據(jù)《華爾街日報》報道，星巴克將和電商集團阿里巴巴攜手在中國開展食品飲料外賣業(yè)務。上個季度，星巴克的盈利增速出現(xiàn)了滑坡。

星巴克與阿里巴巴旗下的外賣平臺餓了么的合作已經(jīng)于8月2日公布，此項業(yè)務則將在今年秋天投入運營。雖然星巴克并未具體談論過餓了么，但該公司此前曾經(jīng)表示，它正計劃和一位合作伙伴在中國開展外賣業(yè)務。

星巴克中國首席執(zhí)行官王靜瑛說：“今年秋天我們將率先從北京和上海開始，計劃到2019年將業(yè)務擴展到全國?！?

在截至今年7月1日的第三財務季度，星巴克在中國的可比門店銷售額下降了2%。據(jù)《華爾街日報》報道，市場研究機構CMR董事總經(jīng)理雷小山認為：“星巴克的問題在于人們已不再視它為一個夢寐以求的品牌?！?

有分析師認為，出現(xiàn)這種情況的部分原因來自新的競爭，包括總部設在北京的零售咖啡初創(chuàng)公司瑞幸咖啡。在過去七個月中，瑞幸開設了660家門店，其經(jīng)營模式是在店里制作咖啡，然后由騎電動車的快遞員送到顧客手上。

32歲的商業(yè)分析師林江函（音譯）指出：“瑞幸咖啡味道好，而且便宜?！绷硗馑梢灾苯铀偷睫k公室，是一種方便的選擇。

王靜瑛在業(yè)績電話會議上對分析師表示：“雖然剛進入咖啡市場的新生力量選擇利用外賣和大幅折扣吸引消費，但在質量、體驗和業(yè)務可持續(xù)性方面也存在妥協(xié)。我可以向大家保證，我們的新外賣業(yè)務將堅持高標準，達到國內(nèi)客戶對星巴克體驗的預期?！保ㄘ敻恢形木W(wǎng)）

譯者：Charlie

審校：夏林

Starbucks is pairing up with the e-commerce service Alibaba Group Holding Ltd. to deliver food and beverage products in China, the Wall Street Journal reported. The move comes as Starbucks recorded an earning slowdown in its last quarter.

The deal with Alibaba’s food-delivery service Ele.me was announced on August 2nd, and the delivery partnership will start in the fall. Though Starbucks didn’t specifically comment on Ele.me, the company previously said it was planning to work with a partner for delivery in China.

“We start this fall in Beijing and Shanghai, with plans to expand across the country as we enter calendar 2019,” said Belinda Wong, the chief executive of Starbucks China.

In its financial results for the third quarter, which ended on July 1, Starbucks reported a 2% decline in comparable store sales in China.

“The problem is Starbucks is no longer viewed as an aspirational brand,” said Shaun Rein, the managing director of China Market Research Group, according to the Wall Street Journal.

Analysts believe this is partially due to new competition, including from the startup coffee company Luckin Coffee in Beijing. In the last seven months, Luckin has opened 660 stores where coffee is brewed and then delivered to customers by scooter.

“Luckin tastes good and is cheaper,” said 32-year-old business analyst, Lin Jinghan, adding that Luckin offers delivery straight to the office, making it a convenient option.

“While recent coffee market entrants have chosen to capitalize on delivery combined with heavily discounted offers, there’s significant compromises at play in terms of quality, experience, and business sustainability,” Wong said in an earnings call with analysts. She added, “Let me assure you that our new delivery service will adhere to the high standards our customers in China have come to expect with regard to the Starbucks experience.”