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'<p>
<strong> 事件:星巴克取得華東1300家門店所有權</strong></p>
<p>
星巴克咖啡公司宣佈,與長期合資企業夥伴統一企業股份有限公司(以下簡稱“統一企業”)和統一超商股份有限公司 (以下簡稱“統一超商”)正式達成收購協議,星巴克將以約13億美元現金收購星巴克華東市場合資企業(上海統一星巴克咖啡有限公司)的剩餘50%股份。星巴克在7月27日14點(美國西部時間)召開的公司2017財年三季度財報電話會議上詳述該交易的財務影響。該交易仍有待相關監管機構的審批,預計將於2018年年初完成。</p>
<p>
據瞭解,通過此次收購,星巴克將取得包括江蘇、浙江和上海在內的華東市場共約1300家門店的100%所有權。同時,統一企業和統一超商將以約1.75億美元收購臺灣統一星巴克公司(以下簡稱“臺灣星巴克”)的剩餘50%股份,從而擁有星巴克在臺灣市場的100%經營權。臺灣星巴克成立於1997年,目前在臺灣市場共有約410家門店。</p>
<p style="text-align: center;">
<img alt="" src="/uploads/allimg/170730/12-1FI0093U5929.jpg" style="width: 400px; height: 225px;" /></p>
<p>
<strong> 分析:星巴克爲何要在中國大陸全部直營</strong></p>
<p>
爲什麼星巴克要在中國大陸實現全部直營?星巴克咖啡公司總裁兼首席執行官凱文·約翰遜表示,全面直營管理整個星巴克中國大陸市場,有利於“實現到2021年將門店數從目前的2800家發展至5000家的目標”,並稱這是推進星巴克“多面化中國市場戰略,以實現星巴克在亞洲市場的長期盈利發展”的關鍵性一步。</p>
<p>
一方面,星巴克在海外擴張時先選擇當地夥伴,採取特許經營模式,當市場成熟時再收回控制權是星巴克一貫的“套路”。1999年,星巴克在中國開設第一家星巴克,擁有三個長期的合作伙伴,北京三元集團及部分基金聯手的美大、統一、香港美心集團。繼2005年中國允許外資企業獨資開店後,星巴克先後在2006年、2007年、2011年回購了美大、三元和美心的股份,全面接管華中、華北和華南地區的門店。在日本市場情況也類似,2014年,星巴克斥資9.135億美元收購了其日本合作伙伴的股權。</p>
<p>
另一方面,統一集團幾年來備受利潤壓力困擾。統一公司近年的年報顯示,在2013年統一營收達到巔峯233.29億元后,近三年連續下滑。其2016年年報顯示,統一去年實現營收209.86億元,同比下滑5.1%;淨利潤6.07億元,同比下滑27.2%。去年5月,統一宣佈,以12.91億元人民幣出售其所擁有的今麥郎飲品47.83%的股份。交易完成後,統一不再持有今麥郎飲品集團的任何權益。同年11月,統一集團與廣東健力寶集團簽署股權轉讓合同,以人民幣9.5億元將其持有“佛山市三水健力寶貿易”100%股權出售給健力寶集團。</p>
<p>
<strong> 關注:星巴克是否降價關鍵是自身決策</strong></p>
<p>
多年從事零售業報道、研究的靈獸傳媒CEO 陳嶽峯在接受北京青年報記者採訪時說,星巴克在中國大陸全面直營,其實幾年前早有這方面的打算。因爲中國市場的逐步成熟,以及對未來市場增長的判斷,使得星巴克希望將這一市場的發展和收益權收回。統一雖然不願意賣,但迫於統一的利潤壓力,股份出讓也不意外,當然價格也算不錯。星巴克顯然是看好中國市場的長期發展。估計接下來,星巴克在中國市場的門店擴張速度會更快。</p>
<p>
陳嶽峯認爲,星巴克門店管理水平方面不會有太大改善,星巴克的管理相對而言簡單,並不複雜,標準化程度也不低。如果說單純從本土化口味適應,以及衍生品類開發上來說,統一應該更有優勢。不過這麼多年在中國市場摸爬,星巴克本身也對這一市場有足夠的瞭解,因此管理上應該短期內不會有太大變化。</p>
<p>
此次星巴克店鋪全面直營後,對消費者層面應該不會有影響。針對星巴克在大陸銷售價格的問題,陳嶽峯說,如果價格能下降是最好的,實際上對比其在美國的產品價格,中國應該存在下調空間,關鍵看星巴克如何決策了。</p>
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'search' => 'search.html',
'show' => 'show.html',
),
'cat_field' => '',
'module_field' => '',
'html' => 0,
),
'displayorder' => '0',
'acount' => '1',
'namerule' => '{typedir}{Y}{M}{D}{aid}.html',
'namerule2' => '{typedir}/list_{tid}_{page}.html',
'mid' => 'article',
'pcatpost' => 1,
'topid' => '1',
'domain' => '',
'catids' =>
array (
0 => '323',
),
'is_post' => 1,
'mobile_domain' => '',
'tid' => 1,
'url' => 'https://gafei.com/list-7yuezixun.html',
'total' => 1,
'field' =>
array (
),
),
) |
urlrule |
'/views-107536-[page].html' |
fix_html_now_url |
'' |
my_web_url |
'https://cno.gafei.com/views-107536' |
get |
array (
's' => 'article',
'c' => 'show',
'id' => '107536',
'm' => 'index',
) |