How China is changing the future of shopping | Angela Wang

Translator: Vanessa Montes Reviewer: Mario Cal

This is my nephew,

Este é o meu sobriño,

Yuan Yuan.

Yuan Yuan.

He's five years old,

Ten cinco anos,

super adorable.

súper adorable.

I asked him the other day,

O outro día pregunteille,

"What would you like for your birthday this year?"

"Que queres este ano polo teu aniversario?"

He said, "I want to have a one-way mirror Spider-Man mask."

E respondeu: "Quero unha máscara do Home Araña con espello unidireccional".

I had absolutely no idea what he was talking about,

Non tiña nin idea do que me estaba a falar,

so I said, "Wow, that's really cool,

así que lle dixen: "Guau, iso mola moito,

but how are you going to get it?"

pero como a vas conseguir?"

He told me, without a blink of his eyes,

Respondeume, sen pestañexar,

"I'm going to tell my mom and make a wish before I go to bed.

"Voullo dicir a mamá e pedirei un desexo antes de deitarme.

My mom will go to shake her mobile phone.

A miña nai axitará o seu teléfono móbil.

The next morning, the delivery uncle will give it to me when I wake up."

Á mañá seguinte o repartidor traeramo cando esperte."

I was about to tease him,

Estaba a piques de facerlle burla

but suddenly I realized

pero de repente decateime de que

he was simply telling me the truth,

el realmente me estaba a dicir a verdade,

the truth of what shopping looks like for this generation.

a verdade do que é comprar a ollos desta xeración.

If you think of it, for a child like Yuan Yuan,

Se o pensan, para un neno como Yuan Yuan,

shopping is a very different idea

ir de compras é unha idea moi diferente

compared to what my generation had in mind.

en comparación co que a miña xeración tiña en mente.

Shopping is always done on mobile,

As compras sempre se fan dende o móbil,

and payment is all virtual.

e o pago é virtual.

A huge shopping revolution is happening in China right now.

Agora mesmo en China está tendo lugar unha grande revolución das compras.

Shopping behaviors, and also technology platforms,

Os comportamentos de compra, e tamén as plataformas tecnolóxicas,

have evolved differently than elsewhere in the world.

evolucionan de forma distinta ao resto do mundo.

For instance, e-commerce in China is soaring.

Por exemplo, o comercio electrónico en China estase a disparar.

It's been growing at twice the speed of the United States

Está crecendo ao dobre de velocidade que nos EUA

and a lot of the growth is coming from mobile.

e gran parte deste crecemento deriva dos móbiles.

Every month, 500 million consumers

Cada mes 500 millóns de consumidores

are buying on mobile phones,

compran dende teléfonos móbiles.

and to put that into context,

Para poñer isto en contexto,

that is a total population of the United States,

esta cifra equivale á poboación total dos EUA,

UK and Germany combined.

Reino Unido e Alemaña xuntos.

But it is not just about the scale of the e-commerce,

Pero non se trata só da escala do comercio electrónico,

it is the speed of adoption and the aggregation of the ecosystems.

senón tamén da velocidade de adopción e agregación de ecosistemas.

It took China less than five years to become a country of mobile commerce,

China tardou menos de cinco anos en converterse nun país de comercio móbil,

and that is largely because of the two technology platforms,

e isto débese en gran parte a dúas plataformas tecnolóxicas,

Alibaba and Tencent.

Alibaba e Tencent.

They own 90 percent of the e-commerce --

Estas plataformas posúen o 90 por cento do comercio electrónico,

pretty much the whole market --

case todo o mercado,

85 percent of social media,

o 85 por cento das redes sociais

85 percent of internet payment.

e o 85 por cento dos pagos por internet.

And they also own large volumes of digital content, video, online movie,

Tamén posúen un gran volume de contidos dixitais, como vídeos, películas en liña,

literature, travel information, gaming.

literatura, información sobre viaxes e videoxogos.

When this huge base of mobile shoppers

Cando esta enorme base de compradores por móbil

meets with aggregated ecosystems,

entra en contacto co ecosistema agregado,

chemical reactions happen.

teñen lugar reaccións químicas.

Today, China is like a huge laboratory

Hoxe en día china é un laboratorio xigante

generating all sorts of experiments.

que xera todo tipo de experimentos.

