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

Benzinga ·  May 28 21:48

Starbucks Corp's (NASDAQ:SBUX) recent moves in China have raised eyebrows among investors.

The Seattle-based retailer faces competition from local brands likeLuckin Coffee Inc(OTCPK: LKNCY) andManner 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...

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