Closer to life, Taiwan unified Starbucks innovation growth energy

Recently, many restaurants in Taichung Sun Moon Lake, Pingtung Marine Museum, and North Shore Jiufen have seen signs for Starbucks Coffee Shop. “Traveling with Starbucks” and “treasure experience” to create the characteristics of the store is not only a new strategy to unify Starbucks' development of market space, but also predicts that the integration of Starbucks into the plain period from the plateau period will be closer to the consumer’s life. Create new growth energy.

In the eight years since he came to Taiwan, Starbucks, which has 171 stores, and the advantages of the largest coffee chain brand in the world, combined with the resources and talents of a unified enterprise group, has successfully brought about a thriving quality coffee culture trend in Taiwan, but it also attracted Competition among various parties to eat the market; coupled with consumer tightening and card debt and other issues, making the coffee chain catering industry more difficult to operate, even if the strength and backing of a strong unified Starbucks, will inevitably be shocked.

Xu Guangyu, general manager of the unified Starbucks, pointed out that the eight years of seeing the rise and fall of the Taiwan coffee chain market, the competitors of the unified Starbucks have also been "differentiated and evolved." Originally, coffee chains with similar shapes, such as IS, Seattle, real pot, Dandi et al., followed by out-of-the-box cheap coffee chain brands such as Ikea, Bengbu coffee, and Western-style fast-food leader McDonald's, and the sudden rise of the popular cake chain brand 85 degrees Celsius and other industries have joined the division.

Intense competition upgrade

The above-mentioned companies have surrounded or adhered to the unified Starbucks, and have helped make the coffee a part of the lives of Taiwanese people, thereby attracting “big players” to get a share. In the past two years, the scale and pattern of the unified Starbucks competitor was clearly "upgraded." One was the parent company's unification of supermarkets, the introduction of affordable and quality Xidi coffee in the store, and the second was the canned coffee leader in different market segments. Lang Coffee also jumped into the boutique coffee chain market in an attempt to integrate raw material procurement, baking production, access and marketing resources, and compete with the unified Starbucks. Market competition is not only more intense, but also the level of competition is clearly higher.

However, external competition is only one of the challenges of uniting Starbucks. Xu Guangyu admits that the biggest challenge at this stage is his own, including the lack of a rich and diverse commodity structure, the inability of personnel training to keep pace with growth, and the decline in manpower quality and management efficiency. Therefore, starting this year, Xu Guangyu continues to expand on the one hand, while upgrading and reforming on the other, it is necessary for this brand to continue to shine.

In the past eight years, the unified revenue growth curve of Taiwan’s unified Starbucks has gradually waned from its original rise. However, even if there are attacks from various competitors, the growth rate is still 20% to 30%.

In the future, Xu Guangyu pointed out that it is still necessary to maintain a two-digit growth. This will depend on continuous investment in exhibition stores and commodity reforms. Among them, the biggest reform challenge is the introduction of more Yuan foods. Fortunately, this aspect has been fully supported by the Starbucks headquarters of the United States. "This is actually one of the keys to the globalization strategy of the headquarters."

Starbucks, which originated in Seattle, United States in 1971, is the world’s largest coffee retailer and leading brand of premium coffee. It currently has more than 12,000 stores in the Americas, Europe, the Pacific Rim, and the Middle East. With globalization running on track, Starbucks’ global store opening target has also been raised from 20,000 set five years ago to 33,000 this year.

According to the financial figures, 85% of Starbucks' revenue comes from the retail channel. This shop opening number is almost three times the current number of stores. If it is to be successfully achieved, we must try to increase single-store revenue and increase the proportion of food sales in the product structure. It is the key.

Global share citation copy

In the early days, Starbucks’ US headquarters was cautious about selling food at the outlets, and did not dare to allow local operators to develop their own products so as not to damage the brand image. However, Xu Guangyu pointed out that since organizing reforms in 2000 and gathering local business operators to form a global advisory group and chanting a global slogan, after five or six years of exploration and adjustment, the Starbucks globalization engine has been launched, and its power and benefits have gradually improved. Show.

