ReturnNew developments in silk retail in India:
印度境內(nèi)絲綢零售新動態(tài)：
From shopping malls to individual stores on high streets, the hustle-bustle of the festival season shopping is missing this year as consumers are wary of visiting crowded places due to fear of coronavirus infection.
從購物中心到商業(yè)街的個體商店，今年印度節(jié)日購物季的熱鬧景象已不復存在，因為擔心冠狀病毒感染，消費者已不敢去擁擠的地方購物。
But retailers are not willing to let the fear dampen the festive spirit of customers. From WhatsApp video shopping to augmented reality (AR) and virtual reality (VR) simulation, leading textile stores and in Tamil Nadu are leveraging technology and social media to offer comfortable, safe and personalised shopping experience for buyers.
但是零售商們不愿意讓恐慌影響顧客們的節(jié)日購物氣氛。從WhatsApp視頻購物到增強現(xiàn)實技術(shù)(AR)和虛擬現(xiàn)實技術(shù)(VR)模擬，泰米爾納德邦的主要紡織商店正在利用技術(shù)和社交媒體為買家提供舒適、安全和個性化的購物體驗。
1. Virtual tour 虛擬參觀
Leading brick-and-mortar textile stores such as Nalli Silks, Pothys, Sri Kumaran Silks, The Chennai Silks and Jeyachandran are upping their game on video shopping. Customers can book an appointment with these retailers by giving a missed call or WhatsApp message with their requirements such as preferred colour, brand and price range. At the appointed time, a store executive takes customers on a virtual tour displaying a wide range of products through FaceTime, WhatsApp or Skype to help them shortlist and order online.
納利絲綢、波西、年輕先生絲綢、金奈絲綢和杰亞尚德蘭等主要的實體絲綢成品商店正加大視頻購物的力度?？蛻艨梢酝ㄟ^電話留言或WhatsApp軟件留信息，說明自己的要求，如喜歡的顏色、品牌和價格范圍等，與這些零售商預約。在指定的時間，一名商店主管會帶領(lǐng)顧客進行虛擬參觀，通過FaceTime、WhatsApp或Skype等軟件展示各種各樣的產(chǎn)品，幫助他們明確購買意向并在線訂購。
“Currently, people are scared to go to crowded places. While some of our customers are still visiting showrooms, some prefer to shop through video calls using WhatsApp,” textile baron Nalli Kuppusamy Chetty said, adding, “Customers ask our executives to display all the sarees available in a particular price range and then order it to be delivered to their home or pick it up outside the showroom.”
“目前，人們害怕去擁擠的地方。雖然有些客戶還參觀展廳,一些更傾向于通過視頻軟件如WhatsApp購物?！奔徔棿笸跫{利· 庫普薩米·切迪說,“客戶會要求我們的負責人展示在一定價格范圍內(nèi)所有在售款式的紗麗服裝,然后提交訂單并要求郵寄到家或店外提取?！?o:p>
2. Shoppers go online 線上購物
A recent survey ‘Festive Shopping Index 2020’, published by the Retailers Association of India (RAI) and LitmusWorld noted that 75 per cent of consumers are planning to purchase through online channels while 66 per cent will consider standalone shops.“Customers do feel the need to reconnect with a sense of cheer and are slowly coming out to shop. However, they may not shop in the same way they have been shopping all these years. There is a lot of reliance on what is being shown to them digitally,” Kumar Rajagopalan, CEO, Retailers Association of India said in the report.
最近由印度零售商協(xié)會和體驗管理平臺LitmusWorld發(fā)布的一項名為“2020節(jié)日購物指數(shù)”的調(diào)查指出，75%的消費者計劃通過在線渠道購物，而66%的消費者仍將考慮實體店采購。“顧客們確實覺得有必要重新回到愉快的購物狀態(tài)，他們有時也會出來購物。然而，他們可能不會再像以往的方式那樣購物了。人們在很大程度上依賴于數(shù)字化信息，從而線上購物居多?！庇《攘闶凵虆f(xié)會首席執(zhí)行官庫瑪·拉賈戈帕蘭在報告中表示。
3. Insta sales 社交媒體銷售
All these major textiles brands have a strong presence in social media platforms such as Facebook, Instagram and Twitter to target young and millennial consumers. Even small neighbourhood stores are using these platforms to market their products to a wider audience.
