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尽管关系紧张,中国科技公司仍努力开拓日本市场Chinese tech companies strive to crack Japan market despite tensions

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10月15日,总部位于深圳的具身智能机器人初创公司LimX Dynamics在东京附近的CEATEC展会上进行舞蹈演示。(摄影:川濑健司)LimX Dynamics, a Shenzhen-based embodied AI robotics startup, stages a dance demonstration at the CEATEC show near Tokyo on Oct. 15. (Photo by Kenji Kawase)

日本千叶讯 — — 尽管中日关系出现严重的外交寒意,中国科技公司仍在积极推进,力求在日本开拓商机。

CHIBA, Japan -- China's tech companies are making a push to unlock business opportunities in Japan, despite a severe diplomatic chill between the neighbors.

周二,在东京附近举行的先进技术综合展(CEATEC)上,人群聚集在一个展位前,观看一台会跳舞的人形机器人演示。

At the Combined Exhibition of Advanced Technologies (CEATEC) trade show near Tokyo on Tuesday, a crowd gathered around a booth for a demonstration of a dancing humanoid robot.

这台尖端机器人由深圳的具身AI机器人初创公司LimX Dynamics研发。负责开拓市场的罗杰斌表示,该公司在CEATEC的表演标志着其机器人在日本的首次亮相。

The state-of-the-art machine was made by LimX Dynamics, a Shenzhen-based embodied AI robotics startup. Luo Jiebin, who is in charge of opening up the market, said the performances at CEATEC marked the Japanese debut for the company's robots.

罗杰斌向《日经亚洲》透露,LimX正计划在日本设立子公司,并配备展厅以展示产品并与当地客户开展业务。她表示,与真实机器人合作是根据特定需求进行定制的必要条件。她还说,该公司已在东京确定了场地,有望在本月底前开放。

Luo revealed to Nikkei Asia that LimX is about to set up a subsidiary in Japan with a showroom to display its products and conduct business deals with local clients. She said working with real robots is necessary to customize them for specific needs. The property in Tokyo has been secured and could open as early as the end of the month, she said.

LimX — — 该公司展示了其设备不仅能跳舞,还能搬运货物等功能 — — 正将日本视为其计划进军的其他亚洲市场的样板,包括韩国、印尼和泰国。罗杰斌说:“如果我们能够让人们了解我们在日本的存在,这在其他地方也不会是个坏消息。”

LimX -- which showed how its devices can not only dance but also, say, move goods -- is prioritizing Japan as a model for other Asian markets it aims to target, including South Korea, Indonesia and Thailand. "If we are able to tell people about our presence in Japan, that is not going to be a bad story in other places," Luo said.

这家快速成长的公司在今年7月完成了一轮2亿美元的Pre-IPO融资,规模与今年早前的一轮相当,吸引了来自欧洲、中东和北美的投资者。

The growing company closed a $200 million pre-initial public offering round of funding in July, following one of the same size earlier in the year, bringing in investors from Europe, the Middle East and North America.

被问及在两国关系恶化之际进行日本市场的首次战略布局时,罗回应称:“对此我们无能为力。”

Asked about making a strategic first step into Japan at a time when bilateral relations have soured, Luo replied, "There's nothing we could do about it."

两国关系在日本首相高市早苗去年议会中就台湾危机风险发表言论后急剧恶化。北京对东京实施了多项制裁,包括取消众多直航航班、限制稀土出口、将日本公司列入黑名单,并发动外交宣传,指责高市政府实行“新军国主义”。尽管政治压力持续存在,但国内经济疲软正推动中国企业探索海外市场,其中包括日本。众多中国出口商参加了CEATEC,这是一项在东京郊外幕张展览馆举办的年度重要科技展,与日本移动性展Bizweek同步进行,持续至周五。

