Retailing, Franchising, and Consumerism Business Intelligence in China

Starbucks On A Caffeine High As It Appoints New China Head

Starbucks Corporation has recently completed high-level personnel adjustments for China and Asia Pacific regions, and Belinda Wong was appointed new president for Starbucks China.

Meanwhile, former China president, Wang Jinlong, was promoted to president for Starbucks' Asia Pacific region.

Starbucks said that Wong will lead the development of the Chinese market to achieve the company's goal of operating over 1,500 chain coffee shops on the Chinese mainland by 2015.

Prior to this, Wong worked as general manager in Coffee Concepts, a joint venture of Starbucks Corporation and Maxim's Group. At that time, she was mainly in charge of Starbucks' business in Hong Kong, including overall strategies and branding in Hong Kong and operating of more than 110 coffee shops in Hong Kong and Macau. She has worked in Starbucks' China, Singapore and Asia Pacific regions for more than 11 years.

As a senior manager for Starbucks China, Wang experienced Starbucks' development in China from one store to current over 450 stores. During Starbucks' early-stage development in Asia Pacific, Wang was once responsible for establishing business cooperation in the region. In the future, he will continue to command Starbucks brand's development in the ten markets in Asia Pacific.

John Culver, president for Starbucks Coffee International, Inc., said that Starbucks will keep its successful development in China and Asia Pacific Region, believing that the appointment will help the company strengthen development of international business. Wong and Wang will both report to Culver.

According to Starbucks' latest financial report, its net revenue increased by 12% to USD2.9 billion during the third fiscal year.

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