"韓流"讓愛茉莉太平洋流行

AmorePacific, South Korea’s biggest cosmeticscompany by sales, is riding high on booming Chinesedemand amid the huge popularity of Korean popculture in the region.

在韓國流行文化在中國大受歡迎之際，中國對韓國產(chǎn)品的需求相當(dāng)旺盛，韓國銷售額最高的化妝品公司愛茉莉太平洋(AmorePacific)正借助這一有利趨勢繼續(xù)壯大。

The cosmetics maker has become investors’ favouritecompany, thanks to its rapid earnings growth andbright outlook, with its share price surging nearly 160per cent to about Won2.3m over the past year.

該公司已成為投資者青睞的企業(yè)，這源于其快速的盈利增長以及光明前景。過去一年，該公司股價飆升近160%，至230萬韓元左右。

The company’s overseas sales surged 38 per cent to Won382.7bn ($349m) in the first half of thisyear as it generates one-fifth of its revenue outside South Korea. Its full-year overseas sales areexpected to reach Won700bn as growing interest in South Korean drama and music helps boostsales of its skin care products in China and other parts of Asia.

今年上半年，愛茉莉太平洋海外銷售額飆升38%，至3827億韓元(合3.49億美元)，該公司五分之一的收入來自韓國以外。預(yù)計全年海外銷售額將達(dá)到7000億韓元，此際人們對韓國電視劇和音樂的興趣日益增強(qiáng)，這幫助提升了該公司護(hù)膚品在中國以及亞洲其他地區(qū)的銷售額。

Young Asian women, especially Chinese tourists, are flocking to Seoul to buy moisturising creamsand foundations, with the help of ads featuring South Korean stars from the films, soap operas andmusic that have taken Asia by storm over the past decade.

年輕的亞洲女性(特別是中國游客)正涌入首爾，購買保濕護(hù)膚霜和保濕粉底，韓國的電影、電視和音樂明星們拍攝的廣告對此推波助瀾，過去10年，韓國的這些產(chǎn)業(yè)猶如風(fēng)暴一般席卷亞洲。

“The Korea Wave has certainly been helpful in raising our brand awareness in the region,” saysSean Kim, the company’s vice-president in charge of business strategy. “We aim to become theAsian beauty creator by answering Asian women’s strong needs for clean and bright skin.”

“‘韓流’肯定有助于提升我們在亞洲地區(qū)的品牌認(rèn)知度，”愛茉莉太平洋負(fù)責(zé)商業(yè)戰(zhàn)略的副總裁Sean Kim表示，“我們的目標(biāo)是成為亞洲的美麗締造者，滿足亞洲女性對于干凈明亮肌膚的強(qiáng)烈渴求。”

China lies at the heart of the company’s plans to increase international sales to half of its targetsales of Won12tn by 2020. Its total revenues amounted to Won3.1tn last year. Despite its fastgrowth, AmorePacific is still finding its feet in China with just a 1.2 per cent share of the country’sbeauty and personal care market, compared with Procter & Gamble’s 13.5 per cent andL’Oréal’s 9.1 per cent, according to market researcher Euromonitor International.

該公司計劃到2020年，將海外銷售額增至其12萬億韓元目標(biāo)總銷售額的一半。中國居于這一計劃的中心。去年，該公司總收入達(dá)到3.1萬億韓元。根據(jù)市場研究機(jī)構(gòu)歐睿國際(Euromonitor)的數(shù)據(jù)，盡管增長迅速，但愛茉莉太平洋僅占據(jù)中國美容和個人護(hù)理市場1.2%的份額，而寶潔(Procter & Gamble)高達(dá)13.5%，歐萊雅(L’Oréal)占9.1%。

“China is the biggest and most important market for us,” says Mr Kim, forecasting Chinese sales willjump more than 40 per cent a year to top Won3tn by 2020 from Won338.7bn last year.

Sean Kim表示：“對我們而言，中國是最大也是最重要的市場。”他預(yù)測，到2020年，該公司在華銷售額將每年增長40%以上，從去年的3387億韓元增至逾3萬億韓元。

The company is pinning high hopes on a new cosmetics factory and research centre in Shanghai,which will boost its annual production capacity by 10 times to 100m units, as it tries to wrest sharefrom bigger western rivals such as P&G and L’Oréal.

