皮爷咖啡大规模关店，“星巴克之父”怎么了？

Core Viewpoint - Peet's Coffee, known as the "father of Starbucks," is facing challenges in the Chinese market, leading to the closure of several stores, including its first store in South China, due to profitability issues and high operational costs [3][10][12]. Store Closures - Peet's Coffee has closed multiple locations in key urban areas, including its first store in Guangzhou and several others in Beijing and Hangzhou, indicating a trend of store closures in response to financial performance [3][16]. - The South China flagship store in Shenzhen, which opened in September 2021, closed after nearly four years of operation, with staff citing low profitability as a reason [6][10]. Financial Performance and Cost Structure - The monthly operating cost for a Peet's Coffee store in high-end malls is estimated at around 300,000 yuan, requiring sales of approximately 450 cups daily to break even, which is increasingly difficult in the current competitive environment [11][19]. - Despite a reported 19% organic sales growth in China for Peet's Coffee in 2021 and 2023, the company has slowed its expansion, opening only 51 new stores in 2024 compared to 98 in 2023 [13][15]. Market Trends and Consumer Preferences - A significant shift in consumer preferences has been observed, with nearly 80% of consumers now favoring drinks priced between 10-20 yuan, while only 4% are willing to pay over 25 yuan for a single cup [4][19]. - The rise of low-cost coffee brands like Luckin Coffee, which offers regular promotions at 9.9 yuan, has disrupted traditional pricing perceptions and increased competition for premium coffee brands [19][20]. Industry Challenges - The overall coffee market in China is nearing saturation, with a reported closure of 52,000 coffee shops in the past year, highlighting the intense competition faced by high-end coffee brands [18][20]. - Peet's Coffee's operational challenges reflect broader industry trends, where premium brands are struggling to maintain profitability amid rising costs and changing consumer preferences [20].