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中国经济增长放缓 消费热点在哪里

时间:2016-09-01 00:22来源:互联网 提供网友:mapleleaf   字体: [ ]
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    (单词翻译:双击或拖选)

   As anyone who reads these pages knows, China’s growth has slowed and its economy is, little by little, rebalancing away from investment and towards consumption.

  看过相关报道的人都知道,中国经济增长放缓,并且正在缓慢地进行再平衡——从依靠投资转向依靠消费拉动经济增长。
  Yet many are also left scratching their heads by news that sales of a wide range of consumer products, from luxury cars to cheap local beer, are so sluggish1.
  然而许多人也对种类繁多的消费品销售疲弱——从豪车到国产廉价啤酒——的新闻摸不着头脑。
  If consumption is so strong, why can’t we see it? The answer is simple: people are looking in the wrong places.
  如果消费非常强劲,我们为何看不到?答案很简单:人们找错了地方。
  Both high-end and low-end retail2 are faring poorly.
  高、低端零售都表现不佳。
  But look at the middle tier, and the story could scarcely be more different.
  但看看中端销售,故事可能截然不同。
  This is where the consumption boom is unfolding.
  这正是消费热潮正在上演的地方。
  Start with the luxury segment.
  先从奢侈品领域说起。
  Its best days could well be over.
  奢侈品的黄金时期很可能已经结束。
  Luxury consumption is slowing, weighed down by a decelerating economy, the ongoing3 crackdown on corruption4 and the ‘commodification’ of luxury goods — that is, the idea that Chinese buyers no longer see them as so special or unique.
  受经济放缓、反腐运动持续开展和奢侈品“大众商品化”的影响,奢侈品消费正在放缓——奢侈品“大众商品化”是指中国买家不再认为奢侈品非常特殊或独特。
  China’s luxury spending contracted for the very first time in 2014.
  中国奢侈品支出在2014年首次出现萎缩。
  This was just the tipping point.
  这只是拐点。
  In 2015, Swiss watch exports to Hong Kong, a bellwether5 of Chinese luxury buying, fell 23 per cent.
  2015年,瑞士手表对香港出口——中国人购买奢侈品情况的晴雨表——下降23%。
  The sales of Rolls-Royce cars tumbled 54 per cent in China that same year.
  同一年,劳斯莱斯汽车在华销售暴跌54%。
  And it was not just hard for foreign brands.
  不只是外国品牌处境艰难。
  China is unlikely to be able to produce successful local luxury brands in the foreseeable future.
  在可预见的未来,中国不太可能创造出成功的本土奢侈品品牌。
  Chinese consumers themselves simply do not associate made-in-China with luxury.
  中国消费者自己不会将“中国制造”与奢侈品联系在一起。
  This inertia6 of perception was foretold7 by the US experience.
  美国的经历揭示了这种思维惯性。
  Despite being the world’s most powerful economy, the US has largely failed to produce top luxury brands such as Hermes or Cartier in Europe.
  尽管是全球实力最强的经济体,但美国基本上没有创造出像欧洲爱马仕(Hermes)或卡地亚(Cartier)那样的顶级奢侈品牌。
  Instead, it is affordable8 luxury brands such as Coach and Tiffany’s that have gained traction9 in the US.
  实际上,蔻驰(Coach)和蒂芙尼(Tiffany)等让普通人负担得起的奢侈品品牌在美国很受欢迎。
  At the low end of the market, the drivers are different but the outlook is equally bleak10.
  在低端市场,诱因有所不同,但前景同样黯淡。
  The race-to-the-bottom approach of cheap Chinese brands, a winning formula in the past, has run its course.
  中国廉价品牌过去屡试不爽的“竞相降价”策略已经不灵了。
  Rising income levels have led consumers to focus more on questions of quality and health, for which they are now able and willing to pay.
  收入水平不断增长促使消费者更加注重品质和健康,他们现在有能力而且也愿意为此付费。
  As a result, fast-moving consumer goods companies targeting blue-collar consumers are losing out.
