Workflow
星巴克深度合作小红书,打造超1800家“兴趣社区空间”

Core Insights - Starbucks China has announced a deep collaboration with Xiaohongshu (Little Red Book) to launch an exclusive "Interest Community Space" initiative, integrating Starbucks' café experience with Xiaohongshu's interest-friendly program [3][4] - Over 1,800 Starbucks locations across China will be transformed into themed "Interest Community Spaces" focusing on pets, crafts, cycling, and running, providing tailored experiences for these interest groups [3] - The initiative aims to enhance community engagement by offering personalized services and activities, such as pet parties, craft workshops, and cycling rest stops, thereby attracting young people with shared interests [4] Company Strategy - Starbucks' Chief Growth Officer, Yang Zhen, emphasized that serving the "community" is part of the brand's DNA, expanding the definition of community from geographical locations to online communities formed by shared interests [4] - The "Interest Community Space" is a new attempt to provide customized services and experiences for interest-based community groups, encouraging young individuals to connect with like-minded peers at Starbucks [4]