非咖饮品平均降5元！星巴克开启近年最大规模降价

Core Viewpoint - Starbucks has announced a significant price reduction on its non-coffee beverages, aiming to enhance its market competitiveness in response to aggressive pricing strategies from competitors like Luckin Coffee and Kudi [2][15][32] Group 1: Price Reduction Details - Starting June 10, Starbucks will reduce prices on several non-coffee products, including Frappuccinos, iced teas, and tea lattes, with an average price drop of 5 yuan [2][3] - For example, the price of a large Matcha Frappuccino will decrease from 33 yuan to 28 yuan, iced raspberry blackcurrant tea from 31 yuan to 26 yuan, and red tea latte from 35 yuan to 30 yuan [10][11] - This marks Starbucks' first large-scale direct price adjustment for non-coffee categories in recent years [3][9] Group 2: Strategic Intent - The price reduction is part of Starbucks' strategy to create an "all-day service scenario" with a focus on "morning coffee, afternoon non-coffee" offerings [4][28] - Starbucks aims to meet diverse customer needs across different times and scenarios by enhancing its product matrix in the non-coffee segment [6][7] - The company will evaluate customer feedback to determine future promotional activities, indicating a flexible approach to pricing based on market response [12] Group 3: Market Context - The coffee and tea market in China has become increasingly competitive, with brands like Luckin Coffee and Kudi employing aggressive low-price strategies [15][17] - Historical data shows that Starbucks' average transaction value has declined for eight consecutive quarters, prompting the need for a price adjustment [18][19] - The introduction of low-priced products by competitors has pressured Starbucks to respond with its own pricing strategies to maintain market share [15][30] Group 4: Financial Performance - In its Q2 2025 financial results, Starbucks China reported approximately $740 million in revenue, a 5% year-over-year increase, with comparable store transactions rising by 4% [22][23] - As of the end of Q2, Starbucks had 7,758 stores in China, covering over 1,000 county-level markets, indicating a strong market presence [25]