  面向蓝领消费者的快速消费品公司因此经营惨淡。
  Sales volumes of instant noodles and beer (which is often cheaper than mineral water in China) fell 12.5 per cent and 3.6 per cent last year, respectively.
  去年方便面和啤酒销量分别下降12.5%和3.6%——啤酒在中国往往比矿泉水还便宜。
  The ecommerce space is also experiencing a tectonic shift, from consumer-to-consumer platforms for cheap unbranded goods to business-to-consumer alternatives for branded quality products.
  电子商务领域也在经历“结构性”变化,人们从在消费者对消费者(C2C)平台购买廉价的无品牌商品,转向在企业对消费者(B2C)平台购买优质品牌产品。
  Transaction volumes on the latter rose from 25 per cent of the total ecommerce market in 2011 to 51 per cent in 2015.
  后者交易额占整个电商市场的份额从2011年的25%,升至2015年的51%。
  Amid all this upheaval11 at the high and low end of the market, the sweet spot is right in the middle.
  在高低端市场的这种风云变幻当中,中档产品市场如鱼得水。
  This value-for-money segment, which strives to balance quality and price, is already the fastest-growing consumer segment in China.
  此类努力在质量和价格之间取得平衡、让人们感觉物有所值的商品已经成为中国增长最为快速的消费领域。
  As China’s middle class expands (McKinsey predicts it will increase from 174m households in 2012 to 271m by 2022), this middle retail segment will grow in lockstep with it.
  随着中国中产阶级数量扩大——麦肯锡(McKinsey)预计到2022年,中国中产阶级数量将从2012年的1.74亿家庭增长至2.71亿家庭——这种中档零售部门将同步增长。
  Consider a few examples of the consumer brands already profiting handsomely from this trend.
  想想已经显著受益于这种趋势的几个消费品牌吧。
  Korean cosmetics12 brands with their “cheap chic”, offering design and marketing13 similar to European high-end brands but with affordable prices and more of an Asian style, are immensely popular in China, particularly among the younger generation.
  韩国化妆品品牌带来了“廉价时尚”,它们采用与欧洲高端品牌类似的设计和营销,但价格更为亲民,而且更具亚洲风格,从而在中国大受欢迎,尤其是在较年轻一代人当中。
  The front runner is Amorepacific, which owns brands including Innisfree, Laneige and Etude.
  领跑者是旗下拥有悦诗风吟(Innisfree)、兰芝(Laneige)和伊蒂之屋(Etude)等品牌的爱茉莉太平洋(AmorePacific)。
  It has quadrupled its stock price since 2014 on the back of strong China sales.
  在中国市场销售强劲的支持下,爱茉莉太平洋的股价自2014年以来上涨了3倍。
  Global fast fashion houses are also having a big run.
  全球快时尚公司也在高歌猛进。
  Uniqlo, the Japanese clothing company, delivered a gob-smacking 62 per cent annualised sales growth in China from 2013 to 2015.
  从2013年至2015年,日本服装公司优衣库(Uniqlo)在中国市场的年化销售增长率达到令人咋舌的62%。
  Decathlon, a French sports supplies retailer14, grew its store network in China from 55 in 2012 to 166 in 2015, capitalising on the value-for-money trend.
  法国体育用品零售商迪卡侬(Decathlon)利用这种注重性价比的消费趋势,将中国门店数量从2012年的55家增至2015年的166家。
  China’s local brands are also charging ahead.
  中国国内品牌也发展神速。
  Green Tea and Granma’s Home, both with their roots in the city of Hangzhou, operate chain restaurants across China and have tripled their locations in three years.
  总部均位于杭州的绿茶(Green Tea)和外婆家(Granma’s Home)在全国各地开设连锁餐厅,门店数量在3年时间里增长了两倍。
  They offer trendy casual dining experiences in central locations, coupled with seemingly unprofitable pricing for the dishes.
  它们在市中心地段提供时尚休闲的就餐体验,以及似乎无利可图的餐品价格。
  Their secret is volume, attracting customers who are willing to come at off-peak hours or wait in line, sometimes for up to an hour.
