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Competition in coffee chain market intensifies
咖啡連鎖市場的競爭加劇
In the highly competitive coffee chain market, Starbucks China has (1) ______ (expand) its focus from its traditional “third place” philosophy — regarding its stores as a comfortable space between work and home — towards digital innovation and targeted marketing.
Starbucks' recent appointment of Yang Zhen as chief growth officer (2) ______ (signal) a strategic change. Yang, an experienced digital marketing leader from Alibaba and Jidu Auto, has been asked to make use of digital tools, creative campaigns and product innovation to attract younger consumers and (3) ______ (revitalize) growth.
The new direction was shown in Starbucks' recent viral marketing campaign, “I Opened Starbucks in Ancient Times”, which combined storytelling with cultural appeal, an attempt to reconnect the brand with Gen Z audiences. It's said that Yang was (4) ______ (behind) the production of this short video.
Meanwhile, Starbucks' renewed focus on digital marketing highlights the growing importance of customer engagement outside of physical stores.
The strategy reflects broader changes in China's consumer behavior. Digital experiences — such as app-based promotions and viral campaigns — play an increasingly (5) ______ (crucial) role in building brand loyalty, and mark a shift from Starbucks' historical reliance on physical store experiences as its primary brand differentiator.
Starbucks opened over 45 new stores in Shanghai last year and upgraded more than 32, (6) ______ (operate) over 1,100 stores in the city, thus becoming the city with the largest number of Starbucks stores.
Nowadays, the coffee chain market is getting more and more competitive.
To stand out, companies need to constantly innovate and improve their services.
Good marketing strategies can (7) ______ (help) attract more customers and increase market share.
Moreover, creating unique brand cultures is also important to win the hearts of consumers.
However, ensuring product quality at the same time is equally essential.
Only by balancing all these aspects can a coffee chain achieve long-term (8) ______ (success).
It's hoped that Starbucks and other coffee chains will continue to explore better ways to meet the changing needs of consumers and contribute to the (9) ______ (vibrant) development of the coffee market.
And through continuous efforts, we can enjoy a more diverse and high-quality coffee culture in our daily lives, which will bring more enjoyment to our (10) ______ (life).
答案：
expanded（考查動詞時態，“has + 過去分詞” 構成現在完成時，此處用過去分詞形式，考查現在完成時的用法）
signals（考查動詞時態，此處描述一般現在的情況，主語是 “appointment” 為單數，用一般現在時第三人稱單數形式，考查一般現在時主謂一致）
revitalize（考查動詞原形，“and” 連接并列的動詞不定式，此處與 “to attract” 并列，“to” 后接動詞原形，考查并列結構中動詞形式的一致性及動詞不定式的用法）
behind（考查固定搭配，“be behind...” 表示 “是…… 的幕后推動者；支持……”，考查固定搭配的用法）
crucial（考查形容詞，“play a...role” 中需用形容詞修飾名詞 “role”，“crucial” 表示 “關鍵的”，考查形容詞修飾名詞的用法）
operating（考查非謂語動詞，“opened”“upgraded” 與 “operating” 是伴隨的動作關系，用現在分詞作伴隨狀語，考查非謂語動詞作伴隨狀語的用法）
help（考查動詞原形，“can” 是情態動詞，后接動詞原形，考查情態動詞后動詞的形式）
success（考查詞性轉換，“achieve” 后接名詞作賓語，“success” 表示 “成功”，考查詞性轉換）
vibrant（考查詞性轉換，“development” 是名詞，需用形容詞修飾，“vibrant” 表示 “充滿活力的”，考查詞性轉換）
lives（考查名詞單復數，“our” 后接名詞復數，“life” 的復數形式是 “lives”，表示 “生活”，考查名詞復數在句中的運用）
Nationwide, the coffee chain has (1) ______ (penetrate) around 1,000 county-level markets. At the beginning of 2025, Starbucks opened a store at Jianshe village near the Dongqian Lake in Ningbo, Zhejiang province, which is a famous tourism destination that urban residents often visit on holidays and weekends.
Besides the penetration into lower-tier markets, digital engagement has become a key point in Starbucks' efforts to regain (2) ______ (relevance) and deal with the decline in sales.
