新闻阅读-长阅读原文与翻译汇总.docx

Uint1 The mystery of the Chinese consumer 揭秘中国消费者 In the first of a two-part series on Asian consumers, we ask what makes the Middle Kingdoms shopperstick 在关于亚洲消费者的2部分系列报道中，我们讨论中央大国的消费者，是如何消费的 LILY LI wears a lanyard with a little plastic card around her neck, even at weekends. It is a badge of honour: it shows that she has a white-collar job. (She is a secretary at Access Asia, a retail-research company in Shanghai.) She uses Apple earphones for the cheap Chinese mobile phone in her pocket, so it looks as if she owns an iPhone. And she drives to work, though it takes four times longer than public transport, just to show off her little car. 李小姐周末也佩戴者一张小塑料卡片。这是荣耀的象征：白领。（李小姐是通亚公司Access Asia一位秘书，通亚公司是上海一家零售市场调研公司。）李小姐包里装着便宜的国产手机，耳上却戴着苹果的耳机，看起来就像用的是苹果 iPhone手机。李小姐驾车上班，尽管耗时是公交车4倍，但是她就是想显摆她的小车。 After decades of deprivation and conformism, Chinese consumers regard expensive consumer goods as trophies of success. In public, they show off. In private, they pinch pennies. The owner of a gleaming new BMW will drive around for half an hour to avoid a 50 cent parking fee. And she will hesitate to spend much on interior decoration, because only her family sees the inside of her flat. 过了几十年的清苦日子，循规蹈矩。中国消费者们现在觉得昂贵的消费品昭示着成功。在外就炫耀不已，私下，锱铢必较。拥有一辆闪耀的新款宝马车就得四处转悠半个小时避免交那点停车费。购买房屋内部装饰则很犹豫，因为只有家人才看得到房子内。 By some forecasts China will be the second-largest consumer market in the world by 2015, not far behind America. Chinese people already buy more cars than people in any other country: 13.5m last year to Americans 11.6m.China is on its way to becoming the biggest luxury-goods market. The central government made an increase in domestic consumption one of the priorities of its latest five-year plan. 一些人预测中国会在2015年成为世界第二大消费市场，据美国不远。中国人已经比任何国家买的车都多：去年1350万辆车，美国则为1160万辆车。中国正在成为世界最大奢侈品消费市场。中央政府将加大国内消费作为未来5年计划重点。 Small wonder that Western firms are piling in. On July 4th Nestl, the world s largest food maker, confirmed that it is in talks with Hsu Fu Chi, one of China s biggest makers of confectionery and baked goodies, with a view to buying the firm. 这就不奇怪西方公司蜂拥进入中国市场。世界最大食品生产商雀巢在7月4日证实正在与中国最大糖果点心和烘焙糕点生厂商徐福记谈判，计划收购徐福记。If a deal is sealed, it would be one of the largest foreign takeovers yet seen in China: Hsu Fu Chi is valued at $2.6 billion on the Singapore stock exchange. China is currently Nestls ninth-biggest market, with sales of SFr2.8 billion ($2.7 billion) last year.如果收购案达成，将成为中国最大外资收购案之一：徐福记新加坡股市市值26亿美元。中国目前是雀巢第9大市场，去年销售额28亿瑞士法郎（合27亿美元）。 That is less than half what Nestl sells in Brazil, although China has seven times Brazils population. Hence Nestls hunger for Hsu Fu Chis distribution network, and for its knowledge of what tickles Chinese taste buds. 不到雀巢在巴西销售额一半，尽管中国人口是巴西7倍。因此，雀巢急需徐福记在中国的销售网络，和徐福记对中国消费者口味的了解。 “Understanding the consumer is the most important thing for us,” says Paul Bulcke, the boss of Nestl. The food business is more local than almost any othertrying to sell cheese in China is like trying to sell stinky tofu in Switzerland. Nestl has been sniffing around for takeover targets in China for the past two years. Hsu Fu Chi is not its first bite. In April it took a controlling stake in Yinlu Foods Group, a family-owned maker of peanut milk and canned rice porridge.雀巢CEO保罗薄凯Paul Bulcke认为“我们深知消费者对我们至关重要。”较之其他行业，食品行业是非常本土化的在中国卖奶酪就像在瑞士卖豆腐。过去两年，雀巢在中国四处搜寻收购目标。却并没有一眼挑中徐福记。4月雀巢对银鹭食品公司控股（60%），银鹭公司是国内一家生产花生牛奶和灌装粥类的公司。 