Open a "sign language store", Starbucks Rich brand culture
With the development of society, people's lives will gradually get better in all aspects. Of course, those with disabilities must also include. Foreign developed societies are very helpful to people with disabilities. There is still a lot of room for improvement in the demand for this group of people in my country.
Social welfare is not only done by the government, but also by enterprises. Not long ago, Starbucks opened its first sign language store in China in Guangzhou. Here, not only ordinary people can drink a strong cup of coffee, but also a group of special baristas work here. Most of the people they serve are hearing impaired just like them. Art works that combine sign language elements and coffee culture can be seen everywhere inside and outside the store, including art walls, star films, mugs, environmentally friendly bags, etc., all telling stories of sign language, coffee and love.
Then Starbucks is preparing to set up a "sign language store" cafe in the main urban area of Hangzhou. On March 19, 10 speech-hearing disabled people participated in the first round of on-site interview activity for baristas with speech-hearing and hearing-impaired disabled people at the Municipal Disabled Employment Service Center of Starbucks Hangzhou Branch.
With the assistance of the sign language teacher, the interviewer of Starbucks conducted detailed and detailed communication and exchanges with each person with speech and hearing impaired in the interview room. The content includes specific requirements for the job of Starbucks barista, as well as detailed issues such as working hours, salary, round-trip transportation, food and accommodation that are generally concerned by those with speech and hearing impaired. At the interview, Hu Hongsheng, member of the Party Leadership Group and Vice Chairman of the Municipal Disabled Persons' Federation, fully affirmed Starbucks' practice of opening an exclusive "sign language store" and expressed his gratitude.
Here, hearing-impaired consumers can communicate in sign language with all employees in the store without any pressure. This is a microcosm of some of the 72 million hearing-impaired people living in China. Compared with ordinary people with sound five senses, they are very inconvenient in life, such as finding a job, which is quite huge. If you want to become a leader in a certain industry, it is difficult for ordinary people to imagine the efforts you put in.
When a company develops to a large enough level, the company gradually has its own unique values. At this time, many companies will do something to feedback to the society and improve the overall effectiveness of the society. At the same time, this company is not just a company selling goods, it has also become an indispensable part of maintaining society and allowing society to develop in a better direction.
Understand brand, and better marketing
Starbucks' current achievements are inseparable from its unique marketing methods. First of all, it does not rely on franchise stores. When , McDonald's and KFC were expanding their franchise stores, Starbucks announced that its entire policy is to insist on going directly to the company's stores and not joining stores around the world.
Then there is the sensory stimulation to customers, whether in terms of service methods or store design, it gives people a feeling of experience consumption; secondly, it is to do its best to create a "third space", cultivate customer experience and loyalty, meet the various needs of different customers, and cultivate coffee culture; secondly, it is to focus on partners, Starbucks regards employees, farmers who grow coffee, customers and business premises as partners, etc.
What is different from product marketing is that cultural marketing is a deep-seated marketing method that affects and guides consumer behavior from the bottom of product marketing based on product marketing through the organic implantation of various cultural elements attached and covered by product carriers. The top priority of cultural marketing is to discover and establish a sense of harmony between brands and consumers in their hearts. Compared with product marketing, its effect on target consumers is more indirect and lasting. Since Starbucks entered the Chinese market, it has made a large number of urban white-collar workers their fans with its unique brand personality, service content and service methods.At this time, coffee has become a foil. The cultural elements integrated by Starbucks in the name of coffee are highly compatible and resonant with consumers at the level of releasing the mind, returning to the self, and being at ease and honest.
Different stores, creating innovative scenes,
0 Starbucks symbolizes not only coffee, but also a delicate and romantic attitude towards life. Starbucks’ store creation is not static. Through the eight most distinctive Starbucks in the world, we can see Starbucks' exploration and interpretation in creating innovative scenarios. Here, you can not only smell the strong coffee scent, but also incorporate yourself into the local scenery.
While promoting coffee, Starbucks is good at adapting to local conditions and cleverly combining the customs and customs of various places to form a unique "Starbuck cultural". Among them, there are many unique successful examples of design, which not only opens eyes, but also introduces Starbucks into a culture beyond coffee.
Starbucks Japan Toyama Water Park Store is the most beautiful Starbucks in Japan. It is located in the water park at the north exit of Toyama Station in Japan. It is surrounded by mountains and water, and the four seasons are alternated clearly. Here, you can't hear the whistle of the light rail or bus, and only tourists coming and going. Follow the entrance of the Ring Water Park and take a slow walk towards the viewing tower, you can see Starbucks in the center of the garden.
