How China is changing the future of shopping | Angela Wang

譯者: Helen Chang 審譯者: S Sung

This is my nephew,

這是我的侄子。

Yuan Yuan.

圓圓。

He's five years old,

五歲的他非常可愛。

super adorable.

I asked him the other day,

有一天我問他：

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

「今年想要什麼生日禮物？」

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

他說：「我想要個眼罩 是單面鏡的蜘蛛俠面具。 」

I had absolutely no idea what he was talking about,

我根本不知道他說的是什麼，

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

所以問他：「哇，聽起來很酷，

but how are you going to get it?"

要怎麼才能得到呢？ 」

He told me, without a blink of his eyes,

他不假思索地回答：

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

「我會告訴媽媽，並且在睡前許個願。

My mom will go to shake her mobile phone.

媽媽會把手機搖一搖。

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

第二天早上我起床時， 送貨的叔叔就送到了。」

I was about to tease him,

我本想逗他一下，

but suddenly I realized

但突然意識到

he was simply telling me the truth,

他只是告訴我實話，

the truth of what shopping looks like for this generation.

是他這代人眼裡看到的購物實況。

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

仔細想想，對圓圓這樣的孩子來說，

shopping is a very different idea

購物的概念

與我們這代人印像中的大不相同。

compared to what my generation had in mind.

Shopping is always done on mobile,

他們總是用手機購物，

and payment is all virtual.

以虛擬付款。

A huge shopping revolution is happening in China right now.

此時中國正進行著購物的革命巨變；

Shopping behaviors, and also technology platforms,

購物行為和技術平台的演變，

have evolved differently than elsewhere in the world.

已迥異於世界其他各地。

For instance, e-commerce in China is soaring.

例如，空前的中國電商榮景，

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

以美國的兩倍速度成長，

and a lot of the growth is coming from mobile.

而其中相當大的部分來自行動設備。

Every month, 500 million consumers

每個月有五億個消費者

are buying on mobile phones,

用手機購物；

and to put that into context,

具體來說，

that is a total population of the United States,

相當於美國、英國

UK and Germany combined.

和德國的人口總和。

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

不僅牽涉到電商的規模，

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

採用的速度和生態系統 聚集的程度也是。

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

不到五年，中國已成為行動商務的巨頭，

and that is largely because of the two technology platforms,

這主要歸功於兩大技術平台：

Alibaba and Tencent.

阿里巴巴和騰訊。

They own 90 percent of the e-commerce --

二者掌握著 90% 的電商業務，

pretty much the whole market --

幾乎是整個市場，

85 percent of social media,

還掌握 85% 的社群媒體，

85 percent of internet payment.

和 85% 的網路支付。

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

他們也擁有大量的數位內容：

影片、線上電影、

literature, travel information, gaming.

文學、旅遊資訊、遊戲。

When this huge base of mobile shoppers

當龐大的行動購物消費者

meets with aggregated ecosystems,

遇上了聚集的生態系統，

chemical reactions happen.

就會產生化學反應。

Today, China is like a huge laboratory

當今的中國像是個巨大的實驗室，

generating all sorts of experiments.

正做著各式各樣的實驗。

You should come to China,

你們應該來中國看看，

because here you will get a glimpse into the future.

因為在這裡能夠一窺 未來世界的樣貌。

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

我觀察到自發性的購物趨勢。

Five years ago, in a fashion study,

五年前在研究流行趨勢時，

we found that on average,

我們發現中國消費者

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

平均買五到八雙鞋子。

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

如今這數字已經成長三倍， 成為每年約買 25 雙。

Who would need so many pairs of shoes?

誰會需要這麼多鞋子呢？

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

所以我詢問他們：「為什麼購買？」

They told me a list of inspirations:

他們告訴我刺激他們消費的清單：

blogs, celebrity news, fashion information.

部落格、名人的新聞、時尚的消息。

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

而事實上，許多人 並沒有具體的購物理由，

They were just browsing on their mobile site

通常他們只在行動設備上瀏覽網頁，

and then buying whatever they saw.

