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为什么澳大利亚没有星巴克

Why Starbucks Failed In Australia | CNBC

全世界都有星巴克咖啡店
Starbucks has coffee shops all over the world.
上海到关塔那摩湾的星巴克超过
There are more than 28,000 locations and 76 markets
28000间店和76间市场
from ShangHai to Guantanamo Bay.
在中国 一家新开的星巴克每天要营业15小时
And in China, a new Starbucks location opens up every 15 hours.
但有一块大洲似乎对这家极受欢迎的
But there is one continent that seems uninterested
总部位于西雅图的咖啡连锁店毫无兴趣
in the hype over the Seattle-based coffee chain.
这块大洲就是澳洲
And that continent is Australia.
这块大洲被证实为全世界最难
It’s proved to be one of the toughest markets
打入市场的地方之一
in the world to break into.
所以2008年星巴克在这块大洲上关闭了
So tough in fact that Starbucks closed more than 2/3 of its stores
超过2/3的店 这是个不争的事实
on the continent back to 2008.
那么澳大利亚的星巴克到底做错了什么呢
So what went so wrong with Starbucks in Australia?
要回答这个问题 就得回到2000年的7月份了
To answer that, let’s go back to July of 2000.
那时候 星巴克在悉尼开了第一家店
When starbucks opened its first Australian shop in Sydney,
从那开始 店面扩张地很块
from there, it expanded fast.
2008年 澳洲有87家星巴克
By 2008, Starbucks had 87 stores across the continent.
我觉得星巴克的问题之一是
I think one of the problems with Starbucks
它在一个国家里开了很多家店 经营地很成功
and it’s true for a lot of businesses that have been successful in one country
所以管理者们觉得他们的管理模式可以
is that they thought their business model could just roll out
在不同的环境下推广 并不需要去适应环境
to a different environmemt and there was no need for them to adjust.
但这不是问题
But that wasn’t the problem,
(问题是)他们尝试快速地发展星巴克帝国
they tried to grow the empire too fast.
星巴克开分店的速度很快
Starbucks rapidly opened up multiple locations
而不是慢慢地融入澳大利亚市场
instead of slowly integrating them into the Australian market.
当它们投放到市场时 速度太快了
When they launched, they launched too rapidly
并没有让澳大利亚人有机会
and didn’t give the Australia consumer
培养对星巴克这一品牌的爱好
an opportunity to really develop an appetite for the Starbucks brand.
它们也从大城市发展到地方城市
They also moved into regional areas into outer suburbs of major cities.
所以澳大利亚人
And so for the Australian consumer it was almost like,
随处可见星巴克
it was too available for them.
所以这里没有区别
And so there wasn’t this point of difference,
这一需求 对星巴克的需求
this want, this need for Starbucks,
这也不是我们在美国很乐意见到的有机增长
and it wasn’t an organic growth which what we very much saw in the US.
星巴克进入澳大利亚的前七年
In its first 7 years in Australia,
亏损共计一亿五千万美元
Starbucks accumulated $105 million in losses.
到了2007年 星巴克危在旦夕
By 2007, Starbucks of Australia was hanging on by a thread,
并向美国借了高达五千四百万美元贷款
taking big loans from the US, totally up to $54 millon.
2008年 星巴克宣布关闭(澳洲的)61家商店
And in 2008, Starbucks announced it was shuting down 61 stores.
当然 2008年爆发了财政危机
But of course, 2008 was a difficult time for businesses
各行各业都不好做
due to the financial crisis.
随着在澳大利亚店铺的关闭
Along with Australian closures,
星巴克也关闭了600家生意不好的美国店铺
Starbucks also closed 600 underperforming American stores.
直至今日 星巴克在澳洲的败退让这一品牌很是尴尬
But even still, such a retreat in Australia was embarrassing for the brand.
星巴克在关闭了75家店后
When they’re shutting down 75 stores,
才算真正地退出了澳洲市场
for the Australia consumer when they did leave the market
至少是结束了大量馈赠的阶段
or at least a large number of bestowals were shut down,
他们并不在乎
they didn’t really care.
