The net surprised Starbucks marketing secret: "mineral water that can't be sold" is just cannon fodder?

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A customer and a friend went to Starbucks and, while waiting to order, suddenly discovered that Starbucks sold mineral water.

Starbucks, the world's largest coffee chain from the United States, has high coffee prices, but there are still many bourgeois and young students willing to pay for a cup. Recently, however, some people found that in several Starbucks in Beijing, Evian mineral water occupied a prominent position next to the cashier, but it was the worst selling product. But why does Starbucks keep selling?

A mainland consumer and friends went to Starbucks and suddenly found out while waiting to order that Starbucks still sold mineral water, and it was Evian mineral water, known as the "water aristocrat," with a price tag of up to 22 yuan.

In fact, these mineral waters are reserved for new customers. The strategy behind Starbucks is not to let customers buy mineral water, but to use this bottle of water to set off the reasonableness of Starbucks coffee prices, but also related to customers 'shopping psychology. Starbucks coffee prices, in the cup is basically no more than 40 yuan, and when consumers find a bottle of mineral water to 22 yuan, the contrast will feel that coffee is not so expensive, and this feeling will become new customers "transaction motivation." Moreover, mineral water is packaged in plastic bottles, not easy to break, product shelf life is long, management costs are low, and therefore, mineral water can always play the role of green leaves against coffee.

On the other hand, this phenomenon actually has a theoretical name, called "price anchor point"(anchor effect), simply put, through the high pricing of a cannon fodder commodity, to make consumers feel that the CP value of the commodity they actually want to buy is higher, because for most commodities, consumers do not know its reasonable price, can only judge the price according to their own perception.

▲ Starbucks 'intention to sell water is not to let customers buy mineral water, but to use this bottle of water to set off the reasonableness of Starbucks coffee prices.

In addition, except Starbucks, most businesses will actually use "price anchor points" to attract customers, so that you think you are taking advantage of them, but in fact they are in the heart of the business. For example, UNIQLO (Uniqlo) has a sales concept that the initial listing price, that is, the original price when a commodity starts to be sold, will be clearly marked next to the discount price when a discount or limited-time offer is launched, such as a down jacket with an original price of RMB 599 yuan, which can be bought from RMB 199 yuan at a special price, and RMB 599 yuan here is the anchor point, with it as a reference. Customers will not hesitate to accept the price of RMB 199.

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