(单词翻译:单击)
Are batteries an example of this?
电池就是一个例子对吗？
Because you search AA, sort of a standard battery in the United States there on Amazon and you get name brands, but you get a lot of competitors you wouldn’t even know about.
因为你在亚马逊上搜索AA，这是美国的一种标准电池，你会得到名牌，但你会得到很多你甚至不知道的竞争对手。
And you also have Amazon Basics brand competing side by side.
此外，你还可以看到Amazon Basics品牌也在并肩竞争。
Yes. So Amazon has quite a few private label brands.
是。因此，亚马逊拥有相当多的自有品牌。
One of them is called Amazon Basics that you just mentioned, and batteries is a category where Amazon Basics did phenomenally well and was able to get consumers to buy their batteries.
其中之一就是你刚才提到的Amazon Basics，电池是Amazon Basics做得非常好的一个类别，能够让消费者购买他们的电池。
Their batteries are as good as others and consumers just bought into it.
他们的电池和其他公司一样好，消费者刚刚买了。
Just a couple of weeks ago, Amazon announced that they’re going to reconsider their private label strategy.
就在几周前，亚马逊宣布他们将重新考虑自有品牌战略。
So that might change over time.
因此，这种情况可能会随着时间的推移而改变。
But one thing that is exciting for me as someone that researchers retail and especially online retail is how things constantly change.
但有一件事对我来说是令人兴奋的，作为一个研究零售，尤其是在线零售的人，看到事情是如何不断变化的。
And it’s the same with Amazon.
亚马逊的情况也是如此。
Now, you’ve got to be looking at what you’re shipping, right?
现在，你必须看看你要运送的是什么，对吗？
Because Amazon has, for many people, really incredible shipping service and there are millions of Prime members.
因为对许多人来说，亚马逊拥有非常棒的送货服务，而且有数百万高级会员。
So people who can order something and have the promise of getting it delivered for free with that membership within a couple of days.
高级会员是那些可以订购东西并承诺在几天内免费送货的会员。
But if you’re selling stuff that’s hard to ship, or if it’s oddly sized or needs customization, that becomes more of a problem.
但如果你销售的东西很难发货，或者如果它的尺寸很奇怪，或者需要定制，那就更成问题了。
Yeah, and that’s going to cost you a lot more.
是的，这会让你付出更多的代价。
Now, of course, if you’ve never developed a strategy to ship your product and you only worked through distributors, then perhaps Amazon solution could work for you if you have sold online and another platform.
当然，如果你从来没有制定过发货战略，而且你只通过分销商工作，那么如果你在网上和另一个平台上销售，亚马逊的解决方案可能会对你起作用。
And why?
为什么？
Just because you’re used to paying somebody to ship it for you essentially?
就因为你习惯了付钱让别人帮你发货吗？
Yes. Okay. Yes. So there are differences.
是。好吧。是的。它们是有区别的。
For example, if you’re selling ice cream or something that requires refrigeration, you typically work with distribution that has trucks that are freezers and things like that.
例如，如果你在销售冰淇淋或需要冷藏的东西，你通常会与有冷冻车之类的卡车的配送部门打交道。
And converting that into selling online is a little bit harder because now it’s not just a huge truck going to a physical store or going from and to a warehouse, but rather you need to ship to individual consumers, you need to have individual solutions from them.
将其转化为在线销售有点困难，因为现在不仅仅是一辆巨大的卡车去实体店或进出仓库，而是你需要向个人消费者发货，你需要根据他们的情况，制定个性化的解决方案。
Maybe they can’t pick it up right away when you deliver it, so you need some kind of freezer.
也许你送货的时候他们不能马上取走，所以你需要某种冷冻室。
So all of these are additional costs that might be much more expensive than shipping through an established traditional distribution system.
因此，所有这些都是额外的成本，可能比通过现有的传统分销系统运输要贵得多。
Yeah, because part of what makes Amazon so cost effective is that they standardize a lot of that.
是的，因为亚马逊之所以如此具有成本效益，部分原因是他们将很多东西标准化。
Right. So if you have a product that can be completely standard and use the standard boxes, standard shipping, you’ll have a much easier time than with complex products.
是的。因此，如果你有一个完全标准的产品，使用标准的盒子，标准的运输，会比复杂的产品更容易。
In a similar manner, products that are highly personalized, you want to match for every individual consumer are going to be tougher on Amazon because they are, like you said, they just work with more standard products with things that can fit mass market.
同样的，高度个性化的产品，你想要匹配每个个体消费者的产品在亚马逊上变得更加艰难，因为就像你说的，他们只是与更标准的产品合作，提供适合大众市场的东西。
You just choose one, and that’s it.
你只要选一个，就行了。
