Core Viewpoint - Starbucks China officially announced a price reduction for several products, focusing on the non-coffee beverage market to enhance customer experience throughout the day [2][11]. Pricing Strategy - Starting June 10, Starbucks will reduce prices on several key products, including Frappuccino, iced tea, and tea lattes, with an average price drop of 5 yuan for large sizes, bringing prices down to a minimum of 23 yuan [2][11]. - The price adjustment aims to cater to varying consumer demands during different times of the day, particularly for non-coffee beverages in the afternoon [11][12]. Market Context - The announcement comes amid a competitive landscape where multiple coffee brands, including Luckin Coffee, have introduced limited-time price promotions [14][15]. - Luckin Coffee recently offered a promotional price of 6.9 yuan for many products, highlighting the ongoing price competition in the coffee market [15][17]. Future Plans - Starbucks China indicated that the pricing strategy for non-coffee products may evolve based on customer feedback, suggesting potential for future adjustments [12]. - The company plans to continue innovating in the non-coffee segment, with new product launches, including a collaboration with Disney featuring new iced tea flavors [22]. Performance Metrics - In the second quarter of fiscal year 2025, Starbucks China reported revenues of approximately 740 million USD, reflecting a year-on-year growth of 5% [20]. - As of the end of the second quarter, Starbucks China operated 7,758 stores, covering over 1,000 county-level markets [20].

④ 【贝雅资本下调特斯拉评级】贝雅资本将特斯拉评级从跑赢大盘下调至中性，目标价320美元。截至 发稿，特斯拉下跌2.5%。 ② 【中概股多数上涨】中概股盘前多数上涨，京东涨约3%，百度涨约2%，阿里巴巴涨约2%。 ③ 【高通斥资24亿美元收购Alphawave】当地时间6月9日，芯片制造商高通同意以约24亿美元收购英国 半导体公司Alphawave，此举旨在增强其数据中心和AI连接能力。Alphawave股东将获得每股183便士的 收购价，较高通披露其收购前的价格溢价近96%。截至发稿，高通上涨0.13%。 ⑤ 【星巴克中国官宣降价】北京时间6月9日，星巴克宣布6月10日起，中国市场星巴克三大王牌品类 ——星冰乐、冰摇茶、茶拿铁，共计数十款产品将集体推出全新夏日"心动价"。以大杯为例，平均价格 降幅达到5元左右。截至发稿，星巴克上涨0.26%。 ⑥ 【英国金融监管机构与英伟达合作开发AI"沙盒"】当地时间6月9日，英国金融行为监管局(FCA)启动 了一个监管"沙盒"，该国的金融公司将在今年晚些时候用它测试AI工具。FCA已与英伟达合作，通过所 谓的"超级沙盒"提供先进的计算能力和定制的AI软件。沙盒是指一个受 ...

每经记者｜丁舟洋 每经编辑｜张海妮 夏日饮品大战来袭，咖啡龙头星巴克今日（6月9日）宣布在中国市场放大招——发力非咖啡饮品市场，打造"上午咖啡、下午非咖"的全天 候服务场景。 记者了解到，自6月10日起，星巴克三大王牌品类——星冰乐、冰摇茶、茶拿铁的共计数十款产品将集体推出全新夏日"心动价"。以大杯 为例，平均价格降幅达到5元左右。顾客最低仅需23元，就能在星巴克门店享受一杯饮品。 星巴克非咖啡产品的降价将是持续性的还是今夏限时？对此，星巴克中国方面通过微信回应《每日经济新闻》记者："未来，我们将视顾 客反馈，决定后续活动计划。" 在产品创新和营销玩法上，星巴克也将持续发力"非咖"场景。6月17日，星巴克中国将联动迪士尼热门形象"疯狂动物城"，推出3款全新联 名冰摇茶。很快，茶拿铁也将迎来更多全新口味。"6月17日上新的'疯狂动物城'三款主题冰摇茶——星星淘梨冰摇茶、全橙胡闹冰摇茶定 价最低为23元，仲夏蓝调爆珠冰摇茶定价最低为29元。"星巴克中国方面表示。 30多元降到20多元 线上平台先探路 在激烈的茶饮、咖啡竞争中，价格一直是品牌争夺市场份额的重要手段之一。 国金证券今年4月的研报显示，茶饮市场的中端价 ...

