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class=\"has-medium-font-size\">\u800c\u5bf9\u4e8e\u5206\u6790\u5e08\u63d0\u51fa\u745e\u5e78\u6570\u5b57\u5316\u7684\u4e1a\u52a1\u6a21\u5f0f\u662f\u5426\u4f1a\u6539\u53d8\u661f\u5df4\u514b\u4e0e\u6d88\u8d39\u8005\u4e92\u52a8\u7684\u7b56\u7565\u65f6\uff0cGrismer\u56de\u5e94\u79f0\uff0c\u661f\u5df4\u514b\u5bf9\u4e8e\u81ea\u5df1\u8fc7\u5f80\u5728\u4e2d\u56fd\u5e02\u573a\u7684\u521b\u65b0\u8868\u73b0\u611f\u5230\u6ee1\u610f\uff0c\u5305\u62ec\u53bb\u5e74\u4e0e\u963f\u91cc\u5df4\u5df4\u5efa\u7acb\u5408\u4f5c\u5173\u7cfb\uff0c\u4ee5\u542f\u52a8\u5916\u9001\u4e1a\u52a1\uff1b\u63a8\u51fa\u65b0\u7684\u4f1a\u5458\u8ba1\u5212\uff0c\u8be5\u8ba1\u5212\u63a8\u51fa\u5c06\u8fd1\u4e00\u5e74\u5185\uff0c\u4e0a\u4e00\u4e2a\u5b63\u5ea6\u6d3b\u8dc3\u4f1a\u5458\u540c\u6bd4\u589e\u957f\u4e8645\uff05\u7b49\u3002<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" src=\"https:\/\/pic4.zhimg.com\/80\/v2-9f8e56eca3393761aca5c8112bc0f85b_720w.webp\" alt=\"\"\/><figcaption class=\"wp-element-caption\">\u661f\u5df4\u514bCFO\u9996\u5e2d\u8d22\u52a1\u5b98Grismer-CXOUNIONCXO\u8054\u76df<\/figcaption><\/figure>\n\n\n\n<p class=\"has-medium-font-size\">\u6b64\u5916\uff0c\u4eca\u5e74\u590f\u5b63\u661f\u5df4\u514b\u8fd8\u63a8\u51fa\u4e86\u7b2c\u4e00\u5bb6\u201c\u5561\u5feb\u201d\u95e8\u5e97\uff0c\u8fd1\u671f\u7b2c\u4e8c\u5bb6\u95e8\u5e97\u4e5f\u843d\u5730\u5317\u4eac\u3002Grismer\u8fd8\u8868\u793a\uff0c\u5e0c\u671b\u5728\u65b0\u8d22\u5e74\u80fd\u5f00\u66f4\u591a\u7684\u201c\u5561\u5feb\u201d\u95e8\u5e97\u3002<\/p>\n\n\n\n<p class=\"has-medium-font-size\">\u201c\u6211\u8ba4\u4e3a\u8fd9\u66f4\u50cf\u662f\u4e00\u79cd\u5ef6\u7eed\uff0c\u4e00\u79cd\u60a0\u4e45\u800c\u4e30\u5bcc\u7684\u521b\u65b0\u5386\u53f2\uff0c\u4e00\u79cd\u4e0d\u65ad\u6f14\u53d8\u7684\u6982\u5ff5\uff0c\u4ee5\u6ee1\u8db3\u987e\u5ba2\u4e0d\u65ad\u53d8\u5316\u7684\u53e3\u5473\u3002\u201d\u4ed6\u603b\u7ed3\u9053\uff0c\u745e\u5e78\u6240\u63d0\u4f9b\u7684\u670d\u52a1\u9762\u5411\u7684\u662f\u4e0d\u540c\u7684\u6d88\u8d39\u7fa4\u4f53\uff0c\u4ee5\u53ca\u4e0d\u540c\u7684\u6d88\u8d39\u573a\u666f\u3002\u800c\u661f\u5df4\u514b\u5bf9\u4e8e\u81ea\u5df1\u6240\u5949\u884c\u7684\u63d0\u4f9b\u4f18\u8d28\u5496\u5561\u4f53\u9a8c\u7684\u7acb\u573a\u611f\u5230\u6ee1\u610f\uff0c\u5e76\u76f8\u4fe1\u672a\u6765\u8fd9\u4f9d\u7136\u662f\u4e00\u79cd\u4f18\u52bf\u3002<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-medium-font-size\">\u4e09\u3001<strong>\u5728\u534e\u589e\u957f\u9884\u671f<\/strong><\/h2>\n\n\n\n<p class=\"has-medium-font-size\">\u5c0f\u98df\u4ee3\u6b64\u524d\u66fe\u4ecb\u7ecd\uff0c\u4eca\u5e7411\u6708\uff0c\u661f\u5df4\u514b\u9996\u5e2d\u6267\u884c\u5b98\u51ef\u6587\u00b7\u7ea6\u7ff0\u900a\uff08Kevin Johnson\uff09\u66fe\u572819\u8d22\u5e74\u56db\u5b63\u5ea6\u5206\u6790\u5e08\u4f1a\u8bae\u4e0a\u63d0\u5230\uff0c\u9884\u8ba12020\u8d22\u5e74\u4e2d\u56fd\u5e02\u573a\u7684\u540c\u5e97\u9500\u552e\u989d\u589e\u957f\u4e3a1%-3%\u4e4b\u95f4\u3002<\/p>\n\n\n\n<p