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雀巢的品牌故事 – 译学馆
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雀巢的品牌故事

Nestlé: 150 Years of Food Industry Dominance

大家都知道我们生活在资源最富足的时代
We live in the most plentiful times knownto mankind.
然而在过去我们的祖先必须要用大部分
Whereas in the past our ancestors had to spend most
时间不停的工作
of their waking hours tirelessly working
来获得食物 今天我们只需要轻轻一点
for their food, today we are just one click away
就可以感受到无穷的美味
from an endless slew of delicious goodness.
这看起来很奇怪 但是之后我们发现
It might seem strange, then, to discover that today,
当品牌的选择不能
when the choice of brands couldn’t
变得更好的时候 食品行业背后的公司却如此少
be higher, the companies behind the food industry have never been so few.
这就是为什么我们今天要来看看
That’s why today we’ll be taking a look
世界上最大的食品公司 雀巢
at the world’s largest food company, Nestle.
它成立于1866年
The year is 1866,
两个不同立场的瑞士企业家已经
and two entrepreneurs on the opposite sides of Switzerland were getting
准备好开他们的公司
ready to start their own companies.
右面的男人是查尔斯·佩杰
The man on the right was Charles Page,
他是前美国领事 并且爱上了瑞士
a former US consul who had fallen in love with Switzerland’s
绿油油的草地和肥肥的奶牛
green meadows and fat cows.
他曾经的梦想是建一个浓缩牛奶的工厂
His dream was to build a condensed milk factory,
他希望模仿第一个成功成立工厂的案例
hoping to mimic the success of the first such
这个工厂是十年以前吉尔·博登在美国建立的
factory in the world built ten years earlier by Gail Borden in the US.
查尔斯预先把他弟弟乔治送到
Charles had previously sent his brother George to
那个工厂去学习更多博登的方法
that factory to try to learn more about Borden’s method,
包括如何使牛奶里的水蒸发出来然后加糖
which involved evaporating the water in the milk and adding sugar.
之后兄弟俩一起成立了盎格鲁瑞士浓缩牛奶公司
Together the brothers founded the Anglo-Swiss Condensed Milk Company,
他们希望他们的公司能变成
with the hope of becoming
英国皇室罐装牛奶的主要供应商
the British Empire’s primary supplier ofcanned milk.
同时
At the same time,
在佩吉兄弟住所西南一百英里处 住着亨利·雀巢
100 miles southwest of the Page brothers lived Henri Nestle, a German
他是德国移民来的 和佩吉兄弟一样对奶制品生产有着同样强烈的热情
immigrant with an equally fervent passionfor dairy products.
作为雀巢家族的十四个孩子之一
As one of fourteen children in the Nestle family,
亨利非常伤心的发现
Henri was painfully aware of the high
整个欧洲婴儿的死亡率如此的高
infant mortality rate across Europe.
为了解决这个问题
To help solve the problem,
亨利用几年的时间研发种所有人都能买得起的母乳
Henri spent several years developing an affordable breast milk
代替品—粮食和糖结合的牛奶
substitute by combining milk with grain andsugar.
在1867年以前 亨利的乳化面粉就变成了瑞士人离不开的食物
From 1867 onwards, Henri’s Farine Lactéebecame indispensable to Swiss society.
1871年 他的婴儿配方食品卖到了西欧
By 1871, his infant formula was sold throughout Western Europe,
他的公司每天
with his factory churning
都要生产超过一千罐产品
out over 1,000 cans every day.
仅仅两年以后 亨利每天就能销售2000罐产品
Just two years later, Henri was selling over2,000.
然而 在1877年 一个新的竞争者出现并开始挑战雀巢
In 1877, however, a new competitor rose upto challenge Nestle.
这个时候亨利正在赚钱
While Henri was earning pennies selling
通过在西欧卖婴儿配方食品 佩吉
his infant formula in Western Europe, the Page
兄弟已经幸运的把他们的浓缩牛奶卖到了全世界
brothers had made a fortune selling their condensed milk across the world.
他们变成了英国皇室最主要的供应商
They had become the primary supplier of the British Empire,
就像他们刚开始想的那样
as they had originally intended,
但是到了1877年他们还传播到了美国和欧洲大陆
but by 1877 they had also spread to the US and Continental Europe.
为了扩大他们的产业
Eager to expand their business,
佩吉兄弟开始卖他们自己的婴儿配方食品
the Page brothers started selling their own infant formula.
