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Unit 9
Internet Sales Change Face of Shopping
All the statistics tell us that Internet shopping is only a tiny percentage of retail sales. It might seem like that in your local area, but if you travel overseas the advance of the Internet is visible in many places and changing retail forward planning substantially.所有的数据显示网购只占了零售业的一小部分。但这似乎只在局部地方，如果在国外互联网的优势在很多地方都显而易见，并且实质上推进零售业向前发展。
At present, 196million people are on the Internet. That number is forecast to rise to 400 million within three years. In China, the projection is that the present number 13.5 million Internet users will rise to around 20 million by the end of year 2000. Because of this rise in Internet usage, retail executives in Europe and America estimate that within the next three ye
ars 15% of all retail dollars will be spent on Internet shopping. The newest shopping centers in Asia, America and Britain are showing a new mix of tenants, which reflects this change. Retail centers are becoming entertainment centers. They are no longer just rows of shops, but have themes, shows, and excitement on every corner.目前有1.96亿网民，在未来的三年里，这个数字预计将达到4亿在中国，互联网用户会由现今的1350万上升至2000万左右。因为互联网的用途越来越广，欧洲和美国零售业的高层管理者们估计未来三年零售业收入的15%会来自于网购。在亚洲，美国和英国的混合租赁现象反映了这个变化。零售中心逐渐变成娱乐中心。他们不再是一排排的商店，而是拥有主题、展会，其乐无穷的商业中心。
The Trafford Centre in Manchester, England, which opened last year, is a prime example. It has spectacular architecture and themed food courts that take up a huge amount of space. The “Chinese” street of restaurants features pagodas, Chinese music and the aroma of China. It is temperature-controlled and free of bad weather. You can stroll down the street and choose from the many restaurants, sit on the sidewalk and watch the world go by.去年开业的英国Trafford Centre就是个明显的例子。它拥有占地面积巨大的华丽建筑和主题美食
街。中国主题街里有宝塔式的餐厅、中国音乐以及中国特有的香料。它拥有温控设备，从而避免受坏天气的影响。你可以在街上漫步，选择中意的餐厅，也可以坐在街边，闲看过往的世界。
The “New Orleans” street features Cajun food and jazz music; the “Indian” street is like a scene from the movie set in Imperial India, Far Pavilions. 新奥尔良街推出的特是Cajun food和爵士乐。而印度街则像电影的一幕。sort of house翻译
To keep pace with change, shops in the large retail such as those on Wangfujing Dajie will have to become part of the entertainment scene, and not simply of collection of stores. Attractions already available in many international shopping malls and centers include cyber cafes, theme retailers like the Rainforest Café, Disney interactive shops, skating rinks, cinemas and other “after hours” interests. These are designed to draw people out from an evening in front of the television. One center even features a male crèche, a sort of drop-off point for men who dislike shopping with their wives and who can watch giant screens show the latest soccer match while they enjoy the drinks available. The Highpoint
Shopping Center in Melbourne has an area called “Pokies (Australian slang for poker machines) Plus” which features everything from rows of gambling slot machines and poker machines to horse race betting shops.为了跟上变化的步伐，大型零售业（像王府井大街）内的商店不能是简简单单的商品聚集地，而必须成为娱乐场景中的一部分。很多带有咖啡厅、电影院及类似Rainforest Café、迪士尼互动等主题零售、业余消遣的国际性的大型购物中心，起吸引力已得到利用。设计它们是为了将人们从晚间电视节目中吸引出来。一个商店甚至将其市场定位与男士休息场所，为不喜欢和老婆逛街的男性提供了一个场所，在这里，它们可以一边享受着随手可得的饮料，一边通过巨大的屏幕观看最近的足球比赛。在Melbourne的Highpoint Shopping Center有一个区域叫做“Pokies（老虎机的澳大利亚俚语）Plus”，提供所有的赌博游戏，吃角子老虎机，赛马等。
Unexpected changes include virtual reality car showrooms. These are centers without actual automobiles, but computer-stimulated versions of the latest model cars for sale. Using computers, you can ride the new car you want to try, experience driving it and then buy it.意料之外的变化包括虚拟汽车展示厅，这种展示中心并没有真实的汽车，但是计算机模拟了待售的最新车型。通过计算机，你可以试驾你想购买的汽车，先试驾后购买。
To keep attracting customers and to compete with the Internet “open-24-hours”, shopping center hours and habits are also changing. The new centers in Hong Kong do not open until 11 a. m. and close at , which means they become evening destinations, drawing business from main street restaurants. Throughout the world shopping centers are now not opening before (supermarkets excluded) because their main custom is in the evening.为了吸引顾客并与网络“24小时营业”竞争，购物中心的营业时间和习惯也同时做出了改变。香港新的购物中心上午十一点开门营业晚上十一点打烊，这意味着它们转变为夜市，以期从主要商业街餐馆吸引客源。现如今全球购物中心在上午十点之前都不营业（除了超级市场），因为它们的主要客户都在晚上购物。
As more and more retailers go onto the Internet, so the brand name and quality of their goods become of paramount importance. Customers faced with many unknown factors on the wide-ranging Internet look for products which have credibility and for retail names which will provide them with security of purchase. Buying a size 42 white men’s shirt from the long-established British chain store Mars & Spencer is safe because there are 30 years of quality control to guarantee the purchase.随着越来越多的零售商通过网络经营，产品名
称和质量至关重要。顾客通过网络寻信誉度高的零售商和质量品质高的产品，这使得顾客面临许多位置因素。从经营多年的英国马莎百货连锁店购买一件42码的男式白衬衣是安全的，因为它有三十年的质量管理历史来保证商品质量。
The new development is that older stores such as Britain’s Marks & Spencer (which has branches in China) are linking up with the new technology. It means that customers can avoid the trouble of parking the car and queuing in the shop because basic clothes can be brought at their computer keyboard.新发展让像英国马莎百货（其在中国亦有分店）这样的老店使用了新的技术。这意味着顾客可以避免购物时泊车和排队的烦恼，因为他们可以通过电脑来购买衣服。
Those who think fashion will never be bought by computer need to rethink. Forty percent of most fashion is basic clothing and is already going online. The fact is that fashion colors for the past three seasons give a wide choice to wear at funerals in the West--- that is, the most common fashion color in the West for several years has been black, especially among the young. This helps limit the breadth of the range and makes it easier for custome
rs to order via the Internet.那些从不在网络上购物的时尚达人需要重新考虑下了，百分之四十的时尚服饰已经实现了网络销售。事实是，过去三个季节的流行调使得在西方葬礼上人们的穿着有了更广的选择，多年来西方国家的人们在葬礼上都穿黑衣服，尤其在年轻人中。这限定了范围，从而使得人们在网上更容易选购。
Those retailers with strong customer bases are in the best seats. The giant stores run by Coles Myer in Australia, with a $ US 10 billion (RMB￥82 billion) turnover, sent a team to Microsoft for two weeks at the end of last year to decide how best to capitalize on its customer card base. In-house cards are key growth factors in the age of Internet shopping. These cards offer shoppers special discounts, give them credit and identify them as loyal customers who can receive special offers.那些拥有良好顾客基础的零售商处于有利地位。澳大利亚科斯迈尔一年的营业额100亿美元（相当于820亿人民币），去年年底科斯迈尔派了一个团队到微软公司两周时间，以期如何最好的利用其顾客卡片库。内部卡是网络销售阶段业务增长的关键因素。这些卡可以给顾客特殊的折扣，给他们积分并把他们作为忠诚的客户给予他们特别的优惠。

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