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2010年1月,纽约西34街,寒冷冬季的一天。全球最大体育运动用品网络零售商FootLocker总部来了一位从洛杉矶远道而来的不速之客。这位客人带了两只超大尺寸的行李箱,...
2010年1月,纽约西34街,寒冷冬季的一天。全球最大体育运动用品网络零售商FootLocker总部来了一位从洛杉矶远道而来的不速之客。这位客人带了两只超大尺寸的行李箱,里面塞满了超过40双篮球鞋。这些球鞋均为价值不菲的原创设计,你能从热火队小前锋肖恩·巴蒂尔(Shane Battier)、掘金队中锋贾维尔·麦基(JaVale McGee)脚上找到它们。匹克美国分公司CEO粟佳信心十足地希望签下一笔大生意—Foot Locker拥有超过7000家店铺,匹克单品一旦进入,即使只有10%铺货率,以单店120双的订货量,每双100美元计算,一次订货金额即可达数百万美元。
这是一次酝酿已久的拜访。匹克集团CEO许志华期待粟佳能打开局面。但破局比许预想的要艰难的多。早在粟佳造访Foot Locker总部的6个月前,粟曾亲自打电话给Foot Locker的资深买手们希望见上一面,但这些请求都石沉大海。最后粟求助于数名球员经纪人,许志华亦通过日本伊藤忠商社的一名美国高级经理撮合,拜访方才成行。
但粟佳还是吃了闭门羹,Foot Locker挑剔的买手们并不愿下单。“刚开始,我很天真地觉得中国现有的东西打开美国市场可能行不通,球员版的产品总该可以吧。”粟佳告诉《环球企业家》,“结果这样的产品也不行。”Foot Locker买手们拒绝的理由很怪—匹克鞋的重量尽管很轻,但肉眼感觉不够轻,普通消费者无法从外观及材质上感知其科技含量,因此会缺乏购买欲望。买手们威胁说,若做不到令消费者“感觉轻”,Foot Locker就不愿意再浪费时间。Foot Locker还有挑剔的工作周期,其样品确认耗时超过两个月,产品规划则多提前三年。
许志华亦感受到内部压力。在董事会上,他曾遭到来自红杉、建银、联 展开
这是一次酝酿已久的拜访。匹克集团CEO许志华期待粟佳能打开局面。但破局比许预想的要艰难的多。早在粟佳造访Foot Locker总部的6个月前,粟曾亲自打电话给Foot Locker的资深买手们希望见上一面,但这些请求都石沉大海。最后粟求助于数名球员经纪人,许志华亦通过日本伊藤忠商社的一名美国高级经理撮合,拜访方才成行。
但粟佳还是吃了闭门羹,Foot Locker挑剔的买手们并不愿下单。“刚开始,我很天真地觉得中国现有的东西打开美国市场可能行不通,球员版的产品总该可以吧。”粟佳告诉《环球企业家》,“结果这样的产品也不行。”Foot Locker买手们拒绝的理由很怪—匹克鞋的重量尽管很轻,但肉眼感觉不够轻,普通消费者无法从外观及材质上感知其科技含量,因此会缺乏购买欲望。买手们威胁说,若做不到令消费者“感觉轻”,Foot Locker就不愿意再浪费时间。Foot Locker还有挑剔的工作周期,其样品确认耗时超过两个月,产品规划则多提前三年。
许志华亦感受到内部压力。在董事会上,他曾遭到来自红杉、建银、联 展开
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1 In 2010January,34 West New York street, cold winter day. The world's largest sports supplies network retailer FootLocker headquarters to a casual visitor who have come from Losangeles. The guests took two oversized suitcase, stuffed with more than 40 pairs of basketball shoes. These shoes are the value of the original design, you can from the heat of small forward Sean Battier ( Shane Battier ), the Nuggets center Javier Maggie ( JaVale McGee ) to find their feet. The United States branch peak CEO Su Jia confidently hope to sign a deal - Foot Locker has more than 7000 stores, peak items once, even if only 10% availability, with a single shop in120 pairs of quantity, double every 100dollars, an order amount is up to hundreds of million dollar.
2 This is a long-awaited visit. Peak group CEO Xu Zhihua expect millet Canon open situation. But break than many expected to be more difficult. Early in the Su Jia visiting Foot Locker headquarters6 months ago, millet had personally called Foot Locker senior buyer who hope to see one side, but these requests are no echo. The last resort to a number of military agent, Xu Zhihua also by Japan's Itou Tadamori an American senior manager fix, just go visit.
3 But Su Jia or eat cold-shoulder treatment, Foot Locker discerning buyer did not wish to place an order. "In the beginning, I naively thought Chinese existing things open American market version of the product might not work, the player should." " Su Jia told Global Entrepreneur"," the results of such products." Foot Locker buyer refuse odd - peak shoe weight despite very light, but the feeling is not light visible to the naked eye, consumers can not from appearance and texture perception of its scientific and technological content, thus the lack of desire to buy. Buyers have threatened, if do not make consumer " feeling light", Foot Locker does not like to waste time. Foot Locker and fussy work cycle, the sample consuming more than two months, product planning, three years ahead of schedule.
4 Xu Zhihua also felt the internal pressure. At a board meeting, he had suffered from Redwood, construction bank, union
2 This is a long-awaited visit. Peak group CEO Xu Zhihua expect millet Canon open situation. But break than many expected to be more difficult. Early in the Su Jia visiting Foot Locker headquarters6 months ago, millet had personally called Foot Locker senior buyer who hope to see one side, but these requests are no echo. The last resort to a number of military agent, Xu Zhihua also by Japan's Itou Tadamori an American senior manager fix, just go visit.
3 But Su Jia or eat cold-shoulder treatment, Foot Locker discerning buyer did not wish to place an order. "In the beginning, I naively thought Chinese existing things open American market version of the product might not work, the player should." " Su Jia told Global Entrepreneur"," the results of such products." Foot Locker buyer refuse odd - peak shoe weight despite very light, but the feeling is not light visible to the naked eye, consumers can not from appearance and texture perception of its scientific and technological content, thus the lack of desire to buy. Buyers have threatened, if do not make consumer " feeling light", Foot Locker does not like to waste time. Foot Locker and fussy work cycle, the sample consuming more than two months, product planning, three years ahead of schedule.
4 Xu Zhihua also felt the internal pressure. At a board meeting, he had suffered from Redwood, construction bank, union
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