星巴克宣佈上調在華飲品價格 成本上漲爲主因

Rising costs have contributed to the price surge of some Starbucks drinks on the Chinese mainland.

成本的增加導致了中國大陸地區的部分星巴克飲品的價格大漲。

According to the Seattle-based coffee chain, Starbucks stores on the Chinese mainland will adjust their pricing of selected beverages by one or two yuan. This price adjustment does not involve food, whole bean coffee, merchandise, or Starbucks reward cards.

這家總部位於西雅圖的咖啡連鎖店稱，中國大陸地區的星巴克門店調整了指定飲品的價格，調價幅度爲1-2元。此次調價不涉及食物、原豆咖啡、品牌商品、星巴克禮品卡。

"We have always taken a long-term approach to pricing by carefully monitoring and evaluating our local market operating costs, including occupancy expenses, distribution, infrastructure, labor, innovations and other operating costs," according to the Starbucks statement.

星巴克在聲明中表示："我們一直採用長期的定價策略，通過認真監測和評估門店租金、物流、門店設施、人力、創新等本地市場運營成本來制定價格。"

"Over the past few years, we have increasingly strengthened our investments in coffee, food, store design, employee development, customer experience and digital innovations, in order to enhance the experience and provide maximum value to our partners and customers throughout China."

“在過去的幾年中，我們已經在咖啡，食品，商店設計，員工發展，客戶體驗和數字創新逐漸加大了投入，以此來增加經驗，併爲我們的合作伙伴和顧客提供最大的價值。”

This is the first rise since 2012. Ben Cavender, principal of China Market Research Group, said the price change had to happen after such a long time. "Despite the low inflation, there are increasing costs for most brands here in China, including rents and ingredients," he said.

這是星巴克自2012年以來首次漲價。中國市場研究集團負責人本·卡維德表示，在這麼長一段時間之後，價格一定會發生變化的。“儘管通貨膨脹率很低，但在中國的大多數品牌的租金和配料成本都在增加。”

Since its first entrance to the Chinese market in 1999, Starbucks has opened more than 2200 stores in 102 cities, making the country its largest market outside of the United States. Cavender said Starbucks' current price rise of 8 to 10 percent will not change buying behavior among Chinese customers as they don't have many options in the coffee market, which is dominated by Starbucks. The main competitor, Costa Coffee, has even higher prices and lower priced brands have no scale.

自1999年第一次進入中國市場以來，星巴克已經在102個城市開設了2200多家門店，這使得中國成爲了星巴克在美國以外的最大市場。卡維德表示，星巴克目前的價格上漲了8%至10%，但這不會改變中國消費者的購買行爲，因爲他們在咖啡市場上沒有很多選擇，星巴克統治了這一市場。它的主要競爭對手Costa Coffee，價格甚至更高，品牌規模更低。

"Customers might complain about the price change for a while, but the regular customers will not give it up and will keep coming back to Starbucks," said Cavender.

卡維德說道：“顧客可能會在一段時間內抱怨價格的變化，但老客戶不會拋棄它，將繼續回到星巴克。”