Why CCTV missed the point in targeting Starbucks - Shaun Rein

+Shaun Rein 

China's central TV CCTV tried to strike a popular chord by going after the high prices of the lattes at Starbucks. But the action kicked back, as the audience made jokes about CCTV. Business analyst Shaun Rein explains in NBC why CCTV went after the wrong company.

NBC:

Shaun Rein, the founder and managing director of Chinese Market Research Group, a strategic market intelligence firm in China, told NBC News that the motivation behind CCTV’s report is to protect Chinese brands and domestic consumers – but it chose the wrong company and wrong product this time around. 

“It doesn't make sense to target Starbucks,” Rein said. “Starbucks is a luxury product in China. For [Chinese customers], this is a lifestyle experience. Its main customers in China are women their 20s, who see it as a fashionable place to go. They go to Starbucks once a week and spent several hours there at a time. “ 

“If it’s too cheap, consumers will doubt its quality,” Rein said. “For Chinese, in terms of food, expensive means safety.” 

Rein also cited taxes, employee training and logistics in China as key costs that drive up the price of coffee in chains like Starbucks. 

CCTV’s report on Starbucks has caused an Internet sensation. Sina Weibo alone had over 4 million posts on the subject by Tuesday afternoon – most of them criticizing CCTV for going after Starbucks.

More in NBC.

Shaun Rein is a speaker at the China Speakers Bureau. Do you need him at your meeting or conference? Do get in touch or fill in our speakers' request form.

China Weekly Hangout

+Harm Kiezebrink 

China is preparing for a new bout of bird flu. In Zhejiang the first victim was infected with the H7N9 virus, and chicken farms are preparing for the upcoming new year, meaning more risks. The +China Weekly Hangout is on Thursday 24 October discussing with bird flu expert Harm Kiezebink how you can prepare you and your company when the bird flu pandemic hits China. You can register here to participate, or read the full announcement here.


China's media are making advances in Africa. The +China Weekly Hangout discussed March 7 those advances different Chinese media groups make in Africa with veteran journalists +Eric Olander of the China Africa Project, and +Lara Farrar, previously working for both the China Daily and CNN. Moderation by +Fons Tuinstra, president of the China Speakers Bureau.

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How to prepare for the next bird flu? - China Weekly Hangout

+Harm Kiezebrink 

China is preparing for a new bout of bird flu. In Zhejiang the first victim was infected with the H7N9 virus, and chicken farms are preparing for the upcoming new year, meaning more risks. The +China Weekly Hangout is on Thursday 24 October discussing how you can prepare you and your company when the bird flu hits China.
Joining us is the Beijing-based bird flu expert Harm Kiezebrink. "You have to make your preparation now, if you do it when the flu hits, you are too late," he told when preparing the hangout. "You need to have your plans in place, your company has to operate like a hospital, with check on those coming in and leaving. Who is staying, who can you send home? How are you going to communicate? Is your security in order, when more people work from home?"
Those are a few possible questions, and you are invited to join us. Depending on when and where a pandemic might hit, different industries might need different answers.
You can join the hangout to ask you own questions. Live, by registering here at our event page, or during the event by using our Q&A tool at the event page during the hangout. Depending on who is joining, we can address specific questions for specific industries, like airlines, training institutes, security services, government, hotels etc.

China Weekly Hangout

In April this year, the +China Weekly Hangout organized a debate about the bird flu in China with flu expert +Harm Kiezebrink from Beijing, HKU-lecturer +Paul Fox from Hong Kong and CEIBS adjunct professor +Richard Brubaker from Shanghai. We tried to figure out what is happening with N7H9, and what possible scenario's can develop. And we discuss what the Chinese government has learn from SARS, now ten years ago. Moderation by +Fons Tuinstra of the China Speakers Bureau.

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