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Starbucks (China) Innovation Technology Co., Ltd. has officially attracted widespread attention. This subsidiary, wholly owned by Starbucks Coffee (Cayman) Holdings Co., Ltd., has a registered capital of up to 222 million RMB, and its business scope covers software development, software sales, artificial intelligence application software development, artificial intelligence basic software development, artificial intelligence theory and algorithm software development, IoT device manufacturing, computer system services, big data services, supply chain management services, and other fields. This marks the further strengthening of the world-renowned coffee chain giant's technological and digital development in China.

In fact, in recent years, Starbucks has been actively seeking transformation and using new technologies to improve customer experience. As early as 2019, Starbucks launched its own artificial intelligence platform, Deep Brew, mainly used to optimize store labor allocation and manage store inventory. At the same time, in the latest restructuring plan, Starbucks proposed to focus on developing personalized services, increasing automation, and changing operating models to meet the diverse needs of young people.

The establishment of Starbucks (China) Innovation Technology Co., Ltd. will further drive the company's technological innovation and digitalization. It is reported that the company will be led by the CTO of Starbucks China, Luo Jinpeng, who previously served as the former president of Umeng+, a data intelligence service provider under Alibaba, and has rich experience and expertise.

It is well known that the coffee industry has traditionally been labor-intensive, but this is changing. With the development of digital technology, the coffee industry also needs to gradually incorporate more intelligent elements. Therefore, Starbucks has established this new company focusing on software development, AI software research and development, and big data analysis to enhance its competitiveness. In this way, Starbucks can improve customer experience, enhance corporate image, and ensure its competitive advantage in the future.

In China, Starbucks stores are still expanding. In these stores, the application of AI technology can not only reduce labor costs but also improve efficiency and service quality. With the help of big data and AI technology, Starbucks can better understand customer needs and meet them. Moreover, this innovative technology company can bring more new opportunities to the Chinese market, including but not limited to innovative solutions such as vending machines and self-checkout systems.

Just recently in early November, Starbucks Global CEO Laxman Narasimhan announced a major strategic decision for the company - to strengthen the brand's digitalization process and global expansion. During this event, he also mentioned two important investment projects: the Starbucks China Innovation Technology Center in Shenzhen and the Coffee Innovation Industrial Park in Kunshan, both of which will help improve the company's productivity and technological capabilities.

While establishing the new company, Starbucks' financial situation is also very robust. As of the fourth quarter of the 2023 fiscal year, Starbucks' global net revenue reached a high of $36 billion, a 12% year-on-year increase; in the China region, revenue was $840.6 million, a 15% year-on-year increase excluding the impact of exchange rates. In addition, the number of Starbucks stores in China continues to increase, reaching 6,806 by the end of the fourth quarter, a 13% year-on-year increase.

In today's increasingly competitive market, brands must constantly improve themselves to attract customers, and artificial intelligence is undoubtedly one of the most effective means. In the long run, Starbucks' efforts will further drive technological innovation in the coffee industry and provide consumers with more convenience and quality service.

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