星巴克訪談-口譯

星巴克采訪原文主持人：喜歡喝咖啡的朋友對(duì)星巴克咖啡公司一定不會(huì)陌生。這家起源于美國(guó)西雅圖的公司是全球著名的特式咖啡零售商。他們有近9000間分店遍布世界。2000年星巴克來(lái)到了中國(guó)，如今它已經(jīng)出現(xiàn)在中國(guó)很多城市的街頭巷尾了。今天我們請(qǐng)到了星巴克公司的董事長(zhǎng)HowardSchultz先生，他正好到中國(guó)來(lái)出差。很快樂(lè)您能參加我們的節(jié)目，Schultz先生。HowardSchultz:NicetomeetyouandI’mgladtobehere!主持人：Howard先生，我知道您有雄心勃勃的開(kāi)展方案，您將會(huì)在明年開(kāi)張1800家新店，美國(guó)有1300家，其他國(guó)家有500家。這會(huì)不會(huì)太多了，太快了？HowardSchultz：Well,notatall.Imean,Ifyougobacktothehistoryofthecompany,youwillseethatwehavebeenagrowthcompanyforthelast20yearsandthehallmarkofthatgrowthhasbeenourabilitytoinvestaheadofthegrowthcurve.That‘sexactlywhatwe’vebeendoing.We’reopening5newstoresaday.Weareserving40millioncustomersaweek,andourinternationalbusinesshad79%increaseinoperatingincomelastyear.Weareinapositionrightnowtoreallycapitalizeontheinvestmentswe’vemadeoverthelastcoupleofyears.Weareveryoptimisticaboutthebalanceoftheyear,andspecificallywhatisgoingoninternationallyandinChina.主持人：您對(duì)星巴克在中國(guó)的開(kāi)展?jié)M意嗎？在中國(guó)的星巴克和美國(guó)的星巴克有什么不同之處？HowardSchultz：WeviewChinaasthefastestgrowingmarketforourproductsoutsidetheUnitedStates.Wealreadyhave140ChinesestoresdesignedmuchliketheirAmericancounterparts.About80%ofourcustomerintheUStakeourcoffeetogoandover80%oftheChinesecustomershaveourcoffeeinthestoreandstayverylongenjoyingtheenvironment.Thestoreswe’veopenedherearelargeinsize,sotheStarbuckshasbecomethethirdplacebetweenhomeandwork,anextensionofpeople’slives.主持人：和美國(guó)相比，中國(guó)居民的收入水平和消費(fèi)水平都要低很多，即便是在大城市，平均工資每周也不到100美元。你怎么能讓人愿意花5美元來(lái)買一杯咖啡呢？HowardSchultz：Well,thecustomerswhoarecomingtoStarbucksaremakingmorethanthat.ButletmeputitinperspectiveforyouIthinkisinteresting.Iamtoldthatover300millionChinesepeopleareusingacellphoneeveryday.Andwhenyouthinkaboutthefactthattheyhaveleapfroggedtraditionaltechnology,andmanyofthosepeopleneverhaveaccesstoatelephoneathome.ItdemonstratestheadoptiontheyhavetonewtechnologyandWesterntypeopportunities.Therearealarge,largegroupofpeoplewithdisposableincomeandpurchasingpowermuchmoregreaterthantheaveragelevel.主持人：星巴克引以為豪的企業(yè)形象是注重環(huán)保，善待員工。您覺(jué)得您的價(jià)值觀和指導(dǎo)原則在中國(guó)能被理解，能被接受嗎？