澳洲代購(gòu)的黃金時(shí)代將結(jié)束.

　　以前一提起代購(gòu)，很多人都認(rèn)為代購(gòu)真的是非常賺錢(qián)的生意。很多留學(xué)生都靠著代購(gòu)小賺一筆，但是隨著近年來(lái)海淘和關(guān)稅的緣故，代購(gòu)是越來(lái)越不賺錢(qián)了。

　　Alongside her day job, accountant Jane Li runs a lucrative export business. A recent Chinese migrant to Sydney, she sells baby formula and other products to a network of friends and acquaintances back home who pay a mark-up of up to 50 per cent for products from the trusted shelves of foreign supermarkets.

　　除正職以外，會(huì)計(jì)師Jane Li還經(jīng)營(yíng)著一宗獲利豐厚的出口生意。新近從中國(guó)移民至悉尼的她，向國(guó)內(nèi)的朋友和熟人銷(xiāo)售嬰兒配方奶粉及其他產(chǎn)品。這些人加價(jià)最多50%，從她手上購(gòu)買(mǎi)來(lái)自可靠的外國(guó)超市貨架上的產(chǎn)品。

　　One of a group estimated to number more than 100,000 in Australia, Ms Li is a “daigou” or “buyer on behalf”.

　　Jane Li是一名“代購(gòu)”，在澳大利亞，代購(gòu)這一群體的人數(shù)估計(jì)超過(guò)10萬(wàn)人。

　　This “suitcase trade” in luxury and health goods has become a global phenomenon, accounting for Rmb34bn-Rmb50bn ($5bn-$7.5bn) globally in sales last year, says consultancy Bain & Co. It has thrived because of the relatively higher cost of these products in China, a perception that western brands have higher safety standards following a string of food scandals in China, and a surge in interest among middle-class Chinese consumers for products perceived to feed a healthier lifestyle.

　　咨詢(xún)公司貝恩(Bain & Co)表示，這種轉(zhuǎn)賣(mài)奢侈品和醫(yī)療保健品的“行李箱生意”已形成一種全球現(xiàn)象，去年在全球占了340億到500億元人民幣(合50億到75億美元)的銷(xiāo)售額。這門(mén)生意的繁榮有三方面原因。一是這類(lèi)產(chǎn)品在中國(guó)的價(jià)格相對(duì)較高;二是在中國(guó)發(fā)生一系列食品丑聞之后，人們覺(jué)得西方品牌的安全標(biāo)準(zhǔn)更高;三是對(duì)那些貌似有助于一種更健康生活方式的產(chǎn)品，中國(guó)中產(chǎn)消費(fèi)者的興趣大大增加。

　　The trade has become so big that Australia’s biggest supermarkets, Coles and Woolworths, were last year forced to limit the number of tins of infant formula they would sell to individual customers amid concerns of a shortage sparked by a surge in daigou buying.

　　這門(mén)生意的規(guī)模已增長(zhǎng)到如此之大，以至于由于擔(dān)心代購(gòu)購(gòu)買(mǎi)激增引發(fā)缺貨，去年澳大利亞大型超市Coles和Woolworths不得不限制每位顧客最多能購(gòu)買(mǎi)的嬰兒配方奶粉罐數(shù)。

　　But a change to Chinese customs and ecommerce rules introduced in April and a desire by some luxury goods companies to take control of their supply chains is denting the trade. “The market has started to cool down,” says Ms Li, who along with her mother sells up to Rmb20,000 of products every month.

　　然而，中國(guó)4月份實(shí)施的海關(guān)及跨境電商新規(guī)，以及部分奢侈品公司控制供應(yīng)鏈的意愿，正在對(duì)這門(mén)生意造成打擊。Jane Li表示：“市場(chǎng)已開(kāi)始降溫?！盝ane Li和母親每個(gè)月售出價(jià)值最高達(dá)2萬(wàn)元人民幣的商品。

　　Swisse, one of Australia’s biggest vitamin and supplements companies, says the number of daigou buying and selling its products has fallen from more than 100,000 to about 20,000 in the past year. “New cross-border ecommerce rules introduced in China created uncertainty for daigou and we saw resellers sell off stock to reduce risk,” says Michael Howard, Swisse sales director.

　　澳大利亞最大的維生素及營(yíng)養(yǎng)補(bǔ)充劑公司之一Swisse表示，過(guò)去一年里倒手其產(chǎn)品的代購(gòu)已從逾10萬(wàn)人降至約2萬(wàn)人。Swisse銷(xiāo)售總監(jiān)邁克爾?霍華德(Michael Howard)表示：“中國(guó)實(shí)施的跨境電子商務(wù)新規(guī)為代購(gòu)帶來(lái)了不確定性。我們見(jiàn)到一些轉(zhuǎn)賣(mài)者為降低風(fēng)險(xiǎn)拋售庫(kù)存?！?/p>

　　In April, the Chinese government targeted daigou, raising import taxes on postal items, consumer goods brought into the country by air passengers and foreign ecommerce transactions.

　　今年4月，中國(guó)政府將目標(biāo)對(duì)準(zhǔn)了代購(gòu)，提高了郵遞物品和入境旅客行李物品的行郵稅，以及跨境電商零售進(jìn)口商品的進(jìn)口稅。

　　Beijing is also introducing stricter food safety rules, which from next year will require overseas companies to obtain certification for products they wish to continue selling on cross-border ecommerce websites.

　　中國(guó)政府還推出了更嚴(yán)格的食品安全規(guī)定，從明年開(kāi)始，境外企業(yè)要想繼續(xù)在跨境電子商務(wù)網(wǎng)站上銷(xiāo)售產(chǎn)品，就必須為這些產(chǎn)品取得許可文件。

　　Windeln, a German online retailer of baby and children’s products, said sales to Chinese customers had declined since the new regulations were introduced.

