Starbucks vision of operating more than 5000 Starbucks stores in the mainland of China by 2021

In mainland China, Starbucks is also implementing a regional franchise model. For example, Unification Group, which first helped Starbucks enter Taiwan, now owns more than 700 Starbucks stores in Jiangsu, Zhejiang and Shanghai.

As for Tsai, he needs to continue to improve the shopping experience of customers in Starbucks stores and lead innovation in food and operating systems. In his previous work, he did cover almost all of these tasks: before becoming vice president of China, he served as chief marketing officer of Starbucks China and vice president of North China.

As always, Starbucks and Schultz themselves seem confident in the Chinese market. In addition to meeting with Han Zheng, the party secretary of Shanghai, Schultz and Jack Ma attended an official Starbucks event in Chengdu a few months ago. All this can be seen as Starbucks' sense of closeness to the Chinese market.

But they did not mention the tea product line "Teavana" introduced by Starbucks this year, and the response of Teavana is not as good as expected in this market where tea drinks are popular.

In addition, the new CEO should also pay attention to Starbucks' digital and e-commerce business development in China (if it refers to the Tmall flagship store that sells star-enjoyed cards, or the delivery business previously rumored to cooperate with Baidu, or the expansion of mobile payment, it feels like it should continue to expand.) And the "Coffee Dream Factory", which will open in the corner of the "Xingye Taiguhui" project on Shanghai's Nanjing West Road in 2017, is the "Starbucks Zhenxuan Coffee Roasting Workshop" that has previously opened only in Seattle, where Starbucks is headquartered.

Wang Jingying, a veteran employee who joined Starbucks in 2000, started her career in Hong Kong as general manager of a joint venture between Starbucks and local franchisee Meixin Restaurant Group.

Ms. Wang Jingying, who previously served as president of China, was appointed as the new CEO of China. There is also a COO who previously served as vice president of Starbucks store development and design in China.

There are more than 2300 Starbucks stores in China. According to Schultz, Wang Jingying will need to work hard to realize her vision of having Chinese mainland operate more than 5000 Starbucks stores by 2021. This is equivalent to opening more than 500 new stores in China each year in the next five years.

It sounds awesome, but it's not that scary-the number of Starbucks stores in China has been increasing by almost one a day in 2014. For Starbucks, while expanding the market in low-line cities, how to increase single store revenue is becoming a more important issue.