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It only took until lunchtime on China’s main shopping holiday for consumers there to click their way to a new record for ecommerce sales in a single day.
才到午餐時分，中國面向消費者的主要購物節就刷新了單日電子商務銷售的紀錄。
Yesterday in China was Singles’ day, a day that ecommerce companies have turned into the world’s biggest for online shopping by offering a stream of promotions and discounts.
昨日是中國的“光棍節”，各大電商企業拿出各種促銷和折扣，使其成為全球最大的在線購物節日。
By 1:04pm, sales on Alibaba, the nation’s largest ecommerce group, reached Rmb19.1bn ($3.1bn), equivalent to all it sold on last year’s Singles’ day and about double what was sold last year on the US “Cyber Monday” following Thanksgiving.
到了下午1時04分，中國最大電子商務集團阿里巴巴(Alibaba)的銷售額就達到191億元人民幣（合31億美元），相當于它在去年“光棍節”全天的銷售額，而且差不多兩倍于去年美國感恩節之后的“網購星期一”(Cyber Monday)的銷售額。
At midnight, this figure had almost doubled to Rmb35bn ($5.7bn) – the surest sign yet that China’s affinity with online shopping shows no sign of abating, with the country on track to overtake the US as the largest market for ecommerce.
截至午夜，當日銷售額幾乎翻了一倍，至350億元人民幣（合57億美元），這是一個最確鑿無疑的信號，顯示中國人的網購熱情沒有減弱跡象。目前中國有望超越美國，成為全球最大電子商務市場。
“Crazy”, wrote the People’s Daily, the official newspaper of the ruling Communist party, on its Weibo microblog account.
中共機關報《人民日報》在其新浪微博賬戶上寫道，“雙十一，你瘋狂了嗎？”
The day has drawn the approval of China’s leaders as the nation seeks to rebalance its economy from one driven by investment to consumption. Premier Li Keqiang recently praised Alibaba’s founder, Jack Ma, for creating a day for consumption, according to state media.
“光棍節”得到了中國領導人的贊許，目前中國正尋求推動經濟再平衡，從投資驅動型轉向消費拉動型。據官方媒體報道，中國總理李克強最近表揚阿里巴巴創始人馬云(Jack Ma)搞出一個消費節。
“11.11 isn’t about numbers, it’s about fostering a healthier consumer environment,” Mr Ma said yesterday, according to the company’s Twitter feed.
根據阿里巴巴公司的Twitter帖子，馬云昨日表示，雙十一不是關乎數字，而是關乎營造一個更健康的消費環境。
The rapid growth of ecommerce in China contrasts with slowing online sales growth across much of western Europe and the US. Last year, revenue from online sales in China was between $190bn-$210bn, a close second to the US market, worth $220bn-$230bn, according to research by McKinsey, and China’s market is growing much faster.
中國電子商務的快速增長，與西歐很多國家以及美國的在線銷售增長放緩形成反差。麥肯錫(McKinsey)研究顯示，去年中國在線銷售的營收總額介于1900億至2100億美元之間，僅次于美國（2200億至2300億美元），而且相差不大，同時中國市場的增速快得多。
Part of the reason China’s ecommerce market is growing so quickly, analysts say, is that internet access still has room to grow. Only 31 per cent of households now have broadband, and 21 per cent have mobile broadband, says Paul McKenzie of brokerage CLSA. With the recent growth in affordable smartphones, that percentage is poised to grow.
分析師們表示，中國電子商務市場增長如此迅速的部分原因是，中國的互聯網接入仍有增長空間。里昂證券(CLSA)的保羅?麥肯齊(Paul McKenzie)表示，中國只有31%的家庭具備寬帶上網條件，21%具備移動上網條件。隨著近期價格適中的智能手機快速增長，這個百分比有望大幅提高。
Consumers in China’s vast number of small cities also have a limited array of goods on sale in shops in their hometowns, particularly when it comes to foreign brands.
在中國的廣大中小城市，消費者從當地商店得到的商品選擇也比較有限，尤其是外國品牌的商品。
