亞馬遜將開第一家實體店 引爆新模式大綱
The world’s largest e-commerce company is finally going to embrace bricks and mortar.
全球最大的電子商務公司亞馬遜（Amazon）終於要開實體店了。
The Wall Street Journal on Thursday reported that AMZN -2.27% will open its first physical store in New York in time for the holiday shopping season, citing people familiar with its plans.
《華爾街日報》（Wall Street Journal）本週四報道，據消息人士稱，亞馬遜公司將在紐約開設首家實體店，開業時間正好選在今年的聖誕購物季之前。
The store would be located on 34th Street in Manhattan, close to a shopping district that includes Macy’s M -2.73% flagship and serve as a mini-warehouse, with limited assortment used for same-day delivery within New York, returns and exchanges, and pickups of online orders, according to the Journal’s report.
這家店的位置在曼哈頓的34號街，附近的商圈有包括梅西百貨（Macy’s）旗艦店在內的許多大品牌，同時這家實體店也將起到一個小倉庫的作用，向紐約市內發送一部分當日送達的快遞，並提供退換貨和到店取貨服務。
Amazon was not immediately available for comment.
我們未能及時聯繫到亞馬遜對此事發表評論。
SucharitaMulpuru, an e-commerce analyst at Forrester Research, tells the Fortune the space sounds “closer to a post-office” than a retail store and that it remains to be seen what economic boost the location will provide to the company.
福雷斯特研究公司（Forrester Research）的電子商務分析師蘇察雷塔o馬爾波羅對《財富》（Fortune）表示，這家門店對亞馬遜的作用似乎“更像一家郵局”，而不是零售店，這家門店對亞馬遜將產生怎樣的經濟推動力，還有待觀察。
“They need to figure out what resonates with shoppers with respect to Amazon in a physical store,” Mulpuru says. “Do they want to look at product? Do they just want to pick up product? Do they want to look at Amazon electronics equipment?”
馬爾波羅表示：“他們需要弄明白，對於一家實體店來說，什麼才能讓消費者產生共鳴。他們是想看產品還是隻想到店取貨？他們想看亞馬遜出產的電子設備嗎？”
Sources told the Journal that Amazon might use the space to showcase its own devices like the Kindle e-readers, Fire smartphone or Fire TV set-top box. If the New York store works out, it could serve as a model for a rollout to other U.S. cities, the Journal’s sources said.
消息人士對《華爾街日報》透露，亞馬遜可能會利用這家門店展示自家的電子設備，比如Kindle系列電子書閱讀器、Fire智能手機和Fire電視機頂盒等等。如果紐約的實體店獲得了成功，這個模式可能會被推廣到美國其他城市。
The news comes at a time traditional brick and mortar chains like Macy’s and Neiman Marcus are testing same-day delivery, while others are trying out a service offered by Google. GOOG -2.03% It also comes as those physical retailers get nimbler at using merchandise in their hundreds of stores to speed up delivery, turning them into de facto distribution centers to help them compete with the Amazon facilities that dot the country. For example, Macy’s is now using all 800 or so of its stores to help its online efforts, while others like Target TGT -1.93% are gearing up for that capability.
就在亞馬遜籌備開設實體店的同時，像梅西百貨和內曼百庫斯百貨（Neiman Marcus）等傳統的實體連鎖店正在試水當日速遞，還有一些企業正在試用谷歌（Google）提供的快遞服務。有些實體連鎖店還利用旗下幾百家門店裏的貨物來加快發貨速度，這樣一來，這些門店在某種程度上就成了“配貨中心”，以此與稱霸美國的亞馬遜抗衡。比如梅西百貨的全部800餘家門店都參與到了它的在線業務中，塔吉特百貨（Target）等其它商家也在加速提升這一能力。
A number of online-only retailers have experimented with physical stores of late, showing the enduring value of brick-and-mortar locations. They include eyewear retailer Warby Parker, Bonobos, Birchbox, and Rent-the-Runway.
近來，已有一批網商紛紛試水實體業務，表明實體店依然具有不可取代的價值。其中包括眼鏡零售商沃比派克（Warby Parker）以及Bonobos、Birchbox和服裝租賃服務Rent-the-Runway等。
