Starbucks Introduces Free Study Rooms in China to Attract Cost-Conscious Consumers

Starbucks, the global coffee giant, has recently introduced free study rooms in select stores across China, marking a strategic shift to cater to cost-conscious consumers. This initiative, announced on July 22, has seen the introduction of "Star Child Study Rooms" in locations across Guangdong, Guangxi, and Hainan. The company's official Weibo account confirmed that this move is aimed at providing a summer study space for customers and plans to explore similar "interest-driven" scenarios in more stores to enhance the "third space" experience.

Upon visiting some of the affected stores in Guangzhou on July 23, it was observed that the study rooms primarily use a "long table sharing" model. These rooms offer free seating, power outlets, hot water, and stationery, with no need for reservations. Starbucks employees stated that the study rooms are freely accessible, with no mandatory purchases or time limits. However, the current occupancy rate of these study rooms is relatively low, indicating that the initiative has not yet significantly increased foot traffic.

This shift in strategy comes as Starbucks faces intense competition from local brands. The company has been adjusting its approach by reconfiguring its store layouts, lowering prices, and expanding into lower-tier markets. In June, Starbucks reduced the prices of its non-coffee products, including Starbucks Iced Coffee, Iced Shake Tea, and Tea Latte, by an average of 5 yuan per large cup, with many products now priced between 20 and 30 yuan. However, this price reduction did not affect its core coffee products.

Starbucks has also accelerated the opening of new stores in lower-tier markets. As of March 2025, the company had 7,758 stores in China, 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 occurring in densely populated regions. This trend suggests a strategy of closing stores in major cities while expanding into smaller towns.

These efforts reflect Starbucks' attempt to become more accessible and down-to-earth in the highly competitive Chinese coffee market. The company's strategy of lowering its profile and adapting to local preferences may be crucial in maintaining its market position amidst fierce competition. By offering free study rooms and adjusting its pricing and store locations, Starbucks is positioning itself to better serve a broader range of customers, including those who are more price-sensitive and seek convenient study spaces.