WITH an increasingly sophisticated[老練的/精明的] and wealthy customer base, Chinese consumer-goods makers are starting to pay attention to brand-building. The smartest are moving beyond simple product ads to marketing an entire lifestyle. In an echo of Nike"s famous “Just do it” campaign, Li-Ning, the largest producer in China"s sportswear market, has just launched an advertising blitz[閃電戰(zhàn)] under the mottos “Goodbye” and “Anything is possible”. Costing 15m yuan ($1.8m), eight times the company"s usual ad spend, it taps into the Chinese belief that they can safely wave goodbye to their hard lives of the past, and that the future is filled with unlimited opportunities.
在精明、富有的顧客群體日益增長的時(shí)候，中國的消費(fèi)品制造商開始關(guān)注品牌建設(shè)。最聰明的方法就是從簡單的產(chǎn)品廣告轉(zhuǎn)變?yōu)闋I銷整個生活方式。李寧，中國運(yùn)動服市場中的制造商，剛剛把一個廣告詞是“再見”和“一切皆有可能”的廣告閃電投入市場，作為對Nike的“只管去做”活動的一個回音。此廣告耗資1500萬元（合180萬美元），是該公司通常廣告花費(fèi)的8倍。它向中國人灌輸一種信念，那就是他們確實(shí)可以向以往的艱難生活告別了，而未來正充滿了無盡的機(jī)會。
One of those opportunities, if you ask Wilson Xu, Li-Ning"s marketing manager, is a new-found freedom to seek a more balanced[和諧] life. Putting it plainly, consumers should stop chasing academic and commercial success and get out more often to participate in more sport. Only around 15% of Chinese mainlanders aged 15-35 actively play a sport, compared with 50% in America. “Most Chinese people believe that success is about academic achievement and making money. They don't care about their health,” says Mr Xu.
李寧的市場經(jīng)理Wilson Xu說，機(jī)會之一就是新的尋求更和諧生活的自由。明白點(diǎn)說就是，消費(fèi)者應(yīng)該停止追逐學(xué)術(shù)和商業(yè)的成功，轉(zhuǎn)而更多地走向戶外參加更多的體育運(yùn)動。在中國大陸15-35歲之間的人只有15%左右積極參與一項(xiàng)體育運(yùn)動，而美國則有50%。“大多數(shù)中國人認(rèn)為成功就是學(xué)術(shù)成就和賺錢。他們不關(guān)心自己的健康。”徐先生說。
The sophisticated ads, which feature ordinary people overcoming failure (one shows a boy who smiles despite hurting his hand skateboarding; another a girl kick-boxing and then a shot of her bandaged knuckles[關(guān)節(jié)]), are supposed to puncture the self-consciousness that keeps many Chinese on the sidelines unless they are already good at a given activity, says Kelvin Cheng, managing director of Leo Burnett Beijing, the agency behind the campaign. Mr Cheng says that the style is a new way of advertising for Chinese companies, which usually sell on price alone.
北京Leo Burnett 公司的常務(wù)董事，這項(xiàng)商業(yè)活動背后的代理，Kelvin Cheng說，特寫普通人戰(zhàn)勝失敗的巧妙的廣告（一個廣告表現(xiàn)了一個男孩盡管手被溜冰板弄傷仍舊微笑，另一個是一個女孩在搏擊，然后是她的一個纏著繃帶的關(guān)節(jié)的特寫），這些廣告被期望用來打破人們的自我意識。這種自我意識讓很多中國人只是旁觀，除非他們已經(jīng)在特定的活動上有所成績。Cheng 先生說這種風(fēng)格對慣常以價(jià)格取勝的中國公司來說是一種新的方式。
Of course, appealing to a new fad for spiritual well-being and for sports ahead of the 2008 Olympics in Beijing is also a good way to get modern Chinese consumers to part with their money. After years of focusing on cheap prices, Li-Ning, like many Chinese companies, has spent the past two years learning that branding pays. The company is investing around 10% of its 1 billion yuan revenues in marketing, compared with 5% two years ago, and the proportion is due to grow.
