新茶饮出海的这一过程，类似于早期德国汽车品牌进入中国时的情形，初期必须依赖进口或自建配套体 系，供应链效率相对较低，但随着产业链在当地逐步成熟，配套厂商陆续开设，效率也随之提升。随着 越来越多茶饮品牌进军海外市场，不仅品牌影响力在当地逐步建立，也带动了相关产业链的发展。 记者：在您看来，茶饮企业"出海"成功的关键是什么？能否分享下茶百道在韩国、马来西亚等市场的经 验。 王欢：茶百道每到一个国家，会从营销活动、包材设计、店面设计等维度积极融入当地文化，充分尊重 当地市场与消费习惯。 以韩国为例，2024年11月茶百道在韩国开出了一家面积比肩星巴克标准店的大店，因为茶百道发现，对 韩国消费者而言，在工作、生活外，找到"第三空间"很重要。希望这家接近170平米的大店，能够给当 地消费者不同的消费体验。从数据上看，茶百道在韩国市场的本地消费者占比超过80%，消费者复购率 达到45%，深受韩国消费者的喜爱。 此外，茶百道每进入一个新的国家，研发及运营团队都是提前一个月到当地市场，开发几款本地消费者 青睐的产品。例如，马来西亚本地消费者中，华人比较青睐茶类、广式糖水等饮品，而当地马来人则更 喜欢奶味重的黑糖奶茶、奶油顶茶 ...

Core Viewpoint - The article discusses the rise of the tea brand "去茶山" (Go Tea Mountain) in Guizhou, highlighting its unique blend of local culture and modern aesthetics, and its rapid expansion across China, positioning it as a representative of local tea brands breaking into the national market [4][42]. Group 1: Brand Development and Expansion - "去茶山" has rapidly expanded its presence, with 53 stores across various cities including 22 in Guiyang, 9 in Chengdu, and 7 in Shenzhen as of July 6 [5][4]. - The brand's first store in Nanjing opened on June 5, with overwhelming demand, indicating strong market interest [7]. - The brand has been described as a "light of Guizhou tea drinks" and has become a cultural part of Guiyang [4][20]. Group 2: Brand Identity and Consumer Perception - "去茶山" is perceived as a modern, healthier alternative to the older local brand "宜北町" (Yibei Town), appealing to younger consumers with its comfortable and versatile store designs [10][20]. - The brand emphasizes a connection to local nature and culture, integrating Guizhou's flavors and aesthetics into its offerings [70][72]. - For many visitors, experiencing "去茶山" has become a must-do activity when visiting Guiyang, reflecting its status as a cultural landmark [74][76]. Group 3: Historical Context and Brand Evolution - "去茶山" originated from "宜北町," with its founders having previously worked in the tea industry before establishing their own brand in 1998 [21][22]. - The transition to "去茶山" as a distinct brand occurred in 2019, focusing on high-end tea culture and local ingredients [23][35]. - The year 2021 marked a significant turning point, with a clear separation of brand identities and operational strategies between "去茶山" and "宜北町" [27][35]. Group 4: Market Positioning and Strategy - "去茶山" aims to differentiate itself in a saturated market by emphasizing local culture, unique narratives, and a high-quality consumer experience [43][66]. - The brand's design philosophy is decentralized, allowing each store to reflect its unique local environment, which enhances its appeal to consumers [68][70]. - The brand's success is attributed to its ability to resonate with local youth and adapt to contemporary consumer preferences, creating a strong local identity [71][78].

Core Viewpoint - Starbucks has initiated a price reduction on several non-coffee beverages, which has led to mixed sales performance across its stores, indicating a strategic move to penetrate lower-tier markets while facing challenges in boosting overall sales without reducing coffee prices [1][5]. Group 1: Sales Performance - Some Starbucks locations have reported a significant increase in sales following the price cuts, with certain non-coffee drinks like the Ice Shaken Red Plum Blackcurrant and Tea Latte experiencing high demand, leading to stock shortages [2][3]. - In contrast, other stores have not observed a notable change in sales, with coffee products remaining the primary revenue source for these locations [2][3]. Group 2: Pricing Strategy - The price reduction, which is the first in 25 years, affects dozens of non-coffee beverages with price cuts ranging from 2 to 6 yuan, and the actual discount can be more substantial when combined with promotional offers [2][5]. - For example, the price of a large Red Tea Latte has decreased from 35 yuan to 29 yuan, and with additional discounts, customers can pay as little as 20.3 yuan [2]. Group 3: Market Challenges - Analysts suggest that without a corresponding price reduction on coffee products, the overall impact on Starbucks' sales will be limited, as non-coffee beverages are not the company's strong suit [5]. - The competitive landscape is intensifying, with brands like Bawang Chaji offering similar "third space" experiences and appealing to consumers who may not prefer coffee, posing a challenge to Starbucks [5]. Group 4: Financial Performance - Starbucks China is at a critical stage of performance improvement, reporting approximately $740 million in revenue for Q2 of fiscal year 2025, a 5% year-over-year increase, with comparable store transactions up by 4% [6]. - In contrast, the first quarter of fiscal year 2025 showed a slight revenue increase of 1% but a 6% decline in same-store sales, highlighting the volatility in performance [6].

