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2021-06-24

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Apple banks on physical stores as economies reopen, retail chief says<blockquote>零售业负责人表示，随着经济重新开放，苹果寄希望于实体店</blockquote>

By Stephen Nellis June 24 (Reuters) - Apple Inc is expanding retail operations as the United St

Apple banks on physical stores as economies reopen, retail chief says<blockquote>零售业负责人表示，随着经济重新开放，苹果寄希望于实体店</blockquote>

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{"i18n":{"language":"zh_CN"},"data":{"magic":2,"id":126940964,"tweetId":"126940964","gmtCreate":1624543050758,"gmtModify":1634004635900,"author":{"id":3571806796080670,"idStr":"3571806796080670","authorId":3571806796080670,"authorIdStr":"3571806796080670","name":"Terry888","avatar":"https://static.laohu8.com/default-avatar.jpg","vip":1,"userType":1,"introduction":"","boolIsFan":false,"boolIsHead":false,"crmLevel":11,"crmLevelSwitch":0,"individualDisplayBadges":[],"fanSize":0,"starInvestorFlag":false},"themes":[],"images":[],"coverImages":[],"extraTitle":"","html":"<html><head></head><body>Nice</body></html>","htmlText":"<html><head></head><body>Nice</body></html>","text":"Nice","highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"link":"https://laohu8.com/post/126940964","repostId":2145425050,"repostType":2,"repost":{"id":"2145425050","kind":"highlight","weMediaInfo":{"introduction":"Reuters.com brings you the latest news from around the world, covering breaking news in markets, business, politics, entertainment and technology","home_visible":1,"media_name":"Reuters","id":"1036604489","head_image":"https://static.tigerbbs.com/443ce19704621c837795676028cec868"},"pubTimestamp":1624542658,"share":"https://www.laohu8.com/m/news/2145425050?lang=zh_CN&edition=full","pubTime":"2021-06-24 21:50","market":"us","language":"en","title":"Apple banks on physical stores as economies reopen, retail chief says<blockquote>零售业负责人表示，随着经济重新开放，苹果寄希望于实体店</blockquote>","url":"https://stock-news.laohu8.com/highlight/detail?id=2145425050","media":"Reuters","summary":"By Stephen Nellis June 24 (Reuters) - Apple Inc is expanding retail operations as the United St","content":"<html><body>By Stephen Nellis<blockquote><html><body>斯蒂芬·内利斯</body></html></blockquote> June 24 (Reuters) - Apple Inc is expanding retail operations as the United States emerges from the pandemic, betting that a combination of strategies developed before and during COVID-19 will make its stores more popular than ever, its retail chief told Reuters.<blockquote>路透6月24日-苹果公司零售主管告诉路透社，随着美国摆脱疫情，该公司正在扩大零售业务，押注在COVID-19之前和期间制定的战略组合将使其商店比以往任何时候都更受欢迎。</blockquote> Apple is doing this as the retail industry works out what the post-pandemic future will look like, including consumers who have become used to ordering almost everything online.<blockquote>苹果正在这样做，因为零售业正在规划大流行后的未来，包括已经习惯在网上订购几乎所有东西的消费者。</blockquote> For Apple, the answer is keeping what helped it through the pandemic, and doubling down on its pre-pandemic strategy of in-store events and experiences beyond shopping.<blockquote>对于苹果来说，答案是保留帮助其度过大流行的东西，并加倍实施大流行前的店内活动和购物以外的体验战略。</blockquote> The express counters that popped up to help customers more efficiently pick up online orders, for example, will become regular features of Apple's 500-plus stores around the world, all of which have reopened as of June 14.<blockquote>例如，为帮助顾客更有效地提货在线订单而出现的快递柜台将成为苹果全球500多家商店的常规特色，所有这些商店均已于6月14日重新开业。</blockquote> The iPhone maker is also adding a new \"Creative Studios\" program, starting in Los Angeles and Beijing, that aims to teach young people from underrepresented communities to use Apple products to create music, films and photography. That adds to a broader array of classes based out of the stores designed to bring in customers in contact with Apple more frequently.<blockquote>这家iPhone制造商还增加了一个新的“创意工作室”项目，从洛杉机和北京开始，旨在教来自代表性不足社区的年轻人使用苹果产品创作音乐、电影和摄影。这增加了店外更广泛的课程，旨在让顾客更频繁地接触苹果。