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This downturn comes as surprising news, particularly as China is Starbucks's second-largest market globally. However, multiple experts have pinpointed several key factors contributing to the coffee giant's struggles.
Shifts in Work Culture and Consumer Behavior
One prominent reason for Starbucks's troubles is the evolving work culture in China. Official data reveals that average weekly working hours for employees in Chinese companies have risen from 46 hours in 2018 to 49 hours in 2023. This shift has altered how consumers engage with coffee, transitioning from leisurely indulgence to a necessity for staying alert during long working hours or after classes.