经济学人下载:揭秘中国消费者

Consumer goods
消费品

The mystery of the Chinese consumer
揭秘中国消费者
      
In the first of a two-part series on Asian consumers, we ask what makes the Middle Kingdom’s shoppers tick

Jul 7th 2011 | SHANGHAI | from the print edition  

LILY LI wears a lanyard with a little plastic card around her neck, even at weekends. It is a badge of honour: it shows that she has a white-collar job. (She is a secretary at Access Asia, a retail-research company in Shanghai.) She uses Apple earphones for the cheap Chinese mobile phone in her pocket, so it looks as if she owns an iPhone. And she drives to work, though it takes four times longer than public transport, just to show off her little car.
李小姐周末也佩戴者一张小塑料卡片。这是荣耀的象征：白领。（李小姐是通亚公司Access Asia一位秘书，通亚公司是上海一家零售市场调研公司。）李小姐包里装着便宜的国产手机，耳上却戴着苹果的耳机，看起来就像用的是苹果iPhone手机。李小姐驾车上班，尽管耗时是公交车4倍，但是她就是想显摆她的小车。

After decades of deprivation and conformism, Chinese consumers regard expensive consumer goods as trophies of success. In public, they show off. In private, they pinch pennies. The owner of a gleaming new BMW will drive around for half an hour to avoid a 50 cent parking fee. And she will hesitate to spend much on interior decoration, because only her family sees the inside of her flat.
过了几十年的清苦日子，循规蹈矩。中国消费者们现在觉得昂贵的消费品昭示着成功。在外就炫耀不已，私下，锱铢必较。拥有一辆闪耀的新款宝马车就得四处转悠半个小时避免交那点停车费。购买房屋内部装饰则很犹豫，因为只有家人才看得到房子内。

By some forecasts China will be the second-largest consumer market in the world by 2015, not far behind America. Chinese people already buy more cars than people in any other country: 13.5m last year to Americans’ 11.6m. China is on its way to becoming the biggest luxury-goods market. The central government made an increase in domestic consumption one of the priorities of its latest five-year plan.
一些人预测中国会在2015年成为世界第二大消费市场，据美国不远。中国人已经比任何国家买的车都多：去年1350万辆车，美国则为1160万辆车.中国正在成为世界最大奢侈品消费市场。中央政府将加大国内消费作为未来5年计划重点。