以下文章来源于氢消费 ，作者文林 氢消费 . 新消费，新空间，新青年。冷静观察，理性热爱~ 撰文｜文林 红海咖啡战场外，非咖饮品成破局关键 过去十年间，中国咖啡市场呈现爆发式增长，从最初以国际品牌为主导的市场格局，逐渐演 变为本土品牌与国际品牌并存的多元化竞争态势。 编辑｜杨勇 来源 | 氢消费出品 ID | HQingXiaoFei 自 6 月 10 日起，消费者走进任何一家星巴克中国门店，或许会注意到菜单板上悄然变化的 价格：星冰乐、冰摇茶、茶拿铁 共计数十款非咖啡饮品 集体下调售价， 价格降幅为 2-6 元 ；多款产品价格降至 20 元区间，最低价为 23 元。 （图源：星巴克） 这并非简单的促销活动，而是星巴克入华 26 年来首次对核心产品实施大范围直接降价，一 改过去仅通过优惠券间接让利的策略。 更值得玩味的是，此次降价精准锁定非咖啡品类，与 "上午咖啡，下午非咖"的全天候消费场 景战略同步推出，其以价格杠杆撬动下午茶市场的意图不言而喻。 从固守高端咖啡市场，到主动进军非咖增量阵地，在愈发严峻的竞争现实面前，这位传统咖 啡巨头终究还是 "学乖"了。 然而，市场虽然规模庞大且增速较快，但竞争也达到了白 ...

【星巴克推"非咖"战略应对竞争，业绩承压下市场前景待察】前不久，星巴克中国在战略发布会上提 出"非咖"概念，指咖啡以外的现制饮品，包括星冰乐、冰摇茶、茶拿铁。其战略定位高，被视为向"全 时段饮品服务商"转变的尝试，但在国内咖啡行业冲击有限。 中国茶饮与咖啡赛道竞争激烈，边界渐 消。茶百道等茶饮品牌布局咖啡，瑞幸等咖啡连锁拓展副业。星巴克"非咖"是对产品线的重新归类，瑞 幸此前已采取双线策略并推动"咖啡茶饮化"。 从生意角度看，覆盖全时段可提升单店坪效，渗透更多 场景优化客单。同时，瑞幸价格战压缩利润，促使品牌寻找高溢价新品类，茶饮产品有优势。 今年星 巴克全球高频调整，推出"回到星巴克"转型计划，挖角数字营销专家。中国市场人事更迭，王静瑛退 休，还出现"关店潮"与"降价"现象。 星巴克多款产品降价，是首次主动直接下调价格。今年上半年累 计净利润同比减少35%，最新季度净收入微增1%，净利润缩水一半，中国区同店交易量增长4%，客单 价下滑。 本土咖啡品牌瑞幸发展迅猛，新品推出快、联名营销强，"每周9.9元"活动拉低价格锚点。其 门店数多、单店日均销量高，挤压星巴克，倒逼其下沉。 星巴克推出"非咖"是业务下沉表现 ...