class=\"has-medium-font-size\">\u800c\u5728\u6469\u6839\u58eb\u4e39\u5229\u5168\u7403\u6d88\u8d39\u8005\u4f1a\u8bae\u5f53\u5929\uff0cGrismer\u5728\u56de\u5e94\u5206\u6790\u5e08\u63d0\u95ee\u65f6\u66f4\u8be6\u7ec6\u5730\u89e3\u91ca\u4e86\u8fd9\u4e00\u589e\u957f\u9884\u671f\u80cc\u540e\u7684\u8003\u8651\u3002\u4ed6\u8868\u793a\uff0c\u57fa\u4e8e\u4e09\u65b9\u9762\u7684\u539f\u56e0\uff0c\u516c\u53f8\u5c06\u5f53\u524d\u5728\u4e2d\u56fd\u5e02\u573a\u7684\u589e\u957f\u9884\u671f\u8bbe\u5b9a\u5728\u76f8\u5bf9\u4f4e\u4e2a\u4f4d\u6570\u76841\uff05\u81f33\uff05\uff0c\u800c\u4e0d\u662f\u4e2d\u5230\u9ad8\u4e2a\u4f4d\u6570\u3002<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" src=\"https:\/\/pic2.zhimg.com\/80\/v2-2e49bf3ddcef7e4567ac5e9b1855df49_720w.webp\" alt=\"\"\/><figcaption class=\"wp-element-caption\">\u661f\u5df4\u514bCFO\u9996\u5e2d\u8d22\u52a1\u5b98Grismer-CXOUNIONCXO\u8054\u76df<\/figcaption><\/figure>\n\n\n\n<p class=\"has-medium-font-size\">\u9996\u5148\uff0c\u661f\u5df4\u514b\u6b63\u5728\u52a0\u5feb\u5f00\u65b0\u5e97\u7684\u6b65\u4f10\uff0c\u770b\u8d77\u6765\u4f1a\u51fa\u73b0\u201c\u540c\u5e97\u7ade\u98df\u201d\u7684\u6548\u5e94\uff0c\u4f46\u516c\u53f8\u5b9e\u9645\u4e0a\u662f\u6709\u610f\u800c\u4e3a\u4e4b\uff0c\u4ee5\u63d0\u9ad8\u603b\u4f53\u4ea4\u6613\u91cf\u548c\u603b\u4f53\u9500\u552e\u989d\u3002\u539f\u56e0\u662f\u661f\u5df4\u514b\u770b\u5230\u4e86\u4e2d\u56fd\u5e02\u573a\u5de8\u5927\u7684\u589e\u957f\u6f5c\u529b\uff0c\u4ee5\u53ca\u5229\u7528\u54c1\u724c\u4f18\u52bf\u5feb\u901f\u53d1\u5c55\u7684\u673a\u4f1a\u3002<\/p>\n\n\n\n<p class=\"has-medium-font-size\">\u5176\u6b21\uff0c\u5496\u5561\u884c\u4e1a\u6574\u4f53\u7ade\u4e89\u7684\u52a0\u5267\u4e5f\u662f\u4e00\u4e2a\u56e0\u7d20\uff0c\u4f46\u7ade\u4e89\u5e76\u975e\u6765\u81ea\u4e8e\u67d0\u4e2a\u7279\u5b9a\u7684\u7ade\u4e89\u8005\u3002\u6700\u540e\u4e00\u4e2a\u539f\u56e0\u662f\uff0c\u6700\u8fd1\u4e24\u4e09\u5e74\u7ecf\u6d4e\u589e\u957f\u901f\u5ea6\u6bd4\u4e4b\u524d\u6709\u6240\u653e\u7f13\uff0c\u5bf9\u4e8e\u96f6\u552e\u4e1a\u7684\u5ba2\u6d41\u91cf\u4e5f\u6709\u4e00\u4e9b\u5f71\u54cd\u3002<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-medium-font-size\">\u56db\u3001<strong>\u5168\u7403\u5496\u5561\u8054\u76df\u65b0\u76ee\u6807<\/strong><\/h2>\n\n\n\n<p class=\"has-medium-font-size\">\u5728\u4f1a\u8bae\u6700\u540e\uff0cGrismer\u8fd8\u5206\u6790\u4e86\u661f\u5df4\u514b\u4e0e\u96c0\u5de2\u8054\u624b\u7684\u5168\u7403\u5496\u5561\u8054\u76df\u7684\u65b0\u8fdb\u5c55\u3002\u4ed6\u8868\u793a\uff0c\u5728\u5168\u7403\u5496\u5561\u8054\u76df\u6210\u7acb\u7684\u7b2c\u4e00\u5e74\uff0c\u661f\u5df4\u514b\u5df2\u7ecf\u6269\u5c55\u5230\u4e8630\u591a\u4e2a\u5e02\u573a\uff0c\u5e76\u5e0c\u671b\u57282020\u8d22\u5e74\u4e0a\u534a\u5e74\u8fbe\u523050\u4e2a\u5e02\u573a\u3002<\/p>\n\n\n\n<p class=\"has-medium-font-size\">\u201c\u8fd9\u6bd4\u6211\u4eec\u51ed\u81ea\u5df1\u7684\u529b\u91cf\u6253\u5165\u8fd9\u4e9b\u5e02\u573a\u8981\u5feb\u5f97\u591a\uff0c\u6211\u4eec\u5f88\u9ad8\u5174\u770b\u5230\u6211\u4eec\u7684\u54c1\u724c\u5728\u5168\u7403\u5feb\u901f\u6d88\u8d39\u54c1\u6e20\u9053\u7684\u77e5\u540d\u5ea6\u548c\u5b58\u5728\u611f\u3002\u201d\u4ed6\u5f62\u5bb9\u9053\u3002<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" src=\"https:\/\/pic1.zhimg.com\/80\/v2-94382d7ec27b50c3cc0483d8577da0cc_720w.webp\" alt=\"\"\/><figcaption class=\"wp-element-caption\">\u661f\u5df4\u514bCFO\u9996\u5e2d\u8d22\u52a1\u5b98Grismer-CXOUNIONCXO\u8054\u76df<\/figcaption><\/figure>\n\n\n\n<p