3 thoughts on “What are the products of Starbucks Starbucks and what are the services?”
Ben
In just a few years, Starbucks has become a fashion synonym in China. It is not just a cup of coffee, but a brand and a culture. The April 1971, Starbucks Founding Store in Seattle, USA opened. March 1987, Starbucks's owner Bald gentle Polk decided to sell Starbucks coffee companies in Seattle's stores and baking plants. Hawking Schiz decided to buy Starbucks and also founded daily in 1985 Coffee company merged and transformed into "Starbucks Enterprise". Now, Starbucks has opened more than 6,000 stores in North America, Europe, and South Pacific. In recent years, it has grown over 500 growth rates every year, with an average of more than 10 million people consumed in the store per week. It is expected that Starbucks will have 10,000 stores worldwide in 2005. At present, Starbucks is the only global coffee brand that has opened the four continents throughout the four continents. March 1998, Starbucks entered Taiwan, entered Beijing in January 1999, and entered Shanghai in May 2000. At present, Starbucks has become the first brand of the domestic coffee industry. In July 2003, the famous American coffee chain company Starbucks Group announced that the Group has greatly increased its shares in Taiwan and Shanghai joint ventures, and the shareholding ratio increased from 5%to 50%. As a result, Starbucks Group's subsidiary "Starbucks International" and Taiwan's unified (Starbucks) Group will be shifted from authorized relationship to career partners. Xu Guangyu, general manager of Shanghai Unified Star Buck Coffee Co., Ltd. said that the main reason for the US party to increase its holdings 10 times is to be optimistic about the market prospects of Taiwan and Shanghai and willing to invest further in the future. The changes in Taiwan and Shanghai Starbucks have caused the "Starbucks Kingdom" to attract people's attention again. As a market follower, it enters a completely competitive market. What is Starbucks develop from a small coffee house to the most famous coffee chain brand brand from a small coffee house? (1) Model The flexible investment and cooperation models according to different market conditions around the world ★ Like McDonald's global expansion, Starbucks has already started transnational operations. Three commercial organization structures are promoted: joint venture company, license agreement, and wholly -owned self -employment. Starbucks's strategy is more flexible, and it will adopt corresponding cooperation models according to the market conditions of various countries. Based on the proportion of Starbucks headquarters in Starbucks around the world, there are four main cases of cooperation models in Starbucks and around the world: . Starbucks account for 100%equity, such as in the United Kingdom, Thailand, and Australia. Land; 2. Starbucks account for 50%of the equity, such as in Japan, South Korea and other places; 3. Starbucks account for less equity, generally about 5%, such as Taiwan, Hong Kong, Hawaii and Shanghai and other places before increasing capital; . Starbucks does not occupy shares, but it is purely authorized to operate, such as in the Philippines, Singapore, Malaysia, and Beijing; The brands are the same. Xu Guangyu, general manager of Shanghai Unified Starbucks Co., Ltd., said that the benefit of doing this is, "It can use the strength of others to help it do a lot of things, and it is the same time." The greater the proportion of Starbucks in a certain area, the more important the market in this place is. In addition, Starbucks has formulated strict standards for selecting collaborators: such as the reputation, quality control ability, and whether they are trained by Starbucks standards. ★ At present, Starbucks has three partners in Mainland China: Beijing Meida Coffee Co., Ltd. exercises its agency rights in northern China. The agency rights of the region (Hong Kong, Shenzhen, etc.) were handed over to a company in Hong Kong. ★ In early 1999, Starbucks authorized Beijing Meida Coffee Co., Ltd. to open the first branch in the Beijing market. So far, it has rapidly developed to 36 in Beijing and Jin. "Unified Starbucks" opened the first store in Taiwan in March 1998. At that time, Uniform Starbucks Coffee Co., Ltd. was held by 50%and 45 by "unified supermarkets", "unified enterprises" and "American Starbucks" respectively. %And 5%. In May 2000, the two major groups then obtained the management right of the Jiangsu and Zhejiang region in the Mainland with the same joint venture model. The "Shanghai Unified Starbucks" was established. , Plan to reach 30 stores at the end of the year. ★ It is because of this flexible investment strategy and cooperation model that makes American Starbucks Group optimistic about the partners in this market when optimistic about the Chinese market, increase investment, and increase the shareholding ratio to 50%. This shows that the United States attaches more importance to this region and will have more investment in the future. Previously, the relationship between "unity" and "Starbucks" was an authorized relationship. In the future, the two major groups will be transformed from authorized relationships to partners to jointly develop cross -strait coffee markets. Xu Guangyu said that changes in equity are deeper cooperation rather than confrontation, which is a good opportunity for Unified