4.1.4

'99108'

'21'

'星巴克迎擊中年危機：光靠大規模開店不行了，接下來要打感情牌?'

'/uploads/allimg/170419/3-1F4191TJ5358-lp.jpg'

'巴克,迎擊,中年,危機,大規模,開店,不行了,接下來,感情,'

'摘要：星巴克臻選店、旗艦店、咖啡烘焙工坊在這些新門店業態的背後，是星巴克在空間設計、餐飲種類、消費體驗和數字化等方面的全面努力。 星巴克董事長、創始人霍華德舒爾茨（Howard Schultz） 霍華德舒爾茨說：零售業亟待一個大的調整，很多實體店會關門，'

'143'

'1'

'天下網商'

'9'

'/views-99108'

'0'

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'2017-04-20 09:59:58'

'2017-04-19 18:54:17'

'98339'

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'<div>
	<span style="font-size:18px;">　　摘要：星巴克臻選店、旗艦店、咖啡烘焙工坊&hellip;&hellip;在這些新門店業態的背後，是星巴克在空間設計、餐飲種類、消費體驗和數字化等方面的全面努力。</span></div>
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	<span style="font-size:18px;">　　<img alt="" src="/uploads/allimg/170419/3-1F4191TJ5358.jpg" style="width: 900px; height: 600px;" /></span></div>
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	<span style="font-size:18px;">　　星巴克董事長、創始人霍華德&middot;舒爾茨（Howard Schultz）</span></div>
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	<span style="font-size:18px;">　　霍華德&middot;舒爾茨說：&ldquo;零售業亟待一個大的調整，很多實體店會關門，我們必須打造更好的，有情感訴求的、浪漫的實體門店。&rdquo;</span></div>
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	<span style="font-size:18px;">　　擁有極強品牌基礎的星巴克高端門店，可能會成爲新的&ldquo;網紅打卡聖地&rdquo;，但中國消費者對這種體驗的熱情能否延續，對其他普通門店又有何影響和改變，仍舊是個未知數。</span></div>
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	<span style="font-size:18px;">　　在本身並無咖啡文化背景的中國，當消費者想喝咖啡時，甚至僅僅是想找個地方歇歇腳上上網時，高度標準化的星巴克成了容易觸達的安全選擇。</span></div>
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	<span style="font-size:18px;">　　&ldquo;Princi食品將進一步提升顧客在星巴克咖啡烘焙工坊與臻選品鑑館內的體驗&mdash;&mdash;無論是早餐、午餐還是晚餐。&rdquo;</span></div>
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	<span style="font-size:18px;">　　文 / 天下網商記者 何承軒</span></div>
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	<span style="font-size:18px;">　　圖 / 包包</span></div>
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	<span style="font-size:18px;">　　出生於1971年的星巴克，正在遭遇中年危機。</span></div>
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	<span style="font-size:18px;">　　在過去的46年裏，這個誕生於美國的跨國連鎖咖啡店最初只賣咖啡豆，在調整爲現在的業態後急速擴張，併成爲美式生活的象徵之一。據星巴克公佈的2016財年第四季度報告，截至2016年10月2日，它在全球擁有25085家門店，其中，中國/亞太地區淨增門店高達981家，成爲強力增長引擎。</span></div>
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	<span style="font-size:18px;">　　長期以來，其商業模式成爲零售業的成功範本，被廣爲稱道。不過，即使嘗試與超市、書店等業態結盟，試圖以複合式的形象出現在消費者面前，它仍不得不面對互聯網以及新興消費人羣帶來的改變。</span></div>
