Starbucks(US:SBUX) Xi Niu Cai Jing·2025-06-05 02:19Core Insights - Starbucks is undergoing significant management changes in its Asia-Pacific region, with the recent departure of Scott Keller, Senior Vice President of Store Development and Design [2] - This follows earlier departures of key executives, including Samuel Fung and Erin Silvoy, indicating a trend of leadership restructuring under new CEO Brian Niccol [2][3] - The company aims to expand its presence in China, targeting 9,000 stores by 2025, amidst increasing competition from local brands [2] Management Changes - Scott Keller, a pivotal figure in Starbucks' Asia-Pacific expansion, has left the company after over 20 years in the retail industry [2] - Keller was instrumental in localizing the "third space" strategy, which included unique store concepts in cities like Suzhou and Wuhan [2] - The recent executive turnover is part of a broader strategy by CEO Brian Niccol to streamline decision-making and enhance operational efficiency in response to competitive pressures [2] Market Challenges - Starbucks is facing a slowdown in growth in the Chinese market, with a notable decline in same-store sales reported for fiscal year 2024 [3] - Competitors are leveraging low-price strategies and digital operations to capture market share, posing challenges for Starbucks [3] - The company has not yet announced a successor for Keller, but there are indications that it may prioritize candidates with local market experience to maintain strategic continuity [3]