Group and Starbucks of the United States. (2) Direct operating The main operations ★ For more than 30 years, Starbucks claims that its entire policy is: adhere to the company's direct operating stores, do not want to be around the world, don’t do it all over the world. Franchise stores. , but there are also doubts that in these cooperation models of Starbucks and companies around the world, Starbucks does not occupy the shares, but it is just a purely authorized business model. It is essentially a franchise business model. In this regard, Xu Guangyu said that Starbucks in a certain country or a certain area, such as Singapore, Beijing (authorized to operate Starbucks in the market in North China), finds a relatively powerful large company to authorize cooperation. The two parties are cooperative cooperation. Relationship, this method does not belong to the commonly known franchise chain. ★ In fact, Starbucks's direct -operated road is more reflected in another level: when Starbucks joint venture or authorized company develops Starbucks coffee shops locally, "stubbornly" refuses to join individuals. All local Starbucks coffee coffee " The store must be a direct -operated store of the Starbucks joint venture or authorized local company. The insiders analyzed that if Starbucks uses the "sale of franchise rights" to expand like most domestic alliance owners, its development speed will definitely be much faster than now. Of course, it is not necessarily better than now. ★ Starbucks gives the reason for its own direct business road: behind the brand, people are operating, Starbucks strictly requires their operators to identify the company's philosophy, identify the brand, and emphasize the consistency of action, discipline, and quality; The franchisees are investors. They only regard the franchise brand as a way to make money. It can be said that their only purpose is to make money rather than operating a brand. ★ The difference between direct -operated and franchise stores is that the all power of the direct -operated stores is controlled by the parent company; the owner of the franchise store has partial rights, and the parent company only provides technology or related resources. The reason why Starbucks is not open to join is because Starbucks has the best control in quality. For example, Starbucks will never report waste materials, but only to provide customers with the best coffee. However, if you open the right to join, it is difficult to say that the owner of each franchise store will be willing to increase costs and scrap, just to provide guests with a cup of good coffee. At the same time, enterprises that implement franchise chains must have strong legal affairs processing capabilities to cope with various legal issues that are arising with franchisees. Therefore, Starbucks decided not to open the right to join in order to make the brand unnecessary interference. (3) Advertising does not spend a penny for advertising ★ The traditional concept of Starbucks to brand marketing brings as eye -catching as the high -speed expansion of Starbucks. In the era of various products and services, Starbucks has developed the oldest product in the world into a different, lasting and high value -added brand. However, Starbucks does not use traditional means in other brand market strategies, such as overwhelming advertising and huge promotion budgets. ★ "Our shop is the best advertisement", Starbucks operators told reporters like this. It is understood that Starbucks has never spent a penny advertising fee on the mass media. However, they are still very good at marketing. Xu Guangyu said that Starbucks almost never advertised except for some strategic alliances to help promote new products. Because according to experience in the United States and Taiwan, after the popularity of the mass media, its advertisements have gradually lost their credibility. In order to avoid waste of resources, Starbucks deliberately not advertising. This inspiration is also a promotion strategy from famous shops in Europe. They do not rely on public media to advertise, and every good store is the best advertisement. ★ Starbucks believes that in the service industry, the most important marketing channel is the branch itself, not advertising. If the products and services in the store are not good enough, and more advertisements to attract guests, they just let them see a negative image. Xu Guangyu said that Starbucks does not want to spend huge funds for advertising and promotion, but insist that every employee has the most professional knowledge and service enthusiasm. "Our employees are like coffee fans, and they can explain the characteristics of each coffee product in detail. Only in one -to -one ways to win trust and reputation. This is an affordable and affordable approach. Here! " ★ In addition, Starbucks founder Hawking Schultz realized the importance of employees in brand communication. Employees' welfare and training make employees a small liquidity. This plays an important role in Starbucks's "word of mouth". (4) Style Make full use of "experience" ★ Starbucks believes that their products are not only coffee, but also the experience of coffee shops. Studies have shown that the primary goal of two -thirds of successful companies is to meet the needs of customers and maintain long -term customer relationships. In contrast, those companies with poor performance are not enough