為中國而生 蘋果手表戰(zhàn)略秘密.

　　用蘋果公司CEO蒂姆o庫克的話說，蘋果手表“美得驚人”，但也有人說，蘋果手表“沒用得驚人”。這到底是怎么回事呢?詳細(xì)請看下面的雙語信息：

　　Apple followers haven’t been shy in arguing that the upcoming Apple Watch will be a flop.Dismissive reviews of Apple’s first wearable are plentiful (“a thick, ugly clunker,” “a very stupididea“), while analysts’ fresh estimates of first-year sales have trended on the low side. Investorshaven’t been too optimistic either:Apple’s stock fell 2% Tuesday, a day after it unveiled moreApple Watch details.

　　果粉們紛紛唱衰蘋果手表。坊間充斥著大量負(fù)面評論(諸如“又厚又丑的破玩意兒”、“非常愚蠢的理念”等等)，分析師們認(rèn)為蘋果手表的第一年銷量或?qū)⒎浅K淡。投資者也不是非常樂觀：在蘋果手表發(fā)布會(huì)次日，蘋果股價(jià)應(yīng)聲下跌了2%。

　　But what few realize is that Apple has a 3.7 million square mile ace up its sleeve: China.

　　但人們卻忽視了一點(diǎn)：蘋果還有一個(gè)面積達(dá)960萬平方公里的龐大市場——中國。

　　It’s no secret that Chinese consumers love their Apple products. Chinese resellers and admirersalike traveled the world and lined up for days to sweep up Apple’s latest iPhone last fall. Someconstructed iPhone 6 “undergarments” to bypass customs duties on the way home. One maneven used 99 iPhone 6 units to propose to his girlfriend. (She said no.)

　　中國消費(fèi)者喜愛蘋果產(chǎn)品并不是什么秘密。去年秋天，中國二道販子和狂熱果粉奔襲全世界，排上幾天長隊(duì)只為搶購iPhone 6的場景至今令人記憶猶新。有些水客為了逃避關(guān)稅，在內(nèi)衣褲里都塞滿了iPhone 6。一名男子甚至用99部iPhone 6向女友求婚(女友拒絕了他。)

　　Now, with the Apple Watch heading to China on April 24, the country’s Apple fans have alreadybegun generating outlandish headlines. A Guangzhou man was arrested this week for sellingdrugs in order to finance his Apple Watch, clearly unwilling to settle for one of many cheapknockoff Apple Watches fresh on China’s black market. Those counterfeits are good news forApple—they’re an indication demand will be high for the real thing. Previous wearables, likeSamsung’s Galaxy Gear, had never been popular enough to make it into China’s counterfeitmarket.

　　現(xiàn)在，鑒于蘋果手表將于4月24日正式登陸中國大陸，中國果粉們已經(jīng)開始制造各種荒誕不經(jīng)的頭條新聞。本周，一名廣州男子因販毒被捕，而他鋌而走險(xiǎn)的動(dòng)機(jī)竟然是為了賺錢買蘋果手表——顯然他看不上近來各地紛紛涌現(xiàn)的“made in 華強(qiáng)北”的山寨貨。但對蘋果公司來說，山寨的泛濫其實(shí)是個(gè)好消息，這說明中國市場對正品蘋果手表的需求極其旺盛。而此前的可穿戴設(shè)備，比如三星的Galaxy Gear，則從未享受過被山寨廠商仿冒的待遇。

　　Apple, then, is likely counting on its legions of Chinese fans to scoop up Apple Watches to helpboost worldwide sales. But China is no back-up plan. In fact, given Apple’s loyal following inChina, the Apple Watch could very well have been made for China.

　　因此，蘋果很可能要指望中國果粉大軍來給它刷全球銷量了。然而中國并不是蘋果手表的“備胎”，事實(shí)上，由于中國有這么多忠實(shí)的果粉，蘋果手表很可能就是一款專為中國設(shè)計(jì)的產(chǎn)品。

　　The Apple Watch’s biggest advantage in China is deceptively simple: Few Chinese consumerslaugh when Apple touts the device as a luxury item.Apple became China’s top luxury brandfor 2015, outranking labels like Louis Vuitton and Gucci. More recently, Apple’s status has risenas Chinese consumers of luxury goods prioritize functionality overostentatiousness—a taboothat China’s President Xi Jinping deplored as “unhealthy,” criticizing Chinese elites’ obsessionwith status symbols like Rolex watches.

