本文来自微信公众号：投资人黄海 （ID：haivcconsumer），作者：投资人黄海，题图来自：视觉中国 星巴克中国，究竟遇到了什么样的危机？ 一句话来概括就是产品性价比低，这是它长期以来很大的问题。在最近两年，这个问题在不断地凸显。 首先是瑞幸跟库迪在过去两年在打价格战，推出什么9.9元、8.8元一杯的咖啡饮品，这就显得星巴克30 元甚至更高的价格就不太合理了。更要命的是，今年4月份以来，三大外卖平台积极地打价格战，库迪 咖啡一度价格更是低到了3.9元一杯，还送到家给你喝。 在这种情况下，星巴克的定价就越来越站不住脚了。星巴克当然知道这个难点，因此也在积极地自救。 他第一个自救的方法就是降价。 星巴克中国准备卖身了。 根据多家财经媒体报道，星巴克正在和各路买家商谈出售自己中国的业务，定价在50亿～100亿美金之 间。 目前传出想收购星巴克中国的投资机构，包括大钲资本、高瓴资本、美国的凯雷集团、KKR等等的资 本巨鳄。在这里面最值得一提的是来自中国的大钲资本。大钲资本已经是瑞幸咖啡的大股东，如果被他 成功买下了星巴克中国，那开玩笑说，中国咖啡行业的大半壁江山都是他们家的。 关于星巴克中国卖身这件事情，我在年 ...

Core Viewpoint - Starbucks is experiencing mixed results in its "Back to Starbucks" plan, with North America facing challenges while the Chinese market shows signs of recovery [4][5][26]. Financial Performance - In Q3 of FY2025, Starbucks reported a total net revenue increase of 4% to $9.5 billion, up from $9.1 billion in the same period last year, primarily driven by new store openings [6]. - Global comparable store sales declined by 2%, exceeding market expectations of a 1.3% drop, marking the sixth consecutive quarter of decline [7]. - North America, Starbucks' largest market, saw a net revenue of $6.927 billion, a 2% year-over-year increase, but operating margin shrank by 770 basis points to 13.3%, the lowest in recent years [8]. - Internationally, Starbucks achieved quarterly net revenue exceeding $2 billion for the first time, reaching $2.01 billion, a 9% year-over-year increase [9]. Market Dynamics - In China, comparable store sales grew by 2%, driven by a 6% increase in transaction volume, marking the first growth in same-store sales in 1.5 years [9][10]. - Starbucks' market share in China has declined from a peak of 42% in 2017 to 14% in 2024, indicating a significant loss of market presence [17]. Strategic Initiatives - The "Back to Starbucks" plan includes comprehensive reforms in U.S. stores, focusing on enhancing customer experience and operational efficiency [18][19]. - In China, Starbucks has engaged in aggressive pricing strategies and promotional activities, including significant discounts on popular products [21]. - The company is exploring partnerships with over 20 potential collaborators to strengthen its position in the Chinese market, emphasizing strategic alignment over financial investment [22]. Future Outlook - Starbucks anticipates ongoing macroeconomic challenges, including new tariffs and coffee price fluctuations, but remains optimistic about the early results of its reform initiatives [23]. - The company plans to launch a wave of innovations in 2026 aimed at driving business growth and enhancing customer service experiences [25].

失去定义权之后。 文 ｜ 沈嵩男 以下文章来源于天下网商 ，作者天下网商 天下网商 . 记录互联网商业的人物和故事。 7月29日，星巴克发布了其2025财年第三季度（截至2025年6月29日）的财报。其中，三季度的咖啡门 店业务，营收89.18亿美元（未计入非咖啡门店的"其它业务收入"约5.38亿美元），略超市场预期。 增长主要由在过去的12个月里，企业在全球累计新开的1151家自营门店所带来的9.27亿美元增量收入所 驱动。其中，企业的基本盘北美市场收入69.27亿美元，同比微增1.6%，占企业咖啡门店营收比重约 73%。 聚焦中国市场，营收7.90亿美元，同比增长8%——这一营收规模，可以排在企业自2023财年以来的 TOP3。增长的背景，是同比上个财季，中国市场门店数量新增522家，同时借助外卖平台的权益让利、 官方菜单的结构性调价，用更多的门店、更低的实付价，以价换量。得益于此，星巴克止住了连续四个 季度同比下滑的同店销售额（环比修复），同比增长约2%，同店销量也略微回暖，增长6%。 截至6月份季度，星巴克在中国开有7828家门店。这是自1999年在北京开出首店以来，星巴克在中国耕 耘逾25年的成果。 ...

