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瑞幸咖啡在华尔街上市首日大涨

Luckin Coffee surges in Wall Street debut
瑞幸咖啡在华尔街上市首日大涨
754字
2019-05-20 21:45
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瑞幸咖啡在华尔街上市首日大涨

New York (CNN Business)  China's Starbucks has arrived on Wall Street. Luckin Coffee begin trading on Friday and provided an immediate caffeine jolt to the market. The stock surged nearly 50% to $25 a share before pulling back. Shares closed up about 20%.

纽约(CNN商业)中国的星巴克来到了华尔街。瑞幸咖啡(Luckin Coffee)周五开始交易,给市场带来了即时的咖/啡/因刺激。该股飙升近50%,至每股25美元,随后回落。该股收盘上涨约20%。

Luckin Coffee, which is growing rapidly thanks to a focus on cheaper drinks, priced its initial public offering on the Nasdaq at $17 a share. That was at the high end of its range and it values Luckin Coffee (LK) at more than $4 billion. Luckin raised more than $570 million from the stock sale.

瑞幸咖啡(Luckin Coffee)在纳斯达克(Nasdaq)的首次公开发行(IPO)定价为每股17美元。这个股价很高,估值超过40亿美元。瑞幸通过此次股票发行筹集了超过5.7亿美元。

Luckin Coffee has quickly taken China by storm. The company, which was founded in October 2017, already has nearly 2,400 stores in 28 cities. That makes it second only to Starbucks (SBUX) in China.

瑞幸咖啡迅速席卷中国。该公司成立于2017年10月,目前在28个城市拥有近2400家门店。这使得它在中国仅次于星巴克(Starbucks)。

But Luckin Coffee is likely to soon pass its larger rival. Luckin Coffee has plans to open 2,000 additional stores in the country by the end of the year, bringing its total to about 4,500 locations.

但瑞幸咖啡可能很快就会超越规模更大的竞争对手。瑞幸咖啡(Luckin Coffee)计划年底前在中国再开2000家门店,使其门店总数达到4500家左右。

It's an ambitious goal, especially since Chinese consumers aren't addicted to coffee as much as drinkers in the United States and other nations are. Tea is the beverage of choice.

这个目标颇具雄心,因为中国消费者不像美国和其他国家的消费者那样热衷于咖啡。茶是首选饮料。

Taking China by storm with cheaper coffee

以更便宜的咖啡价格席卷中国

Luckin Coffee cited data from consumer research firm Frost & Sullivan in its IPO filing with the Securities and Exchange Commission that showed Chinese consumers drank only six cups of coffee a year in 2018, compared to 279 for Japan, 388 in the US and a whopping 867 in Germany.

瑞幸咖啡(Luckin Coffee)在提交给美国证券交易委员会(SEC)的IPO文件中引用了消费者研究公司Frost & Sullivan的数据,数据显示,2018年中国消费者每年只喝6杯咖啡,而日本为279杯,美国为388杯,德国更是高达867杯。

But Luckin Coffee is hoping that the popularity of Starbucks in China, coupled with Luckin Coffee's plans to offer less expensive brews, will quickly create more coffee drinkers in mainland China.

但瑞幸咖啡希望,星巴克在中国的流行以及瑞幸咖啡计划提供更便宜的咖啡,能够迅速增加中国大陆更多咖啡饮用者。

After all, Frost & Sullivan said that consumers in nearby Taiwan and Hong Kong each drink more than 200 cups of coffee a year.

毕竟,Frost & Sullivan表示,附近的台湾和香港消费者每人每年要喝200多杯咖啡。

Still, Luckin Coffee is tiny compared to Starbucks, which plans to expand even further in China as the US market matures. And like many other startup firms that have recently gone public — including Lyft (LYFT),Uber (UBER),Pinterest (PINS) and Beyond Meat (BYND)— Luckin Coffee is bleeding red ink.

不过,与星巴克相比,瑞幸咖啡的规模仍然很小。随着美国市场的成熟,星巴克计划和许多最近上市的初创公司一样——包括Lyft、Uber、Pinterest和Beyond Meat在内——瑞幸咖啡也在亏损。

The company reported a net loss of $241.3 million last year on sales of just $125.3 million. Luckin Coffee lost another $82.2 million in the first quarter of 2019 on revenue of only $71.3 million.

