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星巴克上海新开烘焙工坊
添加时间:2017-12-07 18:36:24 浏览次数: 作者:未知
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  • Starbucks is making a super-sized bet on China, where it is opening the world’s biggest outlet1 as part of efforts to maintain its upscale reputation in an increasingly important market.

    星巴克(Starbucks)在中国市场押下重注,推出约3万平方公尺(2700平米)的臻选烘焙工坊。此举是该公司为了在重要性日益提升的中国市场保持其高端品牌声誉举措的一部分。

    The Seattle-based company has spread to more than 130 cities in China, where it now operates about 3,000 stores. It is opening new outlets2 at a rate faster than one a day as it seeks growth in the country following several quarters of underwhelming results in the US, its biggest market.

    总部在西雅图的星巴克现已在中国130多个城市开设了近3000家门店。在其最大市场美国市场连续多个季度的销售业绩不尽人意后,星巴克正以每天新开超过一家门店的速度在中国市场扩张,以寻求业绩增长。

    The new 30,000 sq ft roastery in Shanghai — which is approximately half the size of a football pitch — is Starbucks’ first outside the US. The outlet, which will open on Wednesday, allows customers to watch beans being roasted and brewed3 in Bunsen-burner style tubes and is positioned as “super premium4,” the company said.

    上海新开的这家烘焙工坊——面积近半个足球场大——是星巴克在美国之外的首家臻选烘焙工坊。这家定位为“超高端”的新店于星期三开张迎客,顾客可以观看咖啡豆烘焙以及在本生灯般的装置中冲煮的全过程,该公司说。

    As white-collar Chinese consumers with rising incomes switch to pricier premium goods, Starbucks is betting that thirst will extend to coffee.

    随着收入不断增加的中国白领消费者转向价格更高的高端产品,星巴克押注,这股消费升级热潮将会延伸到咖啡领域。

    China could become Starbucks’ biggest market within a decade, executive chairman Howard Schultz told the Financial Times in Shanghai on Tuesday.

    星巴克的创始人兼执行董事长霍华德?舒尔茨(Howard Schultz)周二在上海向英国《金融时报》表示,中国可望在十年内成为星巴克最大的市场。

    Starbucks outlets in China have been seen as an upmarket destination for business meetings or dates, and so are able to charge more for a coffee than in the US. But other US brands such as McDonald’s and KFC that expanded rapidly in China have struggled in recent years as consumers in large cities began to desert in favour of higher-end options.

    在中国,星巴克咖啡店被视为商务会面或约会的高档场所,因此,它在中国的咖啡售价高于美国。不过,曾在中国快速扩张的麦当劳(McDonald's)和肯德基(KFC)等其他美国品牌近年来举步维艰,因为中国大城市的消费者开始放弃这些品牌,转而青睐更高端的餐厅。

    Starbucks has 600 stores in Shanghai — more than in New York or London — but faces competition from an increasing number of artisanal outlets. Li Chaoxiang, 23, who works in an investment bank, said: “Starbucks is not a premium brand any more, as when it first came. Now in Shanghai you can see Starbucks anywhere.”

    星巴克在上海有600家门店——超过了纽约或伦敦——但面临越来越多精品咖啡店的竞争。今年23岁、在一家投资银行工作的李超祥(音译)说:“与当初进入中国时不一样了,星巴克已不再是高端品牌。在上海,星巴克现在随处可见。”

    “The ubiquity of those companies worked against them,” Mr Schultz said of US fast-food chains. “The roastery represents the ability to take the customer up.”

    “开店太多制约了这些公司的发展。” 舒尔茨在谈到美国的快餐连锁店时说,“通过烘焙工坊,我们能够带着客户升级消费。”

    Revenue from the Asia-Pacific region, which includes China, accounted for almost 15 per cent of Starbucks’ revenue for the fiscal5 year ended in October, up from 5.5 per cent five years earlier. Same-store sales grew 8 per cent in China in the most recent quarter, compared with 2 per cent globally.

    在10月份结束的财务年度,包括中国在内的亚太地区收入,在星巴克总收入中的占比由五年前的5.5%上升至接近15%。最近一个季度,中国的同店销售增长8%,而全球增幅仅为2%。

    “This is an inflection point for the company where China will become a much more important component6 of the financial results of Starbucks,” Mr Schultz said, adding there would be “less dependence7 on the US business” in the future.

    “这是星巴克发展的一个拐点,今后,中国市场将在星巴克的财务业绩中占据重要得多的地位。” 舒尔茨说。将来,公司对“美国业务的依赖性会下降”,他补充说。

    Starbucks opens a store about every 15 hours in China, including in a growing number of smaller cities that many Americans have “never heard of,” Mr Schultz said. “We’re seeing fantastic returns in those cities which are consistent with the early days of Shanghai and Beijing,” he added.

    星巴克每15个小时就在中国开设一家新店,其中包括在越来越多很多美国人“从未听说过”的小城市,舒尔茨说。“在这些城市的投资回报非常高,同星巴克最初进入上海和北京时的情况一样。” 他补充说。

    “One thing we didn’t count on is how busy the stores would be in the afternoon and evening, which is different from the US where we are busiest in the morning,” he noted8. He added that same-store sales had been boosted by increasing morning patronage9 “in the last year or two” in China.

