本帖最后由 紫玉炎华01 于 2010-11-20 16:42 编辑
【中文标题】日本能从国家“酷”中获利吗？
【原文标题】Can Japan profit from its national 'cool'?
【登载媒体】CNN
【来源地址】原文
【译者】紫玉炎华
【翻译方式】人工
【声明】本翻译供Anti-CNN使用，未经AC或译者许可，不得转载。
【译文】：
By Mairi Mackay, CNN
Japan's finances may not be in great shape, but when it comes to fashion, there still aren't many places more cool. 日本的财务状况可能不是很好，但是在流行时尚方面，这儿却仍有很多很酷的地方 Consumers from Asia, Europe and the United States might not be buying as many Japanese cars and TVs, but they continue to be influenced by Japan's culture. That means that when global brands are looking for the hottest new fashions, eyes almost inevitably turn eastward.
亚洲，欧洲，和美国消费者可能不会买太多的日本车和日本电视机，但是他们继续被日本文化影响着。这意味着当国际品牌寻找最火的新时尚时，眼球总不可避免的转向东方。 "Most of the time, most global trends start in Tokyo," trendspotter Loic Bizel told CNN. A Tokyo-based fashion expert who consults for labels like Timberland, Lacoste and Sonia Rykiel, Bizel also takes foreign fashionistas on tours of Tokyo to scout for street style trends to replicate in their home markets.
“在很多时候，大多数的全球时尚潮流始自东京”时尚达人Loic Bizel 告诉CNN。一个在东京的为像天伯伦，法国鳄鱼以及索尼娅丽吉尔一样的国际品牌提供咨询的时尚专家。Bizel也带领来东京旅行的疯狂追求时尚的外国人去发现这里的街头流行风格在他们家乡市场的复制品。 "People really started to look at Japan as a lab about seven or eight years ago," he added. "Trends are picked up really quickly in the streets."
“人们把日本看作是流行趋势实验室是从7.8年前开始的”他又说道“街头上很容易形成新的时尚” That's why, according to Bizel, brands like Topshop from the UK and Sweden's H&M come: "They know they have time to produce what they have spotted in Tokyo for next season and it will be a hit."
据Bizel所说，这就是为什么如来自英国的Topshop 和瑞典的H&M 来到这儿的原因。“他们知道他们有时间为下一季创作他们在东京发现的流行时尚，这将是很受欢迎的。
It's easy for big brands to come to Japan, and compete, and send [designs] to their home market," according to Bizel, because, crucially, hardly any Japanese fashion labels sell abroad.
Bizel说，对于大品牌来说，来日本参与竞争，把设计返回到国内市场是很容易的。因为，日本人很难把时尚品牌卖到海外市场。
But, says the Japanese government, things are set to change. It is proposing to pump just over ¥19 billion ($237 million) into the creative sector in 2011 to see if it can make more money from Japan's national cool.
但是，日本政府说，这将会得到改变，日本政府正意欲在2011年注入约190亿日元（237万美元）到创意产业以期能否从日本国民时尚中获利。
Mika Takagi is the Deputy Director of the Creative Industries Promotion Office -- aka the "Cool Japan" Office -- the government body charged with making Japan's cultural industries (anime, graphic design, film, fashion and more) start paying.
有政府背景的机构AKA酷日本创意产业推进部副主任Mika Takagi 认为日本文化产业（动漫，平面设计，电影，时装等等）正开始盈利
Part of what makes Japan cool is this innocence they have in the way they do things.
日本酷的另一方面就是他们做事抱有的这种天真的态度 --Charles Spreckley
"Japan has a lot of unique culture ... [but] if you compare it with other money-making industries, the creative industries don't make much money," Takagi told CNN.
Takagi对CNN说“日本有很多独特的文化。。。但是如果你把这些和其他的赚钱的产业相比，这个富有创造性的产业不是很赚钱”
"We want to try to invest more in these cultural issues and try to brand Japanese products with the uniqueness of Japanese culture," she added.
她又说道“我们想尝试对文化热点加大投资并且试图用日本独特的文化把日本货品牌化。
The aim, by 2020, is to increase profits by $85 billion (¥6.9 trillion) -- to $698 billion (¥56.6 trillion). Revenues in 2007 amounted to $613 billion (¥49.7 trillion), according to Cool Japan. Japan's GDP in 2007 was $4.4 trillion.
这个目标是到2020年增加850亿美元的利润（6.9万亿日元）到6980亿美元（56.6万亿日元）。据酷日本数据，2007年的营业额合计为6130亿美元（49.7万亿日元）。而日本2007年的GDP是4.4万亿美元。
The office's figures include already-established sectors like food and drink and tourism, and Takagi says there are no specific figures for fashion. They also don't provide any breakdown of how much money Japan makes from fashion exports, Takagi says, because "it is hard to define."
