Strategic Analysis of International Brands and Local Chinese Brands to Adapt to the Chinese Market——Taking Starbucks and Chayan Yuese as Examples

Abstract

With the improvement of China’s status in the international market, the competition between international brands and local brands in China is becoming increasingly fierce. This study takes Starbucks and Chayan Yuese as examples and uses literature research and questionnaire survey methods to compare the adaptation strategies of the two in the Chinese market from the four dimensions of brand culture, product design, marketing strategy and consumer feedback. The study revealed that Starbucks, an international brand representative, adopted a standardized and microintegration strategy to carry out element grafting on the basis of maintaining the standardization of core products. Moreover, the local brand Chayan Yuese has adopted a high-integration and deep fusion strategy, fully and deeply embedding itself within traditional Chinese culture and regional characteristics. Both strategies have achieved positive results in the Chinese market, but consumers show a stronger preference for localized products and internationalized marketing. This study deepens the understanding of adaptive and native strategies, providing insights for the cultural integration of multinational brands and the cultural preservation of local brands.