HowardSchultz：Ithinkthatisaveryimportantandrightquestion.WhatIsawduringthemeetingsIhadwiththegovernmentofficialswasaverystronglevelopennessandunderstandingabusinesslikeStarbuckswhichhasbuiltitselfonitbalancebetweenprofitabilityandbenevolenceisthekindofbusinesstheywouldliketoseesuccessinChina.WhatImeanbythatspecificallyisthattheChinesegovernmentisveryinterested,Ithink,inopeningupdoorstoWesterncompaniesandWesternbanks,especiallythosecompaniesthatareveryrespectfuloftheheritageandtraditionofhowthiscountrywasbuilt.We’vedemonstratedawillingnesstounderstandyourwayofthinkingandyourwayoflife.Whatwewouldbemostproudofisthefoundationthatwe’vebuiltinhereisvery,verystrongbecausethevaluesandguidingprinciplesofourcompanyarethesameastheyareinAmerica.主持人：好的。今天的采訪就到這里。非常感謝您Schultz先生。HowardSchultz：Itismypleasure.Thankyouforhavingmeon.譯文：Anchor:Ifyoulovecoffee,youcan’tbestrangetoStarbucks,aleadingglobalcoffeeretailerthatoriginatesfromSeattle,theUnitedStates,withsome9000coffeehousesaroundtheglobe.ItcametoChinain2000,andnowitsstorescanbefoundincornersofmanyChinesecities.TodaywehaveHowardSchultz,thechairmanofStarbuckwithusasheisonthetriptoChina.NicetohaveyouhereMr.Schultz.HowardSchultz:你好！很快樂(lè)來(lái)到這里Anchor:IwasveryimpressedwhenIheardaboutyourambitiousexpansionplans:youareopeningupto1800newstoresnextyear,1300intheUnitedStatesand500inothercountries.Aretheytoomany?Itthespeedtoofast?HowardSchultz:一點(diǎn)也不會(huì)?？纯次覀児镜拈_(kāi)展歷史就會(huì)發(fā)現(xiàn)，過(guò)去20年來(lái)我們一直在增長(zhǎng)，我們?cè)鲩L(zhǎng)的特點(diǎn)就是我們一直先于增長(zhǎng)曲線進(jìn)行投資。我們每天開(kāi)張5家新店。我們每周為4000萬(wàn)顧客效勞，去年國(guó)際局部的營(yíng)業(yè)收入增長(zhǎng)了79%。我們現(xiàn)在正在享受過(guò)去幾年來(lái)的投資受益。我們對(duì)幾年的收益非常樂(lè)觀，對(duì)國(guó)際以及中國(guó)市場(chǎng)的情況尤其樂(lè)觀。Anchor:AreyousatisfiedwithStarbuck’sdevelopmentinChina?WhatarethedifferencesbetweenyourstoresinChinaandtheircounterpartsintheUnitedStates?HowardSchultz:我們把中國(guó)視作是開(kāi)展最快的海外市場(chǎng),我們已經(jīng)在中國(guó)開(kāi)了140家咖啡店，和美國(guó)店的設(shè)計(jì)非常相似。我們約80%的美國(guó)顧客咖啡打包帶走，而超過(guò)80%的中國(guó)顧客則在店內(nèi)享用，并且會(huì)待很長(zhǎng)時(shí)間，享受店內(nèi)環(huán)境。這里的店面很大，因而延伸了人們的生活，使他們?cè)诩彝ズ娃k公室之外有了第三個(gè)空間。Anchor:ChinesecitizenshavemuchlowerlevelsofincomeandconsumptionthanAmericanpeople.Eveninbigcities,theaveragewageisnohigherthan$100veryweek.Howdoyougetpeoplethataremaking$100aweektospend$5onacupofcoffee?HowardSchultz:這些來(lái)星巴克消費(fèi)的顧客收入可不止這么多。我從一個(gè)有趣的角度來(lái)談?wù)劙?。人們告訴我，有3億中國(guó)人每天使用。中國(guó)的開(kāi)展跳過(guò)了許多傳統(tǒng)技術(shù)，他們很多人家里甚至沒(méi)接通過(guò)固定。這說(shuō)明中國(guó)人可以把握新技術(shù)以及西方的機(jī)遇，許多人的可支配收入和購(gòu)置力都要遠(yuǎn)遠(yuǎn)超過(guò)平均水平。Anchor:Starbucksisacompanythatpridesitselfontheimageofbeingenvironmentallyfriendlyandemployeefriendly.DoyoufindyourvaluesandguidingprinciplesbeingunderstoodandwelcomedhereinChina.HowardSchultz:這是一個(gè)很重要也問(wèn)得很好的問(wèn)題。我們與政府官員見(jiàn)面時(shí)所感受到的是非常開(kāi)放和理解的態(tài)度。