在第三季度，星巴克持续加码非咖场景，"上午咖啡 下午非咖"双引擎带动增长。星冰乐、冰摇茶、茶 拿铁三大王牌产品不仅拓宽了顾客群，吸引了更多年轻消费者，还提升了午间和晚间场景消费。与五月 天乐队的跨界合作引发现象级传播与破圈效应，与顾客实现深层次品牌情感共鸣与联结，在提升品牌美 誉度同时，推动业绩增长。 校对 杨利 新京报讯（记者王子扬）7月30日，连锁咖啡企业星巴克发布2025财年第三季度（截至2025年6月30日止 3个月）财报显示，第三季度营收为95亿美元，同比增长4%。中国市场方面，除了实现连续三个季度同 比增长，星巴克公司董事长及首席执行官倪睿安（Brian Niccol）在发言中提到，目前正在寻找中国业 务部分股权收购方的进展，"我们正在对超过20个有强烈意愿的机构进行评估。我们对中国市场的信心 与承诺不变，并希望保留中国业务相当比例的股权。" 编辑 李严 财报显示，本财季星巴克中国区业务同比增长8%至7.9亿美元，实现连续三个季度同比增长。同店销售 额同比增长2%，同店交易量、同店客单价均取得环比提升。截至第三季度末，星巴克中国在全国门店 数量达到7828家，新开70家门店，新进入17个县级市场。 ...

Core Viewpoint - Starbucks China reported a notable improvement in its financial performance, with same-store sales increasing for the first time in six quarters, indicating a recovery in the market despite competition from local brands [1][3]. Financial Performance - For the third quarter ending June 29, 2025, Starbucks China achieved revenue of $790 million, representing an 8% year-over-year growth, marking three consecutive quarters of revenue increase [1]. - Same-store sales grew by 2% year-over-year, the first positive growth in six quarters, primarily driven by an increase in transaction volume [3]. - However, the average transaction value decreased by 4% year-over-year, suggesting a consumer shift towards lower-priced products [4]. Market Strategy and Innovations - The improvement in performance is attributed to recent strategic adjustments, including the introduction of the "True Taste No Sugar" innovation system, which offers healthier and customizable options, enhancing customer purchase frequency [5]. - Starbucks China has also focused on expanding its product offerings beyond coffee, promoting a dual strategy of "morning coffee, afternoon non-coffee" to drive growth [5]. - Collaborations with popular brands, such as the partnership with the band Mayday, have increased brand engagement and sales, particularly among younger consumers [5]. Acquisition Interest - Starbucks has received interest from over 20 potential buyers for its China operations, with ongoing evaluations of these offers [2][6]. - Reports indicate that investment firms like KKR, Hillhouse Capital, and others have shown interest in acquiring a stake in Starbucks China, with estimated valuations ranging from $5 billion to $6 billion [8].

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 Insights - Starbucks China is focusing on the non-coffee beverage market, promoting an "all-day service" concept with the slogan "morning coffee, afternoon non-coffee" [1][3] - The company plans to introduce attractive pricing and innovative products to enhance the non-coffee experience for customers [1][3] Product Strategy - Starting June 10, Starbucks will launch a new summer pricing strategy for its three main product categories: Frappuccino, Iced Tea, and Tea Latte, with an average price reduction of around 5 yuan for large sizes [1][8] - The introduction of a diverse product matrix in the non-coffee category aims to complement core coffee products and cater to various consumer needs based on different scenarios and store types [5][8] Market Positioning - The "non-coffee" initiative is part of Starbucks' broader strategy to cover all market scenarios, reinforcing its role as a social and leisure space, or "third space," for customers [3][8] - The afternoon tea period (14:00-17:00) is identified as a significant growth point in the dining sector, prompting Starbucks to solidify its market share and capture additional growth opportunities [8][14] Consumer Insights - Consumer feedback indicates a growing demand for diverse beverage options in the afternoon, such as healthy, low-caffeine, and refreshing drinks [8][9] - The company recognizes the need for a variety of beverages to meet customer preferences throughout the day, enhancing the overall customer experience [5][14] Customization and Innovation - Starbucks emphasizes customization as a unique competitive advantage, allowing customers to tailor their drinks to their preferences [9][13] - The introduction of the "True Flavor No Sugar" innovation system in April has expanded customization options, appealing to customers' desire for personalized beverages [13][14] Financial Performance - In the second quarter of fiscal year 2025, Starbucks China reported a revenue of $739.7 million, a 5% year-over-year increase, with same-store transaction volume rising by 4% [14] - The company's proactive approach to enhancing the non-coffee segment is seen as a strategic move to drive growth and improve customer satisfaction [14][15]