咱家搞购物狂欢，为何外媒如此紧张？

来源：中国日报新媒体

今天凌晨，一群外媒隔着屏紧紧盯着“双十一”成交额。

原本打算守几个小时，结果，短短90分钟，他们就出稿了。不出意外，“对面的学霸”又破纪录了！

彭博社第一时间发布消息，在短短不到90分钟里，2019天猫双11交易额就达到了1140亿元，直接冲到了去年交易额的二分之一。

Alibaba Group Holding Ltd.'s Singles' Day shopping bonanza got off to a scorching start, logging more than 114 billion yuan ($16.3 billion) of purchases in less than 90 minutes, the equivalent of more than half of last year's record haul for the 24-hour event.

数字完全在射程范围内。专家告诉彭博社记者，这就是铁板钉钉的事儿。

“没有任何迹象可以看出不会破纪录呀！”

There's nothing to suggest this won't be another record year for Singles' Day, especially since it opens up not only in China but Asia.

咱家搞购物狂欢，为何外媒如此紧张

《南华早报》在报道中说出了原因。在外媒眼中，“双十一”交易额被赋予了另一种含义。他们认为这是16个月以来，在中美爆发贸易战、经济放缓的环境下，观察中国消费实力的晴雨表。

The festival will be closely watched this year as a barometer for consumer sentiment 16 months into a US-China trade war and amid a slowdown in the Chinese economy.

别人家晴空万里，自己家晴雨表咋样呢？外媒扎心地制作了个图表，对比了下↓↓

文章写道，去年美国零售商“黑色星期五”“网络星期一”为期5天的网上销售额总和，都比不上人家一家公司“双十一”一天的销售额。

Last year, sales at Alibaba climbed 27% to 213.5 billion yuan, or the equivalent to $30.7 billion at the time. More merchandise is sold online over the 24-hour period than during the five-day U.S. holiday buying spree that begins on Thanksgiving and ends on Cyber Monday.

外媒揭秘：

为何商家爬也要爬去“双十一”

外国混得一般的商家，不想去中国参加“全球最大购物节”？这题是不是有点熟，是不是很像你，混得一般不想参加同学会？

但是外媒却建议，爬也要爬去！

美国著名管理咨询公司艾睿铂的董事杰森·昂和迈克尔·麦库尔在接受美国消费者新闻与商业频道采访时表示，参加“双十一”已经变成了一个品牌市场表现的试金石，错过这么大的促销活动，他们承担不起。

"Businesses need to get in on the action if they're not already selling during this event, as [Singles] Day participation has become a barometer of a brand's presence in the market," AlixPartners directors Jason Ong and Michael McCool said in their report. "Brands are frequently assessed by their success in this event, so they can't afford to miss out on a substantial sales drive.

事实上，美国企业也是这样做的。此前，《纽约时报》和美国消费者新闻与商业频道均报道称，越来越多美国企业正悄悄走向中国“双十一”购物节。

其他零售商也不希望被排除在“双十一”的狂热之外。就“双十一”为大品牌提供帮助的电商数据和分析公司艾盛集团的亚洲区董事总经理德克兰·克尼说：“如果你是一个有抱负的品牌，就必须参与进来。”

Other retailers don't want to be left out of Singles Day mania. "If you're a brand with any ambition, you have to participate," said Declan Kearney, Asia managing director for Edge by Ascential, an e-commerce data and analytics company that helps major brands on Singles Day.

顶级明星助阵现场

美国知名歌手泰勒·斯威夫特（Taylor Swift）献唱中国“双十一”狂欢夜无疑也成为了外媒关注的焦点。

Alibaba touts the event with over-the-top fashion shows and concerts. This year, American pop singer Taylor Swift will perform at the "countdown Gala".

美国顶级明星也前来捧场，无疑证明了中国“双十一”在全球的影响力和撬动力。

泰勒·斯威夫特献唱，现场瞬间沸腾，与她齐唱歌曲《Lover》。要知道这首歌在中国大陆地区发行一周折合销量就突破100万张，打破了国际艺人在中国大陆地区一周专辑折合销量纪录。

中国的市场有多大、中国的舞台有多大，外国企业在中国受益有多大，相信全世界的商家心里一定有数！