Core Insights - Starbucks China has officially announced a deep collaboration with Xiaohongshu APP to launch an exclusive comprehensive cooperation plan called "Interest Community Space" aimed at engaging the increasingly active interest community groups [1] Group 1: Partnership Details - The collaboration involves Starbucks selecting over 1,800 stores nationwide to be upgraded into themed "Interest Community Spaces" focusing on pets, handicrafts, cycling, and running [1] - Xiaohongshu will provide increased traffic and exposure for quality offline activities and interest content, allowing different hobbyists to find their preferred gathering spots [1] Group 2: Strategic Vision - Starbucks China's Chief Growth Officer, Yang Zhen, emphasized that serving the "community" is part of Starbucks' brand DNA, expanding the definition of community from geographical locations to online communities formed by shared interests [1] - The "Interest Community Space" is a new initiative under this concept, aiming to offer customized services and experiences for interest community groups, encouraging young people with hobbies to connect at Starbucks [1]
开启“兴趣社区空间”计划 星巴克中国深度合作小红书