卖身、裁员、月饼丑闻，星巴克震动不断

Core Insights - Starbucks is facing significant challenges in both North America and China, leading to strategic restructuring and layoffs as part of a $1 billion plan to close hundreds of stores and cut approximately 900 jobs [1][4][13] - The North American market has seen a decline in sales for six consecutive quarters, with a 2% year-over-year drop reported as of June 29 [1][4] - In China, Starbucks is struggling against local competitors, with its market share plummeting from 42% in 2017 to 14% in 2024, while local brands like Luckin Coffee have surpassed Starbucks in revenue [5][9] Group 1: North America Operations - Starbucks announced a second round of layoffs, following the previous cut of 1,100 employees earlier in the year [1] - The company plans to reduce the number of North American stores from 18,743 to 18,300 by the end of the fiscal year [1] - The CEO acknowledged that some stores do not meet customer expectations or profitability standards, leading to closures [1][4] Group 2: China Market Challenges - Despite not being directly included in the layoffs, the Chinese market is undergoing significant strategic adjustments, including potential sale of equity to attract external investment [4] - Starbucks has initiated a price reduction strategy in China, lowering prices on popular items by an average of 5 yuan, but this has not effectively reversed the declining trend [7][9] - The competition from local brands has intensified, with new tea and coffee brands rapidly gaining market share and offering lower prices [5][9] Group 3: Brand Perception and Employee Relations - The company has faced backlash over its mooncake sales strategy, with employees reportedly being pressured to meet sales targets, leading to negative public perception [10][12][13] - Starbucks is attempting to reposition itself by transforming stores into community spaces, but the effectiveness of this strategy remains uncertain [9] - The brand's historical identity as a premium coffee provider is being challenged as consumer preferences shift towards more affordable options [5][9]