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今天你“团”了吗? Half-Off and More:The Everyday Lure of Group Buying

  2008年11月,团购网站Groupon在美国成立——其命名由“团体”(group)和“优惠券”(coupon)合并而来——网上团购风马上席卷全美,而今更在全世界遍地开花。团购是继“偷菜”和微博之后又一个成为国人现实生活一部分的网络新生事物,在繁荣发展之余也产生了不少消费纠纷。

 
  
  Host: An e-mail came out offering a $50 gift card to the Gap注1 for just $25. The response was immediate. Half a million people clicked “buy.” That e-mail was legitimate[合法的], but it didn't come from the Gap. It came from a company called Groupon. It's one of several companies offering consumers some amazing deals and changing the way businesses market themselves.
  主持人:在一封电子邮件里,价值50美元的盖璞礼券卡仅售25美元。一石激起千层浪,近50万人点击了“购买”键。这封邮件绝对合法,但发件人并不是盖璞公司,而是一个名为Groupon的公司。它是全美几家为顾客提供优惠交易的公司之一,大大改变了各行各业的营销推广方式。
  
今天你“团”了吗? Half-Off and More:The Everyday Lure of Group Buying  The Gap deal was Groupon's first big national promotion. And the response overwhelmed[彻底击败] the company's servers. Rob Solomon is Groupon's president.
  盖璞优惠项目是Groupon首个全美大型促销活动,其回馈(点击量)使公司的服务器一度陷入瘫痪。罗布·所罗门是Groupon的总裁。
 
  Solomon: We thought it would do well. We had no idea it would do as well as it did. And now we're getting calls from every national retailer[零售商] out there about how they can get in on the fun with Groupon…
  所罗门:我们知道这个活动的效果一定很好,但从没想过会那么好。现在全国各地的零售商都给我们打电话,他们也想与Groupon合作,好分一杯羹……
 
  Up until now, Groupon has built its business with a local focus. It partners up with small businesses in the dozens of cities it serves, then offers hard-to-resist savings to the people on its massive e-mail lists. Solomon says the customers buy directly from Groupon.
  Groupon目前的经营模式依然以本地为核心。它与服务范围内的几十座城市中的小商家合作,为其庞大的电邮客户群提供让人难以抗拒的优惠。所罗门表示,顾客都是直接在Groupon进行团购。
 
  Solomon: Traditionally, the cupcake bakery[面包店] or the Pilates注2 studio or the Brazilian steakhouse[牛排店] wasn't able to sell on the Internet, and they maybe promoted themselves a little bit on the Internet, but nothing really moved the needle[找到方向] until this thing came along.
  所罗门:在传统意义上,纸杯蛋糕店、普拉提工作室或巴西牛排屋都难以通过网络进行销售。它们或许会在网上打打广告,但直到团购出现,它们才找到无穷商机。
 
  Groupon may be the leader in discount[折扣] group buying on the Internet, but it does have competitors.
  Groupon或许是网上打折团购业的领头羊,但它也有不少对手。
 
  LivingSocial recently sent an e-mail to its customers in Washington, D.C. offering $50 worth of fancy cupcakes for $25.
  LivingSocial网站最近给华盛顿特区的顾客发送优惠邮件——用25美元就能买到价值50美元的美味纸杯蛋糕。

  More than 2,000 people responded—double what the managers at the Red Velvet[天鹅绒] Cupcakery had been expecting. Tracy Wilson says it's been a wild ride for the pastry[糕点] chefs.
  超过2000人点击购买——这个数字比“红色天鹅绒”小蛋糕店的经理们所预计的数字多了一倍。特蕾西·威尔森说,对于糕点师来说,这绝对是一次疯狂的经历。

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