比降价更拿捏年轻人的，是星巴克的「隐性价值感」

Core Insights - Starbucks has recently reduced prices on select beverages, attracting young consumers and enhancing its appeal as a social space [2][3] - The brand effectively targets the emotional needs of young people, positioning itself as a key player in the beverage market [4][10] - Collaborations with popular culture, such as the "Zootopia" themed drinks, resonate with the youth, driving foot traffic and engagement [4][15] Pricing Strategy - Starting June 17, Starbucks lowered prices on Frappuccinos, iced teas, and tea lattes, with average reductions of 5 yuan, making drinks more accessible [2] - The lowest price for these beverages is now 23 yuan, which, while still higher than competitors, has not deterred young customers from frequent visits [2][3] Emotional Connection - Starbucks serves as a "second space" for young professionals, providing a familiar and comforting environment that enhances productivity and emotional well-being [12][19] - The brand's ability to create a sense of community and emotional resonance through its offerings is a significant factor in its appeal [13][26] Customization and Experience - The introduction of customizable drinks allows young consumers to engage creatively with their orders, enhancing their overall experience [7][8] - The "True Taste No Sugar" initiative has further expanded options for health-conscious customers, appealing to their desire for personalized beverages [7][8] Cultural Relevance - Collaborations with popular music groups, such as Mayday, have created unique drink offerings that tap into nostalgia and cultural identity, strengthening customer loyalty [15][17] - The emotional connection fostered through these collaborations transforms beverages into tools for self-expression among young consumers [17][29] Social Engagement - Starbucks has become a platform for social interactions, where young people gather for various purposes, from casual meetups to work sessions, enhancing its role in urban life [19][25] - The brand's ability to adapt to the social dynamics of its customers contributes to its sustained relevance in a competitive market [26][29]