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该技术让品牌长眠

Scott Galloway: This Technology Kills Brands

永不放弃之赢家
WLNNERS&LOSERS
本期L2 我们将揭露那些被夸大并高估的科技
Here at L2, we’re not afraid to talk about technologies that we think have been overhyped and are more fluff than substance,
不管是VR(虚拟现实)、物联网还是3D打印
whether it’s VR, the Internet of Things or 3D printing.
我们认为最具颠覆性
The technology that is probably in our view the most revolutionary
并能撼动品牌核心地位的技术是什么?
and is going to shake brands to their core?
语音识别!
Voice.
语音技术正变得惊人的引人注目
Voice technology is getting tremendous traction.
4%的美国家庭使用Alexa Siri 每周处理超过十亿条命令
Alexa is in 4% of US households, Siri handles over 2 billion commands a week
手机端20%的谷歌搜索请求是通过语音完成的
and 20% of Google searches on Android handsets are input by voice.
谁会受重创?
Who loses?
品牌!
Brands!
语音命令不需要包装、设计和端口
Voice-based ordering eliminates the need for packaging, design and end caps –
各品牌花费几十年的时间斥巨资
all the things brands have poured
来使这些东西趋近完美
billions and decades into perfecting.
品牌的衰落在于谷歌的出现
The decline of brand began with the advent of Google
每天屈指可数的用户 会在谷歌上搜索品牌
and every day fewer people put a prefix of a brand name in a Google search.
语音命令同样带来了趋势
And the same is going to happen with voice commands.
研究显示过去的数年间
Our research reveals that over the past year, non-branded product
非品牌产品在每个快消品目录中的搜索量均呈增长之势
searches have increased in every CPG category.
据此预测品牌将加速衰落
Prediction: the decline is going to accelerate.
品牌之死近在眼前 却另有一种声音
The death of brand is here and it has a voice,
特别是 Alexa
specifically Alexa.
买电池
Buy batteries.
亚马逊提供48节装亚马逊倍思AA型电池 售价13.6美元含税
Amazon’s choice for batteries is Amazon Basics AA batteries 48-pack. It’s 13 dollars and 60 cents total including tax.
你想买吗?
Would you like to buy it?
不买
No.
20节装亚马逊倍思AAA级碱性电池 售价7.61美元含税
I also found a 20-pack of Amazon Basics AAA performance alkaline batteries. It’s seven dollars and 61 cents total, including tax.
你想买吗?
Would you like to buy it?
不买
No.
这是我能搜索到所有关于电池的内容
That’s all I can find for batteries right now.
好吧!
All right.
上Alexa 查看更多选择
Check your Alexa app for more options.
因此零售商利用他们的托管客户
So there’s nothing that unusual about a retailer taking advantage of their custody of the consumer
交易带有他们标签的品牌产品 也没有什么奇怪的了
to trade them off to a private label brand –
这正是亚马逊正在做的
which is what Amazon is doing here
因为事实上你会发现 Alexa的网站上提供了更多选择
because when you go on the site in fact you do find that Alexa has more options.
网站上有很多电池品牌
There are several branded batteries.
而Alexa 自动为用户隐藏了一些品牌
It’s just Alexa, without having to bother with the consumer seeing a brand or packaging,
而不用让用户在品牌和包装上费心
has decided to omit or let other brands disappear from your selection.
同样的通过 Alexa语音搜索到的商品价格和各大市售品牌的价格是不一样的
Also, the pricing is different on Alexa to voice commands than it is on the main platform.
看起来他们似乎在利用 市场不透明谋利
It seems as if they’re taking advantage of this lack of transparency to charge more.
这显而易见
We’ll see.
坐着这个东西面前 我觉得这东西没必要
I feel insignificant sitting in front of this.
就像40多年前媒体被著名摔跤手默罕默德·阿里和 猪木宽至之间的对决吸引一样
So just as the media was fascinated with the fight between Muhammad Ali and Antonio Inoki, the famous wrestler 40-plus years ago,
如今媒体正错失焦点
the media is missing the point today
而把注意力转移到沃尔玛和亚马逊之争 两者未正面交锋
and focused on the fight between Walmart and Amazon, who compete against each other, but not really directly
沃尔玛吸引城郊客户 而亚马逊追逐城市财富群
as Walmart owns the rural customer and Amazon is clearly going after the urban wealthy.
真正的受害者是谁?是那些受亚马逊影响的人们吗?其实是那些品牌!
The real victims here? The people hurt by Amazon? Likely brands –
特别是快消品牌
specifically CPG brands.
亚马逊的算法能寻找并提供 所需商品的最低单位售价
Amazon’s algorithm finds the lowest unit price for a given product and then applies it.
比如好市多的厕纸十卷10美元 亚马逊就标注厕纸每卷一美元
