pursue two directions, one is high-end, the other is global expansion. With the development of urbanization in China, Starbucks will also continue to implement the previously proposed plan to expand stores in China, and open different stores to match different consumers.
In fact, Schultz has led Starbucks on the path of global strategic expansion, saying publicly that Starbucks' growth cycle is still in its infancy and can have at least 20, 000 stores overseas. As of October, Starbucks had opened 25085 coffee shops around the world, according to Starbucks' official statistics. Schultz regards China as an important market, and Schultz continues to deepen his plans to expand stores in China after the appointment of Wang Jingying, CEO of China. Over the next five years, Starbucks will open more than 500 new stores in China each year, and plans to increase the number of Chinese mainland stores to 5000 in 2021.
Schultz's successor, Kevin Johnson, became a member of Starbucks's board in 2009 and became chief operating officer in March 2015, after 33 years in technology before joining Starbucks, according to public sources. After joining Microsoft in 1992, he served as head of Microsoft's Windows and online divisions, where he led Microsoft's acquisition of Yahoo and tried to lead the company in 2008 to develop a second-largest search engine that could compete with Google search. After Microsoft failed to acquire Yahoo in 2008, Johnson left Microsoft to join Juniper Networks, the second largest maker of mobile routers in the United States. Kevin Johnson served as CEO of Juniper Networks from 2008 to 2013.
- Prev
The amount of coffee consumed in China is about 200 billion yuan. Average annual consumption growth rate of 20%
Xiong Xiangren, Chinese president of the 26th World Coffee Science Congress, believes that the meeting to be held in Yunnan, China, is an affirmation by the coffee industry for the improvement of the comprehensive strength of China's coffee industry, and also marks that China will have a dialogue with the global coffee producing and consuming countries, which will play a positive role in improving the international status of China's coffee in the future. In addition, he also talked about the blowout era of Chinese coffee.
- Next
Fierce competition in coffee market McCafe wants to challenge Starbucks
The merger of Burger King and Canadian coffee chain Tim Hortons is not the only fast-food chain to have trouble upgrading its coffee business. Burger King (Burger King) teamed up with coffee retailer Seattles Best Coffee in 2013 to launch 10 new drinks, including flavored lattes, but the launch was unsuccessful. Burger King later worked with Canada
Related
- New EU rules on plastic restrictions: Plastic bottle caps must be connected to the bottle body!
- Introduction to Abu Manor, the Poquet coffee producing area of Panama
- Brazil's coffee exports are expected to break records! Global acceleration of coffee sales
- Surprise! Starbucks 'first store in Guangzhou is about to close!!!
- Fudge candy and add water to make an Internet celebrity drink, which is so popular that Haidilao and Shanghai aunts compete to imitate it?!
- Pay tuition to become a coffee shop owner? Entrepreneurship needs to be vigilant!
- African coffee-producing country Zambia Geographical location Introduction of varieties grown in coffee producing area
- Atlantic hurricane season is here! Coffee and other industries in many coffee-producing countries in Central America will be seriously affected
- Why is deep-roasted coffee still sour? When is coffee season? What are the definitions of bean raising period and taste appreciation period?
- Can deep-roasted espresso beans be made by hand? What is the difference between single coffee beans and mixed beans?