#英文外刊#

過去三年，一度陷入經(jīng)營危機(jī)的海底撈關(guān)閉了一批門店，以斷臂求生。近日，這家火鍋連鎖品牌宣布推出"硬骨頭計(jì)劃"，準(zhǔn)備重啟門店，開門迎客。此次重生的背后，海底撈做對了哪些事？這次重啟計(jì)劃勝算幾何？一起來聽今天的講解。

Haidilao cooks up profits with store-slimming woodpecker plan

海底撈“啄木鳥計(jì)劃”：門店瘦身，“撈”出利潤

Last year was an appetite-killer for restaurant operators. But every cloud has a silver lining, and at least one dark horse has emerged from this period as a renewed star shining, all clichés aside.

對于餐飲業(yè)來說，去年是茶不思、飯不想的一年。但天無絕人之路。雖然情節(jié)有些老套，但至少有一匹黑馬在這一時(shí)期脫穎而出，成為一顆再次閃耀的明星。

That dark horse, or perhaps re-polished cauldron is more apt, is none other than Chinese hotpot chain Haidilao International Holding Ltd.

這匹黑馬，或更確切地說，這口重新拋光了的大鍋，正是中國火鍋連鎖店-海底撈國際控股有限公司。

The former restaurant superstar announced at the end of last month that its revenue last year totaled about 34.6 billion yuan ($4.95 billion), down around 15.8% year-on-year. While that may sound bad at first blush, the drop owed at least partly to permanent mass restaurant closures under the companys avian-esque "woodpecker plan" to trim away fat after an overly aggressive expansion over the last two years.

這個前餐飲業(yè)的超級巨星在上個月底宣布，其去年的收入總額約為346億元（49.5億美元），同步下降約15.8%。這乍一聽有些差勁，實(shí)則不然。該下降至少部分源于名如飛鳥般輕盈的“啄木鳥計(jì)劃”。在過度積極擴(kuò)張的兩年后，海底撈開始在該計(jì)劃下永久性地大規(guī)模閉店，為企業(yè)瘦身。

That trim put the company back in the black, with Haidilao saying it posted a net profit of 1.3 billion yuan or more for the year. Under the plan, the company also sought to improve its efficiency in other ways and restore its regional management system, which translated to big layoffs.

這次“瘦身”使海底撈回歸到盈利狀態(tài)，該公司也于這一年公布，其凈利潤達(dá)13億元以上。在“啄木鳥”計(jì)劃下，該公司還曾尋求在其他方面提升效率，并嘗試恢復(fù)其區(qū)域管理系統(tǒng)，這也導(dǎo)致了當(dāng)時(shí)的大裁員。

The layoffs and other money-saving steps were key for Haidilaos return to the black. As its operations improved and the pandemic eased, Haidilao immediately launched a new "no-bones plan" that reopened some restaurants that were permanently or temporarily closed under the earlier woodpecker plan.

裁員和其他節(jié)省開支的措施是海底撈回歸盈利的關(guān)鍵。隨著經(jīng)營的改善和疫情的緩解，海底撈又立即推出了新的 "硬骨頭計(jì)劃"，重新開放了一些之前在啄木鳥計(jì)劃下永久或暫時(shí)關(guān)閉的餐館。

Such reopenings also show the company is moving quickly to seize opportunities from the dining industrys recovery. "The increasingly positive consumer environment will bring a good harvest to restaurant companies such as Haidilao, Jiumaojiu and Xiabuxiabu this year," said KGIs Wen.

重新開業(yè)的舉措也表明該公司正在迅速行動，以抓住餐飲業(yè)復(fù)蘇所帶來的機(jī)遇。凱基證券投資戰(zhàn)略部主管溫杰表示："蒸蒸日上的消費(fèi)環(huán)境將給海底撈、九毛九、呷哺呷哺等餐飲企業(yè)帶來今年的豐收"。

生詞好句

1.cook (something) up

捏造，編造（to invent something）

拓展:

cook up an excuse 編造借口

cook up an alibi 捏造不在場證明

2.profit

英 [?pr?f?t] 美 [?prɑ?f?t]

n. 利潤

拓展:

cook up profits （本文喻指）盈利

3.slim

英 [sl?m] 美 [sl?m]

v. （引申）精簡機(jī)構(gòu)，裁減人員；變苗條，減肥

拓展:

slim down the workforce 裁減員工

slim the companys product line 壓縮公司產(chǎn)品線

slim the stores 精簡門店，閉店瘦身

slim adj. 苗條的，纖瘦的

4.appetite-killer

讓人食欲不振、倒胃口的事情

拓展:

painkiller n. 止疼藥

insect killer 殺蟲劑

5.every cloud has a silver lining

（諺語）每朵烏云都有一道銀邊；凡事都有好的一面；天無絕人之路

6.emerge from ...

擺脫（困境），走出（陰影）（to come out of a difficult experience）

拓展:

She finally emerged from cyber violence.

她終于走出了網(wǎng)暴的陰影。

7.all clichés aside

陳詞濫調(diào)放在一邊，俗套的話、老套的劇情放在一邊

拓展:

all kidding / joking aside 不開玩笑了，言歸正傳

8.apt

英 [?pt] 美 [?pt]

adj. 恰當(dāng)?shù)?，適當(dāng)?shù)模╯uitable or appropriate）

拓展:

an apt description of something 對某事恰如其分的描述

Love at first sight is a very apt description of how he felt when he first saw the girl.

用"一見鐘情"來形容他初見這個女孩的感覺再恰當(dāng)不過了。

9.none other than

正是......，竟然是......

10.total

英 [?t??t?l] 美 [?to?t?l]

v. 總數(shù)達(dá)，合計(jì)為（amount to, add up to）

11.year-on-year

同比，與去年同期相比（compared to the same period last year）

拓展:

quarter-on-quarter 與上一個季度相比

month-on-month 與上一個月相比

12.at first blush

乍一看，乍一想（at first glance, at first sight）

13.owe to ...

歸因于......

拓展:

Their success owes more to good luck than to careful management.

他們的成功更多靠的是運(yùn)氣，而非苦心經(jīng)營。

14.avian-esque

與鳥類相關(guān)的，以鳥類為靈感的

拓展:

avian adj. 鳥類的

-esque 后綴，表示"......樣式的，......風(fēng)格的"

picturesque （風(fēng)景）如畫的

Kafkaesque 卡夫卡式的

15.trim

英 [tr?m] 美 [tr?m]

v. 修剪，除去

拓展:

trim away fat 把多余的脂肪去掉

16.in the black

有盈余，有結(jié)余

拓展:

in the red 負(fù)債，虧空

Were back in the red because sales are way down this quarter.

我們又虧損了，因?yàn)檫@個季度的銷售額下滑了很多。

17.translate to / into

轉(zhuǎn)化為......樣的結(jié)果（to lead to something as a result）

拓展:

I hope all the hard work will translate into profits.

我希望所有辛勤的勞動都會有回報(bào)。

18.no-bones plan

硬骨頭計(jì)劃

拓展:

老師分享的"硬骨頭計(jì)劃"譯法：hard nut plan

hard nut 很硬的堅(jiān)果，"硬骨頭"（a difficult problem or situation to deal with）

We launched the final assault on the fortress of entrenched rural poverty, and cracked this "hardest nut".

我們向深度貧困堡壘發(fā)起總攻，啃下了最難啃的"硬骨頭"。

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