英國餅幹品牌搶灘中國市場

　　11月24日口譯文章：英國餅幹品牌搶灘中國市場 Biscuit brands snapped up in China

　　受益於出口鼓勵政策，不起眼的英國消化餅幹已成為天下最脫銷的餅幹之一，現在乃至在中國最大電商網站阿裏巴巴(Alibaba)旗下天貓有了一個網店。

　　具有麥維他(McVitie's)品牌的英國結合餅幹公司(United Biscuits)本日將頒布，曩昔三年出口增長了50%，並估計到2020年再增加50%。

　　英國財務大臣喬治攠斯本(George Osborne)表現：“看到像結合餅幹如許的巨大英國企業做出擴展出口的許諾真是太棒了。”

　　麥維他旗下有多個英國有名品牌，包含佳發餅(Jaffa Cakes)、企鵝餅幹(Penguin Biscuits)和Jacob's餅幹等，但該品牌稱，原味消化餅幹是其明星出口產物，在2.5億英鎊的外洋發賣額中占三分之二。

　　結合餅幹客歲被土耳其的Yildiz Holding收購，上周該公司在阿裏巴巴開設了網店，由於收集是銜接3.86億潛伏中國花費者的主要方法。

　　按銷量算，中國事天下第四大餅幹市場，縱然中國人花費的餅幹數目僅為天下均勻程度的一半。

　　阿裏巴巴英國營業總司理艾梅(Amee Chande)表現，中國人的口胃正變得日趨國際化。“咱們愈來愈多地看到中國花費者在探求在中國沒法找到、可以或許代表一種文化大概生存方法的奇特食物。”消化餅幹即“具備中國花費者所追求的傳統和品德的一種隧道英國食物”。

　　其他已上岸中國的典範英國品牌還包含已被上海光亮食物(Bright Food)收購的早飯品牌維他麥(Weetabix)。

　　與維他麥同樣，麥維他也具有皇家認證(royal warrant)，為它平增名譽。“包裝上印有英國國旗對中國花費者來講異常主要，由於這象征著這些餅幹是英國臨盆並入口到中國的，”結合餅幹首席履行官Jeff van der Eems說。

　　結合餅幹漸漸削減了對英國市場的依附，本土市場占其總發賣額的比重已從7年前的75%降至如今的60%。該公司的出口市場包含中東、非洲、印度及中國。

　　英國當局本月推出了一項提振英國食物出口的刺激辦法，結合餅幹是當局勉勵擴展外洋發賣的浩瀚企業之一。

　　英國在食物和飲料範疇的商業逆差為208億英鎊。

　　【參考譯文】

　　The humble British digestive has become one the world’s best-travelled biscuits after an export drive and a new online store on Alibaba, China’s biggest ecommerce site.

　　United Biscuits, which owns the McVitie’s brand, will today report a 50 per cent increase in exports over the past three years and forecast another 50 per cent jump by 2020.

　　George Osborne, chancellor, said it was “fantastic to see a great British company like United Biscuits making this commitment to boost exports”.

　　McVitie’s makes well-known British brands including Jaffa cakes, Penguin biscuits and Jacob’s savoury crackers, but said the plain digestive was its star export, accounting for two-thirds of its 250m in overseas sales.

　　United Biscuits, swallowed up last year by Turkey’s Yildiz Holding confectionery group, launched an ecommerce site last week with Alibaba because online was an essential way of reaching 386m potential customers in China.

　　China is the world’s fourth-biggest biscuit market by sales even though people eat only half the number of biscuits as the world average.

　　Amee Chande, Alibaba’s UK managing director, said Chinese tastes were becoming more cosmopolitan. “Increasingly, we see Chinese consumers searching for unique food items that represent a culture or lifestyle that they cannot find in China.” Digestives were: “a wonderfully British product that has the heritage and quality that the Chinese consumer is looking for”.

　　Other quintessentially British brands to have made their way to China include Weetabix, the breakfast group bought by Shanghai’s Bright Food.

　　Like Weetabix, McVitie’s has a royal warrant, giving it additional cachet. “Having the Union Jack on the pack is very important to Chinese consumers, as it signifies that the biscuits were imported and made in the UK,” said Jeff van der Eems, chief executive of United Biscuits.

　　United Biscuits has gradually reduced its reliance on the UK market from 75 per cent of total sales seven years ago, to 60 per cent today. Its export markets include the Middle East, Africa, India and China.

　　United Biscuits is one of a number of companies encouraged to increase overseas sales by the government, which this month launched a new drive to boost British food exports.

　　The UK has a trade deficit of 20.8bn in food and drink.