TED@BCG Milan
Angela Wang: How China is changing the future of shopping
王佳茜: 中国如何改变购物的未来
Filmed:
Readability: 4.2
1,767,798 views
中国是创新的巨大实验室，零售专家王佳茜如是说，在这个实验室中，每件事都在人们的手机上发生。5亿中国消费者——相当于美国，英联邦和德国人口的总和——在手机平台上频繁的日常消费，即便在传统的实体店也是这样。这种转型对购物的未来意味着什么？一起来了解这种新的日常行为习惯——每件事物都超乎寻常的便捷，灵活，而社交更是易如反掌。
Angela Wang - Retail expert
BCG's Angela Wang works with a broad range of clients in China on strategy formulation, business development and operational excellence. Full bio
BCG's Angela Wang works with a broad range of clients in China on strategy formulation, business development and operational excellence. Full bio
Double-click the English transcript below to play the video.
00:12
This is my nephew,
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这是我的侄子。
00:15
Yuan Yuan.
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圆圆。
00:16
He's five years old,
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他5岁了，
00:18
super adorable.
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非常活泼可爱。
00:20
I asked him the other day,
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有一天我问他，
00:22
"What would you like
for your birthday this year?"
for your birthday this year?"
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“今年你想要什么生日礼物？”
00:25
He said, "I want to have
a one-way mirror Spider-Man mask."
a one-way mirror Spider-Man mask."
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他说，“我想要一个
单镜面的蜘蛛侠面具。”
单镜面的蜘蛛侠面具。”
00:30
I had absolutely no idea
what he was talking about,
what he was talking about,
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我完全不知道他说的是什么东西，
00:32
so I said, "Wow, that's really cool,
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所以我问他，“哇哦，听起来太酷了，
00:34
but how are you going to get it?"
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那你怎么才能得到这个礼物呢？”
00:37
He told me, without a blink of his eyes,
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他不假思索的说，
00:40
"I'm going to tell my mom
and make a wish before I go to bed.
and make a wish before I go to bed.
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“我要告诉妈妈，而且睡前还要许愿。
00:44
My mom will go to shake her mobile phone.
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妈妈会晃一晃她的手机。
00:47
The next morning, the delivery uncle
will give it to me when I wake up."
will give it to me when I wake up."
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第二天我一起床，
邮递员叔叔就会把礼物送过来了。”
邮递员叔叔就会把礼物送过来了。”
00:53
I was about to tease him,
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我本想嘲笑他的异想天开，
00:55
but suddenly I realized
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不过突然我意识到
00:57
he was simply telling me the truth,
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他的话毫不夸张，
00:59
the truth of what shopping
looks like for this generation.
looks like for this generation.
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他这一代人的购物方式就是这样的。
01:03
If you think of it,
for a child like Yuan Yuan,
for a child like Yuan Yuan,
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想想看，对像圆圆这样的孩子来说，
01:07
shopping is a very different idea
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购物这个概念跟我们这代人
01:09
compared to what
my generation had in mind.
my generation had in mind.
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所经历的相比已经完全不同了。
01:12
Shopping is always done on mobile,
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如今购物都是在手机上进行的，
01:14
and payment is all virtual.
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付款的过程也只是虚拟的交易。
01:18
A huge shopping revolution
is happening in China right now.
is happening in China right now.
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在中国，一场巨大的
购物革命正在悄然发生。
购物革命正在悄然发生。
01:23
Shopping behaviors,
and also technology platforms,
and also technology platforms,
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购物行为和技术平台
01:27
have evolved differently
than elsewhere in the world.
than elsewhere in the world.
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已经演变得与世界上
其他地方大不相同。
其他地方大不相同。
01:29
For instance, e-commerce
in China is soaring.
in China is soaring.
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举个例子，电商在中国已经
达到了空前繁荣。
达到了空前繁荣。
01:33
It's been growing at twice the speed
of the United States
of the United States
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其发展的速度是美国的两倍，
01:36
and a lot of the growth
is coming from mobile.
is coming from mobile.
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而相当一部分增长来自移动设备。
01:39
Every month, 500 million consumers
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每个月，5亿消费者
01:44
are buying on mobile phones,
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在手机上购物，
01:46
and to put that into context,
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具体点说，
01:48
that is a total population
of the United States,
of the United States,
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这相当于美国，英联邦
01:51
UK and Germany combined.
