Section (A)
A Rose Is a Rose
Nothing says love like a dozen long-stemmed roses on Valentine's Day. More than a million roses will be sold during this festival for lovers, the biggest day of the year for the nation's rose industry. For rose growers, those who distribute roses, and those who sell, this year's anticipated 7% increase in sales will be sweeter than a 5-pound box of chocolate candy. "Red roses say ‘I love you’," says Gerald Hager, executive director of a marketing research institute. "It's going to remain the most popular flower because love never goes out of style."
Yes, a rose is a rose is a rose. But selling them is no longer a beautiful experience for traditional flower shops. Supermarkets now offer convenience to the busy. And discount rose shops help those hopelessly in love save money.
Roses Only is a good example of a discount rose retailer that was transformed from a traditional shop to answer the challenge in the '90s. Except for today, prices range from $6 for a dozen short-stems to $19 for a dozen of its longest stems. The company, which has its headquarters in New York, has three stores in New York, one in Canada and five in Spain. It plans to expand to three more U.S. cities this year.
Inside this store, on Sixth Avenue near 40th Street, contemporary white furniture and wall-to-wall mirrors give it an expensive look. Customers — some dressed in work clothes, some in expensive suits and overcoats — circulate among the counters and stare at shelf after shelf of roses in more than 50 colors. Some customers say the high quality of the roses makes them look as if they spent a fortune. "I spent $20 but (they) looked like I paid 60 or 70 dollars," says one customer.
Studies show more people are buying roses in ones, twos and threes these days. In fact, more than half of all roses are sold in groups of fewer than a dozen, says the Floral Index, a private firm that researches the flower industry. But Roses Only's prices encourage people to spend. Even on Valentine's Day, when the price of a dozen roses and delivery can soar as high as $150, 12 of Roses Only's most expensive flowers sell for just $35. "If we can make someone's day brighter for $35 instead of $65, then they'll have enough money left over for candy and dinner," says the general manager of Roses Only's New York stores.
The company's formula for success is to hold prices down by controlling every link in the rose chain. It grows its own roses in the sunshine of the Andes Mountains near the capital of Ecuador. Fresh roses are sprayed with water to keep them moist and flown to company stores three times a week. The New York stores sell about 45,000 stems a week, along with other items like balloons and stuffed animals. Roses Only can arrange delivery via overnight mail to anywhere in the country.
While discount rose retailers watch their business bloom, U.S. rose growers are going bankrupt amid severe foreign competition. Sales of U.S.-grown roses have declined from 565 million in 1988 to an estimated 520 million in 1993, says an industry group. In 1988, imports accounted for 34% of roses sold here. Today, more than 57% of roses sold in the USA are grown in other countries. The biggest foreign producers are Colombia and Ecuador, which accounted for almost 90% of the total imported last year. Imported roses are sold across the entire breadth of the industry, from big flower shops to street-corner stands.
The trend has hurt domestic rose growers such as Johnson Flowers of California, considered to be this country's leading producer. "The rose industry in this country is going down," says Michael Johnson. "Our profit margin has dropped substantially."
Johnson, 64, is one of four brothers who launched the company in 1948. Second-generation family members and in-laws now help run greenhouses in California and Colorado. Johnson won't release exact numbers, but he says the company sells "several million roses" a year.
What's happening now is a familiar experience for Johnson. Until the 1960s, the Johnsons grew nothing but carnations. Then "overseas people" began unloading carnations, he says, and virtually chased U.S. carnation growers out of business.
The volume of rose imports has already crushed some domestic growers. Now, instead of fighting overseas rivals, the Johnsons are trying to work with them. "We have a few bulk distribution centers where we sell some imported roses," Johnson says. "We may also widen our business to include the service area and be a representative for overseas flower producers." As a replacement for lost rose sales, the Johnsons and other growers also are starting to sell other types of flowers.
U.S. growers got a break this Valentine's Day; a recent frost killed 25% of Colombia's rose crop. But next year, the weather may not be on their side. "It's hard to operate a business on someone else's disaster," Johnson says.
All the changes are making some in the rose business long for the good old days, when neighborhood flower shops arranged and delivered every Valentine's Day bundle of flowers. "It generates attention," says one rose seller. "Somebody steps out of the elevator, goes into the office, and puts roses on a typist's desk. Then everybody cranes their necks to see, and wonders who sent them to her."
And today, some will wonder whether they cost $10 or $100.
