星巴克在中國(guó)又遇強(qiáng)敵

Bethlehem Tilahun Alemu has a dream: that everyone should one day taste hand-roasted Ethiopian coffee.

貝絲麗罕·提拉轟·阿勒木有個(gè)夢(mèng)想：讓每個(gè)人都能品嘗到手工烘焙的埃塞俄比亞咖啡。

As an entrepreneur, Alemu always wanted to replicate this dynamic experience—what she calls“the magical process”—to coffee lovers worldwide.

阿勒木作為一名創(chuàng)業(yè)者一直想把這種富有生命力的體驗(yàn)復(fù)制到全世界、讓全球的咖啡愛(ài)好者接觸到;她把這個(gè)過(guò)程稱為“一個(gè)充滿魔力的過(guò)程”。

And so was born in 2016 the idea for Garden of Coffee, a brand that uses artisanal methods to source, process, roast, and package Ethiopia’s legendary beans.

于是，咖啡花園的想法就這么在2016年誕生了，這個(gè)品牌會(huì)用純手工的方式采集、處理、烘焙以及包裝埃塞俄比亞傳奇性的咖啡豆。

This personalized roasting, Alemu says, helps preserve the quality of the coffee for the final customer, reduces the ecological footprint associated with factory roasting, and creates a business model that values local manufacturing.

阿勒木說(shuō)，這種個(gè)性化的烘焙能幫最終的消費(fèi)者保留咖啡的品質(zhì)，還可以削減掉工廠烘焙帶來(lái)的碳足跡，并且創(chuàng)造了一種重視本地制造的商業(yè)模式。

Starbucks, Coca-Cola, e-commerce giant Alibaba, hedge fund manager Bill Ackman, and local Chinese start-up Luckin Coffee have in recent years all bet big on China’s nascent coffee scene.

星巴克、可口可樂(lè)、電商巨頭阿里巴巴、對(duì)沖基金經(jīng)理比爾·阿克曼以及中國(guó)本土的創(chuàng)業(yè)品牌瑞幸咖啡近幾年都對(duì)中國(guó)初生的咖啡消費(fèi)市場(chǎng)下了重注。

Java House, East Africa’s largest chain of coffee shops, also said in August it would capitalize on this increased demand for specialty coffee to supply the Chinese market.

東非最大的咖啡店連鎖品牌 Java House 也在8月宣布要從中國(guó)市場(chǎng)對(duì)精品咖啡持續(xù)增長(zhǎng)的需求中掘金。

Through a subscription service, customers will also be able to receive their favorite coffee of choice in one, two, or four-week intervals.

消費(fèi)者還能通過(guò)訂閱服務(wù)來(lái)以一周、兩周或四周的間隔定期獲取他們最喜歡的咖啡豆。

The first wave involved the mass drinking of the brew, the second grew with the rise of a coffee culture through brands like Starbucks, while the third focused on artisanal coffee making.

第一次浪潮指的是人們開(kāi)始大范圍飲用這種飲品，第二次則是星巴克這類品牌的咖啡文化興起，第三次則是精品手工藝咖啡的興起。

The fourth wave now focuses less on commercialization, more on long-term sustainability, besides promoting and preserving local ways of farming.

而這第四次浪潮的主要著眼點(diǎn)不是商業(yè)化，而是長(zhǎng)期的可持續(xù)發(fā)展，以及對(duì)本地農(nóng)業(yè)的促進(jìn)和保護(hù)。

“We are doing this not only because hand-roasting coffee is an ancient art that we strongly feel is worth preserving and promoting, but because we believe this method of coffee roasting is the key to unlocking Ethiopian coffee’s true magical tastes,” Alemu says. “That’s the critical distinction.”

阿勒木說(shuō)：“我們這么做，不光是因?yàn)槲覀冇X(jué)得手工烘焙的咖啡是一種值得保護(hù)和推廣的古老藝術(shù)，還因?yàn)槲覀冇X(jué)得只有用這種方式烘焙才能展現(xiàn)埃塞俄比亞咖啡那具有魔力的口味。這才是它和普通咖啡最主要的區(qū)別。”