经济学人302:零售业 传统采购与网购

　　Business
商业报道
Retailing²
零售业
The raw and the clicked
传统采购与网购
Grocery has so far resisted the rise of online shopping. That may be about to change
杂货店可能将无法再抵制住网购的盛行
THERE is a huge difference between being late and being too late, said Dalton Philips, the boss of Morrisons, on November 21st, as he announced the launch of the British grocer's online-shopping service.
莫里森公司的老总菲利普于11月21日宣布实行英国杂货店商网购服务，并且说道：迟了和太迟了之间有着很大差别。
Morrisons' competitors have been selling broccoli³ and baby food via the internet for more than a decade.
莫里森公司的竞争对手已经通过网络销售花椰菜和婴幼儿食品长达十多年了。
2_副本.jpgBritain's fourth-largest grocery chain had shunned⁵ e-commerce as a profit-sapping distraction⁶.
英国第四大百货连锁店一直将电子商务视作其利润的瓜分者并加以规避。
It paid with falling market share and the defection of some of its best customers to Tesco, the country's biggest grocer, and Ocado, an online-only supermarket.
而代价是不仅丢失了市场份额，也失去了它们最好的客户。这些客户转而投向英国最大的食品杂货商乐购公司和只做网上超市的Ocado公司。
Morrisons' change of heart will be noticed beyond Britain.
莫里森公司的回心转意将会引起英国以及以外的关注。
Grocery is the biggest category in retailing but the most resistant⁷ to the advance of online shopping.
食品杂货是零售业中最大的一类，但也是最抵制网上购物发展的一类。
Even in Britain, where it has gone furthest, it may account for just 5% of sales this year.
即使是在英国，网上购物也已经发展很久了。可能会占到今年总销售额的5%。
But it is growing fast everywhere.
这种迅速发展的网购势头随处可见。
The Boston Consulting Group expects the global market to grow from 36 billion this year to 100 billion by 2018.
波士顿咨询集团预计截止到2018年，全球的市场将会从今年的360亿美元增长到1000亿美元。
Grocers have held back for good reasons.
杂货商放慢脚步是有原因的。
Like many bricks-and-mortar merchants they fret⁸ that online commerce will shrivel sales in stores but not the costs associated with them.
很多实体商铺的老板担心在线商务会其他们的销售额下降，但是却不会降低其相应的成本。
Grocery, with its tiny profit margins⁹, adds complications.
作为收益颇微的食品杂货更使这一情况变得雪上加霜。
Virtual shopping-carts contain dozens of low-value items, which must be stored at different temperatures.
虚拟的购物车中包含着很多低价值的物品，这些物品都需要在不同温度的环境中储存。
Retailers¹¹ can either get in-store staff to pick them off the shelves, which becomes disruptive as volumes rise, or build dedicated¹² warehouses¹³, which is costly¹⁴. So are home deliveries: even in thickly settled Britain each one costs grocers around 10, but shoppers typically pay little more than 3.
零售商们只能要要店里的员工把它们挑拣下架，然而数量一多就变得凌乱不堪；或者是花巨资建立专门的仓库。送货上门也是这样：即使是在人口密集的英国，每个物品也将花去杂货商10英镑，然而购物者却只需要为此支付不到3英镑的费用。
Consumers are also wary¹⁵.
消费者也感到担心。
Many want to examine fresh produce before they buy it.
他们很多人想要在购买之前先检查生鲜农产品。
They recoil¹⁶ when online grocers deliver substitutions instead of what they ordered.
当他们收到的物品不是他们订购的而是在线杂货商发出的替代品时，他们会撤销订单。
Many shoppers try grocery websites but get discouraged, says David Shukri of the Institute of Grocery Distribution in London.
伦敦超市物流研究所的大卫说道：很多人试图通过杂货商的网站退货但是‘屡屡受挫'。
Among pioneers there have been spectacular wipeouts.
在众多先驱者当中，有很多全军覆没。
