外国人看中国：中国消费者到底想要什么？

Apple has taken China by storm. A Starbucks can be found on practically every major street corner in coastal cities and beyond. From Nike to Buick to Siemens, Chinese consumers actively prefer Western brands over their domestic competitors. The rise of microbloggers, the popularity of rock bands with names like Hutong Fist and Catcher in the Rye, and even the newfound popularity of Christmas all seem to point toward a growing Westernization.
苹果产品已经风靡中国。在沿海及内陆城市的主要街道几乎都能找到星巴克。从耐克、别克到西门子，中国消费者对西方品牌的喜爱远远胜过国内的竞争品牌。微博的兴起，胡同拳头（Hutong Fist）和麦田守望者（Catcher in the Rye）等摇滚乐队的流行，甚至是圣诞节的备受追捧，似乎都表明中国正越来越西化。

But don't be deceived by appearances. Consumers in China aren't becoming "Western." They are increasingly modern and international, but they remain distinctly Chinese. If I've learned anything from my 20 years working as an advertising executive in China, it is that successful Western brands craft their message here to be "global," not "foreign"—so that they can become vessels of Chinese culture.
但千万别被表象所迷惑。中国的消费者并没有变得“西方化”。他们越来越现代化和国际化，但他们依然很“中国”。如果说我从自己在中国20年担任广告高管的经历中学到了什么的话，那就是，成功的西方品牌灌输给中国的信息是“全球化”而不是“外来者”──这样他们就能成为中国文化的载体。

Understanding China's consumer culture is a good starting point for understanding the nation itself, as it races toward superpower status. Though the country's economy and society are evolving rapidly, the underlying cultural blueprint has remained more or less constant for thousands of years. China is a Confucian society, a quixotic combination of top-down patriarchy and bottom-up social mobility. Citizens are driven by an ever-present conflict between standing out and fitting in, between ambition and regimentation. In Chinese society, individuals have no identity apart from obligations to, and acknowledgment by, others. The clan and nation are the eternal pillars of identity. Western individualism—the idea of defining oneself independent of society—doesn't exist.
随着中国迅速迈向超级大国，理解其消费文化是理解这个国家的良好开端。尽管这个国家的经济和社会正经历急速演变，但根本的文化底蕴却经历数千年基本没变。 中国是儒家社会，是自上而下的家长制度与自下而上的社会流动性匪夷所思的结合体。在中国，彰显个性总是与适应融入相冲突，野心勃勃与严守克己相矛盾，中国 人就是被这些矛盾驱动着。在中国社会，除了对他人的义务以及他人对自己的认可，个人是没有特性的。集体和国家是个人身份的永恒支柱。西方的个人主义，即赋予个人独立于社会之外意义的概念，在中国是不存在的。

Various youth subtribes intermittently bubble to the surface—see the recent rise of "vegetable males" (Chinese metrosexuals) and "Taobao maniacs" (aficionados of the auction website Taobao). But self-expression is generally frowned upon, and societal acknowledgment is still tantamount to success. Liberal arts majors are considered inferior to graduates with engineering or accounting degrees. Few dare to see a psychologist for fear of losing "face"—the respect or deference of others—or being branded sick. Failure to have a child is a grave disappointment.
各种各样的青年群体时不时地浮出水面，看看“都市玉男”以及“淘宝狂人”的兴起就知道了。但自我表达一般都会遭到反感，社会认可仍等同于“成功”。文科生被认为不如拥有工程或财会学位的毕业生。因为担心“丢脸”或被打上有病的标签，很少人敢去看心理医生。不能生孩子是令人失望的严重问题。

The speed with which China's citizens have embraced all things digital is one sign that things are in motion in the country. But e-commerce, which has changed the balance of power between retailers and consumers, didn't take off until the Chinese need for reassurance was satisfied. Even when transactions are arranged online, most purchases are completed in person, with shoppers examining the product and handing over their cash offline.
中国人接纳数字产品的速度是这个国家在变化的一个迹象。但改变零售商与消费者力量制衡的电子商务却直到中国人追求放心感的需求得到满足才开始起步。即便交易是在线上安排的，多数消费也都是当面完成，购买者查验产品并用现金付款。

