Starbucks established a cooperative relationship with Meituan after being hungry
Starbucks established a cooperative relationship with Meituan after being hungry, and after the exclusive cooperation with Hungry expired, Starbucks began to settle in Meituan for takeaway. Starbucks will launch its official service on multiple platforms. Starbucks established a cooperative relationship with Meituan after being hungry. Starbucks establishes cooperative relationship with Meituan after being hungry 1
On October 8th, well-known chain coffee giant Starbucks announced the establishment of a cooperative partnership with Meituan, allowing its users to order coffee takeout through Meituan's platform.
in addition to the cooperation of take-away delivery, the two parties will also launch a service that allows users to make private reservations in order to taste and learn how to make coffee in Starbucks stores.
Previously, the three-year exclusive distribution cooperation agreement between Starbucks and Alibaba's take-away distribution platform was expired on February 31, 2121, and the two parties did not renew this agreement. Before reaching a cooperation with Meituan, the market also reported that Starbucks had negotiated with potential partners including SF Express, Meituan and Wal-Mart's Sam member store. However, in the end, Meituan, the largest delivery platform in China, won the latest cooperation with Starbucks.
Up to now, Starbucks special star delivery has been fully put on the Meituan takeaway platform, and there are still a few Starbucks special star delivery services on the platform of Hungry.
Starbucks is the jewel in the brand crown of the whole O2O field, and reaching a cooperation with Starbucks often means more than just commercial cooperation.
in August 2118, Alibaba and Starbucks reached a strategic cooperation, and regarded Starbucks as a very important partner, which was the first cooperation of Alibaba's key account plan "A111". Ali introduced systematic concepts such as "Alibaba business operating system" and "Alibaba digital economy", telling the story of all-round cooperation between various businesses of the Group and brands.
The A111 cooperation between Alibaba and Starbucks was personally negotiated by the top level of both parties. Alibaba CEO Zhang Yong and Starbucks CEO kevin johnson attended the strategic cooperation conference at that time. Zhang Yong used the "wedding ceremony" to describe this cooperation conference, but before "marriage", both sides "had already lived", and after "marriage", we should also think about how to be "happy".
As a platform, Alibaba rarely endorses a brand with such a high standard, which shows the importance of Starbucks. At that time, Alibaba had just acquired a wholly-owned company. Hungry, it still had ambitions in the delivery market in China. Although Hungry has lagged behind Meituan in market share, Ali still won the exclusive cooperation of Starbucks with the help of the synergy between the complex businesses of the whole group.
However, with the continuous changes in the take-away distribution market, the gap between Hungry and Meituan is widening. Ali, who continues to face the challenges of the e-commerce retail market, has also begun to emphasize "agile organizations" and seems unwilling to devote the power of the group to support the hungry. As a result, the three-year exclusive cooperation "marriage" between Ali and Starbucks finally ceased to exist because of the "intervention" of the US Mission.
It is worth noting that, in recent years, under the high-pressure supervision of technology companies, although the US delegation successfully won the favor of Starbucks, it did not publicize and hold a cooperation conference as high-profile as Ali did three years ago, and no senior executives from both sides endorsed this cooperation. Starbucks established a cooperative relationship with Meituan after being hungry. 2
After the exclusive cooperation with Hungry expired, Starbucks began to settle in Meituan for take-out.
Recently, the reporter found that Starbucks' special star delivery has been launched in the Meituan takeaway channel. Judging from the current store information, Meituan takeaway and Starbucks' membership system have also been opened.
It is reported that we have already renewed our contract with Starbucks, and the new cooperation will no longer be an exclusive agreement. This also means that Starbucks has the opportunity to open cooperation with more subjects and launch Starbucks official services on multiple platforms.
At present, Starbucks, Hungry, and Meituan have not commented on this matter. It is generally believed in the industry that under the strengthening of anti-monopoly supervision, the "two-for-one" take-away platform cooperation model is no longer applicable. At the same time, in the face of strong competition from brands such as Ruixing and Tims Coffee, diversified platform cooperation is conducive to expanding more market share.
Starting Digital Transformation with Hungry Hands
In August 2118, Starbucks finally started digital transformation after entering the China market for many years: Starbucks announced that it had reached a cooperation with Alibaba, and * * * launched a take-away business to deliver its drinks and baked goods to consumers. Bloomberg believes that Starbucks is trying to avoid its competitors and reverse the negative growth of its performance in China.
