亚马逊计划2021年前开设3000家无人便利店

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（原标题：Amazon Said to Plan Up to 3,000 Cashierless Stores by 2021） 9月20日消息，据彭博社援引知情人士的消息称，电商巨头亚马逊正计划在2021年前开设多达3000家无人便利店AmazonGo，这种积极而昂贵的扩张将威胁到便利连锁店7-Eleven、快餐赛百味(Subway)和Panera Bread以及其他夫妻披萨店等。亚马逊首席执行官杰夫・贝索斯(Jeff Bezos)认为，消除繁忙城市的就餐时间拥堵是亚马逊重塑实体店购物体验的最佳方式，尽管目前实体店依然是消费支出的主要场所

（原标题：Amazon Said to Plan Up to 3,000 Cashierless Stores by 2021）

9月20日消息，据彭博社援引知情人士的消息称，电商巨头亚马逊正计划在2021年前开设多达3000家无人便利店AmazonGo，这种积极而昂贵的扩张将威胁到便利连锁店7-Eleven、快餐赛百味(Subway)和Panera Bread以及其他夫妻披萨店等。

亚马逊首席执行官杰夫・贝索斯(Jeff Bezos)认为，消除繁忙城市的就餐时间拥堵是亚马逊重塑实体店购物体验的最佳方式，尽管目前实体店依然是消费支出的主要场所。贝索斯仍在尝试最好的模式，即出售新鲜预制食品的便利店，以及类似于7-Eleven特许经营店的杂货店，或者是让人们在匆忙中随便吃上一口的地方，类似于英国连锁店Pret a Manger。

亚马逊发言人拒绝置评。2016年，该公司在西雅图总部附近开设了第一家无人便利店AmazonGo，之后在西雅图又增开了2家便利店，并于不久前在芝加哥开设了首家无人便利店。其中两家新店提供的沙拉、三明治和零食种类有限，这表明亚马逊正在试验被称为“边跑边吃”的模式。另外两家门店，包括最初西雅图的AmazonGo，也有少量的杂货选择，使它看起来更像是便利店。

购物者使用智能手机应用程序进入便利店。当他们在转门处扫描手机后，就能从各种沙拉、三明治、饮料和零食中找到他们想要的东西，然后无需在收银台前排队结账就可以直接离开。传感器和计算机视觉技术可以检测购物者挑选的物品，并自动为其结算，从而消除了排队结账的现象。

亚马逊扩张计划面临的挑战是，开设每家便利店的成本都很高。据一位知情人士透露，仅是位于西雅图市中心的亚马逊便利店，硬件就花掉100多万美元。把注意力集中在预制食物上可以减少开店的前期成本，因为它需要更少的摄像头和传感器。预制食品的利润率也高于食品杂货，这将有助于缩短这项业务盈利的时间。

亚马逊有关AmazonGo的潜在雄心，令其杂货和零售行业的竞争对手股价走低。沃尔玛的股价下跌0.6%，抵消了此前的涨幅，Target股价下跌约1.5%，Kroger下跌3.1%。

亚马逊已经成为世界上最大的在线零售商，提供大量的商品选择和快捷方便的配送服务。在实体店方面，亚马逊强调方便胜过选择以赢得竞争。亚马逊的其他实体店包括美国各地约20家书店，以及去年收购的有机食品连锁店全食超市（Whole Foods Market）。AmazonGo是其所有实体店中最独特的业务。

在上周华盛顿的一次活动中，贝索斯称亚马逊对实体店“非常感兴趣”，但前提是它要有新的东西可以提供。他表示:“如果我们推出一款山寨产品，那可能行不通。”

这样的扩张可能会让亚马逊重新进入投资周期。当贝索斯嗅到机会时，他愿意在长期的计划上赔钱。据一位知情人士透露，亚马逊云计算服务Amazon Web Services多年来始终处于亏损状态，但贝索斯坚持了下来。亚马逊在国际扩张方面也经常亏损。

增加3000家便利店将使AmazonGo跻身于美国最大的连锁店行列。这家互联网巨头正在考虑计划在今年年底之前在10个地方增开便利店，2019年在主要市区的大约50个地点开店，然后在2021年前增至3000家。像在西雅图那样，在邻近地区开设多家分店，还可以帮助亚马逊将食品生产集中在一个厨房里，服务于多家商店，从而降低成本。

行业组织NACS的数据显示，美国目前有15.5万家便利店，其中12.25万家还充当加油站功能。2016年，便利店的非燃料消费总额达到2330亿美元，其中香烟和其他烟草产品最畅销。

知情人士表示，亚马逊的目标客户是人口密集的城市地区，那里有许多年轻、忙碌、富裕的居民，他们愿意花更多的钱来购买质量更好的食品，而不仅仅是一种典型的快餐体验。这些目标地点对郊区加油站和便利店的组合构成的威胁较小，但对Subway Restaurants、Panera Bread以及Pret a Manger等大城市快餐馆构成的威胁更大。总部位于英国的Pret a Manger在全球拥有450家分店，包括纽约、波士顿和芝加哥，主要经营新鲜健康的外卖食品。

NACS副总裁杰夫・勒纳德(Jeff Lenard)表示，如果亚马逊将目标对准城市，那么它将对休闲快餐店构成更大的威胁。他说：“购物者认为购物地点和是否需要排队结账是最重要的影响因素。AmazonGo已经无需排队，它成功的关键是位置便利。如果它离人们步行和骑自行车的地方有400米远，那么这项技术的新奇性就不重要了，因为距离太远了。”（小小）

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