20/12/2021
๏ธ๐๐๐๐๐ ๐๐๐
๐
๐๐ ๐๐๐
๐๐๐๐๐๐๐ ๐๐๐ ๐๐๐๐๐๐๐๐๐๐ ๐๐๐๐๐๐๐ - ๐๐๐๐๐๐๐ ๐
๐๐๐ ๐๐๐ ๐๐๐๐๐๐๐๐
๐๐ ๐๐
๐๐๐๐๐๐๐๐๐ ๐๐ ๐๐๐๐๐๏ธ๐
---------------โคโคโค--------------
๐ฅChina is a country with thousands of years of history associated with the tea ceremony culture. So how did Starbucks successfully pe*****te, and convey the coffee-drinking culture to the Chinese market, which is not ""salty"" with drinking coffee?
1. ๐ซ๐ฐ๐ญ๐ญ๐ฐ๐ช๐ผ๐ณ๐ป๐ ๐ญ๐น๐ถ๐ด ๐ป๐ฏ๐ฌ ๐ญ๐ฐ๐น๐บ๐ป ๐บ๐ป๐ฌ๐ท๐บ ๐ป๐ถ ๐ฌ๐ต๐ป๐ฌ๐น ๐ป๐ฏ๐ฌ ๐ด๐จ๐น๐ฒ๐ฌ๐ป:
๐ฆWhen Starbucks first entered the Chinese market, Starbucks encountered two "barriers":
โบ Tea ceremony culture exists for thousands of years.
โบ Many Chinese people think that Starbucks prices are too high compared to normal income.
2. ๐พ๐ฏ๐จ๐ป ๐ซ๐ถ๐ฌ๐บ ๐บ๐ป๐จ๐น๐ฉ๐ผ๐ช๐ฒ๐บ ๐ซ๐ถ ๐ป๐ถ ๐๐๐๐๐๐๐๐ ๐
๐๐๐๐๐๐๐๐๐๐๐?
โตWhen entering the Chinese market, Starbucks aimed at the middle class. In the past, there were many ""giants"" in the field of food and beverages such as Dunkin Donuts, Burger King also targeted this target group, but they all failed to expand and develop in this billion-people market.
๐ฃSo what is the difference in Starbucks' strategy in China?
โบ Combining East and West culture
โบ Associate brand with position in society
โบ Building community space
๐ฏ. ๐ฆ๐ง๐๐ฅ๐๐จ๐๐๐ฆ ๐ฆ๐จ๐๐๐๐ฆ๐ฆ
๐Over 20 years of development, so far Starbucks has 5,000 stores in China. Where does this success come from? How has Starbucks implemented a specific strategy? How to pe*****te a new market with differences in culture but still keep the core values โโof the brand?