Starbucks hasn’t been doing so well lately, facing major challenges in its two biggest, markets, the US and China: 星巴克最近有些不顺，在其最大的两个市场--美国和中国都面临着重大的挑战

Its CEO Brian Niccol panned the Starbucks store experience in an open letter posted on the company’s website: 首席执行官布Brian Niccol在公司网站上发布了一封公开信，对星巴克门店体验提出了严厉的批评

“There’s a shared sense that we have drifted from our core. The store experience now can feel transactional, menus can feel overwhelming, product is inconsistent, the wait too long”: 共识是星巴克已经偏离了自己的核心。现在的门店体验常让客人觉得太交易化、菜单让人不知所措、产品品质参差不齐、等待时间也太长"

Key reasons Starbucks is suffering: 星巴克受冲击的四大原因

Changing consumer preferences: 不断变化的消费者喜好

Many consumers are shifting toward smaller independent local coffee shops that emphasize character, sustainability, authenticity, and unique experiences: 许多消费者正在转向更有特色、可持续性、真我个性和独特体验的小型独立本地咖啡店

Suboptimal store experience: 门店体验欠佳

Long wait times. Starbucks is a victim of its own success. It pioneered the customized coffee drink. But such drinks can take a long time to make, creating a backlog of orders：漫长的等待时间。星巴克从这个角度而言也是自身成功的受害者。它率先推出了个性化定制咖啡饮品，但这需要相对长时间才能制作完成，从而造成订单积压

Many baristas are too busy to engage in any conversation with customers, making the experience cold and impersonal: 许多咖啡师都忙得不可开交，无暇与顾客交谈，使顾客感到体验冷冰冰、缺乏人情味

In the US, Starbucks has shifted to smaller stores, losing its appeal of the third space: 在美国，星巴克转向规模较小的门店，失去了其作为第三空间的吸引力

Economic pressures: 经济压力

Rising costs of living have led some customers to cut back on discretionary spending Many are simply balking at $8 lattes: 生活成本的上涨导致一些顾客削减可自由支配开支，许多人对 8 美元的拿铁望而却步

Increasing competition: 更激烈的竞争

Both American and Chinese coffee markets are highly saturated, with competitors offering lower prices or more convenience: 中美咖啡市场都高度饱和，竞争对手纷纷提供更低价的咖啡或更便利的体验

4 key strategies from the CEO: CEO的四大对策

Empowering our baristas to take care of our customers: 赋能咖啡师，帮助他们能更好地服务顾客

We’ll make sure our baristas have the tools and time to craft great drinks every time, delivered personally to each customer: 我们会确保咖啡师们有足够的工具和时间，每次都能调制出美味的饮品、为每位顾客提供人性化的服务

Get the morning right, every morning: 优化早晨体验、每一个早晨

People start their day with us, and we need to meet their expectations：许多人的一天是从星巴克开始的，所以我们必须满足客户的预期

This means delivering outstanding drinks and food, on time, every time: 这意味着我们要为他们提供出色的饮品和服务，而且每一次都要准时

Reestablishing Starbucks as the community coffeehouse: 把星巴克重新打造为社区咖啡馆

We’re committed to elevating the in-store experience — ensuring our spaces reflect the sights, smells and sounds that define Starbucks: 我们致力于提升店内体验，确保我们的空间能从视觉、嗅觉和听觉上反应星巴克的精髓

Our stores will be inviting places to linger, with comfortable seating, thoughtful design and a clear distinction between “to-go” and “for-here” service: 我们的门店将重新成为顾客愿意逗留的地方，有舒适的座位、周到的设计，并明确区分 “外卖 ”和 “到店 ”服务区块

Telling our story: 说我们自己的故事

It’s time for us to tell our story again — reminding people of our unmatched coffee expertise, our role in communities and the special experience that only Starbucks can provide: 是时候再次讲述我们的故事了--让人们记住我们在咖啡领域无与伦比的专业度、我们在社区中扮演的角色、以及只有星巴克才能提供的特殊体验

We won’t let others define who we are: 我们不能让别人来定义我们

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