【雙語(yǔ)閱讀】eBay在中國(guó)煞有迎頭趕上之勢(shì).

　　eBay上個(gè)月舉行投資者與分析師通氣會(huì)時(shí)，公司首席執(zhí)行官多納霍和其他高管一起闡述了未來(lái)三年的目標(biāo)。2015年收入將高達(dá)235億美元——而去年銷售收入僅為141億美元。

　　John Donahoe may have rescued eBay from decline, but the e-commerce company has yet to convince some corners of Wall Street it can sustain its rapid growth.

　　約翰多納霍似乎已將eBay從頹勢(shì)中挽救了回來(lái)，但這家電商公司還得向華爾街證明，它能維持快速增長(zhǎng)的態(tài)勢(shì)。

　　In its first-quarter financials out this week, eBay (EBAY) slightly beat earnings estimates, with net income up 19% year over year to $677 million on revenues of $3.7 billion, led by PayPal&aposs continued rise and the recent turnaround of Marketplaces, which includes the eBay website. But a lower-than-expected second-quarter outlook -- between $3.8 billion and $3.9 billion in sales vs. analysts&apos consensus of $3.95 billion -- paired with PayPal&aposs slowest growth period in some time, did not sit well with investors. The news sent eBay shares down 2% in after-hours trading.

　　它的增長(zhǎng)主要是由貝寶(PayPal)的持續(xù)增長(zhǎng)及市場(chǎng)復(fù)蘇帶來(lái)的，其中就包括了eBay自己的網(wǎng)站人氣回升。但是第二財(cái)季低于預(yù)期的業(yè)績(jī)展望——銷售收入在38億美元到39億美元之間，而分析師一致預(yù)期該收入為39.5億美元——加之貝寶的業(yè)務(wù)不時(shí)停滯不前，讓投資者頗為不安。消息傳來(lái)，eBay股價(jià)在收盤后交易中下挫了2%。

　　The results have lt some analysts wondering: with the turnaround in its rear-view mirror, how can eBay keep up the pace?

　　這個(gè)結(jié)果讓一些分析師不免心生疑竇：眼看著市場(chǎng)迎來(lái)轉(zhuǎn)機(jī)，eBay怎么才能保持增速呢?

　　At the company&aposs Investor and Analyst Day last month, eBay CEO Donahoe and other executives outlined their goals for the next three years. The company projected revenues as high as $23.5 billion come 2015 -- vs. last year&aposs $14.1 billion in sales -- tied to $300 billion in global commerce from eBay&aposs Marketplaces, PayPal, and GSI Commerce, the last of which builds and manages online shopping sites for big retailers. Just as ambitious? Donahoe wants to double eBay&aposs user base to 200 million-plus by 2015.

　　eBay上個(gè)月舉行投資者與分析師通氣會(huì)(Investor and Analyst Day)時(shí)，公司首席執(zhí)行官多納霍和其他高管一起闡述了未來(lái)三年的目標(biāo)。公司預(yù)計(jì)，2015年收入將高達(dá)235億美元——而去年銷售收入僅為141億美元。這個(gè)預(yù)測(cè)的基礎(chǔ)是eBay市場(chǎng)、貝寶和GSI Commerce全球3,000億美元的商務(wù)價(jià)值。其中GSI Commerce是專為大型零售商創(chuàng)建和管理網(wǎng)購(gòu)平臺(tái)的。這個(gè)目標(biāo)算是雄心勃勃嗎?實(shí)際上多納霍還計(jì)劃，到2015年實(shí)現(xiàn)eBay用戶翻一番，達(dá)到2億人以上。

　　To achieve such lofty goals, eBay is focusing on boosting its customer experience. Marketplaces, for instance, will be rolling out features in the coming months and years that will amplify users&apos relationships with the retailer and use mobile devices in new ways. At Investor Day, eBay put together an impressive demo of a mobile feature dubbed Neighborhoods. Far from finished, Neighborhoods will be a comprehensive mapping feature that aggregates available items from all participating stores -- large and small -- in your neighborhood (e.g. New York City&aposs West Village). Items will be displayed onscreen and can be purchased with a few finger taps, then shipped home, possibly via same-day delivery, or picked up in-store.

　　為了實(shí)現(xiàn)這些宏偉目標(biāo)，eBay正致力于提升用戶體驗(yàn)。比如，eBay市場(chǎng)就將在未來(lái)數(shù)月和數(shù)年中推出各種新功能，加強(qiáng)用戶與零售商的關(guān)系，并用全新的方式運(yùn)用移動(dòng)設(shè)備。通氣會(huì)當(dāng)天，eBay推出了一項(xiàng)名為“社區(qū)”(Neighborhoods)的移動(dòng)應(yīng)用功能演示，令人印象深刻。目前這項(xiàng)功能還遠(yuǎn)未開(kāi)發(fā)完成，未來(lái)它將是一個(gè)包羅萬(wàn)象的地圖功能，能把用戶所在社區(qū)(比如紐約的西村)所有加盟店——不管規(guī)模大小——的所有在售商品都集中起來(lái)。這些商品將在移動(dòng)設(shè)備上展示出來(lái)，只需點(diǎn)擊幾下就能購(gòu)買，隨后就能快遞到家，還可能實(shí)現(xiàn)當(dāng)天快遞送達(dá)!或者也可去實(shí)體店自提。

　　Although PayPal remains the fastest-growing eBay segment, its 18% growth last quarter falls short of any quarter last year, indicating that the payments business could be feeling the squeeze from competitors like Square and Intuit, both of which are also developing online, offline, and mobile payment solutions. This likely explains why the company is aggressively pushing into brick-and-mortar locations. PayPal announced a deal late last year that will allow shoppers to pay using their PayPal accounts at any one of the 7 million-plus brick-and-mortar stores that take Discover (DFS), for instance.

