忙着送外卖的京东，悄悄在伦敦上线自营平台「Joybuy」

2025/5/28 2:03:17

在全球零售版图中，京东堪称巨头，年收入近1600亿美元，每...

在全球零售版图中，京东堪称巨头，年收入近1600亿美元，每年有约6亿购物者，员工近70万。然而，这样一个商业巨擘，在英国却鲜为人知。不过，这一局面即将改变，京东已将目光锁定英国市场，开启大规模招聘，从乐购、亚马逊等知名企业挖角人才，并试运营在线零售品牌Joybuy，计划年底正式推出。此前京东就有意进入英国，曾想收购电器零售商柯瑞斯，虽最终退出，但进军意图明显。如今京东在英国市场会有何动作？能否在竞争激烈的零售领域站稳脚跟？让我们一同深入探究！Few in the UK will know the name Jingdong, despite it being one of the world"s biggest retailers with annual revenues of nearly $160bn.尽管京东是全球最大的零售商之一，年收入近1600亿美元，但英国人对这个名字可能知之甚少。Yet that could soon be about to change. Jingdong – or JD.com as it is more commonly known – has its sights set on Britain.然而，这一局面可能很快就会改变。京东——更广为人知的名称是京东商城——已将目光投向了英国市场。The Beijing-headquartered company has embarked on an ambitious hiring spree, poaching talent from the likes of Tesco, Ocado, Amazon, Lidl and Holland & Barrett, and has launched a trial of an online retail brand called Joybuy ahead of an official rollout by the end of this year.这家总部位于北京的公司已展开大规模招聘，从乐购、奥凯多、亚马逊、利多超市和荷柏瑞等公司挖角人才，并计划在今年年底前正式推出之前，先行试运营一个名为Joybuy的在线零售品牌。It marks a major expansion into the UK for the global retail titan, which has around 600m annual shoppers across the world and employs almost 700,000 people.这标志着这家全球零售巨头大举进军英国市场，该公司在全球每年有大约 6 亿购物者，员工近 70 万人。Richard Qiangdong Liu, its founder and chairman, is one of China"s richest people, with a net worth reported to be more than $6bn.京东的创始人兼董事长刘强东是中国最富有的人之一，据报道其净资产超过 60 亿美元。The company has so far been tight-lipped on its strategy for the UK, but it has telegraphed its designs on Britain"s shores for some time.到目前为止，该公司对其在英国的战略守口如瓶，但一段时间以来，它已透露出有意进入英国市场的意图。It emerged as a potential suitor for the electrics retailer Currys last year when it was up for sale, but eventually walked away from the process.去年，电器零售商柯瑞斯挂牌出售时，京东曾是其潜在的收购方，但最终退出了竞标过程。Walmart, the American retail giant, previously owned a $3.7bn stake in JD.com, which it sold down completely in 2024 amid falling returns.美国零售巨头沃尔玛之前持有价值37亿美元的京东商城股份，但在2024年因回报率下降完全出售了这些股份。JD.com"s shares have fallen more than 43pc in the last five years, leaving it with a market valuation of $46.2bn.在过去五年里，京东的股价下跌了超过 43%，市值降至 462 亿美元。The ensuing international push has already seen it grow in Europe, opening, for example, a 27,000sq ft automated warehouse in Poland near the German border.京东随后的国际化扩张已在欧洲初见成效，例如，其在德国边境附近的波兰开设了一座占地27，000平方英尺的自动化仓库。David Sables, chief executive of retail advisers Sentinel Management Consultants, says the prospect of a sustained investment by JD.com into the UK could prove worrisome for established supermarkets.零售顾问公司森蒂内尔管理咨询公司的首席执行官大卫·萨布尔斯表示，京东商城对英国市场的持续投资可能会让老牌超市感到担忧。"Do they have the capability to make a big mark? Absolutely they do. Is there room in the UK for another serious player in the discounting area? Absolutely. If they go some way to competing on price with Aldi and Lidl, they can earn shoppers." “他们有能力留下浓墨重彩的一笔吗？有。英国的折扣零售领域还有空间容纳另一个重要玩家吗？有。如果他们在价格方面能与奥乐齐和利多超市竞争，他们就能赢得顾客。”The trial website of Joybuy so far offers a wide range of ambient goods and frozen foods, as well as soft drinks and alcohol alongside electronics and other non-food products.试运营网站京喜目前提供了各种环境友好型商品和冷冻食品，以及软饮料、酒类、电子产品和其他非食品类产品。Currently, it stocks a vast range of imported Asian foods alongside items from some well-known brands such as Tony"s Chocolonely and Pip & Nut.目前，它的网站储备了大量进口亚洲食品，同时还有一些知名品牌的商品，如托尼巧克力和皮普坚果。No fresh food products are listed and it is understood the retailer has not yet decided whether it will sell them.网站上没有列出新鲜食品，据了解，零售商尚未决定是否销售这些产品。Matthew Nobbs, a former Lidl and Holland & Barrett executive who has been hired as JD.com"s chief merchandise officer for the UK, said on LinkedIn he was "getting ready to rumble in the UK for one of China"s biggest success stories".马修·诺布斯，曾任利多超市和荷柏瑞公司的高管，被聘为京东商城英国区首席商品官，他在LinkedIn上表示，自己正“准备在中国最大成功故事之一的英国市场大展身手” 。While there may be a gap in the market for JD.com, Clive Black, an analyst at Shore Capital, warns that existing discount retailers such as B&M have struggled to maintain their upwards trajectory in the wake of the cost of living crisis.虽然京东商城可能在市场上存在机会，但世楷资本的分析师克莱夫?布莱克警告说，在生活成本危机之后，像 B&M 这样的现有折扣零售商一直难以维持增长势头。He also points to attempts by Amazon to crack the British grocery market which did not go to plan.他还指出，亚马逊试图打入英国食品杂货市场的尝试并不顺利。The online giant last year brought its Amazon Fresh grocery service to an end across a swathe of UK cities.这家在线巨头去年在英国多个城市停止了亚马逊生鲜食品服务。"It"s realised that pure play-online is not economic," says Black.布莱克说：“人们意识到，纯粹的在线模式在并没有（让他们）省下钱。”Crucially, he argues, the majority of British shoppers are still very attached to physical stores, even at the discount end of the market.至关重要的是，他认为，大多数英国购物者仍然非常依赖实体店，即使是在折扣零售领域也是如此。"Still 87pc of the population go to shops," says Black.布莱克表示：“仍有87%的人会去实体店购物。”"People like Tim Steiner have talked absolute nonsense over the years about how everyone"s going to shop online. And it"s just not true, it hasn"t happened."“多年来，像蒂姆?施泰纳这样的人一直在胡说八道，说每个人都会在网上购物。但这根本不是真的，这种情况并没有发生。”内容来源：每日英语听力|双语精读等