酷兔英语


PepsiCo Inc. is expanding its business in China, where executives hope consumers will devour hot-and-sour fish soup potato chips, white fungusoatmeal and blueberry Gatorade, propelling the company toward its goal of becoming the biggest snack and beverage maker in the world's second-largest economy.





Chief Executive Indra Nooyi cut the red ribbon of a new Lay's potato-chip plant in China's landlocked city of Wuhan on Tuesday, its sixth snack plant there and the latest sign of its three-year, $2.5 billion commitment to the fast-growing market. Company executives said it illustrates PepsiCo's increasing focus on China's hinterland, where consumers are spending more on food as their incomes rise. Many of them have yet to even try a potato chip, PepsiCo executives say.


事公司(PepsiCo Inc.)正在扩大其在华业务,该公司高管希望,中国消费者能够爱上百事的酸汤鱼味薯片、银耳燕麦片以及冰橘口味佳得乐(Gatorade)饮料,从而推动该公司朝着成为中国最大的小吃和饮料生产商这一目标迈进。



'China will be the largest consumer market in the next decade, and PepsiCo aims to be the largest food and beverage company in the market,' said Ms. Nooyi in an interview, without specifying a timeframe.


周二,百事公司首席执行长卢英德(Indra Nooyi)为公司在内陆城市武汉的一家乐事(Lay's)薯片生产厂进行了竣工剪彩,这是百事公司在中国的第六个小吃生产厂,该厂的投产进一步表明了百事致力于扩大在华业务的决心。该公司计划三年内在增长迅速的中国市场投入资金25亿美元。百事公司的高管们说,武汉这座工厂的投产表明百事越来越把在华业务重点放在中国内陆地区,这里的消费者随着收入的增长正在加大食品方面的开支。百事的高管说,中国内陆地区的许多消费者甚至还从未吃过薯片。



Other efforts include a planned new research and development plant in Shanghai that could better tailor products to local tastes, potentially adding new products to a current lineup that includes hot-and-sour fish-soup potato chips, white fungusoatmeal and blueberry Gatorade. PepsiCo also plans to increase ad spending in the country. Executives declined to disclose details but said they will increase spending on Lay's by 25%.


卢英德在接受采访时说,中国将在今后10年内将成为最大的消费市场,百事公司的目标是成为这一市场上最大的食品和饮料公司,但她没有明确说百事希望在多长时间内实现这一目标。



The company has high hopes for a deal completed earlier this year that transferred its local bottling operations to a local joint venture with significant market share. The sale will free Pepsi to concentrate on more food, marketing and research efforts, said Tim Minges, PepsiCo.'s chairman for Greater China.


百事公司扩大在华业务的其他努力还有,计划在上海兴建一座研发工厂,该厂有可能使百事的产品更加适合中国消费者的口味。除了目前已经上市销售的酸汤鱼味薯片、银耳燕麦片以及冰橘口味佳得乐外,百事还有可能推出更多具有中国特色的食品。该公司还计划增加在中国的广告支出。百事的管理人士虽然拒绝透露这方面的细节,但表示将把宣传乐事品牌产品的广告费增加25%。



The effort comes as the Purchase, N.Y., companyΰwhich makes Doritos corn chips, Tropicana juices and Quaker oatmealΰlooks for ways to pump up its profits and satisfy investors disappointed by its U.S. market share loss in soda to rival Coca-Cola Co. Many have called for the company to split its lagging beverage business from its stronger snacks division.


该公司对今年早些时候达成的一项协议抱有很高期望。根据这项协议,百事公司将把它在中国的饮料装瓶业务转让给在中国占有相当大市场份额的当地一家合资企业。百事公司大中华区董事长孟可仕(Tim Minges)说,出售装瓶业务后,百事将能腾出手来把更大精力投入到食品、营销和研发等业务当中。



PepsiCo's executives say they are only making a dent in the country's food and beverage markets so far. Consumption of potato chips in China is around one small bag every two to four weeks, compared with 15 bags in the same time period in the U.S., according to Mr. Minges. The average Chinese buys a beverage 230 times per year, while the average American buys 1,500 in the same period, Mr. Minges said.


