On June 20th, Starbucks China announced a significant upgrade to the membership system of the Star Enjoyment Club. Over 100 million members of the Star Enjoyment Club have embarked on a more colorful "star style life".
This upgrade includes: for the first time, breaking through boundaries and partnering with Hilton Group to jointly innovate member experiences, and launching a series of unique gifts; For the first time, a Diamond Star membership level has been added to reward Star fans with personalized and experiential exclusive gifts and superior services.
"This is the most self breaking upgrade since the establishment of Starbucks Club." Starbucks Executive Vice President and Co CEO of Starbucks China, Liu Wenjuan, said, "Whether it's loyal customers who have been with us for many years or new members who have just joined, they are our cherished friends. How to enable them to exchange stars for the desired 'star style life' is the biggest driving force that drives us to constantly innovate Starbucks Club. Today's' breaking the circle 'is just the beginning. In the future, we will continue to break through Starbucks' ecosystem, work together with more like-minded brands, and create the gifts and services that everyone truly loves."
Ms. Huang Jie, Senior Vice President of Business Development for Hilton Greater China and Mongolia, said, "Hilton Group has been committed to enriching its membership rights and experiences through continuous innovation since its establishment in 1987. We are very pleased to work with Starbucks to help Starbucks members start a Starbucks lifestyle, while also expanding Hilton members' rights to daily lifestyle scenarios. This is not only a breakthrough in membership rights, but also reflects our profound insight into the Chinese market and consumer needs."