首先,过去几十年,中国内地零售和电信网——也像其他发展中经济体一样——不发达也不方便。因此中国消费者迅速接受了互联网和移动电话为在线购买衣服、预订酒店或购买电影票、以及与朋友分享购物窍门带来的快捷和丰富的选择。
By now, a generation of Chinese has grown up with a different concept of “convenience”: Residents of, say, Shenzhen or Guangzhou are perfectly likely to buy items via the smartphone in their pocket, rather than walk one block to the store that stocks them.
如今,一代中国人已经带着对“方便”的不同理解成长起来:比如说,深圳或广州的居民完全有可能通过装在兜里的智能手机来购买商品,而无需穿过一个街区去商店购买。
This is the world that anyone doing business in China needs to adapt to: an e-commerce environment that is one of the most developed in the world, and that is growing rapidly. Research company eMarketer estimates that China e-commerce sales will hit nearly $900bn this year – nearly half the global total – and more than $2.4tn by 2020. Already, 55.5 per cent of that is done via mobile devices; by 2020, that will have risen to 68 per cent, according to eMarketer.
所有想在中国做生意的人都需要适应这个世界最发达并且仍然在迅速发展的电商环境。研究公司eMarketer预计,今年中国电商销售额将达到近9000亿美元——差不多是全球电商销售总额的一半——到2020年将超过2.4万亿美元。据eMarketer的数据,其中已经有55.5%的销售额是通过移动设备完成;到2020年,这一比例将升至68%。
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