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Starbucks recognizing the power of the digital ecosystem in China previously partnered with another digital Chinese tech large, Tencent, for social gifting integration on WeChat.
Additionally, leveraging Chinese social websites and eCommerce platforms is important for brand visibility and engagement.
In the beginning, when Starbucks rolled out in China, its consumers were being mostly ex-pats but now Starbucks is extremely popular among Chinese consumers. Starbucks positioned espresso consuming being an experience, as well as a image of the upwardly mobile Life style, this trend was readily welcomed by younger Chinese people as it built them experience additional independent and allowed them to appear neat and profitable amongst their friends.
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Depending on the 2023 KPMG China and DLG report, Chinese persons purchase luxury brands not simply for their purpose and also for his or her brand lifestyle and values. They may use luxury brands to reflect their unique identity and wouldn’t if brands materialize to conflict with their own values and beliefs.