Starbucks China plans to increase its amount of stores in China, its second largest overseas market, by 56 percent to 9,000 stores by 2025. That increase equates to one new store opening nearly every nine hours for the next three years. It also plans to double its sales and quadruple its operating revenue through efforts including store expansion, growth in Omni channel, as well as at-home and on-the-go coffee services, to meet the coffee needs of consumers in various life scenarios.

  In the past ten years, Starbucks stores on the Chinese mainland have grown by nearly 10 times and have been on track to reach 6,000 by the end of this year. By 2025, the company is expected to open a new store every nine hours to add 3,000 new stores in about 300 cities throughout the country, said Belinda Wong, chairwoman of Starbucks China, at the biennial Investor Day conference on Sept 13.

  In first and second tier cities, Starbucks China is going to optimize its store portfolio and density in key trade zone. For example, at its reserve stores, Starbucks China is expected to elevate its connections with communities through smarter omni-channel services and operate about 2,500 greener stores.

  Delivering locally-relevant coffee innovation is key to the implementation of the plan, according to the company. In the next three years, Starbucks China will invest $220 million on launching its Digital Technology Innovation center in the country to further improve its digitization of store operations and in-house technology and data infrastructure.

       While the current epidemic has not yet disappeared, Starbucks has stepped up its pace to seize the Chinese market and invested heavily in the innovative technologies, all of which show that Starbucks has high hopes for the Chinese market. According to (Daguan Keweiwei) Brand Value (China) Network, these measures of Starbucks are very in line with the evaluation of the first-level indicator“innovation ability”in the“China Brand Value Evaluation Standard”, which will actively improve its ranking in the“World Brand Values Top 900”. In“The 2nd (Daguan·Keweiwei) World Brand Value Top 900” list officially released on July 30, 2022, Starbucks has a brand value of 165.569 billion yuan, ranking the 143rd.

Author:   肴筱临

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