Luyện nói tiếng Anh bằng Shadowing qua video: Why Retailers Are Shrinking Their Assortments
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85 câu
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Retailers across the board are slashing assortments.
Tất cả các nhà bán lẻ đều đang cắt giảm danh mục sản phẩm của mình.
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You may notice when a product is no longer carried at your favorite store or online.
Bạn có thể nhận thấy khi một sản phẩm không còn được bán tại cửa hàng yêu thích của bạn hoặc trên các trang trực tuyến.
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And when companies start talking about it on their earnings calls, you know it's happening at a wider scale.
Và khi các công ty bắt đầu đề cập đến vấn đề này trong các cuộc họp công bố kết quả kinh doanh, bạn sẽ biết rằng nó đang diễn ra trên quy mô rộng lớn hơn.
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SKUs, or stock keeping units, are unique codes assigned to every product to keep track of inventory.
SKU, hay đơn vị quản lý kho, là những mã duy nhất được gán cho từng sản phẩm để theo dõi hàng tồn kho.
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Let's say you want to buy this jacket.
Giả sử bạn muốn mua chiếc áo khoác này.
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Its SKU number might indicate the manufacturer, product type, color, and size, with a series of numbers and letters.
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Companies like Dollar General, BJ's Wholesale Club, Lululemon, and Under Armour are either planning to cut
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or have already cut skews at their stores in an effort to improve their financials.
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But how can intentionally reducing the number of products, and in some cases even intentionally shrinking revenue, ultimately help a business turn things around?
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amount.
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Public companies typically want to show investors growth, quarter after quarter.
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And one of the ways brands can grow sales is by adding more products.
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But what happens when those products don't sell?
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Well, it can lead to discounting, which in turn hurts profitability.
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That product can also end up at off -price stores like TJ Maxx, which can hurt a brand's reputation.
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If you have zero discounting, you're not taking enough fashion risk.
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If you're not taking enough fashion risk, why do you exist?
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And so you absolutely need to discount.
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But discounting needs to be fixing mistakes.
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It needs to be done quickly.
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It needs to be done somewhat invisibly.
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And then we need to move on.
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There's a reason I believe the off -pricers are such compelling business models.
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TJ, Ross Stores.
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These businesses allow companies, allow big brands to sell product invisibly.
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When a brand isn't selling its products at full price, that means less profit.
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It's one of the reasons Lululemon has been struggling lately.
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From 2024 to 2025, the company grew sales by about $500 million, yet its operating profit fell by about $300 million.
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The company acknowledged the negative impact of markdowns in recent earnings calls.
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It said it cut North American SKUs by 15%.
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You can reduce assortments and then try to make up for that revenue by selling more of your signature items.
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Or a brand can acknowledge that its revenues need to shrink too.
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The goal here is to increase the price of your remaining products, in turn selling less of them, but making more profit on each one.
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Lulu has a long way to go.
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And simply cutting skews, simply saying we need to have better product is not the answer if you're too large.
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The absolute best product can still be dilutive if there's too much of it in the market.
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And Lulu last year did $6 .5 billion of American sales.
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3 to 4 billion dollars in revenue is where companies generally hit a healthy saturation level.
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It's a level where they can be large and still cool.
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Nike is an exception to this rule.
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One of the reasons why is because of its ability to sell distinctively different brands, like Jordan.
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While the company doesn't specifically break out its U .S sales, it did around 20 billion dollars in North America in 2025.
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Nike is in the midst of a massive downturn, and while it's almost certainly not going to bring domestic sales down to that $3 -4 billion level,
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it's actively working to clean up its product offerings.
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We made meaningful progress across the business through rebalancing the product portfolio, driving momentum and growth in performance,
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while reducing classic footwear franchises by more than $2 billion.
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For big box stores like BJ's and small box stores like Dollar General, the goal of assortment reduction is different.
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These retailers carry thousands of individual brands
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so removing certain products is more of a defensive move it simplifies inventory management
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and allows stores to refine what they're offering from a brand perspective
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if you were of something the more expensive it can be
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when you shrink a box when you take a retailer
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and say i'm going to focus more on curation you're getting smaller
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but you're trying to re -establish why someone's walking into your box in the first place
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and so it does get better but it doesn't necessarily help your bottom line as much, it's more protecting.
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In an earnings call from June 2025, Dollar General said the elimination of 1 ,000 SKUs from the
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previous year opened up more shelf space for its best -selling products.