　　盡管貝寶仍是eBay增長(zhǎng)最快的業(yè)務(wù)板塊，但它上季度18%的增速已低于去年任一季度。它表明，支付業(yè)務(wù)可能正受到競(jìng)爭(zhēng)對(duì)手如移動(dòng)支付技術(shù)公司Square和Intuit的挑戰(zhàn)。這兩家公司也都在開(kāi)發(fā)線上線下及移動(dòng)支付解決方案。這或許能解釋，為什么eBay眼下正在大舉進(jìn)軍實(shí)體店。去年年末，貝寶宣布達(dá)成了一項(xiàng)交易，可讓購(gòu)物者在其700多萬(wàn)家可使用Discover購(gòu)物卡的合作實(shí)體店用貝寶賬戶付款。

　　EBay has its eye on additional international expansion. Indeed, 61% of Marketplaces revenues already come from outside the U.S. In China, where American online retailers are often rebuffed, eBay announced eBay Style, a partnership with luxury online retailer Xiu.com that allows Chinese shoppers to buy items from abroad. Meanwhile, Xiu.com handles domestic tasks like shipping and customer service, helping eBay gain a foothold in the region. "When we did that, we knew it was a small step back into the market," Wendy Jones, eBay VP of geographic expansion and cross border trade, told Fortune earlier this year. But she suggested the partnership with Xiu.com could be done with other Chinese companies to widen local distribution.

　　eBay還著眼于在國(guó)際市場(chǎng)進(jìn)一步擴(kuò)張。實(shí)際上，它61%的市場(chǎng)收入已來(lái)自美國(guó)以外的市場(chǎng)。盡管美國(guó)電商在中國(guó)屢遭挫敗，但eBay卻宣布成立了“eBay Style”。這是一家與奢侈品電商Xiu.com合作的公司，中國(guó)消費(fèi)者可通過(guò)它購(gòu)買海外商品。與此同時(shí)，Xiu.com還負(fù)責(zé)中國(guó)國(guó)內(nèi)的發(fā)貨及客戶服務(wù)等業(yè)務(wù)，幫助易趣在中國(guó)市場(chǎng)獲得了一席之地。今年年初，eBay負(fù)責(zé)區(qū)域擴(kuò)張和跨境貿(mào)易的副總裁溫迪?瓊斯向《財(cái)富》雜志(Fortune)表示：“我們從一開(kāi)始這么做的時(shí)候就明白，這只是為重返中國(guó)市場(chǎng)邁開(kāi)的一小步”。她還暗示，也可和其他中國(guó)企業(yè)開(kāi)展類似與Xiu.com的合作，以拓展中國(guó)本地分銷渠道。

　　EBay also has big plans for eBay Now, the iPhone app that offers one-hour shipping of items from partners like Target (TGT) and Home Depot (HD) in three cities. The service will eventually find its way into Marketplaces, and Donahoe told Fortune recently he hopes the service will be ubiquitous, whether a customer lives in a big urban sprawl or small suburban town. Such an expansion would call for partnerships with third-party shipping and transportation systems. "I&aposve had newspaper companies come to me and say, we have all these trucks. We deliver these newspapers, and these trucks don&apost get used after 8 a.m. in the morning ... Can we help deliver?" Donahoe recently told Fortune, who pointed out that newspaper trucks are in every city in America.

　　Bay還為eBay Now制定了宏偉規(guī)劃。eBay Now是一個(gè)iPhone上的應(yīng)用，它能在三個(gè)城市為用戶提供一項(xiàng)特別服務(wù)，在一小時(shí)內(nèi)送到來(lái)自eBay合作伙伴如塔吉特(Target)和家得寶(Home Depot)的商品。eBay市場(chǎng)最終也會(huì)提供這項(xiàng)服務(wù)。此外，多納霍近期還向《財(cái)富》雜志表示，他希望這項(xiàng)服務(wù)能不分遠(yuǎn)近，不管客戶是住在大城市還是小城鎮(zhèn)，都能享受到它。要實(shí)現(xiàn)這一大舉擴(kuò)張，就需要和第三方物流運(yùn)輸體系開(kāi)展合作。多納霍說(shuō)：“已經(jīng)有報(bào)社來(lái)找我了，它們表示自己有卡車。這些車平時(shí)用來(lái)送報(bào)，早上8點(diǎn)以后就閑置不用了。所以是否能讓它們來(lái)負(fù)責(zé)送貨呢?”他指出，實(shí)際上美國(guó)所有城市都有這樣的送報(bào)卡車。

　　That&aposs a growth opportunity if ever there was one.

　　如果增長(zhǎng)機(jī)遇確實(shí)存在，這絕對(duì)算一個(gè)。