華爲推出新款手機P9 攪動高端手機市場
Huawei will mount its biggest challenge to rival high-end smartphone makers with a revamped flagship device and big budget advertising campaign designed to win over Western consumers.
通過全新旗艦產品和旨在爭取西方消費者的大手筆廣告宣傳戰，華爲(Huawei)將向高端智能手機制造商對手發起最大挑戰。
The Chinese telecoms group on Tuesday unveiled its latest handset, the P9, which features an advanced Leica camera and will pit the company against recently launched devices from Samsung and Apple.
週二，這家中國電信集團發佈了最新款手機P9。這款配備先進的徠卡(Leicas)攝像頭的手機，將讓華爲與三星(Samsung)和蘋果(Apple)近期發佈的手機一較高下。
Huawei is planning its largest global marketing campaign to support the launch of the phone. The effort will help push the Huawei brand in Europe, according to Colin Giles, executive vice-president of Huawei’s consumer business group.
華爲正在籌備一場該公司史上最大規模的全球營銷戰，以支持這款手機的推出。根據華爲消費者業務部門執行副總裁趙科林(Colin Giles)的說法，此舉將有助於在歐洲推廣華爲品牌。
The company has built the third-largest smartphone franchise in the world with successive ranges of reasonably priced but technologically advanced devices. The previous flagship phone, the P8, sold about 5m units.
該公司已建成了全球第三大智能手機經銷系統，銷售定價合理、技術先進的手機系列產品。其之前的旗艦手機P8銷量約爲500萬部。
In most respects, the P9 is much like other high-end Android devices but that in itself is significant given Huawei’s traditional position at the low- or mid-end of the smartphone market.
從多方面來說，P9與其他高端Android手機十分類似。不過，考慮到華爲在智能手機中低端市場的傳統定位，該手機本身意義重大。
Mr Giles described the new phone as the “biggest launch we have had”, adding that the “aspiration is to create a premium device to compete with Apple and Samsung”.
趙科林稱這款新手機是“我們史上的最大動作”，並補充說“我們渴望打造一款高端手機，與蘋果和三星競爭”。
Huawei has struggled to gain the sort of brand recognition of rival groups, with much of the early coverage of the company focused on the damaging accusations from US politicians of links with the Chinese state.
早期，很多有關華爲的報道集中於來自美國政界的有負面影響的指控，這些指控稱華爲與中國政府有關係。出於這個原因，華爲很難贏得與對手類似的品牌認可程度。
But the company said its consumer business reported a 73 per cent growth in annual revenue in 2015 to $19.9bn, which it ascribed to improvements in its products and growing recognition as a consumer brand.
不過該公司表示，2015年其消費者業務部門錄得年度營收199億美元，增長幅度達73%。該公司將這一增長歸功於產品改善和其作爲消費品牌日益受到的認可。
Huawei has become the largest smartphone maker in China and is in the top three handset makers in 10 European countries.
華爲已成爲中國最大智能手機制造商，並且是10個歐洲國家的前三大手機制造商。
