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  • 9.9 Yuan coffee, anyone?

    有人要 9.9 元的咖啡嗎?

  • A $2 burger set, what could go wrong?

    2 美元一套的漢堡包,還能有什麼問題呢?

  • What about some made-in-China burger?

    中國製造的漢堡怎麼樣?

  • When it comes to Western brands in China, giants like McDonald's, KFC, Starbucks, Apple, and Walmart are no longer the only household names in the country.

    說到中國的西方品牌,麥當勞、肯德基、星巴克、蘋果和沃爾瑪等巨頭已不再是中國唯一家喻戶曉的品牌。

  • Despite a long track record of success in the China market, many foreign players have struggled to adapt to recent changes.

    儘管在中國市場取得了長期的成功,但許多外國企業仍在努力適應近期的變化。

  • So, is it really the end of foreign brands in China?

    那麼,外國品牌在中國是否真的走到了盡頭?

  • To look at how intense the battle is when it comes to foreign versus domestic brands, just look at China's coffee shops.

    外國品牌與國內品牌之爭有多激烈,看看中國的咖啡店就知道了。

  • While Starbucks sells its lattes for about three US dollars, Luckin Coffee charges less than 1.5 US dollars.

    星巴克的拿鐵咖啡售價約為 3 美元,而 Luckin Coffee 的售價不到 1.5 美元。

  • Part of the reason they offer such a huge price advantage is because their baristas only need to push buttons to make the drinks.

    他們之所以能提供如此巨大的價格優勢,部分原因是他們的咖啡師只需按下按鈕就能製作飲料。

  • Luckin has more than 20,000 shops.

    Luckin 擁有 20,000 多家店鋪。

  • In the first quarter of 2024, the Chinese coffee chain opened more than 2,000 new shops.

    2024 年第一季度,這家中國咖啡連鎖店新開了 2000 多家門店。

  • Luckin's 2024 first quarter revenue reached 6.28 billion Yuan.

    Luckin 2024 年第一季度的收入達到 62.8 億元。

  • Meanwhile, Starbucks has been struggling in China.

    與此同時,星巴克一直在中國市場苦苦掙扎。

  • The Seattle-based giants has more than 7,000 stores on the mainland and opened more than 800 outlets in the first quarter of 2024.

    這家總部位於西雅圖的巨頭在大陸擁有 7000 多家門店,並在 2024 年第一季度開設了 800 多家分店。

  • Their China revenue was 735 million US dollars over that same quarter, 135 million US dollars less than Luckin.

    同一季度,他們在中國的收入為 7.35 億美元,比 Luckin 少 1.35 億美元。

  • If you think price is the only advantage Luckin has, think again.

    如果您認為價格是 Luckin 唯一的優勢,那就大錯特錯了。

  • Using everything from luxury spirits to computer game characters, it aggressively markets its drinks by tapping into the latest trends in Chinese society.

    從奢華烈酒到電腦遊戲人物,該公司利用中國社會的最新潮流,積極推銷其飲料。

  • Now it's not so obvious.

    現在就不那麼明顯了。

  • The taste is more important.

    味道更重要。

  • The price is similar to the price of other brands.

    價格與其他品牌類似。

  • It's not obvious.

    這並不明顯。

  • Because there are more coffee shops in Shanghai now.

    因為現在上海的咖啡館越來越多了。

  • The special coffee shops in Xiaozhong are doing well.

    曉鐘的特色咖啡店生意不錯。

  • It became really clear that they cannot keep up with China and what Chinese consumers want in terms of flavor and product and marketing.

    很明顯,他們在口味、產品和營銷方面跟不上中國以及中國消費者的需求。

  • When people think about Starbucks, they think of a monolith.

    一提到星巴克,人們就會聯想到一座巨石。

  • There's nothing special about Starbucks.

    星巴克沒有什麼特別之處。

  • There is no new experiences.

