（文章来源：每日经济新闻） 每经AI快讯，据星巴克中国官微1月6日消息，星巴克中国宣布与亚朵集团达成合作，推出联合会员计 划。此次星巴克与亚朵推出的联合会员权益将覆盖双方全等级会员。截至2025年11月，星巴克中国会员 规模已突破1.6亿，其中90天活跃会员达2500万。 ...

Core Insights - The opening of the first store of Mixue Ice City in Hollywood, Los Angeles, marks a significant step in its global expansion strategy, responding to previous market entries by competitors like Luckin Coffee [3][5]. Group 1: Market Entry and Strategy - Mixue Ice City’s overseas expansion is a well-planned strategic move rather than a spontaneous decision, leveraging insights gained from intense domestic competition [5]. - The company has successfully replicated its business model in the U.S. market, utilizing competitive pricing and a robust supply chain to create a significant market impact [5][19]. - The pricing strategy in Los Angeles includes a combo package priced at $3.99, which is significantly lower than local competitors, thus reshaping consumer value perception [7][9]. Group 2: Consumer Preferences and Product Offering - Mixue Ice City has tailored its product offerings to meet local consumer preferences, introducing sugar levels of 120%, 150%, and even 200% to cater to American tastes for sweetness [12]. - The brand has transformed its image from a typical tea drink provider to a trendy lifestyle brand, attracting customers with unique product offerings and engaging marketing strategies [14]. Group 3: Supply Chain and Operational Efficiency - The company’s ability to offer low-priced products is supported by a strong global supply chain, which includes a significant agreement with Brazil for sourcing coffee beans worth no less than 4 billion RMB [21][22]. - This strategic supply chain development allows Mixue Ice City to maintain competitive pricing while ensuring product quality, positioning it favorably against competitors [19][24]. Group 4: Broader Implications for Chinese Brands - The success of Mixue Ice City signifies a structural shift in the global market position of Chinese brands, showcasing their ability to compete effectively against established international players [25][31]. - The evolution of Chinese brands in highly competitive domestic markets has led to faster product iterations and more refined marketing strategies, enabling them to outperform less organized overseas markets [31][32].

Core Viewpoint - Starbucks (SBUX.US) announced a $1 billion restructuring plan that includes closing 400 stores in major U.S. cities due to profitability pressures and challenges in maintaining brand standards [1] Group 1: Store Closures and Restructuring - The store closures will primarily affect metropolitan areas such as New York, Los Angeles, Chicago, San Francisco, and Baltimore [1] - This decision is a response to changes in consumer behavior, including the rise of remote work, increased competition, and inflationary pressures [1] - The closures are part of a comprehensive evaluation of Starbucks' 18,000 North American stores, targeting underperforming locations [1] Group 2: Strategic Focus and Future Plans - Starbucks plans to shift focus to suburban areas with lower operating costs and will renovate over 1,000 stores to align with its updated brand vision [1] - The company aims to open new stores in affected cities by 2026 [1] - CEO Brian Niccol has introduced the "Return to Starbucks" strategy to reposition the brand as a "third space" outside of home and office, emphasizing customer experience and operational efficiency [1] Group 3: Workforce Impact - Alongside store closures, Starbucks will lay off approximately 900 corporate employees, with efforts to reassign affected staff to nearby locations [1] - Employees who cannot be reassigned will receive severance packages [1] - The restructuring is a response to six consecutive quarters of declining same-store sales in the U.S. market [1] Group 4: Employee Concerns - The Starbucks Workers United union expressed concerns over the lack of barista involvement in the decision-making process and plans to advocate for job placement options for affected employees [2] - Starbucks is attempting to balance cost control with long-term brand strengthening and customer loyalty amid a changing market environment [2] - The company's stock price has declined by over 4% this year [2]

Industry Overview - In November, a total of 30 chain tea brands monitored by Yilan Commercial reported 134,300 stores, with a net increase of 498 stores after opening 3,190 and closing 2,692 [1] - Among these, brands like Hu Shang A Yi and Gu Ming showed significant growth, with net increases of 231 and 190 stores respectively [1] - Tims Coffee and Grid Coffee are also expanding, with new stores set to open by the end of the year [1] New Store Openings - New flagship stores are being launched, such as Mixue Ice City in Hangzhou, which invested nearly 8 million yuan and covers approximately 700 square meters [2] - Other brands like Nayuki and WILLchá are also expanding internationally, with new openings in Thailand and Japan [2] Product Launches - Various tea and coffee brands have introduced new products, including CoCo's new tapioca peach gum dessert and Nayuki's cherry series [3] - Sales performance has been strong, with one brand's yogurt drink series surpassing 200 million cups sold [3] Collaborations and Promotions - Collaborations between brands are yielding positive results, such as Heytea's partnership with Pop Mart leading to long queues and rapid sales [5] - Other brands are also engaging in promotional activities, with some facing consumer backlash over product sizes and caffeine content [5] Corporate Developments - Starbucks appointed Anand Varadarajan as the new CTO, bringing extensive experience from Amazon [6] - The company is also enhancing its marketing team with a new senior manager from Elf Cosmetics [6] Financial Insights - Hextar Industries Berhad is divesting from its fertilizer business to focus on expanding its food and beverage retail operations, particularly Luckin Coffee in Malaysia [7] - Starbucks anticipates a busy day for gift card sales on December 24, expecting over $60 million in new card reloads [7] - The company's unredeemed gift card balance reached $1.8 billion, an increase from the previous year [7]

