洋快餐在中国市场"消化不良"

 　　One month after the expired-meat scandal that dented¹ the sales and reputation of western fast food in China, office worker Arthur Han contentedly² chews his burger and proclaims that now is the best time to eat at McDonald’s in China – while the heat is still on from the food safety authorities.

　　导致西方快餐在华声誉和销售额下滑的“过期肉”丑闻曝光一个月后，办公室职员阿瑟?韩(Arthur Han)在麦当劳(McDonald's)餐厅里惬意地嚼着汉堡，称现在是在中国吃麦当劳的最佳时机，因为食品安全管理部门仍对这家美国汉堡连锁店保持着强大压力。

　　Mr Han says he does not normally eat at the US burger chain, whose brand image for cleanliness and quality was shaken last month by an undercover television investigation³ that accused it and several other western fast-food companies including Yum Brands and Burger King of using a mainland supplier thatrelabelled expired meat.

　　韩先生说，他并不是麦当劳的常客。上月，一个卧底调查电视节目动摇了麦当劳以清洁和质量著称的品牌形象。该调查节目声称，麦当劳以及包括百胜餐饮集团(Yum! Brands)和汉堡王(Burger King)在内的另几家西方快餐公司，从一家将过期肉更换标签再销售的中国内地供应商那里进货。

　　洋快餐

　　In a country where food safety is one of the biggest political issues, the $200bn fast-food industry has been propelled again into the spotlight⁴. The latest issue comes as the rapidly growing sector⁵ is grappling with a host of other issues. These include escalating⁶ competition from local players; rising rents; labour shortages – and the fundamental difficulty of procuring⁷ safe supplies in a market that is both fragmented and growing rapidly.

　　在中国，食品安全是最重要的政治问题之一，这也使总值达到2000亿美元的快餐业再次被推到聚光灯下。除了这起最新事件，这个快速发展的行业还在努力解决其他很多问题。这些问题包括：中国本土快餐企业构成的日益激烈的竞争，不断上涨的租金，用工短缺，以及在一个既碎片化又快速发展的市场里采购放心原料的根本性难题。

　　McDonald’s said this month that the scandal – which led Shanghai authorities to close down the affected⁸ factory of Shanghai Husi Food Co, a subsidiary of US food group OSI, and detain staff – initially⁹ had a“significant negative impact” on sales, though it could not estimate the outcome for the full year.

　　这起丑闻促使上海主管部门查封了受影响的上海福喜食品有限公司(Shanghai Husi Food)的工厂。上海福喜是美国福喜集团(OSI)的子公司。麦当劳本月表示，这起丑闻最初对其销售额造成了“显著的负面影响”，尽管其无法估算出对全年业绩的影响。

　　Yum said its brands KFC and Pizza Hut also saw sales drop initially, adding that if the decline persists it could have a “material effect” on full-year earnings¹⁰ per share. But analysts¹² say that, whatever the impact on western brands, it is unlikely local players will be able to mop up the leftovers¹³.

　　百胜表示，旗下品牌肯德基(KFC)和必胜客(Pizza Hut)最初也发生了销售额下降的情况。它补充称，如果这种下滑持续下去，可能对全年每股盈利(EPS)造成“实质性影响”。但分析师表示，不管这起丑闻会对西方品牌造成什么影响，中国本土的快餐企业都不大可能从中捞到好处。

　　Food safety “is not just something that affects McDonald’s and KFC, they are just the best known”, says Torsten Stocker, partner at consulting firm AT Kearney. “If it’s a problem they are facing, why would others be any different?”

　　食品安全“不止影响麦当劳和肯德基，它们只不过是最有名的”，咨询公司科尔尼(AT Kearney)的合伙人唐仕德(Torsten Stocker)说。“如果它们现在面临这样的问题，其他企业又有何分别呢？”

　　Many diners seem to realise that western brands are not the only ones with a problem: one young office worker eating lunch at a local fast-food outlet¹⁴ this week displayed a length of wire that he had just pulled out of his meal and told the Financial Times that the only solution was to “ignore it”.

