巴西咖啡的进博之旅—— "与中国市场一起定义好咖啡"(进博会故事) 《人民日报》(2025年11月06日 第 03 版) 在第八届进博会农食产品展区巴西出口投资促进局展位上，知名咖啡品牌奥尼卡被摆放在醒目的位置。 工作人员递上刚冲泡好的咖啡："我们的咖啡豆来自巴西曼蒂凯拉山脉，酸中带着一点花果香。" 巴西是全球第一大咖啡生产国和出口国。近年来，巴西等多国咖啡产品通过进博会平台，加速走进中国 市场，满足中国消费者日益多样化的选择。一杯巴西咖啡的进博之旅，是全球共享中国市场机遇的一个 生动注脚。 "流泪的山脉"孕育精品咖啡 清晨，薄雾笼罩着巴西米纳斯吉拉斯州曼蒂凯拉山脉，漫山遍野的咖啡树构成一片翠绿的海洋。记者驱 车沿着崎岖的山路前行，来到隐藏在这片绿海之中的奥尼卡咖啡园。 "这儿的空气里都有咖啡的味道。"园主阿尔瓦罗·佩雷拉·科里笑着对记者说："我们的咖啡豆从这里漂洋 过海，通过进博会等平台展示、推广，走向中国各地的咖啡馆和消费者。"在咖啡园，60多岁的科里指 着远处的山峦告诉记者，"曼蒂凯拉"在当地土著语中意为"流泪的山脉"，这里海拔较高、干湿分明，可 满足咖啡生长周期对水分的不同需求。"得天独厚的自然环境使 ...

Core Insights - Starbucks has finalized a deal with Boyu Capital to establish a joint venture for its retail operations in China, valuing the venture at approximately $4 billion, with Boyu holding 60% and Starbucks 40% [1] - The total value of Starbucks' retail business in China is expected to exceed $13 billion over the next decade, comprising three components: the value from the joint venture, retained equity, and ongoing licensing fees [1] - The emphasis on Starbucks as a "premium brand" raises questions about the feasibility of its goal to open 20,000 stores in China, especially in a competitive market with numerous affordable alternatives [1][4] Company Strategy - Starbucks aims to leverage Boyu's local market expertise to accelerate its expansion, particularly in smaller cities and emerging regions, while maintaining its brand culture [4][6] - The CEO has called for a return to Starbucks' core values, focusing on creating a warm coffeehouse environment that fosters community [17][18] - The joint venture is seen as a way to enhance market penetration and provide innovative, localized experiences for Chinese consumers [6][12] Market Dynamics - The Chinese coffee market has become increasingly competitive, with brands like Luckin Coffee and Manner offering lower-cost options that appeal to consumers [1][16] - Starbucks' market share in China has declined from 42% in 2017 to an estimated 14% by 2024, indicating a significant shift in consumer preferences [9] - The current strategy may require Starbucks to adapt its pricing and store formats to compete effectively, potentially including smaller store formats and localized product offerings [9][11][12] Expansion Challenges - The ambitious target of 20,000 stores implies a need for significant investment in infrastructure, labor, and rental costs, raising concerns about the sustainability of such a rapid expansion [7][8] - The challenge of maintaining a "premium" brand image while expanding into lower-tier markets may lead to conflicting operational strategies [4][7] - The necessity for Starbucks to differentiate its product offerings in a crowded market is critical, as current offerings lack significant differentiation compared to competitors [7][12] Consumer Engagement - Starbucks is exploring ways to enhance customer experience, potentially by offering more affordable and localized menu items to attract a broader customer base [12][20] - The company may consider a franchise model to accelerate growth, similar to successful strategies employed by other brands in the market [12][21] - Engaging with consumers in a meaningful way, such as through community-focused initiatives, could help Starbucks regain its competitive edge [19][20]

