Core Insights - The potential sale of Costa Coffee is being evaluated by Coca-Cola, with initial estimates around £1 billion (approximately ¥9.4 billion), significantly lower than Coca-Cola's original acquisition cost of £3.9 billion [2][5] - Various investment firms, including Dajun Capital, KKR, Bain Capital, and TDR Capital, are interested in bidding for Costa, with Bain Capital previously offering around £2 billion [2][5] - Costa Coffee has faced challenges in the competitive Chinese market, leading to a reduction in its store count and a shift in strategy [4][5] Company Overview - Costa Coffee, founded in 1978 and entering China in 2006, is the largest coffee chain in the UK, operating over 4,000 stores globally [3] - The brand has struggled against domestic competitors like Luckin Coffee, which has rapidly expanded and intensified market competition [3][4] Market Dynamics - Since 2020, Costa has been closing stores in China, with only 389 remaining by the end of 2024, down from a projected 1,000 stores [4] - Coca-Cola's acquisition of Costa in 2018 for $5.1 billion did not yield the expected growth, prompting considerations for a sale [5][6] Investment Opportunities - Dajun Capital views the potential acquisition of Costa as a rare opportunity to invest at a discounted price [6] - The successful turnaround of Luckin Coffee, backed by Dajun Capital, positions the firm favorably for further expansion in the coffee sector [8][9] Strategic Considerations - Coca-Cola intends to retain control over Costa's ready-to-drink coffee products while potentially selling the store operations [10] - The competitive landscape in the coffee market necessitates strategic agility from any potential new owner of Costa [11]

Core Insights - Starbucks announced a price reduction for several products starting June 10, contrasting with the struggles faced by Costa Coffee, which has seen a significant decline in its presence in the market [1][4]. Company Overview - Costa Coffee was founded in London in 1971 and entered the Chinese market in 2006, positioning itself as a premium brand slightly above Starbucks, claiming to embody European aristocratic charm [4]. - In 2020, Costa Coffee began withdrawing from various markets, including a complete exit from Qingdao and temporary closures in Beijing and Shanghai [4]. Market Position - Over the past five years, the coffee market has become increasingly competitive, with Costa Coffee's operational stores in Ningbo decreasing from four to only two currently [4]. - Starbucks continues to grow, benefiting from its strong marketing and social attributes, which Costa Coffee lacks, leading to perceptions of Costa's products as less competitive in terms of price and taste [6]. Consumer Sentiment - Consumer feedback indicates dissatisfaction with Costa Coffee's pricing and product quality compared to Starbucks, with comments highlighting the lack of compelling reasons to choose Costa over its competitors [7][9]. - Despite challenges, Costa Coffee has shifted focus towards ready-to-drink products, which may appeal to its loyal customer base [21].