Starbucks’ frustration in China has been going on for a long time. Instead of “waiting”, it is better to actively seek change. As a coffee lover for many years, I became a diehard fan of Starbucks ten years ago, switched to Ruixing five years ago, and then domestic and foreign brands such as Peets, Manner, and M Stand have blossomed in the past two years. I rarely buy Starbucks anymore.
The pattern of the domestic coffee market has undergone qualitative changes in recent years. It has to be said that Ruixing’s initial promotion of cultivating Chinese coffee habits has really come true now. I personally think that the expansion of the domestic coffee market share must be due to Ruixing. However, although the cake is getting bigger, Starbucks’ growth share has not been able to deliver a satisfactory answer. This means that Starbucks’ market operations no longer meet the needs of the current domestic market! Competitors are scrambling to launch new coffee products with lower prices, higher frequency, high quality and low price, and the online order interface is simpler and more convenient, so why not attract more consumers? Therefore, Starbucks, once the big brother of coffee, really needs to conduct in-depth research on the current coffee habits of Chinese consumers, and actively seek changes from within to deal with market changes.
This article is reproduced from: https://www.fortunechina.com/jingxuan/26550.htm
This site is only for collection, and the copyright belongs to the original author.