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和德国人口的总和。
01:55
But it is not just about
the scale of the e-commerce,
the scale of the e-commerce,
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但这不仅仅关乎电商的规模，
01:58
it is the speed of adoption
and the aggregation of the ecosystems.
and the aggregation of the ecosystems.
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也涉及到各个生态系统
适应和聚集的速度。
适应和聚集的速度。
02:03
It took China less than five years
to become a country of mobile commerce,
to become a country of mobile commerce,
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中国只花了不到5年时间
就成为了移动商务的巨头，
就成为了移动商务的巨头，
02:08
and that is largely because
of the two technology platforms,
of the two technology platforms,
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而这在很大程度上要
归功于两大技术平台，
归功于两大技术平台，
02:13
Alibaba and Tencent.
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阿里巴巴和腾讯。
02:15
They own 90 percent of the e-commerce --
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他们共同占有了90%的电商业务——
02:18
pretty much the whole market --
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几乎相当于整个市场——
02:20
85 percent of social media,
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包括85%的社交媒体，
02:22
85 percent of internet payment.
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和85%的网络支付业务。
02:25
And they also own large volumes
of digital content, video, online movie,
of digital content, video, online movie,
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他们同样还拥有大量的数字内容，
视频，在线电影，
视频，在线电影，
02:32
literature, travel information, gaming.
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文学作品，旅游信息，游戏等资源。
02:37
When this huge base of mobile shoppers
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当这一庞大的移动购物群体
02:40
meets with aggregated ecosystems,
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与聚集的生态系统相结合，
02:42
chemical reactions happen.
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就会发生奇妙的反应。
02:44
Today, China is like a huge laboratory
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当今，中国就像一个巨大的实验室，
02:47
generating all sorts of experiments.
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各种实践研究层出不穷。
02:50
You should come to China,
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你们应该去中国体验一下，
02:51
because here you will get
a glimpse into the future.
a glimpse into the future.
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因为在这里你能够
一窥未来世界的样子。
一窥未来世界的样子。
02:56
One of the trends I have seen
concerns the spontaneity of shopping.
concerns the spontaneity of shopping.
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我所看到的其中一个趋势
有关自发性购物。
有关自发性购物。
03:01
Five years ago, in a fashion study,
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五年前，在一个流行趋势的研究中，
03:03
we found that on average,
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我们发现一个中国消费者
03:05
a Chinese consumer would be buying
five to eight pairs of shoes.
five to eight pairs of shoes.
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平均每年会买5到8双鞋子。
03:08
This number tripled
to reach about 25 pairs of shoes a year.
to reach about 25 pairs of shoes a year.
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这个数字现在已经变成了25，
是之前的三倍。
是之前的三倍。
03:13
Who would need so many pairs of shoes?
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谁会需要这么多双鞋子呢？
03:16
So I asked them,
"What are the reasons you buy?"
"What are the reasons you buy?"
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所以我问他们，
“你们为什么购物？”
“你们为什么购物？”
03:19
They told me a list of inspirations:
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他们列举了一系列
刺激他们消费的原因：
刺激他们消费的原因：
03:22
blogs, celebrity news,
fashion information.
fashion information.
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博客，名人新闻，时尚信息。
03:27
But really, for many of them,
there was no particular reason to buy.
there was no particular reason to buy.
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不过说真的，对他们很多人来说，
并不需要一个具体的购物理由。
并不需要一个具体的购物理由。
03:30
They were just browsing
on their mobile site
on their mobile site
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他们通常只是在
移动设备上浏览网页，
移动设备上浏览网页，
03:33
and then buying whatever they saw.
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差不多看到了什么就买什么。
03:36
We have observed the same level
of spontaneity in everything,
of spontaneity in everything,
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我们几乎在每件事上
都见到了同等程度的自发行为，
都见到了同等程度的自发行为，
03:40
from grocery shopping
to buying insurance products.
to buying insurance products.
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从购买日用品到保险产品。
03:46
But it is not very difficult
to understand if you think about it.
to understand if you think about it.