所有這些主要的紡織品品牌都在臉書、照片墻和推特等社交媒體平臺上有強大的存在感，以瞄準年輕和千禧一代消費者。甚至連社區(qū)商店也在利用這些平臺向更廣泛的受眾推銷自己的產(chǎn)品。
“Lots and lots of new customers have come to our showroom after seeing our designs on Instagram. Even people sitting in the US and UK have sent their parents or cousins to buy a particular dress and get them stitched and shipped to them. In that way, these platforms provide a great opportunity,” said Ramesh Ramakrishnan, Founder and Managing Partner of Just Salwars.
“確實有很多新客戶在‘照片墻’上看到我們的設(shè)計后來到了我們的展廳。就連在美國和英國的人也會讓父母或堂兄弟姐妹去買一件特定的衣服，并將其縫制好郵寄給他們。因此，這些社交平臺提供了一個很好的機會，”薩爾瓦公司創(chuàng)始人和管理合伙人拉梅什·拉瑪克里希南說。
New developments in silk retail outside India:
印度境外絲綢零售新動態(tài)：
London: Indian saree company, Nalli Silks, has opened its first UK store in London with an investment of around 300,000 pounds to meet demand ahead of a busy wedding and festive Diwali season, a development hailed by the UK's Department for International Trade (DIT) as a sign of a flourishing India-UK trade partnership despite the COVID-19 pandemic constraints.
倫敦：印度紗麗公司納利絲綢于10月13日在倫敦開設(shè)了第一家英國商店，投資約30萬英鎊，以便滿足婚禮季和排燈節(jié)的大量需求。盡管受制于疫情，但英國國際貿(mào)易部稱贊這為印度與英國貿(mào)易伙伴關(guān)系蓬勃發(fā)展的標志。
The Chennai-headquartered company's initial UK investment unveiled this week includes up to eight members of staff at a 2,500 square feet store in Wembley, the north London hub with a large Indian diaspora population.
這家總部位于印度金奈的公司，其在聚集著大量印度僑民的英國首次投資并亮相的商店位于倫敦北部中心溫布利，店鋪面積為2500平方英尺，擁有多達八名員工。
The firm, which has a history of appealing to British royalty with sarees gifted to King George V and Queen Elizabeth II, says it has plans to open more stores in London and Birmingham.
該公司歷史上深受英國皇室的歡迎，曾向國王喬治五世和伊麗莎白二世皇后贈送紗麗。它計劃在倫敦和伯明翰開設(shè)更多商店。
“I am delighted to welcome Nalli Silk to the vibrant cadre of many Indian companies present in the UK, which support jobs in this country across all sectors,”said Gerry Grimstone, the UK Investment Minister.
英國投資部部長格里斯通說：“我很高興納利絲綢成為眾多充滿活力的活躍在英國各個領(lǐng)域的印度公司群體中的一員，這些公司給我們各個領(lǐng)域帶來更多的就業(yè)機會。”
“As both the Indian and UK economies recover from the impact of COVID-19, increasing investment in each other's markets is more important than ever. Brands like Nalli Silk are sterling examples of the opportunities available to Indian businesses if they wish to sell high-quality goods to a strong base of customers in the UK, including an Indian diaspora of 1.5 million people,”he said.
隨著印度和英國經(jīng)濟都正在從疫情的影響中恢復過來，在對方市場上增加投資比以往任何時候都更為重要。如果印度企業(yè)希望將優(yōu)質(zhì)產(chǎn)品賣給擁有150萬印度僑民的英國，獲得強大客戶群，納利絲綢提供了抓住商機的絕佳范例?！?o:p>
With a worldwide presence in the US, Singapore and Canada, the company said it began searching for opportunities to expand to the UK prior to the COVID-19 outbreak.
該公司已在美國、新加坡和加拿大等國布局多年，在疫情爆發(fā)之前，公司已著手尋找拓展英國市場的機會。
DIT said its officials in Chennai and London have been working with Nalli over the past 18 months to help facilitate site visits in the UK, introductions to key accounting and tax services.