　　蘋果手表在中國的優(yōu)勢也很簡單：當(dāng)蘋果稱該設(shè)備是一款奢侈品時(shí)，中國消費(fèi)者聽了很少會(huì)發(fā)笑。2015年，蘋果成為中國的頭號(hào)奢侈品牌，其排名超過了LV和Gucci。近來，隨著中國奢侈品消費(fèi)者從單純地炫富(連國家主席習(xí)近平也譴責(zé)中國精英愛買勞力士等奢侈品炫富的心態(tài)“不健康”)轉(zhuǎn)變?yōu)楦⒅貙?shí)用性，蘋果在中國奢侈品消費(fèi)者心目中的地位也再度提升。

　　Even better for Apple is how much Chinese consumers value brand names in luxury goods.According to Digital Luxury Group’s (DLG) 2014 report, 73% of online searches for luxurywatches are about brand names, almost twice the rate of Americans. Apple’s brandrecognition could seal the deal for the Apple Watch in China—but it could also hurt sales in theU.S., where Apple is seen as a tech brand rather than a fashion label:

　　對蘋果來說，另一個(gè)利好消息是，中國消費(fèi)者非常重視奢侈品的品牌。瑞士奢侈品研究咨詢機(jī)構(gòu)DLG公司2014年發(fā)布的報(bào)告顯示，有73%的中國人在線搜索名貴手表時(shí)是按品牌名稱搜索的，這個(gè)比重幾乎是美國人的兩倍。單是蘋果的品牌認(rèn)知度，就足以使很多中國人心甘情愿地掏錢——不過品牌問題反過來卻會(huì)影響蘋果手表在美國的銷量，因?yàn)樘O果在美國一般被認(rèn)為是個(gè)科技品牌而不是時(shí)尚標(biāo)簽。

　　All this will help ease sticker shock, too. While Americans will compare the Apple Watch’s $349-$17,000 price tag to the cost of consumer electronics, Chinese consumers are more likely tostack it up against luxury timepieces. The worldwide median price of a luxury watch is about$10,700, according to DLG. That means the Apple Watch Sport (starting $349) and AppleWatch (starting $549) are inexpensive by comparison, while the gold and silver Apple WatchEdition models that start at $10,000 aren’t crazy purchases. China’s luxury timepiece market isalso growing rapidly, partially thanks to the rise in Chinese women’s incomes:

　　所有這些都有利于緩解高昂的售價(jià)給人帶來的痛感。美國人會(huì)把349美元到1.7萬美元的價(jià)格拿來與其它消費(fèi)電子產(chǎn)品進(jìn)行比較，但中國消費(fèi)者則會(huì)把它與其它名貴手表作對比。根據(jù)DLG公司的數(shù)據(jù)，全球奢侈品牌腕表的中間價(jià)格是1.07萬美元。相比之下，起價(jià)349美元的Apple Watch Sport和起價(jià)549美元的Apple Watch都不算特別貴，而購買一款包金裹銀，起價(jià)1萬美元的Apple Watch Edition也不算特別瘋狂的舉動(dòng)。另外，中國的奢侈品手表市場一直在迅速增長，這一定程度上要?dú)w功于近年來中國女性人均收入的上漲。

　　Apple Watch’s promise in China as a fashionable luxury item is already clear. When formersupermodel Christy Turlington Burns appeared during Apple’s U.S. event Monday to explainhow she’s using Apple Watch for fitness, critics called it an awkward, even irrelevant productplacement — an iconic women’s advocatewearing a watch “skewed to geeky guys.” But whentheApple Watch graced the cover of Vogue Chinaalongside China’s most famous model, LiuWen, hardly anyone batted an eye. As Vogue China’s editor-in-chi described the difference, “We embrace new technology and digital products more easily than perhaps people elsewhere.”

