\nStarbucks a anun\u0163at c\u0103 va cedeaz\u0103 controlul opera\u0163iunilor din China c\u0103tre fondul de investi\u0163ii Boyu Capital, \u00eentr-o tranzac\u0163ie care evalueaz\u0103 afacerea la 4 miliarde de dolari, una dintre cele mai mari v\u00e2nz\u0103ri de unit\u0103\u0163i chineze\u015fti de c\u0103tre o companie global\u0103 de consum din ultimii ani, potrivit Reuters.<\/p>\n
\nGigantul american cu sediul \u00een Seattle a explicat c\u0103 fondurile primite de la Boyu vor ajuta la accelerarea cre\u015fterii \u00een a doua cea mai mare economie a lumii, unde concuren\u0163a local\u0103 este acerb\u0103: lan\u0163uri precum Luckin \u015fi Cotti v\u00e2nd acum lattes pentru doar 9,9 yuan (1,4 $), mai pu\u0163in de o treime din pre\u0163ul Starbucks.<\/p>\n
\nStarbucks va p\u0103stra 40% din noua companie mixt\u0103 \u015fi va continua s\u0103 de\u0163in\u0103 \u015fi s\u0103 licen\u0163ieze brandul \u015fi proprietatea intelectual\u0103 c\u0103tre entitatea rezultat\u0103, au anun\u0163at cele dou\u0103 companii.<\/p>\n
\n\u00cen ultimii ani, cota de pia\u0163\u0103 a Starbucks \u00een China a sc\u0103zut, pe fondul competi\u0163iei acerbe din partea lan\u0163urilor locale care ofer\u0103 produse mai ieftine. Grupul a trebuit s\u0103 g\u0103seasc\u0103 modalit\u0103\u0163i de a r\u0103m\u00e2ne competitiv f\u0103r\u0103 a-\u015fi reduce prea mult pre\u0163urile, \u00eentr-o perioad\u0103 \u00een care \u00eencetinirea economic\u0103 a f\u0103cut consumatorii mai sensibili la costuri.<\/p>\n
\nStarbucks estimeaz\u0103 c\u0103 veniturile ob\u0163inute din tranzac\u0163ie, \u00eempreun\u0103 cu participa\u0163ia de 40% \u015fi taxele de licen\u0163\u0103 pe urm\u0103torii 10 ani, vor dep\u0103\u015fi 13 miliarde de dolari. Ac\u0163iunile companiei au urcat cu aproximativ 3% \u00een tranzac\u0163iile post-market.<\/p>\n
\nStarbucks a creat practic pia\u0163a de cafea din China dup\u0103 ce a intrat \u00een 1999, \u00eens\u0103 cota sa de pia\u0163\u0103 \u2013 unde se afl\u0103 peste 20% din cafenele \u2013 a sc\u0103zut brusc la 14% anul trecut, de la 34% \u00een 2019, potrivit Euromonitor International.<\/p>\n
\nPentru a contracara provoc\u0103rile, Starbucks a redus pre\u0163urile la unele b\u0103uturi non-coffee \u015fi a accelerat lansarea de produse adaptate gusturilor locale.<\/p>\n
\nAnalistii avertizeaz\u0103 c\u0103 intrarea \u00eentr-un r\u0103zboi al pre\u0163urilor cu Luckin ar fi o gre\u015feal\u0103, iar compania ar trebui s\u0103 se concentreze pe punctul s\u0103u forte tradi\u0163ional: cafeneaua ca loc de \u00eent\u00e2lnire \u015fi relaxare.<\/p>\n
\n\u00cen prezent, Luckin are peste 20.000 de francize \u00een China, comparativ cu 7.800 de cafenele Starbucks, \u00eens\u0103 accentul s\u0103u este pus pe take-away \u015fi livrare, nu pe experien\u0163a clasic\u0103 din cafenea.<\/p>\n","protected":false},"excerpt":{"rendered":"
Starbucks a anun\u0163at c\u0103 va cedeaz\u0103 controlul opera\u0163iunilor din China c\u0103tre fondul de investi\u0163ii Boyu Capital, \u00eentr-o tranzac\u0163ie care evalueaz\u0103 afacerea la 4 miliarde de dolari, una dintre cele mai mari v\u00e2nz\u0103ri de unit\u0103\u0163i chineze\u015fti de c\u0103tre o companie global\u0103 de consum din ultimii ani, potrivit Reuters. Gigantul american cu sediul \u00een Seattle a explicat […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[510],"tags":[32891,16199,6545,272,246,161,340,8327,8984,400],"class_list":["post-241848","post","type-post","status-publish","format-standard","hentry","category-actualitate","tag-accelerare","tag-anunt","tag-china","tag-companie","tag-crestere","tag-miliarde","tag-preturi","tag-scadere","tag-starbucks","tag-tranzactie"],"_links":{"self":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/241848","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=241848"}],"version-history":[{"count":0,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/241848\/revisions"}],"wp:attachment":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=241848"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=241848"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=241848"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}