Vivian Yan's preference for more diverse flavors poses an acute challenge for Starbucks, as she's shifting to local chains like ChaGee and Luckin Coffee for their unique offerings.
Brian Niccol, the new chief executive, sounded the alarm in October, calling the competition extreme in the company’s second-biggest market behind the United States.
Starbucks saw a 14 percent plunge in same-store sales in China in its most recent financial quarter, indicating fierce competition from local brands.
Consumers in China are now more cost-conscious and less interested in foreign brands, making local competitors offering new and innovative flavors increasingly attractive.
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