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双语:年轻网购族崛起 中国奢侈品市场重拾光彩

2018-06-11 09:45

来源:纽约时报

作者:

  After several years of slumber, China’s luxury market is finally returning to growth. You would not know that, though, from peering into its — mostly empty — high-end stores.

  在沉睡了数年之后,中国奢侈品市场终于恢复了增长。虽然光看中国那些几乎空无一人的高端商店,你不会意识到这一点。

  Western luxury brands have banked for years on rapid growth in China to drive global profits. The country’s breakneck economic expansion created legions of wealthy consumers keen to flaunt their newfound status. Many traveled overseas, buying high-end handbags and exotic watches in London, Milan, Paris and elsewhere.

  多年来,西方的奢侈品牌都在依靠中国快速增长的经济来带动全球利润。中国经济的急剧扩张创造了富裕消费者热衷于炫耀自己新晋地位的种种神话。许多人前往海外旅游,去伦敦、米兰、巴黎等地购买高端手袋和精致的腕表。

  But when luxury retailers invested heavily to bolster their marketing and expand their store networks within China, the bet never quite paid off.

  但是,当奢侈品零售商在中国投入巨资来支持营销、拓展门店网络时,这个赌注从未得到回报。

  That is now changing. Sales of luxury goods in mainland China are forecast to grow by between 20 and 22 percent this year, according to a report by the consulting firm Bain & Company. The authors of the study, one of the most closely watched overviews of the global high-end retail market, predicted that such expansion would drive up growth across the global luxury market by as much as 8 percent.

  这一点现在正在改变。根据贝恩咨询公司(Bain & Company)的报告,中国大陆奢侈品销量预计在今年将有20%至22%的增长。该研究是观察全球高端零售市场最受关注的概述之一,研究作者预计,这种扩张将带动全球奢侈品市场最高可达8%的增长。

  On the streets of Beijing, Shanghai and other Chinese cities, however, luxury shoppers are hard to find. And that is because the country is increasingly leading a shift in how such shopping is carried out.

  然而,在北京、上海和中国其他城市的街头,却很难找到奢侈品购物者。这是因为中国正在逐步推动一种购物方式转变。

  Take the Taikoo Li shopping center, regularly touted as proof of the rising power of the Chinese consumer.

  以太古里购物中心为例,这个购物中心常被吹捧为中国消费者力量增长的证明。

  Its 19 buildings, in one of Beijing’s busiest retail areas, house some of the world’s biggest brands — Versace, Balenciaga and a two-story Apple store that was once pelted with eggs by customers angry over a botched iPhone launch.

  在北京这个最为繁忙的零售区内,十九栋大楼里有着世界上最大的品牌:范思哲(Versace)、巴黎世家(Balenciaga),和一座两层楼的苹果(Apple)门店——曾经有一次iPhone开售活动出现意外,导致消费者朝这里扔过鸡蛋。

  The sight of would-be buyers in any of those luxury shops, however, is extremely rare. Salespeople have little to do except mill around and stare through the front windows.

  但是在这些奢侈品商店中,潜在买家却极其罕见。销售人员除了来回走动或站在窗前眺望之外,几乎无事可做。

  Instead, customers in China buy their luxury goods from elsewhere — and increasingly online. Whereas groups like LVMH Mo?t Hennessy Louis Vuitton and Kering have traditionally invested heavily in a flawless in-store experience, catering to consumers who want to be pampered and doted upon, Chinese shoppers are typically younger and heavily influenced by social media.

  中国的消费者会转而到别处购买奢侈品——并且越来越多地会在网上购买。而比如LVMH和Kering等集团以往会在完美的店内体验上投入大笔资金,迎合那些想要享受众星拱月的服务的消费者。而中国的购物者往往更年轻,深受社交媒体影响。

  More and more, they like to spend their money in a digital shopping culture that is distinct from that of Europe and North America, and they are well versed in price differences across the world.

  渐渐地,他们愈发喜欢把钱花在网络购物上,这与欧洲和北美的文化有着很大不同。他们也谙熟世界各地的价格差异。

  As a result, luxury brands have revised their pricing strategies in China, and have worked to cater to local customers. They communicate with customers via WeChat, a ubiquitous messaging and social media app that is increasingly used as a shopping portal; they work with regional celebrities and “influencers”; and they offer additional services like white-gloved delivery staff to replicate the old-fashioned shopping experience.

  因此,奢侈品牌改变了他们在中国的定价策略,并努力迎合当地消费者。他们会通过微信与消费者沟通,这是一款无处不在的消息传送和社交媒体应用,也越来越多地被用作购物门户;他们会与当地的明星和“网红”合作;他们还会提供比如白手套送货员工一类的额外服务,以复制出老式的购物体验。

(编辑:何莹莹)

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