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Yang Xiaoxing, a female white-collar worker in Beijing, is preparing for the Black Friday event with a new dual currency credit card.
杨小兴是一位在北京工作的女白领，她准备在黑色星期五时用刚办的双币种信用卡购物。
"Since all the foreign brands that I am looking for are up for sale during Black Friday, I am ready to splurge," said Yang, who said she felt that most of the items sold during China's Nov 11 online shopping festival were either too ugly or too expensive.
“因为黑色星期五当天我想买的外国品牌都会打折，所以我要买买买。”杨小姐说。她认为中国双十一网上购物的商品不是太难看就是太贵。
Customers such as Yang are exactly what cross-border e-commerce companies in China are targeting, as global shopping festivals like Black Friday are gaining ground with online shoppers who have higher demands for quality and brand reputation.
跨国电商所针对的人群都是像杨小姐这样的顾客。黑色星期五这样的购买节日吸引了越来越多对商品质量和品牌知名度要求较高的消费者。
The shopping festival, which starts on Thursday, marks the beginning of the Christmas shopping season in the United States and other Western countries and is a period when retailers offer massive discounts to attract consumers.
购物狂欢节将在周四开始，这也是美国和西方国家的圣诞购物季的开端。在这段期间，卖方会给出很大的折扣吸引消费者。
Shanghai-based cross-border e-commerce site ymatou.com said it wants to ensure that Chinese online shoppers can get the same deals that their Western counterparts enjoy during Black Friday.
总部在上海的跨国电商网站洋码头表示，希望在黑色星期五这天，能够保证在线购物者能同在国外购物的消费者花一样的价钱买到相同的物品。
"There is huge demand in China for imported goods," said Zeng Bibo, chief executive officer of ymatou.com.
“中国的进口商品购买力惊人。”洋码头网站的首席执行官曾碧波说。
Ymatou.com is not alone in targeting Chinese shoppers. Online retail giant Amazon.com's China unit is wooing customers with more overseas products and cheaper shipping costs. E-commerce giant Alibaba's Tmall Global is planning a special sales event for Black Friday.
洋码头网站并不是独一份。在线零售巨人亚马逊中国也用进口产品和便宜的运费吸引中国消费者。电商巨人阿里巴巴天猫国际也计划着在黑色星期五当天搞一些特别打折活动。
Part of the reason that retailers are vying with each other to attract cross-border shoppers stems from the slower growth rates for online shopping in China, said Wang Xiaoxing, an analyst with Internet consultancy Analysys International.
王小星是易观国际的分析师，他认为，零售商竞争吸引跨国消费者的根源还是在于中国网络购物的增长率缓慢。
