How many cups did Starbuck drink this cold winter? On January 24, Starbucks announced its financial statement for the first quarter of the financial year 2019. For the quarter ending December 30, 2018, Starbucks' global net profit is $ 6.63 billion, which exceeds Wall Street's $ 6.49 billion forecast. In this quarter Starbucks began to cut 5% of its workforce. In domestic changes Starbucks is still on the right track.
However, according to financial reports, the Chinese market has reduced Starbucks' overall performance. Starbucks's worldwide and US sales for the same stores rose 4% this quarter, while another large Chinese market grew by only 1% in sales in the same store.
If you do not compare other regions and compare only the Chinese market, 1% growth is also optimistic.
Source: Wall Street
In the third quarter of 2018, Starbucks' retail sales in China fell by 2%, and the gross profit margin of the entire Asian-Pacific market, which was reduced by that, fell from 26.6% to 19%, althoughStarbucks China's sales in the same stores stopped falling for two consecutive quartersHowever, compared to 2016 and 2017, the development of Starbucks in China has slowed.
The price increase works. Starbucks' growth of 4% worldwide for the same sales in this neighborhood is mainly due to a 3% increase in the total unit price. In November last year, Starbucks also raised the price of some beverages on the Chinese market by one yuan, and all stores were evenly adjusted. But the price of the price increase is the decline in orders. Although sales from the same store rose by 1%, deals with the same store fell by 2% and the operating margin in the Asia-Pacific region was 18%.
It seems that the overall position of Starbucks China has not changed –The growth of the old store has stalled and it's only possible to increase overall sales by opening a new store.Buck's very important gene is social property, but the online market is growing and after the "third space" fails, it is more successful in internet coffee.
In August last year, Starbucks and Alibaba announced a comprehensive strategic partnership, and from mid-September Starbucks relied on hunger and gradually opened distribution services to the entire Chinese market, which is considered Starbucks to reach more than the "third space". Stage, get more passengers.
However, in the event of opening a restaurant, Starbucks has increased its price. In the article "Where do they come from the" winter "price increase? If the tiger sniffs high street, the high ginseng is questionedThe increase in Starbucks 'prices and the membership change system is due to the fact that the increase in consumption stemming from Starbucks' sales is not optimistic.
In an interview for January, Shi Kuan, head of the Alibaba-Starbucks project, saidStarbucks has completed the export of 2000 stores in 30 cities across the country.Both countries have attracted nearly 800 people to participate in a membership exchange system in several BUs in Ali and Ali will have a normal PM team to promote cooperation between the two countries Ali and Starbucks will be hired and staying in the office Starbucks.
The depth and breadth of cooperation between Ali and Starbucks is unprecedented in the history of branding.However, the same volume of store transactions declined by 2%, indicating that the launch of the take-off link and the multi-platform relationship has not yet resulted in Starbucks increases.
Honestly, Starbucks's orders for the same store continue to decline, and Starbucks's activity has boosted this quarter.
After collaborating with Ali, the rights and interests of the two members are interoperable. When they are hungry, they will be drinking 1 yuan, take part in distribution and other activities to discard Starbucks, and explore the Starbucks consumption scene in the Taobao ticket. Starbucks also co-operated with bank credit cards to launch a one-time buy and sell event, such as the Shanghai Bank Card proposal Wednesday in Guangfa Bank's bid, whose Guangfa Bank business is about half a month.
Ali's marriage, the discovery of take-off, the activities continue, can not yet save the orders of Starbucks 'old orders, but according to Starbucks' planning, the future will continue to open at two speeds a day. So confident, what is Starbucks' plan and where does he come from?