星巴克中国为什么降价？

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].