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“双十一”:从消费狂欢到文化现象

更新时间:2017-11-13 18:45:18 来源:纽约时报中文网 作者:佚名

Alibaba’s Singles Day Sales Hit New Record of $25.3 Billion
“双十一”:从消费狂欢到文化现象

Singles Day — the frenzied annual celebration of consumption and commerce that is China’s much larger version of Black Friday — began as a protest of sorts against Valentine’s Day, propelled by college students in the 1990s.

作为一个消费和商业的狂热年度庆典,双十一是中国的黑色星期五,但规模要更大,它最早是作为对情人节的一种抗议,由大学生在上世纪90年代推动形成。

The event’s date, written numerically as 11/11, was associated with unattached singles, known as “bare sticks.”

这个活动的日期用数字表示是11/11,这使得它与被称为“光棍”的单身人士联系了起来。

This year’s shopping festival entered new territory, blazing past $1 billion within two minutes of the holiday, starting at midnight on Saturday. By the end of the day, sales had hit a new record of $25.3 billion, more than 40 percent higher than sales on Singles Day 2016.

今年的购物节达到新的高度,在周六午夜开始的两分钟内,交易额突破了10亿美元。到当天结束时,交易额创下了253亿美元的新纪录,比2016年增长了40%以上。

Singles Day is now inextricably linked with Alibaba, the Chinese e-commerce leviathan that in recent years has turned the holiday into an online — and occasionally brick-and-mortar — mercantile extravaganza. It routinely eclipses Amazon’s yearly Prime Day promotional event.

如今,双十一与阿里巴巴集团密不可分,中国的这个电子商务巨兽近年来把该节日变成了一场网上的,有时候也包括实体店的商业狂欢。它往往使得亚马逊每年的会员促销日(Prime Day)黯然失色。

In July, Prime Day generated an estimated $1 billion in revenue during its 30-hour sale window, resulting in what Amazon called its “biggest day ever.”

7月,会员日在30个小时的销售窗口中,估计产生了大约10亿美元的收入,亚马逊称之为“有史以来最伟大的一天”。

The event has evolved into a cultural phenomenon. On Friday night, Alibaba hosted a lavish gala in Shanghai, directed by one of the producers behind the 2016 Academy Awards. Celebrities such as Nicole Kidman, Pharrell Williams and Maria Sharapova helped count down the moments before the 60,000 participating global brands released their Singles Day deals to shoppers.

这个活动已经演变成了一个文化现象。周五晚,阿里巴巴在上海举办了一场豪华晚会,导演是2016年奥斯卡颁奖典礼的制作人之一。在参加活动的六万个全球品牌向购物者发布双十一促销前,妮可·基德曼(Nicole Kidman)、法瑞尔·威廉姆斯(Pharrell Williams)和玛利亚·莎拉波娃(Maria Sharapova)等名人参与了倒计时。

One offer, from the Chongqing-based online alcohol brand Jiang Xiao Bai, allowed 33 fast-moving customers to make a single payment of 11,111 yuan, or $1,673, for a lifetime supply of a grain liquor known as baijiu.

来自重庆的线上酒商江小白给出的促销活动,是让33个最快下单,并且一次性支付11111元的顾客终生获得该品牌提供的白酒。

Singles Day, which is largely powered through Alibaba’s Tmall marketplace, was a test of the company’s logistics network. The company promised delivery within an hour for certain products and, in advance of the shopping festival, converted nearly 100,000 stores across China into “smart stores” capable of processing payment using facial recognition and other advanced technologies.

双十一主要是由阿里巴巴的天猫市场来推动,是对该公司物流网络的一个考验。阿里巴巴承诺在一小时内递送某些商品,并且在购物节之前,把中国各地的近十万家商店变成了能够通过面部识别和其他先进技术处理付款的“智慧门店”。

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