In the fourth quarter of fiscal 2024, Starbucks China reported a 7 percent year-on-year revenue decrease, with comparable store sales dropping 14 percent. While the company launched an “affordable coffee” series to compete with low-cost rivals like Luckin Coffee, its main strategy now (3) ______ (revolve) around building stronger digital connections with consumers.
In contrast to Starbucks' digital shift, Ora Coffee, a newly launched sub-brand of Peet's Coffee, is taking a different route — focusing on affordability and operational efficiency to attract mid-to-low end consumers.
Ora Coffee made a quiet debut in Beijing with a small-store model that emphasizes takeouts and simple design. With prices starting at 9.9 yuan ($1.35) for an Americano and combination (4) ______ (deal) like coffee and baked goods from 18.9 yuan, Ora directly aims at the rapidly growing affordable coffee market. The move reflects a broader trend as high-end players adjust to China's changing consumer demand for value-driven options.
Unlike Peet's (5) ______ (tradition) high-end positioning, Ora Coffee tries to balance quality and affordability. By introducing local drinks such as tea-coffee mixtures and fruit-infused coffees, Ora aims to make itself different not just in price but also when dealing with diverse consumer (6) ______ (taste).
In the coffee market, different brands are using various strategies to win customers.
Good brand positioning can (7) ______ (help) a brand stand out.
Moreover, meeting consumers' needs for both price and quality is crucial for success.
However, continuous innovation in products and services is also of great (8) ______ (importance).
Only by constantly improving can a coffee brand keep its competitiveness and achieve sustainable (9) ______ (develop).
It's expected that more coffee brands will emerge and bring more choices to consumers, making the coffee market more prosperous and contributing to a more colorful (10) ______ (life) culture.
答案：
penetrated（考查動詞時態，“has + 過去分詞” 構成現在完成時，此處用過去分詞形式，考查現在完成時的用法）
relevance（考查詞性轉換，“regain” 后接名詞作賓語，“relevant” 的名詞形式是 “relevance”，表示 “相關性；重要性”，考查詞性轉換）
revolves（考查動詞時態，此處描述一般現在的情況，主語 “strategy” 為單數，用一般現在時第三人稱單數形式，考查一般現在時主謂一致）
deals（考查名詞單復數，“combination deals” 表示 “組合套餐”，常用復數形式，考查名詞復數在固定短語中的用法）
traditional（考查詞性轉換，此處修飾名詞 “positioning”，需用形容詞，“tradition” 的形容詞形式是 “traditional”，表示 “傳統的”，考查詞性轉換）
tastes（考查名詞單復數，“diverse” 后接可數名詞復數，“taste” 表示 “口味” 時常用復數形式，考查名詞復數的用法）
help（考查動詞原形，“can” 是情態動詞，后接動詞原形，考查情態動詞后動詞的形式）
importance（考查詞性轉換，“of great importance” 相當于 “very important”，考查固定短語中名詞的用法）
development（考查詞性轉換，“achieve” 后接名詞作賓語，“develop” 的名詞形式是 “development”，表示 “發展”，考查詞性轉換）
coffee（考查名詞作定語，此處修飾 “culture”，用名詞 “coffee” 表示 “咖啡文化”，考查名詞作定語的用法）
Affordable brands like Luckin Coffee and Cotti Coffee (1) ______ (dominate) through economies of scale, running over 20,000 and 7,400 stores respectively.
Their aggressive pricing strategies, often with prices as low as 9.9 yuan per cup, have changed consumer expectations and made established players (2) ______ (respond).
According to Mintel Group, a research institute, in the freshly brewed coffee market in China, brands have adopted new strategies to keep their competitiveness. In 2024, the coffee market was expected to reach 16.9 billion yuan and market concentration was rising as chain brands speeded up their expansion (3) ______ (through) franchise systems.
Cross-category players, such as fast-food and street drink brands, are doing well, while foreign chain brands are slowing down the pace of opening stores, said Bernie Gao, research analyst of food & drink and food-service of Mintel China.
The number of coffee shops nationwide was predicted to reach 161,800 by the end of 2024, showing a year-on-year increase of 12.6 percent, though growth slowed (4) ______ (significantly) compared to the previous year.
