星巴克從1999年踏入中國市場以來沸停，常年穩(wěn)居咖啡界C位膜毁。但從2018年開始，星巴克卻遭遇了中國市場的“滑鐵盧”——第三季度財報顯示愤钾，星巴克中國區(qū)同店銷售額下降2%瘟滨，這是九年來星巴克在中國出現(xiàn)的首次下滑。而撬動了老牌王者“小綠杯”市場份額的挑戰(zhàn)者能颁，正是新晉網(wǎng)紅“小藍杯”——瑞幸杂瘸。
作為中國咖啡文化發(fā)展的領頭羊，瑞幸咖啡從去年1月1日試運行開始伙菊，就明確表態(tài)败玉，要以速度、高性價比和便利打破現(xiàn)有的咖啡市場格局镜硕，并直指星巴克运翼。經(jīng)過一年的運營，瑞幸咖啡已在全國22個城市開店2073家兴枯，積累消費客戶數(shù)量1254萬血淌。在提前完成2018年開店2000家的目標后，瑞幸咖啡又為自己定下了新目標——2019年再開2500家門店财剖，總門店數(shù)量將超過4500家悠夯，從而成為中國最大的連鎖咖啡品牌，在門店和杯量上全面超過星巴克峰伙。
但是瑞幸咖啡的崛起并不輕松疗疟。2018年年底，有市場傳言稱瞳氓，瑞幸咖啡虧損8億元策彤。對此，瑞幸咖啡聯(lián)合創(chuàng)始人兼 CMO 楊飛回應稱：“虧損符合我們的預期匣摘，我們也說過全年的虧損會大于8億這個數(shù)店诗。通過補貼快速獲取客戶是我們的既定戰(zhàn)略，用適度補貼音榜，獲取這一年的市場規(guī)模和速度庞瘸，是非常值得的≡穑”
本篇課程首發(fā)于2019年1月8日擦囊，選自 CNN
This coffee company thinks it can beat Starbucks in China
① After barely a year in business, Luckin Coffee is challenging Starbucks in one of the US coffee giant's top markets.
② About 2,000 Luckin outlets have sprung up across China over the last year. That includes a store in Beijing's Forbidden City, the historic cultural site from which Starbucks was famously evicted more than a decade ago.
③ Luckin plans to have 4,500 outlets by the end of 2019, which would take it ahead of Starbucks to become China's biggest coffee chain. It's luring customers with cheap prices and savvy use of technology, which is forcing Starbucks to up its game.
④ In August, Starbucks teamed up with Alibaba, China's largest e-commerce company, to launch home delivery services. A month later, Luckin announced its own tie-up with another major Chinese internet company, Tencent.
⑤ The rapid ascent of Luckin to challenge the US chain shows how Chinese upstarts are increasingly rivaling Western brands in one of the world's top consumer markets.
▍生詞好句
beat /bi?t/: vt. 打斘ハ肌；戰(zhàn)勝 adj. 疲憊的瞬场；精疲力盡的
barely /?be?li, ?berli/: adv. 剛剛买鸽；差點兒不夠
in business: 經(jīng)營，運營贯被；在商界
outlet /?a?tlet/: n. 門店眼五；零售店
spring up: 興起；如雨后春筍般涌現(xiàn)
evict /??v?kt/: vt. 驅逐
take sb. ahead of: 讓某人領先……
lure /l??, lj??, l?r/: vt. 引誘
savvy /?s?vi/: adj. 聰明的彤灶；能應對實際情況的
up one's game: 升級競爭
up: vt. 升級
game: n. 玩兒法看幼，招兒；比賽幌陕；游戲
team up with: 跟……合作
tie-up with: 和……的合作
ascent /??sent/: n. (地位等的) 提升
upstart /??pstɑ?t, ??pstɑ?rt/: n. 新出現(xiàn)的競爭者诵姜；新貴
▍詞匯拓展
1. beat: vt. 打敗苞轿；戰(zhàn)勝 adj. 疲憊的茅诱；精疲力盡的
vt. 打敗搬卒；戰(zhàn)勝
He beat me at chess.
他下棋贏了我瑟俭。
I finally beat her in that match.
我在那場比賽中最后打敗了她。
adj. 疲憊的契邀；精疲力盡的
· 近義詞 tired/exhausted
I'm beat.
我累壞了摆寄。
Come over and sit down – you must be dead beat.
快過來坐下吧，你肯定累壞了坯门。
beat around/about the bush 拐彎抹角
Stop beating about the bush and tell me what you want.
別繞來繞去了微饥，有話直說。
2. barely: adv. 剛剛古戴；差點兒不夠
The girl looked barely 10 years old.
那個女孩看起來也就剛剛滿10歲欠橘。
3. in business: 經(jīng)營，運營现恼；在商界
You can't stay in business without cash.
沒有現(xiàn)金肃续，你無法運營。
In business, it's every man for himself.
在商言商叉袍，人各為己始锚。
put someone out of business 讓某人無法經(jīng)營/關店歇業(yè)
4. outlet: n. 門店；零售店
Outlets n. 奧特萊斯
奧特萊斯最早誕生于美國喳逛，是英文 Outlets 的中文音譯瞧捌，其英文原意是“出口、出路、排出口”的意思姐呐，在零售商業(yè)中專指由銷售名牌過季殿怜、下架、斷碼商品的商店組成的購物中心皮钠，因此也稱為“品牌直銷購物中心”稳捆。
5. spring up: 興起赠法；如雨后春筍般涌現(xiàn)
I don't know why such new gifted people have sprung up in my life.
我不知道怎么回事麦轰，在我的周圍一下子涌現(xiàn)了那么多有才華的新人。
6. evict: vt. 驅逐
They were unable to pay the rent, and were evicted from their home.
他們付不起房租砖织，所以被趕出了門款侵。
They refused to leave and were evicted by force.
他們拒絕離開，結果被強行趕走侧纯。
7. lure: vt. 引誘
· attract 是“吸引注意力”新锈，但 lure 更強調“誘惑性”
8. savvy: adj. 聰明的；能應對實際情況的
· having common sense and good judgement
9. up one's game: 升級競爭
· up: vt. 升級
· game: n. 玩兒法眶熬，招兒妹笆；比賽；游戲
You got game? 你有招兒嗎娜氏？
10. team up with: 跟……合作
I just want to team up with people who share my value.
我只想跟三觀一致的人合作拳缠。
