亿滋国际将正式打入中国巧克力市场

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.

亿滋国际(Mondelez International)将于今年9月首次正式打入复杂的中国巧克力市场，把旗下价值20亿美元的品牌“妙卡”(Milka)引入中国。这家美国公司的竞争对手、近期成为其收购对象的好时(Hershey)，正在与中国市场销售下滑作斗争。

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.

亿滋首席发展官蒂姆•科弗(Tim Cofer)表示，妙卡巧克力在中国的售价，会定得比一般的巧克力“略高一些”。他拒绝透露具体的销售目标。亿滋旗下还拥有吉百利(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，他对中国这个28亿美元的市场的长期前景有信心，理由是巧克力在中国普及率较低，而且亿滋有30年的在华销售其他甜点和零食的经验。他还提到要创造出新的机会，比如让巧克力成为一种礼品，还有就是网上销售的增长，亿滋计划通过与阿里巴巴(Alibaba)合作来开拓网上销售。

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，中国人均巧克力消费量为每年100克，英国为8千克，巴西为1.6千克，俄罗斯为5千克。中国市场目前被玛氏(Mars)旗下品牌德芙(Dove)主导，亿滋计划推出12种妙卡产品，比如，会针对特定节日推出特定版产品。

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.

亿滋在中国巧克力市场所占份额较低，仅靠旗下吉百利和瑞士三角(Toblerone)品牌的少量进口产品打天下。但亿滋表示，引入妙卡标志着该公司正式打入中国市场。届时妙卡将在中国生产，所用牛奶将从阿尔卑斯山地区进口。

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.

虽然亿滋还拥有吉百利，但科弗表示，公司决定引入妙卡是因为有研究表明，中国消费者会喜欢妙卡的味道。