in this regard. They have more energy to reduce costs and peel off bad assets. The main competitive strategy of Starbucks is to communicate with customers in coffee shops, paying special attention to communication with customers. Each waiter receives a series of training, such as basic sales skills, coffee basic knowledge, coffee production skills, etc. Each waiter is required to premonition the needs of customers. ★ In addition, Starbucks is better at "experience" other than coffee: such as atmosphere management, personalized in -store design, warm light, soft music, etc. Just as McDonald's has always advocated the sale, Starbucks gradually decomposes American culture into something that can be experienced. "Customer -oriented": "Treat every customer seriously, and only cook the customer's cup of coffee at a time." This corporate concept of the craftsmanship of the old Italian cafe runs through the secret of Starbucks's rapid rise. Pay attention to the concept of "" (current experience), emphasizing that in daily work, life, and leisure and entertainment, we will operate the "present" life experience. ★ Starbucks also strongly emphasizes American -style consumer culture. Customers can talk and laugh at will, and even move the tables and chairs to combine them at will. This experience is also part of the Starbucks marketing style. promoted educational consumers ★ Promoting and popularized coffee in a country that is used to drinking tea. The first thing to meet is consumer emotional resistance. Starbucks first focused on promoting "education consumption". Through their own stores and some companies to open the "Coffee Classroom", and through their own network, Starbucks established a coffee club. Is when customers consume in Starbucks, in addition to the name and price of cashier, the cashier must also go to the customer's gender and age group, otherwise the cashier will not be able to open it. Therefore, the company can quickly know the time of consumption, what consumption, how much amount, the gender and age group of customers. In addition, the company also invites professional companies to conduct market surveys every year. ★ Starbucks's "Cooked Customer Club", in addition to sending news letters through emails, can also pass a text message through a mobile phone or download the game on the Internet. The message was transferred to other friends, causing the effect of one or ten or ten passes. (5) Design The different VI and the design of the store ★ The design of Starbucks in each store in Shanghai is completed by the United States. It is understood that in the US headquarters of Starbucks, there is a special design room with a group of professional designers and artists, which specializes in Starbucks shops opened by the world. When they design each store, they will think about how to integrate Starbucks into it according to the characteristics of the local business district. Therefore, every store in Starbucks, on the basis of the unified brand, try to exert its personality. This is very different from that of McDonald's and other chain brands that emphasize the High Unity of all stores. ★ In terms of design, Starbucks emphasizes that each building has its own style, and allows Starbucks to integrate into the original building without destroying the original design of the building. Every time a new store is added, they use the digital camera to take the interior and surrounding environment of the store. The photos are transmitted to the US headquarters. They are asked to help the design and send them back to find the construction team. In this way, Starbucks can make authentic flavor. ★ For example, Shanghai Starbucks is mainly set by young consumers. Therefore, when expanding new stores, they tried their best to find unique store sites and design them in conjunction with local landscapes. For example, Starbucks, located in the Chenghuang Temple Shopping Mall, looks like a modern temple. The Binjiang Branch on the verge of Huangpu River shows garden glass curtains and palace -like gorgeous. Night scene, taste fragrant coffee. (6) Question The potential risk after the sharp expansion ★ The investment pressure on the new store is huge. According to reports, every new store in Shanghai opened a new store in Shanghai, the investment was around RMB 3 million. These investment mainly includes imported equipment, customs declaration costs, venue rent, staff recruitment, training costs, etc. Since Starbucks entered Shanghai in May 2000, it has opened 26 stores and will reach 30 at the end of the year. Based on this calculation, Starbucks invested in Shanghai a year to invest more than 30 million yuan. ★ At the same time, because Starbucks does not allow joining, the operator cannot rely on the benefits of the fisherman as other coffee shops as other coffee shops. In order to attract passenger flow and build boutique brands, almost every store in Starbucks has been opened in expensive areas with high rent, and rent pressure is also a major risk in operation. For example, Starbucks is mainly distributed in Beijing in Beijing, COFCO Plaza, Oriental Plaza, Kerry Center, Fenglian Plaza, Parkson Shopping Mall, Sett Building, Guiyou Building, Friendship Store, Contemporary Mall, Xindong'an Mall, Jianwei Building and other places In Shanghai, it is mainly distributed in Shanghai's most prosperous business districts such as People's Square, Huaihai