class=\"has-medium-font-size\">Grismer\u53c8\u8868\u793a\uff0c\u5e0c\u671b\u968f\u7740\u54c1\u724c\u8fdb\u4e00\u6b65\u52a0\u5feb\u5728\u56fd\u9645\u5e02\u573a\u7684\u6e17\u900f\u7387\uff0c\u80fd\u5e26\u6765\u66f4\u591a\u7684\u7279\u8bb8\u6743\u4f7f\u7528\u8d39\u6536\u5165\u3002<\/p>\n\n\n\n<p class=\"has-medium-font-size\">\u201c\u56e0\u6b64\uff0c\u5728\u6211\u4eec\u7684\u957f\u671f\u6a21\u5f0f\u4e2d\uff0c\u6211\u4eec\u5bf9\u6e20\u9053\u62d3\u5c55\u4e1a\u52a1\u7684\u5c55\u671b\u662f\u672a\u6765\u6536\u5165\u80fd\u589e\u957f4%\u52306%\u3002\u4ee5\u6211\u5212\u5206\u7684\u65b9\u5f0f\uff0c\u5728\u77ed\u671f\u66f4\u591a\u7684\u662f4%\u52305%\uff0c\u800c\u5728\u4e2d\u957f\u671f\u5219\u662f5%\u52306%\u3002\u201dGrismer\u6307\u51fa\u3002<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-medium-font-size\">\u7ffb\u8bd1\uff1a<\/h2>\n\n\n\n<p class=\"has-medium-font-size\">Global coffee giant Starbucks is ramping up its beverage innovation strategy in hopes of generating even more growth.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">Speaking at Morgan Stanley&#8217;s Global Consumer and Retail conference recently, Starbucks CFO Pat Grismer talked about the competitive environment Starbucks is currently facing in China, as well as its rival Luckin. He also explained in detail some of the considerations behind Starbucks&#8217; growth expectations for China in fiscal 2020.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">It&#8217;s worth noting that Grismer said Starbucks has seen more growth since it invested more resources in beverage innovation. &#8220;We recognize that beverages are the key to our differentiation.&#8221; &#8220;He pointed out.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">In addition, he also revealed the latest outlook and targets for the global coffee alliance business.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">Now, let&#8217;s look at the details.<\/p>\n\n\n\n<h3 class=\"wp-block-heading has-medium-font-size\">Plus size beverage innovation<\/h3>\n\n\n\n<p class=\"has-medium-font-size\">Grismer began the conference by talking about how Starbucks is uniquely positioned to offer premium coffee products, among other things, supported by its proprietary breakthrough beverage innovations. Examples include Nitro Cold Brew and Cold Foam Cold Brew. The company has also recently released the popular Pumpkin Cream Cold Brew and the recently released Irish Cream Cold Brew.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">In response to an analyst&#8217;s question about what is driving material growth in Starbucks&#8217; business, Grismer mentioned the &#8220;&#8221; three pillars&#8221; &#8220;of in-store experience, beverage innovation and digital customer interaction.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">Speaking specifically about beverage innovation, he added that while food remains an important part of Starbucks&#8217; portfolio, over the past 12 to 18 months, the company has focused more of its product innovation resources on beverages rather than on food and beverage. This strategy has been instrumental in driving sales growth.