</blockquote> \"We're looking at this moment right now as a way to really begin again, and begin again in every way,\" Deirdre O'Brien, Apple's senior vice president of retail and people, told Reuters as the company prepared on Thursday to open a new store at the renovated <a href=\"https://laohu8.com/S/TWR.AU\">Tower</a> Theatre in downtown Los Angeles, Apple's second new U.S. retail outlet since the beginning of the pandemic.<blockquote>苹果零售和人力资源高级副总裁迪尔德丽·奥布莱恩(Deirdre O'Brien)对路透社表示：“我们现在将这一刻视为真正重新开始的一种方式，并在各方面重新开始。”该公司周四准备在翻新后的<a href=\"https://laohu8.com/S/TWR.AU\">塔楼</a>洛杉矶市中心的剧院，这是苹果自疫情开始以来在美国的第二家新零售店。</blockquote> Apple boomed during the pandemic, hitting $2 trillion in market capitalization in August 2020 and setting records for sales of iPhones and several other categories. <blockquote>苹果在疫情期间蓬勃发展，2020年8月市值达到2万亿美元，并创下了iPhone和其他几个类别的销售记录。</blockquote> One of the retail-related weak spots in its financial results, analysts said, was a slowdown in sales of AppleCare, a device insurance plan that is often an upsell during a store visit but easier for consumers to skip online. Apple also experienced supply chain missteps over the past year, delivering its iPhone 12 later than usual last year and saying in April that the global semiconductor shortage would cost it several billion dollars in sales.<blockquote>分析师表示，其财务业绩中与零售相关的弱点之一是AppleCare的销售放缓，AppleCare是一项设备保险计划，通常是在商店访问期间追加销售，但消费者更容易跳过在线销售。苹果在过去一年中也经历了供应链失误，去年iPhone 12的交付时间比平时晚，并在4月份表示，全球半导体短缺将使其损失数十亿美元的销售额。</blockquote> PERSONAL EXPERIENCE<blockquote>个人经验</blockquote> Part of Apple's retail success amid closures was streamlining its buy-online, pick-up-in-person process. Apple's long-held retail strategy has been to encourage customers to wander its airy stores to touch and feel its devices. <blockquote>苹果在关闭期间取得零售成功的部分原因是简化了其在线购买、亲自提货的流程。苹果长期以来的零售策略是鼓励顾客逛其通风良好的商店，触摸和感受其设备。</blockquote> During the pandemic, Apple re-worked many stores to have small express counters designed to facilitate pickups quickly but still give a personal touch, sometimes by following up online or by phone later to set up devices.<blockquote>在大流行期间，苹果对许多商店进行了改造，设立了小型快递柜台，旨在方便快速取件，但仍具有个人风格，有时通过在线或电话跟进来设置设备。</blockquote> \"The goal was really for speed, which is very different than what we usually experience in a retail store,\" O'Brien said. \"We want to make sure that in that experience that they can come in, quickly get the product they want. But we do want to make sure that we can also have a quick conversation with them to make sure that they have everything they need.\"<blockquote>“我们的目标实际上是速度，这与我们通常在零售店体验到的速度非常不同，”奥布莱恩说。“我们希望确保在这种体验中，他们可以快速获得他们想要的产品。但我们确实希望确保我们也可以与他们进行快速对话，以确保他们拥有所需的一切。”</blockquote> As local rules allow, Apple is returning to in-person events and classes at its stores. The \"Creative Studios\" effort will eventually roll out to other major cities, O'Brien said. <blockquote>在当地规定允许的情况下，苹果将恢复在其商店举办现场活动和课程。奥布莱恩说，“创意工作室”的努力最终将推广到其他主要城市。</blockquote> Carolina Milanesi, principal analyst at Creative Strategies, said programs like those, in addition to courses designed to teach computer coding and other tech skills, are ways for Apple to bolster its brand with consumers between purchases.<blockquote>Creative Strategies首席分析师Carolina Milanesi表示，除了旨在教授计算机编码和其他技术技能的课程之外，此类项目也是苹果在购买之间向消费者宣传其品牌的方式。</blockquote> “The more they can get you to use the device, the more engaged you are, the more loyal you’re going to be,\" Milanesi said. <blockquote>“他们越能让你使用该设备，你就越投入，你就越忠诚，”米拉内西说。</blockquote> (Reporting by Stephen Nellis in San Francisco Editing by Peter Henderson and Frances Kerry)<blockquote>（斯蒂芬·内利斯旧金山报道彼得·亨德森和弗朗西斯·克里编辑）</blockquote>((Stephen.Nellis@thomsonreuters.com; (415) 344-4934;))<blockquote>((Stephen.Nellis@thomsonreuters.com；(415)344-4934；))</blockquote></body></html><blockquote></blockquote>","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>Apple banks on physical stores as economies reopen, retail chief says<blockquote>零售业负责人表示，随着经济重新开放，苹果寄希望于实体店</blockquote></title>\n<style type=\"text/css\">\na,abbr,acronym,address,applet,article,aside,audio,b,big,blockquote,body,canvas,caption,center,cite,code,dd,del,details,dfn,div,dl,dt,\nem,embed,fieldset,figcaption,figure,footer,form,h1,h2,h3,h4,h5,h6,header,hgroup,html,i,iframe,img,ins,kbd,label,legend,li,mark,menu,nav,\nobject,ol,output,p,pre,q,ruby,s,samp,section,small,span,strike,strong,sub,summary,sup,table,tbody,td,tfoot,th,thead,time,tr,tt,u,ul,var,video{ font:inherit;margin:0;padding:0;vertical-align:baseline;border:0 }\nbody{ font-size:16px; line-height:1.5; color:#999; background:transparent; }\n.wrapper{ overflow:hidden;word-break:break-all;padding:10px; }\nh1,h2{ font-weight:normal; line-height:1.35; margin-bottom:.6em; }\nh3,h4,h5,h6{ line-height:1.35; margin-bottom:1em; }\nh1{ font-size:24px; }\nh2{ font-size:20px; }\nh3{ font-size:18px; }\nh4{ font-size:16px; }\nh5{ font-size:14px; }\nh6{ font-size:12px; }\np,ul,ol,blockquote,dl,table{ margin:1.2em 0; }\nul,ol{ margin-left:2em; }\nul{ list-style:disc; }\nol{ list-style:decimal; }\nli,li p{ margin:10px 0;}\nimg{ max-width:100%;display:block;margin:0 auto 1em; }\nblockquote{ color:#B5B2B1; border-left:3px solid #aaa; padding:1em; }\nstrong,b{font-weight:bold;}\nem,i{font-style:italic;}\ntable{ width:100%;border-collapse:collapse;border-spacing:1px;margin:1em 0;font-size:.9em; }\nth,td{ padding:5px;text-align:left;border:1px solid #aaa; }\nth{ font-weight:bold;background:#5d5d5d; }\n.symbol-link{font-weight:bold;}\n/* header{ border-bottom:1px solid #494756; } */\n.title{ margin:0 0 8px;line-height:1.3;color:#ddd; }\n.meta {color:#5e5c6d;font-size:13px;margin:0 0 .5em; }\na{text-decoration:none; color:#2a4b87;}\n.meta .head { display: inline-block; overflow: hidden}\n.head .h-thumb { width: 30px; height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 12.5px; color: #7E829C; margin: 0;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\nApple banks on physical stores as economies reopen, retail chief says<blockquote>零售业负责人表示，随着经济重新开放，苹果寄希望于实体店</blockquote>\n</h2>\n<h4 class=\"meta\">\n<a class=\"head\" href=\"https://laohu8.com/wemedia/1036604489\">\n\n<div class=\"h-thumb\" style=\"background-image:url(https://static.tigerbbs.com/443ce19704621c837795676028cec868);background-size:cover;\"></div>\n\n<div class=\"h-content\">\nReuters \n2021-06-24 21:50\n</div>\n</a>\n</h4>\n</header>\n<article>\n<html><body>By Stephen Nellis<blockquote><html><body>斯蒂芬·内利斯</body></html></blockquote> June 24 (Reuters) - Apple Inc is expanding retail operations as the United States emerges from the pandemic, betting that a combination of strategies developed before and during COVID-19 will make its stores more popular than ever, its retail chief told Reuters.<blockquote>路透6月24日-苹果公司零售主管告诉路透社，随着美国摆脱疫情，该公司正在扩大零售业务，押注在COVID-19之前和期间制定的战略组合将使其商店比以往任何时候都更受欢迎。</blockquote> Apple is doing this as the retail industry works out what the post-pandemic future will look like, including consumers who have become used to ordering almost everything online.<blockquote>苹果正在这样做，因为零售业正在规划大流行后的未来，包括已经习惯在网上订购几乎所有东西的消费者。</blockquote> For Apple, the answer is keeping what helped it through the pandemic, and doubling down on its pre-pandemic strategy of in-store events and experiences beyond shopping.<blockquote>对于苹果来说，答案是保留帮助其度过大流行的东西，并加倍实施大流行前的店内活动和购物以外的体验战略。</blockquote> The express counters that popped up to help customers more efficiently pick up online orders, for example, will become regular features of Apple's 500-plus stores around the world, all of which have reopened as of June 14.<blockquote>例如，为帮助顾客更有效地提货在线订单而出现的快递柜台将成为苹果全球500多家商店的常规特色，所有这些商店均已于6月14日重新开业。</blockquote> The iPhone maker is also adding a new \"Creative Studios\" program, starting in Los Angeles and Beijing, that aims to teach young people from underrepresented communities to use Apple products to create music, films and photography. That adds to a broader array of classes based out of the stores designed to bring in customers in contact with Apple more frequently.<blockquote>这家iPhone制造商还增加了一个新的“创意工作室”项目，从洛杉机和北京开始，旨在教来自代表性不足社区的年轻人使用苹果产品创作音乐、电影和摄影。这增加了店外更广泛的课程，旨在让顾客更频繁地接触苹果。</blockquote> \"We're looking at this moment right now as a way to really begin again, and begin again in every way,\" Deirdre O'Brien, Apple's senior vice president of retail and people, told Reuters as the company prepared on Thursday to open a new store at the renovated <a href=\"https://laohu8.com/S/TWR.AU\">Tower</a> Theatre in downtown Los Angeles, Apple's second new U.S. retail outlet since the beginning of the pandemic.