经济学人精读|瑞幸咖啡的成功源自不同的模式

本文节选自《经济学人》2019.05.25期的一篇文章，选自China版块，介绍了与咖啡产业相关的资讯。

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On a spring morning in Chengdu, the capital of the south-western province of Sichuan, Zhang Xiaoyu stands in her classroom, teaching the art of coffee-making. On the wall a dozen plaques from the Specialty Coffee Association of Europe certify her proficiency in skills ranging fromroasting beans to serving the drink. Seven students, all women in their 20s and 30s hoping to open coffee shops, take sips from tiny cups and make notes on the flavors.

the art of：……的技术【词汇积累】

Specialty Coffee Association：专业咖啡协会。specialty表示“专业、特长”【词汇积累】

certify her proficiency in doing sth：certify表示证明，认证。one’s proficiency表示“某人的能力”【词组积累】

roast beans：烘焙咖啡豆

make notes on：对……做笔记【词组积累】

一个春天的早上，在成都这个位于中国西南部的四川省的都会，Zhang Xiaoyu站在她的教室里，传授制作咖啡的技术，墙壁上挂着12枚专业咖啡协会颁发的牌匾证明她的能力，包括烘焙咖啡豆到侍奉饮品。7个学生都是20到30多岁的女性，想要开咖啡店，从小杯里嘬几口咖啡，然后做下笔记。

Until the 1990s coffee was rarely served in China except at luxury hotels aimed at foreigners. When Starbucks opened its first outlet there in 1999 it was far from clear that the country’s avidtea-drinkers would take to such a different—and usually more costly—source of caffeine. Starbucks tried to entice customers unused to coffee’s bitter taste by promoting milk- and sugar-heavy concoctions such as Frappuccinos.

sth was rarely served：某物很少提供。通常是某种商品或服务。也可以表达为sth was rarely available in China【地道表达】

luxury hotel：豪华酒店【词汇积累】

aim at：瞄准，目的，旨在

outlet：专营店【词汇积累】

it is far from clear that：……远未明朗，……还很难说【句式积累】

avid：热衷的，酷爱的【词汇积累】

entice：引诱，吸引【词汇积累】

unused to：不习惯，不适应

concoction：混合物，调和品

直到上世纪90年代，中国很少提供咖啡饮品除了一些以外国人为服务对象的豪华酒店。当星巴克在1999年在中国开办第一家专营店时，这个国家的爱茶人会喝这种不同的、价格更高的茶饮的结果还远未明朗。星巴克试图通过推出奶和糖的混合物如法布奇诺来吸引顾客

The average Chinese still only drinks five cups per year, says the International Coffee Organization, a London-based group. That is just 1.3% of the amount consumed by the average Japanese or American. But coffee has become fashionable among the middle class. Starbucks now has about 3,800 outlets in China—more than in any other country outside America. Statista, abusiness-intelligence portal, says the roast coffee market in China is growing by more than 10% a year. Starbucks and its rivals see big scope for expanding there.

London-based：总部设于……【词汇积累】

be consumed by：被消费

business-intelligence portal：商务智能门户

roast coffee market：烘焙咖啡市场

see big scope for：看到更大的机会【词组积累】

总部位于伦敦的世界咖啡组织说，中国人仍然每年只喝5杯，这是日本或美国的1.5%。但咖啡在中产阶级很流行，星巴克在中国已有3800个专营店，是美国以外国家中数量最多的。商务智能门户Statista指出中国的烘焙咖啡市场以每年超过10%的速率在扩大。星巴克和它的竞争对手看到了更大的商机。

So too, however, do home-grown competitors. A major new presence is Luckin Coffee, a Beijing-based chain. Since its founding less than two years ago it has opened more than 2,300 outlets. On May17th Luckin’s initial public offering on the Nasdaq stock market raised more than $570m, giving it a value of about $4bn.

