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商业 - 2013财富全球论坛

全球CEO集体看好中国新一代消费者

Brian Dumaine 2013年06月07日

从大连万达到迪士尼,再到博柏利,无论是中国本土公司的CEO,还是跨国公司的CEO,都对中国市场的消费潜力充满信心,而中国年起一代消费者的逐步崛起正是他们的信心所在。新一代的消费者正在迅速改变大众市场的消费品味。

    今天,《财富》全球论坛在四川成都进行了一场市政厅式的对话,全球顶尖企业负责人就处于变化之中的中国文化展开了趣味横生的探讨。随着城镇化、科技和旅行重新塑造消费体验和消费需求,大众市场品味,特别是中国年轻一代的品味正在迅速变化。与会者展望了今后的前景并探讨了企业需要怎样予以适应。会谈主要内容如下:

    中国消费市场的增长:大型房地产企业大连万达集团(Dalian Group)董事长王健林对中国消费者的兴起极为乐观。他说,许多人都觉得中国有问题,中国的经济增长速度将放慢,但他认为:“这些人都错了。”他指出,中国仍在推进城镇化,而且正在着手进行养老金改革。进入城市的中国人“需要住房、工作,他们会去看电影,会下馆子。因此,今后10年,中国经济增长率将达到8%,甚至更高。”他表示,一个证据就是,几年前许多怀疑论者都说高铁会是个重大失误,而现在的“高铁上是如此的拥挤”。

    接触中国消费者:迪士尼公司(Walt Disney Company)董事长兼首席执行官罗伯特•艾格表示,任何希望进入中国市场的公司都必须真正了解中国消费者想要什么。他说:“有人觉得,既然科技为人们提供了进入世界上各个市场的渠道,那就存在一种世界性文化。这是一种错误观念。情况绝不是这样。这样想的公司会栽跟头。”他指出,当他把迪士尼带到中国,“它就必须像是中国的迪士尼。”艾格说,上海迪士尼乐园动工之前,迪士尼在中国听取了各种各样的声音,以便了解消费者到底想要什么。与会者都认为,倾听中国年轻一代的要求尤其重要,原因是他们所做的决定将影响销售业绩。如果他们喜欢某个产品,他们就会告诉自己的朋友和父母。

    以中国游客为目标:高档服装集团博柏利(Burberry Group)首席执行官安吉拉•阿伦茨表示,虽然中国人都在买奢侈品,但出国购物的中国人才是前景最好的市场之一。“2013年将有1亿中国人出国旅游,他们在国外的支出是国内消费的10倍以上。”为了抓住这个趋势,阿伦茨已经为设在战略性市场中的博柏利店铺配备了会讲普通话的售货员。(财富中文网)

    译者:Charlie

    At today's town hall meeting at Fortune's Global Forum in Chengdu, China, leaders of some of the world's largest corporation engaged in a lively debate over the shape of China's changing culture. Mass-market tastes—especially among China's younger generation—are changing fast as urbanization, technology and travel remake consumer experiences and demands. The panelists discussed what lies ahead and how business needs to adapt. Here are the highlights:

    On the growth of China's consumer market: Wang Jianlin, the Chairman of the real estate giant Dalian Group, was extremely up beat about the rise of the Chinese consumer. Many people, he said, believe that China has problems and its growth will slow, but he added: "they are wrong." He pointed out that the nation was still urbanizing, pension reform is coming and the Chinese moving into the city "will need homes, jobs, and they will go to movies and restaurants. Therefore China over the next 10 years will grow at 8% or more." As one point of evidence he pointed out that a few years ago a lot of doubters said the bullet trains would be a big failure but today "the high speed trains are so crowded."

    On reaching the Chinese consumer: Robert Iger, the Chairman and CEO of the Walt Disney Company (DIS) said that any company wishing to crack the China market has to really understand what the Chinese want. "There is a misconception," he said, "that because technology has created access to world markets that there is one world culture. That's absolutely not the case. Thinking that can trip up a company." He said that when he brings Disney to China, "it has to feel like China's Disney." Before starting construction on Shanghai Disneyland, Iger said that Disney listened to a lot of diverse voices in China to find out what the consumers really wanted. The panels all agreed that is was especially important to listen to what China's youth wanted because they are the opinion makers who will drive sales. If they like a product they will tell their friends and their parents.

    On targeting Chinese tourists: While the Chinese are buying luxury goods, one of the most promising markets, said Angela Ahrendts (BURBY), the CEO of the luxury clothing group the Burberry Group, are those traveling abroad to shop. "In 2013, 100 million Chinese will travel outside their country and they will spend 10 times more than they spend in China." To capitalize on this trend, Ahrendts has outfitted Burberry shops in strategic markets with Mandarin speaking sales clerks.

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