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2019年09月15日 16:03:59 | 作者:普及新闻 | 来源:新华社
Sports Direct运动品牌直售Game, set, match大获全胜How Britains biggest sports retailer flourished during the recession且看英国最大的体育用品零售商如何在经济疲软的大势中杀出一条血路A SPORTSWEAR shop in Westfield, a vast shopping centre in east London, is not an obvious tourist attraction. But for Roy and Viv Robertson, from New Zealand, splurging in Sports Direct is one of the highlights of their stay. In addition to visiting their daughter, who works in London, the shop is “what we came for”, says Mrs Robertson, as her husband clutches a bag bulging with polo shirts and trainers.在韦斯特菲尔德—伦敦东部的一家大型购物中心的一家运动饰专卖店,并不是一个明确的旅游景点。但对于来自新西兰的Roy 和Viv Robertson来说,在Sports Direct挥霍一番是他们此次在英停留期间的一件大事。除了拜访他们在伦敦工作的女儿之外,Robertson夫人表示这家店“就是我们来这的目的”,而此时他的丈夫正提着装满POLO衫和运动鞋的包包。Their surprising enthusiasm is widely shared. Sports Direct is hugely successful. Between and 2014 the sportswear market in Britain grew only slightly in value. Yet over the same period the revenue of Sports Direct, boosted by acquisitions, increased by around 40% to 2.2 billion. Small wonder the firms idiosyncratic founder and deputy executive chairman, Mike Ashley, succeeded on July 2nd in securing a fat bonus for himself and around 3,000 eligible employees—albeit at the third time of asking and after a testy standoff with shareholders.许多人也像他们一样对此及其热衷。Sports Direct无疑是成功的。在年至2014年间,英国的运动装市场仅有细微地增长。然而,在相同的时间内Sports Direct的收益因合并而有很大的增长,提高了约40%,直逼2.2 billion。虽然经过了三轮争取和与股东们的紧张对峙,这位性格古怪的创始人兼执行副主席Mike Ashley还能在7月2号成功地为他和近3000名合格的员工争取到一笔丰厚的奖金。Sports Directs success is all the more remarkable in view of the devastation that has occurred elsewhere in British retailing. Around 14% of retail lots are estimated to be vacant, according to the Local Data Company, a research firm. Yet Sports Direct has thrived, not least by taking the measure of the times with relentless discounting. Signs boasting “mega-deals” hang throughout its shops, which often resemble jumble sales. Lillywhites, a retailer acquired by Sports Direct in 2002, used to be a posh London department store stocked with the finest sporting goods. “Now it is ‘pile it high, sell it cheap,” sniffs Matthew Hopkinson, an analyst.相较于英国其他零售业所出现的不景气,Sports Direct的成功便更为突出。根据一个调查公司——地方数据公司,近14%的零售地段是空滞的。然而Sports Direct的成绩不断看涨,尤其是采取了偶尔打超低折扣的措施后。标志有“大甩卖”这种类似义卖活动的横幅经常挂在其商店中。一个零售店Lillywhites在2002年被Sports Direct合并,这个曾用来囤积豪华伦敦百货商店的优质运动商品。“现在它‘堆得高,卖的贱,”分析师Matthew Hopkinson颇有怨词道。Another ingredient of Sports Directs success is that it makes much of what it sells, under a variety of brands. Like Lillywhites, these tend to be tired but venerable names, such as Lonsdale and Dunlop, which have been revived through clever marketing. This allows Sports Direct to keep prices low but margins high. And unlike JJB Sports, parts of which the company bought after it entered administration in 2012, the chain is generally cannier about negotiating store leases, too. Unprofitable stores are shut down swiftly.Sports Direct成功的另一个因素在于它卖的是什么。像是Lillywhites,这些老旧但应人尊重的品牌,再如Lonsdale和Dunlop,这些以精明的营销方式重新复活的品牌。