Road, Nanjing Road, Xujiahui, and Xintiandi. ★ Starbucks chooses to open a store in the golden area and be seen as "enclosure". From the "Oriental Misha" in Shanghai Huaihai Middle Road to "Central Plaza", Starbucks circled four stores in just 1,000 meters away. Industry insiders estimate that the daily rent per square meter per square meter should be around $ 2, coupled with the fixed decoration cost of $ 300,000 per shop, Starbucks is simply "burning money". This approach is deliberately implemented by Starbucks, and it also continues the combat method of unified Starbucks Group's consistent military regiment. It has also become the potential risk of Starbucks. ★ There are many reality and potential competitors. The existing Taiwanese island coffee in the Mainland of China, the Japanese real pot coffee, and the later Canadian Baiya Coffee, etc., have all taken Starbucks as their biggest competitors. The "coffee war" performance is inevitable. Comprehensive analysis believes that Starbucks facing competitors is more than this, and it can be roughly divided into four categories: 1. Coffee interbank competition: chain or franchise stores such as Seattle coffee, Izu coffee, Rodorn coffee and successive successive one after another Coffee shops and separate coffee shops entering the market. . Convenience store competition: convenient stores are free to make iron cans coffee, aluminum tank packaging coffee, and conveniently brew coffee. 3. Fast food restaurants sell coffee: McDonald's fast food restaurant, Dazhou burger, KFC fast food restaurant, etc. are brewed coffee machines with convenience. 4. Fixed -point coffee machine: The coffee of coffee machines at the airport and rest station is mainly convenient for coffee machines, or iron cans, aluminum and platinum packaging coffee. ★ Let Chinese who are accustomed to drinking tea generally have a long way to drink coffee. Statistics show that the current per capita consumption of domestic coffee is only 0.01 kg, and the coffee market is growing at a rate of 30%per year. Theoretically, there is a huge value -added space in China's coffee market. The preliminary success of Starbucks in the country with green tea as the main drink also shows that its concept can be accepted by different cultural backgrounds. , it is not easy to integrate non -local coffee culture into the lives of Chinese people. Whether it is Starbucks or the real pot, everyone's products are very simple, that is, coffee, and the production process is nothing more than turning coffee beans into coffee. There is no so -called core technical problem. Everything is completely determined by the market. The company will survive, otherwise it will die. After all, the domestic coffee market has just started. Therefore, no matter how much competition between Starbucks and other coffee shops, they still do a common thing, that is to cultivate the market. (7) Comment The adaptation of the market and "Yapi" experience. What are the real reasons for Starbucks to make a profit and rapid promotion? From a product perspective, it is not a product victory, alternative products and competitive products are abound; from the perspective of service, it is not a service win. Self -service service at most makes consumers feel "equal". Personalized services are fundamentally fundamental. Can't talk; in addition, many professional people who work VI have also questioned its mess. In addition to the unity of Starbucks' signboards, many other things violate the VI theory; in terms of franchise, Starbucks is also a "strange fetus", in Many people in Beijing think it is "Beautiful" buying and selling. Many people in Shanghai think it is "unified". It itself said: "Our main business model is still directly operating." In fact, Starbucks from Starbucks from Success is mainly because it is "egg under the market", and everything is completed in the "invisible" of the market. If you rose to the theoretical height to judge Starbucks, it can be said that Starbucks fully uses the most popular "experience" as its "marketing tool". In the case of "experience economy", other problems are solved. In Starbucks, the product is not entirely a product. It is more ingredients to "experience one feeling". Imagine that through the huge glass windows, watching the crowded streets, and gently sip a sip of fragrant coffee, which is very in line with the "elegant" feeling experience. As a result, the value of the product is naturally realized. The mess can be understood as "natural comfort", which is said to be part of American culture. Many Starbucks' mainstream consumer groups are now accustomed to the overlapping feeling of multiculturalism, and the view that insists on visual unity seems to be a bit "old". The argument about whether it is direct or cooperative. In fact, it is of little significance. If you can make money, you can maintain "core competitiveness". Starbucks naturally considers you to join. Today, the joining market is too chaotic. Starbucks, like KFC and McDonald's, dare not open the market easily.
You go to buy "Reading New Perspective 2" and see the 4th Unit "Coffee Culture", which is specifically introduced "Starbucks"! (Too long, I won't play it for you) We just learned it!
In just a few years, Starbucks has become a fashion synonym in China. It is not just a cup of coffee, but a brand and a culture.
The April 1971, Starbucks Founding Store in Seattle, USA opened.
