Is Starbucks's China Strategy On The Rocks? New Actions Spark Scrutiny

Starbucks Corp's SBUX recent moves in China have raised eyebrows among investors.

The Seattle-based retailer faces competition from local brands like Luckin Coffee Inc LKNCY and Manner Coffee.

A significant increase in discounting strategies, such as coupons and two-for-one deals, suggests the coffee giant is reluctantly entering a price war. This development has sparked concerns about Starbucks's long-term strategy and market position in China.

Rising Competition and Discounting Strategies

The Chinese coffee market has seen a surge of low-cost competitors, with Luckin Coffee leading the charge. Luckin’s aggressive pricing strategy, coupled with its innovative app-based ordering system, has made it a formidable rival.

At least one Reddit user, Expensive_Heat_2351, called Luckin Coffee and Manner Coffee “stiff competition.”

User, East-Ad5084 highlights that Luckin offers coffee at prices as low as $1.40, a stark contrast to Starbucks's $5 offerings.