英國簽證將中國顧客拒之門外
Chinese shoppers are responsible for a third of the world’s luxury sales, according to data by Bain & Co, the consultancy, and many enjoy treating themselves when travelling abroad. But the British luxury industry is missing out – and the UK government is waking up to the problem.
來自貝恩諮詢公司(Bain & Co)的數據顯示，中國消費者貢獻了全球三分之一的奢侈品銷售額，而且很多中國人在出國旅遊時也喜歡購買奢侈品。但英國奢侈品行業正在錯失機遇——而英國政府也開始意識到這一問題。
Bureaucracy is in the way. Chinese visitors to the UK and Europe are obliged to apply for two visas: one to visit 26 countries in Europe – known as a Schengen visa – and a second, separate visa for UK entry.
官僚主義是攔路虎。訪問英國和歐洲的中國遊客必須申請兩個簽證：一個是可以遊覽26個歐洲國家的申根簽證(Schengen)，另一個是入境英國所需的單獨簽證。
Research by the UK China Visa Alliance, a lobby group, found that just 6 per cent of Chinese coming to Europe bother obtaining the additional UK visa. And why would they, when the Schengen offers passage to luxury shopping destinations such as Paris and Milan without extra paperwork?
遊說組織英國對華簽證聯盟(UK China Visa Alliance)進行的一項研究顯示，在赴歐洲旅遊的中國人當中，只有6%的人費神額外申請了英國簽證。既然單憑申根簽證就可以去巴黎、米蘭等奢侈品購物中心，而無需遞交額外的申請文件，他們又有什麼理由申請英國簽證呢？
The UKCVA says that France attracts almost eight times more Chinese visitors than the UK.
英國對華簽證聯盟指出，法國吸引到的中國遊客數量幾乎是英國的8倍。
Nevertheless, when they do make the trip to London’s West End, Chinese shoppers spend an average of £1,688 – three times more than overseas visitors from other countries, according to data from the New West End Company, which represents businesses in the area.
然而，來自倫敦新西區公司(New West End Company)的數據顯示，當中國消費者真的前往倫敦西區(West End)遊覽時，他們人均花費1688英鎊——較來自其他國家的外國遊客多出了三倍。倫敦新西區公司是這一地區商戶的代表。
In 2012, the UK played host to 179,000 Chinese visitors, who spent a total of £300m, according to figures from Visit Britain.
來自英國旅遊局(Visit Britain)的數據顯示，2012年英國總共接待了17.9萬名中國遊客，這些遊客在英國的消費總額高達3億英鎊。
“Chinese tourism is vital to Brand Britain,” says Mark Henderson, chairman of the London Luxury QuArter, a trade body. UK luxury industry lobbyists are acutely aware they are missing out and are trying to persuade the British government to change the visa system. Their efforts might finally pay off in 2014.
貿易組織奢華倫敦(London Luxury Quarter)的董事長馬克•亨德森(Mark Henderson)表示：“中國遊客對英國品牌至關重要。”英國奢侈品行業的遊說者們敏銳地意識到他們正與中國失之交臂，並試圖說服英國政府改變簽證制度。他們的努力或許最終在2014年收到成效。
The UKCVA, founded by Walpole British Luxury, the New West End Company, Global Blue, McArthurGlen Designer Outlets and London First, has been working since 2012 to persuade the UK government of the benefits of encouraging Chinese visitors.
英國對華簽證聯盟是由英國奢侈品協會(Walpole British Luxury)、倫敦新西區公司、環球藍聯(Global Blue)、亞瑟格蘭名品奧特萊斯(McArthurGlen Designer Outlets)以及倫敦第一(London First)共同創立的。自2012年以來，英國對華簽證聯盟就一直在遊說英國政府，宣傳鼓勵中國遊客來英國旅遊的好處。
Last May, the alliance hosted a reception with Mark Harper, the immigration minister, at which 900 British luxury retail and hospitality businesses were invited to raise their concerns. And in October, it hosted a reception in China for tour operators.
去年5月，英國對華簽證聯盟與英國移民事務部長馬克•哈珀(Mark Harper)共同舉辦了一場招待會，約有900家英國奢侈品零售商和酒店企業受邀參會，並提出自身擔心的問題。去年10月，該聯盟在中國舉行了旅行社招待會。
A pilot scheme, launched last year, allows Chinese travellers to apply for the Schengen visa and the UK visa at the same time and place. Andrew Murphy, chairman of the UKCVA and retail director of John Lewis, is hopeful the government will roll the scheme out during 2014.
去年啓動的一項試行方案允許中國遊客在一張表上辦理申根簽證和英國簽證的申請。安德魯•墨菲(Andrew Murphy)是英國對華簽證聯盟的董事長，同時擔任約翰•路易斯(John Lewis)的零售主管。他希望英國政府能在2014年繼續推行這項方案。
“If the visa process were streamlined it could boost the economy by £1.2bn and create 24,000 jobs,” says Mr Murphy. Preliminary findings from the pilot scheme are expected soon.
