今年的"618"年中大促與往年相比，變得更加簡(jiǎn)單透明，取消了預(yù)售機(jī)制，也沒(méi)有那么多復(fù)雜的規(guī)則。電商意識(shí)到，中國(guó)消費(fèi)者現(xiàn)在更加注重商品的實(shí)際價(jià)值，除了實(shí)用又實(shí)惠的商品外，高科技的智能產(chǎn)品、運(yùn)動(dòng)服裝、營(yíng)養(yǎng)保健品都是銷售額較高的熱門品類。

Chinese consumers have shown rising demand for homegrown products and intelligent electronic devices featuring innovative technologies during this year's June 18 shopping carnival, which experts said has played a vital role in stimulating consumers' purchasing appetite and promoting the recovery of consumption.
今年的"618"購(gòu)物狂歡節(jié)折射出中國(guó)消費(fèi)者對(duì)國(guó)產(chǎn)產(chǎn)品和擁有創(chuàng)新技術(shù)的智能電子設(shè)備需求的上升。專家表示"618"大促對(duì)于刺激消費(fèi)者的購(gòu)買欲望和促進(jìn)消費(fèi)復(fù)蘇方面發(fā)揮了非常重要的作用。

Major Chinese e-commerce platforms have adopted a more pragmatic and simpler approach by canceling presale campaigns this year, with a key focus on cost-effective commodities and livestreaming to bolster sales.
今年，中國(guó)幾大電子商務(wù)平臺(tái)都采取了更加務(wù)實(shí)和簡(jiǎn)化的方法，取消了預(yù)售，重點(diǎn)利用性價(jià)比高的商品和直播來(lái)促銷。

Data from e-commerce giant JD, which initiated the midyear promotional event, showed that the number of shoppers buying domestic brands surged more than 40 percent year-on-year over the weekslong gala, which kicked off at 8 pm on May 31.
發(fā)起"618"年中大促活動(dòng)的電商巨頭京東的數(shù)據(jù)表明，從5月31日晚8點(diǎn)開始的為期數(shù)周的促銷活動(dòng)中，購(gòu)買國(guó)產(chǎn)品牌的消費(fèi)者數(shù)量同比增長(zhǎng)超過(guò)40%。

Young Chinese consumers increasingly opt for high-quality homegrown brands, with spending from the post-1990s and post-2000s generations accounting for more than 55 percent of the total sales of domestic brands, JD said. Sales of artificial intelligence-powered computers and smartphones via JD's online marketplaces soared 260 percent year-on-year in the first hour of the shopping festival.
京東表示，年輕的中國(guó)消費(fèi)者越來(lái)越傾向于選擇高品質(zhì)的國(guó)產(chǎn)品牌，其中90后和00后的消費(fèi)額占國(guó)產(chǎn)品牌總銷售額的55%以上。在"618"開門紅1小時(shí)，通過(guò)京東網(wǎng)購(gòu)平臺(tái)賣出的人工智能電腦和智能手機(jī)數(shù)量銷售額同比大幅增長(zhǎng)了260%。

According to Tmall, Alibaba's business-to-customer platform, more than 37,000 brands saw their sales double during the midyear promotional campaign, while turnover of domestic brands such as Midea, Huawei and Xiaomi exceeded 1 billion yuan ($138 million). Outdoor sporting goods, consumer electronic products and nutrition and healthcare commodities have witnessed robust growth during the shopping extravaganza.
阿里巴巴的B2C平臺(tái)天貓稱，在年中大促活動(dòng)中，超過(guò)37000個(gè)品牌的銷售額翻了一番，而美的、華為和小米等國(guó)產(chǎn)品牌的銷售額則突破了10億元人民幣。戶外運(yùn)動(dòng)用品、消費(fèi)類電子產(chǎn)品以及營(yíng)養(yǎng)和保健品的銷售額在"618"大促期間也迎來(lái)強(qiáng)勁增長(zhǎng)。

Online retailer Vipshop said sales of cycling clothes rose 54 percent year-on-year, while those of outdoor jackets were up 35 percent and running shoes, 30 percent, during the promotional gala, while turnover of clothing that integrates traditional Chinese elements with contemporary styles surged threefold from a year earlier.
在線零售商唯品會(huì)表示，在這次年中大促活動(dòng)中，該平臺(tái)騎行服裝的銷售額同比增長(zhǎng)了54%，而戶外短外套和跑鞋的銷售額分別增長(zhǎng)了35%和30%。新中式服裝的銷售額比去年同期增長(zhǎng)了三倍。

"Consumption has become a major driving force for China's economic growth, and the June 18 shopping festival is pivotal to stimulating consumers' purchasing appetite and shoring up the economy," said Wang Yun, a researcher with the Academy of Macroeconomic Research affiliated with the National Development and Reform Commission.
國(guó)家發(fā)展改革委直屬研究機(jī)構(gòu)中國(guó)宏觀經(jīng)濟(jì)研究院研究員王蘊(yùn)表示，消費(fèi)已成為中國(guó)經(jīng)濟(jì)增長(zhǎng)的主要驅(qū)動(dòng)力，"618"購(gòu)物節(jié)對(duì)于刺激消費(fèi)者的購(gòu)買欲望和推動(dòng)經(jīng)濟(jì)發(fā)展極為重要。

Jason Yu, general manager of Kantar Worldpanel China, a market research provider, said, "Price is a basic and core competitiveness for e-commerce platforms, as consumers are inclined to purchase premium products with high cost-effectiveness during the June 18 shopping festival."
市場(chǎng)研究數(shù)據(jù)提供商凱度消費(fèi)者指數(shù)大中華區(qū)總經(jīng)理虞堅(jiān)表示：“價(jià)格是電商平臺(tái)的基本和核心競(jìng)爭(zhēng)力，消費(fèi)者在"618"購(gòu)物節(jié)期間都傾向于購(gòu)買性價(jià)比高的優(yōu)質(zhì)產(chǎn)品。”

Yu said domestic brands have stepped up investment in technological innovation, research and development, while improving the quality of products to cater to demand from value-conscious consumers.
虞堅(jiān)表示，國(guó)產(chǎn)品牌加大了對(duì)技術(shù)創(chuàng)新和研發(fā)的投資力度，同時(shí)提高了產(chǎn)品質(zhì)量，以滿足注重價(jià)值的消費(fèi)者的需求。

Ray Hu, partner of business consulting at global consultancy EY, said that as Chinese consumers are now more aware of purchasing value, major platforms have adjusted their promotional strategies by canceling the presale mechanism, aiming to increase price transparency.
全球咨詢公司安永咨詢服務(wù)合伙人胡立基表示，由于中國(guó)消費(fèi)者現(xiàn)在更加追求商品的價(jià)值感，主要電商平臺(tái)已經(jīng)調(diào)整了他們的促銷策略，取消了預(yù)售機(jī)制，目的是增加價(jià)格透明度。

Offline retail has been integrated more into this year's online shopping festival than in previous years, said Hu.
胡立基表示，與往年相比，今年的網(wǎng)購(gòu)狂歡節(jié)更多地整合了線下零售的資源。

英文來(lái)源：中國(guó)日?qǐng)?bào)
翻譯&編輯：丹妮
審校：齊磊、董靜