Starbucks is not a new player in the Chinese Market. For almost two decades, the mega coffee brand has delighted customers all across the country with its wide range of unique beverages. Today, the brand’s presence in China continues to grow at an astounding rate. This is partly due to Starbucks’ enduring commitment to customer experience, which is a strategy that continues to be a top priority for the brand.
“As Starbucks second largest and fastest-growing market globally, China represents the most important and exciting opportunity ahead of us,” said Howard Schultz, Starbucks Chairman and CEO. “We are deeply humbled by the enthusiasm with which Chinese people have embraced Starbucks as part of their daily ritual over the past 17 years. The continued investments we are making, coupled with the culture of innovation we have established, are elevating Starbucks partner and customer experience beyond that of any other retailer in China.”
Starbucks has reaffirmed this commitment to Chinese customers with a new “elevated” approach to employee and customer engagement. As part of its continued innovation, Starbucks has announced a number of initiatives, which will lead by way of social gifting. The idea is to reimagine the role a for-profit can play within the community, and across the culture. Simply put, Starbucks wants to give back to local communities in meaningful ways including creating opportunities to help Chinese youths flourish and succeed.
Starbucks’ plans to more directly engage, work with and positively influence local communities were made in an announcement at the Starbucks China Partner Family Forum in Chengdu. The brand called the event to mark its 2,000th store. And over 1,300 Central and Western China regional partners gathered to learn about and celebrate Starbucks’ mission.
Jack Ma, founder and executive chairman of Alibaba Group, a Chinese e-commerce company, also joined Schultz on stage.
“Alibaba hopes to work together with Starbucks to create even more opportunities to develop Chinese youth because they are our future,” Ma added. “All of you at today’s event represent China’s future. The more seeds of love we sow in our Chinese youth today, the more love they will give to the world tomorrow.”