去星巴克“上自习”，最新回应！

Core Viewpoint - Starbucks has introduced "Starry Study Rooms" in select locations in Guangdong, aiming to provide a conducive environment for studying and reading, which reflects a shift in consumer engagement strategies [2][14]. Group 1: Introduction of Study Rooms - Starbucks has launched "Starry Study Rooms" in several stores in Guangdong, with similar initiatives in cities in Guangxi and Hainan [2][13]. - The study rooms offer free Wi-Fi, ample power outlets, and comfortable seating, creating an inviting atmosphere for customers to study [6][9]. - The initiative allows customers to use the space without any entry fee or reservation, marking a significant shift in Starbucks' approach to customer engagement [9][14]. Group 2: Customer Experience and Feedback - Customers can bring their own books to exchange in designated reading areas, enhancing the community feel of the space [9][14]. - Some customers have expressed concerns about potential conflicts over seating during peak hours, which could affect the overall consumption environment [14]. Group 3: Business Strategy and Market Position - Starbucks has been adapting its space to create multifunctional environments, moving away from traditional consumption models to more versatile social spaces [14]. - The company has also recently adjusted its pricing strategy in response to competitive pressures in the coffee and tea market, with significant price reductions on various non-coffee beverages [16]. - In Q2 2023, Starbucks China reported a revenue of $739.7 million, a 5% year-over-year increase, and a 9% growth in the number of stores, reaching a total of 7,758 locations [16][17].