1. Brand positioning: Starbucks is a high-end coffee chain brand from the United States, positioning itself as a coffee shop with high quality, high price and high service level. Ruixing is a local coffee brand in China, and its positioning is fast, convenient and affordable.

2. Marketing strategy: Starbucks has a large number of loyal fans around the world, and its marketing strategy mainly attracts consumers through TV advertisements, social media and event sponsorship. Ruixing uses a combination of online and offline methods to attract consumers by ordering food and delivering food through APP.