3 6 Ke·2025-12-17 02:45Core Insights - Starbucks China is accelerating its localization process significantly after the investment from Boyu Capital, indicating a shift in strategy to adapt to the Chinese market more effectively [1][14][16] In-Store Changes - The introduction of a "Daily Breakfast" series in over 300 stores in Shenzhen, offering value meal combinations priced at 25.9, 28.9, or 31.9 yuan, reflects a shift towards more cost-effective options [2][3] - The menu now includes freshly baked items, enhancing the appeal of the offerings and catering to consumer preferences for freshness and immediacy [3][12] - The background music in stores has shifted from jazz to popular Chinese songs from the millennium era, aiming to create a more relatable atmosphere for customers [3][8] Marketing and Customer Engagement - The use of precise location-based marketing through the Starbucks app has sparked consumer backlash, indicating a shift from a passive brand presence to a more aggressive marketing approach [9][12] - The brand is attempting to become a more frequent choice for consumers by integrating into their daily routines rather than being a destination for special occasions [12][14] Strategic Adaptation - Starbucks is responding to the changing market dynamics in China, where coffee and social spaces are no longer scarce, necessitating a reevaluation of its unique value proposition [13][14] - The partnership with Boyu Capital has allowed Starbucks China to make quicker decisions and adapt more flexibly to local market conditions, moving away from a reliance on global templates [15][16] Future Directions - The ongoing changes suggest that Starbucks China will continue to implement more localized product strategies, flexible pricing, and enhanced digital operations as part of its long-term strategy [18][19] - The brand is navigating the challenge of maintaining its premium image while becoming more accessible and integrated into everyday consumer life [19][20]