準備好了嗎,阿迪達斯?

聽力小Tips: 這是一篇CNN記者對Adidas現任CEO赫爾伯特海納的采訪。訪談圍繞Adidas的品牌運作、金融危機的影響以及Adidas對2010年世界杯的贊助這三個方面進行。要提高口語水平，打通聽力是非常必要的。一來是反復聽發音準確的原聲材料，進行模仿練習，熟悉英語的語流;再來是通過聽帶有口音的材料發現口語發音的誤區，進行辨音糾正練習。這則材料會給大家的聽力理解帶來一定的難度，因為海納是一名德國人，所以他的英語帶有德國口音。大家聽的時候注意好好辨認。訪談結束會有一段錄音材料，是我們特地請外教把海納的話重新錄了一遍，以幫助大家更好地進行區分。

Hostess: Where does your business make its money， obviously you have 1)tangible aspects such as selling T-shirts， but the intangible such as the brand association with， say， the World Cup. Uh， how lucrative is that for you? Where do you make your money?

Herbert Hainer: When with the sponsorship like that， you have two different aspects， you have the tangible and the intangible aspect as you have mentioned already. Of course we can already count (on) how many shirts we have sold during the World Cup 2006 in Germany.

Hostess: How many was it?

Herbert Hainer: It was over three million 2)replica jerseys from all the teams which were competing， and our brand name， it was 1.5 million just alone from the German Team. We sold over or nearly 15 million balls with the Teamgeist design which was a special design for the World Cup 2006. But this is a tangible 3)asset. But on the other hand， you have so many millions and millions of 4)spectators， TV viewers who are seeing your brand 5)permanently， and then going afterwards into stores and buying your brand. Of course this we can not measure and count. But overall， I think that these investments and as I’ve said before when you see the performance of our company， then this is really worthwhile， and we do not 6)calculate it and name it as a cost， it is an investment into the future of our company.

Hostess: How has global financial crisis affected your business?

Herbert Hainer: We can not escape the financial crisis as well， but I’m absolutely convinced that our industry is by far not as affected as some other industry like the car industry，

7)etcetera.

Hostess: Why?

Herbert Hainer: I do believe that there is a big desire in the community for people that they wanna be fit， they wanna stay in shape and they wanna do sport. This is point No.1. Point No.2， our products are not that expensive， so we are talking about 50 to 100 Euro， and these products are 8)affordable to a wide variety of people.

Hostess: In terms of sponsorship， are you getting the returns now that you expected when you signed up for these deals years ago?

Herbert Hainer: Definitely. Because when you look to(at) the last(past) 10 years and the development and the performance of our company， then you’ll have seen that we have permanently grown our business. And we went from one record year to the other， and this is because we are investing in the future of our business. And an investment into a World Cup is not just for one year whether there is a financial crisis or not. This is a long-term investment in the brand building， and into the performance of our future. And therefore， I’m absolutely convinced I would write this cheque again.

Hostess: Could you write that cheque in the current economic climate?

Herbert Hainer: Definitely. I mean we are a very healthy company as you well know. We have a very healthy balance sheet， we are producing a lot of cash， we are very profitable. So， yeah， we are definitely in the position to write this

cheque again.

主持人:你們公司的盈利來源于哪里?很明顯，你擁有有形資產，如衣服的銷售。此外，還有無形資產，如品牌聯合(戰略)，比方說世界杯。嗯，這些是如何使你獲利的?你是靠什么賺錢的?

赫爾伯特·海納:講到商業贊助，通常會涉及兩個方面，正如你上面所提到的，一個是有形資產，另一個是無形資產。當然了，我們已經計算出在2006年德國世界杯期間我們共賣出了多少球衣。

主持人:多少?

赫爾伯特·海納:我們共售出了超過300萬套印有我們商標的所有參賽隊伍的球迷版球衣，其中單是德國隊球衣就售出了150萬件。我們售出了超過或是接近1500萬只采用了“團隊之星”設計的2006世界杯指定用球。這些都屬于有形資產。但另一方面，會有上百、上千萬現場觀眾以及電視機前的觀眾不斷地看到你的品牌，于是他們過后會到商店里去買你的產品。當然這方面的數據我們是無法估計和計算的。但總的來說，我認為這些投資，還有我前面提到的你所看到的我們公司的表現，都顯示出這么做是非常值得的，而我們不會去估算，也不會將其視為一種成本，它算是對我們公司未來的一種投資。

主持人:全球金融危機給你們帶來怎樣的影響?

赫爾伯特·海納:我們當然也無法逃過金融危機的沖擊，但我絕對相信到目前為止我們的行業并未遭受像其他某些行業所遭受的重創，如汽車行業，等等。

主持人:為什么?

赫爾伯特·海納:我認為在社會上人們有一個強烈的愿望，就是他們想擁有健康的體魄，保持健美的身材，他們想運動。這是第一點。第二點，我們的產品并不是很貴，一般是50到100歐元，這樣的價格是絕大部分人負擔得起的。

主持人:關于贊助，現在你是否已經得到你幾年前所簽訂那些交易時所預期的利益?

赫爾伯特·海納:這是一定的。因為當你回顧過去10年我們公司的發展和表現，你會看到我們的公司在不斷地擴展我們的業務。我們創造了一個又一個最佳暢銷年度，而這正是因為我們一直在投資我們的未來。不管是否發生金融危機，對于世界杯的投資并不是只關乎一年的事情。這是對于品牌建設和公司未來遠景的長期投資。因此，我堅信我會再次簽下這張支票(指贊助世界杯)。

主持人:在當前的經濟形勢下你也會簽了這張支票?

赫爾伯特·海納:肯定會。我是說正如你所知道的，我們是一個運行良好的公司。我們的資產負債表狀況非常好，我們有創造價值，是一家盈利頗豐的企業。所以，是的，我們是絕對可以再次成為世界杯的贊助商。