毛利超过星巴克，咖啡界的隐形冠军，年入88亿欧元

Core Insights - Peet's Coffee has established itself as a leader in the premium coffee market in China, focusing on high customer spending and brand loyalty without engaging in price wars [2][4][10] - The company reported a 23.8% increase in EBIT in the domestic market for the fiscal year 2024, with global revenue reaching €8.837 billion, approximately ¥730 billion [3][4] Business Model and Strategy - Peet's Coffee differentiates itself by not participating in the low-price competition prevalent in the coffee market, instead focusing on maintaining a high average transaction value exceeding ¥40 [2][4] - The brand has built a strong cultural identity around coffee, offering events like "Coffee Bean Sourcing Tours" and "Roasting Master Classes" to enhance customer engagement and brand loyalty [7][9] - The company has successfully localized its offerings, integrating traditional Chinese flavors into its product line, which has attracted a younger demographic [10][11] Market Position and Competition - Peet's Coffee has a unique market position as the "invisible champion" of the high-end coffee sector, leveraging its strong brand and customer loyalty to maintain a competitive edge [4][6] - Despite its success, Peet's faces increasing competition from brands like Luckin and Manner, which are also moving into the premium coffee space [14] Customer Engagement and Digital Strategy - The company has implemented a membership program to enhance customer retention, although its membership penetration rate is only 12%, significantly lower than Luckin's 35% [11][15] - Peet's Coffee has created a closed-loop system where customers can purchase coffee beans and brew at home, reinforcing brand loyalty and customer engagement [12][13]