風(fēng)水輪流傳，中端品牌成為“剁手黨”新歡

英國《金融時(shí)報(bào)》科技產(chǎn)業(yè)編輯帶您走訪各大博物館。凱雷投資集團(tuán)（The Carlyle Group）副總裁艾天撰文指出，經(jīng)濟(jì)增速放緩、消費(fèi)升級……中國銷售市場出現(xiàn)新的氣象，高、低端零售業(yè)都受到了變化帶來的沖擊。但在高、低端銷售市場一片蕭條的背景下，中端銷售卻增長爆發(fā)，呈現(xiàn)出一片繁榮的景象。

疲軟的高、低端消費(fèi)

奢侈品銷售在華遇冷

中國奢侈品支出在2014年首次出現(xiàn)萎縮。這只是拐點(diǎn)。2015年，瑞士手表對香港出口——中國人購買奢侈品情況的晴雨表——下降23%。同一年，勞斯萊斯汽車在華銷售暴跌54%。

中國廉價(jià)品牌過去屢試不爽的“競相降價(jià)”策略已經(jīng)不靈了。收入水平增長促使消費(fèi)者更注重品質(zhì)和健康，他們現(xiàn)在有能力而且也愿意為此付費(fèi)。面向藍(lán)領(lǐng)的快速消費(fèi)品公司因此經(jīng)營慘淡。去年方便面和啤酒銷量分別下降12.5%和3.6%——啤酒在中國往往比礦泉水還便宜。

中端市場風(fēng)景獨(dú)好

Amid all this upheaval at the high and low end of the market, the sweet spot is right in the middle.As China's middle class expands （McKinsey predicts it will increase from 174m households in 2012 to 271m by 2022）, this middle retail segment will grow in lockstep with it.

在高低端市場的這種風(fēng)云變幻當(dāng)中，中檔產(chǎn)品市場如魚得水。隨著中國中產(chǎn)階級數(shù)量擴(kuò)大——麥肯錫預(yù)計(jì)到2022年，中國中產(chǎn)階級數(shù)量將從2012年的1.74億家庭增長至2.71億家庭——這種中檔零售部門將同步增長。

質(zhì)優(yōu)價(jià)廉的韓國化妝品受到中產(chǎn)消費(fèi)者青睞。

Consider a few examples of the consumer brands already profiting handsomely from this trend.Korean cosmetics brands with their “cheap chic”, offering design and marketing similar to European high-end brands but with affordable prices, are immensely popular in China.The front runner is Amorepacific, which owns brands including Innisfree, Laneige and Etude.It has quadrupled its stock price since 2014 on the back of strong China sales.

想想已經(jīng)顯著受益于這種趨勢的幾個(gè)消費(fèi)品牌吧。韓國化妝品品牌帶來了“廉價(jià)時(shí)尚”，它們采用與歐洲高端品牌類似的設(shè)計(jì)和營銷，但價(jià)格更為親民，從而在中國大受歡迎。領(lǐng)跑者是旗下?lián)碛袗傇婏L(fēng)吟、蘭芝和伊蒂之屋等品牌的愛茉莉太平洋。在中國市場銷售強(qiáng)勁的支持下，愛茉莉太平洋的股價(jià)自2014年來上漲了3倍。服裝快銷品牌在中國高歌猛進(jìn)。Photo credit：Getty imagesGlobal fast fashion houses are also having a big run.Uniqlo, the Japanese clothing company, delivered a gob-smacking 62 per cent annualised sales growth in China from 2013 to 2015.Decathlon, a French sports supplies retailer, grew its store network in China from 55 in 2012 to 166 in 2015, capitalising on the value-for-money trend.