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	<span style="font-size:18px;">　　2017年4月11日，在卸任CEO職位一週後，星巴克董事長、創始人霍華德&middot;舒爾茨（Howard Schultz）在清華大學發表了演講。其中一句話或許切中了不少中國零售界人士的神經，他說，因爲有亞馬遜、阿里巴巴等企業的存在，每一家實體店都要因爲線上電商而改變。<img alt="" src="/uploads/allimg/170419/3-1F4191TQ3B7.jpg" style="width: 663px; height: 389px;" /></span></div>
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	<span style="font-size:18px;">　　霍華德&middot;舒爾茨在清華演講，這次還特意做了直播</span></div>
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	<span style="font-size:18px;">　　此外，他還補充道：&ldquo;這意味着零售業亟待一個大的調整，很多實體店會關門，我們必須打造更好的，有情感訴求的、浪漫的實體門店。&rdquo;</span></div>
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	<span style="font-size:18px;">　　舒爾茨所指的，正是他目前推動的星巴克&ldquo;全球臻選&rdquo;計劃以及&ldquo;咖啡烘焙工坊&rdquo;，它們是更新鮮、也是看起來更高端的新業態，顯示出星巴克如何在這個時間點，迎擊已經到來的中年危機。</span></div>
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	<span style="font-size:18px;">　　咖啡烘焙工坊：可能是星巴克的未來</span></div>
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	<span style="font-size:18px;">　　所謂的&ldquo;咖啡烘焙工坊&rdquo;究竟長什麼樣？2016年5月，星巴克宣佈將在2017年底在上海開設一家星巴克咖啡烘焙工坊及臻選品鑑館（&ldquo;Roastery &amp; Tasting Room&rdquo;，簡稱&ldquo;咖啡烘焙工坊&rdquo;），這是星巴克開設的第二家同類門店。</span></div>
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	<span style="font-size:18px;">　　2014年，星巴克在其起源地&mdash;&mdash;美國西雅圖就開過一家&ldquo;咖啡烘焙工坊&rdquo;：佔地1.5萬平方英尺（約合1393平方米）。建築風格向上世紀 20 年代致敬，店內擁有兩個咖啡吧、一間主題商店、一個挑高圖書館和一個透明的咖啡烘焙廚房。</span></div>
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	<span style="font-size:18px;"><img alt="" src="/uploads/allimg/170419/3-1F4191TS1231.jpg" style="width: 800px; height: 520px;" /></span></div>
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	<span style="font-size:18px;">　　咖啡烘焙工坊西雅圖店外景，使用了舊建築的材料</span></div>
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	<span style="font-size:18px;">　　在這裏，顧客可以近距離看到咖啡豆被送入烘焙機、進入高約10m的大銅爐、再到煮泡完成的全過程，可以自選手衝、法壓、虹吸等各種煮制方式，還可以品嚐到星巴克和當地著名主廚合作開發的應季比薩、甜品、沙拉等配餐。嶄新的菜單不僅提供更豐富的咖啡種類，一些最新的臻選飲品也會在此首發。</span></div>
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	<span style="font-size:18px;"><img alt="" src="/uploads/allimg/170419/3-1F4191TTT54.jpg" style="width: 800px; height: 533px;" /></span></div>
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	<span style="font-size:18px;">　　咖啡烘焙工坊西雅圖店內，一名咖啡師正在用特殊方法制作咖啡<img alt="" src="/uploads/allimg/170419/3-1F4191TUQ57.jpg" style="width: 800px; height: 533px;" /></span></div>
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	<span style="font-size:18px;">　　咖啡烘焙工坊西雅圖店吧檯一景</span></div>
