Only a few years time

Starbucks in China has become a synonym for fashion. Its logo is not just a cup of coffee, but a brand and a culture. April 1971, at the founding of Starbucks stores in Seattle, opened.

1987 年 3 months, Baldwin, and Polk, owner of Starbucks decided to sell Starbucks coffee store in Seattle and the bakery plant, then decided to buy Starbucks, Howard Schultz, the same year he founded in 1985 transformation of coffee a day the merger is

now, Starbucks has been in North America, Europe and the South Pacific and other places out of more than 6,000 stores, the growth rate in recent years, more than 500 per year, average weekly consumption of more than 10,000 people in the shop. Expected in 2005, Starbucks had 10,000 stores in the world will be. Currently, Starbucks is the only store open all over the world on four continents coffee brand.

1998 年 3 months, Starbucks entered Taiwan in January 1999 into Beijing, in May 2000 in Shanghai, currently the domestic coffee industry, Starbucks has become the first brand.

2003 年 7 months, the American coffee chain Starbucks Corp. announced: Group significantly increase its joint venture in Taiwan and in Shanghai shares, its stake from 5% to 50%. Thus, a subsidiary of Starbucks, Starbucks Coffee Co.,Coach Handbags, Ltd. Shanghai,Nike Outlet Store, said general manager John Hsu, the United States 10 times the share holdings of the main reasons is optimistic about market prospects in Taiwan and Shanghai, is willing to further invest in the future.

Taiwan, Shanghai Starbucks shares of the change made As a market followers into another is a full-fledged competitive market, Starbucks coffee from a small rely on an international best-known coffee chain store brands? See this issue,

mode

under different market conditions around the world to adopt a flexible mode of investment and cooperation

★ same as McDonald's global expansion, Starbucks began very early in international business in the world have generally adopted the three commercial organization: joint ventures, licensing agreements, self-owned. Starbucks strategy is flexible, it will be based on market conditions around the country to take the appropriate mode of cooperation. Starbucks, based in the United States, Starbucks around the world in the proportion of shares held, based on the Starbucks model of cooperation around the world there are four cases:

1. Starbucks 100% equity interest, such as in the United Kingdom, Thailand and Australia;

2. Starbucks accounted for 50% stake, such as in Japan, Korea and other places;

3. Starbucks shares accounted for less, generally about 5%, such as in China, Taiwan, Hong Kong, Hawaii, and Shanghai, before the capital increase;

4. Starbucks does not account for the shares, but simply authorized to operate, such as in the Philippines, Singapore, Malaysia and Beijing;

Starbucks partners around the world different, but the management of the brand are the same. John Hsu, general manager of Shanghai President Coffee Co., said the benefits of doing so is that

★ Generally speaking, Starbucks in one area the proportion of equity held by the greater market place means that it has become increasingly important. In addition, Starbucks has developed strict criteria for the choice of partner: such as the partner's reputation, quality control and whether the standards Starbucks employee training.

★ Currently, Starbucks in China has three partners: Beijing Mei Da Coffee Co. Ltd. to exercise its power of attorney in north China, Taiwan, United Group exercise in Shanghai, Hangzhou and Suzhou Jiangnan region, power of attorney Southern Region (Hong Kong, Shenzhen, etc.) the agent will be given to a company in Hong Kong.

★ 1999 year, Starbucks authority of Beijing Mei Da Coffee Co. Ltd. in Beijing opened its first store market, has been in Beijing, Tianjin and the rapid development of the 36 regions. The and 5%. May 2000, the two groups and then in the same joint venture model, Jiangsu and Zhejiang provinces in the Mainland to obtain the operating rights, the establishment of planned to reach 30 stores by the end.

★ It is for this flexible investment strategies and cooperation models in the U.S. Starbucks Corp. in the Chinese market, the bullish on this market partners, to increase investment, its stake to 50 %. This shows that the United States pay more attention to this area, there will be more investment in the future. Before the John Hsu, stock change is deeper cooperation rather than confrontation, which for the United Group and Starbucks is a great opportunity for.

Direct
Direct operating

mostly based

★ 30 years, Starbucks China announced its entire policy will be: stick to the Company Guide, in the world do not franchise.

However, there are doubts point of view, Starbucks around the world in these types of cooperative business model, Starbucks does not account for the shares authorized to operate purely on the model, in essence, is a franchise business model. In this regard, John Hsu said, Starbucks in a country or a certain area, such as Singapore, Beijing (Starbucks authorized to operate the market in northern China), etc., to find a more powerful big companies authorized to cooperation, both sides of cooperation relationship, usually referred to in this way does not belong to join the chain.

★ In fact, Starbucks Direct way more reflected in the another level: Starbucks joint ventures or companies in the local development authority, when Starbucks, Starbucks Starbucks joint venture must be authorized by a local company or its stores.

industry analysts said that if the majority of Starbucks as the chief domestic as a Of course, not necessarily much better than it is now.

