高端咖啡“降咖位”，咸淡如何｜经济观察

Core Insights - Starbucks has initiated a price reduction for several of its popular non-coffee beverages, with average price cuts around 5 yuan, making the starting price for large drinks approximately 23 yuan [1][3] - The price drop is primarily focused on non-coffee products, while coffee beverages largely maintain their original prices [3][6] - The competitive landscape has intensified, with other high-end coffee brands also reducing their prices, making premium coffee more accessible, with some offerings dropping below 15 yuan [3][5] Pricing Strategy - The new pricing strategy aims to attract more customers, as evidenced by increased foot traffic in Starbucks locations following the price cuts [5][6] - Online platforms are offering significant discounts, with some products available for as low as 10 yuan, driven by promotional subsidies [3][7] - Despite the lower prices, there are concerns regarding the overall value proposition compared to other brands that maintain lower price points [6][8] Market Dynamics - The current beverage market is increasingly competitive, with a notable shift towards tea drinks, which are projected to surpass the coffee market in size by over 1 billion yuan by 2025 [8] - Starbucks is adapting its strategy to include a broader product matrix that caters to various consumer preferences and scenarios [8][9] - The rising cost of coffee beans poses a challenge to sustaining low prices, as the price of coffee futures has reached historical highs [8][9] Future Considerations - The ongoing price competition raises questions about the sustainability of low pricing strategies among high-end coffee brands [8][9] - The industry faces a critical juncture where brands must balance cost, quality, and consumer perception to maintain their market position [9]