2024.0402

Number of words in this article:2393, reading time is about 4 minutes

introduction： 中国市场的各咖啡品牌都在努力维护市场份额，联名产品层出不穷。

** Author| ** First Finance and Economics Release

Starbucks "rolled" co-branded products again. On April 2, Starbucks China announced that it would launch a three-cup brand-new flavor latte in conjunction with Disney's classic IP "Alice in Wonderland"-Disney's "Alice" water lily flavor latte, Disney's "Miaomiao Cat" Spring Plum Orange flavor latte and Disney's "Mad Hatter" mustard pistachio latte. In addition, Starbucks China will also simultaneously launch "Alice in Wonderland" themed peripheral products, including cooperative products, picnic star gift packages, etc. The First Financial Reporter placed an order for an "Alice" water lance-flavored latte priced at 41 yuan on Starbucks Mini programs. The cup was specially drawn "Alice in Wonderland" themed paper cup. Above the latte is a water lance-flavored "cloud top" that contains fig grains. The overall taste is sweet and mellow.

From the industry's perspective, Starbucks is a world-renowned coffee chain brand and Disney is an entertainment giant. The combination of the two will undoubtedly attract the attention of a large number of fans and consumers. This kind of cooperation not only allows consumers to create associations between the two brands, but also enhances the brand's exposure and recognition. The product jointly launched by Starbucks and Disney incorporates Disney's classic characters, stories and other elements, making the product more interesting and collectible. Such products can not only attract consumers to buy, but also stimulate consumers 'desire to purchase and loyalty.
Starbucks' results for the first quarter of fiscal 2024 showed that during the reporting period, Starbucks' operating revenue reached $9.4 billion (excluding exchange rate changes), up 8.16% from a year earlier, and net profit of $1.024 billion, up 19.78% from a year earlier. Starbucks China's revenue rose 20 per cent to $735 million during the reporting period (excluding exchange rate changes), same-store sales rose 10 per cent and same-store transaction volume rose 21 per cent. In recent years, the competition of coffee track is very fierce. According to a recent report released by the World Coffee Portal, the number of branded coffee shops in East Asia has increased by 12% to 119000 in the past 24 months, with China accounting for 42% of the market. China has overtaken the United States to become the world's largest market for branded coffee shops, reaching 49691. The 2023 China City Coffee Development report shows that as an emerging force in coffee consumption, China's coffee industry has a compound growth rate of 12.5% and has great potential for development. In this context, various coffee brands in the Chinese market are trying to maintain their market share, and joint names emerge one after another. The Maotai latte jointly signed by Ruixing and Maotai has become popular, while M Stand and the Swiss watchmaker Breitling have also launched joint coffee. **