This is my nephew, Yuan Yuan.

這是我的侄子饥伊。圓圓辅愿。

He's five years old, super adorable.

五歲的他非掣捅ǎ可愛(ài)何吝。有一天我問(wèn)他：

I asked him the other day, "What would you like for your birthday this year?"

「今年想要什麼生日禮物溉委？」他說(shuō)：「我想要個(gè)眼罩 是單面鏡的蜘蛛俠面具。 」

He said, "I want to have a one-way mirror Spider-Man mask." I had absolutely no idea what he was talking about,

我根本不知道他說(shuō)的是什麼爱榕，所以問(wèn)他：「哇瓣喊，聽(tīng)起來(lái)很酷，

so I said, "Wow, that's really cool, but how are you going to get it?"

要怎麼才能得到呢黔酥？ 」他不假思索地回答：

He told me, without a blink of his eyes, "I'm going to tell my mom and make a wish before I go to bed.

「我會(huì)告訴媽媽藻三，并且在睡前許個(gè)愿。媽媽會(huì)把手機(jī)搖一搖跪者。

My mom will go to shake her mobile phone. The next morning, the delivery uncle will give it to me when I wake up."

第二天早上我起床時(shí)棵帽， 送貨的叔叔就送到了≡幔」我本想逗他一下逗概，

I was about to tease him, but suddenly I realized

但突然意識(shí)到 他只是告訴我實(shí)話，

he was simply telling me the truth, the truth of what shopping looks like for this generation.

是他這代人眼里看到的購(gòu)物實(shí)況忘衍。仔細(xì)想想逾苫，對(duì)圓圓這樣的孩子來(lái)說(shuō)指巡，

If you think of it, for a child like Yuan Yuan, shopping is a very different idea

購(gòu)物的概念 與我們這代人印像中的大不相同。

compared to what my generation had in mind. Shopping is always done on mobile,

他們總是用手機(jī)購(gòu)物隶垮，以虛擬付款藻雪。

and payment is all virtual. A huge shopping revolution is happening in China right now.

此時(shí)中國(guó)正進(jìn)行著購(gòu)物的革命巨變；購(gòu)物行為和技術(shù)平臺(tái)的演變狸吞，

Shopping behaviors, and also technology platforms, have evolved differently than elsewhere in the world.

已迥異於世界其他各地勉耀。例如，空前的中國(guó)電商榮景蹋偏，

For instance, e-commerce in China is soaring. It's been growing at twice the speed of the United States

以美國(guó)的兩倍速度成長(zhǎng)便斥， 而其中相當(dāng)大的部分來(lái)自行動(dòng)設(shè)備。

and a lot of the growth is coming from mobile. Every month, 500 million consumers

每個(gè)月有五億個(gè)消費(fèi)者 用手機(jī)購(gòu)物威始；

are buying on mobile phones, and to put that into context,

具體來(lái)說(shuō)枢纠，相當(dāng)於美國(guó)、英國(guó)黎棠，

that is a total population of the United States, UK and Germany combined.

和德國(guó)的人口總和晋渺。不僅牽涉到電商的規(guī)模，

But it is not just about the scale of the e-commerce, it is the speed of adoption and the aggregation of the ecosystems.

采用的速度和生態(tài)系統(tǒng) 聚集的程度也是脓斩。不到五年木西，中國(guó)已成為行動(dòng)商務(wù)的巨頭，

It took China less than five years to become a country of mobile commerce, and that is largely because of the two technology platforms,

這主要?dú)w功於兩大技術(shù)平臺(tái)：阿里巴巴和騰訊随静。

Alibaba and Tencent. They own 90 percent of the e-commerce --

二者掌握著 90% 的電商業(yè)務(wù)八千，幾乎是整個(gè)市場(chǎng)，

pretty much the whole market -- 85 percent of social media,

還掌握 85% 的社群媒體燎猛，和 85% 的網(wǎng)路支付恋捆。

85 percent of internet payment. And they also own large volumes of digital content, video, online movie,

他們也擁有大量的數(shù)位內(nèi)容：影片、線上電影重绷、

literature, travel information, gaming. When this huge base of mobile shoppers

文學(xué)沸停、旅游資訊、游戲论寨。 當(dāng)龐大的行動(dòng)購(gòu)物消費(fèi)者星立，

meets with aggregated ecosystems, chemical reactions happen.

