An Embattled Starbucks Hires First-Ever Chief Growth Officer In China To Fight Luckin Coffee – CoffeeTalk

Starbucks has appointed Tony Yang as its first-ever chief growth officer in China, tasked with attracting young coffee drinkers amid competition from cheaper local rivals. Yang will use a strategy of partnering with entertainment franchises and pop culture icons to market Starbucks to consumers. The China product development, R&D, and marketing departments will report to Yang, a former user development executive at Geely Holding Group-backed electric vehicle maker Jiyue Auto. His role will also focus on coffee product innovation and improving customer experience. Starbucks, once seen as a strong brand in China, has struggled as the economy slows, with cash-strapped diners opting for cheaper local upstarts. Key rival Luckin Coffee surpassed Starbucks in annual China sales for the first time last year, and Starbucks is exploring options for its mainland operations, including selling a stake in the unit.

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