以下文章来源于华商韬略 ，作者华商韬略 华商韬略 . 聚焦标杆与热点、解构趋势与韬略 不再像自己，但也不像瑞幸。 作者：陈乐高 来源：华商韬略出品（ID：hstl8888） 这是入华25年来，星巴克第一次直接大规模降价。 6月10日，星巴克对旗下星冰乐、冰摇茶、茶拿铁三大非咖系列产品，做了一轮价格下调，调整后，多款饮 品价格回到了20元以下。 忘掉自己 这一切背后的动因，是中国市场剧烈震荡的业绩。 2024财年，星巴克中国营业收入约210.55亿元，同比下降1.4%，同店销售额同比下降8%，而这还是中国市 场调整后反弹的结果。 事实上改变早已开始，在最近五六年，除了门口的绿色美人鱼商标，星巴克亲手摘掉的金科玉律，远不止 于此。 第三空间，是星巴克极力打造的一种体验。在它看来，生活在大城市快节奏生活中的人，在家庭和职场 外，还应该有一个获得松弛感的栖息之所。 为了这个体验，星巴克管住的不止是三明治，还有家具材质、屋顶灯光、店内音乐，甚至是店员和顾客的 交流方式。 但随着互联网商业时代的到来，空间的传统被打破了。 2019年，星巴克推出了主打"在线点，到店取"的"啡快"服务，又很快全面接入阿里巴巴的商业平台。 当 ...

Core Viewpoint - Starbucks has successfully created an emotional connection with young consumers, making it a preferred destination despite its higher prices, especially with recent price reductions on popular beverages [1][3][28]. Group 1: Pricing Strategy - Starting June 17, Starbucks reduced prices on key beverage categories, with some drinks now costing as low as 23 yuan, averaging a 5 yuan decrease for large sizes [1][2]. - This pricing strategy, while not as impactful as promotional events like "Crazy Thursday," has still generated significant interest among young consumers [2][3]. Group 2: Emotional Value and Experience - Starbucks provides an "implicit value" that resonates with young people, transforming the act of purchasing a drink into a means of emotional rejuvenation during their busy days [3][4]. - The café serves as a "second space" where young individuals can escape their daily routines, offering a familiar and comforting environment that enhances their emotional well-being [12][21][28]. Group 3: Customization and Engagement - The introduction of customizable drinks has turned beverage selection into a playful experience, allowing consumers to create unique combinations and share them on social media [7][8]. - Recent innovations like the "True Flavor No Sugar" system have further expanded customization options, appealing to health-conscious consumers [8][10]. Group 4: Collaborative Marketing and Cultural Relevance - Collaborations with popular culture, such as the recent partnership with the animated film "Zootopia," have successfully attracted young consumers by tapping into their nostalgia and emotional connections [5][13][20]. - The integration of music and cultural references into marketing campaigns has deepened the emotional ties between Starbucks and its young audience, making the brand a part of their social identity [16][20]. Group 5: Community and Social Interaction - Starbucks has become a social hub where young people gather for various purposes, from casual meetups to work sessions, fostering a sense of community [21][25][30]. - The café's atmosphere encourages deep conversations and connections, serving as a "mental stabilizer" during uncertain times [27][30].

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].

Core Viewpoint - Starbucks has launched a significant price reduction on its non-coffee beverages, marking the first price drop in 25 years in China, aiming to enhance its market presence in the non-coffee segment while avoiding a price war in the coffee market [1][2]. Group 1: Pricing Strategy - The average price reduction for large-sized beverages is approximately 5 yuan, with some products now priced between 20 to 30 yuan [1]. - The price cut is focused on non-coffee products such as Frappuccino, iced tea, and tea lattes, which are intended to create a "morning coffee, afternoon non-coffee" service model [1][2]. - Industry experts view this move as a "precise positioning" strategy to attract younger consumers and broaden consumption scenarios without engaging in a coffee price war [1][2]. Group 2: Market Context - The price reduction reflects a broader trend in the Chinese beverage market, where competition has intensified, leading to price cuts among various tea and coffee brands [2]. - Data from Meituan indicates a shift in consumer preferences towards lower-priced beverages, with significant sales growth in products priced between 5 to 10 yuan and those above 20 yuan [2]. - The coffee shop market in China has seen rapid growth, with over 200,000 stores and a net increase of 17,000 stores despite the closure of 53,000 locations [2]. Group 3: Financial Performance - Starbucks China reported a revenue of approximately $740 million for Q2 of fiscal year 2025, reflecting a 5% year-on-year growth, with same-store transaction volume increasing by 4% [3]. - In contrast, Starbucks experienced a 4% decline in transaction volume in North America and a 1% drop in global comparable sales, prompting a stronger focus on the Chinese market [3].

