这个年代,如何做一家不喧哗的企业

2021年1月15日
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去年,瑞士手表品牌百达翡丽营收数据喜人,但该公司高层却一如既往地表示:我们不追求业绩。是的,这一家族企业一直是这一时代的异类:长期保持独立、不资本化、保持低产量,且不与营销商合作,但却一直维持顶尖名表的地位。百达翡丽如何在这一时代保持特立独行?

这个年代,如何做一家不喧哗的企业

Patek Philippe Commands the Future

百达翡丽引领未来

Thierry Stern looked pleased when, in an interview in early December, he said 2019 would be a record year for Patek Philippe.

去年12月初接受采访时,蒂埃里•斯特恩看上去很高兴,他说2019年对于百达翡丽来说,是创纪录的一年。

“I’m not running after records every year, though,” Mr. Stern, the chief executive, said, declining to detail the company’s turnover. “This is the beauty. We don’t have any shareholders. We don’t care.”

“不过,我并不是每年都追求业绩,”这位首席执行官说道,他拒绝透露公司的营收细节,“这就是我们的秘方,我们没有任何股东,我们不在乎。”

Patek Philippe has been in the hands of the Stern family since 1932 and, despite repeated reports of interest from major luxury groups, is still independent. It does not make its financial results public, but according to estimates, in 2018 it had sales of 1.45 billion Swiss francs, making it Switzerland’s fifth-largest watch company.

自1932年以来,百达翡丽一直由斯特恩家族掌舵。尽管不断有各大奢侈品集团对其感兴趣的报道传出,该公司仍保持独立。百达翡丽从不公布其财务状况,但据估计,该公司在2018年销售额达14.5亿瑞士法郎(约合15.3亿美元),成为瑞士第五大手表公司。

But unlike the four ahead of it, a list that is topped by Rolex and Omega, Patek Philippe’s output is small in comparison. Mr. Stern says Patek makes 62,000 watches a year. Rolex is believed to make more than a million.

但是不像排名前四的那几家,比如名列前茅的劳力士和欧米茄,百达翡丽的产量很低。斯特恩说百达翡丽每年生产62,000块表,而据信,劳力士每年能产一百多万块。

If he has a concern, Mr. Stern said, it is the rise of what the watch industry calls “flippers,” buyers who purchase high-demand watches to resell them at a premium, a practice he says he wanted to curtail. But he said he was not working with retailers to solve a problem in which prices of pieces such as Patek’s steel Nautilus have skyrocketed on the pre-owned market, sometimes to more than double list price.

如果说真有什么顾虑,斯特恩指出,那就是钟表业中那些所谓“表贩子“的兴起,他们购买热门款式的表,再以高价卖出。在二手市场上,像百达翡丽的钢壳鹦鹉螺等手表的价格一路飞涨,有时甚至超过标价的两倍。斯特恩想要杜绝这种行为,但表示自己并不会通过和销售商合作来解决这类问题。

Looking to the next decade, Mr. Stern said that he had no plans to expand into new territories and that he was not pushing hard in China, which his competitors have identified as critical to traditional watchmaking’s long-term success.

展望未来十年,斯特恩表示他没有拓展新领域的计划,也不会强行推进中国市场,尽管他的竞争者们认为中国市场对传统制表业的长久繁荣至关重要。

“I’m not afraid to stay behind. We go step by step,” Mr. Stern said. “This is how we do our business. It’s worked in the whole world.”

“我不担心落后于人,我们步步为营,”斯特恩说道,“这就是我们做生意的方式。这在全世界都是行得通的。”

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