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你可能不知道的优衣库的成功之道(双语)

分类:英语资讯 作者:默然 评论:0 点击: 371 次 日期:2016-10-30

  (来源:芝士英语)

  Basics—everyday items like T-shirts, socks and jeans—are not normally considered the most exciting part of the business, but Uniqlo (优衣库), a Japanese firm, has transformed them into a goldmine. Having conquered Japan, it is now taking on the world.

  基础品——诸如T恤、袜子和牛仔裤这样的日常物品——通常不是服装业里最出彩的,但是日本公司优衣库却把这些基本品变成了摇钱树。优衣库已经占领了日本市场,现在正向世界市场进军。

  The company is often cited as an example of a new, globally competitive Japan. Its founder and boss, Tadashi Yanai (柳井正), emerged from humble origins to become one of Japan's richest men. According to Interbrand, a consultancy (咨询公司), Uniqlo now ranks among Japan's ten most valuable brands.

  优衣库常被视为在全球竞争形势下的日本新型代表公司。其创始人及老板柳井正出身贫寒,现已成为日本首富之一。根据全球品牌集团(全球最大的品牌咨询机构)统计,优衣库如今已经跻身日本十大最有价值的品牌之列。

  Uniqlo's parent company (母公司), Fast Retailing (迅销), is Japan's biggest clothing company. Whereas many Japanese businesses are ailing (状况不佳) because of the stagnant global economy, Fast Retailing is flourishing. Last year, sales grew by 21.6%, despite the recession, or rather, because of it—its clothes combine a touch of style with tempting low prices.

  优衣库的母公司——讯销是日本最大的服装公司。当许多日本公司受全球经济萧条的影响而呈现颓态时,讯销却蓬勃发展。去年,尽管经济不景气,其销售量仍增长了21.6%,或许正是经济萧条造就了销售增长——因为其价格不高还颇具时尚感。

优衣库优衣库

  Fast Retailing remains smaller than its global peers, but it is catching up fast and has had a record of impressively rapid growth. In recent years, it has opened huge flagship stores (旗舰店) in Paris, Moscow and Shanghai, which have been met with crowds of customers.

  在全球范围内,尽管讯销的规模依旧小于其同行,但是它正以迅猛的发展势头迎头赶上。近年来,讯销在巴黎、莫斯哥和上海开设大型旗舰店,顾客们络绎不绝。

  Fast Retailing has a distinctive business model. Zara and H&M bring the latest fashions to the masses quickly, ordering new lines many times a year. Fast Retailing, by contrast, sells only around 1,000 items, far fewer than its rivals, and keeps them on the shelves longer. "We don't want to chase after "fast-fashion" trends," explains Yanai. This lets Uniqlo strike lower-priced, higher-volume deals with suppliers and makes managing inventory (商品库存) a much simpler and cheaper affair.

  迅销的商业模式别具一格。Zara和H&M每年都有好几次新品上市,将最潮的时尚快速给大众。而相比之下,讯销只销售差不多1000款商品——规模远小于其竞争对手,且货架上新周期也更长。“我们不想追逐“快时尚”的潮流,”柳井解释道。这一理念使得优衣库能用低价从供应商手里大批量进货,使得其商品库存管理更简单费用也更低廉。

  Uniqlo makes up for the narrowness of its offerings by selling the same item in many colors: Socks come in 50 hues (色调) at its flagship store in Tokyo. Such basics, the firm believes, have the added benefit of appealing to a wider audience.

  优衣库为弥补其款式少的弱点,每款产品都有多种颜色可供选择:日本旗舰店的袜子有着50种颜色可选!优衣库相信,这样的基本品对更多的消费者具有吸引力。

  With an ambitious goal of maintaining $50 billion in sales and $10 billion in profit by 2020, Uniqlo is undoubtedly one of the 21st century's top fashion businesses to observe and a notable example of style, simplicity and customer-focused policies beating out the "cut-price" tactics of 20th-century fashion.

  到2020年,优衣库希望创造50亿美金的销售额和10亿美金的利润。毫无疑问,优衣库是21世纪的最值得研究的顶级时装业之一,式样也独树一帜,其简约风格和以客户为中心的策略完胜20世纪时装业的打折手段。

udast

致儒先生




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