　　许多用餐者似乎明白并不是只有西方品牌有问题：上周，一名在中国本土快餐店吃午饭的年轻办公室职员向英国《金融时报》记者展示了一根他刚从午饭里择出来的金属丝，并告诉记者唯一的解决办法就是“无视它”。

　　That, say observers, speaks to the issue of suppliers. Most of China’s half a million food processors are far too small or unsophisticated to serve enormous and exacting¹⁵ clients such as the foreign chains.

　　观察人士表示，这暴露出了供应商的问题。中国的50万家食品加工商中，绝大部分规模太小或太缺乏经验，不适合为外资连锁餐厅等既庞大又要求严格的客户服务。

　　Analysts say suppliers have failed to keep up with expansion in the sector, with companies such as Dicos increasing its restaurant numbers by 40 per cent in the first quarter of this year compared with last year, to 2,200 stores.

　　分析师称，供应商未能跟上快餐业扩张的脚步。以德克士(Dicos)为例，该公司今年第一季度门店数量同比增长40%，达到2200家。

　　Hence a string of scandals have shaken the faith of China’s twenty- and thirtysomething white-collar workers. Brands such as Yum’s KFC in particular have been hit by one highly publicised supplier scandal after another; Yum sales had just begun to recover from a 2012 scare over antibiotics¹⁶ in chicken, when the expired-meat scandal broke last month.

　　因此，一连串的丑闻已经动摇了中国二三十岁白领的信心。肯德基等品牌尤其受到一个接一个被大肆曝光的供应商丑闻的冲击；百胜的销售额刚刚开始从2012年禽肉滥用抗生素引起的恐慌中恢复，上月就又曝出了“过期肉”丑闻。

　　And problems with food quality have also coincided with other trends that have challenged western fast-food brands, industry analysts say.

　　行业分析师表示，食品质量问题冒出来之际，其他潮流也对西方快餐品牌构成了挑战。

　　“Fast-food consumers in China have shifted away from their original curiosity about western fast food, and nowadays they are pickier and more focused on health,” says Shi Jun, catering¹⁷ industry analyst¹¹ at Beijing-based Alliance PKU Management.

　　“中国的快餐消费者已不再像最初那样对西方快餐感到好奇，现在他们更挑剔、更关注健康，”总部位于北京的北大纵横管理咨询公司(Alliance PKU Management)的餐饮业分析师史俊说。

　　“Twenty years ago, a McDonald’s or a KFC might have been one of the few locations in some towns that had air conditioning and a clean bathroom, but now there are lots more alternatives; competition has greatly increased,” says Shaun Rein¹⁸, of China Market Research Group in Shanghai.

　　“20年前，麦当劳或肯德基餐厅可能是某些城镇少数几个有空调和干净厕所的地方，但现在有很多别的选择；竞争大幅增加了，”上海中国市场研究集团(China Market Research)的雷小山(Shaun Rein)说。

　　KFC remains¹⁹ far and away the market leader with 4,600 outlets²⁰, more than double the 2,000 McDonald’s. But Dicos – a Taiwanese-owned fast-food chain strongest in lower-tier cities, with cheaper menus – recently eclipsed the US burger chain with 2,200 stores. It plans to have nearly 3,000 by the end of the year.

　　肯德基在中国的门店有4600家，数量比拥有2000家门店的麦当劳多出一倍多，是这个市场遥遥领先的领跑者。但餐品更为便宜、在较小城市势力最强的台资快餐连锁店德克士，最近以2200家门店的数量超过了麦当劳。德克士计划在今年年底前将门店增加到近3000家。

　　Private equity²¹ investors²² have backed a plethora²³ of local fast-food chains, which are slowly building market share in the highly fragmented Chinese market, offering food that is closer to local tastes and marketing²⁴ themselves as healthier. One such is Actis, which invested in a local hotpot chain, Xiabu Xiabu.

