Starbucks members officially "consumption downgrade"! Buy three get one free is gone, do you want to start drinking lucky?

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On November 1, Starbucks quietly posted an announcement on its Chinese website, announcing changes to its membership program, Starbucks Club, from December 5. In other words, starting from today, "buy three get one free" and "buy 10 get one free" have been cancelled.

For fans, the most obvious change in Starbucks' membership policy this time is:

1. Venus member buy three get one free is gone, buy ten get one free is also gone!

2. The star card is gone, only the savings card.

3. In the past, buy ten get one free consumption of 3 yuan is also counted as a time, now in full terms, gold star consumption of 450 yuan can be exchanged for a cup

4. The coupons sent in the past can be used within 90 days, but now they can be used within 7 days.

The rules of the game for Starbucks members have changed.

Comparison between the old and new editions of Star Club:

Validity period of the coupon:

The old birthday coupons and anniversary coupons are valid for that month, and the other coupons are all 90 days. The new coupons are all changed to 7 days, except for the 90 days for Kali.

Jade star privilege

Buy three get one free in the old version, cancel buy three get one free in the new version, and add jade star promotion coupons and Venus invitation coupons in sight.

Gold star privilege

The old version full 10 get one free, the new version cancels full 10 get one free, new gold star upgrade coupons, 9 new gift stars for medium drinks.

Stars

The old version is only one, non-convertible, the new version of Venus can get the same amount of good gift stars at the same time.

Star validity period

The old version has an account anniversary, the new version has a silver star rating for three months, and other levels have an account anniversary.

Grade upgrade

In the old version, it costs 1250 yuan to upgrade to Venus, while the new version of silver star binding 100 yuan gift card can be directly upgraded to jade star, and the maximum consumption to Venus is only 1000 yuan.

Downgrade

The old version of Venus and Jade Star will be downgraded to Silver Star, while the new version of Venus will only be downgraded to Jade Star, and Jade Star cannot be lowered.

What is the purpose and significance of Starbucks member revision?

1. Starbucks is going to start cutting leeks.

According to Starbucks' results for the third quarter of 2018, although Starbucks' revenue and operating income rose 46% and 5% year-on-year in the Chinese / Asia-Pacific market, Starbucks' operating profit margin fell 7.6 percentage points to 19%. It was not until the fourth quarter that same-store sales increased by 1%, barely "holding off" the decline.

In the most recent quarter, it reached a cooperation with Alibaba to launch a takeout business, with ele.me in charge of distribution, and opened a "delivery star kitchen" in the box horse store. Starbucks' intention to expand its service scope is clear at a glance. This membership revision based on performance pressure, Starbucks is to "lower the threshold for high-level members to get customers, cut member rights in order to reduce costs."

2. Vigorously support your own app!

In the American market, Starbucks is able to occupy a place in the field of mobile payments by virtue of its own app, while in the Chinese market, Starbucks is inexplicably slow to respond, accepting only cash, star gift cards and bank cards for a long time, until the dust of mobile payments in China has been settled in the past two years. According to data provided by Starbucks in May this year, Starbucks China has nearly 7 million active members in 90 days, 90% of which are active users of Starbucks app, which is the target group of Starbucks app payments.

Starbucks' points are called "stars". Members will get one star for every 50 yuan spent, but according to the new terms, if you use a Starbucks app-bound starcard QR code, the cumulative ratio will be reduced to 40 yuan per star, while other payment methods will still be 50 yuan per star.

This wave of operations shows that Starbucks is beginning to use stored value to firmly target its customers. In the face of the decline in operating profit margins, Starbucks continues to accelerate the opening of new stores on the one hand and launch take-out coffee business on the other. But none of them seems to have achieved the desired results. Starbucks may be really panicked in the face of the heavy impact of domestic Luckin Coffee and convenience store coffee.

3. Econnoisseur retreated!

Starbucks members' favorite buy three get one free coupons is gone, econnoisseur's favorite purchase of 10 free cups of coffee has also been cut off, and the latest Starbucks membership system is almost unprofitable.

Why is the former Starbucks "purchasing agent" so popular? It is nothing more than profit. On the one hand, it can earn the purchasing fee of customers, and at the same time, it can also use "buy three get one free" and "buy ten get one free" to buy Starbucks wool. You see, isn't that what the "Lian Coffee" family did before they got rich? But what about now? There is no wool to sell electronic coupons and coupons directly with the help of a treasure. While increasing revenue, reducing costs, and being able to reject econnoisseur, Starbucks is exquisite.

However, after reading Starbucks' new membership policy, many fans said: "the price of coffee has just gone up, but now it is rising again in disguise", "the new Starbucks card is simply too lame," and "Little Blue Cup goes up." I really don't know if Starbucks is a clever move or a stupid move.

Part of the picture and text reference: love style, Starbucks

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