稳坐咖啡界龙头，是什么造就了星巴克？
星巴克将于4月26日推出8款新饮，而这8款新产品并非星巴克一直以来的主线产品咖啡和星冰乐，而是全部为茶饮。在谈及美式咖啡时，星巴克可能是人们想到的第一个品牌。星巴克市值超过830亿美元，是业内仅次于沃尔玛的第二大公司。
然而在星巴克开始时，他却不是以咖啡为卖点的公司，在他诞生的整整15个年头里，星巴克的咖啡都是作为免费的样品，他真正销售的是咖啡豆、茶叶和香料。
说来巧合，1982星巴克的营销总监，想要在星巴克内引入新的模式，并且试点成功，然而创始人却拒绝这种模式，所以舒尔茨，也就是现在星巴克的创始人离开了并创立了自己的咖啡，但是没过几年，舒尔茨就收购了老东家，并开始在店内做咖啡饮品，同年不到两年的时间激进扩张46家门店。
星巴克的快速成长和市场主导地位是通过激进的扩张和使当地市场饱和实现的——星巴克会在已有一家成功咖啡馆的地方选址，并在这家咖啡馆的附近开设门店，最终将原来的"夫妻店"赶走，星巴克还会"在每条街"都开店。
此外，星巴克通过专注于提供舒适的门店氛围，创造了一个强大的品牌，正如他们的使命所述："创造一种温暖的归属文化，在这里人人都受到欢迎"。当大多数地方都不提供WiFi服务或者只有收费WiFi时，星巴克是第一批在旗下门店提供免费WiFi的公司之一。
过去一年，星巴克内忧外患——一方面，企业发展到一定规模时的自然放缓。2019财年，星巴克将要关闭150家美国店面，这是历史平均数据的三倍，被看作在美国本土趋于饱和的信号。
更重要的是，过去一年，星巴克在中国市场遇上了有史以来最具挑战性的竞争对手——新零售咖啡瑞幸，以及在中国市场大行其道风起云涌的新式茶饮的冲击。
根据2019财年一季报显示，星巴克全球净收入为66.3亿美元，同比增长9.2%，其中全球及美国本土同店销售额增长4%，而中国在同店销售上仅增长1%。2018财年三季报迎来了被认为是"九年来最差"的一份财报。星巴克全球同店销售增长1%，中国区门店同店销售同比下降2%，同时中国/亚太区营运利润率下降7.6%-19%。
咖啡行业激战正酣，各个品牌正在进行着渠道、场景、模式等激烈竞争，这也给星巴克带来不小的变化压力。
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