中國人爲何對奧利奧餅乾失去興趣

China's love affair with the Oreo is crumbling.
中國人對奧利奧(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)餅乾的生產商億滋國際(Mondelez International Inc., MDLZ)週三公佈，第四財政季度及整個財政年度的收入都有所下滑，部分原因是中國人對奧利奧夾心餅乾的偏好下降。億滋國際報告說，分銷商的餅乾庫存過剩。

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.
奧利奧於1996年進入中國市場，它已經發展成爲中國最受歡迎的餅乾品牌之一。據市場研究機構歐睿國際(Euromonitor International)的數據，億滋國際在中國餅乾市場的佔有率最高，達到16%。2013年中國的曲奇餅乾銷售額較2003年增長了兩倍多，達到人民幣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.
但業內觀察人士說，中國是一塊硬骨頭，億滋國際要想在中國實現進一步增長會面臨更大阻力。

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.
總部設在上海的諮詢公司China Market Research高級分析師凱文德(Ben Cavender)說，中國這一世界人口最多國家的消費者很好奇且願意嘗試新事物，但這意味着，隨着更多品牌進入中國市場，更多零食出現，會分散消費者對奧利奧的興趣。

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，大多數企業都發現，中國消費者很容易對某種商品產生厭倦，因此對食品生產企業來說，創新和推出新品牌很重要。他還表示，企業必須確保市場上不斷有能夠吸引消費者的產品出現，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張，並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，該公司也一直在創新，貨架上到處可見杯狀便攜包裝的迷你奧利奧、樂之餅乾和趣多多餅乾。這種包裝與桶裝方便麪類似。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，因爲覺得不健康。像她這樣的消費者構成了另一項挑戰。這個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，現在已經不吃了。她說，我們以前不知道那些東西對人那麼不好。自從知道以後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，他們意識到中國消費者開始更加註重健康。爲解決這一問題，該公司開發出了Pacific餅乾條，有芝麻和棗泥等口味，這兩種食品一般都被認爲是健康、傳統的中國食品。

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.
其它一些國際餅乾生產商正在中國站穩腳跟，如出售蘑菇狀餅乾Choco Boy和三明治快餐Choco Pie的韓國企業Orion Confectionery Co.，以及生產多種口味巧克力棒百奇(Pocky)的日本企業Ezaki Glico Co.。歐睿國際統計，Orion在這個零散市場的佔有率從2008年1.3%增至去年的2.8%，同期Ezaki的市場佔有率從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.
億滋國際公佈，第四財季實現利潤17.7億美元，合每股收益1美元，上年同期利潤爲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，並進行重組以改善成本結構。