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">Grismer emphasized that Starbucks is aware of its &#8220;beverage leadership&#8221; attributes. &#8220;Drinks are the key to making us different. It accounted for five of the six percentage points of same-store sales growth in the U.S. market in the most recent quarter.&#8221; &#8220;Grismer said.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">More focus and resources on beverage innovation<\/h3>\n\n\n\n<p class=\"has-medium-font-size\">In addition, he said, more focus and resources on beverage innovation, as well as research and insights about what resonates most with younger consumers, will allow the company to launch new products that perform better than in previous years. He also noted that cold drinks have played an important role in the evolution of Starbucks&#8217; beverage platform over the past few years.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">&#8220;For us, it&#8217;s not just in the afternoon or during the warmer months that cold drinks do well, it&#8217;s really year-round. Even in the morning, consumers are usually looking for something more refreshing, not necessarily something very hot.&#8221; &#8220;Grismer said. At the same time, he noted that the growth in beverages came from the overall beverage category, which includes hot beverages.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">He also stressed that unlike two years ago, when the company relied more on time-based drinks to drive growth, today&#8217;s approach is to build more beverage platforms around areas where the company can innovate. One example is Cotton Cloud Cold Brew iced Coffee. After Cloud Cold Brew, Starbucks introduced Cloud Macchiato (a drink made with espresso, cold milk foam, and caramel).<\/p>\n\n\n\n<p class=\"has-medium-font-size\">Afternoon frappuccino sales, which showed signs of declining a few years ago, have improved. Grismer described Starbucks&#8217; new cold drink offerings as successful and contributing to afternoon business growth over the past two quarters.<\/p>\n\n\n\n<h3 class=\"wp-block-heading has-medium-font-size\">On competition and Luckin in China<\/h3>\n\n\n\n<p class=\"has-medium-font-size\">As Luckin enters the U.S. capital market, its competition with Starbucks has become a hot topic for analysts.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">At the conference, analysts focused on what Luckin&#8217;s development might mean for Starbucks. In response, Grismer said Luckin&#8217;s development proves Starbucks&#8217; judgment for years that the specialty coffee retail category in China is very attractive and has significant growth potential. &#8220;But over the years, Starbucks has demonstrated the growing appeal of premium coffee.&#8221;<\/p>\n\n\n\n<p class=\"has-medium-font-size\">Interestingly, he notes that Luckin often highlights its number of stores in China, more than 90 per cent of which are pickup locations. &#8220;They are very different from the Third space environment that Starbucks provides for premium experiences.&#8221; &#8220;Grismer said.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Starbucks is pleased with its competitive position<\/h3>\n\n\n\n<p class=\"has-medium-font-size\">He added that Starbucks is pleased with its competitive position in China, adding that he believes there is enough room for such competition now and in the future, which in many ways helps build a deeper understanding of specialty retail coffee.