Chinese retail chains are opening brick-and-mortar stores in the United States, targeting cultural relevance and competitive pricing to attract American consumers. In New York City, twenty Chinese chains opened over forty stores in food, beverage, and fashion sectors in the past two years. Brands expanding in the US include Pop Mart, Miniso, Haidilao, Luckin Coffee, Chagee, and Urban Revivo. Luckin opened its first two US stores in New York and expanded rapidly in China through coupon-driven marketing, overtaking Starbucks' sales in China by 2023. Several brands are pursuing international growth despite trade tensions and did not respond to comment requests.
Business Insider found that in New York City alone, 20 Chinese retail chains have opened more than 40 stores across the food, beverage, and fashion sectors over the past two years, based on an analysis of company websites and announcements. Despite the US-China trade war, they aren't showing signs of pulling back. We zoomed inon six top brands from China that are expanding in the US for clues as to how they're trying to win over American shoppers:
Luckin Coffee, for example, opened its first two US stores in New York City in June and immediately caught the media's attention as a challenger to the US's leading coffee chains. Founded in 2017, Luckin had expanded to thousands of locations in China through coupon-driven marketing and surpassed Starbucks' sales in the country by 2023. "Luckin sees Starbucks as vulnerable to lower-priced competition," said Russell Winer, marketing professor emeritus at New York University's Stern business school, who
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