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By March 2026, the SKU reductions reached over 1 ,500 products, which the company said provided benefits to the overall supply chain.
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The team is looking at continued SKU rationalization, albeit probably more surgical in nature as we move forward
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but it is still our ultimate goal to grow sales at or above the rate of inventory growth overall.
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Reducing assortments is much easier said than done.
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Box stores risk losing customers to competitors with more offerings.
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BJ's actually acknowledged that a previous attempt to cut SKUs was unsuccessful.
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We didn't prosecute that opportunity in the right way.
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We just cut SKUs, which cut sales, and then we added some SKUs back and
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so really what we're doing is removing unnecessary choice think about traditional soda we don't carry cans
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and two liters of the same product anymore For individual brands, on the other hand, cutting revenue can be intentional.
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Under Armour's stock is down significantly over the past five years.
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Its revenue has also fallen by nearly a billion dollars, and its operating income, a key measure of profitability, has turned negative over the past couple of years.
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Under Armour shrunk their skews by 25 % over the past few years and plans to cut another 25%.
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In an August 2026 earnings call, the company acknowledged that its problems would not be solved by chasing unhealthy sales volume
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or short -term revenue today we're managing for quality fewer products with greater purpose tighter execution
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and a clearer reason to buy this mandate to the organization is incredibly straightforward real will sell
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so much more of so many less products at a much higher full retail price under armor feels like it has
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tried many times it's had multiple fits and starts of acknowledging that it may be a better business as a smaller business, and those are the words that management says,
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so far in the results, it seems very much a working process.
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But it's hard.
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You can't shrink in a half measure because it's very hard to do, and the worst thing you could do is try and give up.
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Cutting products can also make a brand less accessible.
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If, for example, you cannot afford to shop at a store paying full price but frequent their clearance section, the company may lose you as a customer as they work to reduce markdowns.
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And that may be deliberate, despite how difficult it may be to turn away that additional revenue, because your discounted purchase wasn't a very profitable sale for the company in the first place.
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It's hard for a company ever to say we need to shrink anything, but it's dramatically harder to say we need to shrink revenues.
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For brands, the more people you get, the less exciting the story becomes.
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For more people you get, the less specialized the product becomes.
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And so, so frequently we find that brands hit a peak, a healthy peak, extend past the peak by forcing it, and then find their way back down pretty harshly.
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Từ vựng và ghi chú luyện nói cho bài học này
Bài luyện nói này dựa trên video “Why Retailers Are Shrinking Their Assortments”. Những từ được nhắc lại nhiều nhất trong bài: product, brand, Sku, revenue, sale. Video này có 47 câu và 1233 từ để luyện shadowing. Phần lời nói dài 7:01. Người nói nói với tốc độ tự nhiên, khoảng 176 từ mỗi phút, gần với hội thoại hằng ngày. 84% số từ nằm trong 3.000 từ tiếng Anh thông dụng nhất; phần còn lại nên xem trước khi luyện.
Từ vựng quan trọng trong video
15 từ đáng học trong video, kèm phiên âm và nghĩa:
| Từ | Phiên âm | Nghĩa |
|---|---|---|
| discount danh từ | /ˈdɪskaʊnt/ | bớt giá, sự bớt |
| intentionally trạng từ | /ɪnˈtɛn(t)ʃənəli/ | cố ý, cố tình |
| reputation danh từ | /ˌɹɛpjʊˈteɪʃən/ | danh giá, danh tiếng |
| chase động từ | /t͡ʃeɪs/ | đuổi, rượt |
| solve động từ | /sɒlv/ | giải quyết |
| incredibly trạng từ | /ɪŋˈkɹɛdɪbli/ | khó tin nổi |
| exception danh từ | /əkˈsɛpʃən/ | lệ ngoại, ngoại lệ |
| extend động từ | /ɛkˈstɛnd/ | kéo dài |
| jacket danh từ | /ˈd͡ʒæk.ɪt/ | áo vét tông, áo khoác |
| execution danh từ | /ˌɛk.sɪˈkjuː.ʃən/ | tử hình |
| frequent tính từ | /ˈfɹiː.kwənt/ | thường xuyên |
| signature danh từ | /ˈsɪɡ.nə.t͡ʃə/ | chữ ký |
| manufacturer danh từ | /ˌmænjʊˈfæktʃəɹə/ | người sản xuất |
| meaningful tính từ | /ˈmiː.nɪŋ.fl̩/ | có ý nghĩa |
| momentum danh từ | /ˌmə(ʊ)ˈmɛntəm/ | động lượng |
Cụm động từ bạn sẽ nghe
| Từ | Nghĩa |
|---|---|
| clean up động từ | quét dọn, quét tước |
| give up động từ | đầu hàng |
| open up động từ | mở |
Ngữ pháp trong video
Những cấu trúc người nói dùng nhiều nhất, kèm đúng cụm từ trong video:
| Cấu trúc | Trong video |
|---|---|
| Câu bị động be + quá khứ phân từ — nhấn vào việc xảy ra, không phải người làm | be done · would not be solved |
| Thì hiện tại hoàn thành have/has + quá khứ phân từ — việc đã xảy ra nhưng còn liên quan đến hiện tại | have already cut · has also fallen |
Phát âm cần chú ý
Người nói dùng 17 dạng rút gọn, ví dụ you're, doesn't, don't. Hãy nói theo dạng ngắn đúng như bạn nghe.
