鸿星尔克 To be No.1

这两天，国产运动服饰品牌鸿星尔克火了。起因是鸿星尔克为支持河南抗灾低调捐款5000万元物资，网友们纷纷表示心疼，担心鸿星尔克业绩不佳仍大额捐款。

据了解，鸿星尔克营收不足安踏的十分之一，却捐出了同等的物资驰援河南。

甚至有网友发现鸿星尔克官方微博会员都没有买，于是默默为该品牌充上了会员，并将其会员续费到了2140年......鸿星尔克官方微博不得不回应，鸿星尔克立志成为百年品牌，不然对不起网友送的会员。

消息爆出后，众多网友涌入鸿星尔克的直播间抢购，以实际行动支持民族品牌。于是乎，鸿星尔克的直播间一夜之间也沸腾了起来。

当然，除了鸿星尔克，还有贵人鸟、汇源果汁等国货品牌，也都选择向灾区伸出援手。

无注释原文：

Watch out Nike: China's sports brands coming on fast

Reuters

FEBRUARY 21, 2008

College student Li Aihua wears his tattered, grungy Li Ning basketball sneakers with pride.

“Li Ning is our Olympic gymnast and his brand is China’s most famous so I like to support them,” the student at the South China Agricultural University said, sitting in Guangzhou’s chic Shangxiajiu shopping area.

Li, whose given name Aihua means 'love China', is among a growing number of young consumers who are buying Chinese sportswear from home-grown brands, such as Li Ning and Anta, as Beijing gears up for this summer's Olympic Games.

Li Ning, the eponymous company founded by the Chinese gymnast who won three gold medals at the 1984 Los Angeles Games, and other sportswear makers such as Anta, China Hongxing Sports, Peak, and Kangwei still lag behind global giants Nike and Adidas.

But they are catching up fast.

“They understand the Chinese market better than international players, and their prices are lower,” said Rui Wu, an analyst at JP Morgan. “Li Ning is definitely the market leader because it started earlier than the others.”

Analysts say the sportswear sector is a good way for investors to benefit from China’s surging consumer boom. Retail sales in the country jumped 17 percent last year to $1.3 trillion as increasingly well-heeled Chinese took an interest in better products and lifestyles.

China’s sportswear market is expected to grow to $7.2 billion in 2009 from $3.84 billion in 2006, according to Shanghai-based brand strategists ZOU Marketing.

In 2006, Nike controlled roughly 16.7 percent of China’s sportswear market, compared with Adidas’ 15.6 percent, ZOU Marketing says.

Li Ning claimed third place with a 10.5 percent slice, and Anta fourth with 4 percent, but those figures are climbing as aggressive marketing lifts their brand recognition.

Some foreign investors have seen the writing on the wall. Houston Rockets owner Les Alexander, who provided a home for basketball superstar Yao Ming -- China’s top sports celebrity-- invested $30 million for a stake in Anta, which raised $406 million in its Hong Kong IPO last year.

Li Ning, whose aerodynamic logo bears an uncanny resemblance to Nike’s famous swoosh and whose logo “Anything is possible” echoes Adidas’ “Impossible is nothing”, is planting a flag in the United States.

In 2006 the company struck a five-year $1.25 million deal with U.S. basketball celebrity Shaquille O’Neal in 2006. It also has sponsorship deals with U.S. National Basketball Association (NBA) stars Damon Jones and Chuck Hayes.

Other Chinese sports brands are striking deals with foreign stars in a bid to break into the global brand consciousness.

Anta sponsors three players for U.S. basketball team the Houston Rockets, and Peak signed a fourth, Shane Battier, to a $4 million endorsement deal.

Chinese brands aren’t just looking at the United States. Anta is also trying to sell in the Middle East and South America.

So aggressive is that push, some deals have raised eyebrows. Li Ning sponsors Sudan’s track and field team, and Hongxing’s Erke logo will grace North Korea’s Olympic team in Beijing.

Local sportswear firms, whose products are often churned out in the same factories used by their global rivals, must simultaneously build prestige and also compete on price.

