world of the stock market where no one seems to clearly understand what's going on. Because

股市的世界，似乎沒有人清楚地瞭解發生了什麼。因為

whenever things seem to go in the right direction, we end up facing a financial disaster.

每當事情似乎朝著正確的方向發展時，我們最終都會面臨一場財務災難。

But unlike everyone else, one gentleman seems to know a secret formula when it comes to

但與其他人不同的是，有一位先生似乎知道一個祕方，當它涉及到...

investing. Over his life, he continuously made successful investments over and over

投資。在他的一生中，他不斷地進行著成功的投資，一次又一次的投資

and he is considered by many, as the greatest investor of all time.

他被許多人認為是有史以來最偉大的投資者。

He was so good that just by the age of 16, he already made over 53K thousand dollars.

他太厲害了，才16歲，就已經賺了5.3萬多塊錢。

It still surprises me, how Harvard didn't accept him, they probably regret it now.

我還是很驚訝，哈佛大學怎麼沒有錄取他，他們現在可能後悔了。

But that doesn't matter, because what we are going to focus on this video is, how does

但這並不重要，因為我們要關注的是，在這個視頻中，是如何做到的

warren Buffett invest?

巴菲特投資？

a lot of people out there are eager to invest but they don't know which companies to invest

有很多人渴望投資，但他們不知道該投資哪些公司。

in? So I thought, How about we take a look at a step by step process of how Buffett's

中的？所以我就想，不如我們來看看巴菲特是如何一步步的將自己的

picks a stock. He doesn't randomly invest, if you take a look at all the companies he

挑選股票。他並不是隨意投資的，如果你看一下他所有的公司

has ever invested, you will realize that they are interconnected?

有過投資的人，你會發現它們是相互關聯的？

They have similar traits, similar values, and function in a similar way, so let's find

它們有著相似的特徵、相似的價值、相似的功能，所以我們要找到

out why does he prefer one stock over the other? why does he picks this company over

為什麼他喜歡一個股票比其他？ 為什麼他選擇這家公司比

all the others?

所有其他的？

Simple & Direct

簡單直接

Warren Buffett is a long term investor, he couldn't care less about how the company

巴菲特是一個長期的投資者，他不能關心公司是如何

is going to perform today or tomorrow or even next year. His primary concern is, where the

是今天還是明天甚至明年的表現。他最關心的是，哪裡的

company is going to be 10 years from now or 15 years from now. But its quite difficult

公司將在10年後或15年後。但這是相當困難的

to predict that if the company is too complicated. So he just looks for businesses that are simple

來預測，如果公司太複雜。所以他就找那些簡單的企業

and direct. This is the product, these are the customers and this is why they are going

和直接。這就是產品，這就是客戶，這就是他們為什麼要去

to buy it, you don't have to be a genius to understand their business model, its so

買它，你不必是一個天才瞭解他們的商業模式，它是如此。

simple that even a little kid would understand it. That's what Buffett loves, because, the

簡單到連小孩子都會明白。這就是巴菲特喜歡的，因為，巴菲特喜歡的是。

simpler the business model, the easier it gets to predict if their products are going

商業模式越簡單，就越容易預測他們的產品是否會

to stay relevant 10 years from now. 2. will the customer buy the product again

以保持10年後的相關性。2.客戶是否會再次購買該產品

The second trait is, will the customer buy the product again and why? And this is remarkably

第二個特點是，客戶會不會再次購買產品，為什麼？這是非常重要的

important because if you have the kind of a product that would sell once and the client

重要的是，如果你有一種產品，會賣一次，而客戶

wouldn't need it anymore, then your market is limited. A great product is when your clients

不會再需要它了，那麼你的市場是有限的。一個好的產品是當你的客戶

would keep coming back for it, every day or every week or even every year.

會不斷地回來找它，每天或每週甚至每年。

Like bread, if you are selling bread, you would expect the exact same customers to come

就像麵包一樣，如果你是賣麵包的，你會期望有一模一樣的顧客來。

back tomorrow or next week over and over and 10 years from people would still need bread.

