The Retail Innovation of Starbucks

Helen Dou 2013.9.19.

September 17th, 2013 - Startbucks China announced its new launch of two concept flagship stores in Beijing - 咖啡礼赞 and 24-hour flagship creative store.

咖啡礼赞, which means praise of coffee or coffee tribute, concept store has demonstrate Starbucks coffee's heritage and leadership in the coffee market. This concept store locates in Beijing Kerry Hotel. It has two floors with coffee bar on each floor. The coffee bar on the second floor featured with a special function - Starbucks Workshop, that provides unique handcraft coffee, which allows the customers to choose coffee beans from various originations to roast and taste the flavors. All barista there have gone through more strict trainings and obtained the "Black Apron" certificate. Normally, Starbucks baristas wear green apron; for those who wear black apron, it suggests that the baristas are in expert level, and they should have better and more professional knowledge on coffee and coffee making skills.

On retail design aspect, Starbucks has incorporated with local artists. Local artists have brought in many traditional Chinese elements into the store design concept and helped Starbucks to tell its story in a local language. On the coffee bar surface creative, a traditional Chinese drawing pattern has been used to communicate the Starbucks coffee journey from planting to manufacturing. A full set of Chinese traditional elements have been adapted throughout the whole store. It is obvious that Starbucks has put in a significant effort on localization.

Another creative flagship store is developed around the concept "兼收并蓄、不拘一格", which means incorporate things of diverse nature and follow no set form. This store is located in Beijing Sanlitun, one of the most dynamic and energetic business areas of urban lifestyle. The first floor is installed clear and broad coffee bar and expresses a young feeling of the take away coffee; the second floor is decorated with long shape coffee bar along the window and wooden furniture, which has effectively contrasted the interior environment with the busy and crowded outside. However, people sitting inside can still feel the buzz of the exciting urban life. The relaxing environment provides people the perfect place for taking a break or friends reunion without excluding the business and fun urban environment. The second floor is also called Clue 1972 to commemorate the birth year of Starbucks. Another special event is that every weekend night, live music performance is held here to connect coffee and music, and this is also a great opportunity for local talent musicians to showcase their talent and live their music dreams.

Resource: starbucks.com.cn



Written by Helen Dou

The views and opinions expressed herein are the views and opinions of the author and do not necessarily reflect those of StartJG Hong Kong.