Starbucks Celebrates Its 2,000 Store Milestone in China

The CEO and chairman of Starbucks Coffee Company, Howard Schultz, met with partners at Starbucks China Partner Family Forum in Chengdu on January 12 to celebrate reaching 2,000 stores in China. Over 1,300 Central and Western region partners along with their families attended the event to celebrate Starbucks's 2,000 store milestone.

Howard Schultz explained that China business is the most important and exciting opportunity for Starbucks right now because China is its second biggest and fastest growing global market. He also expressed Starbucks's gratitude to the Chinese people for welcoming the brand in their country and enjoying their coffee: "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."

Of course, Shultz remembered to thank Starbucks's region partners in China and their families for their contributions to the company's success too: "I am grateful to our 30,000 dedicated China partners and their supportive families for the significant contributions they are making to Starbucks's success."

Starbucks is a good example of why setting up in the China market is important for a global strategy. The CEO of Starbucks even thinks that China may become their largest market. There is a lot of opportunity for businesses in China but only if they take the time to understand the culture and respect the law.

One of the reasons Starbucks was successful in China is its integration with the community and taking the culture into consideration. For example, Starbucks established the Partner Family Forum in 2012 as a way to honor the important role families have in China.

Despite having success in China, Starbucks has not stopped caring for its Chinese employees. Starting in January 2016, full-time baristas and shift supervisors in China will receive monthly housing allowance to help cover housing expenses. The intent is to ease the initial financial burden that Chinese people endure when starting a career.

The Chinese market has played a strategic role in the growth of Starbucks and will likely continue to throughout 2016. Take note of the ways Starbucks reached their 2,000 store milestone and implement it in your own strategy when moving into China.

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You might also want to read some of my other blogs. A sample of recent blogs can be found here:

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