Core Insights - Starbucks reported Q3 FY2025 earnings with revenue of $8.918 billion from coffee shop operations, slightly exceeding market expectations, driven by the opening of 1,151 new stores globally, contributing $0.927 billion in incremental revenue [2] - In North America, revenue was $6.927 billion, a year-on-year increase of 1.6%, accounting for approximately 73% of total coffee shop revenue [2] - In China, revenue reached $0.790 billion, a year-on-year growth of 8%, marking one of the top three revenue performances since FY2023, supported by the opening of 522 new stores and strategic pricing adjustments [2] Group 1: Market Position and Competition - Starbucks' market share in China has declined from a peak of 42% in 2017 to 14% in 2024, despite the overall coffee market growing significantly [4][5] - Luckin Coffee's revenue for the same period was approximately $1.2359 billion, a year-on-year increase of 47.1%, indicating that its revenue is now roughly equivalent to 2.5 times that of Starbucks in China [4][5] - The shift in consumer preferences has led to a redefinition of coffee consumption, with Luckin positioning coffee as a daily beverage rather than a luxury item, challenging Starbucks' traditional "third space" concept [5][10] Group 2: Strategic Adjustments - Starbucks has introduced a "study room" concept in select locations to enhance its brand's spatial advantage, aiming to attract students and freelancers while avoiding direct price competition with lower-cost alternatives [12][13] - The company has also implemented price adjustments on key products, with average price reductions of 5 yuan, to remain competitive in a market increasingly defined by lower price points [8][9] - Starbucks is exploring strategic partnerships and potential equity sales to leverage local expertise and improve its competitive position in the Chinese market [15][17] Group 3: Financial and Operational Insights - As of June 2025, Starbucks operated 7,828 stores in China, representing nearly 20% of its total global store count of 41,097, but contributing only about 8% of total revenue [2] - The average annual revenue per store for Starbucks in China is approximately 730,000 yuan, compared to Luckin's 540,000 yuan, highlighting the disparity in operational efficiency [8] - The valuation of Starbucks' Chinese operations is estimated at $5 billion to $6 billion, significantly lower than its global market valuation, indicating a shift in perception from a key growth market to a discounted asset [18]

Core Viewpoint - Starbucks is innovating its business model by introducing "Starbucks Study Rooms" in multiple cities in South China, allowing customers to use the space for studying without mandatory purchases, thus redefining its role in the competitive coffee market [4][10][12]. Group 1: "Starbucks Study Rooms" Implementation - The "Starbucks Study Rooms" have been launched in at least 30 stores in Guangzhou, primarily located in areas with high concentrations of schools and tutoring centers [4][5]. - The design of these study rooms utilizes existing seating areas without independent partitions, promoting a comfortable environment with free amenities such as power outlets, water, and WiFi [5][8]. - The initiative has gained significant attention on social media, with millions of views and positive feedback from users who find the space conducive for studying [10][11]. Group 2: Competitive Landscape - The coffee market is highly competitive, with brands like Luckin Coffee and Heytea offering lower-priced alternatives, which has led to a significant loss of market share for Starbucks among price-sensitive consumers [12][14]. - Other brands are also adopting similar strategies by combining beverage offerings with social spaces, further fragmenting Starbucks' customer base [12][14]. Group 3: Strategic Response - Starbucks aims to differentiate itself by providing a zero-threshold service that avoids direct price competition while enhancing its brand image as a provider of public learning spaces [15][16]. - The study room initiative is designed to convert non-paying customers into potential buyers, with data showing that approximately 70% of new morning customers make purchases [15][16]. - This strategy aligns with Starbucks' broader "non-coffee scene" initiative, creating a comprehensive consumption ecosystem throughout the day [16][22]. Group 4: Industry Trends - The trend of integrating study rooms into retail spaces is gaining traction, with various brands like IKEA and McDonald's exploring similar concepts to enhance customer experience and increase foot traffic [17][19][20]. - The evolution of retail spaces from single-function to multi-functional environments reflects changing consumer demands for flexible and efficient learning and social settings [20][21]. - This shift is driven by both upgraded user needs and competitive pressures, as brands seek to maximize space utilization and attract customers through added value [21][22]. Group 5: Future Implications - The introduction of free study rooms serves as a tool for brands to attract customers while alleviating pricing pressures and enhancing user loyalty [22][23]. - The transformation of commercial spaces towards experiential services may lead to the emergence of paid value-added services, blurring the lines between commercial and public services [22][23].

