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高管亲自揭晓亚马逊统治电商行业的奥秘

Beth Kowitt 2017年07月25日

这位高管称,亚马逊的工作是“带着神圣的不满行走世间”,永远在寻找下一个可以放进新闻通稿的内容。

电商巨头亚马逊的业务已触及几十个领域,随便列举一些,包括出版、电视、硬件、云服务、物流、半成品餐食、日用杂货等等。

上周二《财富》年度头脑风暴技术论坛在美国科罗拉多州阿斯彭举行,期间亚马逊的杰夫·威尔克透露了涉足众多市场的奥秘。威尔克担任亚马逊全球消费业务首席执行官,掌管1200亿美元的业务。

“我们成立了一些单线运作的团队,业务彼此独立。只要将业务彻底分开,就可以集中精力做事。”威尔克解释说,相关业务团队都专门做手头的任务,比如负责亚马逊智能语音助手Alexa的人就只考虑Alexa,其他都不用管。“每个业务团队任务都尽可能清晰明确。”威尔克说。他解释道,如果员工应付的事太多,业务发展不对劲时可能就注意不到。

威尔克介绍,为了想清楚新业务如何开展,亚马逊会先写一篇新闻通稿以及相关问答,想象某项服务或者产品在发布时的情况。

他说,亚马逊的工作是“带着神圣的不满行走世间”,永远在寻找下一个可以放进新闻通稿的内容,“对我们的误解可能还会存在很长时间,没关系我们接受。”

威尔克谈到了亚马逊对全食超市尚未完成的收购,自称是全食超市的“粉丝”,还说到全食超市同样以客户为本,跟亚马逊很般配。他还指出,看看用户统计数据就会发现,亚马逊和全食超市的客户有很多重合。

威尔克个人也对全食超市很有感情。他在匹兹堡长大,从小“爱吃肉和土豆”,全家搬到西海岸以后,他开始尝试跟之前不一样也更健康的饮食方式。他说,全食超市“开创了天然有机的食品类别。”(财富中文网)

译者:Pessy

审稿:夏林

E-commerce giant Amazon has its hands in dozens of businesses: publishing, television, hardware, the cloud, logistics, meal kits, and grocery, to name just a few.

At Fortune’s Brainstorm Tech conference in Aspen, Colo., on Tuesday Jeff Wilke, CEO of Amazon's $120 billion consumer business, revealed how the company tackles so different markets at once.

“We try to create separable single-threaded teams,” he said, adding, “If we can keep it separable, we can focus energies." He explained that the teams essentially don’t work on anything else—for example, the person who owns Alexa thinks about nothing but Alexa. “We’re as pure as we can be," he said. If an employee is focused on too many things, it gives them less time to notice the things that aren’t going well, he explained.

To figure out what a new business should be, he said that the company starts by writing a press release and FAQ that imagines what a service or produce would look like at launch.

He said it's Amazon's job to "wander the world with divine discontent" and that the company is constantly looking for what that next press release could be. "We accept that we may be misunderstood for long periods of time," he said.

Wilke also discussed the company's pending acquisition of Whole Foods, explaining that “we’re fans” and that its focus on the customer seemed like a good match. He also noted that if you just look at the demographics, it appears that the two companies have a lot of overlap.

Wilke has a personal connection to the company. He grew up a “meat and potatoes guy” in Pittsburgh, but he learned to eat in a different and healthier way when we moved to the West Coast. Whole Foods, he said, “invented the natural and organic category."

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