这都使得Sports Direct能保持低价格高利润。不像公司在被接入管理之后并购的JJB Sports,其连锁店在店铺租约的谈判上通常也是很精明的。无利润可言的店铺会被迅速关闭。The groups remarkably lean supply chain is another advantage. Rather than use third-party firms, Sports Direct tends to look after most of its logistics itself, says Dave Forsey, the groups chief executive. This cuts down costs, reducing the number of hands goods pass through. And it helps boost online sales, which are growing.该集团的一条非常精明的供应链是其另一个制胜法宝。该集团的首席执行官表示,相较于使用第三方公司,Sports Direct 更偏爱亲自管理运营其物流。这降低成本,减少货物经多方过手。并且它也有利于提高在线销售,该销售方式正不断成熟。Behind nearly all of this is Mr Ashley, who founded the business with a 10,000 loan in 1982. Also the owner of Newcastle ed football club, he has a far higher public profile than most company founders. A on YouTube which appears to show him drinking a pint of beer in less than a minute has been watched nearly 90,000 times. Analysts adore him: “Hes a genius,” coos one.这一切背后的操盘手便是Ashley先生,这位于1982年以10,000 的贷款创立该业务。他同时也是纽约斯卡尔足球俱乐部的老板,相较于其他的公司创立人他有更广泛的公众形象。YouTube上一则显示他在一分钟之内干掉一品脱啤酒的视频已经被点击将近九万次。分析师们羡慕的低语:“他真是一个天才。”Yet some doubt that the good times can continue, particularly if Mr Ashley were to take a step back from the business. As the economy recovers it will become harder to find good deals on retail sites, says Matt Piner of Conlumino, a consultancy. This may mean that any further expansion will have to be outside Britain.然而这样的好时候能否持续下去还是个问题,特别是若Ashley在其生意上退一步。随着经济复苏,它将更难在零售方面找到好的交易,来自Conlumino的咨询顾问Matt Piner说。这可能意味着任何更深远的扩展将踏出英国的范围。But the firm also seems to be betting on a move away from its cheap and cheerful roots. It is sprucing up its shops, and later this year will be opening a series of concessions in Debenhams, a chain of department stores. The new flagship shop on Oxford Street in London is large and sleek, and sells brogues and more expensive T-shirts alongside tracksuits. This may attract new customers, which would be a better option than just trying to squeeze more cash out of existing ones. But it also brings the company into ever greater competition with big general fashion retailers. Unless it can keep down prices as it moves into this new market, loyal fans such as the Robertsons may become rarer.但是公司似乎在试图摆脱其廉价又曾辉煌的根基上赌一把。它装饰自己的店铺,于今年晚些时候在Debenhams—一个连锁的百货商场,给出一系列特许权。位于伦敦牛津街的新的旗舰店又大又洋气,在专业的运动训练衣裤的旁边还摆出了皮鞋和更昂贵的t恤。这可能会吸引新客户,相较于从现有客户压榨更多的现金,这样的举措无疑是个更好的选择。但这也给公司带来了与大型时装零售店更大的竞争。除非它能在进入这个新市场的同时保持低价,否则那些像Robertsons的忠实粉丝会变得越来越少。 /201407/311502Okay, so theres an asteroid heading toward the Earth. Whatdo we do?我们来假设,有颗小行星要撞地球啦,我们怎么办呢?Does our future really rest in the hands of Hollywood, Bruce Willis and a ragtag team ofminers like in the movie Armageddon?难道真要想好莱坞电影《世界末日》里演的似的,把未来交到布鲁斯·威利斯和他那帮乌合之众手里?Sure, we could wait until danger is imminent and then hope that a well placed nuclear explosionwould shatter or deflect the monster asteroid threatening humanity, but is this our only option?我们当然也能听任危机发展下去,在最后关头期待一枚核弹把带有毁灭威力的小行星击碎或者打偏。不过这难道是人类的唯一选择?The answer is that it depends on how big the asteroid is, how far away it is, and How much timewe have before impact?这个嘛,要看这颗小行星有多大,离地球有多远,我们有多少危机应对时间啦。