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A Retailer Breaks All the Rules
打破所有规则的零售商
Don Quijote won a cult following in Japan by giving local stores unprecedented control. Can that strategy work internationally?
日本的折扣连锁店唐吉诃德，通过给予当地店铺前所未有的控制权，赢得了日本人的推崇。如果在全球范围应用这种策略，能否奏效？
Entering a branch of Don Quijote, the ubiquitous Japanese discount chain, can be a jarring experience.
唐吉诃德遍布日本各地，步入他的分店，可能会让你有一种不愉快的感受。
At the entrance of every location is an array of exotic fish that would put many pet stores to shame.
在每家店的入口处都摆放着大量奇特的鱼，这会让许多宠物商店感到心生惭愧。
It might feel like a drugstore inside, with rows of obscure unguents—think cream for damaged skin made from fish roe—for sale.
你可能感觉它内部看起来像个药店，放着一排排不起眼的软膏，想象一下它会出售用鱼子制成的治疗受损皮肤的乳膏。
Go upstairs, and every floor takes on a different identity: a clothing shop with rows of kitschy shirts next to a boutique area with Coach bags, then an electronics shop that sells iPhone accessories as well as cassette tapes.
走到楼上看，每层都各具特色：服装店中放着几排时髦的衬衫，旁边是一家出售包包的精品店，接着是一家出售苹果手机配件和磁带的电子商店。
For years, Don Quijote—an unclassifiable seller of everything from humidifiers to sex toys—has been a cult phenomenon in Japan, favored by the cashstrapped households of the so-called recession generation.
唐吉诃德不对商品进行分类，其出售的商品从加湿器到性玩具，应有尽有。多年来，唐吉诃德在日本一直备受手头紧缺的家庭青睐，这些家庭是所谓的衰退的一代。
Now it's big business. Thanks largely to the discounter's rabid fan base, its parent company， Tokyo-based Pan Pacific International Holdings Corp., is on track to become Japan's fifth-largest retailer,
现在，这家折扣店已经发展成为大公司。得益于狂热的粉丝群体，其位于东京的母公司泛太平洋国际控股公司，有望成为日本第五大零售商。
with revenue likely to reach 1.4 trillion yen ($12.5 billion) in the fiscal year ending June 30.
在截至于6月30日的财政年度里，其营业额有望达到1.4万亿日元（125亿美元）。
That's a remarkable feat for a chain that barely sells online and does almost no conventional marketing.
对于几乎未进行在线销售，而且不怎么实施传统营销模式的连锁店来说，这是一个了不起的壮举。
Now Don Quijote is trying to come up with a strategy to take its unique formula across Asia, eyeing locations in Hong Kong, Indonesia, Malaysia, and the Philippines to add to recent experiments in Singapore and Thailand.
目前，唐吉诃德正试图制定一项策略，让其独特的经营做法遍布亚洲。最近，他们在新加坡和泰国尝试开办新店，他们还将瞄准香港、印度尼西亚、马来西亚和菲律宾等地。
Chief Executive Officer Koji Ohara and founder Takao Yasuda are betting that an only-in-Japan retail phenomenon can translate abroad and buck the trend toward online shopping that's hobbled merchants worldwide.
首席执行官Koji Ohara和创始人Takao Yasuda认为，可以把这种日本独特的零售热潮带到海外，它将逆转全球范围内因网络购物而陷入困境的零售商。
