News about Starbucks 'windfall profits in China has attracted widespread attention

It is an indisputable fact that Starbucks sells much more expensive and profitable in China than in the United States. In the United States, Starbucks is just a popular coffee, and it doesn't look very noble or luxurious. However, in China, Starbucks has become the spokesman of coffee, synonymous with fashion and sentiment. This reminds people of another American commodity, Haagen-Dazs. Similarly, Haagen-Dazs is common in the United States, but "expensive" in China. The question is what makes these goods, which are not high-end in the United States, become "Phoenix" when they come to China.

Media reports have pointed the finger at merchants and Starbucks, believing that the high price is behind the collusion between merchants and Starbucks. It is true that such factors cannot be ignored, but such accusations alone are not necessarily the case. In fact, the reason why Starbucks is popular in China and enjoy the treatment of high-end goods has a lot to do with our consumer psychology and consumer culture. In the commodity society, the sale of any kind of goods is inseparable from the customer group. From this point of view, the popularity of any commodity is the result of the consumption of customer groups, in which customers play an important role. In other words, it is precisely because of the consumption of consumers, there will be hot sales and popularity of goods, and then become a popular fashion.

In recent years, with the rapid development of social economy, people's pockets are getting bigger and bigger, and the pursuit of trendy life and high-quality life is becoming more and more intense. In the eyes of the Chinese people, "foreign goods" is synonymous with high-end, atmospheric and high-grade. It is precisely because of such a mentality that Chinese people will be full of curiosity about foreign things, and then give rise to envy and vanity. And Starbucks and other foreign goods, it is very accurate to cater to the Chinese people's consumer psychology. Coupled with their own packaging, transformed into a "Phoenix". In fact, how many people can taste the difference between a cup of Starbucks coffee and another brand of coffee? For the consumption of this kind of goods, people pay more attention to the inner feeling rather than the taste. Often the brand is more important than the taste, and face is more important than the price.

This is an unhealthy and immature consumer culture. Similar phenomena are not only found in food fields such as Starbucks and Haagen-Dazs. Examine the entire consumer market, whether in the field of cosmetics, clothing, automobiles and other fields, "foreign products" can be said to occupy all the scenery. Although the price is ridiculously high, it can attract a large number of consumers. In this way, it is not surprising that Starbucks, which was originally not high-end, is expensive in China, but it still has a huge market and is regarded as a symbol of "petty bourgeoisie".