Core Viewpoint - Starbucks has shown a recovery in its China operations, with a 8% year-on-year revenue growth to $790 million in Q3 of FY2025, marking three consecutive quarters of growth. Same-store sales increased by 2%, the first growth in six quarters, indicating a positive trend in customer engagement and spending [1][3]. Group 1: Financial Performance - In Q3 FY2025, Starbucks reported a revenue of $790 million in China, reflecting an 8% year-on-year increase [1]. - Same-store sales saw a 2% increase, marking the first growth in six quarters [1]. - The total number of Starbucks stores in China reached 7,828, with 70 new stores opened and entry into 17 new county-level markets [3]. Group 2: Strategic Initiatives - Starbucks has implemented significant operational adjustments, including product innovation and a focus on non-coffee offerings to cater to a broader consumer base [4][6]. - The introduction of the "True Flavor Sugar-Free" series and collaboration with Disney for themed beverages are part of the product innovation strategy [4]. - A systematic price adjustment was made for non-coffee beverages, with an average price reduction of 5 yuan for large products, while core coffee products remain above 30 yuan [5]. Group 3: Business Development and Partnerships - Starbucks is evaluating over 20 interested institutional partners for a potential sale of a stake in its China business, aiming to retain a significant portion of ownership [3][8]. - The CEO emphasized the importance of finding partners that share Starbucks' vision and values, indicating a strategic approach to future collaborations [8]. - The company is leveraging its strong brand and operational capabilities to attract potential partners, enhancing its market position in China [11]. Group 4: Leadership and Management Changes - The management team at Starbucks has undergone significant changes, with the appointment of Brian Niccol as CEO, who has a track record of crisis management and operational reform [10]. - Niccol's strategy focuses on fundamentally changing the company's approach, including simplifying the menu and restructuring pricing [10]. - The recent operational adjustments in China align with Niccol's vision for revitalizing the brand and enhancing customer experience [10].

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].

Group 1 - Starbucks China reported a revenue increase of 8% year-on-year to $790 million for Q3 of FY2025, marking three consecutive quarters of growth [1] - Same-store sales grew by 2%, with both transaction volume and average ticket size showing quarter-on-quarter increases [1] - The growth in same-store sales was attributed to continuous product innovation, precise marketing, and strong performance from newly opened stores [1] Group 2 - As of the end of Q3, Starbucks China had a total of 7,828 stores, with 70 new stores opened during the quarter, entering 17 new county-level markets [1] - New stores maintained high profitability levels, contributing above-average same-store sales, which supports long-term growth [1] - Starbucks emphasizes its stores as a "third space," integrating deeply with local culture, and has opened stores in scenic areas to enhance brand differentiation [1] Group 3 - Starbucks has focused on core business and continuous innovation, providing added value through a third space, emotional value, and immersive experiences to meet consumer demands [2] - The introduction of the "True Taste No Sugar" innovation system has led to healthier choices and increased customer purchase frequency [2] - Starbucks has expanded its non-coffee offerings, creating a dual-scenario layout to cover consumer needs throughout the day [2] Group 4 - Collaborations with well-known brands have been a highlight for Starbucks, enhancing its market presence and creating emotional connections with consumers [2] - The partnership with the band Mayday and Disney's Zootopia has generated significant social media buzz and consumer engagement [2] - The company aims to evaluate over 20 strategic partnerships in China to leverage market opportunities while retaining a significant equity stake in its operations [3]

