星巴克即將登陸全世界最難的市場 意大利

Starbucks says it plans to enter probably its most intimidating market yet: Italy.

近日，星巴克表示計劃進軍可能是該企業截至目前最難征服的市場：意大利。

The coffee chain said last Sunday that the first Starbucks will open in Milan in early 2017, in partnership with Italian developer Percassi.

星巴克咖啡連鎖店在上週日表示：意大利第一家星巴克門店將在2017年年初於米蘭開店營業。並與意大利開發商佩爾卡西成爲合作伙伴。

It's a symbolic move for the 45-year-old company and its CEO, Howard Schultz. On a business trip in the 1980s, Schultz visited Milan and Verona and decided to bring espresso drinks to the U.S. The concept took off, and Starbucks became the beverage giant it is today.

對於擁有四十五年曆史的星巴克公司以及星巴克首席執行官霍華德·舒爾茨來說，這可謂是一個歷史性的突破。上個世紀八十年代，舒爾茨到米蘭和維羅納出差，之後他決定將意式濃縮咖啡飲品宣傳給美國。後來，這一創意一舉成功，星巴克也成爲了當今飲品界的巨頭。

Starbucks already has a presence in Europe, but it has not been as successful there as in other markets. The company entered the U.K. in 1998 and there are now about 2,400 stores in Europe, the Middle East and Africa, making up about 10 percent of stores globally.

星巴克在歐洲一些國家已經設有分店，然而其經營情況卻並不像在其他市場那樣盡如人意。星巴克於1998年進軍英國，現如今在歐洲、中東以及非洲地區共設有2400家店面，佔全球各地區總店面數量的10%。

Italy is expected to prove a challenge. Coffee is a deep part of the culture, with myriad local shops competing to sell espresso and cappuccinos. Most shops operate as places where Italians can get a quick espresso and go about their way, in contrast to Starbucks' stores which are designed for customers to sit and work or talk with friends.

意大利被認爲是一項重大的挑戰。咖啡本就是意大利的傳統文化，大街小巷到處都是銷售濃縮咖啡和卡布奇諾等飲品的店面，競爭相當激烈。顧客一般都在這些街邊的咖啡店隨手買一杯快飲，然後匆匆上路。相比較而言，星巴克則是一個供顧客工作或者與朋友聊天的休閒地點。

Starbucks alluded to the challenge the company is expected to face, saying it was entering Italy "with humility and respect."

提到即將面對的挑戰與困難，星巴克表示將本着謙遜與尊重的態度進軍意大利市場。

"We know that we are going to face a unique challenge with the opening of the first Starbucks store in Italy," said Percassi President Antonio Percassi, in a prepared statement.

星巴克的意大利合作伙伴佩爾卡西公司總裁安東尼奧·佩爾卡西也表示，“我們也明白，在咖啡王國意大利開張首家星巴克門店，將會使我們面臨嚴峻的挑戰。”