當(dāng)然，吸引人們追求精神上的康樂和2008北京奧運(yùn)會前運(yùn)動這種新時(shí)尚也是讓中國時(shí)髦的消費(fèi)者掏錢的一種好方法。李寧，在多年集中精力于低價(jià)戰(zhàn)略后，像很多中國公司一樣，最近兩年開始學(xué)到品牌是有價(jià)值的。該公司把它10億元銷售收入的10%左右做為投資，而在兩年前是5%，這個比例還會增長。
That investment, which includes hiring a foreign ad agency, has enabled Li-Ning to hold on to its leadership despite the encroachment of foreign firms. Li-Ning leads both America"s Nike, which has about 800m yuan in sales in mainland China, and Germany"s Adidas. The prospect of the Olympics is helping to expand the market by more than 25% a year. Mr Xu reckons the new branding campaign should enable Li-Ning to double the retail prices of its most expensive products (shoes) to around 1,000 yuan in a few years, roughly what Nike"s most expensive shoes cost now.
那項(xiàng)投資，包含雇傭一個外籍廣告代理，讓李寧在外國企業(yè)的入侵之勢下仍能保持領(lǐng)導(dǎo)地位。李寧超過了每年在中國大陸銷售額達(dá)到8億元的美國的Nike和德國的Adidas。奧運(yùn)會將有助于每年擴(kuò)大市場25%。Xu 先生估計(jì)新的品牌競爭會讓李寧最貴的產(chǎn)品（鞋子）的零售價(jià)格在幾年內(nèi)翻番，達(dá)到1000元左右，這大約是Nike現(xiàn)在最貴的鞋子的價(jià)格。
Will Chinese consumers continue to choose a home-grown brand over a glamorous foreign one such as Nike, which uses sports celebrities with global appeal to endorse its products? As China gains in self-confidence, they might. And Li-Ning understands the danger of relying too much on celebrities. Its founder was Li Ning, who won three gold medals for gymnastics in the 1984 Los Angeles Olympics, but is now regarded as a bit passé by younger consumers. Mr Li"s days as a sporting hero may be over, but his brand may yet bring more glory.
中國消費(fèi)者會繼續(xù)選擇本土品牌，而不選擇像Nike--依靠全世界吸引的體育名氣來證明它的產(chǎn)品--那樣的外國魅力品牌嗎？像中國贏得自信一樣，他們也許會。而且李寧也意識到太過依賴名氣的危險(xiǎn)。它的創(chuàng)建人是李寧，他曾在1984年洛杉磯奧運(yùn)會上贏得3枚體操金牌，但是現(xiàn)在卻被年輕一點(diǎn)的消費(fèi)者認(rèn)為是有一點(diǎn)過時(shí)。李先生作為一個體育英雄的時(shí)代也許已經(jīng)過去，但是它的品牌卻可以帶來更多的榮譽(yù)。
在精明、富有的顧客群體日益增長的時(shí)候，中國的消費(fèi)品制造商開始關(guān)注品牌建設(shè)。最聰明的方法就是從簡單的產(chǎn)品廣告轉(zhuǎn)變?yōu)闋I銷整個生活方式。李寧，中國運(yùn)動服市場中的制造商，剛剛把一個廣告詞是“再見”和“一切皆有可能”的廣告閃電投入市場，作為對Nike的“只管去做”活動的一個回音。此廣告耗資1500萬元（合180萬美元），是該公司通常廣告花費(fèi)的8倍。它向中國人灌輸一種信念，那就是他們確實(shí)可以向以往的艱難生活告別了，而未來正充滿了無盡的機(jī)會。
One of those opportunities, if you ask Wilson Xu, Li-Ning"s marketing manager, is a new-found freedom to seek a more balanced[和諧] life. Putting it plainly, consumers should stop chasing academic and commercial success and get out more often to participate in more sport. Only around 15% of Chinese mainlanders aged 15-35 actively play a sport, compared with 50% in America. “Most Chinese people believe that success is about academic achievement and making money. They don't care about their health,” says Mr Xu.
李寧的市場經(jīng)理Wilson Xu說，機(jī)會之一就是新的尋求更和諧生活的自由。明白點(diǎn)說就是，消費(fèi)者應(yīng)該停止追逐學(xué)術(shù)和商業(yè)的成功，轉(zhuǎn)而更多地走向戶外參加更多的體育運(yùn)動。在中國大陸15-35歲之間的人只有15%左右積極參與一項(xiàng)體育運(yùn)動，而美國則有50%。“大多數(shù)中國人認(rèn)為成功就是學(xué)術(shù)成就和賺錢。他們不關(guān)心自己的健康。”徐先生說。
The sophisticated ads, which feature ordinary people overcoming failure (one shows a boy who smiles despite hurting his hand skateboarding; another a girl kick-boxing and then a shot of her bandaged knuckles[關(guān)節(jié)]), are supposed to puncture the self-consciousness that keeps many Chinese on the sidelines unless they are already good at a given activity, says Kelvin Cheng, managing director of Leo Burnett Beijing, the agency behind the campaign. Mr Cheng says that the style is a new way of advertising for Chinese companies, which usually sell on price alone.
