Reveal the operating process of Starbucks!
Starbucks has always been a leader in the field of coffee, and it has become the object that coffee shops are scrambling to learn. However, what Starbucks depicts is not necessarily the true self. Investing in opening a store has solved the true face of Starbucks from the aspects of crowd positioning and service positioning.
Starbucks crowd positioning: Say one thing and do another
Starbucks has defined its consumer groups as white-collar workers.
Note that in the positioning of Starbucks in China, white-collar workers are a state, not an identity. A considerable number of urban white-collar workers are young artists and heavy consumers of coffee shops, but Starbucks will never put its position on? Literary youth? In this state, although there is a high probability that they are the same person. Why do you say that? Please read the following patiently.
When it comes to cafes, people in China think of a sunny afternoon, with a comfortable chair and a cup of coffee at hand, and you spend your time in a room filled with the smell of fresh coffee beans.
Therefore, ordinary cafes tend to choose quiet places, even in popular places, they will choose corner locations. Starbucks, however, prefers business districts, office buildings and shopping malls, usually in conspicuous and lively places, and does not even shy away from the street. Popular landmarks are the typical territory of white-collar workers, and their conspicuous position allows them to reach the store immediately without spending too much time.
Starbuck's bright white facade is also one of the reasons that make it easier to find. The brand adopts white and green colors, which is simple and natural. The idea of abandoning complicated decoration is actually catering to the taste of urban white-collar workers and appears in clean and efficient office buildings. This makes Starbucks a little less? Cafe? It feels more like a convenient and fast coffee take-away shop, which is also an important difference between it and other coffee shops.
why do you want to position yourself like this?
there are two kinds of demand for cafes in the market. One is a place for leisure and relaxation in life scenes, and the other is the demand of work scenes. White-collar workers need a coffee shop at work, which can be reached at any time, provide good quality coffee, and take a short break during busy work.
The Starbucks we saw in China obviously met the needs of working scenes, but it was not the earliest positioning of Starbucks.
in the late 1981s, Howard? Schultz called a group of investors to buy Starbucks and borrowed American sociologist Ray? In the words of Odeberg, it is proposed to position Starbucks as? In the third space, besides the office and home, you can also go to Starbucks to kill time. This Italian concept quickly conquered most American consumers, and people gradually got used to drinking coffee at Starbucks instead of making it at home. This allows Starbucks to expand rapidly, not only in the United States, but also gradually around the world. In 1992, Starbucks successfully went public.
but the problem is, if Starbucks insisted on the positioning of killing time in the third space, it would never grow into this giant today.
Starbuck certainly realized this. 1994, Howard? Schultz hired the famous designer Wright? Macy's help Starbucks' brand-new chain store expansion plan, which includes the design of the store, the height of tables and chairs, and the unification of counters. The most important thing is that this time, it plans to replace all the ceramic coffee cups of most products in Starbucks stores with more labor-saving paper cups, which is actually more like a signal from Starbucks: we want to be faster and more convenient.
what about Howard? Schultz said that? The third space? If the sense of relaxation is 111 points, in fact, visiting Starbucks will only make you feel about 61 points, but it is not too comfortable and a little relaxed.
As a result, Starbucks, like McDonald's and Burger King which can be seen everywhere, is no longer a good place in the minds of its core consumers, white-collar workers. Playing cool? The place. Starbucks is no longer the dream of that American? The third space? . Ask a customer? A cup of coffee all afternoon? Our store, with what to pay the rent, how can it bloom everywhere in the world?
It is fast food that makes Starbucks what it is today. But after Schultz returned to Starbucks, he made a high-profile introspection. Rapid expansion makes Starbucks more commercial? The unchanging way to make customers' enthusiasm for coffee is disappearing? Find the lost traditional culture, but we see that Starbucks in China is still moving along the old way.
why did Schultz shout these slogans that are not in line with the actual situation?
Because Starbucks is still expanding! Because the tactics used in the expansion of the United States in the 1981s still work in China today!
In today's America, Starbucks, which can be seen everywhere, has been associated with? The third space? It doesn't matter, but it is still the best marketing tipping point when entering other countries' markets. Starbucks in China is usually located in an office building or a business district, and consumers are very vulnerable to Starbucks during lunch breaks, shopping breaks, friends' meetings and so on? Bewitched? Go in and buy a drink, but Starbucks' in-store settings never encourage you to sit for an afternoon.
As The Economist said,? Schultz's desire to return to the roots of Starbucks seems to conflict with the company's established goal of growing to 41,111 worldwide. ? This remark hit the nail on the head, which set off Schultz's introspection very melodramatic, and he totally cheated when he got cheap.
However, the concept of the third space has brought other coffee shop owners in China who were inspired by Starbucks into the ditch. They try their best to make their shop? Slow? Down, but also committed to their own shop into? The third space? . However, those coffee shops that are built according to the idea of killing time and have a strong literary flavor and successfully attract young artists are all operating in a bleak way. The low turnover rate can't support the cost pressure such as rent. If they want to raise prices, the psychological price of consumers is anchored around 31 yuan by Starbucks. Coffee shops in the business district even have to rely on simple meals at noon to barely support them, and all of them end up hastily.
countless female white-collar workers (who are also typical customers of Starbucks) with a young heart for literature and art will? Sit in your own cafe and have afternoon tea with three or two girlfriends? As an ideal of life, we want to tell you solemnly: you will drive a money-burning machine.
Therefore, Starbucks seems to be competing with the whole coffee shop industry, but in fact it is in the blue ocean of a market segment, firmly grasping this demand and successfully pushing it to the world, becoming one of the representative brands of white-collar consumption.
service orientation: do you know that Starbucks is kicking you out?
Although white-collar workers have been mercilessly ignored in the coffee industry, and a lot of money has been poured out for Starbucks, Starbucks has not been soft on them because of this. Instead, it has customized a set of special service standards driven by interests, with the aim of removing white-collar workers from the store? Drive away? .
is this the key point for the profit of catering enterprises? Improve the turnover rate. From the moment it entered the store, Starbucks set up various links to shorten customers' stay in the store.
in the purchase stage, stores need to pay for the time for customers to choose goods. Fortunately, for coffee drinks, white-collar workers would not have spent a lot of time making choices. Starbucks coffee drinks are also simplified as much as possible. After different methods of making the same kind of coffee are removed, there are no more than 31 kinds of drinks and only about 11 kinds of food, and there are no complicated combinations and packages, so it is very easy for customers to make choices.