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

成本的增加导致了中国大陆地区的部分星巴克饮品的价格大涨。

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.

这家总部位于西雅图的咖啡连锁店称,中国大陆地区的星巴克门店调整了指定饮品的价格,调价幅度为1-2元。此次调价不涉及食物、原豆咖啡、品牌商品、星巴克礼品卡。

"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.

星巴克在声明中表示:"我们一直采用长期的定价策略,通过认真监测和评估门店租金、物流、门店设施、人力、创新等本地市场运营成本来制定价格。"

"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."

“在过去的几年中,我们已经在咖啡,食品,商店设计,员工发展,客户体验和数字创新逐渐加大了投入,以此来增加经验,并为我们的合作伙伴和顾客提供最大的价值。”

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.

这是星巴克自2012年以来首次涨价。中国市场研究集团负责人本·卡维德表示,在这么长一段时间之后,价格一定会发生变化的。“尽管通货膨胀率很低,但在中国的大多数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年第一次进入中国市场以来,星巴克已经在102个城市开设了2200多家门店,这使得中国成为了星巴克在美国以外的最大市场。卡维德表示,星巴克目前的价格上涨了8%至10%,但这不会改变中国消费者的购买行为,因为他们在咖啡市场上没有很多选择,星巴克统治了这一市场。它的主要竞争对手Costa Coffee,价格甚至更高,品牌规模更低。

"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.

卡维德说道:“顾客可能会在一段时间内抱怨价格的变化,但老客户不会抛弃它,将继续回到星巴克。”

文章来源:可可英语

图片来源:高品图像

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