　　私募股权投资者已经投资了一大批中国本土快餐连锁企业，这些企业正慢慢在高度碎片化的中国市场建立自己的市场份额。它们提供更符合中国人口味的食品，并宣传自己的食品更健康。私募股权投资者英联(Actis)就对中国本土火锅连锁店呷哺呷哺进行了投资。

　　This is driving consumer choice in fast food, according to Mintel. The research company says: “A fundamental shift towards healthier Chinese-style cooking is redefining the fast-food industry, and consequently propelling domestic fast-food chains to challenge the foreign fast-food leaders.”

　　研究公司英敏特(Mintel)表示，这对快餐业的消费者选择趋势产生了推动。该公司称：“向更健康的中式烹饪的根本性转变，正在重新定义快餐业，进而推动本土快餐连锁企业挑战该行业的外资领跑者。”

　　Mr Han, at the McDonald’s diner, says that if he had the time, he would definitely eat Chinese. But the fast-food industry is counting on the fact that in China – as in other markets – people will continue to be pressed for time. With a rapidly growing market that still, for all its problems, generates net margins²⁵ of 15-20 per cent, fast-food operators have little intention of throwing in the towel.

　　在麦当劳餐厅的韩先生表示，如果自己有时间，肯定会吃中餐。但快餐业仰仗的正是以下一个事实：就像在其他市场一样，在中国，人们将继续面临时间不够用的局面。快速发展中的中国快餐市场尽管存在种种问题，净利润率却依然能够达到15%至20%。考虑到这一点，快餐业经营者无意在这个市场低头认输。

1 dented   

v.使产生凹痕( dent的过去式和过去分词 )；损害；伤害；挫伤（信心、名誉等）

参考例句：

• The back of the car was badly dented in the collision. 汽车尾部被撞后严重凹陷。
• I'm afraid I've dented the car. 恐怕我把车子撞瘪了一些。 来自《简明英汉词典》

2 contentedly   

adv.心满意足地

参考例句：

• My father sat puffing contentedly on his pipe.父亲坐着心满意足地抽着烟斗。
• "This is brother John's writing,"said Sally,contentedly,as she opened the letter.

3 investigation   

n.调查，调查研究

参考例句：

• In an investigation,a new fact became known, which told against him.在调查中新发现了一件对他不利的事实。
• He drew the conclusion by building on his own investigation.他根据自己的调查研究作出结论。

4 spotlight   

n.公众注意的中心，聚光灯，探照灯，视听，注意，醒目

参考例句：

• This week the spotlight is on the world of fashion.本周引人瞩目的是时装界。
• The spotlight followed her round the stage.聚光灯的光圈随着她在舞台上转。

5 sector   

n.部门，部分；防御地段，防区；扇形

参考例句：

• The export sector will aid the economic recovery. 出口产业将促进经济复苏。
• The enemy have attacked the British sector.敌人已进攻英国防区。

6 escalating   

v.（使）逐步升级( escalate的现在分词 )；（使）逐步扩大；（使）更高；（使）更大

参考例句：

• The cost of living is escalating. 生活费用在迅速上涨。 来自《简明英汉词典》
• The cost of living is escalating in the country. 这个国家的生活费用在上涨。 来自辞典例句

7 procuring   

v.（努力）取得， （设法）获得( procure的现在分词 )；拉皮条

参考例句：

• He was accused of procuring women for his business associates. 他被指控为其生意合伙人招妓。 来自辞典例句
• She had particular pleasure, in procuring him the proper invitation. 她特别高兴为他争得这份体面的邀请。 来自辞典例句

8 affected   

adj.不自然的，假装的

参考例句：

• She showed an affected interest in our subject.她假装对我们的课题感到兴趣。
• His manners are affected.他的态度不自然。

9 initially   

adv.最初，开始

参考例句：

• The ban was initially opposed by the US.这一禁令首先遭到美国的反对。
• Feathers initially developed from insect scales.羽毛最初由昆虫的翅瓣演化而来。

10 earnings   

n.工资收人；利润，利益，所得

参考例句：

• That old man lives on the earnings of his daughter.那个老人靠他女儿的收入维持生活。
• Last year there was a 20% decrease in his earnings.去年他的收入减少了20%。

