聯(lián)手阿里，星巴克開(kāi)始在中國(guó)送外賣(mài)了

SHANGHAI — For years, Starbucks was the undisputed king of coffee in China.

上海——多年來(lái)，星巴克在中國(guó)一直是無(wú)可爭(zhēng)議的咖啡之王。

It single-handedly created a market of coffee drinkers in a nation of tea lovers, cashing in on a wave of affluent Chinese who looked to Starbucks as an aspirational brand. The country quickly became the coffee chain’s second-largest market after the United States.

在一個(gè)茶葉愛(ài)好者的國(guó)度，它一手打造了一個(gè)咖啡飲用者市場(chǎng)，從一大波富裕的中國(guó)人身上賺錢(qián)，他們視星巴克為一個(gè)“理想品牌”。中國(guó)迅速成為這家咖啡連鎖企業(yè)僅次于美國(guó)的第二大市場(chǎng)。

But Starbucks’s dominance in China is increasingly under attack, as growth begins to slow and competitors aggressively target coffee drinkers. Starbucks executives have come under scrutiny for being slow to adapt to technological shifts and retail trends in the country, namely delivery.

但是，隨著中國(guó)經(jīng)濟(jì)增長(zhǎng)開(kāi)始放緩，乃至競(jìng)爭(zhēng)對(duì)手竭力瞄準(zhǔn)咖啡飲用者，星巴克在中國(guó)的主導(dǎo)地位日益受到?jīng)_擊。星巴克的高管們因?yàn)閷?duì)中國(guó)的技術(shù)變化和零售趨勢(shì)——也就是送貨上門(mén)——的適應(yīng)過(guò)于緩慢而受到審視。

On Thursday, in a bid to revitalize its China operation, the company announced what it called a strategic “new retail” partnership with the Chinese tech giant Alibaba.

周四，為振興中國(guó)業(yè)務(wù)，該公司宣布與中國(guó)科技巨頭阿里巴巴建立所謂的“新零售”戰(zhàn)略合作關(guān)系。

The partnership will allow Starbucks to pilot delivery services next month with an Alibaba subsidiary, Ele.me, and establish what it called delivery kitchens in Alibaba’s Hema supermarkets.

這一合作伙伴關(guān)系將令星巴克從下個(gè)月開(kāi)始與阿里巴巴的子公司餓了么合作，試行外送服務(wù)，并在阿里巴巴的盒馬鮮生建立“外送星廚”。

Starbucks will also integrate across Alibaba’s platforms to create a virtual Starbucks store so Chinese customers can have more personalized experiences, the two companies said.

兩家公司表示，星巴克還將整合阿里巴巴的各種平臺(tái)，創(chuàng)建一個(gè)虛擬的星巴克店，讓中國(guó)消費(fèi)者可以獲得更多的個(gè)性化體驗(yàn)。

“This is rocket fuel for our digital flywheel strategy in China,” Kevin Johnson, the chief executive of Starbucks, said Thursday at a news briefing in Shanghai.

“這是我們?cè)谥袊?guó)的數(shù)字飛輪戰(zhàn)略的火箭燃料，”星巴克首席執(zhí)行官凱文·約翰遜(Kevin Johnson)于周四在上海舉行的新聞發(fā)布會(huì)上表示。

China is one of Starbucks’s most important markets, especially as the company’s domestic one cools. It has raised prices to offset decreasing foot traffic into United States stores. And last week, Starbucks lowered its growth projections for the year.

中國(guó)是星巴克最重要的市場(chǎng)之一，尤其是當(dāng)該公司的國(guó)內(nèi)市場(chǎng)降溫之際。它提高了價(jià)格，以抵消美國(guó)店內(nèi)客流量減少。上周，星巴克降低了今年的增長(zhǎng)預(yù)測(cè)。

But the company has also recently seen sales in China drop. Same-store sales in the most recent quarter fell by 2 percent, after increases in the previous two quarters.

但該公司最近也發(fā)現(xiàn)中國(guó)的銷(xiāo)售額出現(xiàn)下降。在前兩個(gè)季度的增長(zhǎng)之后，最近一個(gè)季度的同店銷(xiāo)售額下降了2%。

For Starbucks, analysts say the “new retail” is partly an attempt to fend off competition from Luckin Coffee, a Chinese start-up. The company, which was started in Beijing in January with two stores, has since opened more than 800 branches in 13 cities around the country. Its co-founder Guo Jinyi has been vocal about the company’s ambitions to surpass Starbucks.

