調查表明:較小城市更加青睞網購奢侈品
Question: Who is more likely to buy a Jimmy Choo handbag from ?
問題：誰更有可能從頗特女士（net-a-port）網購一款周仰傑手提包？a) a Fashion-savvy office lady in Beijing; or
a）對時尚有見解的北京職場女性b) a housewife in Zhangye, Gansu province.
b）甘肅省張野市的家庭主婦
Surprisingly, the correct answer is b.
出人意料的是，正確答案是bA recent study conducted by the Boston Consulting Group says there will be 220 million affluent consumers, who are from households earning between $20,000 to $1 million, in China by 2020, and 75 percent of them will live in "smaller" cities.
波士頓諮詢公司最近做的一項研究顯示，到2020年中國將會有2.2億家庭收入在2萬到100萬美元的富裕消費者。他們中75%住在“較小”城市。Fashion analysis website 's marketing manager Marivi Avalos Monarrez indicates these people are the main consumers of online luxury platforms like .
時尚分析網站時尚數據庫（）的銷售經理Marivi Avalos Monarrez說這些人是像頗特女士這樣的奢侈品網絡平臺的主要消費者。"Now speaking in terms of online shopping, the trend is pointing again to consumers in smaller cities. It is now estimated that 250 million Chinese consumers will shop online this year and the average shopper in a fourth-tier city in China will spend 50 percent or more of their income on e-commerce than those in top-tier cities," Monarrez says in an e-mail interview with China Daily.
Monarrez在與中國日報的電子郵件採訪中說：“現在網絡購物在較小城市的消費者中很流行。據估計今年中國將會有2.5億消費者進行網購，位於四線城市的消費者平均每人會花費他們50%或者更高的工資在網購上，這一數據要比一線城市的消費者的花費高。”Zhao Shicheng, CEO and president of , agrees. He says most of the consumers are in the second- and third-tier, like Changsha in Hunan province, Hangzhou in Zhe-jiang province and Shenyang in Liao-ning province, and even smaller cities.
尚品網CEO兼總裁趙世成同意這種觀點。他說大多數消費者都是在二線或者三線城市，比如湖南省的長沙市，浙江省的杭州市，遼寧省的瀋陽市，甚至是更小的城市。He adds these consumers are between 25 and 40 years old.
他補充道這些消費者年齡都是在25到40歲之間。The website's statistics show the consumers who like to click to buy at home in smaller cities contributed 40 percent of the total sales early last year, but at present, it makes up 51 percent.
網站數據顯示在去年早些時候，較小城市裏喜歡在家網購的消費者貢獻了40%的總銷售額，然而到現在，這一比例達到了51%。Multi-brand shopping mall Lane Crawford enjoyed a good growth in sales from its online platform in China's southwest cities after it opened an online service, and that is the main reason that it has put Chengdu, the capital of Sichuan province, on the list to open a new store, instead of metropolises like Guangzhou or Shenzhen.
在開通網上服務之後，多品牌購物中心連卡佛在中國西南城市的網絡銷量有明顯增加，這也是決定在四川省會成都，而不是像廣州和深圳這樣的大都市，另開新店的主要原因。These consumers prefer to buy affordable luxury products, particularly expensive garments, handbags, and accessories, not high fashion like haute couture, jewelry and watches.
這些消費者喜歡買平價奢侈品，尤其是昂貴的服裝，手包和配飾，他們不青睞超級流行款式，比如高級時裝，珠寶和手錶。These products are usually priced under 100,000 yuan ($16,700). In , the highest price tag in the bag catalog is 52,900 yuan - for a limited-edition LeBoy evening bag from French luxury house Chanel. On , the most expensive item is a medium-size black and gray fur bag from Dolce & Gabbana, with a price tag of 49,920 yuan.
這些平價奢侈品的產品價格通常在10萬元（1.67萬美元）以下。在尚品網，包類產品的最高價是5.29萬元——是法國時尚品牌香奈兒的一款限量LeBoy晚宴包。上最貴的是一款杜嘉班納中等大小的黑灰色皮包，價值4.922萬元。Affordable luxury is the new lifestyle among consumers in the smaller cities, according to 's Zhao. He finds many of these customers, unlike before, are getting more sophisticated. They are gradually abandoning products with big logos, but becoming more interested in the quality and styles they like.
尚品網的趙世成說，平價奢侈品在較小城市的消費者中是一種新的生活方式。他發現這些消費者中很多人都與以前的消費不同，他們正變得越來越精緻，逐漸放棄標有大商標的產品，卻對他們喜歡的質量和風格變得越來越有興趣。Zhao Lin, e-commerce analyst with China Internet Network Information Center, says with the development of the Internet, consumers in smaller cities have more approaches to products from luxury houses.
中國網絡信息中心的電子商業分析師趙琳（音）說，隨着網絡的發展，較小城市的消費者有了更多的機會來接觸奢侈品店的產品。However, they are not in the stage of consuming haute couture and jewelry because of their lifestyles. A typical example is a housewife in Changsha, Hunan province, who might be in desperate need of a luxury Alexander McQueen handbag to take to work, but she might not need an Alexander McQueen evening gown, because there are seldom occasions for her to dress up.
但是，他們的生活方式決定了他們不處於消費高級時裝和珠寶的階段。典型的例子是一位來自湖南省長沙市的家庭主婦，她可以說是不顧一切的想要提一款亞歷山大•麥昆的手包去上班，但是她可能並不需要亞歷山大•麥昆的晚禮服，因爲她很少會有機會穿那種衣服。Another inevitable trend among these consumers is they are much more dependent on information from social networking services.
這些消費者的另一種必然趨勢是他們會更加依賴社交網絡服務上的信息。"And one special characteristic is the fact that people living in these cities use their online and digital resources to follow and stay up to date with their favorite fashion and luxury brands," 's Monarrez says.
尚品網的Monarrez說：“一個不同尋常的特點是這些城市裏的人是用他們的網絡或者數字資源，來跟隨或者保持他們對最喜歡的時尚、奢侈品品牌的熱度。”Fashionbi tracks online shoppers' behavior and tracks more label key words that become extremely active in Sina Weibo during international fashion weeks.
Fashionbi對網上購物者的行動進行追蹤，它也追蹤了更多在國際時尚週的時候在新浪微博上尤其活躍的標籤關鍵字。's Zhao concurs. He says many of the website's customers are "grouped" by WeChat, Weibo and QQ Zones.
尚品網的趙世成也在這樣做，他說很多網絡顧客都是通過微信、微博和qq空間分組的。
