Name: Bukalapak。印尼標誌性街邊攤位背後的數十億美元生意｜CNBC Make It! (Bukalapak: The multibillion-dollar business behind Indonesia’s iconic street stalls | CNBC Make It)
Uploaded: 2021-02-02T19:11:06.000Z
Duration: 8 min 39 s

'Buka' means opening, open, and a 'lapak' is a stall.

'布卡'的意思是打開、打開，'拉帕克'就是一個攤位。

情態副詞

So Bukalapak is basically 'open your stall.'

所以Bukalapak基本上是 "打開你的攤位"。

情態助動詞 B1

They might look like your typical street stalls, but behind Indonesia's family-owned kiosks is a multibillion-dollar business.

它們可能看起來像典型的街邊小攤，但在印尼家庭式福利社的背後，是一個價值數十億美元的生意。

The population is like 270 million, so are you saying that 20 to 25% of people

人口好像是2.7億，你說20到25%的人嗎？

set up one of these shops? I'm like exactly!

開一家這樣的店？我想正是如此！

And as it helps small businesses modernize, Bukalapak hopes to revive an iconic segment

而在幫助小企業實現現代化的同時，Bukalapak也希望能夠重振一個標誌性的板塊。

Every, maybe 50 or 100 houses, there will be one of these guys who opens a shop in their house and they like sell basic goods.

每一個，也許50或100個房子，會有一個這樣的人，他們在自己的房子裡開了一個商店，他們喜歡賣基本的商品。

Water, soap, coffee or whatever, right. They have been like that since the beginning and,  

水、肥皂、咖啡什麼的，對吧。他們自始至終都是這樣的，而且。

as the economy grew, they are  like basically left behind.

隨著經濟的發展，他們就像基本被遺忘了一樣。

Bukalapak is an Indonesian e-commerce  marketplace designed to help the country's  

Bukalapak是一個印尼電子商務市場，旨在幫助該國的。

millions of mom-and-pop kiosks,  known as warungs, to come online.

數以百萬計的母嬰亭，即所謂的WARUNG，上線。

Today, the company boasts tens of millions of  customers across the sprawling archipelago.

如今，該公司在廣闊的群島上擁有數千萬客戶。

But when Bukalapak was founded  in 2010 by Achmad Zaky,  

但當Bukalapak在2010年由Achmad Zaky創立。

it was simply as a way to help his neighbors.

只是作為幫助鄰居的一種方式。

My predecessor, Zaky, one day went back to his  hometown and was looking around, and he saw all  

我的前輩Zaky，有一天回老家，四處張望，他看到的是所有的

these small businesses, his neighbors, and he  was like taken aback and realized like, okay,  

這些小企業，他的鄰居， 他就像採取了詫異 並意識到像，好吧。

these guys have looked the same for decades.

這些傢伙幾十年來都是一個樣子。

And now I know technology, I've learned  about the internet and everything,  

而現在我懂得了技術，懂得了網絡，懂得了一切。

and I wonder how could I use technology  to help people improve, do better.

而我不知道如何利用技術來幫助人們提高，做得更好。

So, Achmad, who was then a 23-year-old student,  

所以，當時還是23歲學生的阿赫邁德。

teamed up with his friends Fajrin Rasyid  and Nugroho Herucahyono from the

與他的朋友Fajrin Rasyid和Nugroho Herucahyono一起合作，他們是來自美國的。

Bandung Institute of Technology to create a site  to help small businesses sell online.

萬隆理工學院建立一個網站，幫助小企業在網上銷售。

The capital he used to start this company is just  the registration fee to register the website,  

他開這家公司的資本，只是註冊網站的註冊費。

and it's like 80,000 rupiah or maybe about like  $5 or so. That is the seed capital of Bukalapak.

這就像80,000印尼盾或也許像5美元左右。這是Bukalapak的種子資本。

Soon, Bukalapak was live, acting  as a third-party intermediary to

很快，Bukalapak就上線了，作為第三方中介機構，向。

support purchases between consumers and merchants.

支持消費者和商家之間的購買。

But the company's real  breakthrough came some years later.

但公司真正的突破是在幾年後。

In 2017, the company launched Mitra Bukalapak to  help these shops compete with modern retailers  

2017年，該公司推出了Mitra Bukalapak，幫助這些商店與現代零售商競爭。

by offering additional online services  such as bill payments and phone top-ups.

