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杰夫·贝佐斯和他的亚马逊商店 – 译学馆
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杰夫·贝佐斯和他的亚马逊商店

The Everything Store: JEFF BEZOS and the Age of AMAZON | Animated Book Summary

全能商店:杰夫 • 贝佐斯与亚马逊时代 作者 比亚迪 • 斯通
THE EVERYTHING STORE : JEFF BEZOS AND THE AGE OF AMAZON BY BRAD STONE
1994年亚马逊成立
The idea for Amazon came to fruition in 1994.
20多年后 亚马逊拥有9万多名员工
Over 20 years later the company employs over 90,000 people
并且成为了世界上最出名的公司之一
and has become one of the most well known businesses on the planet.
创建这家公司的人是一位有天赋的梦想家现在成了CEO
The visionary of this corporation was a gifted child and he’s evolved into a driven CEO,
他用互联网创造了一家几乎什么都卖的网店
who with the help of the internet has created a single store that sells nearly everything.
他叫杰夫 贝索斯
His name is Jeff Bezos.
在他事业早期他就已经展示出很多领导才能了
Early in his career he showed many leadership qualities.
他充满魅力 令人信服和信心满满
He was charismatic, persuasive and confident.
他提出要开一间销售任何东西的商店
He discussed creating an ‘everything store’
在他工作的公司D.E. Shaw&Co或简称为DESCO
at the company he worked forD.E.Shaw and Co. or DESCO for short,
但是知道它实际实在互联网早期
but knew that it was more practical with the internet in its infancy
仅关注一个卖点––书
to focus on only one product category – books.
他也知道这不会成为他的公司,如果他追随desco的创意
He also knew it wouldn’t be his company if he pursued the idea at DESCO
所以他放弃在华尔街报酬丰厚的工作
so he left his well paying job on Wall Street
搬到西雅图通过网络来销售书籍
and settled in Seattle to sell books over the internet.
贝佐斯和他的妻子为公司的名字集思广益 比如relentless.com
Bezos and his wife brainstormed for names for the company including relentless.com,
现在他们仍然持有并且会跳转到亚马逊网站
which they still own and it still redirects to Amazon.
1994年的11月 贝佐斯在翻阅字典时看到“亚马逊”这个词
Eventually in October 1994, Bezos was going through the dictionary and saw the word Amazon.
亚马逊是世界上最大的河流
It is earth’s largest river,
这恰恰跟他所想的一拍即合——他希望可以经营全世界最大的书店
so an appropriate name for what he envisioned to be earth’s largest bookstore.
他在1994年11月1号在url注册
He registered the URL on 1st November 1994.
1995年7月16日这个网站开始向全民开放 订单也纷至沓来
As soon as the site went live to all users on 16th July 1995, the orders steadily increased:
第一周卖了一万两千美元 第二周一万四千美元
$12,000 in the first week, $14,000 in the second.
1996年夏天亚马逊发起一个创新:
In summer 1996 Amazon launched its first big innovation:
给第三方支付佣金让他们帮忙推广
paying other websites commission for referrals.
这帮助他创造了一个我们现在所熟知的子市场
This helped to create an industry we now know as affiliate marketing.
1998年春天 贝佐斯知道是时候拓展除书籍外的业务了
In spring 1998, Bezos felt it was the right time to expand beyond books.
音乐是继dvd之后被选中的第一个亮点
Music was picked as the first target, followed by DVDs.
他们同时收购了多个网站 比如互联网电影数据库
They also acquired many other websites such as the movie database, IMDB.com.
亚马逊开始挖走沃尔玛的高管们 十多个高管跳槽
Amazon began poaching Walmart executives, more than a dozen moved over resulting in
沃尔玛以亚马逊窃取他们商业机密而起诉亚马逊
Walmart suing Amazon alleging they were stealing trade secrets.
然而,贝索斯读了山姆沃尔玛的自传并且产生了共鸣
However, Bezos had read Sam Walton’s autobiography andit resonated with him
尤其是山姆的对于行动的偏执和他的节俭
particularly Sam’s bias for action and his thriftiness.
亚马逊不断革新和尝试创新
Amazon continued to innovate and try new ideas.
