快消 . 快消行业核心圈层聚集地，有价值，有温度，有洞见，不浪费读者时间。 作者 丨木木 编审丨枳子 以下文章来源于快消 ，作者不浪费读者时间的 近日，据知情人士透露，美国饮料巨头Keurig Dr Pepper（以下简称：KDP）即将达成一项约180亿美元（折算人民币约1290亿 元）的交易，收购欧洲咖啡集团JDE Peet ' s。这桩并购不仅可能让"星巴克之父"皮爷咖啡（Peet ' s Coffee）的所有权易手，也将 为KDP未来拆分咖啡与软饮业务埋下伏笔。 从全球咖啡格局到中国高端咖啡市场，皮爷咖啡在中国的发展命运将何去何从？ 巨头并购：咖啡帝国生变 据了解，KDP是由2018年咖啡机公司Keurig与饮料公司Dr Pepper合并而成，业务横跨咖啡和软饮料。合并后软饮板块风光无限 （旗下有Dr Pepper、Snapple、7UP等畅销品牌），但咖啡业务表现不及预期、拖了后腿。 反观JDE Peet ' s，作为欧洲咖啡头部品牌，旗下拥有包括皮爷咖啡、Douwe Egber t s（道怡）、Kenco等50多个品牌，在阿姆斯 特丹上市，市值约150亿美元。值得注意的是，JDE Peet ' s的 ...

Core Viewpoint - The article discusses the challenges and potential future of Peet's Coffee in the Chinese market amidst a changing global coffee landscape and competitive pressures from both local and international brands [1][4][10]. Group 1: Industry Dynamics - KDP, formed from the merger of Keurig and Dr Pepper, has seen its coffee business underperform, prompting a strategic acquisition of JDE Peet's to separate its beverage segments [1][3]. - JDE Peet's, a leading European coffee brand, has a market capitalization of approximately $15 billion and is backed by JAB, which also holds a significant stake in KDP [1][3]. - The coffee segment of KDP is expected to remain "sluggish" until the 2025 fiscal year, with rising costs and intense competition impacting profitability [3][10]. Group 2: Peet's Coffee in China - Peet's Coffee entered the Chinese market in 2017 through a joint venture with Hillhouse Capital, expanding from one store to around 260 locations in a few years [2][4]. - Despite its growth, Peet's brand recognition in China lags behind competitors like Starbucks and Luckin Coffee, which have extensive store networks and broader consumer appeal [4][5]. - The expansion pace of Peet's Coffee has slowed significantly, with new store openings dropping from 98 in 2023 to 51 in 2024, and closures of key locations due to poor profitability [6][9]. Group 3: Consumer Trends and Competition - Consumer sensitivity to pricing has increased, with nearly 80% preferring drinks priced between 10-20 yuan, while only 4% are willing to pay over 25 yuan for coffee [8][9]. - Competitors like Luckin Coffee are aggressively pricing their products, further squeezing the market for high-end coffee brands like Peet's [9][10]. - The premium coffee segment is experiencing a downturn, with several brands, including Seesaw and M Stand, closing a significant number of stores due to financial pressures [9][10]. Group 4: Strategic Adjustments - Peet's Coffee has initiated a dual-brand strategy by launching Ora Coffee, a more affordable sub-brand aimed at capturing a broader customer base with prices between 15-25 yuan [10][11]. - The potential acquisition by KDP could provide Peet's with enhanced resources and operational synergies, allowing for better integration with other coffee brands under the same umbrella [10][11]. - Future strategies for Peet's may include optimizing store locations, adjusting product offerings based on local preferences, and leveraging its expertise in coffee roasting to create unique products [11][13].