FT商學院

How Walmart became a force in a $54bn retail advertising industry
沃爾瑪如何成爲零售廣告業的新力量

A high-margin and fast-growing ad business is changing the chain’s relationship with brands
利潤高、成長快的廣告業務正在改變連鎖店與品牌的關係。

Walmart last week reported rising sales of household items such as clothes, groceries and toys. But its profits rose faster thanks in part to a product that will not fit into a shopping cart: advertising.

沃爾瑪上週報告稱,服裝、日用雜貨和玩具等家庭用品的銷售額不斷上升。但其利潤成長更快的部分原因是一種無法裝進購物車的產品:廣告。

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