爱华网译文仅在社区讨论所用，勿作他用。
文章著作权归于原文作者Adam Minter所有。
另外批评一下匿名提问的题主，全文从标题到正文哪里表明“中国农村是世界上最大的潜在市场”这一观点了？这提问完全是标题党的行为嘛。许多朋友也是被带沟里去了。
正文及译文如下：
Where to Find China’s New Shoppers
何处寻找中国的新兴消费者
2 JAN 19,2016 11:01 PM EST
2016年1月19日晚上11：01 美国东部时间
By Adam Minter
亚当·明特
China’s economy might be faltering,but Alibaba--the world’s largest e-commerce company--is determined to inject some optimism into a gloomy picture.This week it launched the Ali Chinese New Year Shopping Festival holiday and designed to tap into one of the few bright spots in China’s economy:the growing clout of China’s rural consumers.
中国的经济可能会步履蹒跚，但阿里巴巴--全球最大的电子商务公司，决心向这黯淡的画面里增添一些乐观因素。本周推出的阿里年货节准备在中国经济中挖掘一些亮点：中国农村消费者的影响力正日益增强。
China’s Managed Markets
中国管理的市场
It’s an underappreciated and easily overlooked demographic.After all,for more than 30 years China’s economic boom has been powered by the investment and infrastructure spending necessary to transform a largely agrarian society into one in which half the population now lives in cities.But that other half didn’t remain stagnant during these years,and their income levels--though well behind their urban counterparts--are high enough now to make them a key source of future growth.
这是一群被低估的和容易被忽视的人口。毕竟，30多年来中国的经济繁荣是由投资和基础设施建设来推动的，她从一个农业社会转变为一个现在一半人口居住在城市里的国家，另一半人却在这些年里停滞不前。虽然农村居民的收入水平还远远落后于城镇居民，但现在的消费能力也足够高，使得他们成为未来经济增长的关键来源。
Getting to this point hasn’t been easy.As elsewhere in the world,China’s countryside has lagged in developing the infrastructure necessary to bring in products taken for granted in urban centers.Roads in many of China’s more than 500,000 village are barely wide enough for cars,much less delivery trucks.For e-tailers in particular,connectivity poses a major challenge:Rural dwellers accounted for only 27.5 percent of China’s 668 million Internet users as January 2015,despite long-standing Chinese government efforts to extend Web access nationwide.
做到这一点已经很不容易了。正如世界上其他地方，中国农村的基础设施建设仍然落后于必要的开发，这使得城市成为产品中心区被视为理所当然。在中国有超过50万的村庄几乎没有足够宽公路，汽车都开不过去，更别说货车了。特别是电子零售商来说，连通性是一个重大的挑战：尽管中国政府长期以来在全国范围内努力扩大网络接入，但2015年1月中国6亿6800万网民中农村居民占所占比例仍只有27.5%。
On the positive side,rural consumer demand is strong.According to a November report form China’s Ministry of Commerce,77.14 million rural Chinese shopped online last year--a 40.6 percent increase form 2014.Meanwhile,Nielsen reports that rural Chinese spend more online on average than their urban counterparts,and their online spending is growing faster--by 64 percent in the second quarter of 2015,compared with a national average growth rate of 54 percent.
从积极的方面来看，农村消费需求旺盛。据中国商务部十一月的报告，去年7714万的农村居民在网上购物，这比2014年增长了40.6%。与此同时，尼尔森报告显示中国农村居民平均在线时间比城镇居民更多，并且他们在线支出的增长速度也比城市居民更快——在2015第二季度这一数据是64%，而全国平均增长率则是54%。
That upward trend isn’t surprising.Per capita rural Chinese income growth,boosted by rising salaries for migrant laborers and government assistance,has outpaced its urban equilvalent for five years,according to Chinese government figures,and is expected to exceed 10,000 yuan($1520) in2016.When per capita incomes approached these levels in China’s cities,retailers rushed to establish brick-and-mortar stores.
