Core Viewpoint - Starbucks China is reportedly in talks to sell its business, with a valuation between $5 billion to $10 billion, amid increasing competition and declining price competitiveness in the market [5][14]. Group 1: Current Challenges - Starbucks China faces a significant crisis due to low product cost-performance, which has become increasingly evident over the past two years [6]. - The rise of competitors like Luckin Coffee and Kudi, which have engaged in aggressive price wars, has made Starbucks' pricing appear unreasonable [7][10]. - The introduction of lower-priced options by competitors has shifted consumer price expectations, making it difficult for Starbucks to maintain its premium pricing strategy [10][11]. Group 2: Self-Rescue Strategies - Starbucks has initiated its first official price reduction in 25 years, lowering prices on several non-coffee beverages by 2 to 6 yuan [9]. - The company has also focused on launching new products, particularly in the non-coffee category, to attract consumers [12]. - Despite these efforts, the new product offerings have not matched the popularity of competitors' successful launches, indicating a struggle to innovate effectively [12][13]. Group 3: Value Proposition - Despite current challenges, Starbucks China still possesses significant value, including approximately 8,000 stores, which are considered high-quality assets [15][16]. - The company reported a net revenue of $730 million for Q2 of fiscal year 2025, with a year-on-year growth of 5%, although the average transaction value per order has decreased by 4% [16][17]. - Starbucks maintains a strong presence in social and business gathering spaces, which continues to provide it with a competitive edge [18]. Group 4: Market Position and Future Outlook - Starbucks retains significant bargaining power with shopping malls, having established favorable lease agreements in the past [21][22]. - The brand's presence is still seen as a marker of quality for shopping centers, although this could change with the rise of new domestic brands [23][24]. - The timing of the potential sale is viewed as optimal, as the company still holds considerable value, but future market conditions remain uncertain [14][24].