个性化改造(网络界面)帮助顾客发现新商品
Personalisation was used on the site to help customers discover new items and
销售排名可以帮助作者们知道他们该如何调整
and ‘Sales Rank’ was introduced to show authorshow they were doing.
他们还申请了一键下单这项功能
They also patented the ‘1-Click’ ordering process.
1998年夏天贝佐斯结识了两位斯坦福哲学博士
In summer 1998 Bezos met with two Stanford PhD students,
拉里·佩奇和谢尔盖·布林他们刚组建一间小公司——谷歌
Larry Page and Sergey Brin who had started a little company called Google.
布索斯深受感动并资助了25万美元
Bezos was impressed with them and invested $250,000 in the company.
我们无从得知他是否卖出一些或者在谷歌持有一些股份
It is not known whether he sold some or all of his Google holdings
但如果他没有 现在的市值将超过十亿美元
but if he hasn’t,it is now worth over $1billion.
1999年亚马逊把产业链延伸到玩具和电子行业
In 1999 Amazon expanded to toys and electronics.
1999年销售额增长了95%
Also in 1999 sales were up 95% on the year before
在此之前有超过两千万的流水
there were over 20 million registered accounts
同年贝佐斯也当选时代周刊最年轻的年度人物
and Bezos became one of the youngest ever receivers of Time’s person of the year award.
尽管有这一扩张
Despite all this expansion,
亚马逊还是在2000年的网络泡沫幻灭时期损失超过十亿美元
Amazon was on target to lose more than $1billion in the dot-com bust era in 2000.
在网络灾难时期,通过放缓扩张进程和专注于
It survived insolvency during the dot-com crash by slowing expansion and focusing on discipline,
约束 效率和消除浪费来逃过破产一劫
efficiency and eliminating waste.
2000年11月亚马逊开始推出市场
In November 2000 Amazon launched ‘Marketplace’
允许第三方在亚马逊售卖他们的产品
allowing third party sellers to sell their products on the Amazon website
以换取小额佣金
in exchange for a small commission.
这为亚马逊提供了更多的产品
This provided Amazon with a greater selection of products.
2002年1月,亚马逊发布了净收入为500万
In January 2002 Amazon reported a net income of $5millions
这是它第一个盈利的季度
its first ever profitable quarter.
之后一年成为了亚马逊首次赚钱的12个月
The following year became Amazon’s first profitable 12 months.
成为全世界最富有一员后 2000年
After becoming one of the richest people in the world, in the year 2000
他开始秘密组建一家研究太空探索的公司
he secretly started a new company devoted to space exploration,
这是他从高中起就一直梦寐以求的事
something he’d thought and dreamt of since high school.
这间公司叫蓝色起源并于2003年被大众所知
The company is called Blue Origin and was first revealed in the press in 2003.
目标是减少人类去太空的费用和提高技术的安全性
The goal is to reduce the cost and increase the safety of technology that gets humans into space.
在这期间,亚马逊销售运动器材,珠宝和其他商品
During this time Amazon was expanding into sporting goods, jewellery and other categories
同时也远销国外,例如中国和日本
as well as expanding into other countries such as China and Japan.
相比于其他对手 他们的竞争优势为
They had a competitive advantage over rivals
他们重新定义了物流
by having a completely rewritten logistics
网络销售需要高效流通
network software system which allowed for efficient shipping of products
以及快速准确交付给顾客
and precise delivery times for customers.
亚马逊高级会员享有免费的美国境内两日递送服务
The introduction of ‘Amazon Prime’, a service that provided free two day shipping
年费仅为79美元
on any orders after a yearly fee which was initially $79 had been paid,
而这使顾客成为亚马逊的铁杆粉丝
turned customers into Amazon addicts.
然而贝佐斯的本意是想把亚马逊建成一家技术公司而不是零售商
However Bezos wanted to define Amazon as a technology company rather than a retailer.
为了实现这一点,他们需要发明新的产品特征
To do so they needed to invent new features.
他们引进了“在书中寻找”模式
They introduced ‘Search inside the book’,
一种让顾客可以寻找特定的单词或短语的特色
a feature that allowed a customer to look for a specific word or phrase
在他们买的书中
in a book they had purchased.
