星巴克成功的核心竞争力是什么? 不错, 就是咖啡!
Coffee is at the core of everything Starbucks does.

从选材和烘焙,到冲泡与创新,星巴克向所有顾客郑重承诺:我们会以最大的热情,为您制作世界上最好喝、最美味的咖啡。
From sourcing and roasting to crafting and innovating, Starbucks partners (employees) are passionate about brewing and handcrafting the world’s best coffee beverages. Starbucks baristas in China and Japan recently celebrated coffee artistry through competitions in pour-over brewing and latte art.

近日,我们组织中国和日本星巴克连锁店的全体员工参与了手冲滴滤和拉花艺术咖啡冲煮大赛。星巴克进入亚洲已有20年之久。1996年,星巴克首家海外连锁店在东京开业。1999年,星巴克首次进入中国,入驻北京国贸商城。星巴克为亚洲人民带来的是最新鲜、最纯粹的咖啡体验,并为爱好者们普及咖啡知识,传授咖啡制作技巧。在我们的帮助下,很多人感受到了制作和品尝意大利浓缩咖啡、拿铁咖啡和摩卡咖啡的无限乐趣。
The Starbucks coffee journey began in Asia nearly 20 years ago, with the company’s first store outside of North America opening in Tokyo in 1996, followed later in 1999 with the first store at the Beijing World Trade Centre. It started with the introduction of a cup of fresh-brewed coffee, followed by educating customers on the joy and indulgence of enjoying a handcrafted cup of espresso beverage, such as the Café Latte and Café Mocha.

为顾客提供全方位的咖啡体验一直是我们的服务宗旨。在我们的不懈努力下,我们的顾客如今终于可以在中国超过1600家和日本超过1000家连锁店中品尝到最新潮的手冲滴滤咖啡和拉花咖啡了!
Today, customers in Japan and China have even more ways to enjoy their favorite cup of Starbucks coffee – through pour-over brewing or latte art – at more than 1,000 stores and more than 1,600 stores in Japan and China, respectively.

用心创作每一杯星巴克咖啡
Craftsmanship and Artistry in Each Cup of Starbucks Coffee


“我们从生豆采购开始严格控制咖啡的品质与口味,用心做好每一杯咖啡滴滤咖啡或意大利浓缩咖啡。通过丰富产品种类,引入最新潮的手冲滴滤咖啡和拉花咖啡,我们将更加全面地为顾客展示星巴克咖啡的超高品质。”星巴克中国区总裁王静瑛(Belinda Wang)说道,“手冲滴滤咖啡和拉花咖啡的制作难度更高,需要咖啡师更加用心制作。这两种咖啡能够更好地凸显咖啡的口味与香气。我们想用这种方式与中国消费者分享最极致的咖啡体验。”
“Every cup of Starbucks coffee, whether it’s our fresh brew or an espresso beverage, starts with sourcing the finest coffees from around the world. By extending our offerings to include the pour-over and latte art, we are showcasing these quality ingredients in a full-flavored coffee beverage,” said Belinda Wong, president, Starbucks China.  “More significantly, the craftsmanship and artistry that goes into each cup of Starbucks pour-over or latte art is highlighted in an exceptional way. We are excited to share this experience with our customers in China.”  


近日,星巴克在中国举行了第三届拉花艺术对抗赛和第二届年度手冲滴滤咖啡大奖赛。本次比赛覆盖超过深圳、广州、西安、北京、天津和上海等6大城市,共有79位星巴克顶尖咖啡师参赛。

Most recently, Starbucks wrapped up the final event of its Starbuck China Third Annual Latte Art Throwdown Tour and Second Annual Pour-Over Competition, which covered six cities, including Shenzhen, Guangzhou, Xian, Beijing, Tianjin and Shanghai. A total of 79 Starbucks China baristas competed in the competitions.


早在三年前,星巴克中国分区总部就开始筹备举办咖啡冲煮大赛,并希望以这种方式在全国推广咖啡拉花艺术。今天,星巴克拉花艺术及手冲滴滤咖啡大奖赛已经成为了中国精品咖啡圈以及所有星巴克连锁店经营者的年度盛典。
The idea of the tour and competitions began about three years ago as a way to build excitement and momentum around the launch of latte art as a standard offering in China.  Today, the tour and the competition leading up to these events has become a celebration of partners’ coffee artistry and genuine passion for coffee. 