Core Insights - Starbucks has finalized a deal to form a joint venture with Boyu Capital, where Boyu will hold up to 60% of the equity, while Starbucks retains 40% and continues to own the brand and intellectual property [1][2] Group 1: Valuation and Financial Aspects - The joint venture is valued at $4 billion, with Starbucks estimating its total retail business in China to exceed $13 billion, composed of three parts: proceeds from the equity transfer, retained equity value, and future licensing fees [3][7] - Starbucks needs to generate $6.6 billion in licensing fees over the next ten years to meet the $13 billion valuation expectation, which typically ranges from 3% to 8% of GMV [7][8] - Starbucks China has 8,011 stores and has entered 1,091 county-level markets, with active membership in the Starbucks Rewards program reaching 25.5 million [9] Group 2: Market Strategy and Adaptation - The partnership with Boyu Capital aims to enhance Starbucks' local market adaptability and accelerate expansion into smaller cities and emerging markets [5][19] - Starbucks has recently adjusted its pricing strategy, implementing significant price reductions on popular products, which has positively impacted sales [10][11] - The company plans to expand its store count to 20,000, necessitating a shift towards lower-tier markets while maintaining quality and brand standards [20][21] Group 3: Boyu Capital's Role - Boyu Capital is recognized for its strong local market experience and has previously invested in notable companies, making it a suitable partner for Starbucks' expansion [15][16] - The collaboration is expected to leverage both parties' resources to enhance customer experience, accelerate product innovation, and deepen local market integration [18][19] - Boyu's higher bid may have contributed to its selection as the partner for this venture, indicating confidence in the potential for growth in the Chinese market [16]

Core Insights - Starbucks China has finalized a strategic partnership with Boyu Capital to establish a joint venture, with a valuation of $4 billion, aiming to expand its store count to 20,000 in the future [1][3] - The average store valuation in China is approximately $500,000, significantly lower than the global average of $2.24 million, indicating underutilization of store space value [1][3] - The competitive landscape in China's coffee market has shifted, with local brands like Luckin and Manner outperforming Starbucks in product innovation and cost efficiency [5][6] Group 1: Strategic Partnership and Expansion Plans - The joint venture will see Boyu holding up to 60% equity while Starbucks retains 40%, focusing on retail operations in China [1] - Both parties emphasize the goal of expanding Starbucks' store count in China to 20,000, particularly in smaller cities and emerging regions [3][20] - Starbucks anticipates that its retail business in China will exceed $13 billion in total value [3] Group 2: Market Dynamics and Competitive Landscape - The coffee market in China has evolved into a highly competitive space, with consumers increasingly prioritizing affordability over the premium experience Starbucks traditionally offered [4][5] - Local competitors are leveraging cost control and rapid product innovation, making it challenging for Starbucks to maintain its market position [5][6] - Starbucks' average transaction value has been declining for 12 consecutive quarters, indicating a shift in consumer behavior towards lower-priced options [3][12] Group 3: Brand and Space Strategy - Starbucks' core strength lies in its ability to create a "third space" for consumers, which is more than just a coffee shop but a community gathering place [2][14] - The brand's identity has shifted from being a premium coffee provider to a space-focused business, necessitating a reevaluation of its product offerings and pricing strategies [14][15] - The company is exploring new themes for its stores, such as interest-based community spaces, to enhance customer engagement and redefine its value proposition [21][23]

