Starbucks, the most successful coffee shop in the world, increases its price to seize the desire of human nature.

Founded in 1971, Starbucks is the world's largest coffee chain, with nearly 21300 stores in North America, South America, Europe, the Middle East and the Pacific. What are the secrets of human desire hidden in the world's most successful coffee shop? The summary is shown in the following picture. Let's talk about it slowly.

1. Cup volume + pricing

Product function point: add 1 stroke 3, but the price only adds 3 yuan

Human desire: greed for bargain (people often magnify their needs in the face of low prices)

A lot of people have encountered this kind of entanglement at Starbucks. The price is only 3 yuan more than the extra quantity of 1Accord 3. At this time, the mind of being greedy for bargains has a flash in mind, so you should have a large cup or a super large cup. Many people think that they are rational when making such a choice, but almost all of them forget "whether they can drink so much", and "rationally" blindly choose the big cup because they think it is cost-effective. It seems that we will lose if we don't buy the big cup. In fact, the end result is that many people don't finish drinking and throw it away, which actually causes more waste.

Eight human desires reflected by Starbucks' product philosophy 1464615573-8229-a21

2. Price

Product function: the price in the Asia-Pacific region (especially in China) is higher than that in the United States.

Human desire: sense of achievement

Coffee in China is not a civilian drink, but with a strong impression of big cities and white-collar workers, so Starbucks' image in China is much more "high-end" than that of the United States.

As we all know, what is the most abundant in Asia-the answer is "people"! According to a media report, an executive said that Starbucks products are priced with more consideration of retail space and consumer expectations. "from the feedback from stores in the Asia-Pacific region, the biggest complaint is the problem of large number of people rather than the issue of price. Customers are willing to afford to spend a little more to make the store fewer people. "

Eight human desires reflected by Starbucks' product philosophy 1464615571-7077-a31

3. The material of the cup

Product function point: the mug has been replaced by a paper cup

Human desire: freedom / do whatever you want

Many people have encountered this situation at Starbucks, bought coffee and sat down, but the time came and had to go, and then the coffee was not finished.

In addition, Starbucks stores are located in office buildings, shopping centers, airport stores, etc., with a large and mobile flow of people, most customers need to take out (some can not finish drinking in the store, want to take out while drinking; some customers need to take out directly). According to Starbucks clerks, 80% to 90% of customers in some stores need to take out.

If you use a mug, it is not good for customers to make flexible decisions. Instead, you can use a paper cup to let the customer decide whether to sit down or take away at any time.

Eight human desires reflected by Starbucks' product philosophy 1464615571-6561-a41

4. Mug

Product function point: limited edition / commemorative mug

Human desire: the desire to have (expect to have something of special value, eager to catch up with the trend)

The use of paper cups has also brought another source of business for Starbucks-commemorative cups are now another source of profit for Starbucks, mugs are on the shelf instead, and Starbucks regularly launches theme cups and city cups to encourage you to buy them home. "there is a 2 yuan discount on Starbucks' own cup." These stimulate their "desire to have" for people who like to be curious and want to catch up with the trend.

Eight human desires reflected by Starbucks' product philosophy 1464615574-3898-a51

5. The design of tables and chairs

Product function points: tables and chairs are not too comfortable, but also slightly relaxed

Human desire: the pursuit of comfort

In Starbucks stores, high stools and hard wooden stools are standard. Even with sofas, most of the front tables are very short, which is not in line with the ergonomic design. Doesn't Starbucks know it will drive away customers? How could I not know! This is precisely because Starbucks' service orientation is to "drive away customers"!

"the turnaround rate is very important to the profitability of coffee shops." According to professional analysis, for a coffee shop, rent and labor costs are rigid, the cost of a single cup of coffee is certain, and sales determine the profit margin. "how do you pay the rent for a shop that allows customers to spend the afternoon with a cup of coffee?" So Starbucks' desks and chairs are designed to make Starbucks look classy and tasteful without letting customers sit for too long.

