????1992年,，全球最大的快餐連鎖企業(yè)麥當(dāng)勞在中國首都北京開設(shè)分店。這是麥當(dāng)勞在中國的第二家連鎖店，位于北京繁華的商業(yè)街上,，離中國的政治中心不遠(yuǎn),。開業(yè)當(dāng)日，該餐廳接待了大約四萬名顧客,。在高峰時段有超過500人在外面排隊,，熱切地等候品嘗美式快餐。當(dāng)時每頓飯花費大約15元人民幣（3.50美元）,，相當(dāng)于普通工人月工資的六分之一,。中國老百姓為充滿異國情調(diào)的食品名稱“漢堡包”、精致的包裝和巨無霸的新奇口味激動不已,。在他們看來,，麥當(dāng)勞是美國現(xiàn)代富足生活的標(biāo)志，而中國正努力趕上,。
????從那以后,，麥當(dāng)勞的金色拱門開始在中國迅速擴張?，F(xiàn)在,，麥當(dāng)勞在中國擁有超過1,400家連鎖餐廳，中國已成為麥當(dāng)勞全球第三大市場,。2011年,，麥當(dāng)勞在中國開設(shè)了200家分店，創(chuàng)造了一項新記錄,。公司計劃在2012年新開225至250家分店,。
????在中國，數(shù)不清的食品安全丑聞已經(jīng)讓人們對餐廳食品的信心大為降低,。麥當(dāng)勞自身也遭遇過食品安全危機,，但幾乎沒受到什么損失。三月份,，麥當(dāng)勞在北京的一家餐廳被指控銷售過期食物,，導(dǎo)致群情嘩然，尤其是麥當(dāng)勞不久前剛播放了新的廣告片,，恰好是宣傳食品安全和質(zhì)量重要性的,。麥當(dāng)勞公司迅速對此做出了反饋，開展調(diào)查并且邀請政府媒體前來審查餐廳的食品準(zhǔn)備流程,。盡管出現(xiàn)了這一事件,，但麥當(dāng)勞宣布在2012年第一季度公司凈收益增長達(dá)7%，亞太地區(qū)可比銷售額增長了5.5%,。
????最近,，在上海一家西式購物中心的麥當(dāng)勞分店內(nèi)，麥當(dāng)勞中國區(qū)首席執(zhí)行官曾啟山接受了《財富》雜志的采訪,。走進(jìn)這家人頭攢動的餐廳,，感覺就像是走進(jìn)了一家時尚的歐式咖啡廳,，米色、綠色和紅色的背景墻上都是抽象派的壁畫,。曾啟山,，現(xiàn)年47歲，這位新加坡人1993年在麥當(dāng)勞開啟了自己的職業(yè)生涯。2009年起，曾啟山開始擔(dān)任麥當(dāng)勞中國區(qū)首席執(zhí)行官,。
????《財富》：麥當(dāng)勞目前正面臨強敵肯德基的競爭,。肯德基在中國的市場份額更大,，擁有大約3,500家連鎖店。你打算如何占據(jù)更多的市場份額呢？
????曾啟山：我們并不追求連鎖店的數(shù)量最多,，但我們希望提供最好的質(zhì)量和最佳的服務(wù)。我們希望吸引更多的消費者并增加同店銷售額,。2012年,，我們會將總投資額提高50%，增加更多的汽車餐廳和甜點亭并延長供應(yīng)時間來提高現(xiàn)有餐廳的銷售額,。我們不僅要請顧客進(jìn)店消費,，還要為他們提供快捷的送餐服務(wù)。我們希望做到消費者在任何時候,、任何地點都能夠便利地獲得麥當(dāng)勞的服務(wù),。
????我們的另一項當(dāng)務(wù)之急是開設(shè)新的分店。除了開設(shè)自營餐廳外,，我們還在逐步發(fā)展特許經(jīng)營業(yè)務(wù),。畢竟麥當(dāng)勞是一家特許經(jīng)營型的企業(yè)。目前全球范圍內(nèi)80%的麥當(dāng)勞餐廳都是由特許經(jīng)營商加盟運營的,。而在中國,，2011年我們僅授予了36家餐廳特許經(jīng)營權(quán)。這正是我們目前正在努力的領(lǐng)域,。 |
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????In 1992, when the world's largest McDonald's opened up in China's capital city of Beijing. China's second outlet, the Beijing McDonald's was located on the city's busy shopping street, not far from the Communist headquarters. On its first day, the restaurant served about 40,000 customers. At its peak time, more than 500 people lined up outside, waiting anxiously to try a piece of Americana, with each set meal costing about 15 yuan ($3.50) - one sixth of a worker's monthly salary. The exotic name, han bao bao (hamburger), the elaborate packaging and the novel flavor of a Big Mac thrilled ordinary Chinese, who saw McDonald's as a symbol of the modern and wealthy America that their own country tried to emulate.
????Since then, the golden arches have spread fast -- McDonald's now owns more than 1,400 restaurants in China, which is the company's third-largest market. In 2011, the company set a new record by opening 200 stores. It plans to open between 225 and 250 outlets in 2012.
????In China, numerous scandals relating to food safety have undermined people's confidence in restaurant food. McDonald's has had its own safety crisis – and emerged virtually unscathed. In March, a McDonald's store in Beijing was accused of selling food beyond its expiration date. The incident caught the public by surprise, especially since the company had just aired a new ad campaign touting the importance of food safety and quality. McDonald's responded swiftly, launching an investigation and inviting the government media to scrutinize its food preparation process. Despite the incident, the world's largest fast food chain reported an impressive 7% net income rise in the first quarter of 2012 and a 5.5% comparable sales increase in the Asia/Pacific region.
????Kenneth Chan, McDonald's China CEO, recently spoke with Fortune at a McDonald's store inside a Western-style shopping mall in Shanghai. Walking into the crowded restaurant felt like stepping into a hip European-style coffee house, with abstract wall paintings on beige, green and red backgrounds. Chan, 47, is a Singaporean native who started his career at McDonald's in 1993 and has been CEO in China since 2009.
????FORTUNE: McDonald's (MCD) is now facing a formidable competitor -- KFC (YUM) has about 3,500 stores in China and has a larger market share. How do you plan to capture more of the market?
????Chan: We are not looking to be the largest in terms of the number of outlets, but we want to be the best-quality, best-service restaurant. We hope to attract more and more customers to increase same store sales. In 2012, we'll increase our overall investment by 50% -- adding more drive-thrus, dessert kiosks and extended hours to help grow sales at existing stores. Not only do we invite customers to come in, we also reach out to them through our fast delivery services. We want to be available anytime and anywhere for our customers.
????Opening new restaurants is another top priority. In addition to opening our own restaurants, we have stepped up our franchise programs. After all, McDonald's is a franchise company. At present, 80% of McDonald's worldwide are owned by franchisees; in China, only 36 restaurants were franchised by 2011. We are working hard on this. |
