Why does Starbucks make so much money for Chinese people in the way the cafe is run?

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There is a product whose market price in China is more expensive than that in the United States, but it is still very popular in the domestic market. It is the Starbucks caught in the "profiteering gate" exposed by CCTV.

After entering the 21st century, with the rapid growth of China's economy, coffee once became synonymous with new fashion. People's pursuit of fashion led to a rapid increase in coffee consumption, thus forming a huge potential consumer market.

In this market, consumption makes a big difference. Take a cup of coffee, for example, go to the store to buy a bag of instant coffee to brew yourself, it only costs about 1 yuan. It costs about 10 yuan to order a cup of coffee in an ordinary restaurant. At Starbucks, each cup of coffee costs about 30 yuan.

What is even more surprising is that the exposure that seems to be beneficial to consumers has not only failed to get everyone's response, but has attracted almost one-sided criticism.

Why do people support Starbucks so much? What kind of ecstasy does Starbucks give consumers?

Unique Starbucks experience

"I'm not in the office, I'm at Starbucks; I'm not at Starbucks, I'm on my way to Starbucks." Starbucks' classic slogan is familiar to most fashion petty bourgeoisie.

There is no denying that Starbucks is very attractive both in the design of advertising lines and the expressive force of the picture. But the real secret of Starbucks' success lies not just in its publicity.

No matter in the busy downtown, or in the antique alleys, the existence of Starbucks is always so "authentic". It not only shows its own unique coffee culture, but also retains the surrounding architectural style, so as not to make its existence seem so out of place.

Starbucks pays attention to the concept of present experience, emphasizing the management of "present" life experience in work, life and leisure. And "take every customer seriously and cook only one cup of coffee at a time" is the secret of Starbucks' rapid rise.

Behind Starbucks' success, some paradoxical phenomena deserve our deep consideration: some seemingly ordinary consumer goods can also be sold very expensively. A product with a cost of less than one yuan costs more than ten yuan or dozens of yuan. In the eyes of consumers, the price may not be "high."

Of course, consumers are not as good as we think. They are careful, compare goods, and seem to be very concerned about cost. However, in front of some shrewd merchants, the rationality of consumers is completely gone, and their brains are often dominated by shrewd merchants, thus falling into irrational consumption.

In fact, whether the consumers you are facing are rational or irrational depends on what kind of marketing methods the merchants use-do you want to bring surprises to customers, or do you try your best to promote your products?

The former is exactly what Starbucks does.

Experience points give rise to "surprises"

Even if it is expensive and profiteering, Starbucks is still the choice of fashion petty bourgeoisie, which stems from Starbucks' experience point design. Starbucks is good at surprising customers by creating experience points.

Starbucks coffee shop is the carrier of customer experience points, from customers to the door-in-door-consumption-out, what they see, hear, smell, experience, are stimulating the nerves of customers. Any insignificant thing may be a deliberate encounter, every place is adding points for Starbucks, and the ultimate goal is to break through customer psychological expectations and reach the peak of surprise.

Surprise customers are most likely to generate loyalty, so they have an almost blind love for brands and products and become extremely insensitive to price. They not only buy it out of pocket, but even a free salesman, promoting it in his circle of friends.

Careful friends will surely find that Starbucks, Apple and BMW in the automotive field have adopted the experience point design approach to a certain extent. Apple's experience store, BMW's 4S store, it can be said that these familiar foreign brands can achieve great success in the domestic market, these stores are a great contributor, their existence is like a wall, cut off a blue sea in the market.

Difference is better than better. it is the core of brand building, and its logic is the surprise effect.

Coffee shops are all the same in our minds. When I come to this shop for coffee today, my expectations are the same as those I usually go to other places. However, when I came to this store, I found that once was different, and twice was different. Every time I can exceed my expectations, so there is a surprise effect, and the end result of surprise is loyalty.

Use "surprise" for marketing

Nowadays, more and more domestic industries and enterprises have begun to use similar methods for marketing, such as the real estate industry. If you have ever bought a house, you will know it: the salesperson will take you into a beautifully decorated model room. The spacious and bright living room is equipped with a warm and comfortable sofabed, an LCD TV with high definition and atmosphere, and a beautiful vase.

In the past, when we bought a house, we always looked at the pictures, several units, several floors, several square meters, and what the apartment looked like. What we bought was a floor plan, a colorless, cold reinforced concrete building. The visual impact caused by the model house brings a great sense of surprise to customers.

Model house materials brand, specifications naturally do not pick, decoration standards are strict, pay attention to all the details and corners, and strive to show the best face of the house, developers in order to ensure the overall visual effect of model houses, often do not consider the cost of decoration. No matter how beautiful the model house is, it is decorated at a lot of money, but it is the most effective to spend such money.

In the final analysis, why do people buy houses? In order to pursue a home, house and home are two different concepts! If the enterprise will only provide real estate drawings, it is a seller, your business will be affected by many unpredictable factors, such as national policy, market orientation, surrounding environment, etc., if you are an enterprise that provides customers with a better life, you are the creator of the ideal home in the hearts of customers, no matter where you go, you have loyal followers, this is the gap!

This is the case with Starbucks. It makes huge profits and sells coffee for 30 yuan at a cost of several yuan. However, people are willing to pay for it. Because Starbucks can bring different experiences to customers who come to spend. People who come here for coffee are more likely to enjoy it. Starbucks is creating a middle-class petty bourgeoisie dream in China. Its surprise effect has brought it huge profits.

Learn to use experience points in marketing, let customers' eyes, ears, nose, tongue and body fully participate in the experience, let each experience point bring customers a sense of surprise, and finally shift the customer's focus from price to experience. In this way. The high price will no longer be the disadvantage of marketing, but will become the cost that customers have to pay for the surprise experience.