巴里拉集团“盯上”中国人胃口

2012-12-20 13:08:08   Tag:

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巴里拉集团“盯上”中国人胃口:Guido Barilla, chairman of the Barilla pasta group, has a frontier in his sights: the wok.

Guido Barilla, chairman of the Barilla pasta group, has a frontier in his sights: the wok.

  在巴里拉集团(Barilla Group,简称BG)董事长圭多?巴里拉(Guido Barilla)看来,可用炒锅里烹饪的面食是一个需要发力的新领域。巴里拉集团是一家意大利的面食生产商。

  With 85 per cent of Barilla’s €4bn business exposed to slowing economies in Europe, and most of the rest to the US, selling pasta to the Asian consumer is a priority for the largest pasta maker by revenues.

  巴里拉集团的营业额高达40亿欧元,其中有85%来自经济增速正在放缓的欧洲地区,其余部分则主要来自美国。对于这家全球营业额最高的意大利面食生产商来说,当务之急是向亚洲消费者推销自己的产品。

  “It’s extremely important that we redesign some products to be used in the wok,” says Mr Barilla in an interview.

  巴里拉在一次访谈中表示:“我们将重新设计一些可用炒锅烹饪的面食产品,这一点非常重要。”

  He expects his research teams in northern Italy to have conceived products for the Chinese consumer in the new year.

  巴里拉预计,在新的一年里,该公司驻意大利北部的研发团队将开发出面向中国消费者的新产品。

  “We’re creating a pasta for the wok that tastes the same, but the technology behind it is completely different.”

  他表示:“我们正在开发一种可用炒锅烹饪的面食,它的味道与同类其他产品完全一样,但所用的生产技术却完全不同。”

  Taking pasta global is the mantra at the group under Mr Barilla, the fourth-generation scion of the family-run business started in 1877 in a pasta and bread shop in Parma.

  将意大利面食销往全球是巴里拉所执掌的BG的宗旨。早在1877年,巴里拉家族便在意大利北部的帕尔马(Parma)市开设了一家面食及面包店,此店后来逐渐发展成为如今的巴里拉集团。巴里拉是这个家族企业的第四代传人。

  Barilla has 42 factories and sells its pasta, bread and bakery products to 100 countries.

  巴里拉集团旗下共有42座工厂,所生产的面食、面包以及其他烘焙食品销往全球100个国家。

  But after several years expanding into baked goods, biscuits and cakes – including an ill-judged takeover of German bakery business Kamps in 2002, which caused it to write off €1bn in impairment costs – it is returning to its roots.

  但过去几年里,巴里拉集团进入了烘焙食品、饼干以及蛋糕市场。2002年,该公司在考虑不周的情况下收购了德国糕点企业Kamps,最终造成了10亿欧元的资产损失。如今,巴里拉集团又开始重新关注传统业务领域。

  The change in strategy comes as the downturn in Europe means families are cutting back on everything but necessities.

  此次经营战略调整的原因在于,在欧洲经济衰退的情况下,家庭开始缩减除必需品以外的一切开支。

  Amid this retrenchment, analysts consider companies such as Barilla, which focus on basic foodstuffs such as pasta, could have an opportunity to improve sales.

  分析师们认为,在家庭缩减开支之际,像巴里拉集团这样以销售面食等基础食材为主业的公司,或有机会进一步提升销售业绩。

  Mr Barilla, a philosophy graduate, says research done by his family’s think-tank, the Barilla Centre for Food and Nutrition, has also come to the conclusion that investing in pasta has another advantage for more straitened times.

  毕业于哲学专业的巴里拉表示,家族智库巴里拉食品与营养研究中心(Barilla Centre for Food and Nutrition)的研究表明,在家庭支出较为紧张的时期,投资意大利面食业务还有另外一个好处。

  It benefits not only the business but the environment: it costs less to produce, uses less energy and water to make and is cheaper for shoppers than, for example, meat.

  此举不仅有利于巴里拉集团自身业务,也有助于保护环境:意大利面食的生产成本较低,能源和水资源的消耗量较少,并且对于消费者来说,面食比肉类等其他食品更加经济实惠。

  “We found people’s health and environmental protection can be pursued in the same way,” says Mr Barilla, a sports enthusiast who says he cannot do without a plate of pasta a day and a good glass of Lambrusco.