    沒有新體驗。

  • And coffee is not the only brand battlefront.

    咖啡並不是唯一的品牌戰線。

  • Chinese entrepreneurs are also creating their own fast food chains, like this one.

    中國企業家也在創建自己的快餐連鎖店,比如這家。

  • This is simply a knockoff of KFC and McDonald's.

    這簡直就是肯德基和麥當勞的山寨版。

  • KFC is centered around Chinese elements.

    肯德基以中國元素為核心。

  • But as with other domestic brands in China these days, price is certainly a feature.

    但與目前中國的其他國產品牌一樣,價格肯定也是一個特點。

  • This burger set costs less than three US dollars.

    這套漢堡售價不到三美元。

  • The emphasis on Chinese cultural elements points to another recent consumer industry trend.

    對中國文化元素的重視也反映了近期消費行業的另一個趨勢。

  • There is definitely a rise in nationalism or patriotism.

    民族主義或愛國主義肯定會抬頭。

  • People are showing a more obvious preference for domestic brands.

    人們對國內品牌的偏好更加明顯。

  • I think patriotism definitely plays a crucial role in this consumer behavior change.

    我認為,愛國主義在這種消費行為的改變中無疑起著至關重要的作用。

  • From coffee, fast food to apparels and consumer electronics, it seems that for every Western brand, there is a Chinese answer.

    從咖啡、快餐到服裝和電子消費品,似乎每一個西方品牌都有一箇中國答案。

  • So what are Western brands doing to stay competitive?

    那麼,西方品牌是如何保持競爭力的呢?

  • One move is to raise a price wall, a term that's all too familiar in China.

    其中一招就是築起價格牆,這個詞在中國再熟悉不過了。

  • When you open an app in China these days, a routine fixture is the number of coupons it provides.

    如今,在中國打開一個應用程序,它所提供的優惠券數量是一個例行公事。

  • And there's a term in China for what you can now order, poor man's meals.

    在中國,有一個詞叫 "窮人餐"。

  • The poor man's meal is basically a meal set priced at a very low cost.

    窮人餐基本上是一種價格非常低廉的套餐。

  • It has always existed.

    它一直存在。

  • But when consumer confidence was high, no one labeled this menu as the poor man's meal.

    但在消費者信心高漲的時候,沒有人把這種菜單稱為窮人的飯菜。

  • However, increased job pressure and this slowing economic growth, people have taken this self-deprecating humor by calling this cheap meal set as the poor man's meal.

    然而,隨著就業壓力的增大和經濟增長的放緩,人們將這種廉價套餐稱為 "窮人的飯",並以此自嘲。

  • China's consumer sentiment has remained low since the COVID-19 pandemic.

    自 COVID-19 大流行以來,中國的消費者情緒一直低迷。

  • And the youth unemployment rate reached an alarming 18.8% in September 2024.

    2024 年 9 月,青年失業率達到了驚人的 18.8%。

  • These figures have prompted Beijing to try and stimulate the economy by firing a policy bazooka, including slashing interest rates.

    這些數據促使中國政府發射政策火箭筒,包括降低利率,試圖刺激經濟。

  • But even with fierce competition and economic headwinds, some foreign brands are not giving up and instead doubling down on the Chinese market.

    但是,即使面對激烈的競爭和經濟逆風,一些外國品牌也沒有放棄,而是加倍努力開拓中國市場。

  • Fast Food Giant McDonald's, for example, opened more than 1,000 stores in China in 2023.

    例如,快餐巨頭麥當勞將於 2023 年在中國開設 1000 多家門店。

  • The company also increased its stake in China operations from 20% to 48% in 2023.

    2023 年,該公司還將其在中國業務中的股份從 20% 增加到 48%。

  • Other brands have also increased their footprint in China and some even managed to outperform their local competitors.

    其他品牌也加大了在中國的佈局,有些甚至成功超越了本土競爭對手。

  • This is Sam's Club by Walmart.

