Shopping No Longer the Priority for Chinese Tourists

Overseas travellers put dining and sightseeing ahead of retail.相比购物，海外游客更爱餐饮和观光。

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全球最大的市场研究公司之一。.

[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陈词滥调。of Chinese travellers only being shoppers is reducing. It seems like they want more experiential travel.”

涌入欧洲和亚洲国家首都的中国游客数量创造新的纪录。由于海外游渐成主流

，以及海外商品价格的吸引力下降，中国游客将减少购物开销，花更多钱在餐饮和观光上。

[2]根据酒店预订网站好订网和益普索公司的年度调查，全球零售商开始纷纷依赖中国游客，但中国游客中以购物为旅游主要动机的比例，由2016年的2/3以上下滑至2017年的1/3。

[3]好订网亚太区副总裁阿比拉姆·乔杜里说：“历史上第一次出现这种情况——购物不再是（中国人）海外旅游的主要目的。说中国人出境旅游就是为了购物的陈词滥调正在减少。看起来他们想要更好地体验旅行的乐趣。”

[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现有的；现成的。FT Confidential Research4《金融时报》旗下独立研究机构。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]奥纬咨询公司最近对中国游客所做的年度调查发现，尽管2016年海外旅游的平均消费额略有上升，达到20,000元人民币（3000美元），但每次旅游的购物支出从2015年的8050元人民币下降为6700元人民币。

[5]奥纬咨询公司上海的合伙人亨特·威廉斯说：“要知道，中国游客不仅对购物感兴趣，还注重旅游的体验。”

[6]《金融时报》机密研究调查也有类似的发现，2013年购物消费占平均旅行支出的47%，今年这个比例下降至37%。用于住宿、餐饮和娱乐的支出比例从31%上升到44%。

[7]越来越多收入较低的青年开始出境游，来自重庆的24岁的朱英波就是这类游客的典型代表，最近和他的女朋友一起去了泰国。他说，“我们几乎没有花钱购物，无论是我还是我的女朋友。”

[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]中国出摬游的人数，没有官方统计数据，但北京提供的相关数据显示，2016年北京出境游人次达1.22亿，年增长率为4%。

[9]根据好订网统计，尽管82%的海外旅行目的地是亚洲，但去年以欧洲和美国为目的地的长途旅行分别增长了25%和12%。

[10]奢侈品在中国的高昂价格一度将购物者推向海外，但各大公司正在“协调”其产品在全球范围内的价格，中国也对携带多种商品的游客加强了入境检查，这些都推动了国内奢侈品消费。

[11]酒店支出比例上升的部分原因是中国人延长了长途旅行的时间。奥纬咨询公司数据显示，2016年前往美国的中国游客平均逗留时间为16天，而在2015年，为9天。

[12]游客排着长队，戴着一模一样的帽子，跟在手举小旗的导游身后，数十年来，这样的旅行团已经成为中国旅游业标志。但随着人们越来越频繁地出国旅行，这种旅行团不再那么有吸引力了。

[13]在中国规模最大的几个城市，青年人接触到海外文化的机会比较多，许多人不再跟团旅行。 □