  巴里拉表示:“我们发现,藉此可以达到增进民众健康和保护环境的双重效果。”巴里拉是一位体育运动爱好者,他声称自己每天都得来一盘意大利面和一杯美味的兰布鲁斯科(Lambrusco)。

  The change of agenda at Barilla has involved a change of guard at the top.

  在调整业务重心的同时,巴里拉集团还调整了公司的最高管理层。

  Two months ago, the group hired Claudio Colzani from Unilever as chief executive. Mr Colzani, who in 20 years at the consumer goods multinational headed Unilever Bestfoods in Brazil, says Barilla revenues are unlikely to grow this year but predicts that group revenues will rise “to around €6bn or €7bn” by 2017 as the company’s focus shifts to pasta and pasta sauces.

  两个月前,该公司从联合利华(Unilever)挖来了克洛迪奥?科尔扎尼(Claudio Colzani)担任首席执行官。科尔扎尼此前已在联合利华工作了20年,并掌管这家跨国消费品跨国公司旗下位于巴西的Bestfoods公司。科尔扎尼表示,巴里拉集团的营收额今年不太可能实现增长,但他预计,随着公司将业务重心转回到意大利面食和面酱,到2017年公司营收额将达到60亿至70亿欧元。

  He believes new markets will account for 15 to 20 per cent of that total.

  他相信,来自新市场的收入将占公司总收入的15%至20%。

  Along with tackling the entry into China, where Barilla is on the ground testing new products, Mr Colzani sees an opportunity for Barilla in Latin America by selling the staples of the Mediterranean diet.

  科尔扎尼还认为,由于出售的是地中海国家饮食中的主要食材,巴里拉集团在拉丁美洲市场也有增长潜力。目前该公司正准备进入中国市场做,在实地测试中国民众对其新产品的反响。

  Brazil, which has a growing problem with obesity, is a target and the company could make a substantial investment there, exceeding the group’s usual annual investment budget of €150m.

  巴西也是巴里拉集团的目标市场之一,该国目前正面临着日益严重的肥胖问题。该公司或在巴西大举投资,规模高于通常每年1.5亿欧元的投资预算。

  Meanwhile, amid a fall in pasta sales in the US, where the group makes about 10 per cent of revenues, Barilla is planning to reintroduce US consumers to pasta by opening restaurants, starting with three in New York.

  与此同时,由于巴里拉集团在美国市场的销售额有所下降(目前美国市场的销售额占比约为10%),该公司计划通过开设餐厅的形式引导美国消费者重新认识意大利面食。首批的三家餐厅将开在纽约市内。

  It is a way of reacquainting US diners with the “culture of the Mediterranean diet”, says Mr Colzani.

  科尔扎尼指出,这种方式可以让美国食客们重新认识“地中海饮食文化”。

  The chief executive admits that burnishing the Barilla brand is vital as private label continues to take sales in pasta and pasta sauces and as input prices for the Italian group increase 3-4 per cent a year.

  科尔扎尼承认,擦亮巴里拉(Barilla)品牌至关重要,因为其他自有品牌在意大利面食和面酱市场所占的销售份额正不断扩大,并且巴里拉集团所用原材料的价格每年上涨3%至4%。

  Barilla has so far held off from increasing prices for its products, absorbing about €100m in additional costs over the past four years by streamlining its business, and Mr Barilla sees this financial flexibility as an advantage of Italian family capitalism.

  目前巴里拉集团尚未提高产品售价,但在过去四年里,该公司通过精简业务结构消化了约1亿欧元的新增成本。巴里拉将这种财务灵活性看作是意大利家族企业的一大优势。

  Indeed, while other companies turn their backs on investing in Italy as austerity cuts hit and consumer confidence approaches a near two-decade low, Barilla has spent €40m opening a pasta sauce factory near Parma where it will concoct its Made in Italy pasta sauces for Chinese and Brazilian consumers.

  家庭缩减开支,加上消费者信心指数跌至近20年来低点,导致其他企业不愿到意大利投资。而巴里拉集团则斥资4000万欧元,在帕尔马市附近设立了一家面酱料,并将在这里为中国和巴西的消费者配制正宗意大利风味的面酱。

  Mr Barilla says investment is the only way forward for Italy.

  巴里拉表示,加大投资力度是推动意大利经济向前发展的唯一途径。

  “We need to restore confidence. That is the big task for the future.”

  他指出:“我们必须恢复消费者信心。这是我们未来要完成的重大使命。”
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