The ideal place to settle a mall is a central wealthy

設立購物中心的最理想位置是

location with lots of traffic: close enough to attract locals, easily driven to from nearby towns, and for maximum profit - tourist

一個交通良好的地點：足夠近而吸引當地人、鄰近地區的人方便開往此地且

accessible. With everything planned just right a mall is far more fruitful than its

能夠獲得最大利益的 - 遊客易於進入的。所有條件全盤規畫後，一間購物商場比個別店家

individual stores could ever be. But even then, the tides seem to be turning. How can even the perfect mall beat the price and

來的更有成效。即便如此，這股浪潮似乎正改變方向。一間完美的購物商場如何打敗

convenience of Amazon and the data seems to confirm

亞馬遜的商品價格以及方便的購物方式。況且，資料證實

online shopping is on the rise while more and more malls are withering away

線上購物的趨勢正不斷上升，而越來越多購物中心逐漸消失

but graphs like this are misleading. The mall is far from dying and

但是這種圖表會使人誤解。購物中心距離倒閉還有一段距離

Amazon only confirms this. Before we get there we first need to understand what makes a mall unique

亞馬遜也只證實這點。在我們進入主題之前，我們須了解購物中心的獨特之處

because malls are owned and managed by a single company their incentives are very different from an

因為購物中心是由一家公司擁有及管理，他們的動機與個別商店有很大差異

individual store. A group of small

一群小型

local stores is normally the perfect opportunity for a big corporation to come in and steal their business but

當地店家的存在通常是大公司進駐並搶占商機的最好機會

To the owner of a mall too much competition means fewer stores and less rent being made so they carefully pick renters that not only

但對於購物中心的擁有者來說，太多的競爭意味著較少的商店能夠存在，可收取的租金也減少。所以他們會謹慎挑選那些

cooperate but actually complement one another this is why malls tend to have a similar set of stores whether you're in

不只能夠合作還能補足商品選擇的店家。這就是為什麼不管你在華盛頓或懷俄明的購物商店都能發現相似的商店

Washington or Wyoming well if there are malls in Wyoming. Each class of mall from the

前提是懷俄明州有購物中心的情況下。每一層級的購物中心

5-star

從五顆星

to the less than glamorous has a standard meta deck of stores that have been proven to generate more profit together

到較無魅力的，背後都有一些標準的商店群。這些商店群被證實能夠共同產生更多收益

regardless of where it's located

不管他們坐落在哪邊

But the real heart of the mall are the anchor stores, big department stores that draw in the crowds for everyone else. You'd never drive

但是購物中心的核心是那些停留商店，也就是用來吸引群眾的大型百貨商店

to a store specifically for

你絕不會特別為了買

remote-controlled helicopters or seasonal moustache warmers but if one anchor store can lure you into the mall these other shops get your business - and

遙控直升機或季節性的鬍子保暖器而開去購物中心。但如果一間停留商店能引誘你前往購物中心，其他商店便能從你身上獲得商機

they're positioned on opposite ends of the building making you walk past

而且他們通常坐落在一棟建築物的相反區域，讓你必須穿越

everything else to get between them. The goal of a drive-thru is to get you in and out as quickly as

所有商店去獲得你想要的東西。得來速的目標是要讓你進出越快越好，

possible but malls are just the opposite doing anything and everything to

購物中心則相反，他們會盡一切可能

prolong your stay, they want to satisfy your needs so well that it's always just easier to stay a little bit longer so

延長你停留的時間，他們會讓你的需求獲得最大的滿足而更容易在購物中心待的久一點

for every need on maslow's hierarchy

在馬斯洛每一階層的需求中

there's a convenient solution not ten steps away. The food court fills you up,

有個簡單的解釋方式。美食廣場使你飽足

brave deputies stand guard, friends keep you company and your purchases are

勇敢的警衛確保安全、朋友陪伴獲得歸屬感以及購買的物品

psychologically rewarded, companies even seem to think they're providing some sort of profound civic duty. We actually don't call them stores anymore

對於心理上的獎勵。企業甚至認為他們提供的是一種深遠的公民責任。事實上，我們不再稱他們為商店

we call them town squares. But there's an obvious problem with this strategy

我們稱他們為城市廣場。但這個策略有個明顯的問題

more and more people can't or don't want to spend a lot of time shopping

越來越多人不能或不想花太多時間逛街

It may take some time but the trend seems clear, physical retail stores are dying and the internet will be the new way to shop

雖然需要花一點時間，但是實體零售商店正在凋零、網路購物成為新型購物型態的這股趨勢越來越明顯

there's one big problem with this theory. Amazon just bought the grocery store Whole Foods for 14 billion

這個理論有一個大問題。亞馬遜剛以 140 億收購天然有機食品連鎖零售商 Whole Foods

Dollars. If physical retail stores are soon to be a thing of the past,

如果實體零售店即將成為過去式，

why are companies like Amazon and Alibaba investing in them? Part of these deals is about getting data for the algorithms but nowhere near