全球快時(shí)尚公司也在高歌猛進(jìn)。從2013年至2015年，日本服裝公司優(yōu)衣庫在中國市場的年化銷售增長率達(dá)到令人咋舌的62%。法國體育用品零售商迪卡儂利用這種注重性價(jià)比的消費(fèi)趨勢，將中國門店數(shù)量從2012年的55家增至2015年的166家。

國內(nèi)連鎖餐廳品牌快速發(fā)展。

China's local brands are also charging ahead.Green Tea and Granma's Home operate chain restaurants across China and have tripled their locations in three years.They offer trendy casual dining experiences in central locations, coupled with seemingly unprofitable pricing for the dishes.Their secret is volume, attracting customers who are willing to come at off-peak hours or wait in line.This translates into more sittings：they can achieve 6-8 table turns per day, roughly twice that of their peers.

中國國內(nèi)品牌也發(fā)展神速。綠茶和外婆家在全國各地開設(shè)連鎖餐廳，門店數(shù)量在3年時(shí)間里增長了兩倍。它們在市中心地段提供時(shí)尚休閑的就餐體驗(yàn)，以及似乎無利可圖的餐品價(jià)格。它們的秘訣在于規(guī)模，吸引愿意在非高峰時(shí)段或者排隊(duì)等候就餐的消費(fèi)者。這帶來了較高的入座率：兩家餐廳每天可以達(dá)到6至8次的翻臺率，幾乎是同行的兩倍。

Another successful case is Miniso, a high-quality dollar store chain that has been dubbed the “poor man's Muji”.Their retail pricing is only twice their costs, compared with the industry norm of three-times.Coupled with a carefully curated product portfolio in a modern store format, it became an instant hit.Within two years of its inception, Miniso has opened more than 1,000 stores and made Rmb5bn of annual sales.

另一個(gè)成功的例子是被稱為“窮人的無印良品”的高品質(zhì)低價(jià)連鎖店——名創(chuàng)優(yōu)品。該公司的零售定價(jià)只是成本的兩倍，而行業(yè)標(biāo)準(zhǔn)是3倍。再加上現(xiàn)代化店鋪模式里的精心設(shè)計(jì)的產(chǎn)品組合，名創(chuàng)優(yōu)品很快風(fēng)靡一時(shí)。在成立以來的兩年時(shí)間里，名創(chuàng)優(yōu)品開了1000多家門店，年收入達(dá)到50億元人民幣。

奢華的瑞士手表正逐漸失去對中國富人的強(qiáng)烈吸引力。中國普通民眾開始對方便面失去胃口。不管是從產(chǎn)品偏好還是從客戶基礎(chǔ)來說，消費(fèi)都在向中端（中檔產(chǎn)品、中產(chǎn)階層）集中。這對中國經(jīng)濟(jì)是好事，反映出增長模式更加平衡、財(cái)富分配更加平等。對國內(nèi)外的消費(fèi)品牌來說，挑戰(zhàn)在于如何贏得中國日益崛起的中產(chǎn)階級的心。他們受過良好教育而且見多識廣，他們希望購買優(yōu)質(zhì)產(chǎn)品，只要價(jià)格合理。

詞匯總結(jié)

upheaval[?p?hi:vl]

n.突變，劇變;[地]隆起;舉起，抬起

Amid all this upheaval at the high and low end of the market, the sweet spot is right in the middle.

在高低端市場的這種風(fēng)云變幻當(dāng)中，中檔產(chǎn)品市場如魚得水。

handsomely['h?ns?ml?]

adv.慷慨地;大方地;精致地;

Consider a few examples of the consumer brands already profiting handsomely from this trend.

想想已經(jīng)顯著受益于這種趨勢的幾個(gè)消費(fèi)品牌吧。

charge ahead 高歌猛進(jìn)

China's local brands are also charging ahead.

中國國內(nèi)品牌也發(fā)展神速

dub[d?b]

vt.（以劍觸肩）封…為爵士;授予稱號;起綽號;配音，轉(zhuǎn)錄

vi.擊鼓

Another successful case is Miniso, a high-quality dollar store chain that has been dubbed the “poor man's Muji” .

另一個(gè)成功的例子是被稱為“窮人的無印良品”的高品質(zhì)低價(jià)連鎖店——名創(chuàng)優(yōu)品。