原标题：Bilingual · Foreign Business │大品牌企业测试不合格，究竟为何？

大家好，“外企头条”栏目又跟大家见面了。

今天的主要内容有：

调研|全球领先企业在中国的“真实性测试”不合格

World's leading companies are failing authenticity test in China

能源|科莱恩与RTI签署协议生产更加清洁的能源

Clariant signs agreement with RTI to supply cleaner energy

消费|“网购嘉年华”双11成交额创新高

The Online Revolution campaign set a new sales record on 11.11

产品|SABIC与宜诺携手开发创新包装解决方案

SABIC signs MOU with INNOVO to jointly develop FOAMED packaging solutions

请看详细报道↓↓

全球领先企业在中国的“真实性测试”不合格

World’s leading companies are failing authenticity test in China

福莱国际传播咨询日前发布一项深度行业调查报告显示，在中国，如果各大品牌再不及时弥合与消费者之间日益增加的“真实性差距”，即便最忠实的消费者也会选择与品牌决裂。

Brands in China risk alienating even their most loyal followers if they don't move to tackle a growing authenticity gap, according to an in-depth industry study from global communications firm FleishmanHillard.

福莱发布的这项题为《不确定世界中的真实性研究报告》显示，消费者对品牌所持有的期望与其实际体验中存在着巨大差异。

The study, Authenticity in an Uncertain World, uncovers a surprising number of gaps between what consumers now expect of a brand and what they experience in reality.

80%的样本企业未能满足消费者对产品更高价值的需求，近50%的样本企业在科技创新方面未能达到预期。

80 percent of companies studied are failing to meet demand for better value, and nearly 50 percent are falling short of expectations of innovation.

该报告深入调研了来自25个行业的300多家企业，覆盖中国、美国、德国、英国和加拿大等国家的5500余名消费者。

The research is the result of a comprehensive study of almost 300 companies across more than 25 industries, conducted with nearly 5,500 engaged consumers in China, the United States, Germany, the United Kingdom and Canada.

来自各国的消费者认为，他们对一家企业的了解和信任只有51%受企业的产品或服务影响，另外一半（49%）被这家企业的管理层表现以及其社会影响力所左右。

People across the globe say only half (51%) of their perceptions and beliefs about a company are shaped by their expectations of a company's products and services. The other half (49%) is shaped by information regarding how management behaves and the impact the company has on society.

福莱大中华区总裁、高级合伙人曹蔚明表示， 企业应更多更好地讲述自己的品牌故事。为了缩减这种“真实性差距”，企业须在被公众所期望的自身特性上进行投入，确保该特性与其受众群体的利益息息相关，并进行良好和有效的沟通。

Rachel Catanach, president and senior partner, Fleishman Hillard in Greater China says, companies need to do more to tell their stories. To close this authenticity gap, companies must invest in the attributes they want to be known for, make sure those attributes matter to your audiences and then communicate them.

曹蔚明说，“在中国的公司应该通过展示其不断创新以及优质的客户服务水准来体现其价值。这跟在世界上其他地方一样，企业的表现行为需要与其希望被人们所期待的保持一致。”

"Companies in China need to show the value they provide through demonstrating a constant focus on innovation combined with great customer service. Like companies the world over, they must behave as the company they want their audiences to think they are," said Rachel.

科莱恩与RTI签署协议生产清洁能源

Clariant signs agreement with RTI to supply cleaner energy

通过使含硫气体流在高温下得到净化，先进的WDP技术能够利用煤炭和其它高硫原料生产更加清洁的能源和化学品。

全球特种化学品制造商科莱恩日前宣布与美国三角国际研究中心签署全球许可协议，授权科莱恩为RTI独家提供固体脱硫剂材料，该脱硫剂对RTI的高温合成气脱硫工艺（WDP）技术至关重要。

Clariant recently announced the signing of a global licensing agreement with RTI International granting Clariant exclusive rights of supply for their solid sorbent material which is vital for RTI's warm gas desulfurization process (WDP) technology.

作为一种成熟的先进技术，高温合成气脱硫技术可以利用煤炭和其它高硫原料生产出更加清洁的能源和化学品。

WDP is an advanced market-ready technology for producing cleaner energy and chemicals from coal and other high-sulfur feedstocks.

该技术可使在煤炭或石油焦气化产生的合成气等含硫气体流在高温（250-650℃）下直接脱硫，从而降低大量合成气冷却和热回收的能耗。

It enables sulfur-containing gas streams, such as synthesis gas from coal or petcoke gasification, to be cleaned at elevated temperatures (250-650°C), thus reducing or eliminating the need for substantial gas cooling and expensive heat recovery.