看到什麼就買什麼。

We have observed the same level of spontaneity in everything,

我們見到幾乎在每件事上 都有同等程度的自發性，

from grocery shopping to buying insurance products.

從購買日用品到買保險。

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

仔細想想，不難理解這種行為。

A lot of the Chinese consumers are still very new

很多的中國消費者才剛開始接觸

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

中產或中上層社會的生活方式，

with a strong desire to buy everything new,

他們有強烈的慾望 想要買每一樣新東西、

new products, new services.

新產品、新服務。

And with this integrated ecosystem,

有了整合的生態系統，

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

買東西輕而易舉，

一個接著一個的點選。

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

然而，這種新的消費行為 產生了很多的新挑戰

for those once-dominant businesses.

給那些曾經稱霸過的業者面對。

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

一個時裝公司的東主 對我訴說他的挫折，

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

因為顧客一直抱怨他的產品不夠新，

Well, for a fashion company, really bad comment.

對時裝公司而言是很糟糕的評價。

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

他已經增加每個系列的新品數量， 但好像沒什麼效果。

It doesn't seem to work.

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

我告訴他更重要的是

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

必須滿足顧客的確切需求， 而且要及時地滿足。

when they still want it.

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

他可以向中國的網路服裝供應商學習。

These companies, they collect real consumer feedback

這些公司收集真正的顧客反饋，

from mobile sites, from social media,

從行動裝置和社群媒體上收集，

and then their designers will translate this information

然後他們設計的團隊

把這些資訊轉化成產品的構想，

into product ideas,

and then send them to microstudios for production.

再送去小型工作室生產。

These microstudios are really key in this overall ecosystem,

這些小型工作室 是整個生態系統的關鍵，

because they take small orders,

因為他們接受小量訂單，

30 garments at a time,

一次 30 件，

and they can also make partially customized pieces.

還能小部分客製化。

The fact that all these production designs

由於一系列的生產和設計

are done locally,

都在當地完成，

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

整個從運輸到上架或上網的過程

sometimes takes only three to four days.

有時短到只需三到四天，

That is super fast,

堪稱神速，

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

是對市場流行和熱賣的高效率反應，

And that is giving enormous headaches to traditional retailers

致使每年只推出幾個限量款的

傳統零售商極為頭痛。

who are only thinking about a few collections a year.

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

此外還有消費者對超便利的需求。

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

幾個月前，我和朋友在東京逛街。

We were in the store,

我們在一家店裡，

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

前面排了三四個人等著收銀機結賬。

at the checkout counter.

Pretty normal, right?

很正常，對吧？

But both of us dropped our selection

但是我們兩人都放下了挑好的東西，

and walked away.

離開了商店。

This is how impatient we have become.

我們變得如此沒有耐心。

Delivering ultraconvenience is not just something nice to have.

有超便捷的遞送不僅僅好，

It is crucial to make sure your consumer actually buys.

還是顧客購買與否的真正關鍵。

And in China, we have learned

我們在中國發現，

that convenience is really the glue that will make online shopping

便捷才會真正使人們

a behavior and a habit that sticks.

上網購物的行為和習慣持久，

It is sometimes more effective than a loyalty program alone.

有時甚至勝過只靠以客為尊的方案。

Take Hema.

舉「盒馬」為例，

It's a retail grocery concept developed by Alibaba.

這是一個阿里巴巴推廣的零售概念

They deliver a full basket of products

他們把滿滿一籃貨品

from 4,000 SKUs to your doorstep

從四千個最小存貨單位送到你家門口

within 30 minutes.

不超過三十分鐘。

What is amazing is that they deliver literally everything:

不可思議的是幾乎每樣東西都遞送：

fruits, vegetables, of course.

當然包括水果、蔬菜，

They also deliver live fish

還遞送活魚

and also live Alaska king crab.

和活生生的阿拉斯加帝王蟹。

Like my friend once told me,

如同朋友有次對我說的：

"It's really my dream coming true.

「簡直是夢想成真。

Finally, I can impress my mother-in-law

我終於可以在婆婆不打招呼

when she comes to visit me for dinner unexpectedly."

