Starbucks China will open 3,000 more stores in the next three years. Is this plan really reliable?

In my opinion, Starbucks’ plan is not reliable. Because judging from the current operating conditions of Starbucks, its turnover has already shown a significant downward trend. So saying that we plan to open another 3,000 stores in China in the future sounds like a joke. You know, Starbucks in some cities are already facing the risk of closing stores. The reason why the popularity of Starbucks will decrease rapidly is because the consumption philosophy of young people has changed.

What is the first word that comes to mind when you think of Starbucks? I think many people will first think of high-end, white-collar workers. The reason why such keywords come to mind is because almost everyone sitting in Starbucks has a laptop, either working or enjoying leisurely. In the minds of many people, Starbucks is a high-end presence in coffee, and the people who drink coffee there are also high-end people. It is precisely because of this idea that Starbucks was so popular in China earlier. Many people go to Starbucks not really to drink coffee, but to experience the feeling of high-end coffee.

When you go to Starbucks, you will find that the majority of them are young people. But now when you go to a Starbucks store, you will find that the number of young people there has decreased significantly. This is because many young people still have different consumption concepts. Nowadays, in the process of consumption, what many young people pursue is not face but actual feelings. As far as coffee is concerned, they pay more attention to the cost-effectiveness of the product when drinking coffee.

Compared to Starbucks, many young people may prefer to choose the relatively cheaper domestic Luckin Coffee. Therefore, judging from the current situation, Starbucks' plan to open three more stores in China in the future does seem a bit unreliable. Because when no one in the market is willing to continue to pay, it is very difficult for stores to maintain operations.