Admitting that Kao Corp. (KCRPY, 4452.TO) hasn't been aggressive enough in China, the chief executive of the big Japanese consumer-products group said his main focus is to expand the company's Chinese presence and better than triple sales in the country to 100 billion yen, or more than $1 billion, within five years. Kao Corp.

　　花王集團首席執(zhí)行長尾崎元規(guī)日本大型消費品生產(chǎn)企業(yè)花王集團(Kao Corp.)的首席執(zhí)行長尾崎元規(guī)(Motoki Ozaki)承認，該公司在中國市場上的闖勁不足。他說，自己現(xiàn)在主要考慮的是如何擴大公司的在華業(yè)務(wù)，如何使在華銷售額在五年內(nèi)實現(xiàn)兩倍多的增長，達到1,000億日圓(合10億多美元)。

　　Kao, known for such brands as the Jergens, Biore and Molton Brown skin-care lines, has lagged far behind global rivals Procter & Gamble Co. (PG) and Unilever PLC (UL, ULVR.LN) in the world's fastest-growing market for consumer products.

　　在中國這個全球增長最快的日用消費品市場上，以采婷(Jergens)、碧柔(Biore)和Molton Brown等護膚品牌聞名的花王已遠遠落后于寶潔公司(Procter & Gamble Co.)和聯(lián)合利華公司(Unilever PLC)等國際競爭對手。

　　“We have to change our tactics in China,” CEO Motoki Ozaki said in an interview Tuesday.

　　尾崎元規(guī)周二接受采訪時說，我們不得不改變在華策略。

　　Foreign companies have dominated China's market for beauty and personal-care products as rising incomes have spurred the country's consumers to trade up. P&G leads China in sales of beauty-care products, with 26 billion yuan ($4 billion) in the country last year, according to Euromonitor International. Kao's China sales were JPY30 billion in the fiscal year through this March.

　　隨著收入增長促使中國人的消費檔次不斷提高，外國企業(yè)目前已在中國美容及個人護理產(chǎn)品市場上占據(jù)主導(dǎo)地位。據(jù)歐睿信息咨詢有限公司(Euromonitor International)統(tǒng)計，寶潔公司是中國市場上美容產(chǎn)品銷售額最高的企業(yè)，去年在華銷售額達到人民幣260億元(合40億美元)。在截至今年3月的財年中，花王的在華銷售額是300億日圓。

　　“The situation has dramatically changed recently,” in emerging markets such as China, Indonesia and Vietnam, where the middle-class populations are increasing steadily, Ozaki said. “There is an increasing chance that we can cash in on our technology. This has prompted us to embark on a major offensive in the Chinese market.”

　　Imaginechina/Zuma Press花王計劃在五年內(nèi)將華銷售額增長兩倍多。圖為花王在上海一處店鋪的碧柔(Biore)護膚品展柜。尾崎元規(guī)說，近來中國、印尼和越南等新興市場國家的形勢發(fā)生了極大改變，中產(chǎn)階級人口穩(wěn)步增加，這說明我們利用自身技術(shù)來賺錢的機會越來越大，也促使我們開始在中國市場采取大規(guī)模攻勢。

　　He said Kao plans to introduce more products that cater specifically to the Chinese market, in part by hiring and promoting more Chinese people in managerial positions.

　　尾崎元規(guī)說，花王計劃推出更多專門滿足中國市場需要的產(chǎn)品，方法之一是雇用并提拔更多中國人才來參與公司管理。

　　Kao, which sells laundry detergent, diapers and cosmetics in China, is building its second plant in China to make paper-based personal-care products, including diapers. The Anhui-province plant, west of Shanghai, is slated to go online next year.

　　在中國銷售洗衣用品、紙尿褲和化妝品的花王目前正在中國建設(shè)第二座工廠，制造包括紙尿褲在內(nèi)的紙類個人護理產(chǎn)品。該工廠位于安徽，計劃明年建成投產(chǎn)。

　　“Kao's overseas business is a bit of a mishmash and a disappointment,” said James Moon, an analyst at BNP Paribas in Tokyo, who has a “sell“ rating on the company. ”They only recently started the diaper business in China; they don't produce anything there yet. Only about 1% of their sales come from China, and this is from their detergents. It seems to me they are very late and they may have missed the boat.”

　　法國巴黎銀行(BNP Paribas)駐東京的分析師摩恩(James Moon)說，花王的海外業(yè)務(wù)有點凌亂，令人失望。他對花王股票的評級是“賣出”。摩恩說，花王前不久才開始在中國啟動紙尿褲業(yè)務(wù)，至今還沒有在中國本地生產(chǎn)任何產(chǎn)品；該公司只有約1%的銷售額來自中國市場，而這1%靠的是洗滌用品；在我看來，他們似乎已經(jīng)太遲了，可能已經(jīng)錯失良機。