11 analyst   

n.分析家，化验员；心理分析学家

参考例句：

• What can you contribute to the position of a market analyst?你有什么技能可有助于市场分析员的职务？
• The analyst is required to interpolate values between standards.分析人员需要在这些标准中插入一些值。

12 analysts   

分析家，化验员( analyst的名词复数 )

参考例句：

• City analysts forecast huge profits this year. 伦敦金融分析家预测今年的利润非常丰厚。
• I was impressed by the high calibre of the researchers and analysts. 研究人员和分析人员的高素质给我留下了深刻印象。

13 leftovers   

n.剩余物，残留物，剩菜

参考例句：

• He can do miracles with a few kitchen leftovers.他能用厨房里几样剩饭做出一顿美餐。
• She made supper from leftovers she had thrown together.她用吃剩的食物拼凑成一顿晚饭。

14 outlet   

n.出口/路；销路；批发商店；通风口；发泄

参考例句：

• The outlet of a water pipe was blocked.水管的出水口堵住了。
• Running is a good outlet for his energy.跑步是他发泄过剩精力的好方法。

15 exacting   

adj.苛求的，要求严格的

参考例句：

• He must remember the letters and symbols with exacting precision.他必须以严格的精度记住每个字母和符号。
• The public has been more exacting in its demands as time has passed.随着时间的推移，公众的要求更趋严格。

16 antibiotics   

n.（用作复数）抗生素；（用作单数）抗生物质的研究；抗生素，抗菌素( antibiotic的名词复数 )

参考例句：

• the discovery of antibiotics in the 20th century 20世纪抗生素的发现
• The doctor gave me a prescription for antibiotics. 医生给我开了抗生素。

17 catering   

n. 给养

参考例句：

• Most of our work now involves catering for weddings. 我们现在的工作多半是承办婚宴。
• Who did the catering for your son's wedding? 你儿子的婚宴是由谁承办的？

18 rein   

n.疆绳，统治，支配；vt.以僵绳控制，统治

参考例句：

• The horse answered to the slightest pull on the rein.只要缰绳轻轻一拉,马就作出反应。
• He never drew rein for a moment till he reached the river.他一刻不停地一直跑到河边。

19 remains   

n.剩余物，残留物；遗体，遗迹

参考例句：

• He ate the remains of food hungrily.他狼吞虎咽地吃剩余的食物。
• The remains of the meal were fed to the dog.残羹剩饭喂狗了。

20 outlets   

n.出口( outlet的名词复数 )；经销店；插座；廉价经销店

参考例句：

• The dumping of foreign cotton blocked outlets for locally grown cotton. 外国棉花的倾销阻滞了当地生产的棉花的销路。 来自《简明英汉词典》
• They must find outlets for their products. 他们必须为自己的产品寻找出路。 来自《现代汉英综合大词典》

21 equity   

n.公正，公平，（无固定利息的）股票

参考例句：

• They shared the work of the house with equity.他们公平地分担家务。
• To capture his equity,Murphy must either sell or refinance.要获得资产净值，墨菲必须出售或者重新融资。

22 investors   

n.投资者，出资者( investor的名词复数 )

参考例句：

• a con man who bilked investors out of millions of dollars 诈取投资者几百万元的骗子
• a cash bonanza for investors 投资者的赚钱机会

23 plethora   

n.过量，过剩

参考例句：

• Java comes with a plethora of ready-made types.Java配套提供了数量众多的现成类型。
• A plethora of new operators will be allowed to enter the market.大批新的运营商将获准进入该市场。

24 marketing   

n.行销，在市场的买卖，买东西

参考例句：

• They are developing marketing network.他们正在发展销售网络。
• He often goes marketing.他经常去市场做生意。

25 margins   

边( margin的名词复数 )； 利润； 页边空白； 差数

参考例句：

• They have always had to make do with relatively small profit margins. 他们不得不经常设法应付较少的利润额。
• To create more space between the navigation items, add left and right margins to the links. 在每个项目间留更多的空隙，加左或者右的margins来定义链接。