雙語閱讀:經濟不景氣 歐洲「一元店」受歡迎

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雙語閱讀：經濟不景氣 歐洲「一元店」受歡迎

2013-08-26 09:59

來源：新東方在線

作者：

　　Taking a page from the popularity of dollar stores in the U.S., consumer-goods manufacturers, retailers and restaurants throughout the euro zone have discovered the power of the round price point and are introducing one-euro products aimed at budget-conscious shoppers。
　　從美國「一美元商店」的高人氣獲得啟發，歐元區的消費品生產商、零售商和餐廳發現了這一價格點的魅力，紛紛向想要省錢的購物者推出價格為一歐元的商品。
　　Unilever, Danone SA, Starbucks Corp. and McDonald's Corp. in recent months have pushed one-euro products to light a fire under a consumer market in deep recession. The recession in Italy, for example, has pushed the number of Italians living below the poverty line up 14% in the past two years, spurring families to cut back on basic staples such as food。
　　聯合利華(Unilever)、達能集團(Danone SA)、星巴克(Starbucks Corp。)和麥當勞(McDonald’s Corp。)最近幾個月都力推一歐元商品，刺激處於深度衰退之中的消費者市場。比如，過去兩年中，義大利的經濟衰退促使生活在貧困線以下的義大利人增加了14%，刺激義大利家庭縮減在食品等基本商品上的支出。
　　'Poverty is returning to Europe,' says Jan Zijderveld, head of Europe for packaged-goods maker Unilever. 'You see 120 million people in that low-income segment. We need to get our brands to consumers who are having a hard time making ends meet.'
　　包裝商品生產商聯合利華的歐洲負責人齊德維爾德(Jan Zijderveld)說，貧困正重返歐洲。你看到有1.2億人屬於低收入群體。我們要讓我們的品牌為消費者接受，他們如今生計艱難。
　　As a result, the one-euro price, about $1.30, is emerging as an important tool in responding to the euro zone's crisis. Manufacturers are shrinking existing products to fit into the price, while restaurants and supermarkets are discounting items to grab the attention of consumers -- all in an effort to prop up the profitability of their European businesses。
　　因此，一歐元的價格(約合1.30美元)成了響應歐元區危機的一個重要工具。生產商們正縮減現有產品的規格以符合這個價格，餐廳和超市則將商品打折以吸引消費者的注意――這一切都是為了支撐其歐洲業務的贏利能力。
　　'One euro is a magic price point in Europe right now,' says Lloyd Burdett, head of global clients for Futures Co., a consumer-insights consulting firm. 'There is a feeling that the stuff will arrive at that price point anyway and their margins were going to get squeezed.'
　　洞察消費者需求的諮詢公司Futures Co。的全球客戶主管伯德特(Lloyd Burdett)說，在歐洲，一歐元現在是一個有魔力的價格點。給人的感覺是，商品無論如何都會達到這個價格點，其利潤空間將遭到擠壓。
　　The dollar-store concept gained a foothold in Europe with the U.K.'s Poundland Ltd. chain. Poundland was founded in 1990, but it exploded in the past decade, with 450 stores today that sell pregnancy tests, light bulbs, toilet paper and other items to Britons of all income levels. The retailer is adding 60 stores a year offering thousands of products at the 'round pound' price point。
　　一美元商店的概念在歐洲立足與英國的Poundland Ltd。連鎖有關。Poundland創建於1990年，但在過去10年中飛速發展，如今擁有450家門店，向所有收入水平的英國人出售驗孕棒、燈泡、廁紙以及其他商品。這家零售商每年新增60家門店，提供成千上萬種價格為整整一英鎊的產品。
　　After Britain, the concept found its way to the euro zone via Germany, where several chains specialize in one-euro products. A leader is Germany's TEDi GmbH, which started in 2004 and has opened about 150 stores a year that mostly carry one-euro products, such as beauty supplies, stationery and games. TEDi now has more than 1,300 outlets in Germany and began expanding into Austria and Slovenia。
　　繼英國之後，「一元店」的概念通過德國進入了歐元區，德國有幾家連鎖店專門銷售一歐元商品。其中一家領先者為德國的TEDi GmbH。該公司創建於2004年，每年開設約150家門店，主要銷售一歐元商品，如美容產品、文具及遊戲。TEDi如今在德國有1,300多家門店，並開始向奧地利和斯洛維尼亞擴張。
　　Just as in the U.S., the lure of the one-euro price point in a dismal economic environment stems from a simple, easy-to-understand price that supplanted the 99-cent price tag。
　　跟在美國一樣，在不景氣的經濟環境中，一歐元這個價格點的吸引力源自一個簡單易懂的價格，它排擠掉了0.99美元的價格標籤。
　　'The one-euro price has an immediate impact,' says Massimo Bellandi, who has a stand selling one-euro toiletries, household items and stationery at an open market in the Italian town of Marina di Pietrasanta. 'It lights a fire in our customers.' On a recent Saturday morning, large, handmade yellow posters emblazoned with 'Everything at One Euro' hung over a stand piled high with products such as toilet paper, Nivea hand cream and Timotei shampoo, a Unilever brand. His sales of one-euro items have risen about 20% in the last couple of years。
　　貝蘭迪(Massimo Bellandi)在義大利Marina di Pietrasanta鎮的一個露天市場經營一個攤位，出售價格為一歐元的化妝用品、家居用品和文具。他說，一歐元這個價格能夠產生即時的影響。它點燃了顧客的熱情。不久前一個周六的上午，寫著「所有商品均為一歐元」的手工製作大幅海報掛在攤位上方，攤位上堆滿了廁紙、妮維雅(Nivea)護手霜和聯合利華出品的Timotei洗髮水等商品。過去幾年裡，他的一歐元商品銷售額增加了約20%。
　　The boom has help wipe away the stigma of one-euro stores, as consumers -- rich and poor -- find virtue in landing a bargain. In response, consumer-goods makers who had shunned discount stores in Europe increasingly are making less-expensive products for such outlets. Consumer-goods makers also have jumped on the trend as a way to fight the rise of private labels and maintain shopper loyalty。
　　一歐元店的繁榮幫助消除了其帶來的恥辱感，因為消費者(無論窮富)都發現了購買廉價商品的好處。受此影響，此前避開歐洲折扣店的消費品製造商現在越來越多地為這種商店製造價格便宜的產品。消費品製造商迎合這一趨勢也是為了應對私人品牌的崛起以及保持顧客忠誠度。

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