Multinational firms trying to woo Chinese consumers have so far concentrated on the countrys thriving coastal regions. P&G, an American maker of shampoo, toothpaste and other sundries, has its Chinese headquarters in Guangzhou. Its Anglo-Dutch rival Unilevers home is in Shanghai. Yet both firms are preparing for a “second consumer revolution” among the 665m Chinese who live in rural areas. The income gap between Chinas coastal cities and rustic interior is still six-to-one, but rural incomes are rising and 665m heads could use a whole lot of shampoo.跨国公司竭力赢得中国消费者青睐，目标集中于中国沿海地区。宝洁公司（美国洗发水牙膏及其他杂件生产商）在广州成立总部。它的对手联合利华（荷兰MargrineUnie人造奶油公司和英国Lever Brothers香皂公司于1929 年合并而成）中国总部位于上海。两家公司都在准备6.65亿中国农村消费者的“第二次消费者革命”。中国沿海和内地乡村收入差距依然是6:1，但农村收入已在提高，6.65亿人的日化产品使用量相当可观。 The Chinese government presents its own unique challenges. ”Everything is political,” says James McGregor, a former head of the American Chamber of Commerce in China. ”This is a government that lets foreign companies build market share when it needs them.”Its longer-term goal is to learn enough from foreigners so it can build its own national champions. To this end, it pushes foreign carmakers, among others, into unhappy partnerships with Chinese state-owned firms. 中国政府面临着自己的独特挑战。驻华美国商会前会长麦健陆James McGregor认为“一切政治化”。“如有需要，这个政府会让外企占有市场份额”。长期目标则是尽可能从外国人身上学习，然后能够自立，建立自己的捍卫者。为了达到这一目标，政府鼓励外国汽车生产商，以及其他各行各业外企，与中国国企貌合神离地合作。 Almost all Western consumer-goods makers have felt Beijings heavy hand. Bernard Arnault, the boss of Mo T Hennessy Louis Vuitton (LVMH), a luxury-goods firm, was summoned by the Chinese ambassador in Paris in 2008 for a high-decibel dressing down after Nicolas Sarkozy, Frances president, said he would meet the Dalai Lama. In the following weeks scores of women marched into Louis Vuitton shops in China with fake Louis Vuitton handbags and brazenly demanded their money back. Unilever got into trouble recently for hinting that the price of some of its products would rise. The Chinese government is terrified of inflation, which it fears might spark unrest. It accused Unilever of inciting shoppers to hoard its products, and slapped it with a hefty fine. Yet Harish Manwani, Unilevers chief operating officer, is undeterred. He is planning to increase Unilevers business in China four- or fivefold in the next few years.几乎所有的西方消费品生产商都感觉到了政府的压力。奢侈品路易威登LVMH集团总裁伯纳德阿诺Bernard Arnault，2008年因打算接见达赖喇嘛被中国驻巴黎大使谴责，此前法国总统萨科齐接见达赖喇嘛也被谴责。接下来几周，一些中国女顾客挎着高仿LV包进入LV中国专卖店的，要求退钱。联合利华最近因为炒产品价格惹上麻烦。中国政府担心通胀引发社会恐慌。责令联合利华煽动消费者抢购，大力罚款（200万对跨国公司怕是挠痒都不算吧？）。但联合利华首席运营官Harish Manwani未受此挫折。坚持计划未来几年扩大联合利华在华业务。 The central government is not the only problem. Companies need to cultivate cordial relations with local potentates, too. Often the provincial governors say-so is needed to obtain land, employment licences and a stack of other bits of paper a firm needs to operate. Local party bosses tend to favour local Chinese firmsanother reason why tie-ups can be helpful. Another big challenge for Western multinationals is that their Chinese rivals are catching up fast. “Domestic players will be ferocious competitors,” predicts Derek Sulger at Lunar Capital, a private-equity firm in Shanghai. 让外企头疼的不只是中央政府。公司还必须同当地政府培养出友好关系。企业要经营必须获得省政府批准土地使用权，行业许可证以及其他一系列手续。地方官总是偏爱当地企业这就是为什么中外合作企业更方便的原因。西方跨国企业另一难题是中国对手赶超速度快。云月投资（Lunar Capital ）公司苏丹瑞Derek Sulger（Managing Director at Lunar Group and a Partner at Lunar Capital Management Ltd.云月集团总经理，云月投资公司合伙人）预测“中国厂商会成为强劲对手。” For now, Western firms enjoy a lucrative reputation for quality and safety. Lead pollution from local tinfoil-making workshops in Zhejiang province recently injured 103 children and scores of adults. Chinese consumers are as averse as anyone else to being poisoned, so such incidents persuade many to buy Western brands. But domestic companies can make things much more cheaply, and their quality is improving. 