Mid-Autumn Festival has not arrived Starbucks mooncake price "waist chop"

Mid-Autumn Festival

As the Mid-Autumn Festival approaches, a reporter from Beijing Youth Daily visited the market and found that this year's mooncake price war is particularly fierce, and the mooncake gift box of four or five hundred yuan can be bought at a price of less than 50% off on the second-hand platform.

Starbucks, a well-known mooncake brand among young consumers, is sought after by star fans every year. This year, Starbucks' most expensive Starbucks mooncake is still 598 yuan / 10 pieces, and the other two gift boxes are priced at 348 yuan / 6 pieces and 458 yuan / 8 pieces, which are 10 yuan more expensive than last year. In addition, costa coffee 6 mooncake gift box 298 yuan, Pacific coffee 6 mooncake gift box priced at 208 yuan, Hey tea mooncake 298 yuan, Nai Xue tea a mooncake gift box priced at 288 yuan.

According to the statistical analysis of the Beijing Baking Industry Association, the overall price range of the Beijing mooncake market this year remains basically unchanged, and the olive-shaped price pattern is still maintained; The price of most mooncake gift boxes will be concentrated between 80-200 yuan, accounting for 2/3 of the total production of mooncakes. Vertical comparison, it can be seen that Starbucks mooncakes are the most expensive, and the average price of a single Starbucks mooncake is about 58 yuan.

In the face of such a high price, what about the market sales situation? Beiqing Daily reporter recently visited a number of Starbucks stores, although the stores will not disclose specific sales data, but when the reporter asked whether the mooncake can be discounted, a Starbucks store clerk in Dongcheng District immediately introduced the store manager to contact, "How many boxes do you want?" If you exceed 20 boxes, you can get a 30% discount. ”

In addition to the "dark drop" in store prices, on second-hand platforms such as idle fish and transfer, the Beiqing Daily reporter found that the price of Starbucks mooncakes was also discounted by more than half, and some people released information on the platform, saying that Starbucks mooncake gift boxes can be ordered in large quantities, free shipping, and the prices of the three gift boxes are 170 yuan, 280 yuan, 350 yuan, which is equivalent to 60% off the original price, or even 50% off.

On the idle fish platform, the Beiqing Daily reporter communicated with a number of sellers, many sellers claimed to be Starbucks "partners", which is also Starbucks' usual title for internal employees. A seller in Guangzhou said that although he has sold many boxes of Starbucks mooncakes, he is not a scalper, "the scalper's coupons are crumpled, and they will not be SF free shipping." If you buy a mooncake gift box, you can send it in kind to Beijing. ”

He revealed that the in-app purchase price of Starbucks partners is 30% off, but with the discount of Starbucks gift cards and bank cards, it can be converted and resold at a 40% or 50% discount. "With the Starbucks gift card and the large single discount, it can be lower than the 30% discount for employees' internal purchases, such as the purchase price of 10,000 boxes of mooncakes is 50% off, we stockpiled goods during the pre-sale period, resold through a platform such as idle fish, although the profit of each box is not large, but dozens of yuan can still be earned."

A Beijing idle fish seller who released the discount information of the Starbucks mooncake gift box said that the relationship with the Starbucks store was "cooperative", but he avoided talking about the specific cooperation, saying that in addition to the 70% discount to buy in-store goods, the store will also give them coffee coupons and other benefits.

The Beiqing Daily reporter noticed on idle fish that a seller nominally called "Star Daddy Welfare" has traded more than ten orders since August 12 after releasing the information of "Starbucks Mooncake Gift Box Special Price Free Shipping", and the transaction amount has exceeded 10,000 yuan. Article/Reporter Li Jia

Experts say

Price chaos is bound to cause a decrease in brand reputation

What's even more amazing is that you can also buy starbucks mooncakes in bulk on the second-hand item platform. A seller who claimed to be a Starbucks partner wrote on Idle Fish: "Bulk Starbucks mooncakes 6 without boxes for 100 yuan. Why? You just go to the Starbucks store and ask, is life better? In addition, there are people in many places who sell bulk Starbucks mooncakes online, and the price in the name of "tasting packages" ranges from 14.5 yuan to 23 yuan per piece, and there will indeed be a small number of transactions from the data.

For the chaos of sales channels, starbucks Beijing public relations head replied to the Beiqing Daily reporter that Starbucks does not have a 50% discount mooncake coupon, hoping that customers can buy from regular channels. In response to the price chaos in the second-hand platform market, the person in charge did not make other responses.

Chinese food industry analyst Zhu Danpeng pointed out that haagen-Dazs, Starbucks and other brand mooncakes appear to be sold at a 50% or 60% discount, in fact, the damage to the brand is very large. Taking Starbucks mooncakes as an example, Starbucks iron powder will be purchased at the regular price, but ordinary consumers can buy them at a 50% discount price on the platform. It can be seen that there are problems in the brand's entire internal control, and if Starbucks does not take effective measures, it will inevitably cause the brand's reputation to be reduced.

Article/Reporter Li Jia