March 1987, Starbucks's owner Bald gentle Polk decided to sell Starbucks coffee companies in Seattle's stores and baking plants. Hawking Schiz decided to buy Starbucks and also founded daily in 1985 Coffee company merged and transformed into "Starbucks Enterprise".
Now, Starbucks has opened more than 6,000 stores in North America, Europe, and South Pacific. In recent years, it has grown over 500 growth rates every year, with an average of more than 10 million people consumed in the store per week. It is expected that Starbucks will have 10,000 stores worldwide in 2005. At present, Starbucks is the only global coffee brand that has opened the four continents throughout the four continents.
March 1998, Starbucks entered Taiwan, entered Beijing in January 1999, and entered Shanghai in May 2000. At present, Starbucks has become the first brand of the domestic coffee industry.
In July 2003, the famous American coffee chain company Starbucks Group announced that the Group has greatly increased its shares in Taiwan and Shanghai joint ventures, and the shareholding ratio increased from 5%to 50%. As a result, Starbucks Group's subsidiary "Starbucks International" and Taiwan's unified (Starbucks) Group will be shifted from authorized relationship to career partners. Xu Guangyu, general manager of Shanghai Unified Star Buck Coffee Co., Ltd. said that the main reason for the US party to increase its holdings 10 times is to be optimistic about the market prospects of Taiwan and Shanghai and willing to invest further in the future.
The changes in Taiwan and Shanghai Starbucks have caused the "Starbucks Kingdom" to attract people's attention again. As a market follower, it enters a completely competitive market. What is Starbucks develop from a small coffee house to the most famous coffee chain brand brand from a small coffee house?
(1) Model
The flexible investment and cooperation models according to different market conditions around the world
★ Like McDonald's global expansion, Starbucks has already started transnational operations. Three commercial organization structures are promoted: joint venture company, license agreement, and wholly -owned self -employment. Starbucks's strategy is more flexible, and it will adopt corresponding cooperation models according to the market conditions of various countries. Based on the proportion of Starbucks headquarters in Starbucks around the world, there are four main cases of cooperation models in Starbucks and around the world:
. Starbucks account for 100%equity, such as in the United Kingdom, Thailand, and Australia. Land;
2. Starbucks account for 50%of the equity, such as in Japan, South Korea and other places;
3. Starbucks account for less equity, generally about 5%, such as Taiwan, Hong Kong, Hawaii and Shanghai and other places before increasing capital;
. Starbucks does not occupy shares, but it is purely authorized to operate, such as in the Philippines, Singapore, Malaysia, and Beijing; The brands are the same. Xu Guangyu, general manager of Shanghai Unified Starbucks Co., Ltd., said that the benefit of doing this is, "It can use the strength of others to help it do a lot of things, and it is the same time."
The greater the proportion of Starbucks in a certain area, the more important the market in this place is. In addition, Starbucks has formulated strict standards for selecting collaborators: such as the reputation, quality control ability, and whether they are trained by Starbucks standards.
★ At present, Starbucks has three partners in Mainland China: Beijing Meida Coffee Co., Ltd. exercises its agency rights in northern China. The agency rights of the region (Hong Kong, Shenzhen, etc.) were handed over to a company in Hong Kong.
★ In early 1999, Starbucks authorized Beijing Meida Coffee Co., Ltd. to open the first branch in the Beijing market. So far, it has rapidly developed to 36 in Beijing and Jin. "Unified Starbucks" opened the first store in Taiwan in March 1998. At that time, Uniform Starbucks Coffee Co., Ltd. was held by 50%and 45 by "unified supermarkets", "unified enterprises" and "American Starbucks" respectively. %And 5%. In May 2000, the two major groups then obtained the management right of the Jiangsu and Zhejiang region in the Mainland with the same joint venture model. The "Shanghai Unified Starbucks" was established. , Plan to reach 30 stores at the end of the year.
★ It is because of this flexible investment strategy and cooperation model that makes American Starbucks Group optimistic about the partners in this market when optimistic about the Chinese market, increase investment, and increase the shareholding ratio to 50%. This shows that the United States attaches more importance to this region and will have more investment in the future. Previously, the relationship between "unity" and "Starbucks" was an authorized relationship. In the future, the two major groups will be transformed from authorized relationships to partners to jointly develop cross -strait coffee markets. Xu Guangyu said that changes in equity are deeper cooperation rather than confrontation, which is a good opportunity for Unified Group and Starbucks of the United States.