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	<span style="font-size:18px;">　　用舒爾茨的話形容，咖啡烘焙工坊是&ldquo;一張承載咖啡、戲劇和浪漫的魔毯&rdquo;，他想把它發展成獨立的優質品牌。在他看來，它是下一代的零售體驗，將幫助星巴克應對未來實體店的挑戰。</span></div>
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	<span style="font-size:18px;">　　對即將在上海開業的新一家咖啡烘焙工坊，星巴克則寄予了更高的期望。首先在於其面積更大&mdash;&mdash;達到了 2700 平方米，它將提供和西雅圖店完全一致的體驗，選址在上海最繁華的商圈之一，位於南京西路、即將建成的興業太古匯內，後者被定位成一家高端零售綜合體。</span></div>
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	<span style="font-size:18px;">　　籌備開這樣一家旗艦級門店或許並不容易。2014年，在首家咖啡烘焙工坊開張後，星巴克曾計劃在紐約、華盛頓等地開設更多這樣的門店，並使之在五年內達到100 家。而在2016年4月，星巴克宣稱一家烘焙門店將現身紐約，預計規模達到2000平方米，但也並未有下文。</span></div>
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	<span style="font-size:18px;">　　當然，基於星巴克在中國有着數量龐大的擁躉，選擇開在上海，或許也是最爲理智的決定。前不久，國內茶飲品牌&ldquo;喜茶&rdquo;從華南首次進入上海時，引發排隊數小時、招來衆多&ldquo;黃牛&rdquo;的現象，如此看來，擁有極強品牌基礎的星巴克高端門店，可能會成爲新的&ldquo;網紅打卡聖地&rdquo;，但中國消費者對這種體驗的熱情能否延續，對其他普通門店又有何影響和改變，仍舊是個未知數。</span></div>
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	<span style="font-size:18px;"><img alt="" src="/uploads/allimg/170419/3-1F4191T912223.jpg" style="width: 900px; height: 600px;" /></span></div>
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	<span style="font-size:18px;">　　喜茶上海人民廣場店外的排隊盛況</span></div>
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	<span style="font-size:18px;">　　星巴克臻選店：黑圍裙、手沖和專屬logo</span></div>
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	<span style="font-size:18px;">　　其實在清華演講的當天上午，舒爾茨和星巴克中國區CEO王靜瑛還一起出現在北京798，爲一家還未正式開業的星巴克臻選店站臺，這是星巴克目前僅次於咖啡烘焙工坊的門店形態。</span></div>
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	<span style="font-size:18px;">　　在過去半年多的時間裏，高端化是星巴克強調的主題，也是舒爾茨在辭任CEO後所要掌管的核心業務。2016年12月，舒爾茨在一次電話會議上稱，他將傾注全力去爲星巴克未來佈局&mdash;&mdash;發展高端咖啡業務，將&ldquo;星巴克臻選&rdquo;品牌和門店擴展到全球。</span></div>
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	<span style="font-size:18px;">　　與國內大多數暗色調的星巴克臻選店不同的是，798臻選店在一樓用了木質元素，又在牆面和樓梯上用了時下大熱的水泥和黃銅材質。《天下網商》同時也注意到，從2016年底起，新開設的星巴克門店中，基本也都採用了木質的高腳凳，取代原來的鐵藝皮面材質，室內裝修也顯得更溫暖一些。</span></div>
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	<span style="font-size:18px;">　　星巴克臻選店有個俗稱，叫&ldquo;黑圍裙店&rdquo;。這是因爲只在臻選店中才供應專屬的臻選咖啡豆，並且有一張手衝咖啡臺，會有比一般門店更多數量的黑圍裙&ldquo;咖啡大師&rdquo;（區別於身穿綠圍裙的普通咖啡師），他們則會帶領消費者體驗臻選手衝咖啡。</span></div>
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	<span style="font-size:18px;"><img alt="" src="/uploads/allimg/170419/3-1F4191T940335.jpg" style="width: 900px; height: 587px;" /></span></div>
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	<span style="font-size:18px;">　　星巴克臻選店的專屬標誌</span></div>
