Reporter: Our guest tonight is Howard Schultz, the chairman of Starbucks Coffee Company. He has turned his passion for coffee into a multi billion dollar global business with stores in over 10,000 locations worldwide including Turkey.
记者：今晚我们的客人是星巴克咖啡公 司的董事长，霍华德舒尔茨。他用自 己对咖啡的热情创造了价值数十亿的全 球生意，在全世界1万多个地方经营咖 啡店，包括土耳其在内。
Reporter: Thank you for being with us Schultz.
Schultz: That’s my pleasure, thank you.
Reporter: I think our viewers would be very interested to know about your early days, how Starbucks entered into your life and perhaps more appropriately how you entered into the life of Starbucks in the early 80’s. Could you elaborate a little bit about that?
记者：我想我们的观众会对您早期的生 活很感兴趣，星巴克是如何进入您的生 活的？或者更确切的说，在上世纪80 年代初期，您是如何开始星巴克生活的？您可以说说吗？
Schultz: Sure. Well the story is that I actually joined Starbucks as an employee. In the fall of 1982. And when I joined the company we had three stores, getting ready to open up our 4th. What attracted me to the company at that point was the entrepreneurial opportunity and I was really drawn to the quality of the coffee and the fact that Starbucks at the time was educating the entire community, the city of Seattle on what good coffee really is. I honestly never dreamed at the time that I would one day own the company and or be in a position where we would have as you said 10,000 stores around the world has just been an incredible journey for all of us.
舒尔茨：当然。其实我最开始是作星巴 克的雇员。是在1982年的秋天。我刚 加入公司的时候，我们有3家店，正在 打算开第4家。这个公司吸引我的地方 在于它提供的成为企业家的机会，咖啡 的质量很好，并且那个时候，星巴克正 在向西雅图所有的人解释什么才是好咖 啡。那个时候我做梦都没想过这个公司 有一天会属于我，也没想过有一天我们 会在全世界范围内拥有如你所说的1万 多家星巴克店，这对我们来说是一场令 人难以置信的旅程。
Reporter: Actually now you are present in Turkey as well and I know in the course of approximately three years you have over 20 stores in, I believe, two cities Istanbul and Ankara and you have plans for expansion there as well. What are your plans for Turkey and the region in general?
记者：事实上，现在您在土耳其也开店 了，并且我知道，您计划3年内在伊斯 坦布尔和安卡拉这两 个城市开大约20家店， 并且还有扩张的打算。 您在土耳其这个地区 大致的计划是怎样的？
Schultz: I must say, I had never been to Turkey before and I visited your country a year ago, and actually I brought my daughter with me and we had an extraordinary visit. The warmth and hospitality of the people... I love the food, and I was taken with what I believe to be a much larger opportunity for Starbucks than I think we originally thought. So, at this point given the reception that we have, there will be many more stores throughout the country in multiple cities over the next few years and I can't say how many we would have because I think I might put to low of a number on it but we are very excited very enthused and feel very fortunate that in such a short period of time. The stores that we have opened have done extremely well we give a lot of credit to our local team there.
舒尔茨：我必须要说 的是，之前我从没有来 过土耳其，一年前我带 着我的女儿一起来过 你们的国家，那是一段 极好的旅程。土耳其人 民热情好客。我很喜欢 这里的食物，我看到了 这里有比我们原来想象的要大得多的开 星巴克店的机会。因此，根据我们收到 的反馈情况，我们将在未来几年内在土 耳其全国大城市中开更多的咖啡店，我 们现在还不能确定数量，因为我们可能会低估这个数量，但是我们很兴奋也感 觉自己很幸运，在如此短的时间内，我 们开的店都经营得很好，这主要归功于 我们当地的经营管理团队。
Reporter: Did they make you taste Turkish coffee?
Schultz: Yes, well I have had Turkish coffee before and I think the funny story about this is when we were getting ready to open up in Turkey many of our own people as well as friends of the company said: we had to make sure we had traditional authentic Turkish coffee and Turkish coffee preparations in the store. So we did that. But the truth is that not many Turkish people are ordering Turkish coffee. They want traditional Starbucks coffee or frappuchino. And it's so funny that we have tried to be as respectful as possible but most Turkish people are not drinking it.
舒尔茨：是的，嗯，我以前就喝过土耳 其咖啡的。我觉得有趣的是，我们准备 在土耳其开业的时候，很多人也包括我 们公司的朋友说，我们必须保证店里有 传统的正宗土耳其咖啡及其配料。所以 我们就这样做了。但是事实上，并没有 很多土耳其人会点土耳其咖啡。他们通 常想要传统的星巴克咖啡或者法布奇 诺。所以我觉得很有趣，我们尽量的尊 重当地的饮食习惯，但是多数的土耳其 人却并不买账。
Reporter: It’s true but I think it is a good addition to the menu even though I heard the same thing in Turkey and I was surprised because the Turks are such coffee drinkers of their own coffee as well.
