星巴克的月饼，年年难卖年年卖

Core Viewpoint - The article discusses the challenges faced by Starbucks in China, particularly regarding the pressure on employees to sell mooncakes, which reflects broader operational difficulties within the company and the retail industry as a whole [5][13]. Group 1: Employee Pressure and Sales Challenges - Employees at Starbucks have reported feeling pressured to purchase mooncakes themselves to meet sales targets, with one employee claiming to have spent nearly 3,000 yuan on 15 boxes [6][8]. - A survey indicated that 67% of chain restaurants impose mooncake sales targets on employees, with Starbucks facing significant pressure in this regard [10]. - Despite the high profit margins of mooncakes (65%), the low repurchase rate (23%) indicates a challenging sales environment for Starbucks [11][20]. Group 2: Starbucks' Operational Struggles - Starbucks has experienced its first revenue decline in China for 2024, with same-store sales and average transaction values also decreasing [14][16]. - The rise of local coffee brands has intensified competition, forcing Starbucks to adapt its strategies [16][17]. - The company's reliance on seasonal products like mooncakes has become increasingly important for maintaining revenue, contributing 5%-8% to monthly sales [20]. Group 3: Industry-Wide Issues - The mooncake sales dilemma is indicative of a broader "Mid-Autumn Festival curse" affecting the retail and restaurant sectors, with many businesses struggling to sell their mooncake inventories [21][22]. - The overall mooncake market is facing structural issues, including inflated prices and declining consumer demand, with a reported 34% drop in search volume for mooncake products over three years [24][27]. - The traditional gifting culture surrounding mooncakes is changing, with a significant decrease in corporate purchases and a shift towards more practical gifts [29][30]. Group 4: Changing Consumer Behavior - Economic conditions have led to a decline in consumer purchasing power, with a 23% drop in corporate mooncake procurement compared to the previous year [28]. - Younger consumers are increasingly rejecting mooncakes in favor of more practical gifts, with a notable 18% drop in traditional mooncake sales [28][29]. - The ongoing anti-corruption efforts have further diminished the market for high-priced mooncake gift boxes, with a 67% decrease in sales for boxes priced over 500 yuan [29].