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Retail in Japan 日本零售业 Turning silver into gold 将白银变为真金 Stealth marketing to the elderly 隐秘地老年市场营销 After a lifetime of saving, it s time to party. 多年储蓄，该享受了。 THE Ueshima coffee shops that dot Tokyo seem like any other chain. 分布于东京各处的上岛咖啡与其他连锁店似乎并无差异。 But look more closely: the aisles are wider, the chairs sturdier and the tables lower. 但仔细观察会发现：走道更宽阔、椅子更结实、桌子更矮小。 The food is mostly mushy rather than crunchy:sandwiches, salads, bananasnothing toohard to chew. 大多数食物也更松软而不费劲：三明治、沙拉和香蕉不需要辛苦地咀嚼。 Helpful staffs carry items tocustomers tables. 和善的员工会把食物端到顾客桌上。 The name and menu are written in Japanese kanji rather than Western letters, in a large,easy-to-read font. 名称和目录都是使用日本汉字而非西方字母，并且使用一种易于阅读的大字体。 It is no coincidence that Ueshima s stores are filled with old people. | 
