The giant is optimistic about China's coffee market-Pacific Coffee is also expanding its business.

Starbucks has made no secret of its importance to the Chinese market. In less than a month, the American coffee chain giant launched two big moves-- first announced at the end of last month that its first Starbucks coffee roaster and Zhenxuan restaurant in its overseas market would be located in Shanghai. It plans to open by the end of next year, with a floor area of 2700 square meters, making it the largest Starbucks coffee shop in the world. Then, its first flagship store in Asia, located in the Disney resort, opened in Shanghai last week and is expected to become the busiest store in the world.

This is just the tip of the iceberg in Starbucks' blueprint for the Chinese market-according to its newly announced plans, it will open 500 stores a year over the next five years, that is, an average of one and a half stores a day. So far, there are more than 2100 Starbucks stores in China, making it its largest overseas market.

Hidden value becomes the biggest driving force

It is understood that in order to bring customers a deep all-sensory experience, Starbucks launched Zhenxuan coffee stores in China at the end of 2014. So far, there are 55 coffee roasting shops in Shanghai, which integrates coffee roasting, production, education and retail. Trying to bring consumers an extraordinary experience.

However, in the current restaurant chain downturn, Starbucks' speed is still seen as a "counter-trend expansion." What do you rely on? At a recent brand salon, Zhang Hailong, vice president of Starbucks in Guangdong, said that there has been a new trend in the Chinese market-consumer products have shifted from products to services, and gradually become high-end. "under the new trend, hidden value will be the biggest driving force for Starbucks' rapid development in the future." What consumption can feel most directly is undoubtedly the cultural symbols and good way of life that it represents, as well as the new value experience brought about by continuous innovation.

When people drink coffee, only 50% is taste, 30% is cultural imagination, and 20% is the pursuit of certain values. For example, when I want to fill my stomach, I go to the teahouse, and when I want to see people who are good-looking, I go to the cafe. If an enterprise wants to continue to develop successfully, the hidden value is very important, that is, to increase the cultural attribute on the product attribute and strengthen the stickiness, because only culture can arouse resonance and empathy.

The giants have entered the Chinese market one after another

Behind the increase one after another is the rapid growth of the Chinese market. According to a report, China's coffee consumption is growing at an annual rate of about 15%, which is much higher than 2% of the international market. Coffee consumption is likely to exceed 150 billion yuan in the next five years, of which students and white-collar workers are becoming the main consumption force.

In fact, more than one giant is bullish on China's coffee market. Pacific Coffee is also expanding its business, with 477 stores worldwide and 329 in the Chinese mainland region as of April. In addition, according to public information, COSTA Coffee in the UK had 344 stores in China in 2014 and plans to increase the number of stores to 900 by 2020. International food giant Nestl é also said it would increase its coffee business, as demonstrated by the construction of a coffee center in Yunnan in March this year.