沃爾瑪為何瞄準富裕消費者？
Why Walmart Is Going After Wealthy Shoppers
譯文簡介
沃爾瑪以低價和簡潔的經(jīng)營方式聞名。因此，富裕消費者正在推動零售商增長這一事實可能會讓人感到驚訝。
正文翻譯
Walmart is known for its low prices and no frills approach. So it may come as a surprise that wealthier shoppers are helping to fuel the retailer’s growth. For more than two years, the discounter has noticed more customers with six-figure incomes shopping on its website and in its stores. Households earning more than $100,000 made up 75% of the company’s market share gains in the fiscal third quarter, Walmart CEO Doug McMillon said on the company’s earnings call in November.
沃爾瑪以低價和簡潔的經(jīng)營方式聞名。因此，富裕消費者正在推動零售商增長這一事實可能會讓人感到驚訝。在過去兩年多的時間里，這家折扣零售商注意到，越來越多年收入六位數(shù)的顧客在其網(wǎng)站和門店購物。沃爾瑪首席執(zhí)行官道格·麥克米倫（Doug McMillon）在公司11月的財報電話會議上表示，年收入超過10萬美元的家庭占公司市場份額增長的75%。
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Having an annual income of over 100k is not wealthy in the US.
年收入超過10萬美元在美國并不算富有。
I hate going into a Walmart and I avoid them at all costs
我討厭去沃爾瑪，盡量避免去那里。
If higher income shoppers are shopping at Wal-Mart then we have a PROBLEM. A big problem
如果高收入的顧客開始去沃爾瑪購物，那就有問題了。一個大問題。
It’s not that Walmart is grooming wealthy customers, it’s that wealthy customers are seeking lower cost stores like Walmart and ALDIs than the likes of Wegman’s to save money
并不是沃爾瑪在迎合富裕顧客，而是富裕顧客為了省錢，選擇像沃爾瑪和ALDI這樣的低成本商店，而不是像Wegman’s這樣的高端商店。
They aren't pivoting to the shoppers. The shoppers are pivoting to Walmart.
他們不是在轉(zhuǎn)向富裕顧客，而是富裕顧客在轉(zhuǎn)向沃爾瑪。
Please do the right thing and boycott these greedy corporations whenever you can. Walmart makes an obscene amount of money yet the pay their employees just enough so they qualify for welfare...which ends up coming out of our taxpayer dollars. It may be more inconvient in the short run but please support small businesses. And if you have to support a big business...I guess go for the lesser of two evils.
請在可能的情況下做正確的事，抵制這些貪婪的公司。沃爾瑪賺了大量的錢，但他們支付給員工的錢剛好夠讓他們符合福利資格……這些福利最終是由我們的納稅人資金支付的。短期內(nèi)可能會更不方便，但請支持小型企業(yè)。如果你必須支持大公司……那就選擇兩個惡中較小的一個吧。
They going after wealthy shoppers because they’ve already taken all they can from everyone else.
他們在追求富裕顧客，因為他們已經(jīng)從其他人身上榨取了所有能榨取的東西。
Maybe 100k households are feeling pressed enough to shop at Walmart.
也許年收入10萬美元的家庭已經(jīng)感到壓力大，甚至要去沃爾瑪購物。
WALMART was the MAIN DRIVER for manufacturing jobs LEAVING THE UNITED STATES!!! That’s why I chose NOT to buy from Walmart, they contributed to the downfall of our country’s job market. DON’T BOTHER KEEP YOUR MONEY!!
沃爾瑪是導致制造業(yè)工作崗位離開美國的主要推手?。?！這就是為什么我選擇不從沃爾瑪購物的原因，它們助長了我們國家就業(yè)市場的衰退。別浪費時間，保持你的錢??！
We need to revive the culture of small, locally owned businesses—mom-and-pop stores, butcher shops, and art shops—that bring character and a sense of community to our neighborhoods. The dominance of big-box retailers like Walmart is eroding the unique shopping experience and weakening local connections. Relying on a single corporate giant for all our needs is neither sustainable nor beneficial in the long run.
