外媒關注中國屌絲:未來中國的主流消費羣體大綱

The term diaosi originated as an insult for a poor, unattractive young person who stayed at home all day playing video games, with dim prospects for the future -- in other words, a loser. Yet as the term went viral on the Internet, Chinese youth from all backgrounds began to embrace it.

“屌絲”一詞原是對那些既沒鈔票又沒相貌，整天在宅家裏打遊戲，前途一片渺茫的年輕人的侮辱性稱謂，換個詞說就是失敗者的意思。但隨着這一詞語走紅網絡，各種背景的中國年輕人都開始自嘲爲“屌絲”。

It has become a self-deprecating counter to the gaofushuai, or the "tall-rich-handsome," those with status, success, and bright futures. The number of people who refer to themselves as diaosi has continued to grow, and it is slowly transforming into a descriptor of the ordinary Chinese citizen who faces everyday struggles and hardships.

和這一自貶詞語相對的是“高富帥”，就是“個子高，有錢又有貌”的人，他們有地位，活得很成功，前途一片光明。而管自己叫“屌絲”的人越來越多，這一詞語也漸漸演化成了中國市井小民的代名詞，他們每天都要面對各種艱辛，努力謀生。

This infographic, created by Sohu Business, posits that the time of the sought-after high-end Chinese consumer, drawn to high-end brands and other symbols of status, may be ending. In their place, the diaosi are poised to become the mainstream consumers in China. It also hints at a future turning point: China's underdogs just may become the country's mainstream.

這些圖表由搜狐財經制作，從中可以看出中國高端人羣人熱衷於名牌商標和其它象徵高檔地位商品的時代已經過去了，現在“屌絲”成了中國主流消費者；另一個轉折點是，草根階層成爲中國的主流羣體。

Ever since GDP growth dropped to 7.8 percent in 2012, the Chinese economy hasn't been quite as robust. Affected by the economic environment, China's luxury goods consumption has substantially declined, giving business people a big headache.

自2012年中國GDP增長下降至7.8個百分點之後，中國經濟發展也趨向疲軟。受經濟環境影響，中國奢侈品消費量大幅下跌，商人對此大爲頭痛。

We've heard that the diaosi's main profession is "moving bricks" , but this doesn't seem to be the real situation ...

我們知道屌絲的主要工作是“搬磚”，但事實好像並非如此……

Programmers and media industry workers had the highest percentage of self-identified diaosi, but only fewer than 10 percent of civil servants self-identified as diaosi.

自稱爲“屌絲”的人羣中，有很大一部分人都在編程和傳媒行業工作，只有不到10%的公務員自認爲是“屌絲”。

The diaosi identity is strongest in the 30 to 39 year-olds, with more than 80 percent identifying as such.

自認爲“屌絲”人大多是30至39歲的人，他們佔到所有屌絲人口的80%以上。

So, if you encounter a no-car, no-home, no-girlfriend, over 20, almost 30-year-old media worker or programmer, make no mistake -- he is a so-called diaosi.

從上圖可見，要是你遇見一個二十多歲馬上奔三十的人，他沒房沒車沒女友，不是程序員就是搞傳媒的，那麼他準保是個“屌絲”。

Different incomes affect the degree of diaosi self-identification.

不同的收入情況也影響到了“屌絲”的分佈。

In fact, survey respondents with incomes of 6,001-8,000 RMB for men and 3,001-6,000 RMB for women most identified with diaosi. Beijing residents' per capita disposable income is only 3,039 RMB, suggesting that the large majority of self-identified diaosi actually have incomes higher than the average income level of society. In addition, they do not need to care for cars or homes.

事實上在受訪人羣中，月薪6001-8000元的男性和3001-6000元的女性更願意把自己稱作“屌絲”，而北京居民的人均可支配收入只有3039元。這說明大部分“屌絲”的收入都要高於社會平均水平。而且，他們不用爲買車買房擔心。

In consumer attitudes, diaosi value quality and fashion the most, while only fewer than 10 percent value necessities, suggesting that though everyone identifies as diaosi, they still want to pursue a high quality of life.

在消費態度方面，“屌絲”最看重質量和時尚。只有不到10%的人關注日常所需。這意味着儘管人人自稱爲“屌絲”，他們都想擁有高品質生活。

At the same time, diaosi really like to lounge around at home. At night they tend to stay home and use the Internet, and they especially love to play games. Thus, socializing is diaosis' biggest shortcoming and also their greatest demand.

同時，“屌絲”真的很宅。他們晚上大都呆在家裏上網，尤其熱愛打遊戲，因此社交是屌絲們的致命缺陷，也是他們的最大需求。

The survey demonstrates that only one third of single diaosi have a significant other, or, on average only one in three males have a girlfriend. Additionally, the majority of diaosi are between 20-30 years old, the prime period for dating. Thus, socializing is truly the diaosi's greatest demand.

調查顯示，只有三分之一的單身屌絲有“重要的另一半”，換句話說就是平均每三個男性中只有一個有女朋友。另外，大多數屌絲都在20到30歲之間，正是外出約會的黃金年齡。因此，社交溝通的確是屌絲的最大需求。

In conclusion: those who identify as part of the diaosi subculture have gradually become a unique consumer group. They have strong purchasing power and rational consumption attitudes.

總的說來，這些自認爲屬於“屌絲亞文化”的人正漸漸演化爲獨特的消費人羣。他們有很強的購買力和理性的消費態度。

The concept of pursuing the "high-end, powerful, and upscale" is already past; now we must direct our attention toward the diaosi concepts of "quality, thoughtfulness, and creativity." The diaosi could become the future mainstream consumers, inevitably giving rise to new business opportunities.

購買“高端大氣上檔次”產品的觀念已經成爲過去；現在我們要將注意力轉移到屌絲的購物理念上：“質量、體貼、有新意”。現在的屌絲有可能成爲明天的主流消費者，必將帶來新的商機。