美推出無牌電商平臺：極簡風(fēng)20元無牌日用品，你會買單嗎?

Brandless是美國一家新興電商平臺，該網(wǎng)站營銷模式與日本品牌“無印良品”相似，產(chǎn)品包裝簡單，物美價(jià)廉，直接從廠家采購運(yùn)輸?shù)脚渌椭行模蹆r(jià)一律為3美元。Brandless網(wǎng)站創(chuàng)始人稱，與知名品牌相比，消費(fèi)者在這里購買同品質(zhì)的產(chǎn)品將節(jié)省40%的成本。

Brands are familiar, but often expensive. A new online retailer thinks it can offer shoppers big savings by ditching branded goods altogether.

品牌產(chǎn)品為顧客熟識，但往往價(jià)格也很昂貴。一家全新的在線零售商認(rèn)為，他們可以通過拋棄牌子貨而為顧客節(jié)省大筆開銷。

Brandless launched last month with a promise to sell only "brand-free" products for just $3 an item.

上個(gè)月營業(yè)的Brandless承諾，只銷售3美元(約合人民幣20元)的“無牌”產(chǎn)品。

Its product range includes kitchen knives, olive oil, toilet cleaner and facial moisturizer. The items come in simple packaging with a white label containing key product information.

Brandless的產(chǎn)品范圍包括廚房刀具、橄欖油、馬桶清潔劑和面部保濕品等。這些產(chǎn)品包裝只有簡單的白色標(biāo)簽，上面包含了產(chǎn)品關(guān)鍵信息。

American serial entrepreneur Tina Sharkey developed Brandless with co-founder Ido Leffler, raising about $50 million from investors before the website launched.

已經(jīng)多次創(chuàng)業(yè)的美國企業(yè)家蒂娜•夏基與伊多•萊夫勒獲得了約5000萬美元投資，聯(lián)合創(chuàng)辦了這家網(wǎng)站。

Sharkey says they created Brandless to help shoppers avoid the hidden costs of buying a big brand. They even trademarked the term "BrandTax" to describe those costs.

夏基稱，他們成立Brandless網(wǎng)站是為了幫助顧客省去購買大品牌的隱性成本。他們甚至創(chuàng)造了“品牌稅”這個(gè)術(shù)語來形容該筆費(fèi)用。

Brandless sources all its products from independent manufacturers and sends them directly to distribution centers. It focuses on natural and organic items at affordable prices.

Brandless從獨(dú)立廠家進(jìn)購所有產(chǎn)品，然后直接發(fā)貨到配送中心。該網(wǎng)站主營價(jià)格低廉的天然有機(jī)產(chǎn)品。

It says it can pass on the savings it makes by not having any brick-and-mortar stores.

Brandless稱，他們可以將開實(shí)體店的錢省下來讓利給顧客。

Brandless shipped to 48 US states in the first week of operation, said Sharkey.

夏基表示，Brandless營業(yè)第一周即向美國48個(gè)州發(fā)貨。

Sharkey estimates consumers will save an average of 40% when buying Brandless products compared to top household brands of a similar quality.

據(jù)她估計(jì)，與知名品牌相比，消費(fèi)者在Brandless購買同品質(zhì)的產(chǎn)品平均將節(jié)省40%的錢。

The unbranded concept has been tried before by Japanese retailer MUJI. The name is derived from the term "Mujirushi Ryohin," which translates as "no brand, quality goods."

日本零售商無印良品已經(jīng)嘗試過“去品牌”的概念，其名字就來源于日文“Mujirushi Ryohin”，意思是“無品牌的優(yōu)質(zhì)產(chǎn)品”。

MUJI is now a popular brand in its own right.

無印良品以其獨(dú)特之處成為一個(gè)廣受歡迎的品牌。

Whether or not Brandless becomes another big name, Sharkey insists the company is doing something different.

無論Brandless是否能成為另外一個(gè)大品牌，夏基都堅(jiān)稱他們做的事有所不同。

"Brands still have this false narrative: cartoons and animated characters that represent them, or actors on television that are riding white horses on beaches, I mean, what is that?" she said. "People want the transparency of knowing who they're doing business with."

她說：“品牌產(chǎn)品仍然存在這種虛假描述：用卡通形象代表產(chǎn)品，或者在電視上播放演員在海灘上騎白馬的畫面，我想說，那是什么?人們希望清楚知道賣給他們產(chǎn)品的是誰。”