    “我们没有考虑到的一点是,这些咖啡店在下午和晚上会非常忙,这与美国的情况不同,美国市场的高峰期通常是在早上。”他说。同店销售因“过去一两年”中国市场上午的客流量增加而受到提振,他还指出。

    While Starbucks has been under fire for its tax arrangements in Europe, Mr Schultz, who stepped down as chief executive this year, has been an outspoken10 critic of Donald Trump11 and the recent tax reform bill passed by the US Senate.

    虽然星巴克因其在欧洲的税务安排而受到抨击,但今年辞去首席执行官职位的舒尔茨,一直直言不讳地批评总统唐纳德?特朗普(Donald Trump)和最近美国国会通过的税改议案。

    “I have a policy of not speaking about American politics on foreign soil,” he said. “I’ll just say this: I would like to see a tax policy that is more compassionate12 and serves all people not just corporate13 America”.

    “我给自己划定的红线是,不在外国的土地上谈论美国政治。”他说,“我就这样说吧,我希望看到税收政策更富有同情心,能造福所有人、而不仅仅是美国的公司。”

     10级    英语新闻 


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    1 outlet [ˈaʊtlet] ZJFxG   第7级
    n.出口/路;销路;批发商店;通风口;发泄
    参考例句:
    • The outlet of a water pipe was blocked. 水管的出水口堵住了。
    • Running is a good outlet for his energy. 跑步是他发泄过剩精力的好方法。
    2 outlets [ˈautlets] a899f2669c499f26df428cf3d18a06c3   第7级
    n.出口( outlet的名词复数 );经销店;插座;廉价经销店
    参考例句:
    • The dumping of foreign cotton blocked outlets for locally grown cotton. 外国棉花的倾销阻滞了当地生产的棉花的销路。 来自《简明英汉词典》
    • They must find outlets for their products. 他们必须为自己的产品寻找出路。 来自《现代汉英综合大词典》
    3 brewed [bru:d] 39ecd39437af3fe1144a49f10f99110f   第8级
    调制( brew的过去式和过去分词 ); 酝酿; 沏(茶); 煮(咖啡)
    参考例句:
    • The beer is brewed in the Czech Republic. 这种啤酒是在捷克共和国酿造的。
    • The boy brewed a cup of coffee for his mother. 这男孩给他妈妈冲了一杯咖啡。 来自《简明英汉词典》
    4 premium [ˈpri:miəm] EPSxX   第7级
    n.加付款;赠品;adj.高级的;售价高的
    参考例句:
    • You have to pay a premium for express delivery. 寄快递你得付额外费用。
    • Fresh water was at a premium after the reservoir was contaminated. 在水库被污染之后,清水便因稀而贵了。
    5 fiscal [ˈfɪskl] agbzf   第8级
    adj.财政的,会计的,国库的,国库岁入的
    参考例句:
    • The increase of taxation is an important fiscal policy. 增税是一项重要的财政政策。
    • The government has two basic strategies of fiscal policy available. 政府有两个可行的财政政策基本战略。
    6 component [kəmˈpəʊnənt] epSzv   第7级
    n.组成部分,成分,元件;adj.组成的,合成的
    参考例句:
    • Each component is carefully checked before assembly. 每个零件在装配前都经过仔细检查。
    • Blade and handle are the component parts of a knife. 刀身和刀柄是一把刀的组成部分。
    7 dependence [dɪˈpendəns] 3wsx9   第8级
    n.依靠,依赖;信任,信赖;隶属
    参考例句:
    • Doctors keep trying to break her dependence of the drug. 医生们尽力使她戒除毒瘾。
    • He was freed from financial dependence on his parents. 他在经济上摆脱了对父母的依赖。
    8 noted [ˈnəʊtɪd] 5n4zXc   第8级
    adj.著名的,知名的
    参考例句:
    • The local hotel is noted for its good table. 当地的那家酒店以餐食精美而著称。
    • Jim is noted for arriving late for work. 吉姆上班迟到出了名。
    9 patronage [ˈpætrənɪdʒ] MSLzq   第10级
    n.赞助,支援,援助;光顾,捧场
    参考例句:
    • Though it was not yet noon, there was considerable patronage. 虽然时间未到中午,店中已有许多顾客惠顾。
    • I am sorry to say that my patronage ends with this. 很抱歉,我的赞助只能到此为止。
    10 outspoken [aʊtˈspəʊkən] 3mIz7v   第8级
    adj.直言无讳的,坦率的,坦白无隐的
    参考例句:
    • He was outspoken in his criticism. 他在批评中直言不讳。
    • She is an outspoken critic of the school system in this city. 她是这座城市里学校制度的坦率的批评者。
    11 trump [trʌmp] LU1zK   第10级
    n.王牌,法宝;v.打出王牌,吹喇叭
    参考例句:
    • He was never able to trump up the courage to have a showdown. 他始终鼓不起勇气摊牌。
    • The coach saved his star player for a trump card. 教练保留他的明星选手,作为他的王牌。
    12 compassionate [kəmˈpæʃənət] PXPyc   第9级
    adj.有同情心的,表示同情的
    参考例句:
    • She is a compassionate person. 她是一个有同情心的人。
    • The compassionate judge gave the young offender a light sentence. 慈悲的法官从轻判处了那个年轻罪犯。
    13 corporate [ˈkɔ:pərət] 7olzl   第7级
    adj.共同的,全体的;公司的,企业的
    参考例句:
    • This is our corporate responsibility. 这是我们共同的责任。
    • His corporate's life will be as short as a rabbit's tail. 他的公司的寿命是兔子尾巴长不了。

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