Their sneakers cost on average 200-400 yuan ($30-$56) compared to Nike’s 600-1000 yuan.

“We offer value for money products,” Anta CFO Paul Ling Shing Ping told Reuters. “We always tell investors we want to be just like Toyota is in the car industry.”

Anta runs a network of roughly 4,700 shops, all run by distributors. Li Ning -- whose products are roughly 30 percent pricier than its rivals -- has about 5,000 shops across China.

- ◆ -

注：中文文本为机器翻译仅供参考，并非一一对应

含注释全文：

Watch out Nike: China's sports brands coming on fast

Reuters

FEBRUARY 21, 2008

College student Li Aihua wears his tattered, grungy Li Ning basketball sneakers with pride.

大学生李爱华自豪地穿着他那双破烂不堪的李宁篮球运动鞋。

表示“（尤指布料或纸张）破烂的，破旧的”，英文解释为“(especially of cloth or paper) badly torn”举个🌰：

The flag was tattered and threadbare.

这面旗破烂不堪。

grungy /'ɡrʌndʒi/ 表示“（人）无精打采的，邋遢的；（物）肮脏的”，英文解释为“(of a person) feeling tired and dirty, or (of a thing) dirty”，举个🌰：

He showed up for the interview wearing some grungy old sweatshirt and jeans.

面试时，他身穿又脏又破的长袖运动衫和牛仔裤出现在大家面前。

sneaker /ˈsniːkə/ 表示“运动鞋”，英文解释为“a type of light, comfortable shoe that is suitable for playing sports”，美式sneaker，英式为trainer，举个🌰：

He wore old jeans and a pair of sneakers.

他穿一条旧牛仔裤，脚蹬运动鞋。

“Li Ning is our Olympic gymnast and his brand is China's most famous so I like to support them,” the student at the South China Agricultural University said, sitting in Guangzhou's chic Shangxiajiu shopping area.

“李宁是我们的奥运体操运动员，他的品牌是中国最有名的，所以我喜欢支持他们，”这位华南农业大学的学生坐在广州时尚的上下九购物街区说。

chic /ʃiːk/ 表示“时髦且有品位的”，英文解释为“Something or someone that is chic is fashionable and sophisticated.”举个🌰：

Her gown was very French and very chic.

她的礼服是地道的法国风格，非常时髦有品位。

Li, whose given name Aihua means 'love China', is among a growing number of young consumers who are buying Chinese sportswear from home-grown brands, such as Li Ning and Anta, as Beijing gears up for this summer's Olympic Games.

李爱华的名字是“爱中国”的意思，他是越来越多的年轻消费者中的一员，在北京为今年夏天的奥运会做准备时，他们从李宁和安踏等本土品牌购买中国运动服。

表示“（使）为…作好准备”，英文解释为“to prepare yourself/sb/sth to do sth”举个🌰：

Cycle organizations are gearing up for National Bike Week.

自行车组织正在为全国自行车周活动作准备。

Li Ning, the eponymous company founded by the Chinese gymnast who won three gold medals at the 1984 Los Angeles Games, and other sportswear makers such as Anta, China Hongxing Sports, Peak, and Kangwei still lag behind global giants Nike and Adidas.

由在1984年洛杉矶奥运会上赢得三枚金牌的中国体操运动员创立的同名公司，李宁公司和其他运动服装制造商如安踏、中国鸿星体育、匹克和康威仍然落后于全球巨头耐克和阿迪达斯。

eponymous /ɪˈpɒnɪməs/ 表示“（与标题）同名的；以…的名字命名的”，英文解释为“the eponymous character of a book, play, film/movie, etc. is the one mentioned in the title”。

But they are catching up fast.

但他们正迎头赶上。

“They understand the Chinese market better than international players, and their prices are lower,” said Rui Wu, an analyst at JP Morgan. “Li Ning is definitely the market leader because it started earlier than the others.”

摩根大通（JP Morgan）分析师吴锐（Rui Wu，音译）说：“他们比国际企业更了解中国市场，而且他们的价格更低。"李宁公司绝对是市场领导者，因为它比其他公司起步早。”

Analysts say the sportswear sector is a good way for investors to benefit from China's surging consumer boom. Retail sales in the country jumped 17 percent last year to $1.3 trillion as increasingly well-heeled Chinese took an interest in better products and lifestyles.