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不过仔细想想，
也不难理解这种行为。
也不难理解这种行为。
03:49
A lot of the Chinese consumers
are still very new
are still very new
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很多中国消费者刚刚开始接触
03:52
in their middle-class
or upper-middle-class lifestyles,
or upper-middle-class lifestyles,
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中产或中上层社会的生活方式，
03:55
with a strong desire
to buy everything new,
to buy everything new,
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对每一件新事物，新产品，新服务，
03:58
new products, new services.
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都有着强烈的欲望。
04:00
And with this integrated ecosystem,
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有了综合的生态系统，
04:03
it is so easy for them to buy,
one click after another.
one click after another.
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他们买东西简直易如反掌，
只需要一个接一个的点击操作。
只需要一个接一个的点击操作。
04:09
However, this new shopping behavior
is creating a lot of challenges
is creating a lot of challenges
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然而，这种新的消费行为正在给
一些曾经的商业巨头
一些曾经的商业巨头
04:14
for those once-dominant businesses.
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制造很多挑战。
04:16
The owner of a fashion company
told me that he's so frustrated
told me that he's so frustrated
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一个时装公司的业主告诉我，
他觉得非常焦虑和沮丧，
他觉得非常焦虑和沮丧，
04:20
because his customers keep complaining
that his products are not new enough.
that his products are not new enough.
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因为他的顾客不停在抱怨
他们的产品不够时尚。
他们的产品不够时尚。
04:25
Well, for a fashion company,
really bad comment.
really bad comment.
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对一个时装公司来说，
这种评价实在是糟透了。
这种评价实在是糟透了。
04:29
And he already increased the number
of products in each collection.
of products in each collection.
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他已经增加了旗下
每个系列的新品数量。
每个系列的新品数量。
04:33
It doesn't seem to work.
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但是没什么效果。
04:34
So I told him there's something
more important than that.
more important than that.
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于是我告诉他还有比这更重要的。
04:38
You've got to give your consumer
exactly what they want
exactly what they want
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你需要在你的顾客想要某件产品时
04:41
when they still want it.
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及时满足他们的需求。
04:43
And he can learn something
from the online apparel players in China.
from the online apparel players in China.
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他还需要向中国的
网络服装供应商学习经验。
网络服装供应商学习经验。
04:48
These companies, they collect
real consumer feedback
real consumer feedback
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这些公司从移动端和
社交媒体上搜集
社交媒体上搜集
04:51
from mobile sites, from social media,
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真实的客户反馈，
04:54
and then their designers
will translate this information
will translate this information
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然后他们的设计师团队
会把这些信息
会把这些信息
04:57
into product ideas,
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转变成产品理念，
04:59
and then send them
to microstudios for production.
to microstudios for production.
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再把这些新点子送去小作坊量产。
05:03
These microstudios are really key
in this overall ecosystem,
in this overall ecosystem,
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这些小的工作室是
整个电商生态系统中的关键，
整个电商生态系统中的关键，
05:07
because they take small orders,
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因为他们只接受小订单，
05:09
30 garments at a time,
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每次30件，
05:11
and they can also make
partially customized pieces.
partially customized pieces.
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他们还能制作部分个性化的拼接件。
05:15
The fact that all these production designs
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这一系列生产设计都是
05:19
are done locally,
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在当地完成的，
05:20
the whole process, from transporting
to product on shelf or online
to product on shelf or online
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整个过程，从运输到
产品上架或上网出售，
产品上架或上网出售，
05:25
sometimes takes only three to four days.
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有时只需要3到4天。
05:27
That is super fast,
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这堪称神速，
05:29
and that is highly responsive
to what is in and hot on the market.
to what is in and hot on the market.
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也是对市场中流行元素
和需求的高效回应。
和需求的高效回应。
05:33
And that is giving enormous headaches
to traditional retailers
to traditional retailers
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这让每年只推出有限几个款式的
05:37
who are only thinking
about a few collections a year.
about a few collections a year.
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传统零售商来说极为头疼。
05:42
Then there's a consumer's need
for ultraconvenience.
for ultraconvenience.
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此外，消费者还对方便快捷
有着极高的要求。
有着极高的要求。
05:46
A couple of months ago,
I was shopping with a friend in Tokyo.
I was shopping with a friend in Tokyo.
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几个月前，我在东京跟朋友逛街。
05:49
We were in the store,
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我们在一个店里，
05:50
and there were three to four people
standing in front of us
standing in front of us
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收款台前面排了三四个人
等待结账。
05:53
at the checkout counter.