遇上了聚集的生態(tài)系統(tǒng)，就會(huì)產(chǎn)生化學(xué)反應(yīng)葬凳。

Today, China is like a huge laboratory generating all sorts of experiments.

當(dāng)今的中國(guó)像是個(gè)巨大的實(shí)驗(yàn)室绰垂，正做著各式各樣的實(shí)驗(yàn)。

You should come to China, because here you will get a glimpse into the future.

你們應(yīng)該來(lái)中國(guó)看看火焰，因?yàn)樵谶@里能夠一窺 未來(lái)世界的樣貌劲装。

One of the trends I have seen concerns the spontaneity of shopping. Five years ago, in a fashion study,

我觀察到自發(fā)性的購(gòu)物趨勢(shì)。五年前在研究流行趨勢(shì)時(shí)，

we found that on average, a Chinese consumer would be buying five to eight pairs of shoes.

我們發(fā)現(xiàn)中國(guó)消費(fèi)者占业。平均買(mǎi)五到八雙鞋子绒怨。

This number tripled to reach about 25 pairs of shoes a year. Who would need so many pairs of shoes?

如今這數(shù)字已經(jīng)成長(zhǎng)三倍， 成為每年約買(mǎi) 25 雙谦疾。誰(shuí)會(huì)需要這麼多鞋子呢南蹂？

So I asked them, "What are the reasons you buy?" They told me a list of inspirations:

所以我詢問(wèn)他們：「為什麼購(gòu)買(mǎi)？」他們告訴我刺激他們消費(fèi)的清單：

blogs, celebrity news, fashion information. But really, for many of them, there was no particular reason to buy.

部落格念恍、名人的新聞六剥、時(shí)尚的消息。而事實(shí)上峰伙，許多人 并沒(méi)有具體的購(gòu)物理由疗疟，

They were just browsing on their mobile site and then buying whatever they saw.

通常他們只在行動(dòng)設(shè)備上瀏覽網(wǎng)頁(yè)，看到什麼就買(mǎi)什麼瞳氓。

We have observed the same level of spontaneity in everything, from grocery shopping to buying insurance products.

我們見(jiàn)到幾乎在每件事上 都有同等程度的自發(fā)性策彤，從購(gòu)買(mǎi)日用品到買(mǎi)保險(xiǎn)。

But it is not very difficult to understand if you think about it. A lot of the Chinese consumers are still very new

仔細(xì)想想匣摘，不難理解這種行為店诗。 很多的中國(guó)消費(fèi)者才剛開(kāi)始接觸，

in their middle-class or upper-middle-class lifestyles, with a strong desire to buy everything new,

中產(chǎn)或中上層社會(huì)的生活方式恋沃，他們有強(qiáng)烈的慾望 想要買(mǎi)每一樣新東西必搞、

new products, new services. And with this integrated ecosystem,

新產(chǎn)品、新服務(wù)囊咏。有了整合的生態(tài)系統(tǒng)，

it is so easy for them to buy, one click after another. However, this new shopping behavior is creating a lot of challenges

買(mǎi)東西輕而易舉塔橡， 一個(gè)接著一個(gè)的點(diǎn)選梅割。

for those once-dominant businesses. The owner of a fashion company told me that he's so frustrated

然而，這種新的消費(fèi)行為 產(chǎn)生了很多的新挑戰(zhàn) 給那些曾經(jīng)稱霸過(guò)的業(yè)者面對(duì)葛家。

because his customers keep complaining that his products are not new enough. Well, for a fashion company, really bad comment.

一個(gè)時(shí)裝公司的東主 對(duì)我訴說(shuō)他的挫折户辞，因?yàn)轭櫩鸵恢北г顾漠a(chǎn)品不夠新，

And he already increased the number of products in each collection. It doesn't seem to work.

