阿迪达斯将在中国走时尚路线

 　　Adidas AG will aim at niches¹ such as high fashion and children's wear as it seeks to overtake Nike Inc. in China and become the nation's top sports-apparel brand.

　　为超越耐克(Nike Inc.)成为中国最大的运动装品牌，阿迪达斯(Adidas AG)将会瞄准高端时装和童装等小众市场。

　　The German sporting-goods company said Monday that it hopes this year to surpass its estimated 1 billion ($1.3 billion) in 2011 revenue in China, Hong Kong and Taiwan. To reach its goal, the world's second-largest maker² of sports goods by revenue, after Nike, plans to home in on segments that rivals don't already dominate.

　　Bloomberg News2月18日，北京一家阿迪达斯零售店里的顾客。这家德国体育用品公司周一说，它希望今年在中国内地、香港和台湾的收入超过2011年10亿欧元（约合13亿美元）的估计数字。

　　'China has shown that it is more interested in leisure and fashion than any other country' where Adidas operates, Adidas Chief Executive Herbert Hainer said.

　　为达到这一目标，阿迪达斯计划瞄准竞争对手还没有占据主导地区的细分市场。按收入计算，阿迪达斯是世界第二大体育用品生产商，仅次于耐克。阿迪达斯首席执行长海纳(Herbert Hainer)说，中国对休闲和时装的兴趣，超过了阿迪达斯有业务的其他任何国家。

　　The fight for China's sports-apparel buyers has become heated. Nike has become the country's No. 1 sports brand, according to market-research firm Euromonitor, with 7,500 outlets³ that sell its products across the country. Adidas runs 6,700 retail⁴ outlets across China and declined to say how many it plans to open this year.

　　争夺中国运动服消费者的竞争已经变得十分激烈。据市场研究公司Euromonitor的数据，耐克在全中国有7,500家门店，是中国市场上的头号运动品牌。阿迪达斯在中国有6,700家零售门店，但拒绝透露今年打算新开多少门店。

　　While track suits and sweatpants are common in China, sports participation⁵ is low and consumers are less likely to buy the higher-end products that Western sports-apparel companies sell to aspiring⁶ athletes elsewhere.

　　虽然运动服和运动长裤在中国很常见，但体育运动参与率不高。中国消费者相对来说也较少购买西方运动装企业的较高端产品，这些产品在其他市场一般面向体育迷。

　　Adidas and U.S.-based Nike aim to boost sales of high-end sports gear.

　　阿迪斯斯和总部在美国的耐克都有志于提高高端运动装备的销量。

　　But Adidas also sees growth potential in other arenas⁷. Mr. Hainer said the company this year will boost marketing⁸ for the Adidas NEO line, a teen-targeted casual line with striped hooded⁹ sweat jackets for about $60, and priced around 40% less than other Adidas brands.

　　但阿迪达斯在其他领域也看到了增长潜能。海纳说，今年公司将加强阿迪达斯NEO系列的营销。NEO是以一个青少年为目标人群的休闲装系列，条纹连帽衫价格约为60美元，比阿迪达斯其他品牌便宜四成左右。

　　NEO aims to be a gateway¹⁰ line for consumers with tighter budgets or with shoppers in lower-tier cities, where Mr. Hainer said he sees two-thirds of the company's opportunity. As consumer budgets grow, shoppers will have more access to Adidas's higher-end products, he said. Y-3, the company's premium¹¹ line, sells fur-trimmed leather trench¹² coats for about $3,100 and tweed three-quarter-sleeved coats for around $2,650.

　　NEO志在成为一个面向预算较紧的消费者或二三线城市消费者的入门系列。海纳说，他认为公司三分之二的机会都在二三线城市。他说，随着预算的增加，消费者将更有能力购买阿迪达斯的更高端产品。该公司高端系列Y-3的毛边皮风衣售价在3,100美元左右，中袖斜纹呢外套约为2,650美元。

　　Adidas also plans to expand in children's apparel, a budding market in China, where parents want to buy the best for the one child in the family.

　　阿迪达斯还计划在童装领域扩张。这在中国是一个方兴未艾的市场，因为父母们都想为家中唯一的孩子买最好的东西。

　　Adidas operates 500 children's stores across China, selling products such as upscale leather baby bootees for about $215 a pair.

　　阿迪达斯在整个中国开有500家童装店，销售的产品包括215美元一双的高端皮质童靴。

　　Market watchers say Adidas might face uphill challenges in pursuing such niches. Fast-fashion brands, such as Zara, owned by Spanish company Inditex SA, and other apparel makers¹³ are expanding rapidly across the country.

　　市场观察者说，阿迪达斯进攻这些小众市场可能会遇到巨大的挑战。西班牙Inditex SA旗下Zara等快速时装品牌和其他服装厂商正在中国高速扩张。美国咨询公司摩立特集团(Monitor Group)合伙人唐士德(Torsten Stocker)说，

　　'Sports companies have to maintain credible¹⁴ roots in athletic¹⁵ performance to remain differentiated¹⁶ from their 'pure' fashion-brand competitors,' said Torsten Stocker, a partner at U.S.-based consulting firm Monitor Group.

　　运动装企业要跟作为竞争对手的“纯”时装品牌保持差异化，就必须切实根植于运动服装方面的表现。

　　Adidas is aware that it has to push further in sports gear as well and will invest in more outdoor outlets to sell hiking and rugged¹⁷ wear to China's more-adventurous consumers.