California's Webvan expanded at breakneck speed, pampered¹⁷ customers with services like home delivery within half-hour slots, lost control of costs and collapsed¹⁸ in 2001.
其中位于加州的Webvan公司以极快的速度扩张业务，为消费者们提供半小时送货上门的服务，导致其无法控制成本，最终于2001年倒闭。
Its demise¹⁹ deterred²⁰ imitators.
这一教训使很多后来的模仿者望而却步。
In Britain Ocado has yet to make much money after more than a decade.
在英国，Ocado公司在经营10多年后还没有多少盈利。
Tesco claims its online operation, with nearly half the British market, is profitable.
乐购声称其占据了英国将近一半市场的网上业务是有利可图的。
But it uses murky²¹ accounting²² for the cost of stores, where much of the produce is picked, says Andrew Gwynn of Exane BNP Paribas, an investment bank.
但是Exane BNP巴黎投资银行的安德鲁?格温表示，该公司在对很多提供农产品的店面进行成本计算时采用了模糊化处理。
Yet to shun⁴ online is to risk losing grocers' best customers, prosperous families and those with children.
但是回避网络意味着将失去很多杂货店的最佳消费人群。
It really is a prisoner's dilemma²⁴ and you can't afford not to play, says Chris Biggs of BCG.
比如那些富裕的以及有孩子的家庭。波士顿咨询集团的克里斯?比格斯表示：这真是一个如困兽般进退两难的地步，你无法承担不参与其中所带来的损失。
Guess who's delivering dinner
猜猜谁在给我们提供晚餐
In America, today's Webvans look sturdier.
在美国，今天的Webvans公司看上去很坚实。
Peapod, the biggest American online grocer, acts as the internet arm of the Giant and Stop & Shop chains; all are part of Ahold, a Dutch giant.
美国最大的在线杂货商豆荚公司，充当了Stop & Shop连锁店巨头在互联网中的左膀右臂；而它们都是荷兰巨头阿霍德集团的一部分。
It has shown a flair²⁵ for innovation: Peapod's customers can buy by scanning images of products on delivery lorries and coffee cups with their mobile phones.
该企业充分表示了其创新性：豆荚公司的客户可以用手机扫描送货车或是咖啡杯上的商品图片来购买相应产品。
Lazy Manhattanites have been ordering Thanksgiving feasts from FreshDirect, the second-largest online grocer, which is partly owned by Morrisons. Both ventures prosper²³ because they cater²⁶ to well-off families, largely in cities.
慵懒的曼哈顿人已经开始通过FreshDirect公司来订购感恩节大餐了。该公司是全美第二大在线杂货商，莫里森公司拥有其部分股份。由于这些服务的对象大多是城市里富裕的家庭，因而这些新兴服务都很成功。
American behemoths are unlikely to leave the field to specialists.
美国的巨头公司们也不会袖手旁观，把机会让给业内行家。
Amazon began fresh-food deliveries in Seattle in 2007 and in Los Angeles last year.
2007年，亚马逊在西雅图就开始它们的生鲜运送业务，去年发展到洛杉矶。
It is expected to add maybe 20 cities in 2014, some abroad.
它们预计到2014年将会把业务拓展到20个城市，包括海外城市。
Traditional grocery chains will respond.
传统的食品杂货连锁店也会对此作出反应。
They are determined²⁷ not to repeat the mistakes other sorts of retailers made at the turn of the century, when they were too afraid of Amazon, says Robert Hetu of Gartner, a technology-research firm.
一家技术研究公司的罗伯特表示: 它们决心不会重蹈覆辙，重复其它零售商在世纪之交时犯的错误，它们那时过于惧怕亚马逊。
Safeway, the second-largest supermarket chain in North America, is the only one besides Ahold with a substantial online operation.
北美地区第二大连锁超市Safeway公司是除了阿霍德集团外的唯一一家拥有大量网购业务的公司。
Walmart, the world's biggest retailer¹⁰, remains²⁸ hesitant.
全球最大的零售商沃尔玛公司仍持观望态度。
Neil Ashe, its head of e-commerce, has questioned whether the chain's budget-minded customers want groceries delivered.
其电子商务主管阿西亚对它们那些精明的客户是否需要食品杂货运送服务表示质疑。
But this may be changing. A pilot project in San Francisco and San Jose is being extended to Denver.
