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Chinese consumers, who want to make statements when they go shopping, are turning more to Western sports brands.
想在购物时彰显个性的中国消费者正越来越青睐西方运动品牌。
China's multi-year campaign to reduce conspicuous consumption of luxury goods by public officials has hurt sales of Pernod Ricard, Hugo Boss and BMW.
中国多年来要求公务员减少招人眼球的奢侈品消费的运动影响了保乐利加、胡戈·波士和宝马品牌的销量。
Even as sales of luxury fashion, cars and other prestige products suffer, sportswear brands are robust.
尽管时尚奢侈品、汽车等名贵产品的销量受创，运动品牌的销售却很强劲。
Nike's sales in the Chinese mainland, Hong Kong and Macao are strong, with orders from September to April up between 27 and 35 percent. On June 6, the company announced it will work with the Ministry of Education to train up to 7,000 physical education teachers.
耐克公司在中国大陆、香港、澳门等地区的销售额仍然保持很高的势头，从去年9月到今年4月的订单增幅在27%至35%之间。6月6日，该公司宣布将与教育部合作，培养多达7000名的体育教师。
"Today's generation is the least physically active in history and we can help change that," Nike President and CEO Mark Parker said in a statement.
耐克公司总裁兼首席执行官马克·帕克在一份声明中表示：“现在的一代人是历史上最不活跃的一代，我们可以帮助改变这一情况。”
Sales in Chinese mainland, Hong Kong and Macao for Adidas grew 38 percent to 2.47 billion euros last year and now account for about 15 percent of global revenue. Last year, the world's second-largest athletic brand opened more than 500 Chinese stores, taking its total to about 9,000.
阿迪达斯在中国大陆、香港、澳门等地区去年的销售额为24.7亿欧元，占其全球总销售额的约15%。去年，该品牌在中国新开设了500多家店铺，从而将在中国的店铺总数增至逾9000家。
"We are doing very well in China," Adidas Group CEO Herbert Hainer told Bloomberg Television on May 4. Sales in the country increased 22 percent in the first quarter.
阿迪达斯集团首席执行官赫伯特·海纳在5月4日接受《彭博新闻社》采访时表示：“我们在中国市场表现得很好。” 今年第一季度该公司在中国的销售额增加了22%。
Even as sales of luxury fashion, cars and other prestige products suffer, sportswear brands are robust. The big foreign sportswear brands are safer bets for many consumers wondering about their purchases. Chinese concerned about flaunting their big spending want to buy products that are obviously expensive but not excessively glitzy.
对于很多不知道买什么才算合适的消费者来说，购买这些外国运动大品牌更保险。担心"树大招风"的中国人希望购买看上去显然价格不菲、同时又不过分招摇的商品。
Growing demand to stay fit and healthy is another factor behind the boom in sports brands.
对健身和健康不断增长的需求是运动品牌蓬勃发展的另一个因素。
The Chinese sports industry is still underdeveloped. Sports are 3 percent of GDP in the United States but accounted for just 0.7 percent of China's GDP last year, or 474 billion yuan, according to a January report by ICBC analyst Jianpeng Yu. The government has a target of over 3 trillion yuan by 2020.
中国体育产业的发展程度仍不高。根据中国工商银行的分析师于建鹏今年1月出具的报告显示，去年体育产业增加值占美国国内生产总值的比例为3%，在中国，这一数字仅为0.7%，约为4740亿元人民币。中国政府的目标是到2020年实现体育产业规模超过3万亿元。
The sports boom has yet to pay off for some of China's home-grown brands. Competition from Adidas, Nike and other foreign brands is hurting many of them, with order growth falling from high double-digits last year to low-to-mid double digits in early 2016, according to a Fitch Ratings report published on June 3.
与此同时，中国体育产业的繁荣并未能令一些本土品牌获益。惠誉评级公司6月3日出具的一份报告称，来自阿迪达斯、耐克和其他外国品牌的竞争正在对本土品牌产生负面影响，这些品牌的订单增幅从去年较高的两位数增长率降至2016年初较低的两位数增长率。
As more middle-class Chinese focus on fitness, consumers "may seek more value in brand identity and product differentiation, which are weaknesses of domestic brands."
随着中国中产阶级消费者更加重视舒适度，他们或许“会更看重品牌和产品差异化，而这恰恰是本土品牌的劣势所在”。
