China constitutes, nowadays, a more and more attractive market. Indeed, with a population of more than a billion three hundred million inhabitants, it represents 20 % of the 7 billion present individuals. Today and even more in the coming years, it makes faceof strategic moving plate of the international trade. It is thus essential for the companies to participate in this development and this dynamism. The biggest multinational chain of coffee, Starbucks Coffee, develops a very debatable strategy in a country where the coffee is still perceived as a luxury item.

There is of it decade, the coffee was not at all a consummate product in a usual way in China as in other European countries. The consumption of the Chinese city-dwellers is about 0, 76 kg a year whereas Finn use up to 12 kg a year. This very weak consumption is due to an ancestral culture of the tea. Indeed, China is the biggest producer of tea to the world with more than 1 million tons produced every year.

Nevertheless, in a country where reigns the tea, the market of coffee is increasing. More than 15 % of annual increase is to be planned. To illustrate these figures, we can add that approximately 80 % of the customers of the Chinese restaurants end their meal with a coffee. However, Chinese consider the coffee as a luxury item. Their purchasing power does not allow them to buy it daily, but only for special occasions.

We often think that the majority of the attendant of restaurants Starbucks in China has in the lunch break to have lunch or after the work, by people or businesswomen. But this idea is a cliché. The clientele is established to 90 % of easy teenagers. Contrary to the American “take-away”, the Chinese customers are more and more sedentary, they like taking their time to savour. They are attracted by the development…

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