动手达人:家庭自制可口可乐的秘诀

Soda is already readily available and cheap, thanks to extensive bottling and distribution systems built up over decades. Many consumers might not want to fork out $100 to $200 for a Keurig cold drink machine that would sit next to their coffee makers on increasingly cluttered kitchen counters--especially when SodaStream machines start at $80.
得益于过去几十年建立起来的广泛的灌装和分销体系，汽水已经是随处可买而且价格低廉。许多消费者可能不想花100到200美元添置一台Keurig冷饮机放在咖啡机旁边，让厨房台面乱上加乱──尤其是在SodaStream汽水机起售价仅为80美元的情况下。

The companies haven't said what the soda pods will cost. The coffee K-Cups are more expensive per serving than buying a tin of coffee of a comparable brand. But people are willing to pay a premium for the convenience, Green Mountain has said. The company also has marketed Keurig as a good deal, since they are cheaper than buying a cup at a coffee shop.
两家公司尚未透露汽水胶囊的售价。每份K-Cups咖啡价格要比购买相同品牌罐装咖啡贵。但绿山公司表示，人们愿为追求便利而多付些钱。该公司也在营销中打出Keurig物超所值的口号，因为它做出的咖啡要比在咖啡店买便宜。

If the at-home push succeeds, it could turn the cold beverage industry on its head. U.S. household penetration of soda is roughly 90%--nearly rivaling toilet paper.
如果家庭自制可乐的计划取得成功，则可能彻底改变冷饮行业的面貌。汽水在美国家庭的渗透率约为90%──接近厕纸的渗透率。

Dorothy Chatman, a 69-year-old retired school teacher, and lifelong Coke drinker, is intrigued. She already owns a Keurig coffee maker. As for a Keurig cold drink machine with pods of Coke, 'I'd probably buy that too, ' she said, adding that it sounds 'convenient.'
69岁的退休教师多萝西・查特曼(Dorothy Chatman)喝了一辈子可口可乐，她对可乐机很感兴趣。她已经有了一台Keurig咖啡机。她说，至于带可乐胶囊的Keurig冷饮机，“我很可能也会买”，她还说，这种机器似乎“很方便”。

Coke could fatten its profit margins if more consumers agree to make its sodas and other flavored cold drinks at home. That's because customers would be adding the water, which is heavy and inflates transportation costs. The lightweight pods also make e-commerce more financially feasible.
如果有更多消费者愿意在家自制汽水及其他调味冷饮，那么可口可乐的利润率有望提高。这是因为消费者会自己加水，而水很重，（如果像原来一样由公司负责加水）会增加运输成本。从财务上来说，重量很轻的可乐胶囊还让电子商务变得更加可行。

Bottling and distributing soda is a high-cost, low-margin business. In Europe, where Coke sells concentrate mix to independent bottlers and distributors, the company's operating profit margin is around 40%. The company's margin in North America dropped to the low teens from around 20% after acquiring its largest U.S. bottler in 2010.
汽水灌装和分销业务成本高，利润率低。在欧洲，可口可乐向独立灌装商和分销商出售浓缩液，营运利润率达到40%左右。而在北美，可口可乐2010年收购其美国最大的灌装商之后，利润率由20%左右降至10%-14%之间。

Shares in Green Mountain soared 26% to $102.10 on Thursday after the Coke partnership was announced late Wednesday. But shares in SodaStream also rose Thursday, gaining 7.2% to $38.35, as some investors placed bets the at-home movement will gain momentum and that SodaStream could team up with PepsiCo Inc. or Dr Pepper Snapple Group Inc.
受与可口可乐结盟的消息推动，绿山公司股价次日飙升26%，达到102.10美元。但 SodaStream当天股价也上涨7.2%，达到38.35美元，因为一些投资者押注自制冷饮有望形成趋势，他们还预计，SodaStream可能会与百事公司(PepsiCo Inc.)或Dr Pepper Snapple Group Inc.结盟。

SodaStream, PepsiCo and Dr Pepper declined to comment on any potential talks.
SodaStream、百事公司和Dr Pepper拒绝就任何潜在谈判事宜置评。

SodaStream's website makes fun of its rivals, with the slogan 'Sorry, Coke and Pepsi.'
SodaStream的网站打出“不好意思，可口可乐和百事可乐”这一标语，调侃其竞争对手。