2019.07.16

周二 Tuesday

outrage
 ['aʊtreɪdʒ] 
n. 愤怒，愤慨

图片来源：nike

When Nike’s SNKRS app trips up, rabid sneaker fans go crazy. The app is where many head for a chance to get Nike limited releases and special products. 

耐克的SNKRS app推出时，疯狂的球鞋粉丝们为之疯狂。很多人通过这个app获得购买限量球鞋和特别产品的机会。

The outrage over technical glitches that kill those chances can spill over into complaints and memes on Twitter and elsewhere. It happened during last year’s launch of a shoe in collaboration with fashion label Off-White and again in May with the drop of a shoe with rapper Travis Scott.

对技术故障而导致错失购买机会的愤怒扩散成为了在推特和其他平台上的抱怨和表情包。这种情况在去年发生了，那时耐克推出了一款和潮牌Off-White合作的鞋子。五月份又出现了这种情况，那时发售了一款联名说唱歌手特拉维斯·斯科特的球鞋。

In a funny way, it’s a sign of the success Nike has had drawing shoppers to SNKRS.

有趣的是，这正是耐克成功的标志，并且吸引了大量消费者使用SNKRS.

While the limited releases that happen through SNKRS are just a portion of Nike’s business—which also depends on selling giant volumes of mass-market shoes—the app has become an important part of the company’s thriving digital sales. (The brand’s other app, just called “Nike,” is more like a general e-commerce portal.)

通过SNKRS平台进行限量发售仅仅是耐克生意的一部分，耐克也依靠大量销售大众市场的鞋类，这个app已经成为耐克繁荣的数字销售中重要的部分。（这个品牌的另一个叫做Nike的app更像一个普通的的电子商务门户。）

Discussing earnings for the full fiscal year, CEO Mark Parker told investors yesterday that SNKRS acquired more new members than any other digital channel for Nike. 

在讨论全年的财务收入时，首席执行官马克·帕克昨天告诉投资者说，在耐克所有数字平台中，SNKRS为耐克赢得了最多的新用户。

He added, “SNKRS more than doubled its business, doubled its number of monthly active users, and now accounts for roughly 20% of our overall digital business.” That business grew 35% overall in the year, the company reported.

他补充说，“SNKRS不仅让生意扩大了一倍，让月活跃用户数量翻了一番，现在还占了我们电子贸易额约20%的份额。”公司报道，这一年贸易额总共增长了35%。

It’s become Nike’s latest way to game supply and demand of hyped products. SNKRS keeps shoppers hungry by sending out regular push notifications about drops every week. 

这成为了耐克处理对大肆宣扬的产品的供需的最新方法。SNKRS每周常规推送有关产品的通知。

When consumers inevitably flood the app for the release, many take an L, walking away empty handed. 

当消费者们不可避免地为了发售而涌向这个app时，许多人都没买到，空手而归。

A share of those who do get the shoes never wear them. Instead, they immediately resell them for multiples of what they paid (Quartz member exclusive), fueling the burgeoning resale market.

有些买到鞋的人从来不穿，而是立刻以几倍的价钱转卖出去（只卖给Quartz用户），为迅速增长的转卖市场提供动力。

 

今日词汇

outrage
 ['aʊtreɪdʒ] 
n. 愤怒，愤慨

 

如the expansion of population 人口的增加

动词原型为expand，v.使 ... 膨胀；扩张

Objects expand when heated and contract when cooled.  

物体热涨冷缩。

As your horizons expand, these new ideas can give a whole new meaning to life.  

随着眼界不断开阔，这些新观念会为生活赋予新的意义。