Because theres lots of space debris out there, odds are that the threatening object wont be oneof the giant Earth-destroying asteroids that NASA is aly tracking, but a smaller meteoroid capable of causing regional devastation.足以毁灭地球的小行星早已上了NASA的定位追踪名单。但宇宙里到处是太空垃圾,很可能没等那些小行星威胁到地球,一些更小的流星就已足以造成地域性灾难了。With enough warning, though, we could crash a robotic spacecraft into the object and change its trajectory so that itll sail by Earth.不过,有了充足的预警,我们可以发射一些无人太空飞行器,把这些小天体撞离原定轨道。We know we have the technology for this, because NASA has aly successfully rammed a spacecraft into a comet to study the comets composition.这种技术早就有了,NASA就曾把一架飞行器撞向颗彗星,用以研究彗星的成分。There are also rare instances when space objects pass close by several years before returning on a collision course with Earth.也有一种很少见的情况:一些天体早先只是擦过近地轨道,数年后飞回来时,却可能撞上地球。Here even a tiny change in trajectory during the first pass would resultin big payoff later.天体轨道极细微的变化都可能导致今后的大灾难。In these cases, we could use a spacecrafts mass and gravitational field to nudge the space object off course without shattering it and creating potentially dangerous fragments.这种情况下,利用太空飞行器的质量和重力场,能将致命天体引偏些。用不着击碎它,这样也就不会产生可能威胁到地球安全的一堆碎片了。Obviously, early warning is key, which is why NASA has issued a grand challenge to scientists invarious disciplines, institutions and agencies to work together to uncover ways of detecting,characterizing and interacting with asteroids.显然,早期预警是关键。这也是为什么NASA给学界和各大相关机构出了个大挑战,让大家联合起来,预先测算分析和处理各种小行星的运行情况。Because when it comes to the future of the Earth,Bruce Willis can only do so much.因为一旦真的等到灾难临头,布鲁斯·威利斯可救不了人类。 /201404/287830

Stroll through the frozen foods section of the supermarket and you’ll find frozen corn, peas, and beans. A Moment of Science wonders, why isn’t there any frozen lettuce?你在闲逛超市的冷冻食品区的时候,会看到有冷冻玉米、冷冻豌豆和冷冻大豆。《科学一刻》栏目很好奇,为什么看不到冷冻莴苣呢?Freezing is a relatively easy and convenient way to preserve many vegetables because it slows down or destroys the bacteria and enzymes that cause spoilage.冷冻是储藏很多蔬菜的一种相对简单、便捷的方法,因为它会减慢导致食物变质的细菌和酶的增长或者杀死它们。But, the freezing process itself can cause changes in food that can spoil the appetite.但是,冷冻过程本身就会改变食物,从而影响食物的口感。During freezing, the water in every cell of the vegetable freezes and forms ice crystals. As we know from our ice cube trays, water expands in volume when it is frozen.在冷冻过程中,蔬菜的每个细胞中的水都会结冰。从制冰格我们可以知道,水在冻冰时体积会膨胀。In frozen vegetables, the ice crystals expand and damage the wall that surrounds each cell.对于冷冻蔬菜而言,冰晶膨胀会破坏蔬菜细胞的细胞壁When the cell walls are damaged, the vegetable’s structure is weakened, and its texture becomes softer.细胞壁受损时,蔬菜的结构就会变得不稳定,质地就会变软。Some vegetables, like corn and peas, have a lot of starch in them but very little water. So they maintain their structure in spite of the cell damage.像玉米和豌豆这样的蔬菜含有大量的淀粉但含水量却不高,因此就算是细胞壁受损,它们的结构也不会发生改变。But, other vegetables, like lettuce and cucumbers, have a lot of water in them and more delicate cell walls.但是像莴苣和黄瓜这类蔬菜本身水分较多,且细胞壁也更脆弱。The ice crystals damage these vegetables so badly that they really can’t be frozen without turning into mush.所以冰晶会对这类蔬菜造成很严重的影响,所以在没被捣碎的情况下最好不要将它们冷冻起来。