墨菲指出：“如果能夠簡化簽證流程，英國經濟就會增加12億英鎊的收入，並創造2.4萬個工作機會。”預計很快就會公佈前述試行方案的初步結果。
David Cameron, the UK prime minister, confirmed efforts are under way to set up a permanent “joint shop window” during a visit to China last month.
英國首相戴維•卡梅倫(David Cameron)在上月訪華期間證實，英國政府正在努力設立一個永久性的“聯合簽證窗口”。The British luxury industry is banking on the visa changes to transform the scale of its operations. “Attracting Chinese shoppers is not just about footfall and revenues,” says Jeremy Gordon, director at China Edge, a consultancy. “It can boost a brand’s value, whether it is fundraising, or preparing for an IPO or ... sale.”
英國奢侈品行業期望通過簽證政策的調整來使自身業務規模更上一個臺階。諮詢公司China Edge的主管傑里米•戈登(Jeremy Gordon)表示：“吸引中國消費者的意義不僅在於增加客流量和銷售收入，它還能提振一個品牌的價值，不論該品牌是正在籌集資金、準備首次公開募股還是準備出售。”
His digital communications tips for UK luxury brands include creating a Chinese landing page on corporate websites and ensuring brand communications articulate clearly what a brand does best, without assuming prior knowledge.
戈登對英國奢侈品牌提出的數字溝通建議包括：在公司主頁上設立一箇中文登陸界面，確保品牌宣傳清晰傳達出品牌的最大優勢，不要預設消費者對品牌已經有所瞭解。
Meanwhile, the Bond Street Association, representing dozens of Mayfair businesses, has signed up to a “China-ready” workshop series devised by China Edge to help retailers offer Chinese-friendly luxury shopping.
與此同時，代表梅費爾區(Mayfair)數十家商戶的邦德街協會(Bond Street Association)參與了由China Edge組織的一系列“爲中國做好準備”研討會，以幫助零售商們提供令中國消費者賓至如歸的奢侈品購物體驗。
“This year, more than 100m Chinese residents will travel abroad seeking high-end luxury brands,” says Gordon Clark, UK manager for Global Blue, tax-free shopping specialists. “These goods can be up to 30 per cent cheaper to purchase in the UK than in China even before the tax-free refund.”
免稅購物專營商環球藍聯的英國區經理戈登•克拉克(Gordon Clark)表示：“今年，將有超過1億名中國居民出國旅行，同時購買高端奢侈品牌。即使不考慮免稅返還，在英國購買這些產品也會比在中國購買便宜30%。”
Tales abound among luxury industry insiders of the extravagance of Chinese shoppers. Last November, before “Singles’ Day” – China’s equivalent of St Valentine’s day – one Chinese man bought an engagement ring from 77 Diamonds, a London-based online jeweller, despite the fact that he did not have a girlfriend. He bought the ring “just in case”, the company says.
在奢侈品行業的圈子中，流傳着大量有關中國消費者出手闊綽的故事。去年11月，在“光棍節”（相當於中國的情人節）的前夕，一名中國男子在總部位於倫敦的網上珠寶商77 Diamonds購買了一隻訂婚戒指，儘管當時他還沒有女朋友。該公司表示，該男子購買戒指的理由是“以防萬一”。
In February, Fortnum & Mason, the luxury London grocer, will for the first time host a private event and a promotion to celebrate the lunar new year – peak time for Chinese visitors.
倫敦高級消費百貨商店Fortnum & Mason將於今年2月首次舉行一場旨在慶祝中國農曆新年的私密活動，屆時還會進行促銷活動——春節是中國遊客來英國旅遊的高峯期。
Celebrating the forthcoming year of the horse, products with an equestrian theme are expected to spring up around London. De Beers, the world’s largest producer of diamonds, has created window designs for Harrods incorporating a red background and a horse silhouette in gold and will hand out red-coloured surprise gift packages to Chinese customers.
預計倫敦奢侈品行業爲慶祝即將到來的馬年，將會大量推出以馬爲主題的產品。全球第一大鑽石生產商戴比爾斯(De Beers)已經爲哈羅德百貨(Harrods)設計了一個包含紅色背景以及金色馬型輪廓的展示櫥窗，而且還會向中國顧客派發紅色的驚喜禮品包。
Some brands prefer to adopt a more cautious approach. Backes & Strauss, a diamond watch specialist, has not yet focused its marketing on Chinese visitors. But it awaits visa changes with interest. “We expect a significant impact on our UK sales to Chinese visitors at Harrods and our other UK locations,” says Vartkess Knadjian, its chief executive.
一些品牌傾向於採用更加慎重的做法。鑽石手錶專營商Backes & Strauss並未將其營銷重心放在中國遊客上，但它頗爲關注簽證政策的變化。該公司首席執行官瓦特基斯•克納堅(Vartkess Knadjian)表示：“預計中國遊客將對我們在哈羅德百貨以及英國其他地區零售網點的銷售帶來重大影響。”
