如今还有人在谈论投资欧洲零售市场吗？都在说中国、印度、新兴市场，是吧？但对波司登(Bosideng)来说显然并非如此。这家中国羽绒服生产商周四宣布，已斥资逾2000万英镑，购入紧邻伦敦牛津街的一幢6层高大楼。
鉴于越来越多的中国买家赴英国投资买楼，波司登在伦敦购置物业是否也可解读为一项金融投资呢？
不尽然。
波司登此举似乎有点违反直觉：正当西方消费品牌争相奔赴中国各城市，争抢最新潮、最昂贵店面，以向近100万名身家在150万美元以上的中国富人"展示"产品之际，却有一家中国公司决定跑到一个消费开支走下坡路的国家开店。
可波司登从1975年成立以来就一直在发掘中国国内需求。该公司年销售额为57亿元人民币（合8.86亿美元），大部分来自国内市场。该公司在本土有7579家零售店。波司登这类本土品牌所欠缺的，也正是西方品牌所具备的，那是一种独特的魅力，可确保他们日益富有的顾客即使到了买得起North Face的时候，也会继续购买他们的产品。
解决之道就是把自己打造为受西方消费者认可的时髦品牌。欧洲或许正在丧失经济实力，但在时尚方面，它们依然是潮流引领者。
事实上，这正是波司登计划精心打造伦敦店铺的原因所在。
根据计划，波司登将投资500万至600万英镑，把这幢大楼改建为一座地标性建筑物。这将是波司登在欧洲的首家旗舰店，该集团计划借此提升品牌知名度和美誉度。波司登还计划利用该物业地理位置优越、人流多的优点，透过外墙广告进行品牌形象的推广。波司登集团主席兼行政总裁高德康表示："购入这项物业是波司登集团大力拓展海外业务、打造世界知名品牌形象的重要举措。"
该物业位于南莫尔顿街(South Molton Street)28号，波司登计划在此开设羽绒服及男装旗舰店，并设立欧洲总部。
该店预计将于2012年7月开张。
译者/何黎
http://www.ftchinese.com/story/001039162
Is anyone talking about investing in the European retail market these days? It's all about China, India, emerging markets, right? Apparently not for Bosideng, a Chinese maker of down jackets, who bought a six-storey property near Oxford Street in London for just over £20m pounds on Thursday.
With more and more Chinese property buyers investing in the UK property market, could Bosideng's acquisition also be interpreted as a financial investment?
Not quite.
It seems just a little counter-intuitive: as Western consumer brands are scrambling to secure the latest, most expensive, shop space in Chinese cities, "show-casing" their products to the nearly 1m people with more than US$1.5m in wealth, a Chinese company decides to set up shop in a country where consumer spending is on the down.
But Bosideng has been tapping Chinese demand since it was founded in 1975. It generates most of its Rmb5.7bn ($886m) annual sales in the country, where it has around 7,579 retail outlets. What it and other home-grown brands lacks, and which the western brands have in spades, is that special allure to ensure its increasingly wealthy customers will continue to buy its products even when they can afford North Face.
So the way to do it is to get accepted as a classy brand by western consumers. Europe may be losing its economic power, but in terms of fashion trends, they are still very much in the lead.
Which is why Bosideng is going to make its London store look very good indeed.
Based on its plan, the Group will invest approximately £5,000,000 to £6,000,000 to reconstruct the property into a landmark building … This is the Group's first flagship store in Europe, through which the Group plans to enhance brand popularity and reputation. The Group also plans to promote its brand image through wall mounted advertisements by making use of the prime location and high pedestrian flow nearby. Mr. Gao Dekang, Chairman and CEO of Bosideng, said, "The acquisition of the property is an important move by Bosideng in its expansion into the international market and development into a world famous brand.
The shop, situated at 28 South Molton Street, will house its down apparel and menswear flagship store, and the group's European headquarters.
It is expected to open in July 2012.
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