評(píng)論
打印
Japanese auto makers said prospects in China were finally improving, having unveiled measures to win back market share that fell amid tensions between Beijing and Tokyo.
日本汽車制造商說(shuō)，中國(guó)市場(chǎng)的前景終于有所改善。這些公司紛紛公布相關(guān)措施，力圖收回它們?cè)谥腥贞P(guān)系緊張時(shí)期失去的市場(chǎng)份額。
But analysts said it will take more than marketing quick fixes to stem the decline in popularity of Japanese brands in the world's biggest car market, which they said predated the recent territorial dispute over islands in the East China Sea. The spat unleashed protests and prompted consumers to shun Japanese products.
但分析人士說(shuō)，要想改變?nèi)障弟囋谥袊?guó)這個(gè)全球第二大汽車市場(chǎng)上受歡迎程度日益降低的局面，僅靠迅速實(shí)施一些補(bǔ)救措施是不夠的。這些分析人士說(shuō)，在中日間針對(duì)東中國(guó)海(East China Sea, 中國(guó)稱東海)爭(zhēng)議島嶼爆發(fā)爭(zhēng)端前，日系車在華受歡迎程度就已經(jīng)出現(xiàn)下降。中日領(lǐng)土爭(zhēng)端不僅引發(fā)了抗議活動(dòng)，還促使中國(guó)消費(fèi)者抵制日本產(chǎn)品。
To remain leading players in a cutthroat market, Japanese auto makers and their Chinese joint-venture partners must increase the pace of new model introductions and connect better with Chinese consumers, analysts said.
Zuma Press豐田計(jì)劃未來(lái)三年在中國(guó)市場(chǎng)推出20款新車型。圖為周四，豐田在廣州車展上展示“威颯”。分析人士說(shuō)，要想繼續(xù)在中國(guó)這個(gè)競(jìng)爭(zhēng)激烈的市場(chǎng)上保持領(lǐng)先地位，日本汽車制造商及其中國(guó)合資伙伴必須加快推出新車的步伐，并與中國(guó)消費(fèi)者保持更好的關(guān)系。
Still, in humid exhibition halls jammed with gleaming new models at the Guangzhou auto show on Thursday, there were early signs of optimism for the future of Japanese cars in China.
不過(guò)，在周四開(kāi)幕的廣州車展上，透過(guò)擺滿新車的展廳，似乎可以看到日系車在華前景顯示出初步的樂(lè)觀跡象。
'The market is recovering day by day. The situation is getting better,' said Ye Lei, director of Venucia, Nissan Dongfeng's low-price brand for China. He didn't give figures.
東風(fēng)日產(chǎn)(Nissan Dongfeng)低價(jià)品牌啟辰(Venucia)的事業(yè)部部長(zhǎng)葉磊說(shuō)，市場(chǎng)每天都在恢復(fù)，情況正在好轉(zhuǎn)。他沒(méi)有透露任何數(shù)據(jù)。
Natsuno Asanuma, a spokeswoman for Honda Motor (China) Investment Co., said there had been a noticeable increase in visitors to its showrooms in China since the beginning of this month. 'But consumers are still hesitating,' she said, adding that sales had not fully rebounded to precrisis levels.
本田技研工業(yè)（中國(guó)）投資有限公司(Honda Motor (China) Investment Co.)發(fā)言人淺沼奈津乃(Natsuno Asanuma)說(shuō)，從本月初以來(lái)，本田中國(guó)展廳的接待人數(shù)顯著增加。但她說(shuō)，消費(fèi)者依然在猶豫。她還說(shuō)，銷量尚未恢復(fù)到危機(jī)爆發(fā)前的水平。
Honda Motor Co. and its China joint-venture partners will resume normal production in China from the beginning of next month, she said. In light of poor sales, many Japanese auto makers cut back production and dispatched idle workers for extended training.
她說(shuō)，本田汽車及其中國(guó)合資伙伴將從下月初開(kāi)始恢復(fù)正常的在華生產(chǎn)。鑒于銷量低迷，許多日本汽車制造商都降低產(chǎn)量，并安排閑置工人接受長(zhǎng)時(shí)間培訓(xùn)。
Mr. Ye said the Sino-Japanese joint venture is introducing a quality-assurance program that promises to foot the bill if a Nissan vehicle is damaged 'no matter what the situation.' Nissan Dongfeng is a joint venture of Nissan Motor Co. 7201.TO +2.87% and Dongfeng Motor Group Co.
葉磊說(shuō)，東風(fēng)日產(chǎn)將推出一項(xiàng)質(zhì)量保證活動(dòng)，承諾在任何情形下負(fù)擔(dān)日產(chǎn)品牌汽車受損的維修費(fèi)用。東風(fēng)日產(chǎn)是日產(chǎn)汽車(Nissan Motor Co.)和東風(fēng)汽車集團(tuán)股份有限公司(Dongfeng Motor Group Co.)組建的合資企業(yè)。
Angry mobs in recent months damaged Japanese cars and attacked and beat a middle-aged man in the city of Xi'an, leaving him partially paralyzed. Those actions chilled sales of Japanese cars across China.
幾個(gè)月前，一些憤怒的暴徒打砸日系汽車，并重傷西安市一名中年男子，致其身體部分癱瘓。此類行為令日系車在華銷量下降。
Mr. Ye said the program was designed to allay consumers' psychological concerns. Honda has introduced a similar program.
葉磊說(shuō)，質(zhì)量保證活動(dòng)旨在降低消費(fèi)者心理上的擔(dān)憂。豐田汽車也推出了類似的活動(dòng)。
But such moves are unlikely to be sufficient to address a fall in the popularity of Japanese cars in China, analysts said.