北京Leo Burnett 公司的常務(wù)董事，這項(xiàng)商業(yè)活動背后的代理，Kelvin Cheng說，特寫普通人戰(zhàn)勝失敗的巧妙的廣告（一個廣告表現(xiàn)了一個男孩盡管手被溜冰板弄傷仍舊微笑，另一個是一個女孩在搏擊，然后是她的一個纏著繃帶的關(guān)節(jié)的特寫），這些廣告被期望用來打破人們的自我意識。這種自我意識讓很多中國人只是旁觀，除非他們已經(jīng)在特定的活動上有所成績。Cheng 先生說這種風(fēng)格對慣常以價(jià)格取勝的中國公司來說是一種新的方式。
Of course, appealing to a new fad for spiritual well-being and for sports ahead of the 2008 Olympics in Beijing is also a good way to get modern Chinese consumers to part with their money. After years of focusing on cheap prices, Li-Ning, like many Chinese companies, has spent the past two years learning that branding pays. The company is investing around 10% of its 1 billion yuan revenues in marketing, compared with 5% two years ago, and the proportion is due to grow.
當(dāng)然，吸引人們追求精神上的康樂和2008北京奧運(yùn)會前運(yùn)動這種新時(shí)尚也是讓中國時(shí)髦的消費(fèi)者掏錢的一種好方法。李寧，在多年集中精力于低價(jià)戰(zhàn)略后，像很多中國公司一樣，最近兩年開始學(xué)到品牌是有價(jià)值的。該公司把它10億元銷售收入的10%左右做為投資，而在兩年前是5%，這個比例還會增長。
That investment, which includes hiring a foreign ad agency, has enabled Li-Ning to hold on to its leadership despite the encroachment of foreign firms. Li-Ning leads both America"s Nike, which has about 800m yuan in sales in mainland China, and Germany"s Adidas. The prospect of the Olympics is helping to expand the market by more than 25% a year. Mr Xu reckons the new branding campaign should enable Li-Ning to double the retail prices of its most expensive products (shoes) to around 1,000 yuan in a few years, roughly what Nike"s most expensive shoes cost now.
那項(xiàng)投資，包含雇傭一個外籍廣告代理，讓李寧在外國企業(yè)的入侵之勢下仍能保持領(lǐng)導(dǎo)地位。李寧超過了每年在中國大陸銷售額達(dá)到8億元的美國的Nike和德國的Adidas。奧運(yùn)會將有助于每年擴(kuò)大市場25%。Xu 先生估計(jì)新的品牌競爭會讓李寧最貴的產(chǎn)品（鞋子）的零售價(jià)格在幾年內(nèi)翻番，達(dá)到1000元左右，這大約是Nike現(xiàn)在最貴的鞋子的價(jià)格。
Will Chinese consumers continue to choose a home-grown brand over a glamorous foreign one such as Nike, which uses sports celebrities with global appeal to endorse its products? As China gains in self-confidence, they might. And Li-Ning understands the danger of relying too much on celebrities. Its founder was Li Ning, who won three gold medals for gymnastics in the 1984 Los Angeles Olympics, but is now regarded as a bit passé by younger consumers. Mr Li"s days as a sporting hero may be over, but his brand may yet bring more glory.
中國消費(fèi)者會繼續(xù)選擇本土品牌，而不選擇像Nike--依靠全世界吸引的體育名氣來證明它的產(chǎn)品--那樣的外國魅力品牌嗎？像中國贏得自信一樣，他們也許會。而且李寧也意識到太過依賴名氣的危險(xiǎn)。它的創(chuàng)建人是李寧，他曾在1984年洛杉磯奧運(yùn)會上贏得3枚體操金牌，但是現(xiàn)在卻被年輕一點(diǎn)的消費(fèi)者認(rèn)為是有一點(diǎn)過時(shí)。李先生作為一個體育英雄的時(shí)代也許已經(jīng)過去，但是它的品牌卻可以帶來更多的榮譽(yù)。