تدريب Shadowing: Why Starbucks Struggles In Vietnam's $1B Coffee Market - تعلم التحدث بالإنجليزية مع YouTube
C1
Vietnam knows its coffee.
⏸ متوقف مؤقتاً
السرعة:
كل الجمل159 جمل
إذا كانت الجمل قصيرة أو طويلة جدًا، انقر على Edit لتعديلها.
1
Vietnam knows its coffee.
2
It's famous for a thick,
3
heavy brew sweetened with condensed milk.
4
A cup of traditional café suda is made with Robusta beans,
5
which have a sharper, bitter flavor and higher caffeine content than more mild Arabica beans.
6
The drink is available all over Vietnam,
7
served at roadside cafes, restaurants, and at home.
8
But you won't find the traditional style in a Starbucks.
9
That's because most international coffee chains only serve Arabica beans,
10
which are more mild than Robusta beans.
11
And while that may work for customers in many countries,
12
in Vietnam serving only Arabica is a problem.
13
It's one reason big coffee chains have struggled to grow there
14
despite the country's more than $1 billion market for specialty coffee and tea shops.
15
Starbucks is a global brand with more than 30,000 stores around the world.
16
Australian chain Gloria Jeans Coffees has close to 760 cafes in over 55 countries.
17
But they haven't cracked the market in Vietnam.
18
Gloria Jeans exited Vietnam entirely in 2017,
19
after 10 years in the market.
20
While Starbucks has grown since it entered Vietnam in 2013,
21
the number of Starbucks per capita is low compared to neighboring markets.
22
There is just one Starbucks per 1.7 million people in Vietnam.
23
That means the competition is fierce as international chains go head to head with local chains.
24
On the whole, local chains are expanding faster and performing better than their international counterparts.
25
With its long coffee history and abundance of high-quality joe on every corner,
26
coffee in Vietnam is a way of life.
27
With mom-and-pop coffee shops still occupying a large share of the coffee market in Vietnam,
28
a big question remains.
29
Do international chains stand a chance in Vietnam?
30
Living in the world's second largest coffee exporter,
31
Vietnamese people have tons of local options when it comes to coffee.
32
The market is highly fragmented,
33
with small family-owned and independent shops making up the bulk of coffee sales.
34
There are over 540,000 restaurants in Vietnam,
35
and over 430,000 of them are street stalls.
36
Even the five largest coffee chains in Vietnam collectively hold just a fraction of the market — 15.3%.
37
The popular Highlands coffee tops the list with 7.2%.
38
Filipino fast food giant Jollibee has a majority stake in Highlands.
39
And even though Starbucks holds the number two spot in sales,
40
it's still less than 3% of the entire coffee market in Vietnam.
41
At those small roadside shops,
42
coffee costs less than a dollar.
43
They're fast, and some provide services like Wi-Fi and shoeshines.
44
And their biggest advantage?
45
There are thousands of them.
46
Analysts say a cup of coffee at a Vietnamese Starbucks typically
47
costs substantially more than a similar drink at a local chain like Highlands.
48
In general, Vietnamese consumers spend about two and a half times more money at Western outlets than they do at Asian outlets.
49
office workers are able to afford a cup of Starbucks coffee,
50
they are also willing to pay a premium for Starbucks' unique in-store experience.
51
And especially so if it's like a way to pamper oneself every once in a while.
52
And on the other hand,
53
the local coffee players would of course enjoy higher purchasing frequencies as the coffee is much more affordable than a Starbucks coffee.
54
Vietnam has developed rapidly over the last 30 years from one of the world's poorest countries to a lower middle-income country.
55
The middle class is growing too,
56
but it's still small compared to other countries.
57
Part of Gloria Jean's problem in Vietnam was failing to recognize
58
that middle to upper class consumers were still a relatively small segment of the population.
59
And I think that when the international brands,
60
when they come to Vietnam,
61
they bring very new coffee enjoyment to cultures.
62
But at the same time,
63
we still love our tradition.
64
Vietnam's economic transformation is thanks to a policy called Doi Moi,
65
which was a series of economic and political reforms that led to rapid growth.
66
It also introduced a set of policies that encouraged international companies to set up shop in Vietnam.
67
Despite strong population growth and urbanization,
68
Vietnam is predominantly agricultural and rural.
69
Outside of cities, experts say coffee culture looks a little different.
70
It's easy to say Ho Chi Minh City,
71
Saigon is the focus of coffee consumption
72
or Hanoi is the new focus of coffee consumption or some of these growing cities on the Central Coast,
73
these are coffee-consuming cities in Vietnam.
74
But to do that is to forget
75
that there's a lot of people who don't live in those cities
76
and there's a lot of people in Vietnam who don't have the money to spend at even a Chung Win
77
or a Highlands cafe, which are relatively expensive compared to those street-side cafes or a local cafe.
