年輕網購族崛起,中國奢侈品市場重拾光彩 丨雙語閱讀

2019-01-11 06:38:46

年輕網購族崛起,中國奢侈品市場重拾光彩

Luxury Sales Are Rebounding in China. Just Not in Stores.


北京的LV門店。很少會在城市里看見奢侈品購物者,但今年的網絡購物和海外購物預計會推動行業發展。?QILAI SHEN/BLOOMBERG


LONDON — 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.

倫敦——在沉睡了數年之后,中國奢侈品市場終于恢復了增長。雖然光看中國那些幾乎空無一人的高端商店,你不會意識到這一點。


slumber:沉睡,此句也可把slumber替換為其他詞:After several years of standstill(停滯),或者 China's deep-sleeping luxury market. 由中文反推一下英文。


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.

多年來,西方的奢侈品牌都在依靠中國快速增長的經濟來帶動全球利潤。中國經濟的急劇擴張創造了富裕消費者熱衷于炫耀自己新晉地位的種種神話。許多人前往海外旅游,去倫敦、米蘭、巴黎等地購買高端手袋和精致的腕表。

注意此處bank的比較少見的用法:

bank on?sb/sth,

to depend on something happening or someone doing something

依靠,指望


But when luxury retailers invested heavily to bolster their marketing and expand their store networks within China, the bet never quite paid off. A slowdown in the Chinese economy, as well as an anti-corruption campaign led by the country’s president, Xi Jinping, left customers less willing to splash large amounts of money.

但是,當奢侈品零售商在中國投入巨資來支持營銷、拓展門店網絡時,這個賭注從未得到回報。中國的經濟放緩以及由中國國家主席習近平領導的反腐敗運動讓顧客更不愿意揮霍大筆錢財。

揮霍大量金錢:splash large amounts of money

相似意思的短語:

spend extravagantly

squander sth on sth

spendthrift:揮霍無度的,敗家子


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.

這一點現在正在改變。根據貝恩咨詢公司(Bain & Company)的報告,中國大陸奢侈品銷量預計在今年將有20%至22%的增長。該研究是觀察全球高端零售市場最受關注的概述之一,研究作者預計,這種擴張將帶動全球奢侈品市場最高可達8%的增長。


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、上海和中國其他城市的街頭,卻很難找到奢侈品購物者。這是因為中國正在逐步推動一種購物方式轉變。


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

以太古里購物中心為例,這個購物中心常被吹捧為中國消費者力量增長的證明。


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.

在北京這個最為繁忙的零售區內,十九棟大樓里有著世界上最大的品牌:范思哲(Versace)、巴黎世家(Balenciaga),和一座兩層樓的蘋果(Apple)門店——曾經有一次iPhone開售活動出現意外,導致消費者朝這里扔過雞蛋。


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.

但是在這些奢侈品商店中,潛在買家卻極其罕見。銷售人員除了來回走動或站在窗前眺望之外,幾乎無事可做。

由京東送貨的Prada包,攝于北京。品牌會提供比如白手套送貨員一類的額外服務,以復制出老式的購物體驗。


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.

中國的消費者會轉而到別處購買奢侈品——并且越來越多地會在網上購買。而比如LVMH和Kering等集團以往會在完美的店內體驗上投入大筆資金,迎合那些想要享受眾星拱月的服務的消費者。而中國的購物者往往更年輕,深受社交媒體影響。

dote on/upon?sbphr v

to love someone very much, and show this by your actions

溺愛,寵愛


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.

漸漸地,他們愈發喜歡把錢花在網絡購物上,這與歐洲和北美的文化有著很大不同。他們也諳熟世界各地的價格差異。


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,奢侈品牌改變了他們在中國的定價策略,并努力迎合當地消費者。他們會通過微信與消費者溝通,這是一款無處不在的消息傳送和社交媒體應用,也越來越多地被用作購物門戶;他們會與當地的明星和“網紅”合作;他們還會提供比如白手套送貨員工一類的額外服務,以復制出老式的購物體驗。


“Buyers of luxury in China are young, increasingly fashion-savvy and well aware of the price-value equation,” said the lead author of the study, Claudia D’Arpizio, a Bain partner. According to Ms. D’Arpizio, the strong performance of the mainland China market suggests that luxury brands’ new strategies are bearing fruit.

“奢侈品的中國購買者很年輕,越來越懂時尚,清楚性價比,”該研究主作者、貝恩公司合作伙伴克勞迪婭·達爾皮齊奧(Claudia D’Arpizio)說。根據達爾皮齊奧的說法,中國大陸市場的強勁表現表明奢侈品的新策略取得了成果。


“The Chinese are accelerating the shift of the luxury industry to a more millennial state of mind,” she added, “and are responsible for much of the sales growth we have seen so far this year.”

“中國人正在讓奢侈品行業的思維方式加速向千禧一代轉變,”她補充道,“并且這占了我們今年所見銷量增長的一大部分。”


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