Core Viewpoint - Starbucks is facing significant pressure in the Chinese market, leading to its first price reduction in 25 years for non-coffee beverages, marking a strategic shift to combat local competition and a potential restructuring of its business in China [1][2][7]. Group 1: Price Adjustment and Market Response - In June 2025, Starbucks announced a price reduction for 10 non-coffee beverages, with the highest drop reaching 6 yuan, allowing consumers to save an average of 5 yuan per cup [2]. - The price adjustments reflect a direct response to the competitive landscape, particularly against local brands like Luckin Coffee, which reported a revenue increase of 41.2% year-on-year in Q1 2025 [2][3]. - Starbucks' revenue in China for FY2024 was $2.968 billion, a decline of 6.13% compared to the previous year, with same-store sales down 6% [2]. Group 2: Strategic Transformation - Starbucks is shifting its focus towards non-coffee products, aiming to enhance the "afternoon tea" experience as a key growth driver in the Chinese market [4]. - The company is implementing a "coffee + non-coffee" dual-engine model to better cater to various consumer scenarios and store types [4]. - The non-coffee segment is seen as crucial for penetrating lower-tier markets, with Starbucks expanding its presence to over 1,000 county-level markets and adding 166 new markets in FY2024 [4]. Group 3: Operational Changes and Challenges - To support its strategic shift, Starbucks has adopted cost-control measures, including tighter labor management, which has led to a reduction in workforce at individual stores [5][6]. - Despite these efforts, there are concerns about the effectiveness of labor reductions in enhancing productivity and driving sales growth [5][6]. - The company is also facing challenges in balancing its premium brand positioning with the need for competitive pricing in a rapidly evolving market [8][9]. Group 4: Ownership and Future Prospects - There are ongoing rumors regarding the potential sale of Starbucks' China business, with interest from private equity firms and local companies [7]. - Starbucks' global CEO has acknowledged the need for adjustments to enhance business performance while exploring strategic partnerships for growth in China [7]. - The company is under pressure to innovate and localize its product offerings to meet the distinct preferences of Chinese consumers [8].

图片来源：视觉中国 星巴克中国正在采取与其他国家市场不同的战术。 去年9月正式上任的星巴克董事长、首席执行官Brian Niccol，主张从根本上改变公司战略。他上任后的 计划是——精简菜单、减少折扣、慢而有序的创新、缩减下一财年的新店数量以释放资金支持转型。 而星巴克未把中国市场放在该调整计划之中。当时Niccol坦言，中国市场竞争非常激烈，星巴克需要想 清楚如何在当下和未来实现增长。 近期的消息表明，星巴克中国正在走一条与全球市场不同的路。 财报或许是指引这家全球最大咖啡连锁品牌做出选择的关键因素——根据星巴克中国4月30日发布的 2025财年第二财季业绩报告，当季公司营业收入为7.397亿美元，同比增长5%。中国同店交易量增长 4%，止住了2024年以来持续的下跌趋势。作为对比，北美市场第二财季同店交易量下降4%。 中国市场的表现对这家公司而言愈发重要。而这片市场由于其独特之处，注定无法与其他市场采取相似 的战术。 6月11日消息，据英国《金融时报》报道，星巴克首席执行官Brian Niccol表示，星巴克可能出售中国业 务的股权，并称此事引起了"极大兴趣"。该公司正在寻找有兴趣将该连锁门店从约8000 ...

Core Viewpoint - Starbucks is implementing a price reduction on several non-coffee beverages starting June 10, aiming to enhance its "morning coffee, afternoon tea" strategy to cater to diverse consumer needs throughout the day [1][3][12] Group 1: Pricing Strategy - Starbucks is officially reducing prices on over ten products in its Frappuccino, iced tea, and tea latte categories, with price cuts ranging from 2 to 6 yuan [3][6] - The price of large iced drinks previously ranged from 29 to 41 yuan, with 73.68% priced above 35 yuan; post-reduction, prices for specific drinks have been adjusted to align with high-end tea brands [6][12] Group 2: Market Positioning - The company is focusing on capturing the non-coffee market, which is essential for its growth strategy, especially in the context of increasing competition from brands like Luckin Coffee [6][13][16] - Starbucks aims to leverage its extensive store network, which exceeds 7,758 locations by mid-2025, to attract consumers in lower-tier markets where demand for sweet beverages is higher [17][19] Group 3: Product Innovation - Starbucks has introduced a "True Flavor No Sugar" system, allowing customers to customize their drinks with over 500 flavor combinations, enhancing the appeal of non-coffee products [10][12] - The company plans to launch new flavors and collaborations, such as a partnership with Disney for new iced tea products, to further engage consumers [10][12] Group 4: Financial Performance - In the second fiscal quarter, Starbucks reported a revenue increase of 5% to 739.7 million USD, indicating positive momentum in its business strategy [17] - The CEO highlighted the potential for growth in the Chinese market, emphasizing the brand's strength and the ongoing efforts to enhance customer experience [17][20]

