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'賣咖啡的星巴克打算在中國認真賣茶了 先從茶包開始'

'/uploads/allimg/161128/8-16112P95014H4.jpg'

'咖啡,巴克,算在,中國,認真,賣茶,茶包,開始,Teavan'

'Teavana是一對夫妻在1997年創立的品牌。他們僱傭專業的採購團隊從全球各地的茶園、茶商（當然也包括中國的）手裏以高價買來高品質茶葉，然後配成特種茶葉，再放到線上和實體店內售賣。在星巴克收購以前，Teavana一直以賣自己組裝的散茶爲主，包括中國的西湖'

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'2016-11-28 09:50:19'

'2016-11-28 09:50:17'

'87083'

''

''

''

''

''

''

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NULL

'<div>
	&nbsp;Teavana是一對夫妻在1997年創立的品牌。他們僱傭專業的採購團隊從全球各地的茶園、茶商（當然也包括中國的）手裏以高價買來高品質茶葉，然後配成特種茶葉，再放到線上和實體店內售賣。在星巴克收購以前，Teavana一直以賣自己組裝的散茶爲主，包括中國的西湖龍井和碧螺春，主打以花草、水果拼配的茶葉組合。Teavana的散裝茶在美國的平均售價在2盎司（約56克，沖泡量在15至20杯）7美元至10美元。</div>
<div>
	&nbsp;</div>
<div>
	&nbsp; 2012年11月份，星巴克以6.2億美元買下了已經在紐交所上市的Teavana。隨後，按照星巴克的模式，Teavana不再單單隻賣茶葉了。2013年11月，首家專賣茶飲和輕食的茶館&ldquo;Teavana Fine Teas＋Tea Bar&rdquo;在紐約上東區開業。這是一家頭頂Teavana logo但非常星巴克的茶館。Teavana開始販賣體驗，它希望你在這裏喝喝茶、聊聊天，星巴克希望把Teavana也打造成一種生活方式，人們的第三空間。</div>
<div>
	&nbsp;</div>
<div>
	&nbsp; 在門店，Teavana賣的茶也以特別調配好的混合茶爲主&mdash;&mdash;這似乎有點像是拿鐵、焦糖瑪奇朵一類的產品，通過不同的配比，讓這些茶有了新滋味。其次，Teavana在餐食方面也是很講究的。在這裏，你可以喫到羊角包、馬卡龍以及一些新鮮烘焙的食品，對於美國市場而言，這一套非常奏效，年輕人開始走進Teavana，喝茶就和喝咖啡一樣。</div>
<div>
	&nbsp;</div>
<div>
	&nbsp; 在器具上，喜歡賣杯子的星巴克自然也不會放過這個創造機會。外賣杯上，星巴克捨棄了咖啡紙杯外防燙用的瓦楞紙杯套，使用雙層設計，外層有羽毛、泡沫狀的壓花，爲了適合飲茶，蓋子也經過了專門設計。至於普通喝茶的杯子，除了傳統的過濾型杯子，Teavana還會賣馬克杯式樣的茶杯，更多走的也是時髦路線，顏色鮮豔，這些顯然更吸引愛喝果茶的年輕羣體。<span class="Apple-tab-span" style="white-space:pre"> <img alt="" src="/uploads/allimg/161128/8-16112P95014H4.jpg" style="width: 298px; height: 220px;" /></span></div>
'

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'咖啡,巴克,算在,中國,認真,賣茶,茶包,開始,Teavan'

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