ATLANTA, Georgia - On May 8, 125 years ago, when John Pemberton poured the first cup of Coca Cola in Jacob's Pharmacy just a few blocks away from the current Coca-Cola headquarters in Atlanta, Georgia, the inventor of the carbonated drink probably never imagined it would become a beverage shared by people from over 200 countries today.
亚特兰大 乔治亚州——１２５年前的5月8日，约翰潘博顿在雅各药房倒出了第一杯可口可乐，此地只距离亚特兰大的可口可乐总部几个街区。这种碳酸饮料的投资者可能从来没有想到，今天它已经成为超过200个国家的人们的饮料。
In 1978, The Coca-Cola Company was selected as the only company that was allowed to sell packaged cold drinks in China. So far, the company has invested more than $1.3 billion in the Chinese market with additional $2 billion planned to invest in 2008.
１９７８年，可口可乐公司被选择做为唯一在中国销售的包装冷饮。迄今为止，该公司已经在中国投资超过13亿美元，在２００８年计划另外２０亿美元的投资。
In China, it employs more than 30,000 people, with over 40 bottling plants.
在中国其雇佣人数超过３万人，有４０多个瓶装工厂。
Shaun Rein, managing director of China Market Research Group in Shanghai, said Coca-Cola has done well in penetrating nearly every corner of the Chinese market.
位于上海的中国市场调查集团执行董事肖恩赖因说，可口可乐已经完成了渗透中国市场的各个角落的工作。
"However, it is going to have to launch more China-focused drinks or acquire local brands in order to continue to grow fast," Rein said.
然而，公司将需要开发聚焦中国更多的饮料或获得区域品牌，为了持续的快速增长。肖恩说
Others think Coca-Cola will continue to grow in the Chinese market because it knows how to expand locally.
一些人认为可口可乐将在中国市场持续增长，因为其知道如何在区域扩张。
Julian Chang, executive director of Asia Programs of the Ash Center which is part of the Harvard Kennedy School thinks the company's strength has been to be sensitive to local market needs - "think local, act local".
哈佛肯尼迪学院的分支亚洲ＡＳＨ中心规划的执行董事常认为，公司的力量对地方市场需求很敏感，考虑局部，行动局部。
"As a company, they can move quickly (witness the New Coke/Coke Classic episode in the US) to respond to local conditions, look at the success of Minute Maid Pulpy in China." Minute Maid is a subsidiary of Coca-Cola.
做为一个公司，他们可以应对当地的情况快速行动（目击新可口可乐在美国插曲），看到了美汁源果肉在中国的成功。美汁源是可口可乐下属公司。
Minute Maid Pulpy was introduced in China in 2005, and it reached $1 billion in global retail sales in just five years. It is the company's first brand that was developed and launched in an emerging market that has reached the billion-dollar mark. The brand is now among the premier juice drink brands in more than 15 countries including Indonesia, Philippines, Thailand and India.
美汁源果肉是２００５年在中国引进的，仅仅在５年里其全球的零售达到了10亿美元。其是公司在十亿美元新兴市场上开发及启动的第一个品牌。此品牌目前位于果汁饮品一流品牌的行列，覆盖包括印度尼西亚，菲律宾，泰国，印度等１５个国家。
Coca-Cola's international presence has been growing rapidly and it believes in emerging markets, not only BRICS (Brazil, Russia, India, China, and South Africa) but other emerging markets like Indonesia, Turkey, Morocco, and Vietnam.
可口可乐的国际网点的分布正迅速增长，并且其信任新兴市场不仅仅是金砖五国（巴西，俄罗斯，印度，中国，南非），而且其它的新兴市场像印度尼西亚，墨西哥及越南。
Its executives say that they expect 60 percent of the new growth from emerging markets.
其高管称，他们希望从新兴市场上的新增长达到６０%。
Coca-Cola believes China - its third largest market after the United States and Mexico - has the greatest potential globally.
