In China, the price of a cup of Starbucks coffee is about 30 yuan to 40 yuan.

Ice mocha (extra large) ￥34, ice mocha (large) ￥31, ice mocha (medium) ￥28; ice latte (extra large) ￥31, ice latte (large) ￥28, ice Latte (medium)￥25;

Iced Americano (extra large)￥27, Iced Americano (large)￥24, Iced Americano (medium)￥21; Iced Vanilla Latte (extra large)￥ 36. Iced Vanilla Latte (Large)￥33, Iced Vanilla Latte (Medium)￥30;

Iced Caramel Macchiato (Extra Large)￥35, Iced Caramel Macchiato (Large) ￥32, Iced Caramel Macchiato (medium) ￥29; Chocolate Frappuccino (extra large) ￥32, Chocolate Frappuccino (large) ￥29, Chocolate Frappuccino (medium) ￥26;

Matcha Frappuccino (Extra Large) ￥36, Matcha Frappuccino (Large) ￥33, Matcha Frappuccino (Medium) ￥30; Vanilla Frappuccino (Extra Large) ￥32, Vanilla Frappuccino (Large) ￥ 29. Vanilla Frappuccino (medium)￥26.

Extended information:

Starbucks’ price positioning is “luxury goods that most people can afford”, and its consumer positioning is “white-collar workers”. Most of these customers are high-level intellectuals who love fine products, food and art. They are also a consumer class with high income and high loyalty.

In the catering service industry, the cost of establishing differentiation itself is very high, so it is difficult to attract customers through products and prices. Customers often spend a long time after agreeing with a service. Their internal content will not change and they will use this service stably for a long time. This is especially obvious among white-collar workers, who always have a psychological tendency to pursue stability. Therefore, Starbucks uses the "heart attack strategy" to impress customers and cultivate customer loyalty.