First reaction from Starbucks CEO "will be surpassed by Rui Xing": unlikely – Viewpoint · Observation – cnBeta.COM

February 7, American time,In an interview with Reuters, the CEO of Starbucks, Kevin Johnson, commented specifically on the "threat" that his new rival brought to the Chinese market.It is worth noting that this is the first time that Starbucks CEO of the world's largest coffee chain has rated Ruixing Coffee publicly in the media.

But intriguing, when asked about the possibility that the last end of 2019 would surpass Starbucks, Johnson used a less fixed term: "I think this is unlikely".

Kevin Johnson said I think Ruixun Coffee will "probably not" outdo Starbucks in 2019. In the fourth quarter of 2018 alone, the number of Starbucks stores rose by 18%. In the last quarter we have entered 10 new cities in China, compared to Los Angeles in the United States these cities have a larger population (the population of Los Angeles is about 4 million people).

Starbucks began to cope with the fierce challenger first encountered in China in 20 years.

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In the past year, Ruixun Coffee is perhaps the most important fast-growing topic in Chinese Internet entrepreneurship. In the first year after the creation of two rounds of opposite trend of massive funding, the rapid expansion of 2,000 stores, which engulf China's largest first and second-rate cities, is the world's fastest leap to the $ 1 billion & # 39; unicorn & # 39; enterprise.

At a press conference in early 2019, the last plan announced by the founder of Ruixing Coffee, Qian Zhiya, would open more than 4,500 stores in China by the end of 2019. Starbucks, on the other hand, grew by 18% in new stores in China in the fourth quarter of last year, but currently has more than 3,600 stores in China.

This means that if Ruisheng can complete the store opening plan in 2019, then at least in the store and cup, Ruixing Coffee Starbucks will surpass and the largest coffee chain in China will be without any problem. Focused on the development trend of the past year, its in-depth research on the market, new internet style and strong capital strength, Ruixun Coffee will probably fully open a gap in the industry before the end of 2019. The current pattern of the Chinese coffee market.

At that time, Starbucks, who has been on the Chinese market for 20 years, can be confronted with the situation where they are being crushed for the first time by his opponents. In an interview with Reuters, the CEO of Starbucks replied that & # 39; & # 39; existence point & # 39; of many Ruixing coffee shops is relatively small and can not be compared to a full-service Starbucks coffee shop. & # 39;

But with the ever-changing technology and changing consumer demand, the gameplay of the coffee shop is changing drastically. And those players who are keenly aware of the changes and adjust themselves in time have a future.

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