報告顯示:中國消費者青睞高端產品

Chinese consumer confidence has remained surprisingly resilient over the past three years despite the slowing economic growth, as a result of more selective and careful spending, according to a new report from McKinsey And Co.

根據麥肯錫發佈的最新報告顯示，儘管經濟增速放緩，但由於中國消費者在消費方面越來越挑剔謹慎，中國消費者信心在過去3年裏保持了驚人的韌性。

Daniel Zipser, partner in McKinsey's Shanghai office and leader of its China consumer and retail practice, said shoppers have been shifting their focus to premium segments, away from what are considered mass-produced items.

麥肯錫上海辦事處的合夥人、大中華區消費與零售諮詢業務的負責人Daniel Zipser表示，消費者已經將其重點從被認爲是批量生產的商品轉移到高端產品了。

Half of the respondents in the McKinsey's 2016 China Consumer Report said they look specifically for the best, most expensive products, a significant increase on previous years. The same share said they are allocating more of their income to lifestyle services and experience spending.

根據麥肯錫發佈的《2016年中國消費者報告》顯示，有一半的受訪者表示，他們專門尋找最好、最貴的產品，這比前幾年有顯著的增加。另外一半受訪者稱，他們將更多收入用在生活服務和體驗的花銷上。

"Chinese consumer trends tend to shift in an instant, thanks to the contribution of social media, and at the moment they have turned toward premium products," said Zipser.

Zipser說道：“由於社會媒體的貢獻，中國消費者的消費傾向很快就發生了轉變，目前他們轉向到了高端產品中去。”

A rising proportion of Chinese consumers are focusing their loyalty onto fewer brands, and the number willing to switch to brand names outside their "short list" has dropped sharply, the report said.

該報告還指出，越來越多的中國消費者只關注少數幾個品牌，而願意改用候選名單以外品牌的消費者數量大幅減少。

Gong Fang, another partner in McKinsey's Shanghai office, said in the apparel sector, the number of consumers willing to consider a brand they hadn't bought before, dropped from 40 percent in 2012 to just below 30 percent last year.

麥肯錫上海辦事處的另一位合夥人龔方表示，在服裝行業，願意考慮一個從沒有買過的品牌的消費者人數從2012年的40%下降到了去年的30%。

"It is essential for both international and domestic brands to understand and respond to such changes in Chinese spending habits," said Gong.

龔方說道：“瞭解和應對中國消費習慣的這種變化，對國際和國內品牌來說，都是至關重要的。”