【外交政策 1109/10】人气不够没关系，中国欢迎你
本帖最后由 满仓 于 2011-9-28 11:54 编辑【中文标题】人气不够没关系，中国欢迎你
【原文标题】Huge in Asia
【登载媒体】外交政策
【原文作者】DUSTIN ROASA
【原文链接】http://www.foreignpolicy.com/articles/2011/08/15/huge_in_asia?page=0,0
这些古老的品牌早已失宠，但它们在亚洲市场重新焕发出青春。
多年来，在美国逐渐淡出人们视线的摇滚巨星们纷纷向亚洲这片新兴的土壤进军，他们在那里迎来了职业的第二春，他们依然可以面对狂热的粉丝（试着搜索一下“big in japan”）。现在，很多在美国业务不景气的品牌转向远东，经过调整，成为那里人们竞相追逐的奢侈品。在全球经济下滑的大背景下，他们在这种策略上投入了大量的热情。他们在家乡已经失宠，那么接下来的问题就是，他们在上海能卖得更好吗？
别克
美国现存最古老的汽车品牌，隶属四面楚歌的通用汽车旗下，它曾经用数十年时间建立起退休人员和小镇医生用的奢侈汽车品牌形象。但是在2005年，经过了几年惨不忍睹的销量之后，通用汽车副总裁不得不宣称别克是一个“损坏的品牌”，民众相信这个底特律巨人最终将轰然倒地。
然而，中国拯救了别克。当通用汽车在1998年现身中国的时候，它宣称自己制作精良的产品与中国在一个世纪前就喜结良缘。据通用汽车所说，民族主义英雄孙逸仙就有一辆别克汽车。末代皇帝溥仪所拥有的两辆别克汽车在1924年是第一次开进紫禁城的汽车。周恩来的别克汽车，据说是在共产党执政之后来自清朝皇室，是这位已故总理的宝贵财产。今天，别克是中国顶尖的奢侈汽车品牌之一，是年轻、朝气蓬勃的商业精英们身份的象征。2010年，别克在中国大陆卖出55万辆汽车，至少是在美国销量的三倍。
蓝带
这个来自伊利诺伊的啤酒品牌已经不是第一次搞创新了。在多年占据中西部上层社会在体育场和潜水酒吧中的消费主力之后，它在二十世纪早期出乎意料地被沿海时尚人士接纳，成为彰显其工人阶级特色的饮品。但是蓝带在中国近期的行动，更加不同寻常。
忘记售价1美元的易拉罐吧，在中国它的名字是帕布斯特蓝带1844，每瓶售价300元人民币（46美元）（译者注：原文如此）。广告语宣称它是与苏格兰威士忌和法国白兰地比肩的“世界名酒”。公平地说，它已经不是你在威廉斯堡酒吧中牛饮的东西了。在中国，它在木桶中储存多年，被装在形状优美的玻璃瓶中出售，而且要用香槟酒杯来小口品味。但是蓝带的中国粉丝们肯定没看过电影《老爷车》，性格乖僻的克林特伊斯特伍德在影片中边大口喝蓝带啤酒，边向他的亚洲邻居们吼粗话。
肯德基炸鸡
这个快餐巨人的美国经销商通常把门店开在破旧、萧索的商场里，销售的东西是一桶桶含大量淀粉、让人吃了有负罪感的南方传统口味食物。然而在亚洲，KFC的形象与此千差万别。在越南这样的新兴经济体市场中，它的餐厅似乎是一种富裕的预言机：它通常是第一家开业的国际连锁餐厅，标志这个国家登上了国际消费舞台。
曾经战火肆虐的柬埔寨是欢迎KFC进驻的最前线地带，开在那里的KFC餐厅装饰有丝绸灯罩、摩登家具、等离子电视，打造出精品商店的优雅氛围，而根本不顾及快餐消费的功能需求。一盒15块的鸡肉售价16.5美元，是当地人日均收入的10倍。这家餐厅的目的就是展示出排他性优势：这个国家新兴的极少数中产阶级来到KFC的目的就是希望看到其他人，同时希望自己被别人看到。外面的停车场通常都会挤满雷克萨斯和路虎。
花花公子
就像美国大部分媒体一样，这本历史悠久的芝加哥男性杂志在近年来的读者和销售都呈下滑趋势，它在十年前进军亚洲的战略似乎也没有带来多大希望——花花公子色情程度较低的印度尼西亚版本（已被取缔）的首席编辑在2010年被判处一年监禁，罪名是违反了这个穆斯林国家的礼仪法律。（很明显，印度尼西亚人对杂志中的文章并不感兴趣。）
但是从那以后，公司缩减了杂志印刷业务，转型为奢侈的生活方式品牌。使用花花公子品牌似乎会更加被人推崇。花花公子的亚洲拥趸——他们中的大部分都不了解休赫夫纳在美国的名声——在这片广袤大陆上的商店中，疯狂抢购带有兔子标志的衬衫、箱包、皮带。很多都是年轻女性，她们说这个兔子标志很可爱（顺便说一句，2011年是中国的兔年）。公司的CEO Scott Flanders对记者说，在亚洲，“我们更倾向于一个时尚品牌，就像路易威登一样。”
KK甜甜圈
这家美国炸面圈连锁店在经历了7年亏损之后，终于在去年微有赢利。但是KK依然毫不犹豫地在海外下了更大的赌注。从2008年到2011年，它的海外销售门店从200家增加到400多家。看看它在泰国第一家店开业时受到的礼遇，你就知道它为什么会选择这条路了。
2010年9月，KK在曼谷的第一家店开业时，引起了歇斯底里般的轰动。第一天，数百名顾客在长达四分之一英里的队伍中排上27个小时。每人只限购一盒炸面圈，周围有密集的武装保安监控。商店位于炫丽的Siam Paragon商城中，旁边是法拉利和马克雅克布的经销店。这更增加了KK对钟爱品牌的泰国人的吸引力。
原文：
They may not play in Peoria anymore. But these storied American brands are reinventing themselves to sell in Shanghai.