与传统技术相比，WDP技术从整体上提高流程的效率，减少温室气体的排放，最高可将整个气体净化模块的支出和运营成本降低50％。

This increases overall process efficiency, reduces greenhouse gas emissions, and reduces the capital and operating costs of the entire gas cleanup block by up to 50 percent compared to conventional technologies.

该产品将被纳入科莱恩吸附剂系列，成为原本种类广泛、高度成熟的合成气催化剂与吸附剂产品线的关键补充，为满足日趋严格的行业要求提供综合解决方案。

The enhanced sorbent will provide truly integrated solutions to meet the increasingly stringent requirements of the industry.

“网购嘉年华”双11成交额创新高

The Online Revolution campaign set a new sales record on 11.11

Lazada11.11当日成交额再创新高。

东南亚跨境电商平台Lazada 于11月11日正式揭开了为期1个月 的“网购嘉年华”帷幕。11.11当天，Lazada以 1.23亿美元，合计8.17亿人民币再创GMV新高，打破2012年以来的最佳记录，GMV同比增长171%。

Lazada, kicked-off its month-long Online Revolution campaign with a new sales record on 11.11 of USD123 million in Gross Merchandise Value (GMV), representing a 171% year-over-year growth.

据统计，在总体成交量中，来自手机终端的订单占比70%，这表明，智能手机的普及和快速增长的中产阶级大力推动着“网购嘉年华“的销售业绩。

Over 70% of orders were placed from mobile devices demonstrating that a combination of meteoric smartphone adoption and a fast-growing middle-class is driving the Online Revolution.

今年的“网购嘉年华”吸引了更多来自中国，韩国和澳大利亚大大小小的品牌和商家，产生高于去年同期300%的跨境销售额。

Sales from crossborder merchants in China, Korea and Australia contributed to the success by rocketing up 300% from last year’s campaign.

而在跨境商品中最受欢迎的销售品类包括电子，时尚和家居，目前已累计售出800,000件相关商品，其中，蓝牙智能手环、蓝牙耳机、运动鞋以及家居收纳产品订单反映了东南亚各国消费者多样化的需求。

Customers flocked to deals from crossborder sellers across Electronics, Fashion, and Home, buying 800,000 items in the process. Standout sales of Bluetooth wristbands and earbuds, sports shoes and organizers & storage highlight the diversity of customers’ needs.

为了帮助跨境商家更好地准备接下来的大促，Lazada 团队还专门开设了一系列线上课程以及线下活动，为卖家提供“网购嘉年华“的促销培训。

To prepare the crossborder sellers for the campaign’s sales, the Lazada team offers tailored support through Lazada University training and events.

内容不仅包含了产品归类技巧和东南亚六国的消费者行为分析，商家还会得到在库存安排和包装容量上的建议，为接下来大促遇到的订单突增情况做好充分准备。

These include exclusive tips & tricks on commercial topics such as trending product categories and consumer behavior in each of the six markets. Insights into stock planning and packaging capacity help sellers to meet a spike in their orders with smooth operations.

SABIC与宜诺携手开发创新包装解决方案

SABIC signs MOU with INNOVO to jointly develop FOAMED packaging solutions

合作备忘录由沙特基础工业公司高性能聚合物及工业解决方案部全球营销和工业解决方案总监艾哈迈德· 阿尔-穆斯费尔（左）及宜诺首席执行官陈刚（右）共同签署。

全球多元化化学品领先企业沙特基础工业公司（SABIC）与宜诺包装（上海）股份有限公司签署合作备忘录。双方将进行协同创新，以满足中国蓬勃发展的电子商务行业对包装解决方案日益增长的需求。

SABIC signed a Memorandum of Understanding (MoU) with Innovo Packaging (Shanghai) Co., Ltd. to collaborate in innovation to meet the ever-growing demand for packaging solutions in China's booming e-commerce sector.

根据协议，SABIC将结合自身在发泡行业的专业知识以及宜诺的研发实力和对市场的深入洞察，共同开发创新的发泡包装解决方案，以使包裹变得更轻、更坚固及更耐用。

Under the agreement, SABIC will pool its expertise in foams with Innovo’s R&D strength and market insights to jointly develop innovative foamed packaging solutions for parcels which are lightweight, more rigid and durable.

双方还将在研发环节引入宜诺的客户如快递公司等，共同开展合作创新，从而通过新的解决方案帮助快递公司降低物流成本并提高竞争力。

Innovo’s customers such as delivery services providers will also take part in these joint research and development (R&D) activities. The new solutions are expected to help parcel delivery companies cut logistics costs and boost their competitiveness.

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编辑 / 李丹丹

来源 / 经济日报记者陈颐、朱琳

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