爱丽丝梦游奇境记电影2:沃尔玛是如何成为百货之王的

虽然这些国外巨头们给国内企业树立了学习的榜样，但是他们面临的问题也同样不可忽视。最近频出的沃尔玛，家乐福，好又多等等超市食品安全问题，价签问题，也应该让我们消费者对这些企业有个更全面的认识：做为一个企业巨人，是不是更应该树立行业榜样，承担社会责任，而不要仅仅把眼光放在营利上？----译者的一点小想法。

沃尔玛从名不见经转成长为超强连锁王国可谓是一个传奇。

But equally amazing is the story of how Wal-Mart took over supermarket sales in the past 24 years, dethroning established companies like Safeway, Kroger and Harris Teeter.

同样传奇的是，沃尔玛在过去的24年里，如何废黜了已经有稳定地位的超市，像Safeway, Kroger 和Harris Teeter，并取而代之。

According to a report from JPMorgan, Wal-Mart leads the nation in sales, with greater than 15% share in 75 markets major markets.

据摩根大通的一份报告称，沃尔玛在美国国内销售遥遥领先，在75个主要大市场中占超过15%的份额。

It grew from one retail store in Arkansas in 1962, founded by Sam Walton, to the largest food retailer in the U.S. for 2010 with an estimated $188.3 billion in total food/consumable sales.

它从1962年由山姆沃尔顿在阿肯色州创办的一个小零售店，成长为到2010年全美最大的食品零售商，食品，消费品的销售总额达到约1883亿美元。

In 1987 Wal-Mart opened larger Hypermart USA stores which combined a grocery store, a merchandise market and other services such as restaurants and video rental stores. 

1987年，沃尔玛开设了Hypermart 美国 店。其中包括一个百货店，一个商品店，并提供例如餐饮，录像磁带租赁等服务。

Hypermart平均每周销售额100万美元，而平常的店第周20万美元。

Sales volume averaged $1 million per week at the Hypermart stores compared with $200,000 for the regular stores.

The first Wal-Mart Supercenters opened in 1988 which combined the discount outlets and grocery stores.

第一个沃尔玛特大购物中心在1988年开业，里面有打折店和食品杂货店。

There had been complaints about the Hypermarts not providing a fully-stocked grocery offering. Wal-Mart attacked these issues by  opening five supercenters with better-stocked grocery sections. The Hypermart format was eventually phased out when the supercenters took off.

经常有抱怨说Hypermart提供的食品杂货不够全面。沃尔玛于是开设了五个特大购物中心，提供更加多样的食品杂货。当这些特大购物中心开始运营以后，Hypermart的模式就逐步淘汰了。

Hundreds of supercenters were opened during the 1990s under the direction of David D. Glass who took over as CEO and president in 1988.

Dvid D.Glass在1988年接管，成为CEO和主席。在他的指导下，20世纪90年代，又设立了几百家这样的购物中心。

Under his leadership, Wal-Mart entered its most profitable phase. 

在他的领导下，沃尔玛进入了最赚钱的阶段。

Glass stepped down in 2000 and was replaced by H. Lee Scott Jr. In 2001 Wal-Mart became the largest food retailer in the U.S .when its grocery sales reached $56 billion

Glass2000年退休， 接手的是H.Lee Scott Jr。2001年沃尔玛成为美国最大的食品零售商。其食品销售达到560亿美元。

The Wal-Mart Neighborhood Markets were rolled mainly to compete with traditional grocery stores and convenience stores.

沃尔玛社区店的运行，主要是为了和传统的百货店和便利店竞争。

Wal-Mart Neighborhood Markets are smaller than the supercenters but have pharmacies, liquor stores, a deli, a bakery and a photo shop. It also has a drive-through and a "Grab It and Go" bar.

沃尔玛社区店比购物中心店小，但有药店，酒店，熟食店，面包房和照像馆。还有汽车穿梭和“即饮即走”吧台。

By 2002 there were 31 Wal-Mart Neighborhood Markets which contributed to grocery revenue.

