借势海南自贸港首个春节文旅热潮,星巴克营收同比增长超20%

广州日报新花城
Feb 24

  为期9天的“加长版”春节假期落幕,作为海南自贸港封关运作后的首个春节,超长假期、政策红利与热带风情共同点燃了市场活力,咖啡茶饮行业更是一杯炙手可热,销售数据也同步印证了咖啡行业的假期增长势头。记者获悉,咖啡品牌星巴克在海南地区的表现尤为亮眼,营收较去年同期大幅增长超20%。

  目前,星巴克在海南拥有77家门店。分析指出,星巴克海南区域的增长,既得益于自贸港建设背景下旅游消费市场的整体升温,也源于其本地化运营、场景创新与节日营销、持续创造优质顾客服务的有效结合,展现出在琼岛消费升级中的持续渗透力。

  今年新春,星巴克带来了春节限定饮品、“福气”满满的周边礼品和年味十足的门店活动。品牌紧扣春节主题,以兴趣作为联结,打造春节期间的“第三空间”新体验,在岛内推出“马上行运风车”互动活动覆盖25家门店,并打造5家新春氛围打卡店;位于三亚国际免税城二期的新春福地主题店以及大东海景区的马年移动咖啡车,更成为游客热衷的体验节点,巧妙融入假日消费场景。配合四款新春限定饮品,星巴克于春节期间还推出了“招财进宝”“花开报喜”“福气满满”“祥云高照”四款金运杯套。设计灵感源自中国传统纹样,运用了桃花、葫芦、元宝和祥云靠山等吉祥图样。此外,门店也置备上了新春“皮肤”——不仅每家门店的大门上都会张贴“迎福贴”,店内还装饰有“财运接头处”,让顾客在此处打卡接金运。除此之外,全国超过170家门店已布置上“招财进宝”或“花开报喜”主题纹样窗贴,营造出浓浓的新春金运氛围。

(文章来源:广州日报新花城)

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