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'在美國賣茶的生意黃了,星巴克砸88億押注中國市場' |
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'星巴克因爲一擲千金而刷了把頭條88億掌控中國所有門店,進而全資擁有華東地區1500家星巴克門店,完成史上最大一筆收購。這個消息雖然略現突然,但卻在情理之中,在美國市場進入瓶頸期後,中國市場對於星巴克的戰略意義非常重要,而拿回勢頭如此強勁的中國市' |
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'<p>
星巴克因爲一擲千金而刷了把頭條——88億掌控中國所有門店,進而全資擁有華東地區1500家星巴克門店,完成史上最大一筆收購。這個消息雖然略現突然,但卻在情理之中,在美國市場進入瓶頸期後,中國市場對於星巴克的戰略意義非常重要,而拿回勢頭如此強勁的中國市場的店面的獨立經營權後,所有的盈利都將進入星巴克自己的腰包,而且星巴克將對中國公司的經營結構和店鋪的擴張擁有100%的決策權,可以按照自己的節奏推進2021年中國門店數超過5000家店的計劃。</p>
<p>
更有意思的是,在星巴克忙着收回自己的經營權時,麥當勞卻將中國的直營店賣給中信資本和凱雷,從直營轉變成了特許經營模式;肯德基的母公司百勝也於去年拆分了百勝中國,引入螞蟻金服等投資者。在星巴克慷慨投入和大膽擴張之時,這兩家快餐巨頭卻在壓縮成本和保守求穩,這也折射出了三家餐飲巨頭目前在地位與公司發展階段上的差異。</p>
<p>
除了賣咖啡,這些年來,星巴克其實在努力拓展非咖啡業務,茶飲料、果汁、麪包店等均有所嘗試,但並未能如咖啡那麼成功。</p>
<p>
7月27日,星巴克咖啡公司發佈2017財年第三季度財報,悲喜交加。</p>
<p>
財報顯示,中國地區業績表現良好,在亞太地區第三季度同店增長率只有1%的情況下,中國市場達到7%。</p>
<p>
“全面直營星巴克在中國的業務,是爲了到2021年星巴克在華門店從現在的2800家增加至5000家。”星巴克CEO凱文·約翰遜(Kevin Johnson)說。截至目前,星巴克在中國的120多座城市設有門店。</p>
<p>
然而,星巴克整體營收並不樂觀,第三季度的淨利潤同比下降8.3%,從去年第三季度的7.54億美元下跌至今年的6.91億美元。與此同時,2018年內將關閉旗下379家Teavana品牌的茶葉店。</p>
<p>
這些年來,星巴克在努力拓展非咖啡業務,花費巨資併購成熟品牌,茶飲料、果汁、麪包店等均有涉獵,儘管代價不菲,但沒能複製其在咖啡市場上的霸主地位。</p>
<p>
讓我們來回顧一下星巴克不太成功的“多元化”嘗試。</p>
<p>
<strong> 6.2億美元收購Teavana</strong></p>
<p>
Teavana是一家創立於1997年的茶葉零售商,售賣全球採購的100多種茶葉,白茶、紅茶、綠茶、烏龍和混合茶等。Teavana2011年於紐交所上市,2012年被星巴克以6.2億美元收購。在此次收回合資企業在江浙滬的股份前,Teavana曾是星巴克歷史上最大的收購項目。</p>
<p>
當時的星巴克CEO霍華德·舒爾茨(Howard Schultz)曾表示,茶飲料市場有着巨大的市場和千載難逢的機會,每對Teavana做1美元的投資就會有3美元的回報。大多數的Teavana罐裝茶葉零售店都開在美國的百貨商店內,星巴克在收購後開出了5家臨街的Teavana Tea Bar。</p>
<center>
<img alt="" src="/uploads/allimg/170731/12-1FI1102629B7.jpg" style="border-width: 1px; border-style: solid; width: 595px; height: 403px;" /></center>
<p>
顯然,星巴克錯誤估計了Teavana的盈利能力,此次關閉Teavana門店的原因就是長期業績不佳,也看不到轉好的可能性。Teavana缺乏盈利能力早有先兆,2016年初就臨街的5家Teavana Tea Bar只保留一家,剩下的四個門店,一個關閉三個改成星巴克咖啡。</p>
<p>
有分析稱,Teavana失敗一方面因爲近年來美國百貨商店的客流量日益下降,另一方面,美國市場並沒有真正接受茶飲料這個品類。從2017財年第三季度的財報看來,包含Teavana、Seattle’sBest Coffee和Starbucks Reserve and Roastery三大塊業務的總營收同比下降了9%。</p>
<p>
3億美元收購Evolution Fresh 2011年,星巴克爲了增加品牌在健康食品方面的實力,以3億美元收購加利福尼亞的罐裝新鮮果蔬汁品牌Evolution Fresh。該品牌使用高壓殺菌,罐裝的果汁保質期爲40天,目標客羣比較高端。</p>
<center>
<img alt="" src="/uploads/allimg/170731/12-1FI1102639514.jpg" style="border-width: 1px; border-style: solid; width: 600px; height: 337px;" /></center>
<p>
當時星巴克看中的是Evolution Fresh的質量、營養價值和市場增長潛力。但也有分析認爲,星巴克收購Evolution Fresh的時間點偏早,沒有趕上果汁市場的繁榮期。</p>
<p>
從2015年開始,星巴克陸續宣佈幾家EvolutionFresh的店面被關閉的消息,就在今年2月,決定關閉最後兩家Evolution Fresh的店面。</p>
<p>
1億美元收購La Boulange2012年,星巴克以1億美元的價格收購了三藩市的麪包烘焙連鎖店La Boulange。當時,星巴克既在自己的咖啡門店內售賣La Boulange的麪包、餅乾等產品,也希望把LaBoulange發展成全美連鎖的麪包店,立下雄心壯志要在5年內把門店數量從23家提升到400家之多。</p>
<p>
2015年,距離收購僅3年,星巴克便宣佈關閉LaBoulange的所有店面,認爲該品牌無法支持公司長遠的業績增長。</p>
<p>
不過,星巴克也從這次收購中收穫到製作和銷售麪包、烘培產品的經驗,La Boulange的產品依舊在星巴克門店銷售。</p>
<p>
星巴克首席財務官Scot Maw說,“受到美國零售業和餐飲業疲軟的影響,星巴克在進入第四季度需要更加謹慎。”相比之下,中國大陸市場會是星巴克增速最快和最大的市場。據路透社,星巴克現任CEO凱文·約翰遜說:“星巴克在中國的增長機會是無可比擬的,而我們在這塊市場上纔剛剛開始。”</p>
<p>
去年12月,爲了迎合中國消費者線上支付習慣,星巴克與微信支付達成合作;線下方面,預計在2017年底,星巴克將在上海開設美國以外的第一家原生態焙烤咖啡體驗館。</p>