分析师们说，体育用品行业是投资者从中国激增的消费热潮中获益的一个好办法。随着越来越多的中国富人对更好的产品和生活方式感兴趣，去年中国的零售额跃升17%，达到1.3万亿美元。

1）作动词，表示“急剧上升；飞涨；剧增”，英文解释为“If something surges, it increases suddenly and greatly, after being steady or developing only slowly.”举个🌰：

The company's profits have surged.

公司的利润激增。

2）作名词，表示“剧增”，英文解释为“A surge is a sudden large increase in something that has previously been steady, or has only increased or developed slowly.”举个🌰：

An unexpected surge in electrical power caused the computer to crash.

突然出现的电压剧增导致电脑死机。

🎬电影《雷神2：黑暗世界》（Thor: The Dark World）中的台词提到：But she will not survive the amount of energy surging within her. 但她体内涌动的能量太大 她撑不住的。

表示“富有的，有钱的”，相当于rich，举个🌰：

His family was very well heeled.

他的家庭非常富有。

China's sportswear market is expected to grow to $7.2 billion in 2009 from $3.84 billion in 2006, according to Shanghai-based brand strategists ZOU Marketing.

据上海前锐品牌咨询公司，中国的体育用品市场预计将从2006年的38.4亿美元增长到2009年的72亿美元。

In 2006, Nike controlled roughly 16.7 percent of China's sportswear market, compared with Adidas' 15.6 percent, ZOU Marketing says.

前锐品牌咨询公司表示，2006年，耐克公司控制了中国运动服装市场的大约16.7%，而阿迪达斯公司则为15.6%。

Li Ning claimed third place with a 10.5 percent slice, and Anta fourth with 4 percent, but those figures are climbing as aggressive marketing lifts their brand recognition.

李宁公司以10.5%的份额位居第三，安踏公司以4%的份额位居第四，但随着声势浩大的营销活动提高了他们的品牌知名度，这些数字正在不断攀升。

表示“（钱等的）份额，部分”，英文解释为“a part of something, such as an amount of money”举个🌰：

We agreed before we did the deal that we'd both take an equal slice of the profit.

成交前，我们商定双方各拿利润的一半。

1）表示“好斗的；挑衅的；侵略的”，英文解释为“angry, and behaving in a threatening way; ready to attack”；

2）表示“气势汹汹的；声势浩大的；志在必得的”，英文解释为“acting with force and determination in order to succeed”如：an aggressive advertising campaign 一场声势浩大的广告宣传活动。

Some foreign investors have seen the writing on the wall. Houston Rockets owner Les Alexander, who provided a home for basketball superstar Yao Ming -- China's top sports celebrity-- invested $30 million for a stake in Anta, which raised $406 million in its Hong Kong IPO last year.

一些外国投资者已经感到危机来临。中国顶级体育名人、篮球巨星姚明所在的休斯敦火箭队的老板莱斯·亚历山大（Les Alexander）投资3000万美元入股安踏，安踏去年在香港上市时筹集了4.06亿美元。

字面意思是看到了墙上的字，表示“看到厄运临头的预兆；不祥之兆”，英文解释为“To notice and interpret apparent signs or indications that something will or is about to happen in the future, especially something bad or unfortunate. The phrase comes from the Biblical story of Daniel, in which the prophet interprets some mysterious writing that a disembodied hand has inscribed on the palace wall, telling King Belshazzar that he will be overthrown.”

1）表示“股本；股份”，英文解释为“money that sb invests in a company”如：a 20% stake in the business 那家公司20%的股份。

2）表示“（在公司、计划等中的）重大利益，重大利害关系”，英文解释为“an important part or share in a business, plan, etc. that is important to you and that you want to be successful”举个🌰：

She has a personal stake in the success of the play.