对于亨利这就像是在对他宣战
To Henri, this was declaration of war,
所以他迅速的发布了雀巢品牌的浓缩牛奶
and so he promptly released Nestle-branded condensed
为了报复
milk in retaliation,
他开始了无情的价格战 这场价格战持续了将近三十年
starting a relentless price war that would rage on for almost 30 years.
虽然这两个公司在这段时间都在发展 但是这种竞争极大的损害了他们的利益
Although both companies grew during this period, competition hurt their bottom line immensely.
亨利和佩吉兄弟都是骄傲的人 他们都不想让步
Henri and the Page brothers were proud men and were unwilling to concede,
但是到了1905年
but by 1905,
当他们三个都去世了之后
when all three of them were dead,
两家公司的董事同意合并
the directors of the two companies agreed to a merger.
这个新公司总共有二十个工厂
The newly created company had a total of 20 factories and
并且在下一个十年 雀巢
over the next decade Nestle
传播到了所有有人居住的大陆
would spread to every inhabited continent.
第一次世界大战的到来似乎对这个公司有利
The advent of World War 1 seemed advantageous at first,
因为世界的军队知道
since the world’s militaries knew
罐装牛奶有多么的珍贵
how valuable canned milk would be.
然而 不久之后
Pretty soon, however,
雀巢发现他们没有办法满足新的需求
Nestle realized that they would have no way to service this new demand:
原材料的短缺和国际禁运
Raw material shortages and international embargoes
让雀巢的二十个工厂没办法运转
left Nestle’s 20 factories empty.
于是雀巢开始买在美国的工厂
In response, Nestle started buying factories
彻底的扩大他们的生产
in the US, drastically expanding their production
并且讨好山姆大叔
and cozying up to Uncle Sam.
到1917年雀巢的工厂已经翻倍变成了四十个
By 1917 Nestle’s capacity had doubled to 40 factories,
到1921年它又翻倍 到了80个工厂
and by 1921 it had doubled again to 80.
第一次世界大战给雀巢上了宝贵的一课
World War 1 had taught Nestle a valuable lesson:
不要把鸡蛋都放在同一个篮子里
don’t keep your eggs in one basket.
在三十年代 雀巢的工厂开到了亚洲和拉丁美洲
Throughout the thirties, Nestle opened factories in Asia and Latin America,
所以当
so that when the
下一场战争来临的时候他们已经做好了准备 巧合的是
next war came around they’d be ready. Coincidentally,
工厂的分散让雀巢躲过了美国的大萧条时期
this decentralization keptNestle safe from the Great Depression and
并且让他们研发了他们最著名的产品之一 雀巢咖啡
allowed them to develop one of their mostrenowned products: Nescafe.
研发雀巢咖啡的想法来自巴西政府
The idea for Nescafe came from the Brazilian government,
巴西政府希望雀巢能用
which wanted Nestle to find a
他们过剩的咖啡
use for their immense coffee surplus.
巴西之前建议雀巢做咖啡块
The Brazilians had suggested making coffee cubes,
但是最后雀巢决定做
but Nestle eventually decided to make
可溶性咖啡
a soluble powder instead.
雀巢咖啡在1938年用最少的广告撼动了美国的市场
Nescafe hit the US shelves in 1938 with minimal advertising,
一年之后
and yet one year later it had
它就变成了最受人欢迎的咖啡产品
become one of the most popular coffee productsin the country.
对雀巢来说 第二次世界大战的爆发似曾相识
To Nestle, the outbreak of World War 2 felt like a deja vu.
刚开始需求快速增长
At first demand grew rapidly,
但是巨大规模的全球性毁灭让雀巢
but the sheer scale of the global destruction left Nestle
面临巨大的供应不足
with huge supply shortages.
雀巢的转机在1941年出现了
Nestle’s saving grace came in 1941,
这个时候美国刚正式的进入战争
when the US formally entered the war.
雀巢咖啡变成了军队的主要产品
Nescafe became a staple
和政府的合同推动雀巢
of the armed forces and government contracts propelled Nestle
的利润创下销售记录
to record profits.
当第二次世界大战结束的时候雀巢的利润变的如此高
World War 2 ended up being so profitable
以至于他们很快的买了
for Nestle that they immediately started buying
一个不是那么幸运的一个小的欧洲公司
up the smaller European companies that weren’tso lucky.
在1947年他们进行了一次最好的收购
Their best purchase by far came in 1947,
他们买了美极——一个多种汤类和
when they acquired Maggi, the manufacturer of various
调味料的制造商
soups and seasonings.
一年之后 雀巢公布了另外两个杰出的产品 雀巢冰爽茶和巧伴伴