Core Viewpoint - Starbucks has announced a significant price reduction on its non-coffee beverages, aiming to enhance its market competitiveness in response to aggressive pricing strategies from competitors like Luckin Coffee and Kudi [2][15][32] Group 1: Price Reduction Details - Starting June 10, Starbucks will reduce prices on several non-coffee products, including Frappuccinos, iced teas, and tea lattes, with an average price drop of 5 yuan [2][3] - For example, the price of a large Matcha Frappuccino will decrease from 33 yuan to 28 yuan, iced raspberry blackcurrant tea from 31 yuan to 26 yuan, and red tea latte from 35 yuan to 30 yuan [10][11] - This marks Starbucks' first large-scale direct price adjustment for non-coffee categories in recent years [3][9] Group 2: Strategic Intent - The price reduction is part of Starbucks' strategy to create an "all-day service scenario" with a focus on "morning coffee, afternoon non-coffee" offerings [4][28] - Starbucks aims to meet diverse customer needs across different times and scenarios by enhancing its product matrix in the non-coffee segment [6][7] - The company will evaluate customer feedback to determine future promotional activities, indicating a flexible approach to pricing based on market response [12] Group 3: Market Context - The coffee and tea market in China has become increasingly competitive, with brands like Luckin Coffee and Kudi employing aggressive low-price strategies [15][17] - Historical data shows that Starbucks' average transaction value has declined for eight consecutive quarters, prompting the need for a price adjustment [18][19] - The introduction of low-priced products by competitors has pressured Starbucks to respond with its own pricing strategies to maintain market share [15][30] Group 4: Financial Performance - In its Q2 2025 financial results, Starbucks China reported approximately $740 million in revenue, a 5% year-over-year increase, with comparable store transactions rising by 4% [22][23] - As of the end of Q2, Starbucks had 7,758 stores in China, covering over 1,000 county-level markets, indicating a strong market presence [25]

星巴克中国首席增长官杨振表示，"'非咖'场景下完善的产品矩阵，将与核心咖啡产品双线并举，让星 巴克能够根据不同消费场景、门店类型等因素，打造不同的产品组合与体验，从而更好地满足顾客的多 元需求。" 另据每日经济新闻，4月30日，星巴克发布2025财年第二季度业绩，星巴克中国的表现无疑成为全公司 一大亮点。 2025财年第二季度，星巴克中国在各项关键财务指标上表现良好，实现营业收入约7.4亿美元，同比增 长5%。与上一季度相比，在各类商圈、不同城市层级、各个营业时段，星巴克中国门店的同店可比交 易量同比攀升，实现4%的增长，同店销售额继续大幅改善。截至第二季度末，星巴克中国门店总数达 到7758家，覆盖超过1000个县级市场。 咖啡龙头星巴克今日宣布在中国市场放大招——发力非咖啡饮品市场，打造"上午咖啡，下午非咖"的全 天候服务场景。 6月10日起，星巴克三大王牌品类——星冰乐、冰摇茶、茶拿铁，共计数十款产品将集体推出全新夏 日"心动价"。以大杯为例，平均价格降幅达到5元左右。顾客最低仅需23元。 关注" 新华网财经 "视频号 更多财经资讯等你来看 往期推荐 比亚迪回应"常压油箱""车圈恒大"争议：已全部切换为 ...

2025.06. 09 本文字数：467，阅读时长大约1分钟 咖啡龙头星巴克今日宣布在中国市场放大招——发力非咖啡饮品市场，打造"上午咖啡，下午非咖"的全天 候服务场景。 微信编辑 | 龙王 推荐阅读 马斯克，发文告别 6月10日起，星巴克三大王牌品类——星冰乐、冰摇茶、茶拿铁，共计数十款产品将集体推出全新夏 日"心动价"。以大杯为例，平均价格降幅达到5元左右。顾客最低仅需23元。 星巴克中国首席增长官杨振表示，"'非咖'场景下完善的产品矩阵，将与核心咖啡产品双线并举，让星巴 克能够根据不同消费场景、门店类型等因素，打造不同的产品组合与体验，从而更好地满足顾客的多元需 求。" 另据每日经济新闻，4月30日，星巴克发布2025财年第二季度业绩，星巴克中国的表现无疑成为全公司 一大亮点。 2025财年第二季度，星巴克中国在各项关键财务指标上表现良好，实现营业收入约7.4亿美元，同比增长 5%。与上一季度相比，在各类商圈、不同城市层级、各个营业时段，星巴克中国门店的同店可比交易量 同比攀升，实现4%的增长，同店销售额继续大幅改善。截至第二季度末，星巴克中国门店总数达到7758 家，覆盖超过1000个县级市场。 ...

