Core Insights - The article discusses Starbucks' strategic shift towards a new product category termed "non-coffee," which aims to transform the brand from a traditional coffee chain to a full-service beverage provider [2][3][5] - The competitive landscape in China's beverage market is intensifying, with the boundaries between tea and coffee increasingly blurring as brands from both sectors expand their product offerings [3][4] - The article highlights the challenges Starbucks faces in the Chinese market, particularly from local competitors like Luckin Coffee, which have adopted aggressive pricing strategies and innovative product offerings [7][9] Group 1: Market Dynamics - The emergence of "non-coffee" products is seen as a response to the evolving consumer preferences, particularly among the younger generation, who favor all-day beverage consumption [3][4] - The price sensitivity of consumers is driving brands to innovate and diversify their product lines, with local brands like Luckin Coffee successfully capturing market share through competitive pricing [6][11] - The shift towards convenience and affordability in the Chinese market contrasts with the traditional "third space" model that Starbucks has relied on in Western markets [9][12] Group 2: Financial Performance - Starbucks has experienced a significant decline in net profit, with a 35% year-on-year decrease in the first half of the year, and a 50% reduction in net profit for the latest quarter [6][13] - The company's revenue growth has stagnated, with a mere 1% increase year-on-year, while same-store transaction volume in China grew by only 4% [6][7] - The aggressive pricing strategies of competitors have forced Starbucks to lower prices on several products, with some items now priced below 25 yuan, marking a significant shift from previous pricing strategies [5][16] Group 3: Strategic Adjustments - Starbucks' recent strategic adjustments, including the introduction of "non-coffee" products and price reductions, are viewed as reactive measures to the competitive pressures from local brands [5][8] - The company plans to expand its store footprint in China, aiming for 9,000 locations by 2025, which includes penetrating lower-tier markets [8][14] - Despite the challenges, Starbucks maintains a strong brand value and market presence, with a global store count exceeding 40,000 and a brand value of 38.8 billion USD [13][14]

New Consumption Overview - Al y s sa Fernandez launched a traditional grain cake mix using TAM 105 wheat and other traditional grains [1][3] - Water Otter introduced "Oriental Jasmine" tea extract, made from jasmine flowers with no sugar or artificial ingredients [1][5] - New Hope released a light loquat drink, targeting outdoor activities and social gatherings, with approximately 139 kcal per bottle [1][6] - Huiyuan's new sparkling fruit juice series combines 10% real juice with bubbles, available in four flavors [1][6] - Dayao launched a prebiotic fruit juice soda, emphasizing "0 sugar 0 fat" for gut health [1][6] Investment and Financing - Starbucks CEO Brian Niccol indicated interest from multiple potential buyers for a stake in its China operations due to brand value and coffee sales growth [7][8] - Cargill is investing $90 million to automate its beef processing plant in Colorado to improve efficiency amid a beef shortage in the U.S. [7][11] - Feihe Dairy and Lihigh Foods established a joint venture in Inner Mongolia [7][12] - Tencent Music plans to acquire 100% of Himalaya, maintaining its brand and operational independence [7][12] - Anjuke Foods passed the listing hearing at the Hong Kong Stock Exchange, focusing on frozen food products [7][12] Major Companies - Quinoa beer is expected to invigorate the stagnant beer market, with a new product launched by Mel i, a brand founded by Harvard and MIT alumni [8][13] - Snack company Ai Ling Shi signed a strategic cooperation agreement with JD Logistics to enhance logistics efficiency [8][14] - Korean fashion e-commerce Mus insa plans to enter the Chinese market by opening its first store in Shanghai by Q4 2025 [8][15] - Chanel CEO Leena Nair received the CBE honor for her contributions to retail and consumer sectors [8][16] - McDonald's signed a strategic cooperation framework agreement with Wuxi, planning to open over 90 new restaurants in the next three years [8][17]

