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'人物專訪：國際化咖啡連鎖品牌Costa國際業務總監'

'/uploads/allimg/150409/3-1504091F102605-lp.jpg'

'人物專訪,國際化,咖啡,連鎖,品牌,Costa,國際業務,總'

'問：您從何時開始關注中國市場，投資中國基於哪些因素? 答：我從3年前開始將目光投向中國市'

'54'

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''

'2015-04-09 17:00:27'

'2015-04-09 17:01:04'

'28297'

''

''

''

''

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''

''

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NULL

'<p style="text-align: center; ">
	<img alt="" src="/uploads/allimg/150409/3-1504091F102605.jpg" style="width: 300px; height: 300px; " /></p>
<p>
	　　問：您從何時開始關注中國市場，投資中國基於哪些因素?</p>
<p>
	　　答：我從3年前開始將目光投向中國市場。投資中國的原因有兩方面，首先，我們這幾年有一個迅速向海外發展的計劃。在過去5年裏，我們已經成功在海外的22個國家開店。其次，中國現在生活水平穩步提高，人們的消費能力也在日益增長，我發現許多中國人現在都願意消費高品質的商品。Costa提供高質量的歐式食品和舒適的消費環境。我認爲我們的產品符合中國消費者所需要的品質，所以我們願意來中國市場開拓這個品牌。</p>
<p>
	　　問：除了巨大的市場之外，其他吸引投資的因素有哪些?</p>
<p>
	　　答：任何投資決定前都是要經過認真計算的，中國市場的規模是一個方面;另一方面，市場的增長速度也很迅速。隨着經濟的增長，中國的人均消費能力在提升。我們在中國的調查顯示，現在中國市場上，不管是年輕人，還是年齡稍大些的人，都很喜歡嘗試新事物。中國人現在出國的機會很多，比如旅遊、求學或是工作。這些有出國經歷的人，回國之後，會將國外的咖啡文化隨之帶回。整個社會越來越開放，近幾年，中國在國外大品牌引進方面發展很快，很多國際上的大品牌都被介紹到中國，中國人都很喜歡。</p>
<center>
	<img alt="" height="294" src="http://www.kafeipp.com/uploads/allimg/140711/1-140G11Q132422.jpg" width="358" /></center>
<p>
	　　問：您如何看待在中國市場投資的收益和風險?</p>
<p>
	　　答：在中國市場投資，收益的同時伴隨着風險，這也正是中國市場的吸引力所在。就收益來說，中國是一個有潛力的巨大市場。</p>
<p>
	　　就風險來說，中國是一個幅員遼闊的國家，這樣一個巨大的市場，在供應鏈方面對我們是個挑戰。要讓產品在各個地區之間運輸、流動，同時還要保證質量，確實有一定的難度。再者，傳統上，中國人更喜歡喝茶，這可能會對我們的銷售產生一些阻力。讓更廣大的中國消費者慢慢接觸咖啡，並喜歡咖啡，仍是一個需要較長時間的過程，我們需要付出一定的成本去培養人們對Costa的消費意願。</p>
<p>
	　　問：怎樣規避投資風險?</p>
<p>
	　　答：尋找投資合作伙伴非常重要，一個好的商業夥伴可以避免犯不必要的錯誤，本土的合作伙伴有當地的經營常識，知道怎樣的貿易是符合常理、符合國情和合法的。</p>
<p>
	　　問：與本土企業合作中怎樣選擇合作伙伴?</p>
<p>
	　　答：有以下幾個主要因素：是否有良好的聲譽，是否有非常好的食品零售業經驗，是否在不同地區的市場有成熟的運作經驗。</p>
<p>
	　　問：怎樣看待在中國的投資前景?</p>
<p>
	　　答：風險是肯定會有的。但如果沒有一個好的發展前景，我今天也不會坐在這了。任何投資的目的都是要取得收益，但我想強調的是，我們在中國的投資並不是追求短期的效益，我們希望能有長期的合作和發展。這就需要尋找一個好的合作伙伴來規避投資中的風險，我們選擇了北京華聯。</p>
<p>
	　　我們目前在全球有1000家店，按照計劃今後5年將發展到3000家，大概有1700家在海外。在我們的投資計劃中，中國佔很大的比例。我現在沒有看到任何能導致大問題出現的因素。我們唯一需要引進的是咖啡豆和咖啡機，其他所需東西都可以在當地的市場或者企業中找到。我們對這個項目有一個很好的預期，很看好它的前景。</p>
<p>
	　　問：你們在北京進入的方式，和其他國家是否一致?</p>
<p>
	　　答：我們開拓海外市場採取的主要方式是合資，上海、北京都是，在俄羅斯是，在澳大利亞也是，在這一點上，中國和其他地方沒有什麼區別。只要我們認爲有商機，而且是一種長期的目標投資，我們就會進入市場。</p>
<p>
	　　問：作爲一個源自歐洲的品牌，你們在中國市場的開拓中將做哪些本土化方面的考慮?</p>
<p>
	　　答：中國是一個有着悠久文化傳統的國家，我們剛剛進入這個市場，所能做到的就是把產品設計得更符合當地的市場。來中國之後，我留意到現在中國的年輕人都很重視約會的地方，很多年輕人更願意去咖啡店。所以我們在店鋪的設計上，儘量把它變成一種約會的人所喜歡的環境，儘量使人放鬆，並感到溫馨浪漫。</p>
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'人物專訪,國際化,咖啡,連鎖,品牌,Costa,國際業務,總'

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