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E-commerce businesses live and die by their customer acquisition costs — the amount of money they spent to bring in a sale. The big difference between that and physical stores is that, once someone enters a physical store, they’re far more likely to buy something. After all, the customer walked in, voluntarily making themselves into a captive audience.电子商务企业的生死存亡系于吸纳客户的成本,也就是它们为赚得一笔销售收入而花费的资金。电商和实体店的最大区别是,一旦有人进入实体店,他们就更有可能购买东西。毕竟,这位顾客主动走进了店铺,心甘情愿被俘虏。Online though? A cheaper, better, shinier option is just one click away. E-commerce sites pour tons of money and effort into attracting visitors, only to watch them toggle over to another tab without buying anything.那么电商呢?一个更实惠、更好、更光鲜的选择仅在一键之遥。电子商务网站投入大量金钱和精力来吸引访客,但最终只能眼巴巴地看着他们一件东西也没买,就切换到另一个标签。Online conversion rates are a dismal 3% at best, according to Jonathan Opdyke, CEO of commerce advertising startup HookLogic. “Most people who visit these sites are not buying anything, they’re doing research, bouncing between sites,” he says.据数字广告公司HookLogic首席执行官乔纳森o奥普戴克推测,在线转化率充其量只能达到令人沮丧的3%。他说:“访问这些网站的大多数人都没有购买任何东西,他们只是在各个站点之间不停地研究。”That doesn’t mean retailers’ hard-earned audiences can’t be monetized. Increasingly, e-commerce players are seeking ways to monetize their audience the same way online media businesses do: through advertising.但这并不意味着零售商费尽心机争取而来的访客就不能实现货币化。如今,越来越多的电商都在设法使用跟在线媒体相同的方式来实现受众的货币化,那就是:打广告。Three years ago, selling ads on an e-commerce site was a cautious experiment. Retailers worried ads would simply send the shopper elsewhere, rather than converting them into a customer. Now, most sophisticated e-commerce operations – from Wal-Mart WMT -0.25% and Target TGT -0.77% to Sears SHLD 0.10% , Sports Authority, and Toys R Us, have a media sales and audience monetization team, Opdyke says. Eight out of ten US retailers now use display advertising, featured products and sponsored links to advertise the wares on their sites, according to a recent study by OCamp;C Strategy Consultants.三年前,在电商网站销售广告还只是一个谨慎的实验。零售商担心,这些广告会把访客引向别的地方,而不是把他们转换成自己的客户。现如今,奥普戴克表示,从沃尔玛(Wal-Mart)、塔吉特(Target)到西尔斯百货( Sears ),再到Sports Authority和玩具反斗城(Toys R Us),大多数先进的电子商务运营商都建立了一媒体销售和受众货币化团队。根据OC&C战略咨询公司(OCamp;C Strategy Consultants)的一项最新研究,80%的美国零售商正在各自站点上使用背投广告、特色产品和赞助商链接来宣传商品。One way it works: Retailers sell ad placements to the brands they carry in their online stores. It’s similar to the way brands pay for eye-level product placement on supermarket shelves. HookLogic, based in New York, has raised .5 million in venture funding for its ad product, which shows sponsored search results within retail sites. The company works with all of the aforementioned retailers to sell placements for clients like Reckitt Benckiser. So, a search on Walmart.com for cleaning products might list Lysol as the top result, with a note that the result is sponsored, similar to paid search ads on Google.一种行之有效的方法是:零售商面向自身网上商店涵盖的品牌销售广告位。这种做法跟各大品牌为自己的产品购买超市货架里的显眼位置非常类似。总部设在纽约的HookLogic公司已经为它开发的广告产品募集了2,350万美元的风投资金,能够在零售站点内显示获得赞助的搜索结果。这家公司目前正在跟上述所有零售商合作,向利洁时公司(Reckitt Benckiser)这类客户销售广告位。比如,访客在沃尔玛网站(Walmart.com)搜索清洁产品时,首先映入眼帘的或许就是利洁时旗下的产品Lysol,网站会提示这是获得赞助的搜索结果——跟谷歌(Google)付费搜索广告务非常类似。Meawhile Bazaarvoice, a commerce software company, got into this business when it acquired Longboard Media, an on-site e-commerce advertising network for million in 2012. Triad Retail Media, which works with Wal-Mart, eBay, Dollar General and CVS, claims it is the #1 “retailer monetization agency” in the world, by helping retailers integrate brand advertising into their sites.