我們需要恢復小型本地企業(yè)的文化——小商店、肉鋪和藝術(shù)店——這些店鋪為我們的社區(qū)帶來了特色和歸屬感。沃爾瑪這樣的超大型零售商的主導地位正在侵蝕獨特的購物體驗，削弱了本地聯(lián)系。長期依賴單一的企業(yè)巨頭來滿足我們所有需求既不可持續(xù)，也不利。
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Walmart treats its customers like thieves. I avoid shopping there at all costs. The store by me is always a mess and out of stock on many things. Their is always some person in the parking lot or in the store begging for money
沃爾瑪把顧客當小偷一樣對待。我盡量避免去那里購物。我附近的那家沃爾瑪總是亂七八糟，許多東西缺貨。停車場或者店里總有些人在乞討。
Same news channel say 100 k doesnt cut it for the average american anymore but now they are in the wealthy category
同一個新聞頻道說年收入10萬美元現(xiàn)在對普通美國人來說已經(jīng)不夠用了，但現(xiàn)在他們被歸類為富人了。
The dystopian reality of wealth inequality to the extreme where poor ppl don't even have money to buy the basics
貧富不均的極端反烏托邦現(xiàn)實，窮人連買基本生活必需品的錢都沒有。
I live in San Diego County, CA. Most upper middle class/wealthy people out here are into Costco, and seldom go to Walmart.
我住在加利福尼亞州圣地亞哥縣。這里的大多數(shù)中上階層/富裕人士都喜歡去Costco，很少去沃爾瑪。
With today’s high cost of living, today’s ‘wealthy’ shoppers are really just middle income shoppers 10+ years ago…
今天的高生活成本，今天所謂的“富?！辟徫镎咂鋵嵵皇鞘嗄昵暗闹械仁杖胭徫镎摺?/b>
Wealthy shoppers have their purchases delivered. They wouldn't be caught dead shopping in that filthy store.
富裕的購物者通常選擇讓商品送貨上門。他們絕不會去那家臟亂的店鋪購物。
Let’s keep it real Walmart is more affordable and no matter how much money you have people are paying attention to prices. No one is paying five extra dollars per item for an essential that’s crazy.
說實話，沃爾瑪更實惠，不管你有多少錢，人們都會關(guān)注價格。沒有人愿意多花五美元買一件必需品，那太瘋狂了。
Most Americans are still financially struggling To some extent over the past five years. My observation, including myself, is the inflation mindset is still strong. People buy in bulk. And this is why Costco is king.
大多數(shù)美國人過去五年里仍在財務(wù)上有些掙扎。根據(jù)我的觀察，包括我自己，通貨膨脹的思維方式仍然很強烈。人們大宗購買。這就是為什么Costco稱霸的原因。
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It honestly blows my mind that people grocery shop at Walmart... I couldn't imagine shopping for groceries there. I feel like all their meat & produce & everything else is absolutely rock bottom as far as quality goes.
說實話，我簡直無法理解為什么有人會在沃爾瑪買菜……我根本無法想象在那里購物。我覺得他們的肉類、蔬菜和其他所有東西質(zhì)量都差得要命。
The gap between the filthy rich and everyone else is becoming astronomical! Middle class isn't a thing anymore.
富人和其他人之間的差距越來越大了！中產(chǎn)階級已經(jīng)不復存在了。
I think the word “wealthy“ in regard to Walmart customers is a word that should be used very loosely in this economy. A wealthy Walmart customer is typically a customer who doesn’t wince at spending $100.
我認為在這個經(jīng)濟環(huán)境下，用“富?！眮硇稳菸譅柆?shù)念櫩褪欠浅挿旱摹Ｒ粋€富裕的沃爾瑪顧客通常是那種不會因為花100美元而皺眉的人。
Translation: the people who shop at target, food included, have been priced out and are now going to Walmart.
翻譯：那些曾經(jīng)去Target購物的人，包括食品，現(xiàn)在已經(jīng)被價格逼得無法負擔，只好轉(zhuǎn)向沃爾瑪。
I will tell you why more of us are shopping at Walmart- I spent my teens and 20s avoiding Walmart because of the ethical concerns around employee pay and other questionable practices. In recent years, as inflation has pushed prices up to record levels, all of the corporations have been feasting upon the consumer through massive price hikes on TOP of inflation. Corporations have taken advantage of us consumers, including the ones that we once considered more "ethical". It's clear that NO corporations are ethical. They all take advantage of their employees, and of us consumers, so why should we consider the "ethics" of corporations anymore? They clearly don't give a damn about us consumers, so I now shop at the stores that are the cheapest, for everything (Walmart being the cheapst store for MANY things). I am no longer concerned with the "ethics" of corporations, and I will instead do whatever I need to do to save money and put food on the table for my family. Life is too expensive now for me to be concerned with anything but that.
