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'<p>
咖啡巨頭星巴克(NASDAQ:SBUX)日前發佈五年計劃,確定2019年業績目標並提出七大發展戰略。</p>
<p>
星巴克首席執行官霍華德·舒爾茨向投資者表示,2019年公司收入將達到300億美元,較2014財年翻番。此外,星巴克將有產品多元化、夜間體驗、數字化等亮點。</p>
<p>
星巴克中國區方面昨日(12月8日)在回應《每日經濟新聞》記者採訪時表示,公司計劃未來五年在中國市場的門店數量翻番,並且已在部分門店推出甄選咖啡。</p>
<p>
根據霍華德的表述,未來五年星巴克的成長主要依賴於七大戰略,包括門店擴展、打造茶品牌Teavana以及擴大數字化參與度等。</p>
<p>
在多元化方面,在2019財年之前,星巴克將通過推出晚餐及酒精飲料,將其在美國市場的食品銷售收入推高到40億美元以上。另外,到2019財年底,20%到25%的美國門店將推出“星巴克夜間體驗”,此舉或將使其營收在未來五年增加10億美元。</p>
<p>
“從星巴克的戰略來看,公司的定位已經發生變化,更像是餐飲店,提供的產品更加豐富多樣。”一位接近星巴克的業內人士告訴《每日經濟新聞》記者。</p>
<p>
實際上,早在三年前,星巴克已將“咖啡”字樣從自己的LOGO中刪除。目前,美國部分市場的一些星巴克門店已經從下午四點開始供應小份奶酪、蔬菜和披薩。</p>
<p>
中國市場方面,星巴克中國區總裁王靜瑛表示,“我們去年(2014財年)平均每天新開門店1家。”今年的目標更爲進取,將達到18個小時就開一家門店,並將在12月底開出第1500家門店。</p>
<p>
但是對於美國市場新推出的諸如西餐、啤酒等新品類,星巴克方面對記者表示,目前還沒有新的計劃將其推向中國市場,但是公司中國區也在豐富產品的品類,比如在全國8家門店已經推出了甄選咖啡。</p>
<p>
“甄選咖啡烘焙及品鑑體驗館非常特殊,現在全球只有一家門店,屬於工廠和門店相結合的體驗。”星巴克中國表示,“現在我們在中國有8家門店有星巴克甄選咖啡,主要集中在北上廣深等一線城市,將來這些甄選咖啡將來自於全球的體驗館。”</p>
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