Putting Your Best Foot Forward 全力以赴 -3
Richard: Payless Shoes used to be considered a low-cost 1)alternative to the department stores. But now, with 2)competitors like Walmart and others, we've had to 3)redefine ourselves.
Mack: It's tough to beat Walmart at the low-cost game.
Richard: Exactly. And so we don't try any more. Our 4)strategy now is to try and provide high fashion shoes at low fashion prices.
Mack: But you don't want to just 5)clone the luxury brands, right?
Richard: No, we can't do that. Our models should look like they would fit right in on a Ferragamo 6)rack, but with one less zero. Instead of US$500, a pair of fashionable 7)pumps might be US$50.
Mack: How much of the shoe market has Walmart taken away from you?
Richard: Well, over the past five years, we've lost 3% of our 8)market share. I don't know if it's only Walmart who is to blame, but they have certainly played their part.
理查：以往，Payless Shoes是公認品質足以媲美百貨公司，價格又較低廉的品牌。但現在，面臨沃爾瑪和其他業者的競爭，我們必須重新確立自己的定位。
馬克：要在低價競賽中擊敗沃爾瑪相當困難。
理查：一點也沒錯。所以我們不做無謂的嘗試了。我們現在的策略是試圖以低檔的價格提供高檔的鞋款。
馬克：但你們也不想只是複製奢侈品牌而已，對吧？
理查：沒錯，我們不能那麼做。我們的樣式看起來必須能和Ferragamo並列，但價格要少一個零。一雙時髦的便鞋不能賣五百美元，或許只能賣五十美元。
馬克：你們被沃爾瑪奪走多少鞋類市場呢？
理查：這個嘛，過去五年，我們失去了百分之三的市場占有率。我不清楚是否全該歸咎於沃爾瑪，但他們的確舉足輕重。
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