他们同时也建立了一系列网络接口 来允许开发者连接到亚马逊网站
They also created a set of APIs that allow developers to plug into the Amazon website
在他们各自的网站发布部分产品目录 包括使用说明和价格
and publish parts of the product catalogue including descriptions and prices on their own sites.
他们也可以使用亚马逊的支付系统和购物车
They could also use Amazon’s payment systems and shopping cart.
这就是亚马逊网络服务的前身
This was the beginning of what is now called Amazon Web Services.
亚马逊现向其它公司销售电脑基础构件
Amazon Web Services now sells computer infrastructure to other companies.
有一些高调的顾客用它们的服务项目来引进 “云端”概念
They have some very high profile customers using its services and helped introduce the concept of ‘the cloud’.
毫无疑问 它现在是一家科技公司
It was now unquestionably a technology company.
看见过苹果公司在数字音乐市场的统治地位
Having seen Apple’s dominance in the digital music market,
亚马逊不想失去它们的核心事业——书
Amazon didn’t want to lose its core business – books
要是它们变成电子版也这么流行就好了
if they became popular in digital format too.
2004年贝佐斯开始在硅谷开一间实验室 叫126实验室
In 2004 Bezos started an experimental laboratory in Silicon Valley called Lab126.
用来研究一种电子书设备 2007年11月17日第一款Kindle揭开面纱
The mission was to create an e-book device and on 17th November 2007 the first kindle was unveiled.
2009年初kindle2面世
The kindle 2 was introduced in early 2009.
到2007年 多年来的辛苦工作也得到了回报
Also by 2007 the hard work endured over several years was paying off.
三个月销量超过30亿,年销量达到148亿
Quarterly sales were over $3billion and yearly sales went on to be $14.8billion,
比对手eBay 和Barnes and Noble加起来还要多
more than its rivals eBay and Barnes and Noble put together.
网络灾难之后
After the dot-com bust,
布索斯发现一家潜在对手Netflix
Bezos was monitoring a company he thought could be a potential rival, called Netflix.
那时候它们专营DVD租赁 之后转向视频流点播
At the time they specialised is DVD rental and later moved into streaming and video on demand.
亚马逊决定收购LOVEFiLM,一家和Netflix相似的公司
Amazon decided to purchase LOVEFiLM, a company similar to Netflix
that controlled the majority
它掌控着英国和德国市场的大多数,在这个产业上可以给亚马逊一个强大的立足点
of the British and German market to give Amazon a strong foothold in the industry.
不久之后,它給美国的亚马逊高级会员一个视频流服务
Soon after, it offered Amazon Prime customers in the USA a video streaming service.
在20周年纪念日前几年
A couple of years before its 20th anniversary,
亚马逊全体员工(全职和兼职)已有八万八千名
Amazon had grown to over 88,000 full and part time employees.
2012年至2013年前期 亚马逊股票市值上升60%
Over 2012 and the first half of 2013, its stock rose 60%.
它花七亿七百五十万美元收购了一家制造机器人的公司
It acquired a company that built mobile robots for $775million
希望有朝一日能取代人类在储仓
in the hope that one day they’ll replace humans picking objects in Amazon’s warehouses,
或者配送中心挑拣货物
or fulfilment centres as they’re known as within the company.
布索斯不仅经营着亚马逊和蓝色起源,
Bezos himself not only is in charge of Amazon and Blue Origin, he owns a venture-capital
他还经营一家风险投资公司叫贝佐斯探险 在Twitter、Uber和商业内幕都持有股份
firm called Bezos Expeditions which holds stakes in Twitter, Uber and Business Insider.
2013年他也入股了华盛顿邮局
He also owns the Washington Post newspaper since 2013.
尽管他还是把重心放在亚马逊的网站服务,视频流
Despite all this his main focus is still Amazon which with Web Services, video streaming and
和其他科技上,他建造的不仅仅是全能商店,而是
other technologies, he’s turned into not just and Everything Store but an Everything
全能公司
Company.

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杰夫·贝佐斯和他的亚马逊商店——世界上最大的书店

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