Core Viewpoint - Starbucks is experiencing a recovery in its performance in China, with a notable increase in store count and revenue, but it faces challenges in maintaining market share and adapting to a competitive landscape dominated by local brands like Luckin Coffee [3][10][31]. Financial Performance - For Q3 of fiscal year 2025, Starbucks reported net revenues of $790 million, an 8% increase from $733.8 million in the same quarter of the previous year [2]. - The number of stores in China reached 7,828, up by 522 stores compared to the same period last year, marking a 7% increase [2]. - Comparable store sales grew by 2%, with transaction volume increasing by 6%, although the average ticket price decreased by 4% [2][9]. Market Challenges - Starbucks' market share in China has significantly declined from 42% in 2017 to 14% in 2024, indicating a loss of competitive edge [10][31]. - Despite an increase in store count, revenue has not kept pace, with analysts noting that Starbucks stores contribute only 9% of total global revenue despite accounting for about 20% of total stores [3][10]. Strategic Considerations - There are ongoing discussions about potential buyers for Starbucks' China business, with various investment firms showing interest, although Starbucks has stated it is not considering a complete sale [3][13][16]. - The company is exploring strategic partnerships to enhance its operational efficiency in the local market, indicating a shift towards collaboration rather than solely relying on capital investment [16][29]. Competitive Landscape - The competitive environment has intensified, with local brands like Luckin Coffee and others rapidly expanding and innovating, leading to a price war that has affected Starbucks' pricing strategy [20][29]. - Starbucks has begun to lower prices on select products in response to competitive pressures, marking its first large-scale price reduction in over two decades [20][22]. Innovation and Product Development - Starbucks is focusing on product innovation and digital transformation to better align with consumer preferences, including faster product launch cycles and leveraging data analytics for consumer insights [27][29]. - The company has introduced new product lines and upgraded existing offerings to attract a broader customer base, although it still faces challenges in creating standout products compared to competitors [25][26].

Core Viewpoint - Starbucks is adapting its strategy in response to increasing competition from local brands by introducing new concepts like "study rooms" and lowering prices on non-coffee products to attract more customers and enhance the "third space" experience [1][3]. Group 1: New Initiatives - Starbucks has launched "Starry Study Rooms" in select stores in Guangdong, Guangxi, and Hainan, providing free study space, power outlets, and other amenities without mandatory purchases [1][2]. - The study rooms are designed to create a summer learning environment and will be expanded to more locations in the future [1]. Group 2: Pricing Strategy - In June 2025, Starbucks will reduce prices on several non-coffee products, with average price cuts of around 5 yuan for large sizes, moving many items from the 30-40 yuan range to the 20 yuan range [3]. - This price reduction does not apply to core coffee products, indicating a targeted approach to attract a broader customer base [3]. Group 3: Market Expansion - Starbucks is accelerating its expansion into lower-tier markets, with 40% of new stores located in townships, bringing the total number of stores in China to 7,758 by March 2025 [3]. - The company has closed nearly 20 flagship stores in 2024, primarily in competitive regions like Jiangsu, Zhejiang, and Guangdong, reflecting a strategy of "closing in first-tier cities while opening in county-level markets" [3]. Group 4: Ownership Changes - Starbucks is actively pursuing a plan to sell its stake in the China business, having received multiple acquisition proposals from various investors, including Hillhouse Capital and KKR [4].