離開
進入中英對照讀新聞 － Chinese retailers hijack the Ikea experience 中國零售商攔截宜家家居的品牌經驗
Nestled in a southern district of Kunming city in southwest China, is a 10,000 square meter, four-story building that could make Swedish furniture giant Ikea uneasy.
位於中國西南部昆明市南區的一棟面積達1萬平方公尺的4層樓建築物，很可能讓瑞典的家具業龍頭「宜家家居」感到不安。
11 Furniture, as the store is known, copies Ikea’s blue and yellow color scheme, mock-up rooms, miniature pencils, signage and even its rocking chair designs.
這間名為「11家具」的家具店直接拷貝宜家的藍黃兩色設計、模型房間、迷你鉛筆與標誌，甚至連宜家的搖椅設計也照抄不誤。
This knock-off Ikea store is emblematic of a new wave of piracy sweeping through China. Increasingly sophisticated counterfeiters no longer just pump out fake luxury handbags, DVDs and sports shoes but replicate the look, feel and service of successful Western retail concepts -- in essence, pirating the entire brand experience.
這間山寨版宜家家具店正象徵著中國目前掀起的全新仿冒風潮。手法愈來愈精緻的仿冒者不再只是迅速生產出假的名牌手提包、DVD和運動鞋，而是要全面複製西方成功零售業概念的外觀、風格與服務，基本上就是抄襲整個品牌經驗。
Many of the most successful consumer companies have invested millions in promoting and building brands which encapsulate ideals, values and aspirations, creating valuable and loyal customer bases that sometimes border on cults.
大多數成功的消費企業都已投注數百萬美元在推銷與建立品牌上，這些品牌可精簡傳達出企業理想、價值與未來遠景，創造出極有價值的忠實顧客基礎，有時甚至可能形成對品牌的崇拜。
The presence of the fake stores in Kunming highlights China’s seemingly insatiable appetite for western brands in some consumer segments that have not been tapped, particularly in smaller cities far from the affluent eastern seaboard.
昆明出現這些山寨商店，則凸顯出中國某些消費市場對西方品牌的胃口無法得到滿足，卻未獲有效開發，尤其是遠離富裕東部沿海地區的較小型城市。
新聞辭典
knockoff：名詞，非正式用法，指未經授權的名牌仿冒品，如That store is the place to go for quality knockoffs.（那家店專賣品質不錯的仿冒品。）
pump out：動詞片語，非正式用法，指迅速且經常地生產出某物，如The author pumps out a book every year.（這位作家每年都能寫出一本書。）
encapsulate：動詞，原指把某物裝入膠囊、封入內部，引申為指象徵某事，或簡短表達出某事最重要的部分，如It was very difficult to encapsulate the story of the revolution in a single one-hour documentary.（要在一部長1小時的紀錄片裡記述這場革命的梗概相當困難。）
