2011年10月28日 星期五

My first bilingual journalistic assignment

The article will be published in November.


品牌無國界 台灣遊艇大廠看好巴西
Sailing Samba: Taiwanese Yacht Making Way to Brazil

Text/ Ellen Chang, Photos/Ocean Alexander

台灣是亞洲最大遊艇輸出地,素有「遊艇王國」的美稱。2010年,台灣大型遊艇出口量排名世界第七,隨著亞洲市場快速成長,以及人力物料高品質低成本的優勢,極具發展潛力。在美西遊艇市場市佔率超過50%,已有30年歷史的東哥遊艇,自有品牌海上亞歷山大,更是2010年上海世博會唯一指定VIP接駁遊艇。
With a reputation of fine craftwork and competitive price, Taiwan, as it is often dubbed the "Kingdom of Pleasure Boats", is ranked the 7th largest manufacturer of Mega Yachts in the 2010 Global Order Book, and first among Asian builders. Thanks to rapid growth in the regional market and cost-effective human as well as material resources, Taiwanese yachts possess great potentials in global expansion. Alexander Marine, manufacturer of Ocean Alexander yachts, for example, has snatched 50% plus market share in the U.S. west coast and was the only designated VIP boat sponsor in the 2010 Shanghai World Expo.



台灣:遊艇王國
Taiwan: Kingdom of Pleasure Boats

台灣遊艇舉世聞名,《Showboats International》雜誌統計資料顯示,台灣2010年遊艇出口總計4432呎,僅次於義大利、美國、荷蘭、德國、英國、土耳其,並且台灣遊艇產值,早在2005年即突破兩億美元。特別的是,台灣遊艇多年來以外銷為主,本地並沒有發達的遊艇遊憩文化;台灣遊艇能有今日的成就,全憑業者對品質的堅持,以及品牌經營深耕的口碑。
Taiwan is well known for yacht making. According to Showboats International, yacht export from Taiwan totaled 4,432 feet in 2010, following Turkey, the United Kingdom, Germany, the Netherlands, the United States, and Italy. The market heavily depends on exports, usually through dedicated dealers and distributors. In 2009, the U.S. was the largest buyer (51%, sourced from www.usddc.org.tw), followed by Europe (24%), Australia & New Zealand (13%) and Asia (10%). With relative dry and weak local marine culture, Taiwanese manufactures built up their names through persistence in high quality and extensive management of branding.

現在「Made in Taiwan」的豪華遊艇,可是全球巨星富豪的最愛:名賽車手小舒馬克(Ralf Schumacher)、NBA籃球明星皮朋、眾多香港富豪的遊艇,都是台灣製造。LVMH集團總裁阿諾特(Bernard Arnault)10多億元巨型豪華遊艇,也指定由台灣廠商承製。
Luxury mega yachts made in Taiwan are now the favorite of international celebrities, including F1 driver Ralf Schumacher, NBA star player Scottie Pippen, to name a few. Bernard Arnault, Chairman of the French Luxury Goods Group LVMH, also appointed Taiwanese manufacture for his US$30m luxury mega yacht.

回顧台灣遊艇發展的歷史,起源於1960年代美軍駐台人員的引進,在淡水河畔設計建造,初期多以帆船為主,為台灣遊艇產業踏出第一步。價廉物美的台灣製遊艇回銷美國後,逐漸打出了知名度,1972年至1978年間台灣遊艇業成長快速,前景一片大好,出口金額曾經高達二億美元。不過,後來受到新台幣大幅升值、工資提高、原物料上漲等因素影響,外銷金額直線下滑,台灣遊艇產業受到重創。
As an island, Taiwan possesses rich marine resources and a strong industry base related to the marine sector, particularly in boat and yacht building. Yacht manufacture was first prompted by American military advisors stationed on the island over 50 years ago, which naturally made the U.S. biggest market for the industry. The industry enjoyed fast growth in the 1970s; however, it turned out to be a rollercoaster ride due to local currency appreciation, wage rise, and commodity price fluctuation, driving the industry's value down from almost US$200m in 1987 to below US$75m in 1994.

