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First of all, the cost of opening a store is too high, which includes the decoration of the store (the decoration cost of a store is more than 3 million yuan (including all the software and hardware costs), and a larger share is the cost of store rent. it is easy for careful people to find that Starbucks basically chooses to open stores in the most prosperous parts of the area, and you can imagine how expensive the store rent is.

Another is his own marketing strategy. Starbucks has been committed to creating a comfortable "third space" in view of the family and workplace. So Starbucks spends so much money on decoration, and because the turnover of customers is very low, many customers stay all afternoon, so many customers will have no place during peak hours, and the noise and other conditions will increase. For this ideal, and for fear that the lively queuing scenes will affect the experience of customers at Starbucks, Starbucks will choose to open some stores in many "remote" places, but these stores are not used to do business at all. it's to improve the customer experience (those in noisy areas are the places to do business, which is not contradictory to what I just said) But the cost of opening these stores has not been reduced at all, and sometimes it has increased for the sake of their characteristics.

Then there is the embodiment of the limitations of his management system. Starbucks' management model has been imitated by many companies. His humanized management allows employees to work selflessly or even work overtime for the company without considering their own income and wholeheartedly without regrets. However, because of this over-humanized management, employees have no sense of urgency and crisis at work, so you can see Starbucks employees fighting at work without affecting their work, etc., to some extent, this affects the customer experience. In addition, due to the limitations of the catering industry (small promotion space) and its own requirements in the selection of staff is too high, so the staff turnover is very large. And the training cost of new employees is also not cheap.

There is also the cultural maladjustment. To tell you the truth, there are not many people in China who go to Starbucks for the first time. The menu says, "latte, caramel macchiato, mocha, cappuccino." What you haven't drunk is really foggy, so when customers order a latte, we usually tell them that the latte is sugar-free. When a customer orders American style, we will tell him that American black coffee without sugar and milk will be very bitter. Some customers see a freshly brewed coffee on the menu board, which should be very good, because it is fresh and the price is the cheapest, so they often order it. We'll try our best to tell him it's black coffee. We also know that black coffee is unacceptable to many people (at least when I drink black coffee for the first time, I can't accept it). These verbose services also make the customer experience much less. But many employees prefer to introduce drinks in more detail than because customers order drinks they don't like by mistake. As for the super-large cup-shaped classification of CUHK, I can only say that the employees are also very speechless. Because some customers know and some don't know, you don't know whether the customers know or not. The cup shape is translated from Italian, tall grande venti. (it's a little wordy. I'm not saying anything for Starbucks. I just want you to look at some things and things rationally. Write down what I know here. Don't spray those who don't agree. Welcome to add.)

Add (I didn't expect so many people to pay attention to this for the first time, but also realized the importance of rigor.) indeed, Starbucks cups are in Italian, including many drinks whose names are translated according to Italian pronunciation, such as cappuccino, latte and so on. (the spelling mistake of the word is my reason, it has nothing to do with the company, hehe) and I don't have the right to define what grade Starbucks brand is. I just want to say that at the same price, its quality is equal to the price. After all, he also took the fast food route. I still hope that everyone will return to the topic itself, "Starbucks problems and solutions" mobile phone code words, there may be a lot of mistakes. My answer is more about the internal problems of Starbucks. What Mr. Nan said is external, but I still want to say that as an operator, you can't stop McDonald's from selling coffee, you can only secure your position by improving yourself. In addition, McCoffee and Starbucks are not the same. It is certain that they will grab share even if they are different. Do you think Wallace took the share of KFC? If that company dominates the meat Jia mo and sets up a large-scale chain store, I think it will also affect the hamburger market, don't you think?