《南華早報(bào)》最近的一篇報(bào)道稱(chēng)，中國(guó)的“小姐姐”們正迅速成為消費(fèi)的推動(dòng)力。隨著社會(huì)觀念的轉(zhuǎn)變，“小姐姐”們有了更多的金錢(qián)和信心消費(fèi)。無(wú)論是食品、電視節(jié)目、化妝品，還是奢侈品、醫(yī)療美容、以及互聯(lián)網(wǎng)，“小姐姐”們帶動(dòng)了各行業(yè)的繁榮發(fā)展。

An army of young women dubbed the “l(fā)ittle sisters” is fast becoming a driving force of spending in China, boosting the fortunes of companies selling everything from beer and liquor to streaming TV shows and cosmetics.

一支被戲稱(chēng)為“小姐姐”的年輕女性力量正迅速成為中國(guó)消費(fèi)的推動(dòng)力，為啤酒、白酒、流媒體電視節(jié)目和化妝品等各行業(yè)企業(yè)帶來(lái)大量收入。

They are well-educated, and are delaying or just skipping marriage and motherhood, giving them more money and the confidence to spend. Meanwhile these “l(fā)ittle sisters” see themselves reflected in popular TV shows – like the summer hit Sisters Who Make Waves – that encourage them to kick back and splurge on themselves.

她們受過(guò)良好的教育，推遲或放棄結(jié)婚和生兒育女，這讓她們有了更多的金錢(qián)和信心消費(fèi)。與此同時(shí)，這些“小姐姐”在受歡迎的電視節(jié)目中看到了自己的影子，例如今年夏季熱播的綜藝節(jié)目《乘風(fēng)破浪的姐姐》，這些節(jié)目鼓勵(lì)她們放松對(duì)自己的限制并大方地把錢(qián)花在自己身上。

As such, “l(fā)ittle sisters” are an increasingly important segment of China’s female consumers, who among all age groups account for three out of four purchases in the world’s most populated country, according to a report by Frost and Sullivan.

因此，美國(guó)弗羅斯特-沙利文公司發(fā)布的一份報(bào)告顯示，“小姐姐”正成為中國(guó)女性消費(fèi)者中日益重要的一個(gè)組成部分，在這個(gè)全球人口最多的國(guó)家，縱觀所有年齡段，女性消費(fèi)者的消費(fèi)額占全國(guó)總消費(fèi)額的四分之三。

“The rising power of well-educated city women in their 20s to 40s is now a hit genre in Chinese mainland TV series and entertainment shows,” said Wendy Liu, a Hong Kong-based strategist at UBS Group and author of a new note on what she calls the “l(fā)ittle sisters” economy.

瑞銀集團(tuán)駐香港策略師劉鳴鏑日前發(fā)布報(bào)告描述所謂的“小姐姐”經(jīng)濟(jì)。她說(shuō)：“20多歲至40多歲的高學(xué)歷城市女性近期成為中國(guó)大陸電視劇和綜藝節(jié)目的熱門(mén)題材?！?/p>

“Collectively, their rising disposable income and aspirations for the ‘good life’ have had a strong impact on demand for cosmetics, duty-free, health care, and mobile games/internet content. More importantly, the ‘little sister’ economy may impact spending by families and children across the spectrum” of e-commerce and entertainment etc,” she said.

她說(shuō)：“總體而言，她們不斷增長(zhǎng)的可支配收入和對(duì)‘美好生活’的渴望，對(duì)化妝品、免稅商品、醫(yī)療（美容）、手游和互聯(lián)網(wǎng)內(nèi)容影響重大。更為重要的是，‘小姐姐’經(jīng)濟(jì)可能會(huì)影響家庭和兒童消費(fèi)，涉及電商和娛樂(lè)等領(lǐng)域的方方面面?！?/p>

These “l(fā)ittle sisters” will lead to booms in sectors spanning from make-up and athleisure to food, beverages and home appliances, according to UBS and HSBC Holdings.

瑞銀集團(tuán)和匯豐銀行控股公司稱(chēng)，這些“小姐姐”將帶動(dòng)化妝品、運(yùn)動(dòng)休閑產(chǎn)品以及食品、飲料和家電的各行業(yè)繁榮發(fā)展。

“Women are also increasingly working, having a greater say in household spending decisions, and spending more on themselves,” said Herald van der Linde, head of equity strategy at HSBC in Hong Kong. “Clearly women are becoming very relevant and important consumers.”

匯豐銀行駐香港的股票策略主管赫勒爾德·范德林德說(shuō)：“越來(lái)越多的女性有工作，在家庭開(kāi)支決策方面擁有更大的發(fā)言權(quán)，并把更多的錢(qián)花在自己身上。顯然，女性正成為非常重要的消費(fèi)者?！?/p>

Their power is believed to be at least part of the reason behind share surges in such companies as Proya Cosmetics, which has jumped 110 percent this year, and China Tourism Group Duty Free, the nation’s biggest operator of the duty-free shops, which has surged 148 percent.