目前，西方企业有着平等安全的声誉。最近，浙江锡箔纸作坊铅污染物造成103名儿童以及书名成人血铅超高。中国消费者和所有消费者一样不愿意中毒，这样的事故说服了很多人去购买西方品牌。但国内公司有办法让价格低廉，同时提高质量。 Some Western consumer-goods firms that are also-rans at home do surprisingly well in China. Back in America, Kentucky Fried Chicken ( KFC, part of Yum! Brands) is dwarfed by McDonalds. In China it has 3,300 restaurantsmore than three times as many as its rivaland opens a new one each day. The secret of its popularity is local managers with the freedom to adapt KFCs offerings to the Chinese palate. That means fewer bargain buckets of wings and more congee, a rice porridge with pork, pickles or mushrooms.一些西方消费品厂家在国内平凡无奇，在中国却混得风生水起。看看美国百胜全球餐饮集团旗下的肯德基，在中国麦当劳超越肯德基。肯德基在中国拥有3300家门店，是对手三倍，每天都开一家新店。肯德基流行的秘诀就是肯德基借鉴中国饮食文化。少点特惠鸡翅桶多点粥，加点猪肉泡菜或者香菇的米粥。 Other Western firms cant cope. Home Depot, an American DIY chain, is retreating from China after trying for years to persuade middle-class Chinese people to decorate their own homes. 其他西方企业合不上拍子。美国家具建材零售商Home Depot家得宝DIY连锁，数年试图说服中国中产阶级自己装饰屋子，惨败后撤出中国市场。 Home Depot “didnt understand the market for home decoration,” says Ben Cavender at China Market Research in Shanghai. Chinese people typically have no garages in which to store tools. And there are legions of poor people who will paint and decorate for low wages. The middle classes tend to hire decoration companies, which subcontract to whichever construction firm pays the best kickbacks. At the beginning of this year Home Depot closed its last shop in Beijing. It now has only seven stores on the Chinese mainland. CMR中国市场研究公司（CMR位于上海的一家市场研究战略管理公司，总部中国上海）Ben Cavender说，家得宝“不懂家装市场”。中国人没有堆放工具的车库。中国有很多穷人愿意以极低的报酬刷墙。中产阶级更愿意请家装公司，转包给回扣最好的建筑公司。今年初家得宝关闭最后一家位于北京店。现在家得宝在中国大陆只有7家店。 In a recent report on market dynamics and a profile of the Chinese consumer, Bernstein Research offers several tips to help Western consumer-goods firms profit from the “second consumer revolution”. Dont offer too many brands: offer only a few, but produce in quantity to exploit economies of scale. Keep improving your products and (crucially) the packaging; otherwise you wont keep pace with such a fast-changing market. Build an efficient distribution network early ondelivering goods to inland shelves is hard. And court talent tenaciously. Few employees are loyal, and few want to work in the countryside, even if they were born there. Finally, be patient. It may be years before your Chinese operations make money. Bernstein Research伯恩斯坦研究公司在一份市场分析报告和中国消费者资料中，向西方企业提供了几个在“第二次消费者革命”的盈利妙方。不要推出太多品牌：只推出一些，但是产量力争取得规模效应。坚持改进产品和（至关重要的）包装，否则就跟不上瞬息万变的市场。尽早建立有效的销售网络把产品放在内地货架不容易。坚持吸引人才。没有员工是从一而终的，没人愿意在乡下工作，即使生在乡下。最后一点，请耐心，外企在中国开始盈利可能需要好几年。 Bernstein could have added: beware. The rules in China are still being written. Different arms of government may interpret them differently (see next article). And if someone in power changes his mind, there is not much you can do about it. 伯恩斯坦公司该添上：谨慎行事。中国法规尚在完善中。政府不同部门可能进行不同干预。（见下文）。如果当权者改变主意，就很难动摇了。 Will the Chinese government allow Nestl to buy Hsu Fu Chi? In 2009 it rejected a $2.4 billion bid by Coca-Cola to buy Huiyan Juice Group, a drinks firm, for no apparent reason. Analysts say that this is unlikely to happen again, however. “The company is not strategically important and together Nestl and Hsu Fu Chi would control only about 5% of the market,” says Jon Cox at Kepler Capital Markets in Zurich. As the worlds largest chocolate-maker Nestl has high hopes for a market of more than a billion people who currently eat shamefully little chocolate. 