我告訴你為什么我們中越來越多的人去沃爾瑪購物——我在青少年和20多歲時曾因員工薪酬和其他可疑做法的道德問題而避開沃爾瑪。但近年來，由于通貨膨脹將價格推高到歷史新高，所有公司都通過大幅漲價（再加上通貨膨脹）榨取消費者的利益。公司利用了我們消費者，包括那些我們曾認為更“道德”的公司。顯然，沒有任何公司是道德的。它們都剝削員工，也剝削我們消費者，那我們還需要在意公司所謂的“道德”嗎？它們顯然根本不在乎我們消費者，所以我現(xiàn)在只關(guān)心哪里最便宜，所有東西都在最便宜的店里買（沃爾瑪在很多東西上都是最便宜的）。我不再關(guān)心公司的“道德”，我只會做一切我能做的事情，省錢并為家人提供食物?，F(xiàn)在生活太貴了，我不能再關(guān)心其他任何事情了。
Man I wish I made even 1/2 of that. I haven't checked but I made maybe 35k last year and that was delivering and working 42 hours a week in another job. And then there's taxes. I made 35k, before the government robbed me and gave my money to somebody else.
兄弟，我真希望我能賺到那一半的錢。我沒查過，但我去年大概賺了35k，那是我做外賣工作和每周42小時的另一份工作賺的。然后還有稅。政府從我這拿走了35k，然后把錢給了別人
I don't shop there. Ever since I found out they used to teach employees how to get food stamps while paying minimum wage. Basically, forced gov't subsidized business. Not sure if they still do this but their family has a bunch of billionaires. Disgusting.
我從來不去沃爾瑪購物。自從我得知他們曾經(jīng)教員工如何領(lǐng)取食品補助金，同時支付最低工資后，我就不再去了?；旧鲜瞧仁拐a貼的生意。不確定他們現(xiàn)在是否還這么做，但他們的家族卻有好幾個億萬富翁。真讓人惡心。
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My household makes over 100k and i still shop at aldis ,Walmart and dollar tree. Don’t get me started on my discount apps lol
我們家年收入超過10萬，我還是去Aldi、沃爾瑪和Dollar Tree購物。別讓我提我的折扣應(yīng)用程序了，哈哈。
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I try to avoid Walmart. I hate shopping there. The atmosphere is depressing.
我盡量避免去沃爾瑪。我討厭在那里購物。氣氛讓人沮喪。
I literally just saw a banner in the Walmart app for re-loved bags. They were advertising thousand dollar Louis Vuitton bags. I thought that was odd, but this video explains it now.
我剛剛在沃爾瑪應(yīng)用程序里看到一條橫幅，推銷“re-loved”包包。他們在宣傳價值幾千美元的路易·威登包包。我覺得這很奇怪，但這個視頻現(xiàn)在解釋了原因。
It's really a pleasure to seek out weekly farmer's markets in your own community. Farmers drive miles and miles to deliver local grown and raised food. It is important for you to 1) taste the difference and 2) support small farms. Yes it will be expensive but you can go once a month. Lettuce grown in winter, grass fed and finished beef, bread from a real bakery with only 4 ingredients. Think different.
在自己社區(qū)尋找每周的農(nóng)貿(mào)市場真的很愉快。農(nóng)民們開車幾百公里來送本地種植和飼養(yǎng)的食物。對你來說，重要的是1）品嘗差異，2）支持小型農(nóng)場。是的，可能會貴一些，但你可以每個月去一次。冬天種的生菜、草飼的牛肉、用四種原料做的真正面包。換個思維方式。
I haven't shopped at Walmart in years because I was sick and tired of prices being higher at the register than the price tags on shelves. They think you won't notice and steal your money.
我已經(jīng)好幾年沒去沃爾瑪購物了，因為我受夠了收銀臺上價格比貨架上的標簽還高的情況。他們認為你不會注意到，結(jié)果偷了我的錢。
It's a shame we're at the point now where nobody really cares about the lower income consumer I mean it wasn't much care in the first place but now it's just obvious
現(xiàn)在我們已經(jīng)到了一個地步，幾乎沒有人真正關(guān)心低收入消費者了，我的意思是，雖然以前就不怎么關(guān)心，但現(xiàn)在已經(jīng)變得顯而易見了。
$100K may or may not be a lot. It depends on where you live and what your expenses are. People of all income levels appreciate a good deal. I would go as far to say that many people who are "rich" have achieved that by being frugal with their money.
