Starbucks hasn’t been doing so well lately, facing major challenges in its two biggest, markets, the US and China: 星巴克最近有些不順，在其最大的兩個市場--美國和中國都面臨著重大的挑戰

Its CEO Brian Niccol panned the Starbucks store experience in an open letter posted on the company’s website: 首席執行官布Brian Niccol在公司網站上發布了一封公開信，對星巴克門店體驗提出了嚴厲的批評

“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”: 共識是星巴克已經偏離了自己的核心。現在的門店體驗常讓客人覺得太交易化、菜單讓人不知所措、產品品質參差不齊、等待時間也太長"

Key reasons Starbucks is suffering: 星巴克受沖擊的四大原因

Changing consumer preferences: 不斷變化的消費者喜好

Many consumers are shifting toward smaller independent local coffee shops that emphasize character, sustainability, authenticity, and unique experiences: 許多消費者正在轉向更有特色、可持續性、真我個性和獨特體驗的小型獨立本地咖啡店

Suboptimal store experience: 門店體驗欠佳

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：漫長的等待時間。星巴克從這個角度而言也是自身成功的受害者。它率先推出了個性化定制咖啡飲品，但這需要相對長時間才能制作完成，從而造成訂單積壓

Many baristas are too busy to engage in any conversation with customers, making the experience cold and impersonal: 許多咖啡師都忙得不可開交，無暇與顧客交談，使顧客感到體驗冷冰冰、缺乏人情味

In the US, Starbucks has shifted to smaller stores, losing its appeal of the third space: 在美國，星巴克轉向規模較小的門店，失去了其作為第三空間的吸引力

Economic pressures: 經濟壓力

Rising costs of living have led some customers to cut back on discretionary spending Many are simply balking at $8 lattes: 生活成本的上漲導致一些顧客削減可自由支配開支，許多人對 8 美元的拿鐵望而卻步

Increasing competition: 更激烈的競爭

Both American and Chinese coffee markets are highly saturated, with competitors offering lower prices or more convenience: 中美咖啡市場都高度飽和，競爭對手紛紛提供更低價的咖啡或更便利的體驗

4 key strategies from the CEO: CEO的四大對策

Empowering our baristas to take care of our customers: 賦能咖啡師，幫助他們能更好地服務顧客

We’ll make sure our baristas have the tools and time to craft great drinks every time, delivered personally to each customer: 我們會確?？Х葞焸冇凶銐虻墓ぞ吆蜁r間，每次都能調制出美味的飲品、為每位顧客提供人性化的服務

Get the morning right, every morning: 優化早晨體驗、每一個早晨

People start their day with us, and we need to meet their expectations：許多人的一天是從星巴克開始的，所以我們必須滿足客戶的預期

This means delivering outstanding drinks and food, on time, every time: 這意味著我們要為他們提供出色的飲品和服務，而且每一次都要準時

Reestablishing Starbucks as the community coffeehouse: 把星巴克重新打造為社區咖啡館

We’re committed to elevating the in-store experience — ensuring our spaces reflect the sights, smells and sounds that define Starbucks: 我們致力于提升店內體驗，確保我們的空間能從視覺、嗅覺和聽覺上反應星巴克的精髓

Our stores will be inviting places to linger, with comfortable seating, thoughtful design and a clear distinction between “to-go” and “for-here” service: 我們的門店將重新成為顧客愿意逗留的地方，有舒適的座位、周到的設計，并明確區分 “外賣 ”和 “到店 ”服務區塊

Telling our story: 說我們自己的故事

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: 是時候再次講述我們的故事了--讓人們記住我們在咖啡領域無與倫比的專業度、我們在社區中扮演的角色、以及只有星巴克才能提供的特殊體驗

We won’t let others define who we are: 我們不能讓別人來定義我們

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