Core Insights - Starbucks China has announced a price reduction for its main products for the first time in 25 years, with an average decrease of 5 yuan per cup for 10 products starting June 10 [2] - The new CEO, Brian Niccol, emphasized the need to return to the essence of coffee shops and rethink pricing strategies [2] - The decision to lower prices comes after nearly a year of contemplation and is seen as a response to the competitive non-coffee market in China [2][3] Pricing Strategy - The price reduction aims to test the conversion rate of price-sensitive consumers, particularly during afternoon tea hours and in key urban clusters [3] - Feedback from core customers, especially members who contribute 74% of sales, is crucial to understanding the impact of price changes on customer retention [3] - The sustainability of repurchase rates post-price reduction will be a key indicator of Starbucks' pricing power and brand value [3] Market Context - Starbucks has faced stagnant revenue growth in China, with a 1.4% decline in fiscal year 2024 and a 23.8% drop in net profit [3] - The company has struggled against local coffee and tea brands in a highly competitive low-price market, indicating that relying solely on brand premium is no longer effective [3][6] - The timing of the price reduction may also relate to previous rumors about potential equity sales or seeking local buyers for its Chinese operations [4] Business Expansion Plans - As of March 2025, Starbucks operates 7,758 stores in China, with plans to expand from 8,000 to 20,000 stores [5][4] - The company is exploring minority stake sales to potential investors, indicating a strategic shift in its approach to the Chinese market [4] Strategic Challenges - Starbucks faces operational bottlenecks and a changing consumer landscape, with local brands gaining traction and foreign brands losing appeal [6] - The company must address fundamental questions about maintaining market leadership amid rising local competition and evolving consumer preferences [6]

Core Viewpoint - Starbucks has made a rare price reduction on its non-coffee beverages in the Chinese market, with an average price drop of 5 yuan for several products, including Frappuccinos and iced teas, in response to intense competition from local brands and a price war in the beverage market [1][4][12]. Group 1: Price Reduction Strategy - The price reduction on non-coffee beverages is likely a preparation for the upcoming summer marketing campaign, as these products are key offerings for the season [5]. - Despite the 3-5 yuan price drop, consumer expectations for lower prices have not been met, with some products being offered at as low as 11 yuan on various platforms [6][8]. - Discounts and special offers have been introduced across multiple platforms, with some coffee products also included in the promotional pricing [8][11]. Group 2: Competitive Landscape - The coffee and tea market in China has become highly competitive, with local brands like Luckin Coffee and Kudi rapidly expanding and engaging in aggressive pricing strategies [4][12]. - Luckin Coffee has established a "9.9 yuan coffee" pricing strategy, while Kudi has introduced "8.8 yuan all-you-can-drink" offers, significantly impacting Starbucks' market position [12][20]. - The entry of delivery platforms has intensified the price competition, pushing beverage prices down to the 1-5 yuan range, which has altered consumer price expectations [4][12]. Group 3: Market Challenges - Starbucks is facing challenges in the lower-tier markets due to brand recognition issues and a mismatch between product pricing and local consumer purchasing power [20][22]. - The company's core coffee products remain priced higher than local competitors, limiting its competitiveness in the lower-tier market [20][22]. - Rising costs of raw materials, such as coffee beans, are putting additional pressure on the industry, further squeezing profit margins [22]. Group 4: Marketing and Consumer Engagement - Starbucks has attempted to engage consumers through collaborations with popular IPs, but these efforts have not generated significant buzz compared to local competitors' campaigns [20]. - The effectiveness of the recent price reductions and marketing strategies in attracting consumers remains uncertain, with ongoing discussions about potential further price adjustments for coffee products [22].

Core Viewpoint - Starbucks has initiated a significant price reduction across its product range, marking the first major price cut in its 25 years in China, indicating the start of a new price war in the coffee sector [5][6][11]. Group 1: Price Reduction and Market Dynamics - Starbucks has lowered prices by approximately 5 yuan, bringing its price range down from 30 yuan to the 20+ yuan level [5][6]. - The price cut is a response to declining average transaction values, which have dropped for ten consecutive fiscal quarters [11]. - The coffee market is nearing saturation, with growth rates expected to decline from over 20% in 2024 to single digits in subsequent years [8][12]. Group 2: Competitive Landscape - The price war was initiated by Luckin Coffee and Kudi, with Luckin offering products as low as 6.9 yuan and Kudi at 3.9 yuan, prompting Starbucks to respond [6][8]. - The competition is not only among coffee brands but also includes tea brands, as they vie for market share in overlapping consumer segments [19][21]. - Smaller coffee brands and shops are facing significant challenges due to rising raw material costs and the inability to compete with larger chains on pricing and innovation [20]. Group 3: Strategic Implications - Starbucks is focusing on maintaining its brand positioning by selectively lowering prices on non-coffee products while keeping core coffee prices stable [18]. - The strategy aims to attract a broader consumer base without diluting the brand's premium image, positioning Starbucks against tea brands like Heytea and Bawang Chaji [18][22]. - The ongoing competition is seen as a precursor to a restructuring of the industry landscape, where brands that can effectively manage supply chain efficiencies and innovate will thrive [22].

