媽軍團。
很多人應該聽說過保潔大媽拿出600萬拯救公司的故事。
圖 via 網絡
當然也有業務員靠在廣場上跳舞與大媽們打成一片，從而實現業績月月翻、走上人生巔峰的故事。
可千萬不要認為大媽們就只有這點能耐。她們可是國家經濟的重要力量。
In China, elderly women between 50 and 70 years of age with deep pockets and plenty of leisure time have been empowered along with the country's remarkable economic rise, and they are growing to become a major force in the country's economy.
隨著經濟的顯著增長，在中國50至70歲、財力雄厚、閑暇時間充足的老年女性也隨之獲得了不少權力，她們正成長為國家經濟中的一支重要力量。
The group, called "dama" in Chinese (meaning "big mama"), gained global fame with a victory against financial titans in 2013 by bottoming out gold when its price plunged, crushing Wall Street's dreams of short-selling the metal on the global market.
這個漢語中名為“大媽”的群體，在2013年一戰成名。她們在金價暴跌時抄底入場，從而戰勝了金融巨頭，粉碎了華爾街在全球市場做空黃金的夢想。
圖 via 網絡
But their influence has since expanded far beyond that.
隨后，她們的影響力便一發不可收拾。
Chinese dama, who can often be found together in parks and plazas dancing in groups, have drawn keen interest from marketers in different industries. When they sweep through jewelry stores and department stores during shopping trips to Paris and New York, they make significant contributions to local GDP. And when they descend upon property markets at home and abroad for investment, they may push up local housing prices.
經常在公園或者廣場上成群結隊跳舞的中國大媽也吸引了不同行業營銷人員的濃厚興趣。她們在巴黎和紐約橫掃珠寶店和百貨公司，為當地GDP做出了不菲的貢獻。她們涌向國內外房地產市場進行投資，又可能會推高當地的房價。
The group - estimated to be about 100 million people, or equivalent to the total population of Japan - has created a phenomenon in China known as "dama economies," which have had a huge impact on the domestic and global economy.
據估，全國約有1億大媽，這個數字相當于日本的總人口。她們對國內和全球經濟都產生了巨大的影響，從而創造出中國獨特的“大媽經濟”現象。
Take outbound tourism as an example. According to Xu Xiaolei, manager of marketing at travel agency China's CYTS Tours Holding Co, the number of dama travelers on the platform has grown steadily to account for 24 percent of total outbound tourists during the May Day holiday, ranking as the second biggest source of outbound tourists among different age groups.
以出境旅游為例。據中青旅市場部經理徐曉磊介紹，五一假期期間，該平臺上的大媽游客數量穩步增長，占出境游客總數的24%，成為各年齡段中第二大出境游客源。
The elderly are spending more on travel. Chinese dama on average spend 5,813 yuan on overseas trips, 30 percent higher than the average spending of Chinese travelers, a spokesperson from Ctrip told the Global Times.
老年人在旅行上花的錢也更多。攜程的一位發言人稱，中國大媽在海外旅行的平均支出為5813元，比中國游客的平均支出高出30%。
As purchasing power expands, their consumption habits have also gravitated toward "shopping to please themselves," rather than buying for their children and husbands, a Paris-based Chinese tour guide, who gave her name as Sarah, told the Global Times.
在巴黎工作的中國導游莎拉說，隨著購買力的提升，相比以前為了孩子和丈夫買東西，大媽們的消費習慣也逐漸轉向“為取悅自己而買買買”。
"During the past holidays, some dama bought up to three luxury bags each for themselves at [French department chain store] Galeries Lafayette… Several years ago, what they asked for was how to buy things for their families," she said.
她說：“剛剛過去的這個假期里，一些大媽在老佛爺一口氣買了三個大牌包包... 而幾年前，她們腦子里想的全都是要給家人買這買那。”
那么是什么讓大媽們突然覺醒了呢?是什么讓她們如此買買買而沒有一絲后顧之憂呢?
China's improved social security scheme, which guarantees lifelong medical insurance and pension benefits after retirement, has also diminished the need for elderly Chinese to have abundant savings in their later years.
中國完善的社保制度保證了老年人退休后的醫療保險和養老金福利，也減少了他們對大量儲蓄的需求。
"I will be given a 6,000-yuan retirement pension every month after retirement. The social welfare scheme raises my confidence for the future and lends me the courage to spend," said Chen Qiaozhu, 53, who lives in Xiamen, East China's Fujian Province.
來自廈門的陳巧珠今年53歲，她說：“我每月能拿到六千塊的退休金。社保制度讓我對未來有信心，也讓我有勇氣花錢。”
China's booming dama economy also mirrors the rising social and economic status of women, as more and more well-educated and financially independent women, including older women, have gained a say on family wealth.
中國蓬勃發展的大媽經濟也反映了婦女社會經濟地位的提高。越來越多受過良好教育和經濟獨立的婦女，包括老年婦女，在家庭財富方面都有不小的發言權。
Chen Qiaozhu, who budgets her family's spending, has been "cautiously testing the waters" in purchasing jewelry and precious metals as a way to preserve and increase family assets.
在陳巧珠的家里，她是掌管財政大權的人。她一直在“謹慎地試水”購買珠寶和貴金屬，希望能借此讓家庭資產保值甚至是增值。
In past years, Chen has bought several properties, not only in Xiamen, but also in Hangzhou, capital of East China's Zhejiang Province. Thanks to her "financial sense and instinct," her family wealth has at least doubled amid China's housing price hikes.
過去的幾年里，她在廈門、杭州買了好幾套房子。靠著她的“金融意識和直覺”，他們家的家庭財富在中國房價上漲的情況下至少翻了一番。
Now Chen has withdrawn from the real estate market as she says room for future appreciation is limited. "China's stock market has been too volatile to pour money into, so I have to find another hot spot for investment," Chen told the Global Times, adding she regrets "missing the golden era for investing in bitcoin."