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	<span style="font-size:18px;">　　星巴克將臻選店比作&ldquo;咖啡劇院&rdquo;，也是因爲相對於機器萃取，手衝咖啡更具觀賞性，也更考驗咖啡師的技術。在星巴克之外，並不是每家咖啡館都有實力提供好喝的手衝咖啡。</span></div>
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	<span style="font-size:18px;"><img alt="" src="/uploads/allimg/170420/3-1F420100124210.jpg" style="width: 650px; height: 437px;" /></span></div>
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	<span style="font-size:18px;">　　星巴克杭州嘉裏中心店，也是一家臻選店，室內設計更精緻和開闊 攝影/包包</span></div>
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	<span style="font-size:18px;">　　同時，星巴克臻選店還有一套完全不同的視覺設計：在門店處處可以看到黑底白字&ldquo;R字頭&rdquo;logo，下方還有&ldquo;Starbucks Reserve（星巴克臻選）&rdquo;字樣，瓷杯也同樣是黑色帶專屬logo。臻選店面積一般更大，選址也更偏核心商圈。<img alt="" src="/uploads/allimg/170419/3-1F4191U159252.jpg" style="width: 900px; height: 624px;" /></span></div>
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	<span style="font-size:18px;">　　星巴克臻選店專屬咖啡杯 攝影/包包</span></div>
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	<span style="font-size:18px;">　　星巴克臻選店在2014年10月正式登陸中國大陸，在星巴克官網的登記信息中，它已悄悄地遍及22個城市，開了61家門店，其中北京8家，上海6家，杭州2家，一般在二三線城市佈局1-2家。</span></div>
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	<span style="font-size:18px;">　　但這61家臻選店並非完全一致，其中四家被星巴克官方定義爲&ldquo;旗艦店&rdquo;，分別位於北京嘉裏中心、北京太古裏、成都太古裏和上海迪士尼樂園。這四家門店除了提供臻選店獨有的手衝體驗，在室內設計上也融入了更多文化元素。據星巴克官方的介紹，北京嘉裏中心店的店面使用了傳統水墨風格圖畫和青花瓷碎片，上海迪士尼店爲圓形穹頂建築，擁有島形吧檯。</span></div>
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	<span style="font-size:18px;">　　爲了服務更挑剔的咖啡愛好者們，舒爾茨又準備把更大的&ldquo;咖啡烘焙工坊&rdquo;搬來中國了。不過，一位星巴克店長告訴《天下網商》記者，這樣的門店分類並不意味着級別的高低，而只代表着不同門店形態而已。</span></div>
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	<span style="font-size:18px;">　　擴張速度or運營質量？這是一個問題</span></div>
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	<span style="font-size:18px;">　　舒爾茨急切地推動&ldquo;高端門店&rdquo;建設，理由看起來並不難理解，因爲近來美國實體零售商的日子的確不好過了。據外媒報道，在美國的幾家大型連鎖零售商中，梅西百貨（Macy&rsquo;s）已經宣佈將在2017年關閉100家門店，這大概佔其門店總數的15%；西爾斯百貨（Sears）計劃在2017年4月之前關閉30家Sears和Kmart門店；西維士藥店（CVS）也宣佈將關閉70家門店。</span></div>
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	<span style="font-size:18px;">　　星巴克在同樣的問題上栽過跟頭。2007年下半年，星巴克出現頹勢，因爲在幾年內從1000家店到13000家門店的超速擴張，其運營質量出現了嚴重下降。舒爾茨也承認，無度擴張導致星巴克體驗的平淡化。</span></div>
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	<span style="font-size:18px;">　　2008年1月，舒爾茨臨危受命，再次迴歸行政總裁位置。但伴隨着當年的金融危機，星巴克最終還是關閉了600家門店、裁員1.2萬人，而在2008年三季度公司，甚至出現了上市以來的首次虧損。</span></div>
