英语新闻丨质量成为“双十一”促销关键

Chinese consumers have exhibited robust purchasing power for high-quality and intelligent products containing innovative technologies during the Singles Day shopping extravaganza.在“双十一”购物狂欢节期间，中国消费者对包含创新技术的高品质和智能产品表现出强劲购买力。Experts said this has played a vital role in promoting the recovery of consumption and shoring up economic growth in the country.专家表示，这对促进国内消费复苏和支撑经济增长起到了重要作用。Major Chinese e-commerce platforms have extended the promotional period, and adopted a simple and more pragmatic approach by canceling presale campaigns this year.中国的主要电商平台都延长了促销期，并采取简单务实的做法，取消了今年的预售活动。Instead, direct price cuts have become the preferred strategy to attract price-conscious customers and bolster sales during China's biggest online shopping event. 直接降价反而成为吸引价格敏感型顾客的首选策略，在中国最大的网购活动期间助力促售。Experts also said that unlike in the past, when record-smashing gross merchandise volume, or GMV, through discount-led sales had come to characterize the 11-11 or Double Eleven promotional campaign, chasing high GMV is no longer the focus now.专家们还表示，以往通过折扣带动销售来创造破纪录的商品交易总额（GMV）是双十一促销活动的特点，而现在，追求高GMV已不再是重点。Chinese shoppers are becoming more rational and carefully reviewing their needs, with an emphasis on the quality and value of commodities, they added.专家补充，中国购物者变得更加理性，他们会仔细思考自己的需求，注重商品的质量和价值。Data from Tmall, Chinese tech heavyweight Alibaba Group's business-to-customer platform, showed that in the first four hours after the shopping carnival officially kicked off at 8 pm on Oct 21, 174 brands saw their sales surpass 100 million yuan ($14 million).中国科技巨头阿里巴巴集团旗下B2C平台天猫的数据显示，在“双十一”于10月21日晚8点正式拉开帷幕后的四个小时内，有174个品牌的销售额超过了1亿元人民币（约1400万美元）。During this period, the turnover of more than 12,000 brands surged over 100 percent year-on-year and the sales of nearly 6,000 brands skyrocketed more than 500 percent compared with the same period last year.在此期间，12000多个品牌的营业额同比增长超过100%，近6000个品牌的销售额同比增长超过500%。The transaction volume of Apple Inc's products on Tmall exceeded 1 billion yuan within five minutes, while sales of domestic smartphone brands such as Huawei, Xiaomi and Vivo all surpassed 100 million yuan in the first four hours of the promotional event, according to Tmall.天猫数据显示，苹果公司产品在天猫上的交易额5分钟内就突破10亿元，而华为、小米、vivo等国产智能手机品牌在促销活动的前4个小时内销售额均突破1亿元。Consumers preferred to snap up bargains via livestreaming on e-commerce platforms, with sales from some top-tier livestreamers on Taobao Live, Alibaba's livestreaming arm, surpassing 100 million yuan within a short period.消费者更喜欢通过电商平台上的直播抢购特价商品，阿里巴巴旗下直播平台淘宝直播上一些头部主播直播间的销售额在短时间内就突破了1亿元。JD, another major Chinese e-commerce player, has launched a subsidy campaign worth 10 billion yuan, and given discounts for commodities included in the consumer goods trade-in program, such as home appliances and computers. It has also stepped up efforts to upgrade supply chains and logistics services.中国另一家大型电商平台京东推出了价值100亿元的补贴活动，并为家电、电脑等以旧换新计划中的商品提供折扣。京东还加大力度升级供应链和物流服务。JD said it recorded a double-digit year-on-year growth in transaction volume, orders, and user numbers between 8 pm on Oct 14, when its promotional gala opened, and 9 pm on Oct 31.京东称，从10月14日晚8点促销活动开始至10月31日晚9点，其交易量、订单数和用户数量均实现了两位数的同比增长。More than 16,000 brands saw their sales surge over threefold year-on-year, while the number of brands exceeding 100 million yuan in turnover increased over 400 percent compared with the same period last year. More than 17,000 merchants witnessed their order volumes soar over five times from a year earlier.16000多个品牌的销售额同比增长超过3倍，营业额超过1亿元的品牌数量同比增长超过400%。17000多家商户的订单量比去年同期激增5倍多。New users who bought apparel and cosmetics via JD's online marketplaces skyrocketed over 140 percent year-on-year, while JD's livestreaming channel saw a 245 percent year-on-year increase in order volumes.通过京东网上商城购买服装和化妆品的新用户同比激增超过140%，而京东直播频道的订单量同比增长245%。Consumer electronic devices witnessed robust growth during the shopping extravaganza.电子设备消费在购物节期间实现了强劲增长。The transaction volume of gaming laptops rose 120 percent year-on-year during the shopping spree, and AI smartphones and 4K projectors experienced 100 percent growth in turnover, while the sales of AI learning devices and 3D printers surged over 10 times from the same period last year, JD said.