英國國際貿(mào)易部表示，在過去的18個月中，在金奈和倫敦兩地的英國官員一直與納利絲綢合作，以幫助其對英國進行實地考察，并提供關(guān)鍵的會計和稅務(wù)服務(wù)信息。
They also provided updates on COVID-19 related support measures, including the Retail Bounce Back scheme announced by UK Exports Minister Graham Stuart in September to boost trade with targeted measures for the retail industry, including specialists to provide advice on online retail and international market-places.
他們還提供了最新的與疫情相關(guān)的政策扶持信息，包括英國出口部長格拉漢姆·斯圖爾特于9月宣布的“零售反彈計劃”，旨在通過對零售業(yè)的針對性措施促進貿(mào)易，其中包括提供專家就在線零售和國際市場給出建議。
“Our South Asian customers living in the UK are some of our most vocal and passionate patrons. When our friendly skies were still friendly, almost every week we would greet a few UK customers at our flagship stores in India, requesting for a Nalli store nearby,” said Nalli Silks Vice-Chairman Ramnath Nalli.
“住在英國的南亞顧客是我們最直言、最熱情的買家。當大環(huán)境沒有變壞時，幾乎每周我們都會在印度的旗艦店迎接幾位英國顧客，要求在英國當?shù)卦鲩_一家納利絲綢店?！奔{利絲綢副董事長拉姆納特·納利說。
“Soon we started receiving social media requests from non-Indian brides asking advice on saris for their bridesmaids (or themselves) as more and more people go in for themed Indian weddings held in their own locales, or as a destination wedding. We're very happy on this joyous occasion to finally be coming to the UK - London first, and then Birmingham soon after,”he said.
“很快，我們開始收到非印度新娘在社交媒體上的請求，詢問她們的伴娘(或她們自己)穿紗麗的建議，因為越來越多的人開始在自己的地方舉辦印度主題婚禮，或者選擇印度為目的地的旅游婚禮。我們很高興在這個令人愉快的時刻終于來到英國——首先是倫敦，不久之后我們還會在伯明翰開設(shè)分店”他說。
The company chief said his team would bring their "very best, hand selected pieces" just for the UK market.
該公司負責人表示，他的團隊將為英國市場帶來“最好的、手工精選的產(chǎn)品”。
Established in Chennai in 1928, Nalli is a textile brand which prides itself as being steeped in tradition. Its British connection goes back to the Raj era when King George V visited India in 1911 and Tamil Nadu gifted the king a hand-crafted Kanchipuram Silk Saree from the company as a souvenir.
納利絲綢成立于1928年的金奈，致力于傳承傳統(tǒng)而著稱的紡織品牌。1911年，英國國王喬治五世訪問印度，泰米爾納德邦送給喬治國王一件該公司手工制作的甘吉布萊姆絲綢紗麗作為紀念品。
As this was the year of the King's coronation, Nalli wove a rich silk saree with a special coronation-themed border to mark the occasion. Similarly, Queen Elizabeth II was gifted with a Nalli Silk saree by the state of Tamil Nadu for her coronation in 1954.
在國王加冕的那一年，納利絲綢編織了一條帶有加冕主題的紗麗來紀念這一場景。同樣，1954年，泰米爾納德邦州為伊麗莎白二世女王的加冕禮獻上納利絲綢公司的紗麗作為禮物。
The DIT said the saree firm's investment follows a number of other DIT-supported Indian retail investments into the UK, including Dehli-based heritage occasion wear retailer Frontier Raas, and Mumbai-based luxury fashion house Purple Style Labs.
英國國際貿(mào)易部表示，這家紗麗公司的投資緊跟英國政府支持的其他眾多印度公司一起來到英國，這些投資商包括總部位于德里的傳統(tǒng)服裝零售商Frontier Raas和總部位于孟買的豪華時裝公司Purple Style Labs。
Nalli's first store has been hailed by the DIT as symbol of growing trade between the UK and India, which increased by 10 per cent from the previous year to 24 billion pounds in 2019.
英國國際貿(mào)易部盛贊納利絲綢的第一家商店為英國和印度之間貿(mào)易增長的象征，該貿(mào)易額較上年增長了10％，至2019年達到240億英鎊。
It added that at this year's Joint Economic Trade Committee (JETCO), the UK and India have agreed to deliver an "Enhanced Trade Partnership" to deepen the trade relationship against the backdrop of ongoing talks for a wider post-Brexit free trade agreement (FTA).
