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更新时间:2006/1/4
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European Court to Rule on Cut-Price Products

     Hello and welcome to World Business Report. I’m Tanya Beckett. In just a couple of hours, the European Court of Justice will rule on a case that could have far reaching implications for retailers throughout Europe.  The British supermarket giant Tesco is demanding the right to import Levi’s jeans from suppliers outside Europe, where wholesale prices are often much lower. Retailers hope the case will allow them extensive freedom to sell top branded goods at bargain basement prices.

    These clothes shops in Los Angeles sell Levi’s at a fraction of the price they go for in Europe. Tesco has been coming here for years to buy in bulk. In the past jeans were taken back to the UK and sold at a big discount to British customers. Tesco is hoping the European Court of Justice will say this practice called “parallel importing”is legal.

Jan Parker (Tesco Jean Buyer): If it rules it, it’ll be absolutely fantastic, because for the first time we’ll be able to access cost prices, where it’s actually at the lowest sorts of levels, to enable us to charge retail to customers that we know they are looking for.

    Tesco started selling jeans imported from America three years ago. The practice was stopped as supermarket and jean company battled in court. Now, Tesco has started buying cheap Levi’s from the so-called “gray market”in other EU countries and selling them on. Levi Strauss is equally upset. It says  it has a right to control the marketing of its own product and set the prices it wants to set.

Tony Willoughby (Senior Partner, Willoughby & Partners): Personally, I have no objection to people positioning product in the market where they choose to position it. In my mind, the brand owner has a right to pick it. If he puts it on a too high price, then presumably he’ll lose customers. If it's not worth it,people won't buy it.

    Consumer champions have lined up with Tesco, leading fashion brands are siding with Levi.  If  Tesco wins it could mean lower prices in Europe across a range of designer labels and retail products. But the big manufacturers say that if their incentive to develop top brands is taken away, in the long run quality and variety will suffer.

Mike Sergeant, BBC News. 

 

难点注释:

European Court of Justice: 欧洲法院。这是欧盟国家的仲裁机构,负责审理和裁决在执行各项有关条约和规定中发生的各种争执以及对条约的解释。法院设在卢森堡。

Tesco: 特斯科。英国最大的连锁超级商场,在全英国有近七百家店。注释: 

Levi’s: 李维。 Levi Strauss & Co. 旗下的一个品牌,它以其传统及创新产品, 一百二十多年来一直深受世界各地人仕欢迎。Levi Strauss & Co.为一间跨国企业,其业务范围覆盖美国 、加拿大 、墨西哥 、拉丁美洲 、欧洲 、中东、 非洲及亚太等区域。

Willoughby & Partners: 威洛比合伙律师事务所。英国的一家大律师事务所。


参考译文: 

    你们好,欢迎收看《世界经济报道》节目,我是坦尼亚·贝克特。几个小时后,欧洲法院将就一个对整个欧洲的零售商都有深远影响的案子作出裁决。英国的超级商场巨人特斯科提出要求,希望获得从欧洲以外的供应商进口李维牛仔裤的权利,因为欧洲以外的批发供应价格会低许多。零售商们希望这个案子能给予他们广泛的自由,能以极便宜的价格销售最好的名牌商品。         在洛杉矶这些服装商店里销售的李维牛仔裤,价钱只是欧洲价格的一小部分。特斯科一直都到这里来大量购买牛仔裤。过去,被带回欧洲的牛仔裤在正常价格上打了很大的折扣后,卖给英国消费者。特斯科希望欧洲法院裁定这种“平行进口”的做法是合法的。

简·帕克(特斯科牛仔裤采购员): 如果法院能这样裁决的话,那真是太好了,因为这会让我们首次以成本价格进货,这实际上是最低的价格水平了,这样我们就能以顾客希望的零售价格把牛仔裤卖给他们。

    特斯科在三年前开始卖从美国进口牛仔裤。自从他们与牛仔裤公司对簿公堂后,就没再继续卖了。如今,特斯科是通过从欧洲其它国家的所谓“灰色市场”买进便宜的李维的产品,然后再卖出去。李维·斯特劳斯对此事也同样不满意,他们说,自己应该有权控制自己产品的市场,按自己愿意卖的价钱销售。

托尼·威洛比(威洛比合伙律师事务所的资深合伙人):从我个人的立场来说,对于他人在市场上为自己的产品选择自己认为合适的定位,我并没有异议。我认为,商品牌子的主人有权这样做。可以想像,如果他定的价格太高,他就不会有顾客,如果商品不值这个价,人们就不会购买。

    消费者利益的维护者与特斯科站在一起,而有影响的时尚品牌则站在李维的一边。如果特斯科打赢了这场官司,就意味着欧洲一大批名设计师产品和零售商品的价格会降下来。但大生产商说,这样就使他们失去了发展高档名牌商品的动力,从长远来说,商品的质量及其多样性就会受到影响。

    英国广播公司记者迈克·萨金特报道。

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