外刊精读：电商迅猛发展有利也有弊
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随着电商经济的发展，越来越多的人开始在网上购物。双十一刚刚结束，你是不是又剁手了？
经济学人上有一篇文章就讲到了电商发展的利弊，文章标题是E-commerce takes off，今天公众号"高斋外刊双语精读"就带大家一起来看看其中的一些观点。这篇内容既适合练翻译，也适合学写作，提高阅读理解。
经济学人原文：Since retailing touches the economy and society in so many ways, e-commerce is already having broad effects well beyond the industry itself. Small new manufacturers are able to challenge big, established ones, thanks to the ease of selling goods online. Consumers are enjoying a broader choice of goods and more price transparency than ever before. But for bricks-and-mortar shops these are difficult times. In some parts of the world shopping malls are being blighted as their customers move online. Many traditional retail jobs will vanish as shops close and the remaining ones use more automation.
高斋参考译文：零售业关系到经济和社会生活的方方面面，因而电子商务影响广泛，其影响范围已经远远超出行业本身。网上销售十分便利，一些新兴的小型制造商如今已有能力挑战大型老牌制造商。消费者的购物选择比以往任何时候都丰富，价格透明度比以往任何时候都要高。但对实体店而言，眼下正是困难时期。在世界某些地区，顾客转向线上消费导致一些商场陷入生存困境。大量实体店铺关闭，继续经营的门店也更多采用自动化技术，许多传统零售行业的岗位即将消失。
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第一句：Since retailing touches the economy and society in so many ways, e-commerce is already having broad effects well beyond the industry itself.
零售业关系到经济和社会生活的方方面面，因而电子商务影响广泛，其影响范围已经远远超出行业本身。
1. Since在这里表示原因。because和since的区别： 前者语气强，而since语气弱，前后因果关系是自然而然的。
2. retailing指零售业。实体零售业称为physical retailing，网上零售业称为online retailing。
3. 熟词偏义：touch在这里的意思是"对……有影响，关系到/涉及……"，后面可以接sb或者sth，相当于affect。比如：
科学影响着我们生活的方方面面。
英文就可以说：
Science touches/affects almost every facet of our life.
4. 固定句型：A touch B in so many ways可以当作一个固定句型来记，表示"……影响到……的很多方面；……影响到……的方方面面"，touch也可以换为affect；
"……影响到……的很多方面；……影响到……的方方面面"还可以说affect many/all aspects of//almost every facet of...
我们常说"对生活的方方面面都产生影响"，英文可以写为...affect all aspects of/almost every facet of one’s life. 举个例子：
你生活的方方面面都将受到影响。
All aspects of your life are to be affected.
5. 同义表达：have broad effects表示"影响广泛；产生广泛影响"，"影响广泛"还可以说have wide-ranging impacts/implications。
6. 固定表达：well beyond表示"远远超出"，可以替换为far beyond，动词短语就是go far beyond。well beyond sth itself可以当作一个固定搭配来记，意思是"远远超出什么本身"。
看到well beyond，我想起在纽约时报中看到的这句话，其中有far beyond her means的用法：
That month, she started an appeal on Shuidichou, an online crowdfunding site, saying that medical costs that would add up to nearly $30,000 were far beyond her means. Family and friends had already made loans and she was desperate, she said.
就在那个月，她在众筹网站"水滴筹"发起呼吁，称高达20万元的医疗费用远远超出自己承受能力。她说，家人和朋友已经借钱给她，她很绝望。
7. 英语写作句型：sth have broad effects well beyond sth itself可以表示"sth影响广泛，影响范围远超其本身"。
"影响远远超过……"这个句型还可以写为the effects/impacts of sth extend/reach far beyond ...例如，新冠疫情造成的影响远不止病毒本身。英文就可以说Covid-19’s effects reach far beyond the virus.
再来看看researchgate上这句话：
The Internet is becoming more and more integrated in all forms of retailing and the impact of digitalization goes far beyond the phenomena of e-commerce.
互联网与各种形式的零售越来越相互融合，数字化的影响远不限于电子商务。
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第二句：Small new manufacturers are able to challenge big, established ones, thanks to the ease of selling goods online.
网上销售十分便利，一些新兴的小型制造商如今已有能力挑战大型老牌制造商。
1. 这段在说电商给中小企业创造了商机。
2. 翻译思维：Small new manufacturers翻译的时候注意形容词的顺序，具体看参考译文。
3. Challenge也可以说take on，这个在我们翻硕班讲北航MTI真题的时候见过：
谷歌决心挑战苹果和亚马逊（亚马逊也在开发自己的在线音乐业务）。
Hence Google’s determination to take on Apple and Amazon, which is also developing an online-music business of its own.
4. established：在这里指老牌的。"老牌企业"可以说established firms/companies/businesses。在高斋外刊精读班第11篇中讲过这个：
其次，相比发达国家的老牌企业过去被颠覆的速度，新兴市场的老牌企业被颠覆的速度可能要更快。
the second is that in the emerging world, established firms are likely to be disrupted more quickly than incumbents were in the rich world.