You should come to China,

Deben visitar China,

because here you will get a glimpse into the future.

porque aquí poderán albiscar o futuro.

One of the trends I have seen concerns the spontaneity of shopping.

Unha das tendencias que observei ten que ver coa espontaneidade das compras.

Five years ago, in a fashion study,

Hai cinco anos nun estudo sobre moda,

we found that on average,

vimos que un consumidor chinés

a Chinese consumer would be buying five to eight pairs of shoes.

compra unha media de entre cinco e oito pares de zapatos ao ano.

This number tripled to reach about 25 pairs of shoes a year.

Este número triplicouse ata chegar ata uns 25 pares por ano.

Who would need so many pairs of shoes?

Quen precisa tantos zapatos?

So I asked them, "What are the reasons you buy?"

Así que lles preguntei: "Cales son as razóns polas que compra?"

They told me a list of inspirations:

Enumeraron unha serie de inspiracións:

blogs, celebrity news, fashion information.

blogues, noticias de famosos, información sobre moda.

But really, for many of them, there was no particular reason to buy.

Pero, en realidade, moitos deles non compraban por un motivo concreto.

They were just browsing on their mobile site

Só estaban navegando nos seus teléfonos móbiles

and then buying whatever they saw.

e logo compraban o que vían.

We have observed the same level of spontaneity in everything,

Levamos observando o mesmo nivel de espontaneidade en todo,

from grocery shopping to buying insurance products.

dende as compras no supermercado ata a contratación de seguros.

But it is not very difficult to understand if you think about it.

Aínda que se o pensan, non é moi difícil de entender.

A lot of the Chinese consumers are still very new

Moitos dos consumidores chineses aínda son moi novos

in their middle-class or upper-middle-class lifestyles,

no estilo de vida da clase media ou a clase media alta,

with a strong desire to buy everything new,

e teñen o desexo de comprar todo novo,

new products, new services.

novos productos, novos servizos.

And with this integrated ecosystem,

A través deste novo ecosistema integrado

it is so easy for them to buy, one click after another.

é moi fácil para eles comprar facendo un click tras outro.

However, this new shopping behavior is creating a lot of challenges

Porén, este novo comportamento de compra está creando moitos retos

for those once-dominant businesses.

para aqueles negocios que adoitaban dominar.

The owner of a fashion company told me that he's so frustrated

O propietario dunha empresa de moda contoume que se sinte moi frustrado

because his customers keep complaining that his products are not new enough.

porque os seus clientes se queixan de que os seus productos non son o novos abondo.

Well, for a fashion company, really bad comment.

Para unha empresa de moda, este é un comentario moi malo.

And he already increased the number of products in each collection.

Xa intentou aumentar o número de productos en cada colección.

It doesn't seem to work.

Non parece funcionar.

So I told him there's something more important than that.

Así que lle dixen que había algo máis importante que iso.

You've got to give your consumer exactly what they want

É preciso darlle aos clientes exactamente o que queren

when they still want it.

cando aínda o queren.

And he can learn something from the online apparel players in China.

El pode aprender algo dos vendedores de moda por internet na China.

These companies, they collect real consumer feedback

Estas empresas recopilan información real de consumidores

from mobile sites, from social media,

a través de sitios móbiles e redes sociais,

and then their designers will translate this information

para que despois os seus deseñadores transformen esta información

into product ideas,

en ideas de producto

and then send them to microstudios for production.

e logo as manden a microempresas para a súa produción.

These microstudios are really key in this overall ecosystem,

Estas microempresas son clave neste ecositema xeral

because they take small orders,

porque toman pequenos pedidos,

30 garments at a time,

30 prendas á vez,

and they can also make partially customized pieces.

e tamén poden facer pezas parcialmente personalizadas.

The fact that all these production designs

Dado que todos estes deseños de produción

are done locally,

son feitos localmente,

the whole process, from transporting to product on shelf or online

todo o proceso, dende o transporte ata a colocación nun estante ou en liña

sometimes takes only three to four days.

ás veces leva só de tres a catro días.

That is super fast,

Iso é súper rápido,

and that is highly responsive to what is in and hot on the market.

e altamente receptivo ao que está de moda no mercado.

