Starbucks opens juice shop and teahouse in Changsha

Under pressure from fast-food chains to supply coffee, Starbucks has made frequent decaffeination moves in the past two years. In the supermarket in Changsha, Starbucks drinks, instant coffee and other products have already entered quietly. The opening of a high-end fresh juice chain is its biggest expansion outside its coffee division.

Last year, Starbucks bought the EvolutionFresh brand for $30 million to expand the juice market. According to Starbucks, such fruit juices can retain more nutrients and become more competitive in the market. According to the data, the market share of high-end juice in the United States reached 25% in the second quarter.

Why is there no high-end juice chain in Changsha?

Status quo: in Changsha, where consumption power is strong, the high-end Fresh Juice chain market is almost blank. However, in various department stores in Changsha, you can usually see small Fresh Juice shops with prices ranging from 12 yuan to 18 yuan per cup, such as fruit babies in Wangfujing. Fresh Juice also provides most of the large and medium-sized restaurants. However, walking around the pedestrian street of Huangxing South Road, the busiest area in Changsha, you will find that various milk tea brands, such as subway, milk bear, and seven cups of tea, have formed regional chains. Most of the product types and sales are milk tea, and some also provide Fresh Juice, but not the main hit.

"Fresh Juice of Starbucks is going to the high end of the market. Fresh Juice, which costs dozens of yuan a cup, is not acceptable to every consumer." The manager of a milk bear store on pedestrian Street believes that their products are aimed at special consumer groups, so even if Starbucks is stationed in Changsha, its high-end route will not affect its own business.

Wang Hongtao, director of the China chain Management Association, analyzed that Fresh Juice's own deployment technology is not high, does not have the basic conditions of the chain, and compared with milk tea and other products, the cost of fresh fruit juice is higher, and he opens a Fresh Juice store specially. Small-scale operation may not be able to afford the risk.

Starbucks is opening a teahouse.

While opening a high-end juice chain, Starbucks plans to open its first Tazo teahouse in Seattle, positioning as a "mashup", offering more than 80 tea-related products, such as desserts and teapots, for consumers to buy and customize.

Why is it difficult to make money in Changsha teahouse

Status quo: the history of teahouses in Hunan is much longer than that in foreign countries. Around 2001, a large number of teahouses sprang up in Changsha, but with the prosperity of Western-style cafes, most teahouses could not stand the pressure and transformed into teahouses dominated by food and supplemented by tea. There are only a few teahouses left, such as Lao Zhi Pavilion, tea house, Nishan Tea Road, Jiangxi Club and so on. A number of inexpensive teahouses in the city said that tea sales were not optimistic in the summer of 2012. "Food and beverage doesn't make any money, and buffet tea began to decline a few years ago. Fortunately, the rent pressure of some teahouses in Changsha is not great, and the team consumption that relies on the combination of Chinese food and buffet in the past two years can still maintain a stable operation. " A staff member of the Hunan Teahouse Association said.