或许,你也爱这杯“幽兰拿铁”吗?
发布于 2021-09-21 09:34
4月2日，茶颜悦色快闪店首次登陆深圳，不少人顶着30度高温排队买奶茶，黄牛代购一杯奶茶的开价高达200至500元人民币不等。甚至当时有网友为了喝上一杯茶颜悦色奶茶，排队超过6小时。当时一度火爆到深圳交警发文，“请市民朋友绿色出行。”有网友更是调侃称，坐个高铁去长沙都比排队快多了。（每日经济新闻）
今天我们就一起来看一看这波奶茶热，来探一探“茶颜悦色”为什么这么火？
本篇精读文章源自Sixth Tone，原文版权归其所有，仅供个人学习交流使用。参考译文为机翻基础上的微调版本，旨在扫除理解障碍，如需用于翻译学习，还需自行斟酌打磨。
全篇原文：
On April 2, Chayan Yuese, a viral tea brand based in the central city of Changsha, opened its first pop-up store in Shenzhen. Although Chayan has been a tourist attraction in Changsha for years, the company has been unusually reluctant to extend its footprint outside of central China. The arrival of a location in Shenzhen, even if only temporarily, was met with unreserved enthusiasm among that city’s young, well- to-do residents. At one point, the line to enter the shopping mall where the pop-up store was located grew so long that local traffic cops had to intervene, and shrewd scalpers were able to resell 16 yuan ($2.50) cups of the store’s signature milk tea — a black tea mixed with milk and topped with whipped cream and crushed pecans — for upward of 200 yuan.
4月2日，总部位于中部城市长沙的很火的茶饮品牌茶颜悦色在深圳开设了其第一家快闪店。尽管茶颜悦色多年来一直是长沙的一个旅游热点，但其一直不愿意将其足迹延伸到中国中部以外的地区。在深圳开店，即使只是暂时的，也得到了该城市年轻富裕的居民毫无保留的热情。有一次，快闪店所在的购物中心的队伍越来越长，以至于当地的交通警察不得不进行干预，精明的黄牛能够以200元以上的价格转售原价16元（2.5美元）的商店招牌奶茶——一种与牛奶混合的红茶，上面放有生奶油和碎核桃。
✏ unreserved [ˌʌnrɪˈzɜːvd] adj. complete and without any doubts
完全的；彻底的；无保留的
He offered us his unreserved apologies.
他诚恳地向我们道了歉。
Charles displays unreserved admiration for his grandfather
查尔斯从不掩饰他对祖父的景仰。
✏ well-to-do [ˌwel tə ˈduː] adj. having a lot of money 有钱的；富有的；富裕的
a well-to-do family
富裕家庭
They're very well-to-do.
他们很阔绰。
a rather well-to-do family of diamond cutters.
从事钻石切割的相当富裕的家庭
✏ shrewd [ʃruːd] adj. clever at understanding and making judgements about a situation
精明的；敏锐的；有眼光的；精于盘算的
a shrewd businessman
精明的商人
She is a shrewd judge of character.
她看人看得很准。
TED uses a shrewd combination of paid-for and free products, the purpose of the latter being to generate buzz.
TED 巧妙地将付费产品和免费产品结合在一起，其中后者的目的是为了引起轰动。（例句来源：经济学人）
罗马假日
✏ scalper [ˈskælpə(r)] n. 黄牛;票贩子
Another scalper said he'd charge$ 1000 for a$ 125 ticket.
另一个票贩子说125美元的票他要价1,000美元。
✏ signature [ˈsɪɡnətʃə(r)] adj. A signature item is typical of or associated with a particular person.
为(某人)所特有的;体现个体特征的（熟词僻义）
Rabbit stew is one of chef Giancarlo Moeri's signature dishes.
炖野兔是厨师詹卡洛·莫里的招牌菜之一。
In this sense, the rise of “Milk Tea 3.0” is following in the footsteps of coffee’s second wave, which saw brands like Starbucks turning cafés into hangouts. Many new tea shops are no longer simply holes in the wall where you buy your drink and leave: They have built-in dining areas with bright and sleek interior designs, floor-to- ceiling windows, and other features that make them look appealing on social media. China’s ubiquitous food-delivery apps have also made tea drinks a part of office culture, as group ordering a round of afternoon milk tea has become something of a ritual for sleepy office workers.
从这个意义上说，“奶茶3.0”的兴起是继咖啡的第二次浪潮之后的，这一浪潮见证了星巴克等品牌将咖啡馆变成了休闲场所。许多新的茶饮店不再是简单的墙洞，你买了饮料就走。它们有内置的餐饮区，内部设计明亮时尚，有落地窗，还有其他一些在社交媒体上看起来很有吸引力的功能。中国无处不在的外卖软件也使茶饮料成为办公室文化的一部分，因为集体点一轮午后奶茶已经成为困倦的上班族的一种仪式。
built-in. Built-in devices or features are included in something as a part of it, rather than being separate.
内置的；嵌入式的（只能作定语）
built-in cupboards
壁橱
modern cameras with built-in flash units.