<center>
<img alt="" src="/uploads/allimg/170731/12-1FI110264L55.jpg" style="border-width: 1px; border-style: solid; width: 600px; height: 400px;" /></center>
<p>
雖然在中國市場上星巴克信心滿滿,但也面臨着較大的挑戰。近兩年,以因味茶、喜茶等爲代表的中式茶飲店在資本的助推下,發展迅猛,而在該領域,星巴克過去的嘗試經歷已經證明,它很難茶飲市場再造一個“星巴克”。</p>
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'mid' => 'article',
'pcatpost' => 1,
'topid' => '1',
'domain' => '',
'catids' =>
array (
0 => '319',
),
'is_post' => 1,
'mobile_domain' => '',
'tid' => 1,
'url' => 'https://gafei.com/list-kafeibisaixinwen.html',
'total' => 40,
'field' =>
array (
),
),
320 =>
array (
'id' => '320',
'pid' => '2',
'pids' => '0,1,2',
'name' => '外國咖啡',
'dirname' => 'zixun/waiguokafeixinxi',
'pdirname' => 'kafeixinwen/zixun/',
'child' => 0,
'childids' => 320,
'thumb' => '',
'show' => '1',
'setting' =>
array (
'edit' => 1,
'disabled' => 0,
'getchild' => 1,
'linkurl' => '',
'urlrule' => 3,
'seo' =>
array (
'list_title' => '[第{page}頁{join}]{catpname}{join}{modname}{join}{SITE_NAME}',
'list_keywords' => '',
'list_description' => '',
),
'template' =>
array (
'pagesize' => 20,
'mpagesize' => 20,
'page' => 'page.html',
'list' => 'list.html',
'category' => 'category.html',
'search' => 'search.html',
'show' => 'show.html',
),
'cat_field' => '',
'module_field' => '',
'html' => 0,
),
'displayorder' => '0',
'acount' => '13',
'namerule' => '{typedir}/{Y}/{M}{D}/{aid}.html',
'namerule2' => '{typedir}/list_{tid}_{page}.html',
'mid' => 'article',
'pcatpost' => 1,
'topid' => '1',
'domain' => '',
'catids' =>
array (
0 => '320',
),
'is_post' => 1,
'mobile_domain' => '',
'tid' => 1,
'url' => 'https://gafei.com/list-zixun/waiguokafeixinxi.html',
'total' => 13,
'field' =>
array (
),
),
323 =>
array (
'id' => '323',
'pid' => '2',
'pids' => '0,1,2',
'name' => '7月資訊',
'dirname' => '7yuezixun',
'pdirname' => 'kafeixinwen/zixun/',
'child' => 0,
'childids' => 323,
'thumb' => '',
'show' => '1',
'setting' =>
array (
'edit' => 1,
'disabled' => 0,
'getchild' => 1,
'linkurl' => '',
'urlrule' => 3,
'seo' =>
array (
'list_title' => '[第{page}頁{join}]{catpname}{join}{modname}{join}{SITE_NAME}',
'list_keywords' => '',
'list_description' => '',
),
'template' =>
array (
'pagesize' => 20,
'mpagesize' => 20,
'page' => 'page.html',
'list' => 'list.html',
'category' => 'category.html',
'search' => 'search.html',
'show' => 'show.html',
),
'cat_field' => '',
'module_field' => '',
'html' => 0,
),
'displayorder' => '0',
'acount' => '1',
'namerule' => '{typedir}{Y}{M}{D}{aid}.html',
'namerule2' => '{typedir}/list_{tid}_{page}.html',
'mid' => 'article',
'pcatpost' => 1,
'topid' => '1',
'domain' => '',
'catids' =>
array (
0 => '323',
),
'is_post' => 1,
'mobile_domain' => '',
'tid' => 1,
'url' => 'https://gafei.com/list-7yuezixun.html',
'total' => 1,
'field' =>
array (
),
),
) |
urlrule |
'/views-107616-[page].html' |
fix_html_now_url |
'' |
my_web_url |
'https://madmin.gafei.com/views-107616' |
get |
array (
's' => 'article',
'c' => 'show',
'id' => '107616',
'm' => 'index',
) |