回到明天或下週，一次又一次，10年後人們仍然需要麵包。

You might sell it in a different way, or a different form, you might improve the quality,

你可能會用不同的方式，或者不同的形式來銷售，你可能會提高質量。

package it fancier, but it's still the same product that people would keep coming back

包裝得更漂亮，但它仍然是同樣的產品，人們會不斷地回來。

for. And that's what makes iPhone by the way,

為。而這也是iPhone的由來。

one of the greatest products in history because people kept coming back for it every September

歷史上最偉大的產品之一，因為人們每年9月都會回過頭來看它。

even though it's not a necessity like bread.  In fact, that's the reason behind the subscription

儘管它並不是像麵包那樣的必需品。 事實上，這也是訂閱的原因。

business model, where the businesses would charge you a little fee every month like Netflix

商業模式，企業會像Netflix一樣每個月向你收取一點費用。

for example or ever year like amazon prime. because its a more sustainable strategy.

比如說，或者像亞馬遜黃金版那樣每年都有，因為它是一個更可持續的策略。

But at the end of the day, it all comes down to how much value you get for that subscription.

但歸根結底，這一切都要看你的訂閱有多少價值。

An average book costs around 15 dollar but if someone would take the best insights from

一本普通的書成本約為15美元，但如果有人想從這本書中獲得最好的見解，就必須要有足夠的時間來學習。

thousands upon thousands of nonfiction books and summarises them into a 15 minute read

數以千計的非小說類書籍，並將其歸納為15分鐘的閱讀量。

and listen for half of the price of the book. Thats a subscription worth giving a shot!

並聽取了一半的書的價格。這是個值得一試的訂閱!

Fortunately there is an app that provides that much value for such a little fee - its

幸運的是，有一個應用程序，提供了這麼多的價值，這麼少的費用 - 它的

called vBlinkist! In Today's age its difficult to sit down

稱為vBlinkist!在今天的時代，它很難坐下來。

and learn, since we are surrounded with so many distraction and social media is just

和學習，因為我們周圍有太多的分心，而社交媒體僅僅是

wasting hours upon hours of our time and you need Blinkist to get the best ideas from the

浪費我們數小時的時間，你需要Blinkist來獲得最好的想法，從。

greatest non fiction books. Now I am listening to The Future of Capitalism

最偉大的非虛構類書籍。現在我在聽《資本主義的未來》。

that was recommended by Bill gates. It explains why and how exactly Capitalism worked and

是比爾-蓋茨推薦的。它解釋了為什麼以及資本主義究竟是如何運作的，以及

why we ended up in the society that benefits only the few at the top. By analysing the

為什麼我們會落到只有少數高層受益的社會。通過分析

past and the present, the author gives his perspective about how capitalism would look

縱觀古今，作者從自己的角度出發，講述了資本主義的發展歷程。

in the future and those who understand it would be able to take advantage of it.

在未來，瞭解它的人將能夠利用它。

The first 100 people to go to [YOUR LINK] are going to get unlimited access for 1 week

前100名進入[你的鏈接]的人將獲得1周的無限訪問權。

to try it out. You'll also get 25% off if you want the full membership.

來試一試。如果你想成為正式會員，還可以享受25%的折扣。

But Now, Lets get back to Warren Buffet.

但現在，讓我們回到巴菲特身上。

3. Brand Name

3.品牌名稱

And the 3rd component is the brand. People have the tendency to buy from the companies

而第3個組成部分就是品牌。人們傾向於從公司購買。

that they feel connected to or familiar. Whos sneakers would you buy, the first ones

他們覺得連接或熟悉。你會買誰的運動鞋，第一雙。

are from a brand that you have never heard of and the second ones are good old Nike's.

是來自一個品牌，你從來沒有聽說過，第二個是好老耐克的。

Even if they look fancier or, you probably would hesitate to buy them because you simply

即使它們看起來更漂亮，或者，你可能會猶豫是否要買它們，因為你只是

haven't heard of that brand before.  On the other side, you easily recognize Nike, its

以前沒聽說過這個品牌。 另一邊，你很容易認出耐克，它的

a well-established brand, you easily recognise it and they are known for making great sneakers.

