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Man: Good morning. In today's class we'll be comparing two supermarket chains whose futures are looking very different at the moment. First of all, the Williams chain.
男子：同學(xué)們?cè)缟虾谩＝裉欤覀儊?lái)對(duì)比兩個(gè)當(dāng)前看來(lái)前景大有不同的超市連鎖品牌。首先是威廉姆斯連鎖超市。
Sharon Tucker joined Williams two years ago as Sales Director, taking over as Chief Executive three months later. The company was struggling. Sales growth was fading away, and profits were falling. Its strategy of focusing on redesigning stores was doing nothing to boost sales. In short, Williams had lost its way.
莎倫·塔克爾兩年前加入威廉姆斯擔(dān)任銷(xiāo)售總監(jiān)，三個(gè)月后接任CEO。當(dāng)時(shí)超市已經(jīng)舉步維艱。業(yè)績(jī)下滑，利潤(rùn)也在縮水。其集中精力重新設(shè)計(jì)分店的策略也絲毫沒(méi)能起到提高銷(xiāo)售額的作用。簡(jiǎn)而言之，威廉姆斯已經(jīng)開(kāi)始走下坡路了。
After just one year under Tucker's leadership, it's regained its confidence, and with good reason. Sales have been rising for fifteen months, starting almost as soon as she walked in the door. They're up by five per cent in the last six months, excluding new space, with profits over the same period rising by ten per cent. And the company claims to have attracted a million new customers.
然而，塔克爾接手一年，超市就重振旗鼓了，而且有充分的理由。銷(xiāo)售額一連增長(zhǎng)了15個(gè)月，而且?guī)缀跏菑乃齽偧尤霑r(shí)就開(kāi)始增長(zhǎng)了。過(guò)去的六個(gè)月里，超市的銷(xiāo)售額增長(zhǎng)了5%，還不包括新店的業(yè)績(jī)，利潤(rùn)同期增長(zhǎng)10%。超市還表示，除了這些利潤(rùn)，它們還吸引了100萬(wàn)的新客戶(hù)。
Tucker came from the American chain Hurst's, and her experience there persuaded her that everyday low pricing, the strategy pursued by that giant and by most of the British supermarket groups, wouldn't work for a small player like Williams. Its larger rivals could too easily undercut it.
塔克爾出身美國(guó)連鎖超市品牌赫斯特，經(jīng)驗(yàn)告訴她，每日低價(jià)的策略，也即郝斯特及大多數(shù)英國(guó)的連鎖超市集團(tuán)都采納的策略，在威廉姆斯這種小超市品牌這里根本行不通。其他大品牌要想跟它進(jìn)行低價(jià)競(jìng)爭(zhēng)簡(jiǎn)直易如反掌。
Instead, she decided to use a high-low strategy, which is generally known as loss-leading. The technique's familiar: cut the price of twenty or so selected items each week. The radical part came in the implementation.
于是，塔克爾決定采用高/低價(jià)格策略，更通俗的說(shuō)法是"虧本銷(xiāo)售定價(jià)策略"。這一手法大家已經(jīng)很熟悉了：每周挑選20種左右的商品進(jìn)行促銷(xiāo)。好戲還在后頭。