<blockquote>苹果零售和人力资源高级副总裁迪尔德丽·奥布莱恩(Deirdre O'Brien)对路透社表示：“我们现在将这一刻视为真正重新开始的一种方式，并在各方面重新开始。”该公司周四准备在翻新后的<a href=\"https://laohu8.com/S/TWR.AU\">塔楼</a>洛杉矶市中心的剧院，这是苹果自疫情开始以来在美国的第二家新零售店。</blockquote> Apple boomed during the pandemic, hitting $2 trillion in market capitalization in August 2020 and setting records for sales of iPhones and several other categories. <blockquote>苹果在疫情期间蓬勃发展，2020年8月市值达到2万亿美元，并创下了iPhone和其他几个类别的销售记录。</blockquote> One of the retail-related weak spots in its financial results, analysts said, was a slowdown in sales of AppleCare, a device insurance plan that is often an upsell during a store visit but easier for consumers to skip online. Apple also experienced supply chain missteps over the past year, delivering its iPhone 12 later than usual last year and saying in April that the global semiconductor shortage would cost it several billion dollars in sales.<blockquote>分析师表示，其财务业绩中与零售相关的弱点之一是AppleCare的销售放缓，AppleCare是一项设备保险计划，通常是在商店访问期间追加销售，但消费者更容易跳过在线销售。苹果在过去一年中也经历了供应链失误，去年iPhone 12的交付时间比平时晚，并在4月份表示，全球半导体短缺将使其损失数十亿美元的销售额。</blockquote> PERSONAL EXPERIENCE<blockquote>个人经验</blockquote> Part of Apple's retail success amid closures was streamlining its buy-online, pick-up-in-person process. Apple's long-held retail strategy has been to encourage customers to wander its airy stores to touch and feel its devices. <blockquote>苹果在关闭期间取得零售成功的部分原因是简化了其在线购买、亲自提货的流程。苹果长期以来的零售策略是鼓励顾客逛其通风良好的商店，触摸和感受其设备。</blockquote> During the pandemic, Apple re-worked many stores to have small express counters designed to facilitate pickups quickly but still give a personal touch, sometimes by following up online or by phone later to set up devices.<blockquote>在大流行期间，苹果对许多商店进行了改造，设立了小型快递柜台，旨在方便快速取件，但仍具有个人风格，有时通过在线或电话跟进来设置设备。</blockquote> \"The goal was really for speed, which is very different than what we usually experience in a retail store,\" O'Brien said. \"We want to make sure that in that experience that they can come in, quickly get the product they want. But we do want to make sure that we can also have a quick conversation with them to make sure that they have everything they need.\"<blockquote>“我们的目标实际上是速度，这与我们通常在零售店体验到的速度非常不同，”奥布莱恩说。“我们希望确保在这种体验中，他们可以快速获得他们想要的产品。但我们确实希望确保我们也可以与他们进行快速对话，以确保他们拥有所需的一切。”</blockquote> As local rules allow, Apple is returning to in-person events and classes at its stores. The \"Creative Studios\" effort will eventually roll out to other major cities, O'Brien said. <blockquote>在当地规定允许的情况下，苹果将恢复在其商店举办现场活动和课程。奥布莱恩说，“创意工作室”的努力最终将推广到其他主要城市。</blockquote> Carolina Milanesi, principal analyst at Creative Strategies, said programs like those, in addition to courses designed to teach computer coding and other tech skills, are ways for Apple to bolster its brand with consumers between purchases.<blockquote>Creative Strategies首席分析师Carolina Milanesi表示，除了旨在教授计算机编码和其他技术技能的课程之外，此类项目也是苹果在购买之间向消费者宣传其品牌的方式。</blockquote> “The more they can get you to use the device, the more engaged you are, the more loyal you’re going to be,\" Milanesi said. <blockquote>“他们越能让你使用该设备，你就越投入，你就越忠诚，”米拉内西说。</blockquote> (Reporting by Stephen Nellis in San Francisco Editing by Peter Henderson and Frances Kerry)<blockquote>（斯蒂芬·内利斯旧金山报道彼得·亨德森和弗朗西斯·克里编辑）</blockquote>((Stephen.Nellis@thomsonreuters.com; (415) 344-4934;))<blockquote>((Stephen.Nellis@thomsonreuters.com；(415)344-4934；))</blockquote></body></html><blockquote></blockquote>\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"","relate_stocks":{"03086":"华夏纳指","AAPL":"苹果","09086":"华夏纳指-U"},"source_url":"http://api.rkd.refinitiv.com/api/News/News.svc/REST/News_1/RetrieveStoryML_1","is_english":true,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"2145425050","content_text":"By Stephen Nellis June 24 (Reuters) - Apple Inc is expanding retail operations as the United States emerges from the pandemic, betting that a combination of strategies developed before and during