On September 11th, Brian Niccol, Chairman and CEO of Starbucks, released an open letter to all customers, partners, and stakeholders in his first week of office, promising to return to Starbucks' original intention, redefine Starbucks' positioning as a community caf é, strive to enhance the experience of the storefront, and clearly distinguish between "take out" and "dine in" services. Niccol said, 'We won't let others define who we are.' When it comes to the Chinese market, he emphasized the need to understand potential avenues for growth and fully leverage the company's strengths in this dynamic market.