大部分是因为澳洲人
It’s partly because Australians are spoiled for choice
偏向于自己的咖啡爱好
when it comes to coffee.
澳洲的咖啡市场为世界最大市场之一
Australia’s coffee market is one of the biggest in the world.
2018年 其市场有望
The industry is expected to hit more than $6 billion
盈利60亿美元
in total revenue in 2018.
从1900年代中期开始 澳洲人就沉迷于
They’ve been immersed in nuances of coffee culture
咖啡文化的细微区别
since the mid 1900s.
当意大利和希腊移民者来到澳大利亚时
When Italian and Greek immigrants began traveling to the country,
他们引进浓缩咖啡
the immigrants introduced Australians espresso.
到二十世纪八十年代 澳洲人沉迷于咖啡 无法自拔
By the 1980s, Australians were fully engulfed in cafe culture.
他们也逐渐习惯菜单上的特色咖啡
They’ve also grown accustomed to specialty menu items,
像是小白咖啡或澳洲玛奇朵
like a flat white or an Australian macchiato.
所以澳洲咖啡由意大利文化
So cafes in Australia were born out of,
孕育而成的 你知道的
like the Italian culture of, you know,
跟朋友聚会
meeting a friend and knowing your local barista
相约在当地的咖啡厅
and it being kind of like a local meeting place
那里的人们都相互认识
where everyone knew each other,
对那里的咖啡也如数家珍
and that coffee was just a part of that.
之后星巴克闯进来了
And then starbucks came in,
带着美国风格闯进来了
with more of American style like
咖啡文化是基本的 咖啡是一种产品 是一件商品
coffee culture which is essential just like coffee is a product, coffee is a commodity,
咖啡就像清晨的振奋剂一样 这是咖啡王国
coffee is like, like perk me up in the morning, it’s caffeination.
星巴克有一份基础菜单 还有很多含糖饮品
Starbucks had a basic menu and offered more sugary drinks
大多数澳洲人都不喜欢这些
which most of Australians didn’t like.
澳洲的当地口味各异
In Australia, where, you know, local tastes are different.
所以我们并不喜欢
So we don’t really want the coffee that’s,
掺有很多糖分的咖啡
you know, hundreds of ounces with lots of sugar in it.
每个人都喜欢精致的东西
Everyone wants something a little more sophisticated.
另外 星巴克比当地的咖啡贵
Plus, Starbucks charged more than local cafes.
所以澳洲人宁愿喝他们信任的
So Australian instead opted to pay less for coffee they liked
当地便宜咖啡厅老口味
from a local barista they trusted.
当你满脸春光地走进来时
And so when you come in with the big like hey,
我们会列出所有咖啡
we’re going to open all these cafes,
他们将会集中注意力
And they’re all gonna be to go focus,
星巴克过去投放到澳大利亚市场
It just the complete wrong market for what,
这是完全不对的
what the Australian was used to.
但仅有一家美国咖啡公司在澳洲存活
But there’s one American coffee company that’s thriving in Australia.
在芝加哥创立 现在总部在澳洲
Founded in Chicago and now based on Australia,
高乐雅能在澳洲站稳脚跟 而星巴克不行
Gloria Jean’s got the traction in Australia, but Starbucks couldn’t.
高乐雅在澳洲有四百多家店铺
Gloria Jean’s has more than 400 Australian locations,
澳洲年客户量超过三千五百万
and serves more than 35 million consumers in Australia each year.
所以高乐雅有星巴克没有的“法宝”吗
So what is Gloria Jean’s doing in Australia that Starbucks isn’t?
这家公司的成就要归功于两个澳大利亚人
Well, the company attributed to success to two Australians
他们特许了咖啡公司的经营
who franchised the business in their home country.
1996年 高乐雅在澳洲开店
Shops started to show up in Australia in 1996.
直至今日 发展地很快
Fast forward to today,
这家公司在澳洲随处可见
the company has a presence in every Australian state.
为什么? 因为菜单
The reason?It’s menu.
这家连锁店有很多品种的浓缩咖啡和特色咖啡
The chain offers a wide variety of espresso drinks and specialty coffee.
不能把菜单和澳洲咖啡文化结合起来
Failing to adapt its menu to Australian coffee culture
被证实为星巴克的一大错误
proved to be a mistake for Starbucks.
