With over a decade of experience in the fast-moving consumer goods (FMCG) and e-commerce industries, Mr. Chris Chen has built extensive and in-depth expertise across the sector. Possessing sharp market insight and a forward-thinking strategic vision, he has successfully guided Peet’s Coffee into new business territories, driving remarkable growth across its e‑commerce, O2O, and B2B operations.
Committed to an innovation-led approach, Mr. Chen has led and supported a range of creative product initiatives. These efforts have introduced coffee lovers to an array of unique and novel coffee products and experiences, further strengthening Peet’s Coffee’s professional reputation and industry leadership.
In the Starbucks-and-Luckin price-speed race, Peet's Coffee takes a measured approach. Skipping low-price promos and gimmicky menus, it builds trust with hand-brewed coffee from beans roasted within 21 days. In China, its "less-but-better" line, small-batch roasting, and in-store experiences drove double-digit 2024 sales growth and a 23.8% organic EBIT increase—proving growth beyond price wars and scale is possible.