Could Starbucks’ Study Rooms Help Brew Up Its China Business?丨CBN Perspective

2025年07月25日 19:23 21世纪经济报道 21财经APP 李莹亮

Hello! Welcome to this edition of CBN Perspective. I’m Stephanie Li.

Coffee shops are increasingly becoming the go-to spots for many Chinese consumers, either for informal business rendezvous, meeting friends, working or studying.

The perfect choice, for many years, has always been Starbucks, for its middle-class vibe, open space, premium locations and better service.

Recently, the US coffee chain is trying to leverage on this by launching free study spaces at some of its stores in China, with no charge for seating and no time limit. Starbucks China said at some of its stores in Guangdong province, it has introduced study rooms at its stores, hoping to provide a space for consumers in the hot summer.

At those Starbucks outlets in Guangzhou and Shenzhen, the stores don't require consumers to purchase food and drinks, and the study space doesn't need to be booked in advance. The space also provides free power sockets and water.

This move appears as a generous sanctuary for students battling overcrowded libraries and chaotic homes. But beneath this lies a precisely calculated business strategy addressing slowing sales and intensifying market competition from local brands such as Luckin Coffee and Cotti.

First, consider the challenging landscape brewing beneath the surface. Starbucks' China business reported a lukewarm performance for its 2024 financial year, with sales amounting to $2.96 billion, down 1.4% year-on-year. In the first financial quarter of 2025, Starbucks China achieved sales of $744 million, up 1% year-on-year, while same-store sales declined 6% last quarter, marking their fourth consecutive drop. Customer visits decreased by 6%, while average spending per transaction fell 8%.

The coffee giant is attempting to reverse its declining fortunes through scenario reconstruction, price reductions, and market penetration into lower-tier cities.

Last month, Starbucks reduced the prices of its non-coffee products, with the average price reduction for a large cup being around CNY5.

It is also accelerating the opening of new stores in lower-tier markets. As of March 2025, the total number of Starbucks stores in China reached 7,758, covering over 1,000 county-level markets, with 40% of new stores located in rural areas.

In contrast, Starbucks has closed nearly 20 flagship stores since 2024, with half of these closures concentrated in the densely populated regions of Jiangsu, Zhejiang, Shanghai, and Guangdong, indicating a trend of "closing in urban areas and opening in rural areas.”

These measures are making the once high-end coffee brand more accessible. In the increasingly competitive Chinese coffee market, "lowering its profile" may be Starbucks' strategy to stay competitive.

The company is exploring more "interest-driven" scenarios in the future to enhance the "third space" experience, which could include more study rooms or other community-focused initiatives.

Then enter the "StarStudy Room" concept: zero fees, no purchase requirements, unlimited time access—a dramatic pivot from their 2021 Shanghai trial of paid private pods.

So, could this shift towards a more community-oriented approach help Starbucks attract a wider range of customers and maintain its position in the market?

On the plus side, early data indicates 70% of studiers ultimately purchase items, typically high-margin products like iced drinks or pastries. This phenomenon stems from studying's inherent ability to manufacture demand. During intensive three-hour study sessions, plain water often loses its appeal against the allure of a perfectly crafted Cold Brew. By eliminating the psychological barrier of unpaid seating, Starbucks unlocks organic consumption—achieving sales without overt pressure.

Starbucks also provides more than seating—it delivers dignity. Removing the pressure of mandate purchases cultivates authentic loyalty, exemplified by a Guangzhou student's testimony: "I studied for six hours and bought two drinks—not from obligation, but because it felt equitable."

“Starbucks is looking for ways to create fun entry drink experiences for Gen Z consumers,” said Ms Jessica Gleeson, a former Starbucks China executive who now runs a Shanghai-based retail consultancy firm. “In-store activities both bring new customers to the cafes and create a relationship between Starbucks and the community. It is a simple, but effective tactic.”

However, significant operational challenges nevertheless persist. The most prominent remains ambient noise—most study zones lack physical separation from bustling cafe areas.

More importantly, operational expenditures, including electricity, Wi-Fi, enhanced cleaning and facilities repairs, will further complicate the "free" model. Should conversion rates decline, financial sustainability becomes precarious.

In China's hyper-competitive coffee landscape, space itself has become the core currency, an edge over the compact outlets of local coffee chains that only Starbucks is ready to offer. The coffee giant no longer primarily sells coffee, but the privilege of occupying spaces superior to dorms, offices, or commutes.

Fundamentally, "StarStudy Rooms" signal Starbucks' strategic evolution toward it “Third Space 2.0” strategy: transitioning from casual social venues to productivity-focused environments.

But Starbucks isn’t pioneering alone. McDonald’s is testing "Silent Breakfast Hours" devoid of music and promotions, while IKEA has also recently open its own version of study rooms. Simultaneously, tea giants like HeyTea captivate Gen Z with visually striking "third spaces."

This trend is clear: brick-and-mortar chains are ditching one-trick ponies—cafés, home stores, malls—and turning them into all-in-one spots for learning, hanging out, and shopping. The line between classic "third spaces" (like cafés) and "second spaces" (offices, schools) is fading fast, as offline spots shift from single-use to multi-purpose hubs, catering to demand for flexible, efficient, and cozy study nooks.

With fierce price wars and sluggish home goods sales, brands are using free study corners to juice idle space, keep customers longer, boost usage, and lure crowds with "extras" to subtly drive sales.

As the battle of “third space” is early on, the jury is still out on whether Starbucks China is able to get back on the game.