本文摘要：TIANJIN, China — Zhang Sitong was saving a friend’s phone number on his Samsung Galaxy Note 7 smartphone when it started to vibrate and smoke. 中国天津——张思童急忙把朋友的电话号码遗到自己的三星Galaxy Note 7智能手机上去，忽然手机开始震动，后起火。

TIANJIN, China — Zhang Sitong was saving a friend’s phone number on his Samsung Galaxy Note 7 smartphone when it started to vibrate and smoke. 中国天津——张思童急忙把朋友的电话号码遗到自己的三星Galaxy Note 7智能手机上去，忽然手机开始震动，后起火。He threw it on the ground and told his friend to start filming.他把手机扔到到地上，并让朋友展开摄制。Two employees from Samsung Electronics showed up at his house later that day, he said, offering a new Note 7 and about $900 in compensation on the condition that he keep the video private. 张思童说道，三星电子的两名员工在当天晚些时候经常出现在他的住所，要给他一部新的Note 7手机，以及约合6000元人民币（大约900美元）的赔偿金，条件是他不公开发表视频。

Mr Zhang angrily refused. 张思童气愤地拒绝接受了。Only weeks before, even as Samsung recalled more than two million Note 7s in the United States and elsewhere, the company had reassured him and other Chinese customers that the phone was safe.就在几周前，虽然三星已在美国和其他地方宣告解任逾200万部Note 7手机，公司却仍在向张思童和其他中国客户确保，国行版的手机是安全性的。They said there was no problem with the phones in China. 他们说道，中国出售的手机没问题。

That’s why I bought a Samsung, said Mr Zhang, a 23-year-old former firefighter. 这是我为什么买了三星的原因，23岁的张思童说道，他曾多次当过消防兵。This is an issue of deception. 这是一个愚弄的问题。They are cheating Chinese consumers.他们在愚弄中国消费者。Samsung, already reeling from its embarrassing and expensive decision last week to kill the Note 7, has a particularly vexing problem in China. 三星上周作出了令其失望且损失根本性的要求，暂停生产Note 7，这早已让公司受到重创，而公司在中国则面对着特别是在令人烦恼的问题。

On Tuesday, China’s powerful state-run broadcaster, China Central Television, or CCTV, criticized the way Samsung tested its phones and asked whether its claims that the phones were safe and reliable were fabricated falsehoods.周二，中国强劲的官方媒体中央电视台抨击了三星检测手机的方法，并责问公司，声称手机安全可靠是不是欺诈编造。If Samsung continues to violate the legitimate rights and interests of Chinese consumers and continues to refuse to make public the samples used in its testing process as well as the process itself, who would be able to help Chinese consumers find the truth? the CCTV report said.央视报导问道，如果三星之后侵犯中国消费者的合法权益，之后拒绝接受向中国消费者公开发表其检测过程和样品，谁又能协助中国消费者寻找真凶呢？The South Korean company is paying a price for treating China differently. 这家韩国公司正在为区别对待中国市场付出代价。Samsung initially said the Chinese version of the Note 7 had a different battery and was safe. 三星最初曾说道，国行版Note 7用有所不同的电池，是安全性的。But last week, after reports in China of phones catching fire, it finally recalled the Note 7 there before it scrapped the phone globally.但上周，在中国经常出现了手机起火的报导之后，三星再一要求解任中国市场上的Note 7，并在那以后宣告，在全球出厂这款手机。

The brand has been damaged already, said Di Jin, research manager in China for IDC, a technology research firm. 公司品牌早已受到伤害，技术研究公司IDC的中国研究经理金迪说道。It will be really hard for Samsung to regain its market share in the near future.三星将很难在旋即的将来完全恢复其市场份额。In a statement, Samsung said it would like to apologize for any misunderstandings this may have caused the Chinese consumers due to an unclear communication in the process. 三星在一份声明中回应，由于我们没对产品安全性展开精细的解释给大家带给的为难，我们向广大消费者传达诚恳的歉意。

It said its quality control was the same in all countries. 声明说道，三星的质量掌控在所有的国家都一样。To Samsung, China is one of the most important markets and a crucial destination for foreign investment, it said. Samsung never holds a double standard against them.三星电子非常重视中国市场，未曾且总有一天会对中国使用双重标准，声明说道。Samsung was once the top phone maker in China, which is now the world’s largest smartphone market. 三星一度是中国市场上仅次于的手机制造商，中国目前有世界上仅次于的智能手机市场。

It enjoyed a reputation for quality in a country weary of cheap products, as well as the benefit of a Korean name in a country that adores Korean pop music and culture.在一个厌烦了廉价产品的国家，三星拥有高质量的声誉。韩国流行音乐和文化也在中国颇受青睐，让这个韩国名字的公司获益。

But Samsung has become the latest global brand to get hit by rising Chinese rivals that compete on quality as well as price. 但是，三星早已沦为在中国市场受到挑战的近期全球品牌，其中国输掉在质量和价格上都有竞争力。Samsung has lost market share in China to Huawei Technologies, Xiaomi, Oppo Electronics and other local companies making competitive gadgets with advanced features. 三星在中国的市场份额已受到华为、小米，以及广东欧珀移动通信有限公司(Oppo Electronics)等本地公司的风化，这些公司都生产具备先进设备功能的竞争产品。

