Starbucks(US:SBUX) Bei Jing Shang Bao·2025-04-28 05:17Core Viewpoint - Starbucks is facing significant operational challenges and customer dissatisfaction due to high demand for its limited edition merchandise, leading to system overloads and negative customer experiences [3][4][5]. Group 1: Product Launch and Customer Response - On April 28, Starbucks launched a limited edition "Mayday" collaboration cups, which quickly became a trending topic on social media as customers reported difficulties in purchasing them due to system crashes [3][4]. - The original price of the glass straw cup was 199 yuan, but it is now being resold for between 328 yuan and 699 yuan on second-hand platforms. Similarly, the stainless steel cup originally priced at 249 yuan is being resold for 290 yuan to 799 yuan [3][7]. Group 2: Financial Performance - For the first fiscal quarter ending December 29, 2024, Starbucks reported total revenue of $9.398 billion, which was roughly flat year-over-year and exceeded market expectations. However, operating profit fell by 24.5% to $1.122 billion, and net profit decreased by 23.8% to $781 million, with earnings per share at $0.69, also below the previous year [9]. - CEO Brian Niccol indicated that the company is in a transformation phase and has initiated the "Return to Starbucks" plan, which aims to address fundamental issues and restore brand confidence for sustainable long-term growth [9]. Group 3: Market Speculation - There have been ongoing rumors regarding the potential sale of Starbucks China, with Alibaba reportedly involved in the bidding process. However, Alibaba has denied these claims, labeling them as false. Other potential buyers include China Resources, Meituan, and various private equity firms, with Starbucks China estimated to be valued at over $1 billion [9].