(2) Direct operating
The main operations
★ For more than 30 years, Starbucks claims that its entire policy is: adhere to the company's direct operating stores, do not want to be around the world, don’t do it all over the world. Franchise stores.
, but there are also doubts that in these cooperation models of Starbucks and companies around the world, Starbucks does not occupy the shares, but it is just a purely authorized business model. It is essentially a franchise business model. In this regard, Xu Guangyu said that Starbucks in a certain country or a certain area, such as Singapore, Beijing (authorized to operate Starbucks in the market in North China), finds a relatively powerful large company to authorize cooperation. The two parties are cooperative cooperation. Relationship, this method does not belong to the commonly known franchise chain.
★ In fact, Starbucks's direct -operated road is more reflected in another level: when Starbucks joint venture or authorized company develops Starbucks coffee shops locally, "stubbornly" refuses to join individuals. All local Starbucks coffee coffee " The store must be a direct -operated store of the Starbucks joint venture or authorized local company.
The insiders analyzed that if Starbucks uses the "sale of franchise rights" to expand like most domestic alliance owners, its development speed will definitely be much faster than now. Of course, it is not necessarily better than now.
★ Starbucks gives the reason for its own direct business road: behind the brand, people are operating, Starbucks strictly requires their operators to identify the company's philosophy, identify the brand, and emphasize the consistency of action, discipline, and quality; The franchisees are investors. They only regard the franchise brand as a way to make money. It can be said that their only purpose is to make money rather than operating a brand.
★ The difference between direct -operated and franchise stores is that the all power of the direct -operated stores is controlled by the parent company; the owner of the franchise store has partial rights, and the parent company only provides technology or related resources. The reason why Starbucks is not open to join is because Starbucks has the best control in quality. For example, Starbucks will never report waste materials, but only to provide customers with the best coffee. However, if you open the right to join, it is difficult to say that the owner of each franchise store will be willing to increase costs and scrap, just to provide guests with a cup of good coffee. At the same time, enterprises that implement franchise chains must have strong legal affairs processing capabilities to cope with various legal issues that are arising with franchisees. Therefore, Starbucks decided not to open the right to join in order to make the brand unnecessary interference.
(3) Advertising
does not spend a penny for advertising
★ The traditional concept of Starbucks to brand marketing brings as eye -catching as the high -speed expansion of Starbucks. In the era of various products and services, Starbucks has developed the oldest product in the world into a different, lasting and high value -added brand. However, Starbucks does not use traditional means in other brand market strategies, such as overwhelming advertising and huge promotion budgets.
★ "Our shop is the best advertisement", Starbucks operators told reporters like this. It is understood that Starbucks has never spent a penny advertising fee on the mass media. However, they are still very good at marketing.
Xu Guangyu said that Starbucks almost never advertised except for some strategic alliances to help promote new products. Because according to experience in the United States and Taiwan, after the popularity of the mass media, its advertisements have gradually lost their credibility. In order to avoid waste of resources, Starbucks deliberately not advertising. This inspiration is also a promotion strategy from famous shops in Europe. They do not rely on public media to advertise, and every good store is the best advertisement.
★ Starbucks believes that in the service industry, the most important marketing channel is the branch itself, not advertising. If the products and services in the store are not good enough, and more advertisements to attract guests, they just let them see a negative image. Xu Guangyu said that Starbucks does not want to spend huge funds for advertising and promotion, but insist that every employee has the most professional knowledge and service enthusiasm. "Our employees are like coffee fans, and they can explain the characteristics of each coffee product in detail. Only in one -to -one ways to win trust and reputation. This is an affordable and affordable approach. Here! "
★ In addition, Starbucks founder Hawking Schultz realized the importance of employees in brand communication. Employees' welfare and training make employees a small liquidity. This plays an important role in Starbucks's "word of mouth".
(4) Style
Make full use of "experience"
★ Starbucks believes that their products are not only coffee, but also the experience of coffee shops. Studies have shown that the primary goal of two -thirds of successful companies is to meet the needs of customers and maintain long -term customer relationships. In contrast, those companies with poor performance are not enough in this regard. They have more energy to reduce costs and peel off bad assets.
The main competitive strategy of Starbucks is to communicate with customers in coffee shops, paying special attention to communication with customers. Each waiter receives a series of training, such as basic sales skills, coffee basic knowledge, coffee production skills, etc. Each waiter is required to premonition the needs of customers.
