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国人消费青睐运动大牌
添加时间:2016-07-22 20:42:14 浏览次数: 作者:未知
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  • Chinese consumers, who want to make statements when they go shopping, are turning more to Western sports brands.

    想在购物时彰显个性的中国消费者正越来越青睐西方运动品牌。

    China's multi-year campaign to reduce conspicuous1 consumption of luxury goods by public officials has hurt sales of Pernod Ricard, Hugo Boss and BMW.

    中国多年来要求公务员减少招人眼球的奢侈品消费的运动影响了保乐利加、胡戈·波士和宝马品牌的销量。

    Even as sales of luxury fashion, cars and other prestige products suffer, sportswear brands are robust2.

    尽管时尚奢侈品、汽车等名贵产品的销量受创,运动品牌的销售却很强劲。

    Nike's sales in the Chinese mainland, Hong Kong and Macao are strong, with orders from September to April up between 27 and 35 percent. On June 6, the company announced it will work with the Ministry3 of Education to train up to 7,000 physical education teachers.

    耐克公司在中国大陆、香港、澳门等地区的销售额仍然保持很高的势头,从去年9月到今年4月的订单增幅在27%至35%之间。6月6日,该公司宣布将与教育部合作,培养多达7000名的体育教师。

    "Today's generation is the least physically4 active in history and we can help change that," Nike President and CEO Mark Parker said in a statement.

    耐克公司总裁兼首席执行官马克·帕克在一份声明中表示:“现在的一代人是历史上最不活跃的一代,我们可以帮助改变这一情况。”

    Sales in Chinese mainland, Hong Kong and Macao for Adidas grew 38 percent to 2.47 billion euros last year and now account for about 15 percent of global revenue. Last year, the world's second-largest athletic5 brand opened more than 500 Chinese stores, taking its total to about 9,000.

    阿迪达斯在中国大陆、香港、澳门等地区去年的销售额为24.7亿欧元,占其全球总销售额的约15%。去年,该品牌在中国新开设了500多家店铺,从而将在中国的店铺总数增至逾9000家。

    "We are doing very well in China," Adidas Group CEO Herbert Hainer told Bloomberg Television on May 4. Sales in the country increased 22 percent in the first quarter.

    阿迪达斯集团首席执行官赫伯特·海纳在5月4日接受《彭博新闻社》采访时表示:“我们在中国市场表现得很好。” 今年第一季度该公司在中国的销售额增加了22%。

    Even as sales of luxury fashion, cars and other prestige products suffer, sportswear brands are robust. The big foreign sportswear brands are safer bets for many consumers wondering about their purchases. Chinese concerned about flaunting6 their big spending want to buy products that are obviously expensive but not excessively glitzy.

    对于很多不知道买什么才算合适的消费者来说,购买这些外国运动大品牌更保险。担心"树大招风"的中国人希望购买看上去显然价格不菲、同时又不过分招摇的商品。

    Growing demand to stay fit and healthy is another factor behind the boom in sports brands.

    对健身和健康不断增长的需求是运动品牌蓬勃发展的另一个因素。

    The Chinese sports industry is still underdeveloped. Sports are 3 percent of GDP in the United States but accounted for just 0.7 percent of China's GDP last year, or 474 billion yuan, according to a January report by ICBC analyst7 Jianpeng Yu. The government has a target of over 3 trillion yuan by 2020.

    中国体育产业的发展程度仍不高。根据中国工商银行的分析师于建鹏今年1月出具的报告显示,去年体育产业增加值占美国国内生产总值的比例为3%,在中国,这一数字仅为0.7%,约为4740亿元人民币。中国政府的目标是到2020年实现体育产业规模超过3万亿元。

    The sports boom has yet to pay off for some of China's home-grown brands. Competition from Adidas, Nike and other foreign brands is hurting many of them, with order growth falling from high double-digits8 last year to low-to-mid double digits in early 2016, according to a Fitch Ratings report published on June 3.

    与此同时,中国体育产业的繁荣并未能令一些本土品牌获益。惠誉评级公司6月3日出具的一份报告称,来自阿迪达斯、耐克和其他外国品牌的竞争正在对本土品牌产生负面影响,这些品牌的订单增幅从去年较高的两位数增长率降至2016年初较低的两位数增长率。

    As more middle-class Chinese focus on fitness, consumers "may seek more value in brand identity and product differentiation9, which are weaknesses of domestic brands."

    随着中国中产阶级消费者更加重视舒适度,他们或许“会更看重品牌和产品差异化,而这恰恰是本土品牌的劣势所在”。

     10级    英语新闻 


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    1 conspicuous [kənˈspɪkjuəs] spszE   第7级
    adj.明眼的,惹人注目的;炫耀的,摆阔气的
    参考例句:
    • It is conspicuous that smoking is harmful to health. 很明显,抽烟对健康有害。
    • Its colouring makes it highly conspicuous. 它的色彩使它非常惹人注目。
    2 robust [rəʊˈbʌst] FXvx7   第7级
    adj.强壮的,强健的,粗野的,需要体力的,浓的
    参考例句:
    • She is too tall and robust. 她个子太高,身体太壮。
    • China wants to keep growth robust to reduce poverty and avoid job losses, AP commented. 美联社评论道,中国希望保持经济强势增长,以减少贫困和失业状况。
    3 ministry [ˈmɪnɪstri] kD5x2   第7级
    n.(政府的)部;牧师
    参考例句:
    • They sent a deputation to the ministry to complain. 他们派了一个代表团到部里投诉。
    • We probed the Air Ministry statements. 我们调查了空军部的报告。
    4 physically [ˈfɪzɪkli] iNix5   第8级
    adj.物质上,体格上,身体上,按自然规律
    参考例句:
    • He was out of sorts physically, as well as disordered mentally. 他浑身不舒服,心绪也很乱。
    • Every time I think about it I feel physically sick. 一想起那件事我就感到极恶心。
    5 athletic [æθˈletɪk] sOPy8   第7级
    adj.擅长运动的,强健的;活跃的,体格健壮的
    参考例句:
    • This area has been marked off for athletic practice. 这块地方被划出来供体育训练之用。
    • He is an athletic star. 他是一个运动明星。
    6 flaunting [flɔ:ntɪŋ] 79043c1d84f3019796ab68f35b7890d1   第9级
    adj.招摇的,扬扬得意的,夸耀的v.炫耀,夸耀( flaunt的现在分词 );有什么能耐就施展出来
    参考例句:
    • He did not believe in flaunting his wealth. 他不赞成摆阔。
    • She is fond of flaunting her superiority before her friends and schoolmates. 她好在朋友和同学面前逞强。 来自《现代汉英综合大词典》
    7 analyst [ˈænəlɪst] gw7zn   第9级
    n.分析家,化验员;心理分析学家
    参考例句:
    • What can you contribute to the position of a market analyst? 你有什么技能可有助于市场分析员的职务?
    • The analyst is required to interpolate values between standards. 分析人员需要在这些标准中插入一些值。
    8 digits ['dɪdʒɪts] a2aacbd15b619a9b9e5581a6c33bd2b1   第8级
    n.数字( digit的名词复数 );手指,足趾
    参考例句:
    • The number 1000 contains four digits. 1000是四位数。 来自《简明英汉词典》
    • The number 410 contains three digits. 数字 410 中包括三个数目字。 来自《现代英汉综合大词典》
    9 differentiation [ˌdifərenʃi'eiʃən] wuozfs   第7级
    n.区别,区分
    参考例句:
    • There can be no differentiation without contrast. 有比较才有差别。
    • The operation that is the inverse of differentiation is called integration. 与微分相反的运算叫做积分。

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