Starbucks Coffee official Douyin push 0.01 yuan to grab coupons? Non-exchange test after the event

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Starbucks is on the hot search list again! This time it was an one-cent marketing campaign that sparked controversy.

Yesterday, # Starbucks was exposed that Douyin 0.01 yuan coupon not convertible # topic, boarded Weibo hot search, netizens instantly "frying pan", said one after another, "can not afford to play!" If you can't afford to play, don't engage in activities.

The incident was caused by Starbucks Douyin's 0.01 yuan campaign to buy two Fragrance White Coffee coupons, which began on the morning of Nov. 23, around 1 p.m., when netizens began to snatch the coupons and found they could not be exchanged. Then received SMS notification, indicating that the issuance of coupons failed, the system has initiated an automatic refund, it is expected that 1-3 natural days refund processing will be completed. According to media reports, more than 900,000 orders have been sold under the link to the event.

That night, Starbucks China urgently issued an apology and placed the message at the top. The message was roughly as follows: an internal test link was mistakenly activated this morning. Currently, corrections to the system settings have been completed and automatic refunds have been initiated. Consumers have also been notified by text messages and apologized.

After Starbucks responded, netizens thought that this was an internal problem, that consumers should not be allowed to pay the bill, and that what they had bought had already been exchanged. Under the hot search entry, netizens said: "the key point is that some people have been successfully exchanged", "some people have already drunk it, and it is your anchorman who said to place an order as soon as possible, which is suspected of illegal drainage bar", "can't afford to play" and "quit quickly. It's humiliating." It is better to be lucky and generous. "you have to pay for your own mistakes. Why should you give me a refund to complain to you for 12315?" . ".

On Weibo, Fan Chen, a lawyer with Beijing Capital Law firm, said that Starbucks' internal operation problems should not affect its responsibilities and obligations to consumers. After the customer paid 0.01 yuan for coffee coupons, the customer entered into a contract with Starbucks.

In accordance with the provisions of the Civil Code and the Consumer Protection Law, Starbucks should fulfill its obligations in accordance with the contract, and its declaration to cancel the contract without authorization is an obvious breach of contract. And in the long run, if the cancellation is not fulfilled, it may lead customers to think that businesses lack integrity. Starbucks should cherish its wings, fulfill its promises, and leave an image of integrity to consumers.

Perhaps because of the increasing pressure of competitors in the coffee market, Starbucks does not know when it has begun to adjust its marketing strategy in the Chinese market. Starbucks has launched a frenzy of stores in China this year, with 6021 stores in China as of the end of September, up 12 per cent from fiscal 2021.

And Starbucks also began to hand out all kinds of coffee coupons and frequently launched discounts and other promotions. On App and Mini Program, as well as on platforms such as Meituan and ele.me, Starbucks will irregularly distribute full coupons and "buy one get one free" coupons, or even free distribution fees, as well as "50% less 6 yuan gift coupons", Singles Day pre-sale "Starbucks large Cup hoarding Card", and "optional 10 cups of coffee, up to 240 yuan." Strategic posts about "Starbucks Wool" have also begun to spread on social platforms.

In addition, Starbucks has also accelerated the speed of new products, and in June this year, Starbucks China launched a new category of iced coffee, the "Ice shock concentrate" series. In July, some Zhenxuan stores launched Starbucks Zhenxuan whisky barrel brewed coffee series, featuring 11 new products at a time. In October, the autumn series featuring Bree Macchiato was launched.

Not only does Starbucks continue to expand in the Chinese market, but the expansion of brands in the Chinese market is also accelerating. The coffee race track is very competitive. Now Starbucks' move has attracted a lot of attention. I wonder if it will have an impact on revenue in the new quarter?

Photo Source: Internet