星巴克(Starbucks)在中国官方媒体上挨批，被指在中国以高于其他国家的价格售卖咖啡。该公司由此成为最新一家因在华定价战略而受到密切关注的西方企业。
Starbucks has come under fire from Chinese state media for charging more for its coffee in China than in other countries, making it the latest western company to face scrutiny over its Chinese pricing strategy, writes Simon Rabinovitch in Shanghai.
按营收计算为全球最大咖啡连锁店的星巴克，近年来在中国快速扩张，从2010年的不到400家门店增至目前的近1000家。据该公司介绍，明年中国很可能超越加拿大，成为其第二大市场。
Starbucks, the biggest coffee chain by revenues, has expanded from fewer than 400 stores in China in 2010 to nearly 1,000 and has said the country is likely to overtake Canada as its second-biggest market next year.
但是，官方的中国中央电视台(CCTV)指控星巴克在华暴利坑人，咖啡价格比美国高出大约三分之一。上周日央视播出这则报道之前，中国报纸在过去一周也纷纷批评星巴克。
But China Central Television, the official state broadcaster, has accused it of swindling consumers by charging about a third more than it does in the US. Its report, aired on Sunday, followed critiques of Starbucks in Chinese newspapers over the past week.
近几个月来，从苹果(Apple)到雀巢(Nestlé)，许多在华经营的外企都受到官方媒体以及监管机构的压力，要求它们降低价格或改进客户服务。鉴于中国市场越来越重要，多数企业很快做出回应，应对各种关切。
Foreign companies from Apple to Nestlé have faced pressure in China from state media and regulators in recent months to cut prices or improve customer service. With China an increasingly important market, most have been quick to address the concerns.
就星巴克的情况而言，尚不清楚媒体的攻击是独立出炉、可能消退的，还是官方对该公司采取行动的前奏。
It is unclear in the case of Starbucks whether the media attacks have arisen independently and might fade away, or whether they could be a prelude to official action against the company.
央视报道称，星巴克一份中杯拿铁的售价在中国达到27元人民币（合4.43美元），高于芝加哥的19.98元人民币、孟买的14.6元人民币和伦敦的24.25元人民币。
CCTV reported that a medium-sized latte cost Rmb27 ($4.43) in China compared with Rmb19.98 in Chicago, Rmb14.6 in Mumbai and Rmb24.25 in London.
报道还称，星巴克在中国的利润率似乎要高得多。在截至6月30日的财季，星巴克报告亚洲营运利润率达到36%，高于美洲的22%以及欧洲、中东和非洲的3%。
It also noted that Starbucks appeared to have much fatter margins in China. In the fiscal quarter ending June 30, Starbucks reported a 36 per cent operating margin in Asia during the quarter to June 30; that compares with 22 per cent in the Americas and 3 per cent in Europe, the Middle East and Africa.
星巴克回应称，其定价战略基于当地市场成本，包括基建投资、房地产和劳动力。它还补充称，其亚太区利润率涵盖14个国家，并不只是中国。
Starbucks responded that its pricing strategy was based on local market costs, including infrastructure investment, real estate and labour. It also added that its Asia-Pacific profit margin was for 14 countries, not just China.
上海市食品协会咖啡专业委员会(Coffee Association of Shanghai)会长王振东对央视表示，这家连锁店之所以能够收取较高价格，主要是因为中国消费者盲目相信星巴克和其他西方品牌。
Wang Zhengdong, director of the Coffee Association of Shanghai, told CCTV that the chain had been able to charge high prices mainly because of local consumers’ “blind faith in Starbucks and other western brands”.
这个话题在类似于Twitter的新浪微博(Sina Weibo)上得到广泛讨论。但有关这则报道的很多评论批评央视把矛头对准一种小资享受，而不是中国的日常必需品。
The topic was widely discussed on Sina Weibo, China’s Twitter-like website. But many comments on the story criticised CCTV for dwelling on something seen as an indulgence rather than a daily necessity in China.