2022年已迈入第四季度，此时全球贸易最关心的莫过于席卷大半个地球的能源危机给各国带来的经济和商业贸易变化。有着“神秘面纱”著称的沙特阿拉伯王国在王储“2030愿景（Vision 2030）”的推动和全球大环境影响下，传统的沙特社会和消费风向也在发生着翻天覆地的变化。
As we enter the fourth quarter of 2022, we are most interested in the economic and commercial changes that the energy crisis sweeping half the world is bringing to countries. The Kingdom of Saudi Arabia, known for its "veil of secrecy", is also undergoing a radical change in traditional Saudi society and consumer trends, driven by Vision 2030.
现在，我们就来盘点一下，沙特王国今年的消费风向和转变，预测沙特市场年终旺季有哪些掘金机会？
Now, let's take a look at the recent consumer trends and shifts in Saudi Arabia, and predict what opportunities there are for the year-end peak season in the Saudi market.
1
‘最富’称号屹立不倒，消费能力依然在线
'Richest' title stands, spending power still online
全球经济整体呈现低迷，沙特在逆风中增长
Saudi grows amidst headwinds as the global economy as a whole shows a downturn
国际货币基金组织IMF预估，得益于欧盟降低对俄罗斯能源依赖带来的订单转移效应，沙特阿拉伯2022年的经济增长率预计高达7.6%。沙特人均GDP也或将由2021年的2.35万美元，大幅提升至2022年的2.8万美元左右。10月31日，沙特也公布了三季度GDP初值同比提升达8.6%。
The IMF estimates that Saudi Arabia's economic growth rate is expected to be as high as 7.6% in 2022, thanks to the order-shifting effect of the EU's reduced energy dependence on Russia. Saudi Arabia's GDP per capita is also expected to rise sharply from US$23,500 in 2021 to around US$28,000 in 2022. on 31 October, Saudi Arabia also reported an 8.6% year-on-year rise in preliminary GDP for the third quarter.
来源：环球时报，侵删
通货膨胀环境下，消费者趋向“理智”消费
More sensible spending in an inflationary environment
虽然沙特消费者消费能力高，但在全球通货膨胀影响下，当地食品和运输成本的上涨，沙特阿拉伯8月份的消费者价格上涨了3%。“再有钱也不能乱花钱”沙特消费者因此趋向“理智”消费。
根据Twitter 中东和北非研究负责人Walid Issa表示，“Twitter2022年趋势报告发现，沙特阿拉伯的用户更加自觉地节俭消费。在高通胀时代，节俭是新生活的标志。”在2022年ASDA'A BCW阿拉伯青年调查中也显示，影响他们下单的关键性因素是：质量、折扣和免费送货。
同时，Twitter趋势报告中也分享了在白色星期五期间，沙特消费者网购平台和商品类别倾向。
数据来源：
数据来源：
Consumer prices in Saudi Arabia rose by 3% in August as local food and transport costs rose amid global inflation. "No more money, no more spending" Saudi consumers are spending more sensibly.
According to Walid Issa, head of research for the Middle East and North Africa at Twitter, "The Twitter 2022 Trends report found that users in Saudi Arabia are becoming more conscious of their frugal spending. In an era of hyperinflation, frugality is a sign of a new life." The ASDA'A BCW Arab Youth Survey 2022 also revealed that the key factors influencing their orders are: quality, discounts and free shipping.
Also, the Twitter Trends report shares the tendency of Saudi consumers to shop online during White Friday by platform and category of goods.
2
“摩登”消费风向愈演愈烈
The trend towards modern consumerism is gaining momentum
社媒营销是博沙特人民眼球的流量密码
If you know social media marketing, you can win the attention of the Saudi people
据相关数据表示，沙特基本上人人是网民，几乎所有人都在使用社交平台。
沙特的互联网覆盖率非常高，截止2022上半年，沙特的互联网用户约为3500万，互联网渗透率达到98%。现在，通过直播和短视频销售跟客户粘度越发明显，沙特也不例外，根据D2C出海营销数据，沙特社交用户数量已达 2,930 万，占总人口的 82.3%。
来源：
According to relevant data, basically everyone in Saudi is an internet user, and almost everyone uses social networking platforms.