就過來吃晚飯時使她服氣了。 」

(Laughter)

（笑聲）

Well, companies like Amazon and FreshDirect

亞馬遜和新鮮直達這些公司

are also experimenting in the same field.

也在同一領域實驗著。

The fact that Hema is part of the Alibaba ecosystem

盒馬因為隸屬於阿里巴巴生態系統，

makes it faster and also a bit easier to implement.

得以更快、更容易施行。

For an online grocery player,

對網路零售商家而言，

it is very difficult, very costly,

快遞一整籃貨品

to deliver a full basket quickly,

不容易做且成本很高，

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

但是盒馬有自己的應用程式、

it's got mobile payment,

自己的行動支付，

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

還在上海鬧區開設了二十家實體店。

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

開設這些店面以確保產品新鮮度──

they actually have fish tanks in the store --

他們店裡真的有水族箱──

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

同時也得以快速發貨、送貨。

I know the question you have on your mind.

我知道你們心裡疑惑著：

Are they making money?

他們獲利了嗎？

Yes, they are making money.

是的，他們有盈餘，

They are breaking even,

他們的收支平衡。

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

更不可思議的是每個店面的銷售額

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

都高於傳統的零售店面三到四倍，

and half of the revenue orders are coming from mobile.

而營收的一半來自行動端的訂單。

This is really proof that a consumer,

這證明了對消費者而言，

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

如果提供他們真正要用的 超便捷零售購物體驗，

they're going to switch their shopping behaviors online,

他們立刻就會轉為上網購物。

like, in no time.

So ultraconvenience and spontaneity,

而超便捷和自發性

that's not the full story.

還不是故事的全部。

The other trend I have seen in China

我在中國見到的另一趨勢

is social shopping.

是社群購物。

If you think of social shopping elsewhere in the world,

在世界上其他地方的社群購物

it is a linear process.

通常是個線性的過程。

You pick up something on Facebook,

你在臉書上留意到一樣東西，

watch it, and you switch to Amazon

看了一會兒，

然後登入亞馬遜或品牌網去買，

or brand.com to complete the shopping journey.

Clean and simple.

輕而易舉。

But in China it is a very different thing.

但在中國截然不同。

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

消費者平均花一小時用手機購物，

That's three times higher than the United States.

是美國的三倍。

Where does the stickiness come from?

黏著度從哪裡來的呢？

What are they actually doing on this tiny little screen?

他們在小小的手機螢幕上 到底做些什麼？

So let me take you on a mobile shopping journey

讓我帶你們來一趟 行動上網的購物旅程，

that I usually would be experiencing.

是我平常的體驗。

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

晚上 11 點，沒錯， 我通常在這個時間購物。

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

我本來在微信聊天室跟朋友聊天。

One of them took out a pack of snack

有人拿出一包零食，

and posted the product link in that chatroom.

還在聊天室裡張貼產品的連結網站。

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

我討厭那行為，

因為通常那會使我本能地 點選那連結而登入網站。

and then land on the product page.

Lots of information, very colorful,

網頁的內容很豐富，色彩絢麗，

mind-blowing.

讓人眼前一亮。

Watched it and then a shop assistant came online

看了一會兒，一個購物助理上線，

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

問我：「今晚有什麼我幫得上忙？」

Of course I bought that pack of snack.

當然我買了那包零食。

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

更妙的是我很清楚 在第二天的中午時分，

that pack of snack will be delivered to my office.

那包零食就會被送到我的辦公室，

I can eat it and share it with my colleagues

供我食用以及和同事們分享，

and the cost of delivery, maximum one dollar.

而快遞的費用不超過一美元。

Just when I was about to leave that shopping site,

正當我要離開那網頁時，

another screen popped up.

又跳出一個視窗，

This time it is the livestreaming of a grassroots celebrity

內容是一個草根網紅的直播，

teaching me how to wear a new color of lipstick.

教我如何用新款色彩的唇膏打扮自己。

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

我看了 30 秒，簡單易懂，

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

旁邊還有一個購買的連結，

clicked it, bought it in a few seconds.