40年來,台灣遊艇產業備極艱辛,多數船廠未臨水岸,而是設在工業區,受限廠區腹地不足,難以擴廠,且新建遊艇需陸運到港邊下水出口,加上遊艇製造過程,相關五金、零件等廠商分散各地,無法形成聚落,不利遊艇產業長遠發展。相較歐美各國,台灣遊艇業仍須建立品牌知名度,但是由於建價低、技術到位,在國際上仍具有相當的競爭力。隨著國際景氣復甦,台灣各遊艇廠商近幾年來也積極擴廠,購置土地生產超級遊艇,總計近三年投資總額達30億元以上,擴廠總面積約5萬4400坪,產能逐步擴增。
For the past few decades, Taiwanese yacht manufacturers went though immense restructuring. In the past, most yards were located inland and too far away from water. New yachts had to be towed a long way during wee hours to reach the port. In addition, the supply chain was too geographically fragmented to form a cluster of economy. Also, the brand awareness of Taiwanese yachts was few and far between when compared to European and American competitors. Taiwanese yachts maintained international competitiveness only thanks to lower cost and skilled craftsmen. Nevertheless, with global economy rebounding, local yards have turned keen on capacity building by expanding or relocating to larger sites, matching a manufacturing line for super mega yachts. In just the past three years, there was as much as US$100m investment pouring into the local yacht industry, whereas new yard areas amounted to 54,400 pings.

海上亞歷山大:全球半客製遊艇領先品牌
Ocean Alexander: Global Leader in Semi-Custom Yachts

東哥遊艇成立於 1978 年,創始人闕詒流原經營五金,偶然的機會頂下一家遊艇廠,自此成立自有品牌海上亞歷山大(Ocean Alexander)。「我父親從一開始就知道要做自己的品牌,不做代工。代工接單很單純,不必管銷售、服務、也不必經營品牌。但是代工船廠最後就是削價競爭,利潤還是在客戶手裡,只有品牌才能做得長久。」東哥董事長闕慶承說。
It was in 1978 that Alex Cheuh founded Alexander Marine, with its own brand Ocean Alexander. At that time Alex was operating a successful hardware component business, and it was by chance that he stepped into yacht manufacturing. "My father knew very well since the very beginning that he would only make his own brand," recalled John Cheuh, President of Alexander Marine. "OEM would have been easy, since you only work as told, and you wouldn't need to manage sales, customer service, let alone branding. However, eventually you could only compete with low price, leaving the lucrative shares to your clients. Only brands can last, and last long,"



東哥在1980年推出第一艘遊艇,50呎的Mark,之後憑藉創新及領先的工藝技術,在1985年即推出70呎的Nighthawk,當時是亞洲製造最大的遊艇,雄心壯志可見一斑。
Alexander Marine launched its first yacht Mark, a 50-feeter, in 1980. With continuous innovation and advanced craftsmanship, Alexander Marine soon surprised the industry by the 70-feet Nighthawk in 1985, which at that time was the largest pleasure boat Asia could produce. Such was how Alex Cheuh brought its vision into reality.

「遊艇是奢侈品;買不是因為需要,而是因為想要。客戶要的是最高品質,不是最低價。一艘遊艇造價幾百萬美金,但買家可以在五分鐘內就點頭成交。」東哥遊艇董事長闕慶承說。客戶決定是否成交的關鍵,不是低價,而是質感、以及服務。東哥遊艇將自有品牌命名為海上亞歷山大(Ocean Alexander),就是要給每一位船主海上王者般的體驗。
"Buying a yacht is a love affair. It is emotional, and the decision doesn't come out of necessity. Yacht owners look for best quality instead of lowest price. For example, it might take just five minutes to say yes to a multi-million deal," John Cheuh stressed. It is the quality and service that matter; Ocean Alexander, he explained, means to provoke and provide premium sailing experiences for every one of its owners.