分析師表示，對(duì)于星巴克而言，“新零售”部分是為了抵御來(lái)自中國(guó)初創(chuàng)公司瑞幸咖啡(Luckin Coffee)的競(jìng)爭(zhēng)。該公司于1月份在北京開(kāi)設(shè)了兩家門(mén)店，此后在全國(guó)13個(gè)城市開(kāi)設(shè)了800多家分店。它的聯(lián)合創(chuàng)始人郭謹(jǐn)一曾經(jīng)直言不諱地聲稱，該公司有超越星巴克的雄心壯志。

Starbucks has long been criticized as slow to adapt to digital trends in China; it came to mobile payments later than other brands and is starting delivery only now. “At Starbucks, we feel that we need to earn our right to do delivery right,” said Belinda Wong, the chief executive of Starbucks’s China operation.

長(zhǎng)期以來(lái)，星巴克一直被批評(píng)對(duì)中國(guó)的數(shù)字化趨勢(shì)適應(yīng)緩慢;它比其他品牌更晚使用移動(dòng)支付，而且直到現(xiàn)在才開(kāi)始外送。“但星巴克希望能把這項(xiàng)服務(wù)做到最好，”星巴克中國(guó)首席執(zhí)行官王靜瑛表示。

Perhaps no phenomenon has created as much buzz for transforming the consumer experience in China than “new retail.” From Alibaba to JD.com, e-commerce companies are encouraging consumers to merge their offline and online shopping experiences by visiting brick-and-mortar stores but placing their orders online and finding out more information about their products through their smartphones.

也許在中國(guó)，“新零售”比任何現(xiàn)象都更能在改變消費(fèi)者體驗(yàn)方面引發(fā)轟動(dòng)。從阿里巴巴到京東，電子商務(wù)公司正在鼓勵(lì)消費(fèi)者參觀實(shí)體店，但在網(wǎng)上下單，并通過(guò)智能手機(jī)查找有關(guān)其產(chǎn)品的更多信息，從而將他們的線下和線上購(gòu)物體驗(yàn)結(jié)合起來(lái)。

Jeffrey Towson, a private-equity investor and a professor of investment at Peking University who has been vocal about Starbucks’s failure to be nimble in adopting digital strategies, said Thursday’s announcement could help Starbucks move beyond its traditional reliance on brick-and-mortar transactions.

私募股權(quán)投資者與北京大學(xué)的投資教授陶迅(Jeffrey Towson)一直稱星巴克未能靈活采用數(shù)字戰(zhàn)略，他表示，周四宣布的消息可能有助于星巴克超越其對(duì)實(shí)體店交易的傳統(tǒng)依賴。

He added, “This is really bad news for Luckin Coffee.” 他還說(shuō)，“這對(duì)瑞幸咖啡來(lái)說(shuō)真是個(gè)壞消息。”

Luckin is positioning itself as a mass-market alternative to Starbucks so it can win over customers willing to pay $3.50 for a latte — 20 percent below what Starbucks charges. It offers customers discounts if they order more and is giving them half off food orders for the next five months. Customers can also choose whether they want to pick up their coffees at a store or have them delivered in 30 minutes.

瑞幸將自己定位為星巴克的大眾市場(chǎng)替代品，因此可以贏得愿為一杯拿鐵咖啡支付3.50美元(約合24元)的消費(fèi)者——比星巴克的價(jià)格低20%。它還會(huì)為訂購(gòu)更多的消費(fèi)者提供折扣，并在接下來(lái)的五個(gè)月內(nèi)為他們提供半價(jià)的食品訂單。消費(fèi)者還可以選擇是否在店內(nèi)自提咖啡或在30分鐘內(nèi)外送。

It is still too soon to say whether Luckin will succeed in a country rife with start-ups that burn through cash and go bankrupt overnight. And it can be hard to compete in the long run against the scale of a brand like Starbucks.

在一個(gè)充斥著大量資金耗盡、一夜破產(chǎn)的初創(chuàng)企業(yè)的國(guó)家，現(xiàn)在談?wù)撊鹦沂欠駮?huì)成功還為時(shí)尚早。從長(zhǎng)遠(yuǎn)來(lái)看，與星巴克這樣規(guī)模的品牌競(jìng)爭(zhēng)可能很難。

Mr. Guo, Luckin’s co-founder, pointed out that Starbucks is not dominant in countries like Canada, where there is Tim Hortons, and Britain, which is dominated by Costa Coffee.

瑞幸的聯(lián)合創(chuàng)始人郭謹(jǐn)一指出，星巴克在加拿大這樣的國(guó)家并不占支配地位，那里有蒂姆·霍頓斯(Tim Hortons)和英國(guó)咖啡(Britain)，后者由咖世家(Costa Coffee)所有。

“Each place has its own local brand, and these local brands are now the leaders,” Mr. Guo said. “I believe that in China, anything can happen in a place that is so conducive for innovation and entrepreneurship.”

“每個(gè)地方都有自己的本土品牌，而且本土品牌都做到了第一，”郭謹(jǐn)一說(shuō)。“而我相信在中國(guó)這樣什么事情都可能發(fā)生的地方，一個(gè)創(chuàng)新創(chuàng)業(yè)的很好的地方，什么都可能發(fā)生。”

In May, Luckin sued Starbucks, arguing that the American chain had signed exclusive contracts with commercial property owners that barred other coffee shops from entering the space if a Starbucks was already there.

