How China is changing the future of shopping | Angela Wang

翻译人员: Yolanda Zhang 校对人员: Coco Shen

This is my nephew,

这是我的侄子。

Yuan Yuan.

圆圆。

He's five years old,

他5岁了，

super adorable.

非常活泼可爱。

I asked him the other day,

有一天我问他，

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

“今年你想要什么生日礼物？”

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

他说，“我想要一个 单镜面的蜘蛛侠面具。”

I had absolutely no idea what he was talking about,

我完全不知道他说的是什么东西，

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

所以我问他，“哇哦，听起来太酷了，

but how are you going to get it?"

那你怎么才能得到这个礼物呢？”

He told me, without a blink of his eyes,

他不假思索的说，

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

“我要告诉妈妈，而且睡前还要许愿。

My mom will go to shake her mobile phone.

妈妈会晃一晃她的手机。

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

第二天我一起床， 邮递员叔叔就会把礼物送过来了。”

I was about to tease him,

我本想嘲笑他的异想天开，

but suddenly I realized

不过突然我意识到

he was simply telling me the truth,

他的话毫不夸张，

the truth of what shopping looks like for this generation.

他这一代人的购物方式就是这样的。

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

想想看，对像圆圆这样的孩子来说，

shopping is a very different idea

购物这个概念跟我们这代人

compared to what my generation had in mind.

所经历的相比已经完全不同了。

Shopping is always done on mobile,

如今购物都是在手机上进行的，

and payment is all virtual.

付款的过程也只是虚拟的交易。

A huge shopping revolution is happening in China right now.

在中国，一场巨大的 购物革命正在悄然发生。

Shopping behaviors, and also technology platforms,

购物行为和技术平台

have evolved differently than elsewhere in the world.

已经演变得与世界上 其他地方大不相同。

For instance, e-commerce in China is soaring.

举个例子，电商在中国已经 达到了空前繁荣。

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

其发展的速度是美国的两倍，

and a lot of the growth is coming from mobile.

而相当一部分增长来自移动设备。

Every month, 500 million consumers

每个月，5亿消费者

are buying on mobile phones,

在手机上购物，

and to put that into context,

具体点说，

that is a total population of the United States,

这相当于美国，英联邦

UK and Germany combined.

和德国人口的总和。

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

但这不仅仅关乎电商的规模，

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

也涉及到各个生态系统 适应和聚集的速度。

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

中国只花了不到5年时间 就成为了移动商务的巨头，

and that is largely because of the two technology platforms,

而这在很大程度上要 归功于两大技术平台，

Alibaba and Tencent.

阿里巴巴和腾讯。

They own 90 percent of the e-commerce --

他们共同占有了90%的电商业务——

pretty much the whole market --

几乎相当于整个市场——

85 percent of social media,

包括85%的社交媒体，

85 percent of internet payment.

和85%的网络支付业务。

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

他们同样还拥有大量的数字内容， 视频，在线电影，

literature, travel information, gaming.

文学作品，旅游信息，游戏等资源。

When this huge base of mobile shoppers

当这一庞大的移动购物群体

meets with aggregated ecosystems,

与聚集的生态系统相结合，

chemical reactions happen.

就会发生奇妙的反应。

Today, China is like a huge laboratory

当今，中国就像一个巨大的实验室，

generating all sorts of experiments.

各种实践研究层出不穷。

You should come to China,

你们应该去中国体验一下，

because here you will get a glimpse into the future.

因为在这里你能够 一窥未来世界的样子。

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

我所看到的其中一个趋势 有关自发性购物。

Five years ago, in a fashion study,

五年前，在一个流行趋势的研究中，

we found that on average,

我们发现一个中国消费者

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

平均每年会买5到8双鞋子。

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

这个数字现在已经变成了25， 是之前的三倍。

Who would need so many pairs of shoes?

谁会需要这么多双鞋子呢？

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

所以我问他们， “你们为什么购物？”

They told me a list of inspirations:

他们列举了一系列 刺激他们消费的原因：

blogs, celebrity news, fashion information.

博客，名人新闻，时尚信息。

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

不过说真的，对他们很多人来说， 并不需要一个具体的购物理由。

They were just browsing on their mobile site

他们通常只是在 移动设备上浏览网页，

and then buying whatever they saw.

