As early as 1982, Starbucks introduced milk coffee, italian coffee machine and cafes into coffee, and through a complete business system based on the "third space", coffee was no longer limited to refreshing drinks but a social media, which was unanimously sought after by consumers. Subsequently, the company accelerated its expansion in the United States in a direct mode and successfully listed on the New York Stock Exchange on 1992.

During the period of 1992- 1996, Starbucks expanded rapidly in North America, maintaining nearly 100 stores every year, accumulating good reputation for early brands and gradually forming scale effect. 1995, Starbucks launched a classic popular product Frappuccino, which won unanimous praise from consumers. By 1996, Starbucks has 65438+ stores. The second stage (1996-2008): the internationalization process is accelerated, global expansion drives high income, and many companies in strategic acquisitions enrich their business maps.

In the early years, the domestic market in the United States has been the main market driving Starbucks' revenue growth. With the listing of 1992 Starbucks on the NYSE, Starbucks, which raised sufficient funds, began its global expansion strategy from 1996. Starbucks opened its first branch in Tokyo, Japan on 1996, and then gradually entered the Asian market and the European market. 1997, Starbucks moved to the Philippines, 1998, and entered Australia, Scotland, Switzerland, Wales and other cities. By 1999, Starbucks officially entered China and opened its first China Starbucks store in Beijing. Since 2000, Starbucks has gradually entered Germany, France, Spain and other European countries.

Schultz then focused his overseas expansion on China, India and other countries with large market space, and at the same time withdrew from the market with poor management and sustained losses, which made the proportion of Starbucks' international market revenue increase steadily after 2004. Many companies in strategic acquisitions have improved their product layout. Since 2003, Starbucks has successively acquired related companies involved in packaging and freshly ground coffee, bottled water, coffee equipment, juice manufacturing, chain bread and other businesses. The company's business map is improving day by day, and its market share is expanding year by year.

In 2003, the company acquired BestCoffee in Seattle, a cheap coffee brand, and TorrefazioneItaliacoffee, a high-end coffee brand, to resist the attacks of other brands in the field of cheap coffee and enrich the company's coffee beans.