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OTTO THE MODEST

机译：奥托的谦虚

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EVEN IN GERMANY, NOT too many people know that Hamburg retailer Otto Group is second only to Amazon.com Inc. in business-to-consumer e-com-merce worldwide. But then, Chief Executive Michael Otto has never been much of a self-promoter. The billionaire son of the company founder rarely gives interviews and recoils at the idea of taking the 18.5 billion dollars family-held company public. Otto, whose family's wealth has been estimated at more than 10 billion dollars and who owns such pricey real estate parcels as the 47-story office tower at 1177 Avenue of the Americas in New York, is one of Germany's richest men. Yet he doesn't play the role of a tycoon. Reserved and down-to-earth, he often relaxes by playing a game of volleyball with Otto workers. In Germany, Otto's style would be called bescheiden. That translates as modest, frugal, or unpretentious. Those qualities no doubt helped Otto avoid giving in to the greed of the dot-com era. Instead of cashing out, he hung on to develop a business model that has made his company a real power on the Internet, with online sales last year of 3.8 billion dollars. Otto has made regular scouting trips to U.S. high-tech companies since the 1980s, and early on he figured out how to harness the Net in service of the retailer's traditional German mail-order business.
机译：即使在德国，也没有太多人知道​​汉堡零售商Otto Group在全球企业对消费者电子商务中仅次于Amazon.com Inc.。但是后来，首席执行官迈克尔·奥托从来没有成为一个自我推动者。公司创始人的亿万富翁之子极少接受采访和后坐，以使这家市值185亿美元的家族式公司公开上市。奥托（Otto）是德国最富有的人之一，他的家庭资产估计超过100亿美元，拥有不菲的房地产，如纽约美洲大道1177号的47层办公大楼。但是他没有扮演大亨的角色。内向而脚踏实地，他经常与奥托工人打排球来放松身心。在德国，奥托的风格被称为bescheiden。这意味着谦虚，节俭或谦虚。这些品质无疑帮助奥托避免屈服于网络时代的贪婪。他没有套现，而是继续发展一种商业模式，这使他的公司在互联网上具有真正的力量，去年的在线销售额为38亿美元。奥托（Otto）自1980年代以来就定期去美国高科技公司进行侦察之旅，并且在早期他就想出了如何利用网络为零售商的传统德国邮购业务服务。

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