双语 | 2539.7亿！双11狂欢背后，还有马云更大的一步棋

“双11你剁手了吗？”

经过了购物狂欢的周末后，有没有觉得大家打招呼时都换成了上面的句子？

据人民日报报道，2017年的“双11”购物节，全网总销售额达2539.7亿元，产生包裹13.8亿个。在“双11”销售额方面，天猫销售额占全网比例66.23%，京东占比21.41%，苏宁易购占比4.34%，唯品会占比3.43%，亚马逊占比1.95%，其他电商平台占比2.64%。各平台海外购销售额占比上，亚马逊为7.3%，天猫为5.4%，京东为4.9%，唯品会为3.7%，苏宁易购为0.6%。

这其中，你贡献了多少？

其中，令人印象尤为深刻的是天猫交易额，作为一个销售平台，在24小时之内竟达到了令全世界咋舌的1682亿元！

曾经，“双11”被称为山寨版“黑色星期五”；如今，“双11”的成交额早已让“黑五”望尘莫及。中国的电商发展令人瞠目结舌，而这，仅仅是开始……

▲2017年11月11日，屏幕显示阿里巴巴“双11”全球购物节的交易额（图片来源：新华社）

E-commerce giant Alibaba notched up sales of $25 billion as China’s masses shopped online for everything from diapers to diamonds during the annual celebration of consumption that is the country’s much larger version of Black Friday.

中国民众在一年一度的消费狂欢节期间上网采购从尿布到钻石等一切消费品，使电商巨头阿里巴巴创下了250亿美元（约合人民币1682亿元）的销售记录，犹如中国大型版的黑色星期五（译者注：黑色星期五简称“黑五”，美国的商场一般以红笔记录赤字，以黑笔记录盈利，而感恩节后的这个星期五人们疯狂的抢购使得商场利润大增，因此被商家们称作黑色星期五）。

Sales during Singles Day, also known as Double 11 for the November 11 date, blazed to $1.5 billion within three minutes of starting at midnight on Saturday, as people rushed to snap up bargains during the world’s biggest one-day online shopping festival.

11月11日光棍节，也被称为“双11”，是世界最大的单日在线购物节。这一天，人们纷纷在线抢购特价商品，11日凌晨前3分钟交易额就突破了15亿美元（约合人民币100亿元）。

The event launched in 2009 by Alibaba ended up shattering the previous year’s sales mark, as it does every year. Eighteen hours into the event, Alibaba said the gross value of sales processed by its online payment system Alipay was nearly $21 billion – roughly equivalent to the annual economic output of Honduras or Afghanistan.

这个购物节由阿里巴巴集团于2009年发起，每年都会刷新前一年的销售记录。阿里巴巴称，购物节当天的前18个小时，其线上支付系统——支付宝渠道的总成交额达近210亿美元（约合人民币1395亿元）——大约相当于洪都拉斯或阿富汗一年的经济产量。

The figure was well past the $17.8 billion logged over the full 24 hours last year, which itself marked a 32% year-on-year increase.

这个数据远超去年24小时178亿美元（约合人民币1207亿）的销售额，年增幅达到了32%。

This was the ninth edition of the 11.11 global shopping festival and had about 1,40,000 brands participate in it – out of which 60,000 were international.

今年是“双11”全球购物节的第九年，约有14万个品牌参与活动，其中有6万个国际品牌。

By comparison, American shoppers spent more than $5 billion last year shopping online on Thanksgiving Day and Black Friday, according to Adobe, which tracks such data. Total online retail sales in India during 2016 were estimated to be worth about $16 billion.

而相比之下，据Adobe公司的统计数据，美国去年的感恩节和黑五线上交易额逾50亿美元（约合人民币332亿元）；据估计，印度2016年的线上零售交易额约为160亿美元（约合人民币1063亿元）。

Singles Day began as a protest of sorts against Valentine’s Day, propelled by college students in the 1990s. The event’s date, written numerically as 11/11, was associated with unattached singles, known as “bare sticks” in China.

单身节诞生于90后大学生，一开始是为了表示对情人节的各种抗议。这个日期写作11/11，让人联想到未结婚的单身人士，在中国也被称为“光棍”。

Starting at midnight, online retailer JD.com’s distribution centers shipped out diamonds, Chilean frozen salmon, tires, diapers, beer, shoes, handbags, and appliances in trucks.

从11日零时起，线上零售商京东的配送中心卡车上就装载了钻石、智利冷冻三文鱼、轮胎、尿布、啤酒、鞋、包和家电等商品，开始配送。

One offer, from Chongqing-based online alcohol brand Jiang Xiao Bai, allowed customers to make a single payment of 11,111 yuan ($1,673) for a lifetime supply of grain liquor known as baijiu.

重庆的一家在线酒类商家江小白在“双11”当天推出活动，顾客一次性支付11111元，便可终身收到厂家寄送的白酒。

▲2017年11月10日，阿里巴巴董事局主席马云与演员妮可·基德曼在上海参加“双11”全球购物节（图片来源：路透社）

On Friday night, Alibaba hosted a lavish gala in Shanghai, directed by one of the producers behind the 2016 Academy Awards. Celebrities such as Nicole Kidman, Pharrell Williams and Maria Sharapova helped count down the moments before the 60,000 participating global brands released their Singles Day deals to shoppers.

