Chinese shoppers are giving luxury brands some hope
中国顾客为奢侈品牌带来一线生机
...
Chinese shoppers are finally starting to snap up high-end handbags, shoes and jewelry again, giving the luxury goods industry hope that a recovery from the coronavirus pandemic is on the way.
中国消费者终于重新开始抢购高端手袋、鞋履和珠宝了，这为奢侈品行业注入了强心剂，让他们感受到，整个行业正在从新冠肺炎大流行带来的颓势中复苏。
Several luxury goods companies reported an uptick in China this spring as people emerged from weeks of lockdowns, spurring what some analysts have called a trend of "revenge spending" — the release of pent-up demand once people aren't forced to stay home.
数家奢侈品公司表示，今年春季，中国市场的销售有小幅增长，因为人们终于熬过了几周的“居家隔离”，而这推动了被某些分析师称为“报复性消费”的潮流——当人们不再被强制居家之后，压抑的需求会被释放出来。
But success in China is only part of the story. As customers elsewhere stay home and hold back on luxury shopping in favor of essential purchases or cheaper, unbranded goods, sales of personal luxury items are still expected to take a huge hit.
但是中国市场的成功只是整个行业状况的一面。与此同时，其他地区的消费者依然还呆在家中，对购买奢侈品保持着观望的态度，他们选择只进行最基础的消费或是购买更廉价、无品牌的商品。预计个人奢侈品的销量仍将遭受巨大打击。
Global brands have acknowledged the pressure. Last week, for example, LVMH disclosed to investors that its board had met to reexamine its pending $16.2 billion acquisition of Tiffany in the light of the pandemic.
全球的大品牌也承认了这些压力的存在。例如，上周路威酩轩集团（LVMH）向投资者透露，考虑到新冠疫情的大背景，董事会已经开会重新评估了该集团即将进行的 162 亿美元收购蒂凡尼的计划。
"Coronavirus is forcing companies to rethink almost every business model," said Fflur Roberts, head of luxury goods research at Euromonitor.
欧睿国际的奢侈品研究部部长弗勒·罗伯茨表示：“新冠病毒在逼着企业重新审视所有的商业模式。”
To cope with the new reality of catering more heavily to the domestic market, companies will have to adjust their strategy and figure out how to reach more local customers.
现在，奢侈品企业需要更好地服务国内市场，而为了应对这个新的现实问题，企业将不得不调整其战略，同时研究出如何触及到更多的本地用户。
China is already giving brands a blueprint. Burberry, for example, is working with Tencent on a new online store in China set to launch later this year.
中国已经为品牌们规划出来一片蓝图。比如巴宝莉就正在与腾讯合作，计划于今年晚些时候在中国开设一家新网店。
And as long as travel is restricted, brands may have to tailor offerings in each market, according to analysts.
分析师称，只要人们的出行受到限制，品牌就有可能需要为每一个细分市场量身定制它们提供的商品和服务。
That's a pivot for businesses, which typically rely on the crisscross of travelers and don't always spend significant time carving out strategies for individual countries.
对于大公司来说，这就是整件事情的重点。（因为）这些公司通常依赖于来来往往的游客，一般不会花大把时间为每一个国家单独开辟一套销售策略。
...