遊艇好比是海上豪宅。就如同有的豪宅屋主喜歡買地自建,有的喜歡直接入住高級大樓,遊艇也可區分為客製化和半客製化,東哥屬於後者,讓船主在既定的規格中選擇所愛,客製船上的設備及裝潢。遊艇又像是車子,有的人要開時髦拉風的法拉利,有的則要傳統穩健的勞斯萊斯。世界最大的遊艇有 600呎長,十多個房間,雇員150人,氣勢不輸郵輪;東哥生產的半客製化的遊艇,從 50呎到150呎大小不等,功能完整穩重舒適,則特別適合家庭使用。
Some said yachts are like high end mansions at sea. Some build their own from scratch, while some others simply move in to pre-designed space. Ocean Alexander belongs to the latter category as its strength lies in semi-customization. With Ocean Alexander, owners choose from fixed models of different sizes, while all pieces of furniture and amenities onboard are custom-made. Some also said yachts are like cars-- some want sporty Ferrari, while some others prefer old-fashioned Rolls Royce. Currently, the largest yacht in the world, as pompous as it could be, is about 600 feet and boasts a 150-people staff for 10 guest rooms. With Ocean Alexander, the semi-custom yachts range from 50 feet to 150 feet, featuring complete functionality and comfortable impression, and are just perfect for families.

全球半客製化遊艇的市場,七到八成集中在美國、義大利、台灣。東哥成立 30 餘年,堅持不做代工,全力經營自有品牌海上亞歷山大(Ocean Alexander)。透過不斷創新,以及不變的極致工藝,累積銷售遊艇總量超過2000艘,成為大中華地區最大遊艇廠,目前全球有十多個代理,市場涵蓋歐美澳亞各地,尤其在美國特別突出,品牌知名度與評價也最高;在美西遊艇市場,東哥的市佔率超過50%。
About 70% to 80% of global semi-custom yachts are made in U.S., Italy, and Taiwan. Alexander Marine, as it gradually established its name and fame by three decades of endless innovation and countless effort in maintaining high quality, is now the largest yacht manufacturer in greater China area, with more than 2,000 yachts shipped via dealers around the world. In U.S., in particular, Ocean Alexander has excelled and been recognized as top-notch; in the west coast, its market share has exceeded 50%.

以品質和市場區隔,東哥佈局全球
With Quality and Market Differentiation, OA Goes Global

2002年東哥在中國大陸設廠,早期以製造出口為主,但近年也開始往內地銷售。隨著經濟發達,人民生活富裕,遊艇文化也逐漸從沿海城市傳播開來。「雖然中國大陸市場不大,近兩年全中國的遊艇銷售加起來可能還比不上美國一個大城例如洛杉磯。但是在中國,遊艇市場每年成長都會超過50%。」闕慶承說。
As early as in 2002, Ocean Alexander established its first yard in mainland China. At first, the production supported export only, while in recent years it started to meet demands from the exploding inland market, as the economy boomed and a new fleet of yacht fans matured. "The Chinese market is not huge, and the sale records of the past two years combined could not match that of an American city, say, Los Angeles, in a year. However, the annual growth rate is impressive, way pass 50% [in China]," said John Cheuh.

中國大陸作為世界工廠,依樣畫葫蘆想與東哥競爭的遊艇廠商也不在少數,「但是他們缺乏關鍵技術,要承製中大型的遊艇很難接到單。」對於海上亞歷山大遊艇品牌的口碑和市場區隔,闕慶承很有信心。在2010年上海世博會上,東哥贊助的兩艘「世博東昌」號和「世博平湖」號,成為大會指定的專用遊艇,更進一步在中國及全球市場奠定聲望。

Being the world factory, China churns out fast and fierce competitors for Ocean Alexander. "But they are short of key technologies, and it's not easy for them to compete for medium or mega yacht orders," John Cheuh said with confidence. In 2010 Shanghai World Expo, Alexander Marine was the selected as the sole boat sponsor for VIP transportation and sightseeing uses. For this prestigious event, Ocean Alexander provided a 74’ Motor yacht, and a 52’ Sedan.

「我們一直堅持品質,從來不做代工,甚至是請別的廠商幫我們做代工。做代工,拿下訂單的條件經常是削薄自己的利潤,做得很辛苦,卻沒有時間去想自己的競爭優勢在哪裡。於是代工廠只能從台灣搬到大陸,大陸搬到越南,現在又要搬到印度,真的是很可憐。」闕慶承說。
The selection process included over twenty international luxury yacht brands and final selection came down to build quality, international reputation and engineering excellence. "We are extremely proud and excited by this opportunity to present our thirty years of pedigree to world leaders,” said John Chueh, President of Alexander Marine. “The rigorous selection process validates our product as one of the most unique among the world for its quality and engineering.”

