愛思英語編者按：肯德基很樂觀的認(rèn)為2013年夏天在中國(guó)的銷售下降是可以回升的。現(xiàn)在看來事情并不如預(yù)期。九月，肯德基在中國(guó)的同店銷售再一次的下跌，到目前為止下跌了13%，延長(zhǎng)了整年的負(fù)增長(zhǎng)趨勢(shì)。

　　KFC was optimistic this summer that the decline in its China sales would soon reverse. It now appears things aren’t going as well as expected. KFC’s same store sales in China fell again in September, this time by 13 percent, prolonging the negative trend that’s plagued the chicken chain all year.

　　“We had very high expectations for the month of September,” said Yum! Brands Chief Financial Officer Patrick Grismer during Wednesday’s earnings call. “The fact is that we expected a much better result, and in hindsight, we were wrong.”

　　Chinese consumers remain worried about food safety, and competing chains are gaining ground. KFC’s China sales plummeted after CCTV reported in December that one of its suppliers was selling chicken that had been given unapproved antibiotics and hormones. Then bird flu broke out in March. By mid-year, KFC’s declines were slowing and Chief Executive Officer David Novak expressed confidence that sales would turn positive in the fourth quarter. “The trend is in the right direction,” a spokesman toldBloomberg Businessweekin July. But losses have remained steady.

　　KFC also faces heightened competition from fast food chains such as Dicos and Hua Lai Shi, but Novak said in a statement: “KFC is unquestionably the category leader in China and we remain confident sales will fully recover from the adverse publicity surrounding the December poultry supply incident.”

　　Globally, Yum’s profit was down 68 percent in the third quarter. Despite a difficult year, the company continues to open additional restaurants in China, where it generates more than half its revenues. “China is undeniably the No. 1 retail opportunity in the world,” Novak said during Wednesday’s earnings call. There are 4,463 KFC restaurants in China, up 10 percent from a year ago.(ChinaDaily)

　　“我們?cè)鴮?duì)這個(gè)九月份抱有很大的期望，”百勝(Yum! Brand)首席財(cái)務(wù)官帕德里克·格里斯墨(Patrick Grismer)在10月9日周三的財(cái)報(bào)電話會(huì)議上說道�！笆聦�(shí)上我們是期待有更好的結(jié)果，然而我們錯(cuò)了�！�

　　中國(guó)的消費(fèi)者仍然擔(dān)心食物的安全問題，肯德基的競(jìng)爭(zhēng)對(duì)手正在蠶食市場(chǎng)份額。CCTV在2012年12月報(bào)道肯德基的一家供應(yīng)商的雞注入了未經(jīng)批準(zhǔn)的抗生素和激素之后，它在中國(guó)銷量暴跌。之后是3月份的時(shí)候爆發(fā)了禽流感。到年中的時(shí)候，肯德基的下降趨勢(shì)有所減弱，之后首席執(zhí)行官大衛(wèi)·諾瓦克(David Novak)表示了有信心在最后一個(gè)季度銷售量可以回升�！斑@個(gè)趨勢(shì)正處于一個(gè)正確的方向”，一位發(fā)言人在七月告訴《彭博商業(yè)周刊》(Bloomberg Business Week)。不過，虧損仍然持續(xù)。

　　肯德基也面臨著越來越大的來自快餐連鎖像德克士(Dicos)和華萊士的競(jìng)爭(zhēng)，但是在一份聲明中，諾瓦克說：“肯德基毫無疑問在中國(guó)是領(lǐng)頭的，我們?nèi)匀挥行判膹娜ツ?2月份的負(fù)責(zé)家禽供應(yīng)事件中恢復(fù)銷售量�！�

　　在全球范圍內(nèi)，百盛餐飲的利潤(rùn)在第三季度下降了68%。盡管是艱難的一年，但是該公司仍繼續(xù)在中國(guó)開新店，而這些店貢獻(xiàn)了一半多的營(yíng)業(yè)額�！爸袊�(guó)毫無疑問是世界上零售商機(jī)最大的國(guó)家，”諾瓦克在9日的財(cái)報(bào)電話會(huì)議上說。中國(guó)目前有4463家的肯德基店，較去年同期增長(zhǎng)了10%。