《中英對照讀新聞》Superman, Mickey Mouse take on China knock-offs 超人，米老鼠迎戰中國廉價仿冒品

◎張沛元

Shanghai's Nanjing Road bustles with lunch-hour shoppers, but few pay much notice to the life-size Tweety Bird and Superman figures that welcome visitors at the entrance of the newly opened Warner Bros. flagship store.

上海南京路上擠滿午餐時分的購物人潮，但鮮少有人注意到真人大小、在新開幕的華納旗艦店門口迎賓的崔弟鳥與超人。

A quick look around the shop turns up a lone pair of shoppers inside：testament to the uphill battle that mid-end retailers of brand-name products face as they try to crack the China market that already has plenty of fakes and non-branded toys.

迅速環顧該店，結果裡面只有一對孤單的購物者：證明了品牌產品的中級零售商在試圖打入已充斥仿冒品與無品牌玩具的中國市場，所要面臨的艱困戰役。

The big mark-ups for the famous-character products, along with the widespread availability of fakes, mean the sellers could face a long uphill battle in China, analysts said.

知名角色產品大幅調漲價格，再加上假貨唾手可得，意味（正版）販賣者在中國會面臨一場漫長的艱困戰役，分析家說。

"It all comes down to branding, and to create a perception in the minds and the eyes of consumers that you must have the original product, that there is cashier value in owning the original product. It's much tougher in non-luxury products versus luxury products," said Paul McKenzie, retail analyst with CLSA.

「一切在於品牌，以及在消費者心目中創造一種觀感，就是你必須擁有原版產品，以及擁有原版產品才有價值。（營造這種觀感）在非奢侈商品上，比在奢侈商品上更困難。」CLSA零售分析師保羅．麥肯齊說。

新聞辭典

take on：片語，穿上，呈現；增加；接納，裝載；採納；開始做；與…較量，接受…的挑戰。例句：Mary took on 10 pounds in one month。（瑪莉在一個月內胖了10磅。）

knock-off：名詞，廉價仿冒；停工，下班時間；停機。

mark-up：名詞，漲價；漲價幅度。