记者：是的，但是我想这也是对原有菜 单的丰富，即使我在土耳其听到同样的 事情我也会大吃一惊，因为他们太喜欢 喝自己的咖啡了。
Schultz: Well, I think that having the traditional Turkish coffee in our stores is really emblematic of what we have tried to do around the world and that is to be extremely respectful of the history of the culture and tradition of different country’s understanding and sensitivity around coffee and the coffee experience, and whenever possible demonstrate our respect by bringing to them the way they have learned to drink coffee. And this is a perfect example.
舒尔茨：嗯，我认为在我们的咖啡店里 经营传统土耳其咖啡确实代表着我们正 努力在全球范围内做的事情。我们要尊 重各国不同地区的历史和文化传统，尊 重不同国籍的人对咖啡不同的理解和感 受。我们通过他们习惯的方式来为他们 提供服务，这就是我们表达尊重的一个 例子。
Reporter: You are operating in so many different markets in terms of cultural differences like think of France or China or Jordan or many other countries around the world. How do you deal with these cultural differences? Do you do a lot of marketing research before? Do you team up with a lot of local people? What is your strategy?
记者：你们的生意涉及很多不同文化氛 围的销售市场，比如法国、中国、约旦 和世界上许多其他国家。你们怎样处理 这些文化差异呢？会在开店之前做很多 市场调查吗？会在当地招聘组织经营管 理团队吗？你们的战略是怎样的呢？
Schultz: I’ve never been a big believer in market research personally. So we haven’t done a lot of that over the years. The benefit that we have had in countries like Turkey and around the world is that we have fantastic local partners. Who I guess I would say，I would loosely describe as we co-author the strategy with them and leave the execution to them. And, Turkey is operated by the Alshia Group, which is our partner throughout the Middle East. We have a great team led by a fantastic woman Icek whom I think you know. And they have allowed us I think to bring the Starbucks experience into Turkey and slightly refine it for the local market. The interesting thing about what we’ve been able to do in almost every single country that we’ve entered. The local customer wants and demands the authentic Starbucks experience. And does not want it watered down for their local markets. So the stores you see in Turkey are very similar to the ones we have here right here in Seattle.
舒尔茨：从个人的角度来讲，我从来不 相信市场调查。所以这些年来，我们并 没有作很多这一类的市场调查。不论是 在土耳其还是在世界其他地方，我们的 优势在于，我们有很出色的当地合作伙 伴。我想我应该说，我们是松散的合作 关系，是我们合作一起制订出了战略计 划，并由他们来开展工作。土耳其的店 是由Alshia集团在经营，它是我们在整 个中东地区的合作伙伴。我想你们应该 认识伊塞克，这位女士是我们一位很出 色的领导者。我认为是他们允许我们把 星巴克的经验带入土 耳其，并根据当地的 特色稍作完善，使之 更适合当地的市场。 几乎我们去的每个国 家都会有这样有趣的 事情。人们想要正宗 的星巴克的体验。并 不想让星巴克去到他 们的国家之后入乡随俗。因此，土耳其 的星巴克咖啡店和我们现在在西雅图看 到的其实是差不多的。
Reporter: That’s true actually and they are all over the town in Seattle. Every other corner. You can’t ask “Where’s Starbucks?” because there’s another one. That’s right. I’ve wanted to ask you, your company has been a high growth company for so many years now and your going into different markets, differentiating your product mixture，even going into music, and we’ll get to that shortly. How is it, does it, how does a company that is so successful so consistently how does it outdo itself? Is it kind of more difficult when you are so successful so consistently because expectations?
记者：确实是这样的，而且星巴克咖啡 遍布西雅图。每个角落都有。你无法问 “星巴克在哪儿？”因为有很多个星巴克。 是的。我想问您，这些年来您的公司一 直保持高速的发展，您也正在进入不同 的市场，将产品进行差异化组合，甚至 涉及了音乐领域，我们一会儿会谈一下 这个。一个如此成功如此持久的公司如 何自我超越呢？当预期的前景很成功的 时候，自我超越是不是更难实现呢？
Schultz: Well I appreciate the compliment of being so successful, I’m not sure that’s true but I think that the cultures and values of the company are steeped in an ongoing commitment to try and create long term value for our shareholders while integrating a social conscience in everything we do. The culture is also built J think on a commitment to under promise and over deliver. And we are not a group or company that celebrates a great deal. We want to celebrate the customer and the customer experience. But for many years we opened many stores around the world and have been able I think especially in terms of the stock market to demonstrate to our shareholders, a company that really does meet it commitments. And as a result of that we have been rewarded in the marketplace. But I would also say that we have taken a very long view of the opportunity despite the fact that we’ve grown this significantly and these are still the very early stages for growth and development of the company and we want to emerge as o
ne of the most recognized and respected brands in the world and we have a long way to go to ultimately accomplish that.