據(jù)稱(chēng)，女性消費(fèi)者的力量至少是珀萊雅化妝品股份有限公司等企業(yè)股價(jià)飆升的部分原因，珀萊雅的股價(jià)自今年初以來(lái)上漲110%，而中國(guó)最大的免稅店運(yùn)營(yíng)商中國(guó)旅游集團(tuán)中免股份有限公司的股價(jià)也上漲了148%。

And their power is not simply in the traditionally women-dominated niche sectors, like cosmetics.

而且，她們的力量不僅體現(xiàn)在化妝品等傳統(tǒng)上由女性主導(dǎo)的小眾領(lǐng)域。

Women already account for 60 percent of China’s 4.6 trillion yuan catering market, according to Industrial Securities, while beer consumption by women increased a whopping 27 percent in July from a year earlier, data by Wanlian Securities showed.

萬(wàn)聯(lián)證券的數(shù)據(jù)顯示，在中國(guó)規(guī)模達(dá)4.6萬(wàn)億元人民幣的餐飲市場(chǎng)中，女性占據(jù)的份額達(dá)60%，而女性的啤酒消費(fèi)量7月同比猛增27%。

They are even taking a liking to baijiu, the potent Chinese liquor that has long been the domain of male consumers. Women bought a third of Kweichow Moutai’s high-end flagship liquors that were sold on Tmall, the e-commerce platform by Alibaba Group, on the midyear promotional day in June. That was an increase of 12 percent from a year earlier.

她們甚至開(kāi)始喜歡白酒，白酒長(zhǎng)期以來(lái)一直是男性消費(fèi)者主導(dǎo)的消費(fèi)領(lǐng)域。在阿里巴巴集團(tuán)旗下電商平臺(tái)天貓6月的年中促銷(xiāo)日，女性消費(fèi)者的購(gòu)買(mǎi)量在貴州茅臺(tái)高端旗艦產(chǎn)品中占比高達(dá)三成，同比上漲12%。

Changing behaviours are leading to women having higher incomes and decision power, according to HSBC. Chinese households have an average of 3.03 people, with the wealthy provinces at 2.78 and the developing areas at 3.10, HSBC data showed. Japan has the smallest households of 2.33 people on average in Asia.

匯豐銀行稱(chēng)，行為方式改變正導(dǎo)致女性擁有更高的收入和更大的決策權(quán)。匯豐銀行的數(shù)據(jù)顯示，一戶(hù)中國(guó)家庭平均有3.03個(gè)人，在富裕省份有2.78個(gè)人，在發(fā)展中地區(qū)有3.1個(gè)人。日本家庭的平均人數(shù)在亞洲是最少的，只有2.33個(gè)人。

“That means more income for each household, with fewer people in it, leaving consumers better off and able to ‘trade up’ on items, from beer to sports clothing,” said van der Linde at HSBC. “This is particularly the case in China, with the rise of ‘empty-nesters’– couples with adult children residing elsewhere – who have money to spend.”

范德林德說(shuō)：“這意味著，每戶(hù)家庭有更多的收入，家庭成員更少，有更多的錢(qián)可以消費(fèi)，可以購(gòu)買(mǎi)啤酒、運(yùn)動(dòng)服裝等各類(lèi)價(jià)格更昂貴的商品。隨著手里有錢(qián)花的‘空巢老人’（子女成年后搬到別處居?。┰絹?lái)越多，中國(guó)的情況尤其如此?！?/p>

trade up：買(mǎi)更高價(jià)的東西

The recent move by the government to loosen control over duty-free franchise licenses will further spur female consumption, making luxury goods exempt from taxes and therefore cheaper, according to Orient Securities. Sales at the duty-free shop on Hainan island surged by almost 150 percent in May, it said.

東方證券稱(chēng)，政府最近放松了對(duì)免稅牌照申請(qǐng)的管制，奢侈品得以免稅，因而變得更便宜，此舉將進(jìn)一步刺激女性消費(fèi)。東方證券稱(chēng)，海南免稅店5月的銷(xiāo)售額激增近150%。

“Women are playing multi roles in social life and they are also the leading consumers in pursuit of better brands, designs, experiences, services and even environmental protection,” said JD.com in a report. “Women are playing a more and more important role in consumption upgrade.”

京東集團(tuán)在一份報(bào)告中說(shuō)：“女性正在社會(huì)生活中扮演多重角色，她們也是追求更好的品牌、設(shè)計(jì)、體驗(yàn)、服務(wù)甚至環(huán)保的主要消費(fèi)者。女性在消費(fèi)升級(jí)過(guò)程中正發(fā)揮越來(lái)越重要的作用?！?/p>

來(lái)源：南華早報(bào)、參考消息網(wǎng)

編輯：yaning