Analysis of coffee price competition Starbucks coffee

Abstract: in fact, in terms of the taste and quality of coffee, Starbucks coffee is really not good, it is a fast food in coffee, how to speak of high quality.

Following the exposure of the report of "CCTV reporter investigation: high price of Starbucks coffee in China", there is a lot of news about Starbucks on the Internet and on TV. Xiang Songyi, chief economist of the Agricultural Bank of China, has a more objective point of view: the deep-rooted worship of foreigners and showing off wealth are the main reasons. In fact, in terms of the taste and quality of coffee, Starbucks coffee is really not good, it is a fast food in coffee, how can it be of high quality? in terms of its internal environment, some people compare Starbucks to a vegetable market, which is not as good as some newly emerging Korean cafes, such as Man Coffee and Caffebene, but the consumption in these cafes is as high as Starbucks. On the other hand, although some small private cafes in China have relatively moderate prices and some pursuit of quality, few people patronize them, perhaps mainly because of repeated food hygiene problems nowadays. For cafes without chain brands, it is still difficult to trust their hygiene problems, so they have to bear those low-quality cafes with high prices.

But as the convenience of life increases, more and more petty bourgeoisie or shrewd housewives begin to choose to make their own cakes, make coffee, the rise of cake baking, and the popularity of online ovens. On the one hand, they think that things made by themselves are hygienic, on the other hand, the price is cheaper than that bought in some high-end stores. The new domestic community, Pingtai Shan Ai Coffee Network, believes that the era of do-it-yourself coffee is coming, the reason is similar to baking, on the one hand, it is hygienic to make coffee, on the other hand, it has a price advantage, in addition, in the process of making coffee, you can also slowly enjoy the aroma and fun of the process.

On the issue of price, sagebrush Coffee Network analyzed everything from buying a coffee machine to making a cup of coffee:

At present, there are many coffee machines on the market, such as American dripping pot and automatic coffee machine, but the general household can choose semi-automatic Italian coffee machine or capsule coffee machine. Starting from the ratio of performance to price, it is recommended that you buy from the Internet, because now the merchants who produce coffee machines basically have their own Tmall flagship stores, such as Cankun, AAA, Bai Cui and so on. Now take Memory, an Italian semi-automatic coffee machine from AAA, as an example. Its market price is 1280 yuan, but the discount price on the Internet is 688 yuan. It also gives coffee gift packages, which will be even cheaper for major events such as Singles' Day. The life test of Italian coffee machine in the factory is generally 5000 times (the actual service life is far more than 5000 times). According to the price of 688 yuan, the purchase cost of each cup of coffee is amortized. At present, the good coffee beans on the market are generally about 200 yuan per kilogram, while the coffee powder needed to make a cup of coffee is about 10 grams. It is estimated that the cost of coffee powder for a cup of Italian coffee is about 2 yuan. As for milk, 5 yuan can buy a can of 250ml good milk (250ml can make at least three cups); the cost of other water and electricity is negligible. In total, the price of making a latte or cappuccino at home is 7.14 yuan, which is the odd price of Starbucks or other cafes. According to 5000 cups, you can save at least 100000 yuan. Smart consumers must be of great use.

The above is the Italian semi-automatic coffee machine as an example, if you have the habit of drinking coffee before going to work or a minimalist, you can consider using a capsule coffee machine, which is a new product in the domestic market. It takes coffee capsules similar to jelly shape as raw materials, and then put them into the coffee machine for coffee extraction. Of course, if you need to make lattes, you need a milk pot. Now take AAA's capsule coffee machine MY PURE as an example, its market price is 1180 yuan, giving away a magnetic suspension milk bubble pot and coffee capsule gift bag. The purchase cost of the machine is amortized at 0.24 yuan. Take the SILVESTRE imported from Spain as an example, the lowest online price of coffee capsule is 3 yuan per piece, milk is still calculated at 5 yuan, water and electricity is ignored, the total cost is 8.24 yuan, according to 5000 cups, at least 93800 yuan can be saved. But the capsule coffee machine leads to a more convenient and faster coffee life.

Classification name

Semi-automatic coffee machine

Capsule coffee machine

Starbucks buys coffee

Machine cost amortization

0.14

0.24

Coffee cost

two

three

Milk cost

five

five

Total

7.14 yuan

8.24 yuan

From 27 yuan

A dull life, on a weekend afternoon, the whole family makes a cup of coffee together, which is more meaningful than that of a coffee shop in the past. The environment of the coffee shop may not be the best. As long as a coffee machine and a bag of coffee powder are needed, your home is your private coffee shop. You can listen to your favorite music and slowly make your own coffee at the same time.