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SHANGHAI (Reuters) - Chinese e-commerce giant Alibaba (BABA.N) said sales topped 10 billion yuan ($1.51 billion) in just over three minutes from the opening of Singles' Day, an annual online discount sales gala that has become the world's biggest shopping spree.


上海(路透社)——中国电子商务巨头阿里巴巴(BABA.N)表示,在光棍节开幕仅三分钟的时间里,销售额就达到了100亿元人民币(合15.1亿美元),这是一个一年一度的网上折扣销售盛会,已经成为世界上最大的购物狂欢节。

Once a celebration for China's lonely hearts, Singles' Day has become a 24-hour extravaganza that outsells Black Friday and Cyber Monday U.S. sales combined, and acts as a barometer for China's consumers.

“光棍节”曾经是中国单身人士的庆祝活动,如今已成为一个24小时的盛会,其销售额超过了黑色星期五和网络星期一的总和,成为了中国消费的晴雨表。

After a star-studded event in Shanghai late on Friday counted down to the sale's midnight start, Alibaba said gross merchandise volume (GMV) topped 10 billion yuan in a little over three minutes, and had almost doubled, to 19.1 billion yuan, in under six minutes - beating the entire day's sales in 2012.

众星云集的晚会后,在上海,双十一于午夜正式开始。阿里巴巴通报说:销售额在三分钟内就超过一百亿元人民币;在六分钟内达到了191亿人民币——六分钟的销售额就打破了2012年双十一全天的销售额。

Alibaba alone saw $17.7 billion of goods sold on its platform at last year's Singles' Day.

在去年的光棍节,仅阿里巴巴就在其平台上销售了177亿美元的商品。

The event gets shoppers around China scouting for bargains and loading up their online shopping carts, while delivery men - and robots - are braced for an estimated 1.5 billion parcels expected over the next six days.

该活动让中国各地的购物者在网上购物,快递送货员们预计,在未来六天内预计将有15亿个包裹。

"This is a big event for China, for the Chinese economy," co-founder and Alibaba vice chairman Joseph Tsai said ahead of the sales bonanza. "On Singles' Day, shopping is a sport, it's entertainment."

“这对中国来说是件大事,对中国经济来说,”联合创始人、阿里巴巴副董事长蔡崇信(Joseph Tsai)对这一销售业绩表示。“在光棍节,购物是一项运动,是一种娱乐。”

Tsai said rising disposable incomes of China's "over 300 million middle-class consumers" was helping drive the firm's online sales - and would continue. "This powerful group is propelling the consumption of China," he said.

蔡崇信说,中国有“超过3亿的中产阶级消费者”,他们的可支配收入不断增长,帮助推动了该公司的在线销售,并且,这一趋势将继续下去。他表示:“这个强大的集团正在推动中国的消费。”

Analysts and investors will closely watch the headline sales number, which is likely to top last year's total. Spending rose by nearly a third at 2016's sale - the eighth iteration of the event - but that was slower than the 60 percent increase logged in 2015.

分析师和投资者将密切关注整体销售数据,这一数字可能会超过去年。
在2016年的双十一中,销售额增长了近三分之一——这种增长已经持续了八年——但这比2015年时的60%增长要慢。

At Alibaba's Friday night gala, co-founder and chairman Jack Ma hosted guests including actress Nicole Kidman, singer Pharrell Williams and Chinese musicians and film stars such as Zhang Ziyi and Fan Bingbing.

在阿里巴巴的周五晚间晚会上,联合创始人兼董事长马云(Jack Ma)接待了包括女演员妮可•基德曼(Nicole Kidman)、歌手法瑞尔•威廉姆斯(Pharrell Williams)、章子怡和范冰冰等明星嘉宾。

The excitement around the shopping blitz, however, masks the challenges facing China's online retailers such as Alibaba and JD.com Inc (JD.O), which are having to spend more to compete for shoppers in a broader economy where growth is slowing.

然而,围绕着购物闪电战的狂热情绪,掩盖了中国在线零售商阿里巴巴(Alibaba)和京东(JD.com Inc .)面临的挑战。在中国经济增长放缓的大环境下,阿里巴巴(Alibaba)和京东(JD.com Inc .)不得不加大投资,以争夺消费者。

"A lot of the lower hanging fruit has been picked and there's increased competition for a share of consumer spending," said Matthew Crabbe, Asia Pacific research director at Mintel.

Mintel亚太区研究主管马修•克拉布(Matthew Crabbe)表示:“红海市场已经基本被瓜分完毕,而电商内部的竞争正在加剧。”

He estimated Alibaba's Singles' Day sales growth would likely slow to around 20 percent. Online retailers were being forced to push offline as well as overseas to attract new shoppers, and the overall online retail market was close to "saturation".

他估计,阿里巴巴的光棍节销售增长可能会放缓至20%左右。因为在线零售商不得不拓展线下市场和海外市场来吸引新顾客,整体在线零售市场接近饱和。

"They're having to spill over out of the purely online realm into the wider consumer market," Crabbe said.

克拉布说:“他们不得不从纯粹的网络领域向更广阔的消费市场蔓延。”

This has sparked deals to buy bricks-and-mortar stores in China, and overseas tie-ups especially in Southeast Asia. Technology, too, has been key, with virtual reality dressing rooms and live fashion shows to attract shoppers to haute couture.

这使得(电商)购买实体店,并且参与海外(尤其是在东南亚)合作。
技术也是关键,VR试衣间和现场时装秀吸引顾客购买高级定制时装。

Ben Cavender, Shanghai-based principal at China Market Research Group, noted that brands were being more careful with the deals they have on offer this year to avoid "margins getting killed", and were often asking for deposits in advance.

中国市场研究集团(China Market Research Group)驻上海的负责人本•卡维德(Ben Cavender)指出,各大品牌在今年的交易中表现得更为谨慎,以避免“利润率被扼杀”。

In previous years, most prices were often halved.

而在过去的几年里,双十一活动中大部分商品都在打五折。

"I think prices seem high and I'm totally lost as to the rules (about discounts)," said Gao Wantong, 21, a student in Beijing, though he said he still planned to stay up late to grab early sales.

21岁的北京学生高文东(音译)表示:“我认为价格似乎还是很高,我完全搞不懂这些优惠活动。”不过他说他仍计划晚睡,以“抢占先机”。

Fu Wenyue, a 23-year-old dresser in Shanghai, said she had already spent around 4,000 yuan ($600) on clothes, cosmetics and kitchen utensils in pre-event sales, transactions ahead of the day which officially only go through once midnight strikes.

上海23岁的化妆师付文跃(音译)说,她已经为预售服装、化妆品和厨房用具花了大约4000元人民币(约合600美元),而当天的交易只在午夜的时候才正式结束。

"I've bought some stuff already, but I haven't finished shopping yet," she said.

“我已经买了一些东西,但还没买完,”她说。

($1 = 6.6386 Chinese yuan renminbi)

(1美元= 6.6386人民币)