Chinadaily手机报2012-5-24早报.docVIP

2012-5-24 Chinadaily 早报 每日一句 This bud of love, by summers ripening breath, May prove a beauteous flower when next we meet. (William Shakespeare, English playwright and poet, 1564-1616) 夏日暖风吹拂/这爱之蓓蕾/待我们再见时/就将绽放。(威廉·莎士比亚，英国剧作家、诗人，1564-1616) 【Cover Story】 WSJ: What the Chinese want? 中国人到底想要什么？ Tom Doctoroff, an advertising executive working in China for 20 years, shared his understanding of Chinas consumer culture in The Wall Street Journal. Though the countrys economy and society are evolving rapidly, the underlying cultural blueprint has remained more or less constant for thousands of years. According to Doctoroff, to win a following among Chinese buyers, brands have to follow 3 rules. 汤姆·多克特罗夫——一位在中国工作20年的广告高管日前在《华尔街日报》撰文，分享 他对于中国消费文化的理解：尽管中国的经济和社会正经历急剧演变，但其根本的文化底蕴 却经历数千年基本没有改变。多克特罗夫认为，要赢得中国的消费者，外国品牌需遵循3 个规则。 In China, the leading mobile phone brands are international. The leading household appliance brands, by contrast, are cheaply priced domestic makers such as TCL, Changhong and Little Swan. Luxury items are desired more as status investments than for their inherent beauty or craftsmanship. 在中国，领先的手机产品都是国际品牌。而家用电器领跑者则是廉价的国货，比如TCL、长虹和小天鹅。而购买奢侈品更多的是身份投资，而不是为了其本身的美观或工艺。 2.The benefits of a product should be external, not internal. Infant formulas must promote intelligence, not happiness. Kids arent taken to Pizza Hut so that they can enjoy pizza; they are rewarded with academic triumph feasts. In the US, De Beerss slogan, A Diamond is Forever, glorifies eternal romance. In China, the same tagline implies obligation, a familial covenant–rock solid, like the stone itself. 其次，产品的优势应该强调外在而非内在。婴儿配方奶粉一定要强调能提高孩子智力，而不是为了快乐。孩子被带去必胜客不是为了享用披萨，而是成为奖励学习成绩优秀的大餐。在美国，戴比尔斯的广告语是钻石恒久远，是对永恒浪漫的赞美。而在中国，同样的广告语却意味着责任、缔结家庭的契约──固若磐石，就像钻石一样。 3.Products must address the need to navigate the crosscurrents of ambition and regimentation (纪律), of standing out while fitting in. Men want to succeed without violating the rules of the game, which is why wealthier individuals prefer Audis or BMWs