中国人消费习惯发生深远变化_BEC初级作文

中国人消费习惯发生深远变化

Surging sales in China of Momchilovtsi, a Bright Dairy yoghurt brand that uses bacteria from a Bulgarian village that is said to bestow long life, encapsulates the shift toward healthy eating, as do the high prices for speciality teas and robust demand for Thai jasmine rice.

光明乳业(Bright Dairy)旗下采用来自保加利亚一个长寿村的乳酸菌的酸奶品牌“莫斯利安”(Momchilovtsi)销售飙涨，以及特种茶的高价位和泰国茉莉香米的强劲需求，都突显了这种转向健康饮食的趋势。

However, when the Chinese find brands that they are satisfied with, they appear more likely to stick with them, according to the McKinsey survey. The number of consumers willing to switch to a brand outside their “short list” has dropped. In apparel, for example, the number of consumers willing to consider a brand outside their usual consideration fell from 40 per cent in 2011 to just below 30 per cent in 2017 (see chart).

不过，麦肯锡的调查也发现，当中国人找到自己满意的品牌后，他们似乎更有可能忠于这些品牌。愿意换用一种自己“选择名单”以外的品牌的消费者数量下降。以服装为例，愿意考虑自己通常考虑范围外的品牌的消费者已从2011年的40%降至2017年的略低于30%（见图表）。

Increasingly, Chinese people look for memorable experiences rather than products, with cinema, dining, spa visits and travel all posting a robust following. Wang Yang, chief operating officer of Zanadu, an online travel agency specialising in overseas travel, told FTCR: “Our clients go to the opera in Italy, watch the Northern Lights in Scandinavia and dine at Michelin-starred restaurants in Paris.”