★ Direct Starbucks for their own way given reason is: people in the business behind the brand, Starbucks, demanding their company managers agree that the concept of brand identity, emphasizing the action, discipline, consistent quality ######; and franchisees are investors, they join the brand as the only way to make money, can be said that their only purpose is to make money rather than brand.

★ Direct and stores the difference lies in: Guide to all the powers of control by the parent company; and stores some of the rights of the owner, the parent company is to provide technical or related resources . The reason is not open to joining Starbucks, because Starbucks to do the best in quality control. For example, Starbucks will never mean scrap materials, but only in order to provide customers the best coffee. However, if the right to join an open, hard to say the owner of each franchise will be willing to increase the cost has been scrapped in order to provide guests a good cup of coffee. At the same time, the implementation of franchising businesses must have a strong legal transaction processing capacity to respond and the franchisee for a variety of legal issues. Therefore, in order to not unduly interfere with the brand, Starbucks is not open to join the right decision.

Advertising

advertise without spending a penny

★ Starbucks to the traditional concept of brand marketing, the impact of the rapid expansion of Starbucks as the same attention. A variety of products and services in turbulent times, Starbucks confused one of the world's oldest commodities become distinctive, durable, high-value brand. However, Starbucks does not use the other brands in the traditional means of marketing strategies, such as the huge avalanche of advertising and promotional budget.

★ It is understood that Starbucks has never spent a penny on mass media advertising costs. However, they are still very good at marketing.

John Hsu said, Starbucks in addition to strategic alliances to help promote use of some new, but almost never advertise. According to the United States and China Taiwan's experience, after the proliferation of mass media, advertising began to lose its credibility, in order to avoid wastage of resources, Starbucks deliberately not advertising. This inspiration also comes from the famous boutiques in Europe that promotional strategies, they do not rely on advertising in the mass media, and every good store is the best advertising.

★ Starbucks that, in the service sector, the most important marketing channel is the store itself, rather than advertising. If the store's products and services are not good enough to do more advertising to attract guests, but also just let them see the negative image. John Hsu said, Starbucks do not want to spend huge sums of money advertising and promotion, but insists that every employee has the most professional knowledge and enthusiasm for service. Office!

★ addition, the founder of Starbucks, Howard Schultz, the staff realized the importance of brand communication, another way to create his own brand management method, originally used for advertising expenses for employees benefits and training so that staff mobility is very small. This Starbucks

style

full use of

★ Starbucks that their products not only coffee, but coffee shop experience. The results show that: two thirds of the primary goal of successful enterprises is to satisfy customer needs and maintain long-term customer relationships. In contrast, those companies with poor performance, which has done very enough, they focus more on reducing costs and stripping is the bad assets.

Starbucks is a major competitive strategy in the coffee shop to communicate with customers with special emphasis on communication with customers. Each attendant must undergo a series of training, such as basic sales skills, basic knowledge of coffee, coffee making skills. Asked a waiter for each customer's needs can hunch.

★ In addition, Starbucks coffee is more than good Like McDonald's has been promoting the sale of joy, like Starbucks, and gradually break down into the American culture can experience things.

tips. Focus on

★ Starbucks also strongly emphasized the American-style consumer culture, customers are free to talk and laugh, or even move tables and chairs, random combinations. This experience is also part of the Starbucks marketing style.

promote consumer education

★ habit of drinking tea in a country where the promotion and popularization of coffee, the first encounter conflict on consumer sentiment. Starbucks, the first efforts to promote this Through their own stores, as well as to some companies to open

customers spending time at Starbucks, the cashier in addition to name, other than price, but also customers in the cash register type of ###### and age, otherwise the cash register to open. So the company can quickly know the time of consumption, consumption of what, how much the amount, the customer's gender and age and so on. In addition, the company will be invited each year to do market research specialist.

★ Starbucks This message forwarded to other friends, resulting in a pass to ten, hundreds of effects.

Design

VI and store design similarities and differences

★ every Starbucks store in Shanghai are designed by the United States completed. It is understood that the United States at the headquarters of Starbucks, there is a dedicated design studio, a group of professional designers and artists, designed to open the world out of the Starbucks stores. They design each store the time that the district will be based on local characteristics, and then to think about how Starbucks into one. Therefore, every Starbucks store, on the basis of a unified brand, but also to maximize the personality characteristics. This is emphasized that all McDonald's and other chain stores brands VI high degree of unity different.

★ in the design, Starbucks stressed that each building has its own style,Louis Vuitton Monogram Vernis, and let the Starbucks integration to the original building to, and not to undermine the original design of the building. Each increase of a new store, they shop interior with a digital camera and filmed the surrounding environment, photos to U.S. headquarters and ask them to help design, and then sent back to find the construction team. This way, the Starbucks to be authentic.

