雙十一銷售額震驚外媒！中國購物力不同反響

Chinese e-commerce giant Alibaba cashed a record 213.5bn yuan (£24bn) in sales on Sunday during its 24-hour online retail frenzy Singles' Day, but the event's annual growth dropped to its slowest rate.

上週天，在雙11零售狂歡之日，中國電商巨頭阿里巴巴在24小時之內的銷售額高達2135億（這個240億英鎊），不過該盛事的年增長率掉入有史以來最低。

Shoppers in China and across the world snapped up hot items including iPhones, furniture and milk powder starting pre-dawn, with Alibaba recording roughly $10bn in sales in the first hour after midnight.

從中國到乃至全世界的網購人員在黎明到來之前，開始準備搶購蘋果手機、傢俱和奶粉等熱銷產品，據統計，截止到0點以後的一個小時，銷售額就超過了100億美元。

Singles' Day, also called “Double 11”, is the world's biggest online sales event, outstripping the sales of US shopping holidays Black Friday and Cyber Monday combined.

光棍節也稱“雙11”，是世上最大的在線銷售盛事之一，銷售額比美國的黑五和網絡星期一的總和還要多。

The Chinese event was originally a novelty student holiday to celebrate being single, countering Valentines Day, but has since grown into a month-long online shopping festival that peaks with a 24-hour sale on November 11.

最早雙11是中國的學生用來慶祝單身的節日，以此對抗情人節，不過後來逐漸演變成持續一個月的網購節日，巔峯就是雙11當天的凌晨0點。

This year, the company surpassed last year's full-day sales record of 168bn yuan in just under sixteen hours.

今年，阿里巴巴只用了不到16個小時，就打破去年1680億人民幣的全天銷售額。

Despite the record haul, the annual sales growth rate fell from 39 per cent to 27 per cent, at the low end of analyst estimates, and the slowest rate in the event's 10-year history.

儘管記錄驚人，但是根據銷售預計，年銷售增長比率從39%降至27%，是10年以來的最低。

Earlier this month it revised down its full-year sales outlook by 4-6 per cent, sending further chills through the company's stock price.

這個月的早些時候，該公司就預計全年銷售會下降4-6個百分點，這無疑對公司的股價雪上加霜。

While small appliances and cosmetics were strong on Sunday, sales in big-ticket items including large appliances slowed alongside a downturn in the housing market, Alibaba vice chairman Joe Tsai told press.

“週日小家電和化妝品銷售強勁，而大型家電在家居市場上的銷量呈下降趨勢”。阿里巴巴的副主席蔡崇信接受採訪時說。

“If people aren't buying new homes, they aren't buying appliances,” he said.

“如果人們沒有購置新房，他們是不會買家用電器的。”

（翻譯：林潯鷗）