正版"憤怒小鳥"強攻中國市場

Angry Birds' new challenge may be a bit steeper than knocking down a shoddy structure onto a few static pigs.

相比打垮一座搖搖晃晃的構造、砸死幾頭呆着不動的豬，《憤怒的小鳥》(Angry Birds)面臨的新挑戰恐怕要更加艱鉅一些。

Rovio Entertainment Ltd., the Finnish game developer behind the Angry Birds franchise, is trying to grow from a mobile game company into a global brand and a big part is a full-on marketing blitz in China, which it says is its second-largest market after the though fake Angry Birds products abound in the country, Rovio ChinaGeneral Manager Paul Chen is undaunted.

《憤怒的小鳥》背後的芬蘭遊戲開發商Rovio Entertainment Ltd.正在努力從一家手機遊戲公司成長爲一個全球品牌，其中很大一部分工作就是在中國發動一場全面的營銷戰。據該公司說，中國是它僅次於美國的世界第二大市場。儘管假冒"憤怒的小鳥"產品在中國屢見不鮮，但Rovio中國區總經理陳博一(Paul Chen)沒有絲毫膽怯。

Though Rovio has previously targeted the China market with specific initiatives, like a level designed around China's Mid-Autumn Festival, the company opened its office in Shanghai earlier this year and Mr. Chen said in an interview it will be rolling out a number of new programs in the coming 18 months.

Rovio之前也曾採取針對性的行動向中國市場發起進攻，比如設計了一個以中秋節爲主題的關口。不過在今年早些時候，該公司設立了上海辦事處，陳博一在接受採訪時說，未來18個月公司將推出一系列新的項目。

The first of those is a new Angry Birds game designed for the China market ahead of the London Olympics this summer. Centered on a drum motif that elicits the opening ceremonies in the Beijing opening ceremony four years ago, users compete with others online to hit Chinese-style drums scattered throughout the levels.

首先是在今年夏季倫敦奧運會前夕針對中國市場設計一款新的《憤怒的小鳥》遊戲。新遊戲以鼓爲主題，暗仿四年前北京奧運會的開幕式，用戶和其他人聯網比賽，擊打散見於各關的中式鼓。

In an animation accompanying the game, a pack of Angry Birds characters join iconic Chinese Olympic athletes like badminton player Lin Dan and hurdler Liu Xiang as they reclaim a golden drum from the pigs, their recurring enemies in the game franchise.

在伴隨遊戲的一段動畫裏面，一羣"憤怒的小鳥"跟着中國奧運明星運動員（如羽毛球手林丹、跨欄運動員劉翔）一起從豬羣手中奪回一個金鼓。豬是《憤怒的小鳥》中反覆出現的反面角色。

Then in July, the company will open its first two retail stores in Shanghai and Beijing, but Mr. Chen says the company will be opening several hundred stores across China over the next year and a half. As with many popular branded products in China, many items bearing counterfeit Angry Bird images and patterns are for sale in China.

然後在7月份，Rovio將在上海和北京開設頭兩家零售店，但陳博一表示未來一年半還會在中國各地開設幾百家門店。跟許多受人歡迎的名牌產品在中國的遭遇一樣，很多擁有"憤怒的小鳥"圖像和造型的非授權商品在中國都可以買到。

But Mr. Chen said he believed once Chinese fans were given a chance to buy genuine Angry Bird products, they would.

但陳博一說，他相信，一旦中國粉絲有機會買到"憤怒的小鳥"正品，他們就會去購買。

"There's an educational process to say, OK, this is the official, this is the unofficial product. With the official you'll get exclusive designs, things others don't have, your friend who might have an unofficial T-shirt, they're not cool anymore because you have the latest official design," he said. "It's kind of like the way fashion works, where the uncool guy has last year's fall collection and you have this year's fall collection."

他說，這裏有一個教育過程，比如這是官方產品，這是非官方產品，官方產品擁有獨一無二的設計，這是其他產品沒有的；你的朋友可能有一件非官方T恤，可他們再也沒有那麼潮了，因爲你擁有最新的官方設計；這跟時裝的運作方式差不多，落伍者擁有的是去年秋季流行的款式，而你擁有的是今年秋季流行的款式。

He added that the company also plans to include special levels and other game features that are linked to the purchase of official products, so those who buy the sometimes-misshapen fake Angry Bird stuffed animal will miss out on some of the perks offered to those who buy the real thing.

他說，公司還計劃加入與購買官方產品相掛鉤的特別關口和其他遊戲功能，這樣那些購買假冒"憤怒的小鳥"填充玩具（有時候做得很醜）的人就無法獲得正品用戶獲得的一些好處。

Finally on Oct. 1, China's National Day, the company will be opening its first theme park in a city outside ofShanghai. The park, which will feature rides as well as a large interactive playground, will be the first of several locations opening in the next year and a half, Mr. Chen said.

最後在10月1日國慶節，Rovio將在上海附近的一個城市開放首家主題公園。這座公園將有兜風項目，還有一個巨大的互動遊樂場。陳博一說，它將是接下來一年半開設的多座主題公園中的第一座。