久久亚洲国产成人影院-久久亚洲国产的中文-久久亚洲国产高清-久久亚洲国产精品-亚洲图片偷拍自拍-亚洲图色视频

USEUROPEAFRICAASIA 中文雙語Fran?ais
Lifestyle
Home / Lifestyle / Food

Keeping the brand full of beans

By Xie Yu in Shanghai | China Daily | Updated: 2013-02-21 09:21
Keeping the brand full of beans

A Starbucks cafe in Beijing. The US-based coffee chain now has 700-plus outlets in more than 50 cities in the Chinese mainland. Provided to China Daily

Global coffee chain looks for further expansion in China as it seeks to fend off rival outlets.

Coffee industry veteran John Culver said he is very proud to be a pioneer in bringing the drinking culture of the beverage to this vast country with its 1.3 billion population and many thousands of years of history of drinking tea.

"Thirteen years ago, when we first entered this market, a coffee house culture did not exist in China. The Chinese had no idea what high quality Arabica coffee was and they really had no place to go to take their friends and family to try it," said Culver, president of Starbucks Coffee China and Asia-Pacific.

After opening its first outlet in the Chinese mainland in 1999, Starbucks has swept the market with its US-style coffee culture. Its image of a mermaid is now an icon of a chic Western lifestyle among Chinese people. Today, the chain consists of 700 cafes in more than 50 cities on the Chinese mainland, a firm foothold by any standard in this land of tea drinkers.

Undoubtedly many stick to their tea drinking habit. But coffee has a fast-growing appeal among younger people in big cities. To them, it's not just the coffee. It's the entire experience created by the meticulously planned and designed environment of the cafes that serve the drink.

Keeping the brand full of beans

Gulou's FOURLAB café - a hidden haven 

According to the latest Euromonitor report, Starbucks has a 61 to 62 percent market share in China's coffee house sector, way above its closest competitor.

The company recently announced an ambitious plan to open 2,400 new outlets across the world over the next two years.

It has set a target of opening 800 new cafes by 2015 in the Chinese mainland alone, where it will have 1,500 outlets.

"When we look back at the last 13 years since we entered the market, we see the Chinese found ways to embrace the Starbucks experience. They have made Starbucks part of their daily ritual, appreciating high-quality espresso (for example) and also coming to appreciate a third-place environment," Culver said.

The "third-place environment", one that is neither work nor home, is new to Chinese people - traditionally, treating guests to tea in one's home is the most common and safe means of social interaction.

Nowadays more people like to meet their friends or business partners in a coffee house, which provides a cozy setting with soft couches and warm light, and also doesn't have the noise associated with Chinese teahouses.

Culver joined Starbucks in August 2002 as vice-president and general manager of food services, responsible for leading sales, marketing and operations.

His focus on building brand awareness in traditional food service venues included positioning the Starbucks brand with slogans such as "We proudly brew Seattle's best coffee".

Culver and his team worked to increase the presence of the Starbucks brand with key US customers and to ensure that Starbucks' quality standards were maintained in more than 15,000 outlets. He was later promoted to president of global consumer products and food services, leading the strategy to support Starbucks growth and expansion of product offerings worldwide, including packaged coffee, ready-to-drink coffee, ice cream and teas and drinks.

In late 2011, when Culver was about to take the position as president of Starbucks Coffee China and Asia-Pacific, he was expecting "China to become Starbucks' second home market outside the United States".

These days, as Starbucks holds the leading position in China's fast-growing coffee outlet market, his ambition looks like it will soon be realized.

Previous 1 2 Next

Copyright 1995 - . All rights reserved. The content (including but not limited to text, photo, multimedia information, etc) published in this site belongs to China Daily Information Co (CDIC). Without written authorization from CDIC, such content shall not be republished or used in any form. Note: Browsers with 1024*768 or higher resolution are suggested for this site.
License for publishing multimedia online 0108263

Registration Number: 130349
FOLLOW US
主站蜘蛛池模板: 亚洲精品国产拍拍拍拍拍 | 六月丁香久久丫 | 亚洲视频欧美 | 久草在线免费资源 | 91网站网站网站在线 | 久久草在线视频免费 | 国产一级一级一级成人毛片 | av成人天堂 | 亚洲人成在线播放网站 | 一级毛片aaa片免费观看 | 欧美日韩精品一区二区免费看 | 456主播喷水在线观看 | 欧美大片在线观看成人 | 午夜爽爽爽男女免费观看hd | 99久久精品费精品国产一区二区 | 欧美午夜伦y4480私人影院 | 欧美高清性色生活 | 亚洲国产成人久久一区www | 成人三级在线播放 | 免费a级毛片无码 | 成年人黄色免费网站 | 欧美成人一级毛片 | 久久高清免费视频 | 手机在线看a | 久久国产成人精品国产成人亚洲 | 国产一级黄毛片 | 亚洲欧美综合久久 | 亚洲人成一区二区三区 | 五月色婷婷琪琪综合伊人 | 99久久精品国产自免费 | 国产女主播在线 | 国产a级三级三级三级 | 国产专区中文字幕 | 日韩欧美一区二区中文字幕 | 日韩三级视频 | 视频精品一区 | 国产一级毛片午夜福 | 精品国产一区二区三区免费 | 日韩欧美理论片 | 狠狠色丁香九九婷婷综合五月 | 日本不卡不码高清免费观看 |