"老牌企业"也可以说old firms，incumbents，incumbent firms。
5. 逗号的用法：big, established中逗号相当于and，只是逗号有强调作用。
6. 原文的ones指代manufacturers。
7. 固定表达：thanks to引出原因，表示"归因于；多亏"，thanks to the ease of可以当作固定表达来记，意思是"由于……很方便；由于……的便利性；多亏了……的便利"，ease也可以说convenience。
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第三句：Consumers are enjoying a broader choice of goods and more price transparency than ever before.
消费者的购物选择比以往任何时候都丰富，价格透明度比以往任何时候都要高。
1. 固定表达：enjoy a broader choice of意思是"有更广泛的选择；有更多选择"，broader也可以说wider，可以用来替换常见的have more choices/options。
反过来，如果说"没有选择的余地；没得选"，英文可以写为have no choice，not have a choice。
图片
2. 专业表达：price transparency价格透明度，指每个市场参与者都能获得公平的报价。
3. 固定表达：than ever before是固定表达，指"比以往任何时候都……"，一般放在句末，放在句中的也有。举个例子：
如今就读商学院的女性比以往任何时候都多。
英文可以说：
More women than ever before are going to business school.
同义表达是than ever，than at any time in the past，如：
Homes are more affordable than at any time in the past five years
现在住宅比过去5年里的任何时候都要便宜。
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第四句：But for bricks-and-mortar shops these are difficult times.
但对实体店而言，眼下正是困难时期。
1. 固定表达：bricks-and-mortar shops实体店，同义表达是physical shops/stores。如果说"网店"就可以说online/virtual shops/stores；
如，实体店努力从网店争夺客户，可以说Bricks-and-mortar shops struggle to win customers back from virtual ones.
2. 固定表达：these are difficult times是一个固定表达，指"眼下/现在正是困难时期；时局艰难"，举个例子：
时局艰难，挑战越来越复杂。
英文可以说：
These are difficult times, and the challenges keep getting more and more complex.
times在这里表示一段时间，时期。
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第五句：In some parts of the world shopping malls are being blighted as their customers move online.
在世界某些地区，顾客转向线上消费导致一些商场陷入生存困境。
1. 固定表达：in some parts of the world意思是"在世界某些地区"，注意parts的使用。例如：
在世界某些地区，女性在预期寿命方面的优势正逐步丧失。
英文可以说：
The female advantage in life expectancy is being lost in some parts of the world.
同理，"在非洲某些地区"英文是in some parts of Africa，在非洲其它地区就是in other parts of Africa。
2. 同义表达：blight [blaɪt]，作动词表示"损害；妨害；破坏；摧毁"，相当于devastate，例如，"饱受失业之苦的地区"可以说an area blighted by unemployment。
还比如"饱受矿井关闭影响的城镇"就可以说towns devastated by pit closures.
3. 固定表达：move online指的是"转移到线上，选择网购"，move online也可以替换为go online，switch to online。比如：
顾客转向线上购物，零售业面临挑战。
Retail sector faces changes as customers go online.
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第六句： Many traditional retail jobs will vanish as shops close and the remaining ones use more automation.
大量实体店铺关闭，继续经营的门店也采用更多自动化技术，许多传统零售行业的岗位即将消失。
1. 同义替换：vanish [ˈvænɪʃ]：表示消失，可以替换为disappear，例如，零售等传统行业的工作将逐渐消失，英文可以说jobs in traditional industries like retail will disappear.
大量零售门店关闭，传统零售行业的岗位面临严峻挑战，经济学人上有一个类似的说法：
Retailing jobs are threatened not just as companies close shops but as the remaining ones try to beef up their profitability.
beef up their profitability指增强盈利能力。beef up相当于enhance，increase或improve。
2. remaining作形容词，这里不是"余下的；剩余的"，而是"继续存在的"，文中具体指"继续经营的"。the remaining ones中的ones指代shops。注意the不能丢，它指的是除关闭的shops之外余下继续经营的零售门店。
3. automation：自动化。在零售行业，大多数人的工作将被自动化取代，正如cnn上的一份数据显示：
As many as 7.5 million retail jobs are at risk of automation in the next decade.
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最后，我从外刊中找了一些电商发展带来的影响相关观点，作为前面观点的补充，大家可以借鉴一下：
1. 电商发展迅速的原因：
There is every reason to think it will get much bigger. In rich countries millennials who grew up buying goods online are moving into their prime spending years. In poorer ones, rising incomes and the spread of mobile phones will bring more shoppers online.
Thanks to the power of data, technological expertise and large distribution networks, the biggest e-commerce firms will only get bigger.
2. 电商发展带来的影响：
In the longer run the impact of e-commerce will not be limited to the conventional retail industry. It will also change how consumers spend their days, disrupt workers’ lives and reshape governments’ view of corporate power.
Online shopping is creating jobs that may be better than conventional retail store work in some ways, but pose other challenges. Compared with retail store jobs, the work of the online shopping economy tends to be more automated, and employs more men than women.
3. 总结：
The relentless growth in e-commerce may eventually run up against natural limits. And different parts of the world will progress at different speeds. Yet there is no doubt that e-commerce has much further to go. What is less clear is how far and how fast it will rise, where it will do best, and how great its impact will be.
