Opinions on Starbucks’ profiteering scandal

The era of huge profits from "foreign products" should end

Du Meixia

Starbucks' "huge profits" were criticized by CCTV, and many netizens applauded. It's not that we have a "foreign" mentality. Starbucks' coffee is low-cost and high-profit. What is this but "huge profits"? CCTV's criticism of Starbucks is actually a consumer reminder for us. The prices of some "foreign products" are simply "cheating". .

Indeed, not only Starbucks, but also some domestic products have been exported abroad, labeled with "foreign labels", and then sold in China at prices that have doubled several times. The huge profits of "foreign products" are an indisputable fact, and it is reasonable for CCTV to criticize them. Today is the information age, and the prices of commodities may be well-documented around the world. The era of huge profits from "foreign products" should come to an end. The CCTV exposure, to a certain extent, only accelerated the process of ending huge profits from "foreign products".

Deliberately create a high-end image to seek huge profits

Wang Xiao

Not only Starbucks, many foreign brands have experienced a sharp rise in value as soon as they arrive in China, such as Haagen-Dazs, Evian mineral water, etc., when the public questions their huge profits, these brands often claim that "tariffs are the main reason." However, some media investigations said that the domestic and international price differences of many foreign brands far exceed the costs of tariffs and other costs. Tariffs are just the high price of these foreign brands. guise. Behind this, the key lies in the deliberate pricing of foreign brands.

The sales model of Haagen-Dazs is not a foreign retail model, but mainly adopts the business model of high-end catering stores, opening stores in popular business districts, and creating a high-end feel to the stores. , the price is also relatively high-end. Brand positioning, coupled with matching business strategies, has resulted in foreign brands becoming products with different characteristics at home and abroad.

In the context of economic globalization, the high prices and double standards of foreign brands in China are obviously price "discrimination". If, after excluding normal taxes, logistics costs, sales channel costs, etc., there is a large unexplained price difference between domestic and foreign prices, it will be suspected of huge profits, and it is recommended that relevant departments supervise it.

It is unreasonable to double your value when entering the Chinese market

Huang Fucheng

As an "imported product", Starbucks is increasingly loved by Chinese people, especially white-collar workers. sought after. Expensive ones must be good? In fact, it is the mentality of admiring foreign things that is at work. CCTV revealed that a cup of Starbucks latte priced at more than 30 yuan costs less than 5 yuan, and the huge profits behind it are staggering. China's consumption level is far lower than that of developed countries in Europe and the United States, but the price of Starbucks in the United States is about one-third cheaper than in China. Starbucks' profit margin in China is more than 16 times that of Europe and other regions. Starbucks is so "people-friendly" abroad, but in China it is "aloof". In fact, foreign brands are not necessarily that good. It is not difficult to find that some foreign brands transformed after entering the Chinese market and became "luxury goods" that are difficult for the public to consume. In this way, consumers must insist on rational consumption and not follow blindly. At the same time, pay more attention to consuming domestic brands. This batch of customers are "foreign" customers

Zhou Chengming

A cup of latte coffee with a material cost of less than 4 yuan sells for 27 yuan in China. Is this considered a "huge profit"? , it is really difficult for the author to judge. The selling price of goods often depends not only on the cost price of raw materials, but also on many other factors, including brand value. The same bottle of beer only costs 3 yuan in a snack bar and 10 yuan in a big hotel. Who can blame big hotels for "huge profits"? It is normal for different environments to have different product prices.

The author feels that it is unfair for CCTV to target Starbucks, as the customers in question are "foreign" customers. Starbucks is expensive, but we can choose not to spend it. If no one patronizes it, Starbucks will naturally not be able to gain a foothold in China. However, why do some people always think that drinking coffee at Starbucks is tasteful and are willing to be "slaughtered"? Is it also because of the "round moon in foreign countries"?

Consumers drink with a certain tone< /p>

Xu Baodeng

Regarding the issue of Starbucks’ high-priced coffee, I personally believe that this is not only a matter of common sense in life, but also a matter of common sense in economics. Under fully competitive market conditions, commodity prices are determined by supply and demand.

