导读:两天前，韩国军方与乐天集团就萨德计划签署用地交换合约，意味着萨德部署进入快车道，此举在中国民众间掀起轩然大波，本文带你了解这些年乐天集团在华的销售表现。
South Korea’s Lotte Group has suffered from sluggish growth in its retail business in China, analysts said.
据分析师称，韩国乐天集团的零售业在中国陷入了增长滞缓的困境。
Revenues of Lotte Group’s hypermarkets sector slipped by 2 percent to 2,516 billion South Korean Won ($2.2 billion), as a result of its mediocre performance in China, according to its annual report released last month.
乐天集团在中国表现平平，根据其上月发布的年度报告，该公司大型超市部门的收入下跌了百分之二，下跌至2.516万亿韩元（22亿美元）。
The group saw its same store sale growth in China decline by 14 percent in 2016 while its overall global sale growth slowed by 3.8 percent despite the growth in Indonesia and Vietnam.
该集团发现，其2016年在华的同店销售增长额下跌了14%，与此同时，除印度尼西亚和越南外，其全球整体销售额的增长减缓了3.8%。
Lotte Group has planned to close three retail stores in China in 2017 due to declining performance in 2016, the South Korean conglomerate said earlier.
据韩国企业集团此前所说，由于2016年在华业绩的下跌，乐天集团计划于2017年关闭中国的三家零售商店。
Jason Yu, general manager of market research firm Kantar Worldpanel China, said: "Merely a regional player, Lotte hardly could compete with international or domestic retail giants in terms of scale. Lotte, which has no less than 1 percent of market share, has limited advantages in terms of merchandise, prices and shopping experience. It will also be under pressure from e-commerce where many South Korean brands can be bought online."
市场研究公司“凯度消费者指数”中国部门的总经理Jason Yu说道：“乐天仅仅在特定区域有竞争力，在规模上它无法与国内外的零售巨头抗衡。它仅占有不到1%的市场份额，只在商品、价格和购物体验上有着有限的优势。很多韩国品牌都可以涉足电子商务，它还会面临这一压力。”
Lotte has 174 overseas hypermarket outlets and 115 of them are in China.
乐天在海外有174家大型超市门店，其中115家开在中国。
Zhao Ping, deputy director of the Chinese Academy of International Trade and Economic Cooperation, under the Ministry of Commerce, said: "Lotte’s entry into China was mistimed. It came after other foreign retail giants such as Carrefour were expanding and occupying the market share in China. As a latecomer, most of its stores are located on the outskirts of cities, and the brand identity is not very familiar to consumers."
商务部下属的国际贸易经济合作研究院副主任赵萍说道：“乐天进入中国市场不合时宜。在诸如家乐福这样的其他国外零售业巨头开拓并占据中国的市场份额之后，它才加入进来。作为后来者，它的大部分商店只能开在市郊，其品牌标识对消费者而言也不甚熟悉。”
The unconventional locations and the lack of a brand identity have led to a drop off in consumer loyalty, Zhao added.
位置不合惯例、缺乏品牌辨识度导致了其用户忠诚度的降低，赵萍补充道。
Yang Wenli, a 28-year-old economics researcher at a university in Beijing, said: "I have only been to Lotte’s department store and duty-free shop in Seoul. But I have never shopped in its supermarket in Beijing, because I didn’t know it existed here. Also, local brands such as Wumart can meet all my daily needs."
28岁的杨文利（音译）是北京某大学的经济研究员，他说：“我只去过乐天在首尔的百货商店和免税商店。但我从未在北京的乐天超市购物过，因为我根本不知道北京还有乐天超市。另外，本地的品牌譬如沃尔玛足以满足我的日常需求了。”
A Lotte supermarket in Beijing was fined 44,000 yuan ($6,400) by the Beijing Municipal Administration for Industry and Commerce for posting illegal advertising, Chinese media reported on Tuesday.
据中国媒体本周二的报道，北京市的一家乐天超市因为张贴违法广告，被北京市工商行政管理局处以了4.4万元人民币（6400美元）的罚款。
Since its first entry into the Chinese market in 1994, the Lotte Group has invested 60 billion yuan but it did not pay off as it expected.
自1994年首次进入中国市场以来，乐天集团已经投资了600亿元人民币，但并未获得预期的收益。
