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How do foreigners sketch the increasingly wealthy Chinese? What do they say when examining our consumer behavior, relationship ethics, educational principles and the ability to localize foreign ideas for the Chinese market? This issue looks at “what Chinese are like” from the angle of foreign media. The critics, at least in part, make a valid point.
China will overtake Japan as the country with the biggest appetite for luxury goods, HSBC predicts in a research report. The reasons are, at least in part, cultural. Displaying wealth has become a trend in China, and this will translate into growing purchases of luxury goods. — from The Wall Street Journal
Chinese women buy more fast cars than their counterparts from other countries, while men purchase more designer bags. Coach says men represent 45% of the $1.7b Chinese market for luxury bags and accessories, compared with 15% globally. — from the Canada-based Globe and Mail
A set of stereotypes associated with car brands is taking root in China. Mercedes-Benz has become the domain of retirees. The Audi A6 is always the choice of Chinese officials, who believe the car’s slick frame and invariably tinted windows exude an aura of authority. — from The New York Times
Apple largely fell flat in China a decade ago but has gained an emphatic victory today. The reasons behind the movement: Apple’s image in China now emphasizes luxury and exclusivity. Its stores are located next to high-end clothing boutiques like Armani, Versace, and BMW Lifestyle. — from US-based Foreign Policy
参考译文
如果给老外一支笔，他会如何描画腰包鼓起来的中国人，如何评价你我的消费观、爱情观、育儿观以及中国式创造?本期特刊带你走进外媒视角，静观其语，无论褒贬均有可圈可点之处，甚至个别点评堪称一语破的。
['炫富'成全民潮流]
汇丰银行一份报告预测，中国将取代日本成为第一大奢侈品需求国。其部分原因可从文化层面来解读——炫富在中国已成潮流，这种风气将推动更加强劲的奢侈品购买力。——美国《华尔街日报》
[名包'俘虏'中国男]
当中国女性领跑全球富婆跑车消费市场时，中国男人则领军世界男性名包消费榜。高档手包和装饰品品牌蔻驰表示，它在中国17亿美元的业绩有45%源于男性消费者，而其全球消费者中男性的比例仅占15%。——加拿大《环球邮报》
[官员独爱奥迪A6]
中国人对汽车品牌存在思维定式，如奔驰是退休人士的最爱，官员对奥迪A6情有独钟。奥迪A6基本成为官员专用车的代名词，他们觉得，那光滑的车身、那一成不变的车窗色调，无不散发着权威的光辉。——《纽约时报》
[苹果'利器'的秘密]
10年前，苹果在中国遭遇”滑铁卢”，而如今则战果辉煌。其原因在于，它目前彰显的是奢侈和独一无二。苹果店多选取高档”社区”，与阿玛尼、范思哲以及宝马服饰等相毗邻。——美国《外交政策》
