億滋國際將正式打入中國巧克力市場

Mondelez International will make its first major foray into China’s tricky chocolate market in September, as it introduces its $2bn Milka brand at a time when rival and recent takeover target Hershey battles falling sales in the country.

億滋國際(Mondelez International)將於今年9月首次正式打入複雜的中國巧克力市場，把旗下價值20億美元的品牌“妙卡”(Milka)引入中國。這家美國公司的競爭對手、近期成爲其收購對象的好時(Hershey)，正在與中國市場銷售下滑作鬥爭。

The US company, which also owns Cadbury, will sell Milka at “slightly above” average chocolate prices in China, says Tim Cofer, Mondelez’s chief growth officer. He declines to give any sales targets.

億滋首席發展官蒂姆•科弗(Tim Cofer)表示，妙卡巧克力在中國的售價，會定得比一般的巧克力“略高一些”。他拒絕透露具體的銷售目標。億滋旗下還擁有吉百利(Cadbury)品牌。

Mr Cofer says he is confident of the $2.8bn market’s long-term promise, citing low penetration and Mondelez’s 30 years of experience selling other sweet treats and snacks in China. He also talks of creating gifting opportunities on top of existing ones and the growth of online sales, which Mondelez plans to exploit via a partnership with Alibaba.

科弗表示，他對中國這個28億美元的市場的長期前景有信心，理由是巧克力在中國普及率較低，而且億滋有30年的在華銷售其他甜點和零食的經驗。他還提到要創造出新的機會，比如讓巧克力成爲一種禮品，還有就是網上銷售的增長，億滋計劃通過與阿里巴巴(Alibaba)合作來開拓網上銷售。

China’s per-capita consumption of chocolate is 100g annually, compared with 8kg for the UK, 1.6kg for Brazil and 5kg for Russia, Mr Cofer says. The market is dominated by Mars’ Dove brand and Mondelez plans to launch 12 different Milka products, with special editions for specific holidays, for instance.

科弗表示，中國人均巧克力消費量爲每年100克，英國爲8千克，巴西爲1.6千克，俄羅斯爲5千克。中國市場目前被瑪氏(Mars)旗下品牌德芙(Dove)主導，億滋計劃推出12種妙卡產品，比如，會針對特定節日推出特定版產品。

Mondelez has minor exposure to the Chinese chocolate market through a small volume of imports of its Cadbury and Toblerone brands. But it says that the introduction of Milka, which will be produced in the country using milk imported from the Alps, marks its serious launch into the market.

億滋在中國巧克力市場所佔份額較低，僅靠旗下吉百利和瑞士三角(Toblerone)品牌的少量進口產品打天下。但億滋表示，引入妙卡標誌着該公司正式打入中國市場。屆時妙卡將在中國生產，所用牛奶將從阿爾卑斯山地區進口。

While Mondelez also owns Cadbury, Mr Cofer says that the company is introducing Milka on the back of research that suggested Chinese consumers would appreciate the taste.

雖然億滋還擁有吉百利，但科弗表示，公司決定引入妙卡是因爲有研究表明，中國消費者會喜歡妙卡的味道。