Shopping No Longer the Priority for Chinese Tourists

Overseas travellers put dining and sightseeing ahead of retail.相比購物，海外游客更愛餐飲和觀光。

Chinese tourists flocking to European and Asian capitals in record numbers will be spending less on shopping and more on dining and sightseeing as overseas travel becomes more mainstream and the lure of foreign prices diminishes.

[2] Retailers across the world have come to rely on Chinese tourists but the proportion citing shopping as their main travel motivation plunged to one-third this year from more than two-thirds in 2016, according to an annual survey by booking site Hotels.com and Ipsos1全球最大的市場研究公司之一。.

[3] “For the fi rst time in history, shopping is no longer the prime reason for[Chinese] international travel,” said Abhiram Chowdhry, Asia-Pacific vicepresident for Hotels.com. “The cliché2cliché陳詞濫調。of Chinese travellers only being shoppers is reducing. It seems like they want more experiential travel.”

涌入歐洲和亞洲國家首都的中國游客數量創造新的紀錄。由于海外游漸成主流

，以及海外商品價格的吸引力下降，中國游客將減少購物開銷，花更多錢在餐飲和觀光上。

[2]根據酒店預訂網站好訂網和益普索公司的年度調查，全球零售商開始紛紛依賴中國游客，但中國游客中以購物為旅游主要動機的比例，由2016年的2/3以上下滑至2017年的1/3。

[3]好訂網亞太區副總裁阿比拉姆·喬杜里說：“歷史上第一次出現這種情況——購物不再是（中國人）海外旅游的主要目的。說中國人出境旅游就是為了購物的陳詞濫調正在減少。看起來他們想要更好地體驗旅行的樂趣。”

[4] The latest annual survey of Chinese tourists by consultancy Oliver Wyman found that while the average amount spent on an overseas trip rose slightly in 2016 to Rmb20,000 ($3,000),shopping expenditure per trip fell to roughly Rmb6,700, from Rmb8,050 in 2015.

[5] “You need to be prepared for a Chinese traveller that is not only interested in shopping... They want experiences.” said Hunter Williams, a Shanghai-based partner at Oliver Wyman.

[6] The fi ndings are echoed in a forthcoming3forthcoming現有的；現成的。FT Confidential Research4《金融時報》旗下獨立研究機構。survey that found that spending on shopping as a percentage of average trip expenditure fell to 37 per cent this year from 47 per cent in 2013. The amount spent on accommodation, food and entertainment rose from 31 per cent to 44 per cent.

[7] Zhu Yingbo, a 24-year-old from Chongqing who recently travelled to Thailand with his partner, is typical of lower-income younger travellers who are increasingly heading abroad. “We barely spent money on shopping, either me or my girlfriend,” he said.

[4]奧緯咨詢公司最近對中國游客所做的年度調查發現，盡管2016年海外旅游的平均消費額略有上升，達到20,000元人民幣（3000美元），但每次旅游的購物支出從2015年的8050元人民幣下降為6700元人民幣。

[5]奧緯咨詢公司上海的合伙人亨特·威廉斯說：“要知道，中國游客不僅對購物感興趣，還注重旅游的體驗。”

[6]《金融時報》機密研究調查也有類似的發現，2013年購物消費占平均旅行支出的47%，今年這個比例下降至37%。用于住宿、餐飲和娛樂的支出比例從31%上升到44%。

[7]越來越多收入較低的青年開始出境游，來自重慶的24歲的朱英波就是這類游客的典型代表，最近和他的女朋友一起去了泰國。他說，“我們幾乎沒有花錢購物，無論是我還是我的女朋友。”

[8] There are no official figures on the number of Chinese people travelling abroad, but Beijing says in 2016 its citizens took 122m overseas trips, an annual increase of 4 per cent.

[9] While 82 per cent of overseas trips are to Asian destinations, long-haul trips to Europe and the US have increased 25 per cent and 12 per cent respectively in the past year, according to Hotels.com.

[10] Higher prices for luxury goods in China once pushed shoppers overseas but companies are “harmonising” their prices globally, and border checks on tourists carrying multiple goods into the country have intensified, boosting domestic spending.

[11] The rising proportion of spending on hotels is partly explained by the fact that Chinese people are extending the duration of long-haul trips. Chinese travellers to the US spent an average of 16 days there last year, up from nine in 2015, according to Oliver Wyman.

[12] Tour groups—typified by long lines of tourists with matching hats following a flag-waving guide—have dominated China’s travel industry for decades. But the popularity of the groups is diminishing as people travel abroad more often.

[13] Young people in China’s biggest cities have had more exposure to overseas culture, and many are choosing to travel without groups. ■

[8]中國出摬游的人數，沒有官方統計數據，但北京提供的相關數據顯示，2016年北京出境游人次達1.22億，年增長率為4%。

[9]根據好訂網統計，盡管82%的海外旅行目的地是亞洲，但去年以歐洲和美國為目的地的長途旅行分別增長了25%和12%。

[10]奢侈品在中國的高昂價格一度將購物者推向海外，但各大公司正在“協調”其產品在全球范圍內的價格，中國也對攜帶多種商品的游客加強了入境檢查，這些都推動了國內奢侈品消費。

[11]酒店支出比例上升的部分原因是中國人延長了長途旅行的時間。奧緯咨詢公司數據顯示，2016年前往美國的中國游客平均逗留時間為16天，而在2015年，為9天。

[12]游客排著長隊，戴著一模一樣的帽子，跟在手舉小旗的導游身后，數十年來，這樣的旅行團已經成為中國旅游業標志。但隨著人們越來越頻繁地出國旅行，這種旅行團不再那么有吸引力了。

[13]在中國規模最大的幾個城市，青年人接觸到海外文化的機會比較多，許多人不再跟團旅行。 □