"流泪的山脉"孕育精品咖啡 清晨，薄雾笼罩着巴西米纳斯吉拉斯州曼蒂凯拉山脉，漫山遍野的咖啡树构成一片翠绿的海洋。记者驱 车沿着崎岖的山路前行，来到隐藏在这片绿海之中的奥尼卡咖啡园。 "这儿的空气里都有咖啡的味道。"园主阿尔瓦罗·佩雷拉·科里笑着对记者说："我们的咖啡豆从这里漂洋 过海，通过进博会等平台展示、推广，走向中国各地的咖啡馆和消费者。"在咖啡园，60多岁的科里指 着远处的山峦告诉记者，"曼蒂凯拉"在当地土著语中意为"流泪的山脉"，这里海拔较高、干湿分明，可 满足咖啡生长周期对水分的不同需求。"得天独厚的自然环境使曼蒂凯拉成为巴西最适宜咖啡种植的地 区之一，其出产的咖啡豆品质高，畅销世界。" 在第八届进博会农食产品展区巴西出口投资促进局展位上，知名咖啡品牌奥尼卡被摆放在醒目的位置。 工作人员递上刚冲泡好的咖啡："我们的咖啡豆来自巴西曼蒂凯拉山脉，酸中带着一点花果香。" 巴西是全球第一大咖啡生产国和出口国。近年来，巴西等多国咖啡产品通过进博会平台，加速走进中国 市场，满足中国消费者日益多样化的选择。一杯巴西咖啡的进博之旅，是全球共享中国市场机遇的一个 生动注脚。 从手工采摘、分拣，到水洗、日晒、烘焙、包装 ...

Core Insights - The article discusses how brand stores are becoming "emotional destinations" for travelers, with a significant increase in cross-regional travel during the recent holiday period, estimated at 2.433 billion trips [1] Group 1: Brand Store Trends - More tourists are not just visiting attractions but are actively seeking unique brand stores in local areas, enhancing their cultural consumption experience [1][7] - The concept of "localized storytelling" is categorized into three types: local guide stores, collector's item stores, and exhibition stores [7] Group 2: Local Guide Stores - Local guide stores integrate into new commercial districts, creating a sense of local identity. They cater to tourists' desires for both exploration and familiarity [8] - An example is the tea brand "Cha Bai Dao," which collaborates with local culture in Chengdu, incorporating traditional elements into its store design [8][12] Group 3: Collector's Item Stores - Collector's item stores use natural or cultural landscapes as their backdrop, positioning the brand as the "best viewing platform" [17] - M Stand, a coffee chain, exemplifies this by creating a store in Urumqi that features local cultural elements, attracting travelers [18][22] Group 4: Exhibition Stores - Exhibition stores, like those of MUJI and Starbucks, focus on creating immersive experiences that blend local culture with brand identity [28] - Starbucks has opened several non-heritage concept stores that showcase local craftsmanship and art, enhancing the cultural experience for customers [29][34] Group 5: Consumer Experience - The article emphasizes that providing a multi-sensory consumer experience is crucial for offline retail, with localized store designs being a key strategy [44] - The goal is to create unique environments that resonate with consumers, transforming casual visitors into brand advocates [44]

Core Viewpoint - Starbucks has entered a strategic partnership with Boyu Capital to establish a joint venture for its retail operations in China, retaining 40% ownership while Boyu will hold up to 60% [5][6]. Financial Performance - Starbucks reported a 5% year-over-year increase in global revenue for fiscal year 2025, with a notable 1% growth in same-store sales in Q4, marking the first positive growth in seven quarters [7][8]. - In fiscal year 2025, Starbucks' total revenue reached $37.18 billion, up 2.8% from the previous year, with company-operated stores contributing $30.74 billion, a 3.3% increase [9][10]. - In China, total revenue for fiscal year 2025 was $3.105 billion, reflecting a 5% year-over-year growth, with Q4 revenue at $831.6 million, a 6% increase [13][14]. Market Dynamics - The international segment showed strong performance, with a 3% increase in same-store sales, driven by markets like Japan, the UK, and Mexico [8]. - The Chinese market is seen as a key driver for overall growth, with Starbucks focusing on product innovation, delivery service growth, pricing optimization, and store expansion [15][16]. Competitive Landscape - Starbucks is facing intense competition in the Chinese market, particularly from new tea brands and other coffee chains, leading to significant price reductions in its product offerings [16][19]. - The company has engaged in a price war, with significant price cuts on various products, which may impact its premium brand positioning [20][22]. Operational Challenges - Despite the revenue growth, Starbucks' operating profit margin fell to 2.9% in Q4 2025 from 14.4% in the same period last year, indicating rising operational costs [24]. - High coffee bean prices are expected to remain a challenge for at least the next two quarters, affecting profitability [25][26]. Strategic Initiatives - The joint venture with Boyu Capital aims to expand the number of Starbucks stores in China to 20,000, focusing on lower-tier cities where competition is increasing [28]. - Starbucks has entered 1,091 county-level markets in China, with a total of 8,011 stores, but has seen a decline in comparable store sales due to a 5% drop in average ticket price [28][30].

