Microsoft Corp. just opened its flagship store on China's largest online shopping mall, as the U.S. software giant tries to sell Windows-based tablets and smartphones to local consumers amid fiercecompetition from Apple Inc. products and devices powered by Google Inc.'s Android operating system.
微软公司(Microsoft Corp.)在中国最大的在线购物商城开设了旗舰店。面对来自苹果(Apple Inc.)产品和搭载谷歌(Google Inc.)操作系统安卓(Android)设备的激烈竞争，这家美国软件巨头试图向中国消费者兜售基于Windows的平板电脑和智能手机。
The new store inside Tmall, a business-to-consumer shopping site operated by Alibaba Group Holding Ltd., sells the Surface, Microsoft's first homegrown computing device released in late October, and Nokia Corp.'s Lumia smartphones running the Windows Phone mobile operating system, among other products.
微软的这个新店开在阿里巴巴集团(Alibaba Group Holding Ltd.)运营的企业对消费者购物网站天猫(Tmall)上，出售的是微软去年10月下旬发布的首个自主研发的平板电脑产品Surface和诺基亚公司(Nokia Corp.)搭载微软Windows Phone移动操作系统的Lumia智能手机等产品。
The move is part of Microsoft's attempt to broaden its direct consumerretail channels in China. In October, the company launched its Chinese online retail store, which is separate from its Tmall store.
这是微软试图在中国拓宽直接面对消费者的零售渠道的努力之一。去年10月，该公司推出了微软中国官方商城。该商城与其天猫旗舰店是两个不同的网店。
'We go where the customers are,' said Microsoft's Shanghai-based spokesman Brandon Yoon. 'Tmall is one of the primary destinations for consumers in China.'
微软驻上海发言人Brandon Yoon说，哪有客户我们就去哪，天猫是中国消费者光顾的主要网站之一。
Alibaba is China's biggest e-commerce company. Its Taobao and Tmall shopping sites have more than 500 million registered users, and transactions on those sites are responsible for a majority of parcels being delivered daily in China. Tmall hosts online stores run by many major brands such as Gap and Nike.
阿里巴巴是中国最大的电子商务公司。该公司旗下的淘宝网和天猫拥有超过5亿的注册用户，其交易产生的包裹快递在中国国内每日包裹运送量中占大部分。Gap和耐克(Nike)等很多大品牌均已入驻天猫。
Earlier this month, Alibaba made headlines by naming a new chief executive to replace its founder Jack Ma.
本月早些时候，阿里巴巴任命了接替创始人马云的新首席执行长，这个消息当时成了头条新闻。
Microsoft's Tmall store comes after a slow start last year in the global market for the Surface and other devices powered by the new Windows 8 and RT operating systems. Despite Microsoft's strength in the enterprise market, the rapid growth of mobile computing has altered the competitivelandscape world-wide.
微软入驻天猫的背景是，Surface等搭载Windows 8和RT新操作系统的产品去年发布后，在全球市场上没有立即引发积极反响。尽管微软在企业市场上有优势，但移动计算市场的快速增长已改变了全球的竞争格局。
In China, which has already overtaken the U.S. as the world's largest smartphone market, handsets using Google's Android operating system dominate, while Apple maintains its solid niche in the high-end segment, leaving little room for Windows-based phones.
中国已超过美国成为全球最大的智能手机市场。在这里，使用搭载谷歌安卓操作系统的手机属于主流，而苹果在高端领域的地位仍十分稳固，几乎没有给搭载Windows系统的手机留下空间。
Still, Mr. Yoon said that Microsoft has been encouraged by consumerresponse to the Surface and other latest products in China, and that is one of the reasons the company is expanding its online retail sales channels through Tmall.
尽管如此，Yoon说，中国消费者对Surface等最新产品的反应令微软很受鼓舞，这也是微软通过天猫拓宽其在线零售渠道的原因之一。
In addition to Surface tablets, Lumia phones and Office software products currently sold on the Tmall store, Microsoft also plans to sell PCs and other Windows-based devices from its hardware partners at the online store.
除微软天猫旗舰店目前在售的平板电脑Surface、智能手机Lumia和Office软件产品外，微软还打算在该店销售其硬件伙伴生产的个人电脑和其它基于Windows系统的产品。
Juro Osawa
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