Company Website
https://www.starbucks.com.cn/
Company Introduction
Since our entry into China in 1999, we have been focused on developing a company that is committed to sharing the Starbucks experience with Chinese consumers, “one cup, one person and one neighborhood at a time” while passing on classic coffee culture. We care about our partners, so that they can provide customers with a Starbucks experience that exceeds their expectations; and about the community, so that we can all work together to contribute to others. We love coffee. And we sincerely believe that a cup of high-quality, handmade coffee can convey a sense of belonging and that this simple act can provide customers with positivity in their day. We love our customers. Starbucks is committed to providing customers with a consistently high-quality experience. At the same time, Starbucks emphasizes innovation, both for individual products and for services to constantly surprise and delight customers.
Product concept, highlights and added value
Starbucks Ready to Drink Coffee continues to cultivate its coffee category, and in recent years, we have found that consumersl' needs for products with a refreshing taste and light caffeine is constantly increasing. In order to meet new consumer needs and market trends, Starbucks is going to launch a new product - Starbucks Refreshers.
Generation Z young people are the main target group for Starbucks Refreshers.
Refreshers is made from green beans extraction, with real juice that will provide a refreshing taste, sour and sweet, and the aroma is pleasant.
In terms of packaging design, for the first time, a beautiful color different from Starbucks' previous coffee products has been adopted, targeting young consumers directly. For Pink drink, it will be more eye-catching on the shelf.
Product Images
Please briefly describe how your product communicates with consumers
After the product is launched, it can be purchased on major e-commerce platforms and offline convenience stores, with a complete set of promotional materials for communication.
Starbucks offical Wechat account will release refreshers product video and content .
At the same time, this spring and summer, Starbucks Refreshers will collaborate with the well-known IP Strawberry Music Festival to create a music festival for young people, where consumers can have experience with new and delicious products.
Product Images
Ingredients List Photograph
Launch Date
2024-3
Target Consumer
GEN-Z
Weight/Volume per Pack
270ml
Price per Item
10.8元
Storage requirements
常温储存（Normal Temperature Preservation）
Marketing Area
nationwide
Distribution Channels
电商 E-commerce; 大型商场 Shopping Mall; 小型商超和便利店 Supermarket & CVS; 杂货店 Grocery