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本帖最后由 yangfuguang 于 2009-1-14 19:47 编辑
【原文标题】 China's next export: Starbucks coffee
【来源网址】http://www.google.com/hostednews/ap/article/ALeqM5hLKNs0FpheIZCCBKgIw_n7fqFTlwD95MPA401
【原文】
China's next export: Starbucks coffee
BEIJING (AP) — Starbucks Corp. launched a new brand of coffee grown by farmers in China and said it hopes to bring the blend to stores all over the world.
The Seattle-based company, which has been closing stores in the U.S. to cut costs, said its new blend is made in China's southwestern province of Yunnan, bordering Vietnam, Laos and Myanmar.
"Our intention is to work with the officials and the farmers in Yunnan province to bring Chinese coffee not (only) to China, but Chinese coffee to the world," Martin Coles, president of Starbucks Coffee International, told The Associated Press.
"Ultimately I'd love to see our coffees from China feature on the shelves of every one of our stores in 49 countries around the world," he said. A launch date for foreign distribution hasn't been announced and will depend on how soon farmers can grow enough
beans to ensure local and overseas supply, he said.
The company has been working for three years with farmers and officials in the province before the launch, and the coffee will initially combine arabica beans from Latin America and the Asia-Pacific with local Yunnan beans. But Coles said they hope to develop a source of superpremium arabica coffee from the province, expanding it to new brand offerings in China, and then internationally.
The new blend will be called "South of the Clouds", the meaning of Yunnan in Chinese.
Wang Jinlong, president of Starbucks for greater China, which includes Taiwan, Hong Kong and Macau, said the company wants to make its coffee from China as well known and as good as quality as Chinese tea.
Starbucks opened its first store in mainland China in 1999, and now has more than 350 stores in 26 cities. The company began shutting around 600 stores in the U.S. and 61 in Australia last year as part of its nearly year long campaign to reverse slowing sales and falling profits.
Coles would not say how many stores they planned to open in China in 2009, but said the growth rate could accelerate in the coming years. The company opened 40 stores last year in China.
"The reality is we have so much space for growth in China, we're barely scratching the surface even today of what we think the demand potential is for this market," he said.
Coles said the company was comfortable with the supply chain in China. The store stopped offering milk and switched to imported soy milk last year after milk tainted with the industrial chemical melamine was found to have poisoned hundreds of thousands of children in a scandal that shocked the country. No problems were reported with Starbucks products.
Starbucks cut its expectations for new international store openings last year, from about 700 net new stores during the 2009 fiscal year, down from an earlier estimate of about 900 net new stores. The company currently has 13,000 stores worldwide.
【译文】
中国下一个出口品：星巴克咖啡 美联社北京报道——星巴克公司发布了一种由中国农民种植的新咖啡品种，并且说，它希望能把这种咖啡带到全世界的商店里。
这家总部在西雅图的公司目前正在美国关闭店面以节约开支，据公司介绍，这种新的配方是在中国南部和越南、老挝、缅甸接壤的云南制成的。星巴克咖啡国际公司的总裁马丁·科尔斯告诉美联社说：“我们是想和云南的官员和农民合作，把中国的咖啡不仅仅带到中国，还要把它推向全世界”。
他说：“我希望看到来自中国的咖啡能够在我们全球49个国家的店里面出售”。他说具体向国外供货的时间还没有定下，这取决与农民们多快能生产足够的咖啡豆来满足国内和国外的需求”。
星巴克公司已经和当地的农民和官方合作了三年，最初的咖啡将会是来自南美的阿拉伯咖啡豆与亚太和云南当地咖啡豆的结合。但科尔斯说，他们希望开发省内顶级的阿拉伯豆，将它作为一个新品牌产品，然后推向世界。这种新的品种将会被命名为‘南方的云’，意味着中国的云南。
包含香港、台湾、澳门的大中华区的总裁王金龙（音）说，他们公司想让他们的咖啡像中国茶叶那么好。
星巴克于1999年在大陆开了第一家店，现在在全国的26个城市有350多家店。公司开始关闭美国的600家店，去年关闭了澳大利亚的61家店铺，作为长达一年的扭转销售额和利润下降的举措。科尔斯没有说，他们打算2009年在中国新开多少家店，但他说，增长率将会在下一年计算出来，星巴克去年在中国新开了40家店。
他说：“事实上在中国，我们有很大的增长空间，就算是我们认为这个市场有着潜在的需求，我们也只是看到了表面”。
科尔斯说，星巴克对中国的供应链感到满意。当去年由化工品三聚氰胺加入到奶粉中引起的丑闻爆发时，星巴克转而使用进口的牛奶。星巴克去年减少了新开店面的预期，2009财年将开设700家，比之前估计的900家低。星巴克现在在全球有1万3千家店。
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