差不多看到了什么就买什么。

We have observed the same level of spontaneity in everything,

我们几乎在每件事上 都见到了同等程度的自发行为，

from grocery shopping to buying insurance products.

从购买日用品到保险产品。

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

不过仔细想想， 也不难理解这种行为。

A lot of the Chinese consumers are still very new

很多中国消费者刚刚开始接触

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

中产或中上层社会的生活方式，

with a strong desire to buy everything new,

对每一件新事物，新产品，新服务，

new products, new services.

都有着强烈的欲望。

And with this integrated ecosystem,

有了综合的生态系统，

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

他们买东西简直易如反掌， 只需要一个接一个的点击操作。

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

然而，这种新的消费行为正在给 一些曾经的商业巨头

for those once-dominant businesses.

制造很多挑战。

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

一个时装公司的业主告诉我， 他觉得非常焦虑和沮丧，

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

因为他的顾客不停在抱怨 他们的产品不够时尚。

Well, for a fashion company, really bad comment.

对一个时装公司来说， 这种评价实在是糟透了。

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

他已经增加了旗下 每个系列的新品数量。

It doesn't seem to work.

但是没什么效果。

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

于是我告诉他还有比这更重要的。

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

你需要在你的顾客想要某件产品时

when they still want it.

及时满足他们的需求。

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

他还需要向中国的 网络服装供应商学习经验。

These companies, they collect real consumer feedback

这些公司从移动端和 社交媒体上搜集

from mobile sites, from social media,

真实的客户反馈，

and then their designers will translate this information

然后他们的设计师团队 会把这些信息

into product ideas,

转变成产品理念，

and then send them to microstudios for production.

再把这些新点子送去小作坊量产。

These microstudios are really key in this overall ecosystem,

这些小的工作室是 整个电商生态系统中的关键，

because they take small orders,

因为他们只接受小订单，

30 garments at a time,

每次30件，

and they can also make partially customized pieces.

他们还能制作部分个性化的拼接件。

The fact that all these production designs

这一系列生产设计都是

are done locally,

在当地完成的，

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

整个过程，从运输到 产品上架或上网出售，

sometimes takes only three to four days.

有时只需要3到4天。

That is super fast,

这堪称神速，

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

也是对市场中流行元素 和需求的高效回应。

And that is giving enormous headaches to traditional retailers

这让每年只推出有限几个款式的

who are only thinking about a few collections a year.

传统零售商来说极为头疼。

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

此外，消费者还对方便快捷 有着极高的要求。

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

几个月前，我在东京跟朋友逛街。

We were in the store,

我们在一个店里，

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

收款台前面排了三四个人

at the checkout counter.

等待结账。

Pretty normal, right?

这很正常，对吧？

But both of us dropped our selection

但是我们都放下了挑好的东西，

and walked away.

走出了商店。

This is how impatient we have become.

很明显我们变得越来越没有耐心了。

Delivering ultraconvenience is not just something nice to have.

超速快递不单单是一件好事。

It is crucial to make sure your consumer actually buys.

这也是决定顾客 会不会买东西的关键要素。

And in China, we have learned

在中国，我们发现

that convenience is really the glue that will make online shopping

方便快捷才真正是 让人们维持网络购物

a behavior and a habit that sticks.

行为和习惯的良策。

It is sometimes more effective than a loyalty program alone.

它有时候比至尊客户项目还要有效。

Take Hema.

比如Hema。

It's a retail grocery concept developed by Alibaba.

这是一个由阿里巴巴 推广起来的零售概念。

They deliver a full basket of products

他们会把满满一篮产品

from 4,000 SKUs to your doorstep

从4000单位的库存中用30分钟

within 30 minutes.

递送到你的门前。

What is amazing is that they deliver literally everything:

不可思议的是他们 几乎可以快递任何东西：

fruits, vegetables, of course.

必然包括水果，蔬菜。

They also deliver live fish

他们还派送鲜鱼，

and also live Alaska king crab.

甚至包括新鲜的阿拉斯加帝王蟹。

Like my friend once told me,

就像我朋友有一次跟我说，

"It's really my dream coming true.

“我简直觉得美梦成真了。

Finally, I can impress my mother-in-law

我终于可以在我婆婆

when she comes to visit me for dinner unexpectedly."

