双语新闻：Diageo伏特加在中美市场低迷瞄准中国市场

2014-08-14 14:56:46来源：可可英语

　　Mahlan and other consumer-product companies have in recent weeks called out pressuremiddle- and low-income Americans have felt as a result of payroll tax changes and an economicrecovery that has left those on the lower economic rungs feeling left out.

　　最近几周，Mahlan和其他消费品公司大声疾呼，美国中低收入阶层感到生活充满压力，原因在于工资税的变化和经济复苏让那些处于经济阶梯下层的人感觉自己处于被遗忘的边缘。

　　“I’m optimistic,” Mahlan said. “While you might trade down to a less expensive brandtemporarily, when you can go back to a more aspirational brand, you tend to go back up.”

　　Mahlan表示：“我很乐观，虽然消费者暂时倾向于购买价格较低的酒类品牌，但当他们有能力购买更有品位的品牌时，他们就会回归价位较高的品牌。”

　　The Greater China region was another area of concern, where sales slumped 33% in the latestfiscal year. Those problems didn’t drastically weigh down Diageo’s overall results, as Chinagenerates about 1% of the company’s global sales.

　　大中华地区是另一个令人担忧的地区，上个财年该区域的销售业绩下滑了33%。这并没有对帝亚吉欧的整体业绩构成巨大拖累，因为中国在全球销售中的占比仅为1%左右。

　　Still, worries of weakness in China always generates headlines. Western-style spirits companiesare facing challenges there as they aim to bolster low consumption and limited knowledgeabout their products. A bulk of China’s alcohol consumption is of baijiu, China’s nativealcohol, and so it’ll take time to change their habits.

　　尽管如此，对中国的疲软销售状况的担忧总能成为人们关注的话题。西式酒精饮料公司一心希望提高其在中国较低的销量和有限的知名度，但他们在这一过程中将面临挑战。中国人消费的酒精饮料主要是本土制造的白酒，所以改变中国人的习惯还需要时间。

　　“As the Chinese consumer becomes more familiar with Western-style spirits, we think there ishuge potential for the business,” Mahlan said.

　　Mahlan表示：“随着中国消费者对西式烈酒认知度的提高，我们认为中国存在巨大的商业潜力”。

　　To court those preferences, Diageo later this year is launching a single-grain Scotch called HaigClub, which has a lighter flavor and could be more suitable for the Chinese market. Becausemany Chinese consumers prefer to drink alcohol with their meals, Diageo is hopeful Haig will bea more suitable pairing.

　　为了迎合这些偏好，今年晚些时候帝亚吉欧将推出单一谷物苏格兰威士忌，名为黑格俱乐部威士忌，口味较清淡，更适合中国市场。因为很多中国消费者喜欢在就餐时喝酒，帝亚吉欧希望黑格能成为更合适的佐餐伴侣。

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