“小姐姐”經濟來了 年輕女性推動中國消費增長
《南華早報》最近的一篇報道稱，中國的“小姐姐”們正迅速成爲消費的推動力。隨着社會觀念的轉變，“小姐姐”們有了更多的金錢和信心消費。無論是食品、電視節目、化妝品，還是奢侈品、醫療美容、以及互聯網，“小姐姐”們帶動了各行業的繁榮發展。
An army of young women dubbed the “little sisters” is fast becoming a driving force of spending in China, boosting the fortunes of companies selling everything from beer and liquor to streaming TV shows and cosmetics.
一支被戲稱爲“小姐姐”的年輕女性力量正迅速成爲中國消費的推動力，爲啤酒、白酒、流媒體電視節目和化妝品等各行業企業帶來大量收入。
They are well-educated, and are delaying or just skipping marriage and motherhood, giving them more money and the confidence to spend. Meanwhile these “little sisters” see themselves reflected in popular TV shows – like the summer hit Sisters Who Make Waves – that encourage them to kick back and splurge on themselves.
她們受過良好的教育，推遲或放棄結婚和生兒育女，這讓她們有了更多的金錢和信心消費。與此同時，這些“小姐姐”在受歡迎的電視節目中看到了自己的影子，例如今年夏季熱播的綜藝節目《乘風破浪的姐姐》，這些節目鼓勵她們放鬆對自己的限制並大方地把錢花在自己身上。
As such, “little sisters” are an increasingly important segment of China’s female consumers, who among all age groups account for three out of four purchases in the world’s most populated country, according to a report by Frost and Sullivan.
因此，美國弗羅斯特-沙利文公司發佈的一份報告顯示，“小姐姐”正成爲中國女性消費者中日益重要的一個組成部分，在這個全球人口最多的國家，縱觀所有年齡段，女性消費者的消費額佔全國總消費額的四分之三。
“The rising power of well-educated city women in their 20s to 40s is now a hit genre in Chinese mainland TV series and entertainment shows,” said Wendy Liu, a Hong Kong-based strategist at UBS Group and author of a new note on what she calls the “little sisters” economy.
瑞銀集團駐香港策略師劉鳴鏑日前發佈報告描述所謂的“小姐姐”經濟。她說：“20多歲至40多歲的高學歷城市女性近期成爲中國大陸電視劇和綜藝節目的熱門題材。”
“Collectively, their rising disposable income and aspirations for the ‘good life’ have had a strong impact on demand for cosmetics, duty-free, health care, and mobile games/internet content. More importantly, the ‘little sister’ economy may impact spending by families and children across the spectrum” of e-commerce and entertainment etc,” she said.
她說：“總體而言，她們不斷增長的可支配收入和對‘美好生活’的渴望，對化妝品、免稅商品、醫療（美容）、手遊和互聯網內容影響重大。更爲重要的是，‘小姐姐’經濟可能會影響家庭和兒童消費，涉及電商和娛樂等領域的方方面面。”
These “little sisters” will lead to booms in sectors spanning from make-up and athleisure to food, beverages and home appliances, according to UBS and HSBC Holdings.
瑞銀集團和匯豐銀行控股公司稱，這些“小姐姐”將帶動化妝品、運動休閒產品以及食品、飲料和家電的各行業繁榮發展。
“Women are also increasingly working, having a greater say in household spending decisions, and spending more on themselves,” said Herald van der Linde, head of equity strategy at HSBC in Hong Kong. “Clearly women are becoming very relevant and important consumers.”
匯豐銀行駐香港的股票策略主管赫勒爾德·範德林德說：“越來越多的女性有工作，在家庭開支決策方面擁有更大的發言權，並把更多的錢花在自己身上。顯然，女性正成爲非常重要的消費者。”
Their power is believed to be at least part of the reason behind share surges in such companies as Proya Cosmetics, which has jumped 110 percent this year, and China Tourism Group Duty Free, the nation’s biggest operator of the duty-free shops, which has surged 148 percent.
據稱，女性消費者的力量至少是珀萊雅化妝品股份有限公司等企業股價飆升的部分原因，珀萊雅的股價自今年初以來上漲110%，而中國最大的免稅店運營商中國旅遊集團中免股份有限公司的股價也上漲了148%。
And their power is not simply in the traditionally women-dominated niche sectors, like cosmetics.
而且，她們的力量不僅體現在化妝品等傳統上由女性主導的小衆領域。
Women already account for 60 percent of China’s 4.6 trillion yuan catering market, according to Industrial Securities, while beer consumption by women increased a whopping 27 percent in July from a year earlier, data by Wanlian Securities showed.
萬聯證券的數據顯示，在中國規模達4.6萬億元人民幣的餐飲市場中，女性佔據的份額達60%，而女性的啤酒消費量7月同比猛增27%。
They are even taking a liking to baijiu, the potent Chinese liquor that has long been the domain of male consumers. Women bought a third of Kweichow Moutai’s high-end flagship liquors that were sold on Tmall, the e-commerce platform by Alibaba Group, on the midyear promotional day in June. That was an increase of 12 percent from a year earlier.
她們甚至開始喜歡白酒，白酒長期以來一直是男性消費者主導的消費領域。在阿里巴巴集團旗下電商平臺天貓6月的年中促銷日，女性消費者的購買量在貴州茅臺高端旗艦產品中佔比高達三成，同比上漲12%。
Changing behaviours are leading to women having higher incomes and decision power, according to HSBC. Chinese households have an average of 3.03 people, with the wealthy provinces at 2.78 and the developing areas at 3.10, HSBC data showed. Japan has the smallest households of 2.33 people on average in Asia.
匯豐銀行稱，行爲方式改變正導致女性擁有更高的收入和更大的決策權。匯豐銀行的數據顯示，一戶中國家庭平均有3.03個人，在富裕省份有2.78個人，在發展中地區有3.1個人。日本家庭的平均人數在亞洲是最少的，只有2.33個人。
“That means more income for each household, with fewer people in it, leaving consumers better off and able to ‘trade up’ on items, from beer to sports clothing,” said van der Linde at HSBC. “This is particularly the case in China, with the rise of ‘empty-nesters’– couples with adult children residing elsewhere – who have money to spend.”
範德林德說：“這意味着，每戶家庭有更多的收入，家庭成員更少，有更多的錢可以消費，可以購買啤酒、運動服裝等各類價格更昂貴的商品。隨着手裏有錢花的‘空巢老人’（子女成年後搬到別處居住）越來越多，中國的情況尤其如此。”
trade up：買更高價的東西
The recent move by the government to loosen control over duty-free franchise licenses will further spur female consumption, making luxury goods exempt from taxes and therefore cheaper, according to Orient Securities. Sales at the duty-free shop on Hainan island surged by almost 150 percent in May, it said.
東方證券稱，政府最近放鬆了對免稅牌照申請的管制，奢侈品得以免稅，因而變得更便宜，此舉將進一步刺激女性消費。東方證券稱，海南免稅店5月的銷售額激增近150%。
“Women are playing multi roles in social life and they are also the leading consumers in pursuit of better brands, designs, experiences, services and even environmental protection,” said in a report. “Women are playing a more and more important role in consumption upgrade.”
京東集團在一份報告中說：“女性正在社會生活中扮演多重角色，她們也是追求更好的品牌、設計、體驗、服務甚至環保的主要消費者。女性在消費升級過程中正發揮越來越重要的作用。”