该公司报告去年净亏损2.413亿美元,销售额仅为1.253亿美元。瑞幸咖啡在2019年第一季度又亏损8220万美元,收入只有7130万美元。

Luckin will lose money to gain market share

瑞幸继续亏损以获得市场份额

Luckin Coffee says this trend will continue, as it plans more store openings and increased marketing while also keeping its coffee prices more affordable in order to steal customers from Starbucks.

瑞幸咖啡表示,这一趋势将继续下去,为抢夺星巴克的顾客,该公司计划开设更多门店,加强营销,同时保持咖啡价格更实惠,。

"We intend to further increase our brand awareness, expand our customer base and store network, and expect to continue to invest heavily in offering discounts and deals," the company said in its SEC filing.

该公司在提交给美国证券交易委员会(SEC)的文件中表示:“我们打算进一步提高我们的品牌知名度,扩大我们的客户群和门店网络,并将继续加大投资提供折扣和交易。”

Luckin Coffee chief financial officer Reinout Schakel reiterated this in an interview with CNN's Julia Chatterley on Friday. He said the company wants to "help people save money."

瑞幸咖啡首席财务官Reinout Schakel周五在接受CNN记者Julia Chatterley采访时重申了这一点。他说,公司希望“帮助人们省钱”。

Schakel added that the company is investing a lot on technology and is confident that these investments will help keep costs down for the long-term.

Schakel补充说,公司在技术上投入了大量资金,相信这些投资将有助于长期降低成本。

He said the goal is to offer "high quality coffee for a much more affordable price and still become profitable."

他说,公司的目标是“以更实惠的价格提供高品质的咖啡,同时仍能盈利。”

"The market is in its infancy. I think there's a huge opportunity" Schakel said, adding that coffee in China is now viewed as more of a luxury product and that Luckin Coffee wants to make it "a part of everyday life."

“这个市场还处于起步阶段。我认为这是一个巨大的机会,”Schakel说,并补充说,在中国,咖啡现在更多地被视为奢侈品,瑞幸咖啡想让它成为“日常生活的一部分”。

Chinese consumers love the coupons

中国消费者喜欢优惠券

He also brushed off concerns about the trade war with the United States, saying that because the company already does a good job of keeping costs low and is selling its coffee at a discount to Starbucks, there should be little impact on its sales and customer base.

他还对与美国的贸易战不以为然,还表示,由于该公司在保持低成本方面已经做得很好,而且正在以折扣价向星巴克销售咖啡,因此它的销售和客户群应该不会受到什么影响。

To that end, Chinese consumers in Beijing told CNN that price is one of Luckin Coffee's biggest selling points.

为此,北京的中国消费者告诉CNN,价格是瑞幸咖啡最大的卖点之一。

"It has great value. A Starbucks coffee usually costs around 40 yuan (nearly $6 USD). Here we use coupons a lot. It's usually around 20 with discounts. So value is the first consideration," said Terasa Wang, a sales manager.

“它有很大的价值。星巴克咖啡的价格通常在40元左右(约合6美元)。我们这里经常使用优惠券。通常打折扣,售价20美元左右。所以价值是首要考虑因素。”销售经理Terasa Wang说。

Shilu Wang, a director and producer, added that she was first attracted to Luckin Coffee "because it gave me lots of coupons, like the first free orders. No other coffee brand does that." She added that "the taste is good for the price" and that delivery was fast.

导演兼制片人王世茹(音译)补充说,她第一次被瑞幸咖啡吸引是因为“它给了我很多优惠券,就像首次免单一样。”没有其他咖啡品牌能做到这一点。”她补充说,“这种口味物有所值”,而且发货速度很快。

So it looks like Starbucks is going to have a tough battle with Luckin Coffee for the foreseeable future.

因此,在可预见的未来,星巴克似乎将与瑞幸咖啡展开一场艰苦的战斗。

-- CNN's Serenitie Wang contributed to this report.

——CNN记者Serenitie Wang报道。

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