学习啦【英语文摘】 编辑：韦彦 发布时间：2016-08-27 10:58:52
Starbucks is planning a massive expansion in China over the next couple years that will nearly double its locations in the country. It might seem risky for a coffee company to expand soaggressively in a culture of tea-drinkers. But Starbucks has altered its stores and products to adapt to local tastes and the strategy appears to be working.
The company’s same-store sales grew 7% in the region for the most recent quarter and it’s planning to open 500 new locations in China by the end of the year, which would make China Starbucks’ second largest market outside the U.S.
Here’s a few ways that Starbucks is doing things differently in China:
1.The stores are bigger with more seating space. “Unlike Americans, who can’t cope without a morning cup of joe, most Chinese customers don’t just grab and go,” writes Violet Law in the Global Post. “Instead, coffee shops here are a destination. People sit back and chat with friends and family. Some come to meet with clients or do business.”
While most Starbucks stores in the U.S. are hectic and bustling, Chinese consumers seek out Starbucks to “nurse their drinks and lose themselves in their laptops… enjoying tranquilitythat’s usually elusive in teeming China,” Law writes.
2.The coffee is more expensive. Starbucks charges up to 20% more for its coffee products in China compared to other markets. The Chinese state media has attacked Starbucks for this practice, but the company says the prices are due to the higher costs of doing business in the country.
3.Starbucks stores in China offer a menu of Chinese teas and treats like mooncakes. But one of the best-selling item in the region right now is actually a Strawberry Cheesecake Frappucino, which is topped with a cream cheese whipped cream, graham cracker crumbles, and strawberry syrup. The frappuccino “set instant records for the top-selling limited-time Frappuccino offering ever,” Starbucks chief operating office Troy Alstead said on a recent earnings call.
4. The food is labeled with the country where it was imported from to address Chinese consumers’ concerns about food safety.
5. Starbucks management makes an effort to get to know employees’ families.“Starbucks has … factored in family dynamics and expectations in China, where success can be judged by the title on one’s business card,” the company said in a statement. “Family forums have been held for parents of store partners to hear managers discuss gratifying career paths at Starbucks.”
Tuesday's filing sets the stage for the technology industry's biggest initial public offering since short messaging service Twitter and its early investors collected $1.8 billion in its stock marketdebut last fall. Alibaba could still try to raise more money and even surpass the $16 billion that Facebook did two years ago, depending on investor demand for its stock.
For now, Alibaba isn't specifying how much stock will be sold in the IPO or setting a price range. Those details will emerge as the IPO progresses, a process is likely to take three to four months to complete before Alibaba's shares begin trading on the New York Stock Exchange.
Although it's not nearly as well-known as Facebook, Alibaba has emerged as an e-commerce powerhouse that has been making more money than Amazon.com Inc. and eBay Inc. combined. What's more, the company is still growing at a rapid clip as its network of online services, including Taobao, Tmall and Alipay, mine a Chinese Internet market that already has twice as many Web surfers as the U.S.
As snowy Davos becomes engulfed in the hustle and bustle of another World Economic Forum, Microsoft founder Bill Gates took the opportunity to deliver an upbeat message in his annual newsletter.
The 25-page report, written by Gates and his wife Melinda, who are co-chairs of the Bill & Melinda Gates Foundation, argued that the world is a better place than it has even been before.
Gates predicted that by 2035, there would be almost no poor countries left in the world, using today's World Bank classification of low-income countries — even after adjusting for inflation.
"Poor countries are not doomed to stay poor. Some of the so-called developing nations have already developed," he said in a his annual note, published on Tuesday.
"I am optimistic enough about this that I am willing to make a prediction. By 2035, there will be almost no poor countries left in the world."
"By almost any measure, the world is better than it has ever been. People are living longer, healthier lives. Extreme poverty rates have been cut in half in the past 25 years. Child mortality is plunging. Many nations that were aid recipients are now self-sufficient," he said.
Three big myths
Gates will take the stage on Friday to address myths about global development, and will challenge its most vocal critics.
The three biggest myths, according to Gates, are that poor countries are doomed to stay poor, that foreign aid is a big waste and that saving lives leads to overpopulation.
Using data from academics, the World Bank and the United Nations, he makes the opposite case — arguing that the world is getting better. "I understand why people might hold these negative views. This is what they see in the news. Bad news happens in dramatic events that are easy for reporters to cover," he said.
"Countries are getting richer, but it's hard to capture that on video. Health is improving, but there's no press conference for children who did not die of malaria."