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China's love affair with the Oreo is crumbling.
中國人對(duì)奧利奧(Oreo)的鍾愛之情正逐漸減弱。
Mondelez International Inc., the maker of Oreo cookies, Cadbury chocolates and Ritz crackers, announced Wednesday that its revenue was down in the fourth quarter and for the full year in part because China's appetite for the crème-filled sandwich cookie fell. Distributors had excess biscuit inventory, Mondelez reported.
奧利奧曲奇、吉百利(Cadbury)巧克力和樂之(Ritz)餅干的生產(chǎn)商億滋國際(Mondelez International Inc., MDLZ)周三公布，第四財(cái)政季度及整個(gè)財(cái)政年度的收入都有所下滑，部分原因是中國人對(duì)奧利奧夾心餅干的偏好下降。億滋國際報(bào)告說，分銷商的餅干庫存過剩。
Oreo has been one of the country's most popular cookie brands since it launched in China in 1996, with Mondelez holding the largest market share in China's biscuit segment at 16%, according to market-research firm Euromonitor International. Cookie sales in China have more than tripled from 2003 to 50.4 billion yuan, or roughly $8.3 billion, last year.
奧利奧于1996年進(jìn)入中國市場，它已經(jīng)發(fā)展成為中國最受歡迎的餅干品牌之一。據(jù)市場研究機(jī)構(gòu)歐睿國際(Euromonitor International)的數(shù)據(jù)，億滋國際在中國餅干市場的占有率最高，達(dá)到16%。2013年中國的曲奇餅干銷售額較2003年增長了兩倍多，達(dá)到人民幣504億元（約合83億美元）。
But industry watchers say China is one tough cookie, and Mondelez is facing bigger obstacles to growth here.
但業(yè)內(nèi)觀察人士說，中國是一塊硬骨頭，億滋國際要想在中國實(shí)現(xiàn)進(jìn)一步增長會(huì)面臨更大阻力。
Consumers in the world's most populous country are curious and willing to try out new things, but that means as more brands enter the market, there are more snacks to distract them from Oreos, said Ben Cavender, a senior analyst at consultancy China Market Research in Shanghai.
總部設(shè)在上海的咨詢公司China Market Research高級(jí)分析師凱文德(Ben Cavender)說，中國這一世界人口最多國家的消費(fèi)者很好奇且愿意嘗試新事物，但這意味著，隨著更多品牌進(jìn)入中國市場，更多零食出現(xiàn)，會(huì)分散消費(fèi)者對(duì)奧利奧的興趣。
Mr. Cavender said most companies are finding that Chinese consumers bore easily, so it's key for food makers to innovate and introduce new brands. 'You have to keep the market constantly hooked,' he said, noting that changing the packaging often isn't enough.
凱文德稱，大多數(shù)企業(yè)都發(fā)現(xiàn)，中國消費(fèi)者很容易對(duì)某種商品產(chǎn)生厭倦，因此對(duì)食品生產(chǎn)企業(yè)來說，創(chuàng)新和推出新品牌很重要。他還表示，企業(yè)必須確保市場上不斷有能夠吸引消費(fèi)者的產(chǎn)品出現(xiàn)，只改變包裝通常是不夠的。
Mondelez has been broadening its distribution channels, expanding deeper into China's biggest cities and working with well-known figures such as former basketball star Yao Ming to promote its brands. The company has also been innovating, stocking store shelves with mini-Oreos, Ritz crackers and Chips Ahoy cookies in portable cuplike packages that resemble ramen-noodle containers. There are also more flavors in China than ever before, including green tea and birthday confetti.
億滋國際一直在拓展其分銷渠道，不斷向中國大城市深入擴(kuò)張，并與中國前籃球明星姚明等知名人士合作，以期提高品牌知名度。此外，該公司也一直在創(chuàng)新，貨架上到處可見杯狀便攜包裝的迷你奧利奧、樂之餅干和趣多多餅干。這種包裝與桶裝方便面類似。而且中國市場上的口味也比以前多，包括綠茶和生日糖果等。
Consumers like Zhou Mengmeng, who says she's stopped buying Oreos because she doesn't think they're healthy, pose another problem. Ms. Zhou, a petite 24-year-old from central Henan province, said Chinese people who ate a lot of packaged food several years ago have stopped. 'We just didn't know they weren't that good for you,' Ms. Zhou said, noting that she's since switched to eating more fruit.
周萌萌（音）說，她已不再買奧利奧了，因?yàn)橛X得不健康。像她這樣的消費(fèi)者構(gòu)成了另一項(xiàng)挑戰(zhàn)。這個(gè)24歲的來自河南省的嬌小女生說，中國人幾年前吃了很多包裝食品，現(xiàn)在已經(jīng)不吃了。她說，我們以前不知道那些東西對(duì)人那么不好。自從知道以后她就吃水果比較多了。
Mondelez executives have said they are aware that Chinese consumers are becoming more health-conscious. To address that concern, the company developed a cracker line, Pacific, with flavors such as sesame and red date are typically associated with health and traditional Chinese medicine.
億滋國際的高管說，他們意識(shí)到中國消費(fèi)者開始更加注重健康。為解決這一問題，該公司開發(fā)出了Pacific餅干條，有芝麻和棗泥等口味，這兩種食品一般都被認(rèn)為是健康、傳統(tǒng)的中國食品。
Some other international biscuit makers are gaining ground in China, such as Korea's Orion Confectionery Co., which sells Choco Boy mushroom-shaped biscuits and the Choco Pie sandwich snacks, and Japan's Ezaki Glico Co., maker of the Pocky multi-flavored chocolate-coated pretzel sticks. Orion boosted its share of the fragmented market to 2.8% last year, up from 1.3% in 2008, according to Euromonitor. Ezaki's market share rose to 2.6% from 1.7% in the same period, according to Euromonitor.
其它一些國際餅干生產(chǎn)商正在中國站穩(wěn)腳跟，如出售蘑菇狀餅干Choco Boy和三明治快餐Choco Pie的韓國企業(yè)Orion Confectionery Co.，以及生產(chǎn)多種口味巧克力棒百奇(Pocky)的日本企業(yè)Ezaki Glico Co.。歐睿國際統(tǒng)計(jì)，Orion在這個(gè)零散市場的占有率從2008年1.3%增至去年的2.8%，同期Ezaki的市場占有率從1.7%增至2.6%。
Mondelez reported a profit of $1.77 billion, or $1 a share, in the fourth quarter, up from $569 million, or 32 cents a share, a year earlier. The company has said it is investing in emerging markets like Brazil and China, as well as restructuring to improve cost structure.
億滋國際公布，第四財(cái)季實(shí)現(xiàn)利潤17.7億美元，合每股收益1美元，上年同期利潤為5.69億美元，合每股收益32美分。該公司表示，將投資巴西和中國等新興市場，并進(jìn)行重組以改善成本結(jié)構(gòu)。
