微信大世界，中国的移动互联网外文翻译资料

WeChats world; Chinas mobile internet

The Economist; London420.9001 (Aug 6, 2016): 52.

Chinas WeChat shows the way to social medias future

YU HUI, a boisterous four-year-old living in Shanghai, is what marketing people call a digital native. Over a year ago, she started communicating with her parents using WeChat, a Chinese mobile-messaging service. She is too young to carry around a mobile phone. Instead she uses a Mon Mon, an internet-connected device that links through the cloud to the WeChat app. The cuddly critters rotund belly disguises a microphone, which Yu Hui uses to send rambling updates and songs to her parents; it lights up when she gets an incoming message back.

Like most professionals on the mainland, her mother uses WeChat rather than e-mail to conduct much of her business. The app offers everything from free video calls and instant group chats to news updates and easy sharing of large multimedia files. It has a business-oriented chat service akin to Americas Slack. Yu Huis mother also uses her smartphone camera to scan the WeChat QR (quick response) codes of people she meets far more often these days than she exchanges business cards. Yu Huis father uses the app to shop online, to pay for goods at physical stores, settle utility bills and split dinner tabs with friends, just with a few taps. He can easily book and pay for taxis, dumpling deliveries, theatre tickets, hospital appointments and foreign holidays, all without ever leaving the WeChat universe.

As one American venture capitalist puts it, WeChat is there 'at every point of your daily contact with the world, from morning until night'. It is this status as a hub for all internet activity, and as a platform through which users find their way to other services, that inspires Silicon Valley firms, including Facebook, to monitor WeChat closely. They are right to cast an envious eye. People who divide their time between China and the West complain that leaving WeChat behind is akin to stepping back in time.

Among all its services, it is perhaps its promise of a cashless economy, a recurring dream of the internet age, that impresses onlookers the most. Thanks to WeChat, Chinese consumers can navigate their day without once spending banknotes or pulling out plastic. It is the best example yet of how China is shaping the future of the mobile internet for consumers everywhere.

That is only fitting, for China makes and puts to good use more smartphones than any other country. More Chinese reach the internet via their mobiles than do so in America, Brazil and Indonesia combined. Many leapt from the pre-web era straight to the mobile internet, skipping the personal computer altogether. About half of all sales over the internet in China take place via mobile phones, against roughly a third of total sales in America. In other words, the conditions were all there for WeChat to take wing: new technologies, business models built around mobile phones, and above all, customers eager to experiment.

The service, which is known on the mainland as Weixin, began five years ago as an innovation from Tencent, a Chinese online-gaming and social-media firm. By now over 700m people use it, and it is one of the worlds most popular messaging apps (see chart). More than a third of all the time spent by mainlanders on the mobile internet is spent on WeChat. A typical user returns to it ten times a day or more.

WeChat has worked hard to make sure that its product is enjoyable to use. Shaking the phone has proven a popular way to make new friends who are also users. Waving it at a television allows the app to recognise the current programme and viewers to interact. A successful stunt during last years celebration of Chinese New Years Eve saw CCTV, the official state broadcaster, offer millions of dollars in cash rewards to WeChat users who shook their phones on cue. Punters did so 11 billion times during the show, with 810m shakes a minute recorded at one point.

Most importantly, over half of WeChat users have been persuaded to link their bank cards to the app. That is a notable achievement given that Chinas is a distrustful society and the internet is a free-for-all of cybercrime, malware and scams. Yet using its trusted brand, and putting to work robust identity and password authentication, Tencent was able to win over the public. In contrast, Western products such as Snapchat and WhatsApp have yet to persuade consumers to entrust them with their financial details. Japans Line (which recently floated shares on the New York and Tokyo stock exchanges) and South Koreas KakaoTalk (in which Tencent is a big investor) have done better, but they cannot match the Chinese platform.

One app to rule them all

How did Tencent take WeChat so far ahead of its rivals? The answer lies partly in the peculiarities of the local market. Unlike most Westerners, many Chinese possessed multiple mobile devices, and they quickly took to an app that offered them an easy way to integrate them all into a single digital identity. In America messaging apps had a potent competitor in the form of basic mobile-phone plans, which bundled in SMS messaging. But text messages were costly in China, so consumers eagerly adopted the free messaging app. And e-mail never took off on the mainland the way it has around the world, mainly because the internet came late; that left an opening for messaging apps.

But the bigger explanation for WeChats rise is Tencents ability to innovate. Many Chinese grew up using QQ, a PC-based messaging platfor

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WeChats world; Chinas mobile internet

微信大世界，中国的移动互联网

The Economist; London420.9001 (Aug 6, 2016): 52.

Chinas WeChat shows the way to social medias future

中国的微信指明了社交媒体的未来。

YU HUI, a boisterous four-year-old living in Shanghai, is what marketing people call a digital native. Over a year ago, she started communicating with her parents using WeChat, a Chinese mobile-messaging service. She is too young to carry around a mobile phone. Instead she uses a Mon Mon, an internet-connected device that links through the cloud to the WeChat app. The cuddly critters rotund belly disguises a microphone, which Yu Hui uses to send rambling updates and songs to her parents; it lights up when she gets an incoming message back.

