Brandless是美國一家新興電商平臺，該網站營銷模式與日本品牌“無印良品”相似，產品包裝簡單，物美價廉，直接從廠家采購運輸到配送中心，售價一律為3美元。Brandless網站創始人稱，與知名品牌相比，消費者在這里購買同品質的產品將節省40%的成本。

Brands are familiar, but often expensive. A new online retailer thinks it can offer shoppers big savings by ditching branded goods altogether.
品牌產品為顧客熟識，但往往價格也很昂貴。一家全新的在線零售商認為，他們可以通過拋棄牌子貨而為顧客節省大筆開銷。

Brandless launched last month with a promise to sell only "brand-free" products for just $3 an item.
上個月營業的Brandless承諾，只銷售3美元（約合人民幣20元）的“無牌”產品。

Its product range includes kitchen knives, olive oil, toilet cleaner and facial moisturizer. The items come in simple packaging with a white label containing key product information.
Brandless的產品范圍包括廚房刀具、橄欖油、馬桶清潔劑和面部保濕品等。這些產品包裝只有簡單的白色標簽，上面包含了產品關鍵信息。

American serial entrepreneur Tina Sharkey developed Brandless with co-founder Ido Leffler, raising about $50 million from investors before the website launched.
已經多次創業的美國企業家蒂娜?夏基與伊多?萊夫勒獲得了約5000萬美元投資，聯合創辦了這家網站。

Sharkey says they created Brandless to help shoppers avoid the hidden costs of buying a big brand. They even trademarked the term "BrandTax" to describe those costs.
夏基稱，他們成立Brandless網站是為了幫助顧客省去購買大品牌的隱性成本。他們甚至創造了“品牌稅”這個術語來形容該筆費用。

Brandless sources all its products from independent manufacturers and sends them directly to distribution centers. It focuses on natural and organic items at affordable prices.
Brandless從獨立廠家進購所有產品，然后直接發貨到配送中心。該網站主營價格低廉的天然有機產品。

It says it can pass on the savings it makes by not having any brick-and-mortar stores.
Brandless稱，他們可以將開實體店的錢省下來讓利給顧客。

Brandless shipped to 48 US states in the first week of operation, said Sharkey.
夏基表示，Brandless營業第一周即向美國48個州發貨。

Sharkey estimates consumers will save an average of 40% when buying Brandless products compared to top household brands of a similar quality.
據她估計，與知名品牌相比，消費者在Brandless購買同品質的產品平均將節省40%的錢。

The unbranded concept has been tried before by Japanese retailer MUJI. The name is derived from the term "Mujirushi Ryohin," which translates as "no brand, quality goods."
日本零售商無印良品已經嘗試過“去品牌”的概念，其名字就來源于日文“Mujirushi Ryohin”，意思是“無品牌的優質產品”。

MUJI is now a popular brand in its own right.
無印良品以其獨特之處成為一個廣受歡迎的品牌。

Whether or not Brandless becomes another big name, Sharkey insists the company is doing something different.
無論Brandless是否能成為另外一個大品牌，夏基都堅稱他們做的事有所不同。

"Brands still have this false narrative: cartoons and animated characters that represent them, or actors on television that are riding white horses on beaches, I mean, what is that?" she said. "People want the transparency of knowing who they're doing business with."
她說：“品牌產品仍然存在這種虛假描述：用卡通形象代表產品，或者在電視上播放演員在海灘上騎白馬的畫面，我想說，那是什么？人們希望清楚知道賣給他們產品的是誰。”

英文來源：CNN
翻譯&編輯：董靜
審校：丹妮