CNBC reported on August 21, 2026, that Starbucks Corporation (NASDAQ:SBUX) and NIKE, Inc. (NYSE:NKE) are among several major US brands that have seen their China businesses shrink over the past few years, as domestic Chinese competitors and a lack of local relevance erode market share once considered a guaranteed growth engine.
China was once the fastest-growing market for many American brands. However, Bain & Company's Aaron Cheris said the question now "isn't what's going wrong in China, it's why isn't that happening in the rest of the world," showing the problem is these brands' own strategy, not China itself.
Can Starbucks and Nike actually win back Chinese consumers, or has the moment already passed to nimbler domestic rivals?
Pixabay/Public Domain
CEO Brian Niccol created a joint venture with Boyu Capital, which holds a roughly 60% stake and aims to use its local market knowledge to revive Starbucks Corporation (NASDAQ:SBUX)'s China sales. Some American brands are proving the China playbook can still work: Lululemon expects about 20% China growth this year, Ralph Lauren saw 40% growth in its most recent quarter, and Kentucky Fried Chicken continues finding success in the market, showing the opportunity hasn't disappeared entirely.
#sbux #nike
China was once the fastest-growing market for many American brands. However, Bain & Company's Aaron Cheris said the question now "isn't what's going wrong in China, it's why isn't that happening in the rest of the world," showing the problem is these brands' own strategy, not China itself.
Can Starbucks and Nike actually win back Chinese consumers, or has the moment already passed to nimbler domestic rivals?
Pixabay/Public Domain
CEO Brian Niccol created a joint venture with Boyu Capital, which holds a roughly 60% stake and aims to use its local market knowledge to revive Starbucks Corporation (NASDAQ:SBUX)'s China sales. Some American brands are proving the China playbook can still work: Lululemon expects about 20% China growth this year, Ralph Lauren saw 40% growth in its most recent quarter, and Kentucky Fried Chicken continues finding success in the market, showing the opportunity hasn't disappeared entirely.
#sbux #nike
2 months ago