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这很正常，对吧？
05:55
Pretty normal, right?
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05:56
But both of us dropped our selection
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但是我们都放下了挑好的东西，
05:59
and walked away.
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走出了商店。
06:01
This is how impatient we have become.
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很明显我们变得越来越没有耐心了。
06:04
Delivering ultraconvenience
is not just something nice to have.
is not just something nice to have.
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超速快递不单单是一件好事。
06:08
It is crucial to make sure
your consumer actually buys.
your consumer actually buys.
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这也是决定顾客
会不会买东西的关键要素。
会不会买东西的关键要素。
06:12
And in China, we have learned
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在中国，我们发现
06:14
that convenience is really the glue
that will make online shopping
that will make online shopping
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方便快捷才真正是
让人们维持网络购物
让人们维持网络购物
06:18
a behavior and a habit that sticks.
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行为和习惯的良策。
06:21
It is sometimes more effective
than a loyalty program alone.
than a loyalty program alone.
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它有时候比至尊客户项目还要有效。
06:25
Take Hema.
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比如Hema。
06:27
It's a retail grocery concept
developed by Alibaba.
developed by Alibaba.
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这是一个由阿里巴巴
推广起来的零售概念。
推广起来的零售概念。
06:31
They deliver a full basket of products
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他们会把满满一篮产品
06:33
from 4,000 SKUs to your doorstep
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从4000单位的库存中用30分钟
06:36
within 30 minutes.
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递送到你的门前。
06:38
What is amazing is that they deliver
literally everything:
literally everything:
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不可思议的是他们
几乎可以快递任何东西：
几乎可以快递任何东西：
06:42
fruits, vegetables, of course.
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必然包括水果，蔬菜。
06:45
They also deliver live fish
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他们还派送鲜鱼，
06:47
and also live Alaska king crab.
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甚至包括新鲜的阿拉斯加帝王蟹。
06:50
Like my friend once told me,
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就像我朋友有一次跟我说，
06:53
"It's really my dream coming true.
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“我简直觉得美梦成真了。
06:54
Finally, I can impress my mother-in-law
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我终于可以在我婆婆
06:57
when she comes to visit me
for dinner unexpectedly."
for dinner unexpectedly."
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不打招呼就来吃晚饭的
时候给她点惊喜了。”
时候给她点惊喜了。”
07:00
(Laughter)
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（笑声）
07:04
Well, companies
like Amazon and FreshDirect
like Amazon and FreshDirect
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与此同时，像亚马逊和
生鲜直达这样的公司
生鲜直达这样的公司
07:06
are also experimenting in the same field.
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也在这一领域进行着实践。
07:09
The fact that Hema
is part of the Alibaba ecosystem
is part of the Alibaba ecosystem
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Hema作为阿里巴巴
生态系统的一部分,
生态系统的一部分,
07:13
makes it faster and also
a bit easier to implement.
a bit easier to implement.
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其更快捷的优势也正是得益于此。
07:17
For an online grocery player,
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对一个网络零售商家，
07:19
it is very difficult, very costly,
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快递一整套的产品
07:22
to deliver a full basket quickly,
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不易实现且成本极高，
07:25
but for Hema, it's got a mobile app,
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但是Hema有自己的应用程序，
07:27
it's got mobile payment,
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自己的移动支付通道，
07:29
and also it's built 20 physical stores
in high-density areas in Shanghai.
in high-density areas in Shanghai.
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还在上海的闹市区
开设了20家实体店。
开设了20家实体店。
07:35
These stores are built
to ensure the freshness of the product --
to ensure the freshness of the product --
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开设这些店面是为了
保证产品的新鲜——
保证产品的新鲜——
07:39
they actually have
fish tanks in the store --
fish tanks in the store --
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店里还有鱼池——
07:42
and also to give locations
that will enable high-speed delivery.
that will enable high-speed delivery.
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同时也提供了高速递送的发货地点。
07:46
I know the question you have on your mind.
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我知道你们早就心生疑问。
他们盈利了吗？
07:48
Are they making money?
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是的，他们在盈利。
07:50
Yes, they are making money.
