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Nike的品牌故事

The Rise of Nike: How One Man Built a Billion-Dollar Brand

耐克 世界上最大 最受欢迎的运动服装公司
Nike, the world’s most popular and biggest sportswear company.
50年前
In just over 50 years,
它还只是创始人想要把鞋子做得更好的梦想
one man’s dream of better shoes
而如今它已发展成了一家价值1000多亿美元的国际公司
turned into a global corporation worth over $100 billion.
今天 我们要回到耐克最早的阶段
Today we’re going back to the earliest days of Nike
看看奇迹是怎么发生的
to figure out how that magic happened
以及耐克成功的秘诀是什么
and what the ingredients were to their success.
本视频由Audible赞助
This video is brought to you by Audible
这期内容仅仅是
and the story you’re gonna watch now is just
耐克创始人精彩传记中的一章
one chapter in the awesome biography of Nike’s creator,
在Audible30天免费试用期内
which you can listen to for free
你可以免费收听该书
as part of your 30-day free trial of Audible
点击简介中的链接进行注册即可获得30天免费期
if you register with the link in the description.
1962年 菲尔·奈特刚从斯坦福大学毕业
The year is 1962 and Phil Knight had just graduated from Stanford.
每一个商科毕业生都会告诉你
As any business graduate can tell you,
如果没有好点子
becoming an entrepreneur is difficult
创办企业是很困难的
if you don’t have any good ideas,
但菲尔有
but Phil had one.
在大学 他是一个长跑运动员
He was a distance runner back in university and
在一门商业课上
in one of his business classes.
他写了一篇论文 提出了以下的想法
He had written a paper proposing the following idea.
他看到日本相机是如何在美国取代
Phil had seen how Japanese cameras had replaced
占市场主导地位的德国相机的
the dominant German cameras in the American market,
于是他想日本鞋是否同样能取代彪马和阿迪达斯
and he wondered whether Japanese shoes could do the same to Puma and Adidas,
当时这两个品牌在美国特别受欢迎
which were at the time extremely popular in America.
顺便一提 阿迪达斯就是这样发音的
And by the way, that is indeed how you pronounce Adidas.
说回菲尔
But back to Phil.
写完那篇论文 毕业后
After writing that paper and graduating,
菲尔开始琢磨
Phil became obsessed with his idea about
想要把日本鞋带入美国市场
bringing Japanese shoes to the USA.
其实菲尔实际上并没有任何日本跑鞋
Of course, he didn’t actually own any Japanese running shoes
但他曾看到美国士兵们带回国内的一些跑鞋
and the few he had seen were brought stateside by soldiers
那时是二战后
who had been stationed in Japan during the occupation
在占领期内美军曾在日本驻扎
after the Second World War.
日本鞋的少见反而让他确信了一点
But this lack of exposure only reassured Phil
他遇到了千载难逢的机会
that he had stumbled upon a great opportunity.
他知道要利用这一点
He knew that to take advantage of it
需要和日本公司建立联系
he’d have to establish contact with a Japanese company
并协商进口日本商品到美国
and negotiate to import their goods to America,
菲尔没有做这些事的经验
both of which were actions he had exactly zero experience with.
但他不愧是后来耐克的创始人
But as is befitting of the man who’d later create Nike,
他立刻动身 说干就干
he went ahead and just did it.
1962年11月 他飞去日本
In November 1962 he flew over to Japan
像游客一样 开始探索
like a tourist and just started exploring.
在神户这座美丽的城市 他偶然被一家鞋店吸引了
In the beautiful city of Kobe he stumbled upon a shoe store that caught his eye.
这家鞋店在鬼冢虎公司旗下
It belonged to a company called Onitsuka Tiger
而鞋子质量在那个年代可以说非常好
and the shoes they made were for their time very high quality,
于是菲尔决定进口他们的鞋
so much so that Phil was determined to import them back home.
菲尔自称是一个美国的鞋子经销商
He presented himself as an American shoe distributor
并和该公司的创始人见面
and arranged a meeting with the company’s founder.
菲尔当场胡诌了一个公司名字
Phil made up a company name on the spot
并自荐说愿意成为鬼冢虎的美国经销商
and offered to become Onitsuka’s distributor in America,
出乎菲尔意料的是
a proposal which, probably to his surprise,
老板真的同意了这个提议
