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  • If you had invested £1,000 in ASOS in 2001, it would have been worth 
more than £235,000 or $301,000 by the end of 2020.

    如果你在2001年投資了1000英鎊在ASOS,到2020年底,它的價值將超過23.5萬英鎊或30.1萬美元。

  • Today, ASOS is one of the largest online-only fashion marketplaces in the world

    如今,ASOS是全球最大的線上時尚市場之一。

  • boasting 850 brands including Dr. Martens, Abercrombie and Fitch,  and Calvin Klein. 
 

    擁有850個品牌,包括Dr. Martens、Abercrombie and Fitch和Calvin Klein。

  • Founded in the year 2000, shortly  
after the dotcom bubble burst,

    成立於2000年,在網絡保麗龍破滅後不久
。

  • the platform was worth $8.6 billion atits peaksurpassing 
 retail stalwart Marks and Spencer in market capitalization

    the platform was worth $8.6 billion atits peak, surpassing 
 retail stalwart Marks and Spencer in market capitalization.

  • Today, ASOS is available in 10   
languages across 200 markets.

    今天,ASOS在200個市場上以10種
languages發售。

  • At the end of 2020, ASOS boasted  24.5 million active customers,

    截至2020年底,ASOS擁有2450萬活躍客戶。

  • of which 7.6 million were located in the United Kingdom

    其中760萬人在聯合王國。

  • Like many fashion start-ups, the company was 
unprofitable  for years, had its fair share of misfortunes,

    像許多時尚創業公司一樣,該公司多年來一直處於無利可圖的狀態,有其相當一部分的不幸。

  • while a series of miscalculations saw  
the company exit China in 2016. 

    而一系列的誤判讓
公司在2016年退出中國市場。

  •  
So, how did this fast-fashion start-up 
  transform into a dominant player in the industry

    那麼,這家新成立的快時尚公司
是如何轉型成為行業霸主的呢?

  • ASOS had its beginnings asTV product placement company

    ASOS最初是一家電視產品投放公司。

  • founded by Nick Robertsonthe great-grandson of wealthy retailer Austin Reed, in June 2000, under the name ‘As Seen on Screen.’

    由富有的零售商Austin Reed的曾孫Nick Robertson於2000年6月創立,名稱為 "As Seen on Screen"。

  • The company later evolved its fashion business to an online fashion marketplace,

    後來,該公司將其時裝業務發展為網上時裝市場。

  • selling designer outfit seen on celebrities at affordable prices.

    以實惠的價格銷售在名人身上看到的設計師服裝。

  • After a $4.2 million investment from his older brother and friends,

    經過哥哥和朋友們420萬元的投資。

  • the company debuted on the junior market of the London Stock Exchange in October 2001

    公司於2001年10月在倫敦證券交易所的初級市場上首次亮相

  • at £0.20 per share and raised  slightly over $4 million.

    每股0.20英鎊,募集資金略高於400萬美元。

  • Then, the e-commerce industry was struggling, and ASOS was unable to establish 

    後來,電商行業舉步維艱,ASOS也無法建立起

  • a clear brand identity to break the dominance of traditional fashion retailers.

    明確的品牌形象,打破傳統時裝零售商的主導地位。

  • For example, it was selling bags close to $600 to its market of twenty-somethings, making it unaffordable for many.   

    例如,它對其市場上二十多歲的年輕人銷售的包包接近600美元,使許多人無法承受。

  • At the same time, the company was investing heavily in technology, logistics and increasing its product range.

    同時,公司在技術、物流方面大力投入,增加產品種類。

  • It wouldn’t be until 2004 that ASOS would post  its first profit, a little over $200,000.

    直到2004年,ASOS才會出現第一次盈利,20多萬美元。

  • But this success appeared short-lived.

    但這種成功顯得很短暫。

  • A year later, three massive explosions at an oil depot  near its warehouse in the U.K. damaged $9.4 million worth of stock,

    一年後,其在英國倉庫附近的一個油庫發生三起大規模爆炸,損壞了價值940萬美元的股票。

  • just before the Christmas holidays, and along with it, ASOS’s festive earnings.

    就在聖誕假期前,隨之而來的是ASOS的節日收益。

  • The company was forced to cancel new orders, issue refunds and suspend trading of its stock.  

    該公司被迫取消新訂單,發放退款,並暫停其股票交易。

  • But 2007 marked a turning point, not just for ASOS, but for the e-commerce industry as a whole.

    但2007年標誌著一個轉捩點,不僅對ASOS,而且對整個電子商務行業都是如此。

  • Broadband was increasingly becoming accessible to households,

    寬帶越來越多地進入家庭。

  • Apple just launched the first iPhone, while Facebook was trying to displace MySpace and Friendster as the dominant social media platform.