　　德國(guó)嬰兒及兒童商品在線零售商Windeln表示，自新規(guī)實(shí)施以來(lái)，對(duì)中國(guó)客戶(hù)的銷(xiāo)售已經(jīng)下滑。

　　Meanwhile more foreign brands are seeking to establish direct sales channels into China. In March, Swisse set up a dedicated store on Chinese ecommerce site Tmall and has plans to launch bricks and mortar stores over the next 18 months. “We want the consumer to have a place to go where they can have a direct relationship with our brand,” says Mr Howard.

　　同時(shí)，更多外國(guó)品牌正尋求建立直接進(jìn)入中國(guó)銷(xiāo)售的渠道。今年3月，Swisse入駐中國(guó)電商網(wǎng)站天貓(Tmall)，并計(jì)劃在未來(lái)18個(gè)月開(kāi)設(shè)實(shí)體店?！拔覀兿ＭM(fèi)者有一個(gè)能與我們的品牌發(fā)生直接關(guān)系的去處，”霍華德說(shuō)。

　　KPMG expects the number of daigou to dwindle over the long term as the price differential for luxury goods between China and western countries reduces. “It only lasts while there is an arbitrage opportunity,” says Doug Ferguson, KPMG Australia’s head of Asia & International Business Practice.

　　畢馬威(KPMG)預(yù)計(jì)，從長(zhǎng)期來(lái)看，隨著中國(guó)與西方國(guó)家奢侈品的價(jià)差縮小，代購(gòu)的數(shù)量將會(huì)減少?！爸挥写嬖谔桌麢C(jī)會(huì)，代購(gòu)才會(huì)持續(xù)下去，”畢馬威澳大利亞的亞洲和國(guó)際商業(yè)實(shí)踐主管道格?弗格森(Doug Ferguson)說(shuō)。

　　Chanel is among several luxury brands to have slashed prices in China. Along with regulatory change, Mr Ferguson expects the daigou business to be hit as Chinese businesses snap up foreign consumer brands and overseas companies take greater control of their product distribution.

　　香奈兒(Chanel)是幾個(gè)在中國(guó)降價(jià)的奢侈品牌之一。除了監(jiān)管方面的變化以外，弗格森預(yù)計(jì)，隨著中國(guó)企業(yè)搶購(gòu)?fù)鈬?guó)消費(fèi)者品牌，海外公司加強(qiáng)對(duì)其產(chǎn)品分銷(xiāo)的控制，代購(gòu)業(yè)將受到打擊。

　　However, the phenomenon is far from dead. In Sydney and Melbourne last week special “China ecommerce expo” events targeting daigou were held to coincide with the Chinese holiday period. And for some Australian companies, these sellers still represent a new route into the vast Chinese market.

　　然而，代購(gòu)這種現(xiàn)象還遠(yuǎn)未消亡。上周在悉尼和墨爾本舉行了面向代購(gòu)的“中國(guó)電子商務(wù)展”特別活動(dòng)，活動(dòng)時(shí)間特意選在中國(guó)的國(guó)慶假期。此外，對(duì)一些澳大利亞企業(yè)而言，代購(gòu)依然代表著進(jìn)入廣闊中國(guó)市場(chǎng)的一條新途徑。

　　“What they dinitely do is offer a different network to the one that we would be able to access,” says Laura McBain, chi executive of Bellamy’s Australia, which sells organic food and formula for babies and toddlers. Ms McBain estimates a “significant proportion” of the company’s more than 300 per cent surge in revenue from China and Hong Kong in the financial year to June 30 came from sales to daigou.

　　“他們的確做到了一件事情，那就是提供了一個(gè)不同于我們?cè)灸軌蛴|及的網(wǎng)絡(luò)，”銷(xiāo)售嬰幼兒有機(jī)食品和配方奶粉的Bellamy's Australia的首席執(zhí)行官勞拉?麥克貝恩(Laura McBain)說(shuō)。在截至6月30日的一個(gè)財(cái)年中，該公司來(lái)自中國(guó)和香港的收入激增逾300%，她估計(jì)其中“相當(dāng)一部分”來(lái)自對(duì)代購(gòu)的銷(xiāo)售。

　　The growth of a daigou supply chain into China is a throwback to the personal network-style selling that characterises Tupperware parties or Avon ladies offering make-up, daigou offer the security to their clients of a product bought overseas by someone they trust.

　　供應(yīng)中國(guó)的代購(gòu)供應(yīng)鏈的發(fā)展是過(guò)去那種人脈式銷(xiāo)售的再現(xiàn)，這種銷(xiāo)售方式的典型就是特百惠(Tupperware)派對(duì)或者銷(xiāo)售化妝品的“雅芳(Avon)小姐”。受到自己客戶(hù)信任的代購(gòu)從海外購(gòu)買(mǎi)商品并提供給客戶(hù)，這讓客戶(hù)們感到放心。

　　But while Australian groups recognise daigou as a significant source of sales, forts to court them have been patchy.

　　但是，盡管澳大利亞企業(yè)認(rèn)識(shí)到代購(gòu)是一種重要的銷(xiāo)售來(lái)源，迎合代購(gòu)的努力依然寥寥無(wú)幾。

　　“I would like to see more events held by companies, such as seminars on product and marketing, as well as new product releases targeting only daigou,” says Coco, a full-time daigou shopper who did not want to use her full name.

　　“我想看到企業(yè)舉辦更多活動(dòng)，比如產(chǎn)品和營(yíng)銷(xiāo)研討會(huì)，以及僅面向代購(gòu)的新產(chǎn)品發(fā)布，”不愿透露全名的全職代購(gòu)Coco說(shuō)。