京东表示，“双十一”期间，游戏笔记本电脑的成交量同比增长120%，AI智能手机和4K投影仪的成交量增长100%，AI学习设备和3D打印机的销售量比去年同期激增10倍以上。Furthermore, a series of products that represent scientific and technological innovations achieved by Chinese enterprises have been made available on e-commerce platform Taobao. These products cover fields such as information technology, artificial intelligence, aerospace, new energy and quantum technology. 此外，代表中国企业科技创新成果的一系列产品已在电商平台淘宝上进行销售。这些产品涵盖信息技术、人工智能、航空航天、新能源和量子技术等领域。For example, consumers can directly purchase the country's independently developed AS700 civil manned airship and enjoy discounts. The airship can be used for sightseeing, emergency rescue and geophysical exploration of the skies, among other things.例如，消费者可以直接购买中国自主研发的AS700民用载人飞艇，并享受折扣优惠。该飞艇可用于观光旅游、紧急救援和天空地球物理勘探等。The Double Eleven festival was just a 24-hour event on Nov 11 when it was unveiled by Alibaba in 2009, but has stretched into a weekslong shopping spree lasting from mid-October to mid-November this year. Online retailers initiated the promotional event one week earlier this year than previously.阿里巴巴在2009年推出“双十一”活动时，该购物节还只是一个在11月11日举行的24小时活动，但今年的“双十一”已发展成从10月中旬持续到11月中旬的长达数周的购物狂欢节。与以往相比，今年的促销活动提前了一周。"Consumption has become the main driving force boosting China's economic growth, and the Singles Day shopping carnival is pivotal to unleashing consumers' purchasing potential, bolstering domestic demand and promoting consumption recovery," said Wang Yun, a researcher at the Chinese Academy of Macroeconomic Research.中国宏观经济研究院研究员王蕴表示：“消费已成为拉动中国经济增长的主要动力，‘双十一’购物狂欢节对于释放消费者购买潜力、拉动内需、促进消费复苏具有举足轻重的作用。”More stimulus policies are needed to stabilize and expand employment, improve household incomes, and boost people's ability and willingness to spend, so as to further perk up consumption, Wang added.王蕴补充，需要更多的刺激政策来稳定和扩大就业，提高家庭收入，增强人们的消费能力和意愿，从而进一步刺激消费。China's retail sales, a significant indicator of consumption strength, rose 3.3 percent year-on-year in the first three quarters of this year, said the National Bureau of Statistics. Online sales remained a bright spot, rising 8.6 percent year-on-year during the January-September period. 国家统计局数据显示，作为衡量消费实力的重要指标，今年前三季度，中国社会消费品零售总额同比增长3.3%，线上消费仍是一大亮点，网上零售额1-9月同比增长8.6%。Based on a survey by global consulting firm AlixPartners in early October, consumers still view Singles Day as the most important shopping festival. Most consumers are likely to maintain their spending levels from the previous year, with 25 percent of interviewed shoppers saying that there would be an increase in their overall spending, the consultancy said.根据全球咨询公司艾睿铂10月初的一项调查，消费者仍将“双十一”视为最重要的购物节。咨询公司称，大多数消费者可能会保持去年的消费水平，25%的受访购物者表示他们的总体消费会有所增加。Most of the increased spending based on the survey would be in apparel, daily necessities and cosmetics. Consumers are likely to remain sensible in their spending given the current economic backdrop, it added.根据调查，大部分增加的支出将用于服装、日用品和化妆品。该调查补充，在当前的经济背景下，消费者可能会保持理性消费。Online retailers have made promotional methods simpler this time, with a key focus on improving user experience and seeking high-quality and long-term growth, as Chinese consumers are more prudent and rational about potential purchases, said Jason Yu, managing director and vice-executive president of CTR Media Convergence Institute.央视市场研究（CTR）总经理、CTR媒体融合研究院执行副院长虞坚认为，随着中国消费者对潜在购买行为更加谨慎和理性，网络零售商此次将促销方式变得更加简单，重点放在提升用户体验、寻求高质量和长期增长上。Yu said retailers hope to roll out new products to attract consumers and build brand image during the shopping spree.虞坚表示，网络零售商希望在购物热潮中推出新产品来吸引消费者，并树立品牌形象。High-quality and intelligent commodities are crucial for stimulating the purchasing appetite of consumers and unleashing new consumption potential, he said.他说，高品质、智能化的商品对于刺激消费者的购买欲、释放新的消费潜力至关重要。"A series of pro-consumption policies, such as the consumer goods trade-in program, have played a significant role in bolstering the sales of consumer electronic products and household appliances on major online marketplaces," Yu added. 虞坚补充：“消费品以旧换新等一系列有利于消费的政策，对促进电子消费品和家用电器在主要线上市场的销售发挥了重要作用。”Meanwhile, Taobao and Tmall have officially integrated JD's logistics during this year's shopping carnival as sellers on these platforms can choose JD Logistics as the delivery method. JD has accepted the mobile payment option from Alipay, which is operated by financial technology company Ant Group.