    蘋果剛剛推出了第一款iPhone,而Facebook正試圖取代MySpace和Friendster成為主導的社交媒體平臺。

  • Investors began to pay attention to online-only businesses, and ASOS was no exception.   

    投資者開始關注線上業務,ASOS也不例外。

  • Between 2007 and 2011, the company’s share price shot up from $2.36 to $38.50.

    2007年至2011年,公司股價從2.36元飆升至38.5元。

  • ASOS’s popularity skyrocketed, as celebrities sported its outfits, increasing its visibility.

    ASOS的人氣暴漲,明星們紛紛穿上它的衣服,提高了它的知名度。

  • In 2014, China dominated the e-commerce space with $458 billion in sales, surpassing

    2014年,中國以4580億美元的銷售額在電商領域佔據主導地位,超過了

  • the United States to become the world's largest e-commerce market.

    美國成為全球最大的電商市場。

  • As ASOS expanded at breakneck speed at home and abroad,  China was a priority market.

    隨著ASOS在國內外以最快的速度擴張,中國是一個重點市場。

  • But the country’s e-commerce regulations were complex,

    但國家的電商法規很複雜。

  • and ASOS struggled to compete with the local juggernauts such as Alibaba and JD.com.

    和ASOS難以與阿里巴巴和JD.com等本土巨頭競爭。

  • After splashing $13.5 million to launch its local service in 2013,  the company withdrew from China less than 3 years after it launched.

    在2013年豪擲1350萬美元推出在地服務後,推出不到3年就退出了中國市場。

  • Back home, the competition was heating up in its backyard too

    回到家裡,後院的競爭也在升溫。

  • Traditional retailers like Zara, under parent company Inditex, were expanding their online presence,

    母公司Inditex旗下的Zara等傳統零售商正在擴大其在線業務。

  • while new competitors like Boohoo were  undercutting ASOS with cheaper wares.

    而新的競爭者,如Boohoo,則以更便宜的商品削弱了ASOS。

  • In 2014, $633 million was wiped off its value, following a stark profit warning from the company

    2014年,在公司發出嚴厲的盈利警告後,6.33億美元的價值被抹去。

  • Its exit from China in 2016 turned out to be a blessing in disguise.

    它在2016年退出中國,原來是一種變相的祝福。

  • Free to focus on other markets, it began to separate itself from the pack,

    自由地關注其他市場,它開始從群雄中分離出來。

  • by adopting inclusive and sustainable strategies that appealed to fashion-conscious twenty-somethings.

    通過採用包容性和可持續發展的戰略,吸引了具有時尚意識的二十多歲的年輕人。

  • Besides highlighting models of varying ethnicities, and sizes, ASOS also launched a ‘fashion with integrity

    除了突出不同民族、不同身材的模特,ASOS還推出了 "誠信時尚"。

  • program in 2010 to ensure ethical and sustainable business standards.

    在2010年,為確保道德和可持續發展的商業標準,我們制定了一個計劃。

  • In 2015, the company was ahead of its peers when it published its stance against modern slavery in supply chains

    2015年,該公司在公佈其反對供應鏈中的現代奴隸制的立場時,走在了同行的前面。

  • Two years later, the fashion retailer published  a list of all its factories to improve the transparency

    兩年後,這家時尚零售商公佈了所有工廠的名單,以提高透明度。

  • of its supply chains, while its unannounced audits  of factories continued apaceeven during the pandemic.

    的供應鏈,而其對工廠的突擊審計則繼續快速進行,甚至在流行病期間也是如此。

  • And the company’s aggressive strategy to appeal to its target audience and outshine its competitors didn’t end there

    而該公司吸引目標閱聽人、超越競爭對手的積極策略並沒有就此結束。

  • To fend off rivals such as Boohoo and Zalando, ASOS used social media influencers to advertise

    為了抵禦Boohoo和Zalando等競爭對手,ASOS利用社交媒體的影響力進行宣傳。

  • its clothing to younger consumers and collaborated with celebrities including

    其服裝面向年輕消費者,並與名人合作,包括

  • Little Mix’s Leigh-Anne Pinnock and basketball player Ovie Soko

    Little Mix的Leigh-Anne Pinnock和籃球運動員Ovie Soko。

  • Finally, in a bid to remain competitive, the company, provided a seamless,

    最後,為了保持競爭力,公司,提供了一個無縫。

  • end-to-end process that enabled consumers to track every step of the delivery

    端到端流程,使消費者能夠跟蹤交付的每一步。

  • On the back of its strong  financial performance in 2017, 

    在2017年強勁的財務表現的基礎上。

  • the company’s share price  hit a record high of $94. 