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]

Core Insights - Starbucks has announced a strategic partnership with Boyu Capital to establish a joint venture for its retail operations in China, with Boyu holding up to 60% of the equity [1] - This move reflects a broader trend among foreign brands in China, emphasizing the importance of local partnerships and operational control to navigate market challenges [2][3] - The joint venture represents a shift from a heavy asset model to a lighter asset approach, allowing Starbucks to maintain brand ownership while reducing operational burdens [8] Company Challenges - Starbucks' "third space" model is showing signs of fatigue in the Chinese market, with high operational costs and strategic indecision impacting its performance [4] - The company has faced increased competition from local brands and lower-priced competitors, leading to a paradox of rising transaction volumes but declining average spending [6][7] - Despite a growing coffee consumer base in China, Starbucks struggles to maintain its market position amid fierce competition from brands like Luckin Coffee [6][7] Capital Strategy - The joint venture with Boyu Capital allows Starbucks to transition from a heavy asset operation to a model focused on revenue sharing and brand licensing, optimizing risk and returns [8][9] - Starbucks will retain 40% equity in the joint venture and continue to earn licensing fees, ensuring a stable cash flow while benefiting from market growth [9] - This partnership aligns with a trend among foreign brands in China, where capital cooperation has become essential for navigating complex market dynamics [10][12] Market Dynamics - The competitive landscape in China is intensifying, with independent coffee brands and fast-food chains aggressively targeting the same consumer base [6][7] - The rise of local competitors has led to a significant increase in the number of coffee drinkers, yet Starbucks has not capitalized on this growth effectively [6][7] - The operational model of local brands, which often includes flexible pricing and strategic location choices, poses a significant challenge to Starbucks' traditional high-end positioning [6][7] Lessons from Other Brands - Other foreign brands like McDonald's and Yum China have successfully implemented local partnerships to enhance operational efficiency and market penetration [10][11] - The experiences of these brands highlight the importance of balancing local operational control with maintaining brand integrity and long-term value [12][18] - Successful models involve a mix of equity sharing and licensing fees, allowing for both local responsiveness and stable revenue streams for the parent company [10][11][18]

公开资料显示，博裕投资创立于2011年，是一家深耕中国市场、布局全球的另类资产管理公司，投资组 合超过200家企业，构建了涵盖私募股权、公开市场、基础设施及创业投资的多元化投资管理平台。 10月30日，星巴克公布了2025财年四季报和全财年的业绩报告。财报显示，星巴克中国2025财年第四季 度收入达到8.316亿美元，同比增长6%，实现了营收连续四个季度增长；2025全财年收入达到31.05亿美 元，同比增长5%。 据介绍，双方新成立的合资企业将继续以上海为总部，管理并运营目前遍布中国市场的8000家星巴克门 店。秉持共同的发展愿景，双方将致力于未来将星巴克在中国的门店规模逐步拓展至2万家。 截至2025财年末，星巴克中国门店数达8011家，共进入1091个县级市场。其中，2025财年第四季度新开 门店83家，新进入47个县级市场，2025财年全年新开门店415家。 星巴克中国业务的买家最终敲定。11月4日，星巴克咖啡公司宣布与中国另类资产管理公司博裕投资达 成战略合作，双方将成立合资企业，共同运营星巴克在中国市场的零售业务。 博裕投资合伙人黄宇铮表示："26年来，星巴克在中国成功塑造了标杆性的高端品牌形象， ...