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.” |