Eight human desires reflected by Starbucks' product philosophy 1464615575-6127-a61

Eight human desires reflected by Starbucks' product philosophy 1464615576-3216-a71

6. The material of the cup

Function points: easy to carry paper cups / encourage more take-out

Human desire: belonging needs (looking forward to keeping in touch with others and building good interpersonal relationships)

The need for social interaction is also called the need for belonging and love, which means that individuals yearn for the care and understanding of family, group, friends and colleagues, and it is the need for friendship, trust, warmth and love.

Let's imagine this scenario: "when you come back from lunch, you meet several colleagues talking and laughing, everyone with a Starbucks." You will also want to have a Starbucks, because you also want to join this happy group. "

Eight human desires reflected by Starbucks' product philosophy 1464615576-1394-a81

7. Aroma

Product function: strong aroma of coffee in the store

Human desire: enjoy sensory stimulation (sense of smell) and be impressed

One of the main reasons for the establishment of the global Starbucks coffee kingdom is the consistent feeling of the store. In addition to music, elegant furnishings and comfortable lighting, the most important thing is that the store is full of strong coffee aroma.

75% of people's emotions are caused by the sense of smell. People's memory of photos is only 50% after three months, but the accuracy of recalling smells is as high as 65%. " According to a study by the Monel Chemical Flavor Center in the United States, "consumers who live in a pleasant smelling environment, such as a space full of coffee or biscuit aroma, will not only feel better, but may also make their behavior more attractive." even altruistic friendliness. " Therefore, while creating the uniqueness of the brand, the aroma not only enhances the image of its high-quality coffee, but also enhances customers' love, viscosity and impression of Starbucks, and improves the rate of customer turning back.

Eight human desires reflected by Starbucks' product philosophy 1464615578-6392-a91

8. Star card

Product function points: buy three get one free, buy two get one free, buy one get one free

Human desire: greed for bargain + need of belonging (looking forward to keeping in touch with others and building good interpersonal relationships)

There are often buy three get one free, buy two get one free, buy one get one free coupons in star cards. At first glance, they seem to be very favorable, but in fact, they are not of much use. Not many people will buy so much coffee at once. The real purpose of these coupons is to ask customers to bring friends or buy them back and give them away. In this way, Starbucks will be passed on to more people and the image of Starbucks social media will be deeper.

Eight human desires reflected by Starbucks' product philosophy 1464615578-6257-a101

From the above 8 psychological thoughts, we can vaguely see some of Starbucks' products and operating strategies:

First, attract more customers (customer acquisition)

6. The material of the cup

Function points: easy to carry paper cups / encourage more take-out

Human desire: belonging needs (looking forward to keeping in touch with others and building good interpersonal relationships)

8. Star card

Product function points: buy three get one free, buy two get one free, buy one get one free

Human desire: greed for bargain + need of belonging (looking forward to keeping in touch with others and building good interpersonal relationships)

2. Price

Product function: the price in Asia (especially in China) is higher than that in the United States.

Human desire: sense of achievement

Second, customers spend more (increase activity, customer unit price)

1. Cup volume + pricing

Product function point: add 1 stroke 3, but the price only adds 3 yuan

Human desire: greed for bargain (people often magnify their needs in the face of low prices)

4. Mug

Product function point: limited edition / commemorative mug

Human desire: the desire to have (expect to have something of special value, eager to catch up with the trend)

Third, "drive away" customers as soon as possible (reduce the cost of single user)

3. The material of the cup

Product function point: the mug has been replaced by a paper cup

Human desire: freedom / do whatever you want

5. The design of tables and chairs

Product function points: tables and chairs are not too comfortable and seldom relaxed

Human desire: the pursuit of comfort

Fourth, attract customers to patronize many times (improve the retention and repurchase rate)

7. Aroma

Product function: strong aroma of coffee in the store

Human desire: enjoy sensory stimulation (sense of smell) and be impressed

8. Star card

Product function points: buy three get one free, buy two get one free, buy one get one free

Human desire: greed for bargain + need of belonging (looking forward to keeping in touch with others and building good interpersonal relationships)

Eight human desires reflected by Starbucks' product philosophy 1464615578-9804-a111

Although these are Starbucks' product philosophy after a deep insight into human nature, it does not mean that all coffee shops can succeed in imitating these models. Every coffee shop brand still needs to think about "how to use the characteristics of human nature to serve their own brand products and form a product philosophy that cannot be imitated."