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Fashion races to click with the Chinese
Fashion brands from the around the world are increasingly turning to China – its middle class loves to shop and the numbers doing so online are rising, with an estimated 300m e-commerce enthusiasts on the mainland.
世界各地的时尚品牌日益把眼光投向中国——这里的中产阶层喜欢购物，而且网购者的数量正在增加。据估计中国内地有3亿热衷于网购的人。
On Tuesday, Topshop and Miss Selfridge, two of the UK’s best-known fast fashion brands, became the latest to announce they are launching online in China, on the heels of Asos, the online retailer, and brands from Gap to Burberry.
周二，英国两家知名的快时尚品牌，Topshop和Miss Selfridge宣布进入中国线上市场，加入了在线零售商ASOS、以及从GAP到博柏利(Burberry)等时尚品牌的行列。 But while the online fashion market in China may have huge potential, it is also fiercely competitive and price-sensitive, mainland retail analysts say. There is no cheap and easy way to break into the market, they add, even for brands that are household names in their home countries.
内地的零售业分析师说，尽管中国的时尚类网购市场可能拥有巨大潜力，但这也是一个竞争激烈且对价格较敏感的市场。他们补充，要想打入这个市场，没有廉价和轻松的方法，即使在本国家喻户晓的品牌也是如此。
Topshop’s Sir Philip Green has long been eager to expand from the brand’s two stores in Hong Kong, into the mainland. He has chosen to do so, at least initially, via the upmarket Chinese fashion retail site ShangPin.com.
Topshop在香港已有两家门店，菲利普?格林爵士(Sir Philip Green)很长时间以来都渴望将业务扩展到内地。他已经借助中国高端时尚零售网站“尚品网”(ShangPin.com)踏出了第一步。
By contrast, when Asos launched in China in October, it chose the much larger – but more competitive – Tmall shopping website run by Alibaba.
相较之下，ASOS在去年10月进入中国网购市场时，则选择了规模更大但竞争也更为激烈、阿里巴巴(Alibaba)旗下的天猫商城(Tmall)。
ShangPin.com claims to have 5m customers (although some mainland retail analysts think that figure is significantly overstated), while Alibaba says its websites including Tmall have more than 250m buyers who have made one or more purchases in the 12 months to March this year.
尚品网宣称有500万用户（尽管一些内地的零售业分析师认为这个数字严重夸大了），而阿里巴巴表示，在截止今年3月的12个月内，旗下包括天猫在内的网站有超过2.5亿买家进行了1笔或者多笔交易。
Asos, which is available in China both on Tmall and its own Chinese standalone website, Asos.cn, said it was suffering bigger than expected losses at its Chinese start-up, although a spokesman said it was still early days in China.
ASOS在中国同时开设了天猫店和独立的中文购物官网"Asos.cn"。ASOS表示在中国拓展初期遭受了比预期更多的损失，不过该公司的一位发言人称公司在中国市场还处于初期阶段。
Foreign fashion brands cost more in China than overseas, partly because of taxes and transport costs. But foreign retailers are able to boost margins by charging a premium over local brands. Mainland consumers still perceive overseas brands as generally more stylish and higher quality than local brands
外国时尚品牌在中国卖的比海外更贵，部分原因是税费和运输成本。但是外国的零售商可以通过比本地品牌定更高的价来提高利润。内地的消费者依然认为海外品牌通常比国内品牌更时尚、更优质。
Gap, which said recently that it plans to triple its $300m sales in China in the next three years, simultaneously launched its own online site, its presence on Tmall and also its physical stores in China. Gap says it will add at least 30 more mainland stores to its existing 81 this year. Fast fashion brand Forever 21 has several large flagship stores in China, its own online site and a Tmall shop.
Gap进军中国时同时开设了自己的购物官网、天猫店和实体店。最近Gap宣布计划在接下来的3年中，将在中国的年销售额由目前3亿美元扩大两倍。目前Gap在内地有81家门店，Gap表示今年至少还会新开30家门店。快时尚品牌Forever 21则在中国拥有几家大型旗舰店，自己的购物官网和一家天猫店。
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