2019年经济学人 优衣库:回归根本 (2)

优衣库:回归根本 (2)

This success has surprised some, and not only because of ill-feeling towards Japan from many Chinese because of the latter's wartime record.

一些人对这一成功感到惊讶，不仅仅是很多中国人反感日本。

China is not an easy place to work, and, in clothing at least, Chinese consumers tend to revere¹ brands.

中国并不是一个容易的工作地点，至少在服装上，中国消费者有品牌崇拜倾向。

But even the label-obsessed need plain bits and bobs for layering or co-ordination.

但为了分层或协作，标签迷恋也需要普通的零碎。

Chinese consumers are after quality, and UNIQLO's special fabrics², especially its Heattech range for cold weather, function well.

中国消费者追求质量，优衣库的特种面料，尤其是其冬季Heattech保暖衣效果不错。

Above all analysts⁴ point to the company's savvy⁵ Japan-educated Chinese executives who understand both the culture of the Japanese business and that of China.

分析师首先点名该公司的中国高管们，他们很懂行并在日本接受教育，能够理解日本和中国的商业文化。

But the rest of Asia may be harder to crack.

但是其他亚洲国家可能更难搞定。

For one thing, a warm climate in several countries means that UNIQLO cannot rely on its cold-weather products as a main driver of sales.

一方面，几个国家温暖的气候意味着优衣库无法依靠其冬季产品作为一个销售主打。

It may have to tweak its formula, which could be risky⁶, says Takahiro Saito, a fashion-retail analyst³ and author of a book comparing UNIQLO and Zara.

可能还需要调整它的方案，这样很冒险，时尚零售分析师、优衣库和Zara比较书籍作者Takahiro Saito说到。

Though they are very different markets, Europe and America offer a cautionary tale.

虽然它们是非常不同的市场，欧洲和美国提供了一个警世故事。

UNIQLO in America struggled outside the big cities of the east and west coasts.

美国优衣库想要开拓东西海岸的大城市。

Growth in the heartlands remains⁷ elusive⁸ for UNIQLO both there and in Europe.

该地和欧洲的优衣库难以实现中心地带的增长。

In part that is because the same business model exists there already with firms such as Gap, says Mr Saito.

部分原因是因为那里已经有同样的商业模式存在了，比如Gap，Saito说到。

But UNIQLO could do better at explaining what it does.

但优衣库可以在解释这种模式的作用方面做得更好。

Well thought-out partnerships⁹ with ambassadors, such as tennis player Roger Federer,

和大使比如网球运动员罗杰·费德勒，深思熟虑的合作关系

and collaborations with designers, like Jil Sander, are starting to help.

以及和设计师，如吉尔·桑达的合作开始有所帮助了。

Mr Yanai, an ardent¹⁰ fan of globalisation unlike many Japanese executives

和很多日本高管不同，柳井正是全球化热忱的粉丝

(the firm's working language is English and many employees, even in Japan, are foreign),

（公司的工作语言是英语，很多甚至是在日本的雇员都是外国人），

is confident that he can guide UNIQLO through the changes needed.

他有信心自己可以引导优衣库通过所需的改良。

He also talks of expanding into shoes as well as dresses and skirts, where UNIQLO currently has only slim offerings.

他还谈到了进军鞋子以及裙子界，优衣库目前仅提供slim款。

The backlash against globalisation is the biggest risk to UNIQLO's Asian plans, he says.

他表示，反对全球化是优衣库亚洲计划的最大风险。

It could limit free movement of goods and people, disrupting both supply chains and workers.

这样会限制商品和顾客的自由移动，扰乱供应链和工人。

Still, a Japanese firm that has managed as much foreign success as UNIQLO should be able to cope.

但一家像优衣库这样在海外市场取得成功的日本公司应该能够应对。

1 revere   

vt.尊崇，崇敬，敬畏

参考例句：

• Students revere the old professors.学生们十分尊敬那些老教授。
• The Chinese revered corn as a gift from heaven.中国人将谷物奉为上天的恩赐。

2 fabrics   

织物( fabric的名词复数 )； 布； 构造； （建筑物的）结构（如墙、地面、屋顶）：质地

参考例句：

• cotton fabrics and synthetics 棉织物与合成织物
• The fabrics are merchandised through a network of dealers. 通过经销网点销售纺织品。

3 analyst   

n.分析家，化验员；心理分析学家

参考例句：

• What can you contribute to the position of a market analyst?你有什么技能可有助于市场分析员的职务？
• The analyst is required to interpolate values between standards.分析人员需要在这些标准中插入一些值。

4 analysts   

分析家，化验员( analyst的名词复数 )

参考例句：

• City analysts forecast huge profits this year. 伦敦金融分析家预测今年的利润非常丰厚。
• I was impressed by the high calibre of the researchers and analysts. 研究人员和分析人员的高素质给我留下了深刻印象。

5 savvy   

v.知道，了解；n.理解能力，机智，悟性；adj.有见识的，懂实际知识的，通情达理的

参考例句：

• She was a pretty savvy woman.她是个见过世面的漂亮女人。
• Where's your savvy?你的常识到哪里去了？

6 risky   

adj.有风险的，冒险的

参考例句：

• It may be risky but we will chance it anyhow.这可能有危险，但我们无论如何要冒一冒险。
• He is well aware how risky this investment is.他心里对这项投资的风险十分清楚。

7 remains   

n.剩余物，残留物；遗体，遗迹

参考例句：

• He ate the remains of food hungrily.他狼吞虎咽地吃剩余的食物。
• The remains of the meal were fed to the dog.残羹剩饭喂狗了。

8 elusive   

adj.难以表达(捉摸)的；令人困惑的；逃避的

参考例句：

• Try to catch the elusive charm of the original in translation.翻译时设法把握住原文中难以捉摸的风韵。
• Interpol have searched all the corners of the earth for the elusive hijackers.国际刑警组织已在世界各地搜查在逃的飞机劫持者。

9 partnerships   

n.伙伴关系( partnership的名词复数 )；合伙人身份；合作关系

参考例句：

• Partnerships suffer another major disadvantage: decision-making is shared. 合伙企业的另一主要缺点是决定要由大家来作。 来自英汉非文学 - 政府文件
• It involved selling off limited partnerships. 它涉及到售出有限的合伙权。 来自辞典例句

10 ardent   

adj.热情的，热烈的，强烈的，烈性的

参考例句：

• He's an ardent supporter of the local football team.他是本地足球队的热情支持者。
• Ardent expectations were held by his parents for his college career.他父母对他的大学学习抱着殷切的期望。