星巴克2021财年第一季度财报:中国地区的移动订单占比30%

1月27日,星巴克发布2021年第一财季(去年第四季度)财报显示,该财季实现营收67亿美元,同比下降4.9%,而市场预期为69.2亿美元。同时,星巴克全球同店销售下降5%,其中,美国同店销售下降6%,中国同店销售增长5%。

财报显示,星巴克在2021财年第一季度净新开278家门店,同比增长4%,期末全球门店数为32938家,美国、中国的门店合计占61%,分别为15340家、4863家门店。中国市场上,在第一财季新开出157家门店,进驻15个新城市。数字化体验继续保持强劲增长势头,在该财季,星巴克星享俱乐部活跃会员超过1500万,比上一季度增长14%,与上年同期相比增长51%。另一方面,专星送和啡快服务,在上一季度继续打破纪录,达到整体销售占比的30%,其中专星送占比14%,啡快服务占比16%。

在财报中,星巴克仍然表示,预计2021财年营收为280亿美元-290亿美元,全球可比门店销售额增长18%-23%,其中对中国区期望最高,可比门店销售额预计增长27%-32%。全球新开门店约2150家,净增门店1100家。对于第二财季,星巴克预计,中国市场回暖会更明显,美国同店销售将增长5%至10%,中国同店销售预计将增长近一倍。

财报发布后,公司高管参与了财报电话会议,部分数据梳理记录一下:

1、Our 90-day active Starbucks Rewards member base, to whom we directly communicate and provide personalized offers, increased by 2.5 million members in Q1 to a record 21.8 million. Now, this result surpassed our pre-COVID member base, representing a 15% increase relative to the same quarter in prior year.

活跃的星享会员到了2180万;

2、As the number of active Starbucks Rewards members grew during the quarter, so did their engagement. Rewards customers contributed 50% of U.S. company-operated sales in Q1, up from 43% last year before the onset of COVID-19, and up from 47% in the prior quarter, demonstrating our loyal customers' resilience and affinity for Starbucks.

会员贡献了美国公司的50%收入

3、We delivered an impressive positive 5% comparable store sales growth in Q1, but what is most remarkable about our recovery in China is the rapid reacceleration of new store development, which is our number one driver of growth in that market.

I'm pleased to share that in Q1; we opened almost 160 stores and crossed the 4,800 store milestone. That equates to 13% growth in net new stores over the last 12 months, which is particularly impressive considering that we suspended new store development activities for a couple of months at the onset of the pandemic in China.

新开了一百多家店,中国市场发展的趋势很好

4、We continue to dramatically expand digital customer relationships in China through the Starbucks Rewards program as evidenced by the number of 90-day active Rewards members growing to 15.4 million in Q1, a record increase of 51% versus the prior year and 14% over the previous quarter.

这一季度,中国地区的活跃星享会员增长到了1540万,同比增长51%。

5、In fact, with Starbucks Now Mobile Order & Pay services available across 99% of our store base and with Starbucks Delivers in 85% of our store base in China, Mobile Order sales mix hit a record 30% of the company's China sales, up from 26% in the last quarter with 14% driven by Starbucks Delivers and 16% from Starbucks Now.

Rewards customer engagement continues to grow as mobile ordering has more than doubled in China over the past year. Starbucks remains Chinese consumers' first choice in the away-from-home coffee category and is the most talked about coffee brand on social media in China. The brand is stronger than ever in our fastest growing market.

这一季度,中国地区的移动订单占比30%,Starbucks Delivers占比14%,Starbucks Now占比16%。

我的理解里面,就是外卖订单占了14%,然后我到了星巴克的门口,会用星巴克的App直接在APP里面点单,然后现在就要取餐,就是Starbucks Now。

过去一年里,中国地区的移动订单增长了一倍多。

财报电话会议全部内容:

Starbucks Corporation's (SBUX) CEO Kevin Johnson on Q1 2021 Results – Earnings Call Transcriptseekingalpha.com

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