Core Viewpoint - Starbucks is expanding its product offerings in the Chinese market by focusing on non-coffee beverages, aiming to create an all-day service experience with the concept of "morning coffee, afternoon non-coffee" [1]. Group 1: Product Strategy - Starting June 10, Starbucks will launch a new summer pricing strategy for its three major product categories: Frappuccino, Iced Tea, and Tea Latte, with an average price reduction of around 5 yuan for large cups, bringing the minimum price down to 23 yuan [2]. - The Chief Growth Officer of Starbucks China, Yang Zhen, stated that the comprehensive product matrix for the "non-coffee" scenario will run parallel to core coffee products, allowing Starbucks to tailor different product combinations and experiences based on various consumer scenarios and store types to better meet diverse customer needs [4].

Core Viewpoint - Starbucks China has announced a price reduction on several non-coffee products, marking its first direct price cut amid increasing competition in the beverage market [1][5][6]. Price Reduction Details - Starting from June 10, Starbucks China will lower prices on ten products, including Frappuccinos, iced teas, and tea lattes, with reductions ranging from 2 to 6 yuan, averaging 5 yuan for large sizes [1][6]. - After the price cut, many products will fall into the 20 yuan range, with the lowest price set at 23 yuan [1]. Market Context - This price reduction comes as Starbucks faces a price war, consumer fatigue, and intense competition from various coffee and tea brands in China [5][6]. - The company has previously relied on coupon promotions rather than direct price cuts to attract customers [1][3]. Sales Performance - In Q2 of the 2025 fiscal year, Starbucks China reported revenue of $739.7 million, a 5% year-over-year increase, with same-store sales rising by 4% [6]. - However, in Q1 of the same fiscal year, revenue was $744 million, showing only a 1% increase, while same-store sales declined by 6% [6]. Competitive Landscape - The beverage market in China is becoming increasingly competitive, with brands like Luckin Coffee aggressively entering the tea segment and offering significant discounts [8][11]. - Starbucks aims to attract customers back to its non-coffee offerings, which have seen substantial sales growth over the past three years [8][11]. Consumer Preferences - The company is focusing on the "morning coffee, afternoon non-coffee" concept to expand its non-coffee consumer base [5][7]. - There is a notable preference for sweet beverages in lower-tier markets, where Starbucks aims to increase its presence [10][11]. Strategic Changes - Starbucks China is exploring potential changes in its ownership structure, including the possibility of selling equity to local investors [13]. - Recent leadership changes within the company reflect the pressures it faces in the competitive landscape [13]. Marketing and Customization - The company is leveraging customization options to enhance customer engagement, encouraging consumers to explore its "hidden menu" [14][15]. - Starbucks has also engaged in co-branding initiatives with popular IPs to strengthen its brand presence and appeal to consumers [15].