Words: 910
New Words
festival n. 節(jié)日,喜慶日,(文化娛樂的)節(jié)
lover n. 1.情人,戀人 2.愛好者
distribute vt. 1.(尤指向商店)供應(yīng)(貨物),發(fā)售 2.分發(fā),分送,分配 3.使分布,散布;撒,播
candy n. 糖果
executive a. 執(zhí)行的,行政的 n. 主管,高級行政人員,行政官
supermarket n. 超級市場
discount n. 折扣 vt. 1.打折 2.不(全)信, 漠視,低估
headquarters n. 總部,總局;司令部
avenue n. 林陰道,大街
circulate v. 1.(使)移動,(使)循環(huán),(使)流通 2.(使)流傳,散布,傳播
counter n. 柜臺 v. 反對,反擊,對抗,反駁
index n. 1.指數(shù) 2.索引 vt. 為... ...編索引,將... ...編入索引
delivery n. 1.投遞,送交;投遞的郵件,發(fā)送的貨物 2.分娩
soar vi. 1.升高,高漲 2.翱翔
formula n. 1.方法,計(jì)劃,準(zhǔn)則 2.公式,方程式 3.配方,處方
sunshine n. 日光,陽光
spray v. 噴,噴射,濺 n. 浪花,水花
moist a. 潮濕的,濕潤的
balloon n. 氣球
via prep. 通過,經(jīng)由,經(jīng)過
bloom vi. 1.發(fā)展良好 2.開花,綻放 n. 1.花 2.最佳時期,繁盛時期
bankrupt a. 1.破產(chǎn)的 2.徹底缺乏(某種良好事物)的 n. 破產(chǎn)者
amid prep. 在... ...中,被... ...圍繞
import n. 1.進(jìn)口商品,輸入品 2.進(jìn)口,輸入 vt. 進(jìn)口,輸入
breadth n. 寬度,幅度
margin n. 1.差額,利潤 2.差數(shù),余地,余裕 3.頁邊,頁邊的空白
launch vt. 1.發(fā)起(運(yùn)動),推出(產(chǎn)品) 2.使(船)下水;發(fā)射(火箭、衛(wèi)星等) n. 發(fā)起;發(fā)射
release vt. 1.發(fā)布,發(fā)表,發(fā)行 2.釋放,放開,放松 n. 1.解脫,釋放 2.發(fā)行的新書、電影、唱片等;發(fā)布的新聞
◆carnation n. 康乃馨
unload vt. 1.卸(貨);從……卸下貨物 2.從(槍、炮)中退出子彈;從(相機(jī))中取出膠卷
chase vt. 1.驅(qū)趕,驅(qū)逐 2.追捕,追趕 n. 追蹤,追捕
rival n. 競爭對手,敵手 vt. 與……相匹敵,比得上
widen v. (使)變寬,擴(kuò)展
replacement n. 1.替代的人或物 2.代替,替換,取代
bundle n. 束,捆 vt. 收集,歸攏
elevator n. 電梯,升降機(jī)
typist n. 打字員
crane v. 伸長(脖子) n. 起重機(jī),吊車
Phrases and Expressions
go out of style 不再時興,過時
offer sth. to sb. 向某人提供,向某人提出
range from … to … 在一定范圍內(nèi)變化或擴(kuò)展
look like 看起來像;好像要
be left over 剩下來,留下來
hold down (使)保持低水平,(使)不增加,(使)不升高
account for 1.占去 2.解釋
go down 下降,降低
nothing but 只有,除... ...以外什么也不
chase sb./sth. out 驅(qū)趕,驅(qū)逐
work with sb. 與某人共事,與某人協(xié)作
get a break 交好運(yùn),時來運(yùn)轉(zhuǎn)
on sb.'s side 對某人有利;贊同某人的意見
long for sth. 渴望,極想
the good old days (在人的一生中或在歷史上)過去的美好時光
Proper Names
Valentine's Day 圣瓦倫丁節(jié),情人節(jié)(2月14日,情人多在此日互贈禮物)
Gerald Hager 杰拉爾德·黑格
Roses Only "惟一玫瑰"花店
Sixth Avenue 第六大道
40th Street 第四十街
Floral Index 花卉指數(shù)
Andes Mountains 安第斯山脈(南美洲西部)
Ecuador 厄瓜多爾(南美洲西北部國家)
Colombia 哥倫比亞(南美洲西北部國家)
Johnson Flowers 約翰遜花卉公司
Michael Johnson 邁克爾·約翰遜
Colorado 科羅拉多州(美國州名)
玫瑰依然紅
