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A Retailer Breaks All the Rules
打破所有規則的零售商
Don Quijote won a cult following in Japan by giving local stores unprecedented control. Can that strategy work internationally?
日本的折扣連鎖店唐吉訶德，通過給予當地店鋪前所未有的控制權，贏得了日本人的推崇。如果在全球范圍應用這種策略，能否奏效？
Entering a branch of Don Quijote, the ubiquitous Japanese discount chain, can be a jarring experience.
唐吉訶德遍布日本各地，步入他的分店，可能會讓你有一種不愉快的感受。
At the entrance of every location is an array of exotic fish that would put many pet stores to shame.
在每家店的入口處都擺放著大量奇特的魚，這會讓許多寵物商店感到心生慚愧。
It might feel like a drugstore inside, with rows of obscure unguents—think cream for damaged skin made from fish roe—for sale.
你可能感覺它內部看起來像個藥店，放著一排排不起眼的軟膏，想象一下它會出售用魚子制成的治療受損皮膚的乳膏。
Go upstairs, and every floor takes on a different identity: a clothing shop with rows of kitschy shirts next to a boutique area with Coach bags, then an electronics shop that sells iPhone accessories as well as cassette tapes.
走到樓上看，每層都各具特色：服裝店中放著幾排時髦的襯衫，旁邊是一家出售包包的精品店，接著是一家出售蘋果手機配件和磁帶的電子商店。
For years, Don Quijote—an unclassifiable seller of everything from humidifiers to sex toys—has been a cult phenomenon in Japan, favored by the cashstrapped households of the so-called recession generation.
唐吉訶德不對商品進行分類，其出售的商品從加濕器到性玩具，應有盡有。多年來，唐吉訶德在日本一直備受手頭緊缺的家庭青睞，這些家庭是所謂的衰退的一代。
Now it's big business. Thanks largely to the discounter's rabid fan base, its parent company， Tokyo-based Pan Pacific International Holdings Corp., is on track to become Japan's fifth-largest retailer,
現在，這家折扣店已經發展成為大公司。得益于狂熱的粉絲群體，其位于東京的母公司泛太平洋國際控股公司，有望成為日本第五大零售商。
with revenue likely to reach 1.4 trillion yen ($12.5 billion) in the fiscal year ending June 30.
在截至于6月30日的財政年度里，其營業額有望達到1.4萬億日元（125億美元）。
That's a remarkable feat for a chain that barely sells online and does almost no conventional marketing.
對于幾乎未進行在線銷售，而且不怎么實施傳統營銷模式的連鎖店來說，這是一個了不起的壯舉。
Now Don Quijote is trying to come up with a strategy to take its unique formula across Asia, eyeing locations in Hong Kong, Indonesia, Malaysia, and the Philippines to add to recent experiments in Singapore and Thailand.
目前，唐吉訶德正試圖制定一項策略，讓其獨特的經營做法遍布亞洲。最近，他們在新加坡和泰國嘗試開辦新店，他們還將瞄準香港、印度尼西亞、馬來西亞和菲律賓等地。
Chief Executive Officer Koji Ohara and founder Takao Yasuda are betting that an only-in-Japan retail phenomenon can translate abroad and buck the trend toward online shopping that's hobbled merchants worldwide.
首席執行官Koji Ohara和創始人Takao Yasuda認為，可以把這種日本獨特的零售熱潮帶到海外，它將逆轉全球范圍內因網絡購物而陷入困境的零售商。
