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A:
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嗯，投影仪怎么不亮？
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ng4, tóuyǐngyí zěnme bù liàng?
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Hm, why isn't the projector coming on?
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B:
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怎么搞的？王冠，你进来看一下。
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zěnmegǎode? Wáng Guàn, nǐ jìnlai kàn yīxià.
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What's wrong with it? Wang Guan, come in and take a look.
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A:
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彭总，不用了，好了。我今天要为您分析竞争对手的情况。
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Péng zǒng, bùyòng le, hǎo le. wǒ jīntiān yào wèi nín fēnxī jìngzhēng duìshǒu de qíngkuàng.
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There's no need, President Peng. It's OK now. Today I'll be giving you an analysis of our competitors.
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B:
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好，我们开始吧。
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hǎo, wǒmen kāishǐ ba.
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OK, let's begin.
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A:
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我们采集了中国房车市场重要品牌的信息，包括产品、战略、市场定位、市场占有率、优势和劣势。
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wǒmen cǎijí le Zhōngguó fángchē shìchǎng zhòngyào pǐnpái de xìnxī, bāokuò chǎnpǐn、 zhànlǜe、 shìchǎng dìngwèi、 shìchǎngzhànyǒulǜ、 yōushì hé lièshì.
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We've collected information regarding the most important motor home brands on the Chinese market. This data includes the products themselves, strategies, market positioning, market shares, and advantages and disadvantages.
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B:
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字放大一点，我看不清。
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zì fàngdà yīdiǎn, wǒ kànbuqīng.
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Enlarge the font a bit. I can't see it clearly.
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A:
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好。首先，我们来看品牌。目前房车市场的进口品牌主要有奔驰、通用。国产品牌主要有长城。进口品牌定位高端市场，价位主要在80至200万之间。国产品牌主打低端市场，也就是价位在30到50万之间。
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hǎo. shǒuxiān, wǒmen lái kàn pǐnpái. mùqián fángchē shìchǎng de jìnkǒu pǐnpái zhǔyào yǒu Bēnchí、 Tōngyòng. guóchǎn pǐnpái zhǔyào yǒu Chángchéng. jìnkǒu pǐnpái dìngwèi gāoduān shìchǎng, jiàwèi zhǔyào zài bāshí zhì liǎngbǎi wàn zhījiān. guóchǎn pǐnpái zhǔdǎ dīduān shìchǎng, yějiùshì jiàwèi zài sānshí dào wǔshí wàn zhījiān.
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OK. Let's take a look at the brands first. Currently, the leading imported motor home brands are Mercedes Benz and GM. The leading domestic brand is Great Wall. The imported brands are oriented towards the high-end market: prices are between 800,000 and 2,000,000 RMB. The domestic brand is primarily aimed at the lower-end market. Prices are between 300,000 and 500,000 RMB.
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B:
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有具体的车型信息吗？
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yǒu jùtǐ de chēxíng xìnxī ma?
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Do you have information about specific car models?
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A:
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有，我分析了几款进口车和国产车中销量最高的车型。您可以看一下详细的产品信息。
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yǒu, wǒ fēnxī le jǐ kuǎn jìnkǒuchē hé guóchǎnchē zhōng xiāoliàng zuì gāo de chēxíng. nín kěyǐ kàn yīxià xiángxì de chǎnpǐn xìnxī.
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Yes. I analyzed a number of the highest selling imported and domestic car models. You can take a look at the detailed product information.
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B:
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嗯。
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ng4.
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OK.
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A:
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好，那我现在介绍品牌战略。有些品牌的产品线齐全，比如奔驰，房车并不是它的主力产品。而本土的长城，房车是他们的核心产品，他们希望成为中国房车的领先品牌。
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hǎo, nà wǒ xiànzài jièshào pǐnpái zhànlǜe. yǒuxiē pǐnpái de chǎnpǐnxiàn qíquán, bǐrú Bēnchí, fángchē bìng bùshì tā de zhǔlì chǎnpǐn. ér běntǔ de Chángchéng, fángchē shì tāmen de héxīn chǎnpǐn, tāmen xīwàng chéngwéi Zhōngguó fángchē de lǐngxiān pǐnpái.
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OK, now I'll talk about brand strategy. Some brands' product lines are complete, e.g. Mercedes Benz; motor homes are in no way their main product. Motor homes, however, are the core product of local Great Wall. They hope to become China's leading motor home brand.
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B:
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长城的市场占有率很高嘛。
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Chángchéng de shìchǎngzhànyǒulǜ hěn gāo ma.
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Great Wall's market share is really high.
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A:
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对。您可以看这张图表。长城这几年在市场推广和销售渠道方面投入很大。加上价格低，这些是他们的核心竞争优势。
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duì. nín kěyǐ kàn zhè zhāng túbiǎo. Chángchéng zhèjǐnián zài shìchǎng tuīguǎng hé xiāoshòu qúdào fāngmiàn tóurù hěn dà. jiāshàng jiàgé dī, zhèxiē shì tāmen de héxīn jìngzhēng yōushì.
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That's right. Take a look at this chart. In the last few years, Great Wall has made a very large investment in marketing and sales channels. Plus, their prices are low. These are their core competitive advantages.
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B:
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那他们的劣势呢？
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nà tāmen de lièshì ne?
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Then what about their disadvantages?
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A:
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技术是他们的劣势。他们主要还是走低价路线。
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jìshù shì tāmen de lièshì. tāmen zhǔyào háishì zǒu dījià lùxiàn.
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Technology is their disadvantage. They mainly take the low price route.
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B:
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但是他们的增长率和利润率都很高啊。
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dànshì tāmen de zēngzhǎnglǜ hé lìrùnlǜ dōu hěn gāo a.
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But their rate of growth and profit margin are both very high.
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A:
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没错。但是彭总，我觉得目前的市场还是缺乏一款中等价位、性能好的房车，这是你们产品的优势。
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méicuò. dànshì Péng zǒng, wǒ juéde mùqián de shìchǎng háishì quēfá yī kuǎn zhōngděng jiàwèi、 xìngnéng hǎo de fángchē, zhè shì nǐmen chǎnpǐn de yōushì.
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Correct. But, President Peng, I think the market is still currently lacking a motor home in the mid-level price range that performs well. This is your product's advantage.
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