Transparent glass buildings can fully view the scenery outside the window, and the season when cherry blossoms are in full bloom is even more unique. Starbucks Toyama Huanshui Park Store is the first branch in Japan to open in the park. The store adopts a simple square design with a structure, consisting of huge floor-to-ceiling windows on three sides and an outdoor deck. Standing on the green lawn on the canal bank, at first glance, it looks like a crystal clear sailboat on the water. The simple appearance design integrates Starbucks with the natural landscape of Huanshui Park without a trace of abruptness.
Through its large glass window facing the canal, you can see the symbolic attractions of the park "Tianmen Bridge" and "Opportunity Tower". The roof inside the store is made of wooden ceilings, with beacons inlaid with bright lights, giving people a warm and bright texture. In addition to using a lot of wood, large floor-to-ceiling windows are also arranged. Visitors can enjoy snacks and coffee while enjoying the charming canal scenery and spend a leisurely and comfortable afternoon bathing in the warm sunshine.
Creative peripherals, helping the brand image
"Coffee is the soul of Starbucks, and the cup is the holy weapon of Starbucks", Starbucks' cup has always been its major feature. In those years, there were countless internet celebrity cups that Starbucks had produced. It even gave birth to a group of people who specialize in collecting Starbucks cups. Every time a specific period, such as Valentine's Day, Cherry Blossom Season, New Year, Christmas, Anniversary, Halloween, etc., Starbucks will take advantage of the opportunity to launch peripheral products.
From a hard-to-find internet celebrity "cat claw cup", "city cup" and "Christmas cup"; from paper cups to various mugs and co-branded cups; from drinks to food, clothing and use in life, Starbucks is good at exploring the functionality and artistry of products and implanting brand awareness into consumers' hearts. There are so many popular peripherals and co-branded models in Starbucks that you can't imagine. For Starbucks fans, all kinds of peripherals are even more popular.
"Christmas Red Cup" launched every Christmas; the city limited cup that has continued to this day; the co-branded limited cup launched with other brands, such as the cross-border design version of the accompanying cup launched with the American makeup brand ANNA SUI in 2015, the co-branded cup launched with Paul&Joe in Asia in 2016, the mug and accompanying cup launched with the New York fashion brand Alice Olivia in 2017, and the camouflage cup series in 2018, in conjunction with the Canadian casual backpack brand Herschel Supply, and the camouflage cup series.
It can be seen that it is no accident that Starbucks can "take the lead" in the coffee field. In addition to the empowerment of high-quality products themselves, it is also because Starbucks can accurately grasp the consumer psychology, tease user emotions, and continue to innovate in common feasible areas. It is also because the brand value accumulated by Starbucks over the years makes it a label for users in the circle.
live broadcast, Starbucks' road to seeking change
Now live broadcast selling is a popular marketing method now. All catering brands are doing it. Heytea, Naixue’s tea, etc. Starbucks is naturally not immune to the vulgarity. Just like Dior seeks Zhao Liying to endorse, Starbucks found the popular Taobao live broadcaster Viya to sell goods. In fact, Starbucks entered and Tmall in half a year before Viya started live broadcasting. In December 2015, Starbucks officially entered Tmall and also held the first Starbucks Tmall Super Brand Day.
For the first time, it is the official identity to sell mugs, membership cards and other physical products online. This is just the beginning of Starbucks and Alibaba showing each other's goodwill. In August 2018, Starbucks launched the "Star Delivery" delivery service through Ele.me acquired by Alibaba. This move is considered to be a team leader Alibaba.
Whether it is e-commerce live broadcast, payment or new retail, it is the strength of the giant Alibaba. Taobao Live, as a business segment that Alibaba has promoted since 2019, has brought together the influential Viaya with Starbucks, which urgently needs change, which is reasonable in terms of resource integration.
Live has always been the lowest price on the entire network, and suppliers must be required to bleed. This is also the main willingness of many brands to do Taobao live broadcasts, because they are afraid that the things are not sold much, so they are low. Practice has proved that brand owners have begun to change their views. Live broadcasts are for promotions and traffic, and losing money is not a problem. There is no low price reduction and discount, which brings more intangible value.
In the past, Starbucks was equivalent to the urban white-collar lifestyle, and it was also equivalent to the third space. You can only consume after you get offline. Starbucks has also been appearing in public as a high-end coffee brand. Now that the situation has changed, Starbucks has naturally begun to make changes in accordance with the times. In general, Starbucks is still very competitive. Relying on its brand culture, Starbucks will remain firmly in the top spot for a long time in the future.