- Âm “sh” và “zh”: reduction /ɹɪˈdʌk.ʃən/, intentionally /ɪnˈtɛn(t)ʃənəli/, reputation /ˌɹɛpjʊˈteɪʃən/, exception /əkˈsɛpʃən/, execution /ˌɛk.sɪˈkjuː.ʃən/
- Từ dài — đặt trọng âm cho đúng: intentionally /ɪnˈtɛn(t)ʃənəli/, necessarily /ˌnɛs.əˈsɛɹ.ə.li/, reputation /ˌɹɛpjʊˈteɪʃən/, incredibly /ɪŋˈkɹɛdɪbli/, execution /ˌɛk.sɪˈkjuː.ʃən/
Những âm người Việt thường gặp khó:
- Cụm phụ âm cuối — đọc đủ từng âm, đừng nuốt âm cuối: discount /ˈdɪskaʊnt/, solve /sɒlv/, extend /ɛkˈstɛnd/, frequent /ˈfɹiː.kwənt/, shelf /ʃɛlf/
- Âm /tʃ/, /dʒ/ và /ʒ/ — tiếng Việt không có, đừng đọc thành “ch” hay “gi”: acknowledge /əkˈnɑ.lɪd͡ʒ/, chase /t͡ʃeɪs/, jacket /ˈd͡ʒæk.ɪt/, franchise /ˈfɹænt͡ʃaɪ̯z/, signature /ˈsɪɡ.nə.t͡ʃə/
- Âm /æ/ — mở miệng rộng hơn âm “e”: jacket /ˈd͡ʒæk.ɪt/, franchise /ˈfɹænt͡ʃaɪ̯z/, actively /ˈæktɪvli/, manufacturer /ˌmænjʊˈfæktʃəɹə/, mandate /ˈmændeɪ̯t/
Cách luyện với video này
- Nghe hết video một lần, chưa cần nói, và ghi lại những từ bạn chưa biết.
- Bắt đầu ở tốc độ 0,75×, nói đuổi từng câu, rồi quay lại tốc độ bình thường khi đã quen.
- Ghi âm giọng mình rồi so với bản gốc, chú ý các từ như discount, intentionally, reputation.
Phương Pháp Shadowing Là Gì?
Shadowing là kỹ thuật học ngôn ngữ có cơ sở khoa học, ban đầu được phát triển cho chương trình đào tạo phiên dịch viên chuyên nghiệp và được phổ biến rộng rãi bởi nhà đa ngôn ngữ học Dr. Alexander Arguelles. Nguyên lý cốt lõi đơn giản nhưng cực kỳ hiệu quả: bạn nghe tiếng Anh của người bản xứ và lặp lại to ngay lập tức — như một "cái bóng" (shadow) đuổi theo người nói với độ trễ chỉ 1–2 giây. Khác với luyện ngữ pháp hay học từ vựng bị động, Shadowing buộc não bộ và cơ miệng phải đồng thời xử lý và tái tạo ngôn ngữ thực tế. Các nghiên cứu khoa học xác nhận phương pháp này cải thiện đáng kể phát âm, ngữ điệu, nhịp điệu, nối âm, kỹ năng nghe và độ lưu loát khi nói — đặc biệt hiệu quả cho người luyện IELTS Speaking và muốn giao tiếp tiếng Anh tự nhiên như người bản ngữ.