感受星巴克中國經營模式

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.

星巴克計劃在接下來的幾年裏在中國大規模的擴張，店面的數量將會是之前的兩倍。在擁有飲茶文化的國家有如此大的擴張野心，對於一家咖啡公司而言似乎是在冒險。但是星巴克已經改變它的店面和飲品，用來迎合當地居民的口味，這個戰略好像開始奏效。

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.

最近一個季度，在一個區域，公司的同等店面銷售額上漲了7%。星巴克計劃年底在中國新開500家店，這將使中國的星巴克店面數量是低於美國的第二大市場。

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

這裏有幾點事星巴克在中國的不同運營方法：

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.店面擴大有更多的座位。維奧萊特·勞在國際雜誌上寫道“大多數中國客人不需要急忙拿着咖啡然後離開，不像美國人不能早上沒有一杯咖啡。”相反，咖啡店在中國是目的地。人們坐這裏同朋友和家人聊天，一些人也會在這裏跟客戶見面或者處理商業事務。

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.

雖然美國大部分的星巴克店都是繁忙和熙熙攘攘的，而在中國顧客尋找星巴克是爲了“在人數如織的中國這種安靜通常是難以找到的，他們享受這種寧靜，喝咖啡和沉浸在網絡上…”勞寫道。

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.咖啡會更貴。星巴克在中國咖啡的收費相比於其它市場要高出20%。中國媒體曾攻擊過星巴克的價格，但是星巴克公司卻說價格歸因於在中國開店的高成本。

bucks 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.星巴克店在中國提供中國茶菜單和推出像月餅之類的甜點。但在這個地區，目前銷量最好的產品實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“在有限的時間裏，刨冰的銷售量瞬間突破以往的紀錄，”星巴克首席運營官特洛伊·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.出於中國消費者對食品安全的擔憂，所有的食物都會貼上從哪個國家進口的標籤。

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努力知道員工的家庭。公司在一次聲明中說“在中國，星巴克有家庭動態因素，一個人商務名片的頭銜可以評判他的成功。”“家庭討論已經爲合作伙伴的家人舉辦了很多次，讓他們去聽經理們討論感謝在星巴克的職業生涯。”