On June 20th, a reporter from Dahe Finance Cube learned that Starbucks China announced an upgrade to the membership system of the Star Enjoyment Club. This upgrade includes partnering with Hilton Group, where members from both sides can join each other's membership system through their respective apps and other channels, enjoying multiple unique benefits. In addition, Starbucks China has added a Diamond Star membership level for the first time, providing personalized and experiential exclusive gifts and superior services to give back to its fans.
"This is the most self breaking upgrade since the establishment of Starbucks Club," said Liu Wenjuan, Executive Vice President and Co CEO of Starbucks China. "Whether it's loyal customers who have been with us for many years or new members who have just joined, how to enable them to exchange stars for the desired 'Starry lifestyle' is the biggest driving force for us to continuously innovate Starbucks Club."
It is reported that in the future, Starbucks China will continue to break through the ecosystem of Starbucks, work together with more brands, and create good gifts and services that consumers truly love.
Currently, Starbucks has over 7000 stores in China, covering nearly 900 county-level and above cities. As of March 31, 2024, the 90 day active membership scale of Star Enjoy Club has exceeded 21 million, reaching a historical high. The total number of registered members continues to grow, exceeding 127 million. In the second quarter of fiscal year 2024, sales from members continued to grow, accounting for up to 75%, also reaching a historic high.