近年来，赴国外旅游度假成为不少人的首选，每逢长假，世界各大名城名店，中国消费者疯狂“扫货”的场面屡屡出现，而中国富人们赴海外购房置业连带购买大量奢侈品的现象更是令人瞠目结舌。据国际四大会计师事务所之一的毕马威发布的2012年度奢侈品调研报告显示，超过七成的中国受访者表示会在海外旅游时购买奢侈品。专家表示，一些人选择国内挣钱国外花，一方面是人们追求新奇物品心态的反映，是正常现象；另一方面，也反映出国内消费环境亟待改善。

In recent years,To the foreign tourist vacation has become the first choice of many people,Every holiday,The world each big city city,Chinese consumers crazy"Sweep goods"Scene appeared again and again,And China's rich people to the overseas purchase real estate joint purchase a large number of luxury phenomenon is stunning.According to the international one of the big four KPMG released 2012 annual luxury research report,More than seventy percent of Chinese respondents said in overseas travel buy luxury goods.Experts say,Some people choose to spend money abroad domestic,On the one hand it is people the pursuit of novelty items mentality reflect,Is normal phenomenon;On the other hand,Also reflects the domestic consumption environment is improved urgently.

中国豪客海外出手阔绰 China's house guest big-spending overseas

　　近年来，随着国内游客出境旅游的增长，中国消费者购买能力也在不断升级。“某些‘扫货团’出手阔绰，一般至少几十万元。”一位游客这样描述去年境外游的亲身经历：“那简直是人山人海，巴黎每个名牌柜台前都大排长龙，99%的顾客是中国人。”

In recent years,With the growth of domestic tourists outbound tourism,Chinese consumers purchase ability is also in constant upgrade."some‘Sweep goods group’big-spending,In general, at least hundreds of thousands of yuan."A tourist in the overseas tour last year experience:"It is a sea of people,Paris each brand the counter are big long queues,99% of the customers are Chinese."

　　贝恩管理咨询公司近日发布《2012中国奢侈品市场研究报告》称，中国人已经成为世界范围内最大的奢侈品消费群体，购买了全球约25%的奢侈品。另据毕马威日前发布的年度调研报告显示，中国海外旅游消费者人数由2008年占受访者的53%升至2012年的71%。同时，中国消费者对奢侈品牌的认知度继续上升，69%的受访者表示会支付溢价购买知名度高及流行的奢侈品牌。

Bain management consulting company released recently[2012 Chinese luxury market research report]says,Chinese has become one of the largest in the world of luxury consumer groups,Buy the global about 25% of the luxury.According to another KPMG has issued its annual research report,China's overseas tourism consumers by 2008 the number of respondents 53% to 71% in 2012.At the same time,Chinese consumers to luxury brand awareness continue to rise,69% of respondents said they would pay premium for high reputation and popular luxury brand.

　　市场人士指出，境外商家凭借较为完善的消费市场机制，市场信誉度高，服务也很到位，同时拥有众多知名的奢侈品品牌，并不时推出打折促销等活动，引爆了中国中高端消费者巨大的购物热情。

Market personage points out,Overseas merchants with more perfect consumer market mechanism,Market high credibility,The service was in place,At the same time have many famous luxury brands,When not launch a discount promotion activities,Blew up in China's high-end consumer huge shopping enthusiasm.

让富人把钱花在国内 Let the rich spend at home

　　“出境购物者基本是中国的中高收入人群，如果不考虑消费环境的因素，境外价格低才是主要原因。”清华大学经济管理学院教授周立对本报记者表示，对于同一种品牌的消费品而言，在内地和境外的价格不同，是造成购物者境外花钱的主要原因。

"Outbound shoppers basic is China's high income people,If you don't consider consumption environment factors,Outside the low price is the main reason."Tsinghua university economic management academy professor ZhouLi to our reporter said,For the same brand for consumer goods,In the mainland and overseas prices are different,Is caused by outside the main reason for the shoppers spend money.

　　周立认为，在国内生产成本占优的前提下，价格差异主要来源于两个方面，一是物流成本，二是税收成本，也即贸易成本。“正是这两方面加总的成本不同，造成了异地异域的价格不同”。此外，不断扩大的中高收入群体消费能力强劲，追求世界名牌，消费奢侈品的愿望日益强烈。

ZhouLi think,In the domestic production cost under the premise of dominant,Price difference mainly comes from two aspects,One is the logistics cost,The second is tax cost,Namely, the cost of trading."It is these two aspects aggregation cost different,Caused by the different of different prices different".In addition,Growing high income groups consumption ability strong,Pursuit of world famous brand,Consumption luxury wish become increasingly strong.

