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711在日本市场的历史

How Japan Took Over 7-Eleven

– Hey guys, this is how 7-Eleven took over Japan,
嘿 我们来聊聊711如何占据日本
and how Japan took over 7-Eleven.
以及日本如何掌管711的事
There are probably a small handful of you that have no idea what 7-Eleven is,
这个视频对于还不了解 711的你来说也许有点帮助
but a majority of the people watching this video,
但根据YouTube的数据分析
at least if I am to believe our YouTube analytics,
看这支视频的大多数人
have probably seen a store just like this one.
可能都见过这样一家商店
7-Eleven is an iconic global convenience store chain,
711是一家全球连锁便利店
and is one of the largest physical retailers in the world,
它是世界上 至少是在某些地区
at least by number of locations.
最大的零售实体店之一
To be exact, there are over 68,000 stores in 17 countries,
确切地说 它在17个国家有超过6万8千家门店
which is more stores out of any other
比任何其他零售商店
retail chain in the world by a significant chunk.
的门店数量多了一大截
By comparison, the second place chain
相比之下居第二位的连锁店
has only 42,000 locations worldwide.
在全世界则仅有42000家门店
And I’ll let you take a guess at what it is.
猜猜它是什么店?
– [Narrator] Delicious new Chipotle
美味新品小辣椒
Southwest Steak and Cheese.
西南牛排奶酪
– Eating fresh. ♪ Eat fresh ♪
♪ 吃得新鲜 ♪
By the way, I’m less hungry now that I ate that.
不瞒你说 份量很足
The most interesting tidbit about
最有趣的料是
those 68,000 7-Eleven locations, however,
那6万8千家711的门店
is that the majority of them are actually located in Japan.
竟然大部分位于日本
Over 20,000 of them to be precise.
更精确点说 有超过2万家
In fact, this makes 7-Eleven
这也使711
the largest convenience store chain in the country,
成为日本最大的连锁便利店
which is a big deal considering
考虑到日本人这么喜欢便利店
how much Japan loves its convenience stores.
所以非常了不起
Most people associate convenience stores
大多数人会将便利店
as place to grab a snack or something to drink,
作为一个吃零食或喝饮品的地方
but in Japan, they take it to the next level.
而在日本 便利店的功效进一步升级
There you might grab lunch or dinner,
你可以在这吃午餐晚餐
and not just those hot dogs that
而不是只有一直在烤箱里
look like they’ve been there forever.
烤着的热狗
But you can do so much more than just get food,
而且除了吃以外 你还可以做更多
like buying and printing tickets
比如购买和打印门票
to concerts, events, or attractions,
演唱会 赛事或景点门票
grab cash from an international ATM,
或从国际自动提款机里提现
and even pay your bills and taxes.
甚至支付账单和税金
Hell, most of them even have bathrooms and public WiFi
大多竟还配有浴室和公共WiFi
It’s basically a one-stop shop
基本上是一站式服务
and 7-Eleven is at the very top of it all .
711更是最顶尖的服务
But how did they get to this point?
但他们是如何做到的?
7-Eleven began in the US in 1927
1927年711在美国诞生
under a different name: Southland Ice Company,
那时它有别名:南方冰雪公司
which, as the name implies, was focused on
正如名字所意
selling ice to customers in the Dallas area.
公司在德拉斯地区主打卖冰业务
Southland Ice employee John Jefferson Green,
该公司的约翰·杰斐逊·格林
or Uncle Johnny as he was known, had a brainwave.
他更广为人知的名字是约翰尼叔叔
-[Matt]That’s a really creepy name
-[马特]真是个让人起鸡皮疙瘩的名字
– It is, like Daddy Matty.
是的 就像马蒂爸爸一样
Uncle Johnny used one of the company’s
约翰尼叔叔用公司21家冰品店中的
21 ice storefronts to sell basic goods
一个店面去卖一些基本商品
such as eggs, milk, and bread.
比如鸡蛋 牛奶和面包
Super basic items that people would
一些人们通常能从
normally have to get at the grocery store.
杂货店买到的最基本的物品
The limited stock of Uncle Johnny’s store
约翰尼叔叔的商店库存有限
made it much easier to restock imperishable items.
只能存放不容易坏的东西
– [Matt] Would you say his store was convenient?
你觉得他的商店真的便利么
– Funny you mention that because
你所提到的正是
that is the basis of the convenience store.
便利店的精髓之处
– [Matt] Oh!
– [Matt] 喔!
– See what we did there?
– 看看
That’s, yeah, we did that.
是的 我们做到了
Southland continued to improve on the convenience store,
南部地区继续扩张便利店的数量
enforcing quality control between locations
强化不同地区的质量管控
and even opening up gas stations
并且随着汽车逐渐普及
as cars were becoming more and more common.
甚至开起了加油站
The biggest update came in 1946
1946年迎来了最大升级
when they changed their store hours,
他们改变了营业时间
opening from 7 a.m. and closing at 11 p.m.,
从早上7点营业到晚上11点
hence the name 7-Eleven.
也因此得名711
This might not seem like a big deal now,
现在这也算不上什么改变
but it was certainly unprecedented back in the ’40s.
但这在40年代前是没有的
It was a busy night in–
那里有一天的晚上忙坏了