Ice crystals can reduce almost any vegetable to mush if poor freezing technique is used. Slow freezing creates larger ice crystals than fast freezing and causes more damage.如果冷冻方法运用不当,冰晶几乎可以把任何蔬菜都变得软绵绵。慢冷冻所形成的冰晶要比快冷冻大,因而造成的损害也更多。Repeated thawing and freezing also creates larger crystals and can turn fresh, crunchy vegetables into unappetizing, mushy goo.反复的解冻和冷冻也会形成较大的冰晶,能够把新鲜的蔬菜变得黏黏糊糊,让人没了胃口。Oddly enough, good freezing technique means boiling the raw vegetables for twenty seconds before quickly cooling and then freezing.说来也奇怪,良好的冷冻方法竟然要把生蔬菜先煮沸20秒,然后快速冷却,最后再冷冻起来。The brief boiling makes the cell walls slightly more elastic.短暂的煮沸可以使细胞壁变得更加有弹性。 /201306/242984

Business商业报道Eataly意大利美食天堂Let them eat truffles请他们吃松露巧克力糖Italian food for the discerning—and loaded意大利美食专为识货的行家打造FOR cognoscenti, the height of Italian taste these days is not Prada or Maserati, but a food market called Eataly.对《鉴赏家》这本杂志而言,近日来意大利品味的高度不再是普拉达或玛莎拉蒂,而是一个名为Eataly的美食超市。Fruit and vegetables are piled artfully in barrows and crates.水果和蔬菜有序又极具艺术气息地摆放在手推车和板条箱上,Cornucopias of pastas and pestos and peperoncini lie on shelves.架子上是满满的通心粉、香蒜沙司和辣椒酱。Groups of little tables tempt shoppers to stop and sample the salamis, or some of the eye-wateringly expensive truffles for which its founders home town ofAlba, inPiedmont, is famous.一张张的小桌子吸引着消费者驻足品尝意大利腊肠以及让人垂涎三尺的松露巧克力糖,后者不仅仅昂贵,也是该公司缔造者的故乡—位于皮埃蒙特的阿尔巴—著名的特产。Oscar Farinetti set up the first Eataly in 2007, in an old vermouth warehouse in the Lingotto district of Turin.2007年奥斯卡·法立内迪在都灵的林格托一家破旧的苦艾酒仓库建立首家Eataly。His 21st is due to open on December 2nd inChicago.他的第21家分店将于12月2日在芝加哥正式运营。When Eataly came toManhattanin 2010, the media were still reporting queues around the block two weeks later.2010年,当Eataly进入曼哈顿两周后,媒体依然在竞相报道依然包围着该美食城的消费者队伍。Perhaps one of Mr Farinettis American partners—Mario Batali, a well-knownNew Yorkchef—had something to do with that.或许这与法立内迪的美国合伙人之一的马利欧·巴塔利这位著名的纽约大厨有关。But inTokyotoo, after a slow start, people have taken Eataly to their hearts and wallets.然而在东京,渐渐地,Eataly走进了人们的心里,人们甘愿掏钱品尝意大利美食。Mr Farinetti is a serial entrepreneur who had the good sense to sell his previous electrical-retailing business before the bottom fell out of it, and switch to a more promising sector.法立内迪曾多次创业,他有敏锐的商业嗅觉,之前他经营电器零售业务。在这项业务坠入谷底前,他将所有业务转向更有潜力的行业。But he is also a fully paid-up member of the Slow Food movement founded by Carlo Petrini, his friend and fellow Piedmontese.然而他也是慢食运动的正式会员,这一运动是他皮埃蒙特的朋友卡勒·佩特里尼倡导的。Under Mr Petrinis guidance Eataly stocks the produce of several small firms, such as Gragnano durum-wheat pasta, wines from Piedmont and theVenetoand oil from westernLiguria.在佩特里尼的指导下,Eataly采购许多小公司的产品,比如格拉南诺的硬质小麦通心粉,皮埃蒙特和威尼托的酒以及西部利古利亚的食用油。Information cards tell shoppers who produced what and how.产品的信息卡上写着产品品名、生产者及生产过程,消费者一看就知道。The idea, says Mr Farinetti, is not just selling food but “increasing the percentage of people who eat with awareness, choosing high-quality products and paying special attention to the source and processing of raw materials.”法立内迪说,“这个主意不仅仅只是出售商品,而是让更多的消费者有意识地购买食物,挑选高质量的产品,更加关注食品原材料的产地和加工过程。”It works.