Ties between the two nations sharply deteriorated after Japanese Prime Minister Sanae Takaichi made remarks in parliament nearly a year ago about the risks of a Taiwan crisis. Beijing has imposed various sanctions against Tokyo, from cancelling many direct flights, restricting rare-earth exports and blacklisting Japanese companies to launching a diplomatic campaign accusing Takaichi's government of "neo-militarism." Despite the persistent political pressure, a sluggish domestic Chinese economy is pushing companies to explore overseas markets, including Japan. Numerous Chinese exporters showed up at CEATEC, a prominent annual tech event running through Friday alongside the Japan Mobility Show Bizweek at the Makuhari Messe convention center on the outskirts of Tokyo.

深圳玛古科技,一家来自深圳的消费电子及科技配件制造初创企业,也首次亮相CEATEC。

Shenzhen Magoo Technology, a consumer electronics and tech-accessory manufacturing startup from Shenzhen, was also making its first appearance at CEATEC.

深圳玛古科技旗下品牌Auluma专注于智能手机配件,旨在在日本市场取得良好开局后进一步巩固其地位。

Shenzhen Magoo Technology, which sells smartphone accessories under the brand Auluma, aims to enhance its position in Japan after a promising start.

该公司海外业务负责人段春晖在其简约设计的展位上向《日经亚洲》表示,参展旨在“提升我们在日本的品牌认知度和知名度”,此前公司在消费市场已获得积极反馈。

Duan Chunhui, the company's overseas account manager, told Nikkei Asia at its sleekly designed booth that getting a place at the show was about "enhancing our brand recognition and awareness in Japan," after promising initial responses in the consumer market.

该公司以品牌名Auluma运营,该名称源自古希腊语,意为“精准与高效”。玛古科技今年正式进入日本市场。自8月起,其智能手机配件已在东京一家大型电子零售商的四家分店上架销售。与LimX类似,玛古科技也正在筹备于明年成立日本子公司。

The company, which goes by its brand name Auluma, inspired by Ancient Greek words meaning "precision and efficiency," entered the Japanese market in earnest this year. Since August, its smartphone accessories have been sold at four branches of a major electronics retailer in Tokyo. Like LimX, Magoo is also preparing to establish a subsidiary in Japan, likely next year.

负责在日本培育新业务合作伙伴的段表示,他没有注意到外交摩擦带来的明显影响。他怀疑许多消费者可能没有意识到该公司是中国企业,或许是因为其希腊风格的品牌名称。由于在CEATEC展位上没有明显的公司来源标识,他说:“有人在问,这个品牌来自哪个国家?”

Duan, who is in charge of cultivating new business partners in Japan, said he has not noticed much impact from the diplomatic friction. He suspects many consumers may not recognize the company as Chinese, perhaps due to its Greek-style brand name. With no obvious signs at the CEATEC booth of the company's origin, he said, "There are people asking, which country is this brand from?"

另一家首次参展的中国企业是深圳森科技集团,这是一家生产电感器的制造商,电感器是用于打印机和显示器等产品的电子元件。“尽管存在这种政治因素,我们确实在努力开拓日本市场的更多[机会],”公司海外销售总监蔡尚林(亦称凯文·蔡)表示。“我们只是在做生意。”蔡强调,其公司与日本企业的业务关系已有约15年,他指出这种关系得益于可靠且价格实惠的产品。

Another Chinese newcomer to the show was Shenzhen Cenker Technology Group, a manufacturer of inductors, an electronic component used for products such as printers and displays. "We are definitely trying to explore more [opportunities] in Japan, even though there's this politics thing," said Cai Shanglin, who also goes by Kevin Cai, the company's overseas sales director. "We are only doing business." Cai stressed that his company has had business relationships with Japanese corporations for about 15 years, which he stressed are supported by reliable, affordable products.

