叫板星巴克？瑞幸烧钱8亿抢占市场

商业

叫板星巴克？瑞幸烧钱 8 亿抢占市场

2019-02-01

今日导读

“专业咖啡新鲜式”，相信最近你的朋友圈也被“小蓝杯” Luckin Coffee（瑞幸咖啡）刷了屏。短短 1 年多，中国自产的瑞幸咖啡横空出世，不但持续扩张、高调烧钱，还把咖啡巨头星巴克定为了赶超的目标，引来了不少的争议。今天就让我们跟着 Daniel 老师读一篇彭博社的商业新闻，探寻瑞幸咖啡不断烧钱争取顾客的背后原因。

带着问题听讲解

Q1: “烧钱”用英语怎样表达？

Q2: 瑞幸咖啡的制胜模式是什么？

Q3: 你对中国咖啡行业的前景有什么样的畅想？

新闻正文

China's coffee upstart is pouring millions into overtaking Starbucks

中国咖啡新企业投资百万欲赶超星巴克

Luckin Coffee, a Chinese startup that’s banking on selling cappuccinos to on-the-go office workers, is spending millions of dollars a year opening outlets to unseat Starbucks Corp. as the top java seller in the country.

依靠把卡布奇诺咖啡卖给忙个不停的上班族，中国初创公司瑞幸正斥资百万美元开店，想把中国咖啡销量第一的星巴克公司赶下台。

Launched about a year ago, the local challenger is confident it’s got a winning model: small coffee outlets that will outnumber Starbucks cafes by year’s end, an app that rushes out deliveries in about 18 minutes and lots of steep discounts. Chasing the entrenched rival, it’s burning through $130 million a year, according to the Xiamen-based company on China’s southeast coast.

瑞幸成立于 1 年前，这名土生土长的挑战者对自己拥有一个制胜的模式而感到自信满满：即到今年年末，瑞幸的小型咖啡店数量将超过星巴克的门店；瑞幸手机应用上赶制配送（订单）的时间在 18 分钟左右；除此之外，瑞幸还拥有很多丰厚的折扣。这家公司总部设于中国东南海岸的厦门市。据其透露，为了赶上已经站稳脚跟的竞争对手，瑞幸每年烧钱的金额高达 1.3 亿美元。

“China is Starbucks’ best and most profitable market now, but it took them nine years of making huge losses,” said Chief Strategy Officer Reinout Schakel in an interview in Beijing this week. “We will be faster than that.”

“目前，中国是星巴克最好、利润最多的市场，但在这之前，星巴克曾经有 9 年时间都在承受巨大的亏损。”本周，瑞幸首席战略官 Reinout Schakel 于北京接受采访时表示， “我们会比这更快。”

Questions abound whether Luckin can parlay customer discounts and media hype into as powerful a brand as its rival. Starbucks reported last month that comparable sales growth could be as low as 1 percent over the long term, sparking concern that competition and cannibalization are taking their toll.

瑞幸能否利用给顾客的折扣和媒体炒作晋升成与其竞争对手并驾齐驱的品牌？这样的问题多如牛毛。上个月，据星巴克报道，从长期上看，其可比销售增长率可能会低至 1%，这引起了人们的担忧——竞争和同类相残正造成严重的影响。

Seeking to shift focus from its competition with Starbucks, Schakel said that China has enough potential to sustain more than one chain. Even as it mounts its challenge, Luckin still looks to Starbucks to lead the way with its considerably larger resources in promoting coffee consumption in China.

为了把重点从与星巴克的竞争上转移，Schakel 表示，中国有足够的潜力去维持不止一个连锁品牌的生存。瑞幸发起挑战的同时，在提升中国咖啡消费水平方面，它仍然指望星巴克凭借其明显大得多的资源在前面带路。

“Of course we are competitors, but ultimately we both want the market to grow,” he said.

“当然我们是竞争对手，但归根结底，我们都想把咖啡市场做得更大。”他说。

—————  文章来源 / 彭博社

重点词汇

bank on

依靠，指望

e.g.

近义词：rely on

例句：You can bank on it.

on-the-go/ɑːn ðə ˈɡoʊ/

adj. 忙个不停的，特别忙的

e.g.

搭配短语：on the go

例句：I've been on the go all day.

java/ˈdʒɑːvə/

n. 咖啡

outnumber/ˌaʊtˈnʌmbər/

v. 在数量上超过，比...多

e.g.

例句：Women outnumber men five to one.

rush out

匆匆生产；赶制

e.g.

例句：She rushes out the report for the meeting.

entrenched/ɪnˈtrentʃt/

adj. 牢固确立的；根深蒂固的

e.g.

例句：Ageism is entrenched in our society.

burn through

快速用尽

e.g.

英文释义：to use all of something quickly

搭配短语：burn through money

abound/əˈbaʊnd/

v. 大量存在；有很多

e.g.

搭配短语：A abounds with B

例句：The forests abound with deer and birds.

例句：In the forests, deer and birds abound.

parlay sth. into sth.

使增值；成功地利用

e.g.

例句：He parlayed his small investments into a large fortune.

hype/haɪp/

n. 炒作

e.g.

例句：The director hyped his movie. (v.)

cannibalization/ˌkænɪbələˈzeɪʃn/

n. 品牌替代；同类相残

e.g.

相关词汇：cannibalize (v.)

take their toll

造成损失，造成严重影响

e.g.

搭配短语：take a heavy toll

搭配短语：take its toll

chain/tʃeɪn/

n. 连锁店；连锁品牌

e.g.

搭配短语：chain coffee shops

拓展内容

星巴克的标志

仔细看星巴克的 logo，你觉得它是什么？一个长头发的女人双手拿着两片树叶？其实，星巴克 logo 的设计灵感来源于古希腊神话中长有两条鱼尾巴的的怪物 Siren（塞壬）。Siren 又称“双尾海妖”，她不仅有着迷人的脸蛋，还有着天籁般的歌喉。Siren 经常在海边的礁石上用歌声诱惑过路的航海家，让航船触礁沉没，如此，船员便成为了她的腹中餐。而星巴克选择 Siren 作为自己的 logo，与其诞生地西雅图有关。曾经，西雅图是一座闻名世界的航海港口城市，所以星巴克的 logo 也围绕着航海主题。此外，Siren 对船员有着致命的诱惑力，星巴克也化用了这层意思：美丽，神秘，具有极大的诱惑力，让人无法自拔。

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