But if you look closely, the rapper proudly declares that this burger has been made in

但如果你仔細觀察，就會發現這位說唱歌手自豪地宣稱，這個漢堡是在

China.

中國。

I'm sitting in Tastian's.

我正坐在塔斯蒂安餐廳裡。

It's China's answer to McDonald's and as you can see it, you have all this language here made in China.

它是中國對麥當勞的迴應，正如你所看到的，這裡所有的語言都是中國製造。

A Chinese burger for a Chinese stomach and you can see that they've just got all sorts of Chinese imagery around a little bit of McDonald's transported to imperial era China.

中式漢堡適合中國人的胃，你可以看到，他們在麥當勞的周圍佈置了各種中式圖案，有點像把麥當勞搬到了帝制時代的中國。

And Tastian is just one example of a Chinese brand squeezing out U.S. rivals.

而 Tastian 只是中國品牌擠走美國競爭對手的一個例子。

China once presented a huge opportunity for American brands, but now local challenges are eating their lunch and that threatens dominance they have held for decades.

中國曾經為美國品牌提供了巨大的機遇，但現在，本土挑戰正在蠶食他們的午餐，這威脅到他們幾十年來一直佔據的主導地位。

China is the world's second largest consumer market.

中國是世界第二大消費市場。

The country's more than 1 billion shoppers were once seen as an untapped goldmine for

中國超過 10 億的購物者曾一度被視為一座尚未開發的金礦。

Western brands.

西方品牌。

This is Beijing's premier shopping district and you don't have to look far to see which companies have taken center stage.

這裡是北京首屈一指的購物區，不用走遠就能看到哪些公司佔據了中心位置。

There's American brands all around me.

我周圍到處都是美國品牌。

Over here we got Ralph Lauren, Tom Ford, and right behind me is perhaps the best known of all of the brands, Apple.

這裡有拉爾夫-勞倫（Ralph Lauren）、湯姆-福特（Tom Ford），緊隨我身後的可能是所有品牌中最知名的蘋果。

In the first quarter of 2024, Apple saw its smartphone sales fall 19% while that of its

2024 年第一季度，蘋果公司的智能手機銷售額下降了 19%，而其智能手機銷售額則下降了 20%。

Chinese rival, Huawei Technologies, saw its sales rise 70%.

中國競爭對手華為技術公司的銷售額增長了 70%。

For China, Apple saw its revenue fall by 8% to $16.4 billion.

在中國，蘋果公司的收入下降了 8%，降至 164 億美元。

And Apple isn't the only American company that's been struggling a little bit more in

蘋果公司並不是唯一一家在經濟危機中陷入困境的美國公司。

China lately.

最近的中國。

From luxury cosmetics firm Estée Lauder, which is expecting sales in China to fall, to retail giant Walmart, which has closed more than 100 stores nationwide over the past five years, executives of some of America's biggest brand names in China are increasingly worried about their weak performance in the country.

從預計在華銷售額將下降的奢侈化妝品公司雅詩蘭黛，到過去五年在全國關閉了 100 多家門店的零售巨頭沃爾瑪，一些美國在華最大品牌的高管們越來越擔心他們在中國的疲軟表現。

Local brands are expanding so rapidly in China.

本土品牌在中國的擴張速度如此之快。

Any CEO who is worried about his performance, his profits, is going to be threatened by them.

任何擔心業績和利潤的首席執行官都會受到他們的威脅。

We have seen Nike stock prices fall, for example, on the back of kind of weakening performance in China.

例如，我們看到耐克的股價因中國市場表現疲軟而下跌。

China once represented almost a fifth of Nike's global sales.

中國曾佔耐克全球銷售額的近五分之一。

Nike has long dominated China's sportswear market, but that's changing.

長期以來，耐克一直主導著中國的運動服裝市場，但這種情況正在發生變化。

Younger Chinese consumers are increasingly gravitating towards brands that incorporate elements of traditional Chinese culture and style.

中國的年輕消費者越來越青睞融入中國傳統文化和風格元素的品牌。

And it's allowed brands like ANTA, right over there, to make inroads in a market that long has been dominated by Nike and other Western brands.

這也使得像 ANTA 這樣的品牌得以在這個長期被耐克和其他西方品牌所壟斷的市場上大展拳腳。

Chinese consumers are trying new brands like ANTA on for size, and in many cases they aren't going back.

中國消費者正在嘗試像安踏這樣的新品牌，在很多情況下，他們不會再回頭。

As a sponsor of the Chinese Olympic team, ANTA has found a place among Chinese shoppers as a brand that matches growing nationalist sentiment.

作為中國奧運代表隊的贊助商，安踏在中國消費者中找到了一個與日益增長的民族主義情緒相匹配的品牌。

ANTA supports the new generation of Chinese Olympic athletes.

