中國反腐影響洋酒銷售
Pernod Ricard, the second biggest distiller, is set to report an annual fall in Scotch sales in China after years of growth, suggesting Chinese frugality is undermining one of the UK’s export successes, writes Louise Lucas.
在連續數年取得增長後，全球第二大釀酒廠保樂力加(Pernod Ricard)的蘇格蘭威士忌在華年銷售額將首次出現下跌。這似乎表明中國人的節儉正在削弱英國的出口成功之一。Spirits makers have been touting growth in China in particular and Asia in general as western European sales stutter.
在西歐銷售額遇挫之際，烈酒生產商近年吹噓在亞洲（尤其是中國）取得增長。Pernod Ricard, the Paris-headquartered maker of Chivas Regal, is holding a conference in Beijing in May. China contributes 14 per cent of sales and a far bigger slice of profits.
總部位於巴黎的芝華士(Chivas Regal)生產商保樂力加將於5月份在北京舉行會議。中國佔保樂力加全球銷售額的14%，佔全球利潤的比例則更高。
Yet distillers’ pricey spirits are falling foul of Beijing’s austerity campaign as officials obey orders to cut conspicuous consumption. It is denting sales at high-end restaurants and luxury goods makers and hurting gifting, which makes up 10-15 per cent of Scotch and Cognac sales in China.
但隨着中國政府發起節儉行動，官員奉命減少炫耀性消費，使得釀酒廠的昂貴烈酒受到影響。這一行動不僅抑制了高檔餐館和奢侈品廠商的銷售額，還打擊了送禮行爲——送禮佔中國蘇格蘭威士忌和干邑(Cognac)銷售額的10%至15%。Last week Pernod Ricard said volume sales in China were flat over the Chinese New Year period, when it sold more Cognac but saw Scotch sales fall by double digits in percentage terms year on year.
保樂力加上週表示，其在華銷售量在中國春節期間表現與去年持平。干邑銷售量同比上升，但蘇格蘭威士忌銷售量出現兩位數跌幅。The company said the weak performance during this vital period meant a decline was likely for its current financial year, which runs until the end of June.
公司稱，這一關鍵時期的疲軟表現意味着，它在當前財年（截至今年6月底）的業績可能出現下滑。“China’s anti-corruption campaign is having an impact and will continue to have an impact for some time,” said Jamie Isenwater, analyst at Deutsche Bank. “These risks are significantly underestimated by the market.”
“中國的反腐行動正在發揮影響，並且還將在相當時期內繼續發揮影響，”德意志銀行(Deutsche Bank)分析師傑米??伊森沃特(Jamie Isenwater)表示，“市場大大低估了這些風險。”Sales at high-end restaurants dropped 35 per cent in Beijing and 20 per cent in Shanghai during the peak banqueting season, according to the Xinhua news agency.
新華社報道稱，在宴請高峯季節，北京和上海高檔餐館的銷售額分別下降35%和20%。While international spirits account for only 1-2 per cent of China sales, the high price tags and galloping growth mean they contribute disproportionately to manufacturers’ profits.
儘管洋酒僅佔中國酒水銷售額的1%至2%，但不菲的價格和迅速的增長意味着它們對生產商的利潤具有超高的貢獻。Diageo’s Scotch business in China is growing rapidly, though analysts reckon it is yet to turn profitable.
帝亞吉歐(Diageo)在中國的蘇格蘭威士忌業務正在迅速增長，不過分析師估計這一部門尚未實現盈利。The Johnnie Walker maker is investing ??1bn over five years to ramp up manufacturing capacity in Scotland, largely to service emerging markets.
作爲尊尼獲加(Johnnie Walker)的生產商，帝亞吉歐將在五年內斥資10億英鎊提高在蘇格蘭的產能，目的主要是服務於新興市場。
