Starbucks launches summer drink series in China

Starbucks's new menu shows the retailer looking to appeal to a younger, more fashionable and female costumer base, said Wang Zhendong, chairman of consultancy firm Shanghai Feiyue Investment Management.

Wang said that how coffee companies such as Starbucks make efforts to integrate itself into local culture sets the tone for its localization. Tea-based beverages will also be a growth engine for Starbucks in China, he said.

The coffee chain has continued to diversify its retail offline format, which previously focused on office buildings and retail centers, and has now expanded to residential communities in the country.

The first such community has been Shunyi District in Beijing, featuring larger outdoor space where residents can drink beverages and interact with family and pets.

Starbucks said the feedback has been overwhelming, with the community outlet becoming a magnet for local visitors and contributing to shopping traffic in the community.