對(duì)時(shí)裝公司而言是很糟糕的評(píng)價(jià)癞谒。他已經(jīng)增加每個(gè)系列的新品數(shù)量底燎， 但好像沒(méi)什麼效果。

So I told him there's something more important than that. You've got to give your consumer exactly what they want

我告訴他更重要的是 必須滿足顧客的確切需求弹砚， 而且要及時(shí)地滿足双仍。

when they still want it. And he can learn something from the online apparel players in China.

他可以向中國(guó)的網(wǎng)路服裝供應(yīng)商學(xué)習(xí)。這些公司收集真正的顧客反饋桌吃，

These companies, they collect real consumer feedback from mobile sites, from social media,

從行動(dòng)裝置和社群媒體上收集朱沃，然後他們?cè)O(shè)計(jì)的團(tuán)隊(duì)

and then their designers will translate this information into product ideas,

把這些資訊轉(zhuǎn)化成產(chǎn)品的構(gòu)想，再送去小型工作室生產(chǎn)。

and then send them to microstudios for production. These microstudios are really key in this overall ecosystem,

這些小型工作室 是整個(gè)生態(tài)系統(tǒng)的關(guān)鍵逗物，因?yàn)樗麄兘邮苄×坑唵危?/p>

because they take small orders, 30 garments at a time,

一次 30 件搬卒，還能小部分客制化。

and they can also make partially customized pieces. The fact that all these production designs

由於一系列的生產(chǎn)和設(shè)計(jì) 都在當(dāng)?shù)赝瓿桑?/p>

are done locally, the whole process, from transporting to product on shelf or online

整個(gè)從運(yùn)輸?shù)缴霞芑蛏暇W(wǎng)的過(guò)程 有時(shí)短到只需三到四天翎卓，

sometimes takes only three to four days. That is super fast,

堪稱神速契邀，是對(duì)市場(chǎng)流行和熱賣的高效率反應(yīng)，

and that is highly responsive to what is in and hot on the market. And that is giving enormous headaches to traditional retailers

致使每年只推出幾個(gè)限量款的 傳統(tǒng)零售商極為頭痛失暴。

who are only thinking about a few collections a year. Then there's a consumer's need for ultraconvenience.

此外還有消費(fèi)者對(duì)超便利的需求蹂安。幾個(gè)月前，我和朋友在東京逛街锐帜。

A couple of months ago, I was shopping with a friend in Tokyo. We were in the store,

我們?cè)谝患业昀锾镉懊媾帕巳膫€(gè)人等著收銀機(jī)結(jié)賬。

and there were three to four people standing in front of us at the checkout counter.

很正常缴阎，對(duì)吧允瞧？但是我們兩人都放下了挑好的東西，

Pretty normal, right? But both of us dropped our selection

離開(kāi)了商店蛮拔。我們變得如此沒(méi)有耐心述暂。

and walked away. This is how impatient we have become.

有超便捷的遞送不僅僅好，還是顧客購(gòu)買(mǎi)與否的真正關(guān)鍵建炫。

Delivering ultraconvenience is not just something nice to have. It is crucial to make sure your consumer actually buys.

我們?cè)谥袊?guó)發(fā)現(xiàn)畦韭， 便捷才會(huì)真正使人們

And in China, we have learned that convenience is really the glue that will make online shopping

上網(wǎng)購(gòu)物的行為和習(xí)慣持久，有時(shí)甚至勝過(guò)只靠以客為尊的方案肛跌。

a behavior and a habit that sticks. It is sometimes more effective than a loyalty program alone.

舉「盒馬」為例艺配，這是一個(gè)阿里巴巴推廣的零售概念。

Take Hema. It's a retail grocery concept developed by Alibaba.

他們把滿滿一籃貨品 從四千個(gè)最小存貨單位送到你家門(mén)口

They deliver a full basket of products from 4,000 SKUs to your doorstep

不超過(guò)三十分鐘衍慎。不可思議的是幾乎每樣?xùn)|西都遞送：

within 30 minutes. What is amazing is that they deliver literally everything:

當(dāng)然包括水果转唉、蔬菜，還遞送活魚(yú)

fruits, vegetables, of course. They also deliver live fish

和活生生的阿拉斯加帝王蟹稳捆。如同朋友有次對(duì)我說(shuō)的：

and also live Alaska king crab. Like my friend once told me,

「簡(jiǎn)直是夢(mèng)想成真赠法。我終於可以在婆婆不打招呼

"It's really my dream coming true. Finally, I can impress my mother-in-law

就過(guò)來(lái)吃晚飯時(shí)使她服氣了。 」（笑聲）

when she comes to visit me for dinner unexpectedly." (Laughter)

亞馬遜和新鮮直達(dá)這些公司 也在同一領(lǐng)域?qū)嶒?yàn)著乔夯。

Well, companies like Amazon and FreshDirect are also experimenting in the same field.

