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      考研英语水平的进步，不仅要记单词，还需要阅读外语文献等资料。接下来，小编为2024考研者们，整理出——2024考研英语同源外刊5月:蜜雪冰城为何能火遍全球?供考生参考。

2024考研英语同源外刊5月:蜜雪冰城为何能火遍全球?

Opposite a university campus on the outskirts of Jakarta, motorbikes line the front of Ricky Salim’s ice-cream and tea store. One of thousands of Mixue franchise owners across Asia, Mr Salim says his business is so good he hopes to open more outlets this year.

在雅加达郊区一所大学校园对面，瑞奇·萨利姆的冰淇淋茶饮店门前停满了摩托车。作为亚洲数千家蜜雪冰城特许经营商之一，萨利姆表示，这家店的生意非常好，他希望今年能开更多分店。

Mixue, a Chinese firm which built its brand selling flavoured teas and soft-serve ice-cream in smaller Chinese cities with relatively modest average incomes, is exporting its model across South-East Asia. Its nearly 22.000 franchised stores worldwide, by early last year, made it the fifth-largest fast-food chain in the world by outlet, behind McDonald’s, Subway, Starbucks and KFC.

蜜雪冰城是一家中国公司，它在平均收入相对还可以的中国小城市销售风味茶饮和软冰淇淋，并将其经营模式出口至东南亚各国。截至去年初，蜜雪冰城在全球拥有近2.2万家特许经营店，使其成为仅次于麦当劳、赛百味、星巴克和肯德基的全球第五大快餐连锁店。

Part of the reason for Mixue’s success is that it sells rising Asia’s favourite drink: bubble (or “boba”) tea, a milky tea containing chewy tapioca balls. In China, the market for these newfangled, flavoured teas was twice that for coffee in 2021. with a $20bn turnover, according to Momentum Works, a research firm in Singapore.

蜜雪冰城成功的部分原因在于它销售的是亚洲当下较受欢迎的饮料：珍珠奶茶，一种含有耐嚼的木薯球的奶茶。根据新加坡研究公司墨腾创投的数据，2021年，在中国，这种新奇的调味茶的市场规模是咖啡的两倍，营业额达200亿美元。

As growth has slowed in China, bubble-tea brands have set their sights on South-East Asia, where the market was worth $4bn. Several other large, Chinese, ready-made tea brands, including HeyTea, Nayuki Tea, ChaGee and Happy Lemon, have also moved into the region.

随着中国市场增长放缓，珍珠奶茶品牌已将目光投向了市场规模达40亿美元的东南亚。其他几个中国头部茶饮品牌(包括喜茶、奈雪的茶、霸王茶姬和快乐柠檬)也纷纷进军东南亚。

Yet no bubble-tea chain has spread faster than Mixue, which opened its first store in Vietnam in 2018. By March it had around 1.500 stores in Indonesia; the firm wants to double its presence there by the end of this year, says Andy Meitri Hartanto, Mixue Indonesia’s franchise manager.

然而，没有一家珍珠奶茶连锁店的发展速度比蜜雪冰城更快，蜜雪冰城于2018年在越南开设了首家门店。截至今年3月，蜜雪冰城在印尼拥有约1500家门店;蜜雪冰城印尼特许经营经理安迪·迈特里·哈坦托说，公司希望今年年底前能够将印尼的门店数量翻一番。

The brand’s bright red signage and snowman logo can already be found in malls, along dusty side streets and on shophouses across Indonesia. Many branches stock board games, magazines, picture books and soft toys.

蜜雪冰城的鲜红色标识和雪人标志已经在印尼各地的商场、尘土飞扬的巷和商圈随处可见。许多分店都备有桌游、杂志、图画书和毛绒玩具。

On weekends Mr Salim’s outlet fills with parents taking their children out for ice-cream, while during the week his main customers are students and office workers looking for an affordable, comfortable place to study or work. An ice-cream costs just 8.000 rupiah ($0.50).

每到周末，萨利姆的店里挤满了带着孩子出来吃冰淇淋的父母，而平日里，他的主要客户是学生和上班族，他们想要找一个负担得起、舒适的地方来学习或工作。蜜雪冰城的一个冰淇淋只要8000卢比(约合0.5美元)。

Unlike fancier bubble-tea brands, Mixue markets itself as cheap and cheerful, rather than trendy, both in China and South-East Asia. Its viral song has been translated into 20 languages and is often played relentlessly in its franchises. “What it took our China team ten or 20 years to figure out, we’ve been able to perfect in just one year by learning from their experiences,” says Mr Hartanto.

不同于那些更好的珍珠奶茶品牌，无论是在中国还是东南亚，蜜雪冰城的市场定位都是廉价和快乐，而非时尚。蜜雪冰城的主题曲已被翻译成20种语言，并经常在其门店里播放。哈坦托表示：“我们的中国团队花了10年甚至20年 才走通的路，通过学习他们的经验，我们仅用一年时间就做到了还可以。”

Mixue’s biggest ambitions for growth are in countries with rapidly growing economies and many young people, such as Indonesia, the Philippines, Thailand and Vietnam.

蜜雪冰城较大的增长目标是那些经济快速增长、年轻人众多的国家，如印尼、菲律宾、泰国和越南。

Yet over the past year Mixue stores have also opened in Australia, Japan, Singapore and South Korea, and the firm has registered its trademark in markets from Europe and America to Kyrgyzstan and Uzbekistan. It has announced plans for an initial public offering on the Shenzhen Stock Exchange. The singing snowman is coming your way.

然而，在过去的一年里，蜜雪冰城也在澳大利亚、日本、新加坡和韩国开设了门店，还在从欧洲、美国到吉尔吉斯斯坦和乌兹别克斯坦的市场注册了商标。蜜雪冰城已宣布计划在深圳证券交易所进行首次公开募股。唱歌的雪人正向你走来。

 

重难点词汇：

franchise [ˈfræntʃaɪz] n. 特许;特权;选举权;公民权 v. 给予特许权

signage [ˈsaɪnɪdʒ] n. 标记;标志

relentlessly [rɪˈlentləsli] adv. 无情地;残酷地;不屈不挠地

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