与此同时,商务软件公司Bazaarvoice也进入了这个行业,它2012年斥资4,300万美元收购了电子商务网络广告公司Longboard Media。与沃尔玛、eBay、达乐公司(Dollar General)和CVS连锁药店合作的Triad Retail Media公司声称,通过帮助零售商把品牌广告整合到它们的网站,它已经成为全球首屈一指的“零售商货币化机构”。OwnerIQ sells brand ads to a retailer’s audience after they leave a retailer’s site. This way, “Target can make money even if I don’t buy anything,” OwnerIQ CEO Jay Habegger says. This way brands can hit shoppers with display ads across the Web after they’ve left a commerce site. With north of 300 data partners, OwnerIQ plans to grow revenue by 70% this year. The company today reveals it has raised million in additional funding from its existing investors, bringing the total funds raised to million. The funding is a part of the company’s most recent million in new venture funding, announced earlier this year. Habegger says the company will use the existing funding to strengthen the company’s technology and staff.OwnerIQ公司则是在一家零售商的访客离开网站后再向他们销售品牌广告。这样一来,“即使我不买任何东西,塔吉特百货也有钱可赚,”OwnerIQ公司首席执行官杰伊o哈贝格说。通过这种方式,在消费者离开一家电子商务网站之后,品牌商可以让他们在互联网上感受到无处不在的展示广告冲击。OwnerIQ公司目前拥有超过300家数据合作伙伴,计划在今年实现70%的收入增幅。这家公司日前披露称,它已经从现有投资人那里额外募集到了600万美元的投资,从而使它募集的资本总额达到了3,900万美元。这笔资金是这家公司今年初宣布的最新一轮总值500万美元风投募集计划的一部分。哈贝格表示,这家公司将使用现有资金加强技术和人才实力。Audience monetization is incremental revenue for e-commerce players: A retailer selling 0 million worth of products might make million in profit. They’re aly paying to attract the audience, so if they sell million worth of media, they make million in profit. HookLogic customers can earn anywhere between 0,000 for a smaller site to tens of millions in new revenue per year for the bigger sites, Opdyke says. Now, online window-shoppers can browse away — stores have figured out a way to make money on them, regardless of whether they buy anything.访客货币化对于电商而言是一笔增量收入:一家产品销售额达到1亿美元的零售商可能会赚到1,000万美元的利润。它们已经开始投入资金来吸引访客。因此,如果它们销售价值1,000万美元的媒体广告,它们就能够赚取1,000万美元的利润。奥普戴克透露说,HookLogic公司客户的年收入在10万(小电商)到数千万美元(大电商)之间。现在,网上那些只逛不买的访客再也不会让电商一筹莫展——无论他们买不买东西,大大小小的电商们都已经想出了在他们身上赚钱的办法。 /201406/307771Facebook Inc. said it will pay billion in cash and stock to acquire smartphone-messaging app WhatsApp Inc., a deal that further emphasizes the social network#39;s mobile push.Facebook Inc.宣布将以190亿美元现金加股票的方式收购智能手机即时通讯应用程序开发商WhatsApp Inc.,凸显出这家社交网络公司正大力推进移动业务。WhatsApp allows users to send text messages free over the Internet, bypassing wireless carriers that may charge users to send messages over their networks. Texting apps are especially costing wireless carriers, which for years relied on the services for the bulk of their revenue.WhatsApp用户可以通过互联网免费发送文本讯息,从而绕过了可能向用户收费提供讯息发送务的无线运营商。对无线运营商来说,即时通讯应用使其蒙受了尤其巨大的损失,因为多年来,这项业务一直是其营收的很大一部分来源。WhatsApp claims 450 million people use its service each month and 70% of those people are active on a given day. It also claims it is adding more than 1 million new registered users a day.WhatsApp称,每月有4.5亿用户使用他们的务,其中70%是日活跃用户。WhatsApp还称,每天新增的注册用户数量超过100万。#39;WhatsApp is on a path to connect 1 billion people,#39; said Facebook founder and Chief Executive Mark Zuckerberg.Facebook的创始人兼首席执行长扎克伯格(Zuckerberg)说,WhatsApp正走在连通10亿人的道路上。WhatsApp will continue to operate independently and retain its brand, while co-founder and CEO Jan Koum will join Facebook#39;s board, bringing the total number of members to nine.WhatsApp将继续独立运营,并保留自己的品牌,WhatsApp的联合创始人兼首席执行长Jan Koum将加入Facebook董事会,这使得Facebook董事会的成员增加到九人。WhatsApp will remain based in Mountain View, Calif., and Facebook said its own messenger app and WhatsApp#39;s core messaging product will continue to operate as separate applications.WhatsApp的总部将留在加州山景城(Mountain View)。