但是他可能改变想法。在旧金山和圣何塞的试点项目正扩展到丹佛。
Walmart Labs in Silicon²⁹ Valley has imported many of the people who developed the online-grocery business at Asda, its British subsidiary.
沃尔玛在硅谷的实验室先后引进许多在其英国子公司阿斯达开发网上杂货业务的人。
On November 25th Walmart said that its new chief executive would be Doug McMillon, who as head of the international operation is responsible for Asda.
沃尔玛于11月25日表示将任命阿斯达国际化经营的负责人麦克米伦为其首席执行官。
He may speed Walmart's halting American effort.
他可能会加速沃尔玛网络业务的进程。
If a big American retailer plunges³⁰ in, others will take it seriously and the market will expand rapidly, says Mr Biggs.
比格斯先生，如果一家美国零售巨头进来分一杯羹的时候，其它企业就都认真起来了，市场将很快被拓展。
With luck, the newcomers will avoid the mistakes of earlier stumblers.
如果运气好的话，这些新来的可以避免早期失足者的错误。
Where internet grocery is still immature³¹, supermarkets can encourage shoppers to click and collect from stores rather than spoil them with home delivery.
网上超市还很不成熟，超市可以鼓励顾客从商店点击领取，而不是送货上门的方式。
A likelier model for sprawling³², car-crazy America is France, where shoppers pick up groceries from drive-through supermarktes.
对于一个汽车泛滥的美国来说，法国的做法可能是美国模仿的对象。
As volumes rise, picking will shift to shopperless dark stores and to automated³³, super-efficient fulfilment centres like Ocado's.
在那里购物都是从免下车超市自行选取商品。随着业务量的上升，选购的方式可能慢慢演化成看不见人流的隐形商店，并逐渐变成类似于Ocado的高效、自动化物流中心。
BCG reckons that shoppers who become online converts spend 30% more.
波士顿咨询集团估计，成为网上购物者将多消费30％以上。
Another boon³⁴ is that distribution centres on cheap land consume less capital than urban stores.
另一福音是在廉价地区的分配中心的花销比市区门店的少。
Online grocers can thus earn a decent return on capital even with thin operating margins, Mr Gwynn says.
因此，温格说，网上杂货店可以赚取可观的回报即使利润微薄。
He expects Ocado, which will share its second fulfilment centre with Morrisons, to achieve its first proper profit next year.
他预计Ocado公司，这将与莫里森公司共享其第二物流中心，于明年实第一次实现适当的利润。
But as more consumers do their bulk buying online, and grocers start shutting their bigger urban stores, there will be a lot of large retail¹ properties looking for new tenants³⁵.
但随着网购消费者的增多做，杂货店开始关闭其更大的市区门店，这样以来就会有很多的大型零售物业寻找新的租户。
Morrisons does not have the luxury of starting slowly.
莫里森承受不起慢慢来的巨大代价。
It hopes to make up for its late start by entrancing shoppers.
它希望让客户沉迷于其开展的业务以弥补起步较晚的劣势。
It will post frank ratings of its produce to build trust, a trick learnt from FreshDirect.
它们将发布产品的信用评级制度，这是从FreshDirect学到的。
If a customer doesn't like the look of the fresh food delivered to her door, she can send it back and claim a voucher³⁶.
如果客户对送到她们门口的新鲜食品不满意，她们可以要求退货并索要发票。
Isn't this the sort of coddling that wrecked³⁷ Webvan?
这会不会像Webvan公司那样过分纵容消费者呢？
No, says Mr Philips, for three reasons: Morrisons will exploit its buying power, its emphasis on fresh food brings relatively³⁸ high margins and it will piggyback on Ocado's operations.
不会，飞利浦先生认为有三个原因：莫里森将利用其购买力，为购买新鲜食物带来相对较高的利润率，同时也会捎带开展Ocado的业务。
The latecomer will beguile³⁹ shoppers.
后来者会欺骗消费者，
It may be harder to charm shareholders⁴⁰.
也将更难讨好股东们。