Core Viewpoint - Starbucks is facing significant challenges due to intensified competition, the rise of remote work, and increasing costs, leading to a strategic shift in its store operations [1][2]. Group 1: Store Closures and Restructuring - As part of a $1 billion restructuring plan, Starbucks will close approximately 400 stores concentrated in major metropolitan areas across the U.S. [1][2] - In New York, Starbucks has closed 42 stores, which accounts for 12% of its total locations in the city [1][2]. - Other cities have also seen significant closures, including over 20 stores in Los Angeles, 15 in Chicago, 7 in San Francisco, 6 in Minneapolis, and 5 in Baltimore, with additional closures in other cities totaling several dozen [1][2]. Group 2: Future Plans and Brand Positioning - CEO Brian Niccol aims to reposition Starbucks to return to its "third space" concept, which serves as a social space between home and work [1][3]. - Starbucks has evaluated over 18,000 stores in the U.S. and Canada, closing underperforming locations that do not meet brand standards [3]. - The company plans to open new stores and renovate existing ones by 2026, focusing on design upgrades and enhanced customer experiences in major urban areas like New York and Los Angeles [3].

Group 1 - The core issue involves a customer at Starbucks being asked to either finish their competing brand drink quickly or cover it with a Starbucks cup sleeve [1] - The customer, a "Gold Star Member," expressed dissatisfaction as there were no signs indicating a ban on outside food or drinks in the store [1] - Starbucks customer service stated that they generally do not recommend consuming food with strong odors in their stores, emphasizing respect for customer choices [1]

Group 1 - The core incident involves a consumer at a Starbucks store who was advised by staff to either finish their competing brand drink quickly or use a Starbucks cup sleeve to cover it, leading to public outcry [1][5] - Starbucks customer service responded by stating that they respect every customer's choice and will verify the situation reported by the consumer [1][5] - The consumer, identified as a "Gold Star Member," expressed discomfort with the staff's approach, noting that there were no signs prohibiting outside food or drinks in the store [5] Group 2 - Starbucks staff generally do not recommend customers consume strong-smelling food in-store, emphasizing a customer care perspective [5] - A lawyer commented that the staff's actions could be seen as a normal business operation to protect brand interests, as they did not prohibit the consumer from bringing in the competing drink [5] - The lawyer also noted that if a company were to impose strict rules against outside food or enforce mandatory purchases, it could infringe on consumer rights [5]

Core Insights - The article highlights the rapid growth of the ice cream brand "Mr. Wildman," which has expanded from 431 stores in 2024 to over 1,200 stores by 2025, surpassing Haagen-Dazs in mainland China [1][4][9] - The brand's founder, Cui Jianwei, emphasizes the need for market education regarding fresh ice cream, as traditional views on health and diet still pose challenges [1][2] - Mr. Wildman differentiates itself by using fresh ingredients and a "made on the same day" principle, competing against established brands like DQ and Haagen-Dazs [2][4] Company Growth and Strategy - Mr. Wildman started as a small shop in Beijing in 2011, leveraging social media to attract young customers [5][6] - The brand initially faced challenges with rapid expansion, leading to a retreat and a more cautious approach to growth [7][8] - After a three-year period of stabilization, the brand successfully re-entered the market, focusing on major cities like Shanghai [8][9] Market Position and Consumer Engagement - The brand has developed a unique customer engagement strategy, including a trial system that encourages potential customers to sample products without pressure [9][10] - Mr. Wildman aims to create a strong emotional connection with consumers, positioning ice cream as a lifestyle product rather than just a dessert [11][17] - The brand's innovative flavors, such as the Five常大米 (Wuchang rice) ice cream, reflect a commitment to local ingredients and cultural relevance [12][13] Founder’s Vision and Market Perspective - Cui Jianwei, with a background in investment, has chosen not to seek external funding, focusing instead on organic growth and a solid supply chain [14][16] - The founder believes in the potential for the fresh ice cream market to grow independently, without the intense competition seen in coffee and tea sectors [17] - The brand's success is attributed to the overall improvement in consumer spending power and a shift towards premium lifestyle products [17]

Core Viewpoint - A Starbucks store in Hefei, Anhui faced backlash after a customer reported being asked to leave while seeking shelter from the rain under a large umbrella, which the store claimed was intended for sunshade only [1] Group 1: Incident Details - On December 23, a customer named Mr. Qiu and his friends were sitting under a large umbrella in front of a Starbucks store during light rain when they were asked to leave [1] - The store staff removed the umbrella and chairs, citing safety concerns due to the umbrella absorbing water and becoming a potential hazard [1] - Mr. Qiu expressed discomfort with the removal of the chairs, feeling that Starbucks was trying to "drive people away" [1] Group 2: Customer Reactions - In the comments section of the video posted by Mr. Qiu, some viewers criticized Starbucks for being "inhumane" and lacking a broader perspective [1] - Others acknowledged the store's explanation regarding the umbrella's unsuitability for rain protection, noting that a waterlogged umbrella could become heavy and pose a risk of falling [1] Group 3: Store and Management Response - The store manager declined to provide comments to reporters, and the mall staff indicated they would report the incident to relevant departments for further clarification [1] - The mall staff later confirmed that the store's explanation centered on safety concerns related to the umbrella, but no explanation was given for the removal of the chairs [1]

Group 1 - Starbucks has appointed Anand Varadarajan as the new Chief Technology Officer, effective January 19 next year [1] - CEO Brian Niccol is driving technological reforms in stores to enhance labor efficiency [1] - Varadarajan succeeds Deb Hall Lefevre, who stepped down in September [1] Group 2 - Varadarajan has 19 years of experience at Amazon, where he was responsible for technology and supply chain operations in the global grocery business [1] - He has also worked at Oracle [1]