新冠肺炎疫情期間，消費(fèi)者的購(gòu)物習(xí)慣發(fā)生了很大變化，中國(guó)的眾多商家也開(kāi)始調(diào)整銷售模式，競(jìng)相推出“無(wú)接觸”銷售，抑制了病毒傳播，也逐漸探索出更適合市場(chǎng)和自身發(fā)展的銷售方式。

With Chinese consumers hit by quarantine and travel restrictions as well as just wary about venturing out to the shops due to the coronavirus epidemic, companies in the world’s most populous nation are experimenting with new tricks to make sales.

由于中國(guó)消費(fèi)者受到隔離措施和出行限制的影響，而且由于新冠肺炎疫情，人們對(duì)冒險(xiǎn)走出家門去購(gòu)物充滿擔(dān)心，世界第一人口大國(guó)中國(guó)的企業(yè)正在嘗試新的銷售方法。

Oil giant Sinopec - keen to get customers back in their cars and help farmers unable to deliver produce due to roadblocks - launched a new scheme last month called “zero-touch” vegetable sales at its 6,000 gas stations in 147 Chinese cities.

今年2月，中國(guó)石油業(yè)巨頭中石化在全國(guó)147座城市的6000個(gè)加油站新推出了“無(wú)接觸”蔬菜銷售計(jì)劃。該公司迫切希望讓消費(fèi)者再度開(kāi)車出行，并幫助因封路而無(wú)法供貨的農(nóng)民。

Consumers place and pay for orders on the Sinopec mobile app and when they drive up, gas station attendants put the vegetables into their car trunk, eliminating any need for human-to-human contact.

消費(fèi)者在中石化的手機(jī)應(yīng)用程序上下單并支付，之后他們開(kāi)車到加油站，服務(wù)員會(huì)把蔬菜放進(jìn)后備箱，避免了人員接觸。

“The coronavirus outbreak has made it difficult for people to shop as before,” said Li Hong, vice president of Sinopec’s convenience store sales division. “Travel demand has been falling, but demand for food is pretty rigid.”

中石化易捷銷售有限公司副總裁李宏說(shuō)：“新冠肺炎疫情的暴發(fā)使人們很難再像之前那樣購(gòu)物了。出行需求一直在下降，但食物需求是剛性的?！?/p>

Mengniu Dairy, China’s dairy producer, is racing to add more vending machines to the 10,000 it currently has, saying the epidemic has driven unexpectedly strong demand for the sales channel.

中國(guó)乳制品生產(chǎn)商蒙牛集團(tuán)正盡快增加自動(dòng)售貨機(jī)，目前該集團(tuán)擁有1萬(wàn)臺(tái)自動(dòng)售貨機(jī)。該集團(tuán)表示，這場(chǎng)疫情意外推動(dòng)了對(duì)這一銷售渠道的強(qiáng)勁需求。

Its system allows customers to order products like milk and yoghurt online which can then be picked up from their local vending machine.

顧客可以在蒙牛集團(tuán)的系統(tǒng)上在線訂購(gòu)牛奶和酸奶，然后從當(dāng)?shù)氐淖詣?dòng)售貨機(jī)上取貨。

“The virus outbreak has curbed consumption for dairy products as people are unwilling to go to the supermarket,” said Meng Fanjie, head of the company’s Communist Party committee.

蒙牛集團(tuán)黨委書(shū)記孟凡杰說(shuō)：“由于人們不愿去超市，新冠肺炎疫情的暴發(fā)抑制了乳制品的消費(fèi)?！?/p>

The company has also introduced a ‘community wholesale’ initiative, making bulk deliveries to housing compounds and other communities so that the people living there do not need to venture too far out.

該集團(tuán)還推出了一項(xiàng)社區(qū)批發(fā)計(jì)劃，向居民區(qū)和其他社區(qū)批量供應(yīng)商品，這樣人們就不用冒險(xiǎn)出門走太遠(yuǎn)。

“The new retail measures...have helped to bring back some sales and given us bigger market share,” he said, adding that sales as of Feb 27 had returned to 80% of levels seen in January.

孟凡杰說(shuō)：“新的零售措施使我們的銷量有所恢復(fù)，增加了我們的市場(chǎng)份額?！彼f(shuō)，截至2月27日，銷量已經(jīng)恢復(fù)到1月份80%的水平。

Luckin Coffee a domestic rival to Starbucks, now also offers deliveries of alcohol-based sterilizers and antibiotic hand soap in addition to caffeinated beverages. It is also stocking its network of vending machines, launched this year, with the sanitizer products.

星巴克在中國(guó)國(guó)內(nèi)的競(jìng)爭(zhēng)對(duì)手瑞幸咖啡現(xiàn)在除了提供含咖啡因的飲料外，還提供含酒精的消毒液和抗菌洗手液。同時(shí)，該公司在今年推出的自動(dòng)售貨機(jī)中也提供消毒產(chǎn)品。

caffeinated[?k?f?ne?t?d]：adj.含咖啡因的

Liu Xingliang, an independent retail analyst, said, however, that he thought Luckin’s strategy would have only a modest impact. “At best some users will place an order when they buy coffee but nobody is deliberately choosing the Luckin app just to buy sanitizer.”

但獨(dú)立零售業(yè)分析師劉興亮說(shuō)，他認(rèn)為瑞幸的戰(zhàn)略不會(huì)有太大效果。他說(shuō)：“最多會(huì)有些用戶在買咖啡時(shí)順便下單買消毒產(chǎn)品，但沒(méi)人會(huì)特意選擇瑞幸的應(yīng)用程序買消毒液?！?/p>

英文來(lái)源：路透社

翻譯&編輯：yaning