星巴克的“降价策”丨消费参考+

Core Viewpoint - Starbucks has officially announced a price reduction for several of its popular products, aiming to capture a larger share of the tea beverage market in China [2][3]. Group 1: Pricing Strategy - Starting June 10, Starbucks will lower prices on several products, including Frappuccino, iced tea, and tea lattes, with an average price drop of around 5 yuan for a large cup, bringing the minimum price to 23 yuan [3]. - The tea beverage market in China is larger than the coffee market, with the current market sizes being 258.5 billion yuan for tea and 172.1 billion yuan for coffee [4]. Group 2: Competitive Landscape - Competitors like Heytea and Nayuki have lower average customer prices, at 17.44 yuan and 19.32 yuan respectively, which puts pressure on Starbucks to remain competitive [6]. - The rise of low-cost competitors, such as Kudi and Luckin Coffee, which offer products at prices as low as 5.9 yuan and 9.9 yuan respectively, has prompted Starbucks to consider price reductions to avoid losing customers [11][12]. Group 3: Operational Advantages - Starbucks has advantages in product development and supply chain management, which supports its ability to offer competitive pricing while maintaining quality [5]. - The company’s operational model emphasizes customer experience, which may justify its higher prices compared to competitors [6][8]. Group 4: Market Adaptation - Starbucks has shown flexibility in its operations, allowing its Chinese team more autonomy in decision-making, which has led to successful marketing strategies and product development tailored to local preferences [14][16][19]. - In the first quarter, Starbucks China reported a revenue increase of 5% year-on-year, reaching 740 million USD, with same-store transaction volume growing by 4% [18].