78
There are two main types of coffee being traded internationally, Arabica and Robusta.
79
is famous for its Robusta coffee,
80
which has a sharper flavor and a higher caffeine content than the more mild Arabica bean.
81
Most coffee consumed from chains in the U.S is brewed from Arabica beans.
82
Robusta beans typically cost less than Arabica beans because producing them is less resource-intensive.
83
In Vietnam, Robusta beans account for about 97% of the country's total coffee production.
84
But international chains like Starbucks and Gloria Jeans have long shunned the use of Robusta beans.
85
It's perceived as a lower quality,
86
cheaper alternative to Arabica, and is often used in instant coffee and espresso blends.
87
But most Vietnamese consumers look for the taste and energy bolt of high-caffeine Robusta beans.
88
Not to mention the fact that many drinks sold at international chains,
89
like lattes and flat whites,
90
don't resemble anything close to traditional Vietnamese coffee.
91
Vietnamese coffee offers more variety than just cafe suda.
92
There are varieties made with egg yolk, yogurt, and even fruit.
93
While some chains attempted to adapt to local tastes,
94
they didn't go for it 100% of the way.
95
For instance, Gloria Jean's added condensed milk to replicate traditional drinks.
96
But it still served Arabica bean coffee,
97
which lacks the punch of Robusta.
98
Starbucks also added Arabica bean coffee with condensed milk and ice to its menu.
99
This is just anecdotal, but my friends in Vietnam,
100
when they walk into a Starbucks,
101
There's really nothing that they want to drink on the menu, right?
102
There's nothing that resembles Vietnamese coffee.
103
So I think some of it is familiarity.
104
But there's a shift in some corners of Vietnamese coffee culture thanks to the so-called third-wave coffee movement.
105
That's a global coffee trend that focuses on quality and sourcing of the coffee bean.
106
Third-waivers in Vietnam, for example,
107
are experimenting with the Arabica bean to add variety to their coffee habit.
108
In Vietnam's urban centers like Ho Chi Minh City and Hanoi,
109
analysts say the interest in third-wave coffee and specialty cafes is on the rise.
110
But it's still a small portion of the population.
111
But there's still a lot of people who aren't
112
that kind of consumer and they aren't at that class level or socioeconomic status yet.
113
So I think you're right.
114
There's a lot of street-side coffee consumption,
115
local cafes, and that, you know,
116
those are They're still small pieces of the market,
117
but they're important pieces of the market.
118
And menu differences between local and international chains go beyond just the type of being.
119
I think local chains understand the customer much better than international chains,
120
and hence they are more responsive to adopting change when customer preference evolves or shifts.
121
So I think this flexibility of the local chains over the international has been reflected in the frequency of changing the menus.
122
For example, I say that Mule Farm tea or peach tea was super popular three or four years ago.
123
And then the local chains like Highland Cafe or the Coffee House,
124
the two most popular coffee chains at the moment,
125
they were very prompted to include their favorite drink into their menus.
126
In Vietnam, some of consumers' top reasons to visit Western chains are to try something new,
127
celebrate a special occasion, or treat themselves.
128
Asian chains are visited due to convenient location and good value for the price.
129
In other words, Western outlets are visited less frequently than Asian outlets across the board,
130
according to research firm Decision Lab.
131
When locals do go to international chains to spend a lot on fancy coffee,
132
they're also paying for the experience.
133
Analysts say a recognizable brand name and Instagrammable experience draws in curious customers.
134
Its high profile brand may have been what set Starbucks apart from some of its other international competitors.
135
Starbucks brand recognition gives it an edge on other foreign chains in Vietnam.
136
So coffee bean and tea leaf has not been doing very well in Vietnam.
137
And the key reason is that coffee bean does not have a unique brand position in the country.
138
So from a price perspective,
139
coffee bean is not as affordable as local places like Highlands coffee
140
and neither does it offer as many seasonal drinks or events like Starbucks in order to justify a price premium.
141
Starbucks' loyalty program and smartphone app also appeal to young, tech-savvy Vietnamese consumers.
142
Starbucks' unique and welcoming environment remains one of its distinguishing features in a crowded market.
143
While Starbucks doesn't break out financial results by country,
144
country, it's been adding new stores in Vietnam,
145
slowly and steadily building its presence there.
146
So what does the future look like for international coffee chains in Vietnam?
147
Vietnamese Gen Z consumers, who were born between 1994 and 2002,
148
spend a higher proportion of their money on eating out — about $40 a month.
149
They're also more likely to try foreign chains.
150
But there is bad news for coffee chains.
151
generation drinks more tea and milk than coffee.