一個成熟的品牌，你很容易認出它，他們以製造偉大的運動鞋而聞名。

You might already be wearing a pair of Nike shoes, so what would you chose.

你可能已經穿了一雙耐克鞋，那麼你會選擇什麼。

And that's why Buffett pays such important attention to how powerful is the brand name

而這也是巴菲特為什麼如此重視品牌的力量有多大的原因。

before throwing his billions into that company. He understands how big of an of influence

在把他的幾十億投進那家公司之前。他明白自己的影響力有多大

it's going to have on the consumer's decision. In fact, if the brand is strong enough, consumers

會對消費者的決策產生影響。事實上，如果品牌足夠強大，消費者

would buy almost anything that company produces.

幾乎會購買該公司生產的任何產品。

Warren Buffet is one of the major investors in Coca-Cola. In fact, he started investing

巴菲特是可口可樂的主要投資者之一。事實上，他開始投資

in Coca-Cola back in 1988, and his investments since then have grown by over 16 times.

早在1988年就入股可口可樂，此後他的投資增長了16倍以上。

And coca-cola one of the few companies that have all the traits Buffett look at before

而可口可樂是少數幾家具備巴菲特之前看中的所有特徵的公司之一。

considering investing. First of all, their business model, it's so

考慮投資。首先，他們的商業模式，是如此的。

simple that anyone would understand it. what do they sell, a drink!

他們賣的是什麼，一種飲料！

who are their potential customers? pretty much anyone who is thirsty! the entire

他們的潛在客戶是誰？

world! Is it a one-time product or their clients

世界上！是一次性的產品還是他們的客戶？是一次性產品還是他們的客戶

would keep coming back for it every now and then? Of course they will keep coming back,

會不會時不時地回來看？當然，他們會繼續回來。

some people drink 4 or 5 cans a day. its a product that satisfies one of our most important

有些人一天喝4到5罐，它的產品滿足了我們最重要的一個需求。

needs! and once you get used it, its addictive, its not easy to quite even if its unhealthy!

需要！而一旦你習慣了它，它的上癮，它不容易相當，即使它的不健康!

However, it has a lot of competitors, I mean the shops are filled with endless number of

但是，它有很多競爭者，我的意思是，商店裡充斥著無窮無盡的。

soft drinks, they are so many of them that it seems like there is a new soft drink company

軟飲料，他們是如此之多，似乎有一個新的軟飲料公司。

emerges every other day! but the coca cola brand name is so powerful that out of 20 or

每隔一天就會出現！但可口可樂的品牌名稱是如此強大，在20個或。

30 options, you easily recognise it. Most people would probably pick Coca-Cola without

30個選項，你很容易認出它。大多數人可能會選擇可口可樂，而不會選擇。

even thinking. and if its out of stock, you probably would

如果它的缺貨，你很可能會。

go to another store instead of choosing one of the 30 other options they have.

去另一家商店，而不是選擇其他30個選項之一，他們有。

Think about it, 1.8 billion cans are sold every single day. If the company will earn

想一想，每天都有18億罐的銷量。如果公司將賺取

a single penny out of every can that why sell, that's 18 million dollars a day, or 6 570M

一分錢一罐，為什麼要賣，這就是1800萬美元一天，或6個570萬

a year. But with such a powerful brand that they have, they can charge more than a penny

一年的時間。但他們擁有如此強大的品牌，他們可以收取超過一分錢的費用。

for every can.

每罐的。

Thats why Buffett bought 1 billion dollars of coca cola shares back in 1988. Its his

這就是為什麼巴菲特在1988年買了10億美元的可口可樂股票。這是他的

biggest investment, he was confident that 10, 20 or even 30 years later, this company

最大的投資，他有信心在10年、20年甚至30年後，這家公司的

will just keep growing, regardless if the economy will crush, or another financial crises

不管經濟是否會崩潰，還是另一場金融危機，都會繼續增長。

is on a horizon. Let's take a look at another example. In 1989,

是在一個地平線上。我們再來看看另一個例子。在1989年的時候。

Warren invested 600 Million dollars in Gillette. The company that makes razors. If you give

沃倫投資6億美元 在吉列。該公司，使刮鬚刀。如果你給

it a closer look. Gillette holds the exact same position in its industry as Coca-Cola

它的仔細觀察。吉列在同行業中的地位與可口可樂完全相同。

does in beverages.  They are like twin brothers.