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	<span style="font-size:18px;">　　相比之下，星巴克在中國大陸的發展歷程，則顯得較爲順利。自媒體&ldquo;旺旺鋪&rdquo;在一篇被轉載較多的《開店成功率接近100%，星巴克高管親授找店選址6大原則》文章中稱，在1999年進入中國大陸後，星巴克的開店成功率接近100％。</span></div>
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	<span style="font-size:18px;">　　星巴克中國中西區公共事務部總監龔明在接受其採訪時表示，星巴克在中國開店成功率高的祕訣在於先從上往下佈局城市，再選交通方便，有成熟配套設置的商圈集中開多家門店，瞄準的是受過高等教育的中高收入人羣。</span></div>
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	&nbsp;</div>
<div>
	<span style="font-size:18px;">　　記者搜索關於&ldquo;星巴克在中國關店&rdquo;的新聞，僅找到四個相關報道：2013年7月，星巴克將其&ldquo;中國首店&rdquo;其位於北京國貿商城一層的店面搬遷至國貿三期，或因店面租金上漲；2000年開業的星巴克&ldquo;上海首店&rdquo;力寶廣場店於2009年5月31日悄然關閉；2015年，星巴克濟南泉城路百勝店因百勝商場撤離濟南而關閉；同年，星巴克在浙江紹興的&ldquo;首店&rdquo;也突然關閉，對外理由是&ldquo;租約到期&rdquo;。</span></div>
<div>
	&nbsp;</div>
<div>
	<span style="font-size:18px;">　　主營星巴克代買的&ldquo;黑手代送&rdquo;創始人趙金亮告訴《天下網商》記者，星巴克在中國的盈利除了靠咖啡獲得收入外，實際上玩的是和麥當勞類似的房地產生意：因品牌強勢，用較低的租金就可長期承租店面。而藉助在全球出售星享卡和預付的星禮卡、定製Visa卡，星巴克也獲得了鉅額的預存款。根據《華爾街日報》下屬的S&amp;P Global Market Intelligence發佈的數據，2016年6月，星享卡在美國市場擁有1200萬用戶，已經將預存存款總額推高到了12億美元。</span></div>
<div>
	&nbsp;</div>
<div>
	<span style="font-size:18px;"><img alt="" src="/uploads/allimg/170420/3-1F42010031N00.jpg" style="width: 650px; height: 449px;" /></span></div>
<div>
	&nbsp;</div>
<div>
	<span style="font-size:18px;">　　星巴克在杭州郊區新開的一家社區店，位置較爲偏僻，平時人流不高 攝影/包包</span></div>
<div>
	&nbsp;</div>
<div>
	<span style="font-size:18px;">　　出於對中國市場消費潛力的樂觀，星巴克仍繼續保持着高歌猛進的態勢。2016年10月，星巴克宣佈委任中國區總裁王靜瑛爲中國區首席執行官時，宣佈計劃將於2021年把在華門店數量從當時的2300多家，擴增一倍至5000家。而在2011年，星巴克在中國大陸的門店數還只有400家。</span></div>
<div>
	&nbsp;</div>
<div>
	<span style="font-size:18px;">　　從那以後，星巴克的開店速度可以用&ldquo;勢不可擋&rdquo;來形容，它變得像是類似7-11或全家這樣的便利店，隨處可見：光在北京南站，起碼就有4家星巴克門店，而在上海浦東機場則達到了7家之多。在本身並無咖啡文化背景的中國，當消費者想喝咖啡時，甚至僅僅是想找個地方歇歇腳上上網時，高度標準化的星巴克成了容易觸達的安全選擇。</span></div>
<div>
	&nbsp;</div>
<div>
	<span style="font-size:18px;">　　同樣標準化的門店裝修，能給消費者以信任感。星巴克門店普遍以黑色和黃色作爲基調，桌椅則以鐵藝和木質爲主。而在每家門店，你也總能見到長長的點餐隊伍，還有不願離去的顧客佔據了各個座位，見面聊天或者閱讀上網。<img alt="" src="/uploads/allimg/170420/3-1F42010032GL.jpg" style="width: 650px; height: 431px;" /></span></div>
<div>
	&nbsp;</div>
<div>
	<span style="font-size:18px;">　　通常的星巴克座椅風格</span></div>
<div>
	&nbsp;</div>
<div>
	<span style="font-size:18px;">　　事實上，在近年的快速擴張下，大部分星巴克門店已經開始顯得略爲乏味。爲了體現出新意，星巴克一直在不同地區建立具有當地特色的門店，比如將上海的老洋房&ldquo;思南公館&rdquo;，杭州斷橋附近的蔣經國故居改建成星巴克咖啡。</span></div>
<div>
	&nbsp;</div>
<div>
	<span style="font-size:18px;">　　不過，這改變不了星巴克對高翻檯率的追求，從並不舒適的高腳木凳，店員很少主動提供瓷杯就可見一斑。與裝修精緻、座椅舒適的精品咖啡館相比，星巴克在中國似乎正逐漸失去對於咖啡&ldquo;品位&rdquo;的話語權。</span></div>
