Starbucks' China expansion aims high
Belinda Wong with Partners in China.
Starbucks has been in China for nearly 17 years. In the last 3 years, Starbucks has more than tripled its store count in China. One store opened every 18 hours in 2015.
When China’s President Xi and Madame Peng visited Seattle and Washington, D.C., in September, Belinda Wong, president of Starbucks China shared the experience with her partners: “It was an emotional experience listening to President Xi share his hopes and dreams for China and the Chinese people. I am committed to ensuring that we at Starbucks will do everything possible to help you achieve your personal and career aspirations.”
Wong meet with more than 1,300 China partners and their families in January for the company’s 4th Partner Family Forum in Chengdu, China.
“We’re trying to build a different kind of company in China and are mindful of how we grow while maintaining the heart and soul of what Starbucks stands for,” said Wong. “Growth has to be built on the foundational values of Starbucks,” she said. Wong was recognized for her leadership in 2015 by Forbes as one of the Top 100 Chinese Business Women. Wong also made Fortune magazine’s list of 25 Most Influential Business Women in China for the 4th consecutive year.
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In January Howard Schultz, chairman and c.e.o., Starbucks Coffee Company reaffirmed the strategic role of the China market in shaping the future of the company with the announcement of several market-leading initiatives, further elevating the unique Starbucks experience for partners (employees) and customers.
Schultz joined other company leaders in Chengdu where they hosted more than 1,300 Central and Western China region partners and their family members, sharing the Starbucks mission and values. Schultz praised their efforts in celebration of the 2,000 store milestone.
“As Starbucks second largest and fastest-growing market globally, China represents the most important and exciting opportunity ahead of us,” said Schultz. “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. Over time, it’s conceivable that China could become our largest market and I am grateful to our 30,000 dedicated China partners and their supportive families for the significant contributions they are making to Starbucks success. 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.”
Joining Schultz on stage at the Partner Family Forum was Jack Ma, founder and executive chairman of Alibaba Group, where both leaders shared their vision to redefine the roles and responsibilities of a for-profit public company – one that invests in its people, giving back to the local communities in meaningful ways, and creating unique developmental opportunities for the youth of today.
In his introduction of Ma at the Starbucks China Partner Family Forum, Schultz said, “When he and I get together we’re talking about common values and we’re talking about humanity. Together building the kind of companies our parents would be proud of. I asked him to come here and share with you his thoughts about building his company and share with you what it means to succeed against all odds in China.”
In addressing the Starbucks Partner Family Forum Ma said, “Alibaba hopes to work together with Starbucks to create even more opportunities to develop Chinese youth because they are our future. 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.”