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Amazon gets physical
亞馬遜實體化
Jeff & Andy’s
杰夫和安迪的
The e-commerce giant wants to build department stores.
這家電商巨頭想要建造百貨商店。
“The world wants you to be typical… Don’t let it happen,” Jeff Bezos warned in April in his last annual shareholder letter as CEO of Amazon.
今年4月，杰夫·貝佐斯在擔任亞馬遜首席執行官期間的最后一封年度股東信中警告稱：“這個世界希望你是典型性的……不要讓這種事發生。”
Hence bewilderment that his e-empire is to adopt a retail format that is very typical indeed: the department store.
因此，令人困惑的是，他的電子帝國將采用一種非常典型的零售模式：百貨商店。
Having helped drive many chains out of business, it is now eyeing the format to boost its own retail fortunes.
在致使許多連鎖店倒閉之后，它現在正著眼于用這種模式來增加自己的零售財富。
As a company, Amazon is entering a more mature phase.
作為一家公司，亞馬遜正進入一個更加成熟的階段。
Now with a new chief executive, Andy Jassy, it is being forced to recognise that pure e-commerce has limits.
如今，在新任首席執行官安迪·雅西的帶領下，亞馬遜被迫承認，純粹的電子商務有其局限性。
It is also facing fresh competition from conventional retailers like Walmart and Target that are belatedly showing that they, too, can do the internet well.
它還面臨著來自沃爾瑪和塔吉特等傳統零售商的新競爭，這些零售商姍姍來遲地表明，他們也可以把互聯網做得很好。
Amazon’s high-street presence is small.
亞馬遜在商業街上的存在規模很小。
Since 2015 it has opened 24 bookshops in America.
自2015年以來，它已經在美國開了24家書店。
Its 30 “4-star” shops, which stock items customers rate highly, function like a walk-in website.
它的30家“四星級”商店，售賣客戶評價很高的商品，運行模式像一個步入式網站。
Whole Foods, an upmarket grocer it bought in 2017, contributes the bulk of its physical-store revenues, which accounted for just 4% of Amazon’s total sales in the most recent quarter.
亞馬遜在2017年收購的高端食品商全食超市貢獻了其實體店收入的大部分，而全食超市在最近一個季度的銷售額僅占亞馬遜總銷售額的4%。
Its new Amazon Fresh grocery chain and Amazon Go cashierless stores barely chip in.
新成立的亞馬遜生鮮連鎖超市和亞馬遜Go無收銀員商店幾乎都沒有貢獻。
So the new 30,000-square-foot (2,800-square-metre) retail spaces it is reportedly envisaging mark a departure.
因此，該公司據說正在設想的3萬平方英尺(2800平方米)零售空間標志著一種顛覆。
Amazon has neither confirmed nor denied its plans.
亞馬遜既沒有證實也沒有否認其計劃。
But leaked details on the stores’ size and locations suggest substance behind the reports.
但泄露出的有關門店規模和位置的細節表明，這些傳聞背后確有其事。
The first are to open in California and Ohio.
第一批將開在加州和俄亥俄州。
If they go well, Amazon is expected to roll out more.
如果進展順利，亞馬遜預計將開設更多門店。
Why invest in the high street just as covid-19 has lifted e-commerce?
為什么要在新冠疫情推動電子商務發展的同時投資商業街呢？
The growth rate of sales on Amazon’s platforms, including third parties, had slowed before the crisis, from nearly 30% a year to below 20%.
亞馬遜平臺(包括第三方平臺)的銷售額增速在疫情危機前就已經放緩，從每年近30%降至20%以下。
The trend reasserts itself as people return to shops.
隨著人們重返商店，這一趨勢再次顯現。
In the past quarter Amazon’s own online sales grew by only 16%, short of investors’ (muted) expectations.
上個季度，亞馬遜自己的在線銷售額僅增長了16%，低于投資者(本就不高的)預期。
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