One year later, Nestle unveil two other brilliantproducts: Nestea and Nesquik, which quickly
他们很快就跟雀巢咖啡一样受欢迎
reach Nescafe levels of popularity.
在下一个十年里 雀巢通过兼并扩大了产业 进入了多种
Throughout the next decades Nestle expandedmainly through acquisitions, entering various
新的市场 从冰冻食物到药物
new markets, from frozen food to pharmaceuticals.
他们最大的改变之一发生在1974年
One of their most successful moves came in 1974,
在那个时候他们获得了法国化妆品公司欧莱雅
when they acquired a 30 % stake in the
百分之三十的资助
French cosmetics firm L’Oreal.
然而仅仅三年之后
Just three years later, however,
雀巢就面临了他们第一个争议点
Nestle were faced with their first major controversy.
美国积极分子控告雀巢
US activists accused Nestle
在发展中国家用掠夺市场的战略
of using predatory marketing tactics to promote their breastfeeding
促进他们母乳替代品
substitutes in the developing world.
对雀巢的联合抵抗很快传到了欧洲
The boycott quickly spread to Europe,
虽然雀巢最后依然遵守了
and although Nestle eventually complied with the
由世界健康组织第四次制定的需求
demands set forth by the World Health Organization,
但是联合抵制仍时有发生
the boycott has been intermittently active
直到今天
to this day.
雀巢的扩大一直继续到了二十世纪八十年代 他们买了很多品牌
Nestle’s expansion continued throughoutthe 1980s, buying up brands like Friskies,
比如喜跃 奇巧和后八
KitKat and After Eight.
在那段时间里他们也创造了雀巢咖啡体系
During this time they also created Nespressosystem.
在1992年雀巢决定涉足矿泉水领域
In 1992 Nestle decided to go all in on mineral water,
他们建立的公司最后变成了
establishing what eventually became
世界最大的瓶装水公司
the world’s largest bottled water company.
从那以后他们的品牌所有权呈指数般增长
Since then their brand ownership has grown exponentially,
但是争论也由此而来
but so too have their controversies.
在2002年雀巢需要埃塞尔比亚能够偿还欠款
In 2002 Nestle demanded debt repayment
那时埃塞俄比亚正在经历最严重的饥荒
from Ethiopia during one of the harshest famines
在最近的记录中 最后雀巢屈服于8000封抱怨的邮件
in recent memory, eventually backing down after over 8,000 angry email complaints.
在2005年
In 2005 the CEO
雀巢的首席执行官声称人们没有哭的权利 这个宣告
of Nestle claimed that people shouldn’t have a right to water, a claim
取得适得其反的后果 以至于
that backfired so profusely
雀巢有一个专门为他的道歉准备的问题和回答的网站
that Nestle have a Q & A webpage dedicated to his apologies and
并且持续关注他道歉的进程
backtracking.
最后但是也很重要的是可可产业
Last but not least is the cocoa industry,
它是雀巢巧克力产品的基本要素
which is the bedrock of Nestle’s chocolate
巧合的是
products and is also, coincidentally,
它也是童工 奴隶和贩卖人口的
one of the global centers of child labor, slavery
全球中心之一
and human trafficking.
尽管面对着严重的诉讼大家的联合抵制
Despite the numerous lawsuits and calls for boycott, however,
雀巢规模还是比原来变得更大了
Nestle has become bigger
它拥有全世界超过2000个不同的品牌
than ever, owning over 2,000 different brandsacross the world.
因为人们都不愿意放弃雀巢美味的食物
Since people are unlikely to give up on Nestle’s delicious goodies any time soon,
所以雀巢在未来还会继续扩张
to say that Nestle will continue expandingin the future.
感谢观看 非常感谢所有
Thanks for watching and a big thank you to all
在Patreon上我们的支持者
of our supporters on Patreon!
如果你喜欢雀巢的故事就请随意点赞
If you liked Nestle’s story feel free to subscribe
并且去观看
for more and to check out the full
在商业播放列表背后的其他公司更多有趣的故事
Behind the Business playlist for the interestingstories of other companies.
再一次感谢观看 并且像平常一样 保持聪明
Once again, thanks a lot for watching, andas always: stay smart.

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雀巢的故事

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翻译译者

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视频来源

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