问题描述：
英语翻译
Their growth is ever more dependent on it.Once “manufacturers of fast moving consumer goods” could have been substituted for “brand owners”.A modern irony is that the manufacture of the goods themselves has in many cases been outsourced to Chinese factories to take advantage of the country’s many comparative advantages,not least a skilled but relatively low-cost workforce.So goods “owned” and designed in the west for primarily western markets but manufactured in China are being increasingly targeted at China’s home market.The number of studies of Chinese consumer attitudes and behaviour continues to grow.It is to this body of work that Aron O’Cass of the University of Newcastle in the UK and Eric Choi of Sight-In Consulting Group of Hong Kong have added a thoughtful contribution.Their survey of university students examined their responses to two international,premium brands (Calvin Klein and Esprit) and two local,on-premium brands (Yishion and Giordano).The target group for the survey was in the 18-25 year old range,described by the authors as being Generation Y in terms of their demographic.Essentially this is the up and coming group of China’s fashionistas.In China it is estimated that there are 200 million people who can be described as Generation Y.It gives a sense of the size of the opportunity and the priority that deserves to be given to understanding their attitudes.A total of 587 Chinese students provided the sample for the survey.In the west Generation Y-ers,normally deemed to be those born after 1980 are considered high maintenance but high performance,independent and willing to be judged by results.They sound almost like a set of brand values!What would their perceptions of these brands be?
objectives and looking for proof
Going for a premium The Chinese market is of growing importance and this can only increase with economic growth.It requires a long-term approach even though western retailers must be tempted to observe it with a short-term eye given the difficulties in western high streets and malls.Their findings on willingness to pay a premium are both helpful and interesting.As the authors point out,it is the ultimate customer reaction.The good news for the brand owners is that the opportunity exists among Chinese students at least for premium prices and higher margins.Are the students typical of a broader population?Maybe or maybe not,the question needs further examination.To be simplistic about it,Chinese students themselves represent a sizeable community,but the likelihood is that further market segments can be found among the young where aspirations meld with ability to pay.是不要软件翻译！
Their growth is ever more dependent on it.Once “manufacturers of fast moving consumer goods” could have been substituted for “brand owners”.A modern irony is that the manufacture of the goods themselves has in many cases been outsourced to Chinese factories to take advantage of the country’s many comparative advantages,not least a skilled but relatively low-cost workforce.So goods “owned” and designed in the west for primarily western markets but manufactured in China are being increasingly targeted at China’s home market.The number of studies of Chinese consumer attitudes and behaviour continues to grow.It is to this body of work that Aron O’Cass of the University of Newcastle in the UK and Eric Choi of Sight-In Consulting Group of Hong Kong have added a thoughtful contribution.Their survey of university students examined their responses to two international,premium brands (Calvin Klein and Esprit) and two local,on-premium brands (Yishion and Giordano).The target group for the survey was in the 18-25 year old range,described by the authors as being Generation Y in terms of their demographic.Essentially this is the up and coming group of China’s fashionistas.In China it is estimated that there are 200 million people who can be described as Generation Y.It gives a sense of the size of the opportunity and the priority that deserves to be given to understanding their attitudes.A total of 587 Chinese students provided the sample for the survey.In the west Generation Y-ers,normally deemed to be those born after 1980 are considered high maintenance but high performance,independent and willing to be judged by results.They sound almost like a set of brand values!What would their perceptions of these brands be?
objectives and looking for proof
Going for a premium The Chinese market is of growing importance and this can only increase with economic growth.It requires a long-term approach even though western retailers must be tempted to observe it with a short-term eye given the difficulties in western high streets and malls.Their findings on willingness to pay a premium are both helpful and interesting.As the authors point out,it is the ultimate customer reaction.The good news for the brand owners is that the opportunity exists among Chinese students at least for premium prices and higher margins.Are the students typical of a broader population?Maybe or maybe not,the question needs further examination.To be simplistic about it,Chinese students themselves represent a sizeable community,but the likelihood is that further market segments can be found among the young where aspirations meld with ability to pay.是不要软件翻译！
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