盒馬因?yàn)殡`屬於阿里巴巴生態(tài)系統(tǒng)砖织， 得以更快、更容易施行末荐。

The fact that Hema is part of the Alibaba ecosystem makes it faster and also a bit easier to implement.

對(duì)網(wǎng)路零售商家而言侧纯，快遞一整籃貨品，

For an online grocery player, it is very difficult, very costly,

不容易做且成本很高鞠评，但是盒馬有自己的應(yīng)用程式茂蚓、

to deliver a full basket quickly, but for Hema, it's got a mobile app,

自己的行動(dòng)支付，還在上海鬧區(qū)開(kāi)設(shè)了二十家實(shí)體店。

it's got mobile payment, and also it's built 20 physical stores in high-density areas in Shanghai.

開(kāi)設(shè)這些店面以確保產(chǎn)品新鮮度──他們店里真的有水族箱──

These stores are built to ensure the freshness of the product -- they actually have fish tanks in the store --

同時(shí)也得以快速發(fā)貨聋涨、送貨晾浴。我知道你們心里疑惑著：

and also to give locations that will enable high-speed delivery. I know the question you have on your mind.

他們獲利了嗎？是的牍白，他們有盈余脊凰，

Are they making money? Yes, they are making money.

他們的收支平衡。更不可思議的是每個(gè)店面的銷售額

They are breaking even, and what is also amazing is that the sales revenue per store

都高於傳統(tǒng)的零售店面三到四倍茂腥，而營(yíng)收的一半來(lái)自行動(dòng)端的訂單狸涌。

is three to four times higher than the traditional grocery store, and half of the revenue orders are coming from mobile.

這證明了對(duì)消費(fèi)者而言，如果提供他們真正要用的 超便捷零售購(gòu)物體驗(yàn)最岗，

This is really proof that a consumer, if you give them ultraconvenience that really works in grocery shopping,

他們立刻就會(huì)轉(zhuǎn)為上網(wǎng)購(gòu)物帕胆。而超便捷和自發(fā)性，

they're going to switch their shopping behaviors online, like, in no time.

還不是故事的全部般渡。我在中國(guó)見(jiàn)到的另一趨勢(shì)

So ultraconvenience and spontaneity, that's not the full story.

是社群購(gòu)物懒豹。在世界上其他地方的社群購(gòu)物，

The other trend I have seen in China is social shopping.

通常是個(gè)線性的過(guò)程驯用。你在臉書(shū)上留意到一樣?xùn)|西脸秽，

If you think of social shopping elsewhere in the world, it is a linear process.

看了一會(huì)兒， 然後登入亞馬遜或品牌網(wǎng)去買(mǎi)蝴乔，

You pick up something on Facebook, watch it, and you switch to Amazon

輕而易舉记餐。但在中國(guó)截然不同。

or brand. com to complete the shopping journey. Clean and simple.

消費(fèi)者平均花一小時(shí)用手機(jī)購(gòu)物薇正，是美國(guó)的三倍片酝。

But in China it is a very different thing. On average, a consumer would spend one hour on their mobile phone shopping.

黏著度從哪里來(lái)的呢？他們?cè)谛⌒〉氖謾C(jī)螢?zāi)簧?到底做些什麼铝穷？

That's three times higher than the United States. Where does the stickiness come from?

讓我?guī)銈儊?lái)一趟 行動(dòng)上網(wǎng)的購(gòu)物旅程钠怯， 是我平常的體驗(yàn)。

What are they actually doing on this tiny little screen? So let me take you on a mobile shopping journey

晚上 11 點(diǎn)曙聂，沒(méi)錯(cuò)， 我通常在這個(gè)時(shí)間購(gòu)物鞠鲜。我本來(lái)在微信聊天室跟朋友聊天宁脊。

that I usually would be experiencing. 11pm, yes, that's usually when I shop.

