購物不再是中國人出境遊的主要需求
Chinese tourists flocking to European and Asian capitals in record numbers this summer will be spending less on shopping and more on dining and sightseeing as overseas travel becomes more mainstream and the lure of foreign prices diminishes.
Retailers across the world have come to rely on Chinese tourists but the proportion citing shopping as their main travel motivation plunged to one-third this year from more than two-thirds in 2016, according to an annual survey by booking site and Ipsos.
世界各地的零售商逐漸變得依賴中國遊客，但預訂網站和益普索(Ipsos)的一份年度調查報告顯示，在調查對象中，把購物作爲主要旅遊動機的比例從2016年的逾三分之二下滑到今年的三分之一。“For the first time in history, shopping is no longer the prime reason for [Chinese] international travel,” said Abhiram Chowdhry, Asia-Pacific vice-president for . “The cliché of Chinese travellers only being shoppers is reducing. It seems like they want more experiential travel.”
“購物不再是（中國人）出境遊的主要原因，這在歷史上是頭一次，”亞太區副總裁阿比拉?喬杜裏(Abhiram Chowdhry)說，“中國人出境遊只爲購物的陳舊想法減少了。他們看來想要更多體驗式旅遊。”
The latest annual survey by consultancy Oliver Wyman found that while the average amount spent on an overseas trip rose slightly last year to Rmb20,000 ($3,000), shopping expenditure per trip fell to roughly Rmb6,700, from Rmb8,050 in 2015.
奧緯諮詢(Oliver Wyman)最新的年度調查發現，去年單次出境遊的平均消費額略微升高至2萬元人民幣（合3000美元），單次出境遊購物消費額從2015年的8050元人民幣下降至約6700元人民幣。The decline is a consequence of the growing number of Chinese travellers, analysts say. As overseas travel becomes more mainstream, the average disposable income of travellers has decreased.
分析師表示，購物消費下降是中國遊客增多的結果。出境遊變得更主流，遊客的平均可支配收入減少了。“It’s become mainstream to the point that there’s lots of different Chinese travellers, as you have with other countries,” said Hunter Williams, a Shanghai-based partner at Oliver Wyman, adding: “This should be taken as a wake-up call. You need to be prepared for a Chinese traveller that is not only interested in shopping?.?.?.?They want experiences.”
駐上海的奧緯諮詢合夥人亨特?威廉(Hunter Williams)說，“出境遊越來越主流，結果來了很多不同的中國遊客，正如你看到的其他國家遊客的情況一樣。”他接着說：“這應當被視爲一個警鐘。你需要爲不僅僅對購物感興趣的中國遊客做好準備……他們想要體驗。”The findings are echoed in a forthcoming FT Confidential survey that found that spending on shopping as a percentage of average trip expenditure fell to 37 per cent this year from 47 per cent in 2013. The amount spent on accommodation, food and entertainment rose from 31 per cent to 44 per cent.
這一發現跟FT中國投資參考(FT Confidential)即將發佈的一份調查的結果相似。該調查發現，購物消費佔平均每次旅遊總消費的比例從2013年的47%，降到了今年的37%。住宿、食品和娛樂消費的比例從31%升高至44%。Zhu Yingbo, a 24-year-old from Chongqing who recently travelled to Thailand with his partner, is typical of lower-income younger travellers who are increasingly heading abroad. “We barely spent money on shopping, either me or my girlfriend,” he said.
今年24歲的朱英波（音譯）來自重慶，最近跟女朋友一起遊了泰國。他就是越來越多走出國門、收入更低的中國年輕遊客羣體的典型代表。“我們在購物上幾乎沒花錢，無論是我本人，還是我女友，”他說。There are no official figures on the number of Chinese people travelling abroad, but Beijing says last year its citizens took 122m overseas trips, including to Hong Kong and Macau, an annual increase of 4 per cent.
目前並沒有關於中國人出境遊數量的官方數據，但北京方面表示，去年中國公民出境遊（包括去香港和澳門）達到1.22億人次，比上一年增長約4%。While 82 per cent of overseas trips are to Asian destinations, long-haul trips to Europe and the US have increased by 25 per cent and 12 per cent respectively in the past year, according to .
數據顯示，儘管82%遊客的目的地是亞洲，但去年前往歐洲和美國的長途旅遊人數分別增加了25%和12%。Higher prices for luxury goods in China once pushed shoppers overseas but companies are “harmonising” their prices globally, and border checks on tourists carrying multiple goods into the country have intensified, boosting domestic spending.
中國國內奢侈品價格較高，曾推動消費者赴海外購物，但奢侈品公司開始“統一”其全球價格，加上中國對遊客攜帶很多商品入境的檢查更嚴格，刺激了國內消費。The rising proportion of spending on hotels is partly explained by the fact that Chinese people are extending the duration of long-haul trips. Chinese travellers to the US spent an average of 16 days there last year, up from nine in 2015, according to Oliver Wyman.
住宿費用比例上升的部分原因在於，中國人在增加長途旅遊的天數。奧維諮詢數據顯示，去年中國人赴美旅遊的平均逗留天數爲16天，高於2015年的9天。Tour groups — typified by long lines of tourists with matching hats following a flag-waving guide — have dominated China’s travel industry for decades. But the popularity of the groups is diminishing as people travel abroad more often.
旅遊團——通常是戴着相同帽子、跟在揮動小旗的導遊後面的幾長隊遊客——在中國旅遊業佔主宰地位已有幾十年了。但隨着人們出國旅遊頻次的增多，旅遊團的受歡迎程度降低了。Young people in China’s biggest cities have had more exposure to overseas culture, and many are choosing to travel without groups.
中國大城市的年輕人已接觸了更多海外文化，許多人在出境遊時選擇不跟團。Jane Sun, chief executive of Chinese travel agency Ctrip, told the Financial Times that independent travel was the fastest-growing category in the largest cities.
中國旅行服務公司攜程網(Ctrip)的首席執行官孫潔(Jane Sun)告訴英國《金融時報》，單獨旅遊是大城市裏增長最快的旅遊業務類型。“The young generation speaks English and they can go abroad on their own,” she said.
“年輕一代會說英語，他們可以自己出國，”她說。