可口可乐相信中国，继美国和墨西哥后第三大市场，具有全球最大的潜力。
Muhtar Kent, CEO of Coca-Cola, has confidence in emerging markets like China and he thinks the company's long-term plan in China is on the right track.
可口可乐总裁穆志康信任像中国的新兴市场，他认为公司在中国的长期计划是正途。
The company's sales for 2010 in China rose 6 percent, though falling 3 percent in the fourth quarter against the same period last year.
公司２０１０年在中国的销售增长了６%，虽然在第四季度同比上年下降了３%。
But Kent is happy with the projections about the Chinese market, which moved from fourth to the No 3 market for Coke. He said he cannot predict when China may become the largest market for Coca-Cola, but it will happen.
但穆志康对中国市场的预测非常欣喜，其对可乐从第４升到了第３位。他说他不能预测中国可能变成可口可乐最大的市场，但这将会发生。
China's soft drinks market has maintained double-digit growth for over 10 years; however, some experts predict will see slower growth in the coming years, because of increasing market saturation. But the ongoing double-digit growth shows that China's soft drinks market is still one of the most dynamic in the world.
中国的软饮料市场在过去１０年维持了双位数的增长，然而一些专家预测，在未来的时间增长变缓，因为增长的市场饱和。但是持续的双位数增长表明，中国的软饮料市场仍然是世界上最活跃的。
John Farrell, vice president in strategic planning at Coca-Cola, however, is positive about the Chinese market.
然而可口可乐战略规划副总裁法雷尔对中国市场持积极态度。
Annual per-capita consumption of Coca-Cola drinks in China was the equivalent of 34 8-ounce bottles in 2010, said Farrell, adding that it still has room to growth.
在中国人均可口可乐饮料的消费在２０１０年相当于34.8盎司瓶，法雷尔说，仍有增长空间。
In 2010, sales of soft drinks, including soda, juice and bottled water, almost doubled over five years to 270 billion yuan ($42 billion) in China, according to Euromonitor International, a market research firm. At the end of the year, Coca-Cola had 17 percent of the market share while Tianjin-based food producer and distributor Tingyi controlled 13 percent. Hangzhou-based food and beverages brand Wahaha had a 7 percent share, while PepsiCo Inc. was fourth with 6 percent.
在２０１０年软饮料的销售包括碳酸，果汁及瓶装水，在中国５年内几乎增长了一倍达到2700亿元，据欧洲商情市场调研公司，一间调查公司所言。在当年底，可口可乐占据了１７%的市场份额，位于天津的食品产商及分销商康师傅控制了13%的市场。位于杭州的食品及饮料品牌娃哈哈有７%的份额，百事可乐公司位于第四，占有６%。
Farrell recognizes the competition in the Chinese market but he doesn't see it negatively.
法雷尔意识到中国市场的竞争，但是他没有表现消极。
"The great thing about China is it has a lot of competition, which helps create the industry. When you are building non-alcoholic ready- to-drink beverages, which is commercial beverages, the more competition you have, the better, as far as developing industry growth," said Farrell.
关于中国的伟大是其有很多竞争者，这有助于行业打造。但你正建造无酒精的即时饮料，其是商业饮料，你有更多的竞争者，更好的，到开发行业的增长。
Rein thinks Coca-Cola should catch up on localizing its products more.
法雷尔认为可口可乐将要实现产品的地方化。
"Chinese generally are more concerned about health than Westerners and prefer tea-based products," Rein said.
中国通常比西方人更关心健康，喜欢以茶为基础的产品。
"Going forward, the trend is away from carbonated beverages and more towards fruit juices, herbal teas and other drinks consumers feel are healthier. Coke needs to get into this market if it wants to continue to grow fast."
向前看，趋势是远离碳酸饮料，更趋向于果汁，药茶及其它消费者感到健康的饮料。如果公司想要继续快速增长需要深入市场调查。
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