There are more than 28,000 locations and 76 markets.

有超過 28,000 個地點和 76 個市場。

From Shanghai to Guantanamo Bay.

從上海到關塔那摩灣。

And in China, a new Starbucks location opens up every 15 hours.

在中國，每 15 小時就會開設一家新的星巴克門市。

But there is one continent that seems uninterested in the hype over the Seattle-based coffee chain.

但有一個大陸似乎對這家總部位於西雅圖的咖啡連鎖店的炒作不感興趣。

And that continent is Australia.

那片大陸就是澳洲。

It's proven to be one of the toughest markets in the world to break into.

事實證明，它是世界上最難打入的市場之一

So tough in fact, that Starbucks closed more than two-thirds of its stores on the continent back in 2008.

事實上，情況如此艱難，以至於星巴克在 2008 年就關閉了在澳洲三分之二以上的門市。

So what went so wrong with Starbucks in Australia?

那麼在澳洲的星巴克到底出了什麼問題呢？

To answer that, let's go back to July of 2000.

為了回答這個問題，讓我們回到 2000 年 7 月。

When Starbucks opened its first Australian shop in Sydney.

當星巴克在雪梨開設第一家澳洲店。

From there, it expanded fast.

從那時起，它迅速擴張。

By 2008, Starbucks had 87 stores across the continent.

到 2008 年，星巴克在整個澳洲擁有 87 家門市。

I think one of the problems with Starbucks, and its true for a lot of businesses that have been successful in one country is that they thought that their business model could just roll out to a different environment and there was no need for them to adjust.

我認為星巴克的問題之一，對於許多在一個國家取得成功的企業也是如此，他們認為自己的商業模式可以推廣到不同的環境，不需要進行調整。

But that was the problem.

但這就是問題所在。

They tried to grow the Empire too fast.

他們試圖讓星巴克帝國發展得太快。

Starbucks rapidly opened up multiple locations instead of slowly integrating them into the Australian market.

星巴克迅速開設了多家店，而不是慢慢融入澳洲市場。

When they launched, they launched too rapidly and didn't give the Australian consumer an opportunity to really develop an appetite for the Starbucks brand.

當他們推出時，他們推出得太快，沒有給澳洲消費者一個機會真正培養對星巴克品牌的興趣。

They also moved into regional areas into outer suburbs of major cities.

他們也遷往主要城市的遠郊地區。

And so, for the Australian consumer, it was almost like it was too available for them.

因此，對於澳洲消費者來說，這幾乎對他們來說太容易獲得了。

And so there wasn't this point of difference, this want, this need for Starbucks.

因此，對星巴克來說，不存在這種差異、這種想要、這種需求。

And it wasn't an organic growth which is what we very much saw in the US.

這並不是我們在美國看到的有機成長。

In its first 7 years in Australia, Starbucks accumulated $105 million in losses.

在進入澳洲的頭 7 年裡，星巴克累計虧損 1.05 億美元。

By 2007, Starbucks Australia was hanging on by a thread, taking big loans from the US, totaling up to $54 million.

到 2007 年，星巴克澳洲公司已岌岌可危，從美國獲得了總額高達 5,400 萬美元的巨額貸款。

And in 2008, Starbucks announced it was shutting down 61 stores.

2008年，星巴克宣布關閉61家門市。

But of course, 2008 was a difficult time for businesses due to the financial crisis.

當然，由於金融危機，2008年對企業來說是一段困難時期。

Along with Australia closures, Starbucks also closed 600 underperforming American stores.

在關閉澳洲門市的同時，星巴克也關閉了 600 家表現不佳的美國門市。

But even still, such a retreat in Australia was embarrassing for the brand.

但即便如此，在澳洲的這種撤退還是讓該品牌感到尷尬。

When you're shutting down 75 stores,

當你關閉 75 家商店時，

for the Australian consumer when they, when they did leave the market or at least a large number of bestowals were shut down, they didn't really care.

對於澳洲消費者來說，當他們離開市場或至少大量贈品被關閉時，他們並不真正關心。

It's partly because Australians are spoiled for choice when it comes to coffee.

部分原因是澳洲人在咖啡方面的選擇太多了。

Australia's coffee market is one of the biggest in the world.