但分析人士說(shuō)，此類舉措預(yù)計(jì)不足以解決日系車在華受歡迎程度下降的問(wèn)題。
The recent political dispute between China and Japan is only an 'additional hammer that is coming down,' said Ivo Naumann, a consultant with Alix Partners.
咨詢公司Alix Partners的咨詢顧問(wèn)諾曼(Ivo Naumann)說(shuō)，中日之間近期發(fā)生的政治爭(zhēng)端僅僅只是落下的另一把鐵榔頭。
Japanese brands' market share fell to around 21% last month from of over 31% in 2008, he said. He attributed the decline primarily to miscalculation of demand growth in China and to intense rivalry. 'No other country in the world has this amount of competition,' Mr. Naumann said.
諾曼說(shuō)，日系車品牌占據(jù)的市場(chǎng)份額從2008年的逾31%下降至上個(gè)月的大約21%。他認(rèn)為，造成這種現(xiàn)象的主要原因是日本廠商錯(cuò)誤估計(jì)了中國(guó)市場(chǎng)的需求增速和競(jìng)爭(zhēng)的激烈程度。他說(shuō)，全球沒(méi)有其他哪個(gè)國(guó)家的競(jìng)爭(zhēng)像中國(guó)市場(chǎng)這么激烈。
Japanese auto makers have been more conservative in China than rivals such as Volkswagen AG, General Motors Co., who have developed products specifically for the Chinese market, have communicated the strength of their brands to consumers and cultivated high-quality dealer networks.
與大眾汽車公司(Volkswagen AG)和通用汽車公司(General Motors Co.)等競(jìng)爭(zhēng)對(duì)手相比，日本汽車生產(chǎn)商在中國(guó)的經(jīng)營(yíng)策略一直較為保守。大眾和通用都專門為中國(guó)市場(chǎng)開(kāi)發(fā)了產(chǎn)品，他們把自身品牌的優(yōu)點(diǎn)傳達(dá)給了中國(guó)消費(fèi)者，并在中國(guó)培育了高質(zhì)量的經(jīng)銷商網(wǎng)絡(luò)。
McKinsey & Co. consultant Paul Gao said Japanese auto makers in China need to catch up. 'Unless they are prepared to fight a full battle, their success will diminish further,' he said.
麥肯錫公司(McKinsey & Co.)的咨詢師高旭說(shuō)，日本汽車制造商需要在中國(guó)市場(chǎng)迎頭趕上。他說(shuō)，除非它們準(zhǔn)備全力以赴，否則他們?nèi)〉玫某晒⑦M(jìn)一步縮小。
Given the importance of the market -- it will account for 35% of global auto-market growth by volume between 2011 and 2020, according to McKinsey -- failure in China isn't an option for any car maker.
鑒于中國(guó)市場(chǎng)所具有的重要性，在中國(guó)市場(chǎng)上敗北是任何汽車制造商都承受不起的。據(jù)麥肯錫公司的數(shù)據(jù)，2011至2020年期間，全球汽車銷售增量的35%將來(lái)自中國(guó)市場(chǎng)。
Toyota Motor Corp. plans to introduce 20 new models in China over the next three years to cater to increasing demand from Chinese consumers, the company said Thursday.
豐田汽車公司(Toyota Motor Corp.)周四說(shuō)，該公司計(jì)劃未來(lái)三年在中國(guó)推出20款新車型，以滿足中國(guó)消費(fèi)者不斷增長(zhǎng)的需求。
Nissan Dongfeng's Venucia division will introduce up to five new models by 2015, including its e30 electric vehicle, which will be produced in China.
東風(fēng)日產(chǎn)的“啟辰”事業(yè)部在2015年之前最多有可能推出五款新車型，其中包括其e30電動(dòng)車，這款車將在中國(guó)生產(chǎn)。
'Japanese, Korean, American…all cars have their benefits and disadvantages,' said the company's Mr. Ye. 'Japanese cars enjoy a reputation for quality. So in the face of competition, Japanese cars can win.'
東風(fēng)日產(chǎn)的葉磊說(shuō)，日本、韓國(guó)和美國(guó)車都有其各自的優(yōu)缺點(diǎn)。日系汽車享有質(zhì)量好的美名，所以面對(duì)競(jìng)爭(zhēng)時(shí)，日系汽車能夠勝出。
Honda's Ms. Asanuma conceded that other car makers have been overtaking the Japanese auto maker in China. 'We need to make our brand stronger,' she said. The company is pushing ahead with plans to put a third production line at its factory in Zengcheng, outside Guangzhou, into operation in 2014, she said.
本田的淺沼奈津乃承認(rèn)，其他汽車制造商一直在中國(guó)市場(chǎng)上趕超本田。她說(shuō)：我們需要讓自己的品牌變得更強(qiáng)。她還說(shuō)，本田正在積極推進(jìn)其增城工廠第三條生產(chǎn)線在2014年投入運(yùn)營(yíng)的計(jì)劃。增城位于廣州附近。
'We used to have many models that were designed with the U.S. market in mind and that was fine for the Chinese market of a decade ago,' she said. 'Now that's not good enough.'
她說(shuō)，我們以往許多車型是以美國(guó)為目標(biāo)市場(chǎng)設(shè)計(jì)的，10年前這在中國(guó)市場(chǎng)還行得通，但現(xiàn)在已經(jīng)遠(yuǎn)遠(yuǎn)不夠了。
