双语阅读：耐克提价转嫁成本上涨

2012-08-23 00:00:00来源：可可英语

　　Nike Inc. is raising the prices of its sneakers, assuming that the brand"s cachet will carry it through a period when many of its shoppers are scrounging for discounts.
　　耐克(Nike Inc.)将上调其运动鞋售价，希望其品牌声誉能使它挺过一段很多消费者都在讨要折扣的时期。
　　As labor, materials and shipping costs increase, Nike is raising shoe and clothing prices by 5% to 10%, analysts say. A test of the approach comes this fall, when Nike will debut its priciest sneaker yet-an expected $315 LeBron James basketball shoe that includes its own electronics.
　　分析师说，随着劳动力、原材料和运输成本增加，耐克将把其鞋子和衣服的价格上调5%到10%。这一方针将在今年秋季、耐克推出迄今最昂贵运动鞋的时候接受检验。这款运动鞋是预计售价315美元、本身含有电子元件的“勒布朗詹姆斯”(LeBron James)篮球鞋。
　　The price leaps come after Nike's gross margins dropped to 42.8% from 44.3% in its most recent quarter ending May 31, the sixth-straight year-to-year quarterly decline. Nike's margins are now lower than most of its direct competitors, rival Adidas AG ADS.XE 0.00% and apparel maker Under Armour Inc.
　　涨价之前，耐克在截至5月31日最新一个财季的毛利润率从44.3%降至42.8%，这已经是连续第六个季度呈同比下降。目前耐克利润率低于多数直接竞争对手，高于阿迪达斯(Adidas AG)和服装生产商Under Armour Inc.。
　　The price increases, from a company whose trendy footwear sometimes generates long lines of avid buyers, may test even the most dedicated Nike fans.
　　时髦的耐克鞋子有时会吸引翘首以待的消费者排队购买，然而面对这次提价，即便是最忠实的耐克粉丝恐怕也要接受考验。
　　'Prices are getting crazy excessive and as long as we continue to buy sneakers, Nike is going to keep increasing the prices,' said Donell Brown, 30, who owns a cleaning services company in Dearborn, Mich.
　　30岁的唐奈尔布朗(Donell Brown)在密歇根州迪尔伯恩开有一家清洁服务公司。他说，价格涨得太高了，只要我们不断买运动鞋，耐克就会不断涨价。
　　Mr. Brown said he and his friends have been posting messages on Twitter and YouTube, urging other longtime sneaker fans not to buy the pricier LeBron shoes and to forgo waiting in line for new sneaker releases.
　　布朗说，他和朋友一直在推特(Twitter)和YouTube上发帖，劝告其他长期爱好运动鞋的人们不要购买价格更高的“勒布朗”鞋子，别再排队等候新款运动鞋发布。
　　Nike's price increases are also being felt at the lower end: The venerable Converse Chuck Taylor All-Star sneaker now costs $50 compared with $45 a year ago.
　　耐克的提价也体现在低端产品上。经久不衰的“匡威查克泰勒全明星”(Converse Chuck Taylor All-Star)运动鞋现在售价为50美元，高于一年前的45美元。
　　Nike is known for some pricey shoes, going back to its first pair of Air Jordans. A new version of the Air Jordan is expected in December at $185, up from its original 1985 price of $64.99 (or $138.38 in today's dollars), a 33% increase when adjusted for inflation.
　　从第一双“飞人乔丹”(Air Jordan)开始，耐克就以某些鞋子售价高昂而闻名。“飞人乔丹”系列预计将在今年12月推出新版，售价185美元。相比1985年最开始64.99美元（以今天美元币值计算为138.38美元）的售价，经通胀因素调整后上涨了33%。
　　Nike is 'not arbitrarily taking up prices,' said spokeswoman Mary Remuzzi. 'We are constantly looking at ways to enhance the product line with new innovation and product attributes.'
　　耐克发言人Mary Remuzzi说，耐克不是在盲目地涨价；我们总是在想方设法地利用新的创新和产品性能实现产品系列的提升。
　　The coming $315 LeBron X Nike Plus, due in the fall, is expected to come embedded with motion sensors that can measure how high players jump. The LeBron 9 PS Elite basketball shoes, which currently retail for $250, feature Nike's signature swoosh in metallic gold.
　　今秋登场的315美元的“LeBron X Nike Plus”预计会内置能够测量运动员跳跃高度的动作感应器。在目前零售价250美元的“LeBron 9 PS Elite”篮球鞋上，耐克标志性的钩形标识是用金色印制的。　　
　　Nike, based in Beaverton, Ore., says it is passing along price increases because many of key materials, such as cotton, have risen in price over the past 18 months. Prices did moderate somewhat in the past quarter.
　　总部位于俄勒冈州比弗顿的耐克表示，它是在传递物价的上涨，因为在过去18个月，棉花等许多关键原材料的价格已经上涨。过去一个季度的价格倒是有所冷却。
　　Nike also faces rising labor costs in China, where it manufactures a third of its products.
　　耐克还面临着中国劳动力成本的上升。它有三分之一的产品都是在中国生产。
　　The company's shares, which have soared since the recession as it continued to report solid growth, plunged 10% in June after it reported profit dropped nearly 8% from a year earlier to $549 million, or $1.17 a share. Shares closed at $95.77 on Monday and are now flat for the year after hitting an all-time high of $114.81 on May 3.
　　自经济衰退以来，随着耐克持续报告不俗的业绩增长，其股价一度飙升。但在今年6月份，由于它报告利润同比下滑近8%，至5.49亿美元（合每股1.17美元），其股价下跌了10%。该股周一收于95.77美元，继5月3日创下历史新高的114.81美元之后，目前较年初水平持平。