China's Starbucks is more expensive than the United States and not only coffee, but also the Chinese-made mugs sold by Starbucks. After adding tariffs and shipping costs to the ocean, the United States still has a cheaper price than China. Miss Zhu, who had traveled to the United States recently, brought back a mug purchased from a Starbucks company in Seattle, USA, for a price of $10, plus a 9% tax on the price of $10.9, and a similar mug in the country for a price of about $100. The United States purchased the mug from China.
Some media reported on the 8th that "Starbucks China's profits: Asia-Pacific profit margin for Europe is 16 times." In response, Starbucks explained that China's operating costs are different from market drivers. However, judging from the price of a mug, Starbucks blames the cost of the huge price difference between inside and outside the product.
Wang Zhendong, chairman of the Shanghai Food Association Coffee Industry Association, said that Starbucks' China price is nearly 10 times the cost of materials. There are many reasons for this, but domestic consumers' superstitions with Starbucks and other foreign brands are the main reasons. From a global point of view, Starbucks is equivalent to McDonald's in catering, but it exists as a stable quality coffee for consumers. It should be a popular consumer product. In terms of per capita income, the price in China should be 10 yuan/cup. about.
Wang Zhendong also disclosed that, in fact, the price of coffee beans in the world has been declining in recent years, and the current price of coffee beans is nearly 30% lower than around 2011. Last year, Starbucks raised its price twice in China. The total price increase was 3 to 4 yuan per cup.
Wang Zhendong admits that to change the status quo, first of all need the rise of local coffee brands, the current coffee market is mainly guided by overseas brands, they have mastered the pricing power of the Chinese market, and many domestic coffee brands are much better quality than Starbucks, even if the price is low, Few people visit.
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