好时公司（Hershey Co.）宣布，将推出一款专为中国市场设计的新糖果品牌——悠漫（Lancaster）。这是该公司首次在美国之外的市场创建一个品牌。对于来自宾夕法尼亚的巧克力制造商好时来说，这是一种全新的策略（同时也是它能否实现截止2017年销售额达到100亿美元的目标的关键所在），但其实这种做法早已不再新鲜。许多进入中国市场的餐饮服务公司与消费类产品都直接迎合当地的口味。外国食品公司要想在中国市场取得成功，必须对品牌作出更多修改和调整。以下是其他在中国取得成功的公司。

    Hershey Co. has announced a new candy brand called Lancaster that is designed explicitly for the Chinese market. It's the first time the company has ever started a brand outside the U.S. Though it's a new strategy for Hershey (and certainly key to its goal of reaching $10 billion in sales by 2017), the Pennsylvania-based chocolate maker is in good company. Plenty of other food service and consumer products have approached China—a market that often requires more brand alterations and tweaking than others to guarantee success—with a direct appeal to local tastes. Here's how others have made the leap.

百胜餐饮集团

    在中国，人们一提到百胜餐饮集团（Yum! Brands），通常都会想到肯德基（KFC）。而实际上，另外一家百胜连锁餐厅必胜客（Pizza Hut）过去三年在中国市场的同店销售额也实现了两位数增长。去年，必胜客在中国新开了200家必胜客休闲餐厅（至第一季度末，在中国的门店总数已经接近900家），足迹已经遍及除西藏外中国其他各省的200多个城市。

    必胜客在美国的主要业务是外卖，而中国的必胜客休闲餐厅则主要提供餐厅堂食。百胜集团投资者关系副总裁史蒂夫•施密特称：“餐厅的定位是提供‘最好的西式休闲用餐体验。’我们不会刻意追求当地的用餐体验，但必须注重当地人的偏好。”公司在中国的外卖业务必胜宅急送（Pizza Hut Home Service）依然是一个新兴品牌。

    这家公司每年对25%的菜品进行两次调整。除了披萨和意大利面外，其他食品还包括法式蜗牛等开胃菜、牛排等正餐，以及其他各种米饭类视频。堂食中披萨仅占销售额的30%，而在美国则占到70%。而且中国餐厅披萨的馅料以海鲜为主——比如大西洋鲑鱼披萨或芝心大虾披萨。此外，百胜也在尽量将餐厅全天利用起来。公司推出的下午茶很受欢迎，而且目前正在尝试西式早餐。

Yum Brands

    KFC is normally the focus when it comes to Yum! Brands' presence in China. But Pizza Hut, another Yum! chain, has seen same store sales grow at double digit rates the last three years in the market. The company opened 200 Pizza Hut Casual Dining restaurants in China last year (at the end of the first quarter there were nearly 900 total in the country) and is in more than 200 cities and every province except Tibet.

    While in the U.S. the majority of business is takeout and delivery, China's Pizza Hut Casual Dining is all about the sit-down meal. "It's positioned as 'the best western casual dining experience,'" says Steve Schmitt, Yum! Brands vice president of investor relations. "We don't go for a local type experience, but it's skewed toward local preferences." The delivery arm in China, Pizza Hut Home Service, is still an emerging brand there.

    The broad menu in China sees 25% of its items change twice a year. In addition to pizza and pasta, offerings include appetizers like escargot, entrees such as steak, and a selection of rice dishes. Pizza at the sit-down locations makes up 30% of sales, versus 70% in the U.S., with toppings focused more on seafood--Atlantic Salmon pizza or Stuffed Crust Jumbo Shrimp Crown pizza. Yum! is also working on utilizing the restaurants all day. Tea time is big, and the company is testing western-style breakfasts.

通用磨坊

    包装消费品公司通用磨坊（General Mills）总部位于明尼阿波利斯。通用磨坊大中华区总裁朱玺表示，公司在中国市场采取了中西结合的经营方式。就拿妙脆角（Bugle）来说，朱玺发现，中国大多数青少年和年轻人喜欢吃咸味零食。于是，公司推出了20种不同口味的零食，如烤肉味和紫菜味，而且每年会推出一到两种新口味，以维持消费者对品牌的兴趣。其中最受欢迎的是美式茄汁味妙脆角。虽然这种口味明显受到西方影响，但却并没有在美国销售。

    哈根达斯（Haagen-Dazs）是这家公司在亚洲的另外一个大品牌。朱玺称：“我们（对哈根达斯）的规划和商业模式与在美国和欧洲存在很大区别。”【在美国和加拿大，哈根达斯品牌被授权给雀巢（Nestle）】。在中国，公司在高端购物中心和酒店开设了全方位服务的哈根达斯豪华餐厅。过去，大多数口味更多是面向美国或欧洲市场，许多种类都有巧克力底座。而在过去几年，公司陆续推出了荔枝味、红豆味、绿茶味、芒果味和百香果味。而且，公司的月饼业务也非常成功。每逢中秋节，它的月饼销售都非常火爆。朱玺称，哈根达斯用冰淇淋制作月饼，使这家公司一跃成为中国顶级月饼制造商之一，每年的月饼销售200万盒。

General Mills

    The Minneapolis-based consumer packaged goods company takes a West-meets-East approach to its Chinese market, says Gary Chu, president of greater China for General Mills. Take the Bugle, a corn-based chip. In China, mostly teens and younger kids eat salty snacks, he notes. The company offers 20 different flavors, like meat and seaweed, and introduces one or two new varieties annually to keep them interested in the brand. The most popular is American Ketchup, which, despite its clear western influence, is not even available in the U.S.

