【讨论】为什么中国的星巴克这么贵？

2分法

Why Is Starbucks SoExpensive in China?

为什么中国的星巴克这么贵？

Imagine walking intoStarbucks anddiscovering that your grande latte cost $27. You''d probably thinkthat theworld''s coffee supply had suddenly vanished. Or that you''d traveled bytimemachine many decades into the future.

想像你走进星巴克咖啡店，然后发现一杯拿铁咖啡的价格为27美元。这时，你可能会怀疑世界的咖啡供应商是不是都不存在了，或许你会有搭乘时光机穿越到几十年后的想法。

These inflated pricesgives you a prettygood idea of the relative cost (adjusted to per capitaincome) of what aChinese person pays for the drink. China''s per capita income, atabout$7,200, is around five and a half times less than the American figure.Yetat a Starbucks in Beijing, a grande lattegoesfor about $4.80—or a dollar more than what it costs inthe United States.Asimple beverage of espresso and steamed milk is pretty damned expensive in China.

飞涨的物价会让你能敏感地计算（结合人均收入）平均每个中国人为星巴克饮料支付了多少。中国的国民平均收入约为7200美元，比美国的要少约5.5倍。然而，一杯拿铁在北京星巴克咖啡店里的售价为4.80美元，比美国的售价要高一美元。一份普通的浓咖啡和蒸牛奶在中国的售价贵得不可理喻。

Paxmelanoleuca

LOL. My girlfriend didher master''s thesison why Chinese consumers brave the high-prices and stillfrequent Xing Ba Ke.Interesting findings on the effects on perception ofhigh-price and how priceand brand image affect consumer behavior.

LOL.我女友的硕士论文是关于论中国消费者直面高价，仍频顾星巴克。有趣的发现，高价观念效应以及价格和品牌效应对消费行为的影响。

BanjoBuxby

using average incomesacross a billionpeople doesn''t really make sense. there aren''t enough starbucksto make coffeefor all of them anyways. this is more another reminder thatthere''s incomedisparity in china, and of the purchasing power of the risingchinese middleclass. ie it''s a middle class big mac index.

用一个十几亿人口国家的国民平均收入来衡量不见得说得通。毕竟也没有足够的星巴克店铺给大家提供咖啡。这更提醒了大家中国的收入差距问题，还有新兴的中产阶级崛起的购买力。这是中产阶级的巨无霸指数。

Ek BanjoBuxby

Exactly. In a placelike Beijing,people making 7k a year are probablynot the ones frequenting Starbucks. Theirtarget customers probably make around20k or more. A lot of these people alsodon''t visit Starbucks on a daily basis,but once a week or less. Most Chinesepeople that I know who patronizeStarbucks treat it as a luxury.

的确。在北京这样的地方，月入7千的人不会是星巴克的常客。他们的目标客户月收入在2万以上。这些人也无法日日光顾星巴克，顶多一周一次。我认识的大多惠顾星巴克的中国人认为星巴克是种奢侈。

HisNoodly AppendageRobertSF

this is the mostprofitable strategy forthem at the moment, but you have to admit it is fairlyshort-sighted. But then,a lot of American businesses pursue short-sightedbusiness strategies. Loweringprices and expanding market-share would be aninvestment in the company''sfuture in one of the world''s fastest growingeconomies.

这是他们目前最能盈利的策略，但是你得承认这很短视。但又说回来，美国有很多生意追求的是不够长远的商业策略。降低价格，打开市场，在迅速发展的经济体中，那才是对公司未来下的投资。

ounbbl

It''s addiction - notonly to coffee, but tobrand names. Here in US I am happy with a small cup ofcoffee at MacDonald withsenior discount, if I have a chance to be there. Letpeople who does not knowthe value of their labor and the money in their pocketburn the cash. Why not,that''s all economy, stupid!

他们沉迷的不仅是咖啡，还是品牌。如果我能去美国，喝杯高折扣的麦当劳咖啡我就能觉得满足。让那些不懂劳动和金钱价值的人烧钱去吧。为什么不呢，这就是经济，笨蛋！

Potomacker ounbbl

Yes, I simply love thegeneric coffeeserved at McDonald''s, too. So incredibly hot.

是的，我只喜欢麦当劳里卖的普通咖啡。太热了。

JustinGaynor

Starbucks'' mainproduct isn''t coffee, it''spredictability and consistency. Which, for people in China (andelsewhere) with cash toburn, isn''t such a widespread commodity.

星巴克的主营产品不是咖啡，是预见性和一致性。对于中国的有钱人（或其他地方），那并不是很普遍的消费品。

BeauEllenbecker

Its sad that theirprofit is higher thantheir labor costs. Talk about undervaluing your employees.

真让人悲伤，他们的利润比劳动成本要高。贬低员工。