本帖最后由 下个月 于 2011-2-24 15:55 编辑
【中文标题】“中国制造”终究还是了不起 【原文标题】'Made in China’ is finally cool
【登载媒体】美国CNN新闻
【来源地址】http://www.cnngo.com/shanghai/shop/chinese-design-made-china-renaissance-807794
【译者】陈晨 【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】
How Chinese brands are reinventing themselves, winning huge numbers of fans in Shanghai and internationally
中国品牌如何自我创新，在上海和国际市场上赢得众多粉丝的青睐。
By Ellen Himelfarb 8 February, 2011
Forever C: The bike that's putting "Made in China" back in the driver's seat.
永久C：这个单车将“中国制造”恢复置于座椅之上。（老永久自行车的新型号）
After a decade of being hit over the head with international brands like Adidas, Vans and Converse, China is bringing it back home.
经过与阿迪达斯、范和匡威等国际品牌的十年时间的碰撞，中国终于将“中国制造”这个符号带回家了。
The coolhunters today are talking more and more about a Shanghai renaissance, considered China's source of all things cutting edge, led by homegrown names such as Feiyue, Shang Xia and bicycle brand Forever C.
今日的新潮猎奇者们在越来越来多的时间内谈论着一场发生在上海（这个被认为是中国其他处于领先地位的所有事物的发源地）的文艺复兴，这场文艺复兴运动由一些本地名为飞跃、上下、和永久c等品牌所引领。（爱马仕上海开设的由中国设计师设计，中国人手工制造，暂定只在中国销售的品牌。）
Re-inventing classics
经典的再次创新
Much of this is a result of old brands undergoing some serious revamps to tap into their local provenance.
在经历了深入探索了解他们自身起源的过程中，老品牌进行了一些重大重组改变，而经典品牌的再次创新很多都是这些过程的必然结果。
In Shanghai, where buying the original Feiyue sneaker has become a rite of passage for many hip locals and foreigners, a Belgian entrepreneur was moved to relaunch the classic shoe under the name Sudu (which roughly translates to “speed addiction”).
在上海，购买原型飞跃运动型已经成为了许多当地和国际时尚潮人的必然行为，一家比利时企业搬到了当地以速度的名字（可以粗显的翻译为沉溺速度）重新开设了这家经典运动鞋店。
The sneakers go on sale online later this year.
今年晚些时候，这款运动鞋还要在网上进行销售。
In additional to the shoe's new local look, Feiyue has recently also gone international with a redesign in France, featuring a sexed-up campaign akin to American Apparel’s, which won the shoes prime placement at the new Shoe Galleries in London’s Selfridge's
除了这款鞋的本地造型之外，最近飞跃在经过重新设计后于法国进军国际市场，这款设计以类似于美国服装的性感运动为特征，并且在伦敦塞尔福地其新鞋作品展中荣获主要奖项。
Feiyue sneakers are leading the revival of Chinese-made brands.
飞跃运动鞋正在领导着中国制造品牌的复兴。
And if that’s not proof enough that the working-class Chinese shoe is making a major footprint on the world stage, there’s Huili. The time-honored brand’s classic Warrior shoe had its own makeover last year and now sells for more than RMB 300 a pair worldwide.
如果这还不足以说明中国工人阶级的鞋子正在世界舞台上留下一个深刻的脚印的话，还有回力。去年这款拥有悠久历史的士兵的鞋款经历了巨大的外观变化，现在全世界范围内都增加了超过300rmb/双的售价
But sneakers aren’t the only Chinese products enjoying a comeback.
但是运动鞋并不是唯一东山再的中国产品。
Fall 2010 began with the opening in Xintiandi of Shang Xia, a Hermes spin-off designed by Chinese for Chinese. It ended with the launch of the Forever C flagship in Hangkou, which sells a restyled version of the vintage postman bicycle for RMB 900. (An early run of 1,000 cycles sold out on Taobao in September.)
2010年秋天，随着新天地大厦中上下品牌的开业，这个爱马仕投资的由中国人为中国人设计的副产品开始了他的历程。最终还有永结C在杭州的旗舰店的开张，这款老式邮递员自行车的改版单车被卖到了900rmb每辆。（九月份在taobao被卖出了1000辆）
A shift in perception
观念的改变
Trends tend to start on the street, so it seems apt that Shanghai’s latest -- the comeback of "Made in China" -- should start with a few choice brands of similar cachet. As trends go, however, this one seems to have some life left in it yet.
潮流总是容易在大街上开始流行，所以这场伴随数个类似的优良品牌而发生的“中国制造”的复兴运动看
起恰到好处。然而，随着潮流的不断变化，其中还似乎缺少了一些生活气息。
“There’s definitely been a shift in perception [of Chinese brands],” says Shaun Rein, managing director of China Market Research Group. Targeting youth, he says, is the key.
“（对于中国品牌的）观念必将会有一个改变，”肖恩•赖因，中国市场研究集团的运营总监说道，“关键是将目标定位于年轻人。”
Be worried. Up-and-coming Chinese brands are no longer positioning themselves as ‘cheap but good enough.' Younger brands are impressive and ambitious and can go head to head with foreign brands on equal footing
— Shaun Rein, managing director of China Market Research Group
有光明前途的中国品牌不再将自身定位于价廉物美。年轻品牌将更有影响力和雄心壮志，并且可以在同样的基础上和国外品牌进行短兵接触。
肖恩•赖因，中国市场研究集团的运营总监说道
Take China’s version of Kappa.
