Starbucks has joined the ranks of foreign companies to be targeted by the Chinese press, which accuses the bar chain of charging Chinese consumers too much.
State television CCTV broadcast a seven-minute special criticizing the Seattle company's pricing policy, claiming that the cost of a "tall latte" (a drink that can be associated with a latte) is higher in Beijing than in London, Chicago or Mumbai. In fact, compared to the 27 yuan paid by a Chinese consumer, the London buyer would pay the equivalent of 24,25 yuan, while the American one would pay out 19,98 yuan.
The television report follows a series of articles published by the local press which accused Starbucks of "profiteering".
The allegations come after numerous attacks on foreign companies and the American tech giant Apple in particular. Under accusation, this time, the guarantee policies and consumer services considered highly inefficient. In particular, numerous articles spoke of the extreme arrogance shown towards the Chinese consumer by Apple personnel. The campaign of criticism ended only when CEO Tim Cook publicly apologized.
In a press release, Starbucks said the difference in prices was caused by a number of factors including investments in infrastructure, the real estate market, currency trends and labor costs. The Seattle-based group entered the Chinese market in 1999 and has over a thousand stores in the country. The coffee chain's continued growth in the People's Republic will see China become the second largest market in 2014, overtaking Canada.
http://business.inquirer.net/148525/starbucks-latest-foreign-target-for-chinese-media