– Austin, Texas.
德州 奥斯汀
– One of the 7-Eleven locations
德州大学附近的
in close proximity to the University of Texas
一家711便利店
was swamped with customers after a football game.
在一场足球赛后客流量大增
So swamped, in fact, that between
他们实在是太忙了
the hours of 11 p.m. and 7 a.m. ,
从晚上11点到早上7点
they could not close.
他们根本无法关门
That night was so successful that
那晚他们收益颇丰
the store started piloting staying open
所以这家店开始尝试
24 hours during the weekends,
在周末24小时营业
which eventually turned into staying open 24/7,
最终变成了早上7点开始营业
which spread to most of their stores.
这也延续到了大部分711商店
In the early 1970s, 7-Eleven started branching out internationally
20世纪70年代初 711 开始向国际市场扩张
Understandably, it made sense to expand first to our
可想而知 711先向北美邻国
North American neighbors in Canada and Mexico.
加拿大和墨西哥进行扩张
But 7-Eleven also licensed the brand to a Japanese affiliate,
但711也将其品牌 授权给了一家日本
a department store chain called Ito Yokado.
连锁百货公司——伊藤洋华堂
At this point, 7-Eleven had over 5,000 locations worldwide.
当时 711在全球拥有5000多家分店
That’s almost 4,000 locations opened in one decade’s time,
而近4000家分店都是10年内新增的
and on a global scale it’s absolutely insane.
这在世界上堪称奇迹了
In 1974, they opened their first
1974年 他们在东京
Japanese location in Tokyo.
开设了第一家日本分店
It didn’t really take long for 7-Eleven Japan
711日本分公司马上就进行了扩张
to expand despite facing heavy competition
尽管面临着来自其他
from other newly-formed entities,
新成立实体的激烈竞争
such as FamilyMart and Lawson,
比如全家和罗森
both of which are still major competitors to this day.
这两家公司至今仍是主要的竞争对手
In 1976, 7-Eleven had 100 locations open in Japan,
1976年 711在日本有100家店
and by 1980, it had over 1,000 stores
而到1980年 它在全球范围内
worldwide, country-wide.
却有超过1000家店
– [Austin] Japan is, not in fact, the entire world.
-[奥斯汀]日本是主要市场
– It is to me.
别抢台词
7-Eleven Japan’s growth accelerated hard in the ’80s,
日本的711连锁店在80年代增长迅速
mostly due to advancements in technology,
这主要得益于科技的进步
retail innovation, and other buzzwords.
零售创新 以及其他流行模式
With major stores accumulating high sales volume,
随着各大商场销售量的不断增加
paper inventory and bookkeeping were so cumbersome that it actually
纸质存货和簿记非常繁琐 实际上它们占用了
took up lots of physical space.
大量空间
And if you’ve been to Japan, some of those stores are tiny.
如果你去过日本 你会发现有些商店很小
Space can be very valuable.
空间有限而宝贵
Instead, they invested in computerized
但是 711开发的
connected point of sale and inventory management systems
电脑化的销售点和库存管理系统
that took others almost a decade to roll out.
其他公司则花了近十年才推出这些
In the late ’80s, 7-Eleven’s operations
上世纪80年代末
in the United States were in turmoil.
711在美国的运营陷入混乱
They had to sell off various assets
不得不廉价出售资产
like their 50% stake in Citgo Gas,
比如他们所持希戈50%的股份
and even liquidate some their urban locations to relieve debt.
甚至清算他们的一些门面 来减轻债务
Southland Corp filed for Chapter 11 bankruptcy,
南方公司申请破产保护
which it was able to escape in 1991
1991年通过向
thanks to a $430,000,000 cash infusion
日本子公司出售711的70%的股份
by selling 70% of 7-Eleven to their Japanese affiliate.
获得4点3亿美元的现金注入而得以逃脱
From there, 7-Eleven grew a lot, especially in Japan.
自那时 711迅速膨胀 尤其是在日本
By 2005, with about 6,000 locations in the US
到2005年 美国大约有6千家分店
and over 11,000 in Japan alone,
仅在日本就有超过1万1千多家
it was no surprise when Ito Yokado and 7-Eleven Japan
所以 伊藤洋华堂和711日本分店合并
formed the basis of Seven & I Holdings.
形成新公司就不可避免
And with that, 7-Eleven US officially became
于是 711美国公司正式成为
the fully-owned subsidiary of 7-Eleven Japan.
711日本公司的全资子公司
Thank you guys for watching this episode of This Is.
感谢各位观看这段视频
If you wanna watch more,
如果想看更多视频
there are some episodes down here,
接下来会有些片段
especially here because this is another Japan one,
这个片段是另一个关于日本的视频
and I like those.
我喜欢这些视频
Also, don’t forget to like and subscribe
当然 别忘了点赞和订阅哦
because if you don’t, Matt won’t get his free Slurpee today.
否则马特今天拿不到免费的思乐冰饮料
Because it’s 7-Eleven.
因为它是711滴
– [Matt] No!
– [马特] 不!

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视频概述

这是一条介绍711历史和发展的视频,主要讲解了711“主权”是如何由美国转到日本的,以及日本人如何管理711。看完它你会了解711大致的历史发展。

听录译者

收集自网络

翻译译者

清梦

审核员

审核员XY

视频来源

https://www.youtube.com/watch?v=CU9vL6zdhso

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