(单词翻译:单击)
中英文本
The epochal significance of the Super Cube should not be overlooked in an industry in which meaningful innovation has typically been considered close to impossible. As the explosion in bottled water brands in the past few decades has shown, it is possible to persuade consumers of the need to buy something that they could quite easily obtain for themselves out of a tap. But ice's main job is to be cold – in most applications, a distinctive taste would be a flaw – and so The Ice Co has had to work harder than any water brand to diversify.
在一个有意义的创新通常被认为近乎不可能的行业中,超级立方体的划时代意义不应被忽视
Pressure from retailers to come up with the next big thing in ice is constant. Within The Ice Co this has resulted in some ideas perhaps best left at the bar. There were ice shot glasses (the product of a Jagerbomb-fuelled brainstorming session; "very, very gimmicky", admitted Metcalfe). There was the Ice & Easy brand of slushie cocktails – margaritas, mojitos, daiquiris, pina coladas – that arrived in a ready-to-pour freezer pouch. There were Ice & Slice mixed bags of ice and sliced lemon or lime ("launched too early", admitted Woolhouse). There has even been talk of glitter-infused ice, and iced baubles – although, at the time of writing, neither of those has made it past the product development triage process.
零售商们不断施加压力,要求他们推出一款新的冰产品
Whatever The Ice Co is selling, there remains the tricky question of how to sell it. In the US, the approach to marketing packaged ice revolves around a single idea: fear. Visit the International Packaged Ice Association's website today and the same slogan blares out from the homepage header as it has for years: "ICE IS FOOD!" This central marketing message, that ice is a "forgotten food", as susceptible to contaminants as meat or fresh vegetables, communicates the one clear advantage of packaged ice: the manufacturer's control over the conditions in which it is made.
无论The Ice Co卖的是什么,如何销售仍是一个棘手的问题
The Ice Co's strategy has been different. The product in question is undeniably cold – temperatures in The Ice Co's factory hover around 4-5°C, and in cold storage they plummet to -20°C – but ice is not without its warmer associations. Ice means weddings and parties and festivals or even something as simple but delightful as that first drink at the end of a long day. In Woolhouse's words: "It's not just frozen water, you're not buying ice – you're buying that occasion. That's what you're buying into – what would a party be without ice?"
The Ice Co的营销策略则有所不同
As heartwarming as the sentiment may be, the Covid-19 pandemic has raised a different question: what would ice be without a party? What should have been a banner year for The Ice Co has instead forced it to refocus, and work out how best to plot a course through a new set of obstacles. A quirk of water is that it expands as it freezes, meaning that ice is capable of breaching even the most concerted attempts to confine it. Is 2020 the year that ice escapes The Ice Co's grasp?
尽管这种情绪可能是令人感动的,但新冠疫情引发了一个不同的问题:如果没有聚会,冰产业会怎么样?对The Ice Co来说今年本应是辉煌的一年,但它却不得不重新聚焦并找出克服一系列新的障碍的最佳途径
词语解释
1.result in 导致,结果是
Food allergies can result in an enormous variety of different symptoms.
食物过敏会导致大量不同种类的症状
2.be capable of doing 能够做某事
Human beings differ from animals in that the former is capable of using language.
人类与动物的不同在于前者能够使用语言
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