Group 1: Starbucks Developments - Starbucks CEO Brian Niccol announced the exploration of selling a partial stake in its China business to attract external investors and revive growth, with significant interest from various investors [1] - The company plans to increase its store count in China from 8,000 to 20,000, indicating strong potential for growth in the coffee market [1] - Starbucks China has reduced the average price of various iced and tea drinks by 5 yuan to enhance competitiveness in the rapidly growing non-coffee beverage market [1] Group 2: Technological Innovations - Starbucks introduced its first generative AI-driven assistant, Green Dot Assist, designed to help baristas resolve issues in real-time, enhancing operational efficiency [2] - The AI tool is currently being tested in 35 stores, with plans for further rollout [2] Group 3: Industry Challenges and Responses - Honey Snow Ice City was reported for exceeding bacterial limits in frozen dessert samples, highlighting food safety concerns [3] - The Hong Kong Food and Environmental Hygiene Department has taken action against the store involved, emphasizing the importance of food safety compliance [3] Group 4: Franchise and Market Strategy - Honey Snow Ice City announced a new policy to optimize the layout for new franchise stores, restricting existing franchisees from opening in blank towns [4][5] - New franchise applicants are encouraged to consider multi-scenario store locations, such as tourist spots and transportation hubs [5] Group 5: Product Innovations - Kenyue Coffee has introduced a range of popular bubble coffee products, indicating a trend towards innovative beverage offerings [6] - Heytea launched a new bottled tea product, targeting health-conscious consumers with a blend of kale and cucumber [7] Group 6: Promotions and Customer Engagement - Costa Coffee is offering student discounts on select beverages during a promotional period, aiming to attract a younger demographic [8] Group 7: Corporate Governance Issues - Tianye Innovation, a supplier for new tea beverage ingredients, is facing investigation due to internal control issues and financial discrepancies, posing risks to its market standing [9] Group 8: Financial Support and Stability - Jiahe Foods announced a guarantee of 20 million yuan for its wholly-owned subsidiary, Jinmao Coffee, to support its business development, reflecting a commitment to stable growth [10]

6月9日，星巴克中国宣布自6月10日起对旗下三大王牌品类星冰乐、冰摇茶和茶拿铁共计数十款产品实施价格调整，平均降幅约5元。以大杯产品为例，调价 后最低仅需23元即可购买。 此次调价覆盖数十款饮品，是星巴克近年来幅度最大的单次价格调整。 星巴克中国首席增长官杨振表示，此次降价是该公司发力非咖啡饮品市场的关键举措，旨在打造 "上午咖啡，下午非咖"的全天候服务场景。调价后留出的 价格空间将鼓励消费者探索客制化饮品，解锁更多"隐藏菜单"玩法。 在产品创新方面，星巴克将于6月17日联合迪士尼 "疯狂动物城"IP推出3款联名冰摇茶，覆盖饮品、食品和周边产品线，茶拿铁系列也将在近期迎来多款新 口味。 事实上，星巴克的调价决策发生在中国咖啡市场竞争白热化的背景下。 2024年，全国咖啡店总数突破20万家，年新增高达7万家，同时有5.3万家门店消失，门店净增长仅1.7万家。在茶饮品牌纷纷上市的行业变局中，"价格战"已 成为常态。 星巴克中国区联席首席执行官刘文娟去年8月曾公开表示"避免打价格战"，强调精准定价策略与高端定位一致。但消费者发现，近两年美团、大众点评等平 台上的星巴克促销价已低至19.9元/杯。 今年端午节期间，瑞 ...

Group 1 - Starbucks China is focusing on the non-coffee beverage market, launching a new strategy of "morning coffee, afternoon non-coffee" with significant price adjustments for its summer offerings [1][6][8] - The introduction of new products includes popular categories like Frappuccino, iced tea, and tea lattes, aimed at enhancing the afternoon tea experience [1][6][8] - The competitive landscape is intensifying as brands like Luckin Coffee and Tims are also expanding their tea offerings, indicating a trend where coffee and tea boundaries are blurring [1][5][11] Group 2 - The consumer demand for diverse beverage options is rising, with a notable increase in non-coffee drink consumption during the afternoon tea hours [4][5][9] - The "morning coffee, afternoon tea" trend is becoming a social norm among urban professionals, with significant online engagement around this concept [2][4] - The market for new tea beverages is projected to grow, with the new tea drink market expected to reach 149.8 billion yuan in 2023 and potentially exceed 200 billion yuan by 2025 [13] Group 3 - Starbucks is leveraging a combination of quality, scene, and affordability to capture the growing afternoon tea market, with a focus on local adaptation [8][9][18] - The company's financial performance in China shows positive growth, with revenues reaching 739.7 million USD in Q2 2025, a 5% year-on-year increase [8][12] - Luckin Coffee's strategy of integrating tea into its offerings has shown success, with its light milk tea series achieving significant sales, indicating a successful "coffee-tea" fusion approach [11][12] Group 4 - The competition between coffee and tea brands is expected to intensify, with both sectors experiencing rapid expansion and overlapping consumer bases [13][14][18] - Brands are increasingly innovating by launching hybrid products that combine coffee and tea, catering to the evolving preferences of consumers [14][15] - The future of the market will depend on brands' ability to meet diverse consumer needs across various scenarios, emphasizing the importance of product innovation and marketing strategies [18]