This is a famous shopping area lined with big brands, including Apple just down the street.

現在我們位於倫敦市中心的牛津街，這裡新開幕一家微軟旗艦店。

But when you think of Microsoft, it's probably software like Microsoft Office comes to mind, not exactly things you"d go buy on the main street.

這裡是著名的逛街聖地，沿街會看到全球知名品牌店，像是蘋果 (Apple) 就在街上。

So we're here to get a first look inside the store to see what it's all about.

這裡是著名的逛街聖地，沿街會看到全球知名品牌店，像是蘋果 (Apple) 就在街上。

Right away, you can tell Microsoft is trying to make this more than your regular electronics store.

但說到微軟，第一個想到的應該是微軟 Office 系列，而不是在大街上能買到的東西。

It includes interactive video walls, a customized McLaren and a business center.

但說到微軟，第一個想到的應該是微軟 Office 系列，而不是在大街上能買到的東西。

The store spans three floors and a total of 21,932 square feet, so it's pretty big.

所以我們今天來現場開箱店裡的樣貌。

It's the first of its kind in Europe, but there are similar flagship locations in Sydney and New York City.

所以我們今天來現場開箱店裡的樣貌。

One main purpose of flagship stores like these is to drive interest and buzz around the company, versus generating sales on the spot.

現在你可以說微軟想讓這家店不同於一般電子產品商店。

It's all about the experience.

現在你可以說微軟想讓這家店不同於一般電子產品商店。

Of course we want to sell stuff but that's not how we measure the success of the store.

店裡有互動式的電視牆、一台客製的麥拉倫汽車，以及授權中心。

So along with the demos and experiences, Microsoft is also showing off its growing list of devices.

店裡有互動式的電視牆、一台客製的麥拉倫汽車，以及授權中心。

The company made its name in software, but it's pushed into hardware in recent years.

該店有三層樓，總計大小 21,932 平方英尺，所以店面很寬敞。

For example, revenue from its Surface products increased 21% last quarter.

該店有三層樓，總計大小 21,932 平方英尺，所以店面很寬敞。

The Surface hardware that you see all throughout the store that's going to be a big, big seller.

此為第一家設點歐洲的微軟店，但在雪梨和紐約已經有類似的旗艦店了。

There's no doubt a physical store is actually very good for choosing physical products and that's part of why we're here.

此為第一家設點歐洲的微軟店，但在雪梨和紐約已經有類似的旗艦店了。

Besides targeting the general consumer, you can tell Microsoft is also trying to appeal to specific audiences, like gamers and professionals.

旗艦店的主要目的之一就是引起大家的興趣和製造話題，與銷售量相互抗衡。

The HoloLens 2 headset is specifically aimed at businesses.

旗艦店的主要目的之一就是引起大家的興趣和製造話題，與銷售量相互抗衡。

Meanwhile, this part of the store is clearly geared toward hardcore gamers.

這是體驗的問題。

Microsoft isn't the first tech company to emphasize the in-store retail experience.

這是體驗的問題。

Apple pioneered a new approach to retail stores in the early 2000s and was met with some skepticism.

當然我們想銷售商品，但一家店的成功不在於此。

Especially at a time when other established consumer electronics chains were struggling.

當然我們想銷售商品，但一家店的成功不在於此。

Now several tech companies have brick- and-mortar stores with an Apple feel including Chinese companies Xiaomi and Huawei.

除了樣品展示和體驗，微軟也向大家炫耀其設備的成長歷史。

Meanwhile, Amazon is also opening more storefronts including bookstores, cashier-less grocery stores and so-called 4-star stores for its most popular products.

除了樣品展示和體驗，微軟也向大家炫耀其設備的成長歷史。

Still there's no denying the popularity of online shopping has changed the business landscape for brick-and-mortar stores.

公司以「軟體」為名，但近幾年來也進軍硬體市場。

In total, a record 2,481 stores disappeared from Britain's top 500 high streets last year.

公司以「軟體」為名，但近幾年來也進軍硬體市場。

What we're seeing here is some of those big tech giants move into physical retail but they're being much more selective in where they want to be.

像是 Surface 系利產品的收益在上一季成長了 21%。

So, in primary locations like Oxford street, where there's sustainable levels of footfall.

像是 Surface 系利產品的收益在上一季成長了 21%。

And the experience is wider than just retail, is one of the crucial ingredients for success.

店裡展示的 Surface 硬體將會成為熱銷款。

Consumers more and more want something meaningful when they go into the store.

店裡展示的 Surface 硬體將會成為熱銷款。

And that can be about entertainment, about the environment, even about escapism.

毫無疑問，在實體店面選購實體商品是非常好的，這也是我們在此設點的部分原因。

And this is what Microsoft are really trying to create.

毫無疑問，在實體店面選購實體商品是非常好的，這也是我們在此設點的部分原因。

Some industry experts say the main street could soon be dominated by massive companies with the money to spend on flagship locations in prime districts.

除了瞄準一般顧客，微軟也想吸引特定群眾，像是遊戲玩家與專業人士。

Microsoft, which is one of the world's most valuable companies worth around $1 trillion, looks like one of them.

除了瞄準一般顧客，微軟也想吸引特定群眾，像是遊戲玩家與專業人士。

Hey everyone, it's Elizabeth here. Thanks so much for watching our video.

頭戴式耳機 HoloLens 2 特別為商業用途量身打造。

Let us know what you think in the comments section and leave us any other ideas there too.

頭戴式耳機 HoloLens 2 特別為商業用途量身打造。

See you later!

與此同時，店裡的這區是為重度遊戲玩家而準備。