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Chinese e-commerce leader Alibaba (NYSE: BABA) just completed its ninth annual Singles Day sales event and smashed all previous records by selling $30.8 billion worth of goods.

中国的电子商务领导者阿里巴巴刚刚完成了它的双十一购物节,创造了308美元的销售记录,打破了之前所有的记录。

To put that in perspective, the five-day kickoff to the Christmas shopping season that begins on Thursday, Thanksgiving Day, and runs through the following Monday, known as Cyber Monday, generated sales of $19.6 billion. And that's for all of retail. Alibaba's sales figure don't include the sales generated by other Chinese retailers, such as its biggest rival, JD.com (NASDAQ: JD), which sold $23 billion worth of merchandise (albeit over an 11-day period, though the bulk came on Singles Day itself).

作个恰当的比较吧,从星期二开始的圣诞销售旺季之前的五天预热,到感恩节,再到之后的“网购星期一”,产生的销售额是196亿美元。这还是整个零售行业的总销售额。阿里巴巴的销售数据不包括中国其他零售商的销售数据,比如其最大的竞争对手,京东,该平台销售了价值230亿美元的商品(尽管这是该平台11天的销售总额,但是大部分是双十一这天的)。

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Of course, you can't expect sales to continue growing at such a torrid pace, not when you're discussing sales in the tens of billions. Yet it also mimics the slowdown Alibaba is experiencing overall as it recently revised lower its full-year sales growth guidance to just 4% to 6%. Alibaba shares are down 27% over the last six months, which itself reflects general worries about a slowing Chinese economy and a trade rift with the U.S.

当然,你不能期望销售额一直以这样迅猛的速度增长,尤其是当你的销售额达到数百亿美元之巨的时候。但是,这样的结果也暗合了阿里巴巴正经历的公司整体增长放缓,该公司最近把它的全年销售增长预期下调到了4%-6%。阿里巴巴的股价在过去六个月下跌了27%,这本身反应了市场对中国经济放缓以及与美国贸易摩擦的担忧。

China's economy grew 6.5% in the third quarter, missing analyst expectations and coming in lower than a year ago. Retail sale for the period, however, grew 9.2%, beating forecasts of a 9%. Even so, experts remain skeptical of any official government data.

中国经济第三季度增长率为6.5%,没有达到分析家的预期,并且与去年同期相比更低。但是,第三季度的零售增长了9.2%,高于预期的9%。即便如此,专家对官方的数据仍然持怀疑态度。

Make it global
Singles Day is still a huge success for Alibaba, which created something out of nothing, but as the phenomenon grows, U.S. retailers may want to latch on to it. There are several reasons to recommend the strategy.

【让双十一变成全球性购物节】
尽管如此,双十一对阿里巴巴来说仍是一场巨大的成功,这是一个凭空创造出来的购物节,但是随着影响力在扩大,美国的零售商可能会希望抓住机会,理由有好几个。

A number of U.S. retailers already partner with Alibaba and its Tmall subsidiary to offer sales during the event, though they don't make them available to U.S. customers. Doing so ought to be a simple process.

很多美国零售商已经跟阿里巴巴合作了,双十一期间,它旗下的天猫为这些零售商提供了销售产品机会,但是这些产品并不对美国顾客开放。所以美国零售商参与双十一应该会很容易。

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Moving $30 billion worth of goods in such a short span of time is no small feat, but it may soon reach a saturation point for growth.

在如此短的时间内,完成300亿美元商品的交易可不是小事,但是这样的销售可能很快就要达到增长饱合点了。