In the current situation of cautious consumer spending and fierce competition among freshly brewed coffee brands, chain players — except those already having a “low-price product strategy” — have also introduced different price adjustments to deal with consumers' continued price sensitivity.
Mintel data show that the ideal price range for classic freshly brewed coffee products (milk coffee, black coffee and tea) is (5) ______ (between) 11 and 15 yuan per cup.
Gao said that in third-tier and lower-tier cities, a higher proportion of consumers prefer products in this price range than those in first and second-tier cities. So, creating affordable sub-brands enables companies to keep the premium image of their main brands while expanding in lower-tier markets.
“Although pricing is a key (6) ______ (battleground), a purely low-price strategy can't be sustained in the long run,” he said. “Brands must focus on communicating product value effectively and improving customer loyalty in this era of cautious consumption.”
Taste remains the top factor influencing consumers' choice of freshly brewed coffee, followed by aroma and functionality. The lower ranking of cost-effectiveness indicates that competitive pricing alone isn't enough to maintain consumer interest.
Moreover, refined operations and high-quality development are (7) ______ (essential) for brands to succeed in a slowing market.
Companies can improve their credibility by highlighting their supply chain reliability and consistent product quality. They can also strengthen the value of premium coffee through skilled baristas, attractive store environments and personalized services.
As the consumption gap among different-tier cities gets smaller and specialty products become more popular, brands should explore how to combine innovative product concepts into their strategies for lower-tier markets to meet the diverse needs of a wider audience, Gao added.
With consumer preferences changing and competition (8) ______ (intensifying), brands that can balance affordability, innovation and digital engagement well will be in a good position to thrive in China's dynamic coffee market.
Luckin Coffee has launched coffee bean products in cooperation with FreeNow, a plant-based beverage manufacturer in China, aiming to develop coffee products for business customers like coffee shops, hotels and tea drink shops.
It has introduced three coffee bean products. With its existing supply chain network, Luckin Coffee's specialty coffee beans are expected to quickly expand their market share and attract more trade customers, the company said.
Tea chains are also adapting to market pressure by talent (9) ______ (acquisition) and operational upgrades. For example, Chagee recently brought in Huang Hongfei, former CFO of McDonald's China, to improve its supply chain and digital systems.
Chagee's rapid expansion, with over 6,000 stores globally, and its plans for an IPO in the United States reflect its ambition to challenge market leaders like Starbucks China in total sales.
All in all, in this competitive coffee market, continuous innovation and good market strategies are (10) ______ (vital) for brands to survive and develop.
答案：
dominate（考查動詞時態，此處描述一般現在的情況，主語 “brands” 為復數，用一般現在時原形，考查一般現在時主謂一致）
respond（考查固定搭配，“make sb. do sth.” 表示 “使某人做某事”，此處用動詞原形，考查固定搭配中動詞的形式）
through（考查介詞，“through” 表示 “通過…… 方式”，此處符合語境，考查介詞的用法）
significantly（考查詞性轉換，此處修飾動詞 “slowed”，用副詞形式，“significant” 的副詞形式是 “significantly”，表示 “顯著地”，考查詞性轉換及副詞修飾動詞的用法）
between（考查介詞，“between...and...” 表示 “在…… 和…… 之間”，考查固定搭配中介詞的用法）
battleground（考查名詞，“a key battleground” 表示 “一個關鍵的戰場”，根據語境及前面的 “a”，用名詞單數形式，考查名詞在句中的運用）
essential（考查形容詞，“be essential for...” 表示 “對…… 是必不可少的”，此處用形容詞原級，考查形容詞在固定短語中的用法）
intensifying（考查非謂語動詞，“with + 賓語 + 現在分詞” 構成 with 復合結構，此處 “competition” 與 “intensify” 是主動關系，用現在分詞，考查 with 復合結構中非謂語動詞的用法）
acquisition（考查詞性轉換，“by” 后接名詞，“acquire” 的名詞形式是 “acquisition”，表示 “獲得，獲取”，考查詞性轉換）
vital（考查形容詞，“be vital for...” 表示 “對…… 至關重要”，此處用形容詞原級，考查形容詞在固定短語中的用法）

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