[摘要]大家是不是都很喜歡喝星巴克呢？喜歡里面寧?kù)o的氛圍，專注的做自己的事情或者跟朋友家人一起愉快的聊天。國(guó)外一家普通的咖啡連鎖機(jī)構(gòu)在中國(guó)能夠大獲成功，你知道星巴克在中國(guó)的運(yùn)營(yíng)方法嗎？

Starbucks is planning a massive expansion in China over the next couple years that will nearly double its locations in the country. It might seem risky for a coffee company to expand so aggressively in a culture of tea-drinkers. But Starbucks has altered its stores and products to adapt to local tastes and the strategy appears to be working.

星巴克計(jì)劃在接下來的幾年里在中國(guó)大規(guī)模的擴(kuò)張，店面的數(shù)量將會(huì)是之前的兩倍。在擁有飲茶文化的國(guó)家有如此大的擴(kuò)張野心，對(duì)于一家咖啡公司而言似乎是在冒險(xiǎn)。但是星巴克已經(jīng)改變它的店面和飲品，用來迎合當(dāng)?shù)鼐用竦目谖?，這個(gè)戰(zhàn)略好像開始奏效。

The company’s same-store sales grew 7% in the region for the most recent quarter and it’s planning to open 500 new locations in China by the end of the year, which would make China Starbucks’ second largest market outside the U.S.

最近一個(gè)季度，在一個(gè)區(qū)域，公司的同等店面銷售額上漲了7%。星巴克計(jì)劃年底在中國(guó)新開500家店，這將使中國(guó)的星巴克店面數(shù)量是低于美國(guó)的第二大市場(chǎng)。

Here’s a few ways that Starbucks is doing things differently in China:

這里有幾點(diǎn)事星巴克在中國(guó)的不同運(yùn)營(yíng)方法：

1.The stores are bigger with more seating space. “Unlike Americans, who can’t cope without a morning cup of joe, most Chinese customers don’t just grab and go,” writes Violet Law in the Global Post. “Instead, coffee shops here are a destination. People sit back and chat with friends and family. Some come to meet with clients or do business.”

1.店面擴(kuò)大有更多的座位。維奧萊特·勞在國(guó)際雜志上寫道“大多數(shù)中國(guó)客人不需要急忙拿著咖啡然后離開，不像美國(guó)人不能早上沒有一杯咖啡。”相反，咖啡店在中國(guó)是目的地。人們坐這里同朋友和家人聊天，一些人也會(huì)在這里跟客戶見面或者處理商業(yè)事務(wù)。

While most Starbucks stores in the U.S. are hectic and bustling, Chinese consumers seek out Starbucks to “nurse their drinks and lose themselves in their laptops… enjoying tranquility that’s usually elusive in teeming China,” Law writes.

雖然美國(guó)大部分的星巴克店都是繁忙和熙熙攘攘的，而在中國(guó)顧客尋找星巴克是為了“在人數(shù)如織的中國(guó)這種安靜通常是難以找到的，他們享受這種寧?kù)o，喝咖啡和沉浸在網(wǎng)絡(luò)上…”勞寫道。

2.The coffee is more expensive. Starbucks charges up to 20% more for its coffee products in China compared to other markets. The Chinese state media has attacked Starbucks for this practice, but the company says the prices are due to the higher costs of doing business in the country.

2.咖啡會(huì)更貴。星巴克在中國(guó)咖啡的收費(fèi)相比于其它市場(chǎng)要高出20%。中國(guó)媒體曾攻擊過星巴克的價(jià)格，但是星巴克公司卻說價(jià)格歸因于在中國(guó)開店的高成本。

3.Starbucks stores in China offer a menu of Chinese teas and treats like mooncakes. But one of the best-selling item in the region right now is actually a Strawberry Cheesecake Frappucino, which is topped with a cream cheese whipped cream, graham cracker crumbles, and strawberry syrup. The frappuccino “set instant records for the top-selling limited-time Frappuccino offering ever,” Starbucks chief operating office Troy Alstead said on a recent earnings call.

3.星巴克店在中國(guó)提供中國(guó)茶菜單和推出像月餅之類的甜點(diǎn)。但在這個(gè)地區(qū)，目前銷量最好的產(chǎn)品實(shí)際上冰草莓乳酪刨冰，在刨冰的上面覆蓋一層攪拌乳酪，碎薄餅還有草莓糖漿。刨冰“在有限的時(shí)間里，刨冰的銷售量瞬間突破以往的紀(jì)錄，”星巴克首席運(yùn)營(yíng)官特洛伊·奧爾斯得特在近期的收入來電說。

4. The food is labeled with the country where it was imported from to address Chinese consumers’ concerns about food safety.

4.出于中國(guó)消費(fèi)者對(duì)食品安全的擔(dān)憂，所有的食物都會(huì)貼上從哪個(gè)國(guó)家進(jìn)口的標(biāo)簽。

5. Starbucks management makes an effort to get to know employees’ families.“Starbucks has … factored in family dynamics and expectations in China, where success can be judged by the title on one’s business card,” the company said in a statement. “Family forums have been held for parents of store partners to hear managers discuss gratifying career paths at Starbucks.”

5.星巴克的管理方式會(huì)努力知道員工的家庭。公司在一次聲明中說“在中國(guó)，星巴克有家庭動(dòng)態(tài)因素，一個(gè)人商務(wù)名片的頭銜可以評(píng)判他的成功。”“家庭討論已經(jīng)為合作伙伴的家人舉辦了很多次，讓他們?nèi)ヂ牻?jīng)理們討論感謝在星巴克的職業(yè)生涯。”

[發(fā)布者：yezi]

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