ジェレミーGordon著

Starbucksは中国の大きい都市(それに持っているおよそ200本の枝を)どこでもあることをようで、支部およびexpatsは同様に高価格な特ダネに会い、飲む見つけられた読書である場合もある。 中国のStarbucksの成功は外国の消費者ブランドのための勝利、および証拠として都市中国の消費者が右の製品/サービス/経験のためのお金を使うこと呼ばれた。

決してそれのために簡単な長くそれが…ではない以外、すべてによい

CCTVのアンカーRui Chenggangのブログの物語に従がって(レベッカMcKinnonがで記述している RConversation 「中国リストJournobloggers」のの1つとして)、中国のblogoshpereは適切に示された禁止された都市の出口が中国のsacrosanct文化的な泥炭のunforgivable侵入であるために見られたコーヒー巨人の国家主義の攻撃で最近噴火した。 保護者 (h/t Danwei)それを報告される:

「ローカル媒体に従って、五十万人は[Rui]オンライン嘆願書に署名し、たくさんの新聞は論争についての顕著な物語を運んだ。 「Starbucksは前に6年ここに置かれた、その当時、私達にブログがなかった。 このキャンペーンは網の力の生きている証拠」、言ったRuiをである。 「禁止された都市は中国の文化遺産の記号である。 西のより低い中流階級文化の記号のStarbucks。 私達は世界を包含する必要があるがまた私達の文化的アイデンティティを維持する必要がある。 グローバル化と汚染間に微妙な一線がある。」…. Rui氏は… 「言ったが、国家主義の行為としてこれを解釈しない。 It is just about we Chinese people respecting ourselves. I actually like drinking Starbucks coffee. I am just against having one in the Forbidden City.”

Whether or not this is about cultural or economic nationalism (or just crass commercialism), it is a good example of consumer power turning nasty (see more here), and provides a reminder of the power of the online Chinese community, as well as the need for sensitivity in strategy, flexibility in operations, and speed in PR response.

But Starbucks is not alone in the Forbidden City, American Express is also there (and has been for years) as a relatively high profile sponsor of restoration. So far they have been OK, but the backlash may catch up with them as well.

“Foreign Devils” should set foot on cultural issues with care, but not all cultural exchange is seen in a negative light. Around 10 years ago I managed a project for a famous French luxury goods company that revolved around a major art installation in the front courtyard of the Forbidden City. It was an impressive show by a leading modern artist, and was seen by those local people I spoke to at the time as a reflection of China’s emergence into the international community. The best of China’s ancient culture mixed with the best of the modern Western art. It was a great success - but I don’t think it is something I would recommend repeating today!

Anyway, a consumer backlash is not the only thing the people at Starbucks have had to contend with recently. Last year they restructured their China operations to take back control from joint venture partners. This is part of a common trend among foreign companies who learnt the lessons of the market (at least some of them) while being helped along by established local players, but who now want (and are allowed to have) more control.
They have also had to face the common challenge of protecting their intellectual property rights - but did manage to win a case against a local competitor that was copying the company’s image and Chinese name, “Xinbake”.

Another big issue at the moment is employment (attraction, retention and unionization), and Starbucks are being proactive about this, in a move that may be expected to win praise from their 4,000 mainland Chinese staff. According to the FT they are introducing stock options:

“Share incentive plans are becoming more important to multinationals in China because of the intensifying battle to keep good staff. Rapid economic growth and heavy investment are allowing employees with strong credentials to change jobs regularly at ever-higher salaries, to the extent that the American Chamber of Commerce says staff retention is one of the biggest challenges facing US companies in China. Yet the market for people with the technical and language skills needed to prosper at a multinational is limited…”

“The Starbucks plan comes at a time when there is strong interest among Chinese companies in stock option plans. At the start of last year, the government gave preliminary approval to state-owned companies listed on the mainland to issue options to staff. Since then, more than 100 companies, including Baosteel, the country’s largest steel company, and white goods maker Haier have announced incentive plans, subject to final approval by the regulators”

The Starbucks experience shows what can be achieved by foreign brands in China, but in a wonderful Chinese-style contradiction, it also reminds us that foreign businesses are still guests in a complex, rapidly modernizing China that is staking out its place in the world. While the government continues to re-evaluate the role of foreign investment, the People are also updating their view of what may be seen as overly aggressive foreign brands.

Coffee anyone? I think I’ll stick with my (Chinese) tea.

Jeremy Gordon, China Business Services