COVID-19 will make its stores more popular than ever, its retail chief told Reuters. Apple is doing this as the retail industry works out what the post-pandemic future will look like, including consumers who have become used to ordering almost everything online. For Apple, the answer is keeping what helped it through the pandemic, and doubling down on its pre-pandemic strategy of in-store events and experiences beyond shopping. The express counters that popped up to help customers more efficiently pick up online orders, for example, will become regular features of Apple's 500-plus stores around the world, all of which have reopened as of June 14. The iPhone maker is also adding a new \"Creative Studios\" program, starting in Los Angeles and Beijing, that aims to teach young people from underrepresented communities to use Apple products to create music, films and photography. That adds to a broader array of classes based out of the stores designed to bring in customers in contact with Apple more frequently. \"We're looking at this moment right now as a way to really begin again, and begin again in every way,\" Deirdre O'Brien, Apple's senior vice president of retail and people, told Reuters as the company prepared on Thursday to open a new store at the renovated Tower Theatre in downtown Los Angeles, Apple's second new U.S. retail outlet since the beginning of the pandemic. Apple boomed during the pandemic, hitting $2 trillion in market capitalization in August 2020 and setting records for sales of iPhones and several other categories. One of the retail-related weak spots in its financial results, analysts said, was a slowdown in sales of AppleCare, a device insurance plan that is often an upsell during a store visit but easier for consumers to skip online. Apple also experienced supply chain missteps over the past year, delivering its iPhone 12 later than usual last year and saying in April that the global semiconductor shortage would cost it several billion dollars in sales. PERSONAL EXPERIENCE Part of Apple's retail success amid closures was streamlining its buy-online, pick-up-in-person process. Apple's long-held retail strategy has been to encourage customers to wander its airy stores to touch and feel its devices. During the pandemic, Apple re-worked many stores to have small express counters designed to facilitate pickups quickly but still give a personal touch, sometimes by following up online or by phone later to set up devices. \"The goal was really for speed, which is very different than what we usually experience in a retail store,\" O'Brien said. \"We want to make sure that in that experience that they can come in, quickly get the product they want. But we do want to make sure that we can also have a quick conversation with them to make sure that they have everything they need.\" As local rules allow, Apple is returning to in-person events and classes at its stores. The \"Creative Studios\" effort will eventually roll out to other major cities, O'Brien said. Carolina Milanesi, principal analyst at Creative Strategies, said programs like those, in addition to courses designed to teach computer coding and other tech skills, are ways for Apple to bolster its brand with consumers between purchases. “The more they can get you to use the device, the more engaged you are, the more loyal you’re going to be,\" Milanesi said. (Reporting by Stephen Nellis in San Francisco Editing by Peter Henderson and Frances Kerry)((Stephen.Nellis@thomsonreuters.com; (415) 344-4934;))","news_type":1,"symbols_score_info":{"09086":0.6,"03086":0.6,"AAPL":1}},"isVote":1,"tweetType":1,"viewCount":1441,"commentLimit":10,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"symbols":[],"verified":2,"subType":0,"readableState":1,"langContent":"EN","currentLanguage":"EN","warmUpFlag":false,"orderFlag":false,"shareable":true,"causeOfNotShareable":"","featuresForAnalytics":[],"commentAndTweetFlag":false,"andRepostAutoSelectedFlag":false,"upFlag":false,"length":4,"xxTargetLangEnum":"ORIG"},"commentList":[],"hasMoreComment":false,"orderType":2}