4/16/2009

中国富翁与众不同?

Are China's Rich Different?

April 14, 2009 6:00 PM

作者:潘文(John Pomfret 华盛顿邮报编辑)
来源:作者博客Pomfret’s china
翻译:福禄祯祥http://fulue.com/

麦肯锡(McKinsey)最近发布的中国富翁调查非常有趣。我仔细看了里面的一些图片,我觉得,其描绘的是这个人民共和国的雅皮士(yuppie)生活。

该报告说,2008年,中国有1.6百万富裕家庭。到了2015年,富裕家庭将增加到4百多万,在全球排名第四,仅次于美国、日本和英国。(麦肯锡界定富裕家庭的标准是,收入超过25万元人民币——约3.65万美元的城市家庭)

该报告最有趣的是对中国富翁与众不同之处的讨论。首先,他们年轻。年轻人很多。45岁以下的占80%,而美国是30%,日本是19%。

其次,他们是暴富。大约半数富裕的消费者4年前还不富有,并且今天还不富裕的那部分年轻人中,一半多将在五六年内成为富翁。吁!在讨论暴发户。

他们的消费习惯很特别,并且变化很快。报告说,仅仅几年前,中国消费者购买的奢侈品大多是舶来品;今天,60%的奢侈品在中国大陆制造——这就解释了为什么中国许多商场有那么多的高档礼品店(几乎总是空荡荡)。某些人必将购买。

报告指出,因为中国的有钱人太年轻,一些公司调整了市场定位。比如兰蔻(Lancome),它通过强调必须趁早保持青春占领了化妆品的高端市场。因为很少在乎品牌,公司就强调它们的制作工艺。再比如,当杰尼亚(Zegna)开一家新店时,它就示范领带是如何制作的。

然而,中国人对专为中国市场生产的产品却非常敏感,认为那是一种侮辱。这是浪琴(Longines)所犯的错误。1980年代,浪琴自以为是地专为总过人建立了一条钟表生产线,结果损失惨重。它后来调整策略,现在中国已是它最大的市场。

2009-04-16 14:44:56

英汉对照:

Are China's Rich Different?

中国富翁与众不同?

April 14, 2009 6:00 PM

作者:潘文(John Pomfret 华盛顿邮报编辑)
来源:作者博客Pomfret’s china
翻译:福禄祯祥http://fulue.com/

There's a wonderful report out recently by McKinsey on China's rich. Let me go through a few of the factoids, which paint, I think, a telling picture of what it's like to be a yuppie in the People's Republic.

麦肯锡(McKinsey)最近发布的中国富翁调查非常有趣。我仔细看了里面的一些图片,我觉得,其描绘的是这个人民共和国的雅皮士生活。

In 2008, the report said China had 1.6 million wealthy households. By 2015, it will have more than 4 million, making it the world's fourth-largest country in terms of its number of wealthy households after the United States, Japan, and the United Kingdom. (McKinsey defines the number of wealthy households as urban households that make more than 250,000 RMB -- about $36,500. We can definitely debate whether McKinsey set the bar too low.)

该报告说,2008年,中国有1.6百万富裕家庭。到了2015年,富裕家庭将增加到4百多万,在全球排名第四,仅次于美国、日本和英国。(麦肯锡界定富裕家庭的标准是,收入超过25万元人民币——约3.65万美元的城市家庭)

The most interesting thing about the report is the argument that China's rich are different. First, they're younger. A lot younger. Eighty percent are under 45 compared with 30 percent in the United States and 19 percent in Japan.

该报告最有趣的是对中国富翁与众不同之处的讨论。首先,他们年轻。年轻人很多。45岁以下的占80%,而美国是30%,日本是19%。

Second, they are getting rich quicker. About one-half of today's wealthy consumers were not wealthy four years ago, and more than half of those who will be classified as wealthy in five to six years are not wealthy today. Whoa! Talk about nouveau riche.

其次,他们是暴富。大约半数富裕消费者4年前还不富有,并且今天还不富裕的那部分年轻人中,一半多将在五六年内成为富翁。吁!在讨论暴发户。

Their spending habits are also distinctive and changing rapidly. Only a few years ago, Chinese consumers made most of their luxury goods purchases abroad. Today, 60 percent are made in mainland China, the report said -- which definitely explains the presence of those high-end (almost always empty) upscale boutiques in many of China's malls. Somebody must be shopping.

他们的消费习惯很特别,并且变化很快。报告说,仅仅几年前,中国消费者购买的奢侈品大多是舶来品;今天,60%的奢侈品在中国大陆制造——这就解释了为什么中国许多商场有那么多的高档礼品店(几乎总是空荡荡)。某些人必将购买。

The report notes that because China's rich are so young, firms have changed the way they market. Lancome, for example, has won the top spot in cosmetics by emphasizing the need to take early action to fight aging. Because there is less brand-awareness, firms emphasize their workmanship. When Zegna opens up a new store, for example, it gives demos on how its ties are made.

报告指出,因为中国的有钱人太年轻,一些公司调整了市场定位。比如兰蔻(Lancome),它通过强调必须趁早保持青春占领了化妆品的高端市场。因为很少在乎品牌,公司就强调它们的工艺。再比如,当杰尼亚(Zegna)开一家新店时,它就示范领带是如何制作的。

The Chinese, however, are brand-aware enough to be insulted by special "made for the Chinese market." That was Longines' mistake. In the 1980s it launched a brash line of watches for Chinese only. It bombed. Longines switched tactics and now China is its biggest market.

然而,中国人对专为中国市场生产的产品却非常敏感,认为那是一种侮辱。这是浪琴(Longines)所犯的错误。1980年代,浪琴自以为是地专为总过人建立了一条钟表生产线,结果损失惨重。它后来调整策略,现在中国已是它最大的市场。

相关报道:

福布斯:中国的年轻富翁潮

城市消费市场的人口统计数据显示,文化大革命中国的富人越过一代,最高的人年龄在35岁以下或65岁以上。45岁到60岁是“失落的一代”,他们被迫上山下乡或去工厂工作,是大学停课首当其冲的受害者。

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