11月10日晚上，阿里巴巴集团在上海举行大型晚会，晚会由2016年奥斯卡颁奖典礼的制片人之一执导。妮可·基德曼、法瑞尔·威廉姆斯、玛利亚·莎拉波娃等知名人士在6万家国际品牌向顾客开启“双11”销售之前一同进行倒计时。

The yearly display of rising Chinese consumer spending power has become crucial for manufacturers and retailers across the country, accounting for a significant share of annual orders for many businesses.

“双11”每年所展现的中国消费者购买力增长对全国的生产商和零售商来说变得尤为重要，因为它在许多企业每年的订单中占据了很大份额。

Five minutes after midnight, Alipay was processing 256,000 payment transactions per second, doubling last year’s high-water mark, Alibaba said.

阿里巴巴称，凌晨零时过后的5分钟内，通过支付宝进行的交易达25.6万笔/秒，为去年高水位线的两倍。

More than 90% of Alipay orders were placed via mobile, the majority on Alibaba’s main e-commerce platform Taobao.com. More than half of China’s 1.3 billion people use smartphones, which have become central to daily life, used for messaging, shopping, news and entertainment, ordering taxis and meals, and serving as digital wallets for a range of point-of-sale purchases.

90%以上的支付宝订单通过手机进行交易，其中大部分订单在阿里巴巴的主要电子商务平台淘宝网Taobao.com上完成。在中国13亿人口中，一半以上为智能手机用户。手机不仅可用于通讯、购物、娱乐、了解资讯，还可以打车、点餐、电子支付，如今已成为人们日常生活的核心。

Transaction volumes were pumped up by many Chinese delaying purchases of mundane items like rice and toilet paper to take advantage of cut-rate prices. E-commerce’s huge growth in China has put New York-listed Alibaba neck-and-neck with Amazon as the world’s most valuable e-commerce company, while also making its rival, Nasdaq-listed JD.com, a Fortune 500 company.

许多中国人推迟购买大米、卫生纸等生活用品，就是想利用“双11”期间商品降价，因此这一期间的交易量火速攀升。中国的电子商务发展迅猛，这使得在纽约上市的阿里巴巴与亚马逊并驾齐驱，成为全球最有价值的电子商务公司，同时也使阿里的竞争对手——在纳斯达克上市的京东跻身世界500强。

Alibaba is investing heavily in creating an entire user ecosystem encompassing cloud computing, artificial intelligence, automated stores using face-recognition, and is pushing into overseas markets under much-travelled boss Jack Ma, one of China’s richest men.

阿里巴巴正在大力投资创建一个完整的用户生态系统，其中涵盖了云计算、人工智能和基于面部识别技术的无人商店。中国富商、阿里巴巴的老板马云见多识广，现在他正带领着公司进军海外市场。

But environmentalists accuse Alibaba and other e-tailers of fuelling a culture of excessive consumption and mountains of waste.

但环保人士指责阿里巴巴和其他电子零售商引爆过度消费，致使包装垃圾堆积如山。

Greenpeace said “Singles Day” deliveries last year created 130,000 tonnes of packaging waste – less than 10% of which is recycled. It said e-commerce is actually more carbon-intensive than brick-and-mortar shopping, calling “Singles Day” a “disaster for the environment”.

绿色和平组织表示，去年“双11”的快递产生了13万吨的包装垃圾，其中回收利用率还不到10%。该组织称，实际上，网购会比实体店购物产生更多二氧化碳，并把“光棍节”称为“环境灾难”。

▲2017年11月11日，在双11购物节期间举办的天猫展上，人们在电子屏上选购手表（图片来源：法新社）

But the growth of Chinese e-commerce has proved a boon to hundreds of once-backward interior towns and villages, now dubbed “Taobao villages” after re-orienting their local economies toward manufacturing for online buyers.

但是，中国电商的发展对于曾经落后的内陆城镇和乡村而言可谓福音，在将本土经济重新定位于面向线上买家的制造业后，它们如今被称为“淘宝村”。

Analysts say Alibaba will take “Singles Day” global as Chinese e-commerce growth rates are expected to slow in years ahead. It already has a substantial stake in Lazada, an online retailer in Southeast Asia – a hot e-commerce battleground – and recently launched an electronic trading hub in Malaysia, its first outside China.

分析人士称，中国电子商务的增长速度预计将在未来几年放缓，阿里巴巴会将双11购物节全球化。目前，阿里巴巴已经购入东南亚在线购物网站——热门电商平台“来赞达”的大量股权，最近还在马来西亚建立了集团首个海外电子交易中心。

Alibaba said hundreds of millions of Southeast Asian consumers will be able to access Taobao this “Singles Day”.

阿里巴巴表示亿万东南亚消费者都能参与今年的“双11”购物节。

“This is just the start. We will see tens of billions of dollars injected abroad (by Alibaba),” said Li Chengdong, a Beijing-based independent e-commerce analyst. “It could end up dominating e-commerce in developing countries.”

“这仅仅是开始，我们将看到阿里在海外注资数百亿美元，”北京的独立电商战略分析师李成东表示，“阿里可能会掌控发展中国家的电子商务。”

编译：Yee君

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