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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' |
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'<div>
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>
</div>
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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“Teavana Fine Teas+Tea Bar”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>
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在門店,Teavana賣的茶也以特別調配好的混合茶爲主——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>
</div>
<div>
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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