該公司正對在上海新建的化妝品工廠以及研究中心寄予厚望，該中心將令每年的生產(chǎn)能力擴(kuò)大10倍，至1億件。愛茉莉太平洋正試圖從寶潔和歐萊雅等規(guī)模較大的西方競爭對手手中搶奪市場份額。

While AmorePacific uses famous South Korean actors and actresses to promote its products, MrKim stresses that high quality is essential to ensure that Chinese consumers keep buying itsproducts. The company, which has about 3,500 shops in China, is expanding its product line-uptailored toward Chinese customers such as ultra-hydrating creams, cleansing creams and collagendrinks to address their concern about pollution and dry weather.

盡管愛茉莉太平洋利用韓國著名演員來推銷其產(chǎn)品，但Sean Kim強(qiáng)調(diào)，高質(zhì)量對于確保中國消費者繼續(xù)購買其產(chǎn)品至關(guān)重要。該公司在中國大約有3500家門店，正擴(kuò)大針對中國消費者的產(chǎn)品系列，例如超級補水霜、洗面奶和膠原蛋白口服液，以解她們對于污染和干燥天氣的擔(dān)憂。

Chinese sales are driven by mid-priced lotions and face creams under brand names such as Laneigeand Innisfree, which highlight natural ingredients such as green tea from the scenic Jeju island. Yetits luxury cosmetics range, Sulwhasoo, based on traditional herbal medicines such as ginseng, isalso gaining increasing popularity.

愛茉莉太平洋在華銷售額受到蘭芝(Laneige)和悅詩風(fēng)吟(Innisfree)等品牌的中檔價位化妝水和面霜的推動，這些產(chǎn)品強(qiáng)調(diào)天然成分，例如來自景色美麗的濟(jì)州島的綠茶。而該公司基于人參等傳統(tǒng)中草藥的高端化妝品系列雪花秀(Sulwhasoo)，也正受到越來越多消費者的歡迎。

“While emotional communication is effective for Korean consumers, Chinese women often askfor more scientific functions such as whitening and anti-ageing,” says Mr Kim.

Sean Kim表示：“盡管情感溝通對韓國消費者有效，但中國女性經(jīng)常會要求更多科技功效，例如美白和抗衰老。”

About half of the company’s overseas sales come from China but the company products such aswhitening creams and “air cushion” foundations soaked in a sponge are also popular in southeastAsia. Mr Kim says however that the company must expand further into western markets toachieve its long-term vision of joining the top five global brands by 2020 as well as becoming thenumber one cosmetics company in Asia.

該公司海外銷售額的一半左右來自中國，但美白霜和浸入海綿之中的“氣墊”粉底在東南亞也很受歡迎。然而SeanKim表示，該公司必須進(jìn)一步向西方市場擴(kuò)張，以實現(xiàn)到2020年躋身全球5大品牌的長期目標(biāo)，同時成為亞洲頭號化妝品公司。

Its Lolita Lempicka perfume was once one of France’s top five-selling fragrances although sales inthe French market have stagnated in recent years. The company is now trying to revivemomentum in France after acquiring premium perfume brand Annick Goutal in 2011. In the US,the company is also trying to position itself as a high-end niche player, focusing on premium brandssuch as Sulwhasoo.

該公司的洛儷塔(Lolita Lempicka)香水曾經(jīng)是法國最熱銷的5款香水之一，但最近幾年，這款產(chǎn)品在法國市場的銷售額陷于停滯。在2011年收購高端香水品牌Annick Goutal之后，該公司正努力在法國恢復(fù)往日神采。在美國，該公司也正努力將自己定位為高端利基品牌，專注雪花秀等高端品牌。

“Asia is still our main market but we will have to go beyond the region eventually to become a trulyglobal company,” says Mr Kim. “It will probably be an uphill battle, given our low brand recognitionin western markets. However, we see an optimistic sign in westerners’ growing interest in Asianbeauty.”

“亞洲仍是我們的主要市場，但我們必須將目光放遠(yuǎn)，最終成為一家真正的國際性企業(yè)，”Sean Kim表示，“鑒于我們在西方的品牌認(rèn)知度較低，這可能會是一場硬仗。但西方人對亞洲美的興趣正日益增強(qiáng)，我們從中看到了樂觀跡象。”