Saudi has a very high Internet coverage, as of the first half of 2022, Saudi Arabia's Internet users are about 35 million, Internet penetration rate reached 98%. Now, the viscosity with customers through live and short video sales is becoming more and more obvious, and Saudi is no exception. According to D2C outbound marketing data, the number of social users in Saudi Arabia has reached 29.3 million, accounting for 82.3% of the total population.
当然，进行社媒营销，无论如何都必须坚守政策、宗教和信仰等因素的“文化红线”。如需了解沙特社媒政策请点击：说错一句话就可能坐牢？沙特社交营销注意事项，超强整理必收藏！
Of course, the 'cultural red line' of policy, religion and beliefs must be adhered to in all cases.
接受度上升，鼓励多元化文化共存
Acceptance on the rise, encouraging coexistence of foreign cultures
众所周知，沙特是以伊斯兰教主导的国家，沙特对国际的节日参与度只能说是“凑热闹”。但随着“2030愿景（Vision 2030）”提出，沙特社会越发开放和包容。
自从2021年，万圣节成为沙特首个可以公开庆祝的异教节日。在Google search的数据中，“万圣节”这一搜索趋势在2021年同比增长了40%。据纽约时报媒体报道，今年的万圣节，商场和超市随处可见万圣节装饰品和南瓜的身影。
As we all know, Saudi Arabia is a predominantly Islamic country and its participation in international festivals can only be described as 'join in the fun'. But with Vision 2030, Saudi society is becoming more open and inclusive.
Since 2021, Halloween has been the first pagan holiday to be celebrated publicly in Saudi Arabia. According to Google search, the search trend for "Halloween" has increased by 40% year-on-year in 2021. According to the New York Times media, Halloween decorations and pumpkins are everywhere in malls and supermarkets this year.
数字支付成沙特人消费“新常态”
Digital payments are the "new common condition" for Saudi spending
沙特支付公司Mada和Visa发布了一项关于大流行对沙特消费者支付行为的影响的调查，结果显示，当他们在商店购物时，77%的人使用数字支付而不是现金，其中大多数使用非接触式卡 (56%) 和移动钱包 (60%)。对于喜欢网购的受访者，62%的受访者表示自己使用卡或数字钱包进行货到付款。即使是在疫情过后，依然超一半消费者选择使用非接触式支付。
Saudi payments companies Mada and Visa have released the results of a survey on the impact of the pandemic on Saudi consumers' payment behaviour, showing that 77% of people use digital payments rather than cash, with the majority using contactless cards (56%) and mobile wallets (60%). For respondents who prefer to shop online, 62% said they use a card or digital wallet for cash on delivery. Even after the outbreak, more than half of consumers still choose to use contactless payments.
3
旅游酒店行业发展势头强劲
Strong growth in the travel and hospitality sector
“2030愿景（Vision 2030）”最主要的目标便是促进经济多元化，而发展旅游业是其中重要一环。近年来，沙特持续开发旅游景点和设施，丰富文化娱乐项目，陆陆续续推出了包括红海旅游、欧拉古城、尼欧姆旅游等等超大型旅游项目。
联合国世界旅游组织近日发布的报告显示，今年7月，沙特阿拉伯吸引的入境国际游客人数比2019年7月增长121%，成为全球主要经济体中旅游业恢复最快的国家之一。今年年末，国际赛事卡塔尔世界杯又要来了，作为最佳观赛周边国之一的沙特，带来的旅游酒店业务效益可想而知。
来源：
Vision 2030's main objective is to diversify the Saudi economy and tourism is a key part of this. In recent years, Saudi Arabia has continued to develop its tourist attractions and facilities, enriching its cultural and entertainment offerings and launching mega-tourism projects including Red Sea tourism, the ancient city of Eura and Niyom tourism.
The United Nations World Tourism Organization recently released a report showing that in July this year, Saudi Arabia attracted 121% more inbound international tourists than in July 2019, making it one of the fastest recovering countries in the world's major economies in terms of tourism. With the international tournament Qatar World Cup coming up again at the end of this year, the benefits of tourism and hotel business from Saudi Arabia, one of the best countries to watch the tournament in the vicinity, can be imagined.
小结/Conclusion
“2030愿景（Vision 2030）”逐步改革开放更多国际贸易政策，影响沙特消费习惯和风向走向积极转变，是我们进入沙特市场探索新发展的重要时机。
Vision 2030's progressive reform and opening up of more international trade policies has influenced a positive shift in Saudi consumer habits and winds, making it an important time for us to enter the Saudi market and explore new developments.