以下文章来源于金错刀 ，作者张一弛 金错刀 . 科技商业观察家。爆品战略提出者。 作者： 张一弛 来源：金错刀 进入中国 20 多年以来，星巴克终于首次大规模调价 。 前几天，星巴克中国宣布将发力非咖啡饮品市场，为了让中国用户看到自己的诚意，决定"咬牙 降价"： 自 6 月 10 日起，星巴克三大王牌品类——星冰乐、冰摇茶、茶拿铁，共计数十款产品集体降 价，平均价格降幅达到 5 元左右。 ---------------------------------- | 心动价23 快乐到手 | | | --- | --- | | 冰摇茶 ICED SHAKEN TEA BY TEAVANA® | 中元 大 mar 超大 son | | 冰摇红莓黑加仑茶 Blackcurrant Raspberry IST | 23 / 26 / 29 | | 冰摇柠檬茶 Lemon IST | 23 / 26 / 29 | | 冰摇桃桃鸟龙茶 Peach Oolong IST | 29 / 32 / 35 | | 茶拿铁 TEA LATTE BY TEAVANA® IZ | 中:265ml / 大 472ml /超大500ml | ...

6月19日，茶咖日报的主要内容有： 64款移动应用被通报！星巴克、古茗、霸王茶姬、茶百道、茶颜悦色、库迪咖啡多个知名品牌上榜 星巴克回应广州太古汇门店将结业 据小食代，星巴克广州太古汇门店由于商场区域业态调整将于6月28日结束营业。对此，星巴克中国回 应称，对于已经深耕广州近22年的星巴克来说，有新老传承，也有新旧交替，老店焕新也已经是常态， 不同的门店在发展经营过程中也会根据商圈的变化和消费者的需求改造升级。广州太古汇门店结束营业 后，周边商圈依然有维多利臻选店、万菱汇臻选店、百福广场店、百脑汇店等多家门店可以提供一如既 往的星式咖啡体验和服务，顾客最快仅需步行4分钟就可以到达相应的门店。 新茶饮带动地域性水果走向全国 岭南黄皮鲜果、荔枝等应季水果，成为新茶饮的"宠儿"。瑞幸咖啡、喜茶、CoCo等品牌以此为原料上 新时令新品。 黄皮果与新茶饮的搭配并非个例。近年来，通过新茶饮渠道，春见柑橘、油柑、桑葚、芭乐等区域特色 原料突破地域限制，从地方走向全国，并逐渐发展成为行业菜单上的常驻时令品类。今年以来，深圳新 茶饮还多次带动高原牦牛乳、潮汕南姜、滇西酸木瓜、西双版纳木姜子、英德红茶、江门新会柑普、雅 安藏茶等 ...

Core Insights - Starbucks has recently reduced prices on select beverages, attracting young consumers and enhancing its appeal as a social space [2][3] - The brand effectively targets the emotional needs of young people, positioning itself as a key player in the beverage market [4][10] - Collaborations with popular culture, such as the "Zootopia" themed drinks, resonate with the youth, driving foot traffic and engagement [4][15] Pricing Strategy - Starting June 17, Starbucks lowered prices on Frappuccinos, iced teas, and tea lattes, with average reductions of 5 yuan, making drinks more accessible [2] - The lowest price for these beverages is now 23 yuan, which, while still higher than competitors, has not deterred young customers from frequent visits [2][3] Emotional Connection - Starbucks serves as a "second space" for young professionals, providing a familiar and comforting environment that enhances productivity and emotional well-being [12][19] - The brand's ability to create a sense of community and emotional resonance through its offerings is a significant factor in its appeal [13][26] Customization and Experience - The introduction of customizable drinks allows young consumers to engage creatively with their orders, enhancing their overall experience [7][8] - The "True Taste No Sugar" initiative has further expanded options for health-conscious customers, appealing to their desire for personalized beverages [7][8] Cultural Relevance - Collaborations with popular music groups, such as Mayday, have created unique drink offerings that tap into nostalgia and cultural identity, strengthening customer loyalty [15][17] - The emotional connection fostered through these collaborations transforms beverages into tools for self-expression among young consumers [17][29] Social Engagement - Starbucks has become a platform for social interactions, where young people gather for various purposes, from casual meetups to work sessions, enhancing its role in urban life [19][25] - The brand's ability to adapt to the social dynamics of its customers contributes to its sustained relevance in a competitive market [26][29]

