Starbucks and Alibaba are more and more "tied".

65438+1October 1 1, Starbucks, which has been in China for 20 years, revealed at the Alibaba One Business Conference that through Alibaba's business operating system, it has achieved take-away access to 2,000 stores in 30 cities, and completed the opening of membership system, online virtual stores, global consumption marketing and intelligent customer service, covering more than 600 million members.

Tracing back to the cooperation between Starbucks and Ali, it started in August last year.

On August 2 last year, Starbucks and Ali announced that they had reached a comprehensive strategic cooperation, jointly built a new online retail smart store, and opened a number of digital consumption operation platforms between the two parties to realize the interconnection of membership registration, equity exchange and service scenarios under the global consumption scenario.

In addition, Starbucks officially launched the online delivery service based on the Hungry Distribution System. Including covering more than 2,000 stores in 30 cities by the end of the year; Starbucks will join hands with Box Horse to create a "star chef".

Kevin johnson, President and CEO of Starbucks, said, "China has become the fastest growing market for Starbucks in the world. This time, joining hands with Alibaba, the world's leading Internet technology company, will further meet and exceed the needs of consumers in China. "

However, the cooperation that started on August 2nd alone cannot achieve Starbucks' goal. So, from 65438+February to April, Starbucks and Ali deepened their cooperation and announced the full opening of their membership system this month. Cooperation includes:

First of all, users' Taobao and Alipay accounts can be bound with one click, and they have synchronous points and rights with Starbucks APP.

Secondly, users go to Starbucks for coffee, use Starbucks App, Alipay and Taobao to scan the code once, and all enjoy star card points.

Then, in the past, users could only order takeout with Hungry and Starbucks App. Now users can order takeout on Taobao and Alipay and accumulate stars.

Finally, users can buy various Starbucks peripheral products and earn points on Starbucks APP, Alipay, Taobao and Hungry. Starbucks Tmall flagship store will also restrict the sales of direct selling star gift cards.

Looking back on the cooperation between Starbucks and Ali, the announcement made by Starbucks at the press conference of June 5438+1October 65438+1October 0 1 seems to be a "report card" of Starbucks' cooperation with Ali for more than five months.

Middle-aged Starbucks

And Ali need each other.

Although Starbucks is still a giant in the coffee industry, some rising stars have taken away its market share.

Especially Ruixing, which is mainly based on self-financing, distribution and subsidy mode. This year1October 3rd, 65438, Ruixun also stated at the strategic conference of 20 19 that the target of 20 19 is to build 2500 new stores, with the total number exceeding 4500 by the end of the year; And the subsidy will not stop for three to five years.

This also has a certain impact on Starbucks' revenue. The third quarter financial report of 20 18 released by Starbucks shows that the revenue increased by 1 1% year-on-year, reaching $6.3 billion. However, the China market, which had high hopes, performed poorly, with store sales down 2% year-on-year, the first decline in nine years, making it the worst market for Starbucks.

Starbucks realized that it needed to find partners to make up for its shortcomings in digitalization and take-away distribution. Ali's new retail infrastructure and data technology attracted Starbucks.

The cooperation between the two parties has promoted the growth of Starbucks' fourth quarter financial report to a certain extent. Starbucks' fourth-quarter financial report showed that its revenue increased by 65,438+00.6% to $6.3 billion, exceeding the expectation of $6.27 billion and hitting a record high. Meanwhile, same-store sales in China market increased by 65,438+0%.

The cooperation between the two parties also gives Starbucks the opportunity to cover Ali's huge user base-there are 666 million monthly mobile users on Tmall and Taobao, and there are more than 700 million domestic active users on Alipay. At present, Starbucks has more than 3,600 stores and 7 million members in China.

In addition, there is still a lot of room for expansion in the domestic coffee market. According to the data report released by the International Coffee Organization in London, the coffee consumption in China is increasing at an average annual rate of 15%. On the contrary, the global average growth rate is only 2%.

On the other hand, Ali also needs Starbucks. Ali's business system construction and business development follow the principle of "making the world have no difficult business". The new retail, digital and * * * commercial operating systems that Ali has been advocating need more and more partners to join.

As Ali CEO Zhang Yong said at the One Business Conference: "In Alibaba, we hope to form a brand-new business operating system that runs through all aspects of business operations."

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