Core Insights - Starbucks China has announced a deep collaboration with Xiaohongshu (Little Red Book) to launch an exclusive "Interest Community Space" initiative, aiming to integrate Starbucks' café experience with Xiaohongshu's interest-friendly program to serve active interest communities [1][3] Group 1: Collaboration Details - The partnership will involve over 1,800 Starbucks locations being transformed into themed "Interest Community Spaces" focusing on pets, crafts, cycling, and running, allowing like-minded individuals to gather and share experiences [1][4] - Xiaohongshu will enhance offline activities and interest content, providing increased visibility and traffic for these community spaces, encouraging users to share their experiences on the platform [4][6] Group 2: Community Engagement - Starbucks aims to redefine "community" from a geographical perspective to one based on shared interests, creating a new space for young people to connect and engage [3][6] - The initiative will feature tailored experiences for each interest group, such as pet-friendly spaces with over 450 locations, craft-friendly spaces with more than 1,000 locations, and dedicated areas for cycling and running enthusiasts [4][5] Group 3: Future Plans - Starbucks and Xiaohongshu plan to co-host various activities to explore new trends and engage different interest communities, positioning the "Interest Community Space" as a focal point for Xiaohongshu users [6] - The initiative will empower Starbucks partners to become "space planners," aligning their interests with community needs to innovate further in the "Interest Community Space" concept [6] Group 4: Company Background - Since entering the Chinese market in 1999, Starbucks has actively contributed to the development of the premium coffee industry in China, with over 7,800 stores across more than 1,000 county-level markets as of now [7] - Xiaohongshu, founded in 2013, has grown into a platform for 300 million users to share their lifestyles and interests, with monthly active users expected to exceed 350 million by the end of 2024 [8]
星巴克深度合作小红书，1800余家“兴趣社区空间”等你碰头