耀眼黄昏的黎明
Dawn of the dazzling dusk
1196字
2019-12-16 20:55
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火星译客

Booming biz in hours of darkness deepens consumption upgrade, boosts lifestyle sales

黑暗时期繁荣的生意加深了消费升级,促进了生活方式的销售

It's coming to midnight in Guangzhou, Guangdong province, and Liao Zhihai's restaurant is bustling. It's as though the business day has just started for the 25-year-old restaurateur. Amid much noisy cheer and excitement, Liao serves a plate of garlic-flavored crayfish and several bottles of beer to a bunch of merrymakers, probably workers socializing after a long day's late-shift work.

广东省广州市的午夜快到了,廖智海的餐厅里人头攒动。好像25岁的餐馆老板的营业日才刚刚开始,在嘈杂的欢呼声和兴奋声之中,廖与一群狂欢者端上了一盘蒜味小龙虾和几瓶啤酒,这些人可能是在一整天夜班工作之后参加社交活动的工人。

Liao's crayfish restaurant is open every day from 11 pm to 7 am. Office-goers, youngsters who play new-age video games at gaming parlors in the neighborhood, and those who simply crave another meal ... all flock to his restaurant for a late bite.

廖氏小龙虾餐馆每天晚上11点到早上7点营业。上班族、在附近游戏厅玩新时代电子游戏的年轻人,还有那些只是想再吃一顿饭的人,都聚集到他的餐厅吃晚饭。

Guangdong province officials aver the capital city's nighttime economy has never been stronger.

广东省官员断言,首都的夜间经济从未如此强劲。

The term nighttime economy refers to business activities undertaken between 6 pm and 6 am in the services sector. It is a golden period for merchants seeking to expand their business.

“夜间经济”一词是指在下午6点到早上6点之间在服务业从事的商业活动。这是商人拓展业务的黄金时期。

"I once sold 180 plates of crayfish one night. Total sales reached 24,840 yuan ($3,535). That's my best record," said Liao, whose restaurant serves popular local food specialities like spicy crayfish, garlic-flavored crayfish, and steamed crayfish.

“有一晚我卖了180盘小龙虾。总销售额达到24840元(3535美元)。这是我最好的记录,”廖说,他的餐厅供应当地流行的特色食品,如辣味小龙虾、蒜味小龙虾、蒸小龙虾。

"Nighttime eaters can never have enough. I've made a new plan for this winter. If the nighttime economy continues to upgrade, I will definitely join in and extend my business to more places," Liao said.

“夜食者永远吃不够。我为这个动态做了个新计划。如果夜间经济继续升级,我一定会加入,把业务拓展到更多地方。”

Not far from Liao's restaurant, a sober bar is also throbbing with life. In dim lighting, a music band belts out popular numbers while appreciative customers sip whisky on the rocks. Impressed with the scene visible through the bar's roof-to-floor thick glass-walls, some passersby walk in and settle for a late night friendly chat.

在离廖的饭店不远的地方,一个朴素的酒吧也充满了生机。在昏暗的灯光下,一个音乐乐队高唱着流行歌曲,而欣赏的顾客则喝着加冰的威士忌。透过就把从屋顶到地板的玻璃墙可以看到的景象,给人留下深刻的印象,一些路人走过来,安顿下来,进行深夜友好的交谈。

Liao said: "People there enjoy the music and the drinks, and love talking to each other in a relaxing atmosphere. Then, after downing a bottle or two of liquor or wine, they get hungry and come over here to order loads of food. My restaurant is their best option in this area."

廖说:“那里的人们喜欢音乐和饮料,喜欢在轻松的气氛中交谈。然后,再喝一两瓶啤酒或葡萄酒之后,他们会感到饥饿,然后来这里订购大量的食物。我的餐厅是他们在这个地区最好的选择。

Data from the Ministry of Commerce showed that in first-tier cities such as Beijing, Shanghai, Guangzhou and Shenzhen in Guangdong province, nighttime consumption was worth over 50 percent of daytime (6 am and 6 pm) consumption.

