Imagine getting a soft drink from a vending machine using only your smartphone. Or scanning a QR code to buy goods from a newspaper ad.
想象一下：只需用智能手機(jī)就能從販賣(mài)機(jī)那兒買(mǎi)汽水，或者只需對(duì)報(bào)紙上的廣告二維碼掃一掃就能買(mǎi)東西。

By harnessing these innovations — and more — China mobile shopping is barreling ahead of the United States. China is still the world's largest smartphone market, even though growth is slowing. It accounts for about 30 percent of the global smartphone market, and Chinese smartphone users are expected to jump from 526.8 million to 640 million in 2018, according to eMarketer. And its shoppers are using their gadgets to snap up a wide array of goods and services.
在這些創(chuàng)新技術(shù)（以及更多技術(shù)）的助力下，中國(guó)的移動(dòng)購(gòu)物產(chǎn)業(yè)已領(lǐng)先于美國(guó)。哪怕增速有所減緩，中國(guó)仍然是世界上最大的智能手機(jī)市場(chǎng)，其份額約占全球智能手機(jī)市場(chǎng)的30%。據(jù)電子市場(chǎng)調(diào)查公司“eMarketer”預(yù)測(cè)，2018年中國(guó)的智能手機(jī)用戶將從現(xiàn)在的5.268億躍升至6.4億。此外，中國(guó)消費(fèi)者正在用他們的設(shè)備搶購(gòu)各種各樣的商品和服務(wù)。

Nearly half of all China's e-commerce sales, totaling $505.7 billion, are made with mobile devices, versus roughly one-quarter in the U.S., according to eMarketer. By 2019, China's mobile sales will account for 71 percent of those sales.
據(jù)“eMarketer”的數(shù)據(jù)，中國(guó)近一半的電子商務(wù)銷(xiāo)售都是在移動(dòng)設(shè)備上進(jìn)行的，總值5057億美元。與之相比，美國(guó)在移動(dòng)設(shè)備上進(jìn)行的電子商務(wù)銷(xiāo)售僅占總量的四分之一。到2019年，中國(guó)的移動(dòng)線上銷(xiāo)售將占電子商務(wù)銷(xiāo)售總量的71%。

"We don't see mobile buying plateauing for the next five years," said Monica Pearl, eMarketer's director of forecasting. "They'll increase because consumer behavior has changed." Feature-rich, cheap smartphones are also helping fuel the boom, she added.
“我們認(rèn)為，移動(dòng)設(shè)備購(gòu)物熱潮在接下來(lái)五年絕不會(huì)降溫，”eMarketer的評(píng)估主管莫妮卡·珀?duì)栒f(shuō)道。“它只會(huì)不斷升溫，因?yàn)橄M(fèi)者行為已經(jīng)發(fā)生了變化。”她還補(bǔ)充道，功能豐富而又價(jià)格低廉的智能手機(jī)在為這股狂潮推波助瀾。

China is, after all, a mobile first market, explains Brian Buchwald, CEO of consumer intelligence firm Bomoda. So it has been able to leapfrog past other markets, which mainly used PCs for purchases.
而消費(fèi)者情報(bào)公司“摩登系”首席執(zhí)行官布萊恩·布赫瓦爾德則解釋道，由于在中國(guó)市場(chǎng)，手機(jī)購(gòu)物獨(dú)占鰲頭，所以大可忽略其他購(gòu)物途徑了（主要是個(gè)人電腦）。

Sophisticated mobile payment apps are partly fueling the mobile boom. To grease buying, purchases are smooth and nearly seamless, since goods are bought in a few seconds with just one click. And an intense fight for market share between payment titans WeChat Pay and Alibaba's Alipay is fueling even more innovation. Apple Pay has only just recently stepped into the competitive arena.
另一方面，發(fā)達(dá)的手機(jī)支付應(yīng)用程序也推動(dòng)了手機(jī)購(gòu)物潮。為了推動(dòng)消費(fèi)，網(wǎng)購(gòu)可謂暢通無(wú)阻，天衣無(wú)縫，畢竟只需輕輕一擊，商品就能在數(shù)秒內(nèi)收入購(gòu)物車(chē)內(nèi)。而兩大支付巨頭——微信支付和阿里巴巴支付寶之間為爭(zhēng)奪市場(chǎng)份額的激戰(zhàn)，更是推動(dòng)著一波又一波的創(chuàng)新潮。蘋(píng)果支付最近也加入這場(chǎng)競(jìng)爭(zhēng)。

Meanwhile, the Chinese government has allowed a free-flowing retail and payments marketplace.
同時(shí)，這種流暢的零售商和支付市場(chǎng)的發(fā)展也得到了中國(guó)政府的默許。

"There are no restraints," said Michael Zakkour, vice president of China/Asia Pacific practice at Tompkins International.
湯普金斯國(guó)際公司中國(guó)/亞太地區(qū)副總裁邁克爾·扎庫(kù)爾表示：“政府對(duì)此沒(méi)有任何限制。”

