The speed at which the giants are marching into the Chinese market is still seen as "counter-trend expansion"

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.

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.

Behind the increase one after another is the rapid growth of the Chinese market. A report shows that 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, among which students and white-collar workers are becoming the main consumption force.