今年 星巴克又面临另一挑战
And the company faces another challenge later this year,
意大利
Italy.
2018年星巴克在米兰开了第一家店铺
Starbucks is opening its first store in Milan in late 2018.
意大利是浓缩咖啡之乡 咖啡文化源远流长
Home of the espresso, Italy is rich in cafe culture.
但据星巴克(经验)
But according to Starbucks,
它不会犯在澳洲所犯的相同错误
it’s not going to make the same mistakes that it did in Australia.
星巴克公司称它们会在意大利
The company said that it will develop in Italy
低调发展 并尊重当地的咖啡文化
with humility and respect for its coffee culture.
它宣称将会开一家非比寻常的烘焙品尝室
It announced it would be opening a roastery which is not your average cafe.
它们会让顾客们有机会看到
It gives customers a chance to see coffee beans
烘焙和处理咖啡豆的过程
roasted and processed before their eyes.
所以这是一个机会 我不会苦苦挣扎 像在澳洲一样
So there’s a chance that I won’t struggle like it did in Australia.
但星巴克不承认在澳洲的错误
But Starbucks isn’t admitting defeat in Australia either.
星巴克正在计划重回澳洲市场
Starbucks is staging a comeback on the continent.
2014年 星巴克在澳大利亚的选址被
And 2014, Starbucks locations in Australia were purchased
威弗利山的威氏集团收购
by the Mount Waverley base withers group.
星巴克向CNBC透露自从它们卖给了威氏集团后
Starbucks told CNBC that since it sale to the withers group,
公司得到了很多(经验)
the company leared a lot.
所以这一次 他们会用不同的手段
So this time, it’s taking a different apporach
把星巴克投放到澳洲市场
to putting Starbucks on the continent.
所以如果你想想澳大利亚是一大旅游景点
So if you just think about Australia is a big tourism destination,
有很多美国和中国旅客
there’s a lot of US and Chinese tourists,
星巴克在中国生意火爆
Starbucks has been very successful in China,
在那里扩建就很有必要了
and it makes a lot of sense for them to build out,
因为那里有一些人在寻找他们熟悉的东西
because there are people looking for something that’s familiar to them.
在墨尔本的布里斯班
Now with 39 locations in Brisbane, Melbourne,
澳洲黄金海岸和悉尼有39家星巴克
the Gold Coast, and Sydney areas,
这一次 它们不吸引澳洲人了
this time it’s not looking to appeal to Australians.
相反地 它们有希望成为来澳洲
but instead the coffee giant hopes to be a familiar face for tourists
度假的游客的“熟面孔”
visiting popular vocation destintons in Australia.
因为澳大利亚的客流量很大
For Australia has always been a high-volume tourist market.
同样地 我们大学的留学生就是
And the same things in terms of international students at our universities
星巴克的潜在客户
are potential opportunities for them.
我们开始计划让星巴克进驻一些大型商场
And we’re starting to see Starbucks enter into some large shopping malls.
吸引一些澳洲人
here in Australian was well
2017至2018年 澳洲迎接了九百万游客
Australia welcomed 9 million tourists from 2017 to 2018.
光是2017年 这些国际游客消费就超过了300亿美元
And those international visitors spent more than $30 billion in 2017 alone.
所以游客可能成为星巴克一路前行
So tours could possibly be the key to keeping the company afloat,
避免再次摔跟头的“法宝”
and preventing another downfall.
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Hey there, thank you for checking out CNBC on YouTube.
订阅每日更新观看每日大新闻
Be sure to subscribe to see up-to-date on all of the days’ biggest stories.
您也可点击其它视频查看最新节目
You can also click on any of the video around me to watch the latest from CNBC.
感谢收看
Thanks for watching.

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视频概述

为什么澳大利亚没有星巴克

听录译者

茄也

翻译译者

李门牙😄

审核员

审核员 V

视频来源

https://www.youtube.com/watch?v=_FGUkxn5kZQ

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