星巴克、汉堡王……“洋品牌”的中国剧本彻底变了

Core Viewpoint - The article discusses the strategic shifts of foreign brands in the Chinese market, highlighting recent partnerships and investments aimed at regaining market share and adapting to local consumer preferences [6][9][10]. Group 1: Strategic Partnerships - CPE Yuanfeng announced a strategic partnership with Burger King, injecting $350 million to support expansion and operations, resulting in CPE holding approximately 83% of Burger King China [6][9]. - Starbucks China formed a joint venture with Boyu Capital, with a valuation of around $4 billion, allowing Boyu to acquire up to 60% of the joint venture while Starbucks retains brand ownership [9][30]. - These partnerships reflect a trend of foreign brands seeking local control to navigate the competitive landscape in China [9][30]. Group 2: Market Challenges - Foreign brands like Starbucks and Burger King are facing significant competition from local brands such as Luckin Coffee and Kudi, which offer lower prices and innovative products [12][14]. - Starbucks' market share in China has dropped to 14%, while Luckin Coffee holds 35% and Kudi 18%, indicating a shift in consumer preferences towards more affordable options [14]. - Burger King has struggled in China, with a significant reduction in store numbers and low average sales per store compared to competitors [15][16]. Group 3: Localization Issues - The article highlights that foreign brands are increasingly out of touch with the Chinese market, struggling to adapt their products and marketing strategies to local tastes [20][22]. - Burger King's attempts at localization have not resonated with consumers, leading to perceptions of the brand as outdated and lacking in effective marketing [22][24]. - Starbucks faces challenges with its "third space" concept as consumer preferences shift towards more affordable coffee options, and its product innovation has lagged behind local competitors [24][25]. Group 4: Future Growth Strategies - The partnerships aim to leverage local expertise to enhance operational efficiency, supply chain management, and product innovation, with CPE planning to expand Burger King's store count from approximately 1,250 to over 4,000 by 2035 [32]. - Boyu Capital's involvement with Starbucks will focus on a mixed model of franchising and direct operation to penetrate lower-tier markets, aiming to reduce operational costs and improve supply chain efficiency [31][32]. - The article emphasizes that foreign brands must adapt to the dynamic and independent nature of the Chinese market, which requires agility in decision-making and responsiveness to consumer demands [32].