★ In addition, Starbucks is better at "experience" other than coffee: such as atmosphere management, personalized in -store design, warm light, soft music, etc. Just as McDonald's has always advocated the sale, Starbucks gradually decomposes American culture into something that can be experienced.
"Customer -oriented": "Treat every customer seriously, and only cook the customer's cup of coffee at a time." This corporate concept of the craftsmanship of the old Italian cafe runs through the secret of Starbucks's rapid rise. Pay attention to the concept of "" (current experience), emphasizing that in daily work, life, and leisure and entertainment, we will operate the "present" life experience.
★ Starbucks also strongly emphasizes American -style consumer culture. Customers can talk and laugh at will, and even move the tables and chairs to combine them at will. This experience is also part of the Starbucks marketing style.
promoted educational consumers
★ Promoting and popularized coffee in a country that is used to drinking tea. The first thing to meet is consumer emotional resistance. Starbucks first focused on promoting "education consumption". Through their own stores and some companies to open the "Coffee Classroom", and through their own network, Starbucks established a coffee club.
Is when customers consume in Starbucks, in addition to the name and price of cashier, the cashier must also go to the customer's gender and age group, otherwise the cashier will not be able to open it. Therefore, the company can quickly know the time of consumption, what consumption, how much amount, the gender and age group of customers. In addition, the company also invites professional companies to conduct market surveys every year.
★ Starbucks's "Cooked Customer Club", in addition to sending news letters through emails, can also pass a text message through a mobile phone or download the game on the Internet. The message was transferred to other friends, causing the effect of one or ten or ten passes.
(5) Design
The different VI and the design of the store
★ The design of Starbucks in each store in Shanghai is completed by the United States. It is understood that in the US headquarters of Starbucks, there is a special design room with a group of professional designers and artists, which specializes in Starbucks shops opened by the world. When they design each store, they will think about how to integrate Starbucks into it according to the characteristics of the local business district. Therefore, every store in Starbucks, on the basis of the unified brand, try to exert its personality. This is very different from that of McDonald's and other chain brands that emphasize the High Unity of all stores.
★ In terms of design, Starbucks emphasizes that each building has its own style, and allows Starbucks to integrate into the original building without destroying the original design of the building. Every time a new store is added, they use the digital camera to take the interior and surrounding environment of the store. The photos are transmitted to the US headquarters. They are asked to help the design and send them back to find the construction team. In this way, Starbucks can make authentic flavor.
★ For example, Shanghai Starbucks is mainly set by young consumers. Therefore, when expanding new stores, they tried their best to find unique store sites and design them in conjunction with local landscapes. For example, Starbucks, located in the Chenghuang Temple Shopping Mall, looks like a modern temple. The Binjiang Branch on the verge of Huangpu River shows garden glass curtains and palace -like gorgeous. Night scene, taste fragrant coffee.
(6) Question
The potential risk after the sharp expansion
★ The investment pressure on the new store is huge. According to reports, every new store in Shanghai opened a new store in Shanghai, the investment was around RMB 3 million. These investment mainly includes imported equipment, customs declaration costs, venue rent, staff recruitment, training costs, etc. Since Starbucks entered Shanghai in May 2000, it has opened 26 stores and will reach 30 at the end of the year. Based on this calculation, Starbucks invested in Shanghai a year to invest more than 30 million yuan.
★ At the same time, because Starbucks does not allow joining, the operator cannot rely on the benefits of the fisherman as other coffee shops as other coffee shops. In order to attract passenger flow and build boutique brands, almost every store in Starbucks has been opened in expensive areas with high rent, and rent pressure is also a major risk in operation. For example, Starbucks is mainly distributed in Beijing in Beijing, COFCO Plaza, Oriental Plaza, Kerry Center, Fenglian Plaza, Parkson Shopping Mall, Sett Building, Guiyou Building, Friendship Store, Contemporary Mall, Xindong'an Mall, Jianwei Building and other places In Shanghai, it is mainly distributed in Shanghai's most prosperous business districts such as People's Square, Huaihai Road, Nanjing Road, Xujiahui, and Xintiandi.