“我知道日本客户对中国企业有些顾虑,”他承认。为缓解此类担忧,他表示公司今年在曼谷附近的素他那功建立了一家新的泰国工厂。他说,如果客户对直接从其位于中国南部广西地区的工厂采购持保留态度,他们“可以直接与我们的泰国工厂进行交易。”Guide Group总裁吕尊贵在零部件制造商的CEATEC展位上迎接潜在客户。

"I know Japanese clients have some concerns with Chinese businesses," he conceded. To ease such worries, he said the company this year established a new Thai factory in Samut Prakan, near Bangkok. He said that if clients are wary of purchasing directly from its factory in the southern mainland Chinese region of Guangxi, they "could directly trade with our Thailand factory." Guide Group President Lyu Zungui greets potential customers at the parts maker's CEATEC booth.

总部位于湖南的Guide Group专门生产家电和玩具用的电子零部件,这是其第四次参加CEATEC展。公司总裁吕尊贵在展位上会见潜在客户。

Hunan-based Guide Group, which produces electronic parts for home appliances and toys, was at CEATEC for a fourth time. President Lyu Zungui was at the company's booth to meet potential customers.

他表示,东京与北京之间的分歧影响“仍然可以接受”,尽管他不指望在日本市场快速见效。日本市场是其战略的一部分,旨在将对外收入的占比从目前约20%提高到总收入的一半。

He said the impact of the Tokyo-Beijing spat is "still OK," although he is not counting on quick results in Japan. The market is part of his strategy to expand external revenue to half the total, from about 20% now.

被问及这是否是为了应对国内的激烈竞争,或者说中国所说的“内卷”,吕说:“是啊,你可以这么说。”为东莞和深圳提供高科技产品零部件和服务的东莞Y-star精密制造公司,日本市场是一个新的前沿。在为美国客户做了二十年业务之后,这些业务往来已经减少,尤其是在美国总统特朗普第二任期内。

Asked whether this is to deal with the harsh competition at home, or what China calls "involution," Lyu said, "Yeah, you can say it that way." For Dongguan Y-star Precision Manufacturing, which provides parts and services for high-tech products out of Dongguan and Shenzhen, the Japanese market is a new frontier. After two decades of doing business with U.S. customers, those dealings have dwindled, especially under the second term of U.S. President Donald Trump.

日本与美国一样,对敏感技术产品持有担忧,而外交紧张局势又增添了一层阻力,但负责在日本开发新客户的经理罗平显得毫不在意。“如果你不尝试,就什么也得不到,”他说。

Japan shares U.S. concerns over sensitive tech products and the diplomatic tensions add another headwind, but Luo Ping, a manager tasked with cultivating new clients in Japan, sounded unfazed. "If you don't try then you don't get anything," he said.

在CEATEC展会上,并非所有人都对中日关系恶化持乐观态度。深圳格瑞普电池全球业务发展经理郭金辉(或称索菲·郭)在被问及她对形势的看法时说:“这不行。我能感受到。”深圳格瑞普电池的全球业务发展经理表示,她能感受到中日外交关系紧张带来的一些影响。

Not everyone at CEATEC was so sanguine about the poor relations between Japan and China. Guo Jinhui, or Sophie Guo, global business development manager at Shenzhen Grepow Battery, said when asked for her interpretation of conditions: "It is not OK. I can feel it." Shenzhen Grepow Battery's global business development manager says she can feel some effects of the diplomatic chill between Tokyo and Beijing.

郭表示,一些日本客户的决策正在变慢——比如他们测试电池却不给出明确的回复期限。尽管如此,她说她会坚持下去。

Guo said decision-making by some Japanese clients is getting slower -- such as clients testing batteries without giving specific deadlines for a response. Nevertheless, she said she would persevere.

“日本市场很难判断,”曾参加过CEATEC展会的郭说。“只参加一两次展会,你无法判断这是否值得。”

"The Japanese market is difficult to judge," said Guo, who has exhibited at CEATEC before. "Only with one or two times in shows, you can't tell whether it's worth it or not."