爱思英语编者按：15日，支付宝发布“个人年度对账单”。天蝎男和水瓶女成为消费之王。天蝎男人均花费14206元；天马行空的水瓶女人均消费15095元，接下来是天蝎女和摩羯女。最爱在网上刷信用卡的则是水瓶男和天蝎女，人均刷卡7100元和8750元。

支付宝年度全民账单：天蝎男水瓶女是消费王

今年的支付宝年度对账单对十二星座的消费观做了梳理。从人均年消费额来比较，天蝎男在十二星座的男性当中排名第一，一年人均花掉了14206元，排名第二的是霸气的狮子座，一年人均花掉了13929元；可 接下来竟然是一向克制的魔羯男，在去年的人均年消费额也达到13893元，他们很可能是看中了网上支付省时省力的特点，点点鼠标，购物都是按秒来完成，可以帮助他们生活得更有效率。在女士方面，爱买啥就买啥的水瓶女排名第一，人均年消费额为15095元，接下来是天蝎女和魔羯女，看来网 络支付对于爱购物、有目标和重效率的人群都是一大利器。在信用卡还款方面，风风火火的白羊男和温柔的天秤女分列男女的第一。

延伸阅读：男女购物方式有何不同？

Stores are finally recognizing what seems like a basic fact of retail: Men and women shop differently。

各商家终于意识到显然是零售业基本事实的一点──男性与女性的购物方式各有不同。

Faced with increasing competition from online retailers, some bricks-and-mortar retailers are embracing a practice known as gender-based selling, where stores aim to lure men and women to shop by focusing on their differences. Knowing that men hate to browse, a store may group all its men's products in one location close to the entrance, and knowing women like suggestions, it may train associates to offer product alternatives。

面对来自网上零售店日益激烈的竞争，一些实体零售店开始采纳一种被称为“性别营销”的做法，通过重点关注男性与女性消费者的不同特点来吸引他们购物。知道男性讨厌闲逛，商店便可把所有男性产品放在靠近入口处的售货区；知道女性喜欢征求别人的意见，商店便可培训导购员来推荐其他产品。

While some retailers are hesitant about a sales strategy that essentially says to treat men and women differently, others have embraced it as a progressive model to offer the best customer experience。

有些零售商对这种本质上主张区别对待男女顾客的销售策略心存疑虑，有些零售商则接受了它，认为它是一种为顾客提供最佳购物体验的先进的销售模式。

'The traditional sales model, where you treat every single person like an average consumer, doesn't make any sense,' says Barbara Kahn, director of the University of Pennsylvania's Jay H. Baker Retailing Center, which published one of the first studies on gender differences in the shopping experience. The study found women are most affected by personal interactions with sales associates, while men are affected by pragmatic factors, like the availability of products and parking spaces。

宾夕法尼亚大学(University of Pennsylvania)杰?H?贝克零售研究中心(Jay H. Baker Retailing Center)的主任芭芭拉?卡恩(Barbara Kahn)说，“传统销售模式把每一个人都当作普通消费者对待，这是不合情理的。”卡恩也是率先发表有关男女消费者购物区别的研究论文的研究者之一，该研究发现女性最容易受到与销售员的交流的影响，男性则会受到实用因素的影响，例如商品是否有货和是否有停车位等。

'Women are risk-averse, and will want to know more about the features and benefits of the product,' says Delia Passi, CEO of WomenCertified, a research and consumer advocacy group. Making the store experience more interactive -- 'touching a fabric, staging it with matching bags -- will prompt [a woman] to want to buy more.'

研究机构及消费者权益倡导机构WomenCertified的首席执行长迪莉娅?帕西(Delia Passi)称，“女性倾向于规避风险，希望了解有关产品的特点和优势的更多信息。”让购物经历更具互动性，比如说“触摸一块面料，把它与相配的包包搭在一起展示，会促使(女性)购买更多商品。”

Men, on the other hand, just want to know where the product is and they 'want their areas clearly defined,' Ms. Passi says. To men, the worst outcome is to walk out of a store empty-handed, she says. Ms. Passi says requests for her company's training in gender-based selling have increased tenfold over the past decade. Her clients range from apparel retailers to automotive companies。

帕西说，与此不同，男性消费者只想知道产品的位置，他们“希望自己的(购物)区域得到明确界定。”对男性而言，最糟的结果便是两手空空走出商店。她还说，过去十年来，其公司收到的提出参加性别营销培训的要求增加了十倍。其客户包括从服装零售商到汽车公司在内的各类企业。