Part 3/9:
Starbucks thrived in China by providing a spacious, inviting atmosphere—a "third place" outside of home and work. However, as coffee consumption becomes closely linked to intense mental labor, the appeal of these thoughtfully designed social spaces has dimmed. Consumers are now prioritizing affordability, gravitating towards budget-friendly options like the 9.9 yuan alternatives instead of spending nearly 30 yuan at Starbucks.