????今天,，《財(cái)富》全球論壇在四川成都進(jìn)行了一場(chǎng)市政廳式的對(duì)話,，全球頂尖企業(yè)負(fù)責(zé)人就處于變化之中的中國(guó)文化展開(kāi)了趣味橫生的探討。隨著城鎮(zhèn)化,、科技和旅行重新塑造消費(fèi)體驗(yàn)和消費(fèi)需求,，大眾市場(chǎng)品味，特別是中國(guó)年輕一代的品味正在迅速變化,。與會(huì)者展望了今后的前景并探討了企業(yè)需要怎樣予以適應(yīng),。會(huì)談主要內(nèi)容如下：

????中國(guó)消費(fèi)市場(chǎng)的增長(zhǎng)：大型房地產(chǎn)企業(yè)大連萬(wàn)達(dá)集團(tuán)（Dalian Group）董事長(zhǎng)王健林對(duì)中國(guó)消費(fèi)者的興起極為樂(lè)觀。他說(shuō),，許多人都覺(jué)得中國(guó)有問(wèn)題,，中國(guó)的經(jīng)濟(jì)增長(zhǎng)速度將放慢，但他認(rèn)為：“這些人都錯(cuò)了,?！彼赋觯袊?guó)仍在推進(jìn)城鎮(zhèn)化，而且正在著手進(jìn)行養(yǎng)老金改革,。進(jìn)入城市的中國(guó)人“需要住房,、工作，他們會(huì)去看電影,，會(huì)下館子,。因此，今后10年,，中國(guó)經(jīng)濟(jì)增長(zhǎng)率將達(dá)到8%,，甚至更高?！彼硎?，一個(gè)證據(jù)就是，幾年前許多懷疑論者都說(shuō)高鐵會(huì)是個(gè)重大失誤,，而現(xiàn)在的“高鐵上是如此的擁擠”,。

????接觸中國(guó)消費(fèi)者：迪士尼公司（Walt Disney Company）董事長(zhǎng)兼首席執(zhí)行官羅伯特?艾格表示，任何希望進(jìn)入中國(guó)市場(chǎng)的公司都必須真正了解中國(guó)消費(fèi)者想要什么,。他說(shuō)：“有人覺(jué)得,，既然科技為人們提供了進(jìn)入世界上各個(gè)市場(chǎng)的渠道，那就存在一種世界性文化,。這是一種錯(cuò)誤觀念,。情況絕不是這樣。這樣想的公司會(huì)栽跟頭,?！彼赋觯?dāng)他把迪士尼帶到中國(guó),，“它就必須像是中國(guó)的迪士尼,。”艾格說(shuō),，上海迪士尼樂(lè)園動(dòng)工之前,，迪士尼在中國(guó)聽(tīng)取了各種各樣的聲音，以便了解消費(fèi)者到底想要什么,。與會(huì)者都認(rèn)為,，傾聽(tīng)中國(guó)年輕一代的要求尤其重要，原因是他們所做的決定將影響銷(xiāo)售業(yè)績(jī),。如果他們喜歡某個(gè)產(chǎn)品,，他們就會(huì)告訴自己的朋友和父母。

????以中國(guó)游客為目標(biāo)：高檔服裝集團(tuán)博柏利（Burberry Group）首席執(zhí)行官安吉拉?阿倫茨表示,，雖然中國(guó)人都在買(mǎi)奢侈品,，但出國(guó)購(gòu)物的中國(guó)人才是前景最好的市場(chǎng)之一,。“2013年將有1億中國(guó)人出國(guó)旅游,，他們?cè)趪?guó)外的支出是國(guó)內(nèi)消費(fèi)的10倍以上,。”為了抓住這個(gè)趨勢(shì),，阿倫茨已經(jīng)為設(shè)在戰(zhàn)略性市場(chǎng)中的博柏利店鋪配備了會(huì)講普通話的售貨員,。（財(cái)富中文網(wǎng)）

????譯者：Charlie

????At today's town hall meeting at Fortune's Global Forum in Chengdu, China, leaders of some of the world's largest corporation engaged in a lively debate over the shape of China's changing culture. Mass-market tastes—especially among China's younger generation—are changing fast as urbanization, technology and travel remake consumer experiences and demands. The panelists discussed what lies ahead and how business needs to adapt. Here are the highlights:

????On the growth of China's consumer market: Wang Jianlin, the Chairman of the real estate giant Dalian Group, was extremely up beat about the rise of the Chinese consumer. Many people, he said, believe that China has problems and its growth will slow, but he added: "they are wrong." He pointed out that the nation was still urbanizing, pension reform is coming and the Chinese moving into the city "will need homes, jobs, and they will go to movies and restaurants. Therefore China over the next 10 years will grow at 8% or more." As one point of evidence he pointed out that a few years ago a lot of doubters said the bullet trains would be a big failure but today "the high speed trains are so crowded."

????On reaching the Chinese consumer: Robert Iger, the Chairman and CEO of the Walt Disney Company (DIS) said that any company wishing to crack the China market has to really understand what the Chinese want. "There is a misconception," he said, "that because technology has created access to world markets that there is one world culture. That's absolutely not the case. Thinking that can trip up a company." He said that when he brings Disney to China, "it has to feel like China's Disney." Before starting construction on Shanghai Disneyland, Iger said that Disney listened to a lot of diverse voices in China to find out what the consumers really wanted. The panels all agreed that is was especially important to listen to what China's youth wanted because they are the opinion makers who will drive sales. If they like a product they will tell their friends and their parents.

????On targeting Chinese tourists: While the Chinese are buying luxury goods, one of the most promising markets, said Angela Ahrendts (BURBY), the CEO of the luxury clothing group the Burberry Group, are those traveling abroad to shop. "In 2013, 100 million Chinese will travel outside their country and they will spend 10 times more than they spend in China." To capitalize on this trend, Ahrendts has outfitted Burberry shops in strategic markets with Mandarin speaking sales clerks.