Core Strategy:

Anchored in the "Home Café" concept, the campaign:

1. Crafted immersive livestream environments reinforcing Starbucks’ Coffee Culture & Lifestyle Authority

2. Executed seasonal surges (Christmas/Winter, Summer Iced Series) with:

◦ Themed studio designs

◦ Limited-edition merchandise giveaways

3. Positioned livestreams as exclusive launch channels for seasonal products

Conversion Engine:

☕ First Taste Kits: Novelty-driven trial bundles

☕ Studio-Exclusive Coupons: Livestream-only discounts

☕ Tiered GWP: Spend-based premium incentives

☕ Membership Integration: Private domain growth through tiered engagement

Results Framework:

• User Asset Amplification: 300% loyalty program penetration lift

• Dwell Time Dominance: 3,000+ annual livestream hours

• Category Leadership: 68% premium coffee segment share

Livestream Performance Highlights

Annual GMV: 10M+ RMB

Annual Hours Streamed: 3,000+ hours

YoY Conversion Growth: 35%+