    這裡是沃爾瑪的山姆會員店。

  • And on a weekday, it's still quite crowded.

    而在工作日,這裡仍然相當擁擠。

  • Unlike traditional supermarkets, which has a lot of name brands, the bread and butter here is store-bought.

    與擁有大量名牌的傳統超市不同,這裡的麵包和黃油都是店裡買的。

  • And the types of goods available in each category are limited.

    而且每個類別的商品種類都很有限。

  • According to Walmart, Sam's Club only stocks about 25% of the products carried by their local competitors in 2020.

    據沃爾瑪稱,山姆會員店在 2020 年的庫存量僅為當地競爭對手所售產品的 25%左右。

  • The people at Sam's Club can focus more on the quality and on bringing the price down, which is the ultimate value they're giving to Chinese consumers.

    山姆會員店的員工可以把更多精力放在品質和降低價格上,這才是他們給予中國消費者的最終價值。

  • I think it is true that people don't really want to pay a lot of premium in economic downturn, but the middle-class consumers also don't want to sacrifice on quality and food safety.

    我認為,在經濟不景氣的情況下,人們確實不願意支付高昂的溢價,但中產階級消費者也不願意犧牲品質和食品安全。

  • This strategy helped fuel Walmart China's 70.7% sales growth in the second quarter of 2024 financial year, outpacing Walmart's global average of 4.8%.

    這一戰略幫助沃爾瑪中國在 2024 財年第二季度實現了 70.7% 的銷售增長,超過了沃爾瑪全球 4.8% 的平均水平。

  • Sam's Club has nearly 50 stores in China and plans to open more outlets in second and third tier cities like Wenzhou and Zhongshan.

    山姆會員商店在中國有近 50 家分店,並計劃在溫州和中山等二三線城市開設更多分店。

  • It is a rare sight in China where traditional big box supermarkets have been bleeding wet ink.

    這在傳統大賣場墨跡未乾的中國實屬罕見。

  • These bricks and mortar supermarkets have been threatened by the growth of e-commerce platforms with domestic demand and because they often stock too many types of goods on their shelves.

    這些實體超市已經受到了電子商務平臺與國內需求增長的威脅,而且因為它們的貨架上往往儲存了太多種類的商品。

  • So what do the ups and downs of different foreign brands tell us about the Chinese market today?

    那麼,不同外國品牌的起起落落,對當今中國市場有何啟示?

  • I think the most important thing for the decision makers at foreign company is not to be too anxious about China.

    我認為,對於外國公司的決策者來說,最重要的是不要對中國過於焦慮。

  • Like your decisions or how you feel about China as a market shouldn't be swayed by headlines, but you should be really having conversations with your consumers on what they want and what their aspirations are.

    你的決定或你對中國市場的看法不應受頭條新聞的左右,而應真正與消費者進行對話,瞭解他們想要什麼,他們的願望是什麼。

  • But one thing is certain, this is a challenging time for both domestic and international brands operating in China.

    但有一點可以肯定,對於在中國經營的國內外品牌來說,這是一個充滿挑戰的時期。

  • With consumer confidence still low, companies have their work cut out for them as they try to navigate fast-changing consumer sentiments and economic conditions.

    在消費者信心依然低迷的情況下,企業要想駕馭瞬息萬變的消費者情緒和經濟形勢,可謂任重而道遠。

  • Anyway, it really is expensive to feed yourself these days, but after having this poor man's meals for two days straight, I think I'm having a bad case of acid reflux.

    不管怎麼說,這年頭養活自己真的很貴,但連續兩天吃了這個窮人的飯菜之後,我覺得我的胃酸倒流得很厲害。

  • I don't think anyone can realistically sustain themselves with these meals alone.

    我認為任何人都無法僅靠這些飯菜來養活自己。

9.9 Yuan coffee, anyone?

有人要 9.9 元的咖啡嗎?

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