Xu Guangyu, who is also a member of the Starbucks Global Advisory Group, pointed out that the so-called globalization is a one-voice action that allows consumers to travel around the world and enjoy Starbucks's intentions. However, the localization of local operations is everywhere. As long as it is successful, it can be shared, quoted or copied globally.

Raising the proportion of food sales in the store is a recent example. In the past three years, Starbucks has sold more than 30% of its sandwiches, light meals, and cakes in the retail outlets of the UK and Hong Kong. As a result of these market successes, Starbucks headquarters has considered food as an opportunity for future growth and encourages them to grow. Operators actively develop this category of products, and will complement each other through sharing and global advantages, so that successful experiences can bloom in different places.

Xu Guangyu pointed out that the operator of Hong Kong's Starbucks is the Meixin Group, which started with catering and baking. With this advantage, Maxim's achievements in food have become a benchmark for Starbucks' global food business.

At present, the unified Starbucks's proportion of food sales is still relatively low. In the face of consumers' dining needs at different times, the unified Starbucks actively constructs a diversified food supply chain.

In the past, the unified Starbucks food suppliers focused on unifying enterprises and some baked cakes. However, with the expansion of food categories, Xu Guangyu has visited and selected suitable suppliers incessantly in the past few months. Xu Guangyu pointed out that since Starbucks' global strict standards for the management of commodity hygiene quality are very strict, it is not easy to find qualified suppliers. This is one of the obstacles that must be overcome.

In terms of exhibiting stores, the unified Starbucks will continue to invest aggressively despite its sluggish economy. Xu Guangyu said that currently, Starbucks’ share in the chain coffee market is only 15%, and only the continued expansion of the store's market share can result in a qualitative change in the market and thus a greater scale of profit. Therefore, “regardless of the economic climate, the number of competitors, The unified Starbucks will continue to advance."

Developing sightseeing attractions

At the same time as the amount of expansion, Xu Guangyu did not dare to ignore internal reforms. He said that there is a lot of room for growth and improvement in the management of customer service, customer service, and product development. In addition to developing more food products and strengthening communication with suppliers, he paid more attention to customer service and store management issues.

In terms of customer communication, the unified Starbucks emphasized in the past that it was a “third place” for customers to stay in and out of the office. This year, the unified Starbucks will deliver the brand culture of “innovative spirit and theater experience”. Therefore, we will continue to develop sightseeing attractions.

The newly opened Jiufen Store is the 12th scenic spot that Starbucks has completed after two years of searching and planning. It was originally a homestay and was transformed into a home-like space, in which Japanese-style cultural tiles and Ilan Stones were used. The architectural material of Japanese style and mineral impressions echoes Jiufen's cultural charm and allows visitors to appreciate the scenery and taste the coffee comfortably.

On the surface, it seems that the coffee shop sells goods and the environment are similar, but if you take a closer look at the global operation of Starbucks, you can find out how strong the foundation and operating system behind this international brand are. Therefore, regardless of the external squeeze How fierce, when the reform of the unified Starbucks engine is turning, the power can not be underestimated.

Lengthening planning preparation time

Xu Guangyu pointed out that the general plan of the general enterprise is to prepare 12 months in advance for planning, but Starbucks is "early 18 months ahead of schedule." This alone makes many competitors unmatched. The globalization operation coupled with abundant professional talent is the Can be the key to planning operations for half a year ahead of other international companies.

This year, Starbucks, which sells hot chocolate all over the world, is a typical example of a new product that has been successfully operated in accordance with the annual plan and has been successfully marketed internationally.

Speaking of this, in the past eight years, Xu Guangyu, who led the development of unified Starbucks, has quoted Starbucks founder and CEO Schulz as saying: “growing big, staying small (while it continues to grow, it will never forget the humbleness of the original business). "It seems that this is not only a coffee giant's problem of avoiding the upper body of dinosaurs, but also a required course for every manager.