您现在的位置: VOA >> VOA双语新闻 >> 双语新闻 >> 正文

印年轻人消费观念改变 奢侈品市场兴起

更新时间:2011/12/1 11:54:45 来源:本站原创 作者:佚名

As an economic boom propels more people in India into the ranks of the wealthy, they are acquiring a taste for the good life. India’s luxury sector is small, but is growing by nearly 20 percent a year.

印度经济的欣欣向荣,使很多人挤进了富裕阶层, 也有了优质生活的品味。虽然印度人中,生活奢华的圈子还很小,每年却以百分之20的比率成长。

Two brothers, Rituraj and Rajat Chowdury, are at New Delhi’s DLF Emporio Mall, to pick up a gift for their mother’s silver (25th) wedding anniversary. A few years ago, they might have chosen a piece of jewelry, but this time they have opted for a handbag with a designer tag. “I bought a purse, a bag, a Burberry bag," said one of the brothers. "We wanted to give her something special.”

里图拉吉·乔德利和拉贾特·乔德利兄弟俩,一同在新德里的爱姆普里奥购物中心,为他们的母亲选购银婚纪念礼物。如果在几年前,他们可能只须买一副首饰。但这次他们要选一个名牌手袋。兄弟中的一个对记者说:“我买了一个钱包和一个巴宝莉皮包。 我们想要送给母亲一些特殊的礼物。”

There is a small but steady stream of customers at the mall where several designer brands have set up shop in recent years. Some are shopping for Armani suits, others for Jimmy Choo shoes or Louis Vuitton handbags.

在这个购物中心里,有几家名牌店,他们有一批数目不多,但是固定光顾的消费者。有人选购阿尔曼尼服装,有人要吉美朱出品的鞋子,或者是路易斯威登手袋。

Sanjay Kapoor is managing director at Genesis, which markets several luxury brands. He says frugality was the mantra (motto) for an older generation, but that is changing.

一家出品昂贵名牌商品的公司总经理山贾伊·卡普尔说,节俭是老一辈的信条,现在已经不同了。

"There’s load of wealth being created. And, [with] that wealth - people are going to spend. You have built your base. You have bought your home. You have bought your second home. You have bought a car. You have built a security. Then people are spending for today. They are living for today. In the older days people would save for education, for homes," Kapoor said.

他说:“一大帮有钱人产生了。人们有了钱,就要花用。你买了房子,又买了第二栋住宅。你买了车子。于是你为自己建立了生活保障。然后,人们要为今天的需要花钱,他们要生活在当下。过去,人们会把钱省下,为将来的教育和住家作准备。”

In addition to growing numbers of affluent business people and successful entrepreneurs, the customers for luxury brands include young people catching up on global trends.

除了富裕的生意人和成功的企业家之外,还有奢侈商品的年轻消费族群,包括追求世界时尚的年轻人。

Not all are wealthy. But even those earning $10,000 to $20,000 a year often want to own a designer watch, handbag or footwear.

他们不见得都出身富豪之家。即使他们的年收入只有一两万美元,仍然想要名牌手表、手袋或鞋子。

Last year, sales of luxury goods grew by 20 percent to reach $5.75 billion. It is expected to triple in four years to more than $15 billion.

去年,印度的奢侈品销售业绩增长了百分之20,达到五十七亿五千万美元。未来四年中,预计将再增三倍,攀升至一百五十亿美元以上。

However, India’s luxury sector still makes up a tiny slice of the global market and trails behind the other Asian economic giant, China.

不过,印度的奢侈品消费量在全球市场上只算是极小的一部分,落后于另一个亚洲大经济体中国之后。

Retail analysts say steep import duties of up to 30 percent slow the growth of the luxury sector by making branded goods more expensive than in some outside countries.

零售业分析师说,印度高达百分之三十的进口关税,使当地名牌商品的价格高于其它国家,因此发展缓慢。

Neelesh Hundekari, head of Indian luxury retail at consultancy A.T. Kearney, says Indians may buy a Porsche car in India because it is difficult to import, but may prefer to pick up a Louis Vuitton handbag in Dubai.

从事印度奢侈品零售业咨询业务的克恩尼公司负责人尼勒什·洪德卡里说,印度人可能会在国内购买一辆宝捷牌名车,因为车子不容易进口, 但他们宁愿在迪拜购买路易斯威登皮包。

"They would like to find a good bargain even if the absolute price of the product is pretty high. They would worry about the last $100, even if they are buying something which is worth several thousand dollars. If they can actually get it from overseas without paying the extra price, then they won’t get it from here. An interesting contradiction to that is cars," Hunderkari explained. "Yes, if there is something which is absolutely not available and people want it, they will pay for it."

他说:“即使商品的绝对价格非常昂贵,他们还是希望拿到最低的价格。即使他们要买的东西价值数千美元,他们还是在乎一百美元左右的差距。如果他们可以从海外买到而不必付额外的费用,他们就不会在国内购买。有趣的是他们买车的态度就相反。如果有什么他们想要的商品但是绝对难以买到的,他们就愿意付钱购买。”

India also lacks suitable infrastructure to sell luxury goods. Its crowded cities have few upscale shopping areas outside of five-star hotels. Only two shopping malls - one in Delhi and the other in Bangalore - exclusively sell luxury brands.

印度还缺乏销售奢侈商品的基础设施。在拥挤的城市里,五星级酒店外找不到高级的购物区。印度只有两个专门销售奢侈商品的购物中心,一个在德里,一个在班加罗尔。

As a result, most luxury brands have a presence only in the larger cities such as Delhi, Mumbai and Bangalore, even though there are many customers in smaller towns.

因此,大部分的名牌商品只出现在德里,孟买和班加罗尔等大城市里,虽然在较小的市镇里也有很多顾客。

The country head of Louis Vuitton in India, Tikka Shatrujit Singh, says they have stores in three cities in India compared to 16 in China. That is an impediment, but he remains optimistic about a country where a huge, young population is beginning to savor luxury.

路易斯威登公司在印度的负责人蒂卡·沙特鲁吉特·辛格说,他们在印度只在三个城市开设商店,不像在中国有16处。这是一大障碍。不过他还是保持乐观,因为印度很多年轻人开始对奢侈商品产生了品味。

"Cities need to develop. Malls need to come up. That is one constraint for growth. We need to see a 100 more luxury malls opening up in India, or at least 20 more or 30 more," Singh stated. "The game-changing moment will come when the middle class starts to buy."

辛格说:“都市需要发展,商场需要兴起。那是经济发展的必经途径。我们还需要在印度开设100家奢侈商品店。至少二、三十家。当年轻族群开始购买了,整个情势就会改观。”

Luxury brands like Louis Vuitton are pinning their hopes on people like Neha Agarwal, a professional in her thirties. She is looking for a handbag with a designer label because she wants to be trendy. "Because it is the next 'in' thing in India and people who can afford it are doing it," she said.

路易斯威登之类的奢侈品商店把希望寄予像尼哈·阿加沃尔这样的顾客身上。阿加沃尔是年龄在三十左右的专业人员。为了配合潮流,她在寻找有名牌设计标签的手袋。她说:“因为这将是下一个在印度出现的事。买得起的印度人都会这么做。”

Only the bigger luxury brands have come to India so far, but many more are expected to enter as the numbers of brand-smitten Indians continues to rise.

目前,只有特别出名的品牌才进入印度。但是还有许多名牌等候进入印度。印度对名牌着迷的人数,正在增加。

相关文章列表