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????除了在美國等成熟市場實施常規(guī)型特許經(jīng)營模式外,，我們還實施了另一種我們稱之為“發(fā)展型特許經(jīng)營”的模式。目前在一些麥當勞多年來未能覆蓋到的省份,，我們正在尋找擁有雄厚財務背景和豐富商業(yè)經(jīng)驗的特許經(jīng)營合伙人,。到2011年，中國一共有七家常規(guī)型特許經(jīng)營商和兩家發(fā)展型特許經(jīng)營商,。比例依然很低,，而且短時間內也不會變化。中國市場特許經(jīng)營的步伐在很大程度上依賴于能否找到合適的合伙人,。

????我們目前可以看到中國的經(jīng)濟增速開始放緩,。麥當勞準備如何應對這些挑戰(zhàn)？

????關注于價值和可負擔能力一直以來都是我們的制勝法寶,。我們已經(jīng)推出了多種不同的超值套餐組合,，覆蓋早餐、午餐以及僅售1-3美元的小食組合,。我們希望做到超值,，這樣中國消費者就能夠經(jīng)常光臨，而不僅僅是偶爾出來嘗一次,。另一方面，我們爭取為顧客提供盡可能的便利,。我們的連鎖店地處最便利的位置,，24小時營業(yè)。我們不僅要吸引更多消費者來店面消費,，我們還會為他們提供外送服務,。

????上海有很多麥當勞餐廳都已采用新外觀,。這種形象轉變的目的何在？

????目前我們正在進行大規(guī)模改造以便適應不斷變化的顧客需求,。2013年底,，約有80%的麥當勞連鎖店都會進行外觀改造。根據(jù)各個餐廳所在區(qū)域不同,，設計也會有所區(qū)別,。在眾多年輕職場人士聚集的商業(yè)區(qū)，麥當勞會開設出售咖啡和甜點的商亭,。而在很多年輕家庭居住的區(qū)域,，我們將會設有供孩子們玩耍或者舉辦聚會的空間,。我們還會為消費者提供諸多便利,，比如免費無線網(wǎng)絡（Wi-Fi）和麥咖啡（McCafes）。我們希望盡力適應年輕人群的需求,，并讓他們在店內停留更久,。

????隨著中國通貨膨脹率和勞動力成本的提高，麥當勞如何保持價格低廉,？

????這不僅僅是麥當勞遇到的問題,，通貨膨脹和勞動力成本提高已經(jīng)影響到了所有人。幸運的是,，我們能夠運用自身的供應鏈來獲得長期內可預見的價格優(yōu)勢,。因此，我們能夠將原材料成本降低到市場價格之下,。同時生產(chǎn)力和效率問題也是我們所關注的,。

????隨著新的分店不斷開張，你們如何確保食品鏈條的安全性,？

????我們在過去的二十年里一直致力于打造健康的供應鏈體系,。我們從農場到餐廳的整個業(yè)務流程都在嚴格標準控制之下。大約有95%的食材都是嚴格按照麥當勞的安全標準在國內生產(chǎn)的,。我們努力與中國政府和食品監(jiān)管部門溝通,，并對公眾保持透明，以便公眾能夠了解這些努力,。對各家連鎖店,，我們都會開展廣泛培訓并實施嚴格標準。

????In addition to the conventional franchise model in mature markets like the U.S., we also implement what we call a "developmental licensee" model. In certain provinces where we don't have the capacity to reach out for many years, we are looking for licensee partners who have strong financial backgrounds and strong business experience. China had seven conventional licensees and two developmental licensees as of 2011. It's still a very low percentage and over a very short time that will change. The pace of franchising in China depends largely on finding the right partners.

????We are now seeing slower economic growth in China. What is McDonald's doing to cope with these challenges?

????A key winning strategy has always been our focus on value and affordability. We have launched different types of value meals packages -- breakfast, lunch or snacks costing from $1 to $3. We want to be affordable so Chinese consumers can come here often and not just as a treat. On the other hand, we strive to provide convenience -- our stores are in the most convenient locations and we are open 24 hours. Not only do we invite more people to come to us, we also go to them through our delivery services.

????Many of your restaurants here in Shanghai seem to have new looks. What's behind the image makeover?

????We are reinventing ourselves to adapt to the changing constituency. By the end of 2013, about 80% of our restaurants will undergo reimaging. The design will vary by areas. In business districts with many young professionals, we have kiosks for coffee and pastries. In areas with young families, we reserve places for kids to play or host parties. We also offer customer-friendly amenities like free Wi-Fi and McCafes. We want to stay relevant to the younger population and make them stay longer.

????With the high inflation rate and rising labor costs in China, how does McDonald's keep its prices down?

????This is not just a McDonald's issue. It's affecting everyone. Fortunately, we are able to use our supply chain to get long-term predictability pricing. As a result, we have managed to keep our material cost lower than the market rate. We are also focusing on productivity and efficiency.

????With the opening of new franchised stores, how do you guarantee the safety of your food chain?

????We have spent twenty years building a wholesome supply chain system and our stringent standards covers the overall process, from the farm to the restaurant. About 95% of our ingredients are produced here under our safety protocol and standards. We try to communicate with the government and food authorities here and we are transparent to the public so they understand the kinds of effort we have made. We have extensive training and stringent standards for franchisees.