And that is giving enormous headaches to traditional retailers

E estálles a dar moitas dores de cabeza aos minoristas tradicionais

who are only thinking about a few collections a year.

que só pensan nunhas poucas coleccións ao ano.

Then there's a consumer's need for ultraconvenience.

Logo, está a necesidade de ultracomodidade do consumidor.

A couple of months ago, I was shopping with a friend in Tokyo.

Hai un par de meses estaba de compras cun amigo en Tokio.

We were in the store,

Estabamos nunha tenda

and there were three to four people standing in front of us

e había tres ou catro persoas diante nosa

at the checkout counter.

na cola da caixa.

Pretty normal, right?

Bastante normal, non é?

But both of us dropped our selection

Pero os dous deixamos quedar o que escolleramos

and walked away.

e marchamos.

This is how impatient we have become.

Así de impacientes nos volvemos.

Delivering ultraconvenience is not just something nice to have.

A ultracomodidade non só é algo agradable que ofrecer,

It is crucial to make sure your consumer actually buys.

senón que é crucial para asegurarse de que o cliente compre.

And in China, we have learned

E en China aprendemos

that convenience is really the glue that will make online shopping

que a comodidade é realmente o que vai facer que as compras en liña

a behavior and a habit that sticks.

se volvan un comportamento e un hábito duradeiros.

It is sometimes more effective than a loyalty program alone.

Ás veces é máis efectivo que un programa de fidelización.

Take Hema.

Por exemplo, Hema.

It's a retail grocery concept developed by Alibaba.

É un concepto de supermercado minorista desenvolto por Alibaba.

They deliver a full basket of products

Lévanche unha cesta completa de produtos,

from 4,000 SKUs to your doorstep

a escoller entre 4000 artigos, ata a túa porta

within 30 minutes.

en 30 minutos.

What is amazing is that they deliver literally everything:

O sorprendente é que envían practicamente de todo:

fruits, vegetables, of course.

froitas e verduras, por suposto.

They also deliver live fish

Tamén envían peixe vivo

and also live Alaska king crab.

e centolo de Alaska vivo.

Like my friend once told me,

Como me dixo unha vez o meu amigo,

"It's really my dream coming true.

"É o meu soño feito realidade.

Finally, I can impress my mother-in-law

Por fin podo impresionar á miña sogra

when she comes to visit me for dinner unexpectedly."

cando vén cear de imprevisto."

(Laughter)

(Risas)

Well, companies like Amazon and FreshDirect

Ben, empresas como Amazon e FreshDirect

are also experimenting in the same field.

tamén están experimentando neste eido.

The fact that Hema is part of the Alibaba ecosystem

O feito de que Hema forme parte do ecosistema de Alibaba

makes it faster and also a bit easier to implement.

fai que a sua implementación sexa máis rápida e algo máis fácil.

For an online grocery player,

Para un supermercado en liña,

it is very difficult, very costly,

é moi difícil, moi custoso,

to deliver a full basket quickly,

envíar unha cesta rapidamente;

but for Hema, it's got a mobile app,

pero Hema dispón dunha aplicación para móbil,

it's got mobile payment,

pago por móbil,

and also it's built 20 physical stores in high-density areas in Shanghai.

e conta con 20 tendas físicas en áreas de alta densidade en Shanghai.

These stores are built to ensure the freshness of the product --

Estas tendas foron construídas para garantir a frescura do produto,

they actually have fish tanks in the store --

teñen ata acuarios na tenda,

and also to give locations that will enable high-speed delivery.

e tamén ofrecen ubicacións que permiten as entregas rápidas.

I know the question you have on your mind.

Sei o que se están a preguntar.

Are they making money?

Están gañando diñeiro?

Yes, they are making money.

Si, están gañando diñeiro.

They are breaking even,

De feito vailles xenial,

and what is also amazing is that the sales revenue per store

e o que tamén é sorprendente é que os ingresos de cada tenda

is three to four times higher than the traditional grocery store,

son entre tres e catro veces máis altos que os dun supermercado tradicional,

and half of the revenue orders are coming from mobile.

e a metade dos encargos proveñen de dispositivos móbiles.

