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【华尔街日报111101】在中国消费,别人的意见很重要

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 楼主| 发表于 2011-11-1 14:16 | 显示全部楼层 |阅读模式
本帖最后由 lilyma06 于 2011-11-1 14:18 编辑

【中文标题】中国消费者寻求其他人的意见

【原文标题】Chinese Shoppers Seek Second Opinions

【登载媒体】华尔街日报

【来源地址】http://blogs.wsj.com/scene/2011/11/01/chinese-shoppers-seek-second-opinions/

【译    者】lilyma06

【翻译方式】人工

【声    明】欢迎转载,请务必注明译者和出处 bbs.m4.cn。

【译    文】
OB-QI896_chinac_G_20111031061810.jpg
In China, peers exert a strong influence on what people buy.
Thinking of buying those shoes you’ve had your eye on? If you’re Chinese, chances are good you’re going to seek a friend’s approval first.
China and its massive population are drawing many overseas consumer brands, but how to get a chunk of the rising wealth of its growing middle class continues to mystify. Case in point: The Chinese are particularly sensitive to the opinions of those closest to them, according to a new survey by consulting firm McKinsey & Co.
想买那双你盯了很久的鞋子吗?如果你是中国人,很可能你要首先寻求朋友的认同。
中国和其大量的人口吸引了许多海外品牌,但如何让这不断增长的中产阶级增长的财富继续。最好的例子就是,根据咨询公司麦肯锡公司的一个新的调查表明,中国人对他们最亲近的人的意见特别敏感。

When it comes to buying consumer electronics, for example, nearly three out of four respondents (71%) said they learned about a product as a recommendation from friends or family. In the U.S., only half admitted to being swayed by friends and relatives. When it comes to clothes, peers exert nearly as much influence, with more than two-thirds (68%) of the Chinese surveyed saying that they learned about a product because it was approved by someone close to them.
“The role of friends and family is incredibly important in China, more than anywhere else in the world,” said Max Magni, head of McKinsey’s consumer practice in Greater China and a co-author of the study.
例如当涉及到购买消费类电子产品时,近3/4(71%)的被调查者表示,他们是通过朋友或家人建议了解到该产品的。在美国,只有一半人承认受到自己的朋友和亲戚原因而动摇。要是买衣服时,超过三分之二(68%)的被调查的中国人表示会因为与自己关系密切的人同意才购买一件商品的。
“在中国朋友和家人的作用非常重要,要比世界其他任何地方都大。”麦肯锡公司大中国区消费者实践主管研究负责人马思默(Max Magni)说。

For international brands, the consequences of this behavior can lead to unique challenges. A clothing retailer recently complained to Mr. Magni about the long lines outside its dressing rooms in China.
The reason: Women were lingering in the rooms because they were photographing themselves in the outfits, sending the snapshots to friends and waiting on their response, he said. “Only in China. It’s so deeply ingrained in the culture.”
McKinsey interviewed 15,000 consumers across China. The average household income of those surveyed was 8,000 yuan (roughly $1,250) per month, and participants were paid 100 to 200 yuan for completing the 200-question survey.
It also showed that consumer confidence in China remained high, despite the threat of rising inflation. Fifty-eight percent of those polled said they thought their salaries would increase next year, far more than the 39% who believed so in last year’s questionnaire.
对于国际品牌,这种消费行为的后果可能导致独特的挑战。一位服装零售商就向马思默先生抱怨在中国更衣室外面总是排着很长的队伍。
原因是:女人们总是在更衣室磨蹭,换不同的衣服然后拍照,还将这些快照发给朋友并等着他们的回应,他说。 “这种情况只在中国有。是根深蒂固的文化。”
麦肯锡调查了全国各地的15000名消费者。受访者的平均家庭收入是每月8000元(约合1250美元),参与者有100元至200元的报酬完成这项200个问题的问卷。
调查还表明,尽管受到不断上升的通胀的威胁,在中国消费者的信心指数仍很高,。58%的受访者表示,他们认为他们的工资明年将增加,远远高于去年问卷中39%的人相信这一数字。

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发表于 2011-11-14 10:02 | 显示全部楼层
总是炒回锅饭
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发表于 2011-11-14 10:56 | 显示全部楼层
哈哈,真的没看见你的大作。
比较一下,取长呗。
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发表于 2011-11-14 11:46 | 显示全部楼层
本帖最后由 voloin 于 2011-11-14 11:48 编辑

只在购买衣服上中国人很喜欢参考朋友的建议。
如果没耐心等着更换衣服的人从更衣室出来,就别开店了,一点品牌意识都没有。
但拍照是触犯行业规则的。对于职业卖手而言,试穿衣服拍照就等于第二天他所在的工厂可以生产销售一模一样的衣服,而且还不用支付成本。
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