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不同企业成功的秘密武器

Scott Galloway: The Retailer Growing Faster Than Amazon

一个赢家:法拉利公司在第一季度的利润率达到了29.5%
A winner: Ferrari, whose profit margin was 29.5% in Q1.
让我们看看这个:
Think about this:
苹果公司的利润率是31.6%
Apple’s margin is 31.6%
而爱马仕公司的利润率是36.5%
and Hermes is 36.5%.
法拉利和爱马仕……还有苹果
Ferrari and Hermes…and Apple.
一个科技公司是怎么出现在这个受人瞩目的列表里的?
How did a tech company make it on this esteemed list?
乔布斯先生是个天才
Mr. Jobs was in fact a genius
但他在产品上的天分并没有他在市场营销上的那么出色
and his genius didn’t involve products as much as it involved marketing.
他明确地意识到了奢侈品世界的重要性
He realized something very important about the world of luxury –
这确实是一个很好的生意
specifically, it was a great business.
与其在劣等的硬件科技领域成为佼佼者
Rather than being the best house in a shitty neighborhood, hardware tech,
他决定让苹果公司要在最好的领域 奢侈品领域成为最出色的公司
he decided to become the best house in the best neighborhood, luxury.
他把科技产品的广告投放到时尚杂志Vogue上
What other tech products have print ads in Vogue
同时把产品放在绚烂灯光照射下的玻璃房子里售卖
and are sold in shiny glass temples under flattering lights
这使得顾客们可以清晰的观赏
where customers can be seen and admired by others
还可以欣赏其他那些有超模出席的产品发布会
with product launches supported by supermodels?
苹果是一个奢侈品品牌 而不是一个科技产品
Apple is a luxury brand, not a tech product
最终 苹果公司已经实现了这个不可能的成就
and as a result, the company has achieved literally the impossible –
而且这个成就还没有被其他任何公司达成
what no other firm has achieved.
那就是把低成本的产品当成高价格的商品出售
That is, they are the low-cost producer yet the premium price product.
这是一个有着和法拉利一样的利润率却能和丰田的产量相媲美的公司
This is a company that has the margins of Ferrari with the production volumes of Toyota
而且它单季度的收益比亚马逊公司全部历史收益的两倍还要多
and is generating more profit every quarter than Amazon has done in double their entire history.
另一个赢家:最快速增长的零售股
A winner: the fastest growing retail stock,
Ulta 它的增值速度超过了亚马逊
Ulta, who’s grown faster than Amazon.
这个美容产品零售商的秘密武器到底是什么呢?
What is the beauty retailer’s secret weapon?
那就是多渠道销售
Omnichannel retail.
既会在网上购物也会在线下购物的人通常比只用单渠道购物的人要多花销2.5倍
People who shop both online and offline spend two-and-a-half times more than those who just use one channel.
尽管这个美容产品零售商在第四季度的线上销售额增长了63%
While the beauty retailer grew online sales 63% in the fourth quarter,
Ulta也会用面部服务和产品试用来吸引顾客去它们的实体店
Ulta also drew customers to physical stores with services including facials and sampling
同时它们计划在今年增开100多家实体店
and plans to open a hundred more locations this year.
因为女人在美妆产品上的花销要多于在服装上的花销
As women spend more on beauty products than clothing,
Ulta的傲人之处在于它们拥有各个价位的最广的品牌分类
Ulta boasts the broadest brand assortment across price categories
同时它们有一个忠诚计划包括了超过90%的销售量
as well as a loyalty program that accounts for more than 90% of sales.
这个忠诚计划也使得零售商收集了大量顾客的账户数据
The loyalty program also lets the retailer collect massive amounts of data on its consumers.
和亚马逊相似 Ulta已经利用这些用户数据去提升在线顾客的体验并使其更具有针对性
Similar to Amazon, Ulta has leveraged user data to improve and personalize the online customer experience
但他们也利用了一种优势——人们觉得这是一种责任——
but they’ve also taken advantage of an asset that people think is a liability:
商店
stores.
消费者去商店不是为了产品 而是因为那里有特定专业知识的人
Consumers go to stores not for products, but for people – specifically expertise.
赢家还是输家?微软
Winner or loser? Microsoft.
事实上 它是个赢家
Actually they are a winner
但它在这段时期有些停滞不前
but we wanted to build suspense in this episode.
微软仍然占有了90%的电脑桌面
Microsoft still powers 90% of desktop computers.
当微软在两年前推出了Windows10的时候
When Microsoft launched Windows 10 two years ago,
公司预期这个操作系统将在两到三年内被安装在十亿台设备上
the company predicted that the operating system would be installed on a billion devices within two to three years.
但他们只达到了五亿台
They’ve only reached 500 million, however,
而且每天的安装量已经开始减少了
and daily installs have started to decline.
如果微软手机没有失败
If the Microsoft phone had not failed,
微软也许会成为地球上最强大的公司
Microsoft would likely be the most powerful company on earth.
但它们多样化的收益
Their diversified revenue, however,
很可能使得它们在所有的大型科技公司里最持久稳定
likely makes them the least vulnerable of all the big tech companies.
是否真的存在第五骑士?
Is there a fifth Horseman?
如果真的有 那大概就是微软
If there is, it’s probably Microsoft.
苹果公司最关键的决定是开商店
The key decision for Apple was opening stores.
微软的关键决定是:操作这个操作系统时光芒四射的麦当娜
The key decision from Microsoft: Ray of Light from Madonna to operate that operating system.
我在科切拉看Lady Gaga的演唱会不是因为我48岁了
I saw Lady Gaga at Coachella not because I’m 48,
而是我已经48级了
but because I’m level 48
这比坏蛋多的多
which is much more badass.
事实上 我已经52级了 但我会去科切拉
Actually I’m level 52 but I go to Coachella.
去看Lady Gaga—Lady 吧啦吧啦
I see Lady Gaga – Lady Blah Blah.
凹个造型 麦当娜 你和我
Strike a pose. Madonna, you and me,
我们要把这狗屎拿下来
we’re taking this shit down.
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视频概述

介绍了苹果公司和utla公司的成功原因,并评价了微软公司的近况

听录译者

收集自网络

翻译译者

WDM~^ω^~MDW

审核员

Ah~Qiu

视频来源

https://www.youtube.com/watch?v=KwiI6to6zXM

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