Starbucks responds to lipstick: China market does not give away

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It has been reported that in order to celebrate the return of the classic "S'mores Frappuccino", several lucky fans will be given the brand's own "S'mores Sip Kit" cappuccino lip gloss series. In response, the relevant Starbucks official responded to a reporter from the Beijing Business Daily that the event is a US market behavior, and there is no news whether the Chinese market will launch a campaign to give away fan-related products. From the point of view of the industry, even if the current price war and subsidy war in the coffee market is so fierce, Starbucks China has not changed its approach. What is more important for Starbucks is business model and product innovation.

It is worth noting that Starbucks has never offered peripheral or co-branded products to consumers in the Chinese market. Judging from recent moves such as cat claw cups, cute bears and ice cream, Starbucks has been making efforts in surrounding goods and product updates to a certain extent in today's highly competitive market. at the same time, it effectively helps Starbucks maintain its old fans.

Wang Zhendong, chairman of Shanghai Fanyue Investment Management Co., Ltd., said that with the increase in the number of Starbucks fans in China, Starbucks is bound to adopt similar promotional measures in China. However, because this similar limited edition product is more attractive to more hardcore loyal Starbucks fans, Starbucks' top priority is to deal with the challenges of lucky, customers and other downward coffee prices. At the same time, we should also deal with the challenge of constantly diverting young consumers through new-style tea drinks, such as happy tea and Lele tea. Therefore, Starbucks prefers to focus on product innovation and business model upgrading rather than waging a price war with other brands, unless it is exhausted, for Starbucks, in order to maintain brand value, it will not easily learn from brands such as Luckin Coffee to carry out large-scale subsidies.

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