|
The story 情况 Gymnast Li Ning became a Chinese hero in 1984 when he won six medals at the Los Angeles Olympics, the country’s first appearance at a summer games in 32 years. 体操运动员李宁在1984年成为中国人的英雄，当时他在洛杉矶奥运会上赢得6枚奖牌。那届奥运会是新中国时隔32年之后参加的首届夏季奥运会。 By 1990 he had set up his own sportswear company, Li-Ning. It was an immediate hit, and in 1999 the company’s revenues in China reached Rmb700m, more than twice Nike’s Rmb300m and Adidas’s Rmb100m. 到了1990年，李宁创立了自己的运动服装企业李宁公司(Li-Ning)。李宁公司可谓一鸣惊人，1999年，该公司在华收入达7亿元人民币，是耐克(Nike)和阿迪达斯(Adidas)的两倍以上——这两家公司在华收入分别为3亿元人民币和1亿元人民币。 The challenge 挑战 The growing spending power of China’s middle-class consumers and their appetite for foreign brands, combined with the surging popularity of basketball and football – with which Nike and Adidas were associated – helped the two overseas companies win more sales in China than Li-Ning. 中国中产阶级消费者的消费能力日益增强，而且他们青睐国外品牌，再加上篮球和足球在中国的受欢迎程度急剧飙升（耐克主打篮球相关产品，而阿迪达斯主打足球相关产品），这让耐克和阿迪达斯的在华销售额超过了李宁公司。 | 