10萬美元可能多也可能不多，這取決于你住在哪里以及你的開銷是什么。所有收入水平的人都欣賞好交易。我甚至敢說，很多“富有”的人之所以能富有，是因為他們在金錢上很節(jié)儉。
While at a Walmart in Myrtle Beach, SC, I had made this comment as to who their new shopping clients were because of the prices I saw. Now my question has been answered.
我在南卡羅來納州美特爾海灘的一家沃爾瑪時曾評論過他們的新購物客戶是誰，因為我看到的價格?，F(xiàn)在我的問題得到了回答。
I don't shop at Walmart because they have self checkout and they check your receipt at the door, or try to. They treat you like a criminal.
我不去沃爾瑪購物，因為他們有自助結(jié)賬，而且他們會在門口檢查你的收據(jù)，或者嘗試檢查。他們把你當作罪犯一樣對待。
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Stand up to greedy corporations. Everyone must control their hands and mouth and have willpower
要站出來反對貪婪的公司。每個人都必須控制自己的手和嘴巴，并且有自制力。
I stopped by a Walmart and found it as clean and neat and organized as you could ever want, it's so much different than the Walmarts that are located in the 3rd world parts of the country
我去了一家沃爾瑪，發(fā)現(xiàn)它比你想象的還要干凈、整潔、組織有序，和那些位于貧困地區(qū)的沃爾瑪完全不同。
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On top of everything else, the fact that there’s a platinum benefit from AMEX to go to Walmart from a few years back is the best foreshadowing of the economy.
在所有事情之外，幾年前AMEX提供的去沃爾瑪?shù)你K金福利是經(jīng)濟形勢的最佳預示。
Walmart in nice areas is different than Walmart in less-nice areas. When I lived in a richer suburb, I shopped at Walmart often. Now that I don’t live in a “swanky” area, I DO NOT go.
高檔地區(qū)的沃爾瑪和不太好的地區(qū)的沃爾瑪完全不同。當我住在富裕的郊區(qū)時，我經(jīng)常去沃爾瑪購物?，F(xiàn)在我不住在“高檔”地區(qū)，我根本不去沃爾瑪。
That means dealing with "the people of Walmart". Id rather spend more money at target over Walmart, the clientele are dramatically different between the two retailers.
那就得應(yīng)付“沃爾瑪?shù)娜藗儭?。我寧愿在target 多花點錢，也不愿去沃爾瑪，兩個零售商的顧客群差異巨大。
just saw a video of a walmart yesterday where all the shampoo and smaller items were in cases that have to be opened by staff and thought wow won't be going there, also haven't been in years. its always been not a great store but when they put in self checkouts that was it for me. Prices are not even cheaper than going to a better quality store
昨天看到一個沃爾瑪?shù)囊曨l，里面的洗發(fā)水和小物品都放在需要員工打開的盒子里，我想，哇，我可不想去那里，而且我已經(jīng)幾年沒去了。沃爾瑪一直都不是一個很好的商店，但當他們推出自助結(jié)賬時，我就徹底不去了。價格也沒有比去更高質(zhì)量的商店便宜。
I'm privileged to have enough money to be able to avoid Walmart as much as possible. It's funny that they're trying to win me over now. Good luck with that.
我很幸運有足夠的錢盡量避免去沃爾瑪?，F(xiàn)在他們試圖吸引我，我覺得他們沒什么機會。
Agreeing with some others here. Walmart isn’t doing anything different. The upper middle class used to view Walmart as “cheap,” not wanting to be seen as a “Walmart person.” The middle and upper middle class doesn’t see value in shopping at target anymore and the same item retails for substantially more at stores like target. People are beginning not to care about the bias and Walmart is now retaining those customers.
同意這里的一些觀點。沃爾瑪并沒有做出什么特別的改變。曾經(jīng)中上層階級認為沃爾瑪是“便宜”，不想被看作“沃爾瑪?shù)娜恕薄，F(xiàn)在中產(chǎn)和上層中產(chǎn)階級已經(jīng)不再關(guān)心這種偏見，沃爾瑪開始保留這些顧客，盡管像塔吉特這樣的商店同樣的商品售價要高得多。
The Walmart near us is pretty nice and in a wealthy area (Prosper, Texas). But I myself have boycotted grocery stores that have shareholders. I only buy groceries from HEB and WINCO now. Some loss leaders/meat from Costco. Shareholders have never worked a shift or stocked a shelf but boss around the company and take from frontline workers.