　　阿迪达斯知道它也需要在体育用品领域进一步深化。它将投资开设更多的户外装备门店，向中国更具冒险精神的消费者销售登山用品和耐用装备。

　　Adidas sales in China jumped to 900 million in the first nine months of last year, up 28% from a year earlier, Mr. Hainer said.

　　海纳说，去年头九个月，阿迪达斯在中国的销售额为9亿欧元，同比猛增28%。

1 niches   

壁龛( niche的名词复数 )； 合适的位置[工作等]； （产品的）商机； 生态位（一个生物所占据的生境的最小单位）

参考例句：

• Some larvae extend the galleries to form niches. 许多幼虫将坑道延伸扩大成壁龛。
• In his view differences in adaptation are insufficient to create niches commensurate in number and kind. 按照他的观点，适应的差异不足以在数量上和种类上形成同量的小生境。

2 maker   

n.制造者，制造商

参考例句：

• He is a trouble maker，You must be distant with him.他是个捣蛋鬼，你不要跟他在一起。
• A cabinet maker must be a master craftsman.家具木工必须是技艺高超的手艺人。

3 outlets   

n.出口( outlet的名词复数 )；经销店；插座；廉价经销店

参考例句：

• The dumping of foreign cotton blocked outlets for locally grown cotton. 外国棉花的倾销阻滞了当地生产的棉花的销路。 来自《简明英汉词典》
• They must find outlets for their products. 他们必须为自己的产品寻找出路。 来自《现代汉英综合大词典》

4 retail   

v./n.零售；adv.以零售价格

参考例句：

• In this shop they retail tobacco and sweets.这家铺子零售香烟和糖果。
• These shoes retail at 10 yuan a pair.这些鞋子零卖10元一双。

5 participation   

n.参与，参加，分享

参考例句：

• Some of the magic tricks called for audience participation.有些魔术要求有观众的参与。
• The scheme aims to encourage increased participation in sporting activities.这个方案旨在鼓励大众更多地参与体育活动。

6 aspiring   

adj.有志气的；有抱负的；高耸的v.渴望；追求

参考例句：

• Aspiring musicians need hours of practice every day. 想当音乐家就要每天练许多小时。
• He came from an aspiring working-class background. 他出身于有抱负的工人阶级家庭。 来自辞典例句

7 arenas   

表演场地( arena的名词复数 )； 竞技场； 活动或斗争的场所或场面； 圆形运动场

参考例句：

• Demolition derbies are large-scale automobile rodeos that take place in big arenas. 撞车比赛指的是在很大的竞技场上举行的大型汽车驾驶技术表演。
• Are there areas of privacy in the most public of arenas? 在绝大部分公开的场合中存在需要保护隐私的领域吗？

8 marketing   

n.行销，在市场的买卖，买东西

参考例句：

• They are developing marketing network.他们正在发展销售网络。
• He often goes marketing.他经常去市场做生意。

9 hooded   

adj.戴头巾的；有罩盖的；颈部因肋骨运动而膨胀的

参考例句：

• A hooded figure waited in the doorway. 一个戴兜帽的人在门口等候。
• Black-eyed gipsy girls, hooded in showy handkerchiefs, sallied forth to tell fortunes. 黑眼睛的吉卜赛姑娘，用华丽的手巾包着头，突然地闯了进来替人算命。 来自辞典例句

10 gateway   

n.大门口，出入口，途径，方法

参考例句：

• Hard work is the gateway to success.努力工作是通往成功之路。
• A man collected tolls at the gateway.一个人在大门口收通行费。

11 premium   

n.加付款；赠品；adj.高级的；售价高的

参考例句：

• You have to pay a premium for express delivery.寄快递你得付额外费用。
• Fresh water was at a premium after the reservoir was contaminated.在水库被污染之后，清水便因稀而贵了。

12 trench   

n./v.(挖)沟，(挖)战壕

参考例句：

• The soldiers recaptured their trench.兵士夺回了战壕。
• The troops received orders to trench the outpost.部队接到命令在前哨周围筑壕加强防卫。

13 makers   

n.制造者，制造商（maker的复数形式）

参考例句：

• The makers of the product assured us that there had been no sacrifice of quality. 这一产品的制造商向我们保证说他们没有牺牲质量。
• The makers are about to launch out a new product. 制造商们马上要生产一种新产品。 来自《简明英汉词典》

14 credible   

adj.可信任的，可靠的

参考例句：

• The news report is hardly credible.这则新闻报道令人难以置信。
• Is there a credible alternative to the nuclear deterrent?是否有可以取代核威慑力量的可靠办法？

15 athletic   

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。

16 differentiated   

区分，区别，辨别( differentiate的过去式和过去分词 )； 区别对待； 表明…间的差别，构成…间差别的特征

参考例句：

• The development of mouse kidney tubules requires two kinds of differentiated cells. 小鼠肾小管的发育需要有两种分化的细胞。
• In this enlargement, barley, alfalfa, and sugar beets can be differentiated. 在这张放大的照片上，大麦，苜蓿和甜菜都能被区分开。

17 rugged   

adj.高低不平的，粗糙的，粗壮的，强健的

参考例句：

• Football players must be rugged.足球运动员必须健壮。
• The Rocky Mountains have rugged mountains and roads.落基山脉有崇山峻岭和崎岖不平的道路。