他補充說，在與英國脫歐后的自由貿(mào)易協(xié)定(FTA)的談判正在進行的背景下，在今年的聯(lián)合經(jīng)濟貿(mào)易委員會上，英國和印度就強化貿(mào)易伙伴關(guān)系，以深化貿(mào)易合作達成共識。
The UK’s October retail sales fell at their fastest pace since June. Demand in department stores and clothing stores fell. Retailers cut orders from supplier for the 18th consecutive month, even though the traditional Christmas shopping season was approaching, new dada said.
根據(jù)數(shù)據(jù)顯示，英國10月份零售銷售創(chuàng)6月份以來最大降幅，百貨商店和服裝店的需求下降，零售商連續(xù)第18個月削減供應商訂單，盡管傳統(tǒng)的圣誕節(jié)購物旺季即將到來。
Under the epidemic situation, from November 5 to December 2, the second lockdown was imposed aross all of England, and the economic activity in the UK sank in November. This year's Diwali festival was celebrated in mid-November, after which the wedding season for Indian diaspora around the world moved into full swing till the year end.
疫情態(tài)勢下，從11月5號起到12月2日結(jié)束，英格蘭地區(qū)實施第二次全面封鎖，英國經(jīng)濟活動在11月份下滑。今年印度的排燈節(jié)時間為11月中旬，慣例開始到年末也是印度世界各地僑胞舉行婚禮的重要時間段。
Since the opening in October, the Nalli's London flagship was expected to lean into online and offline technologies and channels to promote its brand and market during the epidemic, just like its Singapore stores, and lay a foundation for its business recovery and expansion after the outbreak.
NALLI公司的倫敦旗艦店10月份開設(shè)以來，預計采用國內(nèi)和新加坡等國外實體店現(xiàn)有的線上和線下雙結(jié)合的技術(shù)和做法推廣品牌和市場以應對疫情，并為疫情結(jié)束后的業(yè)務(wù)恢復和拓展打好基礎(chǔ)。
In response to the surge of COVID-19 cases, London and southeast England went into tier 4 stage of restrictions from December 20th, restricting non-essential going out, closing non-essential stores and other places, and the restrictions would last for two weeks. At the same time, the UK was quarantined by many European countries and feeling the pressure of the hard Bretix. India also announced the suspension of flights from Britain, and extended the ban on UK flights on December 30th.
為應對激增的新冠肺炎病例，倫敦以及英格蘭東南部又從12月20日開始進入更嚴格的第四級限制，限制非必要外出，關(guān)閉非必需品商店等場所，并持續(xù)兩周。同時，英國被歐洲多國隔離，提前感受硬脫歐氣氛，印度也宣布停飛英國航班。
In the face of the common global epidemic, although the Indian market had also been hit, we saw that silk companies were still taking various measures to actively respond.
在全球共同的疫情面前，雖然印度市場同樣受到打擊，我們看到，絲綢企業(yè)仍采取多種措施積極應對。
For the domestic market, the sales method is no longer limited to traditional entity sales, attempting to bridge the gap between offline and online retail, which relied on strong technical support such as video software and closer contact with customers through social platforms to meet the online needs, so as to increase the number of customers and reduce the impact of the epidemic.
針對國內(nèi)市場，銷售方式不再拘泥于傳統(tǒng)實體銷售，縮小線上線下差距，依靠強大的技術(shù)支持，通過視頻軟件購物以及與社交平臺更緊密的聯(lián)系，來滿足客戶的線上需求，從而提高客戶量，降低疫情影響。
For foreign markets, outstanding companies just like Nalli, are actively opening branches in countries which had high number of Indian diaspora, not constrained by the temporary impact of the epidemic, but positively exploring overseas markets with a longer-term perspective.
針對國外市場，像NALLI公司這樣的優(yōu)秀企業(yè)，更是積極布局，不拘泥于疫情一時的影響，將分店開往海外印度僑胞聚集地，以更長遠的眼光積極開拓海外市場。
Some sources of information from Industry Website and The Hindu BusinessLine.
部分新聞資料來源于印度經(jīng)濟時報和印度生意在線
