美推出無(wú)牌電商平臺(tái)：極簡(jiǎn)風(fēng)20元無(wú)牌日用品，你會(huì)買(mǎi)單嗎?

Brandless是美國(guó)一家新興電商平臺(tái)，該網(wǎng)站營(yíng)銷(xiāo)模式與日本品牌“無(wú)印良品”相似，產(chǎn)品包裝簡(jiǎn)單，物美價(jià)廉，直接從廠家采購(gòu)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(chēng)，與知名品牌相比，消費(fèi)者在這里購(gòu)買(mǎi)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(shí)，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(guò)拋棄牌子貨而為顧客節(jié)省大筆開(kāi)銷(xiāo)。

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

上個(gè)月?tīng)I(yíng)業(yè)的Brandless承諾，只銷(xiāo)售3美元(約合人民幣20元)的“無(wú)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(jiǎn)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(guó)企業(yè)家蒂娜•夏基與伊多•萊夫勒獲得了約5000萬(wàn)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(chēng)，他們成立Brandless網(wǎng)站是為了幫助顧客省去購(gòu)買(mǎi)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(yǔ)來(lái)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(gòu)所有產(chǎn)品，然后直接發(fā)貨到配送中心。該網(wǎng)站主營(yíng)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(chēng)，他們可以將開(kāi)實(shí)體店的錢(qián)省下來(lái)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(yíng)業(yè)第一周即向美國(guó)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(gòu)買(mǎi)同品質(zhì)的產(chǎn)品平均將節(jié)省40%的錢(qián)。

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(wú)印良品已經(jīng)嘗試過(guò)“去品牌”的概念，其名字就來(lái)源于日文“Mujirushi Ryohin”，意思是“無(wú)品牌的優(yōu)質(zhì)產(chǎn)品”。

MUJI is now a popular brand in its own right.

無(wú)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(wú)論Brandless是否能成為另外一個(gè)大品牌，夏基都堅(jiān)稱(chēng)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(shuō)：“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(huà)面，我想說(shuō)，那是什么?人們希望清楚知道賣(mài)給他們產(chǎn)品的是誰(shuí)。”