感受星巴克中国经营模式

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.

星巴克计划在接下来的几年里在中国大规模的扩张，店面的数量将会是之前的两倍。在拥有饮茶文化的国家有如此大的扩张野心，对于一家咖啡公司而言似乎是在冒险。但是星巴克已经改变它的店面和饮品，用来迎合当地居民的口味，这个战略好像开始奏效。

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.

最近一个季度，在一个区域，公司的同等店面销售额上涨了7%。星巴克计划年底在中国新开500家店，这将使中国的星巴克店面数量是低于美国的第二大市场。

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

这里有几点事星巴克在中国的不同运营方法：

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.店面扩大有更多的座位。维奥莱特·劳在国际杂志上写道“大多数中国客人不需要急忙拿着咖啡然后离开，不像美国人不能早上没有一杯咖啡。”相反，咖啡店在中国是目的地。人们坐这里同朋友和家人聊天，一些人也会在这里跟客户见面或者处理商业事务。

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.

虽然美国大部分的星巴克店都是繁忙和熙熙攘攘的，而在中国顾客寻找星巴克是为了“在人数如织的中国这种安静通常是难以找到的，他们享受这种宁静，喝咖啡和沉浸在网络上…”劳写道。

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.咖啡会更贵。星巴克在中国咖啡的收费相比于其它市场要高出20%。中国媒体曾攻击过星巴克的价格，但是星巴克公司却说价格归因于在中国开店的高成本。

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.星巴克店在中国提供中国茶菜单和推出像月饼之类的甜点。但在这个地区，目前销量最好的产品实际上冰草莓乳酪刨冰，在刨冰的上面覆盖一层搅拌乳酪，碎薄饼还有草莓糖浆。刨冰“在有限的时间里，刨冰的销售量瞬间突破以往的纪录，”星巴克首席运营官特洛伊·奥尔斯得特在近期的收入来电说。

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

4.出于中国消费者对食品安全的担忧，所有的食物都会贴上从哪个国家进口的标签。

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.星巴克的管理方式会努力知道员工的家庭。公司在一次声明中说“在中国，星巴克有家庭动态因素，一个人商务名片的头衔可以评判他的成功。”“家庭讨论已经为合作伙伴的家人举办了很多次，让他们去听经理们讨论感谢在星巴克的职业生涯。”