中国政府会允许雀巢收购徐福记吗？2009年政府拒绝了可口可乐24亿美元收购汇源果汁集团，没有明显原因。分析家认为这种事不会再发生了。Kepler Capital Markets开普勒资本市场公司苏黎世分部Jon Cox 认为“徐福记没有战略重要性，而且雀巢加上徐福记也只能控制大约5%的市场。”但是，作为世界最大巧克力制造商，雀巢对中国这块有超过十亿人口的市场寄予厚望，中国目前巧克力消费太少了，这就太寒酸了。 Much could go wrong. Many economists think Chinese households save too much. Some fear a property bubble or a banking crisis. The risks of selling consumer goods in China are immense. But so is the opportunity cost of staying away. 中国市场歧路也多。很多经济学家觉得中国居民储蓄太多。一些人担心房地产泡沫或者银行信用危机。在中国卖消费品风险是很大的。但如果不出手，可能失去的机会也很多。Uint2 The mummies from western Chinas arid Tarim Basin are so well-preserved that the viewer can see their intricate clothing and eyelashes, and also that they are distinctly non-Asian in appearance.来自中国西部塔里木盆地的木乃伊保存非常完好，参观者可以看到他们复杂的服饰和睫毛，还有他们明显的非亚洲人的面孔。 One mummy, affectionately dubbed the Beauty of Xiaohe by archaeologists, is so lifelike that she looks as if shes taking a nap. She has fair skin, round eyes, and a felt hat resembling an alpine head covering with a long feather stuck in the top.其中一个考古学家亲切的称为“小河公主”的木乃伊非常逼真，她看起来像是正在午睡。她有着白皙的皮肤，大大眼睛，以及一个像高山一样在顶部插有长长的羽毛的帽子。 Three of these mummies, along with 150 artifacts, ranging from 2,000 to 4,000 years old, will be displayed for the first time in the USA in the Secrets of the Silk Road: Mystery Mummies From China exhibit on March 27 at the Bowers Museum in Santa Ana, Calif.三个这样的木乃伊，以及150件文物，从2000到4000岁，将第一次在美国展示丝绸之路的秘密：来自中国的神秘木乃伊将在3月27号在加利福尼亚的圣安娜博物馆展出。The mummies Caucasian appearance suggests that Bronze Age nomads speaking Indo-European languages from perhaps Russia and Ukraine brought culture, physical features and genes to parts of western China and may have also been the first to domesticate the horse, says Spencer Wells, who has studied the Tarim mummies and is director of the National Geographic Societys The Geographic Project. 美国国家地理杂志社会地理项目中研究塔里木木乃伊的主任，威尔斯说：高加索人木乃伊的出现表明在青铜时代说印欧语言的游牧民族可能将俄罗斯和乌克兰的文化、物理特征和基因带到中国西部，并且可能最先驯化马匹。 I was shocked when I saw them. I thought, My goodness, they look like Europeans, says Victor Mair, a Chinese language and literature professor at the University of Pennsylvania who has studied the mummies since 1993 and is a co-author of The Tarim Mummies: Ancient China and the Mystery of the Earliest Peoples From the West.维克多马瑞说“当我见到他们的时候相当震惊，我当时想我的天啊，他们看起来像是欧洲人。”维克多马瑞是一名宾夕法尼亚大学的汉语言文学教授，他自1993年开始研究木乃伊并与他人合作出版有关塔里木木乃伊的合著：古代中国和来自欧洲的早期神秘民族Some artifacts found with the mummies, including bronze and sheep bones, hint that Europeans brought technologies such as metallurgy and some domesticated animals to China, which may explain the European appearance of the mummies and suggest that trade between Europe and Asia existed nearly 4,000 years ago, Mair says.一些伴随木乃伊发现的文物包括青铜和羊骨，暗示欧洲人将诸如冶金和一些动物驯化方法带到中国，这些可能能解释欧洲人木乃伊的出现并表明早在4000年前欧洲就和亚洲之间存在贸易 Mair adds that recent DNA research suggests that men from the West were linking up with local women, the people in the central part of Asia.马瑞补充说：最近的DNA研究表明，在亚洲中部地区的人中来自西方的男子与当地妇女联姻。 These mummies are better preserved than some of the typical Egyptian mummies, thanks to a combination of the dry conditions and salty soils in the Tarim Basin and the preservation techniques of the Chinese during this time, Mair says.马瑞说：这些木乃伊比非洲的木乃伊保存的更完好，这要归功于塔里木盆地的干旱和盐渍地，以及这段时间内中国的保存技术。Evidence suggests that the Chinese would reopen tombs to add new bodies, which allowed them to learn from their mistakes and improve their preservation practices, including burying bodies upright, Mair says. 