有内置闪光灯的新式相机
appealing [əˈpiːlɪŋ] adj. attractive or interesting
有吸引力的；有感染力的；令人感兴趣的
Spending the holidays in Britain wasn't a prospect that I found particularly appealing.
在英国度假对我并不特别有吸引力。
There was a sense of humour to what he did that I found very appealing.
他举手投足间流露出一种幽默感，我觉得很有魅力。
ubiquitous [juːˈbɪkwɪtəs] adj. seeming to be everywhere or in several places at the same time; very common
似乎无所不在的；十分普遍的
the ubiquitous bicycles of university towns
大学城里处处可见的自行车
【派生词】：其对应的名词为ubiquity，例如，the ubiquity of the mass media
大众传媒的无所不在。
But the real power behind new-style tea’s takeover of the Chinese market is all the capital sloshing about the industry. Tea is a business with a low technical barrier to entry. Although some brands have sought to patent their star products, it remains relatively simple for other companies to make slight modifications to the recipe and produce popular derivations of their own. Given the fierce competition and prevalence of copycats — Chayan Yuese just triumphed in a lawsuit over a company that had named itself Chayan Guanse — success is dependent on a company’s ability to achieve scale and brand awareness, both of which require money. This January, a lower-end new-style tea brand with 12,000 stores, Mixue, successfully solicited 2 billion yuan in investment, raising its estimated value to 20 billion yuan. In February, Nayuki submitted a prospectus to the Hong Kong Stock Exchange in advance of a likely initial public offering. Industry insiders say it is only a matter of time before HeyTea, which nearly doubled its total number of storefronts last year alone, does the same.
但是，新式茶饮占据中国市场背后的真正力量是该行业的所有资本。茶饮是一个技术门槛低的行业。尽管一些品牌已经寻求为他们的明星产品申请专利，但对其他公司来说，对配方进行轻微修改并生产自己的流行衍生产品仍然相对简单。鉴于激烈的竞争和山寨公司的盛行——茶颜悦色刚刚在一场针对一家自称茶颜观色的公司的诉讼中胜诉——成功取决于一家公司实现规模和品牌知名度的能力，而这两者都需要资金。今年1月，一个拥有1.2万家门店的低端新式茶饮品牌蜜雪冰城（Mixue）成功募集了20亿元的投资，将其估值提高到200亿元。2月，奈雪的茶（Nayuki）向香港证券交易所提交了一份招股说明书，准备进行首次公开发行。业内人士说，仅在去年，喜茶（HeyTea）的店面总数就增加了近一倍，它的做法只是时间问题。
slosh about. to be available or present in large quantities (especially of money 尤指钱) 可大量获得；大量存在
patent [ˈpætnt] v. to obtain a patent for an invention or a process 获得专利权
He patented the idea that the atom could be split.
他获得了“原子可以再分”这一概念的专利权。
given... 鉴于，考虑到
Usually, I am sensible with money, as I have to be, given that I don’t earn much.
考虑到自己挣得不多，我用钱通常比较精打细算，这也是迫不得已。
copycat [ˈkɒpikæt] n. used especially by children about and to a person who copies what sb else does because they have no ideas of their own
(informal, disapproving) （尤为儿童用语，指无主见的）模仿者；抄袭者；好跟人学的人
The Beatles have copycats all over the world.
披头士乐队的模仿者遍布全世界。
triumph [ˈtraɪʌmf] n. a great success, achievement or victory
巨大成功；重大成就；伟大胜利
one of the greatest triumphs of modern science
现代科学最重大的成就之一
It was a personal triumph over her old rival.
这是她对老对头的个人胜利。
【常用搭配】：triumph over sb./sth.
摩登家庭 S03 E04
solicit [səˈlɪsɪt] v. to ask sb for sth, such as support, money, or information; to try to get sth or persuade sb to do sth 索求，请求…给予（援助、钱或信息）；征求；筹集
to solicit for money
筹款
They were planning to solicit funds from a number of organizations.
他们正计划向一些机构募集资金。
Historians and critics are solicited for their opinions.
人们向历史学家和批评家征求意见。
A year ago the e-commerce giant said it would open a second headquarters, and solicited bids from cities keen on the 50,000 new jobs and $5bn in investment it would bring.
一年前，这家电子商务巨头称将开设第二总部，并向各城市招标。那些竞标城市对于因此可得的5万个新增就业岗位和50亿美元投资分外眼馋。（例句来源：经济学人）
prospectus [prəˈspektəs] n. a document that gives information about a company's shares before they are offered for sale
(business 商) （企业的）招股章程， 募股章程
storefronts [ˈstɔrˌfrɑnts] n. A storefront is the outside part of a shop which faces the street, including the door and windows.
(临街的)店面，铺面
They run their business from a small storefront.
他们在一间狭小的铺面房中做生意。
Main Street in Great Barrington is lined with small storefronts and restaurants.
大巴灵顿的主街两侧林立着许多小的店铺和餐馆。
联想到《老友记》中的场景，这个词的意思就很好记了。我们可以这样来描述《老友记》中的central perk。
Guests will be able to check out signature props from the series in a decorated storefront and relax on the iconic orange couch.
永远的橙色沙发
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