home-grown：本国制造的，国产的。同义的还有indigenous【同义替换】

A major new presence：一个主要的竞争者。Presence是present的名词形式，表示存在，这里指的是竞争者的存在。

Luckin Coffee：瑞幸咖啡

initial public offering：首次公开发行（IPO），亦即首次公开募股，即上市【词汇积累】

give it a value of：赋值为……【词组积累】

国内的竞争者也看到了商机。其中以北京为总部的连锁店瑞幸咖啡就是主要的商家。不到两年，它已开了超过2300家专营店。5.17，瑞幸在纳斯达克股票市场首次公开发行，募集了超过5.7亿美元，这使其市场估值大约40亿美元。

Luckin’s remarkable growth is a sign of change. No longer do Chinese consumers see coffee assuch a luxury. Most of Luckin’s outlets are merely kiosks where busy white-collar workers pick up their drinks, having ordered them online. Super-fast delivery can also be arranged through the company’s app. But, as demand for Ms Zhang’s classes suggests, the posh end of the market is flourishing too. Independent coffee shops are springing up, at which preparation of the drink is taken to artisanal extremes. No longer are whipped cream and sweet sauces essential.

see A as B：把A视作B

kiosk：亭子，杂货厅

white-collar workers：白领，文职工作者。white-collar是“白领的”

pick up：捡起。这里pick up和drinks搭配，形象地表达人们生活紧张，买咖啡就像顺手捡起地上的东西一样，反映其迅速和快捷。【地道表达】

Super-fast delivery：超快速递

as demand for…… suggests：对……的需求表明【词组积累】

the posh end：posh表示“奢华的，上流社会的”，和luxury意义相同。这里的end表示“部分，方面”，相当于part，通常指的是经营活动。文中指的是上流市场。

spring up：迅速出现，迅速生长【词组积累】

is taken to artisanal extremes：以极致手工级别处理。artisanal传统手工的。be taken to extremes被采取极端处理【词组积累】

瑞幸咖啡惊人的成长是改变的信号。中国消费者不再把咖啡视作奢侈品。大多数瑞幸的专营店仅仅是亭子，为那些繁忙的白领阶层提供线上和线下饮品。超速快递也可以由公司的app安排。但是，对张女士课程的需求表明，上流市场的也在兴旺发展。独立的咖啡店正迅速出现，这里的咖啡饮品都是极致手工级别的，不再是搅奶油和甜酱精。

The teahouses tend to cater to older people who like to spend long hours in them, playingmahjong and gossiping. At the coffee shops it is rare to see anyone over 40. Young people use them for socializing, but much of their interaction is online—sharing photos of their drinks, of the coffee-making equipment and of themselves in chic interiors. An option on the Chineserating app Dianping allows users to search for wanghong (“internet viral”) coffee houses: ones with particularly photogenic decor. Where better to sip and WeChat?

teahouse：中国日本等的茶馆

tend to：倾向于，还可以表述为be inclined to

cater to：迎合

mahjong：麻将[mɑ:'dʒɒŋ]

socializing；interaction is online：“社交”的表达可以是socializing，之后可以用interaction来指代socializing【词汇积累】

chic interiors：chic是“时髦的、优雅的”，可以和fashionable替换。interior表示室内。整个词组表示时髦的室内装饰。【词汇积累】

Dianping：大众点评

wanghong (“internet viral”) coffee houses:：网红可以直接翻译“wanghong”，或者翻译成“internet viral”，viral表示病毒，形象地描绘了网红在网络上传播的速度之快与势不可挡。【词汇积累】

photogenic décor：photogenic是“上镜的，上相的”，genic是基因的，可以这样理解，基因里就适合拍照片，所以会很上镜，拍照片很好看。décor指的是“屋内布局、装饰” 【词汇积累】

茶馆倾向于迎合那些喜欢在馆里待很长时间打麻将或者说长道短的老年人。但在咖啡馆里很少能看见超过40岁的人。年轻人把咖啡厅用作社交的工具，但更多的社交活动都是在线上——分享咖啡、制作的机器以及他们自己在咖啡馆内的照片。中国的评级app大众点评上有一个选项允许用户搜索网红咖啡店，尤其是那些装饰风格很上镜的咖啡店。哪里更适合饮茶聊天呢？

总结