沒有什么比情人節(jié)的一束長莖玫瑰更能表達(dá)愛情。 今年的情人節(jié)——全國玫瑰行業(yè)一年中銷量最大的一天,將售出100多萬支玫瑰。 對于玫瑰花種植商、分銷商及零售商來說,預(yù)計(jì)今年的銷售量將增加7%,這個數(shù)字比一盒5磅重的巧克力糖還要甜蜜。" 紅玫瑰意味著‘我愛你’,"一家市場研究所的執(zhí)行主任杰拉爾德·黑格說。" 紅玫瑰將永遠(yuǎn)是最流行的花,因?yàn)閻矍橛啦贿^時。"
是的,玫瑰就是玫瑰,依然紅艷。 可是出售玫瑰卻不再只是傳統(tǒng)花店的美差。 如今,超市為忙碌的人們提供了買花的方便,而折價玫瑰花店也幫墜入情網(wǎng)的戀人節(jié)省了鈔票。
"惟一玫瑰"是90年代從傳統(tǒng)花店轉(zhuǎn)變?yōu)檎蹆r玫瑰花零售店以應(yīng)對挑戰(zhàn)的一個成功范例。 除非是當(dāng)天的玫瑰,否則玫瑰的價格在短莖每打6美元和最長莖每打19美元之間。 該公司總部設(shè)在紐約,分店在紐約有三家,加拿大有一家,西班牙有五家,今年還計(jì)劃在另外三座美國城市增設(shè)分店。
在地處第40街附近第六大道上的這家分店中,新穎的白色家具和四壁鑲嵌的鏡子看上去頗為豪華。 顧客們有的身著工裝,有的身著昂貴的西服和外套,他們在店內(nèi)的柜臺間走動,一架一架地瀏覽50多種顏色的玫瑰。 有些顧客說,上乘的玫瑰使他們看上去像是花了大價錢。 "我付了20美元,但(買的玫瑰)看上去好像我付了六七十美元似的,"有一位顧客說。
研究表明,眼下越來越多的人都是一朵、兩朵、三朵地買玫瑰。 據(jù)一家名為"花卉指數(shù)"的研究花卉業(yè)的私人公司指出,事實(shí)上,一半以上的玫瑰都不是成打出售的。 但是"惟一玫瑰"花店的價格卻鼓勵人們多買。 即使是在情人節(jié),當(dāng)一打玫瑰價格外加送花費(fèi)可上漲至150美元的時候,"惟一玫瑰"花店里最貴的玫瑰也只賣35美元一打。 "惟一玫瑰"紐約分店的總經(jīng)理說,"如果我們能用35美元,而不是65美元,就使別人的一天充滿光彩,那他們就可以省下足夠的錢去買糖果和吃晚餐了。"
該公司成功的秘訣是通過其銷售鏈的每一個環(huán)節(jié)降低成本。 它在厄瓜多爾首都附近、位于安第斯山脈的陽光地帶有自己的玫瑰種植園。 新鮮的玫瑰經(jīng)過灑水保濕后,每周三次空運(yùn)到公司各個分店。 紐約的花店每周售出45,000支玫瑰,同時也兼售其他物品,如氣球和毛絨動物等。 "惟一玫瑰"可以通過速遞郵件連夜把花送到全國各地。
在折價玫瑰花零售店生意興隆的同時,美國的玫瑰種植商卻在殘酷的外來競爭中瀕臨破產(chǎn)。 某從業(yè)集團(tuán)指出,美國種植的玫瑰,銷售量從1988年的5.65億支跌至1993年的大約5.2億支。 1988年,進(jìn)口的玫瑰占當(dāng)?shù)劁N售量的34%。 而現(xiàn)在,在美國銷售的玫瑰有57%以上是在他國種植的。 最大的國外生產(chǎn)商是哥倫比亞和厄瓜多爾,去年它們幾乎占了進(jìn)口總量的90%。 進(jìn)口玫瑰遍及該行業(yè)的各個角落,從大花店到街頭小攤都有出售。
這一趨勢損害了國內(nèi)的玫瑰種植商,例如被認(rèn)為是美國玫瑰種植大戶的加州的約翰遜花卉公司。 邁克爾·約翰遜說:"這個國家的玫瑰業(yè)在走下坡路。 我們的利潤率已大大下降了。"
64歲的約翰遜是1948年創(chuàng)立該公司的四兄弟之一。 其第二代家庭成員,包括女婿、兒媳等,如今都在經(jīng)營加里福尼亞州和科羅拉多州的溫室。 雖然約翰遜不愿透露具體數(shù)目,但他說公司每年售出"幾百萬支玫瑰"。
現(xiàn)在發(fā)生的一切對約翰遜并不陌生。 20世紀(jì)60年代之前, 約翰遜家族只種植康乃馨。 據(jù)他說,后來"海外人群"開始傾銷康乃馨,最終迫使美國的康乃馨種植商退出該行業(yè)。
大量的進(jìn)口玫瑰已經(jīng)擠垮了國內(nèi)一些種植商。 現(xiàn)在,約翰遜家族不是要與海外對手競爭,而是千方百計(jì)要與他們合作。" 我們有幾個大型批發(fā)中心,在那里我們銷售一些進(jìn)口玫瑰," 約翰遜說,"我們同時也可能擴(kuò)大業(yè)務(wù),包括服務(wù)領(lǐng)域和海外花卉產(chǎn)商的代理。" 作為對失去的玫瑰銷售份額的彌補(bǔ),約翰遜家族和其他種植商也在開始銷售其他花卉。
今年的情人節(jié),美國的玫瑰種植商碰上了好運(yùn)氣:一場霜凍摧毀了哥倫比亞25%的玫瑰。 但是,明年的天氣可就不一定有利于美國人了。 約翰遜說:"要靠別人的災(zāi)難來做生意是件難事。"
所有這些變化使得玫瑰行業(yè)的一些人很懷念過去的好日子,那時附近的花店每個情人節(jié)都會安排送花。 "這很吸引人,"有位玫瑰商說,"有人走出電梯,走進(jìn)辦公室,把玫瑰花放到打字員的桌上。 然后每個人都伸長脖子去看,一邊猜想是誰送花給她。"
而現(xiàn)在,有人要猜想這花是10美元還是100美元了。