雙語新聞：電子零售商在“618”前采取務實的方式
Major Chinese e-commerce platforms are offering steep discounts and shopping subsidies as well as simplifying promotional methods by canceling presale campaigns during this year's extended June 18 (known as "618") online shopping carnival, with direct price cuts being a preferred strategy.
在今年延長的6月18日（被稱為“618”）網(wǎng)購狂歡節(jié)期間，中國主要電子商務平臺正在提供大幅折扣和購物補貼，并通過取消預售活動簡化促銷方式，直接降價是首選策略。
Industry experts said Chinese consumers have become more rational and prudent about potential purchases. So online retailers are taking a more pragmatic and simple approach this time, with a key focus on low-priced products and the use of livestreaming for product promotions, so as to attract price-conscious customers and bolster sales.
業(yè)內(nèi)專家表示，中國消費者對潛在購買行為變得更加理性和謹慎。因此，在線零售商這次采取了一種更務實、更簡單的方法，重點關(guān)注低價產(chǎn)品，并使用直播進行產(chǎn)品促銷，以吸引注重價格的客戶并提高銷售額。
Data from Tmall, Chinese tech heavyweight Alibaba Group's business-to-customer platform, show that the sales of 59 brands surpassed 100 million yuan ($13.8 million) within the first four hours of the midyear promotional event, which kicked off at 8 pm on Monday.
來自中國科技巨頭阿里巴巴集團的企業(yè)對客戶平臺天貓的數(shù)據(jù)顯示，在周一晚上8點開始的年中促銷活動的前四小時內(nèi)，59個品牌的銷售額超過1億元人民幣（1380萬美元）。
The turnover of Apple Inc's products on Tmall exceeded 1.5 billion yuan within the first hour, while sales of domestic smartphone brands such as Huawei, Xiaomi and Vivo surpassed 100 million yuan during the period, Tmall said.
天貓表示，蘋果公司的產(chǎn)品在第一個小時內(nèi)在天貓的銷售額就超過了15億元，而華為、小米和Vivo等國產(chǎn)智能手機品牌的銷售額在這段時間內(nèi)超過了1億元。
Moreover, the transaction volume of 11 cosmetics and skin care brands as well as 23 household appliances brands, including Haier, Hisense and Dyson, crossed the 100 million yuan threshold in the first four hours.
此外，包括海爾、海信、戴森在內(nèi)的11個化妝品和護膚品牌以及23個家電品牌的交易額在前四小時內(nèi)突破了億元大關(guān)。
US tech company Apple has launched a promotional campaign on its Tmall official flagship store in China, offering discounts of up to 2,300 yuan on the iPhone 15 models, to reinvigorate domestic demand for its flagship product.
美國科技公司蘋果在其中國天貓官方旗艦店推出了一項促銷活動，為iPhone 15機型提供高達2300元的折扣，以重振國內(nèi)對其旗艦產(chǎn)品的需求。
Dong Puyu, a researcher at CIO Manage, a Beijing-based digital economy market consultancy, said major e-commerce players have canceled presales for this year's June 18 shopping festival, making the rules of online shopping simpler and further optimizing consumer shopping experiences and services.
北京數(shù)字經(jīng)濟市場咨詢公司CIO Manage的研究員董璞玉表示，主要電子商務參與者已經(jīng)取消了今年6月18日購物節(jié)的預售，這簡化了網(wǎng)上購物的規(guī)則，并進一步優(yōu)化了消費者的購物體驗和服務。
Dong said e-commerce players are stepping up efforts to provide cost-effective commodities and invest more in livestreaming sessions and content, amid rising competition from short video platforms, given that Chinese shoppers are more rational and carefully reviewing their needs.
董表示，鑒于中國消費者更加理性并仔細審查自己的需求，在來自短視頻平臺的競爭日益激烈的情況下，電子商務參與者正在加緊努力提供高性價比的商品，并加大對直播會話和內(nèi)容的投資。
The June 18 promotional gala is expected to play a vital role in stimulating consumers' purchasing appetites, boosting the recovery of consumption and shoring up the economy, said Wang Yun, a researcher at the Academy of Macroeconomic Research, which is affiliated to the National Development and Reform Commission.
國家發(fā)改委宏觀經(jīng)濟研究院研究員王蘊表示，"618 "促銷晚會有望在刺激消費者購買欲望、推動消費復蘇、支撐經(jīng)濟等方面發(fā)揮重要作用。
國家發(fā)改委宏觀經(jīng)濟研究院研究員王蘊表示，"618 "促銷晚會有望在刺激消費者購買欲望、推動消費復蘇、支撐經(jīng)濟等方面發(fā)揮重要作用。
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