不過現在陳阿姨已經退出了房地產市場，因為她認為房子未來升值的空間有限。對于股票，她表示：“中國股市波動太大，不能貿然注入資金，我得找其他投資熱點。”她補充說自己很遺憾“錯過了投資比特幣的黃金時代”。
She, like many affluent older women in China, feels insecure holding paper notes and is eager for more profitable investment channels. A manger at China Merchants Bank in Beijing's Chaoyang district surnamed Jie, told the Global Times that dama account for more than 70 percent of the clients who come to her for advice on purchasing wealth management products.
與中國許多富裕的大媽一樣，她也對持有紙幣感到不安全，想要找到更有利可圖的投資渠道。北京朝陽區招商銀行的一位姓芥的經理告訴GT，前來咨詢理財產品的客戶中，大媽占了70%以上。
As most of the dama generation's children have entered the workforce and could potentially face financial pressure when getting married and settling down, such investment is also a way to prepare money for their children, Jie said.
芥經理說，由于大部分大媽的孩子已經進入社會參加工作了，在結婚和定居時可能會面臨經濟壓力，這種投資也是她們為孩子攢錢的一種方式。
Shen Jian, a 50-something retired teacher in a third-tier city in East China's Jiangsu Province, said she aspires to "prepare a dowry for her 27-year-old daughter." She used most of her savings to snag a two-year bond issued by the local government in June last year, with an annual interest rate of 8.8 percent.
50多歲的沈健是生活在江蘇省一個三線城市的退休教師，她想“為27歲的女兒準備一份嫁妝”。去年6月，她用自己的大部分積蓄購買了地方政府發行的兩年期債券，年利率為8.8%。
She did not disclose the exact amount she bought, but the threshold for purchasing such bonds is at least 1 million yuan.
她沒有透露具體的購買金額，但這類債券的起購金額至少為100萬元。
Both Chen and Shen said they do not like to be identified as dama because such women are typically portrayed as uneducated, gossipy, short-sighted and brash investors. "As China's economy has progressed, the meaning of 'dama' has changed significantly now. Yes, we're energetic, but we're also elegant, eager for novel things and have a rational approach to investment," Chen stressed.
陳阿姨和沈阿姨都說，他們不喜歡被認為是大媽，因為這樣的女性通常被描繪成沒有受過教育、愛說閑話、目光短淺、魯莽的投資者。陳阿姨強調道：“隨著中國經濟的發展，’大媽‘的含義已經發生了很大的變化。是的，我們精力充沛，但我們也是優雅的。我們渴望新奇的東西，投資的時候也是理性的。”
Traditionally considered savers, wealthy older Chinese women, who now boast growing consumption power, have become targets for different marketers who wish to mine gold in the "dama economy."
曾經被認為是只存錢不花錢的大媽們，如今卻擁有日益增長的消費能力，也成為了希望從“大媽經濟”中掘一桶金的營銷人士的目標。
While travel agencies, such as CYTS and Ctrip, have launched personalized travel packages that include more shopping stops to appeal to the cohort, some industry players have also spotted plenty of opportunities in the most popular sport among dama: square dancing.
比如中青旅和攜程等旅行社推出了個性化的旅游套餐，其中包括更多的購物點，以吸引大媽們。而在大媽之間最流行的廣場舞中也有不少人發現了大量商機。
According to a report issued by e-commerce platform Taobao.com, the online monthly sales volume of square dance-related products such as clothes, shoes and audio products totaled 25 million yuan. Based on the figure, analysts estimated that the market for plaza dance-related products could be as large as 2 billion yuan every year.
根據淘寶網發布的一份報告，服裝、鞋和音響等廣場舞相關產品的在線月銷售額為2500萬元。根據這一數字，分析人士估計，廣場舞相關產品的市場規模每年可能高達20億元。
Almost all the dama the Global Times talked to said they dance in public squares at least twice a week during their spare time. Their obsession has given birth to apps that offer tutorials and provide a communication platform for middle-aged dancers, such as Tangdou Square Dance, which has been called the elderly version of the popular short-video platform Douyin.
幾乎所有GT采訪到的大媽都說，她們每周至少去廣場上跳兩次舞。大媽們對廣場舞的癡迷也催生出專門為中老年舞者提供輔導和交流平臺的應用程序，比如被稱為老年版抖音的糖豆廣場舞。
The app now has more than 200 million elderly users. To further make a profit, the app, based on its wide senior user base, is now exploring e-commerce models as well as other offline business models, such as dance training and tourism, Zhang Yuan, founder and CEO of Tangdou, told the Global Times.
目前，糖豆的老年用戶已超過2億。其創始人兼CEO張遠對GT表示，為了進一步盈利，他們目前正在探索電子商務模式和其他線下商業模式，如舞蹈培訓和旅游。
All industry insiders seemed to be thrilled to be capitalizing on the elderly cohort, whose spending power has largely been underestimated by the market.
所有業內人士似乎都很興奮地能夠通過老年人群體來賺錢，他們的消費能力在很大程度上被市場低估了。
"Maybe whoever wins the hearts of dama also wins the future," Jie said.
芥經理表示“或許贏得了大媽的心，才算贏得未來。”
所以，不要看不起廣場上跳舞的大媽，幾十年后我們都會成為大媽，為國家經濟做出巨大貢獻。什么，你說你是男的?沒關系，你會成為大媽旁邊遞水伴舞的大爺。
你怎么看待“大媽經濟”？
英文：Li Xuanmin
翻譯：A君
圖：網絡
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圖片來源@視覺中國
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