这出戏成功与否对她个人有重大利害关系。 

首次公开募股（Initial Public Offering, IPO）是指一家企业第一次将它的股份向公众出售。一旦首次公开上市完成后，这家公司就可以申请到证券交易所或报价系统挂牌交易。（百度百科）

Li Ning, whose aerodynamic logo bears an uncanny resemblance to Nike's famous swoosh and whose logo “Anything is possible” echoes Adidas' “Impossible is nothing”, is planting a flag in the United States.

李宁公司的流线型标志与耐克公司著名的“弯钩形符号”惊人地相似，其广告词“一切皆有可能”（Anything is possible）与阿迪达斯的“没有不可能”（Impossible is nothing）相呼应，它正在打开美国市场。

aerodynamic /ˌeroʊdaɪˈnæmɪk/ 表示“（汽车等）流线型的；空气动力学的”，英文解释为“If something such as a car has an aerodynamic shape or design, it goes faster and uses less fuel than other cars because the air passes over it more easily.”如：aerodynamic principles 空气动力学原理 an aerodynamic design/car 流线型设计/轿车。

表示“离奇的，不可思议的”，英文解释为“very strange and difficult to explain”，如：an uncanny coincidence 不可思议的巧合。

表示“（尤指样子）相似，类似 ”，英文解释为“if there is a resemblance between two people or things, they are similar, especially in the way they look”，用法：bear a (close/striking/uncanny etc) resemblance to sb/sth (= look like) 与某人/某事物（非常/惊人地/不可思议地等）相似；bear little/no resemblance to sb/sth，几乎毫无/没有相似之处，举个🌰：

She bears a striking resemblance to her mother.

她酷似她的母亲。

表示“重复，附和；使产生似曾相识的感觉”，英文解释为“If you echo someone's words, you repeat them or express agreement with their attitude or opinion.”举个🌰：

Their views often echo each other.

他们的见解常常彼此附和。

The design of the church echoes that of St. Paul's Cathedral.

这座教堂的设计模仿了圣保罗大教堂。

In 2006 the company struck a five-year $1.25 million deal with U.S. basketball celebrity Shaquille O'Neal in 2006. It also has sponsorship deals with U.S. National Basketball Association (NBA) stars Damon Jones and Chuck Hayes.

2006年，该公司与美国篮球名人沙奎尔·奥尼尔（Shaquille O'Neal）达成了为期五年、价值125万美元的协议。它还与美国NBA明星达蒙·琼斯（Damon Jones）和查克·海斯（Chuck Hayes）达成了赞助协议。

表示“达成协议/交易，制定协议”，英文解释为“to agree to do something for someone if they do something for you”举个🌰：

There are rumors that the president struck a private deal with the corporation's chairman.

有传言称总裁和公司董事长已经私下里达成协议。

🎬电影《大创业家》（The Founder）中的台词提到：thank you for your letter sharing your idea to strike a deal with Coca-Cola 感谢你分享你与可口可乐打交道的想法。

Other Chinese sports brands are striking deals with foreign stars in a bid to break into the global brand consciousness.

其他中国体育品牌正在与外国明星达成协议，以争取打入全球品牌意识中。

Anta sponsors three players for U.S. basketball team the Houston Rockets, and Peak signed a fourth, Shane Battier, to a $4 million endorsement deal.

安踏赞助了美国篮球队休斯顿火箭队的三名球员，匹克与第四名球员沙恩·巴蒂尔（Shane Battier）签订了400万美元的代言协议。

endorsement 名词，endorse 动词，1）表示“（公开）赞同，支持，认可”，英文解释为“to say publicly that you support a person, statement or course of action”举个🌰：

I wholeheartedly endorse his remarks.

我真诚地赞同他的话。

2）表示“（在广告中）宣传，代言（某一产品）”，英文解释为“to say in an advertisement that you use and like a particular product so that other people will want to buy it”；

3）表示“（在支票背面）签名，背书”，英文解释为“to write your name on the back of a cheque so that it can be paid into a bank account”；

🎬电影《侏罗纪公园》（Jurassic Park）中的台词提到：After careful consideration, I've decided not to endorse your park. 仔细考虑以后 我决定不为你的公园背书。

⚠️这里补充一下，看到上面的「背书」你可能疑惑了，除了在金融上的含义，现在往往被用于政治领域。

例如，新华网2020年4月份一则新闻标题就为「奥巴马“背书”拜登」讲的就是奥巴马发声力挺拜登。

Chinese brands aren't just looking at the United States. Anta is also trying to sell in the Middle East and South America.