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他们不但收回了成本，
07:51
They are breaking even,
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更不可思议的是每一个
店面的销售额
店面的销售额
07:52
and what is also amazing
is that the sales revenue per store
is that the sales revenue per store
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07:56
is three to four times higher
than the traditional grocery store,
than the traditional grocery store,
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都比传统零售店要高3到4倍，
08:00
and half of the revenue orders
are coming from mobile.
are coming from mobile.
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有一半的营收订单都是来自移动端。
08:05
This is really proof that a consumer,
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这很好的说明了，对于消费者，
08:07
if you give them ultraconvenience
that really works in grocery shopping,
that really works in grocery shopping,
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如果你为它们提供
超便捷的零售购物体验，
超便捷的零售购物体验，
08:11
they're going to switch
their shopping behaviors online,
their shopping behaviors online,
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他们就会迅速转变，更多的
08:14
like, in no time.
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进行在线消费。
08:17
So ultraconvenience and spontaneity,
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不过超便捷和自发购物的倾向
08:20
that's not the full story.
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还不是故事的全部。
08:22
The other trend I have seen in China
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我在中国见到的另一个趋势
08:24
is social shopping.
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是社交购物。
08:26
If you think of social shopping
elsewhere in the world,
elsewhere in the world,
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如果你想想世界其他地方的社交购物，
通常都是线性过程。
08:29
it is a linear process.
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08:31
You pick up something on Facebook,
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你在脸书上注意到了一样东西，
08:33
watch it, and you switch to Amazon
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看了一会儿，然后登陆
08:36
or brand.com to complete
the shopping journey.
the shopping journey.
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亚马逊或者品牌网完成了购物。
08:39
Clean and simple.
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举手之劳。
08:40
But in China it is a very different thing.
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但是在中国情况却大不相同。
08:43
On average, a consumer would spend
one hour on their mobile phone shopping.
one hour on their mobile phone shopping.
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平均来说，一个消费者会
在手机上花一小时的时间购物。
在手机上花一小时的时间购物。
08:48
That's three times higher
than the United States.
than the United States.
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这个长度是美国的三倍。
08:51
Where does the stickiness come from?
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这种对购物的专注从哪里来？
08:53
What are they actually doing
on this tiny little screen?
on this tiny little screen?
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他们盯着手机屏幕到底是在干什么？
08:57
So let me take you
on a mobile shopping journey
on a mobile shopping journey
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我来讲一讲我在中国通常会
08:59
that I usually would be experiencing.
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经历的手机购物体验。
09:03
11pm, yes, that's usually when I shop.
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晚上11点，没错，我通常
是在这个时间购物。
是在这个时间购物。
09:06
I was having a chat in a WeChat
chatroom with my friends.
chatroom with my friends.
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我正在微信群聊室
跟几个朋友聊天。
跟几个朋友聊天。
有个人打开了一包零食，
09:10
One of them took out a pack of snack
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09:12
and posted the product link
in that chatroom.
in that chatroom.
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还顺手把购买链接发到了群里。
09:16
I hate it, because usually
I would just click that link
I would just click that link
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我很抵触这种做法，
因为通常我会本能的
因为通常我会本能的
09:20
and then land on the product page.
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点击链接登录网站。
09:22
Lots of information, very colorful,
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网页的内容很丰富，色彩绚丽，
让人目不暇接。
09:24
mind-blowing.
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09:26
Watched it and then
a shop assistant came online
a shop assistant came online
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看了一会儿就会
有一个导购人员登录，
有一个导购人员登录，
09:29
and asked me, "How can I
help you tonight?"
help you tonight?"
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问我，“需要什么帮助吗？”
09:32
Of course I bought that pack of snack.
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当然我就直接买了那包零食。
09:34
What is more beautiful is I know
that the next day, around noontime,
that the next day, around noontime,
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更让人激动的是我
很清楚大概第二天中午，
很清楚大概第二天中午，
09:38
that pack of snack
will be delivered to my office.
will be delivered to my office.
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那包零食就会出现在我的办公室。
09:41
I can eat it and share it
with my colleagues
with my colleagues
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我可以边吃边跟同事们分享，
09:44
and the cost of delivery,
maximum one dollar.
maximum one dollar.
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而快递的费用还不到1美元。
09:48
Just when I was about to leave
that shopping site,
that shopping site,
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而当我正打算离开那个网页，
09:51
another screen popped up.
