中國將在明年取代美國 成爲全球最大時尚市場示例

In 2019, China is poised to reach a milestone that signals how the rebalancing of economic power in the world is reshaping industries with it.

2019年，中國將達到一個里程碑，這會證明全球經濟力量再平衡如何改變產業。

“The year ahead is one that will go down in history,” write consultancy McKinsey & Company and media outlet The Business of Fashion in their joint report on the state of fashion in 2019. “Greater China will for the first time in centuries overtake the US as the world’s largest fashion market.”

美國麥肯錫諮詢公司和英國時裝商業評論公司在共同發佈的2019年時尚業態報告中寫道：“未來一年將被載入史冊。大中華區數百年來將首次超過美國，成爲全球最大的時尚市場。”

The wealth of China’s nearly 1.4 billion people is rapidly multiplying, creating legions of new consumers with disposable income to spend on things such as Sports, entertainment, and of course, clothes and shoes. It’s shaping the way the fashion industry operates. Italian label Ermenegildo Zegna, for example, now looks to China, not the US, as the place where it tests new products before deciding whether to roll them out around the world.

中國近14億人口的財富正在迅速增長，從而產生了一個有能力在體育、娛樂當然還有服裝和鞋類上消費的人數衆多的新消費者羣體。這正在塑造時尚產業的運作方式。例如，意大利品牌傑尼亞現在把中國而不是美國作爲測試新產品的地點，然後再決定是否在全球推廣這些產品。

Many luxury labels already depend heavily on Chinese customers, who have for some time been the world’s biggest buyers of luxury goods, counting the purchases they make both inside their home country and while traveling. Thanks to the ascendance of young shoppers, as well as government policies meant to encourage shopping inside the country, much of that spending is moving back inside Greater China’s borders.

很多奢侈品品牌已嚴重依賴中國消費者，一段時間以來，中國人一直是全世界最大的奢侈品購買羣體，這包括他們在國內和出國旅行時的消費。由於年輕消費者佔據主流，以及政府出臺鼓勵境內購物的政策，奢侈品消費支出中的很大一部分正在迴流大中華區。

Luxury is only part of the consumption picture in China, of course, particularly since most of the population still can’t afford luxury prices. Sports brands such as Nike and Adidas are investing heavily in their Chinese businesses, as the growing middle class has more leisure time and money to devote to exercise and fitness. And then there’s the giant, booming market for inexpensive clothes. Much of that demand is satisfied not by Western brands, but by local ones such as Heilan Home, Peacebird, and La Chapelle.

當然，奢侈品只是中國消費版圖的一部分，其價格對多數中國人來說還是過於高昂。由於不斷壯大的中產階級有更多的閒暇時間和金錢來鍛鍊健身，耐克和阿迪達斯等運動品牌正在大力投資中國的業務。此外，平價服裝的市場非常巨大，正在蓬勃發展。中國平價服裝市場的大部分需求不是靠西方品牌滿足的，而是海瀾之家、太平鳥和拉夏貝爾等本土品牌。

Though China has long had a taste for international labels, more Chinese are now embracing homegrown brands. Achim Berg, who leads McKinsey’s global apparel, fashion, and luxury practice, said during a press briefing about the report, that international brands established in the market look to be cooling off some. “We also see that there are local brands now coming up and becoming relevant,” he said. “I think this desire to only buy international brands in the mid-markets is also waning a bit.”

雖然中國人一直青睞國際品牌，但現在越來越多的中國人開始接受本土品牌。麥肯錫全球服裝、時尚和奢侈品業務負責人阿奇姆·伯格在出席一次新聞發佈會時談到了這份報告。他說，已經在市場站穩腳跟的國際大品牌似乎正遭到冷落。他說：“我們還看到，一些本土品牌開始嶄露頭角，變得舉足輕重。我認爲，在中端市場，只想買國際品牌的意願也在減弱。”

Simon Lock, CEO of , commented during the briefing that he’s seen many of the Chinese students who go abroad to study fashion more often returning home to start their lines, rather than staying in New York or London as they typically had in the past. “They are now all rushing back to Shanghai and Beijing and establishing really good beachhead businesses in China before they start their international expansion,” he said.

網站的首席執行官西蒙·洛克在新聞發佈會上表示，現在，很多在國外學習時裝的中國學生選擇回國發展，而不是像過去一樣待在美國紐約或英國倫敦。“如今，他們都回到了上海和北京，在開始國際擴張之前，先在中國建立良好的灘頭業務。”

As all this continues, so does China’s growth. Kevin Sneader, McKinsey’s global managing partner, pointed out that, under a moderate scenario of growth, China will add a number of consumers and spending power roughly equivalent to Germany’s current economy by 2025.

這種趨勢在上升，中國的增長也是如此。麥肯錫全球管理合夥人凱文·斯尼德爾指出，在穩健的增長態勢下，中國的消費者數量將大大增加，到2025年，其購買力將大致相當於德國目前的經濟水平。