內(nèi)外交困 奧迪股份在華都做了什么？

With internal and external stresses, what efforts has audi made in China?

　　如此巨大的反差，讓人有足夠的理由質(zhì)疑“中國(guó)的奧迪”，與“全球的奧迪”是不是同一個(gè)奧迪？或者說(shuō)，我們?cè)谌�球市�?chǎng)看到的是不是一個(gè)“假奧迪”？

　　such a huge contrast between the operating conditions of "audi in China" and "audi worldwide"，which leads people to a reasonable doubt: "Are they the same audi? Or is what we are seeing in the global market a 'fake one'?"　　

　　奧迪在中國(guó)市場(chǎng)之所以被奔馳、寶馬迎頭趕上，問(wèn)題還是出在奧迪股份自身，甚至可以說(shuō)是“自毀長(zhǎng)城”。

　　The reason why Audi is caught up with Mercedes-Benz and BMW in Chinese market lies in Audi AG itself. Or it even might be said Audi AG destroyed its own business.　　

　　在總體下行的大市之下，高檔車(chē)市場(chǎng)的競(jìng)爭(zhēng)力度、復(fù)雜程度遠(yuǎn)非以往。奧迪在華發(fā)展亟需奧迪股份從戰(zhàn)略到戰(zhàn)術(shù)，從品牌到資源，從氣勢(shì)到陣仗……所給予的強(qiáng)有力支持，進(jìn)而在下一個(gè)30年繼續(xù)領(lǐng)先。

　　Under the overall market downturn, the competitiveness and complexity of the luxury car market is far from the past. From strategy to tactics, from branding to resources, from momentum to spectacle, Audi’s development in China urgently needs backup from Audi AG, so as to continually play the leading role in next 30 years.　　

　　營(yíng)業(yè)收入下滑；營(yíng)業(yè)利潤(rùn)下降；銷(xiāo)售回報(bào)率下滑……這就是日前發(fā)布的奧迪汽車(chē)股份公司年度財(cái)報(bào)給人留下的至深印象。

　　Operating revenues declined; operating profits declined; return on sales declined... This is the deepest impression of the annual report recently released by Audi AG left on us.

　　與之截然相反，在中國(guó)市場(chǎng)，奧迪已然領(lǐng)跑高檔車(chē)市場(chǎng)30年，早期更是一度獨(dú)占這一市場(chǎng)，是實(shí)實(shí)在在的高檔車(chē)第一品牌。如此巨大的反差，讓人有足夠的理由質(zhì)疑“中國(guó)的奧迪”，與“全球的奧迪”是不是同一個(gè)奧迪？或者說(shuō)，我們?cè)谌�球市�?chǎng)看到的是不是一個(gè)“假奧迪”？

　　On the contrary, Audi has been dominating Chinese luxury car market for three decades. In the early stage, it once monopolized the market and truly won the first place of luxury car brand. such a huge contrast between the operating conditions of "audi in China" and "audi worldwide"，which leads people to a reasonable doubt: "Are they the same audi? Or is what we are seeing in the global market a 'fake one'?"　　

　　過(guò)去的一年，作為全球最大的單一市場(chǎng)，同樣也是在總體市場(chǎng)增長(zhǎng)乏力、細(xì)分市場(chǎng)競(jìng)爭(zhēng)加劇、總部不斷傳出負(fù)面消息的不利環(huán)境下，一汽-大眾奧迪在中國(guó)市場(chǎng)為奧迪在全球的銷(xiāo)量貢獻(xiàn)率高達(dá)36.58%。但是，這種情形能否持久？2019年開(kāi)年，中國(guó)高檔車(chē)市場(chǎng)也許正在做出一種不利于奧迪的回答。

　　In the past year, as the largest single market in the world, FAW-Volkswagen Audi has contributed 36.58% to Audi's global sales in Chinese market under the unfavorable circumstances of weak overall market growth, intensified market competition in subdivision and continuous negative news from headquarters. However, how long will this last? In the year of 2019, maybe China’s luxury car market is marking a negative response to Audi.　　

　　奧迪在中國(guó)市場(chǎng)之所以被奔馳、寶馬迎頭趕上，問(wèn)題還是出在奧迪股份自身，甚至可以說(shuō)是“自毀長(zhǎng)城”。

　　The reason why Audi is caught up with Mercedes-Benz and BMW in Chinese market lies in Audi AG itself. Or it even might be said that Audi AG destroyed its own business.