中国品牌并不只是着眼于美国。安踏也在尝试在中东和南美进行销售。

So aggressive is that push, some deals have raised eyebrows. Li Ning sponsors Sudan's track and field team, and Hongxing's Erke logo will grace North Korea's Olympic team in Beijing.

这种推动如此积极，一些交易已经引起了人们的注意。李宁公司赞助了苏丹的田径（track and field）队，鸿星尔克标志将为北京奥运会的朝鲜队增添光彩。

表示“扬起眉毛（表示惊讶、不赞成）”，英文解释为“If something causes you to raise an eyebrow or to raise your eyebrows, it causes you to feel surprised or disapproving.”举个🌰：

An intriguing item on the news pages caused me to raise an eyebrow over my morning coffee.

喝早咖啡时，新闻页面上的一条趣闻让我惊讶。

He raised his eyebrows over some of the suggestions.

他不赞成其中的一些建议。

此前，在“这是COVID-19，不是COVID-1啊，朋友们！”文中就提到赫芬顿邮报（HUFFPOST）用了raise (a few) eyebrows这个表达来表示美国白宫高级顾问凯莉安妮·康韦（Kellyanne Conway）愚蠢的言论「使人吃惊，令人震惊」（to cause surprise or shock）。

grace作动词，表示“使优美，为…增色，使增辉”，英文解释为“to be in a place, on a thing etc. and make it look more attractive”举个🌰：

Her face has graced the covers of magazines across the world.

她的面孔出现在全世界各种杂志的封面上，使之赫然生辉。

📍相关背景：Hongxing's Erke logo will grace North Korea's Olympic team in Beijing. 在2008年的北京奥运会上，鸿星尔克资助朝鲜奥运代表团。

Local sportswear firms, whose products are often churned out in the same factories used by their global rivals, must simultaneously build prestige and also compete on price.

本土体育用品公司的产品通常由其全球竞争对手使用的相同工厂生产，它们必须同时建立声望，并在价格上竞争。

表示“快速大量生产，大量炮制，艰苦地做出”，英文解释为“To churn out something means to produce large quantities of it very quickly.”举个🌰：

He began to churn out literary compositions in English.

他开始用英文很快地创作出大量的文学作品。

prestige /prɛˈstiːʒ/ 1）作名词，表示“威信；声望；威望”，英文解释为“the respect and admiration that sb/sth has because of their social position, or what they have done”举个🌰：

There is a lot of prestige attached to owning a car like this.

拥有这样一部汽车会显得很气派。

2）作形容词，表示“名贵的；贵重的；讲究派头的”，英文解释为“admired and respected because it looks important and expensive”如：a prestige car 豪华的汽车。

Their sneakers cost on average 200-400 yuan ($30-$56) compared to Nike's 600-1000 yuan.

他们的运动鞋平均价格为200-400元（30-56美元），而耐克则为600-1000元。

“We offer value for money products,” Anta CFO Paul Ling Shing Ping told Reuters. “We always tell investors we want to be just like Toyota is in the car industry.”

“我们提供物有所值的产品，”安踏首席财务官告诉路透社。“我们总是告诉投资者，我们想成为汽车行业的丰田。”

Anta runs a network of roughly 4,700 shops, all run by distributors. Li Ning -- whose products are roughly 30 percent pricier than its rivals -- has about 5,000 shops across China.

安踏经营着一个由大约4700家商店组成的网络，所有商店都由经销商经营。李宁公司--其产品比其竞争对手的价格大约高30%--在中国各地有大约5000家商店。

表示“发行人；分销商，经销商”，英文解释为“a person or organization that supplies goods to shops and companies”，如：a film distributor 电影发行公司。

表示“价格高的；高价的，过分昂贵的”，英文解释为“If you say that something is pricey, you mean that it is expensive.”

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