“我们的员工不远万里前往苏门答腊,去亲身体验咖啡种植的全过程。通过比赛的方式,我们将他们的努力展示在所有消费者面前,与大家分享他们的劳动成果。”星巴克中国分区副总裁、销售与运营总部总经理杰夫?米勒(Jeff Miller)告诉说道,“我相信如果那些咖啡种植者能够看到我们的咖啡师如此用心地制作他们所种植出来的高品质咖啡,他们一定会感到无比骄傲。
“It was especially symbolic that while a group of our China partners were in Sumatra experiencing the ‘first 10 feet’ of the coffee bean journey, this competition was celebrating the work that our partners do every day to deliver the ‘last 10 feet’,” said Jeff Miller, vice president, retail and operations, Starbucks China. “I am certain that if the farmers could see how our baristas honor their work through the care they put into brewing these coffees, whether in a latte or a cup of pour-over, they would be as proud as we are.”


最终,获得大赛前4名的咖啡师将有机会参加今年在成都举办的中国拉花艺术和手冲滴滤咖啡大奖赛。在该项比赛中胜出的
The top four winners from each Starbucks China region will travel later this year to Chengdu to attend the Starbucks China National Latte Art and Pour-Over competitions.  These events will coincide with the China Coffee Ambassador Cup, where the winner will be crowned Starbucks China Coffee Ambassador, representing the pinnacle of coffee expertise.

选手将获得“星巴克中国咖啡大师”荣誉称号,并将成为全中国最顶尖的咖啡大师。
“作为中国咖啡市场领军者,我很高兴能够成为北方地区咖啡师总代表。能够加入星巴克是我人生的终极梦想。长久以来,星巴克一直为人们提供着最优质的咖啡服务。”北京嘉里中心星巴克旗舰店咖啡师小张(Kevin Zhang)表示。
“As the leading coffee company in China, I am so excited to represent my North China region partners at this national competition. This is a dream come true for me and a firm demonstration of our dedication to only deliver the perfect Starbucks coffee beverage to our customers every time they visit our stores,” added Kevin Zhang from the Starbucks Beijing Kerry Center flagship store.

咖啡已成功融入日本文化
Coffee Has Become an Important Part of ‘the Japanese way of life’

位于日本的星巴克连锁店之间也形成了良好的竞争机制。来自每家连锁店的咖啡师竞相角逐,用激情和创意展示着他们对咖啡的理解与热爱,力争在年度日本咖啡师大奖赛中拔得头筹。在大奖赛期间,星巴克还成功举办了第二届“We Connect Cup”比赛,旨在向消费者展示星巴克是如何在为顾客提供优质服务的同时,重视与消费者之间的互动与交流。
In Japan, Starbucks partners also challenged each other and showcased their coffee passion and talent with the best baristas at the Starbucks Coffee Japan Annual Leadership Conference. As part of this gathering, Starbucks hosted the second "We Connect Cup” – a competition to demonstrate and highlight how Starbucks partners exercise the best services, operation, and connections with customers.


“从位于东京银座的首家连锁店开始,星巴克咖啡已逐渐成为日本人生活中不可分割的一部分。”星巴克日本分区CEO田松雄说道,“在过去19年间,我们的咖啡师始终坚持为顾客制作最高品质的咖啡,并十分注重与顾客之间的交流与互动。直到今天,我们仍在不断提高我们的服务质量。”
“Since the opening of our first store in Ginza, coffee has become such an important part of the Japanese way of life,” said Jun Sekine, ceo, Starbucks Coffee Japan. “Over the past 19 years, our baristas have been pulling perfect espresso beverages for our customers, sharing our passion for the world’s most premium Starbucks Reserve coffee, and building individual moments of connections with customers. We want to continue to elevate their coffee experience whenever they come to a Starbucks store.”

在今年的第二届“We Connect Cup”比赛中,共有来自13个地区的星巴克顶尖高手参赛。所有选手在比赛中需参加精品制作、日常运维和服务基础三个环节的比赛。

At the second We Connect Cup competition, Starbucks Coffee Japan partners from 13 regions pit their coffee skills and expertise in three categories – operational excellence, beverage routine and service basics.

“正是这是这三个部分组成了日本最顶尖的咖啡体验。”星巴克福冈大学医院分店总经理雅代说道。
“It’s by perfecting these three combinations that will make Starbucks world class customer service vision a reality in Japan,” added Masayo Mameta, partner at the Starbucks Fukuoka University Hospital store.