独立 稀缺 穿透 很需要勇气、更需要智慧！ 来源：铑财——铑财研究院 茶饮江湖，降价又起，这一次是向以高端著称的星巴克。 6月10日起，星巴克中国对星冰乐、冰摇茶、茶拿铁三大品类数十款非咖啡饮品实施全面调价，降价幅度2-6元。以大杯产品为例：冰摇红莓黑加仑从31元 降至26元，白桃星冰乐从41元降至35元，红茶拿铁从35元降至29元，多款产品从30-40元价格带降至20元区间。 入华25年，这是星巴克首次官方主导的全线价格调整，各种解读纷至沓来。毕竟，近年来瑞幸、库迪、蜜雪等本土品牌纷纷崛起，挤压了星巴克的市场空 间。 正如星巴克中国首席增长官杨振所言，此次调价旨在"满足顾客在不同时段、不同场景的多样化需求"。 话虽如此，有网友吐槽降价后的产品依然不算便宜，能吸引多少新用户要打个问号。同时，一直高端范儿示人，此番调价是否标志市场战略转变、会是一 个放下身段的开始么？背后有何深意与急迫？又会给自身及行业带来哪些影响呢？ 作者：俊逸 编辑：乔治 风品：李莉 1 降价"双轨"竞争 用组合拳扳回市场 LAOCAI 降价集中在非咖饮品，有着深刻的市场考量。随着国内消费人群的迭代，需求日益多元化，中国现制饮品市场正呈现咖 ...

以下文章来源于华商韬略 ，作者华商韬略 华商韬略 . 聚焦标杆与热点、解构趋势与韬略 不再像自己，但也不像瑞幸。 作者：陈乐高 来源：华商韬略出品（ID：hstl8888） 这是入华25年来，星巴克第一次直接大规模降价。 6月10日，星巴克对旗下星冰乐、冰摇茶、茶拿铁三大非咖系列产品，做了一轮价格下调，调整后，多款饮 品价格回到了20元以下。 忘掉自己 这一切背后的动因，是中国市场剧烈震荡的业绩。 2024财年，星巴克中国营业收入约210.55亿元，同比下降1.4%，同店销售额同比下降8%，而这还是中国市 场调整后反弹的结果。 事实上改变早已开始，在最近五六年，除了门口的绿色美人鱼商标，星巴克亲手摘掉的金科玉律，远不止 于此。 第三空间，是星巴克极力打造的一种体验。在它看来，生活在大城市快节奏生活中的人，在家庭和职场 外，还应该有一个获得松弛感的栖息之所。 为了这个体验，星巴克管住的不止是三明治，还有家具材质、屋顶灯光、店内音乐，甚至是店员和顾客的 交流方式。 但随着互联网商业时代的到来，空间的传统被打破了。 2019年，星巴克推出了主打"在线点，到店取"的"啡快"服务，又很快全面接入阿里巴巴的商业平台。 当 ...