不打招呼就来吃晚饭的 时候给她点惊喜了。”

(Laughter)

（笑声）

Well, companies like Amazon and FreshDirect

与此同时，像亚马逊和 生鲜直达这样的公司

are also experimenting in the same field.

也在这一领域进行着实践。

The fact that Hema is part of the Alibaba ecosystem

Hema作为阿里巴巴 生态系统的一部分,

makes it faster and also a bit easier to implement.

其更快捷的优势也正是得益于此。

For an online grocery player,

对一个网络零售商家，

it is very difficult, very costly,

快递一整套的产品

to deliver a full basket quickly,

不易实现且成本极高，

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

但是Hema有自己的应用程序，

it's got mobile payment,

自己的移动支付通道，

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

还在上海的闹市区 开设了20家实体店。

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

开设这些店面是为了 保证产品的新鲜——

they actually have fish tanks in the store --

店里还有鱼池——

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

同时也提供了高速递送的发货地点。

I know the question you have on your mind.

我知道你们早就心生疑问。

Are they making money?

他们盈利了吗？

是的，他们在盈利。

Yes, they are making money.

They are breaking even,

他们不但收回了成本，

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

更不可思议的是每一个 店面的销售额

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

都比传统零售店要高3到4倍，

and half of the revenue orders are coming from mobile.

有一半的营收订单都是来自移动端。

This is really proof that a consumer,

这很好的说明了，对于消费者，

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

如果你为它们提供 超便捷的零售购物体验，

they're going to switch their shopping behaviors online,

他们就会迅速转变，更多的

like, in no time.

进行在线消费。

So ultraconvenience and spontaneity,

不过超便捷和自发购物的倾向

that's not the full story.

还不是故事的全部。

The other trend I have seen in China

我在中国见到的另一个趋势

is social shopping.

是社交购物。

If you think of social shopping elsewhere in the world,

如果你想想世界其他地方的社交购物，

通常都是线性过程。

it is a linear process.

You pick up something on Facebook,

你在脸书上注意到了一样东西，

watch it, and you switch to Amazon

看了一会儿，然后登陆

or brand.com to complete the shopping journey.

亚马逊或者品牌网完成了购物。

Clean and simple.

举手之劳。

But in China it is a very different thing.

但是在中国情况却大不相同。

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

平均来说，一个消费者会 在手机上花一小时的时间购物。

That's three times higher than the United States.

这个长度是美国的三倍。

Where does the stickiness come from?

这种对购物的专注从哪里来？

What are they actually doing on this tiny little screen?

他们盯着手机屏幕到底是在干什么？

So let me take you on a mobile shopping journey

我来讲一讲我在中国通常会

that I usually would be experiencing.

经历的手机购物体验。

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

晚上11点，没错，我通常 是在这个时间购物。

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

我正在微信群聊室 跟几个朋友聊天。

One of them took out a pack of snack

有个人打开了一包零食，

and posted the product link in that chatroom.

还顺手把购买链接发到了群里。

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

我很抵触这种做法， 因为通常我会本能的

and then land on the product page.

点击链接登录网站。

Lots of information, very colorful,

网页的内容很丰富，色彩绚丽，

mind-blowing.

让人目不暇接。

Watched it and then a shop assistant came online

看了一会儿就会 有一个导购人员登录，

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

问我，“需要什么帮助吗？”

Of course I bought that pack of snack.

当然我就直接买了那包零食。

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

更让人激动的是我 很清楚大概第二天中午，

that pack of snack will be delivered to my office.

那包零食就会出现在我的办公室。

I can eat it and share it with my colleagues

我可以边吃边跟同事们分享，

and the cost of delivery, maximum one dollar.

而快递的费用还不到1美元。

Just when I was about to leave that shopping site,

而当我正打算离开那个网页，

another screen popped up.

另一个窗口又弹了出来。

This time it is the livestreaming of a grassroots celebrity

这次的内容是一个草根明星在线教我

teaching me how to wear a new color of lipstick.

如何用新款颜色的 唇彩妆扮自己。

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

我看了30秒——简单易懂——

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

旁边还有一个购买链接，

clicked it, bought it in a few seconds.

点一下，几秒后就下单了。

Back to the chatroom.

