German craftsman and his Chinese Dream --A thriving toy store on the “Belt and Road”(Part One)

古往今来,人们对美好生活的向往推动了不同地区的文化、社会、经济交流,

Through the ages, people’s aspiration for better lives have driven cultural,

social and economic exchanges among different regions,

每一个身在其中的人,都作为一个分子贡献着自己的力量。

and in the process everyone has made his or her own contribution.

中国改革开放40年,

Since China started reform and opening-up 40 years ago,

吸引了大量外国人,来到中国追寻希望,

a large number of foreigners have come to China to pursue their dreams.

他们是中国成就的亲历者,他们是新的丝路人……

They witness China’s progress, and become a new generation of Silk Roaders.

曼妙“一带一路”

Graceful “Belt and Road”

今年58岁的彼得•汉斯丹,

Peter Handstein is 58 years old this year.

30年前从德国来到中国。

He came to China from Germany 30 years ago.

当时中国的改革开放刚走过第一个十年,

The first decade of China’s reform and opening-up had just passed at the time.

市场上除了必需品以外,

On the market, besides basic daily necessities,

人们开始在百货大楼的柜台里看到了儿童玩具的身影。

children’s toys just began to be available in department stores.

这让做玩具生意的彼得,看到了机会。

Peter, for his experience in the toy business, saw an opportunity.

从一间制作玩具的小工厂起步,

With a small workshop,

这个德国大男孩,开启了中国创业之路,

this young German started his toy business in China,

同时也把他对玩具的理念带到了中国……。

introducing his ideas about toys to the country.

此时,彼得期望他的玩具厂

At that time, Peter expected that his toy factory

能够接到、完成更多的海外订单。

could receive and fulfill more overseas orders.

中国生产、海外销售,

Made in China and sold abroad,

让这一时期的外向型经济得到了快速发展。

export-oriented economy developed rapidly during that period.

也让从事中西贸易的外商们在中国找到了发展方向。

Foreign business people found a land of opportunities in China.

出生在德国中部小村庄的彼得。

Peter was born in a small village in central Germany.

祖辈都是村里的铁匠,

His ancestors were blacksmiths in the village.

从小他就跟随父辈学习手艺。

He began to learn the craft from his elder generation at a very young age.

(彼得为家人打造的“铁玫瑰”)

(“Iron Roses” Peter forged for his family members)

完成学业后,彼得并未子承父业,

Having finished his study, Peter didn’t become a blacksmith like his father,

而是开始在自家的车库里做起了玩具。

Instead, he started to make toys in his garage.

因为有创意、质量好,

Thanks to creativity and fine quality,

彼得制作的玩具成功进入上百家德国幼儿园,

Peter’s toys were introduced to over 100 kindergartens in Germany.

这让彼得有了资金,搬入新的生产基地。

Peter got enough money and moved to a new manufacturing base.

并取自己姓名(Handstein Peter)的前两个开头字母,

Taking the first two letters of his name (Handstein Peter),

组成了公司的新名字“Hape”。

he gave his company the new name “Hape”.

从此,彼得将自己的名誉与理念深植在了“Hape”中。

Since then, Peter inscribed his name and idea deeply into “Hape”.

今天,“Hape”在欧洲的营销中心,

Today, Hape’s marketing center in Europe

依然设立在这里,

is still here, overseeing all business in Germany, Switzerland and other regions

in Europe.

30多年过去了,

Over 30 years have passed.

旁边老楼墙面上的logo依然保留着最初的模样,

The logo on the wall of the old building remains what it was,

静静的向过往的客人述说着那段历史。

quietly telling visitors about its history.

从科隆到多瑙沃特,

From Köln to Donauwörth,

一路上陪同我们的彼得•科瑞撤,

Perter Kirche accompanied us,

介绍着Hape在欧洲的发展。

briefing us on Hape’s development in Europe.

和很多跨国公司一样,

Like many transnational corporations,

Hape原来的研发设计以欧美市场为主,

Hape’s research and design used to be oriented mainly at European and American

markets,

形成了欧美设计、中国生产、海外营销的格局。

forming the pattern of “designed in Europe and America, made in China and sold

abroad”.

这些年,随着中国经济的迅猛发展,

In recent years, with the rapid growth of China’s economy,

中国市场越来越重要。

the Chinese market is increasingly important.

在Hape推出的特色木制玩具中,

In Hape’s characteristic wooden toys,

也越来越多的融入了中国元素。

more and more Chinese elements can be found.

注重多元文化的交融,

Focusing on the integration of multiple cultures

造就了Hape今天的市场地位,

has brought Hape its current market position.

随手拿起一个小木玩,

When you pick up a little wooden toy,

相信你会从孩子们开心的笑容中寻找到答案……。

you may find the answer from children’s smile.

中国互联网经济的发展,

China’s booming Internet economy

正深刻改变着传统营销模式,

is profoundly changing traditional marketing models.

彼得明白,网上交易,正悄然改变着世界。

Peter understands that online trade is changing the world.

他不仅力促Hape开了天猫店,

He not only opened Hape’s online store in Tmall,

还向他的欧洲伙伴约尔格•德•布朗介绍起了中国淘宝。

but also introduced China’s Taobao to his European partner Joerg•De•Brown.

当我们,来到约尔格在德国的实体店时,

When we came to Joerg’s physical store in Germany,

他兴奋的向我们展示了他的“线上线下”。

he excitedly showed us his online shop.

[ Editor: Xueying ]
 

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