3 6 Ke·2025-09-25 09:34Core Insights - Starbucks employees face immense pressure to sell mooncakes, leading to creative and sometimes desperate sales tactics [1][24][31] - The company has introduced two new mooncake products this year, priced at 468 yuan and 358 yuan, respectively [2] - Despite high profit margins of 65%, the low repurchase rate of 23% for Starbucks mooncakes indicates a struggle to sell the product [35][36] Group 1: Employee Sales Pressure - Employees are resorting to various methods to sell mooncakes, including creative social media promotions and even self-purchasing to meet sales targets [1][6][31] - The pressure to meet sales KPIs is significant, with some employees reporting that they must sell over 200 boxes of mooncakes [24][31] - Official company policy prohibits employees from self-purchasing, yet the pressure to meet sales targets often leads to this behavior [26][31] Group 2: Product Performance - The new mooncake offerings include a variety of flavors, but employee feedback suggests that the taste does not align with consumer preferences [32][35] - The mooncake sales strategy appears to be a mix of high pricing and promotional offers, yet the effectiveness of these strategies is questioned due to low consumer interest [27][36] - The company has faced criticism for its mooncake products, which are perceived as overpriced and not meeting quality expectations [35][36] Group 3: Company Strategy and Market Position - Starbucks is attempting to adapt to local market demands while facing competition from lower-priced alternatives [36][37] - The company has recently lowered prices on several non-coffee products, indicating a response to competitive pressures in the market [36] - The ongoing challenges in mooncake sales reflect broader issues within Starbucks regarding employee satisfaction and product alignment with consumer expectations [37]