风水轮流传，中端品牌成为“剁手党”新欢

英国《金融时报》科技产业编辑带您走访各大博物馆。凯雷投资集团（The Carlyle Group）副总裁艾天撰文指出，经济增速放缓、消费升级……中国销售市场出现新的气象，高、低端零售业都受到了变化带来的冲击。但在高、低端销售市场一片萧条的背景下，中端销售却增长爆发，呈现出一片繁荣的景象。

疲软的高、低端消费

奢侈品销售在华遇冷

中国奢侈品支出在2014年首次出现萎缩。这只是拐点。2015年，瑞士手表对香港出口——中国人购买奢侈品情况的晴雨表——下降23%。同一年，劳斯莱斯汽车在华销售暴跌54%。

中国廉价品牌过去屡试不爽的“竞相降价”策略已经不灵了。收入水平增长促使消费者更注重品质和健康，他们现在有能力而且也愿意为此付费。面向蓝领的快速消费品公司因此经营惨淡。去年方便面和啤酒销量分别下降12.5%和3.6%——啤酒在中国往往比矿泉水还便宜。

中端市场风景独好

Amid all this upheaval at the high and low end of the market, the sweet spot is right in the middle.As China's middle class expands （McKinsey predicts it will increase from 174m households in 2012 to 271m by 2022）, this middle retail segment will grow in lockstep with it.

在高低端市场的这种风云变幻当中，中档产品市场如鱼得水。随着中国中产阶级数量扩大——麦肯锡预计到2022年，中国中产阶级数量将从2012年的1.74亿家庭增长至2.71亿家庭——这种中档零售部门将同步增长。

质优价廉的韩国化妆品受到中产消费者青睐。

Consider a few examples of the consumer brands already profiting handsomely from this trend.Korean cosmetics brands with their “cheap chic”, offering design and marketing similar to European high-end brands but with affordable prices, are immensely popular in China.The front runner is Amorepacific, which owns brands including Innisfree, Laneige and Etude.It has quadrupled its stock price since 2014 on the back of strong China sales.

想想已经显著受益于这种趋势的几个消费品牌吧。韩国化妆品品牌带来了“廉价时尚”，它们采用与欧洲高端品牌类似的设计和营销，但价格更为亲民，从而在中国大受欢迎。领跑者是旗下拥有悦诗风吟、兰芝和伊蒂之屋等品牌的爱茉莉太平洋。在中国市场销售强劲的支持下，爱茉莉太平洋的股价自2014年来上涨了3倍。服装快销品牌在中国高歌猛进。Photo credit：Getty imagesGlobal fast fashion houses are also having a big run.Uniqlo, the Japanese clothing company, delivered a gob-smacking 62 per cent annualised sales growth in China from 2013 to 2015.Decathlon, a French sports supplies retailer, grew its store network in China from 55 in 2012 to 166 in 2015, capitalising on the value-for-money trend.

全球快时尚公司也在高歌猛进。从2013年至2015年，日本服装公司优衣库在中国市场的年化销售增长率达到令人咋舌的62%。法国体育用品零售商迪卡侬利用这种注重性价比的消费趋势，将中国门店数量从2012年的55家增至2015年的166家。

国内连锁餐厅品牌快速发展。

China's local brands are also charging ahead.Green Tea and Granma's Home operate chain restaurants across China and have tripled their locations in three years.They offer trendy casual dining experiences in central locations, coupled with seemingly unprofitable pricing for the dishes.Their secret is volume, attracting customers who are willing to come at off-peak hours or wait in line.This translates into more sittings：they can achieve 6-8 table turns per day, roughly twice that of their peers.

中国国内品牌也发展神速。绿茶和外婆家在全国各地开设连锁餐厅，门店数量在3年时间里增长了两倍。它们在市中心地段提供时尚休闲的就餐体验，以及似乎无利可图的餐品价格。它们的秘诀在于规模，吸引愿意在非高峰时段或者排队等候就餐的消费者。这带来了较高的入座率：两家餐厅每天可以达到6至8次的翻台率，几乎是同行的两倍。

Another successful case is Miniso, a high-quality dollar store chain that has been dubbed the “poor man's Muji”.Their retail pricing is only twice their costs, compared with the industry norm of three-times.Coupled with a carefully curated product portfolio in a modern store format, it became an instant hit.Within two years of its inception, Miniso has opened more than 1,000 stores and made Rmb5bn of annual sales.

另一个成功的例子是被称为“穷人的无印良品”的高品质低价连锁店——名创优品。该公司的零售定价只是成本的两倍，而行业标准是3倍。再加上现代化店铺模式里的精心设计的产品组合，名创优品很快风靡一时。在成立以来的两年时间里，名创优品开了1000多家门店，年收入达到50亿元人民币。

奢华的瑞士手表正逐渐失去对中国富人的强烈吸引力。中国普通民众开始对方便面失去胃口。不管是从产品偏好还是从客户基础来说，消费都在向中端（中档产品、中产阶层）集中。这对中国经济是好事，反映出增长模式更加平衡、财富分配更加平等。对国内外的消费品牌来说，挑战在于如何赢得中国日益崛起的中产阶级的心。他们受过良好教育而且见多识广，他们希望购买优质产品，只要价格合理。

词汇总结

upheaval[ʌpˈhi:vl]

n.突变，剧变;[地]隆起;举起，抬起

Amid all this upheaval at the high and low end of the market, the sweet spot is right in the middle.

在高低端市场的这种风云变幻当中，中档产品市场如鱼得水。

handsomely['hænsəmlɪ]

adv.慷慨地;大方地;精致地;

Consider a few examples of the consumer brands already profiting handsomely from this trend.

想想已经显著受益于这种趋势的几个消费品牌吧。

charge ahead 高歌猛进

China's local brands are also charging ahead.

中国国内品牌也发展神速

dub[dʌb]

vt.（以剑触肩）封…为爵士;授予称号;起绰号;配音，转录

vi.击鼓

Another successful case is Miniso, a high-quality dollar store chain that has been dubbed the “poor man's Muji” .

另一个成功的例子是被称为“穷人的无印良品”的高品质低价连锁店——名创优品。