the owner actually accepted.
身无长物 菲尔只揣着信心
With nothing more than his confidence,
成了鬼冢虎在美国的独家经销商
Phil had become the exclusive distributor for Onitsuka Tiger in the USA.
1963年 菲尔拿着第一批鞋子 12双
He received his first shipment of twelve pairs of Tiger shoes in 1963
之后 他把鞋子放在车后备箱沿街兜售
and he started selling them out of the back of his car
他开遍了每一条路去卖鞋
at every running track he could drive to.
显然 这个销售策略难以推广
Obviously though, his strategy wasn’t scalable,
所以他去找了一位
so he went to the only person he knew who
他认识的人中唯一比他更了解鞋的人
understood more about shoes than he did.
菲尔在俄勒冈大学时的教练
His former coach at the University of Oregon,
比尔·鲍尔曼
Bill Bowerman.
比尔无疑是当时美国最著名的教练之一
Now Bill was easily one of the most famous coaches in America at the time,
他训练出了许多奥运运动员
he had in fact trained multiple Olympic athletes.
他很喜欢这些鞋 于是想加入菲尔
He liked the Tiger shoes so much that he wanted to partner up.
因此 在1964年1月
Thus, in January 1964
菲尔和比尔共同创建了蓝丝带体育公司(BRS)
Bill and Phil incorporated Blue Ribbon Sports,
他们每人注资了500美元
each investing $ 500 into it.
在第一份订单就花光了所有钱
They spent all that money on their first order,
一共300双鞋 每双鞋3.33美元
which at $ 3.33 a pair, amounted to 300 pairs of shoes.
这批货在1964年4月送达
The shipment came through in April 1964
由于比尔关系网广 鞋子7月前就卖完了
and thanks to Bill’s connections it was sold out by July.
第一年 BRS卖了总计8000美元的鞋子
In their first year, BRS sold $ 8,000 worth of shoes
菲尔开始用这些钱雇佣销售员
and with that money Phil started hiring salesmen for his company.
到了1965年 公司的收入已经达到了2万美元
In 1965 their revenue had increased to $20,000
并很快就在圣莫尼卡开了一家自己的店
and pretty soon they opened their very own store in Santa Monica.
尽管公司是菲尔在运营
But while Phil was handling the business side of the operation,
但新的潮流却是由比尔推动的
the actual innovation was coming from Bill.
比尔仅凭一人之力就在美国掀起了慢跑风潮
He was the guy who single-handedly brought jogging to America.
1966年他写了相关书籍 还卖出了100多万本
In 1966 he wrote a book about it that sold over a million copies,
当然了 公司首先推荐鬼冢鞋来慢跑
and of course his company was among the first to start marketing the Tiger shoes for jogging.
比尔·鲍尔曼对新款鬼冢鞋充满了奇思妙想
Bowerman was all about innovation and with every new shipment from Onitsuka,
他拆解了一些鞋来看看鞋的构造
he’d cut open a few shoes to see how they were made,
并一直尝试着改良这些鞋
and he’d always try to improve them,
例如给鞋加上气垫或是使用轻便的材料
by for example adding to the cushion or using more lightweight materials.
他一直给日方提建议要求做一些改良
He’d constantly sent his notes to Japan requesting changes,
比尔才是实际上给鬼冢鞋做设计的人
he was effectively designing Onitsuka’s shoes for them.
也正是比尔的一款设计使得BRS为大众认可
It was one of Bill’s designs that catapulted BRS into the mainstream,
比尔命名为Cortez的鞋子成为了1968年卖的最好的鞋子
the Cortez as he called it, became one of the best-selling shoes in 1968,
当然这还得感谢1968年的墨西哥奥运会
undoubtedly thanks to the 1968 Olympics, held in Mexico.
由于Cortez鞋 BRS在1969年卖出了价值30万美元的鞋
Thanks to the Cortez, BRS sold $ 300,000 worth of shoes in 1969.
但是他们遇到了一个严峻的问题
But they had a big problem,
因为Cortez鞋卖的太火爆了 导致他们供货不足
the Cortez was so successful that they couldn’t keep up with the demand.
新到的货一次卖的比一次快
Every new shipment they received sold out faster than the one before,
但鬼冢公司交货的速度却仍旧很慢
but Onitsuka kept sending them at the same glacial pace.
鬼冢公司当时主要是以满足日本需求为优先
What Onitsuka were actually doing was satisfying their local demand in Japan first
然后再把剩下的货卖给美国
and then sending whatever was left to America.
菲尔和比尔明白了要想做大生意
Phil and Bill knew that to expand
就不能再满足于做普通的经销商