152
According to research firm Decision Lab,
153
Gen Z consumers are responsible for the boom in bubble tea in Vietnam,
154
a product most international coffee chains don't offer.
155
And local chains have another advantage here.
156
It's easier for them to adapt their menu quickly to local tastes.
157
Vietnam is a coffee market full of challenges and competition.
158
And it's not just the type of bean that international chains can change to appeal to consumers.
159
Thank you.
تنزيل التطبيق
تقييم بالذكاء الاصطناعي لكل جملة تنطقها
TRENDING
الأكثر شعبية
4.9/5 على App Store و Google Play
Shadowing English
على الجوال
تعلم اللغة الإنجليزية في أي وقت وفي أي مكان مع تطبيق Shadowing English. حسّن مهارات التواصل لديك اليوم!
تتبع تقدمك في التعلم
تقييم الذكاء الاصطناعي وتصحيح الأخطاء
مكتبة فيديو غنية
حول هذه الدرس
في هذه الدرس، ستتعلم مجموعة من المفردات والعبارات التي تتعلق بسوق القهوة في فيتنام والتحديات التي تواجهها سلاسل القهوة العالمية. سيتم التركيز على فهم الثقافة الفيتنامية المتعلقة بالقهوة والتفضيلات المحلية تجاه أنواع معينة من الحبوب. ستمكنك هذه المعرفة من تطوير مهاراتك في المحادثة باللغة الإنجليزية، بالإضافة إلى تحسين النطق باللغة الإنجليزية.
المفردات والعبارات الأساسية
- Robusta (روبوستا): نوع من حبوب القهوة معروف بنكهته القوية ومحتواه العالي من الكافيين.
- Arabica (أرابيكا): نوع آخر من حبوب القهوة يتمتع بنكهة أخف، ولكنه أقل شعبية في فيتنام.
- Café Sudah (قهوة سودا): مشروب قهوة تقليدي في فيتنام يتم تحضيره مع الحليب المكثف.
- Local cafes (المقاهي المحلية): المقاهي التي تكون غالبًا عائلية وتقدم تجارب قهوة تقليدية.
- Third wave coffee (التحول الثالث للقهوة): حركة تركز على جودة حبوب القهوة ومصدرها.
- Market fragmentation (تشظي السوق): وجود عدد كبير من الشركات الصغيرة التي تتنافس في السوق.
- Middle class (الطبقة الوسطى): شريحة من المجتمع يمكنها تحمل تكاليف السلع والخدمات الأكثر غلاءً.
- Brand recognition (الاعتراف بالعلامة التجارية): القدرة على التعرف على علامة تجارية معينة في السوق.
نصائح الممارسة
لتحسين مهارات التحدث الخاصة بك، يمكنك ممارسة طريقة التظليل في الإنجليزية أو ما يسمى بـ shadowspeak، وذلك بالاستماع إلى مقاطع الفيديو بينما تُكرر ما يُقال بشكل متزامن. ابدأ بالتأكد من أنك تفهم كل عبارة قبل ممارستها. حاول أن تتحدث بنفس السرعة والنغمة التي يتحدث بها المتحدث في الفيديو، مما سيساعدك على تحسين نطقك ومهاراتك الصوتية بشكل عام.
تذكر أن بعض العبارات قد تحتوي على نغمة محلية أو ثقافية، لذلك من المهم ممارسة المحادثة الإنجليزية بانتظام مع التركيز على استخدام المصطلحات الصحيحة في السياقات المناسبة. كما يمكنك التسجيل لنفسك أثناء الممارسة، والاستماع مرة أخرى لتحديد المناطق التي تحتاج إلى تحسين.
عند الممارسة، حاول استخدام المفردات الجديدة في جمل مختلفة، مما سيفيد في تعزيز ذاكرتك وتمكينك من استخدامها في السياقات اليومية. تذكر أن التدرب على النطق وفهم الثقافة يمكن أن يعزز بشكل كبير مهاراتك في اللغة الإنجليزية.
ما هي تقنية التظليل الصوتي؟
التظليل الصوتي (Shadowing) تقنية تعلم لغة مدعومة علمياً، طُورت أصلاً لتدريب المترجمين الفوريين المحترفين. الطريقة بسيطة لكنها قوية: تستمع لصوت إنجليزي أصلي وتكرره فوراً بصوت عالٍ — كظل يتبع المتحدث بتأخير 1-2 ثانية. تُظهر الأبحاث تحسناً كبيراً في دقة النطق والتنغيم والإيقاع وربط الأصوات والاستماع والطلاقة.
☕ اشترِ لنا قهوة
يظل ShadowingEnglish مجانيًا بنسبة 100% بفضل دعمكم. تكاليف الخوادم والذكاء الاصطناعي مرتفعة — قهوتكم تبقينا مستمرين! 🙏