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">When asked by analysts whether Luckin&#8217;s digital business model will change Starbucks&#8217; approach to customer engagement, Grismer said Starbucks is pleased with its past innovation in China, including its partnership with Alibaba last year to launch its delivery business. The launch of a new membership program, nearly a year after the launch of the program, the last quarter of active membership growth of 45% year on year, etc.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">Starbucks also opened its first Fast Coffee store this summer and recently opened a second in Beijing. Grismer also said it hopes to open more &#8220;fast food&#8221; stores in the new fiscal year.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">&#8220;I think it&#8217;s more of a continuation, a long and rich history of innovation, an evolving concept to meet the changing tastes of customers.&#8221; He concluded that Luckin&#8217;s services cater to different consumer groups and different consumption scenarios. Starbucks is comfortable with its position on providing a great coffee experience and believes that will continue to be an advantage in the future.<\/p>\n\n\n\n<h3 class=\"wp-block-heading has-medium-font-size\">Growth forecast in China<\/h3>\n\n\n\n<p class=\"has-medium-font-size\">In November, Starbucks CEO Kevin Johnson said he expected 1% to 3% same-store sales growth in China in fiscal 2020 at the company&#8217;s Q4 analyst meeting, Xiao Food said.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">Grismer, responding to analyst questions on the day of the Morgan Stanley Global Consumer Conference, explained the thinking behind the growth forecast in more detail. He said the company had set its current growth forecast for the Chinese market at 1-3 per cent in the relatively low single digits, rather than mid-to-high single digits, for three reasons.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">First, Starbucks is accelerating the pace of new store openings, which may seem like a &#8220;same-store competition&#8221; effect, but the company is actually doing this deliberately to increase overall transaction volume and overall sales. The reason is that Starbucks sees huge growth potential in the Chinese market and an opportunity to leverage the strength of its brand to grow rapidly.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">Second, increased competition in the coffee industry as a whole is also a factor, but not from any particular player. The last reason is that the economic growth rate in the last two or three years has been slower than before, which also has some impact on retail traffic.<\/p>\n\n\n\n<h3 class=\"wp-block-heading has-medium-font-size\">New goal of global coffee Alliance<\/h3>\n\n\n\n<p class=\"has-medium-font-size\">At the end of the session, Grismer also analyzed the latest developments in the global coffee alliance between Starbucks and Nestle. 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