By Eric Johnson 譯 / 蔚然

從光棍節(jié)到購(gòu)物節(jié)

By Eric Johnson 譯 / 蔚然

“雙十一”網(wǎng)購(gòu)狂潮之后，快遞員加緊掃描貨物信息

中國(guó)的很多傳統(tǒng)節(jié)日都可以追溯到上千年以前，但光棍節(jié)卻是個(gè)最近幾年才興起的節(jié)日。沒(méi)人能確切說(shuō)出是誰(shuí)先想出了這個(gè)節(jié)日，但能夠肯定的是它最早出現(xiàn)在上世紀(jì)90年代中期，是大學(xué)生們的一項(xiàng)傳統(tǒng)。大家公認(rèn)的說(shuō)法是，1993年在南京大學(xué)的宿舍里，有4個(gè)單身男生聚在一起討論如何擺脫單身生活的孤獨(dú)和乏味時(shí)，其中一個(gè)建議說(shuō)11月11日恰好是四個(gè)數(shù)字1組成的，就像4個(gè)光棍，所以這天可能會(huì)是個(gè)為光棍們組織活動(dòng)的好日子。

For a country where many major holidays can be traced back thousands of years, Singles Day is a refreshingly recent invention. No one is quite sure exactly who first thought it up, but it definitely emerged as a student tradition in the mid-1990s. The most widelyaccepted story is that it emerged from the dorms of Nanjing University in 1993 when four single male students got together to discuss how to break free of the loneliness and monotony of single life. One suggested that because of the ones in the date, November 11 would be a good day on which to organize activities for singles.

就這樣，只是由幾個(gè)朋友想出來(lái)的主意慢慢變成了大學(xué)里的一項(xiàng)傳統(tǒng)。光棍節(jié)，逐漸發(fā)展成一個(gè)與情人節(jié)相對(duì)的節(jié)日，一開(kāi)始是單身男性的節(jié)日，后來(lái)單身女性也加入其中，把它當(dāng)作一個(gè)和朋友聚餐玩樂(lè)的節(jié)日。

What started as an idea executed by a small group of friends gradually became a university tradition. Singles Day grew into something like the anti-Valentines day, a day China’s single young people – at first just men, but later single women adopted the tradition as well – could use as an excuse to get together and do fun stuff like visit karaoke bars together.

光棍節(jié)能在短短20多年的時(shí)間里從一個(gè)小眾節(jié)日成為一個(gè)全國(guó)范圍內(nèi)的節(jié)日和中國(guó)的人口特點(diǎn)及文化是分不開(kāi)的。中國(guó)的男女比例差異較大，到2020年男性人口將比女性人口多出3500萬(wàn)。而很多年輕人又承受著來(lái)自家庭的“催婚”壓力，所以單身男性和女性都把光棍節(jié)看作是一個(gè)解脫的節(jié)日。

The fact that the holiday went from local to national in less than two decades likely has a lot to do with China’s demographics and its culture. The country has a serious gender gap – by 2020 it will have 35 million more men than it does women. And because there’s immense family pressure on many young Chinese men and women to find a suitable partner and marry young people of both genders embraced the holiday as a kind of release.

在以前，光棍節(jié)就是和朋友們一起吃喝玩樂(lè)，可現(xiàn)在說(shuō)到光棍節(jié)，讓人想到的就是網(wǎng)購(gòu)。那么，年輕人的一個(gè)節(jié)日怎么就走向商業(yè)化了呢？這說(shuō)起來(lái)話長(zhǎng)，但簡(jiǎn)單說(shuō)原因就是阿里巴巴。

I say the holiday was about being with friends and having fun because, now, Singles Day is about shopping – mostly online shopping. How did an underground youth holiday go corporate? It’s a long story, but the short answer is Alibaba.

21世紀(jì)的頭幾年里，中國(guó)大多數(shù)網(wǎng)民已經(jīng)熟知光棍節(jié)了。那時(shí)候在這天到來(lái)之前，會(huì)有規(guī)模較小的網(wǎng)上商店以及線下的實(shí)體店舉行打折活動(dòng)，但一直沒(méi)有較大的公司參與，直到2009年阿里巴巴第一次在光棍節(jié)舉行網(wǎng)購(gòu)活動(dòng)。

By the late 2000s, Singles Day was well known enough that most of China’s internet users – who skew young and urban – were familiar with it. There might have been some small shops online and offline offering sales on that day earlier, but no major company bought into the holiday until Alibaba launched its first Singles Day online sale in 2009.

