On 9 june, starbucks china announced that it would boost the market for non-coffee drinks, and that, starting in 10 years, the number of non-coffee products in the star ice, iced tea, tea and naina series would be reduced collectively, with the average price of a large cup falling by about $5, or a minimum of $23。
The reporter opened the starbucks applet to note that there were 10, 3 and 4 paragraphs, respectively, for each of the three categories of products, with the exception of one frozen lemon tea for $29 and one peach star for $41 and the rest for between $31 and $39. The higher-solder tea star ice, ice cranberry black gallon tea and latte are sold at $36, $31 and $35 respectively。
At the same time, the old coffee brands are continuing to work on the "non-chat" scene. On june 17, starbucks china will join disney's "city animals city" on line 3 of the ip, and the chai latte will be on line with more new flavors。
According to starbucks, the price space set aside for three types of non-courages will encourage consumers to explore “hotification” and tailor their drinks to suit their preferences, adjusting concentrations, sweetness, winding up, changing the base of milk or tea。
Over the past two years, competition in the new tea market has intensified, “price wars” have intensified and the “cross-border” between tea and coffee brands has escalated. The coffee is followed by fresh fruit and vegetable tea, light milk tea, rena ice, and several tea brands, such as miice ice city, palagra and auntia, are also on the reverse side of the coffee course。
Starbucks' non-coffee drops are also, in the view of a number of consumers, a move to lower their positions in the consumer market. However, the price of the brand's core coffee products remains constant and the attitude of the waiters is strong. In contrast, journalists noted that the lower prices of starbucks non-coffee beverages were not low。
At the beginning of 2022, the first tea brands, such as tea and naishue, began to reduce prices, with some of the cheapest products down to nine. Subsequently, the “facility drop” swept the tea and coffee markets, with $9. 9 for coffee and $10 for tea. In the first half of this year, the war on out-of-pocket subsidies led to repeated prices of tea and coffee. In contrast, the price of non-coffee beverages after the starbucks drop remained above $23。
Starbucks has also been active in recent years in the highly competitive chinese tea and coffee market. Last september, and last september, the new chairman and chief executive officer, brian nicole, took office, with the greatest task of boosting performance. In october, starbucks china announced the appointment of yang zhen as the company's chief growth officer, the first time that the company had established that position。
At present, china is the second largest market for starbucks, and on 30 april the company issued a performance report for the second quarter of fiscal year 2025 showing a 5 per cent increase in the state-run revenue of starbucks, bringing the total number of chinese door stores to 7758 by the end of the second quarter, covering over 1,000 county-level markets。