For years, American rock stars facing declining popularity at home have headed for the greener pastures of Asia, where they could revive their careers and play to throngs of still-adoring fans. (Just Google the phrase "big in Japan.") Now, scores of brands with sagging fortunes in the United States are reinventing themselves as must-have luxury items in the Far East, a strategy they've adopted with particular fervor in the wake of the global economic downturn. They may not play in Peoria anymore, but the better question is this: Can they sell in Shanghai instead?
BUICK
America's oldest surviving automobile brand, a division of beleaguered General Motors (GM), spent decades establishing a reputation for sensible luxury suitable for retirees and small-town doctors. But in 2005, after years of poor sales, GM Vice Chairman Bob Lutz famously called Buick a "damaged brand," and speculation was rife that the Detroit auto giant would pull the plug.
Instead, Buick was saved by China, which was nearly a century into a love affair with the venerable make by the time GM reintroduced it there in 1998. According to GM, nationalist hero Sun Yat-sen owned one, and the last emperor Pu Yi's two Buicks were the first cars to enter the Forbidden City in 1924. Zhou Enlai's Buick, reportedly "acquired" from the emperor after the communist takeover, was the late premier's prized possession. Today, Buick is one of China's leading luxury-car brands and a status symbol for the young, upwardly mobile business elite. In 2010, Buick sold more than 550,000 vehicles on the mainland, at least triple what it sold in the United States.
PABST BLUE RIBBON
This Illinois-based beer is no stranger to reinvention. After decades as a staple of stadiums and dive bars in the upper Midwest, the brew was improbably adopted in the early 2000s by coastal hipsters eager to appropriate its working-class cachet. But PBR's latest act, in China, is even more remarkable.
Forget $1 cans: In China it is called Pabst Blue Ribbon 1844, and it costs 300 yuan, or $46, per bottle. Ads call it a "world-famous spirit" on par with Scotch whisky and French brandy. To be fair, it's not the same swill you find in Williamsburg: Sold in an elegant bottle and aged in wooden casks, the beer is meant to be savored in a champagne flute. But PBR's Chinese fans apparently haven't seen the film Gran Torino, in which a gruff Clint Eastwood downs cans of Pabst and growls epithets at his Asian neighbors.
