The disturbance in Coffee-Starbucks Price rise in Taiwan

This week, the price of Starbucks coffee at Taiwan's Unification convenience store went up, with 29 drinks up 5-20 yuan (NT $, the same below), an average increase of 8%, with the highest increase of 16%. This has made headlines in Taiwan's livelihood this week, and the economic observation and social analysis around the rise in coffee prices are intriguing.

Taiwan can be called the island of coffee, and convenience stores throughout villages and towns make coffee smell to remote places. In big cities like Taipei, Taichung and Kaohsiung, it is no exaggeration to say that there is coffee within a hundred paces. Except for chain stores such as Starbucks, Yike, and Seattle, convenience stores of all brands sell hot coffee. When Uni-President convenience Store teamed up with Starbucks, its low price and instant characteristics have made coffee a "small but real happiness" for Taiwanese.

Now, "Xiao Quexing" has turned his face and raised prices, and many people have scolded "profiteers". Although Uni-President Starbucks has repeatedly stressed that it has not increased its price for more than five years, and it is not a comprehensive price increase, only some drinks have increased. However, consumers believe that "some drinks" are precisely their favorite drinks, such as the Nati (latte) series, with the largest increase in small cups from 95 yuan to 110 yuan, and daily selections, with small, medium and large cups all up 10 yuan. The weather in Taiwan is hot. The price of the most popular cappuccino coffee ranges from 5 to 20 yuan. The most expensive coffee can be sold for 185 yuan, so you can buy three box lunches. The price increase singles out the hot-selling ones and claims that it is a "partial price increase". What is it if it is not a "traitor"?

From an economic point of view, some people think that the competition in Taiwan's coffee market is fierce, and the scope for mid-range products such as freshly ground coffee in convenience stores is getting narrower. At present, the price of high-end coffee in Taiwan is about 300-500 yuan per cup, 50-70 yuan per cup and 140-200 yuan per cup in the middle. Most consumers choose affordable coffee and high-end coffee if they are for business. The mid-range coffee market like Unified Starbucks has shrunk. Many mid-range coffee chains have shifted to the high end, such as Seattle offering ice drop coffee, Starbucks offering hand-brewed coffee, and Yee Ke launching new catering and dessert products.

Some people also believe that the "new policy" of the Taiwan authorities has also had an impact on the coffee market. for example, the new vacation system of "one case, one rest" has led to an increase in labor costs, although coffee makers have borne the rising prices of dairy products, sugar, and other raw materials. but the rise in labor costs has become the "last straw." This impact is not limited to the coffee industry, Taiwan's McDonald's, KFC, Pagoda (pasta chain), beard Zhang and so on are all "rising". This year, everything in Taiwan will "rise" and become unstoppable.

With regard to the increase in the price of coffee, some people have opened another window to observe it from the perspective of consumer psychology. One columnist believes that consumers have been paying 5-7 times more for a cup of Starbucks coffee because they are not only drinking coffee, but also have a sense of "taste", which is the result of being brainwashed. Some public opinion in Taiwan has pointed out that if you say you can't afford an increase of 10 yuan, it doesn't sound right. Because Starbucks coffee is relatively expensive from the very beginning, not just today. Some people think that 200 yuan for a cup of coffee is expensive, but 500 yuan a cup of coffee also has a market in Taiwan. Coffee has always been not only a refreshing drink, but also has a soothing effect. Therefore, even if the non-essential items in the market are sold into LV, it cannot be said no, can it?

(original title: disturbance in Coffee)