星巴克拟在中国大规模增加新店
【英文原文】
Starbucks Plans Big Expansion In China
Starbucks Corp. Chief Executive Howard Schultz said China is set to usurp Japan as its biggest market outside North America, as the coffee titan plans to open 'thousands of stores' in China over time.
He also said the Seattle-based chain was eager to crack the potentially lucrative Indian and Vietnamese markets, where it doesn't yet have a presence.
'Asia clearly represents the most significant growth opportunity on a go-forward basis,' said Mr. Schultz, in an interview.
Starbucks has searched for new areas of growth following a deep retrenchment in the U.S. during the past year, which involved Starbucks closing hundreds of underperforming stores and shaving nearly $600 million of costs.
Mr. Schultz says the company has turned its fortunes around, allowing it to now shift its attention to international markets. In January, Starbucks reported its first quarter of same-store sales growth since the end of 2008.
But he said the company would plan its China growth carefully. 'Over time there will be thousands of stores in China,' said Mr. Schultz. 'But it's a complicated market that requires significant discipline and thoughtfulness.'
Despite its long presence in the Chinese market -- Starbucks opened its first shop in Beijing in 1999 -- the coffee company only has 376 stores on the China mainland, compared with 878 in Japan.
'Cracking the code in China for any company is not an easy task -- there will be a number of winners and lots of losers of people who go there and rush to judgment and don't succeed,' said Mr. Schultz. 'The thing I am most interested in when I go to China is whether or not local Chinese are buying Starbucks coffee and sitting in our stores.'
【中文译文】
星巴克拟在中国大规模增加新店
星巴克公司(Starbucks Corp.)首席执行长舒尔茨(Howard Schultz)说，中国将超过日本成为其北美之外最大的市场。这家咖啡巨头计划在中国开设数千家连锁店。
他在接受采访时说，从未来发展来看，亚洲显然是最有可观增长机会的。
星巴克去年在美国大幅收缩业务后，已在寻找新的业务增长区域。去年星巴克在美关闭了数百家经营欠佳的连锁店，降低成本近六亿美元。
舒尔茨说，公司已经时来运转，因而目前可转而关注国际市场。1月份，该公司报告第一季度同店销售额出现增长，为2008年末来的第一次。
星巴克CEO谈中国市场
星巴克公司CEO霍华德·舒尔茨(Howard Schultz)说，中国将超过日本成为其北美之外最大的市场。这家咖啡巨头计划在中国开设数千家连锁店。他说公司将精心筹备在中国的扩张方案。他说，假以时日，中国将出现数千个星巴克咖啡店。但中国市场情况复杂，需要纪律严明与深思熟虑。
星巴克登陆中国市场时间已不短，第一家店1999年在北京开设。但星巴克迄今在中国大陆仅有376家店，而在日本已有878家。
舒尔茨说，对任何公司而言，破解中国市场的规则并不容易。进入这个市场的，将有不少的成功者，也会有为数众多、急于做出决断的失败者。他表示，每次到中国他最想知道的是，中国人是否购买星巴克咖啡，并在店中啜饮休憩。