At that time, the take-away business in China market was quite mature, and at the same time, some coffee brands based on Internet genes began to rise to seize the Chinese coffee market.
Starting from September 2118, 151 Starbucks stores in Beijing and Shanghai will begin to test the delivery service through Alibaba's Hungry Takeaway Platform.
Subsequently, Starbucks and Hungry opened up the membership system, and buying Starbucks dedicated stars on Hungry can also accumulate Starbucks membership points. In terms of delivery time, according to the data of hungry at that time, the average delivery time of Starbucks takeaway orders was only 18.2 minutes nationwide.
after a year of cooperation, we have achieved the goal of "special star delivery" for 3,111 stores in 111 cities together with Starbucks.
Starbucks' financial report also shows the boosting effect of digital services. According to the financial report of Starbucks in the third quarter of fiscal year 2119, the sales of delivery business accounted for 6% of the total sales, which made a significant contribution to the profit growth of Starbucks China in the third quarter; At the same time, the number of active members of Starbucks in China has increased to 9 million, up by 11% from last quarter.
Starbucks' annual report for fiscal year 2121 shows that its annual revenue in China market is 3.7 billion US dollars. According to its previous announcement that the sales of special star delivery orders account for 1.5%, the annual size of Starbucks' China delivery market is about 3.5 billion RMB.
Starbucks, which benefited from China's digital business model, also tried to promote the digital business model in overseas markets. In 2119 alone, the US version of "Special Star Delivery" has expanded to 1,611 stores in the United States, and landed in other 11 countries around the world, including important markets such as Japan, Britain and Mexico.
Exclusive cooperation expires and diversified cooperation is started
On February 31th, 2121, the exclusive cooperation between Starbucks and Hungry expired. After the "honeymoon period", Starbucks' cooperation has long been speculated in the industry. At that time, it was reported that Starbucks was discussing cooperation with SF Express, Meituan, Sam member stores and other enterprises with distribution capabilities.
At present, Starbucks has quietly launched the Meituan takeaway platform. Searching for Starbucks on Meituan Takeaway will lead to Starbucks brand pages and recommendations from nearby Starbucks Takeaway Stores. In terms of delivery time, the page marks that the official delivery time is 31 minutes. At the same time, after the members of Starbucks are bound to the Meituan takeaway, the Starbucks star data will be automatically synchronized, that is, Starbucks will open the membership data with the Meituan takeaway.
However, from the search results, the number of stores covered by Meituan is slightly less than that of Hungry, and some offline stores have not been fully launched on Meituan platform.
The cooperation between Starbucks and the take-away platform, on the one hand, is close to the consumption habits of China consumers and increases diversified services; on the other hand, the opening of membership data will be beneficial to traffic diversion between the two parties.
Previously, the cooperation between Starbucks and Hungry was not only included in the field of take-away, but also in many business lines of Alibaba, such as Box Horse, Taobao, Alipay, Tmall and Word of Mouth. After this cooperation with Meituan, there is hope to improve the scale and quantity of users.
Increasing competitive pressure and adjusting strategy to meet new demands
According to official data, by the end of 2121, Starbucks had more than 5,411 stores in China, covering more than 211 cities.
according to the latest financial report data of Starbucks in the first quarter, the number of 91-day active members of Starbucks in China reached 17.9 million, and 5,361 stores were opened in 218 cities. In fiscal year 2122, Starbucks China is expected to expand its store scale to 6,111 stores in 231 cities.
but at the same time, food safety problems have also appeared in Starbucks stores. In February, two Starbucks stores in Wuxi were reported by the media that the ingredients were still used after expiration and the shelf life was tampered with, and then the two involved stores closed for rectification.
however, this is not the first time that Starbucks has had food safety loopholes. There have been problems such as selling expired sandwiches and finding cockroaches and flies in food before.
It is accompanied by the strong competitive pressure of Starbucks in China market. "New competitors enter China specialty coffee market" was once included in the annual report submitted by Starbucks on business risks.
