咖啡文化在上海蓬勃發展

Canadian coffee chain Tim Hortons opened its first store in China on Feb 26, joining a fast-expanding market that already had dozens of competitors. The outlet, in Shanghai's Huangpu district, is the brand's 4,580th in the world and is the result of an exclusive master franchise agreement with New York private equity outfit Cartesian Capital Group.

加拿大的咖啡連鎖品牌蒂姆霍頓斯（Tim Hortons）於今年2月26日在中國開了第一家店，加入了中國這一有着數十家咖啡競爭對手的快速擴張市場。該店位於上海黃浦區，是Tim Hortons在全球範圍內的第4580家分店，也是與紐約招募股份投資公司笛卡爾資本集團（Cartesian Capital Group）達成獨家特許經營協議的結果。

While Tim Hortons is still relatively unknown in China, Cartesian Capital Group is no stranger to the country. In 2012, it became one of the key players behind the further expansion of the Burger King fastfood brand on the Chinese mainland.

雖然國內朋友可能大多都不知道Tim Hortons這一品牌，但想必大家對笛卡爾資本集團並不陌生吧？在2012年，笛卡爾成爲漢堡王快餐品牌在中國大陸進一步擴張的關鍵推動者。

In addition to classic offerings such as the Double Double, a coffee with two creams and two sugars, the Shanghai outlet serves a selection of light snacks exclusive to the Chinese market, such as salted egg yolk timbits and black pepper beef-flavored rolls.

除了經典的雙份糖奶咖啡（Double Double），Tim Hortons上海店還會供應一系列只在中國市場出售的輕零食，比如鹹蛋黃甜甜圈和黑胡椒牛肉卷。

Lu Yongchen, Tim Hortons China CEO, said: "I don't think we are very late to the game. China is a big market with huge potential. Chinese customers only consume an average of five cups of coffee per year. In cities such as Shanghai, consumers drink about 20 a year, but this is still much lower than in places such as Europe, the United States, South Korea and Japan."

Tim Hortons中國區首席執行官陸永晨（Lu Yongchen）說道："我認爲我們加入中國市場的時間並不算晚。中國是一個潛力巨大的大市場。中國消費者平均每年會喝5杯咖啡。在上海這樣的城市，消費者每年會喝20杯，但依舊遠低於歐洲、美國、韓國、日本等地的咖啡飲用量。"

According to industry experts, Shanghai is the epicentre of China's burgeoning coffee culture. Mark Tanner, managing director in Shanghai for marketing and research agency China Skinny, cites three reasons why most companies choose the city to first enter the Chinese market.

業內專家表示，上海是中國蓬勃發展的咖啡文化的中心。營銷和研究機構China Skinny上海區常務董事馬克·坦納（Mark Tanner）引用了大多數公司將上海作爲進入中國市場首選地的三條原因。

"First, Shanghai has historically been the most outward-looking city in China, and as coffee is an 'imported habit', people from the city were always going to be the most likely to adopt it en masse.

"首先，從歷史層面而言，上海一直是中國最外向的城市。由於咖啡是一個'重要習慣'，因此城裏人往往更可能全面接受。"

"Second, the influence of expatriates in Shanghai cannot be understated. In the time I have lived in the city, I've seen a number of foreign trends gaining exposure through expats, and many locals adopting and tailoring them to their own needs," Tanner said.

"其次，外籍人士在上海的影響力不容忽視。我在上海生活的那段時間，曾看到外國人引領的一股股異國浪潮，很多當地人都會根據自己的需求進行採納，"坦納說道。

"Third, coffee isn't cheap in China, but given Shanghai's affluence and willingness to spend on leisure and food and beverages, people are less put off by the cost."

"第三，咖啡在中國並不便宜，但考慮到上海的富裕以及人們在休閒、食品和飲料方面支出的願意，受價格影響的消費者會相對更少。"