★ such as Shanghai-based Starbucks set to young consumers, and therefore expand the store, they are racking their brains to find a unique shop, combined with the local landscape design. For example, in the Temple mall Starbucks, look like a modern Tower Temple; the brink of the Riverside branch of the Huangpu River, the performance of gardens and palaces of glass curtain-like gorgeous, the night hours, you can leisurely sit on the river, while enjoying the Bund night, while tasting of coffee.

problem

rapid expansion of the potential risk of post-

★ tremendous pressure to open new store investment. According to reports, Starbucks opened a new store each in Shanghai, the investment is RMB 300 million. These investments consist primarily of equipment from the United States, customs fees, venue rental, staff recruitment and training costs. Starbucks in Shanghai in May 2000 has now shop 26, the end will reach 30, nearly a month the speed of opening a new store. By this calculation, the Starbucks shop in Shanghai on a one-year investment in the necessary 30 million yuan or more.

★ same time, Starbucks does not allow to join, so the operator can not be like other coffee shops do not only rely on beneficiary of the franchise fee. In order to attract passenger traffic and build quality brand, Starbucks opened almost every store in a lot of expensive high rent, the rent pressure is also operating in a major risk. For example, Starbucks in Beijing, mainly in international trade, COFCO Plaza, Oriental Plaza, Kerry Center,Nike Free 3.0, Full Link Plaza, Parkson Shopping Centre, Scitech Tower, Guiyou Building, the Friendship Store, Modern Plaza, Sun Dong An Plaza Shopping Centre, Kin Wai Building and other places, mainly distributed in Shanghai, the People's Square, Huaihai Road, Nanjing Road, Xujiahui, Shanghai Xintiandi, the most prosperous business district.

★ Starbucks shop in prime locations chosen by some as the From Shanghai Huaihai Zhong Road, The industry estimates,Burberry Bags Online, the location rent per square meter per day should be about 2 dollars, plus a fixed $ 300,000 per store decoration costs, Starbucks is simply in the This approach is deliberately introduced Starbucks, Starbucks has continued the group's large formation consistent methods of warfare, it also became the Starbucks of potential risks.

★ numerous actual and potential competitors. Taiwan, mainland China market has UCC, Japan Manabe coffee, and later into the Canadian Iris hundred Starbucks coffee, all to its biggest competitor, And integrated analysis, Starbucks faces competition not only in these can be divided into four categories:

1. the coffee industry competition: the Seattle coffee chain or franchise, such as, Iraq is the coffee, Luo Duolun coffee and coffee shops have moved into the market and independent coffee shop.

2. convenience store competition: convenience stores are readily available in coffee cans, aluminum cans packaged coffee, coffee brewing easy style handy package.

3. fast food shops sell coffee: McDonald's, Texas Burger, KFC and other fast food restaurants for convenience, brew coffee machine coffee.

4. sentinel coffee machine: stand in airports, rest stops are for convenience, to hand a cup of coffee brewed coffee, or coffee cans, aluminum foil coffee packaging.

★ Let the Chinese habit of drinking tea to coffee generally has a long way to go. Statistical data show that per capita domestic consumption of coffee, only 0.01 kg, the coffee market is at an annual growth rate of 30%. In theory, China's coffee market there is huge value-added space. Starbucks drink green tea as the main initial success of the country, but also the idea that it can be accepted by different cultures.

But to non-local coffee culture into the lives of people is not easy. Both Starbucks Manabe, our products are simple, that is, coffee, and the production process is nothing more than coffee beans into the coffee, not the so-called core technology issues,Louis Vuitton Handbags Outlet, all determined by the market, customers like and frequent , business to survive, otherwise die. The domestic coffee market, after all, has just started, so, regardless of Starbucks and other coffee shops in the competition between the number, they do a common thing, and that is develop the market.

adapt to the market and the

Hui

Starbucks to promote profitable and quickly what the real reason? From the product point of view, it is not winning products, alternative products and competitive products everywhere; from a service perspective, the service is not winning, self-service at the most so that consumers feel not to mention; In addition, many professional people who engage in VI has also questioned its messy, in addition to Starbucks signs uniform, the other lot is a violation of VI theory; in franchising, the Starbucks is a Beijing Many people think that it is

In fact, the main success of Starbucks is that it is Rise to the level of theory if judged by Starbucks, Starbucks can be said that full use of the most popular In the

at Starbucks, the product is not entirely a product, it is more ingredient is Just think, through the huge glass windows, watching the crowds on the streets, gently sip of coffee, which is very consistent with As a result, profits of the natural value of products realized.

clutter can be understood as Many mainstream consumers Starbucks is now customary sense of multi-cultural overlap, adhere to a unified view of the visual seems a bit

Direct or cooperation on the controversy is, in fact, very little meaning, if they can make money but also to maintain Now join the market is too chaotic, Starbucks and KFC, McDonald's, like, are not easily open to join the market.