这种上升的趋势并不令人惊讶。根据中国政府的数据，由于农民工工资上涨和政府补贴的增加，中国农民人均收入增幅连续5年高于城镇居民的收入增幅。预计人均收入在2016年将突破万元大关（约1520美元）。当中国农民人均收入逐渐接近城镇居民收入的水平，零售商便火速建立起各种实体店。
Something similar is happening with e-commerce.However,rather than opening stores(or waiting for the government to build better or wider roads through villages),China’s biggest e-tailers are laying infrastructure of their own to promote the sector’s growth.So,for example,Alibaba has built more than 10,000 rural service centers across China,where locals can pick up packages they ordered online or drop off products that they’ve sold via the company’s platforms.It has plans to open 100,000 service centers eventually,or one for roughly every five villages. is building 166 regional distribution warehouses and thousands of delivery stations.
类似的事情也发生于电子商务领域。然而，从事电子商务的企业并没有选择开店（或是等待政府在村子中间修建更好或更宽的公路）。中国最大的电子零售商依附在他们自己的基础设施之上，以此来推动制造业增长。例如，阿里巴巴在中国已经建立了10000多个农村服务中心。当地人可以在那里收取他们在网上订购的快递，或是打包他们在阿里公司平台上出售的货物。阿里巴巴打算有计划地开设10000个服务中心，每个服务中心大约辐射5个村庄。京东商城也在建设166个区域分布仓库以及几千个中转站。
These investments are having an immediate impact,bringing more variety and a higher quality of product than has historically been available in the countryside.According to an August Nielsen survey,maternal and baby care products have a higher penetration rate among rural consumers using e-commerce than their counterparts in China’s biggest cities--an unsurprising development,consider widespread concerns across China’s about dangerous,adulterated products in those categories.Meanwhile,those same consumers cited convenience and availability as their top two reasons for turning to e-commerce.But what’s most important to the e-tailers,and to China’s policymakers,is that the growth in e-commerce isn’t cannibalizing other sales.A 2013 study form McKinsey showed that online spending raised total Chinese consumption -- and did so in a more pronounced manner in less developed areas.
这些投资将产生直接的影响，将带给农村比过去更多的品种和更高质量的产品。根据尼尔森8月份的调查，相比于中国大城市，母婴护理产品在农村农村消费者中有更高的普及率。考虑到中国产品在这些领域内广泛的掺假状况以及威胁健康，这一发展并不令人吃惊。同时，这些消费者把便利性和可购买性作为他们转向电子商务的两个最重要的原因。但是对于电商和中国的政策制定者来说，电子商务不损害其他商业的发展更为重要。麦肯锡一项2013年的研究表明，网上消费者促进了中国的社会总消费，在欠发达地区尤其如此。
That trend is poised to continue.According to Alibaba,the rural Chinese e-commerce market was worth 180 billion yuan in 2014.This year,the company expects it to grow to 460 billion yuan.How much Alibaba’s new rural shopping festival will contribute to that total is difficult to project(the company hasn’t released any sales figures so far).It probably won’t match the $14.3 billion in sales rung up during Alibaba’s 2015 Single Day promotion,which targets urban consumers.Still,if the government really wants to promote consumption,it could do worse than to invest in building up the rural Internet and trunk highways needed to make e-commerce easier in the countryside.That’s where China’s new shoppers are to be found.
这种趋势将继续下去。据阿里巴巴讲，2014年中国农村电子商务市场为1800亿元。该公司预计今年则会增长到4600亿元。阿里巴巴新推出的年货节是否能产生预期的作用还尚未可知（这家公司目前尚未公布任何销售数字）。它可能无法达到阿里巴巴在2015双十一节中所创下的143亿美元的销售额，毕竟那针对的是城市消费者。但是，如果政府真的想要促进消费，除了在农村加大建设力度以促进电商的发展外，似乎也没有更好的办法了。毕竟那里隐藏着中国的新兴消费者。
This column dose not necessarily reflect the opinion of the editorial board or Bloomberg LP and its owners.
本文不代表编辑委员会或彭博社及其所有者的观点。
To contact the author of this story:
通过以下方式联系本文作者亚当·明特
Adam Minter at aminter@bloomberg.net
aminter@bloomberg.net
（完）
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