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Starbucks Coffee ambitious in expansion in China

STARBUCKS Coffee Company said it aims to double its scale in China in the next five years as it announced two executive appointments to drive growth in the world's fastest growing economy.

The Seattle-headquartered company has been expanding its footprint in China since it opened its first coffee shop in China and it's eyeing to operate 5,000 stores in China by 2021 from the current 2,300 stores.

Starbucks today appointed Belinda Wong as chief executive officer of Starbucks China and also promoted Leo Tsoi chief operating officer, who most recently has served as Starbucks China’s vice president of Store Development and Design, according to an email statement.

Wong will report to John Culver, group president, Starbucks Global Retail.

She has been leading the local team to drive Starbuck's growth from 400 stores in 2011 to over 2,300 stores currently.

Starbucks has been extending its ready-to-drink coffee beverage business in China by introducing new bottled lines tailored for local taste which has hit the shelf in supermarkets, convenience stores and e-commerce channels in major Chinese cities since last month. 


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