What is the Luo Yonghao Starbucks video? What's the movie about punching yourself in the face?

What movie is Luo Yonghao Starbucks video? Hit yourself in the face. What's wrong?

A few years ago, there was a story in the micro-movie Happy Pony of 59 cm. Luo Yonghao wanted to order a small cup at Starbucks? Coffee was turned down by the waitress with a smile, and Luo Yonghao was repeatedly taught to distinguish between medium cup, large cup and extra large cup by Starbucks' own standards. Luo Yonghao didn't argue several times and couldn't convince that the smallest cup was not a medium cup? But a small glass? I was so upset that I finally slapped myself? The way it ended was particularly helpless.

Why doesn't Starbucks sell customers small cups? Coffee? In fact, there are quite a lot of routines inside. In fact, Starbucks is divided into four types according to the local cup types, namely, short cup, high cup, large cup and large cup, which translates into Chinese: small cup, medium cup, large cup and super cup, which means Starbucks has small cups. You can see short cups in Starbucks' beverage resource manual, material reserve and even cash register system, but you can't see small cups on the menu? Our coffee gives you no choice at all. There is actually a business routine in this, and the purpose is nothing more than to make more money.

From a psychological point of view, customers like the golden mean. Some marketing experts have done statistics in a store that specializes in selling beer. They sell a glass of high-grade beer from 8 yuan, a glass of medium-grade beer from 5 yuan and a glass of cheap beer from 4 yuan together. As a result, 80% people will buy a mid-range beer for 5 yuan. Then they removed the cheap beer from 4 yuan and replaced it with a higher-grade beer at the price of 10 yuan. As a result, most people chose 8 yuan beer. This is the customer's golden mean. They don't like cheap goods, and they don't want to buy too expensive to waste money. They subconsciously avoid goods with too low or too high prices.

So is Starbucks. It was originally a four-level cup type. Almost as many people choose medium and large cups. If you remove a small cup and replace it with a third-class one, people will involuntarily choose a large cup sandwiched between a medium cup and an oversized cup. Naturally, you can also get higher profits.

Considering the cost and profit, the cup body, cup holder, cup cover, etc. of small cups need to be made by mold opening. Producing a set of different cup types will require a large number of related supporting equipment, which will increase the production cost, but the profit will not increase accordingly; In addition, from the cost of the drinks themselves, such as lattes and cappuccinos with milk, in fact, the amount of coffee in their small and medium cups is equal, and the increase is nothing more than the amount of milk. Add a few mouthfuls of milk and you can earn a few more dollars. Why not?

Beijing Morning Post once reported that when you go to Starbucks for coffee, the staff will always take pains to remind you of the shape of the cup. In fact, there is a chain of interests. Starbucks has more than 2,000 stores in China. After reminding customers of the cup shape every day, the success rate of making customers change their minds and lift the cup reaches 10%. This alone is expected to increase Starbucks' operating income by 65.7 million yuan a year.

So, Luo Yonghao collapsed and slapped himself at Starbucks? It's not the waiter's problem, but Starbucks' own marketing strategy. No small cups? Put it in the menu and you will probably understand why.

Lao Jing said Starbucks was playing with cups? The behavior of the game, not just this chain enterprise, can actually be seen in many commodities. I remember the earliest soy sauce was divided into grade one, grade two and grade three. After more than ten years, the name has become advanced, level one and level two. It's better now. It's super, level one, level one. In fact, soy sauce is still the same soy sauce, but with a different name.