they would have to evolve beyond being just a simple distributor.
然后他们发现他们早已经万事俱备了
Then they realized that they held all the cards,
Cortez鞋是由比尔·鲍尔曼设计的
the Cortez was Bowerman’s design so
所以一旦他们和鬼冢公司的合约到期
as soon as their contract with Onitsuka expired,
他们就能够自己生产这些鞋
they were free to start making it for themselves.
他们很幸运 合约1972年就到期了
Luckily for them, their contract would end in 1972,
正好就在慕尼黑奥运会之前
just before the Olympics in Munich.
因此 菲尔有充足的时间搞些大动作
Thus, Phil had plenty of time to prepare for his big move.
1971年菲尔开始琢磨品牌名
In 1971 he started working on the branding,
他第一个员工建议品牌名叫耐克
his first employee suggested calling the brand Nike,
取自希腊胜利女神
after the Greek goddess of victory.
接着菲尔需要的就是一个商标了
Then Phil needed a logo,
于是他走到附近的大学
so he went to a nearby university,
找了碰见的第一个学平面设计的学生
snatched the first graphic design student he could find
然后叫她做个商标
and told her to make him a logo.
令人印象深刻的是仅仅花了35美元
For the impressive sum of $35
他就得到了这个: 速度感的标记
he got this: the swoosh.
后来证明了这个钱花的很值
In hindsight that was money well spent and
随着商标敲定 菲尔也准备好迎接奥运会
with his branding now complete, Phil was ready for the Olympics.
这次 菲尔没有再局限于获得一个独家合约
This time, instead of locking himself into exclusive agreements,
菲尔在日本建立了分包商网络
Phil established a network of subcontractors across Japan.
生产量取决于他的要求
With production under his control,
菲尔终于可以一展拳脚
Phil could finally spread his wings.
你可以在耐克销量图中清楚看到
You can see in this graph of Nike’s sales exactly
菲尔开始从日本分包商进口鞋子时
when Phil started importing shoes from his Japanese subcontractors,
是的 他是在1971年合同到期之前开始的
and yes he started before his contract had even expired in 1971.
那时起 耐克的故事开始了
From then on, the story of Nike became one of growth.
他们成为了最大的运动服装公司
They became the largest sportswear company in American.
1989年 在美国 耐克有多项精彩的营销
In 1989, on the back of brilliant marketing like
例如 “想做就做”活动
the “ Just Do It ” campaign
还有与那些有潜力闻名世界的运动新秀签约
and by signing rookie athletes that would eventually become famous across the world.
从菲尔·奈特早期经历开始
The ascent of Nike is a story every bit as interesting
耐克的发展史就非常有趣
as the early of days of Phil Knight,
但是我不保证我说的都是真的哦
but don’t take my word for it:
2016年他出版了自传
Phil Knight himself released his autobiography in 2016
你可以免费收听这本书
and you can listen to it for free
Audible有30天的免费试用期
as part of your 30-day free trial of Audible.
在书中 菲尔讲的很详细
In his book Phil goes into much greater detail
我在这期视频里只能粗略的说
than I ever possibly could in this video,
要是你看到现在 喜欢这个故事
so if you liked the story so far
你可以点击简介里的链接
you should follow the link in the description to get
免费得到他的自传
your free copy of the story as written by the man himself.
浏览audible. com/businesscasual
Visit audible.com/businesscasual
或者发送“businesscasual”到500500
or text “ businesscasual ” to 500500
开始用Audible吧
to get started with Audible, who, if you don’t know,
它是世界上最大的有声书库
have the biggest collection of audiobooks in the world.
搜索一下 我将非常感激
I’d really appreciate it if you check them out
我同样感谢你们观看这个视频
and I also wanna thank you for watching this video.
要是你喜欢的话就分享给周围的人吧 记得点击订阅
Share it around if you enjoyed it and consider subscribing
没有订阅的朋友
if you haven’t already.
下一期视频依旧在2周后
You can expect my next video in two week,as usual, and until then: stay smart.

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视频概述

耐克品牌是如何一步步发展的呢?这个视频将告诉你耐克背后的故事。

听录译者

收集自网络

翻译译者

Carrie

审核员

审核员BY

视频来源

https://www.youtube.com/watch?v=Gi7Vy_2B_D8

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