Starbucks was successful in entering the Chinese market because it successfully connected the coffee way of life with younger generation of Chinese consumers.
Starbucks, despite being a highly digitized company, creates an environment that makes Millennials feel like they are a part of the community. Starbucks creates an environment that aligns with Millennial culture and encourages face-to-face interactions, from family style seating to urban high-top tables.
Starbucks intends to increase its store count in China, its second-largest market, by 50% to 9,000 by 2025, as well as double its sales and quadruple its operating income, through initiatives such as store expansion, increased omnichannel engagement, and at-home and on-the-go coffee services.
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