Petty bourgeois has labeled Starbucks with a "tall" brand, but its connotation has slowly changed, and it will send itself to the road of decline.
Behind the dismissal of the police is contempt, and the culture behind this also shows its morality.
The quality service previously promoted is only to get the performance improvement, really admiring it is the space it provides, but also the welfare treatment for employees that was previously advertised, I did not expect that things would go smoothly and form self-righteous arrogance and prejudice.
Why is Starbucks popular in China?
China's economic development has brought about a shared peace for the people. In a peaceful environment, people's demand for consumption slowly has a spiritual need, for example, I drink tea and coffee is actually not much difference, the difference is that I am in a relatively good environment, do not seem to be disturbed, not very lonely, but can enjoy the personal lonely environment.
Such consumer psychological needs were stimulated, and Starbucks became a lucky one. Starbucks, which claims to create a "third space" and has also spent effort on this aspect, is indeed very popular with Chinese consumers. The windows are not clean, the tables and chairs are free and not crowded, the lighting is soft and modern, the layout is reasonable, clean and tidy, it can be said that it is a chic small mansion and boutique in the bustling city.
This appearance and interior design have become a good choice for their social environment: dating, business negotiations, exclusive space, and the ability to enjoy coffee at the same time.
Tracing the history of Starbucks' development in China, when Starbucks had not yet opened stores to second- and third-tier cities, Starbucks appeared in modern literature, and the elites of the big cities in the impression of small towns and youth were "people who sat in Starbucks and drank cafes and used Apple notebooks to work", and later, when Starbucks stores in second-tier cities opened in a large area, there were really many people who chose to go to Starbucks to work, and the small town youth of that year grew into small town middle-aged people, but the dreams and feelings about Starbucks were always there.
As a result, Starbucks, which entered China in 2003, just bet on the beverage consumption dividend of the Chinese people, and achieved great success in psychological marketing.
Slowly, after so many years of development in China, Starbucks has become a place for elites with "thresholds" to gather.
Various small favors have achieved great marketing success
Of course, Starbucks has also made a lot of activities to cater to Chinese consumers.
After the end of the college entrance examination, Starbucks launched a buy one get one free activity with the admission ticket, the point is that as long as it is the "admission ticket", even if it is handwritten, so the netizens have a big brain, with a variety of hand-drawn admission tickets to Starbucks to enjoy the benefits, there are "first-class Guangdong obscene" admission tickets, and there are three words directly written on the white paper "admission ticket" to go to the wool, Starbucks waiters are not strange, all buy one get one free.
A little earlier, Starbucks also launched its own cup minus five yuan activity, so netizens once again boiled, with the pot carrying the bucket carrying the cylinder have run to Starbucks, really admire the Starbucks waiter's ability to not be alarmed, with the assistance of happy netizens, the tall Starbucks brand image is on the way to the comic is gone.
In addition to various activities, every time Starbucks launches a new cup, it can steadily let young Chinese consumers empty their wallets, such as the small mouse quilt not long ago, pull open the small mouse knit shirt, and reveal the smiling face of the little mouse. As for the traditional festivals in China, Starbucks will also regularly launch sets, and there are still two months before the Mid-Autumn Festival, and Starbucks' mooncake sets have been launched.
All of the above shows that the reason why Starbucks can stand firm in China is that it is really fully understood the needs of Chinese consumers, even if milk tea brands such as Hey Tea and Naixue's Tea have been trying to launch coffee, they cannot shake starbucks' position.
Disobedience, as well as arrogance and prejudice
Starbucks' product innovation efforts are visibly declining to the naked eye.
In the first half of 2020, Starbucks borrowed the concept of plant meat to launch a different kind of plant meat lasagna, pasta and other products. But these products are also on the blacklist of many people, known as "lightning protection products", buyers commented: "Plant meat is a bit chewy, but not as chewy as animal meat." ”
In August this year, food bloggers @Master Wang and Xiao MaoMao posted a vlog video of exploring the store, called "400 Starbucks Self-Help per Capita?" It's so hard to eat that you call for a refund! And summed up his mental journey in one sentence: full of hope, the result is more and more broken.
According to the Data of Meituan-Dianping Research Institute, the average price of buffets in the country has been less than 200 yuan in recent years. Starbucks, a buffet of nearly 400 yuan, was frequently bombarded by netizens, even in Shanghai, it belongs to a middle level.
I really don't know what the basis for Starbucks pricing is?
Recently, Starbucks in Chongqing drove off the police on duty, causing onlookers on the Internet, questioning and scolding continuously, many people also went online to make bad reviews for stores, and more media angered Starbucks' arrogance.
There are many similar incidents, and Starbucks stores around the world have repeatedly chased away the police. On the 14th, @Luzhou Internet Police Patrol Law Enforcement posted on Weibo that "some netizens broke the news that similar incidents occurred in Chifeng, Inner Mongolia in 2021." An online search found that in August last year, a Starbucks coffee shop in Songshan District, Chifeng City, Inner Mongolia Autonomous Region, also drove away several police officers on duty who were eating at the store, without any explanation or apology afterwards.
At this time, Starbucks not only did not understand China's national conditions, but increased its price. It is said that the epidemic has caused a decline in profits. Today (16th) "Starbucks price increase" landed on the first place in the Weibo hot search list. According to Starbucks' official online order platform, the price of many products, including American style and latte coffee, has increased by 1-2 yuan.
It seems that Starbucks outside the whirlpool of public opinion is not having a good time. In 2021, Starbucks is under pressure in both directions in the Chinese market. Affected by the impact of the epidemic and rising cost prices, Starbucks's sales scale expansion has been blocked and profit margins have been eroded, while china's local coffee new forces are keeping an eye on Big Brother and trying to take advantage of the giant's breathing break to expand its territory.
However, at this time, the price increase seems to really not understand the sentiment of Chinese consumers, and this price increase also depends on sales. Is it because you are in a hurry to choose food?
Starbucks is a giant in China's high-priced coffee market, with a market share of more than 80%. It can be described as a fish in the Chinese market, ten thousand horses galloping, and even more, netizens joked: "The era of Starbucks lying and making money is over!" ”