五個在中國高端而在美國屬於三線的品牌
Pabst Blue Ribbon
藍帶啤酒
In America, it’s the choice of blue-collar workers and hipsters — an unpretentious lager known primarily for its cheap price tag. But in China, some versions of Pabst Blue Ribbon are something else entirely: high-end alcoholic beverages that would be right at home in a socialite’s manicured hands. Pabst Blue Ribbon 1844 was introduced a few years ago in China with a price tag of $44 a bottle. The ad copy that went along with it read: “It’s not just Scotch that’s put into wooden casks. There’s also Pabst Blue Ribbon Beer 1844. Many world-famous spirits are matured in precious wooden casks — Scotch whisky, French brandy, Bordeaux wine…” and goes on to call the beer “truly a treasure among beers.”
在美國，這是藍領工人和嬉皮士們的選擇——主要以其價格低廉而聞名。但是在中國，藍帶旗下的某些產品線就完全是另外一回事了：很可能是社會名流手中的高端酒精飲料。 藍帶1844在幾年前以44美元一瓶的價位引入中國市場。它的廣告詞是這麼說的：“放在橡木桶裏的酒不單隻有威士忌，還有藍帶1844。很多世界級的名酒在珍貴的木桶中釀造——蘇格蘭威士忌，法國白蘭地，波爾多葡萄酒……”接着它被稱之爲“啤酒中的珍寶”。
Howard Johnson
豪生酒店
You’d be forgiven if you walked into some of the Howard Johnson hotels (they’re part of the Wyndham Hotel Group) in China and thought you were in a Westin instead. The hotel chain, which most Americans consider a basic budget accommodation, operates roughly 50 hotels in China, many of which are four- and- five-star properties. “Some of them have resorts and spas — they’re very nice,” says Steve Papermaster, the CEO of venture development firm Powershift Group. Take Howard Johnson’s resort property in Shanghai : You walk into a marble lobby with high ceilings and a chandelier and are treated to perks like a high-end spa, rooftop tennis courts and a wine lounge. There are more than 200 Howard Johnson hotels in the U.S.
當你走進一些中國的豪生酒店（他們是溫德姆酒店集團的成員）卻感覺自己身處一家威斯丁旗下的酒店的時候——那不是你的錯。大多數美國人心目中豪生連鎖只是一個經濟型酒店品牌。而豪生在中國運營着大約50家酒店，其中很多都是四到五星級的。“它們中的一些還有度假村和SPA，非常不錯” Powershift 集團風險發展公司的總裁 Steve Papermaster這樣說到。以豪生酒店在上海的休閒酒店爲例：走進去就能看到高吊頂和枝形吊燈的大理石大廳，服務項目包括高端SPA，屋頂網球場和酒吧間等等。
美國有超過200家豪生連鎖。
Buick
別克
Buick: It’s not your grandpa’s car in China. The Buick, long seen by American consumers as an old man’s car (the average buyer in the U.S. is around 60 years old, according to some estimates), is seen by the Chinese as a stylish luxury car, says says Deb Weidenhamer, founder and CEO of iPai , an auction house in China. The luxury play is working well in China: 810,000 Buicks were sold in China last year; in the U.S. only about 200,000 were sold. And J.D. Power & Associates predicts that by 2016 Buick sales could hit one million in China. While Buick recently launched a new ad campaign in the U.S. to combat it’s fuddy-duddy image, it’s still got a long way to go before it’s seen by Americans the way the Chinese see it.
別克：在中國這可不是你爺爺的車。IPAI公司的創始人兼總裁Deb Weidenhamer說：“別克在美國消費者心目中的定位屬於老人車（購買者的平均年齡大約是60歲），而在中國卻被認爲是時髦的高端車品牌。”別克在中國的高端行銷做得不錯：去年他們在中國售出大約81萬輛車，而在美國僅僅賣出了20萬輛。儘管別克最近已經在美國啓動了新的廣告營銷以圖改變它的古板形象，想要讓它在達到中國消費者心目中那樣的形象還有很長的路要走。
Pizza Hut
必勝客
While there are some relatively fancy Pizza Hut locations in the U.S., most of us associate this brand with getting cheap pizza quickly. But Chinese consumers view Pizza Hut — which has more than 1,000 locations in China — as a nicer sit-down restaurant, says Weidenhamer. “You don’t think fast food when you walk in, you think restaurant,” says Papermaster. “They’re more like a Chili’s or an Applebee’s.” Indeed, its more upscale interiors look like sushi restaurants would in the U.S. and its menu includes items like chestnut chicken rice, scallop paella and gold caviar prawns.
Weidenhamer 說：“儘管在美國還是有一些相對高檔的必勝客門店，我們大部分人都認爲這只是個買便宜的比薩快餐的地方。但是中國消費者心目中，必勝客是一個不錯的坐下來吃飯的餐廳。中國有超過1000家必勝客門店。”“你走進去的時候不會覺得這是快餐店，而是正兒八經的餐廳”，Papermaster說，“它們更像是Chili's或是蘋果蜂這種檔次的餐廳”。事實上，它內部的的裝潢看起來像是美國的壽司餐廳，菜品包括板栗雞肉飯，西班牙扇貝肉菜飯和黃金魚子醬蝦等等。
Budweiser
百威
Local beer in China tends to be downright cheap — some sell for less than the equivalent of 50 cents a bottle in stores — but foreign brews tend to be an exception. Indeed, bottles of Budweiser sometimes sells for almost triple the cost of some local beer. And even as Bud sales have been faltering a bit in the U.S., the company is gunning to become the king of beers in China (though they market themselves as “Style of the King” since China has restrictions on using word’s like “best” in their marketing materials), according to The Wall Street Journal .
中國的本地啤酒大多很便宜——有些售價甚至不到50美分一瓶，但是進口啤酒是個例外。百威的價格有時候會是一些本地啤酒價格的三倍左右。儘管百威在美國的銷售形勢不太好，這家公司在中國正在朝啤酒之王的方向邁進（他們用“王者之風”這樣的描述來宣傳自己，因爲中國禁止在商品的促銷材料上使用”最好的”之類的詞彙）。