<div>
	&nbsp;</div>
<div>
	<span style="font-size:18px;">　　不想淪爲&ldquo;快餐咖啡&rdquo;，星巴克還做了哪些事？</span></div>
<div>
	&nbsp;</div>
<div>
	<span style="font-size:18px;">　　星巴克並不想淪爲&ldquo;快餐咖啡&rdquo;。爲了證明自己的咖啡水準，2016年初，該企業宣稱要在咖啡文化濃厚的意大利開店，計劃是在2017年年初開第一家門店。作爲星巴克在意大利的代理商，Percassi最近將這個計劃推遲到了2018年。</span></div>
<div>
	&nbsp;</div>
<div>
	<span style="font-size:18px;">　　除了咖啡，2013年起，星巴克開始各種投資和收購。除了在美國建立自己的冷榨果汁工廠，還總共花了7.5億美元，先後收購了Evolution Fresh果汁、布朗熱烘焙（La Boulange）和Teavana茶室三個品牌，後者在2016年8月進入中國。</span></div>
<div>
	&nbsp;</div>
<div>
	<span style="font-size:18px;"><img alt="" src="/uploads/allimg/170420/3-1F42010033C20.jpg" style="width: 650px; height: 487px;" /></span></div>
<div>
	&nbsp;</div>
<div>
	<span style="font-size:18px;">　　Teavana茶室，其飲品也在星巴克門店中銷售</span></div>
<div>
	&nbsp;</div>
<div>
	<span style="font-size:18px;">　　2016年7月，星巴克還投資了意大利餐飲品牌Princi，並計劃在上海和紐約在內的兩家全新星巴克咖啡烘焙工坊中先後引入Princi提供的獨家食品。</span></div>
<div>
	&nbsp;</div>
<div>
	<span style="font-size:18px;"><img alt="" src="/uploads/allimg/170420/3-1F42010034CM.jpg" style="width: 650px; height: 400px;" /></span></div>
<div>
	&nbsp;</div>
<div>
	<span style="font-size:18px;">　　Princi在意大利的門店</span></div>
<div>
	&nbsp;</div>
<div>
	<span style="font-size:18px;">　　這是星巴克首次在門店提供食品烘焙的嘗試。舒爾茨說：&ldquo;45年來，我們從未在星巴克門店進行過食品烘焙，這次前所未有的合作將改變這一切。Princi食品將進一步提升顧客在星巴克咖啡烘焙工坊與臻選品鑑館內的體驗&mdash;&mdash;無論是早餐、午餐還是晚餐。&rdquo;</span></div>
<div>
	&nbsp;</div>
<div>
	<span style="font-size:18px;">　　成立於1986年的Princi，是一個以手工烘焙產品起家的品牌，它以24小時營業著稱，提供各式各樣的麪包、蛋糕、水果撻等食品，也出售咖啡和酒精飲料。</span></div>
<div>
	&nbsp;</div>
<div>
	<span style="font-size:18px;">　　Princi的特點在於，和星巴克一樣，每家門店都會根據所在位置的不同，有獨特的裝潢風格和特色。在消費上則定位&ldquo;輕奢&rdquo;，價格比同類產品高出50％左右。據創始人Rocco Princi稱，Princi的麪包只使用天然酵母，泉水，有機麪粉和鹽。</span></div>
<div>
	&nbsp;</div>
<div>
	<span style="font-size:18px;"><img alt="" src="/uploads/allimg/170420/3-1F420100355427.jpg" style="width: 650px; height: 433px;" /></span></div>
<div>
	&nbsp;</div>
<div>
	<span style="font-size:18px;">　　Princi以提供各式各樣優質麪包、蛋糕、水果撻等聞名</span></div>
<div>
	&nbsp;</div>
<div>
	<span style="font-size:18px;">　　Princi能否幫助星巴克咖啡烘焙工坊提高競爭力，目前還難以判斷。但事實是，星巴克在美國市場已經面臨諸多精品咖啡連鎖的競爭。據《紐約時報》報道，其中的典型如斯鄧姆頓咖啡館（Stumptown Coffee Roasters）、迪拉諾斯咖啡烘烤公司（DillanosCoffee Roasters）和藍瓶咖啡（Blue Bottle Coffee）。</span></div>
<div>
	&nbsp;</div>
<div>
	<span style="font-size:18px;">　　在中國，星巴克的競爭對手除了同爲咖啡連鎖巨頭的Costa coffee、Caffe Bene等韓式咖啡品牌，還有潛在的如&ldquo;喜茶&rdquo;等新晉網紅茶飲品牌，雖然後者目前與星巴克的規模差距還甚遠。</span></div>
<div>
	&nbsp;</div>