According to the information of Sky Eye Survey, since 2121, China's coffee market has received financing in different amounts, such as Round A, Round B, Strategic Investment, Round A+, Round B+, Round Seed and Round Angel, with the highest financing amount occurring in May 2121, and the monthly financing * * * is RMB 11.311 billion.
Manner's small store model is popular with capital, Tims has rapidly expanded to open stores in China, and emerging Internet brands such as Sandianban, Shicui and Yongpu have turned to open stores offline. Even Ruixing, who suffered from financial report fraud, has regained the favor of young consumers with the strategy of low price and many new products.
Chinese coffee market is attracting capital, and coffee brands are rapidly rising and growing in China market. With the upgrading of consumption and the rise of emerging consumption forces, new consumer demand is constantly emerging, and the coffee industry is also undergoing reconstruction.
according to Starbucks' forecast, China is expected to surpass the United States as its largest market. Starbucks has said that its goal is to make itself a necessity for consumers in China. However, in the face of the constantly changing and adjusting China market, Starbucks also needs to constantly adjust to meet the needs of market development.
In 2121, Starbucks made a series of personnel appointments, among which Wang Jingying continued to be the chairman of Starbucks China, focusing on Starbucks' long-term development strategy, innovation and enhancing its social influence in China. She will also manage Starbucks China Siren Ventures Venture Capital Fund, actively explore cutting-edge technology fields, and promote Starbucks' business innovation in the digital field.
insiders believe that the cooperation between Starbucks and Meituan may be a small step in its digital business. In the future, based on distribution services, there will be opportunities to explore other new converged service scenarios and enhance the service consumption experience. After being questioned intensively by public opinion recently, Starbucks' strategic play in China market also needs to be upgraded urgently, and new cooperation may bring new development opportunities. Starbucks established cooperative relationship with Meituan after being hungry. 3
Recently, it was learned that Starbucks settled in Meituan for take-out. Search for "Starbucks" in Meituan APP, and you will see the "Starbucks" brand page. After clicking into the Starbucks flagship store, you can choose Starbucks special stars from different stores. The delivery time of the nearest store is about 31 minutes.
according to the store information, Starbucks' membership system has been connected with Meituan Takeout. You can see Starbucks' star data by binding Starbucks members to Meituan. At present, consumers can buy all kinds of Starbucks drinks, baked goods, coffee beans and other products on the US delegation, and enjoy the delivery service.
Starbucks confirmed this news and said that more cooperation will be announced at a press conference in the near future.
It is worth noting that this is the first time that Starbucks has entered other take-away platforms besides being hungry.
Hong Xu, then vice president of Alibaba, said that Starbucks and Alibaba signed an exclusive agreement on end-to-end delivery, which meant that Starbucks could not cooperate with other take-away platforms other than Hungry.
Now that the three-year cooperation period has come, Ali, who brought Starbucks into the domestic and international sales force with one hand, "lost" the exclusive contract and made a wedding dress for the Meituan.
Although the delivery speed of Meituan is not as fast as that of Hungry, and the number of stores it covers is not complete enough, with the promotion of cooperation between the two parties, I believe these will be further improved. The "primitive accumulation" in the three-year cooperation between Starbucks and Hungry will also become a "sharp weapon" for Starbucks to break ground in the US Mission. In the end, the effort of being hungry turned into paving the way for the "bitter rival" US group.
Since Hungry bought Baidu Takeaway in 2117, the competition of the take-away platform has become a struggle between the US Mission and Hungry. However, in recent years, if you are hungry, your stamina is obviously insufficient, and your development is a bit behind the US Mission.
According to the data of Ai Media Polaris, in the fourth quarter of 2117, Meituan accounted for 41.3% of the users of online catering take-out platforms in China, which was lower than the share of Hungry+Baidu take-out of 55.3%. But only after more than two years, when I was hungry, I was overtaken by the US Mission. According to the data of Forward-looking Industry Research Institute, in the first quarter of 2121, only 31.9% of the platform transactions were hungry+hungry, while the proportion of take-out by the US group rose to 67.3%.
on the one hand, the market share is being swallowed up constantly, and on the other hand, the once exclusive resources have become * * * enjoyment resources, and the advantages have been discounted. Obviously, if you are hungry, life is not easy now. If you can't find a new breakthrough point, then if you are hungry, only 31% of the market share may be lost.