KENTUCKY FRIED CHICKEN
This fast-food giant's American franchises are commonly found in drab strip malls, where they dish out buckets of starchy, guilt-inducing Southern comfort food. In Asia, however, KFC stands for something far different. For emerging economies such as Vietnam, the restaurant is a harbinger of affluence: It's often the first international chain to set up shop, and it signals a country's arrival on the global consumer stage.
In formerly war-torn Cambodia, one of the latest frontier markets to welcome KFC, the restaurant's silk lamps, mod furniture, and plasma TV screens evoke boutique elegance, not fast-food functionality. A 15-piece bucket of chicken costs $16.50, nearly 10 times the daily per capita income. Exclusivity is the point: The country's tiny emerging middle class goes to KFC to see and be seen, and on most days the parking spaces outside are jammed with Lexuses and Range Rovers.
PLAYBOY
Like most of the American media, the storied Chicago-based gentlemen's magazine has seen its readership and ad sales steadily decline in recent years, and its forays into Asia half a decade ago were unpromising -- the editor in chief of Playboy's less risqué (and now defunct) Indonesian edition was sent to jail for almost a year in 2010 for violating the Muslim-majority country's decency laws. (Apparently Indonesians weren't reading it for the articles, either.)
But the company has since downplayed its print business on the continent and repositioned itself as a luxury lifestyle brand, better known for high-end clothes than for the absence of them. Playboy's Asian fans -- most unaware of Hugh Hefner's legacy in the United States -- snap up shirts, bags, and belts bearing the rabbit logo in malls across the continent. Many are young women who say they find the logo cute. (It doesn't hurt that 2011 is the Chinese year of the rabbit.) "We're more of a fashion brand" in Asia, CEO Scott Flanders told reporters. "We're more like Louis Vuitton."
KRISPY KREME
The doughnut chain's U.S. stores clawed their way back to slight profitability last year after seven years of losses, but Krispy Kreme has nevertheless staked its future overseas. It more than doubled its outlets abroad from 2008 to 2011, from about 200 to more than 400; and given the reception accorded the chain's debut in Thailand, it's clear why the company has chosen this route.
When Krispy Kreme opened in Bangkok in September 2010, the result was near hysteria. On the first day, hundreds of customers waited for up to 27 hours in a line that stretched a quarter-mile. Patrons were limited to one box of doughnuts apiece, and the operation was overseen by a phalanx of security guards. The store's location, in the glitzy Siam Paragon mall -- home to a Ferrari dealership and a Marc Jacobs store -- only increased Krispy Kreme's upscale appeal among brand-conscious Thais.
;P;P;P;P 只知道KFC在国内是遍地都是，但其他品牌似乎并不是国人的首选品牌哦
图片选的很给力 不错，翻译辛苦 中国人无知，傻子一个。外国进口的一定是好的。 其实要改变国人的这种盲目崇洋心理.还有很长的路要走 想当年麦当劳刚进中国的时候，竟然有人在麦当劳举行婚礼，并以此为荣。现在想起来一定羞愧的无地自容。 KFC在中国已经比较彻底地本土化了，卖的产品和美国的KFC几乎完全不一样 入乡随俗，喜欢就好。 Frontier 发表于 2011-9-28 16:50 static/image/common/back.gif
KFC在中国已经比较彻底地本土化了，卖的产品和美国的KFC几乎完全不一样
有段时间没去吃了，真是怀恋啊，虽然是垃圾食品不过偶尔吃吃也是不要紧的
崇洋媚外的脑残还是很多的 TG的KFC已经完全中国化了，我们这还有买快餐的，是米饭+小炒菜的快餐哦…… 这就使文化侵略的后果
一堆洋垃圾 寒铁 发表于 2011-9-29 00:40 static/image/common/back.gif
有段时间没去吃了，真是怀恋啊，虽然是垃圾食品不过偶尔吃吃也是不要紧的
...
可以去尝一尝KFC豆浆和油条o3O105) 人傻，钱多，速来？ {:soso_e119:}:D:D 耳光响亮 外国的垃圾，到中国就是精品，好在现在都为本地人做了改进