亚马逊正在向其他零售商展示如何做到这一点

If you ask most people operating in the real estate market, they tell you that retail is at risk. The latest data shows commercial real estate retail deals are slumping, because Amazon is fundamentally changing the retail industry and pushing people online.
如果你问在房地产市场经营的大多数人,他们会告诉你零售有风险。最新数据显示,商业房地产零售交易正在下滑,因为亚马逊正在从根本上改变零售业,推动人们上网。

The facts, however, are decidedly different, as Black Friday, Small Business Saturday, Super Sunday, and now Cyber Monday reveal.
然而,事实却截然不同,正如黑色星期五、小企业星期六、超级星期天和现在的网络星期一所揭示的那样。

Over the weekend, Adobe released its findings on U.S. retail spending over the past few days. It showed a clear consumer desire for online shopping (Black Friday online sales reached a record $7.4 billion, for instance). The study also found that mobile purchases accounted for 39 percent of all e-commerce sales–a 21 percent jump compared with last year.
上周末,奥多比公布了过去几天美国零售支出的调查结果。它显示了消费者对网上购物的明显渴望(例如,黑色星期五网上销售额达到创纪录的74亿美元)。该研究还发现,移动购物占所有电子商务销售额的39%,比去年增长了21%。

At first blush, that might seem like brick-and-mortar retailers suffered. In truth, they benefited from an increasingly important phenomenon in which people buy online but pick up their orders in stores.
乍一看,这似乎是实体零售商遭受的损失。事实上,他们受益于一个越来越重要的现象,即人们在网上购物,但在商店接订单。

According to Adobe’s data, so-called BOPIS (Buy Online, Pickup In Store) purchases were up a whopping 43.2 percent year over year. It was a clear “sign that retailers are successfully bridging online and offline retail operations,” Adobe said.
根据奥多比的数据,所谓的BOPIS(网上购物,店内提货)购买量同比增长了43.2%。奥多比说,这是一个明显的“零售商成功连接在线和离线零售业务的迹象”。

In other words, brick-and-mortar retailers have found a way to bolster their offline businesses. Target and Best Buy have been among the most successful at it. During its fiscal third quarter ended November 2, for instance, Best Buy reported revenue of $9.8 billion, beating Wall Street’s expectations. Its growth came from a mix of online and offline sales.
换句话说,实体零售商已经找到了一种支持离线业务的方法。塔吉特百货和百思买是最成功的公司之一。例如,在截至11月2日的第三财季,百思买报告的收入为98亿美元,超出了华尔街的预期。它的增长来自在线和离线销售的结合。

But perhaps nowhere is the evidence of Amazon not killing brick-and-mortar stronger than in a quick evaluation of Amazon itself.
但也许没有什么比对亚马逊自身的快速评估更能证明亚马逊没有杀死实体杀手。

While the company still generates the lion’s share of its retail business online, it’s increasingly focusing its efforts in brick-and-mortar.
尽管该公司仍在网上零售业务中占据最大份额,但它越来越注重实体经济。

In 2017, Amazon announced plans to buy Whole Foods for $13.4 billion. Now, two years later, Amazon is only expanding its investment in the company and ramping up its delivery options to make it a more attractive option for shoppers.
2017年,亚马逊宣布计划以134亿美元购买全食。现在,两年后,亚马逊只是扩大了对该公司的投资,增加了送货选择,使其成为对购物者更具吸引力的选择。

Meanwhile, ?the company’s cashierless stores, Amazon Go,are growing in number and size. Amazon is placing more of them across the U.S., with plans to dramatically expand their footprint over the next few years. The company is also planning to open bigger Amazon Go stores that could be the size of supermarkets.
同时。该公司的无收银商店亚马逊Go在数量和规模上都在增长。亚马逊计划在未来几年内大幅扩大其覆盖范围,在美国各地部署更多这样的网站。该公司还计划开设更大的亚马逊围棋商店,其规模可能相当于超市。

Perhaps most important to competing retailers, Amazon has also signaled a willingness to license its cashierless technology to competitors.
或许对竞争对手来说最重要的是,亚马逊还表示愿意向竞争对手发放无现金技术许可。

All of that should be making retailers ask themselves a very important question: If Amazon is the company that’s destroying brick-and-mortar retail, why is it also the company moving so aggressively toward it?
所有这些都应该让零售商问自己一个非常重要的问题:如果亚马逊是摧毁实体零售的公司,为什么它也在如此积极地走向实体零售?

The fact is, brick-and-mortar retail still offers plenty of value to consumers, especially in food products, grocery stores, and convenience and service locations that can’t be easily replaced by Amazon. Even in areas where Amazon could replace the retailer (think electronics), companies like Best Buy and Walmart, among others, are doing well.
事实是,实体零售仍然为消费者提供了大量价值,尤其是在食品、杂货店、便利和服务场所,这些地方不容易被亚马逊取代。即使在亚马逊可以取代零售商(比如电子产品)的领域,百思买和沃尔玛等公司也表现不错。

There’s no debating the future of shopping will still be dominated by e-commerce, but predicting the demise of offline shopping is ludicrous. And judging by its latest moves, no one knows that better than Amazon.
购物的未来仍将由电子商务主导,这是无可争议的,但是预测离线购物的消亡是荒唐的。从其最新举措来看,没有人比亚马逊更了解这一点。

PUBLISHED ON: DEC 2, 2019
发布日期:2019年12月2日

原文:https://www.inc.com/don-reisinger/amazon-isnt-killing-brick-and-mortar-retail-its-showing-other-retailers-how-to-do-it.html?icid=hmside4

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