星巴克访谈——口译

星巴克采访
原文
主持人：喜欢喝咖啡的朋友对星巴克咖啡公司一定不会陌生。

这家起源于美国西雅图的公司是全球著名的特式咖啡零售商。

他们有近9000间分店遍布世界。

2000年星巴克来到了中国，如今它已经出现在中国很多城市的街头巷尾了。

今天我们请到了星巴克公司的董事长Howard Schultz先生，他正好到中国来出差。

很高兴您能参加我们的节目，Schultz先生。

Howard Schultz: Nice to meet you and I’m glad to be here!
主持人：Howard先生，我知道您有雄心勃勃的发展计划，您将会在明年开张1800家新店，美国有1300家，其他国家有500家。

这会不会太多了，太快了？
Howard Schultz：Well,not at all.I mean,If you go back to the history of the company,you will see that we have been a growth company for the last 20 years and the hallmark of that growth has been our ability to invest ahead of the growth curve.That ‘s exactly what we’ve been doing.We’re opening 5 new stores a day.We are serving 40 million customers a week,and our international business had 79% increase in operating income last year.We are in a position right now to really capitalize on the investments we’ve made over the last couple of years.We are very optimistic about the balance of the year,and specifically what is going on internationally and in China.
主持人：您对星巴克在中国的发展满意吗？在中国的星巴克和美国的星巴克有什么不同之处？
Howard Schultz：We view China as the fastest growing market for our products outside the United States.We already have 140 Chinese stores designed much like their American counterparts.About 80% of our customer in the US take our coffee to go and over 80% of the Chinese customers have our coffee in the store and stay very long enjoying the environment.The stores we’ve opened here are large in size,so the Starbucks has become the third place between home and work,an extension of people’s lives.
主持人：和美国相比，中国居民的收入水平和消费水平都要低很多，即便是在大城市，平均工资每周也不到100美元。

你怎么能让人愿意花5美元来买一杯咖啡呢？
Howard Schultz：Well,the customers who are coming to Starbucks are making more than that.But let me put it in perspective for you I think is interesting.I am told that over300 million Chinese people are using a cell phone every day.And when you think about the fact that they have leapfrogged traditional technology,and many of those people never have access to a telephone at home.It demonstrates the adoption they have to new technology and Western type opportunities .There are a large,large group of people with disposable income and purchasing power much more greater than the average level.
主持人：星巴克引以为豪的企业形象是注重环保，善待员工。

您觉得您的价值观和指导原则在中国能被理解，能被接受吗？
Howard Schultz：I think that is a very important and right question.What I saw during the meetings I had with the government officials was a very strong level openness and understanding a business like Starbucks which has built itself on it balance between profitability and benevolence is the kind of business they would like to see success in China.What I mean by that specifically is that the Chinese government is very interested,I think,in opening up doors to Western companies and Western banks, especially those companies that are very respectful of the heritage and tradition of how this country was built.We’ve demonstrated a willingness to understand your way of thinking and your way of life.What we would be most proud of is the foundation that we’ve built in here is very,very strong because the values and guiding principles
of our company are the same as they are in America.
主持人：好的。

今天的采访就到这里。

非常感谢您Schultz先生。

Howard Schultz：It is my pleasure.Thank you for having me on.
译文：
Anchor: If you love coffee, you can’t be strange to Starbucks,a leading global coffee retailer that originates from Seattle ,the United States, with some 9000 coffee houses around the globe.It came to China in 2000,and now its stores can be found in corners of many Chinese cities. Today we have Howard Schultz, the chairman of Starbuck with us as he is on the trip to China. Nice to have you here Mr. Schultz.
Howard Schultz:你好！很高兴来到这里
Anchor: I was very impressed when I heard about your ambitious expansion plans:you are opening up to 1800 new stores next year,1300 in the United States and 500 in other countries.Are they too many?It the speed too fast?
Howard Schultz:一点也不会。

看看我们公司的发展历史就会发现，过去20年来我们一直在增长，我们增长的特点就是我们一直先于增长曲线进行投资。

我们每天开张5家新店。

我们每周为4000万顾客服务，去年国际部分的营业收入增长了79%。

我们现在正在享受过去几年来的投资受益。

我们对几年的收益非常乐观，对国际以及中国市场的情况尤其乐观。

Anchor: Are you satisfied with Starbuck’s development in China?What are the differences between your stores in China and their counterparts in the United States?
Howard Schultz:我们把中国视作是发展最快的海外市场,我们已经在中国开了140家咖啡店，和美国店的设计非常相似。

我们约80%的美国顾客咖啡打包带走，而超过80%的中国顾客则在店内享用，并且会待很长时间，享受店内环境。

这里的店面很大，因而延伸了人们的生活，使他们在家庭和办公室之外有了第三个空间。

Anchor: Chinese citizens have much lower levels of income and consumption than American people.Even in big cities,the average wage is no higher than $100 very week. How do you get people that are making $100 a week to spend $5 on a cup of coffee?
Howard Schultz:这些来星巴克消费的顾客收入可不止这么多。

我从一个有趣的角度来谈谈吧。

人们告诉我，有3亿中国人每天使用手机。

中国的发展跳过了许多传统技术，他们很多人家里甚至没接通过固定电话。

这说明中国人可以把握新技术以及西方的机遇，许多人的可支配收入和购买力都要远远超过平均水平。

Anchor: Starbucks is a company that prides itself on the image of being environmentally friendly and employee friendly.Do you find your values and guiding principles being understood and welcomed here in China.
Howard Schultz:这是一个很重要也问得很好的问题。

我们与政府官员见面时所感受到的是非常开放和理解的态度。

中国官员希望看到像星巴克这样兼顾盈利和善行的公司在中国取得成功。

我是说，中国政府非常愿意向西方公司和品牌开放，特别是那些非常尊重中国传统和风俗的公司。

我们非常愿意理解中国人的思维方式和生活方式。

我特别自豪的是我们在中国打下的基础非常牢固，因为我们在这里的价值观与指导原则和美国是一样的。

Anchor:All right.This will conclude our interview today.Thank you very much,Mr. Schultz. Howard Schultz:我很乐意！感谢您让我参加这个节目。