  它们的秘诀在于规模,吸引愿意在非高峰时段或者排队等候(有时长达一个小时)就餐的消费者。
  This translates into more sittings: they can achieve 6-8 table turns per day, roughly twice that of their peers.
  这带来了较高的入座率:两家餐厅每天可以达到6至8次的翻台率,几乎是同行的两倍。
  Another successful case is Miniso, a high-quality dollar store chain that has been dubbed15 the “poor man’s Muji” (a premium16 Japanese equivalent).
  另一个成功的例子是被称为“穷人的无印良品”的高品质低价连锁店——名创优品(Miniso)。
  Their retail pricing is only twice their costs, compared with the industry norm of three-times.
  该公司的零售定价只是成本的两倍,而行业标准是3倍。
  Coupled with a carefully curated product portfolio17 in a modern store format18, it became an instant hit.
  再加上现代化店铺模式里的精心设计的产品组合,名创优品很快风靡一时。
  Within two years of its inception19, Miniso has opened more than 1,000 stores and made Rmb5bn ($750m) of annual sales.
  在成立以来的两年时间里,名创优品开了1000多家门店,年收入达到50亿元人民币(合7.5亿美元)。
  Flashy Swiss watches are losing their grip on wealthy Chinese wrists.
  奢华的瑞士手表正逐渐失去对中国富人的强烈吸引力。
  And ordinary Chinese are losing their taste for instant noodles.
  中国普通民众开始对方便面失去胃口。
  Consumption is instead converging20 on the middle, in terms of both product preference and customer base.
  不管是从产品偏好还是从客户基础来说,消费都在向中端(中档产品、中产阶层)集中。
  This is a good thing for the economy, a reflection of a more balanced growth model and a more equal distribution of wealth.
  这对中国经济是好事,反映出增长模式更加平衡、财富分配更加平等。
  For consumer brands, both international and local, the challenge is to win the hearts of China’s rising middle class.
  对国内外的消费品牌来说,挑战在于如何赢得中国日益崛起的中产阶级的心。
  They are educated and well informed, and they want to spend money on quality products, so long as the price is fair.
  他们受过良好教育而且见多识广,他们希望购买优质产品,只要价格合理。

点击收听单词发音收听单词发音  

1 sluggish VEgzS     
adj.懒惰的,迟钝的,无精打采的
参考例句:
  • This humid heat makes you feel rather sluggish.这种湿热的天气使人感到懒洋洋的。
  • Circulation is much more sluggish in the feet than in the hands.脚部的循环比手部的循环缓慢得多。
2 retail VWoxC     
v./n.零售;adv.以零售价格
参考例句:
  • In this shop they retail tobacco and sweets.这家铺子零售香烟和糖果。
  • These shoes retail at 10 yuan a pair.这些鞋子零卖10元一双。
3 ongoing 6RvzT     
adj.进行中的,前进的
参考例句:
  • The problem is ongoing.这个问题尚未解决。
  • The issues raised in the report relate directly to Age Concern's ongoing work in this area.报告中提出的问题与“关心老人”组织在这方面正在做的工作有直接的关系。
4 corruption TzCxn     
n.腐败,堕落,贪污
参考例句:
  • The people asked the government to hit out against corruption and theft.人民要求政府严惩贪污盗窃。
  • The old man reviled against corruption.那老人痛斥了贪污舞弊。
5 bellwether Wo0yP     
n.系铃的公羊,前导,领导者,群众的首领
参考例句:
  • University campuses are often the bellwether of change.大学校园往往引领变革的新潮。
  • For decades the company was the bellwether of the British economy.几十年来,这家公司一直是英国经济的晴雨表。
6 inertia sbGzg     
adj.惰性,惯性,懒惰,迟钝
参考例句:
  • We had a feeling of inertia in the afternoon.下午我们感觉很懒。
  • Inertia carried the plane onto the ground.飞机靠惯性着陆。
7 foretold 99663a6d5a4a4828ce8c220c8fe5dccc     
