Over the last decade China's manufacturing industry has undergone a huge shift in popular perception, from the home of sweatshops and wages measured in cents per day to the only high-tech powerhouse capable of producing iPads by the million.
去10年，中国制造业在世人眼中的形象发生了翻天覆地的变化，那个日工资按美分计算的血汗工厂，现在是唯一有能力生产数百万台iPad的高科技产品制造基地。
And if you watch closely, there's a similar shift well underway in perceptions of Chinese consumers.
如果仔细观察，你会发现人们对中国消费者的看法也发生着类似的转变。
While food safety issues and the prevalence of knock-off products have made plenty of headlines, the fact that the country is now the world's most important market for expensive luxury goods is also now well known. And even more affordable consumer offerings can draw a premium price in China, well above what they would attract in the U.S.
虽然食品安全丑闻和山寨产品的报道依然频频登上媒体头条，但同样广人为知的事实是，中国是全球最重要的奢侈品市场。即使价格实惠的商品在中国也以远高于美国市场合理价格的水平出售。
As the WSJ's Laurie Burkitt reports today:
正如《华尔街日报》Laurie Burkitt报道的：
China Central Television, in a 20-minute broadcast called 'Starbucks: Expensive in China, ' said the company charges as much as 50% more for some of its products in China than in the U.S., the U.K. and India.
中国中央电视台在名为“星巴克咖啡中国市场高价”的20分钟专题片中披露星巴克部分产品在中国的售价比在美国、英国和印度的价格高50%。
The report said the company's profit margin in China was excessive, as high as 32% in China and the Pacific region, compared with 21.1% in the U.S. and 1.9% in Europe, the Middle East and Africa.
报道称，星巴克在中国市场赚取暴利，在中国和亚太市场的利润率高达32%，在美国为21.1%，在欧洲、中东和非洲为1.9%。
Starbucks said the figures didn't accurately represent of the company's Chinese operations because they included financial results from other Asian-Pacific countries in addition to China. The Seattle-based company doesn't break out its financial information by country. The company 'understands the concerns raised by recent Chinese media, ' Starbucks said.
星巴克回应说，这些数据并未准确反映其中国业务的现状，因为其中包含了其他亚太国家和地区的财务报表。星巴克不公布按国别细分的财务数据。该公司表示理解近期中国媒体报道引发的忧虑。
As the WSJ previously reported -- in a post that was cited by the China TV story -- a Starbucks grande latte in China costs almost $1 more than it does in the U.S., despite average income in China of around $7, 500.
央视的报道转引了《华尔街日报》 的一篇文章。这篇文章指出，在中国，星巴克一杯大杯拿铁的售价比美国要贵出将近1美元，而中国人均收入仅为7,500美元左右。
Starbucks says its prices vary according to a number of factors, including the cost of real estate, ingredients and labor. But as the WSJ has previously shown, the cost of a grande latte around the world seems tough to predict based purely on cost of living factors-- it's more expensive in Athens than Tokyo, for example, and more expensive in Buenos Aires than London.
星巴克称，该公司在不同市场的定价差异是由许多因素决定的，包括物业、原料和人力成本。但《华尔街日报》指出，完全凭生活成本来推测全球各地大杯拿铁的售价看来是很难的，比如，雅典一杯大杯拿铁的价格比日本高，布宜诺斯艾利斯大杯拿铁的价格比伦敦高。
Targeting the wealthiest consumers in a given market can also help support a higher price, and in China, Starbucks isn't alone in appealing to a richer segment of the population than it might do at home. While many predicted Apple's new plastic-shelled iPhone 5C would be a cheaper model designed to compete with lower-cost handsets in China, the phone is actually being sold in China at a higher price than it is in America.
而锁定某一个市场中最富有的那群人，这种营销策略会造成售价高企。在中国，星巴克主要面向收入较高的消费人群，在美国则可能面向收入略低的消费者。而且，星巴克也不是唯一采取这种营销策略的公司。就拿苹果公司(Apple)新推出的iPhone 5C来说，许多人猜测这款塑料外壳的iPhone是为了与中国市场上其他低成本手机竞争，但它在中国市场的售价还是高于美国市场价格。
【小编推荐】
