After hooking China on coffee, Starbucks ramps up consumer strategy
Now that the chain has Chinese consumers hooked on coffee, it is attempting to become part of local consumer culture, analysts say When Anne walked into a Starbucks branch in Seattle more than a decade ago, she knew exactly what to expect: a latte, a comfortable chair and a place to work. “It’s not really just a coffee shop any more,” she said. “Sometimes it feels more like a community centre.” “China’s coffee market has evolved from an education stage to a competition stage. Consumers today are no longer choosing Starbucks simply because it is a foreign coffee brand,” said Jason Yu, the general manager of CTR Market Research. “They are looking for brands that reflect their lifestyles, interests and cultural identity. That is pushing multinational brands to localise more deeply than before,” he added.