马瑞说：有证据表明，中国继续发掘坟墓来补充新的木乃伊，这会让他们从自己的错误中吸取教训，同时提高他们的保护措施，包括直立掩埋尸体。 Although the artifacts imply that trade between Europe and Asia existed during the Bronze Age, the Silk Road, a trade route between different parts of Asia, Europe and Africa, did not formally develop until about 138 B.C., during the Han Dynasty, Mair says.虽然文物说明在青铜时期亚欧之间存在贸易，即丝绸之路，但亚洲、欧洲和非洲不同地区间的贸易路线直到公元前138年，即汉代，之前都没有正式发展。 The exhibit features not only artifacts from the mummies and the early formation of the Silk Road but also from the first millennium, including intricate silk shoes, Mair says.马瑞说：展览不仅有木乃伊文物和早期形成的丝绸之路形成，而且有第一个千禧年，包括复杂的丝绸鞋。Its amazing that they (the mummies) have actually come to the United States for the first time, Wells says. This is a culture that very few people know about. Western archaeologists have only discovered these mummies relatively recently. Its a very exciting thing.威尔斯说“这令人惊奇，因为这是木乃伊第一次来到美国”，“这是一种很少有人知道的文化，西方考古学家只是最近才发现这些木乃伊，这是令他们非常激动事情。” The exhibit, which closes in Santa Ana on July 25, moves to the Houston Museum of Natural Science Aug. 28 and stays until Jan. 2. From Jan. 5 to June 5, the exhibit will be at the University of Pennsylvania Museum of Archaeology and Anthropology in Philadelphia. West.展览将于7月25日结束，之后将前往休斯顿自然博物馆从8月28日展出到1月2日。在1月5日到6月5日期间，将在费城的宾夕法尼亚大学的考古学与人类学博物馆展出。Uint3 Alcohol Kills 1,400 Students A Year(2002)Janelle Kanovich, 22, of Harrisburg, Pa., drinks tequila out of the bottle.An estimated 1,400 college students are killed every year in alcohol-related accidents, according to a study released Tuesday that researchers call the most comprehensive look ever at the consequences of student drinking.Half the World Trade Center casualties are happening every year in our colleges, said one researcher, Mark Goldman, a psychology professor at the University of South Florida.The researchers say the figures show that college drinking needs to be seen as a major health concern.The study supported by the federally estimated that drinking by college students contributes to 500,000 injuries and 70,000 cases of sexual assault or date rape. Also, 400,000 students between 18 and 24 years old reported having had unprotected sex as a result of drinking.The study does not say whether the problems are increasing or decreasing. A Harvard School of Public Health survey released last month reported that more students are abstaining from alcohol, but levels of binge drinking having at least four or five drinks at a sitting are the same as in the early 1990s.Motor vehicle fatalities were the most common form of alcohol-related deaths. The statistics included college students killed in car accidents if the students had alcohol in their blood, even if the level was below the legal limit.Students who died in other alcohol-related accidents, such as falls and drownings, were included. Those who died as a result of homicides or suicides were not.Goldman said general messages warning of the dangers of alcohol do not appear to be effective with college students, at least by themselves. Whats more effective is teaching students how to resist peer pressure.Many of the students dont want to do it, but they dont know how to say no, he said.Communities and colleges need to work together as well to prevent underage drinking and limit the number of stores that sell alcohol, he said.The university cant do them by themselves because even if they did effective things, it might just squeeze it off into the community, Goldman said.日前，美国的调查人员针对美国大学生饮酒造成的后果进行了一次深入彻底的调查。调查