经济学人:代沟:千禧一代的渴望(1)
日期:2018-10-15 16:00

(单词翻译:单击)

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中英文本

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OLDER people are not the only ones to try too hard to be hip and youthful. Long-established firms can, too.
年长者并非唯一努力让自己看起来时髦年轻的人-Y9iiLHXbkz=VM,PE6MS。老牌企业也会如此QrDta;HH7Hm.Q!tNEEnH
Just look at Procter& Gamble (P&G), one of the world's largest consumer-goods firms,
宝洁公司(P&G)是世界最大日用消费品公司之一,
which this year applied to America's federal patent office to trademark LOL, NBD, WTF and FML,
今年宝洁公司为商标LOL、NBD、WTF以及FML向美国联邦专利局申请专利,
abbreviations commonly used in text messages and social media.
这些缩写在短信和社交媒体中经常用到7CAqhW|Y4f.9;=
If it succeeds, the 181-year-old firm plans to use the phrases to market soap, cleaners and air fresheners to young buyers.
如果申请成功,那么这家181年之久的老牌公司将用这些缩写为名向年轻消费者推销其香皂、洗衣液以及空气清新剂6a]KtYE@6M%W9
Its move is the intellectual property equivalent of Dad dancing. But it is a sign of large firms' eagerness to woo millennial consumers.
这一举措和老爸舞姿相类似GzK1la;H.v[=YZ|*。但这也表明大型公司迎合千禧一代消费者的渴望N;#z1^tJX7SE87g
To many firms they are a mystery. KPMG, a consultancy, reckons nearly half do not know how millennials—
对很多公司而言,千禧一代是个谜&7z*CN,NKu-Uw-2ggGk。咨询公司KPMG估算近一半的公司不知道千禧一代—

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typically defined as those born between 1980 and 2000—differ from their older counterparts.
一般指的是那些在1980年到2000年内出生的人—和他们上一代有何区别V0W#,udhJh44C+SO
That may be because such differences are overblown.
这或许是因为这些区别被夸大了Aaa7YSov+4RW2!Z
According to Ipsos-MORI, a pollster, millennials are "the most carelessly described group we have ever looked at".
民意测验公司 Ipsos-MORI表示,千禧一代是“描述最为草率的群体”5O2HojUfFCx]Z._A]6
Many claims about them are simplified or wrong. It is often said, for example, that they ignore conventional ads; in fact they are heavily influenced by marketing.
很多对他们的说法要么是被简化了,要么是错误的nd^Zz,3@JAUeWLz。例如,人们常说他们不在乎传统广告,但事实上,他们受到了市场营销的极大影响0)9Jt6sKw)~==
Given such misconceptions, it is little wonder that firms sometimes get it wrong.
鉴于这种错误想法,也难怪公司有时会误解他们ybqEc9LoN-=zs5e
In February, Miller Coors, an American brewer, released Two Hats, a light fruit-flavoured brew
二月,美国啤酒制造商Miller Coors推出水果味啤酒Two Hats,
the beer-maker said would suit millennials' tastes and budgets (tagline: "Good, cheap beer. Wait, what?").
啤酒制造商称这种果味啤酒将符合千禧一代的品味和预算(宣传标语:“不错,便宜的啤酒5wl~2rYe8L9jt(%_s!8。等等,什么?”)vs0l-*(ldBe7
Consumers just waited; the beer was pulled from shelves after six months. But some stereotypes about millennials have roots in reality.
消费者只是驻足等待,六个月后,这种啤酒就下架了0mpiCkoP[)CeUg2HOoF。但一些关于千禧一代的老旧观念已经生根现实vNtXW7]Hv,~++
Companies are finding that three broad approaches do succeed when trying to sell to them: transparency, experiences (over things) and flexibility.
公司发现在向千禧一代推销商品时,有三种主流方法获得了成功:透明度、经历(对事物的经历)以及灵活性D4oa.yut^RvF
On the first of these, transparency, younger brands have led the way.
首先是透明度,年轻的品牌已经一马当先gkzd#1+nf6b__YcAOK5
In clothing, one example is Everlane, an online clothing manufacturer based in San Francisco.
例如,服装行业的Everlane,这家线上服装制造商位于旧金山#7*4An2kj#yH9SZQP+f)
It discloses the conditions under which each and every garment is made and how much profit it generates as part of its philosophy of "radical transparency".
该公司公开展示每件服装制作工程以及其中产生的利润,这成了他们“彻底透明化”理念的一部分]wK!qG],nq+

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词语解释

1.consumer goods 日用消费品
The choice of consumer goods available in local shops is small.
本地商店中可供选择的消费用商品很少M-@R(f1MTGzO1l=[IG
2.eagerness 渴望
Her eagerness moved all the people.
她的热心感动了所有的人%Up=m[)l==L8
3.woo 争取
They wooed customers by offering low interest rates.
他们通过提供低利率来争取顾客_Sb6=K&FY&6Fft9+Ab1[
4.pull from shelves 下架
Last month, the attorney general ordered the four retailers to pull the products from their shelves in New York.
上个月,总检察长命令四家零售商从纽约货架上撤下产品6#UV0On1vd56k*

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