星巴克，居然悄悄关了这么多“明星店”！

Core Insights - Starbucks in China is facing significant challenges, including the closure of iconic stores and a decline in store growth rates, raising concerns about its future in the market [1][2][5] Store Closures - In 2024, Starbucks China has closed nearly 20 iconic stores, with half of these closures concentrated in the densely populated "Jiangsu, Zhejiang, and Shanghai" regions and Guangdong province [2] - Notable closures include flagship stores in Guangzhou, Shanghai, and Hong Kong, some of which had been operational for over 20 years [3][4] Declining Growth Rates - Starbucks China has seen a decline in store growth rates, with the current growth rate being less than 1%, which is lower than during the pandemic [5][8] - The company's three-year plan to reach 9,000 stores by 2025 appears to be at risk due to these declining growth trends [5] Strategic Shift - The company is shifting its strategy from aggressive expansion to optimizing store efficiency and focusing on value creation [7][8] - This includes closing underperforming stores and relocating to areas with better potential for profitability [7] Market Competition - Increased competition from local brands such as Luckin Coffee and Manner Coffee has pressured Starbucks' market position, leading to a loss of favorable leasing conditions [7] - The brand's inability to maintain its premium pricing and popularity has resulted in the closure of stores in less favorable locations [7] Adaptation Strategies - Starbucks is adapting by expanding into lower-tier cities, with plans to cover 3,000 county-level markets by 2025, having already established over 1,000 stores in these areas [11] - The company is also innovating its product offerings, including launching sugar-free coffee options and engaging in high-profile collaborations, such as with the band Mayday [16][18] Financial Performance - Despite the challenges, Starbucks China reported a double-digit growth in operating profit margin and a 4% year-on-year increase in same-store transaction volume, indicating some recovery in performance [20]