星巴克土味歌单，是不是为了驱赶顾客？

Core Insights - Starbucks China has recently sold 60% of its business to Boyu Capital for $4 billion, leading to immediate changes in the store environment, particularly in background music [5][6] - The new music selection features nostalgic Chinese pop songs from the 80s and 90s, which has received mixed reactions from customers, with some finding it disruptive [3][9] - The shift in music and atmosphere reflects broader challenges Starbucks faces in the Chinese market, including increased competition and changing consumer behavior [4][18] Business Changes - The sale of 60% of Starbucks China to Boyu Capital for $4 billion marks a significant shift in ownership and strategy [5] - The introduction of Chinese pop songs aims to create a more localized experience, although it has led to complaints about noise and disruption [9][10] - The music change is part of a limited-time promotion to celebrate the 25th anniversary of a specific product, indicating a strategic marketing effort [10] Market Competition - Starbucks is facing intense competition from local brands like Bawang Chaji and discount coffee chains such as Luckin Coffee, which are eroding its market share [18][20] - Financial reports indicate that Starbucks China achieved revenue of $832 million in Q4 of fiscal year 2025, a 6% year-over-year increase, while Luckin Coffee reported a revenue of 10.18 billion yuan, a 41.4% increase [20] - The competitive landscape is forcing Starbucks to reconsider its positioning and customer engagement strategies in China [17][20] Customer Experience - The change in background music has led to a decline in the quality of the customer experience, with some patrons feeling that the atmosphere has become less sophisticated [4][9] - The store environment has been affected by disruptive behaviors from certain customer groups, prompting Starbucks to adapt its approach to maintain a desirable atmosphere [10][16] - The concept of "third space," which was central to Starbucks' brand identity, is being challenged as the company navigates these changes in customer behavior and market dynamics [17][18]