来自商务部的数据显示,在广东省或北京、上海、广州和深圳等一线城市,夜间消费占日间(上午6点到下午6点)消费的50%以上。

The nighttime consumption sector has been growing at an compound annual growth rate of 17 percent, serving as a powerful driving force for domestic demand. The sales volume of major shopping malls during the 6 pm to 10 pm time-slot accounted for over half of that for the whole day, demonstrating that nighttime is prime time for consumption.

夜间消费部门以17%的复合年增长率增长。成为国内 需求的强大推动力。各大商场下午6点至10点的销售量占全天销售量的一半以上,说明夜间是消费的黄金时段。

As a result, many shopping malls are taking active measures to exploit the business opportunity. A general manager of a shopping mall in Beijing, who sought anonymity, said that to promote nighttime consumption, shopping malls build indoor and outdoor commercial streets.

因此,许多购物中心正在采取积极的措施来开发商机。一位不愿透露姓名的北京某家公司的总经理表示,为了促进夜间消费,购物中心修建了室内和室外的商业街。

Such lanes contain kiosks and stalls that sell special snacks, energy bars. KTV establishments and restaurants with live music bands are not uncommon. Such commercial streets stay open to business until midnight. Adjacent shopping malls offer evening discounts to attract consumers.

这样的小巷里有出售特色小吃和能量棒的摊位和亭子。有限长音乐表演的KTV和餐厅并不少见。这样的商业街一直营业到午夜。临近的购物中心提供夜间折扣来吸引消费者。

He noted that currently 60 percent of China's business spending occurs nighttime. This trend is spilling over into digital channels too as e-commerce platforms operate round the clock.

他指出,目前中国60% 的商业支出发生在夜间。 随着电子商务平台日以继夜地运作,这种趋势也蔓延到了数字渠道。

According to a recent report from Alibaba, China's largest online-shopping group, the one-hour slot from 9 pm to 10 pm is the peak period for transactions on Taobao, China's largest online marketplace by sales volume, transactions and number of eshoppers.

根据中国最大的在线购物集团阿里巴巴最佳的一份报告,从晚上九点到十点的一小时是淘宝交易的高峰期。淘宝是中国销售量、交易量和eshoppers数量最大的在线市场。

Nighttime consumption took up more than 36 percent of the total. From 11 pm to 3 am, tens of millions of people shop on Tmall, Taobao's sister concern that is a platform for established domestic brands.

夜间消费占总消费的36%以上。从晚上十一点到凌晨三点,数以千万计的人在淘宝上购物,淘宝的姐妹关注的是成熟的国内品牌的平台。

According to a report from the China Tourism Academy and online food delivery-to-ticketing services platform Meituan Dianping, China's night catering consumption jumped 47 percent in 2018 from a year earlier, 2 percentage points higher than the daytime growth.

根据中国旅游研究院和大众点评网在线外卖服务平台的报告,2018年中国的夜间餐饮消费同比增长47%,比白天还要高出2个百分点。

A report from market consultancy iiMedia Research said that with local governments' favorable policies and amid rising market demand, China's nighttime economy will show explosive growth in the coming years to surpass 30 trillion yuan in sales revenue by 2020, and surpass 36.4 trillion yuan by 2021, growing 17.6 percent year-on-year.

市场咨询公司iiMedia Research的一份报告称,在地方政府的优惠政策和市场需求不断增长的情况下,中国的夜间经济在未来几年将呈现爆炸式增长,到2020年将超过30万亿元的销售收入,到2021年将超过26.4万亿元,同比增长17.6%。

This year, many cities implemented policies one after another to support the development of nighttime economy. On May 13, Beijing's Haidian district government rolled out a three-year action plan to promote overall consumption. According to the action plan, the local government will introduce nighttime economy subsidies, encourage related retail enterprises to extend evening business hours, explore several transport lines during night and promote nighttime cultural and artistic consumption in cultural salons, cinemas, theaters, and other such places.