Core Viewpoint - Starbucks is implementing a price reduction strategy for its non-coffee beverages, particularly focusing on its popular summer drinks, to attract more customers and expand its market presence in China [1][9]. Pricing Strategy - Starting June 10, Starbucks will introduce a new summer pricing for its three main product categories: Frappuccino, Iced Tea, and Tea Latte, with an average price reduction of approximately 5 yuan for large sizes [1]. - Customers can enjoy high-quality summer beverages starting at just 23 yuan [1]. Product Innovation - On June 17, Starbucks will launch three new themed iced teas in collaboration with Disney's "Zootopia," inspired by the main characters [5]. - The company is also expanding its product line with new flavors for Tea Latte and other innovative offerings [1][11]. Market Expansion - The iced tea segment has seen significant sales growth over the past three years, with Tea Latte becoming a popular choice among customers seeking alternatives to coffee [3]. - The ready-to-drink tea market in China is substantial, with a market size of 258.5 billion yuan compared to 172.1 billion yuan for the coffee market, indicating a lucrative opportunity for Starbucks [9]. Customization and Consumer Engagement - Starbucks is enhancing its customization options, allowing customers to adjust sweetness, flavor, and base ingredients, which has been well-received in the non-coffee beverage segment [7]. - The introduction of the "True Flavor No Sugar" innovation system has provided more choices for customers, further driving engagement [7][13]. Operational Strength - As of the end of Q2, Starbucks China had 7,758 stores, covering over 1,000 county-level markets, indicating a strong operational presence [9]. - The company is integrating local community culture into its store experiences, creating unique Starbucks locations that resonate with local consumers [9]. Financial Performance - In Q2 of FY2025, Starbucks China reported a revenue of $739.7 million, a 5% year-over-year increase, with same-store sales volume rising by 4% [15]. - The company maintains a double-digit operating profit margin, reflecting a solid operational foundation and resilience in its business model [15].

去星巴克一定是喝咖啡吗？答案是：不一定！ 星巴克中国宣布将发力非咖啡饮品市场，打造"上午咖啡，下午非咖"的全天候服务场景——你可以上午喝咖啡，下午喝非咖。星巴克中国将以更具吸引力的 价格、层出不穷的产品创新、独特的客制化玩法，为顾客带来全新的"非咖"体验。 6月10日起，星巴克三大王牌品类——星冰乐、冰摇茶、茶拿铁，共计数十款产品将集体推出全新夏日"心动价"。以大杯为例，平均价格降幅达到5元左右。 顾客最低仅需23元，就能在舒适惬意的门店空间，享用一杯高品质夏日特饮。 为何一个咖啡品牌会要发力"非咖"场景？ "'非咖'场景下完善的产品矩阵，将与核心咖啡产品双线并举，让星巴克能够根据不同消费场景、门店类型等因素，打造不同的产品组合与体验，从而更好 地满足顾客的多元需求。"星巴克中国首席增长官杨振表示。 "我很喜欢喝咖啡，但如果下午或晚上喝了又怕睡不着，所以我就很需要上午喝咖啡提神，下午和晚间喝其他非咖啡的饮品，尤其在夏季，这非常必要。"消 费者张先生这样说。 张先生的想法也代表了不少消费者的需求。星巴克正是洞察到顾客在下午时段对饮品的多样化需求，例如健康高品质、低咖啡因、清爽口感等等。此次重磅 加码"非咖"场景 ...