在這第一年里，只有阿里巴巴一家電商企業(yè)舉行了打折活動(dòng)，天貓上也只有27家品牌參與活動(dòng)，但銷售額相當(dāng)可觀。不過(guò)這依然不足以重新定義這個(gè)節(jié)日。

In that first year, Alibaba was the only major ecommerce company to offer a sale, and it featured just 27 brands offering discounts via its Tmall marketplace. The sale was definitely successful, but it wasn’t enough to redefine the holiday on its own.

2010年改變開(kāi)始了。阿里巴巴日益壯大，匯集了更多的品牌、提供了更大的折扣。其他商家也在看到阿里巴巴2009年的成功后決定效仿。比如電商平臺(tái)京東2010年第一次在光棍節(jié)舉行促銷活動(dòng)。就這樣，光棍節(jié)似乎在一夜之間從天貓購(gòu)物節(jié)開(kāi)始變得有點(diǎn)像西方國(guó)家的網(wǎng)購(gòu)星期一（在美國(guó)，商店通常在星期一列出大折扣的商品，發(fā)布在網(wǎng)上，為了吸引顧客）了。

2010 changed things, though. Alibaba went bigger, offering more brands and deeper discounts. But other companies had noticed the potential of the 2009 sales bonanza and decided to follow suit. Ecommerce platforms like JD had their first major Singles Day sales in 2010, and overnight Singles Day went from a Tmall sale to something that was beginning to look like Cyber Monday in some western countries. Over the next few years, Alibaba, JD, and other Chinese ecommerce players all expanded their one-day discounts, and sales grew exponentially. On Singles Day in 2012, for example, Alibaba’s marketplaces, Taobao and Tmall, did about US$3 billion in sales. In 2013 that number nearly doubled.Alibaba says it sold $2bn of goods in the first hour of China’s annual Singles’ Day in 2014.

接下來(lái)的幾年里，阿里巴巴、京東等各大電商企業(yè)都加大了在光棍節(jié)當(dāng)天的促銷范圍和力度，銷售額也成倍增長(zhǎng)。2012年的光棍節(jié)，阿里巴巴旗下的淘寶和天貓總銷售額達(dá)30億美元。2013年該數(shù)字翻了一番。2014年, 電商巨頭阿里巴巴宣布，在“雙十一”的頭1個(gè)小時(shí)里，其交易額就達(dá)到了20億美元。

That’s already pretty crazy, but the next step for Singles Day may be for it to set foot outside of the Middle Kingdom. World, meet Singles Day.

天貓CEO王煜磊在一篇有關(guān)光棍節(jié)計(jì)劃的文章中提到了阿里巴巴今年網(wǎng)購(gòu)狂歡的“全球化”?！拔覀兿胱屜M(fèi)者買到世界各地的商品，也想讓世界各地的中國(guó)人都能買到他們需要的東西?！?/p>

In an article about the company’s plans for Singles Day, Tmall CEO Wang Yulei wrote that Alibaba’s “core keyword” this year is globalization:“We want consumers to be able to buy products from all over the world, and Chinese people all across the world to be able to buy the products they need”.

亞馬遜中國(guó)也計(jì)劃在光棍節(jié)的促銷活動(dòng)中打“國(guó)際牌”。連京東也開(kāi)始從長(zhǎng)遠(yuǎn)考慮國(guó)際市場(chǎng)。

Amazon China, too, is making moves towards taking the holiday global. Even JD is looking at the international market in the long run.

當(dāng)然讓光棍節(jié)的網(wǎng)購(gòu)狂歡全球化可能還需要走一段很長(zhǎng)的路，也有可能永遠(yuǎn)不會(huì)全球化。

Of course, there’s still a long way to go before Singles Day is a truly global phenomenon, and it may never get there.

但是光棍節(jié)的狂歡現(xiàn)在已經(jīng)擴(kuò)展到了全球的華人，而它將繼續(xù)向哪里擴(kuò)展，沒(méi)人猜得到。（China Daily 孫曄供稿）

But the commercial aspects of the holiday are already big enough to be of interest to the global Chinese diaspora, and where it spreads from there is anyone’s guess.

Singles Day & Shopping Festival