1 retail   

v./n.零售；adv.以零售价格

参考例句：

• In this shop they retail tobacco and sweets.这家铺子零售香烟和糖果。
• These shoes retail at 10 yuan a pair.这些鞋子零卖10元一双。

2 retailing   

n.零售业v.零售(retail的现在分词)

参考例句：

• career opportunities in retailing 零售业的职业机会
• He is fond of retailing the news. 他喜欢传播消息。 来自《简明英汉词典》

3 broccoli   

n.绿菜花，花椰菜

参考例句：

• She grew all the broccoli plants from seed.这些花椰菜都是她用种子培育出来的。
• They think broccoli is only green and cauliflower is only white.他们认为西兰花只有绿色的，而菜花都是白色的。

4 shun   

vt.避开，回避，避免

参考例句：

• Materialists face truth,whereas idealists shun it.唯物主义者面向真理，唯心主义者则逃避真理。
• This extremist organization has shunned conventional politics.这个极端主义组织有意避开了传统政治。

5 shunned   

v.避开，回避，避免( shun的过去式和过去分词 )

参考例句：

• She was shunned by her family when she remarried. 她再婚后家里人都躲着她。
• He was a shy man who shunned all publicity. 他是个怕羞的人，总是避开一切引人注目的活动。 来自《简明英汉词典》

6 distraction   

n.精神涣散，精神不集中，消遣，娱乐

参考例句：

• Total concentration is required with no distractions.要全神贯注，不能有丝毫分神。
• Their national distraction is going to the disco.他们的全民消遣就是去蹦迪。

7 resistant   

adj.(to)抵抗的，有抵抗力的

参考例句：

• Many pests are resistant to the insecticide.许多害虫对这种杀虫剂有抵抗力。
• They imposed their government by force on the resistant population.他们以武力把自己的统治强加在持反抗态度的人民头上。

8 fret   

v.(使)烦恼；(使)焦急；(使)腐蚀，(使)磨损

参考例句：

• Don't fret.We'll get there on time.别着急，我们能准时到那里。
• She'll fret herself to death one of these days.她总有一天会愁死的.

9 margins   

边( margin的名词复数 )； 利润； 页边空白； 差数

参考例句：

• They have always had to make do with relatively small profit margins. 他们不得不经常设法应付较少的利润额。
• To create more space between the navigation items, add left and right margins to the links. 在每个项目间留更多的空隙，加左或者右的margins来定义链接。

10 retailer   

n.零售商(人)

参考例句：

• What are the retailer requirements?零售商会有哪些要求呢？
• The retailer has assembled a team in Shanghai to examine the question.这家零售商在上海组建了一支团队研究这个问题。

11 retailers   

零售商，零售店( retailer的名词复数 )

参考例句：

• High street retailers reported a marked increase in sales before Christmas. 商业街的零售商报告说圣诞节前销售量显著提高。
• Retailers have a statutory duty to provide goods suitable for their purpose. 零售商有为他们提供符合要求的货品的法定义务。

12 dedicated   

adj.一心一意的；献身的；热诚的

参考例句：

• He dedicated his life to the cause of education.他献身于教育事业。
• His whole energies are dedicated to improve the design.他的全部精力都放在改进这项设计上了。

13 warehouses   

仓库，货栈( warehouse的名词复数 )

