星巴克乘胜追击 “非咖”场景将成增长第二极

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]