今天梳理学习下各大外刊对瑞幸的报道。

经济学人原文：

Luckin’s remarkable growth is a sign of change. No longer do Chinese consumers see coffee as such a luxury.

高斋参考译文：瑞幸发展如此迅猛，反映了这样一种变化：中国消费者不再将咖啡视为一种奢侈饮品。

1. a sign of change翻译的时候动化，即“反映了……”。

2. No longer do Chinese consumers see coffee as such a luxury和瑞幸咖啡的定位有关，金融时报上有一句讲瑞幸咖啡定位的，即：

Luckin is positioning itself as a mass-market alternative to Starbucks

瑞幸将自己定位为星巴克的大众市场替代品。

01

瑞幸自创立以来，不断扩张，金融时报上是这么说的：

原文：Luckin has expanded to over 4000 stores across China and claims customers in downtown Beijing and Shanghai now have a store within a five minute walk.

高斋参考译文：瑞幸不断扩张，目前在中国已经开设了4000多家门店，该公司宣称，如今在北京和上海市区，顾客每走5分钟就会看到一家瑞幸咖啡店。

1. 我们可以学到的精彩表达是expand to +数字+stores+across+place，意为在某地开设了多少家门店。expand to也可以用open，即Luckin has opened over 4000 stores across China.

2. Stores也可以说outlets或branches。

3. across意为“在…各处；遍及”。比如我们都熟知的名创优品，现在已在全球各地开了很多家门店了，名创优品计划到2020年在澳大利亚开250家门店，此时我们就可以用到这个词组：

Japanese retail giant Miniso has plans to expand to 250 stores across Australia by 2020.

瑞幸不断扩张就是为了“提高门店覆盖率”，那“提高门店覆盖率”英语怎么说？

我们再看外刊文章：

原文：“We are increasing the density, so that in the centre of cities where we have stores, our outlets can be found within a five-minute walk.”

高斋译文：“我们正在提高门店覆盖率，在我们设有门店的城市，你在市中心步行不到5分钟就能看到我们的门店。”

1. increasing the density翻译的时候注意搭配，increase不要翻译为增加，而是“提高门店覆盖率”。

2. in the centre of cities where we have stores, our outlets can be found within a five-minute walk和前面的customers in downtown Beijing and Shanghai now have a store within a five minute walk基本表达的是一个意思。

02

瑞幸首席执行官钱亚治曾经表示：“会不断优化产品，提升用户体验”，文章里面是这样说的：

“We will continue to optimize product and user experience,” Luckin chief executive Qian Zhiya said.

为了提升用户体验，瑞幸比星巴克先推出了咖啡外卖服务。当然瑞幸咖啡客单价比星巴克的低，而且还有折扣，文章是这么说的：

原文：Customers can also choose whether they want to pick up their coffees at a store or have them delivered in 30 minutes. Luckin offers customers discounts if they order more.

高斋参考译文：消费者还可以选择到店自提或30分钟送达。瑞幸还为订购量多的消费者提供折扣。

1. have them delivered是have sth done的用法，表示让别人干某事，比如“剪头发”就是have your hair cut，因为头发不是你自己剪。

2. offers customers discounts是offer sb sth的固定表达，表示给某人……。

当然，星巴克为了保住自己的领先地位，与阿里巴巴合作提供咖啡外卖服务。正文：

Starbucks will start coffee deliveries in China next month in a partnership with internet heavyweight Alibaba, as the US company looks to protect its lead in a fast-growing coffee market where it is facing tougher competition and a decline in sales.

星巴克将与互联网巨头阿里巴巴合作，从下月起在中国提供咖啡外送服务。这家美国公司希望在一个快速增长的咖啡市场保住自己的领先地位，目前星巴克在这个市场面临更激烈的竞争，销量出现下滑。

其中，Starbucks will start coffee deliveries in China next month in a partnership with internet heavyweight Alibaba as the US company looks to protect its lead也可以说：

Starbucks teams up with Alibaba on coffee delivery, as it tries to keep its throne。

03

但是瑞幸是在“以牺牲利润为代价进行扩张”，这篇文章里面是这样说的：

原文：By pursuing expansion at the expense of profit, Luckin is following a playbook developed by the country’s tech giants such as ride-hailing company Didi Chuxing.

高斋参考译文：瑞幸咖啡以牺牲利润为代价进行扩张，正在效仿滴滴出行等中国科技巨头摸索出来的模式。

1. pursue expansion：是追求扩张。Pursue的CATTI和MTI考试中很常见，可以表示“坚持”，如报告例句：

三要坚持共赢共享，实现共同繁荣。

Third, we must pursue win-win results to deliver prosperity for all.

2. follow a playbook：表示按模式走，按剧本走，如金融时报这句：

It would not follow a playbook written in advance.

该机构不会参照提前写好的剧本进行。

一味地追求扩张也不是一件好事，如今浑水做空瑞幸咖啡，我们看看这份报告里面的一些表达吧。

原文：When Luckin Coffee (NASDAQ: LK) (“Luckin” or the “Company”) went public in May 2019, it was a fundamentally broken business that was attempting to instill the culture of drinking coffee into Chinese consumers through cut-throat discounts and free giveaway coffee.

报告译文：瑞幸咖啡（Nasdaq：LK）（“瑞幸”或“公司”）于2019年5月上市时，便采用了一种糟糕的商业模式——通过大幅折扣和免费赠品咖啡来培育中国消费者的咖啡消费习惯。

1. cut-throat discounts大幅折扣。

2. free giveaway免费赠品

原文：Right after its USD 645 million IPO, the Company had evolved into a fraud by fabricating financial and operating numbers starting in 3rd quarter 2019. Luckin knows exactly what investors are looking for, how to position itself as a growth stock with a fantastic story, and what key metrics to manipulate to maximize investor confidence. This report consists of two parts: the fraud and the fundamentally broken business, where we separately demonstrate how Luckin faked its numbers and why its business model is inherently flawed.

报告译文：在其完成6.45亿美元IPO后，该公司从2019年Q3开始捏造财务及运营数据，已演变成了一场骗局。瑞幸确切地知道投资者在寻找什么，怎样将其定位成一个故事精彩的成长股，以及操纵哪些关键指标来最大化投资者信心。这份报告由两部分组成：欺诈和存在根本性缺陷的商业模式。我们分别阐述了瑞幸是如何伪造其数据的，以及为什么它的商业模式存在固有缺陷。

1. fabricate捏造，也可以说fake。

2. the fundamentally broken business存在根本性缺陷的商业模式，也就是the inherently flawed business存在固有缺陷的商业模式。

原文：We mobilized 92 full-time and 1,418 part-time staff on the ground to run surveillance and record store traffic for 981 store-days covering 100% of the operating hours.

报告译文：我们调动了92名全职和1418名兼职人员进行实地监控，记录了981个工作日的门店流量，覆盖了100%的营业时间。

1. on the ground表示当场，实地。

2. store traffic客流量，可以说foot traffic. 如金融时报这句：

It has raised prices to offset decreasing foot traffic into United States stores.

星巴克在美国提高了客单价，以抵消门店客流量减少的影响