This is really proof that a consumer,

Isto realmente demostra que un consumidor

if you give them ultraconvenience that really works in grocery shopping,

ao que lle ofreces ultracomodidade que funcione na compra de comestibles

they're going to switch their shopping behaviors online,

cambiará o seu comportamento de compra en liña

like, in no time.

de maneira inmediata.

So ultraconvenience and spontaneity,

Pero a ultracomodidade e a espontaneidade

that's not the full story.

non o son todo.

The other trend I have seen in China

A outra tendencia que vin en China

is social shopping.

é a compra social.

If you think of social shopping elsewhere in the world,

As compras sociais noutros lugares do mundo

it is a linear process.

son un proceso lineal.

You pick up something on Facebook,

Escolles algo en Facebook,

watch it, and you switch to Amazon

míralo e cambias a Amazon

or brand.com to complete the shopping journey.

ou a brand.com para completar o proceso de compra.

Clean and simple.

Fácil e rápido.

But in China it is a very different thing.

Pero en China é unha cousa moi diferente.

On average, a consumer would spend one hour on their mobile phone shopping.

Un consumidor pasa de media unha hora comprando no seu móbil.

That's three times higher than the United States.

Isto é tres veces máis que en EUA.

Where does the stickiness come from?

De onde vén ese comportamento?

What are they actually doing on this tiny little screen?

Que están a facer realmente nesa minúscula pantalla?

So let me take you on a mobile shopping journey

Permítanme que os guíe pola miña experiencia das compras por móbil.

that I usually would be experiencing.

11pm, yes, that's usually when I shop.

Ás 11 da noite (si, é cando adoito comprar)

I was having a chat in a WeChat chatroom with my friends.

estaba chateando nunha sala de WeChat cos meus amigos.

One of them took out a pack of snack

Un deles sacou un paquete de lambetadas

and posted the product link in that chatroom.

e publicou a ligazón do produto nesa sala de chat.

I hate it, because usually I would just click that link

Odio iso, porque normalmente faría click nesa ligazón

and then land on the product page.

e logo chegaría á páxina do produto.

Lots of information, very colorful,

Moita información, moi colorida,

mind-blowing.

impresionante.

Watched it and then a shop assistant came online

Mireino e despois un dependente conectouse

and asked me, "How can I help you tonight?"

e preguntoume: "Como lle podo axudar esta noite?"

Of course I bought that pack of snack.

Por suposto, comprei o paquete de lambetadas.

What is more beautiful is I know that the next day, around noontime,

O máis bonito é que sei que ao día seguinte, arredor do mediodía,

that pack of snack will be delivered to my office.

ese paquete de lambetadas será entregado na miña oficina.

I can eat it and share it with my colleagues

Poderei comelo e compartilo cos meus colegas

and the cost of delivery, maximum one dollar.

e os gastos de envío serán dun máximo dun dólar.

Just when I was about to leave that shopping site,

Xusto cando ía saír desa páxina de compra

another screen popped up.

apareceu outra pantalla.

This time it is the livestreaming of a grassroots celebrity

Esta vez era un vídeo en vivo dunha famosa local

teaching me how to wear a new color of lipstick.

ensinándome a usar unha nova cor de pintalabios.

I watched for 30 seconds -- very easy to understand --

Mireno 30 segundos, moi fácil de entender,

and also there is a shopping link right next to it,

e tamén había unha ligazón de compra xusto ao lado,

clicked it, bought it in a few seconds.

así que fixen click e compreino nuns segundos,

Back to the chatroom.

Volvín á sala de chat.

The gossiping is still going on.

A rexouba continuaba.

Another friend of mine posted the QR code

Outro amigo publicou un código QR

of another pack of snack.

doutro paquete de lambonadas.

Clicked it, bought it.

Fixen click e compreino.

So the whole experience

Toda a experiencia

is like you're exploring in an amusement park.

semella como se estiveses explorando un parque de atraccións.

It is chaotic, it is fun

É caotica, divertida

and it's even a little bit addictive.

e mesmo un pouco adictiva.

This is what's happening when you have this integrated ecosystem.

Isto é o que acontece neste ecosistema integrado.

Shopping is embedded in social,

As compras están incrustadas no social

and social is evolving into a multidimensional experience.

e o social está evolucionando cara á unha experiencia multidimensional.

The integration of ecosystems reaches a whole new level.

