調查顯示 國人消費青睞運動大牌

Chinese consumers, who want to make statements when they go shopping, are turning more to Western sports brands.

想在購物時彰顯個性的中國消費者正越來越青睞西方運動品牌。

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

中國多年來要求公務員減少招人眼球的奢侈品消費的運動影響了保樂利加、胡戈·波士和寶馬品牌的銷量。

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

儘管時尚奢侈品、汽車等名貴產品的銷量受創，運動品牌的銷售卻很強勁。

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 Ministry of Education to train up to 7,000 physical education teachers.

耐克公司在中國大陸、香港、澳門等地區的銷售額仍然保持很高的勢頭，從去年9月到今年4月的訂單增幅在27%至35%之間。6月6日，該公司宣佈將與教育部合作，培養多達7000名的體育教師。

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

耐克公司總裁兼首席執行官馬克·帕克在一份聲明中表示：“現在的一代人是歷史上最不活躍的一代，我們可以幫助改變這一情況。”

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 athletic brand opened more than 500 Chinese stores, taking its total to about 9,000.

阿迪達斯在中國大陸、香港、澳門等地區去年的銷售額爲24.7億歐元，佔其全球總銷售額的約15%。去年，該品牌在中國新開設了500多家店鋪，從而將在中國的店鋪總數增至逾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.

阿迪達斯集團首席執行官赫伯特·海納在5月4日接受《彭博新聞社》採訪時表示：“我們在中國市場表現得很好。” 今年第一季度該公司在中國的銷售額增加了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 flaunting their big spending want to buy products that are obviously expensive but not excessively glitzy.

對於很多不知道買什麼纔算合適的消費者來說，購買這些外國運動大品牌更保險。擔心"樹大招風"的中國人希望購買看上去顯然價格不菲、同時又不過分招搖的商品。

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

對健身和健康不斷增長的需求是運動品牌蓬勃發展的另一個因素。

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 analyst Jianpeng Yu. The government has a target of over 3 trillion yuan by 2020.

中國體育產業的發展程度仍不高。根據中國工商銀行的分析師於建鵬今年1月出具的報告顯示，去年體育產業增加值佔美國國內生產總值的比例爲3%，在中國，這一數字僅爲0.7%，約爲4740億元人民幣。中國政府的目標是到2020年實現體育產業規模超過3萬億元。

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-digits last year to low-to-mid double digits in early 2016, according to a Fitch Ratings report published on June 3.

與此同時，中國體育產業的繁榮並未能令一些本土品牌獲益。惠譽評級公司6月3日出具的一份報告稱，來自阿迪達斯、耐克和其他外國品牌的競爭正在對本土品牌產生負面影響，這些品牌的訂單增幅從去年較高的兩位數增長率降至2016年初較低的兩位數增長率。

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

隨着中國中產階級消費者更加重視舒適度，他們或許“會更看重品牌和產品差異化，而這恰恰是本土品牌的劣勢所在”。