长沙晚报全媒体记者 陈星源 "终于降价了，高低要来尝尝咸淡！"在手机上刷到星巴克降价的消息，上班族王女士立马下了一单。这 正是无数咖啡爱好者最近讨论的话题：6月10日起，高端咖啡品牌代表星巴克，旗下的三大王牌品类"星 冰乐""冰摇茶""茶拿铁"共计数十款产品集体推出全新夏日"心动价"。以大杯产品为例，平均价格降幅 为5元左右，最低价为23元。 像王女士这样通过外卖平台购买的消费者，还能收获多一分惊喜——随着红黄蓝"三色"大军的"外卖大 战"持续升级，叠加各路补贴后，高端咖啡品牌的价格不再"高冷"，最低仅需10余元。高端品牌主动放 下"咖位"背后有着怎样的考量？消费者对此是否买账？记者展开了探究。 想喝一杯平价的高端咖啡？手机外卖是好渠道。在淘宝闪购、京东秒送、美团外卖等平台上，星巴克门 店页面均设置了折扣、特价商品专区，多款产品加入折扣行列，最低降至10元区间。例如在淘宝闪购平 台上，一款名为"白桃气泡美式（大杯）"的饮品券后11.2元即可拿下，而其官方小程序上的原价为36 元，降价幅度接近70%。 除星巴克外，其他高端咖啡品牌的外卖价格也有不同程度降低。记者统计发现，以一杯美式咖啡为例， COSTA、M S ...

一个时代，似乎正在以一种决绝的方式落幕。 先是哈根达斯，这个曾经用"爱她，就带她去"的口号定义了中国式浪漫与高端消费的冰淇淋品牌，传出 了要被母公司通用磨坊"摆上货架"的消息。紧接着，将"第三空间"概念根植于中国白领心中的星巴克， 在经历了"中国业务卖身"传闻后，不惜放下身段，用降价的手段，投身于中国咖啡市场的肉搏战中。 一个想走，一个在搏命。 哈根达斯和星巴克，这两个分属不同赛道，却同样被视为"外资宠儿"和"中产标配"的品牌，如今殊途同 归，共同走到了在华发展的十字路口。 一、外资消费品迎来黄昏 6月中，一则"通用磨坊考虑出售哈根达斯中国门店业务"的消息传出。尽管通用磨坊中国官方迅速以"不 予置评"和"谣传"来回应，但资本市场的风声往往不是空穴来风。据称，这场潜在的交易可能在2025年 启动，估值或达数亿美元。 这笔账不难算。 与其等待品牌价值在日益"内卷"的中国市场被不断稀释、最终"烂"在手里，不如趁着它尚在高位时，寻 找一个合适的买家，实现价值最大化。这对于通用磨坊的股东而言，是再理性不过的商业决策。 那么，哈根达斯怎么了？简单来说，它老了，也慢了。 在信息相对匮乏的年代，哈根达斯以高昂的价格和"进口" ...

即使是已在中国市场浸淫数十年的一些国际公司，也在考虑建立新的合作伙伴关系，以应对当下挑战。 摩根士丹利亚太区并购业务主管理查德·黄说："许多情况下，这些品牌已深耕中国市场多年，找到能为 其带来技能、技术和资本的中国合作伙伴是另一种形式的本地化。跨国公司继续将中国视为至关重要的 市场。" 法国巴黎银行工业与消费者业务主管让-克里斯托夫·瓦拉特说："中国市场变得越来越成熟，不再有快 速增长和发展带来的唾手可得的果实。中国消费者受教育程度更高且更成熟，由于品位变化快且（品 牌）忠诚度低，形成只有本土企业才能识别并适应的奇特本土品位。"分析人士表示，目前涌现出越来 越多涉及通过股权重组引入本地战略合作伙伴的中国业务分拆交易，此类举措或将帮助跨国公司在中国 市场蓬勃发展并抓住新的增长机遇。（作者曼努埃尔·拜戈里等，丁玎译） 彭博社6月17日报道，原题：哈根达斯和星巴克考虑全面改革以与中国对手竞争 上世纪90年代中国的消 费格局迥异于现在，当时哈根达斯和星巴克推出令大多数人都感觉陌生的高端产品，迅速在中国赚得盆 满钵满。但时移世易，与许多其他西方品牌一样，如今二者正重新评估其在世界第二大经济体的经营策 略。 推动这种转变 ...