為什麼像是亞馬遜及阿里巴巴這些公司還要投資他們？這個交易的一部份是為了獲取演算上的資料，但距離 140 億的價值還很遠

14 billion dollars worth, but if you take a closer look at which stores are closing you may notice a theme. These are

但如果你仔細觀察哪些店家正在倒閉，你可能會發現一個議題

businesses that never

這些是從不接受改變的企業

adapted, they cross their fingers that this internet thing would be a fad and kept selling the exact products Amazon is great for

他們祈禱網路只是一時的流行，然後持續銷售那些亞馬遜能提供更好的相同產品

unless I need an HDMI cable this very instant i'm just going to buy one online and

除非我立即需要一條 HDMI 線，我只要在網路上購買

probably even save some money but the average shopper at Whole Foods has a thousand dollars of

甚至還能省下一些錢，但是大部分在 Whole Foods 的逛街者

Discretionary income to spend a month they want to pay for a premium experience

每個月有 1000 美金的可支配所得可以花費，他們會想購買附加體驗

likewise everything in an Apple store could be sold online but they continue building newer, shinier stores at great expense

就像所有在蘋果商店賣的東西都可以在網路上銷售，但是他們仍持續大手筆建造更新更閃亮的商店

Amazon sees this pattern too. Walk in stores aren't dying, old outdated ones are. So what does this mean for malls

亞馬遜同樣也發覺這個消費模式。可走入的商店不會倒閉，過時的才會。那麼這對購物中心來說有什麼意義呢？

the bad news is that many of these dying businesses are actually anchor stores for average middle-class malls

壞消息是，很多正倒閉的商店事實上是中階購物中心的停留商店

without a Macy's or JCPenney paying rent and attracting visitors many are in serious trouble

沒有 Macy 或 JCPenney 支付租金以及吸引客人，很多購物中心陷入麻煩

But higher-end malls are doing better than ever. The more expensive the store the more customers care about the

但是高級購物中心做得比以往更好。商店越高貴，顧客越在乎逛街體驗

experience and the harder it is for the internet to replace. As long as the upper class keeps growing, upscale malls will only do better

也越難被網路所取代。只要上層階級持續成長，高級購物中心只會越做越好

and better. So yes there are malls that are dying but malls as a thing aren't dying at all and neither is retail. The best

所以確實有些購物中心正在倒閉，但是購物中心本身並不會倒，零售商店也不會

way to predict the future is to look at where big smart companies are putting their money and companies like

最有效預測未來的方式是看大型且有遠見的公司將錢投資在哪裡

Amazon and Apple are clearly betting on walk-in retail being around for a long time. So you should too

亞馬遜及蘋果很明顯已對走入零售下了很久的賭注。所以你也該如此，

you can shop this holiday season knowing the mall Santa will be back next year and with luck we may even be blessed with Paul Blart 3

你可以在這個假期季節逛街購物，了解到購物中心聖誕老人明年還會回來。幸運的話，還可以看到《百貨戰警 3》 的上映

this video is sponsored by Skillshare

這部片是由 Skillshare 所贊助

Skillshare is a website and mobile app with full high quality video courses on all sorts of topics both fun and professional

Skillshare 是一個網站及手機應用程式，有著各式有趣及專業主題的高品質教學影片

Let me actually recommend two course topics. First the Adobe apps. I've wanted to learn after effects

讓我實際來介紹兩個主題的課程。第一、 Adobe 應用程式，我一直想要找時間學習 after effects

For some time but the interface is just so needlessly complicated it's the same with Photoshop,

但是它的介面過於複雜，就跟 Photoshop、

Illustrator and all the others. Everything about these programs

Illustrator 以及其他相關的軟體介面一樣複雜。這些軟體

seems designed to confuse you so it's really ideal to have someone explain them for you. When I've gotten errors or had something weird happen

似乎是設計出來混淆你的，這時候有人能為你解釋是很理想的。當我正在學習某個應用程式而出現錯誤或是有奇怪的東西出現時，

with an application I'm learning, I've asked a Skillshare instructor and quickly gotten it answered.

我會詢問 Skillshare 的講師然後立即獲得解答。

Another cool course I found is on Calligraphy. My penmanship is

另外一個很酷的課程是書法，我的筆跡很糟糕

Terrible and it's also just a fun skill to learn. It took me about 30 seconds to find a good course for beginners and you

而書法也是一項很有趣的技能。我只花了 30 秒便找到一門給初學者的好課，

Can take them at whatever pace works for you. The first 300 people to use this link will get two months to see if you

而且你可依照自己的步調學習。前 300 位使用此連結的人可以獲得 2 個月免費試用的機會

like it for free. It really helps support this channel and if none of the

Skillshare 真的在很大程度上幫了此頻道

17,000 classes interest you you can leave at any time without paying a cent. Thanks again to Skillshare.

如果你對這 17,000 個課程都沒有興趣，你可以不需支付一分錢而隨時離開。再次感謝 Skillshare