★ Starbucks chooses to open a store in the golden area and be seen as "enclosure". From the "Oriental Misha" in Shanghai Huaihai Middle Road to "Central Plaza", Starbucks circled four stores in just 1,000 meters away. Industry insiders estimate that the daily rent per square meter per square meter should be around $ 2, coupled with the fixed decoration cost of $ 300,000 per shop, Starbucks is simply "burning money". This approach is deliberately implemented by Starbucks, and it also continues the combat method of unified Starbucks Group's consistent military regiment. It has also become the potential risk of Starbucks.
★ There are many reality and potential competitors. The existing Taiwanese island coffee in the Mainland of China, the Japanese real pot coffee, and the later Canadian Baiya Coffee, etc., have all taken Starbucks as their biggest competitors. The "coffee war" performance is inevitable. Comprehensive analysis believes that Starbucks facing competitors is more than this, and it can be roughly divided into four categories:
1. Coffee interbank competition: chain or franchise stores such as Seattle coffee, Izu coffee, Rodorn coffee and successive successive one after another Coffee shops and separate coffee shops entering the market.
. Convenience store competition: convenient stores are free to make iron cans coffee, aluminum tank packaging coffee, and conveniently brew coffee.
3. Fast food restaurants sell coffee: McDonald's fast food restaurant, Dazhou burger, KFC fast food restaurant, etc. are brewed coffee machines with convenience.
4. Fixed -point coffee machine: The coffee of coffee machines at the airport and rest station is mainly convenient for coffee machines, or iron cans, aluminum and platinum packaging coffee.
★ Let Chinese who are accustomed to drinking tea generally have a long way to drink coffee. Statistics show that the current per capita consumption of domestic coffee is only 0.01 kg, and the coffee market is growing at a rate of 30%per year. Theoretically, there is a huge value -added space in China's coffee market. The preliminary success of Starbucks in the country with green tea as the main drink also shows that its concept can be accepted by different cultural backgrounds.
, it is not easy to integrate non -local coffee culture into the lives of Chinese people. Whether it is Starbucks or the real pot, everyone's products are very simple, that is, coffee, and the production process is nothing more than turning coffee beans into coffee. There is no so -called core technical problem. Everything is completely determined by the market. The company will survive, otherwise it will die. After all, the domestic coffee market has just started. Therefore, no matter how much competition between Starbucks and other coffee shops, they still do a common thing, that is to cultivate the market.
(7) Comment
The adaptation of the market and "Yapi" experience. What are the real reasons for Starbucks to make a profit and rapid promotion? From a product perspective, it is not a product victory, alternative products and competitive products are abound; from the perspective of service, it is not a service win. Self -service service at most makes consumers feel "equal". Personalized services are fundamentally fundamental. Can't talk; in addition, many professional people who work VI have also questioned its mess. In addition to the unity of Starbucks' signboards, many other things violate the VI theory; in terms of franchise, Starbucks is also a "strange fetus", in Many people in Beijing think it is "Beautiful" buying and selling. Many people in Shanghai think it is "unified". It itself said: "Our main business model is still directly operating."
In fact, Starbucks from Starbucks from Success is mainly because it is "egg under the market", and everything is completed in the "invisible" of the market. If you rose to the theoretical height to judge Starbucks, it can be said that Starbucks fully uses the most popular "experience" as its "marketing tool". In the case of "experience economy", other problems are solved.
In Starbucks, the product is not entirely a product. It is more ingredients to "experience one feeling". Imagine that through the huge glass windows, watching the crowded streets, and gently sip a sip of fragrant coffee, which is very in line with the "elegant" feeling experience. As a result, the value of the product is naturally realized.
The mess can be understood as "natural comfort", which is said to be part of American culture. Many Starbucks' mainstream consumer groups are now accustomed to the overlapping feeling of multiculturalism, and the view that insists on visual unity seems to be a bit "old".
The argument about whether it is direct or cooperative. In fact, it is of little significance. If you can make money, you can maintain "core competitiveness". Starbucks naturally considers you to join. Today, the joining market is too chaotic. Starbucks, like KFC and McDonald's, dare not open the market easily.
You go to buy "Reading New Perspective 2" and see the 4th Unit "Coffee Culture", which is specifically introduced "Starbucks"! (Too long, I won't play it for you) We just learned it!
Caffè Mocha Mocha
CARAMEL MACCHIATO caramel Macchuo
caffè Americano American
Caffè Latte latte
Cabcino
espresso
Caramel coffee Jelly caramel Geely
vanilla vanilla star ice music
Coffee coffee star ice music
mocha Mocha star ice music n® Blended Tea Coffee
NON-FAT skip milk