澳洲的咖啡市場是世界上最大的咖啡市場之一。

The industry is expected to hit more than $6 billion in total revenue in 2018.

預計 2018 年該產業總收入將超過 60 億美元。

They've been immersed in nuances of cafe culture since the mid 1900s, when Italian and Greek immigrants began traveling to the country.

自 1900 年代中期義大利和希臘移民開始前往該國以來，他們就一直沉浸在咖啡館文化的細微差別中。

The immigrants introduced Australians to espresso.

移民向澳洲人介紹了濃縮咖啡。

By the 1980s, Australians were fully engulfed in cafe culture.

到了 1980 年代，澳洲人完全沉浸在咖啡館文化中。

They've also grown accustomed to specialty menu items like a flat white or an Australian macchiato.

他們也已經習慣了特色菜單，例如純白咖啡或澳洲瑪奇朵。

So cafes in Australia were born out of like the Italian culture of, you know, meeting of friends and knowing your local barista.

因此，澳洲的咖啡館誕生於義大利文化，即朋友聚會和了解當地咖啡師。

And it being kind of like a local meeting place where everyone knew each other.

這有點像是當地的聚會場所，每個人都互相認識。

And that coffee was just a part of that, and then Starbucks came in with what is more of an American style, like coffee culture which is essentially just like coffee is a product, coffee is a commodity.

咖啡只是其中的一部分，然後星巴克帶來了更多的美式風格，例如咖啡文化，本質上就像咖啡是一種產品，而咖啡是一種商品。

Coffee is like, like perk me up in the morning, it's caffeination.

咖啡就像讓我早上精神煥發，它含有咖啡因。

Starbucks had a basic menu and offered more sugary drinks which most Australians didn't like.

星巴克有一個基本的菜單，並提供更多的含糖飲料，這是大多數澳洲人不喜歡的。

In Australia where, you know, local tastes are different.

你知道，在澳洲，當地人的口味是不同的。

So we don't really want a coffee that's, you know, hundreds of ounces with lots of sugar in it.

所以我們並不是真的想要一杯數百盎司、含有大量糖的咖啡。

We want something a little more sophisticated.

我們想要更複雜一點的東西。

Plus, Starbucks charge more than local cafes.

另外，星巴克的收費比當地咖啡館高。

So Australians instead opted to pay less for coffee they liked from a local barista they trusted.

因此，澳洲人選擇花更少的錢從他們信任的當地咖啡師那裡購買他們喜歡的咖啡。

And so when you come in with this big like, "Hey, we're going to open all these cafes. And they're all gonna be to go focus."

所以當你帶著這樣的大話進來時，「嘿，我們要開設所有這些咖啡館。它們都會成為焦點。」

It just was the complete wrong market for what the Australian was used to.

對澳洲人來說，這完全是一個錯誤的市場。

But there is one American coffee company that's thriving in Australia.

但有一家美國咖啡公司在澳洲蓬勃發展。

Founded in Chicago and now based in Australia, Gloria Jean's got the traction in Australia that Starbucks couldn't.

Gloria Jean's 成立於芝加哥，現總部設在澳大利亞，在澳洲獲得了星巴克無法比擬的吸引力。

Gloria Jean's has more than 400 Australian locations.

Gloria Jean's 在澳洲擁有 400 多家分店。

And serves more than 35 million consumers in Australia each year.

每年為澳洲超過 3500 萬消費者提供服務。

So what is Gloria Jean's doing in Australia that Starbucks isn't?

那麼，格洛麗亞·吉恩 (Gloria Jean) 在澳洲做了哪些星巴克沒有做的事情呢？

Well, the company attributed to success to two Australians who franchised the business in their home country.

嗯，該公司將成功歸功於兩名澳洲人，他們在自己的祖國獲得了該業務的特許經營權。

Shops started to show up in Australia in 1996.

1996 年，澳洲開始開設商店。

Fast forward to today, the company has a presence in every Australian state.

快進到今天，該公司在澳洲每個州都有業務。

The reason? Its menu.

原因？ 它的菜單。

The chain offers a wide variety of espresso drinks and specialty coffee.