我們附近的沃爾瑪相當不錯，位于一個富裕的地區(qū)（德克薩斯州普羅斯珀）。但我自己已經(jīng)抵制了那些有股東的超市。我現(xiàn)在只在HEB和WINCO買食品。部分促銷商品和肉類從好市多買。股東從未親自工作或上架，卻指揮公司并從一線員工身上獲利。
No joke, I was walking up to the Walmart on Pacific Avenue in Yuma a couple weeks ago, and there was an almost brand new Mercedes Benz S- Class with California plates parked by the curb with a very wealthy looking older woman inside. Its happening.
不夸張，幾周前我走到亞利桑那州尤馬的太平洋大道上的沃爾瑪時，路邊停著一輛幾乎全新的梅賽德斯-奔馳S級，車牌是加利福尼亞的，車里坐著一位看起來非常富有的老年女性。這種情況正在發(fā)生。
Walmart has put so many small deli stores out of business over few decades. America doesn’t care for small businesses, people want to buy in big stores always. That’s the thing about this country that I hated the most. Capitalism at its best. Only the rich could survive, especially close to NYC, Jersey.
沃爾瑪在過去幾十年里讓很多小型熟食店倒閉。美國人根本不在乎小企業(yè)，人們總是想在大商店里購物。這就是我最討厭這個國家的一點。資本主義的最佳體現(xiàn)。只有富人能生存，尤其是在紐約和新澤西附近。
these richer folks are finding that their other store are way too expensive, these shoppers are looking for frugal and Walmart is that frugal.
這些富人發(fā)現(xiàn)他們其他的商店價格太貴了，他們開始尋找更實惠的選擇，而沃爾瑪就是這樣的實惠。
They consistently have worse quality and more expensive fresh fruits and vegetables that always spoil faster than when I buy them from the grocery store
他們的水果和蔬菜質(zhì)量一直較差，而且比我在其他超市買的要貴，總是比其他地方的更容易壞。
I switched because they have everything I need in one place at the lowest price. There’s no retail comparison for general goods.
我轉(zhuǎn)到沃爾瑪是因為它有我需要的所有東西，而且價格最低。沒有零售商能與之相比，尤其是日常用品。
I'm on disability because I was involved in a fire accident and I lost my arm and part of my knee. I absolutely love the Walmart grocery delivery service. It's so easy for me to use and saves me an emotional anxiety attack of people that are curious about me. Because I have snap (even though it's not even remotely enough to feed one person a month!) I am very grateful for it, and Walmart only charges you 1/2 the cost of the monthly amount to sign up. It's about $6. This would be awesome for elderly people and even new parents.
我因為一次火災(zāi)事故失去了手臂和部分膝蓋，所以現(xiàn)在處于殘疾狀態(tài)。我非常喜歡沃爾瑪?shù)碾s貨配送服務(wù)。它對我來說非常方便，避免了我因別人好奇而感到的情緒焦慮。雖然我每個月的補助金（SNAP）根本不足以養(yǎng)活一個人，但我還是非常感激它，沃爾瑪只收取每月金額的一半，約6美元。這對老年人和新父母來說也非常有幫助。
Here in Canada everyone used to go to Walmart, my household used to spend about 500$ weekly divided between Costco, Walmart and Loblaws (grocery store) but we're now avoiding US businesses and products so no Costco and Walmart, we started shopping there for apparent good prices some years ago but to be honest we're noticing it's not worth it, same with Costco pricing isn't that great when you go elsewhere you notice these stores are not what you think they are, shop local it's not much more expensive
在加拿大，大家曾經(jīng)都去沃爾瑪，我家每周大約花500美元，在好市多、沃爾瑪和Loblaws（雜貨店）之間分配，但現(xiàn)在我們避免購買美國的商品和支持美國的企業(yè)，因此不再去好市多和沃爾瑪。幾年前我們開始去那里是因為價格看起來不錯，但老實說，我們發(fā)現(xiàn)并不值得，和好市多一樣，價格并沒有想象中那么好，去其他地方購物時你會發(fā)現(xiàn)這些商店其實并不像你想的那樣。現(xiàn)在我們更傾向于購買本地商品，雖然價格稍貴，但差距不大。