點一下，幾秒鐘就買好了。

Back to the chatroom.

回到了聊天室，

The gossiping is still going on.

大家還在閒聊著。

Another friend of mine posted the QR code

另一個朋友張貼了二維碼，

of another pack of snack.

是另一種零食的，

Clicked it, bought it.

又點選買了。

So the whole experience

整個購物體驗

is like you're exploring in an amusement park.

就像是在逛遊樂園，

It is chaotic, it is fun

混亂而有趣，

and it's even a little bit addictive.

甚至還使人上癮。

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

有了整合的生態系統就會這樣，

Shopping is embedded in social,

購物被包藏在社交行為裡，

and social is evolving into a multidimensional experience.

而社交進化為多方的體驗。

The integration of ecosystems reaches a whole new level.

整合的生態系統達到全新的層次，

So does its dominance in all aspects of our life.

以致支配了我們全方位的生活。

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

當然背後有龐大的商機。

A Chinese snack company, Three Squirrels,

「三只松鼠」這家中國零嘴公司

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

在三年內建起五億美元的商業規模，

by investing in 300 to 500 shop assistants

靠的是投資三到五百名購物助理，

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

全年全天 24 小時無休地提供線上服務。

In the social media environment,

在社群媒體裡，

they are like your neighborhood friends.

他們就像是你的鄰居。

Even when you are not buying stuff,

即時你不購物，

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

他們也會愉快地講些笑話讓你開心。

In this integrated ecosystem,

在這個整合的生態系統裡，

social media can really redefine the relationship between brand,

社群媒體真的能重新定義品牌、

retailer and consumer.

零售商以及消費者之間的關係。

These are only fragments of the massive changes

這些只是我在中國見到 大型巨變中的一小部分。

I have seen in China.

In this huge laboratory,

在這個巨大的實驗室裡，

a lot of experiments are generated every single day.

每天都進行著許多的實驗。

The ecosystems are reforming,

生態系統正重建

supply chain distribution, marketing, product innovation,

供應鏈、行銷、產品創新的

everything.

每一面向。

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

消費者取回購物的決定權，

要買什麼、

when they want to buy it,

在什麼時候買、

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

如何買、如何社交。

It is now back to business leaders of the world

現在球回到全球商業領袖的手上，

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

他們應該真正張開眼

看清楚中國發生了什麼，

think about it and take actions.

思考和行動。

Thank you.

謝謝。

(Applause)

（掌聲）

Massimo Portincaso: Angela, what you shared with us

馬西莫 坡特卡索：安琪，

妳的分享真令人印象深刻， 幾乎難以置信。

is truly impressive and almost incredible,

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

但我想許多聽眾和我有同樣的問題，

which is:

那就是：

Is this kind of impulsive consumption

這種強迫式的消費，

both economically and environmentally sustainable over the longer term?

能在經濟和在環境上永續嗎？

And what is the total price to be paid

總體而言得要付出多少代價

for such an automized and ultraconvenient retail experience?

來支撐這樣自動化、

超級便捷的零售體驗呢？

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

王安琪：是的。

我們應該牢記

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

我們正站在巨變之初這件事。

So with this trading up needs of the consumer,

有這樣的消費交易需求，

together with the evolution of the ecosystem,

連同生態系統的進化，

there are a lot of opportunities and also challenges.

就會面臨許多的機會和挑戰。

So I've seen some early signs

我已看到早期的徵兆，

that the ecosystems are shifting their focus

生態系統已轉而關注

to pay attention to solve these challenges.

要解決所面對的挑戰。

For example, paying more consideration to sustainability

例如：更關注永續，

alongside just about speed,

不只看重速度、數量，

and also quality over quantity.

還重「質」多於重「量」。

But there are really no simple answers to these questions.

但這些問題沒有簡單的答案。

That is exactly why I'm here to tell everyone

我今天告訴各位的正是：

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

我們得注意、研究，

並在這進化裡扮演一角。

MP: Thank you very much.

（馬西莫）非常謝謝妳。

AW: Thank you.

（安琪）謝謝你。

(Applause)

（掌聲）