新增实体门店计划放缓 沃尔玛要花大精力做电商

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　　沃尔玛在10月6日的投资者会议上宣布，计划"暂缓新店开张的步伐"，将资本投资转向电子商务技术。

　　In its superstore segment, Wal-Mart will drop from 69 new big box stores in FY 16, to 60 in FY 17, and only 35 by FY 18.

　　在其大型超市领域，沃尔玛决定将2016财年新开69家卖场的计划，缩减到2017财年的60家，到2018财年可能只剩35家了。

　　In his comments, Wal-Mart CEO Doug McMillon flatly stated: "We are a company that must become more of an e-commerce and technology company. There's no doubt that e-commerce is going to become a much more important part of our business."

　　沃尔玛首席执行官董明伦斩钉截铁地表示："我们公司必须进一步重视电子商务与技术了。毫无疑问，电子商务将成为我们业务中越来越重要的一部分。"

　　Without once mentioning his desperate fixation on catching¹ rival Amazon, McMillon promised customers a "fast and easy" shopping experience "when, where and how they want."

　　这次他并没有提及与对手亚马逊的病态竞争。董明伦承诺会给消费者"便捷"的购物体验，"不管他们何时何地提出什么样的需求"。

　　新增实体门店计划放缓 沃尔玛要花大精力做电商

　　The huge Dinostores, once seen as the dominant² species of retailing⁴, are now viewed as ill-adapted to the climate change overtaking the marketplace, most notably⁵ the global warm-up of online shopping.

　　大型卖场曾经被视为零售业的主力军，但是现在随着在线购物强势崛起，市场风云变幻，大型卖场已经表现出了适应不良。

　　Wal-Mart became over-reliant on these vast retail³ caverns⁶, hard to navigate⁷ and time-consuming to shop. Now they are trying to catch up to the Amazon model of fulfillment warehouses⁸ strategically placed around the globe.

　　沃尔玛太依赖这些对消费者来说极为耗时的零售卖场而难以自拔。现在他们试着追赶亚马逊在全球实现战略仓储的模式。

　　Wal-Mart's Retail Ice Age is a result of its own misreading of the market. As I wrote in this space nine months ago: "Wal-Mart headquarters announced January 15th that the company will close a total of 269 stores world-wide, of which 154 are locations in the U.S. This store implosion⁹ represents the end of the line for Wal-Mart's smallest format¹⁰, the so-called Wal-Mart Express. But it also reveals the giant retailer's over-saturation of American markets."

　　沃尔玛的零售冰川期是其对市场错误解读的结果。正如我九个月以前所写的一样："沃尔玛总部1月15日宣布，将在全球范围内关闭269家门店，其中154家在美国。这次关店潮代表着其所谓的'沃尔玛便利店'格局的终结。但它也揭示了这个零售业巨头在美国市场的超饱和。"

　　Wal-Mart has been cannibalizing its own stores for years by over-saturating market penetration¹¹.

　　因为超饱和的市场渗入，数年来沃尔玛一直在裁撤自家门店。

　　In 2007, John Menzer, Wal-Mart's Chief Administrative¹² Officer, told shareholders¹³: "We also have been focused this year on reducing cannibalization of existing stores via our more strategic selection of U.S. real estate projects. As we continue to add new stores in the United States, we do so with an understanding that additional stores may take sales away from existing units."

　　2007年，沃尔玛首席行政官约翰·门泽尔对股东们说："通过我们对美国房地产项目的战略选择，我们今年也在专注于尽量不裁撤门店。我们将继续在美国开设新门店，我们这么做，是因为我们认为多出来的门店会分走现有门店的销售额。"

　　The Dinostores are dying. Wal-Mart knows it. Shoppers know it. Perhaps by FY 19 Wal-Mart will be announcing no new superstore units at all, and the widespread closure of its outdated¹⁴ concrete mausoleums.

　　实体店气数将尽，而沃尔玛也知道这一点，消费者更知道这一点。也许，在2019财年，沃尔玛一家新店都不会开了，关店潮也会进一步蔓延，过时的门店成了一座座水泥坟墓。

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