百事努力扩大在华业务之际,该公司也正想方设法增加利润并取悦投资者。由于百事在美国碳酸饮料市场的一部分市场份额被竞争对手可口可乐公司(Coca-Cola Co.)抢去,投资者对此感到失望。百事公司出产多乐脆(Doritos)玉米片、纯果乐(Tropicana)果汁和桂格(Quaker)燕麦片,许多人呼吁该公司将业绩表现落后的饮料业务与表现更佳的小吃业务分拆。



'The growth potential is massive,' said Mr. Minges, noting that while many companies are concerned about a potential slowdown in China, PepsiCo is still eyeing the country as one of its booming markets.


百事的高管们说,该公司迄今为止在中国的食品和饮料市场只能说是刚刚开了个好头。孟可仕说,中国的人均薯片消费量约为每两至四周一小袋,而美国的人居薯片消费量则是每两至四周15袋。他还说,中国人平均每年购买饮料230次(以每次1瓶或1杯计),而美国人平均每年购买饮料1,500次。



Revenue from Pepsi's emerging markets reached $22 billion in 2011, representing 34% of total revenue and nearly tripling from $8 billion in 2008. Much of that growth came from China, a company spokeswoman said. PepsiCo doesn't break out its China revenue.


孟可仕说,增长潜力是非常大的。他指出,虽然很多企业担心中国经济可能放缓,但百事仍将中国视为它的景气市场之一。



Offering the same Cool Ranch Doritos PepsiCo sells to U.S. consumers isn't an option for China, said Mr. Minges. The company plans to open a new research and development center in Shanghai this fall, enabling it to create chip, drink, and oatmeal flavors and new textures that span beyond its current portfolio of such flavors as pork and ketchup, little tomato, cola-grilled chicken, and cucumber.


2011年百事新兴市场收入达到220亿美元,占总收入34%,接近2008年80亿美元的三倍。百事的一位发言人说,很大一部分增长来自中国。百事不单独报告中国区收入。



Mr. Minges said PepsiCo will also expand its oatmeal offerings, exploring more flavors that are inspired by traditional Chinese medicine, such as its current wolfberry flavor. Quaker launched in China two years ago and is beginning to take hold with consumers who are accustomed to eating rice porridge for breakfast.


孟可仕说,百事不会在中国销售美国市场上出售的"凉爽牧场多乐脆"(Cool Ranch Doritos)。该公司计划于今年秋季在上海新开一家研发中心,以求能够在当前的红烧肉、茄汁、可乐鸡和黄瓜等口味之外,再研发出其他口味和口感的薯片、饮料和燕麦片。



PepsiCo is boosting its agricultural projects in China, attempting to improve potato yields and cut costs by improving its irrigation systems, Mr. Minges said.


孟可仕说,百事还将扩大燕麦片种类,在中药的启发下寻找更多口味,目前在售的枸杞味就是其中之一。桂格公司两年前进入中国,正在开始吸引习惯于早餐喝稀饭的消费者。



China's snack-food market is expected to reach an estimated 77 billion yuan (about $12 billion) by year-end, up 44% from 2008, according to research firm Euromonitor International. Its soda market is poised to reach 71 billion liters this year, nearly doubling from five years earlier, the firm projects.


孟可仕说,百事正在扩大在华农业项目,希望通过改善灌溉系统增加土豆产量并削减成本。



PepsiCo was the fifth-largest seller of savory and sweet snacks in China in 2010, according to Euromonitor's most-recent data.


欧睿信息咨询公司(Euromonitor International)预计,年内中国零食市场将达到770亿元(合120亿美元),较2008年增长44%;汽水市场将在今年达到710亿升,接近五年前的两倍。



In beverages, PepsiCo has a 4.4% market share, compared with Coke's 15%. But its sale this year of its China bottling operations to a beverage joint venture including Tingyi (Cayman Islands) Holding Corp. and Asahi Group Holdings Ltd. will give it a lift there, analysts say. Tingyi itself has a 14% market share in China, according to Euromonitor International.


据欧睿咨询的最新数据,2010年百事的辣味和甜味零食销售额在中国排名第五。



Laurie Burkitt