And that's good news for WeChat, A messaging app that's only five years old and is offered by the Internet giant Tencent. The app now has 650 million users. And a good chunk of them are using the app for mobile shopping. The result is that WeChat payments, along with Alibaba's Alipay, dominate the market. Because retailers can easily set up shop inside WeChat, users can plan family vacations, order a taxi or even design clothes without going anywhere else.
這對(duì)微信來(lái)說(shuō)是個(gè)好消息。微信作為一款問(wèn)世僅五年的聊天應(yīng)用，歸互聯(lián)網(wǎng)巨頭騰訊公司旗下所有，目前用戶已達(dá)6.5億。而且，這其中有一大部分用戶在用微信手機(jī)購(gòu)物。結(jié)果就是，微信支付和阿里巴巴支付寶主導(dǎo)了支付市場(chǎng)。零售商們可以輕而易舉地在微信開(kāi)店，用戶們可以在微信上計(jì)劃家庭出游、打車(chē)、甚至足不出戶就能定制服裝。

"WeChat is the most influential app in the world," said Buchwald. "It has the functionality of an iTunes store. So you can do anything you want."
“微信是世界上最具影響力的一款應(yīng)用，”布赫瓦爾德說(shuō)道。“它擁有蘋(píng)果iTune商店的功能，你想干什么就能干什么。”

This mobile preference is one-stop shopping for navigating a digital life. "We're talking about the emergence of chat commerce," said Lily Varón, an analyst at Forrester Research. "WeChat is becoming a commerce channel. And it's an ecosystem that's unlike anything in the U.S."
這種備受人們喜愛(ài)的手機(jī)一站式購(gòu)物方式正在引領(lǐng)數(shù)字化生活。“其實(shí)這是新興的聊天商務(wù)，”弗雷斯特研究公司的分析師莉莉·瓦倫說(shuō)道。“微信正在成為一個(gè)商務(wù)渠道。因此形成的生態(tài)系統(tǒng)在美國(guó)是見(jiàn)不到的。”

And, she adds, unlike the U.S., there's also no digital divide in China by geography or age. "It's not just limited to younger consumers," she said.
此外她還補(bǔ)充道，中國(guó)和美國(guó)的另外一個(gè)不同點(diǎn)是，這里沒(méi)有因地理或年齡而產(chǎn)生的數(shù)字鴻溝。“微信面向的群體不僅僅是年輕顧客。”

Meanwhile, e-commerce powerhouse Alibaba has its own Alipay app. Known as the PayPal of China, it is the dominant player in the mobile payment industry. And it's in a competitive tussle with WeChat to keep market share — fueling even more innovation.
與此同時(shí)，電子商務(wù)巨頭阿里巴巴也擁有自己的支付寶應(yīng)用。支付寶被稱(chēng)為“中國(guó)的貝寶”，是移動(dòng)支付市場(chǎng)的老大。如今它正與微信鏖戰(zhàn)以守衛(wèi)其市場(chǎng)份額，而這愈發(fā)推動(dòng)了一波又一波創(chuàng)新潮。

"They're both spending billions building new features and technologies," said Buchwald. "That includes making lots of different investments in start-ups." For example, Alipay is now testing ways to let shoppers pay just by scanning a physical feature.
“雙方都斥數(shù)十億巨資開(kāi)發(fā)新特色和新技術(shù)，”布赫瓦爾德說(shuō)道。“這其中就包括大量投資各種新興企業(yè)。”比如，支付寶正在測(cè)試一項(xiàng)新技術(shù)，使顧客通過(guò)掃描身體特征即可完成支付。

At the same time, Apple and Samsung are trying to break into this sector with partnerships with UnionPay, China's main bank card and payment firm.
同時(shí)，蘋(píng)果和三星也在嘗試通過(guò)與銀聯(lián)合作來(lái)打入這片市場(chǎng)。銀聯(lián)是中國(guó)的主流銀行卡支付公司。

The U.S. is lagging behind though, and mobile payments have yet to gain traction. Even QR codes, which have largely flopped in the U.S., are used everywhere in China to buy goods. And mobile phones there already have scanners embedded in them.
在這方面，美國(guó)卻落后于中國(guó)，手機(jī)支付市場(chǎng)也有待獲得發(fā)展動(dòng)力。就連在美國(guó)處處碰壁的二維碼，在中國(guó)購(gòu)物市場(chǎng)也是混的風(fēng)生水起，無(wú)處不在。而且中國(guó)的移動(dòng)手機(jī)內(nèi)部已經(jīng)自帶二維碼掃描程序。

