历时10个月，星巴克全球高管大换血

Core Viewpoint - Starbucks is undergoing significant management changes under CEO Brian Niccol, aiming to revitalize the brand and improve operational efficiency amidst declining sales and customer traffic [1][12]. Management Changes - A new management team has been established, with Mike Grams appointed as Chief Operating Officer, responsible for North American operations and global coffee shop expansion [1][10]. - The previous management team, led by former CEO Laxman Narasimhan, has seen most of its members leave, with only one new executive remaining [2][12]. - Key departures include the Chief Financial Officer Rachel Ruggeri and North America President Sara Trilling, among others [1][8]. Strategic Initiatives - The personnel reforms are part of the "Back to Starbucks" initiative, which aims to restore the company's premium image, enhance café environments, and reduce customer wait times [3][12]. - Niccol's leadership has already led to the cancellation of newly created positions and a restructuring of the management framework established by his predecessor [6][7]. Financial Performance - Starbucks has faced declining comparable sales for five consecutive quarters, with a 1% drop in global comparable sales and a 4% decline in U.S. transaction volume [12]. - The company has announced layoffs of 1,100 positions to streamline operations and create more agile teams [13][14]. Market Position and Challenges - Starbucks is experiencing competitive pressure in China, where it has over 7,750 stores, facing challenges from lower-priced competitors like Luckin Coffee [16]. - The company is exploring the sale of its China business, which is valued at several billion dollars, to potential investors [16].