Chinadaily手机报2012-5-24早报.doc

2012-5-24 Chinadaily 早报1、 每日一句This bud of love, by summers ripening breath, May prove a beauteous flower when next we meet. (William Shakespeare, English playwright and poet, 1564-1616)夏日暖风吹拂/这爱之蓓蕾/待我们再见时/就将绽放。(威廉莎士比亚，英国剧作家、诗人，1564-1616)2、 【Cover Story】WSJ: What the Chinese want?中国人到底想要什么？Tom Doctoroff, an advertising executive working in China for 20 years, shared his understanding of Chinas consumer culture in The Wall Street Journal. Though the countrys economy and society are evolving rapidly, the underlying cultural blueprint has remained more or less constant for thousands of years. According to Doctoroff, to win a following among Chinese buyers, brands have to follow 3 rules.汤姆多克特罗夫一位在中国工作20年的广告高管日前在华尔街日报撰文，分享他对于中国消费文化的理解：尽管中国的经济和社会正经历急剧演变，但其根本的文化底蕴却经历数千年基本没有改变。多克特罗夫认为，要赢得中国的消费者，外国品牌需遵循3个规则。1. In China, the leading mobile phone brands are international. The leading household appliance brands, by contrast, are cheaply priced domestic makers such as TCL, Changhong and Little Swan. Luxury items are desired more as status investments than for their inherent beauty or craftsmanship.在中国，领先的手机产品都是国际品牌。而家用电器领跑者则是廉价的国货，比如TCL、长虹和小天鹅。而购买奢侈品更多的是身份投资，而不是为了其本身的美观或工艺。2.The benefits of a product should be external, not internal. Infant formulas must promote intelligence, not happiness. Kids arent taken to Pizza Hut so that they can enjoy pizza; they are rewarded with academic triumph feasts. In the US, De Beerss slogan, A Diamond is Forever, glorifies eternal romance. In China, the same tagline implies obligation, a familial covenantrock solid, like the stone itself.其次，产品的优势应该强调外在而非内在。婴儿配方奶粉一定要强调能提高孩子智力，而不是为了快乐。孩子被带去必胜客不是为了享用披萨，而是成为奖励学习成绩优秀的大餐。在美国，戴比尔斯的广告语是钻石恒久远，是对永恒浪漫的赞美。而在中国，同样的广告语却意味着责任、缔结家庭的契约固若磐石，就像钻石一样。3.Products must address the need to navigate the crosscurrents of ambition and regimentation (纪律), of standing out while fitting in. Men want to succeed without violating the rules of the game, which is why wealthier individuals prefer Audis or BMWs over flashy Maseratis. Young consumers want both style and acceptance, so they opt for more conventionally hip fashion brands like Converse and Uniqlo.最后，一个产品须能解决野心勃勃与严守克己的矛盾，既要彰显个性，又要适应融入。男人渴望在不违反游戏规则的前提下获得成功，这也就是为什么有钱人倾向于奥迪或者宝马，而不是浮华惹眼的玛莎拉蒂。而年轻消费者既想要时尚，又希望被人接受，因此选择匡威和优衣库等比较传统的时尚服装品牌。3、 【Top News】Housing sales rally in May5月楼市成交量大幅上涨Property sales rebounded across China in May, reported. Housing trading volumes from early to mid May surged to this years record high in 54 cities, including Beijing, Shanghai, Shenzhen and Guangzhou. The total turnover has increased 22.8% from a month earlier to more than 140,000, the highest since the launch of the property-purchasing limitation policy, data from Centaline Property shows.据中广网报道，5月，全国楼市成交量全面复苏。中原地产的数据显示，包括北京、上海、深圳、广州在内的全国54个典型城市，5月中上旬商品房住宅签约套数均创下年内新高，总成交量超过14万套，与4月同期相比上涨了22.8%，飙升至限购后的最高值。High ticket price grumbled伦敦奥运票开售最贵2万Tickets for the London Olympic Games went on general sale Wednesday. But British sports fans were complaining about the expensive ticket prices for the Games, said ticket sales director Paul Williamson. The highest tickets for the opening ceremony cost 2,012 (about RMB20,000). The 100-meter track and field session has its highest ticket prices set at 725 (RMB7,000). By contrast, tickets for the Beijing Olympic opening ceremony in 2008 cost a peak of RMB5,000, and the track and field events cost between RMB50 and RMB800.当地时间23日，伦敦奥运会门票开始发售。票务销售主管保罗威廉姆森称，此次奥运会的高票价一直令本土体育迷们怨声载道。例如，开幕式最高票价达2012英镑(约合2万元人民币)，而田径百米大战的最高票价则达725英镑(约合7000元人民币)。4年前的北京奥运会上，开幕式最高票价5000元，且只需花50元到800元就可以买一张田径赛门票。