    Haagen-Dazs is one of the company's biggest brands in Asia. "Our road map and our business formula [for Haagen-Dazs] is very different than the States and Europe," Chu says. (The brand is licensed to Nestle in the U.S. and Canada.) In China, the company runs full-service Haagen-Dazs restaurants with a luxury vibe in high-end malls and hotels. In the past, most of the flavors had been more oriented toward the U.S. or Europe, and many had a chocolate base. But in the last few years lychee, red bean, green tea, mango, and passion fruit have emerged. They've also had success producing mooncakes, which are exchanged widely every year as part of an annual festival. Haagen-Dazs, by putting an ice cream twist on the mooncake, has become one of the top manufacturers of the product in China and sells 2 million boxes every year, says Chu.

百事

    百事可乐公司（PepsiCo）在中国市场打拼已久。公司在三十多年前就已经进入中国市场。而去年，这家公司在上海开设了除美国之外全球最大的研发中心，表明它越来越重视在亚洲地区实现产品本地化。

    百事针对中国市场调整了产品口味——比如消费者可以购买芝士焗龙虾味的乐事（Lays）薯片，也可以购买芝士味、可乐鸡味和麻辣火锅味。而且，公司还开发了一些全新的产品。百事的桂格（Quaker Oats）燕麦片还可以提供中国传统早餐——白粥。燕麦片依然在中国出售，但中国消费者还没有把燕麦作为一种常见的早餐食品，因此它并不像在西方市场一样受欢迎。百事最近开始销售一种桂格即食冲泡饮品，有紫薯味等多种口味可供选择。

    百事可乐中国区研发负责人胡欣元解释说，公司将努力平衡品牌的西方内涵和中国消费者带来的影响。他举例说，百事的纯果乐果汁（Tropicana）中含有真实的橘子果粒，这是因为中国消费者更习惯吃水果，而不是喝果汁。

Pepsi

    PepsiCo is hardly new to the Chinese market. It's been in the country for three decades. But last year the company signaled its growing commitment to localizing its products in the region by opening its largest research and development center outside the U.S. in Shanghai.

    Flavors are altered for the market—you can buy Lays potato chips like Baked Lobster with Cheese, Cola Chicken, and the Numb & Spicy Hot Pot—but entirely new products have been developed, too. PepsiCo's Quaker Oats line offers a breakfast product like congee, a traditional rice porridge. The company's oatmeal is still sold in China but is not a typical breakfast food for the market, and therefore not as popular. PepsiCo also recently started selling a Quaker instant-powdered hot drink that comes in flavors like purple sweet potato.

    Shank Hu, who heads up R&D for PepsiCo in China, explains that the company tries to balance the western aspects of the brand with Chinese influence. Its Tropicana juice, for example, contains real mandarin orange pieces because Chinese consumers are more used to eating fruit than drinking juice, he says.

亿滋国际

    奥利奥（Oreo）是最具美国特色的美国产品，在中国也是领先的饼干品牌。外国公司如何进入中国市场？奥利奥就是最好的例子。亿滋国际（Mondelez International）中国区公司与政府事务总监车飞通过邮件表示：“我们对GLOCAL（全球化与本土化结合——译注）方式充满信心——不会简单照搬我们在其他市场的做法。”

    2012年，这家公司中国业务的收入中约有30%来自新产品创新，而整个亿滋国际新产品创新所带来的收入仅占13%。这也是为什么奥利奥在中国有各种不同的口味和样式。鉴于华夫饼在饼干市场占有很大一部分份额，因此，公司开发出了传统白奶油包裹巧克力的奥利奥华夫饼。

    今年夏天，中国的饼干消费量有所下降。这家公司的解决方案是什么呢？它推出了绿茶和香草冰淇淋味的奥利奥，可以给消费者带来凉爽的感觉。据这家公司称，冰淇淋味饼干的受欢迎程度排在第二位——原味奥利奥在中国依然最受欢迎。甜橙加芒果和蓝莓加树莓等口味的缤纷双果味夹心饼干也非常受欢迎。

    得益于奥利奥的推动下，亿滋国际在中国的饼干业务在2012年增长超过20%。去年，它在中国的业务增长了25%，超过10亿美元。仅奥利奥品牌在发展中市场的规模就已经超过了10亿美元。

Mondelez International

    Oreo, the most American of American products, is the leading cookie brand in China. It's the perfect case study for how the company approaches the market. "We believe in the GLOCAL approach—not just copy everything from global," writes Fei Che, director of corporate and government affairs Mondelez International's China business, in an email.