有人拿出一包零食， 還在聊天室里張貼產(chǎn)品的連結(jié)網(wǎng)站贤姆。

I was having a chat in a WeChat chatroom with my friends. One of them took out a pack of snack

我討厭那行為榆苞， 因?yàn)橥ǔＤ菚?huì)使我本能地 點(diǎn)選那連結(jié)而登入網(wǎng)站。

and posted the product link in that chatroom. I hate it, because usually I would just click that link

網(wǎng)頁(yè)的內(nèi)容很豐富霞捡，色彩絢麗坐漏，讓人眼前一亮。

and then land on the product page. Lots of information, very colorful,

看了一會(huì)兒，一個(gè)購(gòu)物助理上線赊琳， 問(wèn)我：「今晚有什麼我?guī)偷蒙厦重玻俊?/p>

mind-blowing. Watched it and then a shop assistant came online

當(dāng)然我買(mǎi)了那包零食。更妙的是我很清楚 在第二天的中午時(shí)分躏筏，

and asked me, "How can I help you tonight?" Of course I bought that pack of snack.

那包零食就會(huì)被送到我的辦公室板丽，供我食用以及和同事們分享，

What is more beautiful is I know that the next day, around noontime, that pack of snack will be delivered to my office.

而快遞的費(fèi)用不超過(guò)一美元趁尼。正當(dāng)我要離開(kāi)那網(wǎng)頁(yè)時(shí)埃碱，

I can eat it and share it with my colleagues and the cost of delivery, maximum one dollar.

又跳出一個(gè)視窗，內(nèi)容是一個(gè)草根網(wǎng)紅的直播酥泞，

Just when I was about to leave that shopping site, another screen popped up.

教我如何用新款色彩的唇膏打扮自己砚殿。我看了 30 秒，簡(jiǎn)單易懂芝囤，

This time it is the livestreaming of a grassroots celebrity teaching me how to wear a new color of lipstick.

旁邊還有一個(gè)購(gòu)買(mǎi)的連結(jié)似炎，點(diǎn)一下，幾秒鐘就買(mǎi)好了凡人。

I watched for 30 seconds -- very easy to understand -- and also there is a shopping link right next to it,

回到了聊天室名党，大家還在閑聊著。

clicked it, bought it in a few seconds. Back to the chatroom.

另一個(gè)朋友張貼了二維碼挠轴， 是另一種零食的传睹，

The gossiping is still going on. Another friend of mine posted the QR code

又點(diǎn)選買(mǎi)了。整個(gè)購(gòu)物體驗(yàn)

of another pack of snack. Clicked it, bought it.

就像是在逛游樂(lè)園岸晦，混亂而有趣欧啤，

So the whole experience is like you're exploring in an amusement park.

甚至還使人上癮。有了整合的生態(tài)系統(tǒng)就會(huì)這樣启上，

It is chaotic, it is fun and it's even a little bit addictive.

購(gòu)物被包藏在社交行為里邢隧，而社交進(jìn)化為多方的體驗(yàn)。

This is what's happening when you have this integrated ecosystem. Shopping is embedded in social,

整合的生態(tài)系統(tǒng)達(dá)到全新的層次冈在，以致支配了我們?nèi)轿坏纳睢?/p>

and social is evolving into a multidimensional experience. The integration of ecosystems reaches a whole new level.

當(dāng)然背後有龐大的商機(jī)倒慧。「三只松鼠」這家中國(guó)零嘴公司包券，

So does its dominance in all aspects of our life. And of course, there are huge commercial opportunities behind it.

在三年內(nèi)建起五億美元的商業(yè)規(guī)模纫谅， 靠的是投資三到五百名購(gòu)物助理，

A Chinese snack company, Three Squirrels, built a half-a-billion-dollar business in just three years

全年全天 24 小時(shí)無(wú)休地提供線上服務(wù)溅固。在社群媒體里付秕，

by investing in 300 to 500 shop assistants who are going to be online to provide services 24/7.

