星巴克商战对咖啡行业有哪些影响?What impact does Starbucks' business war have on the coffee industry?
立秋当天，星巴克在 " 秋天第一场商战 " 中被打到 " 瑞幸价 " ——原价三十多元的大杯饮品，叠加外卖平台补贴后最低不到 5 元，话题迅速冲上热搜。
一、价格体系重塑：高端定位松动
补贴叠加拉低到手价：8 月 7 日，美团、淘宝闪购等平台集中推出星巴克单杯 5 折、7.5 折优惠，叠加 " 爆红包 "" 神券 " 后，原价 37 元的焦糖玛奇朵到手价普遍低于 10 元，部分用户晒出 4.5 元、6 元订单。
与平价品牌正面交锋：美团直接推出 12.9 元的 " 秋天第一杯星巴克兑换券 "，与部分款式的瑞幸兑换券同价，星巴克首次在价格带上与瑞幸、库迪正面相遇。
" 第三空间 " 溢价被稀释：星巴克曾以高端定位风靡白领圈，全国开店 7000 家，2025 财年二季度净利润缩水 1/6，市值单日蒸发上千亿，价格战压力下不得不放下身段。
二、竞争格局演变：即时零售成为战场
平台主导商战节奏：这轮低价并非星巴克主动调价，更多是美团、淘宝闪购等即时零售平台之间的补贴竞争，平台通过红包、满减把品牌咖啡当作引流品。
高客单市场成新目标：外卖恶性低价竞争被叫停后，奶茶 " 零元购 " 减少，平台转而通过补贴星巴克争夺高客单用户，标志即时零售竞争从低客单奶茶转向品牌咖啡。
补贴时效性引发观望：有消费者反映优惠存在随机性——不同城市、账号价格差距大，有人能拿到个位数，也有人仍按原价下单，平台补贴难长期持续。
三、营销逻辑升级：从卖产品到卖情绪
季节限定抢占心智：星巴克同步推出金桂系列，将湖北咸宁的金桂融入饮品，推出金桂柿子燕麦拿铁、金桂秋梨铁观音茶拿铁等新品，主打 " 秋天第一杯 " 的仪式感。
中国本土文化深度绑定：星巴克以非遗雕花剪纸技艺呈现金桂意象，在 26 家主题门店布置剪纸装置与光影互动，将文化体验嵌入 " 第三空间 "，强化品牌差异化。
消费者决策更趋理性：同样的桂花风味，十几块与三十多块的选择摆在面前，网友分成 " 为氛围买单 " 与 " 追求性价比 " 两派，口味、价格、实用性成为反复权衡的要素。
On the day of the beginning of autumn, Starbucks was hit to the "Luckin Price" in the "first business war of autumn" - a large drink originally priced at over 30 yuan, with a minimum of less than 5 yuan after being subsidized by food delivery platforms, quickly becoming a hot topic.
1、 Reshaping the pricing system: loosening of high-end positioning
Subsidy stacking lowers the purchase price: On August 7th, platforms such as Meituan and Taobao flash purchase launched Starbucks single cup discounts of 50% and 25%. After adding "explosive red envelopes" and "divine coupons", the original price of 37 yuan caramel macchiato was generally lower than 10 yuan, and some users posted orders for 4.5 yuan and 6 yuan.
Face to face with affordable brands: Meituan directly launched the "Autumn First Starbucks Exchange Coupon" for 12.9 yuan, which is priced the same as some styles of Luckin Exchange Coupons. For the first time, Starbucks met Luckin and Kudi head-on in terms of price.
The premium of the "third space" has been diluted: Starbucks once swept the white-collar circle with its high-end positioning, opening 7000 stores nationwide. Its net profit shrank by 1/6 in the second quarter of the 2025 fiscal year, and its market value evaporated by hundreds of billions in a single day. Under the pressure of price war, it had to put aside its position.
2、 Evolution of Competitive Landscape: Instant Retail Becomes a Battlefield
The platform dominates the pace of the business war: This round of low prices is not initiated by Starbucks to adjust prices, but rather a subsidy competition between instant retail platforms such as Meituan and Taobao flash purchase. The platform uses red envelopes and discounts to attract brand coffee as a product.
The high order market has become a new target: After the vicious low price competition in takeout was stopped, the "zero yuan purchase" of milk tea decreased, and the platform turned to subsidizing Starbucks to compete for high order users, marking the shift of instant retail competition from low order milk tea to branded coffee.
The timeliness of subsidies has led to a wait-and-see attitude: some consumers have reported that discounts have randomness - there is a large price difference between different cities and accounts, some can get single digits, while others still place orders at the original price, making it difficult for platform subsidies to last for a long time.
3、 Marketing Logic Upgrade: From Selling Products to Selling Emotions
Seasonal restrictions to seize the mind: Starbucks has simultaneously launched the Golden Osmanthus series, incorporating the Golden Osmanthus from Xianning, Hubei into its drinks. It has introduced new products such as the Golden Osmanthus Persimmon Oat Latte and the Golden Osmanthus Autumn Pear Tie Guan Yin Tea Latte, with a focus on the "first cup of autumn" ceremony.
Deep binding of Chinese local culture: Starbucks presents the image of laurel with the intangible cultural heritage Paper Cuttings technique, arranges Paper Cuttings devices and light shadow interaction in 26 theme stores, embeds cultural experience in the "third space", and strengthens brand differentiation.
Consumer decision-making is becoming more rational: for the same osmanthus flavor, choices of over ten yuan and over thirty yuan are presented, and netizens are divided into two factions: "paying for the atmosphere" and "pursuing cost-effectiveness". Taste, price, and practicality have become repeatedly weighed factors.
This article is generated by AI/Sina Foodie Diary