亚马逊计划推出"线上下单线下取货"服务

Amazon may be be taking steps to move its grocery business into new territory: drive-up grocery hubs, which would give it a new slice of the highly competitive, $800 billion grocery market.

电商巨头亚马逊正逐渐开拓旗下的实体店业务新市场：设立枢纽提货点，这将使得亚马逊能在美国如今具有8000亿美元的火热零售市场分一杯羹。

Planning documents and local business-news point to three possible locations for the "click and collect" sites: San Carlos and Sunnyvale, Calif., as well as Amazon's hometown of Seattle.

根据规划文件及当地的商业新闻指出，目前有三个可能推出"点击取货”服务的地方:分别是加利福尼亚州的圣卡洛斯和森尼维尔，另外还有亚马逊的总部所在地西雅图。

The new locations would allow customers to buy online and then pick up the groceries, eliminating the need for Amazon to deliver perishable items. They would complement Amazon's current grocery offerings, Amazon Fresh and Prime Now.

新的地点将满足客户网上下单，之后实体店取货的需求。这不仅解决了易变质物品的物流难题，而且有助于弥补线下实体店、Amazon Fresh和Prime Now的物流能力不足的问题。

"It's very appealing. You can shop at home or at your desk, and then on the way home from work or picking up the kids you just swing by and they bring you out your groceries," Phil Lempert, a food marketing expert based in Los Angeles。

洛杉矶一位名叫菲尔·伦珀特的食品市场分析专家表示："这种运营方式十分具有吸引力，顾客可以在家或者公司完成下单，在下班回家路上或者去接孩子的途中，顺便到实体店取走自己的商品。”

It's already tested the business with two services where it takes care of the delivery: the company's Amazon Fresh offers full-service grocery delivery in Seattle, southern and northern California and New York City. Its Prime Now, a two-hour delivery for more limited grocery items, is available in 25 markets in the United States.

亚马逊先前一直对于这种商业模式在物流运输方面的服务进行试验：一种是在西雅图、加利福尼亚的南北部和纽约市里推出的Amazon Fresh，承担实体店的所有货运服务；另一种则时在全美25个市场推出Prime Now，对于易变质物品的两小时送达服务。

That's a different model from the possible "click and collect” sites, which are already popular via other retailers in Europe and the United Kingdom, said Michelle Beeson, a retail commerce analyst with Forrester based in London.

总部位于伦敦的弗瑞斯特研究公司的一名名叫米歇尔·比森的零售商业分析员表示："在欧洲和英国，一种类似于这种"点击取货”的模式已经在各大零售商流行开来。”

Getting Americans to buy their groceries from Amazon would tie younger consumers to the company and give the data-voracious tech company even more insight into households.

使美国大众适应在亚马逊的线下实体店购物，将使年轻人与这家公司的联系更加紧密，同时也使得像亚马逊这样依赖数据的科技公司更深入了解家庭消费领域。