Core Viewpoint - Starbucks is enhancing its "non-coffee" offerings to complement its existing coffee products, aiming to create a dual consumption scenario of "morning coffee, afternoon non-coffee" to better meet diverse customer needs [2][5] Group 1: Product and Pricing Strategy - Starting June 10, Starbucks will introduce a new summer pricing strategy with prices as low as 23 yuan for its three main non-coffee products, allowing customers to explore personalized options and "hidden menu" items [3] - On June 17, Starbucks will launch three new co-branded iced teas in collaboration with Disney's "Zootopia," and new flavors of tea lattes are also expected soon [3] - The company emphasizes a high level of customization in its offerings, allowing customers to adjust coffee strength, sweetness, and base ingredients, enhancing customer satisfaction [3][5] Group 2: Store Experience and Community Integration - Starbucks aims to create a "third space" for customers, differentiating itself from competitors by optimizing store layouts, lighting, and integrating local community culture into its store designs [4] - The company has opened unique stores, such as the heritage concept store in Ningbo, to strengthen its brand positioning as an all-day social space [4] Group 3: Market Position and Growth Strategy - Starbucks' strategy to enhance its "non-coffee" segment is part of a broader focus on customer needs, aiming to create exceptional experiences and reinforce brand value [6] - In the second quarter of fiscal year 2025, Starbucks China reported revenues of $739.7 million, a 5% year-over-year increase, with same-store sales improving by 4% [6] - The company is committed to innovation in beverage offerings tailored to local tastes, such as the Chinese New Year-themed coffee beans developed by a local team [6] Group 4: Collaboration and Brand Positioning - Starbucks emphasizes strategic partnerships that align with its brand identity, such as collaborations with Snoopy and Mayday, to enhance brand vitality and expand sales opportunities [7] - The company is strategically integrating quality-price ratios and cost-effectiveness in its product matrix, catering to both quality-seeking and price-sensitive consumers [7]

2025.06. 09 本文字数：467，阅读时长大约1分钟 咖啡龙头星巴克今日宣布在中国市场放大招——发力非咖啡饮品市场，打造"上午咖啡，下午非咖"的全天 候服务场景。 微信编辑 | 龙王 推荐阅读 马斯克，发文告别 6月10日起，星巴克三大王牌品类——星冰乐、冰摇茶、茶拿铁，共计数十款产品将集体推出全新夏 日"心动价"。以大杯为例，平均价格降幅达到5元左右。顾客最低仅需23元。 星巴克中国首席增长官杨振表示，"'非咖'场景下完善的产品矩阵，将与核心咖啡产品双线并举，让星巴 克能够根据不同消费场景、门店类型等因素，打造不同的产品组合与体验，从而更好地满足顾客的多元需 求。" 另据每日经济新闻，4月30日，星巴克发布2025财年第二季度业绩，星巴克中国的表现无疑成为全公司 一大亮点。 2025财年第二季度，星巴克中国在各项关键财务指标上表现良好，实现营业收入约7.4亿美元，同比增长 5%。与上一季度相比，在各类商圈、不同城市层级、各个营业时段，星巴克中国门店的同店可比交易量 同比攀升，实现4%的增长，同店销售额继续大幅改善。截至第二季度末，星巴克中国门店总数达到7758 家，覆盖超过1000个县级市场。 ...

Core Viewpoint - Starbucks is strategically lowering prices on its popular non-coffee beverages to capture a larger share of the afternoon tea market, enhancing its competitive advantage in China [1][9][15] Pricing Strategy - Starting June 10, Starbucks will introduce a new summer pricing strategy, reducing the average price of select beverages by approximately 5 yuan, with some drinks available for as low as 23 yuan [1][3] - The price reduction applies to key product lines including Frappuccino®, iced tea, and tea lattes, which have shown significant sales growth over the past three years [3][9] Product Innovation - On June 17, Starbucks will launch three new iced tea flavors in collaboration with Disney's "Zootopia," inspired by the main characters [5][11] - The company is also expanding its product offerings with customizable options, allowing customers to adjust sweetness, flavor, and base ingredients [7][10] Market Potential - The ready-to-drink tea market in China is substantial, with a market size of 258.5 billion yuan in 2023, compared to 172.1 billion yuan for the ready-to-drink coffee market [9] - Starbucks aims to leverage its product development and supply chain advantages to penetrate the afternoon tea segment effectively [9][12] Store Expansion and Community Engagement - As of the end of Q2, Starbucks China has 7,758 stores, covering over 1,000 county-level markets, and is focusing on integrating local community culture into its store experiences [9][12] - The company is creating unique store concepts that reflect local heritage, enhancing the overall customer experience [9][12] Financial Performance - In Q2 of the 2025 fiscal year, Starbucks China reported a revenue of $739.7 million, a 5% year-over-year increase, with same-store sales growing by 4% [13][14] - The company maintains a double-digit operating profit margin, indicating strong financial health and resilience [13][14] Overall Strategy - The price adjustments and product innovations are part of a broader strategy to adapt to changing consumer preferences in a competitive market [12][15] - Starbucks is committed to long-term growth in China, focusing on key business metrics and customer engagement [13][15]