A integración dos ecosistemas chega a un nivel completamente novo.

So does its dominance in all aspects of our life.

Tamén o seu dominio en todos os aspectos da nosa vida.

And of course, there are huge commercial opportunities behind it.

E, por suposto, hai grandes oportunidades comerciales detrás disto.

A Chinese snack company, Three Squirrels,

Unha empresa de lambetadas chinesa, Three Squirrels,

built a half-a-billion-dollar business in just three years

construíu un negocio de 500 millóns de dólares en tan só tres anos

by investing in 300 to 500 shop assistants

investindo entre 300 e 500 dependentes

who are going to be online to provide services 24/7.

que están en liña para prestar servizos 24h ao día todos os días.

In the social media environment,

No ámbito das redes sociais

they are like your neighborhood friends.

son como os teus amigos do barrio.

Even when you are not buying stuff,

Mesmo cando non estás comprando,

they will be happy to just tell you a few jokes and make you happy.

contentaranse con contarche uns chistes para facerte feliz.

In this integrated ecosystem,

Neste ecosistema integrado

social media can really redefine the relationship between brand,

as redes sociais poden redefinir a relación entre marca,

retailer and consumer.

minorista e consumidor.

These are only fragments of the massive changes

Estes son só fragmentos dos profundos cambios

I have seen in China.

que levo visto en China.

In this huge laboratory,

Neste enorme laboratorio

a lot of experiments are generated every single day.

xeranse moitos experimentos todos os días.

The ecosystems are reforming,

Os ecosistemas estanse a reformar,

supply chain distribution, marketing, product innovation,

a distribución da cadea de suministro, o márketing, a innovación do produto,

everything.

todo.

Consumers are getting the power to decide what they want to buy,

Os consumidores teñen o poder para decidir o que queren comprar,

when they want to buy it,

cando o queren comprar,

how they want to buy it, how they want to social.

como o queren comprar, como queren socializar.

It is now back to business leaders of the world

Agora é preciso que os líderes empresarias de todo o mundo

to really open their eyes, see what's happening in China,

realmente abran os seus ollos e vexan o que está a pasar en China.

think about it and take actions.

pensen sobre iso e tomen medidas.

Thank you.

Gracias.

(Applause)

(Aplausos)

Massimo Portincaso: Angela, what you shared with us

Massimo Portincaso: Angela, o que nos contaches

is truly impressive and almost incredible,

é realmente sorprendente e case incríble,

but I think many in the audience had the same question that I had,

pero creo que moitos espectadores teñen a mesma pregunta ca min

which is:

que é:

Is this kind of impulsive consumption

É este consumo impulsivo

both economically and environmentally sustainable over the longer term?

economica e ambientalmente sostible a longo prazo?

And what is the total price to be paid

É cal é o prezo total

for such an automized and ultraconvenient retail experience?

por esta experiencia minorista automatizada e ultracómoda?

Angela Wang: Yeah. One thing we have to keep in mind

Angela Wang: Si. Algo que debemos ter en conta

is really, we are at the very beginning of a huge transformation.

é que realmente estamos no comezo dunha grande transformación.

So with this trading up needs of the consumer,

Así, estas necesidades crecentes do consumidor,

together with the evolution of the ecosystem,

xunto coa evolución do ecosistema,

there are a lot of opportunities and also challenges.

fan xurdir moitas oportunidades e retos.

So I've seen some early signs

Vin algunhas sinais temperás

that the ecosystems are shifting their focus

de que os ecosistemas están cambiando o seu enfoque

to pay attention to solve these challenges.

para prestar atención á resolución destes retos.

For example, paying more consideration to sustainability

Por exemplo, prestan máis atención á sostibilidade

alongside just about speed,

xunto coa velocidade,

and also quality over quantity.

e tamén á calidade sobre a cantidade.

But there are really no simple answers to these questions.

Pero realmente non hai unha resposta simple a estas preguntas.

That is exactly why I'm here to tell everyone

É por iso que estou aquí para dicirlle a todo o mundo

that we need to watch it, study it, and play a part in this evolution.

que necesitamos observar e estudar isto e tomar parte nesa evolución.

MP: Thank you very much.

MP: Moitas grazas.

AW: Thank you.

AW. Grazas.

(Applause)

(Aplausos)