这确实有效。Turnover this year is likely to be 300m, up by 30% from 2012, thanks to the opening of new shops.由于新店开张,今年的营业额有望达到3亿欧元,较2012年上涨30%。More are planned by 2017, acrossAmericaand inLondonandParis.截止2017年,更多的分店将会在美国各地、伦敦及巴黎开张。Sales have risen in existing stores, too, by 4%-plus inItaly, 5% inNew Yorkand 10% inJapan.已开张的份店的销售额也都在上涨,意大利涨幅超过4个百分点,纽约5个百分点,日本10个百分点。Earnings before interest, tax, depreciation and amortisation are almost 20% of revenue inNew Yorkand 15% inTurin.除去息税摊销折旧前的收益,纽约的几乎占总收益的20%,都灵的占15%。Eataly provides its customers with gorgeous surroundings—less combative than at Harrods in London, less oppressively wholesome than at Whole Foods Markets, an American chain—in which they might imagine Gianmaria and Francesca weeding the tomato plants or ting the grapes.Eataly为其消费者营造极好的消费环境—不像伦敦的哈罗兹百货公司那般斗志昂扬,也不如美国连锁全食市场那样琳琅满目目不暇接,在那儿人们都可能想象Gianmaria 和Francesca正在为番茄苗除草或者正在踩葡萄出汁。Mr Farinetti is selling them a seductive image ofItalyitself.法立内迪向其消费者营销的实际上是意大利这个意象所代表的国家的魅力。 /201312/267748

DON:Yael, Ive been thinking lately that maybe I should go into stand-up comedy.唐:雅艾尔,最近我一直在想也许该去演喜剧脱口秀。YAEL:What on earth gave you that idea?雅艾尔:到底是什么让你萌生这种念头?DON:Ive noticed that I seem to make a lot of people laugh, especially women.唐:我注意到,我似乎是很多人的开心果,尤其是在女性中间。Sometimes all I have to say is ;Hello.; Its rather remarkable.有时我只是不得不说你好。就能带来非凡的笑果。YAEL:Actually, its rather ordinary.雅艾尔:事实上,这再普通不过了。Laughter research has found that only a small percentage of laughter, less than 20%, is a sincere response to someones humor.对于笑的研究已经发现,只有很小一部分的笑,不到20%,是对别人幽默真诚的回应。In fact, laughter is primarily a social signal, as opposed to an emotional outburst.事实上,笑是主要的社会信号,而不是一种情绪的宣泄。People are thirty times more likely to laugh in a social situation than when they are alone.处于社交场合时人们的笑会是独自一人时的30倍。And other observations about laughter also imply it has a social function.而另一项关于笑的研究也表明它有一种社会功能。For instance, theres ;polite; laughter.例如,有“礼貌”的笑声。How often have you found yourself laughing at someones attempt at being funny in order to spare their feelings or make them feel good?你是否经常发现自己笑别人的幽默只是为了照顾他们的感情或让他们感觉好受些?DON:Wow. Youve just described my relationship with my father.唐:哇。你刚刚讲的就是我和父亲之间的关系。It hurts me how unfunny he is.这伤害了我,他是个多么无趣的人。Im sure Id be able to tell if people were faking their laughter at my jokes, though.尽管我确信自己可以判断是否有人假装感到我的笑话笑果出众。YAEL:Hmm. Well, Don, research has also found that women tend to laugh a good deal more than men.雅艾尔:嗯。嗯,唐,研究也发现,女性的笑常常超过男性。And male speakers tend to illicit more laughter than female speakers.而男性演讲者们往往比女性的笑更为不正当。Also, laughter may very well be a sign of power dynamics between people, signaling dominance and submission, acceptance and rejection.还有,笑声很可能标志着人与人之间的权力分配,信号统治及顺从,接受和拒绝。Certainly, that seems to be the case when someone is laughed at rather than with.当然,这似乎是这样而当有人嘲笑的时候则另当别论。DON:Thanks a lot, Yael.唐:雅艾尔,非常感谢。I think youve ruined my career in comedy, as well as laughter in general.我认为你毁了我的喜剧事业,还有一般的笑。Youve explained the life out of it! 你已经融入于生活中了! 201311/265321

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