<div>
	<span style="font-size:18px;"><img alt="" src="/uploads/allimg/170420/3-1F420100402244.jpg" style="width: 650px; height: 446px;" /></span></div>
<div>
	&nbsp;</div>
<div>
	<span style="font-size:18px;">　　Costa咖啡杭州利星店，也是最早在該城市開設的Costa門店之一 攝影/包包</span></div>
<div>
	&nbsp;</div>
<div>
	<span style="font-size:18px;">　　星巴克亟待解決的是自身的負面體驗問題。</span></div>
<div>
	&nbsp;</div>
<div>
	<span style="font-size:18px;">　　2016年11月，在王靜瑛升任星巴克中國區CEO不久後，一封《致星巴克中國CEO王靜瑛公開信》刷爆了朋友圈，引起了關於&ldquo;中杯門&rdquo;的討論。文中提到，這位杭州消費者在星巴克消費時，店員反問&ldquo;你確定是中杯嗎、中杯是我們最小的杯型喔&rdquo;來暗示消費者購買大杯、是否以八折的價格加購蛋糕、是否辦星享卡等推銷行爲，這些確實給消費者帶來了不佳的體驗。</span></div>
<div>
	&nbsp;</div>
<div>
	<span style="font-size:18px;">　　另一方面，星巴克促使顧客橫着排隊，在自媒體&ldquo;幸福餐飲人&rdquo;發表的一篇文章《星巴克橫着排隊、麥當勞豎着排隊？餐廳動線設計背後的祕密是&hellip;&hellip;》中提到，這樣的設置有利於優化點餐到做咖啡的工作流程，充分利用銷售空間來陳列產品，並且緩解消費者的焦慮感。</span></div>
<div>
	&nbsp;</div>
<div>
	<span style="font-size:18px;">　　爲提高排隊收銀的效率，肯德基和麥當勞已經開始大力推行自助點餐，後者甚至將點餐和取餐區分開，相比之下，星巴克門店中常有的長隊，讓那些趕時間的消費者望而卻步。<br />
	<img alt="" src="/uploads/allimg/170420/3-1F420100411624.jpg" style="width: 600px; height: 400px;" /></span></div>
<div>
	&nbsp;</div>
<div>
	<span style="font-size:18px;">　　麥當勞目前大力推行的自助點餐機</span></div>
<div>
	&nbsp;</div>
<div>
	<span style="font-size:18px;">　　據《好奇心日報》報道，2017年3月，在瑞士銀行的&ldquo;全球消費和零售&rdquo;會議上，星巴克 CFO Scott Maw 稱他們在試圖解決排隊取餐的負面體驗。短期內解決方法增加更多人手，但最終還是要改變店內空間設計。</span></div>
<div>
	&nbsp;</div>
<div>
	<span style="font-size:18px;">　　從2016年到2017年，星巴克中國也進行了在線上和線下融合、移動支付、社交化消費體驗、個性化門店體驗上等方面的諸多嘗試。</span></div>
<div>
	&nbsp;</div>
<div>
	<span style="font-size:18px;">　　比如，星巴克上海迪士尼店就去掉了傳統的&ldquo;菜單小黑板&rdquo;。爲了提高收銀點餐的效率，每一位顧客會收到一份&ldquo;手持菜單&rdquo;，通過掃描微信二維碼點單，島形吧檯的設計可以將人流一分爲二。</span></div>
<div>
	&nbsp;</div>
<div>
	<span style="font-size:18px;">　　此外，早在2015年12月，星巴克還在天貓開設了一家售賣電子兌換券爲主的官方旗艦店。2016年12月8日，星巴克中國大陸近2500家門店接入微信支付，並在2017年初攜手微信試水社交禮品體驗。</span></div>
<div>
	&nbsp;</div>
<div>
	<span style="font-size:18px;">　　眼下，中國已經成爲星巴克最大的海外市場。在中國大陸，星巴克在120多個城市開設了2600多家門店，擁有近4萬名員工。星巴克在今後將發展出什麼樣的新零售業態？這可能是舒爾茨需要考慮的下一個問題了。</span></div>
<div>
	&nbsp;</div>
<div>
	<span style="font-size:18px;">　　（編輯 / 吳思凡）</span></div>
'

'巴克,迎擊,中年,危機,大規模,開店,不行了,接下來,感情,'

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'1492653598'

'1492599257'

'星巴克迎擊中年危機：光靠大規模開店不行了，接下來要打感情牌?_點評_咖啡館經營_中國咖啡網'

'巴克,迎擊,中年,危機,大規模,開店,不行了,接下來,感情'

'摘要：星巴克臻選店、旗艦店、咖啡烘焙工坊在這些新門店業態的背後，是星巴克在空間設計、餐飲種類、消費體驗和數字化等方面的全面努力。 星巴克董事長、創始人霍華德舒爾茨（Howard Schultz） 霍華德舒爾茨說：零售業亟待一個大的調整，很多實體店會關門，'

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