v.预言,预示( foretell的过去式和过去分词 )
参考例句:
  • She foretold that the man would die soon. 她预言那人快要死了。 来自《简明英汉词典》
  • Must lose one joy, by his life's star foretold. 这样注定:他,为了信守一个盟誓/就非得拿牺牲一个喜悦作代价。 来自英汉 - 翻译样例 - 文学
8 affordable kz6zfq     
adj.支付得起的,不太昂贵的
参考例句:
  • The rent for the four-roomed house is affordable.四居室房屋的房租付得起。
  • There are few affordable apartments in big cities.在大城市中没有几所公寓是便宜的。
9 traction kJXz3     
n.牵引;附着摩擦力
参考例句:
  • I'll show you how the traction is applied.我会让你看如何做这种牵引。
  • She's injured her back and is in traction for a month.她背部受伤,正在作一个月的牵引治疗。
10 bleak gtWz5     
adj.(天气)阴冷的;凄凉的;暗淡的
参考例句:
  • They showed me into a bleak waiting room.他们引我来到一间阴冷的会客室。
  • The company's prospects look pretty bleak.这家公司的前景异常暗淡。
11 upheaval Tp6y1     
n.胀起,(地壳)的隆起;剧变,动乱
参考例句:
  • It was faced with the greatest social upheaval since World War Ⅱ.它面临第二次世界大战以来最大的社会动乱。
  • The country has been thrown into an upheaval.这个国家已经陷入动乱之中。
12 cosmetics 5v8zdX     
n.化妆品
参考例句:
  • We sell a wide range of cosmetics at a very reasonable price. 我们以公道的价格出售各种化妆品。
  • Cosmetics do not always cover up the deficiencies of nature. 化妆品未能掩饰天生的缺陷。
13 marketing Boez7e     
n.行销,在市场的买卖,买东西
参考例句:
  • They are developing marketing network.他们正在发展销售网络。
  • He often goes marketing.他经常去市场做生意。
14 retailer QjjzzO     
n.零售商(人)
参考例句:
  • What are the retailer requirements?零售商会有哪些要求呢?
  • The retailer has assembled a team in Shanghai to examine the question.这家零售商在上海组建了一支团队研究这个问题。
15 dubbed dubbed     
v.给…起绰号( dub的过去式和过去分词 );把…称为;配音;复制
参考例句:
  • Mathematics was once dubbed the handmaiden of the sciences. 数学曾一度被视为各门科学的基础。
  • Is the movie dubbed or does it have subtitles? 这部电影是配音的还是打字幕的? 来自《简明英汉词典》
16 premium EPSxX     
n.加付款;赠品;adj.高级的;售价高的
参考例句:
  • You have to pay a premium for express delivery.寄快递你得付额外费用。
  • Fresh water was at a premium after the reservoir was contaminated.在水库被污染之后,清水便因稀而贵了。
17 portfolio 9OzxZ     
n.公事包;文件夹;大臣及部长职位
参考例句:
  • He remembered her because she was carrying a large portfolio.他因为她带着一个大公文包而记住了她。
  • He resigned his portfolio.他辞去了大臣职务。
18 format giJxb     
n.设计,版式;[计算机]格式,DOS命令:格式化(磁盘),用于空盘或使用过的磁盘建立新空盘来存储数据;v.使格式化,设计,安排
参考例句:
  • Please format this floppy disc.请将这张软盘格式化。
  • The format of the figure is very tasteful.该图表的格式很雅致。
19 inception bxYyz     
n.开端,开始,取得学位
参考例句:
  • The programme has been successful since its inception.这个方案自开始实施以来一直卓有成效。
  • Julia's worked for that company from its inception.自从那家公司开办以来,朱莉娅一直在那儿工作。
20 converging 23823b9401b4f5d440f61879a369ae50     
adj.收敛[缩]的,会聚的,趋同的v.(线条、运动的物体等)会于一点( converge的现在分词 );(趋于)相似或相同;人或车辆汇集;聚集
参考例句:
  • Plants had gradually evolved along diverging and converging pathways. 植物是沿着趋异和趋同两种途径逐渐演化的。 来自辞典例句
  • This very slowly converging series was known to Leibniz in 1674. 这个收敛很慢的级数是莱布尼茨在1674年得到的。 来自辞典例句
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