中国千禧一代 快消品网购生力军

Online sales of fast-moving consumer goods in China are growing seven times quicker than in the US as some 415m Chinese millennials buy daily items over their phones, a study has found.

一项研究发现，约4.15亿中国千禧一代通过手机购买日常生活用品，使得中国快速消费品(FMCG)在线销售的增速达到了美国的7倍。

Over the five years to 2015, China’s online sales of fast-moving consumer goods (FMCG) grew at an average of 78.4 per cent, far outstripping a 10.7 per cent growth rate in the US and a 7.9 per cent rise in the UK, according to a report by OC&C, a consultancy. In total, online FMCG sales hit $25.3bn in 2015, more than the US and UK totals put together.

咨询公司OC&C的一份报告显示，2011年至2015年间，中国快消品在线销售平均增速为78.4%，远超美国的10.7%和英国的7.9%。2015年，中国在线快消品销售总额达253亿美元，比英美两国加起来还多。

The figures suggest the growing influence of millennials, born in the last two decades of the 20th century, on consumer trends in the world’s second-largest economy. “They live a very busy life, on average working 8.3 more hours per week than [richer] OECD countries,” said the OC&C report. “As such, consumers’ need for convenience has fuelled the surging demand to buy FMCG online anywhere, anytime.”

上述数据显示出生于20世纪最后20年的千禧一代，对世界第二大经济体消费趋势的日益增长的影响力。“他们过着非常忙碌的生活，与（较富裕的）经合组织(OECD)国家相比，他们平均每周多工作8.3个小时，”OC&C的报告称，“因此，消费者对便利的需要助推了随时随地在线购买快消品的需求激增。”

Millennials are set to dominate China’s consumer landscape over the next decade as their average annual incomes grow from $5,900 in 2014 to $13,000 in 2024, according to Goldman Sachs, an investment bank. In 2024, the total annual income of the group is set to be $5.4tn — or double the size of current UK gross domestic product.

根据投资银行高盛(Goldman Sachs)的预测，随着中国千禧一代的平均年收入从2014年的5900美元增长至2024年的1.3万美元，他们势必将主导中国未来10年的消费格局。到2024年，这一群体的总计年收入将达到5.4万亿美元——是目前英国国内生产总值(GDP)的两倍。

Millennials’ drive to spend money enjoying themselves is also evident in the surging sales of cinema tickets, international travel, pet food, water purifiers and probiotic yoghurt last year. Such products, often unavailable to past generations, also provide interludes for millions of young people who otherwise have to cope with long working hours, chronic traffic and heavy levels of pollution.

千禧一代乐意花钱享受还体现在去年电影票、出境旅行、宠物食品、净水器及益生菌酸奶销量激增上。这些产品（通常是过去几代人享受不到的）还为无数年轻人提供了在长时间工作、忍受交通拥堵和严重污染之余的难得的闲暇。

Although indicative of China’s defining consumer trends, the online sales of FMCG account for just 5 per cent of total retail e-commerce in the country last year, according to OC&C’s research. The retail e-commerce market is projected to reach to $911bn this year and could reach $1.57tn in 2018, according to China Internet Watch, a research group.

OC&C的研究发现，虽然代表着中国的决定性消费趋势，但快消品在线销售仅占去年中国零售电商市场的5%。根据研究机构“中国互联网观察”(China Internet Watch)，今年中国零售电商市场预计将达到9110亿美元，2018年或将达到1.57万亿美元。

Such growth is not only underpinned by shifting consumer habits. Big e-commerce companies, including Alibaba and , have been investing heavily in building logistics systems to support faster delivery times. has seven “mega” warehouses, 234 large warehouses and 6,756 delivery warehouses across China, helping it to achieve a two-hour FMCG delivery time for consumers in 18 cities across China, OC&C said.

如此快速的增长不只依靠消费习惯转变的支撑。阿里巴巴(Alibaba)、京东商城()等大型电商公司一直在投入巨资建设物流体系，以实现更快速的商品投递。OC&C表示，京东在中国各地拥有7个“超级”仓库、234个大型仓库及6756个发货仓库，这些仓库帮助京东在全国18个城市实现快消品两小时送达服务。

The online FMCG boom has also been positive for foreign companies. When Costco, a US retailer, decided in 2014 to sell food via Tmall, a subsidiary of Alibaba, it was “shocked and surprised” to ship $3.5m in merchandise on Single’s Day alone, the company said. Single’s Day, a discount online shopping day promoted by Alibaba, is the equivalent of Cyber Monday and Black Friday in the US. It falls each year on November 11.

中国快消品在线销售的火爆对外国公司也是好消息。美国零售商好市多(Costco) 表示，2014年决定通过阿里巴巴旗下天猫商城(Tmall)销售食品时，它被“光棍节”(Single’s Day)一天就卖出350万美元商品“惊呆了”。每年11月11日的光棍节是阿里巴巴推出的在线购物打折日，相当于美国的“网购星期一”(Cyber Monday)和“黑色星期五”(Black Friday)。