在線零售商追捧中國手機網購市場

Chinese smartphone users are taking to mobile ecommerce more quickly than they were expected to, creating a boom for mobile internet companies, writes Charles Clover.

中國的智能手機用戶接受移動端電子商務的速度比預想得更快，使移動互聯網公司得到了快速發展。

Alibaba, one of the biggest beneficiaries, said on Wednesday that its mobile revenues had climbed 10-fold in the three months to June 30 – from Rmb240m in the second quarter of 2013 to Rmb2.4bn ($391m).

最大的受益者之一阿里巴巴(Alibaba)週三表示，截至6月30日的3個月內，其移動端收入增長了9倍，從2013年第二季度的2.4億元人民幣增至24億元人民幣（合3.91億美元）。

Almost 500m of Chinese internet users say they have accessed the internet using smartphones, which are very cheap in China, some costing as low as $70. Experts say this figure is destined to rise rapidly as China has 900m mobile phone users, many of whom still have not entered the 3G or 4G era.

中國有幾乎5億網民稱自己用智能手機上網。智能手機在中國非常便宜，有些機型的價格低至70美元。專家稱，中國有9億手機用戶，其中許多人還沒有踏入3G或4G時代，用智能手機上網的人數註定會快速上升。

Overall, mobile internet revenues in China doubled year on year in the second quarter of 2014, from Rmb21bn to Rmb44bn, according to a study published by iResearch, a Beijing-based internet consultancy. It said that half of the Rmb44bn was from mobile shopping.

根據位於北京的互聯網諮詢公司艾瑞諮詢集團(iResearch)發佈的研究報告，總體上，中國2014年第二季度的移動互聯網收入同比增長了1倍，從210億元人民幣增至440億元人民幣。報告稱，440億元人民幣的收入的一半來自移動端網購。

Wang Xiaoxin, a mobile ecommerce expert at Analysys EnfoDesk, said the rapid growth is a sign of the market’s growing maturity. Online retailers are targeting its “immense potential”. He said discounts and promotional activities are drawing in more consumers.

易觀智庫(Analysys EnfoDesk)的移動電子商務專家王小星表示，快速增長是市場日漸成熟的表現。在線零售商正瞄準這個市場的“巨大潛力”。他說，折扣和促銷活動吸引了更多消費者。

Alibaba declined to comment, but has said it expects “mobile monetisation rates will continue to approach the rates we realise on our personal computer interfaces”.

阿里巴巴拒絕置評，但表示其預計“移動商業化比率（譯註：移動營收佔總成交額的比例）將持續接近我們在個人電腦界面上實現的比率”。