到2002年，已经有31个沃尔玛社区店，增加了食品百货的销售收入。

In 1993 Wal-Mart introduced the Great Value line which is the largest food brand in the U.S. in sales and volume.

1993沃尔玛引入了自有品牌 Great Value（惠宜），成为全美销售量最大的食品品牌。

The packaged food items brand has over 100 categories and works with dozens of suppliers.

其包装食品类品牌超过100个，和十几家供应商合作。

Wal-Mart's grocery category is the largest of the company's six merchandise units. The grocery business includes meat, produce, household chemicals and pet supplies.

沃尔玛的杂货种类是该公司六大商品单元里最大的。杂货业务包括肉类，农产品，居家用品和 宠物用品。

Wal-Mart thrived during the latest recession because of its prices for food, pharmacy and household goods and renovation made it more appealing to its core customer base, households with under $70,000.

因为在食品，药品和居家用品上的低价，使沃尔玛在上一次经济萧条中得到兴盛。不断的革新使它更吸引核心顾客--年收入在7万元以下的家庭。

As part of its renovation it made the store look cleaner by widening aisles, eliminating clutter, improving lighting and lowering shelves.

其中的一些革新是，扩宽购物通道，整理杂乱，改善灯光，降低货架。这样使店面看起来更干净了。

According to the report in terms of total sales of supermarket items for 2010 stores such as Kroger, Safeway and Cosco are distantly trailing Wal-Mart.

根据Kroger Safeway Cosco等商店提供的2010超市销售总额，这些商店的总销售额都远远在沃尔玛之后。

It had $188.3 billion in sales in its 3,599 supermarket stores. Kroger came in second with $76.2 billion followed by Safeway with $41 billion.

它以3599个超市门店，销售额1883亿美元居首。Kroger第二，760亿。其次是Safeway，410亿。

Wal-Mart is in the top three spots for 14 markets including Houston, Atlanta, Phoenix, and Miami and has a greater than 15% share in at least 75 markets.

沃尔玛在14个市场内的份额位于前三，其中包括休斯顿，亚特兰大，菲尼克斯和迈阿密。在至少75个市场内拥有超过15%的份额。

It has opened 94 stores since 2009 while Kroger closed six and Safeway shut down 25.

它从2009以来已经开了94家门店，而Kroger关闭了6个， Safeway关闭了25个。

Wal-Mart's prices have stayed below the competition since January of 2009.

沃尔玛的价格自2009年一月份以来就一直比竞争对手低。

In the same 31-item basket tested by all the stores in the study, Wal-Mart's items priced lower on 68% of the items. 

一份在所有超市实验的调查中，提供一组共31件一样的商品，沃尔玛对其中68%商品标价比别人低。

It has an average price of $3.02 and a total basket averaging $93.67 for January 2011, according to JPMorgan's Charles Grom. Whole Foods was the most expensive with an average price of $4.06 and total basket of $125.71 on average in January 2010.

根据摩根大通的Charles Grom说，在2011年一月份，它的平均价格为3.02美元，那一组所有商品总价格平均93.67。Whole Foods 最贵，2010年1月，平均4.06，商品总价格平均125.71（此处译者有些不明白，是不是作者写错了。为什么是2011和2010比的呢。不同期啊。靠！）

Other stores such as SuperValu have trouble with pricing strategy. It is targeting regular prices that are 10-15% above Wal-Mart.

其它的商店如超价（SuperValu）在定价策略上有麻烦。它的目标是价格超过沃尔玛10%-15%。

The retailer has been endorsed by Michelle Obama to work on reformulating its Great Value private label foods line.

沃尔玛受到第一夫人米歇尔。奥巴马的肯定。希望它继续开发自有品牌“惠宜”（Great Value）的食品线。

It is also pursuing its plan to expand in urban areas despite opposition from labor unions. Wal-Mart does not have a strong presence in major cities on the West Coast and in the Northeast.

它也在推行在城市地区扩张的计划，尽管这受到工会的反对。沃尔玛在西海岸和北部的大城市的门店数量还比较少。

It has announced plans to build stores in Washington and New York in the next year.

它公布，计划明年在华盛顿和纽约开设门店。