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Alibaba (NYSE: BABA) just wrapped up its tenth annual Singles Day sales event on Nov. 11, and the results present a mixed story for the Chinese e-commerce giant.

阿里巴巴刚刚于11月11日结束了它的第十个光棍节购物盛会,对于这个中国电商巨头来说,结果是喜忧参半的。

On the one hand, the company set another sales record, moving a gross merchandise value (GMV) of $30.8 billion during the 24-hour extravaganza -- considerably higher than the $25.3 billion in online sales it recorded last year on Singles Day. That total also dwarfs the estimated $4 billion in sales Amazon produced on its most recent Prime Day in July. However, Alibaba's year-over-year Singles Day sales growth failed to live up to prior results.

一方面,该公司创造了新的销售记录,在此次购物狂欢中,其平台24小时的成交总额达到了308亿美元——比该公司在去年的光棍节创造的记录253亿美元高出不少。此外,这个数字也让亚马逊7月份的会员促销日的40亿美元成交额黯然失色。但是,阿里巴巴的双十一成交增长率已经开始下滑了。



The Singles Day number no one wants to talk about
Alibaba's sales for Singles Day grew by 27% in yuan terms year over year, which sounds impressive until you compare it to 2017's 39% sales growth for the event -- or to any other year's rise, for that matter. This was the slowest growth rate for Singles Day sales in the decade that the company has been promoting the event.

【人们避而不谈的另一个光棍节数据】
阿里巴巴的光棍节成交额比去年同比增长了27%,这听起来很不得了,但是如果你对比去年跟前年的同比39%的增长率,或此前任何一年的同比增长率,你就不会那么认为了。今年是该公司推动光棍节十年以来增长率最低的一年。

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An ambitious 'New Retail' plan
Alibaba relayed that the main data takeaway from the event is the appearance of tangible results from its New Retail project, the company's strategic plan to revamp physical stores to allow them to combine the best of offline and online shopping experiences. Specifically, Alibaba has been using its technology and data to help such stores in China lift their sales and stay relevant in the omnichannel world.

【一个雄心勃勃的“新零售”计划】
阿里巴巴表示,其在此次购物节中最重要的收获是新零售计划有了切实的成果。该计划是阿里巴巴重振实体店的战略计划,目的是要整合最好的线上和线下购物体验。阿里巴巴一直在中国在用自己的技术和数据帮助这样的商家,提升他们的销售额,让他们与这个全渠道零售的世界保持关联。(译注:全渠道零售就是企业为了满足消费者任何时候、任何地点、任何方式购买的需求,采取实体渠道、电子商务渠道和移动电子商务渠道整合的方式销售商品或服务,提供给顾客无差别的购买体验。)

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While this year's Singles Day sales growth was relatively weak, the factors that weighed on it were primarily outside of Alibaba's control. And if you zoom out, China's economy is still exhibiting strength and is likely to rebound from this temporary setback. If it does sooner than later, next year's Singles Day sales growth may top 40% growth again.

虽然今年的双十一销售增长相对较弱,但是从根本上来说,这是超出阿里巴巴控制范围之外的。如果你仔细观察,中国的经济仍然在展现着力量,也许会从此次短暂的下滑中回升。如果中国经济尽早回升的话,明年的双十一销售额可能又会增长40%