​​

The immediate advantage goes to those with the strongest brands and market shares. That gives them more flexibility to raise prices. 

 

Coca-Cola, with almost half of the world’s $180bn fizzy-drinks market, used price and volume increases to deliver bumper earnings, which one analyst described as a “masterclass in pricing power.” 

 

Nestlé, which has barely increased prices for years, raised them by 5.2% year on year in the first quarter, its biggest increase since 2008. There may be more to come, it reckons. 

 

Mr Musk said Tesla’s price increases were high enough to cover the full amount of cost increases he expects this year. Yet still the vehicles continue to fly out the door.

 

Such firms benefit from another factor associated with brand power: premiumisation, or their ability to raise the cost of already pricey products. The trend appears to be holding fast. 

 

In Nestlé’s case there are, as yet, few signs that well-heeled consumers are trading down from, say, Nespresso pods to Starbucks capsules to (heaven forbid) spoonfuls of Nescafé.

 

---

 

这是《经济学人》2022年4月刊的一篇文章'Top dogs and babies’ bottoms'第5、6段，共6句。
 

1、

最直接的优势是那些拥有强势品牌和市场份额的公司。他们可以更加灵活提升价格。

 

2、

{'fizzy':'起泡的'}

{'bumper':'丰盛的'}

{'masterclass':'深造班'}

可口可乐（Coca-Cola）占几乎全球价值1800亿美元碳酸饮料市场份额的一半，利用价格和数量的增长带来了丰厚的收益，一位分析师称其为“定价能力深造班”

 

3、

雀巢（Nestlé）已经好几年没有涨价了，在今年一季度同比涨了5.2%，这是自2008年以来最大涨幅。预计未来还会进一步涨价。

 

4、

马斯克表示特斯拉的价格增幅已经足够覆盖住他预期今年大量的成本上升。现在汽车还在持续地卖出。

 

5、

{'premiumisation':'高端化'}

这些公司受益于其他与品牌力量有关的因素：高端化，或者他们就有提升昂贵产品成本的能力。这种趋势在稳中加快。

 

6、

{'capsules':'胶囊'}

well-heeled：有钱的、富有的

as yet：到目前为止

heaven forbid：但愿不是这样

到目前为止，就雀巢的例子，没有迹象表明有钱的消费者正在降级消费，比如，从Nespresso胶囊咖啡到星巴克胶囊咖啡再到（但愿不要如此）一勺子雀巢速溶咖啡。

NESPRESSO（奈斯派索）, 是雀巢公司的胶囊式咖啡机及相关产品的品牌。

 

--总结--

 

【词汇部分】

{'fizzy':'起泡的'}

{'bumper':'丰盛的'}

{'masterclass':'深造班'}

{'premiumisation':'高端化'}