Once scanned and bought, goods are delivered quickly. And Alibaba, which has a massive logistics network, can get goods to customers within one day. Its ultimate goal is even loftier: deliveries to any Chinese city within 24 hours. Alibaba is even investing in drone companies, says Buchwald.
只需掃描購(gòu)買(mǎi)，商品很快就能送上家門(mén)。而且阿里巴巴還建了龐大的物流網(wǎng)絡(luò)，有的商品一日可達(dá)。而它的終極目標(biāo)更加雄心勃勃：二十四小時(shí)內(nèi)將商品送達(dá)至中國(guó)任何一座城市。布赫瓦爾德稱(chēng)，阿里巴巴甚至已經(jīng)開(kāi)始投資無(wú)人機(jī)公司了。

These hyperkinetic deliveries are fueling ever more purchases. Last year, China's Singles Day — a consumer shopping day invented by Alibaba and much like Black Friday in the U.S. — totaled $14.3 billion, which is 60 percent higher than 2014. Those sales total more than Black Friday and Cyber Monday sales in the U.S. combined.
高度發(fā)達(dá)的快遞業(yè)則進(jìn)一步促進(jìn)了購(gòu)物。去年僅中國(guó)光棍節(jié)一天——光棍節(jié)是阿里巴巴創(chuàng)造的購(gòu)物狂歡節(jié)，類(lèi)似于美國(guó)的黑色星期五——阿里巴巴的銷(xiāo)售總額就達(dá)143億美元，較之2014年高出了60%。這筆銷(xiāo)售額高于美國(guó)黑色星期五和網(wǎng)絡(luò)星期一的銷(xiāo)售額之和。

"In China, spending as much money as possible on Singles Day is almost patriotic," said Buchwald. "It's more of a collectivist spirit there."
“在中國(guó)，在光棍節(jié)瘋狂地花錢(qián)幾乎就等于愛(ài)國(guó)，”布赫瓦爾德說(shuō)道。“這個(gè)現(xiàn)象更像是在彰顯集體主義精神。”

Emphasizing community good over the individual goes back thousands of years in China. "It's the cowboy vs. the collective," said Zakkour. "So Chinese people want to make sure that products they're buying have acceptance." For this reason, mobile commerce was predestined to become successful there, he added.
在中國(guó)，強(qiáng)調(diào)集體利益高于個(gè)人利益的傳統(tǒng)已綿延數(shù)千年。“這就像是單槍匹馬和千軍萬(wàn)馬之間的對(duì)峙，”扎庫(kù)爾說(shuō)道。“所以中國(guó)人想確保自己購(gòu)買(mǎi)的產(chǎn)品是為大眾所接受的。”他補(bǔ)充道，正是因?yàn)檫@個(gè)原因，移動(dòng)商務(wù)注定會(huì)在中國(guó)更加成功。

Los Angeles-based Revolve Clothing had to navigate this community spirit to sell its goods in China. "Social media there is very important," said Mike Karanikolas, co-CEO of Revolve, an online collection of up-and-coming fashion brands for men and women. "It's as if Amazonowned a big chunk of Facebook."
總部位于洛杉磯的“Revolve Clothing”為了打開(kāi)中國(guó)市場(chǎng)，著手利用這種集體主義精神。“在中國(guó)，社交媒體相當(dāng)重要，”Revolve Clothing的聯(lián)合CEO邁克·卡蘭尼克拉說(shuō)道。Revolve Clothing是一家線上新秀，銷(xiāo)售各品牌男女潮流服裝。“這效果就像亞馬遜持有臉書(shū)的大量股份一樣。”

For the online apparel retailer, ramping up sales to the Chinese market meant navigating longer purchase cycles. Purchases in the U.S. are made quickly, he explains. But in China, purchases can take up to 30 days because many Chinese consumers spend a lot of time researching goods and then checking them out with a circle of friends before making an online purchase.
對(duì)線上服裝零售商而言，中國(guó)市場(chǎng)銷(xiāo)量的上升就意味著他們能引領(lǐng)更長(zhǎng)的購(gòu)物周期。卡拉尼克拉解釋說(shuō)，在美國(guó)，顧客購(gòu)買(mǎi)商品很快。但在中國(guó)，買(mǎi)東西可以花上三十天，因?yàn)樵S多中國(guó)人會(huì)花大量時(shí)間搜索商品，和一群朋友層層篩選，最后才會(huì)在線上購(gòu)買(mǎi)。

But in many ways, China's mobile mania may well be the new face of retailing.
從許多方面來(lái)看，中國(guó)的移動(dòng)購(gòu)物狂潮都開(kāi)啟了零售的另一片天地。

China is up to three years ahead of the U.S. in mobile shopping, said Buchwald. "And it's moving faster than any other area of the economy. It's the future."
布赫瓦爾德說(shuō)，中國(guó)在移動(dòng)購(gòu)物上已領(lǐng)先美國(guó)三年。“而且，其發(fā)展速度也快于其它任何一個(gè)經(jīng)濟(jì)領(lǐng)域。未來(lái)前景無(wú)限。”

英文來(lái)源：cnbc.com
譯者：ShalalalaSherry
審校&編輯：杜娟