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The biggest bookstore chain in the US, Barnes & Noble, is making a big-time comeback, thanks to a surge in voracious readers like yourselves and stores focused on locally curated book selections.
美国最大的连锁书店——巴诺书店——正强势回归，这要归功于像你们这样的嗜书读者数量激增，以及门店专注于各自特色的书籍选品策略。
Barnes & Noble is getting some of their paperback, and they're planning to open dozens of new locations.
巴诺书店正在补充部分平装书库存，并计划开设数十家新门店。
It's come a long way since the early 2000s when many bookstores were in a bind, closing thanks to a boom in competition from online book sellers like Amazon.
自21世纪初以来，巴诺书店走过了漫长而曲折的道路，当时许多书店处境艰难，因为亚马逊等在线书商的竞争激增而纷纷关门歇业。
Our Richard Quest met up with Barnes & Noble CEO James Daunt to help us read between the lines and find out how they've been able to turn their page and rejuvenate the brand.
本台记者理查德·奎斯特与巴诺书店CEO詹姆斯·道特会面，帮助我们解读书店背后的深意，了解他们如何成功逆风翻盘并重振品牌。
What we're finding is we have this extraordinary strength amongst young people reading.
我们发现，年轻人的阅读势头非常强劲。
And they are reading really good books.
而且他们在读真正的好书。
So they're reading the classics, they're also reading the book of the moment.
他们阅读经典作品，也阅读当下的畅销书。
(Yes.) A fantasy book, a romantic book, a whatever, but they are not abandoning these books either.
(是的。)包括奇幻小说、爱情小说，随便什么书，但他们也没有放弃这些好书。
They are reading Middlemarch.
他们读《米德尔马契》。
They're reading the great classics.
他们读伟大的经典著作。
We all thought Barnes & Noble was done.
我们都以为巴诺书店完蛋了。
You were out for...or it was out for the count.
你出局了，或者说它已经出局了。
It was never going to compete with Amazon, blah blah blah.
它永远没办法和亚马逊等等竞争。
Turn off the lights.
关灯歇业吧。
Well, the reason it had got there, I think it had lost sight of the fact that it needed to run really compelling bookstores,
它当时陷入困境的原因，我认为是它忽视了一件事，就是经营真正吸引人的书店，
um and had drifted away from that core principle, had started selling too many things that weren't books, had uh tried to cut costs as it got into a certain amount of difficulty.
它逐渐偏离了这一核心原则，开始卖太多不是书的东西，试图削减成本，因为遇到了一定的困难。
And that...that created a vicious cycle of...of ever less attractive stores, ever less compelling stores, and declining sales.
这形成了一个恶性循环：书店吸引力不断下降，吸引力下降导致销售额也随之减少。
Um, we were able to relatively quickly just simply reverse that process, concentrate on books, create better bookstores, uh, invest in our people, allow them the freedom to, uh, to curate their stores, and our sales went up.
我们相对迅速地逆转了这一过程，专注于书，打造更好的书店，投资于我们的员工，给予他们自由去管理自己的门店，于是销售额上升了。
So, what are they doing, these local stores, that you're finding fascinating about how they're doing it?
那么这些本地门店做了什么让你觉得是很棒的做法呢？
What are they doing? A book is a book is a book on the shelf.
他们是怎么经营书店的？书不就是书架上的书吗？
A book is a book is a book.
书就是书而已。
And it's the same book whether you buy it from Amazon or where you like, in a bookstore, whether you buy it from Barnes & Noble or from an independent bookstore.
无论你是从亚马逊购买，还是从你喜欢的地方，比如书店购买，无论你是从巴诺书店购买，还是从独立书店购买，都是同一本书。
But it's the alchemy that you put around within the store, how you juxtaposition, the friendliness of the space, the welcome that you get.
但关键在于店内营造的独特氛围，如何错落对照地摆放书籍，空间里的友好气氛，以及顾客所感受到的热情欢迎。
Um, but also how we...how we choose and what we choose to sell, how we curate a table, how we put a display, where we put a recommend.
以及我们如何选择，以及选择卖什么书，如何布置一张桌子，如何摆放展示品，在哪里放置推荐书籍。
And that is very very local.
这些都是非常非常因店而异的。
I can read a book review in the newspaper or uh online.
我可以在报纸上或网上读到一篇书评。
And I want to read the book tomorrow.
然后我明天就想读到那本书。
And Amazon is already in my phone and will deliver it to me tomorrow.
而亚马逊就在我的手机里，明天就会把书给我送来。
And Amazon is wonderful. (And you have to compete with that.)
亚马逊确实很棒。（而你必须与之竞争。）
Well, we have to compete with that a bit,
嗯，在这方面我们会有一些竞争，
but...but also if you want to come and look at the book, if you want to see what else there is,
但是如果你想来看看这本书，如果你想看看还有什么别的书，
you will be much better off doing that in a bookstore, when you simply want to come in and have the serendipity of discovering and embracing books and also doing it with people,
那么你最好还是去书店，如果你只是想走进店里，偶然发现好书、与书籍相遇，而且是和其他人一起做这件事。
so, both doing it with our book sellers, but also doing with other customers.
不论是与店员还是和其他客人一起互动。
It's a very very social spaces.
书店是一个社交属性很强的场所。