The South Korean company’s market share dropped to less than 7 percent in the second quarter of this year from nearly 19 percent in 2013, according to IDC.据IDC统计资料，三星在中国的市场份额从2013年的将近19％上升到今年第二季度的将近7％。The treatment of Chinese consumers by foreign firms is an issue that resonates in a country where nationalistic sentiment runs deep. 中国人的民族主义情绪很高，外国公司对待中国消费者的问题在这里能产生很深的回响。The state news media has vilified foreign brands such as McDonald’s, KFC, Apple and Starbucks for what they perceive as unequal treatment of Chinese customers.官方新闻媒体曾指责过诸如麦当劳、肯德基、苹果和星巴克等外国公司，指出它们对中国客户有不公平的待遇。

Foreign companies who appear to employ any less favorable policy for the China market can quickly find themselves waist-deep in a P.R. quagmire, said Mark Natkin, the managing director of Marbridge Consulting, an advisory firm based in Beijing.看起来对中国市场采行了任何不过于优惠政策的外国公司，都迅速不会陷于一种公关困境，总部设于北京的努博瑞咨询有限公司(Marbridge Consulting)的继续执行董事马克纳特金(Mark Natkin)说道。Those who have navigated the Chinese market most successfully are the companies that have understood they can’t win every battle, he said, and that sometimes, to maintain a happy relationship, it’s better just to say: ‘I’m sorry. 处置中国市场问题最顺利的公司，是那些明白它们不有可能夺得每场战斗的公司，他说道。有时，为了保持一种无聊的关系，最差只是说道‘对不起。

I love you. 我爱你。The official news media in China has become increasingly critical of both foreign and domestic companies as China’s consumer culture has grown. 随着中国消费文化的发展，中国的官方新闻媒体对国内外的公司也有更加多的抨击。The push culminates each year in March, when CCTV takes on companies for their practices as part of Consumer Rights Day in a prime-time special complete with song-and-dance routines.抨击声在每年3月达到高潮，在每个消费者权益日，中央电视台都会在黄金时段播出抨击公司作法的特别报道，还常有歌曲和舞蹈。

Foreign brands have a mixed track record dealing with attacks from the official Chinese news media. 外国品牌在应付来自中国官方新闻媒体的反击上作法各异。Apple apologized after CCTV criticized its warranty policies but went on to enjoy strong sales in the following years. 苹果在央视抨击其中国售后服务政策之后立刻致歉，从而在接下来的几年里之后在中国市场拥有强大的销售。Starbucks continues to move lattes there at a brisk pace despite CCTV’s criticism of its pricing three years ago. 星巴克的拿铁做生意在中国仍然红火，尽管央视三年前曾抨击其咖啡售价过低。

But KFC’s parent, Yum Brands, took a hit after CCTV scrutinized its suppliers.央视对肯德基的母公司百胜(Yum Brands)的供应商做到了调查报导后，百胜的中国业务受到了压制。Mr Zhang, a salesman in the city of Fushun, in northeastern China, was a Samsung loyalist. 张思童是中国东北地区抚顺市的一名推销员，他曾是三星的心目中用户。

He has owned four smartphones made by the company, in part because of the pen-type stylus that comes with its Note models.他享有四款三星生产的智能手机，部分原因是他讨厌三星Note手机的手写笔。After he rejected the offer from Samsung, Mr Zhang quit his job and hit the road. 张思童拒绝接受了三星的赔偿金之后，辞任了工作，踏上了找寻真凶的道路。He joined up with Hui Renjie, another man who said his Note 7 had also blown up, to visit laboratories to figure out the problem with their phones. 他与一位返先生一起，为了搞清楚他们手机的问题，去了几家检测机构，返先生说道自己的Note 7也发生爆炸了。

The trip and the testing were paid for by CCTV, which featured the two in Tuesday’s report.他们的旅行和检测费是央视缴纳的，央视周二的报导主要是关于他们的。In the report, CCTV said an independent lab could not determine the cause of the fire that consumed Mr Zhang’s phone. 央视在报导中说道，独立国家实验室无法推断张思童手机的发生爆炸原因，因为手机破坏相当严重。

It said an external heat source was not responsible for the fire that destroyed Mr Hui’s phone.报导还说道，外部热源不是返先生手机起火的原因。Mr Hui said Samsung had declined his repeated requests to conduct an investigation into the cause of his phone catching on fire in his presence and had ignored his calls. 返先生说道，三星多次拒绝接受当着他的面检测手机起火原因的拒绝，也不返他打过去的电话。

According to Mr Hui, a representative from the e-commerce site JD.com, where he had bought his phone, told him that Samsung had offered to compensate him for his burned phone and laptop, which he had ruined after throwing his phone on it. 返先生说道，他的手机就是指电子商务网站京东买了的，京东的一名代表告诉他，三星已回应要赔偿金他烧坏的手机和笔记本电脑，电脑损毁是因为手机掉下来其上。Mr Hui, in response, said, I told JD to pass this message to Samsung: ‘Go to hell.’ 回应，返先生说道：我让京东转达三星：‘夺命去吧。

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