阿里巴巴美國購物網站11 Main一覽大綱

Chinese e-commerce giant Alibaba Group's new U.S. shopping site is anything but Chinese.
中國電商巨頭阿里巴巴集團(Alibaba Group)新設立的美國購物網站上卻沒有中國商品。

The beta version of the site, called 11 Main, features a 'Made in California' section showcasing six California-based merchants. One of the six is apparel maker Featherweight Clothing, whose clothes, according to its website, are all made in the U.S and have been worn by celebrities like Pearl Jam singer Eddie Vedder. Another one is Recoverie, which sells block prints, pillow covers and blankets -- all handcrafted in San Francisco according to the company.
這家名爲“11 Main”的網站目前正處在測試階段，它包含一個“加州製造”的單元，其中展示了六家總部位於加州的商戶。其中一家商戶是服裝製造商Featherweight Clothing，據Featherweight Clothing網站介紹，該公司的衣服全部在美國製造，珍珠果醬樂隊(Pearl Jam)和歌手維德(Eddie Vedder)等名人曾穿過他們家的衣服。另外一家商戶是出售版畫、枕頭套和毯子的Recoverie，據該公司網站稱，他們家的商品均是在舊金山手工製造的。

These featured stores represent the overall image that 11 Main wants to convey. The San Mateo, Calif., company, owned by Alibaba, said it is trying to create an online version of the main street shopping experience for American consumers. The launch of the U.S. site comes as Alibaba is preparing to go public in New York in what could be one of the largest initial public offerings in history.
這些特色商店代表了“11 Main”想要表現的整體形象。 這家位於加州聖馬特奧市的公司是阿里巴巴的子公司，該公司稱它正試圖創造一個網站讓美國消費者體現到和在主要街道購物一樣的感受。目前阿里巴巴正準備在紐約上市，該公司的上市交易有望成爲歷史上最大規模的上市交易之一。

From its simple black-and-white logo to the site's overall presentation, 11 Main is clearly paying a lot of attention to design. For the most part, the site looks clean and polished, making it starkly different from Alibaba's Chinese shopping sites, Taobao and Tmall, which are colorful and chaotic.
無論是簡單的黑白標誌，還是網站整體的風格，“11 Main”顯然非常注重設計。該網站的大部分內容看上去都整潔靚麗，這和阿里巴巴中國的購物網站天貓商城和淘寶網的設計非常不同，後者的頁面色彩豐富又凌亂。

Still, a stylish website won't make 11 Main stand out in the sophisticated universe of online shopping in the U.S. There are already many popular design-conscious shopping sites like Etsy and . When it comes to the sheer volume and selection of products, Amazon and eBay are far ahead.
但一個時尚的網站並不能使11 Main在美國完善的在線購物市場上異軍突起。美國市場已有許多像Etsy和這樣設計獨特的高人氣購物網站。在絕對數量和產品種類上看，亞馬遜(Amazon)和eBay則遙遙領先。

11 Main, which opened its doors last week to a limited number of shoppers on an invitation-only basis, currently hosts more than 1,000 merchants, and it plans to keep adding more, according to the company.
11 Main上週僅向受邀的有限顧客開放，目前該網站有超過1,000個商家，據阿里巴巴稱，公司計劃增加商家數量。

The company said it received applications from thousands of merchants but chose only those who met its criteria based on product quality and customer service . In its online guide for sellers, 11 Main has instructions on how to take photos of products -- including details on the angle, lighting and background.
該公司稱，公司接到了數千商家的申請，但只接受那些符合產品質量和服務標準的申請。在其賣家網上指引中，11 Main已公佈如何拍攝產品照片的說明，其中包括：拍攝角度、光線和背景等細節。

There are several ways to find specific items on 11 Main. Other than the keyword search box at the top, there are tabs for nine broad product categories: fashion, home, jewelry, baby, collecting, tech, sporting goods, toys and entertainment.
在11 Main上搜索特定種類的物品有多種方式。除了在網站頂部有鍵盤搜索框外，該網站還將商品分爲以下幾個類別：服裝、家居用品、珠寶、嬰幼兒用品、收納用品、科技產品、體育用品、玩具和娛樂產品。

Those broad categories are further divided into over 200 subcategories -- from 'bath and skin care' to 'binoculars' and 'skateboarding.'
這些大的類別又細分成了200多個子類別，從“沐浴護膚品”到“雙筒望遠鏡”到“滑板”不一而足。

Items sold on 11 Main come at all price points. When you sort women's shoes by price, for example, some of the cheapest items include $6.99 flip flops and $8.99 faux suede wedges. On the other hand, the most expensive pair by Dutch designer Ilja Visser costs more than $3,000. (According to several fashion websites, Lady Gaga has worn clothes from this brand.)
11 Main銷售的商品有各種價位的選擇。比如，你按價格挑選女鞋時，最便宜的商品有6.99美元一雙的人字拖和8.99美元一雙的仿皮坡跟鞋，而荷蘭設計師品牌Ilja Visser一雙最貴的鞋則要賣到3,000美元以上。（據幾個時尚網站的信息，Lady Gaga穿過這個品牌的服裝。）

Even though 11 Main is supposedly a curated marketplace, the overall mix of products seems quite random, lacking a clear focus. Still, such randomness can be part of the appeal, according to the company.
儘管想像中11 Main應當是一個精選購物網站，但它提供的商品總體來看似乎相當隨意，缺乏明顯的針對性。不過該公司說，這樣的隨意性對顧客可能也是一種吸引力。

'The whole concept is the Main Street where you might find a vintage shop next to an electronics shop next to a button shop,' said 11 Main spokeswoman Abbygail Reyes. Reyes said the site is still evolving.
11 Main發言人Abbygail Reyes表示，11 Main的理念類似於現實生活中的購物街，古董店的旁邊可能是一家電子商品店，再旁邊可能是一家鈕釦店。她說，11 Main依然在發展。

The company is, for example, thinking of ways to allow buyers and sellers to communicate with each other, she said.
比如，她表示，公司正在考慮如何讓買家和賣家進行溝通。