Starbucks offers 12.8 yuan discount annual card discount! How much is a cup of Starbucks coffee?

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Recently, Starbucks launched an annual benefit card on a life service platform, which costs only 12.8 yuan to enjoy a discount of 25 yuan / (any medium cup within 40 yuan) for a medium cup drink throughout the year. Except for some airports / stations / scenic spots, the stores all over the country are commonly used, and there is no limit to the number of times!

25 yuan can drink all 40 yuan of medium-cup drinks, Starbucks is quietly joining the coffee price war? (compared to the original price)

As a matter of fact, such a discount has not been launched recently. According to the search, Starbucks has been offering different preferential annual cards on major life service platforms since 2021 last year.

There are 9.9 yuan to open a card, enjoy a 20% discount on medium-cup drinks at the same price for the whole year, 9.9 yuan to open a card, and enjoy a discount of 25.9 yuan for medium-cup drinks. Starbucks has a minimum discount of 30% for drinks throughout the year, and 9.9 yuan for opening a card. Enjoy the annual uniform price of 25.9 yuan + online order 20% discount, etc.

Basically, after the activity of one platform is over, it will be launched on the next platform. From the cooperation of these activities, we can see that Starbucks did not join the idea of low-price coffee war, but quietly, dare not make public, we see, the second kill is to earn the form to join …

In addition to these limited annual benefit cards, Starbucks will quietly launch coupons for various products in the platform studio.

For such an operation, are you thinking that if you want to attract more consumers through preferential prices, why not cut prices directly, but give out coupons in various channels?

Because direct price reduction can not stimulate people's desire to spend for a long time, but issuing coupons / other forms of discount activities is another effect.

The most intuitive thing is to attract more attention from consumers in different fields through a variety of life service platforms, large and small. After all, such a discount is indeed a lot cheaper compared with the original price of many drinks. In addition, the process of live streaming on the platform is both preferential and interactive, allowing people who did not intend to drink Starbucks to incur extra expenses for a live broadcast.

These preferential activities are more of a groundwork for the expansion of the sinking market, hoping to attract the attention of more consumers in the sinking market through obvious and contrasting preferential activities.

At the same time, such a discount not only will not affect Starbucks' own brand image, but also make more consumers feel the high consumption that was once rumored by word of mouth, and can only see Starbucks become more close to the people in the city.

In retrospect, although Starbucks faces the embarrassment of mutual checks and balances between price and expansion in the Chinese market, Starbucks is no longer attractive to some consumers.

But Starbucks is still the first step for many consumers to understand coffee, and there are also many consumers who enjoy the style brought by the brand and the social space given by Starbucks.

Although there are more and more domestic chain coffee brands in recent years, there are also great advantages in price and stores. But most of them are mainly sold outside, and there are few stores that can provide comfortable rest space.

Although the price of Starbucks is still high, every store insists on providing social and leisure space. For the sinking market, the demand for social places is much higher than the taste and function of the product itself.

Photo Source: Internet