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另一个窗口又弹了出来。
09:53
This time it is the livestreaming
of a grassroots celebrity
of a grassroots celebrity
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这次的内容是一个草根明星在线教我
09:57
teaching me how to wear
a new color of lipstick.
a new color of lipstick.
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如何用新款颜色的
唇彩妆扮自己。
唇彩妆扮自己。
10:01
I watched for 30 seconds --
very easy to understand --
very easy to understand --
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我看了30秒——简单易懂——
10:04
and also there is
a shopping link right next to it,
a shopping link right next to it,
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旁边还有一个购买链接，
10:07
clicked it, bought it in a few seconds.
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点一下，几秒后就下单了。
10:10
Back to the chatroom.
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我又回到了群聊室。
10:12
The gossiping is still going on.
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大家还在聊着八卦。
10:14
Another friend of mine posted the QR code
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又有个人把另一包零食的二维码
10:16
of another pack of snack.
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发了出来。
10:18
Clicked it, bought it.
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我再一次点击购买了。
10:21
So the whole experience
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整个过程很像是
10:22
is like you're exploring
in an amusement park.
in an amusement park.
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在体验一场嘉年华。
10:26
It is chaotic, it is fun
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眼花缭乱，其乐无穷，
10:29
and it's even a little bit addictive.
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甚至让人欲罢不能。
10:32
This is what's happening
when you have this integrated ecosystem.
when you have this integrated ecosystem.
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身处综合生态系统
就会产生这样的效果。
就会产生这样的效果。
10:36
Shopping is embedded in social,
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购物融于社交，
10:39
and social is evolving
into a multidimensional experience.
into a multidimensional experience.
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而社交正在演变成一种多维的体验。
10:44
The integration of ecosystems
reaches a whole new level.
reaches a whole new level.
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生态系统的综合性
达到了一个新高度。
达到了一个新高度。
10:48
So does its dominance
in all aspects of our life.
in all aspects of our life.
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同时它也占据了
我们生活的每一个角落。
我们生活的每一个角落。
10:52
And of course, there are huge
commercial opportunities behind it.
commercial opportunities behind it.
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当然，其背后有着庞大的商业机会。
10:56
A Chinese snack company, Three Squirrels,
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一家中国的公司，三只松鼠，
10:59
built a half-a-billion-dollar business
in just three years
in just three years
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在短短的三年内就通过雇用
11:03
by investing in 300 to 500 shop assistants
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300至500个24小时在线的导购助手
11:06
who are going to be online
to provide services 24/7.
to provide services 24/7.
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打造了一个五亿美元的零售产业。
11:11
In the social media environment,
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在社交媒体环境中，
11:13
they are like your neighborhood friends.
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他们就像你熟悉的邻居。
即使你没打算买东西，
11:15
Even when you are not buying stuff,
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他们也会乐此不疲的
给你讲笑话，逗你开心。
给你讲笑话，逗你开心。
11:16
they will be happy to just tell you
a few jokes and make you happy.
a few jokes and make you happy.
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11:21
In this integrated ecosystem,
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在这个集成生态系统中，
11:23
social media can really redefine
the relationship between brand,
the relationship between brand,
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社交媒体的确可以重新定义
品牌，零售商和消费者
品牌，零售商和消费者
11:27
retailer and consumer.
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之间的关系。
11:31
These are only fragments
of the massive changes
of the massive changes
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以上这些只是我在
中国亲历的无数变化的
中国亲历的无数变化的
11:34
I have seen in China.
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冰山一角。
11:36
In this huge laboratory,
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在这个巨大的实验室里，
11:38
a lot of experiments
are generated every single day.
are generated every single day.
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每一天都有大量新的实验开始运转。
11:43
The ecosystems are reforming,
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电商生态系统正在变革，
11:45
supply chain distribution,
marketing, product innovation,
marketing, product innovation,
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包括供应链分销，营销，产品创新，
11:49
everything.
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每个环节都是如此。
11:51
Consumers are getting the power
to decide what they want to buy,
to decide what they want to buy,
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消费者正在慢慢获得权力
去决定他们想要买什么，
去决定他们想要买什么，
11:55
when they want to buy it,
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什么时候买，
11:56
how they want to buy it,
how they want to social.
how they want to social.
