#英文外刊#

过去三年，一度陷入经营危机的海底捞关闭了一批门店，以断臂求生。近日，这家火锅连锁品牌宣布推出"硬骨头计划"，准备重启门店，开门迎客。此次重生的背后，海底捞做对了哪些事？这次重启计划胜算几何？一起来听今天的讲解。

Haidilao cooks up profits with store-slimming woodpecker plan

海底捞“啄木鸟计划”：门店瘦身，“捞”出利润

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.

对于餐饮业来说，去年是茶不思、饭不想的一年。但天无绝人之路。虽然情节有些老套，但至少有一匹黑马在这一时期脱颖而出，成为一颗再次闪耀的明星。

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

这匹黑马，或更确切地说，这口重新抛光了的大锅，正是中国火锅连锁店-海底捞国际控股有限公司。

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.

这个前餐饮业的超级巨星在上个月底宣布，其去年的收入总额约为346亿元（49.5亿美元），同步下降约15.8%。这乍一听有些差劲，实则不然。该下降至少部分源于名如飞鸟般轻盈的“啄木鸟计划”。在过度积极扩张的两年后，海底捞开始在该计划下永久性地大规模闭店，为企业瘦身。

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.

这次“瘦身”使海底捞回归到盈利状态，该公司也于这一年公布，其净利润达13亿元以上。在“啄木鸟”计划下，该公司还曾寻求在其他方面提升效率，并尝试恢复其区域管理系统，这也导致了当时的大裁员。

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.

裁员和其他节省开支的措施是海底捞回归盈利的关键。随着经营的改善和疫情的缓解，海底捞又立即推出了新的 "硬骨头计划"，重新开放了一些之前在啄木鸟计划下永久或暂时关闭的餐馆。

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.

重新开业的举措也表明该公司正在迅速行动，以抓住餐饮业复苏所带来的机遇。凯基证券投资战略部主管温杰表示："蒸蒸日上的消费环境将给海底捞、九毛九、呷哺呷哺等餐饮企业带来今年的丰收"。

生词好句

1.cook (something) up

捏造，编造（to invent something）

拓展:

cook up an excuse 编造借口

cook up an alibi 捏造不在场证明

2.profit

英 [ˈprɒfɪt] 美 [ˈprɑːfɪt]

n. 利润

拓展:

cook up profits （本文喻指）盈利

3.slim

英 [slɪm] 美 [slɪm]

v. （引申）精简机构，裁减人员；变苗条，减肥

拓展:

slim down the workforce 裁减员工

slim the companys product line 压缩公司产品线

slim the stores 精简门店，闭店瘦身

slim adj. 苗条的，纤瘦的

4.appetite-killer

让人食欲不振、倒胃口的事情

拓展:

painkiller n. 止疼药

insect killer 杀虫剂

5.every cloud has a silver lining

（谚语）每朵乌云都有一道银边；凡事都有好的一面；天无绝人之路

6.emerge from ...

摆脱（困境），走出（阴影）（to come out of a difficult experience）

拓展:

She finally emerged from cyber violence.

她终于走出了网暴的阴影。

7.all clichés aside

陈词滥调放在一边，俗套的话、老套的剧情放在一边

拓展:

all kidding / joking aside 不开玩笑了，言归正传

8.apt

英 [æpt] 美 [æpt]

adj. 恰当的，适当的（suitable or appropriate）

拓展:

an apt description of something 对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"一见钟情"来形容他初见这个女孩的感觉再恰当不过了。

9.none other than

正是......，竟然是......

10.total

英 [ˈtəʊtəl] 美 [ˈtoʊtəl]

v. 总数达，合计为（amount to, add up to）

11.year-on-year

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

拓展:

quarter-on-quarter 与上一个季度相比

month-on-month 与上一个月相比

12.at first blush

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

13.owe to ...

归因于......

拓展:

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

他们的成功更多靠的是运气，而非苦心经营。

14.avian-esque

与鸟类相关的，以鸟类为灵感的

拓展:

avian adj. 鸟类的

-esque 后缀，表示"......样式的，......风格的"

picturesque （风景）如画的

Kafkaesque 卡夫卡式的

15.trim

英 [trɪm] 美 [trɪm]

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，有结余

拓展:

in the red 负债，亏空

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

我们又亏损了，因为这个季度的销售额下滑了很多。

17.translate to / into

转化为......样的结果（to lead to something as a result）

拓展:

I hope all the hard work will translate into profits.

我希望所有辛勤的劳动都会有回报。

18.no-bones plan

硬骨头计划

拓展:

老师分享的"硬骨头计划"译法：hard nut plan

hard nut 很硬的坚果，"硬骨头"（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".

我们向深度贫困堡垒发起总攻，啃下了最难啃的"硬骨头"。

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