中国的kappa
“Sports apparel is premium purchase for a lot of younger consumers, so they gravitate towards Kappa, whose Chinese incarnation puts the European brands to shame.”
运动服饰是很多年轻消费者的优良购买品，所以他们被kappa说吸引，这个品牌的中国实体运营让很多欧洲品牌相形见绌。
Ditto Septwolves, the menswear brand from Fujian.
七匹狼，中国福建的男装品牌
“It does very well in third- and fourth-tier cities,” says Rein. “In fact it beats the foreign companies investing out there.”
“这个品牌在三线和四线城市运营的很好，”莱茵说，“事实上，他打败了那些地方的所有其他国外投资。”
Lin Lin, co-founder of the design group Jellymon, cites Hangzhou-based fashion label JNBY as an example of the homegrown brands beating out the competition.
设计公司Jellymon的协同创始人琳琳引用了杭州本地时尚品牌JNBY（男装叫速写，推荐下，小贵）作为击败外来竞争者的本土品牌的例子。
“It’s an example of how good Chinese fabrication can be,” she says. “The design is quite simple, yet avant garde. They’ve made an excellent transition from manufacturer to brand builder.”
“这个例子说明了中国制造到底能有多好。”她说，“设计风格很简单而又时尚”他们成功的由制造商转变为品牌设计者。
Lin is a champion of “Made in China.”
林是“中国制造”的拥护者。
Two years ago she designed a line of watches for Shanghai Watch Co., a heritage brand in need of an update.
两年前，她为上海手表厂，这个急需更新换代的遗留品牌设计了一系列产品。
The limited run sold out fast -- not only at The Source, but also Kidrobot in New York and Colette in Paris. Lin has attempted similar revivals with Feige bicycles and the classic Chinese Seagull cameras.
限量版很快被销售一空，不仅仅是在The source(国内高端品牌概念店)，还在纽约的罗伯特大头机器人和巴黎柯莱特时尚店店里。林和飞跃和中国经典的海鸥相机一起，尝试着简单的复兴运动
“Shanghai Tang is a clear role model,” says Elan Shou, a managing director for training at Ruder Finn PR in Shanghai.
“上海滩（奢侈品牌）就是一个明确的榜样”寿玉滢，上海罗德公关的培训总监说道。
As the oldest and biggest camera company in Chinese history, Seagull made its name overseas during the 1960s and is slowly returning to the modern Chinese market.
作为中国历史上最古老和最大的相机公司，海鸥在60年代闻名全球，现在他正在慢慢回到现代中国市场中。
“Meanwhile Huili and Feiyue were revitalized by foreigners, who have a great sense of the local market, and local brands like Forever are working hard to catch up," she says.
“在那些对于当地市场很敏锐的外国人正在复活回力和飞跃这些品牌的同时，一些例如永久的本地品牌也在努力追赶中”她说。
"With all these brands, some factors are similar -- blending the old and new to create a unique style. So far it’s still a niche market, although the fans are growing,
“对于这些所有品牌，有一些因素是相似的-将原有的和新的同时融合在一起然后创造一个新的独特的风格。至今为止，这还是个合适的市场定位，尽管粉丝们正在慢慢长大。”
Look back to move forward
在回顾中前进
Nostalgia, or “the power of the golden sweet past,” as Shou calls it, has become a popular marketing tool. Indeed it’s the raison d’etre of the Time Honored Chinese Brand Shopping Mall in Pudong.
怀旧情结，或者是“甜蜜珍贵的过去的力量”，如同寿所说，已经成为了一个流行市场的工具。事实上，这就是由来已久的浦东中国品牌购物商城的存在理由。
The city’s only one-stop shop for Qing Dynasty-era goose-egg powders and whitening creams opened last summer and began wooing shoppers unconvinced by expensive imported moisturizers.
这个城市唯一的一站式秦代堇兰粉和美白面霜店铺在上个夏天开展，并开始吸引那些未被进口保湿产品的购物者。
“International brands do not belong to us,” says Daisy Wang a spokeswoman for the store. “Our true brands are all over China, but they’ve never been all together. Here we’ve made a building to promote them all in one place.”
“国际品牌不属于我们”王黛西，这个店的代言人说，“我们的真正的品牌遍布中国，但是他们从未聚集在一起过，所以我们在这里建造了这座商店帮助他们出现在同一个地方。”
So what’s the lesson for the multinationals out there looking to China to save their bottom line?
如果要想保住他们的底线，那么那些正在关注中国的跨国公司从中可以学到什么呢？
“Be worried,” says Rein.
“担心，忧虑”莱茵回答道。
“Up-and-coming Chinese brands are no longer positioning themselves as ‘cheap but good enough,’" he continues. "Younger brands are impressive and ambitious and can go head to head with foreign brands on equal footing.”
“那些有很好前途的中国品牌不再将自身定位于价廉物美。年轻品牌将更有影响力和雄心壮志，并且可以在同样的基础上和国外品牌进行短兵接触。” |
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发表于 2011-2-24 15:36
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