参考例句：

• The whisky was taken to bonded warehouses at Port Dundee. 威士忌酒已送到邓迪港的保稅仓库。
• Row upon row of newly built warehouses line the waterfront. 江岸新建的仓库鳞次栉比。

14 costly   

adj.昂贵的，价值高的，豪华的

参考例句：

• It must be very costly to keep up a house like this.维修这么一幢房子一定很昂贵。
• This dictionary is very useful,only it is a bit costly.这本词典很有用，左不过贵了些。

15 wary   

adj.谨慎的，机警的，小心的

参考例句：

• He is wary of telling secrets to others.他谨防向他人泄露秘密。
• Paula frowned,suddenly wary.宝拉皱了皱眉头，突然警惕起来。

16 recoil   

vi.退却，退缩，畏缩

参考例句：

• Most people would recoil at the sight of the snake.许多人看见蛇都会向后退缩。
• Revenge may recoil upon the person who takes it.报复者常会受到报应。

17 pampered   

adj.饮食过量的，饮食奢侈的v.纵容，宠，娇养( pamper的过去式和过去分词 )

参考例句：

• The lazy scum deserve worse. What if they ain't fed up and pampered? 他们吃不饱，他们的要求满足不了，这又有什么关系？ 来自飘（部分）
• She petted and pampered him and would let no one discipline him but she, herself. 她爱他，娇养他，而且除了她自己以外，她不允许任何人管教他。 来自辞典例句

18 collapsed   

adj.倒塌的

参考例句：

• Jack collapsed in agony on the floor. 杰克十分痛苦地瘫倒在地板上。
• The roof collapsed under the weight of snow. 房顶在雪的重压下突然坍塌下来。

19 demise   

n.死亡；v.让渡，遗赠，转让

参考例句：

• He praised the union's aims but predicted its early demise.他赞扬协会的目标，但预期这一协会很快会消亡。
• The war brought about the industry's sudden demise.战争道致这个行业就这么突然垮了。

20 deterred   

v.阻止，制止( deter的过去式和过去分词 )

参考例句：

• I told him I wasn't interested, but he wasn't deterred. 我已告诉他我不感兴趣，可他却不罢休。
• Jeremy was not deterred by this criticism. 杰里米没有因这一批评而却步。 来自辞典例句

21 murky   

adj.黑暗的，朦胧的；adv.阴暗地，混浊地；n.阴暗；昏暗

参考例句：

• She threw it into the river's murky depths.她把它扔进了混浊的河水深处。
• She had a decidedly murky past.她的历史背景令人捉摸不透。

22 accounting   

n.会计，会计学，借贷对照表

参考例句：

• A job fell vacant in the accounting department.财会部出现了一个空缺。
• There's an accounting error in this entry.这笔账目里有差错。

23 prosper   

v.成功，兴隆，昌盛；使成功，使昌隆，繁荣

参考例句：

• With her at the wheel,the company began to prosper.有了她当主管，公司开始兴旺起来。
• It is my earnest wish that this company will continue to prosper.我真诚希望这家公司会继续兴旺发达。

24 dilemma   

n.困境，进退两难的局面

参考例句：

• I am on the horns of a dilemma about the matter.这件事使我进退两难。
• He was thrown into a dilemma.他陷入困境。

25 flair   

n.天赋，本领，才华；洞察力

参考例句：

• His business skill complements her flair for design.他的经营技巧和她的设计才能相辅相成。
• He had a natural flair for business.他有做生意的天分。

26 cater   

vi.(for/to)满足，迎合；(for)提供饮食及服务

参考例句：

• I expect he will be able to cater for your particular needs.我预计他能满足你的特殊需要。
• Most schools cater for children of different abilities.大多数学校能够满足具有不同天资的儿童的需要。

