购物不再是中国人出境游的主要需求
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渐变得依赖中国游客，但预订网站和益普索(Ipsos)的一份年度调查报告显示，在调查对象中，把购物作为主要旅游动机的比例从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.”
“购物不再是（中国人）出境游的主要原因，这在历史上是头一次，”亚太区副总裁阿比拉?乔杜里(Abhiram Chowdhry)说，“中国人出境游只为购物的陈旧想法减少了。他们看来想要更多体验式旅游。”
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.
奥纬咨询(Oliver Wyman)最新的年度调查发现，去年单次出境游的平均消费额略微升高至2万元人民币（合3000美元），单次出境游购物消费额从2015年的8050元人民币下降至约6700元人民币。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.
分析师表示，购物消费下降是中国游客增多的结果。出境游变得更主流，游客的平均可支配收入减少了。“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.”
驻上海的奥纬咨询合伙人亨特?威廉(Hunter Williams)说，“出境游越来越主流，结果来了很多不同的中国游客，正如你看到的其他国家游客的情况一样。”他接着说：“这应当被视为一个警钟。你需要为不仅仅对购物感兴趣的中国游客做好准备……他们想要体验。”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.
这一发现跟FT中国投资参考(FT Confidential)即将发布的一份调查的结果相似。该调查发现，购物消费占平均每次旅游总消费的比例从2013年的47%，降到了今年的37%。住宿、食品和娱乐消费的比例从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岁的朱英波（音译）来自重庆，最近跟女朋友一起游了泰国。他就是越来越多走出国门、收入更低的中国年轻游客群体的典型代表。“我们在购物上几乎没花钱，无论是我本人，还是我女友，”他说。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.
目前并没有关于中国人出境游数量的官方数据，但北京方面表示，去年中国公民出境游（包括去香港和澳门）达到1.22亿人次，比上一年增长约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 .
数据显示，尽管82%游客的目的地是亚洲，但去年前往欧洲和美国的长途旅游人数分别增加了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.
中国国内奢侈品价格较高，曾推动消费者赴海外购物，但奢侈品公司开始“统一”其全球价格，加上中国对游客携带很多商品入境的检查更严格，刺激了国内消费。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.
住宿费用比例上升的部分原因在于，中国人在增加长途旅游的天数。奥维咨询数据显示，去年中国人赴美旅游的平均逗留天数为16天，高于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.
旅游团——通常是戴着相同帽子、跟在挥动小旗的导游后面的几长队游客——在中国旅游业占主宰地位已有几十年了。但随着人们出国旅游频次的增多，旅游团的受欢迎程度降低了。Young people in China’s biggest cities have had more exposure to overseas culture, and many are choosing to travel without groups.
中国大城市的年轻人已接触了更多海外文化，许多人在出境游时选择不跟团。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.
中国旅行服务公司携程网(Ctrip)的首席执行官孙洁(Jane Sun)告诉英国《金融时报》，单独旅游是大城市里增长最快的旅游业务类型。“The young generation speaks English and they can go abroad on their own,” she said.
“年轻一代会说英语，他们可以自己出国，”她说。
