平均价格降5元！星巴克官宣数十款产品集体降价，后期还有新“发力点”

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].