27 determined   

adj.坚定的；有决心的

参考例句：

• I have determined on going to Tibet after graduation.我已决定毕业后去西藏。
• He determined to view the rooms behind the office.他决定查看一下办公室后面的房间。

28 remains   

n.剩余物，残留物；遗体，遗迹

参考例句：

• He ate the remains of food hungrily.他狼吞虎咽地吃剩余的食物。
• The remains of the meal were fed to the dog.残羹剩饭喂狗了。

29 silicon   

n.硅(旧名矽)

参考例句：

• This company pioneered the use of silicon chip.这家公司开创了使用硅片的方法。
• A chip is a piece of silicon about the size of a postage stamp.芯片就是一枚邮票大小的硅片。

30 plunges   

n.跳进，投入vt.使投入，使插入，使陷入vi.投入，跳进，陷入v.颠簸( plunge的第三人称单数 )；暴跌；骤降；突降

参考例句：

• Even before he plunges into his program, he has his audience in his pocket. 他的节目甚至还没有出场，就已控制住了观众。 来自《简明英汉词典》
• 'Monseigneur, he precipitated himself over the hill-side, head first, as a person plunges into the river.' “大人，他头冲下跳下山坡去了，像往河里跳一样。” 来自英汉文学 - 双城记

31 immature   

adj.未成熟的，发育未全的，未充分发展的

参考例句：

• Tony seemed very shallow and immature.托尼看起来好像很肤浅，不夠成熟。
• The birds were in immature plumage.这些鸟儿羽翅未全。

32 sprawling   

adj.蔓生的，不规则地伸展的v.伸开四肢坐[躺]( sprawl的现在分词 )；蔓延；杂乱无序地拓展；四肢伸展坐着（或躺着）

参考例句：

• He was sprawling in an armchair in front of the TV. 他伸开手脚坐在电视机前的一张扶手椅上。
• a modern sprawling town 一座杂乱无序拓展的现代城镇

33 automated   

a.自动化的

参考例句：

• The entire manufacturing process has been automated. 整个生产过程已自动化。
• Automated Highway System (AHS) is recently regarded as one subsystem of Intelligent Transport System (ITS). 近年来自动公路系统(Automated Highway System,AHS)，作为智能运输系统的子系统之一越来越受到重视。

34 boon   

n.恩赐，恩物，恩惠

参考例句：

• A car is a real boon when you live in the country.在郊外居住，有辆汽车确实极为方便。
• These machines have proved a real boon to disabled people.事实证明这些机器让残疾人受益匪浅。

35 tenants   

n.房客( tenant的名词复数 )；佃户；占用者；占有者

参考例句：

• A number of tenants have been evicted for not paying the rent. 许多房客因不付房租被赶了出来。
• Tenants are jointly and severally liable for payment of the rent. 租金由承租人共同且分别承担。

36 voucher   

n.收据；传票；凭单，凭证

参考例句：

• The government should run a voucher system.政府应该施行凭证制度。
• Whenever cash is paid out,a voucher or receipt should be obtained.无论何时只要支付现金，就必须要有一张凭据或者收据。

37 wrecked   

adj.失事的，遇难的

参考例句：

• the hulk of a wrecked ship 遇难轮船的残骸
• the salvage of the wrecked tanker 对失事油轮的打捞

38 relatively   

adv.比较...地，相对地

参考例句：

• The rabbit is a relatively recent introduction in Australia.兔子是相对较新引入澳大利亚的物种。
• The operation was relatively painless.手术相对来说不痛。

39 beguile   

vt.欺骗，消遣

参考例句：

• They are playing cards to beguile the time.他们在打牌以消磨时间。
• He used his newspapers to beguile the readers into buying shares in his company.他利用他的报纸诱骗读者买他公司的股票。

40 shareholders   

n.股东( shareholder的名词复数 )

参考例句：

• The meeting was attended by 90% of shareholders. 90%的股东出席了会议。
• the company's fiduciary duty to its shareholders 公司对股东负有的受托责任