今年,许多城市纷纷出台扶持夜间经济发展的政策。5月13日,中国海淀区政府出台了一项三年行动计划,以促进总体消费。根据行动计划,当地政府引入夜间经济补贴,鼓励相关零售企业延长营业时间,开辟多条夜间交通线路,促进文化长龙,电影、剧院和其他一些地方的文化艺术消费。

Meanwhile, Tianjin started business hours extension since June 1. It held 19 beer festivals from July to the week-long National Day holiday to stimulate nighttime consumption this year.

与此同时,天津从6月1日开始延长营业时间。为了刺激今年的夜间消费,从7月到为期一周的国庆长假期间一共举办了19次啤酒节。

The six municipal demonstration plots of the nighttime economy markets built in Tianjin had welcomed 130,000 customers per day on average, with a monthly total sales of 20 million yuan in August, according to the Tianjin Information Center.

根据天津市信息中心的数据,天津市建立的六个夜间经济市场示范区平均每天迎来13万客户,8月份销售总额达到2000万元。

This spring, Jinan and Shanghai also implemented guidelines to boost the regions' nighttime economy.

今年春天,济南和上海也实施了促进夜间经济发展的指导方针。

Xu Hongcai, deputy director of the economic policy committee with the China Association of Policy Science, said: "To explore the consumption potential of cities, nighttime economy is a practical and efficient approach.

中国政策科学经济政策委员会副主席徐洪才说:“为了挖掘城市的消费能力,夜间经济是一个实用而有效的方法。”

"Currently, China's gross national income per capita is nearly $10,000, which is higher than the average level of middle-income countries. At this development stage, residents' demand for high-quality nighttime consumption grows steadily."

“目前,中国的人均国民总收入接近1万美元,高于中等收入的国家平均水平,在这个发展阶段,居民对优质夜间消费的需求稳步增长。”

Globally, many metropolises boast thriving nighttime consumption. Some economists use the brightness of nighttime lights to evaluate the economic vitality of a city, Xu said.

在全球范围内,许多大都市都拥有繁荣的夜间消费,徐洪才说:“一些经济学家用夜间灯光的亮度来评估一个城市的经济活力。”

Market experts said currently nighttime economy has become an important indicator to measure the quality of life, consumption level, openness, vitality and investment climate of a city.

市场专家表示,目前夜间经济已经成为衡量一个城市生活质量、消费水平、开放程度、活力和投资环境的重要指标。

They said social environment, especially public transportation, offers necessary support to nighttime economy. Data from iiMedia Research showed that the daily average operation time of subways in China's developed regions is 16.35 hours, and Beijing ranked first with an operation time of 17.28 hours.

他们说,社会环境,特别是公共交通,为夜间经济提供了必要支持。调查数据显示,我国发达地区地铁每日平均运行时间为16.35小时,北京以17.28的运行时间排名第一。

On the back of the policies formulated by local governments to boost nighttime economy, cities have reached a consensus to promote the development of the sector by enhancing infrastructure construction. Public transportation, power supply, and 5G projects will bring another round of economic growth, market insiders said.

在地方政府指定的促进夜间经济发展的政策支持下,各城市达成了通过加强基础设施建设促进夜间经济发展的共识。市场内内部人士表示,公共交通,电力供应和5G项目将带来一轮新经济增长。

Mao Zhonggen, director of the Western China Economic Research Center at the Southwestern University of Finance and Economics, said: "Support services are a priority for the development of the nighttime economy. There are still many obstacles that hinder the development of the sector, such as climate difference between day and night, residents' lack of spare time, predictable business practices, the homogeneity of products, as well as the inconvenience of public transportation."

西南财经大学西部经济研究中心主任毛忠根表示:“支持服务事业间经济发展的优先事项。阻碍该行业发展的障碍仍然很多,比如白天和晚上的气候差异,居民缺乏业余时间、可预测的商业行为、产品的同质性,以及公共交通的不便。

These problems need to be addressed, so that nighttime economy can make a bigger contribution to the consumption sector, he said.

这些问题需要得到解决,夜间经济能够为消费部门做出更大的贡献,他说。

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