Starbucks brand coffee chain will reach 10,000 in China

Shortly after the Starbucks headquarters in the United States finally got a pass to open stores in China, it was reported that the company is currently implementing a large-scale expansion plan. Howard Schultz, chairman of the company’s board of directors, said that the goal of setting up a chain of 30,000 stores worldwide was too conservative. This indicates that the Chinese market, which has been making Starbucks mouth-watering, will inevitably become the main target of expansion.

According to Reuters, a few days ago, Howard Schultz, chairman of the US Starbucks board of directors, said that the company’s goal of setting up 30,000 franchise stores worldwide at the end of 2004 was too conservative. This means that Starbucks is about to adjust its global strategic goals.

According to industry analysts, Starbucks has gained franchise rights in China, which has contributed to its expansion in the global market, especially in China. It is now that Howard Schulz boldly declares that “30,000 chain stores are too conservative”. A big reason.

It is understood that prior to the liberalization of foreign investment in China's franchising, Starbucks generally holds only about 5% of the equity in China's Shanghai, Taiwan, and Hong Kong, and does not even have any equity in Beijing. The net profit of coffee and beverage outlets is generally 20 From 0% to 30%, Starbucks's operating profits in China are fairly thin, which makes Starbucks headquarters unrecognizable but can't do anything. Now that the situation has changed greatly, Starbucks can finally flex its muscles to realize its plan to expand in China.

Currently, Starbucks has 11,000 chain stores worldwide and 230 in China. According to media estimates, according to this growth rate, Starbucks is likely to become the world's largest fast food company in the future and will be able to achieve the goal of 30,000 chain stores within five years. The market size in China may be close to its market size in the United States, and the total number of chain stores may reach 10,000.