今年5月，瑞幸起訴星巴克，稱這家美國(guó)連鎖企業(yè)同多家商業(yè)地產(chǎn)所有者簽訂了獨(dú)家合同，如果星巴克已經(jīng)在那里開(kāi)設(shè)門(mén)店，就禁止其他咖啡店進(jìn)入該地區(qū)。

It’s not going to be easy to oust Starbucks, which has 3,400 stores in more than 140 cities in China and plans to nearly double that by 2022.

要打敗星巴克并不容易，星巴克在中國(guó)140多個(gè)城市擁有3400家門(mén)店，并計(jì)劃在2022年前將這一數(shù)字翻番。

Ben Cavender, senior analyst of China Market Research, a consultancy based in Shanghai, estimates that Starbucks has a 70 percent share of the market, blazing past coffee chains like McDonald’s McCafe and Costa Coffee. But the company must prove it can stay on the cutting edge.

據(jù)總部位于上海的咨詢公司中國(guó)市場(chǎng)研究(China Market Research)的資深分析師本·卡文德(Ben Cavender)估計(jì)，星巴克占有70%的市場(chǎng)份額，遠(yuǎn)遠(yuǎn)超過(guò)麥當(dāng)勞的麥咖啡(McCafe)和咖世家等咖啡連鎖店。但該公司必須證明它能夠保持領(lǐng)先地位。

“The challenge is that consumers are much pickier about the experience they get now; they have other good options that have standardized quality and potentially a more interesting environment,” Mr. Cavender said. “So Starbucks has to do a better job. It’s not a clear win anymore.”

“挑戰(zhàn)在于，如今的消費(fèi)者對(duì)他們所獲得的體驗(yàn)更加挑剔;他們有其他很好的選擇，它們都具有標(biāo)準(zhǔn)化的質(zhì)量，還有可能擁有更有趣的環(huán)境，”卡文德說(shuō)。“所以星巴克必須做得更好?，F(xiàn)在已經(jīng)不是可以輕松取勝的時(shí)候了。”

Mr. Johnson said that Starbucks began discussing teaming up with Alibaba about a year ago.

約翰遜說(shuō)，大約一年前，星巴克開(kāi)始討論與阿里巴巴合作。

When asked about the competition posed by Luckin, Mr. Johnson said, “I think certainly as people look at the market opportunity in China as it relates to coffee, we expect there will continue to be more competition.”

當(dāng)被問(wèn)及瑞幸構(gòu)成的競(jìng)爭(zhēng)時(shí)，約翰遜說(shuō)：“我確實(shí)認(rèn)為，當(dāng)人們開(kāi)始關(guān)注中國(guó)與咖啡相關(guān)的市場(chǎng)機(jī)會(huì)時(shí)，我們預(yù)計(jì)還將繼續(xù)出現(xiàn)更多的競(jìng)爭(zhēng)。”

What Starbucks has going for it is a large following, especially in big cities like Beijing and Shanghai. On Tuesday, as the summer sun bore down on the trendy Sanlitun neighborhood of Beijing, customers lined up for coffees. Wang Qi, 25, who works in media, said she preferred Starbucks to Luckin because of the environment.

星巴克追求的是大批擁躉，特別是在北京和上海等大城市。周二，當(dāng)夏日的陽(yáng)光照射在北京時(shí)尚的三里屯社區(qū)時(shí)，買(mǎi)咖啡的顧客排起了長(zhǎng)隊(duì)。25歲的王琦在媒體工作，她表示，由于環(huán)境因素，她喜歡星巴克勝于瑞幸。

“You can sit down and have a proper cup of coffee,” Ms. Wang said.

“可以好好坐著喝，”王琦說(shuō)。

Zhao Ting, who is also 25 and works in media, said, “Everyone trusts this brand.”

同樣是25歲、在媒體工作的趙婷說(shuō)：“大家都信任這個(gè)品牌。”

But not everyone has remained loyal. Wang Shanshan, a 35-year-old who drinks coffee once or twice a week, said she had switched to Luckin because she thought its coffee tasted better than Starbucks’. Plus, there are the discounts.

但不是每個(gè)人都保持著忠誠(chéng)。35歲的王珊珊每周喝一兩次咖啡，她說(shuō)她已經(jīng)轉(zhuǎn)投瑞幸，因?yàn)樗X(jué)得那里的咖啡味道比星巴克好。另外，還有折扣。

“They are giving one free if you buy two, five free if you buy five,” Ms. Wang said. “I think it’s pretty good.”

“他們會(huì)買(mǎi)二贈(zèng)一，買(mǎi)五贈(zèng)五。蠻好的，”王珊珊說(shuō)。