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“中国制造”与“为中国制造”

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来自外国的企业终于开始迎合中国消费者的需求了,不仅专门为他们设计产品,并且将一些世界一流的品牌带到中国来。2010年9月,法国爱马仕(Hermes)针对中国市场发布全新的子品牌“上下”(可简单翻译为“从上到下”),并将在上海开设首家分店,同时发布了一系列富含中国传统图案的时装;上个月,全球知名的牛仔裤品牌“Levi’s”大张旗鼓地登陆上海,并发布新的子品牌“dENiZEN”;而早在今年夏天,通用汽车与上汽集团联合宣布,他们计划推出一款新车——宝骏(“珍贵的马”),售价约50000人民币(7400美元),这个价格要比在中国销售的雪佛兰还要低。
Foreign companies are finally wooing Chinese consumers either by designing products for them or by unveiling global brands first in the country. In September 2010, France's Hermes will open its first Shang Xia — which translates roughly as "from top to bottom" — store in Shanghai to mark the launch of a line of ready-to-wear clothing and crafts inspired by traditional Chinese motifs. Last month, America's Levi Strauss launched, with much fanfare, a global jeans brand, dENiZEN, in the same city. Earlier in the summer, General Motors and SAIC announced their plans to introduce a new automobile, Bao Jun ("prized horse"), for about RMB 50,000 ($7,400), which is lower than the price at which the Chevrolet sells in China.
虽然形势一片大好,但在这种趋势(世界品牌进入中国市场)形成的时候,也正是中国消费者对“品牌起源”的认知异常混乱的时候。一方面因为有许多中国本土的公司给人的印象是他们来自国外,例如根据我们最新的消费者调查,有90%的受访者认为“美特斯邦威”(一家中式时装公司)是外国的品牌!另外,有些跨国公司在进行品牌营销的时候,却可以巧妙地将自己“中国化”,例如有70%的消费者认为,“达能”是一家中国本土企业!
Although welcome, the trend has started when confusion among Chinese consumers about brand origins is at its peak. On the one hand, Chinese companies have created the impression that they are foreign. For instance, 90% of respondents believe that Metersbonwe, a Chinese fast fashion company, is foreign, according to our most recent consumer survey. On the other hand, multinational companies have marketed brands cleverly so they can pass as Chinese. Seventy percent of consumers think that Danone is a local company, we found.
外国品牌对中国消费者的吸引力要取决于他们的收入以及产品的质量。富裕的中国消费者大多比较喜欢外国品牌,在年收入超过25万(36765美元)的消费群体中,有52%更信赖外国品牌,只有37%信赖本土品牌。在2007年,中国的主流消费群体更倾向于本土品牌,当时有57%的受访者表示相对于外国品牌,他们更喜欢购买“物美价廉”的本土产品。然而到了2010年,这个数字下降到45%,部分原因是由于中国消费者对外国品牌的态度有所该观,在购买一些大件物品如汽车和消费电器时,会选择外国品牌。
The value that Chinese consumers place on foreign brands depends on incomes as well as the nature of products. Affluent Chinese consumers prefer foreign brands. Fifty-two percent of consumers whose annual income exceeds RMB 250,000 ($36,765) told us they trust foreign brands more than Chinese ones while just 37% said they prefer the latter. Mainstream consumers used to prefer local brands; 57% of them told us in 2007 that they would buy local brands that matched the quality and price of foreign ones. However, by 2010, the figure had dropped to 45%. That's partly because Chinese consumers have developed more favorable attitudes to foreign brands when buying big-ticket items such as automobiles and consumer appliances.
尽管中国对外国品牌的需求越来越大,但是依然有许多跨国公司发现,很难在中国本地进行相应的产品开发来适应中国市场的消费需求。即便有些分公司已经在中国运营了很长时间,但许多重大的决策仍然是在中国之外做出的,而那些负责品牌管理和产品研发的也都不是中国人,这样做是为了降低中国市场的运营风险,同时保持自己在欧美市场上的领先地位。
Despite China's growing appetite for foreign brands, most multinational companies find it tough to develop and market products tailored to the needs of consumers there. The center of gravity for critical decisions remains outside the country even in the case of companies that have operated in China for a long time. Those who wield responsibility for brand stewardship and product development are not Chinese; have had limited exposure to the market; and maintain a strong bias towards their primary markets in the US and Europe.
(外国品牌)要想在中国推出一个日后可以在其它新兴市场上进行销售的品牌,就需要让中国人更多地参与到公司的管理事务中去,包括本地化的市场调研及营销策略等。同时相对于大部分西方高管的看法而言,在中国市场上,更需要那些“深层定制”、舒适度高、易用性强的产品。比如中国最畅销的豪华轿车——奥迪A6和宝马5系,就根据中国消费者的需求对自身的设计进行了调整,针对中国的富人基本上都有“私人司机”的情况,增长了汽车的轴距,以保证后排有更大的腿部空间(指专为中国市场设计的加长版A6L及BMW5xx Li),同时增加了后排娱乐系统和折叠餐桌。
Launching a China brand, which could later be sold in other emerging markets, will require giving executives in China a mandate that encompasses local research and development as well as localized marketing approaches. It will also require a deeper level of customization than most Western executives are either comfortable with or capable of. For example, China's best-selling luxury sedans, the Audi A6 and BMW 5-series, have tweaked their designs considerably to appeal to affluent Chinese customers who are driven by chauffeurs. The amenities include a longer wheelbase for extra legroom, back-seat entertainment systems, and extendable tray tables.
许多(外企的)管理者无法意识到这一点,如果将一些他们当地的产品和品牌直接带到中国市场,通过一步步的改进来适应中国消费者的需求,将会是个非常复杂而冗长的过程。而这对与外国品牌来说也有一定的积极作用,可以让中国消费者看到这些跨国公司在重视他们的需求。所以如果外企要想在中国市场取得成功,就必须走“本地化”这条路!
Many executives don't realize that developing local products and brands lets newcomers bypass the long and cumbersome process of introducing existing products from home markets and then, incrementally tailoring them to the needs of Chinese consumers. It also has a positive rub-off on a foreign brand, signaling to the Chinese the multinational company's commitment to serving their needs. Indeed, that's what localization must be if foreign companies are to succeed in China.
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2010-09-20 23:04 编辑:kuaileyingyu
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