Core Viewpoint - Starbucks is implementing a price reduction strategy for its non-coffee beverages, particularly focusing on its popular summer drinks, to attract more customers and expand its market presence in China [1][9]. Pricing Strategy - Starting June 10, Starbucks will introduce a new summer pricing for its three main product categories: Frappuccino, Iced Tea, and Tea Latte, with an average price reduction of approximately 5 yuan for large sizes [1]. - Customers can enjoy high-quality summer beverages starting at just 23 yuan [1]. Product Innovation - On June 17, Starbucks will launch three new themed iced teas in collaboration with Disney's "Zootopia," inspired by the main characters [5]. - The company is also expanding its product line with new flavors for Tea Latte and other innovative offerings [1][11]. Market Expansion - The iced tea segment has seen significant sales growth over the past three years, with Tea Latte becoming a popular choice among customers seeking alternatives to coffee [3]. - The ready-to-drink tea market in China is substantial, with a market size of 258.5 billion yuan compared to 172.1 billion yuan for the coffee market, indicating a lucrative opportunity for Starbucks [9]. Customization and Consumer Engagement - Starbucks is enhancing its customization options, allowing customers to adjust sweetness, flavor, and base ingredients, which has been well-received in the non-coffee beverage segment [7]. - The introduction of the "True Flavor No Sugar" innovation system has provided more choices for customers, further driving engagement [7][13]. Operational Strength - As of the end of Q2, Starbucks China had 7,758 stores, covering over 1,000 county-level markets, indicating a strong operational presence [9]. - The company is integrating local community culture into its store experiences, creating unique Starbucks locations that resonate with local consumers [9]. Financial Performance - In Q2 of FY2025, Starbucks China reported a revenue of $739.7 million, a 5% year-over-year increase, with same-store sales volume rising by 4% [15]. - The company maintains a double-digit operating profit margin, reflecting a solid operational foundation and resilience in its business model [15].

Core Insights - Starbucks China is focusing on the non-coffee beverage market, aiming to create an all-day service scenario with the concept of "morning coffee, afternoon non-coffee" [1] - The company plans to launch a new summer pricing strategy for its three main product lines—Frappuccino, Iced Tea, and Tea Latte—starting June 10, with an average price reduction of around 5 yuan for large cups, bringing the minimum price to 23 yuan [1] - The competitive landscape in the Chinese coffee market is intensifying, with the total number of coffee shops expected to exceed 200,000 by 2024, despite a net increase of only 17,000 stores due to closures [1][2] Market Dynamics - The coffee penetration rate in China is high, limiting growth potential, while the tea beverage market is rapidly expanding with numerous brands gaining market share [2] - Starbucks aims to tap into the consumption potential of its existing audience in the tea and non-coffee beverage sectors through product line innovation [2] - The three main product lines in the non-coffee category have shown strong growth potential, with Frappuccino being a popular summer choice and Iced Tea sales increasing significantly over the past three years [2] Afternoon Tea Segment - The afternoon tea consumption period has become a competitive market for many brands, and Starbucks is innovating and adjusting prices to attract more customers during this time [5] - Recently, Starbucks collaborated with Disney to launch three new co-branded Iced Teas, enhancing consumer interest and driving foot traffic during the afternoon tea hours [5] - As of 2024, Starbucks China has nearly 140 million total members, providing a substantial potential customer base for expanding afternoon tea consumption [5] Financial Performance - For fiscal year 2024, Starbucks China reported a net revenue of $2.958 billion, with fourth-quarter net revenue of $783.7 million, reflecting a quarter-over-quarter growth of 6% [5] - However, same-store sales decreased by 14%, with average prices down by 8% and comparable transaction volume declining by 6% [5] - In the first quarter of fiscal year 2025, revenue in China reached $744 million, a year-over-year increase of 1%, but same-store sales still fell by 6% [5]