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怎么买，以及如何参与社交活动。
现在是时候让全球的行业领袖们
11:59
It is now back to business
leaders of the world
leaders of the world
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12:03
to really open their eyes,
see what's happening in China,
see what's happening in China,
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睁开眼睛看看中国正在发生的变化，
12:06
think about it and take actions.
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并思考如何应对了。
12:10
Thank you.
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谢谢大家。
12:11
(Applause)
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（掌声）
12:19
Massimo Portincaso: Angela,
what you shared with us
what you shared with us
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Massimo Portincaso（MP）:
王女士, 你跟我们分享的这些
王女士, 你跟我们分享的这些
听起来简直太不可思议了，
12:22
is truly impressive and almost incredible,
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12:24
but I think many in the audience
had the same question that I had,
had the same question that I had,
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不过我觉得在座的
很多观众都跟我一样
很多观众都跟我一样
12:29
which is:
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还是心存疑虑：
12:30
Is this kind of impulsive consumption
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这种冲动消费
12:34
both economically and environmentally
sustainable over the longer term?
sustainable over the longer term?
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从长远来看是不是经济
和环境可持续的呢？
和环境可持续的呢？
12:38
And what is the total price to be paid
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这样一个高自动化，
超便捷的零售体验
超便捷的零售体验
12:42
for such an automized
and ultraconvenient retail experience?
and ultraconvenient retail experience?
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其背后的代价是什么呢？
12:47
Angela Wang: Yeah.
One thing we have to keep in mind
One thing we have to keep in mind
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王佳茜（AW）：好的。
我们都需要记住一件事，
我们都需要记住一件事，
12:49
is really, we are at the very beginning
of a huge transformation.
of a huge transformation.
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我们只是处在一个
巨大转变的萌芽期。
巨大转变的萌芽期。
12:54
So with this trading up
needs of the consumer,
needs of the consumer,
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随着人们表现出对消费升级的需求，
12:57
together with the evolution
of the ecosystem,
of the ecosystem,
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再加上生态系统的演变，
13:00
there are a lot of opportunities
and also challenges.
and also challenges.
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会出现越来越多的机遇和挑战。
13:04
So I've seen some early signs
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我已经看到了一些迹象，
13:05
that the ecosystems
are shifting their focus
are shifting their focus
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生态系统正在转换关注点，
13:08
to pay attention
to solve these challenges.
to solve these challenges.
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越来越有针对性的应对这些挑战。
13:11
For example, paying more
consideration to sustainability
consideration to sustainability
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举个例子，除了追求速度，
可持续发展也
可持续发展也
13:15
alongside just about speed,
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也越来越受到重视，
13:17
and also quality over quantity.
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产品质量也比数量更受到关注。
13:20
But there are really
no simple answers to these questions.
no simple answers to these questions.
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但是针对这些问题，
答案从来都不简单。
答案从来都不简单。
13:23
That is exactly why
I'm here to tell everyone
I'm here to tell everyone
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这也就是为什么
我今天要站在这里告诉大家
我今天要站在这里告诉大家
13:26
that we need to watch it, study it,
and play a part in this evolution.
and play a part in this evolution.
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我们需要观察，学习，
并且参与这项变革。
并且参与这项变革。
13:31
MP: Thank you very much.
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MP：非常感谢。
AW：谢谢。
13:33
AW: Thank you.
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（掌声）
13:34
(Applause)
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Reviewed by Coco Shen
ABOUT THE SPEAKER
Angela Wang - Retail expertBCG's Angela Wang works with a broad range of clients in China on strategy formulation, business development and operational excellence.
Why you should listen
Angela Wang is a core member of The Boston Consulting Group’s retail sector in Greater China. Her projects have included helping a leading Chinese regional retailer develop an omnichannel strategy for its grocery and department store businesses and redesign its organization, processes, and KPIs. She worked with a regional Chinese multiformat retailer on a store portfolio strategy and a roadmap for expanding its department, mall and grocery chains. For the same client, she identified ways to achieve operational excellence and developed 5-year financial forecasts by category.
Wang also evaluated opportunities for a Chinese fashion and apparel retailer to grow in multiple categories, and she recommended a strategy to expand its key brands across a network of stores nationally.
Before joining BCG in 2010, Wang was a senior project manager at Monitor. She also interned at JPMorgan Chase.
Angela Wang | Speaker | TED.com