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1Grocery retailing is viciously competitive.零售业正面临着极大的竞争 Years ago the neighbourhood grocery store gave away to the large modern supermarket with wide aisles, attractive displays and a large selection of grocery and related items. 很多年之前，附近的小的零售业败给了有着宽阔的通道和有吸引力的展示品的现代化大超市，这些超市提供给人们比小零售商更大的选择和相关的产品。 Vigorous competition in the industry has kept prices down and led to a continuing series of cost reducing innovations. 在行业中有利的竞争使得产品价格下降而且还导致了一系列连续的降低成本的创新革命。 In the best of times, innovation and efficient grocery retailers have to struggle to maintain profit margins as low as 1 to 2 percent of sales.在最好的时期，创新和高效率的零售商不得不尽力将销售的边际利润保持在1%到2%。 These are not the best of the times. 这并不是最好的时期。 Industry watchers and Wall Street analysts are voicing increased concern that a shifting competitive landscape has been changing in ways that undermine the viability of traditional supermarket.行业观察员和华尔街的分析师发表声明称十分担心那些恶性竞争已经以暗中破坏传统超市业的生存发展。 One of the most significant competitive threats to the grocery retailing industry is posed by the growth of discount retailing juggernaut Wal-mart Stores, Inc . 对于零售业最典型的竞争威胁是以大量降价打折的形式出现的，像W和I这样的商店。 I, W supercenters take an increasing share of the grocery retailing dollar in most major markets, and continued expansion threatens traditional grocery retailers across the United States. 像I和W这样的特大购物中心在零售业中的的市场占有额持续增长，而且继续扩大对美国传统零售业的威胁。 However, the growth of the W it is not the only reason for increasing competitive pressure on the traditional food operators. 然而，像W这样的超级市场并不是增加传统食品行业压力的唯一原因。 Warehouse clubs dollar stores, and other nontraditional players, like both premium and lower priced grocery chains, continue to divide the grocery retailing market long dominated by traditional supermarkets.仓储式商店，一元店和其他非传统的参与者例如溢价店和超低价连锁店，都不断地将被传统超市统治的零售业分开。 Consumers want to save time and stretch their shopping dollar by concentrating their shopping activity on whole line and specially retailers that are able to provide a consistently satisfying shopping experience.消费者