Starbucks is one of a group of coffee chains that has seen rising traffic. — China Daily
Beijing: This winter, Starbucks China is casting a spell on the country’s coffee market with a nationwide Harry Potter-themed roll-out, as global coffee chains sharpen branding and expansion strategies to capture consumer traffic.
The coffee chain’s winter celebration series features three limited-edition magical winter beverages with themed packaging, as well as a range of exclusive Starbucks merchandise.
Nearly 40 Hogwarts-themed stores across the country will also immerse customers in the world of wizardry. This collaboration has attracted many Harry Potter fans, with the themed merchandise selling out quickly.
Sissi Liang, a Harry Potter fan in Beijing, immediately purchased a Ravenclaw-themed cup as well as a Hogwarts cup, then visited the themed store in Sanlitun Taikoo Li to try the limited-edition magical beverages.
She took photos at the Platform 9¾-inspired installation.
“Listening to Hogwarts’ theme music in the store while sipping themed coffee made me feel like a witch for a moment,” she said jokingly.
Over 1,200 Starbucks stores will offer Hogwarts house-style handicraft workshops, extending the festive winter atmosphere for customers through the Harry Potter collaboration.
Leveraging its “Third Place” concept, Starbucks has transformed its stores into magical settings.
For example, the Guangzhou Shamian store in Guangdong province has been fully themed: outside, Hedwig waits with a letter, signalling the start of the winter magic celebration.
Zhu Danpeng, a food and beverage analyst in Guangzhou, said this year, Starbucks has engaged with young people quite frequently through numerous cross-industry collaborations.
“In terms of emotional resonance, this has led to a noticeable increase in its user base,” he said.
“Leveraging its international brand, Starbucks has excelled in its interactions and synergy with its core consumer groups. This has also served as a crucial driver and tool supporting the healthy and positive development of Starbucks China,” he added.
Starbucks is one of a group of coffee chains that has seen rising traffic.
On Dec 9, global leading coffee chain Tim Hortons China released its financial report for the third quarter of this year.
The report shows that the company’s total revenue for the quarter reached 358 million yuan or about US$50mil, with system-wide sales showing strong growth – up 12.8% year-on-year to 420 million yuan.
The report indicates that in the third quarter, Tim Hortons China continued to refine its operational strategies by upgrading company-operated stores, optimising its store network and expanding diversified franchise models. — China Daily/ANN
