Starbucks is finding new ways to connect with Chinese consumers in Beijing, China. According to Fast Company, Starbucks is adding amenities such as live music and lower softer seating to develop a “lounge feel” in its store to allow Chinese consumers to sit across from each other and possibly become friends. Starbucks’ efforts to make its stores more social is to accommodate the local culture.

Due to China’s one-child policy, many young Chinese people grow up alone and companionless. This has caused many Chinese men to have remain unmarried and young adults to feel responsible, or even pressured, to financially take care of themselves, their parents, and 4 grandparents.

To help the young Chinese demographic expand their networks and develop meaningful relationships, Starbucks has made their Beijing stores more sociable to increase customer interaction. In addition, Starbucks has made the stores open 24 hours. This has ultimately help Starbucks impress of their customers and encouraged them to frequent their stores.

Here’s what marketers can learn from Starbucks’ changes in its Beijing stores:

 

By emulating Starbucks’ unique marketing approaches, you’ll be able to effectively connect with your audience. Moreover, you’ll be able to cater your products or services in relation to your consumers’ interests and establish lifetime relationships with your customers. This will help you continue to grow your company and explore new, exciting consumer markets.