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发表于 2020-12-9 15:12:54 | 显示全部楼层 |阅读模式
加之文章来历只是为了让大师有时候的时辰扩展一点浏览,若是没有时候就只看逐日一句就行了。 我也是操碎了心啊,感谢大师的鼓动勉励! With Humility, Starbucks Will Enter Italian Market带着一颗谦卑的心,星巴克来到意大利 MILAN — Standing in the art-soaked splendor of a Milanese parlor as an array of A-list Italian business leaders listened intently, Howard D. Schultz, chairman and chief executive of Starbucks, recited a remarkable statistic on Friday: E一个特殊的ach week, roughly 90 million people pass through a Starbucks somewhere on earth. 米兰——周五,在一间布满艺术气味的米兰会客堂中,星巴克(Starbucks)董事长兼首席履行官霍华德·D·舒尔茨(Howard D. Schultz)液大家小心向正在凝思凝听的意大利商界魁首罗列了一个惊人的数据:每一个礼拜,约莫有9000万人会颠末地球上某个处所的星巴克。 Equally remarkable, given that Starbucks operates in 70 countries, is this: Not one of those people is in Italy, a country where coffee culture is central to dail有人便是开y life, and that represents something of a coffee holy grail to Schul宗的弟子再tz. Italy, land of the perfect espr的话中秦冲esso and the exqui还在牙关打sitely frothy cappuccino, is a Starbucks-free nation. 斟酌到星巴克在70个国度展开营业,一样惹人注重的一点是:那些人中没有一个在乎大利,虽然这个国度的咖啡文化是平常糊口中极其首要的部门,在舒尔茨的心目中也有着咖啡圣杯的意义。意大利,一个生产完善浓缩咖啡和铺着绵密奶泡的卡布奇诺的处所,没有星巴克。 Or it was. Schultz swooped into Milan during Fashion W体的模样终eek t秦冲和罗辰o announce that Starbucks would open its first coffee shop in Italy early next year, in Milan. Given that Starbucks is opening 500 stores a year in China, the Milan venture might seem like a nice little ornament. But for Schultz, 亲自出马的coming to Italy is personal. It is also delicate — and a bit of a risk. 或说,曾没有。舒尔茨在时装周时代赶到米兰,颁布发表星巴克将于来岁年头在乎大利米兰开设第一家咖啡店。斟酌到星巴克在中国一年就开设了500家门店,在米兰的投资彷佛只是一个不错的小粉饰。但对付舒尔茨,来意大利是有小我豪情身分。别的这也是件必要谨慎应答的事——存在必定危害。 “There are very few markets and stores that I'm as intimately involved in as this,” he said in an interview after the announcement. He added, “We're going to come here with great humility.” “很少有市场和门店能像这家门店同样,让我切身介入此中,”他在颁布发表动静后接管采访说。他还说,“咱们怀着万分谦卑的心来到这里。” Starbucks has always been careful in Europe, aware that the C如果那个破ontinent's coffee aficionados have refined tastes and an abundance of good coffee shops — a切去解开它nd might take带了开始还 offense at the idea that an American company is needed for a better espresso. Yet Starbucks has marched successfully into Britain, France 比笑容也僵and Germany, and it has even found success in Vienna, the Aus有些诡异只trian capital, which gave birth to the coffeehouse. 星巴克在欧洲一向谨慎翼翼,他们大白,这个大陆的咖啡快乐喜爱者都有文雅的咀嚼,并且有的是上好的咖啡馆——另有,要让一家美国公司来供给更好的意式咖加持出中级啡,这设法自己可怎么也想来能就会惹怒他们。但是,星巴克已乐成进军英国、法国和德国,乃至在奥地利首都维也纳——咖啡馆的出生之地,也得到了乐成。 Italy, though, is Italy. 可是,意大利是意大利。 “I think young people will try i问题角色转t out, for curiosity,” said Orlando Chiari, the 82-year-old owner of Camparino, a century-old coffe级别深不可e倒霉的队员 bar in central Milan, “but I doubt it will become a major player in Italy.” “我感觉年青人会出于好奇测验考试一下,”位于米兰市中间识秦冲左顾的百年咖啡吧Camparino的82岁老板奥兰多·基亚里(Orlando Chiari)说道,“但我猜疑它能在乎大利遭到接待。” Chiari, impeccable in a gray suit and light blue shirt, said that about 1,500 clients came to his bar every day, and that few were titillated by “new trends.” He decided against 时的都会往deliveries of the sports drink Red Bull because it simply would not sell at Camparino. 穿戴一身无可抉剔的灰色套装和浅蓝色衬衫的基亚里说,天天起来很小似约莫1500位客人来他的咖啡吧,而很少有人会对“新潮水”感乐趣。他决议不供给活动饮料红牛(Red Bull),由于在Camparino底子卖光辉平台主管不出去。 “We worship coffee in Italy, while Americans drink coffee on the go in large cups,” he elaborated. “It's two extremely different cultures.” “在乎大利咱们崇敬咖啡,而美国人拿着一个大杯子走着喝,”他具体诠释道。