Even digital self-expression needs to be safe, cloaked in anonymity. Social networking sites such as Sina Weibo (a Chinese version of Twitter), Renren and Kaixing Wang (Chinese versions of Facebook) have exploded. But users hide behind avatars and pseudonyms. A survey conducted by the advertising firm JWT, where I work, and IAC, the Internet holding company, found that less than a third of young Americans agreed with the statement "I feel free to do and say things [online] I wouldn't do or say offline," and 41% disagreed. Among Chinese respondents, 73% agreed, and just 9% disagreed.
就连数字化的自我表达也需要安全，需要匿名的掩护。新浪微博（中国版Twitter）、人人网和开心网（中国版Facebook）等社交网站迅速发展。但用户却躲在假身份和化名背后。我供职的智威汤逊广告公司（J. Walter Thompson）与互联网控股公司IAC所做的一项调查发现，不到三分之一的年轻美国人赞同“现实生活中不能说的不能做的我都可以在网上实现”这句话，41%的人不赞同。而在中国的受调查者中，73%的人赞同，只有9%不赞同。

Chinese at all socioeconomic levels try to "win"—that is, climb the ladder of success—while working within the system, not against it. In Chinese consumer culture, there is a constant tension between self-protection and displaying status. This struggle explains the existence of two seemingly conflicting lines of development. On the one hand, we see stratospheric savings rates, extreme price sensitivity and aversion to credit-card interest payments. On the other, there is the Chinese fixation with luxury goods and a willingness to pay as much as 120% of one's yearly income for a car.
各个社会经济阶层的中国人都在努力“赢”──也就是攀爬成功的阶梯──他们都在适应着体制，而不是去对抗它。在中国人的消费文化中，一直存在着自我保护 和彰显身份的矛盾。这种挣扎解释了两种貌似冲突的发展趋势的存在：一方面，我们看到惊人的高储蓄率、对物价的极度敏感和对信用卡支付利息的排斥；另一方面，中国人又痴迷于奢侈品，愿意花年收入1.2倍的钱买一辆车。

Every day, the Chinese confront shredded social safety nets, a lack of institutions that protect individual wealth, contaminated food products and myriad other risks to home and health. The instinct of consumers to project status through material display is counterbalanced by conservative buying behavior. Protective benefits are the primary consideration for consumers. Even high-end paints must establish their lack of toxicity before touting the virtues of colorful self-expression. Safety is a big concern for all car buyers, at either end of the price spectrum.
每天，中国人都面临着被撕碎的社会安全保护网，保护个人财富制度的缺乏，被污染的食品，还有无数对家庭和健康构成的威胁。消费者通过物质展示来彰显身份的 本能对保守的购买行为起到了平衡作用。保护自身利益是消费者考虑的首要因素。即便是高档涂料也必须确认无毒才能展示颜色鲜艳的优点。无论是什么价位，安全是所有购车者主要考虑的因素。

To win a following among Chinese buyers, brands have to follow three rules. First and most important, products that are consumed in public, directly or indirectly, command huge price premiums relative to goods used in private. The leading mobile phone brands are international. The leading household appliance brands, by contrast, are cheaply priced domestic makers such as TCL, Changhong and Little Swan. According to a study by the U.K.-based retailer B&Q, the average middle-class Chinese spends only $15,000 to fit out a completely bare 1,000-square-foot apartment.
要赢得中国的消费者，品牌需遵循三个规则。第一点也是最重要的，公开使用的产品，无论是直接公开还是间接公开，价格溢价都要比私下使用的产品高。领先的手机产品都是国际品牌。而家用电器领跑者则是廉价的国货，比如TCL、长虹和小天鹅。根据英国零售商百安居（B&Q）的一项研究，中国中产阶级平均只花1.5万美元为一套1，000平方英尺（约92平方米）的毛坯房进行装修。

Luxury items are desired more as status investments than for their inherent beauty or craftsmanship. The Chinese are now the world's most avid luxury shoppers, at least if trips abroad to cities like Hong Kong and Paris are taken into account. According to Global Refund, a company specializing in tax-free shopping for tourists, the Chinese account for 15% of all luxury items purchased in France but less than 2% of its visitors.
购买奢侈品更多的是身份投资，而不是为了其本身的美观或工艺。中国目前是世界胃口最大的奢侈品买家，把前往香港和巴黎等城市的出境游算上的话至少是这样。据免税购物公司Global Refund统计，在法国，占游客总数不到2%的中国游客消费了15%的奢侈品。