Competition in coffee chain market intensifies
2 months, 2 weeks ago

Competition in coffee chain market intensifies

China Daily  

Visitors purchase coffee at a Starbucks booth during an exhibition in Beijing in December. In a highly competitive coffee chain market, Starbucks China has expanded its focus from its traditional "third place" philosophy — positioning its stores as a comfortable space between work and home — toward digital innovation and targeted marketing. According to Mintel Group, a research institute, the freshly brewed coffee market in China has seen brands adopting new strategies to maintain competitiveness. In the current climate of cautious consumer spending and intensified competition among freshly brewed coffee brands, chain players — beyond those already positioned with a "low-price product strategy" — have also introduced various price adjustments to address consumers' continued price sensitivity. With consumer preferences shifting and competition intensifying, brands that effectively balance affordability, innovation, and digital engagement will be best positioned to thrive in China's dynamic coffee market.

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