Starbucks ' response to CCTV profits report: customers in the store for a few hours | profiteering | | Starbucks Starbucks coffee _ Sina news, October 23, 2013, (editors: SN054)

Post reporter Shen Liang intern Deng Yitong

In recent days, China Central television reported that Starbucks in China, "windfall" will cost far more than their products sold in the United States and Britain. In response, Starbucks said in a statement yesterday, comparing market price differences between China and America is not based on a comparison of the same dimension.

Beautiful vector issued a rebuttal of CCTV

China Central television said in a report a few days ago, Starbucks latte a 354 ml price, most expensive 27 Yuan in Beijing, cheapest equivalent to 14.6 trillion yuan in Mumbai, London and Chicago, respectively, at 24.25, 19.98 Yuan.

According to Wang Zhendong, President of professional Committee of Shanghai coffee introduction, a cup of latte coffee items cost less than 4 million.

In addition, Starbucks made in China mugs for sale, after combined with tariffs and transport costs, in the United States market price is still lower than prices in the Chinese market.

CCTV reported this has aroused great repercussions both at home and abroad, Chinese netizens agree with CCTV coverage in the "Starbucks in China profits" point of view, there are also netizens who think that Starbucks offers a comfortable environment, compared to the consumption of tea in big cities, prices of Starbucks in China, "are still quite reasonable."

On October 21, the United States issued a rebuttal of CCTV to Starbucks, a coverage in the media, said the Chinese netizens do not seem to show CCTV CCTV denounced Starbucks is forwarded 63,000 Sina weibo, but received 28,000 netizens ridicule CCTV response.

Is not the first time controversy

CCTV's challenge, Starbucks in silence for a few days later, finally responded positively yesterday.

In its written statement, the price of Starbucks stores around the world, due to raw materials, employee benefits, and many other factors. In contrast to Starbucks price differences in Chinese and American markets, and is not based on a comparison of the same dimension.

For higher profits in China, Starbucks, explained in a written statement, its small number of direct store in China, and joint-venture store included only profits, before are not included in the cost of inputs, so is more profitable.

As of June 30 from Starbucks ' second-quarter earnings, its operating margin was 36.2% in China, in the United States of 22.3%, margin of 3.2% in Europe, the Middle East and Africa.

Starbucks Asia Pacific President of Culver explained that the margin actually Starbucks in China than the United States is high, because Starbucks cafes in China an area much larger than United States stores most Chinese customers like to spend a few hours in Starbucks, and 80% United States Starbucks customers get coffee, you go.

This is not the first Starbucks in China affected by negative reports.

Back in 2007, questioned one CCTV host to Starbucks in the forbidden city in Beijing, leading to the store closes. 2012, Starbucks in the Lingyin Temple in Hangzhou also caused a great stir.

(Original title: Starbucks ' response to CCTV's "windfall" report: Chinese customers in the store for a few hours)

Oriental morning post
(星巴克回应央视暴利报道:顾客在店里一待几小时|星巴克|暴利|星巴克咖啡_新浪新闻
2013年10月23日10:00
（编辑：SN054）

　　早报记者 沈靓 实习生 邓亦彤

　　近日，中央电视台报道星巴克在华“暴利”，其产品售价远高于在美、英等国的售价。对此，星巴克昨日发声明称，对比中美市场的价格差异，并不是一个基于同一维度的比较。

　　美媒发文反驳央视

　　日前央视在报道中称，星巴克一款354毫升拿铁咖啡的价格，在北京最贵27元，在孟买最便宜折合人民币14.6元，伦敦和芝加哥的售价分别为24.25元、19.98元。

　　据上海咖啡专业委员会会长王振东介绍，一杯中杯拿铁咖啡的物料成本不足4元。

　　此外，星巴克出售的由中国制造的马克杯，加上关税及运输成本之后，在美国市场的售价仍低于在中国市场上的售价。

　　央视这一报道在国内外引起很大反响，有中国网友认同央视报道中“星巴克在中国暴利”的观点，也有网友认为星巴克提供了舒适的环境，相比大城市一些茶馆的消费水平，星巴克在中国的售价“还算合理”。

　　10月21日，美国媒体发文反驳央视对星巴克的这一报道，称中国网友似乎并不领央视的情，央视声讨星巴克的新浪微博被转发6.3万次，但收到2.8万条网友调侃央视的回复。

　　不是第一次引起争议

　　对于央视提出的质疑，星巴克在沉默数日后，昨日终于正面回应。

　　在其书面声明中，星巴克称全球门店的价格差异，缘于原料设备、员工福利等多方面因素。对比星巴克在中、美市场的价格差异，不是基于同一维度的比较。

　　对于在华利润较高，星巴克在书面声明中解释称，其在中国的直营门店数量较少，而合资店只计入利润，不计入之前投入的成本，因此显得利润较高。

　　从星巴克截至6月30日的二季度财报看，其在中国的运营利润率为36.2%，在美国为22.3%，在欧洲、中东与非洲利润率为3.2%。

　　星巴克中国与亚太区总裁卡尔弗解释说，星巴克在中国的利润率实际并不比美国高，因为星巴克在中国咖啡馆的面积要远大于美国门店，大多数中国顾客喜欢在星巴克店里待上几小时，而80%的美国星巴克顾客拿到咖啡就走。

　　这并非星巴克在中国第一次受到负面报道。

　　早在2007年，一名央视主持人对星巴克进驻北京故宫提出质疑，导致这一门店随后关闭。2012年，星巴克进驻杭州灵隐寺同样引起轩然大波。

(原标题：星巴克回应央视“暴利”报道：中国顾客在店里一待几小时)

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