逃离超市英文版（逃离北上广之快餐店版）

The Chinese county-seat of Zouping, with a population of 700,000, is a backwater by Chinese standards, its bustling high street almost bereft of overseas brands. But it is firmly on the radar of fast-food chain Kentucky Fried Chicken. 按照中国的标准，只有70万人口的邹平县算是闭塞落后的地方，熙熙攘攘的商业街上几乎看不到外国品牌的踪影但邹平县无疑已被美国快餐连锁品牌肯德基(KFC)的雷达锁定，现在小编就来说说关于逃离超市英文版?下面内容希望能帮助到你，我们来一起看看吧!

逃离超市英文版

The Chinese county-seat of Zouping, with a population of 700,000, is a backwater by Chinese standards, its bustling high street almost bereft of overseas brands. But it is firmly on the radar of fast-food chain Kentucky Fried Chicken. 按照中国的标准，只有70万人口的邹平县算是闭塞落后的地方，熙熙攘攘的商业街上几乎看不到外国品牌的踪影。但邹平县无疑已被美国快餐连锁品牌肯德基(KFC)的雷达锁定。

Two KFC outlets there are magnets for families dining out and young people planning romantic meetings. “It’s pricier than other restaurants, but it’s more special,” says Kong Jianzhi, 35, treating her four-year-old daughter to a chicken burger. 对于外出就餐的家庭、或者打算来一场浪漫约会的年轻人来说，当地的两家肯德基十分有吸引力。“价格比其他饭店贵，但比较有特色，”35岁的孔健芝（音）说道，她带4岁的女儿来吃鸡腿堡。

KFC and McDonald’s outlets are opening at a rate of more than one a day in China, mostly in smaller towns such as Zouping, to revive growth in China’s fast food market, which generates annual sales of $125bn, according to Euromonitor. 为了恢复在中国快餐市场上的增长，肯德基和麦当劳(McDonald’s)如今在中国开设新店的速度超过每天一家，大多数新店都开在像邹平这样的小城镇。根据欧睿(Euromonitor)的数据，中国快餐市场年销售额达1250亿美元。

Both outlets began to see falling revenues from their China operations after 2012, caused by declining same-store sales as health-conscious consumers lost their taste for fast food.2012年以后这两家快餐连锁品牌来自中国业务的收入开始下滑，原因是随着注重健康的消费者对快餐失去兴趣，同店销售额下滑。

New restaurants will help Yum China, the New York-listed company that operates KFC in the country, increase its revenues by about $180m this year, roughly half of its projected revenue growth, according to Anson Chan, analyst at Daiwa Securities. Yum’s China sales had been flat or falling since 2013, and last year reported annual revenues of $6.7bn.大和证券(Daiwa Securities)分析师Anson Chan表示，今年新店将帮助百胜中国(Yum China)增收约1.8亿美元，差不多是其收入增长预期的一半。百胜中国是一家在纽约上市的公司，在中国经营肯德基餐厅。自2013年以来，百胜在华销售额一直持平或下滑，去年公布的年收入为67亿美元。

“We operate in 1,100 cities in China, but there are about 900 we are researching. That just shows the potential,” says Joey Wat, Yum China’s chief operating officer and soon to be chief executive.“我们在中国1100个城市开设了餐厅，但我们目前正在对约900个城市进行调研。这就表明了潜力，”百胜中国首席运营官、即将就任首席执行官的屈翠容(Joey Wat)表示。

Yum operates 5,300 KFC outlets in China, double that of McDonald’s, which will open 2,000 Chinese outlets in the next five years to roughly double its total.百胜在中国运营着5300家肯德基餐厅，是麦当劳在华餐厅数量的两倍。未来五年，麦当劳将在中国开设2000家新餐厅，门店总数几乎将增加一倍。

McDonald’s handed 80 per cent of its China franchise to Chinese state-owned investor Citic and private equity group Carlyle in August in what was seen by analysts as an effort to raise capital for expansion. It says that 45 per cent of its restaurants will be located in so-called lower-tier cities by 2020.今年8月，麦当劳把中国业务80%的股权出售给了中国国有投资者中信(Citic)和私人股本公司凯雷(Carlyle)，分析师认为麦当劳此举是为扩张筹集资本。麦当劳表示，到2020年其45%的餐厅将位于三四线城市。

The brands are looking to tap rising wages in these typically poorer cities. Average incomes rose 5.4 per cent in fourth-tier cities last year, according to the McKinsey Global Institute, significantly faster than the 4.6 per cent growth in the largest cities — although from a lower base.这两个快餐品牌正寻求利用这些通常收入较低的城市工资增长带来的机遇。据麦肯锡全球研究所(McKinsey Global Institute)数据显示，去年中国四线城市人均收入增长5.4%，明显超过大城市4.6%的增幅，尽管基数较低。

McKinsey defines China’s fourth-tier cities as centres with less than 2.6m people. 麦肯锡对中国四线城市的定义是人口少于260万的城市。

