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双语:可乐是老一辈人的饮料吗?

2014-04-10 10:35

来源:fortune

作者:

  Soft-drink sales have been declining for nine straight years. This is much more than a trend -- it's a fundamental shift in consumer tastes that poses a major problem for soda makers, no matter how diversified their product portfolios might be.

  软饮料销售连续九年下滑。这个现象远远超过了趋势的范畴,而是消费者口味的根本性转变,无论汽水生产商的产品组合是多么地多样化,这个转变都对他们提出了一个重大的挑战。

  The latest numbers are astonishing, but not surprising. Sales of soda fell 3% by volume in 2013, to the lowest levels since 1995, according to a report from Beverage Digest issued on Monday. That would be a big drop no matter what, but it's also more than double 2012's decline. People are moving away from soda at an accelerating rate.

  最新的数据触目惊心,但并不出人意料。《饮料文摘》(Beverage Digest)上周一发表的报告显示,2013年汽水销量下跌了3%,创下1995年以来新低。无论怎么看这都是很大的跌幅,幅度比2012年跌幅高出一倍多。人们正在加速远离汽水。

  At this point, companies like Coca-Cola (KO) and Pepsico (PEP) must be judged not on what they're doing to save their flagship brands, but on how well they're managing those brands' decline. Of course that's not easy for companies that are named for those very brands, so they're still going nuts trying to figure out how to at least staunch the losses, even as they wisely continue to invest in alternatives like energy drinks, sports drinks, and flavored water.

  值此之际,在评判可口可乐(Coca-Cola)和百事可乐(Pepsico)这样的公司时,不能看他们能否复兴各自的旗舰品牌,而是看他们在应对那些品牌的衰退方面表现如何。当然,这对于那些靠汽水品牌扬名立万的公司而言不是个好消息,所以他们仍然在拼命地试图找到至少可以止损的办法,同时明智地继续投资于其他产品,例如能量饮料、运动饮料和加味水。

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