    In 2012, some 30% of revenue for the company's business in China came from new product innovations, outpacing the 13% posted for Mondelez International as a whole. That's why in China, you'll see the Oreo taking on different flavors and forms. Wafers are a big part of the cookie market, so the company makes an Oreo wafer stick with the regular white cream filling, coated in chocolate.

    Cookie consumption drops in China in the summer. The solution? Green tea and vanilla ice cream flavored Oreos, which produce a cooling sensation. The company says the ice cream flavors are its second-most popular--original Oreo is still king even in China. Double-fruit flavor filling combinations like orange-mango and blueberry-raspberry are also a hit.

    The Oreo business has helped push Mondelez International's biscuit category in China up more than 20% in 2012, with the China business growing 25% last year to cross the $1 billion mark. Oreo alone has surpassed the $1 billion dollar brand milestone in developing markets.

唐恩品牌

    说到创新，唐恩品牌（Dunkin’ Brands）的行政总厨斯坦•弗兰肯塔乐的秘方是，以创新的方式创造熟悉的产品。唐恩公司进入中国市场时，他也采取了同样的方式，于是便诞生了各种创新品牌，如布丁甜甜圈、Asian Everything 百吉饼（可抹上芝麻、芥末和紫菜等配料），以及充分利用消费者对新鲜水果的喜爱开发的抹有鲜奶油和草莓的蛋糕甜甜圈。他说：“我们并不是简单的复制，而是抓住这些香气、口味和新鲜感，把它们变成唐恩的独家美食。”

    唐恩都乐（Dunkin' Donuts）仍然提供核心菜单中的食品，如唐恩纯品咖啡、波士顿鲜奶油甜甜圈等，但中国消费者还能品尝到泡沫红茶，以及木瓜和榴莲味的甜甜圈，而不是在美国出售的树莓或苹果桂皮。弗兰肯塔乐说：“到店铺消费的中国消费者会被品牌的西式风味所吸引。但他们在选择一些不太熟悉的食品时，也需要在心理上感觉更舒服。如果消费者喜欢芒果，店里又恰好能提供芒果味的甜甜圈，而不是苹果桂皮或者消费者不熟悉的口味，那么即使消费者没有吃过甜甜圈，他们也更有可能买一个尝尝。”

    弗兰肯塔乐称，甜咸口味在全球成为一种大趋势，而这种口味其实早已经融入到亚洲菜肴当中。唐恩针对中国消费者的口味偏好，限时推出了风味小点心。消费者可以点原味的小点心，同时选择三种美味的香料——咖喱味、烤肉味和披萨味。店员会将香料放到袋子中，再放入小点心，然后一边摇晃袋子，一边重复：“吃前摇一摇”。然后店员将袋子递给消费者，而消费者也会照着店员的做法，继续摇晃他们的小点心。弗兰肯塔乐说，这款源自中国的产品最终在美国也取得成功，不过“要风靡全球可能还需要更长的时间。”（财富中文网）

    译者：刘进龙/汪皓

Dunkin' Brands

    When it comes to innovation, Dunkin' Brands executive chef Stan Frankenthaler's mantra is to create familiar items with a twist. He takes the same approach when it comes to China, which has led to products such as pudding doughnuts, Asian Everything Bagels (topped with ingredients like sesame seeds, wasabi, and seaweed), and premium cake doughnuts filled with whip cream and strawberries to capitalize on the popularity of fresh fruit. "We're not trying to duplicate," he says. "We're trying to capture those aromas, flavors, and excitement and make it something uniquely Dunkin'."

    Dunkin' Donuts still offers its core menu--items like Dunkin' Original Coffee, Boston Kreme Donuts--but in China you'll also find bubble tea and doughnuts filled with papaya and durian rather than the raspberry or apple cinnamon you'd find in the U.S. "Customers who come into the stores in China, they are intrigued by westernness of the brand," Frankenthaler says, "but they also need to feel comfortable ordering things less familiar. You're more likely to try a doughnut if you've never tried doughnut before if it has mango filling and you love mango than if it's apple cinnamon and you don't know what that is."

    Frankenthaler says a sweet-and-salty flavor profile is becoming a huge trend globally, but it's already built into Asian cuisine. Dunkin' played off the taste preference in China with a limited time offer of spiced Munchkins. Customers could order plain Munchkins and choose between three savory spices—curry, barbeque, and pizza. The crew would put the spices into a bag, add the Munchkins, start shaking the bag while repeating "shake, shake, shake," and then hand it over to the customer who was encouraged to continue shaking up their Munchkins. Frankenthaler says that the products that originate in China will eventually make it to the U.S., but "it might take longer for that one to come back around the world."