Consumers in such cities visit western fast-food chains as often as their big-city peers and spend more money in them when they do, according to McKinsey. Analyst Daniel Zipser attributes the higher spending to the fact that trips are often for a “family occasion”. There are other benefits in smaller cities, he says, such as “substantially lower” costs for real estate and labour, meaning greater profitability. 麦肯锡表示，这类城市的消费者在西式快餐连锁店就餐的频率与大城市的消费者相当，他们前往这些餐厅就餐时的消费金额更高。分析师丹尼尔•齐普塞尔(Daniel Zipser)把消费金额更高归因于他们往往全家出动。他称，小城市还有其他优势，比如店面租金和人力成本“低很多”，这意味着更高的利润。

But there are pitfalls, too. “It’s easy to hire a person to oversee 100 stores in Shanghai, but not to cover 100 stores in different cities,” says Vincent Lui, analyst at the Boston Consulting Group. More restaurants in far-flung locations means more managers, and more cost, he adds. 但四线城市也存在一些困难。“在上海很容易聘请到一个人来管理100家餐厅，但要请一个人来管理位于不同城市的100家餐厅就很难，”波士顿咨询公司(Boston Consulting Group)的分析师吕晃(Vincent Lui)表示。他补充称，在偏远地方开设更多餐厅意味着需要更多的管理者和更高的成本。

Maintaining food safety is key to both brands after the 2014 scandal which revealed that McDonald’s and Yum China restaurants had used expired meat. But longer supply chains with stretched oversight increases risks that such mistakes will be repeated, says Mr Lui. 在2014年曝出麦当劳和百胜中国的餐厅使用过期肉的丑闻后，维护食品安全成为了两个品牌的关键。但吕晃表示，供应链拉长加上管理压力大，增加了这类错误再次出现的风险。

Meanwhile, domestic Chinese imitations have established a strong presence in smaller cities, pressuring prices. Dicos, a no-frills fried chicken chain that resembles KFC, has more than 2,000 outlets mostly in small cities. “There is tough competition. In some of these cities the price is decisive,” says Cheng Ke, a partner at Roland Berger, a consulting group. Yum China says its prices are lower in smaller cities.与此同时，中国国内模仿这两个品牌的餐厅已经在小城市建立了稳固的根基，带来价格压力。与肯德基很像的炸鸡连锁店德克士(Dicos)开了逾2000家门店，主要在小城市。“竞争很激烈。在其中部分城市，价格是决定性的，”咨询公司罗兰贝格(Roland Berger)的合伙人陈科表示。百胜中国称其在小城市的定价较低。

The long-term risk is that consumers in smaller cities might grow tired of fast food like their big-city peers. In the city of Zibo, neighbouring Zouping, local Chen Hao, 41, says: “I don’t think KFC is that healthy. I will only buy it if I’m in a rush.” 一个长期风险是小城市的消费者可能会像大城市的人一样对快餐感到厌倦。在距离邹平县不远的淄博市，41岁的当地居民陈浩（音）表示：“我觉得肯德基不太健康，我只有赶时间时才会吃肯德基。”

In an attempt to lure consumers such as Mr Chen, McDonald’s and KFC are altering their offerings in larger cities. McDonald’s has renovated nearly all of its China outlets to give them a more fashionable feel and added coffee bars. It is also sponsoring running events to project a healthier image.为了吸引像陈浩这样的消费者，麦当劳和肯德基正在调整它们在较大城市供应的产品。麦当劳几乎重新装修了所有中国门店，以给人一种更时尚的感觉，并且增加了咖啡吧。此外，麦当劳还赞助田径比赛，以打造更健康的品牌形象。

With a menu of salads and paninis complemented by freshly squeezed fruit juice, coffee and craft beer, Yum China’s KPRO restaurant opened in the eastern city of Hangzhou last month has little in common with other KFC outlets except that fried chicken is available — without batter. 上个月，百胜中国全新的KPRO餐厅在杭州开业，菜单上有沙拉和帕尼尼并配有鲜榨果汁、咖啡和精酿啤酒。除了提供炸鸡（不裹面糊）外，这家餐厅与其他肯德基餐厅几乎没有相似之处。

Aimed at “tech-savvy” urban professionals, the restaurant made headlines for its use of facial-recognition payment designed by internet giant Alibaba. Manager Tony Tan says another element of KPRO’s appeal is that “fewer children are seen here than in KFC”.该餐厅以“精通科技”的城市专业人士为目标，因其使用互联网巨头阿里巴巴(Alibaba)开发的面部识别支付系统而登上头条。该餐厅的经理Tony Tan表示，KPRO另一个吸引人的地方就是“比起肯德基餐厅这里比较少看到小孩”。

The upgrading efforts seem to be working for KFC which reported same-store revenue growth of 7 per cent in the three months to August 31, after four years in which sales declined or stagnated. 这次升级努力对于肯德基似乎是有效的——在经历了四年销售额下滑或持平后，在截至8月31日的3个月内，肯德基同店销售额增长7%。

“Compared to other local restaurants the environment and the service is better,” says Wang Jiqing, 19, as he sips a KFC latte in Zouping. “It’s a place to bring a date.”“与本地餐厅相比，这里的环境和服务更好，”邹平县19岁的王吉庆（音）边喝着肯德基拿铁咖啡边说道，“这里适合约会。”