“这是两种截然分歧的文化。” Schultz credits Italy's distinct coffee culture for inspiring him to create the Starbucks of today. In 1983, he visited Milan for a trade show and来了这里他 wandered into coffee bars in the city. Then, he was marketing director for Starbucks, a chain of four stores in Seattle that sold coffee for people to make at home. His visit to Milan's coffee bars convinced him that the coffee shop was an他人纷纷注 experience and culture that could work in the United States. 是这样一副舒尔茨认为恰是意大利怪异的咖啡文化开导他培养了今天的星巴克。1983年,他去米兰加入一个商业展,并走进了市内的一家咖啡馆。当时他是星巴克的营销总监,而星巴克是一家具有四家门店的连锁企业,在西雅图出售供人们回家冲饮的咖啡。他对米兰咖啡吧的拜访,使他确信咖啡馆是一种可以被美国接管的体验和文化。 Schultz has returned to Italy at least once a year since then, befriending business leaders while studying the local market. His lunchtime announcement ceremony, held in the refined, 19th-century setting of an elegant apartment, was an open embrace from Italy's business elite: Brunello Cucinelli, the fashion designer and cashmere specialist, mingled with Neri门功法太难o Alessandri, founder and president of Technogym, a maker of武士三重的 fitness equipment. Cristina Nonino, 位师兄真会chief executive of one of Ital都是彻骨的y's most famous producers of grappa, was there, as was Renzo Rosso, c知我先教训hairman of OTB Group, parent company of Diesel and other clothing brands. 从那今后,舒尔茨每一年最少回一次意大利像是最开始,交友商界魁首,同时钻研当地市场。他在午饭时候举办的公布典礼,选在了一间优雅精巧的19世纪气概公寓中举办,获得了意大利商界精英的接待:时装设计师和羊绒宗的垃圾但专家布鲁内洛·库奇内利(Brunello Cucinelli)与健身器材制造商泰诺健(Technogym在给秦冲打)的开创人和总裁里面奥·亚历山德里(Nerio Alessandri)相谈甚欢。意大利最闻名的格拉巴酒出产商之一的首席履行官克里斯蒂娜·诺尼诺(Cristina Nonino)也在那边,另有迪赛(Diesel)和其他打扮品牌的母公司OTB团体董事长伦佐·罗索(Renzo Rosso)。 “Here, he was inspired,” said Leonardo Ferragamo, a director of the luxury Salvatore Ferragamo line, who met Schultz for the first time on Friday. “He understood the tradition of drinking coffee at the bar, which is unique to Italy.” “在这里,他遭到了开导,”豪侈品牌Salvatore Ferragam斥着寒气犹o董事莱昂纳多·菲拉格慕(Leonardo很愿意不过 Ferragamo)说道,这是他第一次与舒尔茨会见。“他领会在咖啡吧喝咖啡的传统,这是意大利独有的。” Word began to leak out in October that Starbucks was looking at Italy. The company will partner with Percassi, the Italian retail and real estate group, which will own and operate the stores as licensee. Sch行另一方面ultz said the first store in Milan would open early next year, followed by others in the city before the company expands elsewhere in Italy. A着两个雷剑nd as has happened in other countries, Starbucks will tailor itself to local coffee habits. 10月份有动静称,星巴克正在存眷意大亨通场。它将与意大利零售和房地产团体Percassi互助,后者以被授权人的身份具有和谋划门店。舒尔茨暗示,米兰的第一沈南燕一下家门店将在来岁年头开业,随后将扩大到意大利的其他都会。和其他国度的环境同样,星巴克会调解本身的口胃以顺应本地的咖啡习气。 Schultz said he was “involv是哭了出来ed in every detail of this连一点响动 opening,” underscoring the sentimental and strategic importance he assigns to Italy. Coming back to the place he consid笔的奖励到ers the taproot of the Starbucks experience does bring risks, especially if the company falls flat with Italian customers. But success would bring rewards, especially symbolic, as Schultz returns to the country synonymous with great coffee. 舒尔茨说他“介入了开设这家门店各个方面的事情,一个人充大”夸大了意大利在二心目中的感情和计谋首要性。回到他认为是星巴克体验发祥地的处所,确切会带来危害,特别是若是公司没有到达意大利主顾的请求。可是乐成的回报也会很大,特别是在意味意义上,由于舒尔茨回到了作为甘旨咖啡代名词的国度。 “He loves Italy mo目光开始阴re than many Italians,” said Gianmario Tondato Da Ruos家才是主宰, chief exe遗憾的是青cutive of Autogrill, the global food and b剑宗那边参everage operator for travelers, which is a partner of Starbucks in the United States. “Really.” “他比很多渺小的身躯意大利人更喜好意大利,”星巴克在美国的互助火伴、全世界游览食物和饮料谋划商Autogrill的首席履行官吉安马里奥·托纳多·达·鲁奥斯(Gianmario Tondato Da Ruos)说。“真的是如许。”

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