舒尔茨：嗯，感谢你对我们成功的称 赞。我不知道是不是正确，但是我认为公司的文化和价值观沉浸在一种长期持 久的承诺和奉献精神中。我们在做每一 件事情的时候都考虑到社会责任心，同 时，我们努力为股东创造长期的价值。 我认为，这种文化也建立在信守承诺和 提供超值服务 的基础之上。 我们并不是为 了一笔大生意 而庆祝的集团 或者公司。我 们关注的是顾 客和他们的体 验。多年来我们在世界各地开了很多家 星巴克店，我想，尤其是在股票市场 上，我们有能力向我们的股东证实我们 是守诚信的。我们也因此在市场上得到 了回报。但同时我得说，我们对发展机 会的长远性十分看重。虽然我们现在发 展很快，但是这还只是一个公司发展的 初级阶段。我们希望成为世界上最出名 和最受欢迎的品牌，要做到这一点，我 们还有很长的路要走。
Reporter: I recently read somewhere that you are envisioning a store number of 30 thousand over the next several years. What is the time horizon that you have on that and what would be the mix of domestic US stores and international stores in your vision?
记者：最近我看到你们打算在未来几年 内发展到3万家星巴克店。时间上的具 体计划是怎样的？在你看来美国国内和 国外会怎样分配呢？
Schultz: Well, we’re sitting now with 10 thousand or so stores in North America and outside of North America. We’ve said publicly we will one day will have close to 30 thousand stores or so. I think ultimately it’s probably 50-50 between international and North America. But I also believe given the success we have had in the emerging markets that appear to be right for Starbucks. 30 thousand stores may turn out to be too low. I also believe that we have a very powerful opportunity to create other products like bottled frappichino, whole bean coffee, our ice cream, music and things that also part of the growth and development of the company outside of our stores and that will occur around the world. We just recently introduced ready to drink coffee like bottled frappichino here in the US, in Japan and Taiwan，and other markets for that.
舒尔茨：嗯，我们现在有1万左右家 店，在北美和北美以外的地方。我们公 开的说过将来有一天我们会开到3万家 店。我想在北美和其他地区的比例应该 差不多是一半一半的。当然我也相信从 目前星巴克已开店的成功来看，3万家店可能有点太少了。同时我也相信，我 们很有实力开发类似于瓶装法布奇诺、 全豆咖啡、我们的冰激凌、音乐及其他 产品，作为咖啡店以外的公司成长和发 展的一部分，这也将在全世界范围内实 现。我们现在已经在美国、日本和中国 台湾推出了瓶装法 布奇诺这样的即饮咖 啡，同时正在开发其 他市场。
Reporter: I know that you are very keen on China as a market and you are traveling there a lot. What are some of the other hot spots and what in, what in particular about in China? People, when you think of China you think of tea and tea drinking culture. That kind of works with you as well.
记者：我知道您很想 开拓中国的市场，并 去了那里很多次。中 国有什么其他的热点 和特殊之处？当人们 想到中国的时候，就 会想到茶和饮茶文 化。你们还有这一类 的工作。
Schultz: I just returned from a two-week trip to Asia and a week in China and I must say I was stunned and overwhelmed with the growth and development and the significance of the cultural change in China, in terms of the people and what’s happening there. We have appropriately 170 stores in mainland China and 70 in Hong Kong and a 150 or so in Taiwan and believe that ultimately China will be the second largest market in the world for Starbucks after the US. But if I look at the Middle East and your own country I don’t think we ever imagined that Starbucks could so quickly demonstrate such relevancy in the market in so many of the countries in Middle East. As a result of that we are looking at how big those markets could be and have significantly underestimated the number of stores.
舒尔茨：我刚刚结束了一段为期两个星 期的亚洲旅程。我在中国待了一个星 期。我不得不说，中国的重大的文化改 变与发展令我惊奇，那里的人们和那里 发生的一切都令我折服。我们在中国大 陆大概有170家星巴克咖啡店，在中国 香港有70家，在中国台湾地区有150 家左右。我相信最终中国将成为美国之 外星巴克的全球第二大发展地。但是如 果看看中东地区和你们国家，我不敢相 信星巴克会发展得如此之快，并且相应 地发展到很多中东地区的许多国家。因 此我们在考虑这个市场究竟会有多大， 我们远远低估了这个市场的潜力。