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French consumers

法國(guó)消費(fèi)者

Made in France, not

法國(guó)制造，真的嗎?

What a new love of shopping malls says aboutFrench society

購(gòu)物中心的新寵如何評(píng)價(jià)法國(guó)社會(huì)

WITH polished stone floors and a plate-glass roof, ashimmering multi-storey shopping mall has just opened beside a motorway north of Paris.Named Qwartz, and costing 300m ($510m), it houses 165 shops and what developers call“eating concepts”. Two other American-style shopping malls opened in the greater Paris regionlast year, and a third, So Ouest, in 2012. A country that prides itself on chic designerboutiques and artisanal shops seems to be turning into one of mall rats.

一個(gè)帶有拋光的石質(zhì)地板和平面屋頂、閃閃發(fā)亮的多層購(gòu)物中心剛剛在巴黎北邊的高速公路旁開(kāi)業(yè)。這個(gè)名叫Qwartz的購(gòu)物中心，斥資30億歐元(約合51億美元)，擁有165家商鋪，并且正在發(fā)展“飲食理念”。另外兩家美式風(fēng)格的購(gòu)物中心去年在大巴黎地區(qū)開(kāi)業(yè)，第三家名為So Ouest的購(gòu)物中心于2012年開(kāi)業(yè)。一個(gè)以時(shí)尚設(shè)計(jì)精品店和手工店為傲的國(guó)家如今似乎正向繁多的購(gòu)物街轉(zhuǎn)變。

Partly this is just catching up. Until recently, strict planning rules stopped big out-of-townshopping centres around the French capital. Most malls that existed, such as Vélizy 2 or Rosny2, dated from the 1970s, when five new towns were built in the Paris suburbs. But a newrelaxed attitude has now let more modern projects go ahead.

這種現(xiàn)象的一部分原因是趕時(shí)髦。截至最近，法國(guó)首都嚴(yán)格的計(jì)劃規(guī)則將大型外來(lái)購(gòu)物中心拒之門(mén)外。大多數(shù)像Vélizy 2 或 Rosny 2那樣的購(gòu)物街是從上世紀(jì)70年代就在巴黎存在了，那時(shí)正值巴黎城郊新建了五個(gè)小鎮(zhèn)。但是一個(gè)新的隨意態(tài)度讓更多現(xiàn)代項(xiàng)目得以進(jìn)行。

It also points to two features of French society that escape the gaze of historic Paris. One ismost shoppers' suburban way of life. Only 2.2m people live in the capital itself. Yet the greaterParis region, excluding the city, counts over four times more inhabitants, many in small townsand car-dependent suburbs. The new malls, ringed by car parks, are handy, even alluring.Fully 62% of the French told one poll that malls were their favourite places to shop, ahead ofthe high street or traditional department stores.

這也表明了法國(guó)社會(huì)常被歷史悠久的巴黎忽視的兩個(gè)特點(diǎn)。一個(gè)是大多數(shù)購(gòu)物者的郊區(qū)生活方式。只有220萬(wàn)人住在首都里。但是大巴黎地區(qū)，不包括城區(qū)，居民超過(guò)首都四倍，其中很多人住在小城鎮(zhèn)和以汽車(chē)代步的郊區(qū)。新型購(gòu)物中心被停車(chē)位環(huán)繞，非常方便，甚至非常有吸引力。足足有62%的法國(guó)人在一項(xiàng)民意調(diào)查中透露相比正統(tǒng)商業(yè)街和傳統(tǒng)百貨商店，購(gòu)物中心是他們購(gòu)物的最?lèi)?ài)。

The other trend is the global taste of consumers. Besides a huge French hypermarket,Qwartz's big pull is Primark, an Irish cheap-fashion retailer, and Marks & Spencer, a Britishchain. Just down the road, So Ouest boasts Hollister, an American surfwear brand, Starbucks,an American coffee house, and ubiquitous foreign fashion chains such as H&M (Swedish)and Zara (Spanish). In today's temples of consumption, global is a la mode.

另一個(gè)流行趨勢(shì)是全球顧客的品味。除了一個(gè)大型法國(guó)大規(guī)模超級(jí)市場(chǎng)，Qwartz主要是由愛(ài)爾蘭的廉價(jià)流行零售店P(guān)rimark和英國(guó)連鎖Marks & Spencer來(lái)支撐。在So Ouest 購(gòu)物中心的盡頭，充斥著美國(guó)沖浪服品牌Hollister和美國(guó)咖啡屋Starbucks，還有無(wú)處不在的外國(guó)流行連鎖店如H&M(瑞典)，還有Zara(西班牙)。在如今消費(fèi)圣殿里，全球化正大行其道。

This is not quite the France favoured by Arnaud Montebourg, the industry minister andarchitect of a “Made in France” campaign. He is now trying to keep American hands off Alstom,the French maker of TGV fast trains. He once posed cheerfully for a magazine, dressed in astriped Breton top and holding a Moulinex food-blender.

這種潮流并未讓推崇法國(guó)的工業(yè)部長(zhǎng)阿諾·蒙特布格退卻，他還要策劃“法國(guó)制造”運(yùn)動(dòng)。現(xiàn)在他正努力阻止美國(guó)插手TGV高速貨車(chē)制造商Alstom。他還曾身著布列塔尼上衣、手舉萬(wàn)能牌食物攪拌器容光煥發(fā)地登上一本雜志。

Yet even French brands are not always home-made, as Benjamin Carle, a reporter, discoveredfilming a television documentary about his efforts to live for a year using only products madein France. The result was comic—and sobering. Not only was it impossible to find some items,including a fridge and coffee. Mr Carle initially had to empty his flat of anything that did notmeet the test of 50% of its value being made in France. Out went the bicycle, computer, guitar,most of the furniture, beer, clothes, toothbrush and more. The share of his stuff that qualifiedas French-made? Just 4.5%.

但正如記者本杰明·卡爾拍攝的電視紀(jì)錄探索片講述的一樣，即使是法國(guó)品牌也不一定是法國(guó)制造。這部片子是記錄他只用法國(guó)制造的商品生活的一年。結(jié)果很有趣也很?chē)?yán)峻。不僅僅是因?yàn)榉▏?guó)沒(méi)有制造像冰箱和咖啡這樣的商品�？�爾最初還必須清空他的公寓，因?yàn)闆](méi)有東西符合“法國(guó)制造”的測(cè)試要求，即價(jià)值的至少一半要是法國(guó)制造。除了自行車(chē)、電腦。吉他，大多家具、啤酒、衣物、牙刷等等都不是法國(guó)制造。他的東西有多少符合法國(guó)制造的定義呢?只有4.5%。

重點(diǎn)解析:

1.shopping mall 購(gòu)物中心;大型購(gòu)物中心

例句:You can do some shopping in the shoppingmall, if you like.

你們?cè)敢獾脑挷环寥ベ?gòu)物城買(mǎi)買(mǎi)東西。

2.turn into 變成;變?yōu)?/font>