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在线翻译:
szdaily -> Business_Markets
World’s biggest Starbucks to open in Shanghai
    2017-December-7  08:53    Shenzhen Daily

STARBUCKS Corp. sees China surpassing the United States as its largest market within a decade as it counts on the country’s affluent consumers to offset stagnant growth in the rest of the world.

Ramping up its focus on China, Starbucks opened its biggest cafe in the world in Shanghai on Wednesday. The 30,000-square-foot store, about half the size of a soccer field, is part of upscale moves championed by founder and chairman Howard Schultz.

Customers at the cavernous new store on the West Nanjing Road shopping strip can watch beans being roasted, sample high-end brews and use a Starbucks augmented reality digital app to interact with the store.

Chief executive officer Kevin Johnson is targeting the Seattle-based company’s fastest growing market as it searches for ways to kick-start sluggish global sales after saturating the United States with lattes and cappuccinos. Three years after Starbucks opened its first Roastery on its home turf, Starbucks is finally testing the idea in China, where it currently has 3,000 stores.

“It’s obvious to us that the holding power of China for Starbucks is going to be much more significant than the holding power of the United States,” Schultz said at a Shanghai briefing Tuesday to unveil the new cafe. He said China is on course to be the company’s largest market in less than a decade.

China is becoming crucial for Starbucks. Same-store sales gained 8 percent in China during the most recent quarter, compared with 2 percent globally.

Starbucks expanded its investment in China in July, when it announced plans to buy out the partners in its East China joint venture. The company agreed to acquire the remaining 50 percent of the business in a US$1.3 billion transaction, giving it ownership of about 1,300 cafes in Shanghai and the Jiangsu and Zhejiang provinces.

Starbucks, which says it is opening a store every 15 hours in China, plans to have 5,000 cafes on the mainland by 2021.

(SD-Agencies)

 

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