McDonald's, KFC cheap coffee attack, Starbucks encounter rivals

Drawing: Huang Jing If Starbucks ' net earnings decline of nearly 80% in the first quarter of March has been better than in the last quarter, the Chinese market is facing a different path. Last week, McDonald's China market listed the new coffee brand "Mccafés", and KFC one months ago also launched a "tailor-made for the Chinese" coffee "beauty tone." In rival McDonald's plan, "Mccafés" will not only sell in all McDonald's restaurants, will soon open a special coffee bar.　　Advertised "extraordinary coffee Experience" Starbucks, known as "cheap" "mccafés" and "Beauty Sound", the main habit of staying in the "tea" of the Chinese people, will see how a coffee war? McCann also aims at the Chinese coffee market McDonald's, KFC two big foreign fast food giant wading coffee market, almost coincide. Since June 3, McDonald's in Beijing, Shanghai, Guangzhou, Shenzhen, Wuhan, Nanjing and Tianjin 7 major cities launched M Ccafe ("Mccafés"). And compared to the High-profile attack, KFC appears more low-key. Yum admitted to reporters that KFC in May this year, in Shanghai, launched its own Encorecoffee Coffee series ——— The United States Sound Coffee () series.　　Interestingly, two of them seem to be more comparable to the "extraordinary coffee experience" of the imaginary Starbucks, emphasizing their common "origins": the "Arabica coffee beans" in Central and South America, and the process of "freshly boiled" grinding. McDonald's, KFC formation attack, challenge Starbucks, focus on differentiation ——— low price. Starbucks in the Chinese market is generally priced at 30 yuan coffee, and McDonald's in this number directly divided by 4, the price of 7 yuan per cup. KFC's "beauty tone" pricing is also between 8-15 yuan.　　In addition, compared to the American style of Starbucks, has been playing "localized" brand of KFC, the emphasis on "beauty sound" brands mild, smooth, delicate aroma of "Chinese taste", but also launched a variety of Chinese more familiar with the iron, cappuccino, and a triple-special coffee. "Hamburg + French Fries + Soda" was once a traditional mode of fast food that McDonald's and KFC's two giants have been trying to build, but later they found that the drinking population of coffee and tea increased and carbonated soda was gradually declining. Thus, the rise of the coffee drink market, "Hamburg + French Fries + coffee" to become McDonald's and KFC's new catering direction. According to statistics, in the United States every day 110 million people drink 300 million cups of coffee.　　As a result, the two giants have been eyeing the coffee market, trying to make it a new profit growth point. McDonald's has made the biggest menu change in 30 years to make a major position for "mccafés". Since January 2008, McDonald's has set up coffee bar in 14,000 U.S. restaurants, offering cappuccino, latte, mocha and other espresso.　　McDonald's this time is to move the coffee machine to the General Order cabinet, the entire transaction, ordering mode are compared to Starbucks. What makes Starbucks more nervous, however, is that the "mccafés" goal is clearly not just to add aThe food is so simple.　　"Cheap coffee Bar" is also in the domestic central city quietly test water. In Europe and the United States market, in addition to coffee bar, "mccafés" has its own brand coffee shop. This March, McDonald's said it would set up a "mccafés" brand coffee shop in its 60% U.S. stores.　　And once the coffee shops can rely on a powerful network of McDonald's restaurants, even the so-called "all Around the corner" Starbucks is not rivals. Starbucks challenge: More localized McDonald's, KFC and Starbucks, the public in the eyes of the image was so different. The former take "meal" as the main, the latter is "drink" mainly, one is "fast" culture mainly, one is "slow" culture. Therefore, in the "coffee" platform for hand-to-hand combat, "fast" and "slow" style is different.　　The competition for the Chinese coffee market has just begun, and for each side, it is a struggle. Although Starbucks in the Chinese market can still be a solo show, but coffee for most Chinese people's life, but also only a small part of the experience of Western life. Therefore, KFC launched the "beauty tone" when the choice of life relative to Western-style Shanghai as a pilot.　　And when the coffee products will be extended to the country, KFC planning Department, senior vice President Chen Miyu not to provide reporters with a precise timetable. While McDonald's "Mccafés" has all of a sudden been listed in 7 major cities in China, the overall market plan is clearly much more cautious than in the US home market. "Mccafés is an important part of the McDonald's global brand and we are launching it mainly for the breakfast market, as the main drink is a good match." Kenneth Chan, chief executive of McDonald's China Ltd., told our correspondent. Obviously, "Mccafés" in the McDonald's huge product line, a short time Neinian to bear a front-line general.　　The launch of the "mccafés" 1 million cup free drink market and the breakfast-time link may have a huge boost to the breakfast market, which accounts for a growing share of McDonald's sales. In the global financial crisis, McDonald's, KFC, "cheap coffee" launched by the attack, the Starbucks spokesman low-key said "Welcome to all market competition."　　But under the pressure of opponents, has been "slow life", petty bourgeoisie, the main rhythm of the Starbucks has to "fast" direction of change. In the United States, Starbucks to sell breakfast sandwiches and add a car sidewalk counters, to facilitate the busy family to buy. In China, Starbucks ' new market strategy has also begun to move towards parity. According to Starbucks sources, the launch of its "star breakfast" promotion, where the purchase of more than a cup of drinks, you can add five yuan to buy snacks, and the South China market more than 20 yuan breakfast combination. has been mainly Western-style Starbucks has begun to implement the "localization" strategy: Just launched the "Summer accompanying card", Chinese Labor Day, Dragon Boat Festival, Tanabata and other traditional festivals, to Starbucks consumption can be bought one to get a discount. And just past the Dragon Boat Festival, Starbucks also launched the first "ice dumpling" products. This reporter Wu Jingyan three big restaurant giant Coffee market Strategy competition KFC: Focus on Chinese taste of coffee, positioning the cityWhite Collar, the price in 8-15 yuan between McDonald's: to promote convenient and fast, locating a busy family, the price is more affordable, each cup of 7 yuan around the Starbucks: to promote slow pace, positioning urban white-collar and college students and other pay attention to petty bourgeois grade crowd, the price is higher, the general coffee in 30