1. Localization of storefront design
Every time Starbucks opens a store, employees will take pictures of the floor plan and surrounding environment of the store and send them to the US headquarters for design. Professional designers and artists will use the dedicated design room in the headquarters to design. According to the pictures of the store and the surrounding environment, they will combine the local culture and business circle characteristics of the newly opened store, then consider how to better integrate Starbucks into it, and finally design a plan. Every store in Starbucks has its own characteristics under the unified foundation of Starbucks, and Starbucks in China is no exception, emphasizing that every building has its own style. Every store is required to be integrated with the original or surrounding buildings, without destroying the design style of the original buildings and showing its own features, but with the surrounding buildings in China. Starbucks pays more and more attention to China culture. In Starbucks in Beijing, Shanghai and even Sichuan, retro furniture has replaced the previously standardized tables and chairs. In Starbucks, these not only appear unique, but also ease the opposition between American decoration and China tradition. The localization of storefront design undoubtedly contributed to the success of Starbucks in China.
2. Localization of products
According to the local culture of China, we will develop products with China characteristics to win the favor of more China consumers. After Starbucks entered the China market, on the basis of maintaining its original distinctive products, it intensified the development of new products and constantly introduced products with local cultural characteristics in China. On the localization of China products, Starbucks has racked its brains, and the combination of Starbucks brand effect and China local culture is the main factor for Starbucks' success in China. Mid-Autumn Festival is one of the traditional festivals that people in China attach great importance to, so Starbucks launched moon cakes in the China market during the Mid-Autumn Festival. Combining coffee elements, this paper tries to integrate western coffee culture into traditional festivals in China. In addition, accompanying cups, mugs and piggy banks featuring China elements have appeared in people's field of vision and become the profit points of Starbucks. Later, new Chinese products, such as colored pepper mushroom package and tofu vegetable roll, were introduced. During the Dragon Boat Festival in 2009, Starbucks' Dragon Boat Festival featured product "Xingbing Zongzi" was released in Jiangsu, Zhejiang and Shanghai, with 8 zongzi in each box, including red beans, coffee and mangoes. 20 10 in March, Starbucks launched nine surprise tea drinks with tea culture tradition in China market and began to sell tea. This is another "face-changing experience" marketing of Starbucks after China products such as zongzi, moon cakes, tofu rolls, colorful pepper and mushroom packages. It contains China tea, four exotic teas and two special teas. In April, Starbucks once again launched a variety of new non-coffee summer products, so that people can also taste delicious and cool Starbucks drinks in summer. These localized products let us see that Starbucks in China is also constantly integrating the traditional culture of China and constantly adjusting the cross-cultural management mode.
3. Localization of suppliers
Starbucks never used coffee beans from China from the beginning of the establishment of 197 1 to 20 10, but when Starbucks first introduced coffee beans from Yunnan to make "Phoenix Dance Xiangyun" on June 5438+0, 2009, it broke the situation that there were no Chinese-made coffee beans for sale in Starbucks stores, and Starbucks was always very strict with the quality of coffee raw materials. Starbucks aims at Yunnan because the variety of coffee beans in Yunnan is recognized by the world as high-quality small arabica coffee, which was rated as the top grade of coffee products as early as the 1950s. After years of investigation, Starbucks finally chose Yunnan-made coffee beans on the anniversary of its entry into the China market 10. They also wanted to introduce Chinese-made coffee beans to the world, hoping that this kind of coffee beans could appear in Starbucks stores in more than 50 countries around the world. Starbucks set up a coffee raw material purchasing base in China to cope with the rising cost of raw material purchasing. Generally, the price of coffee beans produced in Yunnan is one-third or even half lower than that of imported coffee beans, and its price advantage is bound to become Starbucks' strong price competitiveness. After the financial crisis, Starbucks is trying to turn China into the second domestic market besides the United States. 2010110/4, Starbucks signed a memorandum of understanding with Yunnan Academy of Agricultural Sciences and Pu 'er Municipal Government to invest and operate Starbucks' first coffee planting base in Yunnan. This also indicates that coffee beans, the core raw material in its procurement system, began to shift to China. This not only greatly reduces the raw material procurement cost of Starbucks, but also makes its brand a household name.
This paper is taken from China Paper Network, and its original address is/5//5 /5/view-3359090.htm