　　市场人士分析，人民币升值，购买力提高是重要因素，此外，境外品牌效应也是国人将奢侈品消费贡献给海外的重要原因。国外知名奢侈品品牌范围广泛，从服装鞋帽到化妆品、手表、手提包等不一而足，反观中国内地的奢侈品则颇为“寒碜”，本来就不多的国产奢侈品鲜人问津。据了解，中国本土奢侈品牌海鸥表，一款价格为168万元的手表从2010年推出至今，只卖出两块。

Market analysts,Appreciation of the RMB,Purchasing power is an important factor to improve,In addition,Overseas brand effect is also people will luxury consumption contribution to overseas important reason.The famous foreign luxury brand range,From the clothing shoes and hats to cosmetics/watch/Handbag etc vary,In mainland China is quite luxury"unsightly",Was little domestic luxury PinXian shake.It is understood,Chinese luxury brand seagulls table,One price for 1.68 million yuan from the watch introduced in 2010 so far,Sell only two pieces of.

　　“目前消费外流的现象越来越普遍，长此以往，不利于增加消费、扩大内需。”周立认为，需要创造更好的消费环境，加强品牌建设，鼓励引导这一群体把钱花在国内。一直以来，我们对奢侈品消费不鼓励、不提倡的做法迟滞了消费的增长。应当努力使高收入者手中的钱花在国内，为促进国内消费、扩大内需、转变经济发展方式发挥作用。

"At present consumption outflow phenomenon more and more common,In the long run,To increase consumption/Expand domestic demand."ZhouLi think,Need to create a better consumption environment,Strengthen the brand construction,Encourage guide this group spend at home.Has been,We don't encourage luxury consumption/Don't advocate practice delayed the consumption growth.Should strive to make high earners in the hands of money at home,To promote domestic consumption/Expand domestic demand/Transformation of the mode of economic development play a role.

不要让消费者被“拐跑” Don't let consumers are"Turn run"

　　从出口导向型向消费驱动型、内需主导型经济发展方式转变，是我国经济结构调整的重要一环，也是我国加强品牌建设、创造消费需求、改善消费环境的动力。专家建议，要发挥市场力量培育品牌，靠科技创造新的消费需求，用法制完善消费环境，让消费者安全消费、放心消费，减少消费烦恼，感受消费乐趣。有关人士呼吁，要给中国的消费者更好的消费环境，消费者们才不会被“拐跑”。

From the export-oriented to consumption driven model/Domestic demand leading economic development mode change,Is China's economic structural adjustment is important one annulus,China is to strengthen the brand construction/Create consumer demand/Improve the consumption environment of power.Expert advice,To play to market forces cultivating brand,Rely on science and technology to create new consumer demand,Use legal perfect consumption environment,Safe for consumer spending/Rest assured consumption,Reduce consumption troubles,Feel consumption fun.Officials called for,To give the Chinese consumers better consumption environment,Consumers won't be"Turn run".

　　有学者建议，要充分发挥市场的基础作用，培育知名品牌，提升品牌价值。只有在市场竞争中胜出才能确立其地位，展现其价值，获得中高端消费者的认可。

Some scholars suggest,To give full play to the basic role of the market,Cultivate well-known brand,Promoting the value of brand.Only in market competition to win to establish its position,Show its value,Get in high-end consumer recognition.

　　经济观察家梁振鹏指出，靠科技创造新的消费需求也在渐渐成为一种趋势。例如苹果公司以其独创的一系列电子产品改变了人们的消费习惯，让消费者跟着苹果走。“伟大的公司，从来都摒弃一味地迎合消费需求的理念，而是通过创新的产品去开创市场需求。”

The economic observer LiangZhenPeng pointed out,Rely on science and technology to create new consumption demand is also gradually become a trend.Such as apple company with its original series of electronic products has changed people's spending habits,Let the consumer with the apple away."Great company,Never abandon blindly cater to the concept of consumption demand,But through innovative products to create the market demand."

　　“我们还要创造一个好的消费环境”，周立建议，政府要更多地为群众着想，出台政策措施，以法制进一步配套完善消费的体制与环境，保障消费者合理需求的实现。例如，在市场流通体制方面，应统领各层次、各门类的市场流通法律法规，将市场流通建设纳入法制化轨道。建立统一的市场流通调控部门，以解决多头管理、相互掣肘的问题。（赵鹏飞）

"We need to create a good consumption environment",ZhouLi Suggestions,The government should think more for the masses,Policy measures,To further improve the legal system supporting consumption system and environment,Guarantee a reasonable consumer demand for the realization of the.Such as,In the market circulation system,Should at all levels/Each kind of market circulation laws and regulations,Will the market circulation construction into the legal track.Establish unified market circulation control department,In order to solve the multiple management/The problem of mutual constraints.(ZhaoPengFei)