与此同时，淘宝和天猫在今年“双十一”期间正式整合了京东物流，这些平台上的卖家可以选择京东物流作为配送方式。京东已接入由金融科技公司蚂蚁集团运营的支付宝提供的移动支付方式。Industry insiders said these moves signify a key step in breaking down barriers between the two leading internet companies, enhancing interconnectivity of different platforms, and elevating the online shopping experience of users.业内人士表示，这些举措标志着两家先进互联网公司在打破壁垒、加强不同平台互联互通、提升用户在线购物体验方面迈出了关键一步。Mo Daiqing, a senior analyst at the Internet Economy Institute, a domestic consultancy, said major e-commerce platforms have ramped up efforts to offer steep discounts and shopping subsidies as well as simplify promotion methods during the prolonged shopping carnival to rev up sales.网经社电子商务研究中心高级分析师莫岱青表示，各大电商平台已加大力度，在持续很久的购物狂欢节期间提供大幅折扣和购物补贴，并简化促销方式，以刺激销售。"The policy measures to encourage trade-ins of consumer goods have not only stimulated consumers' desire to purchase, but also bolstered the sales and upgrades of household appliances, and propelled the popularity of green and energy-saving products," Mo said.“消费品以旧换新的政策措施不仅刺激了消费者的购买欲望，还促进了家电产品的销售和升级换代，推动了绿色节能产品的普及。”莫岱青说。She noted that Chinese consumers have become more value-conscious and are paying more attention to the quality and cost-effectiveness of commodities. Mo also emphasized that online retailers should launch new products and upgrade supply chains to attract a new breed of young shoppers.她指出，中国消费者变得更加注重价值，更加关注商品的质量和成本效益。莫岱青还强调，线上零售商应推出新产品并升级供应链，以吸引新一代年轻购物者。It is noteworthy that generative artificial intelligence technology has witnessed a ramp-up in China's retail industry during this year's 11-11 promotion.值得注意的是，在今年的“双十一”促销活动中，生成式人工智能技术在中国零售业迎来了爆发期。According to a report from consultancy Bain & Company, Chinese retail players are investing in generative AI to boost sales and Singles Day could be the perfect opportunity.根据贝恩咨询公司的一份报告，中国零售商正在投资发展生成式人工智能技术，以期拉动销售额，今年的“双十一”成为生成式AI大显身手的好机会。The report said 52 percent of the surveyed merchants have used at least one generative AI-enabled tool. More than half of them have used generative AI-powered customer service chatbot tools, while about one in three have used AI to generate content. The survey interviewed over 500 merchants trading on China's major e-commerce platforms.报告称，52%的商家使用过至少一种生成式AI工具，其中超过50%的商家使用过AI智能客服机器人，还有约1/3的商家利用AI生成内容。这项调查访问了中国主要电子商务平台上的500多家商户。It stated that the era of high double-digit increases in the GMV during the Singles Day shopping spree has come to an end, forcing retailers to focus more on sustainable growth, profitability and customer loyalty, rather than a win-at-all-costs obsession with the top line amid current economic headwinds.该报告指出，“双十一”期间GMV以两位数高速增长的时代已经结束，这迫使零售商更加关注可持续增长、盈利能力和客户忠诚度，而不是在当前的经济逆风中一味追求最高利润。Kelly Liu, partner at Bain & Company's Greater China retail and performance improvement practices, said AI's increasing prominence across Chinese retail sector offers a timely boost to a maturing industry that is facing challenges such as slower retail sales growth.贝恩公司全球合伙人、大中华区零售和绩效提升业务领导团队成员刘洋表示，人工智能在中国零售业的影响力和作用与日俱增，这为面临零售销售增长放缓等挑战的成熟行业提供了及时的推动力。Generative AI gives Chinese retailers access to a powerful tool for increasing sales and lowering cost, Liu said.刘洋认为，生成式人工智能为中国零售商提供了促进降本增效的强大工具。"It is vital that Chinese retailers deepen their customer engagement. AI tools can energize customer retention efforts, enabling e-commerce players to hyper-personalize their engagement with consumers and create bespoke shopping experiences for them," said James Yang, head of Bain & Company's Greater China retail practice.贝恩公司大中华区零售业务主席杨大坤表示，“中国零售商必须加强与顾客的互动。AI工具可以优化顾客挽留措施，帮助电商平台打造高度个性化的顾客互动方式，为顾客带来量身定制的购物体验。”Chinese retailers need to transition faster from AI experimentation to deployment at scale. The retailers that master generative AI in three key areas — deepening customer engagement, turbo-charging productivity and cost savings, and finding new growth beyond trade — could build a lasting strategic advantage, according to the report.中国零售商需要加快从AI实验过渡到大规模部署的步伐。报告指出，零售商如果能掌握生成式AI技术，并利用其成功强化顾客经营、推动降本增效、找到新增长点，就能建立长久的战略优势。Singles Day shopping extravaganza“双十一”购物狂欢节price-conscious customers价格敏感型顾客appareln. 服装gross merchandise volume商品交易总额