这个官方数据包括稳定的部分如食品，饮料和旅游业，Takagi说还没关于时尚业的准确数据。他们也不会提供日本从时尚业出口中赚取的收入的任何分类账目。Takagi表示因为这数据是很难统计到的。
Some experts aren't so sure the Japanese government can turn cool into a commodity. One skeptic is Charles Spreckley, the Tokyo-based co-founder of consumer research and trends company Five by Fifty, with customers like Unilever and Coca-Cola.
一些专家不确定日本政府能够将酷时尚变为商品。位于东京有着联合利华和可口可乐这样的用户的研究消费者和流行趋势的公司Five by Fifty 创始人之一Charles Spreckley就是怀疑者之一。
"I am incredibly skeptical that a bunch of bureaucrats can succeed in turning the nebulous concept of Cool Japan into something that makes the country money," he told CNN.
他告诉CNN"我不能不怀疑一个政府设立的官僚机构能成功的将朦胧的日本酷概念打造成某种能让国家获利的东西"
Spreckley says that Japan's uniqueness is one of the reasons it seems so cool, but this special brand of creativity may be tough to translate to the global stage.
Spreckly说日本独特性是这看起来酷的一个原因，但是这种特殊的品牌创意可能难以影响全球
"Japan is so out on its own and it's still a huge economy -- a massive market, 120 million people -- so there's a lot going on here and cities like Tokyo are overflowing with stores selling fashion, graphic design, comics. It's a very intense place and it's one that's got its own unique style," Spreckley told CNN.
Spreckly对CNN说“日本式这么一个仍拥有1.2亿人的巨大市场的巨大经济体，所以这儿的城市如东京有很多流行元素充斥着销售时装，平面设计和漫画的商店。这儿是个非常热情的有着自己独特的风格的地方。”
According to Spreckley, the most creative individuals work on a very small scale. He fears that trying to commercialize Japan's creative cottage industries could kill their cachet.
据他所说，最有创造力的每个人在狭小的地方工作，他担心试图把这些富有创造力的手工业商业化运作会扼杀他们的特性"
Part of what makes Japan cool is this innocence they have in the way they do things," Spreckley said. "They do things very well here, with sincerity and lack of ego and I think the very act of commercializing it will make it inherently uncool."
“日本酷的一方面就是他们做事抱有的这种天真的态度 ”，Spreckly说“他们依靠诚恳的态度和自我的缺乏在这方面做的很好所以我认为商业化的措施会让这种内在变得不那么酷了”。
There is little opportunity for entrepreneurs to break out because big, old-fashioned conglomerates dominate Japan's economy, according to Spreckley.
Spreckly说企业家们没有多少可能打破这种状况因为巨大的老式的财团垄断着日本的经济
And then there are the cultural blocks. "(These individuals) are generally not very globalized ... They don't speak languages like (they do in) Korea and China," Spreckley told CNN.
而且还有文化的阻碍。这些个体业者通常不是很国际化。。。。。他们不会讲（他们工作的地方）诸如韩国和中国的语言
I think there's a lot of potential in the global market that we have not acquired.
我想还有很多我们没有占领的潜在的全球市场 --Mika Takagi, Cool Japan
"They don't know how to go overseas and sell themselves and communicate with potential buyers," he added.
“他们不知道如何去海外推销他们自己以及和潜在的顾客打交道”他又说道。
Takagi agrees that while Japan's fashion trends are very popular in Hong Kong, China and Korea, Japanese clothing companies have struggled to enter the wider Asian market.
Takagi 认为当日本的流行时尚在香港，中国以及韩国十分流行时，日本人的服装公司很难进入到更广阔的亚洲市场
Takagi told CNN, "Japan has lots of fashion magazines that are sold in China and they are very popular. The clothes that are shown in the magazines are made by small and medium-sized companies. They have no knowledge or networks or capital to be able to enter Asian markets."
Takagi告诉CNN说，"日本有许多在中国销售很好的时尚杂志。在杂志上展现的服饰多是小型或中型企业设计的。他们没有进入亚洲市场需要的认知和市场网络以及资本。
She says that Cool Japan will help companies like these with marketing abroad.
她说“酷日本”将帮助这类企业开拓海外市场
"Japan has a lot of unique culture which is very important to us. We have not utilized that very much until now because we could compete in (other) industries," she explained.
日本有许多对我们很重要独特的文化，我们目前还没有充分利用这些元素因为我么可以在其他行业里竞争
In fact, Japan's Ministry of Economy, Trade and Industry (METI) sees the cultural industries as a strategic sector that could drive the nation's future economic growth.
"I think there's a lot of potential in the global market that we have not acquired," Takagi said.
事实上，日本经济贸易产业省把文化产业看做驱动国民未来经济发展的战略领域
Takagi说“我想还有多很我们没有占领的潜在的全球市场” | 
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发表于 2010-11-20 16:14
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