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外媒研究中国屌丝:未来中国的主流消费群体
 

时间:2013-7-8       查看:763 次      来源:沪江英语

 
The term diaosi originated as an insult for a poor, unattractive young person who stayed at home all day playing video games, with dim prospects for the future -- in other words, a loser. Yet as the term went viral on the Internet, Chinese youth from all backgrounds began to embrace it.
“屌丝”一词原是对那些既没钞票又没相貌,整天在宅家里打游戏,前途一片渺茫的年轻人的侮辱性称谓,换个词说就是失败者的意思。但随着这一词语走红网络,各种背景的中国年轻人都开始自嘲为“屌丝”。

It has become a self-deprecating counter to the gaofushuai, or the "tall-rich-handsome," those with status, success, and bright futures. The number of people who refer to themselves as diaosi has continued to grow, and it is slowly transforming into adescriptor of the ordinary Chinese citizen who faces everyday struggles and hardships.
和这一自贬词语相对的是“高富帅”,就是“个子高,有钱又有貌”的人,他们有地位,活得很成功,前途一片光明。而管自己叫“屌丝”的人越来越多,这一词语也渐渐演化成了中国市井小民的代名词,他们每天都要面对各种艰辛,努力谋生。

This infographic, created by Sohu Business, posits that the time of the sought-after high-end Chinese consumer, drawn to high-end brands and other symbols of status, may be ending. In their place, the diaosi are poised to become the mainstream consumers in China. It also hints at a future turning point: China's underdogs just may become the country's mainstream.
这些图表由搜狐财经制作,从中可以看出中国高端人群人热衷于名牌商标和其它象征高档地位商品的时代已经过去了,现在“屌丝”成了中国主流消费者;另一个转折点是,草根阶层成为中国的主流群体。

Ever since GDP growth dropped to 7.8 percent in 2012, the Chinese economy hasn't been quite as robust. Affected by the economic environment, China's luxury goods consumption has substantially declined, giving business people a big headache.
自2012年中国GDP增长下降至7.8个百分点之后,中国经济发展也趋向疲软。受经济环境影响,中国奢侈品消费量大幅下跌,商人对此大为头痛。

We've heard that the diaosi's main profession is "moving bricks" , but this doesn't seem to be the real situation ...
我们知道屌丝的主要工作是“搬砖”,但事实好像并非如此……

Programmers and media industry workers had the highest percentage of self-identifieddiaosi, but only fewer than 10 percent of civil servants self-identified as diaosi.
自称为“屌丝”的人群中,有很大一部分人都在编程和传媒行业工作,只有不到10%的公务员自认为是“屌丝”。

The diaosi identity is strongest in the 30 to 39 year-olds, with more than 80 percent identifying as such.
自认为“屌丝”人大多是30至39岁的人,他们占到所有屌丝人口的80%以上。
 

So, if you encounter a no-car, no-home, no-girlfriend, over 20, almost 30-year-old media worker or programmer, make no mistake -- he is a so-called diaosi.
从上图可见,要是你遇见一个二十多岁马上奔三十的人,他没房没车没女友,不是程序员就是搞传媒的,那么他准保是个“屌丝”。

Different incomes affect the degree of diaosi self-identification.
不同的收入情况也影响到了“屌丝”的分布。

In fact, survey respondents with incomes of 6,001-8,000 RMB for men and 3,001-6,000 RMB for women most identified with diaosi. Beijing residents' per capita disposable income is only 3,039 RMB, suggesting that the large majority of self-identified diaosiactually have incomes higher than the average income level of society. In addition, they do not need to care for cars or homes.
事实上在受访人群中,月薪6001-8000元的男性和3001-6000元的女性更愿意把自己称作“屌丝”,而北京居民的人均可支配收入只有3039元。这说明大部分“屌丝”的收入都要高于社会平均水平。而且,他们不用为买车买房担心。

In consumer attitudes, diaosi value quality and fashion the most, while only fewer than 10 percent value necessities, suggesting that though everyone identifies as diaosi, they still want to pursue a high quality of life.
在消费态度方面,“屌丝”最看重质量和时尚。只有不到10%的人关注日常所需。这意味着尽管人人自称为“屌丝”,他们都想拥有高品质生活。

At the same time, diaosi really like to lounge around at home. At night they tend to stay home and use the Internet, and they especially love to play games. Thus, socializing isdiaosis' biggest shortcoming and also their greatest demand.
同时,“屌丝”真的很宅。他们晚上大都呆在家里上网,尤其热爱打游戏,因此社交是屌丝们的致命缺陷,也是他们的最大需求。

The survey demonstrates that only one third of single diaosi have a significant other, or, on average only one in three males have a girlfriend. Additionally, the majority of diaosiare between 20-30 years old, the prime period for dating. Thus, socializing is truly thediaosi's greatest demand.
调查显示,只有三分之一的单身屌丝有“重要的另一半”,换句话说就是平均每三个男性中只有一个有女朋友。另外,大多数屌丝都在20到30岁之间,正是外出约会的黄金年龄。因此,社交沟通的确是屌丝的最大需求。

In conclusion: those who identify as part of the diaosi subculture have gradually become a unique consumer group. They have strong purchasing power and rational consumption attitudes.
总的说来,这些自认为属于“屌丝亚文化”的人正渐渐演化为独特的消费人群。他们有很强的购买力和理性的消费态度。

The concept of pursuing the "high-end, powerful, and upscale" is already past; now we must direct our attention toward the diaosi concepts of "quality, thoughtfulness, and creativity." The diaosi could become the future mainstream consumers, inevitably giving rise to new business opportunities.
购买“高端大气上档次”产品的观念已经成为过去;现在我们要将注意力转移到屌丝的购物理念上:“质量、体贴、有新意”。现在的屌丝有可能成为明天的主流消费者,必将带来新的商机。
 
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