粉元：中国商业如何拥抱LGBT市场 [英国媒体]

The pink yuan: how Chinese business is embracing the LGBT market

粉元：中国商业如何拥抱LGBT市场



Remember when the term “pink dollar” was first coined? It was one of the buzz phrases of the 1990s: a time of much change with regard to views on homosexuality in many countries. Lesbians were snogging on TV for the first time in Britain. In 1994, Australia passed a human rights act that finally scrapped the banning of gay sex. Meanwhile, there was a tornado of media coverage around the world of this “pink dollar”, as companies realised that a more open LGBT demographic was something they could lucratively market to.

还记得“粉红美元”这个词第一次出现的时候吗？这是1990年代最新潮的短语之一：当时很多国家开始对同性恋的看法发生改变。当时拉拉在英国电视节目上首次拥吻。1994年，澳洲通过了一项人权法案，终于废除了同性性行为禁令。同时，全世界的媒体开始对“粉红美元”进行大规模的报道，而企业们也开始意识到他们可以从更加开放的LGBT（同性恋、双性恋及变性者，Lesbian Gay Bisexual Transgender）人口上赚得钱财。

Twenty years later, China is finally sparking its own pink dollar moment. Last month China Daily, the state-run newspaper, ran a feature with the headline,“‘Pink Economy’ set to soar as companies target LGBT community”. It claimed the country’s estimated 70 million LGBT people represent a market worth $300bn per year. In comparison, according to Witeck Communications, a company specialising in analysing the LGBT market, the US equivalent is worth $790bn a year.

20年后，中国也开始展开自己的“粉红美元”时刻。上个月，《中国日报》以《企业锁定LGBT社群，“粉红经济”势将高涨》为题进行了专题报道。文章称中国预计7000万的LGBT人口意味着每年3000亿美元的市场价值。作为对比，专门分析LGBT市场的Witeck Communications公司称美国方面则达到了7900亿美元。

Homosexuality was illegal in China until 1997 but only declassified as a mental health disorder in 2001. Now, due to increasingly liberal attitudes among young urban Chinese, many big firms in the country market themselves as LGBT-friendly. On the other end of the business scale, an increasing amount of startups are tailoring their products and services for LGBT people to capitalise on this change.

1997年之前同性恋在中国是非法的，在2001年才仅仅被定性为心理卫生障碍。现在，由于都市里的中国年轻人越来越开放的态度，该国的很多大公司开始将自己定位为LGBT友好型公司。另一方面，越来越多的创业公司为LGBT群体提供产品和服务以分得一杯羹。

Zhu Qiming, chief executive of mobile game developer Star-G Technologies, which targets gay gamers, told China Daily: “With rising social tolerance, people in the LGBT community have begun to demonstrate their identity and meet other members of the community through a range of social activities… I see strong demand going unfulfilled, and that provides us with ‘pink’ opportunities.”

朱祁明是手机游戏开发商Star-G Technologies的CEO，该公司服务同性恋玩家，他对《中国日报》说：“随着社会越加宽容，LGBT群体开始展示自己的性取向并通过一系列的社交活动会见其他的LGBT人口。。。我看到了巨大的需求，所以给我们提供了“粉红的”机会。

原创翻译：龙腾网 http://www.ltaaa.com 翻译：Breakingbad 转载请注明出处
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TixhiiDon 3h ago
Once again Japan falls behind in its own neighborhood. Despite equally widespread acceptance of gay people among Japan's young, the all-pervading culture in this country of being in an almost constant state of embarrassment and pretending that anything that may possibly be considered slightly distasteful does not exist means this kind of advertising could never advance here.
日本再次落后于自己的邻居。尽管日本年轻人也普遍接受同性恋团体，但是由于日本的文化始终处于一种令人尴尬的状态，再加上假装任何可能令人感到厌恶的东西都不能存在的文化，使得这类型的广告不可能在日本大量出现。

Alpo88 4h ago
Oh dear, now the LGBTI community's struggle for social justice, fairness and legal recognition has been transformed into a "business opportunity".... Will that make the LGBTI community more "acceptable" to the usual Neoliberal suspects?
My dear Ultra-Christian Conservative Australians: Support marriage equality, it's good for your business!

天啊，现在LGBT社群争取社会公正，公平和合法承认的努力演变成了一种“商业机会”，这会让那些新自由主义嫌疑人更加的“接受”LGBT社群吗？
我亲爱的极端基督教保守派澳洲人：支持婚姻平等，这有利于你们的生意！

ellaquint  Alpo88 2h ago
As a renewable energy engineer, I was taught in the mid 2000's when I was still at university that in order to convince the conservatives and overcome the broader social inertia that resists change, we had to provide an economic case for renewables that was convincing. Now that the price of PV is cheaper per kilowatt hour than coal, we're seeing it being implemented at a rapid pace while the resistance of the conservatives is effectively in it's death throes because money trumps prejudice.
Also, as a member of the LGBTI community, I see the parallels as being quite obvious. Money is the ultimate motivator of the majority of people in this world, and if we can convince those in society who see us as a threat to instead see us as an opportunity, that has to be an approach we should be willing to employ. I personally feel that acceptance is the goal even if it means we only achieve that because some people's greed exceeds their prejudice.

作为一名可再生能源工程师，2005年左右的时候在学校里老师说为了让保守派信服以及克服抵制改变的社会惰性，我们必须为可再生能源建立一个可信的经济案例。现在PV在每度电上所产生的成本比煤炭来的低，现在得到了大力的推广，而保守派的抵抗已经是垂死挣扎，因为金钱战胜了偏见。
此外，作为一名LGBT成员，我看到显而易见的类似现象。在这个世界上，金钱是大多数人的最终动力，如果某种方法能让社会中视我们为威胁的人变成视我们为机会的人，那么我们就应该采取这样的方法。我个人觉得被接受是最终目标，即使这意味着这是在某些人的贪婪超过了偏见的情况下才实现的。

Bah Alic 3h ago
oh, dear..lgbt market...imagine that...what about gender fluid market? how's oil on dragonkin/owlkin market these days?

天啊。LGBT市场。。。想象一下吧。。。那性别流动市场呢？那如今龙人/猫头鹰人市场的情况怎么样了？

Niall Telford 1h ago
>One colleague said she planned to send her kid to the UK rather than the US because ‘there are so many gays in the US’.
Her colleague wouldn't be happy to know that Chinese people call the UK the "gay country" (腐国) then.

一个同事说她计划将自己的孩子送到英国而不是美国，因为“美国有太多同性恋了”。
她的同事不知道的是中国人称英国为“腐国”。

Alley loop 2h ago
China is a very modern, democratic, tolerant society with values that embrace LGBTI people and other minorities. Just look at their businesses profiting from them.

中国是一个非常现代，民主和宽容的社会，他们的价值观拥抱LGBT群体和其他少数群体。他们的企业正从这些人当中获得利益。

christopherlavender 2h ago
Undeniably, the growing liberalisation of people’s attitudes towards sexuality is a positive thing. However, the all-inclusive yet simultaneously discriminate marketing paradox, as the article alludes to, is, sadly, just another guise for profit accumulation employed by supposedly savvy business owners and marketers. What next? A market for communists? Oh wait…

不可否认的是，人们对性的态度上的越来越自由化是一件好事。然而，正如文章中所暗指的，这种无所不包同时又区别对待的市场营销悖论不过是商人们为了赚钱而进行的伪装。接下来呢？共产主义者市场？呵呵。。。