There has always been no shortage of coffee shops in China, but it seems that it is not an easy task to make consumers feel at home. A comfortable environment, good service attitude and brand value reputation are all factors that make the brand value Bonus points. In real life, we usually keep a tight eye on our pockets while demanding more and better services.

This is just like when we ask for food and accommodation in a star-rated hotel, but ask the other party to charge affordable or even low-priced service fees, then who will bear the price difference? Drinking coffee in a teahouse has become a fashion statement for many urbanites. In their view, how much a cup of coffee should cost is no longer an important topic, because shop owners sell coffee, but consumers drink it with a tone.

One is willing to fight and the other is willing to suffer

Chen Xiaoxia

A cup of coffee is neither a monopoly product nor a rigidly needed product. The price is high or low, indicating that the market space is large and completely The market should make the decision. If it's too expensive, just don't drink it. Under the market economy, when Zhou Yu hits Huang Gai, everyone is willing to fight and others are willing to suffer. Although China's per capita income is not high, there is no shortage of real and fake "rich" - they either compete for vanity, pursue high-end fashion, or want to be prominent. The higher the price, the more people flock to it.

Of course, Starbucks coffee is a bit expensive, and it will take a while for the price to come down. I think back then, when McDonald’s and KFC first entered the Chinese market, the prices were also very high. But as the income level of the Chinese people increases, , broadened horizons, and greatly enriched choices, aren’t the prices of McDonald’s and KFC now in line with other countries?

Huge profits are also the result of shortage of supply

Zhuang Xuepeng

Since it is a "huge profit", there is a market. What does this mean? It means that there are people in China who can afford it and are constantly driving up prices. This is the result of market supply exceeding demand, and the effect caused by scarcity and premium.

This shows that the consumption level and realm of some citizens have reached international standards. Some Chinese people have become high-consumption "nouveau riche" and can afford things that were originally only available to the aristocracy. Therefore, "huge profits" belong to "huge profits". Some people love to consume, and some are willing to consume. This is also a reasonable thing. There is no need to make a fuss and go online.

What Starbucks sells is service

Lv Weike

In fact, what many consumers value when going to cafes now is not the coffee itself, but the enjoyment of the quietness and comfort inside the cafe. Comfortable environment, considerate service from waiters, and even free WIFI. Starbucks' pricing also considers its consumer groups while providing services that satisfy them.

With the changes in people's consumption concepts, the hidden value of products has received more and more attention, including the consumption environment experienced during the purchase process and the brand value enjoyed. The value-added services of products are often regarded by consumers as cultural experiences, and in terms of value, they are even higher than the product itself. @是什么意思

Many foreign brands are highly profitable in China. For example, Haagen-Dazs sells for 88 yuan per pint (approximately 392g), which works out to 0.22 yuan per gram. In the United States, a pint sells for US$5, which is equivalent to about 30 yuan in RMB. The average price per gram is about 0.07 yuan. The price is only 1/3 of the price in supermarkets in mainland China and less than 1/3 of the price in specialty stores in mainland China. /5.

@willanti

In China, nearly 70% to 80% of consumers will sit in coffee shops for hours. They consume not only coffee, but also rent, services, Sofa, background music, the entire space... Under this background, how can the pricing be the same?

@太investment

Starbucks has big things going on, including houses, cars, and food. , gas prices, Internet fees, none of them matter. When hard-working people hold a cup of coffee worth 27 yuan and use Apple products to connect to wifi, they will temporarily forget all their unhappiness. What they sell is not coffee, but a placebo.

@uy67:

CCTV’s denunciation “has a negligible effect”. Coffee is precious and houses are more expensive. I don’t like latte, so why bother with CCTV?

@客家语

Has anyone ever thought that Starbucks needs to maintain the image of high-end consumer goods in China and maintain the feeling of being at home for small business owners? Easy, coffee shops are not scarce, and consumers will pay for it only if they recognize it. Critics of huge profits have targeted the manufacturers, but have forgotten the deeper reason: the vanity of consumers!

@cotton

I live in Toronto, Canada, and the Chinese people pursue Luxury brands are much cheaper abroad. Take COACH as an example. In North America, it is like Chinese cabbage. It is not really a high-end product. If you earn a few months' salary in China, you can buy one bag, but if you earn a month's salary here, you can buy several bags.