经济学人:代沟:千禧一代的渴望(2)
日期:2018-10-15 19:15

(单词翻译:单击)

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中英文本

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Some large companies have made dramatic changes.
一些大型公司做出了巨大改变b]VpipbfB+Lq(
ConAgra, an American food giant, has simplified its recipes and eliminated all artificial ingredients from many of its snacks and ready meals.
美国食品巨头ConAgra简化了其配方,剔除了多数小吃和即食餐中的人工原料o0pMv.+p#u(r8^
After years of falling sales, it is growing again; millennials now account for 80% of its customer growth.
在经历多年销售额下降后,其销售额再次增长;现在千禧一代占他们顾客增长的80%4Lx*G*E9Goa^SF
"Bringing in these folks has been absolutely critical to growing the brands," says Bob Nolan, ConAgra's senior vice-president of insights and analytics.
“吸引这一代人对品牌增长非常关键,”ConAgra公司洞察分析高级副总裁鲍勃·诺兰说到ldjk8V&]VV#
Millennials' appreciation of experiences over "stuff" is also real.
千禧一代对“事物”经历的喜好也是真实的huqe2dNDgWPQG;o,mY
Online platforms such as Airbnb have capitalised on youngsters' taste for splurging on holidays, dinners and other Instagrammable activities,
网上平台,如爱彼迎,利用了年轻人对度假、吃大餐和参加值得拍照分享活动的喜好,
but so too have some older bricks-and mortar firms.
但一些老牌房产公司也是如此*)0)mofcfrEX&#Ak

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代沟:千禧一代的渴望(2).jpg

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In 2016 JPMorgan Chase, a bank, launched Sapphire Reserve, a premium credit card that offers generous rewards for spending on travel and dining.
2016年,摩根大通推出Sapphire Reserve信用卡,在旅游和进餐时刷这种卡就可以获得优厚奖励Jwk!OHdO6603gk)(zw8Y
Touted as "a card for accumulating experiences", the $450-a-year product has been a hit with well-off millennials, who represent more than half of cardholders.
这种450美元每年的产品,被捧称为“用于积累经历的卡”,该产品颇受富裕千禧一代的欢迎,他们占了持卡人的一大半Dol)~RWUKa!W210[
Younger consumers also have more debt, fewer assets and less job security than previous generations. In this regard, flexibility matters.
相比上几代人,年轻消费者背的债更多,所持资产更少,工作安全感也更低krmH[8v9@ZHx|W*#(J。就这一点而言,灵活性很重要&@,wF&97ID&j9
Ally Bank, a subsidiary of Ally Financial, the former financial wing of General Motors, for example,
例如,前通用汽车金融分支,联合汽车金融公司子公司Ally Bank就
does not charge its current-account customers any maintenance fees or require them to hold minimum balances.
没有向其往来帐户客户的收取管理费或是要求他们在卡中留有最低余额ZKq+G1|O9W&U&
Such features have earned it the loyalty of millennials.
这样的特点为公司赢得了千禧一代顾客的忠诚baGCtHX@&=L0#D^o
Business models are being revamped to serve commitment-phobic millennials.
商业模式被修改只为迎合恐惧承诺的千禧一代z^kXTfTnjHwPRiRn.Qe
Big carmakers, including GM, Volvo and BMW, offer subscription services for their cars,
包括通用、沃尔沃、宝马在内的汽车制造商推出了订阅式租车,
offering access to new vehicles without lengthy financial obligations.
不用背负沉重的债务就能开上新车wOe_Q#h[;C7g
Yet many firms still have too homogeneous a view of millennials, says Laura Beaudin, a partner at Bain & Company, a consultancy.
但很多公司仍对千禧一代有着同种看法,贝恩咨询公司合伙人劳拉表示KMn~HwqeR+4tKi
"If you want to resonate with a group that prides itself on diversity, having a one-size-fits all solution does not make sense," she says.
“千禧一代以自己的多元化而自豪,如果你想和这样一群人产生共鸣,那么这样一刀切的观念根本行不通,”她说4A9O6&m*%zRf2Y30I1
Some firms do embrace customers' individuality—in May, Gucci, an Italian fashion house,
一些公司确实接受了顾客的个人特性—五月,一家意大利时装商店Gucci就在其
introduced customised versions of a popular tote bag and pair of sneakers as part of a campaign called Gucci DIY.
在Gucci DIY活动中推出了定制版手提袋以及一款运动鞋%-EL7QdGMF5=|HD*1
Gucci reportedly maintains a cadre of under-30 staffers to advise its boss. Expect more companies of a certain age to hark back to youth.
据报道称,Gucci保留了一批30岁以下的骨干员工,为老板提供建议8eJ;dRu_6,o,iQ。期待有更多老牌公司能够重返青春aH4tCYt7-z)|pr

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词语解释

1.eliminate from 从...中排除
What are you ready to eliminate from your routine?
你打算从你的日常程序中清除什么?
2.account for 占
Computers account for 5% of the country's commercial electricity consumption.
电脑占了这个国家商业用电的5%Zd0DMP|BT|
3.be critical to 对...起关键作用
Their recommendations will be critical to my final decision.
他们的推荐对我的最终决定至关重要U5kg=(N%Kz3Gorkw
4.embrace 欣然接受
He embraces the new information age.
他欢迎新的信息时代@6C8N_7*FZAI#R,G6

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重点单词
  • appreciationn. 欣赏,感激,鉴识,评价,增值
  • mortarn. 臼,研钵,灰泥 v. 用灰泥涂抹,用灰泥结合
  • certainadj. 确定的,必然的,特定的 pron. 某几个,某
  • campaignn. 运动,活动,战役,竞选运动 v. 从事运动,参加竞
  • reserven. 预备品,贮存,候补 n. 克制,含蓄 vt. 保留
  • decisionn. 决定,决策
  • absolutelyadv. 绝对地,完全地;独立地
  • diversityn. 差异,多样性,分集
  • chasen. 追求,狩猎,争取 vt. 追捕,狩猎 vt. 雕刻
  • dramaticadj. 戏剧性的,引人注目的,给人深刻印象的 dram