    公司股價創下94美元的歷史新高。

  • In the fast-fashion world, speed matters.

    在快時尚的世界裡,速度很重要。

  • Fashion retailers were  churning out new designs from 

    時裝零售店不斷推出新的設計。

  • the drawing board to the sales  floor in as little as one week.  

    在短短一週內,從繪圖板到銷售現場。

  • The pandemic accelerated the shift to e-commerce, meaning only the fastest firms would survive.

    這場大流行加速了向電子商務的轉變,這意味著只有速度最快的公司才能生存。

  • With most people staying indoors  and holiday plans canceled

    隨著大多數人呆在室內,假期計劃取消。

  • fashion retailers were  facing an existential crisis.

    時尚零售商正面臨著生存危機。

  • Many analysts questioned  whether ASOS could be as nimble 

    很多分析人士質疑ASOS能否如斯靈動。

  • as its rivals because of the sheer  number of brands under its belt.

    作為其競爭對手,因為其旗下的品牌太多。

  • Zara, for example, kept  production local and close to its 

    例如,Zara將生產保持在當地,並貼近自己的品牌。

  • headquarters in Spain and was used  to churning out new designs quickly

    在西班牙的總部,習慣於快速地完成新的設計。

  • ASOS was hit severely in  the first quarter of 2020, 

    2020年第一季度,ASOS受到嚴重衝擊。

  • with group sales plunging as much  as 25% towards the end of March.

    隨著3月底集團銷售額暴跌高達25%。

  • But it recovered quickly, producing more luxurious loungewear products to cater to customers' needs,

    但它很快就恢復了,生產出更多豪華的家居服產品,以滿足顧客的需求。

  • many of whom were now working from home as the demand shock moderated.

    隨著需求衝擊的緩和,其中許多人現在在家工作。

  • By the end of June, howeverits sales jumped by 10% and it posted over $1 billion in revenues.

    然而,到6月底,其銷售額猛增10%,收入超過10億美元。

  • For many brick-and-mortar businesses, the story was much different.  

    對於很多實體企業來說,情況就大不相同了。

  • In 2020,  Inditex, the biggest fashion group in the world, announced plans to 

    2020年,全球最大的時尚集團Inditex宣佈計劃在

  • close between 1,000 and 1,200 stores, or 16% of its outlets worldwide.

    關閉1000到1200家門店,佔其全球門店的16%。

  • The same year, L Brands, the  parent company of Victoria Secret

    同年,維多利亞祕密的母公司L Brands。

  • closed 265 stores, the H&M group shut 170,   107 while Hong Kong-listed Esprit shuttered 

    關閉了265家門店,H&M集團關閉了170家,107家,而在香港上市的Esprit關閉了

  • all of its 56 stores in  Asia outside mainland China.

    其在中國大陸以外的亞洲56家門店的所有。

  • Moreover, the retail empire Arcadia, which owned brands like Topshop, Topman,

    此外,零售帝國阿卡迪亞,擁有Topshop、Topman等品牌。

  • Miss Selfridge and HIIT, collapsed at the end of  November 2020.

    Selfridge小姐和HIIT,在2020年11月底倒閉。

  • In February 2021, ASOS acquired Arcadia’s  prized brands, leaving the physical stores out of the deal

    2021年2月,ASOS收購了Arcadia的珍品品牌,實體店不在交易之列。

  • This highlights ASOS’s focus on diversifying its brands

    這凸顯了ASOS對品牌多元化的重視。

  • and the industry’s shift away from in-store shopping.

    以及行業從店內購物的轉變。

  • While 2020 was a successful year for ASOS, its fortunes could change in the blink of an eye if it isn’t fast and agile enough.

    雖然2020年對ASOS來說是成功的一年,但如果它的速度不夠快,不夠敏捷,它的命運可能會在眨眼間改變。

  • To remain competitive, it must be reactive to customers' changing tastes,

    要想保持競爭力,就必須對顧客不斷變化的口味做出反應。

  • fix its scaling issues abroad, and continue to expand its offering

    解決其在國外的縮放問題,並繼續擴大其產品。

  • Thank you so much for watching our video. What do you guys think of Asos?

    非常感謝您觀看我們的視頻。 你們覺得Asos怎麼樣?

  • Comment below, and as usual don't forget to subscribe!

    在下面評論,和往常一樣,別忘了訂閱!

If you had invested £1,000 in ASOS in 2001, it would have been worth 
more than £235,000 or $301,000 by the end of 2020.

如果你在2001年投資了1000英鎊在ASOS,到2020年底,它的價值將超過23.5萬英鎊或30.1萬美元。

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ASOS是如何成為全球最大的零售商之一的? (How ASOS became one of the world’s largest retailers | CNBC Explains)

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