Starbucks has announced price reductions averaging 5 yuan on select iced and tea‑based beverages in China, marking a significant shift in its pricing strategy within its second‑largest market. The move, effective from this Tuesday, will place some drinks at 23 yuan, aiming to broaden appeal during afternoon hours amid mounting competitive and economic pressures.
China’s coffee landscape has grown increasingly fragmented, driven by a prolonged deflationary trend and cautious consumer sentiment. Deflation persisted into its fourth month as of May, with consumer prices dipping 0.1 per cent year‑on‑year, prompting retailers across sectors to adjust pricing. Domestic chains such as Luckin Coffee, Manner Coffee and Cotti Coffee now retail Americanos for between 14–15 yuan, while JD.com and Alibaba‑affiliated delivery services can bundle drinks via promotions for as low as 2.9 yuan. Bubble‑tea giant Mixue has entered the fray with tea coffees priced at around 6.9 yuan, following a $444 million IPO in Hong Kong.
A spokesperson closely involved with Starbucks China, speaking anonymously, maintained that the adjustments are not a capitulation to a price war but rather a strategic effort to attract more afternoon foot traffic, particularly towards non‑coffee offerings like frappuccinos and tea lattes. This follows a subtle shift over recent months, where the company introduced smaller drink sizes and more digital coupons to stimulate transactions.
As of late 2024, Starbucks operates 7,685 outlets across the mainland, having added a roasting plant in Kunshan and continued store expansion. Nonetheless, slowing China growth—4.7 per cent in Q2 2024—and deflationary trends have eroded consumer confidence, with job insecurity prompting tighter spending in discretionary areas such as cafés.
Starbucks’ appeal has long rested on its “third‑place” ambience—charging premium for experience. But critics and analysts note that domestic players emphasise product innovation and affordability. Kearney’s Sherri He described the shift: “Starbucks is targeting white‑collar professionals… but broader masses opt for lower‑cost, trend‑driven products”. Indeed, Luckin now runs more than 20,000 stores nationwide, tripling Starbucks’ footprint in major urban centres.
Luckin’s resurgence—after accounting scandals and bankruptcy—has been marked by aggressive volume strategies and rapid recovery in same‑store sales, recording triple‑digit net income growth in late 2024. That firm’s continued expansion underscores the pricing threat Starbucks faces, particularly in lower‑tier cities where cost sensitivity is acute.
Analysts point to broader strategic recalibrations within Starbucks. Last week, the company reportedly explored partnerships and divestments tied to its China operations as part of a wider turnaround push. In recent financial reports, Starbucks admitted North America and China comp store performance remained under pressure, with CEO Brian Niccol pledging menu simplification and improved customer experience.
Starbucks’ pivot seems aimed at reintroducing affordability while defending its premium image. While global chains retreat from steep discounting, in China delivering price accessibility may be essential ground‑level defence. Observers will be monitoring whether afternoon footfall increases and if lower price points sustain margins amid stiff competition.
The broader market vibrates with innovation and localisation. Domestic players are accelerating menu iterations—bubble‑tea flavours, brown sugar boba lattes, coconut‑coconut variants—tailored to Gen‑Z preferences. Mixue’s model, which prioritises ingredient and equipment revenues to franchisees, allows ultra‑low pricing and rapid store proliferation—a direct challenge to Starbucks’ directly‑operated format.
Starbucks’ push into smaller Chinese towns—far beyond tier‑one cities—is another key differentiator. With a goal of opening 9,000 outlets by end‑2025, the company is banking on long‑term expansion even as urban discretionary spending decelerates. But this scale‑up entails heightened exposure to price‑led local competitors.