Starbucks still doesn't make enough money to sell coffee, but also cross-border sales accounts?

Professional barista communication, please pay attention to coffee workshop (Weixin Official Accounts cafe_style)

Annual accounts may be an essential item on many people's year-end shopping lists. If you pay attention to this field, it is not difficult to find that as early as a few years ago, there have been a lot of cross-border new players. One of them is Starbucks--yes, the Starbucks that sells coffee.

Starbucks recently launched its 2018 starter account around the world. Among them, the handbooks issued in Korea are jointly signed with Pantone, a color research company. This cross-border cooperation account has five colors, all of which are gentle colors with low saturation. For example, mysterious clouds in light blue, more calm Midnight Sky, Sunset Blush, and lighter Blooming Petal. Starbucks calls the series "Color Your Life."

Color your life

Blooming Petal

Mystic Cloud

The Pantone set is only available in South Korea, while Starbucks '2018 set, which is available worldwide, comes in different colors: pink, sky blue and navy, similar to the Korean version, with only a low-key Starbucks logo on the cover.

starbucks planner 2018

Compared to previous years, Starbucks 'handbooks have become more functional in recent years, and the strong presence of the Starbucks brand itself in design has also weakened. Just look at Starbucks '2006 notebook--brown hardcover, green Starbucks Coffee 2006 printed on the bottom of the cover, looks like a gift notebook for Starbucks employees themselves.

starbucks planner 2006

The 2007 design is better. Instead, it was replaced by a dark green soft leather cover and Starbucks Coffee, which still didn't get rid of the feeling of an employee notebook.

starbucks planner 2007

Then, in 2011 and 2012, it started to look more like a notebook than a notebook. The design got rid of the original big logo and work stationery, and began to have a sense of beauty.

starbucks planner 2011

starbucks planner 2012

Although Starbucks 'hand books seemed "less sophisticated" a decade ago, they did not exist as "stationery" at the time--more like member rewards and promotions. At that time, if people wanted to get Starbucks 'second year account, the most feasible way was to collect points. People get a coffee sticker for every cup they buy, and when a point card is full of coffee, they can redeem it for a notebook. This led to a lot of Starbucks iron fan collection fever, people to quickly collect full points and exchange for the account for fun.

point card

Someone analyzed why people were willing to pay a full coffee card to get a Starbucks account in the past when they could buy other options for less money. The answer is "People don't care what they pay for a book. They pay for the experience Starbucks provides."

As handbooks became more popular, Starbucks began to realize that the economic value behind stationery such as notebooks was no less than the various cups they launched in their stores. As Starbucks CEO Howard Schultz once mentioned,"Starbucks is not just a coffee, but a third space to provide experience", in addition to coffee, the cups, key chains and notebooks sold in the store can become Starbucks into a more three-dimensional brand peripheral products. This is the commercial added value of a successful commercial brand.

Like this year's Color your life theme, Starbucks wants you to spend more on its lifestyle surroundings and add more presence to your life.