Why is Starbucks so expensive for people to drink? The reason why Starbucks coffee is expensive

As we all know, Starbucks has always had its own way. In recent years, when other domestic chain coffee brands continue to compete for customers through "fighting low prices" and "fighting discounts", Starbucks drinks prices remain above 30 yuan per capita, with no idea of introducing cheaper drinks to attract consumers. Not long ago, Starbucks' cheapest coffee this week was also gradually "secretly" removed from the shelves, which makes consumers wonder how long Starbucks can stay in China.

But all things considered, Starbucks is doing the right thing. If Starbucks also participates in these "low prices" activities, it will only affect the development of the brand, on the one hand, it will have to fight with other coffee chain brands, and on the other hand, it will also have a negative impact on the brand image. Coffee brands that have always taken the high-end, business route have suddenly reduced their prices, and the first thing that consumers will think of is: Ah, the quality of Starbucks coffee is not good? Or: Ah ~ Starbucks can't beat the Chinese market at last! So for Starbucks, even if the sales volume is not as high as that of other chain brands, and the public is frantically scolding him for being expensive and worthless, he still has to maintain his "aloof" image, because the most customers he faces are business people. and this kind of consumers often need an office environment, conversation environment, do not really care about the taste of coffee. How can someone who really cares about the taste of coffee go to a chain coffee shop for coffee? You take your quick-disappear route, and I'll take my third space. In this fast-paced era when no one is willing to rent a large place to provide dining services for consumers, Starbucks still adheres to the concept of "third space", from providing places in stores for consumers to rest and work, to providing independent meeting rooms for business people to have private conversation space, to providing "1971 living room" to meet the needs of further personalized space for parties, meetings, work, study and so on. Starbucks' goal is to retain those who need to help with work / life stress / leisure parties through the third scenario, so that demanders can catch their breath after "hanging" (stress at work, stress in life, etc.). As the Cantonese saying goes, "eating salted fish is worth thirst" (if you want to eat salted fish, you have to endure thirst). It is impossible for Starbucks to do its best to provide comfortable space for everyone and to have a low price for drinks.

Mass consumers think Starbucks is expensive because it exceeds the cost of materials, so it feels expensive. But have you ever thought about other Starbucks costs? The rent, water and electricity, taxes, financing costs, equipment and manpower (including the designer's fees for each store) of large stores, and may also involve the cost of franchises, etc. If you want a comfortable space, you must pay the corresponding price, which is inevitable. Just like the fried cow river in big-name stalls and five-star restaurants, why do five-star restaurants sell so much more expensive, but still some people go to five-star restaurants to eat? Is to go for the environment.

Although everyone is a working worker, but everyone will have their own different pursuit and consumption level. It is also his own business for consumers to choose Starbucks. Consumers think it is worth it, and Starbucks does not force people to spend. There is absolutely no need to feel that other people's consumption level is higher than their own, so they feel that they are pretending. That is the level of consumption that other people can afford, whether it tastes good or not is up to the person who buys it, and they will not give up their pursuit / their favorite coffee taste because of your sour words. After the relationship between supply and demand, the market, like marriage, is a two-way choice. Consumers have the right to choose the coffee shop they accept. Starbucks can still choose the source of customers they want, and there is no need for Starbucks to cut prices to attract customers that they do not want. Consumers should also choose their own place of consumption according to their own needs, rather than knowing that they have to spend money and then proclaim that it is not worth it. Photo Source: Internet

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