6月13日，记者在星巴克(世茂广场店)看到，显示屏在播放"夏日'心动价'"页面，多款产品单价进入20元 区间，最低至23元/杯。 "6月10日开始，星冰乐、冰摇茶、茶拿铁这三类'非咖'产品降价。"该门店工作人员表示，降价原因是 品牌开始主打"上午咖啡、下午茶"理念，单品平均降幅3-5元，"降价叠加夏日高温影响，非咖啡饮品的 点单量有所提升"。 记者在其小程序看到，以抹茶星冰乐、红茶拿铁、冰摇红莓黑加仑茶为例，大杯装单价分别从36元、35 元、31元降至32元、29元和26元，而这也是星巴克进入中国市场25年来首次下调价格。 彼时，在与其相隔不远的一家瑞幸咖啡门店内，不断有新订单涌入，工作人员正在快速制作。5月底， 曾有不少消费者称领取到6.9元一杯咖啡优惠券。对此，其工作人员表示，价格变化不受门店控制，公 司会不定时发放优惠券，"下单前可以先在外卖和线上平台看一下，可能六七块钱就能买到一杯饮品。" 记者在其小程序看到，生椰拿铁、熊猫陨石拿铁、橙C美式、加浓美式等多款咖啡均为10.9元/杯，轻轻 茉莉、羽衣轻体果蔬茶、夏日西瓜冷萃等产品则为9.9元/杯。 齐鲁晚报.齐鲁壹点石晟绮管悦 瑞幸券后6.9元/杯、库迪 ...

凤凰网财经《公司研究院》 星巴克居然也加入降价大军了。 6 月 10 日放出大招 —— 星冰乐、冰摇茶、茶拿铁等几十款非咖啡饮品集体降价，最高直降 6 元，最低降至23元起。 有人略带调侃地表示，"星巴克，你终于低下了高贵的头颅"。其叠加平台的优惠券后，14元喝到了星巴克。 更有人刚得知消息就火速下单："星巴克降价啦，必须立刻来一杯"。 但对星巴克来说，这场堪称 "破圈" 的价格调整，更像是一次对市场的妥协。 这可乐坏了一众打工人。 有人一大早打开点单页面就惊喊："23 元就能喝星巴克啦"。 01 星巴克降价背后 这是星巴克入华25年来第一次大规模价格调整，降价幅度并不算小。 拿星巴克大杯的产品来说，大杯冰摇红莓黑加仑，价格由31元调整为26元；大杯白桃星冰乐，价格由原来的41元调整为35元；大杯红茶拿铁价格由原来的 35元调整为29元…… 三大王牌品类的大杯平均价格降幅达到5元，相当于买杯星冰乐能省出一个冰淇淋的钱，打工人下午茶突然香起来了。 但此次降价绝非单纯的消费让利，实则是多重市场压力下的 "求生欲拉满" 操作。 星巴克非咖啡饮品，原本锚定 "轻奢茶饮" 定位的果茶、冰摇茶等品类，近年正遭遇市场 "暴 ...

非咖饮品平均降 5元！星巴克开 启近年最大规模 降价_南方+_南 方plus 6月9日，咖啡巨 头星巴克宣布从 6月10日起，星 冰乐、冰摇茶、 茶拿铁三大王牌 品类共计数十款 产品集体降价。 以大杯饮品为 例，平均降幅达 5元，最低仅售 23元，这是星巴 克近年来首次针 对非咖啡品类的 大规模直接调 价，旨在打 造"上午咖啡， 下午非咖"的全 天候服务场景。 星巴克中国首席 增长官杨振表 示："星巴克始 终致力于满足顾 客在不同时段、 不同场景的多样 化需求。'非 咖'场景下完善 的产品矩阵，将 与核心咖啡产品 双线并举，让星 巴克能够根据不 同消费场景、门 店类型等因素， 打造不同的产品 组合与体验，从 而更好地满足顾 客的多元需 求。" 此次降价仅针对 非咖啡类产品， 包括抹茶星冰 乐、冰摇红莓黑 加仑、红茶拿铁 等多个"爆款" 。 以大杯为例，调 价后，抹茶星冰 乐的价格将从33 元降至28元，冰 摇红莓黑加仑的 价格将从31元降 至26元，红茶拿 铁的价格将从35 元降至30元。星 巴克中国称，未 来将视顾客反馈 决定后续活动计 划，对于咖啡产 品是否降价，则 表示"定价是对 多方面因素综合 评估考 ...