　　2016年11月，奧迪股份因計(jì)劃在華引入第二個(gè)合作伙伴，引發(fā)一汽-大眾奧迪經(jīng)銷(xiāo)商強(qiáng)烈反彈，一場(chǎng)沸沸揚(yáng)揚(yáng)的“再合資”持續(xù)近250天，之后兩年多時(shí)間結(jié)果也不甚明朗，帶給奧迪在中國(guó)市場(chǎng)無(wú)法估量的損失。也正是從此時(shí)開(kāi)始，奧迪在中國(guó)市場(chǎng)的領(lǐng)先優(yōu)勢(shì)被一步步縮小，奔馳、寶馬憑借強(qiáng)大的品牌影響力和更豐富的車(chē)型后來(lái)居上。

　　In November 2016, Audi AG’s plan to bring in the second partner to China triggered a strong rebound in FAW-Volkswagen Audi dealers. Lasting for nearly 250 days, the “re-joint venture “l(fā)eft unclear result, and brought inestimable losses to Audi in Chinese market in next two years. Audi’s leading edge gradually narrowed, while being surpassed by Mercedes-Benz and BMW with strong brand influence and richer models from then on.　　

　　在剛剛結(jié)束的奧迪股份公司年會(huì)上，雖然CEO伯藍(lán)·紹特在介紹今年五大工作要點(diǎn)時(shí)，仍將“強(qiáng)化中國(guó)市場(chǎng)”擺在第一位，但從全球高檔車(chē)市場(chǎng)的頭部競(jìng)爭(zhēng)態(tài)勢(shì)看，在追趕奔馳、寶馬的路上，奧迪股份已經(jīng)明顯“力不從心”。反倒是奔馳、寶馬兩大強(qiáng)硬對(duì)手頻頻攜手，動(dòng)作驚人。

　　At the just-concluded annual conference of Audi AG, CEO Bram Schot still put "strengthening the Chinese market" in the first place when stressing five key points for this year. However, from the competitive state of the global luxury car market, chasing Mercedes-Benz and BMW is far exceeded Audi AG’s ability. Instead, Audi’s two tough opponents frequently joint hands and make amazing moves.

Audi AG CEO Bram Schot　　

　　在中國(guó)市場(chǎng)方面，寶馬、奔馳最高管理層頻繁到訪，拜會(huì)領(lǐng)導(dǎo)人、出席各種活動(dòng)，讓人們真切感受到對(duì)中國(guó)市場(chǎng)的高度重視。2019年一個(gè)季度已然過(guò)去，奧迪股份又對(duì)中國(guó)市場(chǎng)做了些什么呢？

　　In terms of Chinese market, the top management of BMW and Mercedes-Benz frequently visited China, called on leaders and attended various activities, leaving a impression of attaching great importance to Chinese market. However, as the first quarter of 2019 passed by, what efforts has audi made in China?　　

　　受反反復(fù)復(fù)的所謂“再合資”等不利因素影響，過(guò)去兩年，奧迪在華銷(xiāo)量都是先抑后揚(yáng)的“前半程乏力、后半程發(fā)力”。在總體下行的大市之下，高檔車(chē)市場(chǎng)的競(jìng)爭(zhēng)力度、復(fù)雜程度遠(yuǎn)非以往。因此，奧迪在華發(fā)展亟需奧迪股份從戰(zhàn)略到戰(zhàn)術(shù)，從品牌到資源，從氣勢(shì)到陣仗……所給予的強(qiáng)有力支持，進(jìn)而在下一個(gè)30年繼續(xù)領(lǐng)先。

　　During the past two years, due to the repeated so-called "re-joint ventures" and other unfavorable factors, Audi's sales in China have been sluggish in the first half and improved in the second half. Under the overall market downturn, the competitiveness and complexity of the luxury car market is far from the past. From strategy to tactics, from branding to resources, from momentum to spectacle, Audi’s development in China urgently needs backup from Audi AG, so as to continually play the leading role in next 30 years.（經(jīng)濟(jì)日?qǐng)?bào)-中國(guó)經(jīng)濟(jì)網(wǎng) 文：郭濤/譯：張懿）

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