雙語(yǔ)新聞：電子零售商在“618”前采取務(wù)實(shí)的方式

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tingliketang

2024年05月22日

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Major Chinese e-commerce platforms are offering steep discounts and shopping subsidies as well as simplifying promotional methods by canceling presale campaigns during this year's extended June 18 (known as "618") online shopping carnival, with direct price cuts being a preferred strategy.

在今年延長(zhǎng)的6月18日（被稱(chēng)為“618”）網(wǎng)購(gòu)狂歡節(jié)期間，中國(guó)主要電子商務(wù)平臺(tái)正在提供大幅折扣和購(gòu)物補(bǔ)貼，并通過(guò)取消預(yù)售活動(dòng)簡(jiǎn)化促銷(xiāo)方式，直接降價(jià)是首選策略。

Industry experts said Chinese consumers have become more rational and prudent about potential purchases. So online retailers are taking a more pragmatic and simple approach this time, with a key focus on low-priced products and the use of livestreaming for product promotions, so as to attract price-conscious customers and bolster sales.

業(yè)內(nèi)專(zhuān)家表示，中國(guó)消費(fèi)者對(duì)潛在購(gòu)買(mǎi)行為變得更加理性和謹(jǐn)慎。因此，在線(xiàn)零售商這次采取了一種更務(wù)實(shí)、更簡(jiǎn)單的方法，重點(diǎn)關(guān)注低價(jià)產(chǎn)品，并使用直播進(jìn)行產(chǎn)品促銷(xiāo)，以吸引注重價(jià)格的客戶(hù)并提高銷(xiāo)售額。

Data from Tmall, Chinese tech heavyweight Alibaba Group's business-to-customer platform, show that the sales of 59 brands surpassed 100 million yuan ($13.8 million) within the first four hours of the midyear promotional event, which kicked off at 8 pm on Monday.

來(lái)自中國(guó)科技巨頭阿里巴巴集團(tuán)的企業(yè)對(duì)客戶(hù)平臺(tái)天貓的數(shù)據(jù)顯示，在周一晚上8點(diǎn)開(kāi)始的年中促銷(xiāo)活動(dòng)的前四小時(shí)內(nèi)，59個(gè)品牌的銷(xiāo)售額超過(guò)1億元人民幣（1380萬(wàn)美元）。

The turnover of Apple Inc's products on Tmall exceeded 1.5 billion yuan within the first hour, while sales of domestic smartphone brands such as Huawei, Xiaomi and Vivo surpassed 100 million yuan during the period, Tmall said.

天貓表示，蘋(píng)果公司的產(chǎn)品在第一個(gè)小時(shí)內(nèi)在天貓的銷(xiāo)售額就超過(guò)了15億元，而華為、小米和Vivo等國(guó)產(chǎn)智能手機(jī)品牌的銷(xiāo)售額在這段時(shí)間內(nèi)超過(guò)了1億元。

Moreover, the transaction volume of 11 cosmetics and skin care brands as well as 23 household appliances brands, including Haier, Hisense and Dyson, crossed the 100 million yuan threshold in the first four hours.

此外，包括海爾、海信、戴森在內(nèi)的11個(gè)化妝品和護(hù)膚品牌以及23個(gè)家電品牌的交易額在前四小時(shí)內(nèi)突破了億元大關(guān)。

US tech company Apple has launched a promotional campaign on its Tmall official flagship store in China, offering discounts of up to 2,300 yuan on the iPhone 15 models, to reinvigorate domestic demand for its flagship product.

美國(guó)科技公司蘋(píng)果在其中國(guó)天貓官方旗艦店推出了一項(xiàng)促銷(xiāo)活動(dòng)，為iPhone 15機(jī)型提供高達(dá)2300元的折扣，以重振國(guó)內(nèi)對(duì)其旗艦產(chǎn)品的需求。

Dong Puyu, a researcher at CIO Manage, a Beijing-based digital economy market consultancy, said major e-commerce players have canceled presales for this year's June 18 shopping festival, making the rules of online shopping simpler and further optimizing consumer shopping experiences and services.

北京數(shù)字經(jīng)濟(jì)市場(chǎng)咨詢(xún)公司CIO Manage的研究員董璞玉表示，主要電子商務(wù)參與者已經(jīng)取消了今年6月18日購(gòu)物節(jié)的預(yù)售，這簡(jiǎn)化了網(wǎng)上購(gòu)物的規(guī)則，并進(jìn)一步優(yōu)化了消費(fèi)者的購(gòu)物體驗(yàn)和服務(wù)。

Dong said e-commerce players are stepping up efforts to provide cost-effective commodities and invest more in livestreaming sessions and content, amid rising competition from short video platforms, given that Chinese shoppers are more rational and carefully reviewing their needs.

董表示，鑒于中國(guó)消費(fèi)者更加理性并仔細(xì)審查自己的需求，在來(lái)自短視頻平臺(tái)的競(jìng)爭(zhēng)日益激烈的情況下，電子商務(wù)參與者正在加緊努力提供高性?xún)r(jià)比的商品，并加大對(duì)直播會(huì)話(huà)和內(nèi)容的投資。

The June 18 promotional gala is expected to play a vital role in stimulating consumers' purchasing appetites, boosting the recovery of consumption and shoring up the economy, said Wang Yun, a researcher at the Academy of Macroeconomic Research, which is affiliated to the National Development and Reform Commission.
國(guó)家發(fā)改委宏觀經(jīng)濟(jì)研究院研究員王蘊(yùn)表示，"618 "促銷(xiāo)晚會(huì)有望在刺激消費(fèi)者購(gòu)買(mǎi)欲望、推動(dòng)消費(fèi)復(fù)蘇、支撐經(jīng)濟(jì)等方面發(fā)揮重要作用。

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