Facebook说,它自己的即时通讯应用和WhatsApp的核心即时通讯产品将继续作为独立业务分开运营。Facebook said in a regulatory filing that it would acquire all outstanding stock and options in WhatsApp for about 183.9 million of its shares, valued at about billion. The deal also includes billion in cash and an additional billion in restricted stock units to be granted to WhatsApp#39;s founders and employees.Facebook在一份监管备案文件中说,将用约1.839亿股Facebook股票(价值120亿美元左右)收购WhatsApp的全部流通股和期权。另外,WhatsApp的创始人和员工还将获得40亿美元现金和另外价值30亿美元的限制股。In an interview with The Wall Street Journal in December, Mr. Koum attributed the company#39;s steady growth to his company#39;s #39;focus on messaging.#39; Unlike competing messaging apps that make money with advertising or games, #39;we want to get out of the way. We want to let people have a conversation.#39;去年12月在接受《华尔街日报》采访时,Koum将该公司的稳定增长归功于对即时通讯的专注。他说,我们与竞争对手不同,他们的即时通讯应用通过广告或游戏赚钱,我们不想走这条路,我们希望人们彼此交谈。At the time, he also said the company had no plans to sell or launch an initial public offering or seek new funding.当时他还说,公司没有出售计划,也没有进行首次公开募股或者寻求新融资的计划。The deal marks the latest signal that Facebook is willing to pay huge sums to acquire rival apps that gain sway with consumers. The company in 2012 agreed to pay billion in cash and stock to buy Instagram, a popular app used to help people share photos.这项交易是Facebook释出的最新一个信号,表明该公司愿意花巨资收购竞争对手在消费者当中获得了巨大影响力的应用。2012年,该公司以10亿美元的现金和股票收购了Instagram,一款能够帮助人们分享照片的热门应用。Facebook also reportedly offered to pay close to billion or more to acquire messaging service Snapchat, though that offer was spurned.据报道,Facebook曾提出以近30亿美元或更高的价格收购通讯务供应商Snapchat,不过要约遭到了拒绝。Facebook was slow to embrace a global shift away from desktop computing to mobile phones, opening it up to scrutiny from investors since its IPO in 2012. But its latest quarterly results illustrated the company is managing that transition as mobile advertising now makes up more than half of its total advertising revenue.在消费者从台式机转向手机的全球浪潮中,Facebook过去未能与时俱进,该公司2012年进行首次公开募股之后,这引起了投资者的审视。但Facebook最新的季度业绩表明,该公司正在努力实现这一转变,移动广告在总广告收入中的占比已经超过一半。In the event the merger is terminated if regulatory approval isn#39;t achieved, Facebook would pay WhatsApp a billion cash breakup fee and issue billion in Facebook shares.如果这项并购因未获监管机构批准而终止,Facebook将向WhatsApp付10亿美元现金加价值10亿美元的Facebook股票作为“分手费”。Facebook was advised by Allen amp; Co. LLC and Weil, Gotshal amp; Manges LLP, while WhatsApp was advised by Morgan Stanley and Fenwick amp; West LLP.本次交易中,Allen amp; Co. LLC和Weil, Gotshal amp; Manges LLP担任Facebook的顾问,根士丹利(Morgan Stanley)和Fenwick amp; West LLP担任WhatsApp的顾问。Facebook intends to host a conference call later Wednesday to discuss the merger. The news sent Facebook shares down about 3% in after-hours trading.Facebook计划在周三晚些时候召开一次电话会议讨论并购事宜。这一消息让Facebook的股价在盘后交易时段下跌了近3%。 /201402/276702Every year, Europeans discard tons of milk deemed unsafe for human consumption. Now, a German company is turning the spilled milk into high-end fashion, CNN reported.据美国有线电视新闻网报道,欧洲人每年都会倒掉大量不适合人们饮用的过期牛奶。如今,德国一家公司将这些过期牛奶变成了高档时装。Anke Domaske, a biochemist turned fashion designer, is the inventor of QMilch - a fabric made entirely of milk.安可#8226;多玛斯科原来是一名生物化学家,现在转行做了时装设计师,开创了QMilch装品牌——该装面料完全是用牛奶制成的。The fabric is created from milk which is allowed to ferment before it is turned into a powder. It is then heated and mixed with other natural ingredients and turned into yarn.牛奶面料的制作流程是:先从奶粉中提取出干酪素,然后进行加热处理,再混入其他一些自然配料,制成纺纱。QMilch has a similar feel to silk, and is marketed as a luxury fiber.QMilch有丝绸般的质感,但是市场售价非常昂贵。 /201207/189688

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