他們就像是你的鄰居。即時(shí)你不購(gòu)物侍郭，

In the social media environment, they are like your neighborhood friends.

他們也會(huì)愉快地講些笑話讓你開(kāi)心询吴。在這個(gè)整合的生態(tài)系統(tǒng)里掠河，

Even when you are not buying stuff, they will be happy to just tell you a few jokes and make you happy.

社群媒體真的能重新定義品牌、零售商以及消費(fèi)者之間的關(guān)系猛计。

In this integrated ecosystem, social media can really redefine the relationship between brand,

這些只是我在中國(guó)見(jiàn)到 大型巨變中的一小部分唠摹。 在這個(gè)巨大的實(shí)驗(yàn)室里，

retailer and consumer. These are only fragments of the massive changes

每天都進(jìn)行著許多的實(shí)驗(yàn)有滑。生態(tài)系統(tǒng)正重建跃闹，

I have seen in China. In this huge laboratory,

供應(yīng)鏈、行銷毛好、產(chǎn)品創(chuàng)新的望艺，每一面向。

a lot of experiments are generated every single day. The ecosystems are reforming,

消費(fèi)者取回購(gòu)物的決定權(quán)肌访，要買(mǎi)什麼找默、

supply chain distribution, marketing, product innovation, everything.

在什麼時(shí)候買(mǎi)、如何買(mǎi)吼驶、如何社交惩激。

Consumers are getting the power to decide what they want to buy, when they want to buy it,

現(xiàn)在球回到全球商業(yè)領(lǐng)袖的手上，他們應(yīng)該真正張開(kāi)眼蟹演。

how they want to buy it, how they want to social. It is now back to business leaders of the world

看清楚中國(guó)發(fā)生了什麼风钻，思考和行動(dòng)。

to really open their eyes, see what's happening in China, think about it and take actions.

謝謝酒请。 （掌聲）

Thank you. (Applause)

馬西莫 坡特卡索：安琪骡技，你的分享真令人印象深刻， 幾乎難以置信羞反。

Massimo Portincaso: Angela, what you shared with us is truly impressive and almost incredible,

但我想許多聽(tīng)眾和我有同樣的問(wèn)題布朦， 那就是：

but I think many in the audience had the same question that I had, which is:

這種強(qiáng)迫式的消費(fèi)， 能在經(jīng)濟(jì)和在環(huán)境上永續(xù)嗎昼窗？

Is this kind of impulsive consumption both economically and environmentally sustainable over the longer term?

總體而言得要付出多少代價(jià) 來(lái)支撐這樣自動(dòng)化是趴、

And what is the total price to be paid for such an automized and ultraconvenient retail experience?

超級(jí)便捷的零售體驗(yàn)?zāi)兀客醢茬鳎菏堑摹?/p>

Angela Wang: Yeah. One thing we have to keep in mind is really, we are at the very beginning of a huge transformation.

我們應(yīng)該牢記。我們正站在巨變之初這件事。

So with this trading up needs of the consumer, together with the evolution of the ecosystem,

有這樣的消費(fèi)交易需求， 連同生態(tài)系統(tǒng)的進(jìn)化，

there are a lot of opportunities and also challenges. So I've seen some early signs

就會(huì)面臨許多的機(jī)會(huì)和挑戰(zhàn)桥滨。 我已看到早期的徵兆，

that the ecosystems are shifting their focus to pay attention to solve these challenges.

生態(tài)系統(tǒng)已轉(zhuǎn)而關(guān)注。要解決所面對(duì)的挑戰(zhàn)畏吓。

For example, paying more consideration to sustainability alongside just about speed,

例如：更關(guān)注永續(xù)， 不只看重速度图筹、數(shù)量帅刀，

and also quality over quantity. But there are really no simple answers to these questions.

還重「質(zhì)」多於重「量」让腹。但這些問(wèn)題沒(méi)有簡(jiǎn)單的答案。

That is exactly why I'm here to tell everyone that we need to watch it, study it, and play a part in this evolution.

我今天告訴各位的正是：

MP: Thank you very much. AW: Thank you.

(Applause)