該連鎖店提供各種濃縮咖啡飲料和特色咖啡。

Failing to adapt its menu to Australians coffee culture proved to be a mistake for Starbucks.

未能根據澳洲咖啡文化調整菜單對星巴克來說是一個錯誤。

And the company faces another challenge later this year.

今年晚些時候，該公司將面臨另一個挑戰。

Italy.

義大利。

Starbucks is opening its first store in Milan in late 2018.

星巴克將於 2018 年底在米蘭開設第一家門市。

Home of the espresso, Italy is rich in cafe culture.

義大利是濃縮咖啡的故鄉，有著豐富的咖啡館文化。

But according to Starbucks, it's not going to make the same mistakes that it did in Australia.

但據星巴克稱，它不會再犯與澳洲相同的錯誤。

The company said that it would develop in Italy with humility and respect for its coffee culture.

該公司表示，將帶著謙遜和尊重其咖啡文化的態度在義大利發展。

It announced it would be opening a roastery which is not your average cafe.

它宣布將開設一家烘焙店，這不是一般的咖啡館。

It gives customers a chance to see coffee beans roasted and processed before their eyes.

它讓顧客有機會親眼目睹咖啡豆的烘焙和加工過程。

So there's a chance that it won't struggle like it did in Australia.

因此，它有可能不會像澳洲那樣陷入困境。

But Starbucks isn't admitting defeat in Australia either.

但星巴克也不承認在澳洲失敗。

Starbucks is staging a comeback on the continent.

星巴克正在澳洲捲土重來。

In 2014, Starbucks locations in Australia were purchased by the Mount Waverley base withers group.

2014年，星巴克在澳洲的門市被Mount Waverley基地的威瑟斯集團收購。

Starbucks told CNBC that since its sale to the withers group, the company learned a lot.

星巴克告訴 CNBC，自從出售給威瑟斯集團以來，該公司學到了很多。

So this time, it's taking a different approach to putting Starbucks on the continent.

所以這一次，它採取了不同的方式將星巴克推向澳洲。

So if you just think about Australia as a big tourist destination.

因此，如果您僅將澳洲視為一個大型旅遊目的地。

There's a lot of U.S. and Chinese tourists.

有很多美國和中國遊客。

Starbucks has been very successful in China, and it makes a lot of sense for them to build out because there are people looking for something that's familiar to them.

星巴克在中國非常成功，他們的擴張很有意義，因為人們在尋找他們熟悉的東西。

Now with 39 locations in Brisbane, Melbourne, the Gold Coast, and Sydney areas, this time it's not looking to appeal to Australians,

現在在布里斯班、墨爾本、黃金海岸和雪梨地區擁有 39 個地點，這次它並不打算吸引澳洲人，

but instead, the coffee giant hopes to be a familiar face for tourists visiting popular vacation destinations in Australia.

但相反，這家咖啡巨頭希望成為遊覽澳洲熱門度假勝地的遊客熟悉的面孔。

Australia has always been a high-volume tourist market.

澳洲一直是高客流量的旅遊市場。

The same thing in terms of international students at our universities are potential opportunities for them.

對於我們大學的國際學生來說，同樣的事情對他們來說也是潛在的機會。

And we're starting to see Starbucks enter into some large shopping malls here in Australia as well.

我們也開始看到星巴克進入澳洲的一些大型購物中心。

Australia welcomed 9 million tourists from 2017 and 2018.

2017年和2018年，澳洲迎來了900萬遊客。

And those international visitors spent more than $30 billion in 2017 alone.

光是 2017 年，這些國際遊客的消費就超過 300 億美元。

So tourists could possibly be the key to keeping the company afloat and preventing another downfall.

因此，遊客可能是維持公司生存並防止再次倒閉的關鍵。

Hey there, thanks for checking out CNBC on YouTube, be sure to subscribe to stay up-to-date on all of the day's biggest stories.

您好，感謝您在 YouTube 上觀看 CNBC，請務必訂閱以了解當天所有重大新聞的最新動態。

You can also click on any of the videos around me to watch the latest from CNBC.

您也可以點擊我周圍的任何影片來觀看 CNBC 的最新動態。

Thanks for watching.

感謝您的觀看。