巴西:大有潛力 積極尋求合作
Brazil: Sea of Opportunities

東哥全球廠區約有十萬坪,除了大陸、台灣,也遍及美國西岸的華盛頓州、加州,南邊的佛羅里達,中西部和東北部,完全自主經營。看準大陸民眾對遊艇文化接受度高,遊艇需求迅速茁壯,東哥在繼上海、廈門、廣州之後,於海南島的三亞開拓第四個銷售端點,一躍成為內地最大獨資遊艇連鎖銷售商。
Aside from Taiwan and China, Alexander Marine, with 100,000 pings of total yard area around the world, now operates in U.S. pacific states of Washington and California, Caribbean state of Florida, and also in the Mid-west and New England. In China, seeing the strong, emerging local demand for yachts, Alexander Marine recently set up its fourth direct dealership in Sanya, Hainan, following those in Shanghai, Xiamen, and Guangzhou, thus becoming the largest chain seller in China.

未來,東哥也看好中南美洲的潛力,因為不但有適合航海的地理環境,例如多島的智利,新興市場裡的新富階級,也可以為遊艇市場注入新血,對於新品牌的接受度也較高。「整體而言,以未來經濟成長、客群及人口結構、航海設施的建置來看,巴西已經有相當的規模,當地的遊艇產業也已經有十幾二十年的基礎。我們對巴西市場很有興趣。」
For Alexander Marine, South America is an attractive market too. Not only the geographical conditions support sailing, such as Chile, but also the "New Rich" class that come with deeper pockets as well as interest for yachts. "Overall, Brazil is well established in terms of future economic growth, clientele and demographic structure, as well as port facilities for yachts. The local yacht manufacturing industry is on a firm basis of ten to twenty years. Alexander Marine would like to learn more about the Brazilian market," said John Cheuh.

闕慶承也直言,目前正在巴西尋覓適合的合作夥伴,希望可以將海上亞歷山大的榮光,進一步帶入中南美洲。「品牌沒有國籍,」闕慶承說。
He also talked about his plan in finding a manufacturing partner in Brazil, hoping that Ocean Alexander can extend its reach to South America. "There is no boundary for a good brand," concluded Cheuh.

2011年10月15日 星期六

精實的一天

寫稿,需要糖份,吃泡芙。
今天精實到我覺得我真的不該回去上班。
效率過高的生活不適合辦公室。

AM
8:30 出門前用十分鐘交出昨晚沒改完的稿。
熬夜看半個鐘頭也沒靈感,早上十分鐘倒是明快果斷。
9:30 女兒的蒙氏幼稚園家長觀察,進教室看小孩們活動 30 分鐘。
結果要離開時,女兒又黏著我哇哇哭「我一直想跟媽媽在一起...」。
10:30 tele-meeting 外商公司的學妹,要找文案寫手。
好好喔,大陸的產假育嬰假可以一放兩個半月。所以學妹要找人補一下那個幸福媽媽的工作缺口。
11:00 昨晚接到的急件,客戶要我們去辦公室面談,看資料。
是一家服務醫療產業的國際媒體集團。
PM
12:50 就座吃飯。
1:40 終於locate到早上就 miss call 不停,對方也不留言的某客戶。
自以為很神秘的公家單位。敲一個要出差去很遠地方的同步的會。
2:00 開出兩張報價單。
2:40 回去幼稚園家長會談。又漏了兩通電話。
4:00 接老大回家。
5:00 牽老大去超市採買。
6:00 晚餐開動。陪小孩吃的時候搬電腦來,改稿,回信。
7:30 想起研究所同學聚會。拎著兩隻小朋友坐計程車赴約。
9:50 回到家。速速抓去洗澡,講故事,就寢。
11:30 上臉書鬼混,覺得應該要寫工作日誌,一下子一天又過了。
AM
12:08 老公應酬回家。我在吃泡芙。要改兩個稿。
週末進度...就別提了...@@" 下禮拜要準備月底兩個軟體發表記者會逐步口譯要用的資料。