Starbucks coffee is not selling? The first cartoon is to make trouble?

In the final fourth quarter, revenue rose 16% month-on-month to $5.07 billion, and it has to be said that the decline in individual store performance was partly offset by the absolute number of store expansion.

In addition, price increases are also an important factor in revenue growth. As early as July, Starbucks announced that it would increase the price of some drinks by 30 cents, up from 5-20 cents last year. Although this has not caused consumer dissatisfaction, but Starbucks, which has 25085 stores around the world, is undoubtedly a huge profit, this disguised way of exploiting consumers, once it leads to dissatisfaction, the consequences will be unthinkable.

A more grim reality is that the way Starbucks wants to continue to rely on store expansion to maintain revenue growth is also being hit and eroded by McDonald's and local coffee shops.

For example, when you go to McDonald's to order breakfast, the optional drinks in the set meal usually include hot drinks such as milk tea and coffee, so you probably won't go to Starbucks to pack coffee in the cold wind. Yes, McDonald's one-stop packaging service is being integrated into daily life.

According to public information, McDonald's has more than 2200 stores in China and plans to open 3500 in 2020. This is the rhythm of competing head-on with Starbucks for consumers.

Recently, McDonald's is planning to upgrade the brand of McCoffee. Kristy Cunningham, senior vice president of strategy and insight at McDonald's, said the new McCoffee campaign will include special offers, more seasonal drinks and more marketing campaigns for McDonald's Coffee loyalty program. "We are excited about the McCoffee brand and what it can provide for our food supply."

In the first quarter of next year, McDonald's in the United States will also launch one cup of drip coffee for $1 and one cup of boutique coffee for $2.

In addition, McDonald's is now upgrading coffee machines in its American stores, which cost $12000 each to allow McDonald's to provide customers with a wider variety of drinks. McCoffee is reported to generate $4 billion in annual sales for McDonald's, and it is clear that McDonald's hopes to make more money in the coffee category as a way to fend off competitors such as Starbucks and Donndole.

In 2015, Starbucks accounted for 73.3% of the market share of China's high-quality coffee chain, followed by McDonald's McCoffee (9.3%), followed by Costa Coffee, which "hand-to-hand combat" with Starbucks in some business circles, with 9%, according to Euromonitor.

Domestic coffee chains such as Pacific Coffee, Kashijia, and startups serving vertical groups such as 3W Coffee and even Coffee are also eyeing Starbucks.

The story tells the story of a porcupine couple who went to Starbucks for inspiration in order to name their soon-to-be-born baby. when the shop assistant called the customer's name, they marked it on the memo in time. As you may have guessed, the overall painting style is relatively relaxed and tender. This is also in line with the brand positioning of the third space that Starbucks has always advocated-another comfortable place in addition to the office and home.

Many media interpret this as a beautiful blow for Starbucks in digital content marketing. However, thinking of Starbucks' access to WeChat Pay about a week ago, many media described it as "Starbucks accepts WeChat Pay and foreign retail giants collectively" compromise. It is not difficult to see that at a time when the payment closed loop is broken, Starbucks needs more contact points to connect with consumers, and the high-dimensional attack of cultural works, which carries the output of values, is undoubtedly a wise choice.

Starbucks has previously worked with external partners such as Apple Music and Spotify to promote music, films and books in its stores. Now Starbucks wants to produce and release content independently and broadcast through Starbucks all-media platform. In this way, Starbucks' real ambition may be to become a content producer and sell cultural goods independently.

This ambition is largely due to the fact that the main beverage products such as coffee cannot support the revenue growth of individual stores. In order to whitewash the results, Starbucks opened 307 new stores in the US market in the fourth quarter. Almost as many as in the first and second quarters (171, 132).