2020年经济学人 安踏疫情期间做了一些巧妙的策略(2)

That perception stems in part from Anta’s customer base. Its shops are concentrated in medium-sized cities, to cater¹ to consumers that are less well off than those in Beijing or Shanghai, the preferred haunts of Nike and Adidas. A pair of Anta shoes typically costs a third less than a similar pair of Nikes, observes Dallas Cai of Oriental Patron, a broker². Pricier and associated with more global superstars, Nike and Adidas have far more brand appeal.

这种看法部分源于安踏的顾客群体。它的商铺集中在中等城市以迎合消费者，这些顾客不如那些生活在北京和上海，更喜欢光顾Nike和Adidas的人富裕。东英的经纪人Dallas Cai观察到一双安踏鞋比一双相似的耐克便宜三分之一。耐克和阿迪达斯的价格更高，与更多的全球巨星联系在一起，有更多的品牌吸引力。

Mr Ding’s all-hands-on-deck strategy and Anta’s clientele may have insulated the firm from the worst of covid-19’s ravages³. Ms Cai observes that, as China began to reopen in late February, residents of cities where Anta is strong may have been less fastidious about social distancing than counterparts in richer locales. Revenues at Anta fell by 20-25% in the first quarter year- on- year, according to the firm’s latest financial update. That looks rosy⁴ compared with Adidas. It saw sales in China drop by 58% in the same period.

丁先生的全方位战略以及安踏的顾客可能使安踏免受covid-19最严重的破坏。Cai女士观察到，随着中国在二月末 开始重新开放，安踏销售好的城市居民没有富裕地区的居民那么讲究社交距离。安踏的最新财务报告显示，该公司第一季度收入同比下降20-25%。与阿迪达斯相比，这看起来很乐观。同期，该公司在中国的销售额下降了58%。

Relying on rivals’ bad luck is not a longterm plan. Mr Ding recently wrote that Anta aspires⁵ to make the leap from an “affordable brand” to a “desirable” one. He has some more upmarket trademarks⁶ at his disposal. In 2009 Anta acquired the Chinese operation of Fila, a sportswear firm with Italian roots. Last year, in a $5.2bn deal, the firm bought a majority stake in Amer Sports, a Finnish outfit⁷ with assets including Wilson tennis rackets and Salomon skis. But that may not be enough to take on and beat Nike and Adidas. Shifting perceptions will be hard.

依靠对手的坏运气不是一个长期的计划。丁先生最近写道，安踏希望实现从“买得起的品牌”到“值得买的品牌”的跳跃他有更多的高档商标可供他使用。2009年，安踏收购了Fila的中国业务，Fila是一家总部位于意大利的运动服装公司。去年，该公司以52亿美元的价格收购了Amer Sports的多数股权，Amer Sports是一家芬兰公司，旗下资产包括威尔逊网球拍和萨洛蒙滑雪板。但这可能不足以战胜耐克和阿迪达斯。改变看法任重道远。

1 cater   

vi.(for/to)满足，迎合；(for)提供饮食及服务

参考例句：

• I expect he will be able to cater for your particular needs.我预计他能满足你的特殊需要。
• Most schools cater for children of different abilities.大多数学校能够满足具有不同天资的儿童的需要。

2 broker   

n.中间人，经纪人；v.作为中间人来安排

参考例句：

• He baited the broker by promises of higher commissions.他答应给更高的佣金来引诱那位经纪人。
• I'm a real estate broker.我是不动产经纪人。

3 ravages   

劫掠后的残迹，破坏的结果，毁坏后的残迹

参考例句：

• the ravages of war 战争造成的灾难
• It is hard for anyone to escape from the ravages of time. 任何人都很难逃避时间的摧残。

4 rosy   

adj.美好的，乐观的，玫瑰色的

参考例句：

• She got a new job and her life looks rosy.她找到一份新工作，生活看上去很美好。
• She always takes a rosy view of life.她总是对生活持乐观态度。

5 aspires   

v.渴望，追求( aspire的第三人称单数 )

参考例句：

• The fame to which he aspires was beyond his reach. 他追求的名誉乃是他所不能及的。 来自《简明英汉词典》
• An old steed in the stable still aspires to gallop a thousand li. 老骥伏枥，志在千里。 来自《简明英汉词典》

6 trademarks   

n.（注册）商标( trademark的名词复数 )；（人的行为或衣着的）特征，标记

参考例句：

• Motrin and Nuprin are trademarks of brands of ibuprofen tablets. Nuprin和Motrin均是布洛芬的商标。 来自《简明英汉词典》
• Many goods in China have the trademarks of a panda. 中国的许多商品都带有熊猫的商标。 来自《简明英汉词典》

7 outfit   

n.（为特殊用途的）全套装备，全套服装

参考例句：

• Jenney bought a new outfit for her daughter's wedding.珍妮为参加女儿的婚礼买了一套新装。
• His father bought a ski outfit for him on his birthday.他父亲在他生日那天给他买了一套滑雪用具。