　　作為一款時(shí)尚奢侈品，蘋果手表在中國顯然擁有非常光明的前景。上周一。當(dāng)前美國超?？死锼沟賝特靈頓o伯恩斯現(xiàn)身蘋果發(fā)布會(huì)，解釋她如何使用蘋果手表健身時(shí)，很多人稱這是一次“尷尬甚至不搭調(diào)的代言”——作為一名超模，代言這樣一款宅男專用產(chǎn)品，實(shí)在違合感太強(qiáng)。而當(dāng)中國超模劉雯戴著蘋果手表登上《Vogue服飾與美容》封面時(shí)，幾乎沒有人任何人站出來挑毛病。該雜志中文版總編這樣描述這種差異：“我們比其他地方的人更容易接受新技術(shù)和新數(shù)碼產(chǎn)品。”

　　Of course, Apple has spent years laying the groundwork in China for a potential hit with theApple Watch. It sealed a “watershed” deal with state-owned China Mobile in 2013 to ensureChina’s largest mobile network supported iPhones, an agreement that was in the making as farback as in 2007 when the first iPhone launched. Apple also recently brought its iPhone 6 andiPhone 6 Plus to China, which sport the larger screens Chinese users have long demanded.Apple shipped a record-breaking 74.5 million iPhones worldwide last quarter, and while Appledoesn’t breakdown shipments by country, UBS estimates that China now claims 36% of theiPhone market, surpassing the U.S. for the first time.

　　當(dāng)然，蘋果多年來一直在中國潛心耕耘，想方設(shè)法地為蘋果手表鋪路。2013年，該公司與中國最大的國有運(yùn)營商——中國移動(dòng)達(dá)成了一項(xiàng)具有“分水嶺”意義的協(xié)議，以確保中國最大的移動(dòng)網(wǎng)絡(luò)支持iPhone。而早在2007年，也就是第一代iPhone剛剛問世時(shí)，雙方就開始醞釀這項(xiàng)合作了。最近蘋果也將iPhone 6和iPhone 6 plus推向中國市場，這兩款產(chǎn)品搭載了中國用戶盼望已久的大屏。上個(gè)季度，全球iPhone銷量達(dá)到了創(chuàng)紀(jì)錄的7450萬部，盡管蘋果沒有披露按國別劃分的銷售數(shù)字，但據(jù)UBS公司預(yù)測，中國目前占據(jù)iPhone市場的36%，首次超過了美國的份額。

　　And Apple has already linked the Apple Watch to China. The company’s March 9 event kicked offwith a video showing the opening of a new flagship Apple Store in China, where the retaillocations are set todouble by mid-2016. Later, Apple showed off the Apple Watch’scompatibility with WeChat, a wildly popular messaging app in China. It was a wise move, asChinese users have expressed worry that Apple Watch’s screen is too small for the app.

　　此外，蘋果已經(jīng)在有意地建立蘋果手表與中國的聯(lián)系。在3月9日蘋果發(fā)布會(huì)的開場視頻中，就出現(xiàn)了中國一家蘋果旗艦店開張的畫面。到2016年年中，中國蘋果零售店的數(shù)量將達(dá)到目前的兩倍。隨后，蘋果還特意指出這款手表完全可以與微信兼容——這個(gè)舉動(dòng)非常明智，因?yàn)橐呀?jīng)有中國用戶表達(dá)了蘋果手表的屏幕太小，恐怕難以兼容微信的擔(dān)憂。

　　So while Apple Watch’s relevance in the West may continue to be questioned, the wearablehas a clear place in China. Given how lucrativeChina has been for Apple, whether or not Chinaloves the Apple Watch could be precisely what makes or breaks the device initial reception.

　　因此，盡管蘋果手表在西方的銷路或許依然存疑，但它在中國顯然有自己的市場。鑒于中國市場一直在為蘋果公司貢獻(xiàn)巨額利潤，中國用戶是否喜愛蘋果手表將直接決定這款設(shè)備上市初期的市場表現(xiàn)。