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Starbucks to popularize the tea culture to Chinese: fashion, western style

via:博客园     time:2016/1/8 20:00:36     readed:1166


January 8th, Starbucks spokesman confirmed: 2016, Starbucks's tea brand Teavana will enter china. Different, and shop model previously speculated earlier, Starbucks stores will be responsible for the sales of tea Teavana.

It seems that in the Chinese market with a long history of tea culture, Starbucks is still quite cautious.

Starbucks over the past few years in the rapid development of the Chinese market, in 2015 is 18 per hour to open a shop, this is easily in China popular brand of coffee culture, decided to teavana was introduced into China, with a little cautious and careful. It did not choose to open stores directly, but the choice of selling products in the existing stores, the use of Starbucks's own influence to tell consumers, you can try their tea.

China has a long history of tea culture, but in the north of Guangzhou and other major cities, almost no young people can go to the chain of tea brand. The young people who love Starbucks coffee may be willing to try their blended tea?

Compared to the Chinese market cautious, the U.S. market, Teavana is becoming an important profit growth point of Starbucks. According to the "fortune" previously reported that Starbucks's annual growth rate of the business in 15, in the same store sales growth of 7 in North America, 1 are driven by the tea business. Teavana ice tea and tea latte shake product sales are good performance.

Teavana is a pair of couples in 1997 founded the brand. They hire a professional procurement team from all over the world tea, tea (including, of course, China's hands at a high price to buy high-quality tea, and then with a special tea, and then put online and in store sale. Before the acquisition of Starbucks, teavana has been to sell their assembly loose tea, including China's West Lake Longjing tea and Biluochun, the flagship in flowers, fruits, together with the combination of tea. Teavana bulk tea in the United States the average price of 2 ounces (about 56 grams, brewing volume in the 15 to 20 cups) 7 to 10 U.S. dollars.

In November 2012, Starbucks bought the New York Stock Exchange listed on the NYSE Teavana. Subsequently. According to Starbucks's model, Teavana is no longer just selling tea alone. In November 2013, the first specialty tea and eating light tea

In the store, Teavana sell tea is also a special blend of a good mix of tea based

On the appliance, like selling a cup of Starbucks will not let this opportunity to create a natural. Takeaway cup, Starbucks has discarded the coffee cups and anti scald with corrugated paper cup sleeve, use double deck design, outer layer embossing of feathers, foam, suitable for drinking tea, the lid has also been specially designed. As for the ordinary tea cup, in addition to the traditional filtering cup, teavana also sell style Mug Cup, more is also taking the fashion line, bright colors. These are obviously more attractive love to drink tea in the younger age groups.

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