Recently, Starbucks has been on the news, the title is "I will be persuaded to consume after just sitting down." Recently, many people have spit on the social platform Xiaohongshu. How can it be said that the code can be scanned. It means that there has never been such a measure before, it feels like it can't sit without consumption. Therefore, the relevant content has also been hot search on various social platforms, such as Weibo or Xiaohongshu, etc., and uses titles such as "Starbucks forced Consumption" and "Starbucks" and so on.
Why does Starbucks start implementing "consumption seats" can cause so much heated discussion? Starbucks has been the leader of the coffee industry since entering the Chinese consumer market. However, the position of the eldest brother has become Ruixing Coffee recently, but there is still a place, so it is not difficult to cause people's heated discussion. So some people said that Starbucks began to be in a hurry and was snatched by Rui Xing, so she began to persuade people to consume. Of course, some people will say that this measure to support Starbucks can ensure that normal guests can sit.
January 1st Starbucks announced the second quarter financial statement. The data shows that Starbucks' business in this quarter decreased by two % year -on -year. Net profit decreased by nearly fifteen percentage points year -on -year. It is not difficult to see that Starbucks is not very "easy" this year. There are also Starbucks executives that are significantly lower than market expectations. The reason behind it is believed that everyone who drinks coffee knows that the entire coffee market is too rolled, and Ruixing's nine -wave peak starbucks are also deeply trapped, and they are also forced to fight a price war.
It is not difficult to see that Starbucks's current situation is not easy, so I also started to take some measures. I personally read the Starbucks' consumption of consumption. First of all, the conclusion is that Starbucks's approach is not wrong. Why do I say that? The three reasons I think I don't like my personal opinion. The first reason is that this is related to the positioning of Starbucks. Since Starbucks entered the Chinese market, the impression has given people a relatively high -end coffee shop, and the routes are relatively high -end.
Starbucks's decoration has already given people a sense of high -level, so the price is also the highest. I have the impression that Starbucks that I have drank once was nearly thirty. Go in Starbucks for consumption. Before I entered the coffee industry, I have been asking what coffee is going to sell such expensive inlaid? But since I made a coffee industry, I found that the price of a cup of coffee does not depend on the cost of material but the cost is added together.
Starbucks' selling point is the third space and good services. To create a good third space, you need to invest a lot of decoration costs, and the early Starbucks training for employees also invests a lot of costs to provide a good professional attitude and service attitude. Essence Coupled with the rent, the price of Starbucks is so expensive. Therefore, Starbucks consumes a seat to ensure that guests who consume normal consumption can sit down, and they have to share a lot of costs. To put it plainly, they do n’t consume a seat.
It is also all coffee. Ruixing dares to sell nine yuan and nine, and Starbucks sells only 20 or 30 yuan? Because the routes of the two brands are positioned differently, Ruixing takes fast -selling coffee models, and Starbucks is to give you a comfortable environment for customers to sit down and enjoy it slowly. Of course It is not to say that Ruixing has no place to sit. In most Ruixing stores, including several stores I have worked, there are no seats. Therefore Go after.
If you do n’t understand the third space of Starbucks, explain it a little here. Have you found that most of the Starbucks site selection is? Generally, the scenes of writing buildings, shopping malls or schools. Starbucks's third space concept is to tell you that you bought a cup of coffee as a "carrier" and a cup of leisure time. You can chat with your own space and even mobile office, which is worth the value brought by the coffee itself.
As for the phenomenon of not being consumed, this phenomenon has always existed. One of the most common places is also the fast -food chain brand from the United States -McDonald's. In the summer of Guangzhou There will be many people in the mall, especially the elderly. If you go to McDonald's, you will always find that there are old people sitting in a corner. I remember once I wanted to go to McDonald's to buy ice cream. When I bought it, I wanted to find a place to sit and sit down. , But found that there were many aunts who were sitting normally.
McDonald's does not have the practice of persuading people for consumption or consumption for so many years, so some people will go to McDonald's seat, and may be a whole day, because I used to be like this, but sometimes when there are many people, I also buy something. Eat things, or buy an ice cream, because I think this is the most basic respect is that people spend money to decorate this place, and they have to pay for water and electricity rent, so they have to buy something. Instead of opening the door to sit in business, someone comes in your shop and has been sitting but not spending. What will you feel?
Is it precedent for Starbucks to take place in consumption? In fact, as early as 2016, IKEA's home stores in Shanghai had implemented food first food before entering. The cause of the incident is that an illegal blind date group appears in the IKEA restaurant. They occupy seats for a long time, bring their own food and tea, loud, spit, quarrel and fight. Do disrespect or even violence on other customers and IKEA employees. Therefore, IKEA had to take measures to implement consumption, which also caused a great response at the time.
Now Starbucks is also expanding but slowing down, and the diversified needs of customers. It is a problem to make the customer service experience and the use of balance space. Utilization and consideration of customer experience, or taking other measures, can take care of the needs of consumers that may be maintained by Starbucks's brand image. I don't know what everyone thinks of this measure of Starbucks consumer? Welcome to comment on comments.