If Costco sells a 10-pack of toilet paper for $10, Amazon notes the price per roll is $1,
这逼迫致力于将最低价格压至80%的沃尔玛也这样做
forcing Walmart, which aims to have the lowest price on 80% of its products, to do the same
如此一来亚马逊和沃尔玛 迫使制造商降低进价
which in turn, Amazon and Walmart force their manufacturers to lower their price,
让他们停止营销削减价格
telling them to stop marketing and start cutting prices
这相当于营销的短期小额贷款
which is the equivalent of a payday loan in the world of marketing:
短期内有效
it works in the short run,
长期则会破产
but over the long term you end up broke.
如果你不参与
If you don’t play ball,
沃尔玛会限制你的销售量 并创造出自己的竞争产品
Walmart will limit your distribution and create its own rival products
亚马逊算法会立马把你踢出局
and the Amazon algorithm will literally kick you off the platform in a nanosecond.
另一个不断衰落的产业:电视行业
A continued loser: TV networks.
现在的拍摄中什么最能吸引流量?
What best captures the vibe at the recent upfronts?
目瞪口呆的观众
A stunned and silent audience
不开玩笑 ABC宣布引回罗斯安妮剧集就是这样
based on, no joke, the announcement that ABC was bringing back Roseanne.
现在电视业面临灾难
Desperation has a name. It’s TV.
据Fox电视台披露本季度观众增长了2% 其中还包括了体育频道带来的观众
Fox registered a 2% gain in viewers this season – if you include sports.
如果不考虑体育节目带来的观众 收视率下降19%
If you don’t, viewership fell 19%.
ABC电视台总收视率下降8%
ABC viewership declined 8%.
十大最受18岁到49岁观众的节目中有五个是网络节目
The network boasts five of the top ten shows in the adult 18-to-49 category
只有一个是新闻
but only one of them is new.
另外的是连载续集 包括实习生格雷和摩登家庭
The rest are aging franchises, including Grey’s Anatomy and Modern Family.
ABC上映摩登家庭时还拥有版权这是分化点
When ABC launches Modern Family they own it and it’s a point of differentiation.
然而阻止这些人死亡的唯一因素 就是他们拥有的资产
However the only thing keeping these guys from death’s door right now are assets they don’t own
而不是那些出价最高的人 特别是超级碗、三月疯狂和奥运会
that go to the highest bidder – specifically the Super Bowl, March Madness and the Olympics.
如果四巨头 苹果、亚马逊
What happens when, and it will, one of the Big Four –
脸书和谷歌中的任意一家
Apple, Amazon, Facebook and Google –
基于他们可以在别处以极廉价的资产交易 开始对这些资产竞价会怎样?
begin bidding on these assets because they can monetize it elsewhere with their infinitely cheap capital?
电视业将暴跌
You’re going to see an incredible decline in television.
量变之久质变之猛令人吃惊
It’s surprising how long things take, then shocking how fast they can happen.
电视业马上要剧变
TV is about to enter the shocking phase.
只有技术盲和穷人才会看充斥着广告的电视
The only people left watching broadcast ad-supported TV are going to be the poor and the technologically illiterate.
几周前我们介绍了非盈利组织“叙利亚生命线”
A few weeks ago we referenced a wonderful nonprofit, Lifeline Syria, that
该组织致力于帮助在加拿大的叙利亚家庭重新安定
is helping resettle Syrian families in Canada.
不幸的是现在捐献者比这些家庭更多
Unfortunately there are now more donors than there are families,
因为加拿大暂停了对这些家庭移民的豁免
as Canada has suspended the exemption that allowed these families to immigrate.
另外我们还决定关注其他机构的努力 并为成功的慈善机构“筹集山羊”筹钱
We have instead decided to focus some efforts and raise some money on a wonderful charity called Gather for Goats,
这是一个国际性救助组织 为生活在约旦沙漠的叙利亚难民儿童提供
a worldwide benefit for Syrian refugees living in the desert in Jordan
可持续的营养品、干净的水和经济援助
to provide a sustainable source of nutrition and hydration for children in the area.
特别是我们将为给勤劳的人民购买山羊筹钱
Specifically we’re going to raise some money and buy some goats for some good people.
不同寻常而充满新意 我们认为这是慷慨的捐献
It’s strange, it’s innovative and we’d like to think it’s generous.
至少写在墓碑上看起来不错
Not bad things to have on your tombstone.
我们下周见
We’ll see you next week.

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视频概述

声音技术将品牌逼至绝境;电视业收视率暴跌,面临剧变

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收集自网络

翻译译者

Ljimnn

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视频来源

https://www.youtube.com/watch?v=BXEu8RcneZQ

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