4岁的于慧(Yu hui,音译)是个活泼的上海小女孩，她也是营销人员所谓的“数字土著”。一年前，她开始使用微信与父母交流，这是一款在中国广为流行的移动聊天应用。但由于她还太小，无法随身携带手机，所以使用了一款名叫“么么”的上网设备来使用微信。这个圆嘟嘟的玩偶下面隐藏着一个麦克风，余慧可以借此向父母发送各种各样的信息和歌声。而当接到新信息时，这个玩偶还会自动点亮。

Like most professionals on the mainland, her mother uses WeChat rather than e-mail to conduct much of her business. The app offers everything from free video calls and instant group chats to news updates and easy sharing of large multimedia files. It has a business-oriented chat service akin to Americas Slack. Yu Huis mother also uses her smartphone camera to scan the WeChat QR (quick response) codes of people she meets far more often these days than she exchanges business cards. Yu Huis father uses the app to shop online, to pay for goods at physical stores, settle utility bills and split dinner tabs with friends, just with a few taps. He can easily book and pay for taxis, dumpling deliveries, theatre tickets, hospital appointments and foreign holidays, all without ever leaving the WeChat universe.

与中国大陆的多数专业人士一样，她的母亲开展很多业务时也会使用微信，而非电子邮件。这款应用提供了丰富多样的功能，从免费视频聊天到临时聊天组，再到新闻阅读和多媒体文件共享，可谓一应俱全。它还提供一款类似于美国Slack的企业聊天服务。如今，于慧的母亲与人见面时已经很少交换名片，而是使用智能手机的摄像头扫描对方的微信二维码。

于慧的父亲则会使用这款应用在网上购物，在实体店结账，支付水电费账单，甚至在跟朋友聚餐时分摊账单——这一切都只需要点击几下手机屏幕即可完成。他可以借助微信轻而易举地叫到出租车，并支付车费，还可以购买外卖和电影票，甚至连医院挂号和酒店预订也都能在这款应用内完成。

As one American venture capitalist puts it, WeChat is there 'at every point of your daily contact with the world, from morning until night'. It is this status as a hub for all internet activity, and as a platform through which users find their way to other services, that inspires Silicon Valley firms, including Facebook, to monitor WeChat closely. They are right to cast an envious eye. People who divide their time between China and the West complain that leaving WeChat behind is akin to stepping back in time.

正如一位美国风险投资家所说：微信已经渗透到你日常生活的方方面面。它已经成为所有上网活动的核心枢纽，甚至成为了帮助用户使用其他服务的综合性平台。正因如此，微信才引发了Facebook等众多硅谷巨头的密切关注。他们的确有理由投来羡慕的目光：经常往来于中国与西方之间的人都表示，离开微信的日子会让他们感觉落后于时代的步伐。

Among all its services, it is perhaps its promise of a cashless economy, a recurring dream of the internet age, that impresses onlookers the most. Thanks to WeChat, Chinese consumers can navigate their day without once spending banknotes or pulling out plastic. It is the best example yet of how China is shaping the future of the mobile internet for consumers everywhere.

在微信提供的众多服务中，数字钱包或许是最令旁观者印象深刻的一项——这也是互联网时代不断被提及的伟大梦想。得益于微信的普及，中国消费者完全可以不带任何现金和银行卡出门。这也是迄今为止，中国在展现移动互联网未来蓝图过程中呈现的最佳实例。

That is only fitting, for China makes and puts to good use more smartphones than any other country. More Chinese reach the internet via their mobiles than do so in America, Brazil and Indonesia combined. Many leapt from the pre-web era straight to the mobile internet, skipping the personal computer altogether. About half of all sales over the internet in China take place via mobile phones, against roughly a third of total sales in America. In other words, the conditions were all there for WeChat to take wing: new technologies, business models built around mobile phones, and above all, customers eager to experiment.

毫无疑问，中国不仅拥有全球最多的智能手机用户，而且充分利用了这一优势。通过移动设备上网的中国人甚至超过美国、巴西和印度尼西亚的总和。很多中国人跳过了PC时代，从没有互联网的时代直接迈入了移动互联网时代。中国通过互联网完成的销售额中，约有一半是通过手机实现的，而美国却仅为三分之一。换句话说，微信占尽了天时、地利、人和：不仅拥有新技术，而且围绕手机构建了商业模式，而最重要的在于，用户也都愿意尝试这些服务。

The service, which is known on the mainland as Weixin, began five years ago as an innovation from Tencent, a Chinese online-gaming and social-media firm. By now over 700m people use it, and it is one of the worlds most popular messaging apps (see chart). More than a third of all the time spent by mainlanders on the mobile internet is spent on WeChat. A typical user returns to it ten times a day or more.

中国互联网巨头腾讯5年前正式推出了微信，它如今已经拥有7亿多用户，甚至已经成为当今世界最流行的聊天应用之一。中国大陆网民在移动互联网上花费的总时间中，有超过三分之一都用在了微信身上。一个标准的微信用户平均每天至少使用该服务10次。

WeChat has worked hard to make sure that its product is enjoyable to use. Shaking the phone has proven a popular way to make new friends who are also users. Waving it at a television allows the app to recognise the current programme and viewers to interact. A successful stunt during last years celebration of Chinese New Years Eve saw CCTV, the official state broadcaster, offer millions of dollars in cash rewards to WeChat users who shook their phones on cue. Punters did so 11 billion times during the show, with 810m shakes a minute recorded at one point.

微信一直在努力提升产品的吸引力，让用户真正在使用过程中获得乐趣。“摇一摇”已经成为一种非常流行的交友方式，可以帮助互不相识的微信用户相互结交。用户甚至可以通过这款应用识别出电视里正在播放的节目，并与彼此展开互动。在去年的央视春晚上，微信用户总共通过摇一摇功能摇到了数百万美元的红包。整个春晚过程中，微信用户摇手机的次数达到110亿次，每分钟还创下8.1亿次的历史记录。

Most importantly, over half of WeChat users have been persuaded to link their bank cards to the app. That is a notable achievement given that Chinas is a distrustful society and the internet is a free-for-all of cybercrime, malware a

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