Russia tests new missile俄试射第5代神秘导弹Russia Wednesday test-fired a new intercontinental ballistic missile capable of penetrating the defense system now being deployed in Europe by NATO, AFP reported. The dummy warhead reached its target area at the Kura test range on the Kamchatka Peninsula. The set goals of the launch were reached, a Russian military spokesman said. The highly-symbolic launch came just days after the NATO summit formally activated the first stage of a missile defense shield whose deployment Russia has bitterly opposed out of fears that it may target its own vast nuclear arsenal.据法新社报道，俄罗斯23日成功试射一枚新型洲际导弹，该导弹具备穿透北约在欧洲部署的导弹防御系统的能力。俄军方发言人称，这枚试射导弹击中了设在堪察加半岛库那河测试范围内的目标，任务圆满达成。俄方此次行为被认为具有高度的象征意义，就在几天前，北约峰会宣布，其部署的反导系统第一阶段正式启动。俄方因担心该反导系统将俄核武力量纳入攻击范围，一直以来对此持反对态度。新神秘导弹被视为5代The rocket still has no formal name but is being billed by the military as a 5th generation weapon that substantially upgrades the technology used by its already-feared Topol-M and Yars systems.此次运载导弹的火箭还没有正式的名称，但却被军方视作第五代武器，是已令多国生畏的白杨-M和亚尔斯两种导弹系统的升级版。Note goes with shorts新买H&M裤兜里惊现外币Beijing resident Mr Zhou bought a pair of H&M shorts which contained a 100 Cambodian Riel note in the pocket, Beijing Morning Post reported. Baffled Zhou was wondering if the shorts were returned products from Cambodia, but H&M Shanghai denied the supposition. The Shanghai branch explained that the company does have a processing plant in Cambodia, but its products are not sold in that country. 100 Cambodian Riels are equal to RMB0.16.据北京晨报报道，北京市民周先生日前买了一条H&M短裤，裤兜内竟藏有一张100面额的柬埔寨钱币，周先生感到十分费解，难道是柬埔寨退的货又转到中国来卖了？对此，H&M(上海)公司回应，柬埔寨有加工厂，但无店面销售，所以不可能是柬埔寨退货转卖中国。据了解，这一张外币，约合人民币1毛6分钱。4、 【In Brief】About 55% of Chinese college students choose to work in 2nd-tier cities after graduation, while 14.4% have shown a preference for larger cities like Beijing and Shanghai, according to an online survey of 4,388 respondents, which was jointly conducted by Beijing Youth Stress Management Service Center and .根据北京青年压力管理服务中心联合新浪网进行一项调查显示，约55%的大学毕业生选择在二线城市工作，14.4%的毕业生首选北京和上海等一线城市为工作地。该调查有效问卷达4388份。Prada deputy chairman Carlo Mazzi said the Italian fashion power house plans to open 80 more stores worldwide and of them 12-15 stores will be in China.普拉达董事会副主席卡洛玛兹表示，该意大利时尚品牌将继续在全球扩展业务并计划今年新增80间分店，其中有12-15间将设在中国。One-day tour routes on the Sino-Mongolia border, which had been suspended for 2 years and 8 months, have recently resumed, reported.据新华网报道，中断了2年零8个月的中蒙边境一日游线路已于近日正式恢复。5、 【Celebrity】Maxims hot 100 list 2012百大热辣女郎出炉(图)Bar Refaeli (see photo, L), Olivia Munn and Mila Kunis topped Maxim magazines Hot 100 List 2012 by readers voting, International Business Times reported. Refaeli, an Israeli model, started modeling when she was just 8 months, starring in a baby commercial. She has since won various beauty contests and has been featured in Elle, Maxim and GQ. The 26-year-old is also Leonardo DiCaprios ex. There was one surprise addition to this years list: 48-year-old Stephen Colbert (R). Ranking at No 69, comedian Colbert is the only man on the all-female list.据国际财经时报报道，美国男性杂志Maxim日前通过读者投票评出2012百大热辣女郎榜，莱昂纳多迪卡普里奥前女友、26岁的芭儿莱法利(图左)夺冠，奥利维亚穆恩和米娜古妮丝分列2、3位。莱法利是一名以色列模特，8个月大的时候就凭一则婴儿广告出道，此后曾横扫多项选美比赛，是Elle、Maxim和GQ等时尚杂志的宠儿。今年的热辣榜上还有一名特殊的上榜者48岁的喜剧演员斯蒂芬科尔伯特(图右)。科尔伯特位列第69，是上榜的唯一男性。6、 【Kaleidoscope】Greeces new currency quip希腊新货币发行中(图)The current economic instability in Greece could soon force the country out of the eurozone, which means it will need to print a new currency pretty quickly. Given that a lot of the equipment used for the drachma (德拉克马，希腊货币单位) has been destroyed, it will take months to reprint. So what is Greece going to use in the