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星巴克携手阿里巴巴在中国开展外卖业务

Erin Corbett 2018年08月05日

有分析师认为,出现这种情况的部分原因来自新的竞争。

据《华尔街日报》报道,星巴克将和电商集团阿里巴巴携手在中国开展食品饮料外卖业务。上个季度,星巴克的盈利增速出现了滑坡。

星巴克与阿里巴巴旗下的外卖平台饿了么的合作已经于8月2日公布,此项业务则将在今年秋天投入运营。虽然星巴克并未具体谈论过饿了么,但该公司此前曾经表示,它正计划和一位合作伙伴在中国开展外卖业务。

星巴克中国首席执行官王静瑛说:“今年秋天我们将率先从北京和上海开始,计划到2019年将业务扩展到全国。”

在截至今年7月1日的第三财务季度,星巴克在中国的可比门店销售额下降了2%。据《华尔街日报》报道,市场研究机构CMR董事总经理雷小山认为:“星巴克的问题在于人们已不再视它为一个梦寐以求的品牌。”

有分析师认为,出现这种情况的部分原因来自新的竞争,包括总部设在北京的零售咖啡初创公司瑞幸咖啡。在过去七个月中,瑞幸开设了660家门店,其经营模式是在店里制作咖啡,然后由骑电动车的快递员送到顾客手上。

32岁的商业分析师林江函(音译)指出:“瑞幸咖啡味道好,而且便宜。”另外它可以直接送到办公室,是一种方便的选择。

王静瑛在业绩电话会议上对分析师表示:“虽然刚进入咖啡市场的新生力量选择利用外卖和大幅折扣吸引消费,但在质量、体验和业务可持续性方面也存在妥协。我可以向大家保证,我们的新外卖业务将坚持高标准,达到国内客户对星巴克体验的预期。”(财富中文网)

译者:Charlie

审校:夏林

Starbucks is pairing up with the e-commerce service Alibaba Group Holding Ltd. to deliver food and beverage products in China, the Wall Street Journal reported. The move comes as Starbucks recorded an earning slowdown in its last quarter.

The deal with Alibaba’s food-delivery service Ele.me was announced on August 2nd, and the delivery partnership will start in the fall. Though Starbucks didn’t specifically comment on Ele.me, the company previously said it was planning to work with a partner for delivery in China.

“We start this fall in Beijing and Shanghai, with plans to expand across the country as we enter calendar 2019,” said Belinda Wong, the chief executive of Starbucks China.

In its financial results for the third quarter, which ended on July 1, Starbucks reported a 2% decline in comparable store sales in China.

“The problem is Starbucks is no longer viewed as an aspirational brand,” said Shaun Rein, the managing director of China Market Research Group, according to the Wall Street Journal.

Analysts believe this is partially due to new competition, including from the startup coffee company Luckin Coffee in Beijing. In the last seven months, Luckin has opened 660 stores where coffee is brewed and then delivered to customers by scooter.

“Luckin tastes good and is cheaper,” said 32-year-old business analyst, Lin Jinghan, adding that Luckin offers delivery straight to the office, making it a convenient option.

“While recent coffee market entrants have chosen to capitalize on delivery combined with heavily discounted offers, there’s significant compromises at play in terms of quality, experience, and business sustainability,” Wong said in an earnings call with analysts. She added, “Let me assure you that our new delivery service will adhere to the high standards our customers in China have come to expect with regard to the Starbucks experience.”

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