Adidas, Europe’s biggest sports goods maker, will open 2,500 stores and expand its sales network to 1,400 Chinese cities, in an effort to regain market share lost to foreign and domestic competitors in one of the world’s most rapidly growing retail markets.

　　歐洲最大的體育用品生產(chǎn)商阿迪達斯(Adidas)將在中國新開2500家門店，把銷售網(wǎng)絡擴大至1400個中國城市，以求在世界上增長最快的零售市場之一從中外競爭對手手中奪回市場份額。

　　The German company is one of many consumer goods multinationals that have recently decided to shift their focus from near saturated “first tier” cities like Shanghai and Beijing to target smaller cities and less affluent consumers, where they believe growth potential is higher for foreign brands.

　　這家德國公司由此加入了許多消費產(chǎn)品跨國企業(yè)的行列。近期這些企業(yè)都決定將重心從接近飽和的“一線城市”（如上海和北京）轉(zhuǎn)向較小的城市和不那么富有的消費者，它們相信外國品牌在那些地方會具有較高的增長潛力。

　　Adidas plans to reach far into the Chinese interior to open the new stores. Initially this will be in municipalities with as few as 500,000 people and then, by 2015, in cities with a population of just over 50,000, company officials said in Shanghai on Tuesday.

　　阿迪達斯計劃深入中國內(nèi)陸地區(qū)開設新店。該公司高管周二在上海表示，初期將覆蓋人口僅50萬以上的城市，到2015年將覆蓋人口僅5萬以上的城市。

　　“We will be in seventh tier cities by 2015,” said Christophe Bezu, Adidas managing director for greater China. At present, the company has 5,600 stores in 550 cities.

　　“到2015年我們將覆蓋七線城市，”阿迪達斯大中華區(qū)董事總經(jīng)理杜柏瑞(Christophe Bezu)表示。目前，該公司在中國550個城市擁有5600家門店。

　　The product mix in smaller cities will be chosen so that the entry price for consumers would be 15 per cent less than in Adidas’ existing shops in larger cities, he added. The company would be targeting “middle affluent” consumers with average disposable income of Rmb5,000 ($753) a month.

　　他補充說，與較大城市的現(xiàn)有阿迪達斯專賣店相比，較小城市的門店將選擇銷售較低價的產(chǎn)品，其面向消費者的入門價格將便宜15%。該公司將瞄準“中等富裕”的消費者，即每月平均擁有5000元人民幣（合753美元）的可支配收入。

　　Herbert Hainer, Adidas chief executive, predicted that the strategy would allow the German group to regain the number two market position that it recently lost to Li Ning, the Chinese sportswear manufacturer.

　　阿迪達斯首席執(zhí)行官赫伯特•海納(Herbert Hainer)預計，這項戰(zhàn)略將使這家德國集團能夠奪回名列第二的市場地位，這個地位最近被中國運動服裝制造商李寧奪走。

　　Li Ning, named after the Olympic gymnast who lit the flame at the opening ceremony of the 2008 Beijing Olympics, recently announced plans to take its brand upmarket to compete more directly with foreign brands like Adidas and the market leader Nike.

　　李寧品牌是以曾獲奧運金牌的體操運動員李寧命名的，他還曾在2008年北京奧運會開幕式上點燃主火炬。該公司最近宣布，計劃將其名牌向高端市場進軍，與阿迪達斯和市場領先者耐克(Nike)展開更直接的競爭。

　　Li Ning’s move up to second position could prove a seminal moment.

　　李寧升至第二位，可能是一個有重大意義的時刻。

　　Retail analysts see it as one of the first signs in the retail field that Chinese products can rebrand themselves as not just cheap but desirable.

　　在零售業(yè)分析師們看來，這是零售領域的首批跡象之一，表明中國產(chǎn)品能夠重塑品牌，確立不只廉價、而且值得擁有的形象。

　　Li Ning has strong sales and distribution networks in the lower tier cities that Adidas hopes to penetrate.

　　李寧在阿迪達斯現(xiàn)在希望進軍的較小城市擁有強大的銷售和分銷網(wǎng)絡。

　　Mr Hainer dismissed Adidas’s recent problems in China as a purely temporary phenomenon related to overstocking in the run-up to the Olympics.

　　海納對阿迪達斯近期在中國遭遇的問題輕描淡寫，稱其純粹是暫時現(xiàn)象，與奧運會之前進貨過多有關。

　　Adidas China sales returned to growth in the third quarter, with currency-neutral sales rising 9 per cent year-on-year in China compared with 10 per cent for the group as a whole, he said.

　　他表示，阿迪達斯中國的銷售額在第三季度恢復增長，剔除匯率因素后，中國銷售額同比增長9%，集團整體銷售額同比增長10%。

　　Mr Hainer predicted double digit sales growth in China over the next five years.

　　海納預計阿迪達斯未來五年將在中國實現(xiàn)兩位數(shù)銷售增長。

　　Adidas made optimistic projections before the Beijing Olympics, predicting its China sales would exceed €1bn ($1.4bn) by this year. Mr Hainer now says that target will be reached next year.

　　阿迪達斯在北京奧運會之前曾作出樂觀預測，稱其中國銷售額到2010年將超過10億歐元（合14億美元）。海納現(xiàn)在表示，這個目標將在明年達到。