2015考研英语阅读揭秘中国消费者_大学英语阅读

2015考研英语阅读揭秘中国消费者

　　如果收购案达成，将成为中国最大外资收购案之一：徐福记新加坡股市市值26亿美元。中国目前是雀巢第9大市场，去年销售额28亿瑞士法郎。不到雀巢在巴西销售额一半，尽管中国人口是巴西7倍。因此，雀巢急需徐福记在中国的销售网络，和徐福记对中国消费者口味的了解。

　　Understanding the consumer is the most important thing for us, says Paul Bulcke, the boss ofNestl. The food business is more local than almost any othertrying to sell cheese in China islike trying to sell stinky tofu in Switzerland. Nestl has been sniffing around for takeover targetsin China for the past two years. Hsu Fu Chi is not its first bite. In April it took a controllingstake in Yinlu Foods Group, a family-owned maker of peanut milk and canned rice porridge.

　　雀巢 CEO保罗薄凯Paul Bulcke 认为我们深知消费者对我们至关重要。较之其他行业，食品行业是非常本土化的在中国卖奶酪就像在瑞士卖豆腐。过去两年，雀巢在中国四处搜寻收购目标，并没有一眼挑中徐福记。4月雀巢对银鹭食品公司控股，银鹭公司是国内一家生产花生牛奶和灌装粥类的公司。

　　Multinational firms trying to woo Chinese consumers have so far concentrated on thecountrys thriving coastal regions. P G, an American maker of shampoo, toothpaste andother sundries, has its Chinese headquarters in Guangzhou. Its Anglo-Dutch rival Unilevershome is in Shanghai. Yet both firms are preparing for a second consumer revolution amongthe 665m Chinese who live in rural areas. The income gap between Chinas coastal cities andrustic interior is still six-to-one, but rural incomes are rising and 665m heads could use a wholelot of shampoo.