After refining its operations in mainland China with 11 stores over the past two and a half years, how does Blue Bottle Coffee plan to move forward?

“I certainly hope we can move faster,” said Hu Jun, the General Manager of Blue Bottle Coffee Greater China, in a recent exclusive interview with Foodinc. Her comment came shortly after Blue Bottle opened two new stores in Shenzhen and Shanghai within a week, setting a new record for its expansion pace since entering mainland China.

Blue Bottle has now opened 11 stores in mainland China and plans to continue its expansion, with 5 new stores already launched this year. Throughout its learning process in the Chinese market, Blue Bottle has continuously adjusted its strategies to adapt to changing market conditions. In site selection, the company not only relies on quantitative data but also places importance on a deep understanding of the cities and how well the brand aligns with them.

Blue Bottle's e-commerce business in China accounts for a significant portion of its revenue, with key products being coffee beans and related accessories. The sales of its premium instant coffee have also seen rapid growth. In terms of delivery services, Blue Bottle entered third-party food delivery platforms in April to better cater to the specific demands of the Chinese market. The company stresses its commitment to providing an exceptional coffee experience, whether in-store or through e-commerce.

Amid fierce market competition, Blue Bottle has tried offering promotions to attract customers but continues to emphasize the importance of the coffee experience. The company plans to keep exploring innovation in the coffee sector, including launching coffee beans that are “not Blue Bottle” and hosting events like Blue Bottle Studio.

With no established textbook formula for success in China, Blue Bottle emphasizes the importance of continuous learning, rapid adjustments, and finding the right path for its growth in the Chinese market.

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