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如今，商品可以直接送貨上門，這令所有人都興奮不已。其實(shí)這種想法有點(diǎn)可笑，因?yàn)槲矣浀迷谖倚r(shí)候，我母親經(jīng)常從Marshall Field’s訂購各種商品。這家超市曾經(jīng)遍布芝加哥城區(qū)和郊區(qū)，但如今已經(jīng)沒落。送貨上門并不是最近才發(fā)明的新創(chuàng)意，而是重新發(fā)現(xiàn)和改善了舊的創(chuàng)意。

在市中心騎自行車出行也是一種非常傳統(tǒng)的理念。智能手機(jī)的普及和大量資本的涌入，正在使這種有益于環(huán)境的出行方式迸發(fā)出新的生機(jī)。房地產(chǎn)巨頭Related Cos的子公司Motivate，在舊金山等多個(gè)美國城市經(jīng)營有樁共享單車。作為它的客戶，我對其服務(wù)非常滿意。（Motivate的收入部分來自廣告；福特（Ford）是其灣區(qū)業(yè)務(wù)的贊助商；在紐約的共享單車上印有花旗集團(tuán)（Citi）的名稱。）

一家新的競爭對手正在填補(bǔ)北美市場的空白，它就是由阿里巴巴投資的中國共享單車公司Ofo。在中國國內(nèi)，Ofo與騰訊投資的摩拜單車（Mobike）競爭激烈。在這場代理人戰(zhàn)爭中，資本是武器，而數(shù)據(jù)則是戰(zhàn)利品。在美國，Ofo的擴(kuò)張速度更快。據(jù)Uber元老、Ofo美國業(yè)務(wù)負(fù)責(zé)人克里斯·泰勒表示，Ofo目前已經(jīng)進(jìn)入超過12個(gè)美國城市，到新年之前將進(jìn)軍100多個(gè)城市。在其進(jìn)軍北美的第一個(gè)城市達(dá)拉斯，截至新年前夜，Ofo投放的共享單車數(shù)量將達(dá)到10,000輛。

周一，我在舊金山的Ofo美國總部與泰勒進(jìn)行了會(huì)面。由于Motivate與舊金山市簽署了排他性合同，目前，Ofo尚未在該市開展業(yè)務(wù)。我使用“總部”這個(gè)詞經(jīng)過了認(rèn)真考慮： Ofo的辦公地目前位于一間WeWork辦公室內(nèi)。WeWork本身也代表了對共享辦公空間這個(gè)傳統(tǒng)理念的再創(chuàng)新。我之前對WeWork有所了解，但實(shí)地到訪卻讓我有了一種新的感悟。一層巨大的辦公樓里精心規(guī)劃出了大小不一的工作空間。（這棟大樓有整整一層曾經(jīng)都是時(shí)代公司（Time Inc.）使用多年的辦公室，如今時(shí)代公司即將搬離此處。）租戶付費(fèi)使用會(huì)議室，賬單與租金一同結(jié)算。我們很難想象沒有達(dá)到一定規(guī)模的公司，未來還會(huì)不嫌麻煩地租賃商業(yè)地產(chǎn)。

最好的新創(chuàng)意是改進(jìn)那些經(jīng)受住考驗(yàn)的傳統(tǒng)理念。這種創(chuàng)新才能帶來真正的商機(jī)。（財(cái)富中文網(wǎng)）

譯者：劉進(jìn)龍/汪皓

Everyone is agog at the things that can be delivered directly to their home these days. That’s kind of funny, seeing as I remember when I was very small my mother regularly ordered numerous items from Marshall Field’s, the long-departed and wonderful department store in Chicago and its suburbs. Home delivery didn’t so much get invented recently as rediscovered—and improved.

Riding bikes around urban centers is an exceedingly old idea too. Smartphones and oodles of capital are reinventing that environmentally positive idea. Motivate, an offshoot of the real estate giant Related Cos., runs docking-station-based share bikes in a handful of U.S. cities, including San Francisco, where I’m a satisfied customer. (Motivate makes part of its money from advertising; Ford is the Bay Area sponsor; Citi slaps its name on bikes in New York.)

A new competitor is blanketing North America, Ofo, the Alibaba-backed (BABA, -1.25%)Chinese bike sharing company. Ofo is locked in a battle with Tencent-backed Mobike in China, a proxy war with capital as the weapon and data as the prize. In the U.S., Ofo is expanding far more rapidly. According to Uber veteran Chris Taylor, head of Ofo’s U.S. business, the company already is in more than 12 U.S. cities and will be in more than 100 by next year. Its first city, Dallas, will have 10,000 bikes by New Year’s Eve.

I met Taylor Monday in Ofo’s U.S. headquarters in San Francisco, where Ofo doesn’t operate yet, the result of an exclusive contract Motivate signed with the city. I use “headquarters” advisedly: Ofo currently is housed in a WeWork office, itself a reinvention of an old concept, shared office space. I’ve known about WeWork, but visiting one of its locations was an epiphany. Various-sized workspaces are carved elegantly out of a giant floor. (Time Inc., which will go away soon, had an entire floor in the very same building for many years.) Tenants pay for conference-room time with chits that come with their rent. It’s hard to imagine any company below a certain size going to the trouble of leasing commercial real estate again.

The best new ideas improve on tried and true old ideas. That’s a form of innovation with real commercial opportunity.