How Starbucks became one of the top Moon Cake sellers in China?
Starbucks has become one of the top Moon Cake sellers in China, a country that celebrates the Mid-Autumn Festival every year. The Mid-Autumn Festival is an important holiday for the Chinese people, where families gather together to admire the brightly lit lanterns and enjoy a variety of delicious mooncakes.
In 2012, Starbucks introduced their own mooncakes in China for the first time, and it quickly became a hit. The company’s success in the mooncake market in China has been largely attributed to its strategy of incorporating traditional Chinese flavors and designs while utilizing its global brand recognition.
To appeal to the Chinese market’s taste buds, Starbucks has introduced their mooncakes in a variety of flavors, including classics such as red bean paste and egg yolk, as well as newer flavors like hazelnut and matcha.
Starbucks has also capitalized on the trend for healthier, more natural ingredients in Chinese mooncakes, adding specific ingredients such as traditional Chinese tea leaves or red dates to their products.
Another factor in Starbucks’ success in the Chinese market is their beautiful and elegant packaging. Starbucks’ designers have worked hard to incorporate traditional Chinese elements like lanterns, dragons, and other symbols of good fortune into their packaging designs.
Lastly, Starbucks’ involvement with the wider Chinese community has also contributed to their success. By partnering with local businesses, promotion of local artists or featuring Chinese calligraphy, Starbucks has ingrained itself into Chinese culture.
However, entering the mooncake market in China has not been all smooth sailing for Starbucks. The company faced criticism from some Chinese consumers who felt that Starbucks, as a foreign company, had no right to participate in such a traditional Chinese festival.
Yet, Starbucks has been able to overcome these criticisms and carve out a niche for itself in the traditional Chinese market by emphasizing the role they play in preserving Chinese traditions and culture, while providing a modern and innovative twist to these traditions.
In conclusion, Starbucks has been able to become one of the top Moon Cake sellers in China by combining traditional Chinese flavors and designs with modern and innovative marketing and packaging strategies, while also promoting local Chinese artists, calligraphy, and businesses. The popularity of their mooncakes underscores the power of businesses to adapt to local customs and traditions in order to succeed in foreign markets.