波司登借势伦敦进军高端市场_时事_双语阅读-查字典英语网

波司登借势伦敦进军高端市场

Bosideng has spent ￡30m – a small slice of its gross profit last year of ￡418m – on its glitzy Mayfair store, the upper floor of which contains its “European headquarters, signalling the extent of its ambitions. It is now planning to open in Italy next year in partnership with a large Italian company, and is close to buying a store on Fifth Avenue in New York.

波司登已斥资3000万英镑（仅为其去年4.18亿英镑毛利的一小部分）打造这家位于伦敦梅费尔区的奢华旗舰店，其“欧洲总部就位于该店上层，展示出该公司的宏伟抱负。波司登目前计划与一家意大利大公司合作，明年在意大利开设门店，而且它很快就会收购纽约第五大道的一家店铺。

By upgrading its image in this way, Mr Gao hopes it can raise its status in the all-important eyes of Chinese visitors to the UK – rather than British shoppers – in the hope they will shop in its stores when they return home.

高德康希望通过这种方式提升品牌形象，提高波司登在赴英中国游客（而非英国顾客）眼中的地位——这一点极为重要——从而让他们回国后去其店铺购物。

“This is all about flashing the cash and showing that you’re a player, says Paul French, chief China analyst at Mintel. “This is aimed at the Chinese abroad and is about trying to appear like an international brand even when you’re not an international brand. It is not really trying to sell anything to anyone in the UK.