中國(guó)千禧一代：快消品網(wǎng)購(gòu)生力軍

Online sales of fast-moving consumer goods in China are growing seven times quicker than in the US as some 415m Chinese millennials buy daily items over their phones, a study has found.

一項(xiàng)研究發(fā)現(xiàn)，約4.15億中國(guó)千禧一代通過手機(jī)購(gòu)買日常生活用品，使得中國(guó)快速消費(fèi)品(FMCG)在線銷售的增速達(dá)到了美國(guó)的7倍。

Over the five years to 2015, China’s online sales of fast-moving consumer goods (FMCG) grew at an average of 78.4 per cent, far outstripping a 10.7 per cent growth rate in the US and a 7.9 per cent rise in the UK, according to a report by OC&C, a consultancy. In total, online FMCG sales hit $25.3bn in 2015, more than the US and UK totals put together.

咨詢公司OC&C的一份報(bào)告顯示，2011年至2015年間，中國(guó)快消品在線銷售平均增速為78.4%，遠(yuǎn)超美國(guó)的10.7%和英國(guó)的7.9%。2015年，中國(guó)在線快消品銷售總額達(dá)253億美元，比英美兩國(guó)加起來還多。

The figures suggest the growing influence of millennials, born in the last two decades of the 20th century, on consumer trends in the world’s second-largest economy. “They live a very busy life, on average working 8.3 more hours per week than [richer] OECD countries,” said the OC&C report. “As such, consumers’ need for convenience has fuelled the surging demand to buy FMCG online anywhere, anytime.”

上述數(shù)據(jù)顯示出生于20世紀(jì)最后20年的千禧一代，對(duì)世界第二大經(jīng)濟(jì)體消費(fèi)趨勢(shì)的日益增長(zhǎng)的影響力。“他們過著非常忙碌的生活，與(較富裕的)經(jīng)合組織(OECD)國(guó)家相比，他們平均每周多工作8.3個(gè)小時(shí)，”OC&C的報(bào)告稱，“因此，消費(fèi)者對(duì)便利的需要助推了隨時(shí)隨地在線購(gòu)買快消品的需求激增。”

Millennials are set to dominate China’s consumer landscape over the next decade as their average annual incomes grow from $5,900 in 2014 to $13,000 in 2024, according to Goldman Sachs, an investment bank. In 2024, the total annual income of the group is set to be $5.4tn — or double the size of current UK gross domestic product.

根據(jù)投資銀行高盛(Goldman Sachs)的預(yù)測(cè)，隨著中國(guó)千禧一代的平均年收入從2014年的5900美元增長(zhǎng)至2024年的1.3萬美元，他們勢(shì)必將主導(dǎo)中國(guó)未來10年的消費(fèi)格局。到2024年，這一群體的總計(jì)年收入將達(dá)到5.4萬億美元——是目前英國(guó)國(guó)內(nèi)生產(chǎn)總值(GDP)的兩倍。

Millennials’ drive to spend money enjoying themselves is also evident in the surging sales of cinema tickets, international travel, pet food, water purifiers and probiotic yoghurt last year. Such products, often unavailable to past generations, also provide interludes for millions of young people who otherwise have to cope with long working hours, chronic traffic and heavy levels of pollution.

千禧一代樂意花錢享受還體現(xiàn)在去年電影票、出境旅行、寵物食品、凈水器及益生菌酸奶銷量激增上。這些產(chǎn)品(通常是過去幾代人享受不到的)還為無數(shù)年輕人提供了在長(zhǎng)時(shí)間工作、忍受交通擁堵和嚴(yán)重污染之余的難得的閑暇。

Although indicative of China’s defining consumer trends, the online sales of FMCG account for just 5 per cent of total retail e-commerce in the country last year, according to OC&C’s research. The retail e-commerce market is projected to reach to $911bn this year and could reach $1.57tn in 2018, according to China Internet Watch, a research group.

OC&C的研究發(fā)現(xiàn)，雖然代表著中國(guó)的決定性消費(fèi)趨勢(shì)，但快消品在線銷售僅占去年中國(guó)零售電商市場(chǎng)的5%。根據(jù)研究機(jī)構(gòu)“中國(guó)互聯(lián)網(wǎng)觀察”(China Internet Watch)，今年中國(guó)零售電商市場(chǎng)預(yù)計(jì)將達(dá)到9110億美元，2018年或?qū)⑦_(dá)到1.57萬億美元。

Such growth is not only underpinned by shifting consumer habits. Big e-commerce companies, including Alibaba and JD.com, have been investing heavily in building logistics systems to support faster delivery times. JD.com has seven “mega” warehouses, 234 large warehouses and 6,756 delivery warehouses across China, helping it to achieve a two-hour FMCG delivery time for consumers in 18 cities across China, OC&C said.

如此快速的增長(zhǎng)不只依靠消費(fèi)習(xí)慣轉(zhuǎn)變的支撐。阿里巴巴(Alibaba)、京東商城(JD.com)等大型電商公司一直在投入巨資建設(shè)物流體系，以實(shí)現(xiàn)更快速的商品投遞。OC&C表示，京東在中國(guó)各地?fù)碛?個(gè)“超級(jí)”倉(cāng)庫(kù)、234個(gè)大型倉(cāng)庫(kù)及6756個(gè)發(fā)貨倉(cāng)庫(kù)，這些倉(cāng)庫(kù)幫助京東在全國(guó)18個(gè)城市實(shí)現(xiàn)快消品兩小時(shí)送達(dá)服務(wù)。

The online FMCG boom has also been positive for foreign companies. When Costco, a US retailer, decided in 2014 to sell food via Tmall, a subsidiary of Alibaba, it was “shocked and surprised” to ship $3.5m in merchandise on Single’s Day alone, the company said. Single’s Day, a discount online shopping day promoted by Alibaba, is the equivalent of Cyber Monday and Black Friday in the US. It falls each year on November 11.

中國(guó)快消品在線銷售的火爆對(duì)外國(guó)公司也是好消息。美國(guó)零售商好市多(Costco) 表示，2014年決定通過阿里巴巴旗下天貓商城(Tmall)銷售食品時(shí)，它被“光棍節(jié)”(Single’s Day)一天就賣出350萬美元商品“驚呆了”。每年11月11日的光棍節(jié)是阿里巴巴推出的在線購(gòu)物打折日，相當(dāng)于美國(guó)的“網(wǎng)購(gòu)星期一”(Cyber Monday)和“黑色星期五”(Black Friday)。