Starbucks Profile ◆ Starbucks Coffee (Starbucks) Introduction: Starbucks Coffee English name: Starbucks Founded in 1971, Starbucks Coffee (Starbucks) is the world's leading specialty coffee retail, roaster and brand owner. Starbucks coffee (Starbucks) retail products include more than 30 of the world's top coffee beans, handmade espresso and a variety of hot and cold coffee drinks, fresh and delicious various pastries, as well as a rich variety of coffee machines, coffee cups and other products. In addition, Starbucks produces and sells bottled Frappuccino coffee drinks, iced double espresso drinks and ice cream through joint venture partners and in convenience locations outside of Starbucks retail stores through marketing and distribution agreements. Starbucks coffee and cream liqueur, and continues to expand new products and brands such as Tazo tea and Starbucks music CDs. In 1987, Mr. Howard Schultz, the current chairman of Starbucks Coffee (Starbucks), acquired the Starbucks brand and has since led the company through several business development milestones. In June 1992, Starbucks was successfully listed as the first professional coffee company, rapidly promoting business growth and brand development. Currently, Starbucks has more than 12,000 coffee shops in 37 countries in North America, South America, Europe, the Middle East and the Pacific Rim, with more than 117,000 employees. Starbucks has always been committed to providing the highest quality coffee and services, creating a unique "Starbucks experience", and making Starbucks coffee shops around the world a warm and comfortable "third living space" for people in addition to their workplaces and residences. . Starbucks has been named the "Most Admired Company" by Fortune magazine for many years in a row. Since Starbucks entered China in 1999, it has opened more than 430 stores in Greater China, including Hong Kong, Taiwan, and Macau, including about 200 in mainland China. At the end of 2005, Starbucks Coffee (Starbucks) established its Greater China headquarters in Shanghai, which is mainly responsible for strategic development, market development and operations of Starbucks Greater China. ◆ The origin and history of the name Starbucks Coffee: For coffee lovers, Starbucks is a familiar name. It originated from the classic of Herman Melville, an outstanding American literary master in the 19th century. The protagonist of the book "Moby Dick - Moby Dick". In 1971, Gerald Baldwin and Gordon Bock opened Starbucks, the first coffee bean and spice store in Seattle, USA. In 1987, Howard Schultz spent US$4 million to reorganize Starbucks, promoting Starbucks' transformation into an Italian cafe, and operating Starbucks entirely with his own philosophy, injecting considerable development momentum into the company. Starbucks coffee is very popular among students and urban white-collar workers in the United States and Canada. In addition to coffee, Starbucks also offers tea (hot or iced), pastries, cakes, etc. Some Starbucks stores are even located in local stores like supermarkets and bookstores. Generally speaking, the price of Starbucks coffee is not higher than that of other competitors. As of February 2006, Starbucks has more than 9,000 chain stores worldwide, distributed in North America, Latin America, Europe, the Middle East and the Pacific Rim. ◆ The trademark logo of Starbucks Coffee (Starbucks): There are two versions of the trademark of Starbucks Coffee (Starbucks). The first version of the brown trademark is derived from a 16th-century Scandinavian wood carving pattern of a two-tailed mermaid. , she has naked breasts and a fully visible double fish tail. Later, Starbucks was merged with Daily Coffee founded by Mr. Howard Schultz, so it changed its trademark.

The second version of the logo follows the original mermaid pattern, but makes some modifications. She does not have naked breasts, and changes the color of the logo to green to represent daily coffee, thus integrating the characteristics of the original Starbucks and daily coffee. The trademark was born. The "first" Starbucks store currently located in Pike Place Market in Seattle, USA still retains the original trademark, and many of the products sold there also bear this trademark. This so-called first store has actually moved away from its original location, although it is still on Pike Place Market Street. ◆Starbucks official website: www.starbucks.com.cn (Chinese version)