高中基础新闻万花筒:书商寻求净买家【上海学生英文报】

所属专题:上海学生英文报高中版  来源:上海学生英文报    要点:书商寻求净买家  
编辑点评: 网上售书价格大战,赔本赚吆喝?严肃声明:本系列文章由《上海学生英文报》独家授权,如无授权,请勿转载。

网上售书价格大战,赔本赚吆喝?

Book Sellers Looking to Net Buyers
书商寻求净买家

China’s large online book retailers are mounting heavy promotions to boost sales, and experts said it might be a strategy for companies to expand their customer bases and boost sales in other categories.
中国最大的网上图书零售商们正在通过大幅度促销活动“吆喝”买家来促进销售。专家说这可能是公司为了扩大其客户群以及促进其他类别商品销量的营销策略。

Suning.com, controlled by one of China’s largest home appliance suppliers, launched an online retail book channel on October 31. Customers are issued with coupons to the value of their purchase, and can use the coupons to purchase other goods.
苏宁易购网,是由中国的一家最大的家电供应商掌控的,在10 月 31 日推出网上售书频道。客户可以凭借发行的优惠券抵消他们所购买的商品的价值,并且可以使用优惠券购买其他商品。

Moreover, discounts of as much as 85 percent are being offered on some books. Suning said that more than 70,000 volumes were sold on the opening day and sales have been increasing rapidly since.
此外,有一些书提供的折扣高达 85%。苏宁说在开幕日那天售出超过 70,000 卷的书,并且此后销售量一直在迅速增加。

The Nasdaq-listed E-Commerce China Dangdang Inc. also offered consumers coupons worth 200 yuan when they spend 100 yuan, or 200 yuan for a 400 yuan purchase, between November 1 and 4.
在纳斯达克上市的电子商务-----中国当当网公司也给消费者提供购买100元商品赠送价值200元的优惠券,或者购买价值200 元的商品赠送 400 元优惠券,有效期是 11 月 1 日至 4号之间。

Meanwhile, the Beijing-based 360buy.com, which specializes in electronic products and home appliances, held a similar promotion to celebrate the first anniversary of the launch of its online book retailing unit.
同时,驻北京的京东团购网,是专业销售电子产品和家用电器的网上购物商城,也举办类似的优惠活动,用来庆祝其网上售书频道开业一周年。

The sector has boomed in recent years. In the second quarter of this year, Dangdang occupied 28.1 percent of the market for online book sales, while Amazon took 25 percent and 360buy.com 4.7 percent. However, competition is heating up as an increasing number of online traders join the sector.
网上图书销售这个部门最近几年得到了蓬勃发展。在今年第二季,当当网占领网上图书销售市场份额 的28.1%,而亚马逊网占了 25%,京东团购网有4.7%。然而,该行业的竞争随着越来越多的网上贸易商的加入逐步升温。

Offering large discounts to attract consumers is a key customer retention strategy adopted by companies, but some industry observers doubt whether the retailers will be able to make a profit.
提供大幅度折扣来吸引消费者是公司采取的对关键客户的保留策略,但一些业内观察人士怀疑零售商是否将能够从中赚取利润。

However, analysts said the companies hold these heavy promotions in order to attract consumers and boost sales in other categories.
然而,分析师表示,这些公司利用这些大幅的促销是为了吸引消费者,以及促进其他类别商品的销售。

“Suning and some other online stores are obviously using their book retailing channels to broaden their customer bases, and also increase sales in the home appliance sector,” said an industry analyst.
行业分析师表示:"苏宁和一些其他的网上商城显然是用他们的图书零售频道扩大各自的客户群,并且此举也增加了家电部门的销售"。

本期题目:

Why those online book retailers are mounting heavy promotions?

A because they want to attract consumers and boost sales in other categories.

B because they want to expand their customer bases and boost sales in other categories

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