在飲料中也是如此。 他們就像一對孿生兄弟。

Regardless of what happens, people will still shave. And their products are just filling

不管發生什麼，人們還是會刮鬍子。而他們的產品只是在填補

that basic human need. You don't need to have an IQ of 150 to understand why people

人類的基本需求。你不需要有150的智商就能理解為什麼人們...

are buying razors or while they will keep coming back for that product even 10 years

購買刮鬚刀或當他們會繼續回來的產品，即使10年。

from now. But of course, Gillete isn't the only company

從現在開始。但當然，Gillete並不是唯一的公司。

in its insutry , it has a ton of competitors, however, if you ask people to name a razor

在它的內部，它有一噸的競爭對手，但是，如果你問人們說出一個刮鬚刀的名字。

brand other than Gillette, 90% of people won't be able to do that.

吉列以外的品牌，90%的人都做不到。

Do you see how it perfectly matches with all the requirement that buffet has. Its a simple

你看它怎麼完全符合自助餐的所有要求。它是一個簡單的

product that people would keep buying and it has a strong brand name.

產品，人們會持續購買，而且它有一個強大的品牌名稱。

The exact same story repeats with See's Candy. In fact, it has been one of his best

完全相同的故事在See的糖果上重演。事實上，這一直是他最好的作品之一。

investments ever. Even though that the company wasn't as profitable as buffett wanted,

有史以來的投資。儘管那家公司並沒有像巴菲特想的那樣盈利。

it had an extremely strong brand, that made all the difference.

它有一個非常強大的品牌，這使得所有的差異。

Buffet realized that people don't usually buy candy's for themselves but usually as

巴菲特意識到，人們通常不會為自己買糖，但通常作為

gifts to others.  So people would keep coming back for Chrismas,

禮物給別人。 所以人們會不斷地回來參加Chrismas。

valentine's day, birthdays whatever.   So, he acquired the company in 1972 for

情人節、生日什麼的。 所以，他在1972年以

25 Million dollars when it was making roughly 4 million dollars in profit. Since then, Company's

2500萬美元，當時它的利潤大概是400萬美元。此後，公司的

profit increased 20 times over the next 35 years. In 2007, their profit exceeded 82 Million

在接下來的35年裡，利潤增長了20倍。2007年，他們的利潤超過8200萬

dollars.

美元。

Buffett always stayed out of the tech world, but recently he massively invested in apple.

巴菲特總是不參與科技界的活動，但最近他大規模投資了蘋果。

We live in an age where technology has become more of a need than want. And apple keeps

我們生活在這樣一個時代，科技已經成為一種需求，而不是想要。而蘋果一直

creating the type of tech that people keep coming back for. Apple has an army of fans

創造出人們不斷回味的科技類型。蘋果擁有一支粉絲大軍

who update their iPhones every single year. Of course apple isn't the only tech company

誰每年都會更新他們的iPhone。當然蘋果並不是唯一的科技公司。

out there, but it definitely has the strongest brand name.

有，但它絕對是最強的品牌。

Of course you still have to look at the financial statement of the company, consider other factors

當然你還是要看公司的財務報表，要考慮其他因素

that will influence the future of the company. and each company has some unique circumstances,

會影響公司的未來.而每個公司都有一些獨特的情況。

but overall, these are the 3 most important factor to consider when you are thinking

但總的來說，這3個因素是你在考慮時最重要的因素。

where to throw your money in.

在哪裡投錢。

If you have found this video, helpful, give it a thumbs up and let me know if you want

如果你覺得這個視頻，有幫助，給它豎起大拇指，讓我知道，如果你要

to see more similar videos. Thanks for watching and until next time.

查看更多類似視頻。謝謝觀看，下次再來。