Why the High Price Coffee Move by Mixue Split Customers

Some Mixue Bingcheng stores in Guangzhou, Shenzhen, and Beijing raised drink prices by 1 yuan starting December 16, for both dine-in and mini-program orders. Third-party delivery platforms kept their existing prices. Headquarters customer service cited market factors and overall store operations, adding that the change is regional and not a nationwide increase.

The shift echoes earlier adjustments in Shanghai and on selected nationwide products, and reactions online differ from last year. Some customers accept the cost pressure behind the higher price coffee, while others say they will buy less. Delivery listings in Guangzhou were already about 1 yuan above dine-in, so the gap narrows for some orders.

Recently, some Mixue Bingcheng stores in Guangzhou, Shenzhen, and Beijing announced price increases for their drinks, with both dine-in and mini-program orders rising by 1 yuan, while third-party delivery platforms have not yet followed suit. This is not the brand's first price adjustment; previously, some stores in Shanghai and multiple products nationwide had already seen price hikes. The news quickly trended on Weibo, and consumer attitudes showed clear division compared to last year, with some expressing understanding of cost pressures and others stating they would reduce purchases. This article will outline the regional scope of this price adjustment, the official response, the history of past adjustments, and the diverse reactions from netizens, presenting the full picture of the event.

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Recently, according to multiple media reports including The Paper, several Mixue Bingcheng stores in Guangzhou posted notices on their mini-programs, stating that "based on overall store operations, starting December 16, the in-store and mini-program app drink prices (including ice cream series) at this store will increase by 1 yuan."

It is reported that this price adjustment information was publicly displayed on Mixue Bingcheng's mini-program and in stores, and it is not a nationwide price increase. According to official notices, some stores in Guangzhou, Shenzhen, and Beijing are facing price hikes, with drink prices all increased by 1 yuan. Stores in other areas of these cities maintain their original prices.

Additionally, this price adjustment mainly affects dine-in and mini-program orders, while prices on third-party delivery platforms currently remain unchanged. However, the report noted that, taking Guangzhou stores as an example, Mixue Bingcheng's products on delivery platforms were already generally 1 yuan more expensive than dine-in.

Regarding the reason for this product price adjustment, a reporter contacted Mixue Bingcheng's headquarters customer service, who responded, "Taking into account market factors and store operations comprehensively, we have uniformly adjusted products in certain regions, while prices in other regions remain unchanged." As for whether further adjustments or restoration of original prices will follow, Mixue Bingcheng customer service said they have not received relevant notices for now.

Before the price increases in Beijing, Guangzhou, and Shenzhen, starting March 16 this year, some Mixue Bingcheng stores in certain areas of Shanghai had already taken the lead in adjusting prices, with drinks and desserts also increased by 1 yuan. At that time, the official reply to reporters was, "The price adjustment is mainly due to changes in operating costs and comprehensive market environment adjustments."

In addition to adjusting prices at some stores in four first-tier cities, in September 2023, the brand also adjusted multiple drinks across nationwide stores. Among them, the price of Peach Four Seasons Spring was raised from 6 yuan to 7 yuan, and all coffee series drinks increased by 1 yuan.

In response, Mixue Bingcheng headquarters customer service stated that this is a regular product update, optimizing and upgrading individual products. However, this also means that in less than a year and a half, some stores' Peach Four Seasons Spring and coffee products have seen price increases twice, with Peach Four Seasons Spring's increase reaching as high as 33%.

After the news reports, topics related to Mixue Bingcheng's price increase trended on Weibo, sparking widespread attention and discussion among netizens. It is worth noting that compared to last year, consumers' divisions over the brand's price adjustment seem to have increased.

After Mixue Bingcheng's partial price increases last year, many consumers expressed support, saying, "If it goes up, it goes up, I'll still buy it." However, in the face of this price hike, netizens' views have changed somewhat.

Some people said they can still accept the new prices, believing that in the current poor economic environment, it is reasonable for the brand to raise drink prices to maintain store operations, saying, "They have to consider costs too, it's understandable." But many price-sensitive consumers directly expressed their dissatisfaction, saying, "5 yuan a cup, I'll choose to drink mineral water," and "Go ahead and raise it, slowly I won't be able to afford it."

Image source: Internet

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The above content is compiled by CoffeeHunters, a coffee news website.