我又回到了群聊室。

The gossiping is still going on.

大家还在聊着八卦。

Another friend of mine posted the QR code

又有个人把另一包零食的二维码

of another pack of snack.

发了出来。

Clicked it, bought it.

我再一次点击购买了。

So the whole experience

整个过程很像是

is like you're exploring in an amusement park.

在体验一场嘉年华。

It is chaotic, it is fun

眼花缭乱，其乐无穷，

and it's even a little bit addictive.

甚至让人欲罢不能。

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

身处综合生态系统 就会产生这样的效果。

Shopping is embedded in social,

购物融于社交，

and social is evolving into a multidimensional experience.

而社交正在演变成一种多维的体验。

The integration of ecosystems reaches a whole new level.

生态系统的综合性 达到了一个新高度。

So does its dominance in all aspects of our life.

同时它也占据了 我们生活的每一个角落。

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

当然，其背后有着庞大的商业机会。

A Chinese snack company, Three Squirrels,

一家中国的公司，三只松鼠，

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

在短短的三年内就通过雇用

by investing in 300 to 500 shop assistants

300至500个24小时在线的导购助手

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

打造了一个五亿美元的零售产业。

In the social media environment,

在社交媒体环境中，

they are like your neighborhood friends.

他们就像你熟悉的邻居。

即使你没打算买东西，

Even when you are not buying stuff,

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

他们也会乐此不疲的 给你讲笑话，逗你开心。

In this integrated ecosystem,

在这个集成生态系统中，

social media can really redefine the relationship between brand,

社交媒体的确可以重新定义 品牌，零售商和消费者

retailer and consumer.

之间的关系。

These are only fragments of the massive changes

以上这些只是我在 中国亲历的无数变化的

I have seen in China.

冰山一角。

In this huge laboratory,

在这个巨大的实验室里，

a lot of experiments are generated every single day.

每一天都有大量新的实验开始运转。

The ecosystems are reforming,

电商生态系统正在变革，

supply chain distribution, marketing, product innovation,

包括供应链分销，营销，产品创新，

everything.

每个环节都是如此。

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

消费者正在慢慢获得权力 去决定他们想要买什么，

when they want to buy it,

什么时候买，

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

怎么买，以及如何参与社交活动。

It is now back to business leaders of the world

现在是时候让全球的行业领袖们

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

睁开眼睛看看中国正在发生的变化，

think about it and take actions.

并思考如何应对了。

Thank you.

谢谢大家。

(Applause)

（掌声）

Massimo Portincaso: Angela, what you shared with us

Massimo Portincaso（MP）: 王女士, 你跟我们分享的这些

is truly impressive and almost incredible,

听起来简直太不可思议了，

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

不过我觉得在座的 很多观众都跟我一样

which is:

还是心存疑虑：

Is this kind of impulsive consumption

这种冲动消费

both economically and environmentally sustainable over the longer term?

从长远来看是不是经济 和环境可持续的呢？

And what is the total price to be paid

这样一个高自动化， 超便捷的零售体验

for such an automized and ultraconvenient retail experience?

其背后的代价是什么呢？

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

王佳茜（AW）：好的。 我们都需要记住一件事，

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

我们只是处在一个 巨大转变的萌芽期。

So with this trading up needs of the consumer,

随着人们表现出对消费升级的需求，

together with the evolution of the ecosystem,

再加上生态系统的演变，

there are a lot of opportunities and also challenges.

会出现越来越多的机遇和挑战。

So I've seen some early signs

我已经看到了一些迹象，

that the ecosystems are shifting their focus

生态系统正在转换关注点，

to pay attention to solve these challenges.

越来越有针对性的应对这些挑战。

For example, paying more consideration to sustainability

举个例子，除了追求速度， 可持续发展也

alongside just about speed,

也越来越受到重视，

and also quality over quantity.

产品质量也比数量更受到关注。

But there are really no simple answers to these questions.

但是针对这些问题， 答案从来都不简单。

That is exactly why I'm here to tell everyone

这也就是为什么 我今天要站在这里告诉大家

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

我们需要观察，学习， 并且参与这项变革。

MP: Thank you very much.

MP：非常感谢。

AW：谢谢。

AW: Thank you.

(Applause)

（掌声）