by YA Hanxiang
Starbucks China's brand positioning will not change following new investment, chief executive LIU Wenjuan said on April 8.
Speaking at a company forum, Liu said Starbucks China would pursue a "one store, one experience" strategy aimed at tailoring each store to local demand.
The approach will focus on premium coffee beans, product innovation, tailored store formats, community-based operations and AI-supported customer connections.
Starbucks has expanded into more than 1,000 county-level areas in China and aims to cover more than 1,500 within the next three years, she said. Even in Shanghai, where the company already operates more than 1,000 stores, it still sees room for expansion in untapped commercial areas.
A representative from Boyu Capital also attended the forum. Starbucks said on April 3 that its previously announced joint venture with the private equity firm had been completed.
