Starbucks can only be regarded as fast food in coffee in the United States.

I haven't had Starbucks coffee for a long time, and I always feel that the performance-to-price ratio is not reasonable. The same cup of coffee sells more cheaply in the United States than in China. So unless you have an appointment to meet someone there, you seldom go to Starbucks to buy a cup of coffee to take away. Of course, on the other hand, Starbucks coffee has gradually degenerated into a cup of syrup, a cup of syrup with a little coffee flavor.

There is no doubt about Starbucks' success in the Chinese market. It doesn't matter whether the coffee is good or not, it has become the spokesman of coffee culture.

Visited one of the oldest Starbucks stores in the world in Seattle. This store, located next to the Seattle fish market in the United States, has become a very popular tourist attraction, but also a must for Chinese tourists. In fact, Starbucks is not one of the hottest coffee shops in Seattle, and another coffee shop called "Seattle Best" is obviously more popular. It is said that Best in Seattle has as many stores in the United States as Starbucks. If you include partnerships with other retailers such as Burger King, Subway and amc Entertainment, the best coffee shop in Seattle has far more sales channels than Starbucks.

However, in the eyes of Wall Street, "Best in Seattle" is only the second largest coffee brand in the United States. Because compared with Starbucks' globalization, the strategic vision of "Best in Seattle" is too narrow, based only on the American market rather than the global market.

According to Starbucks' newly announced strategic plan, the sales areas previously divided by US and non-US markets will be updated into three major business areas: China and other Asia-Pacific regions, the Americas and Europe, the Middle East and Africa. The presidents of each region will be responsible for overseeing the retail business and working with joint venture partners in each market. Such an adjustment has won Starbucks praise from a number of Wall Street analysts, saying that its globalization strategy is just beginning and its future is unlimited.

In fact, enterprises with successful globalization strategies are not simply joining coffee and copying successful models, but adjust measures to local conditions and adjust them according to the preferences of local consumers. Although some critics say Starbucks can only be regarded as fast food in coffee in the United States, which is the equivalent of Chinese soybean milk. But in China, it has become synonymous with fashion and sentiment. In fact, it is this repositioning and the success of marketing strategy that has led to a steady increase in Starbucks' sales in China. With the same cup of coffee, Starbucks can cost twice as much as other stores. Because Starbucks sells not just coffee, but the environment, even music.

In China, Starbucks sells Biluochun tea in spring and successfully sells tea bags for a sky-high price of 20 yuan a cup. In early summer, they sell Dragon Boat Festival zongzi and Mid-Autumn Festival moon cakes in autumn, reflecting their intention for this market.