安塔支持中國新一代奧林匹克運動員。

It was very much linked to very big and bold expressions of Chinese pride.

這與大張旗鼓地表達中國人的自豪感密切相關。

So think about your large logos, red and yellow colour combinations.

是以，請考慮一下您的大型徽標、紅色和黃色的色彩組合。

It's resonating especially with younger consumers today because they don't have the same level of adoration for the West as the past generations.

它尤其能引起當今年輕消費者的共鳴，因為他們對西方的崇拜程度已不如上一代人。

It's not about, you know, blind, kind of, I'll buy something from the West just by virtue of it being from the West.

這不是盲目的，不是說只要是西方的東西，我就會買。

American brands have reaped huge profits by capitalizing on changing Chinese consumer tastes.

美國品牌利用中國消費者不斷變化的口味獲得了鉅額利潤。

Starbucks largely created China's new coffee culture in a country long dominated by tea drinkers.

星巴克在中國創造了新的咖啡文化，而中國長期以來以飲茶為主。

But that supremacy is now under threat.

但這種至高無上的地位現在正受到威脅。

At the end of 2023, Luckin Coffee surpassed Starbucks as China's biggest coffee chain by sales and units.

到 2023 年底，按銷售額和組織、部門數計算，Luckin Coffee 已超過星巴克，成為中國最大的咖啡連鎖店。

Analysts credit Luckin's success to its operating model, which requires minimal staff to run their branches.

分析師認為，Luckin 的成功得益於其營運模式，即只需極少的員工就能營運分店。

Luckin prices its coffee at a substantial discount, often up to 50% less than Starbucks.

Luckin 的咖啡價格折扣很大，通常比星巴克低 50%。

You know, there's a price war going around with coffee brands.

要知道，現在咖啡品牌之間都在打價格戰。

Starbucks has largely avoided that.

星巴克在很大程度上避免了這種情況。

They are kind of committing to their premium offering.

他們正在致力於提供優質產品。

They're focusing on what they do best.

他們專注於自己最擅長的領域。

That should be the way for many of these American brands who feel threatened because you don't want your brand identity to get lost as you follow the trend.

這應該是許多感到威脅的美國品牌的做法，因為你不希望自己的品牌特性在跟風時丟失。

Starbucks executives insist they won't cut prices as the company positions itself as a superior brand.

星巴克高管堅稱不會降價，因為公司將自己定位為卓越品牌。

But sales for Starbucks have dropped 8% during the first quarter of this year, while Luckin's have surged 41%.

但今年第一季度，星巴克的銷售額下降了 8%，而 Luckin's 的銷售額則激增了 41%。

That contributed to the company lowering its forecast for the rest of the year.

這也是該公司下調今年下半年業績預期的原因之一。

The announcement spooked the market, causing Starbucks' share price to plummet in May.

這一消息震驚了市場，導致星巴克的股價在 5 月份暴跌。

The U.S. coffee giant still has plans to make China its biggest market, but it's now in a race to win wallets.

這家美國咖啡巨頭仍計劃將中國作為其最大的市場，但它現在正與中國爭奪錢包。

In 2023, Starbucks opened nearly 900 new stores across China, bringing its total in the country to almost 7,000.

2023 年，星巴克在中國新開了近 900 家門店，使其在中國的門店總數達到近 7000 家。

But in that same year alone, Luckin opened more stores than the entire Starbucks operation in the country, and now has nearly 19,000 locations.

但僅在同一年，Luckin 在美國開設的門店數量就超過了星巴克在美國的全部業務，目前已擁有近 19000 家分店。

Luckin's expanding very rapidly in tier two, tier three cities where Starbucks might not have that big of a presence.

Luckin 在二三線城市的擴張速度非常快，而星巴克在這些城市可能還沒有那麼大的影響力。

It's really forging its own brand story in a way that resonates with who the new middle classes are.

它正在以一種能與新中產階級產生共鳴的方式打造自己的品牌故事。

American brands have had a near free run at the Chinese market for decades, but that's coming to an end.

幾十年來，美國品牌在中國市場幾乎可以說是如魚得水，但這種局面即將結束。

I think to lose out on China is a huge missed opportunity, not just in terms of dollars, but in terms of cementing your brand presence in one of the largest consumer markets in the world.

我認為，失去中國市場是一個巨大的失誤，這不僅是在金錢方面，更是在鞏固品牌在全球最大消費市場之一的地位方面。

What was once an enormous opportunity for American companies could come back to bite as Chinese rivals chip away at their market dominance.

隨著中國競爭對手不斷蠶食美國公司的市場主導地位，曾經為美國公司帶來的巨大機遇可能會被反咬一口。

But of course, the real question with this Chinese burger is not, you know, whether it is very Chinese or very American, it's about whether it tastes good.

當然，這個中式漢堡的真正問題不在於它是很中國還是很美國，而在於它是否好吃。