Starbucks Appoints New Chief Growth Officer in China, Tackles Competition from Local Players

Starbucks, the leading global coffee chain, has established its first-ever Chief Growth Officer role in China, a move aimed at attracting younger consumers back to the brand. This decision comes as the company faces intense competition from local rivals that offer lower prices.

According to a statement made by Yang Zhen, who took on the role in November, the company will leverage collaboration with popular digital IPs to develop marketing strategies. The new Chief Growth Officer will be responsible for product development, research and marketing in China, and will also oversee the innovation of coffee products and customer experience.

Prior to his new role, Yang Zhen worked as the head of user development at Geely's electric vehicle manufacturer, Aion New Energy. His appointment is seen as a strategic move by Starbucks to tap into the younger demographic in China, where the brand has been facing increasing competition from local players.

**Tags:** #星巴克 (Starbucks)
**Channel:** @GodlyNews1
**Source:** @GodlyNewsBot