通過提供額外的在線服務，如賬單支付和電話充值。

Mitra Bukalapak also connects these  warungs to consumer goods distributors,  

Mitra Bukalapak還將這些疣體與消費品分銷商聯繫起來。

narrowing their supply chain,  lowering the cost price of their wares  

縮小供應鏈，降低商品的成本價格。

and increasing the profit margins  for these micro businesses.

並增加這些微利企業的利潤空間。

In the same year, the company, which  earns a commission for each transaction,  

同年，該公司，每筆交易賺取佣金。

Khailee Ng, managing partner at 500 Startups,  was one of Bukalapak's early backers.

500 Startups的管理合夥人Khailee Ng是Bukalapak的早期支持者之一。

When I first met the Bukalapak  founders, like I was very,  

當我第一次見到布卡拉帕克的創始人時，像我很。

very impressed by how not only competent  they were but how local they were.

給人留下深刻印象的不僅是他們的能力，還有他們的地方性。

They so deeply understand life  outside of tier-one cities.

他們如此深刻地理解一線城市以外的生活。

So I think that their kind of local DNA,  

所以我認為他們的那種在地DNA。

it really translated through what  the business eventually became.

In January 2020, after a decade at the helm,  

Achmad stepped down as CEO, 41-year-old Rachmat,  a former banker, was selected as his successor.

阿赫邁德卸任CEO，41歲的前銀行家拉赫馬特被選為繼任者。

Achmad, who now runs an entrepreneurship  foundation, still holds an advisory role  

阿赫邁德現在經營著一家創業基金會，他仍然擔任顧問角色

with the company, while co-founders Fajrin  and Nugroho have both left the firm.

與公司，而聯合創始人法林和努格羅霍都已經離開了公司。

I think Zaky basically saying like,  look, I've led this company from  

我認為Zaky基本上說喜歡，你看，我已經帶領這家公司從。

zero and it's probably time  for me to extract myself.

零，可能是我自己提取的時候了。

We probably need someone who can make this,  the company that I built, more professional,  

我們可能需要有人能讓這個，我建立的公司，更加專業。

bigger, and we see that you could help  us do that. And I was like, okay. Really?

更大，我們看到你可以幫助我們做到這一點。我當時想，好吧。真的嗎？

For Rachmat, it was an  opportunity he couldn't refuse.

對於拉赫馬特來說，這是他無法拒絕的機會。

There's a lot of discussion on the values and the  mission. That is my cross, right, to bear, right.

有很多關於價值觀和使命的討論。這是我的十字架，對吧，要承受，對吧。

The mission is we need to serve the underserved.  We are e-commerce, we need to improve lives  

使命是我們需要服務於未被服務的人群。  我們是電子商務，我們需要改善生活。

not only for profit but also  for the betterment of society.

不僅僅是為了盈利，也是為了更好地服務於社會。

Within Rachmat's first 100 days in the job, the  pandemic struck. The resultant lockdowns hit the  

在拉赫馬特上任的頭100天裡，疫情發生了。隨之而來的封鎖打擊了

millions of warungs and small and medium-sized  enterprises hard. Bukalapak was at a crossroads.

數以百萬計的經和中小企業難。布卡拉帕克正處於十字路口。

We need to ensure that the SMEs can still  transact. The only way to do that now, or  

我們要確保中小企業仍然可以進行交易。現在唯一的辦法是，或

at the time, was online, right. So, our task is to  create a much more efficient onboarding process.

在當時，是在線的吧。所以，我們的任務是創造一個更高效的入職流程。

Failure is not an option. We cannot  just give up and say like, okay,  

失敗不是一種選擇。我們不能就這樣放棄，然後說，好吧。

Covid, maybe let's take a break for  a year. People actually need us.

科維德，也許我們該休息一年了。人們真的需要我們。

E-commerce, meanwhile, has been  one of the pandemic's big winners.

同時，電子商務也是這場流行病的大贏家之一。

In 2020, Indonesia's digital consumers  surged 37% as lockdowns led more people  

2020年，印尼的數字消費者激增37%，因為鎖定導致更多的人。

In the same year, online spending rose 11% to hit $44 billion.

同年，網上支出增長11%，達到440億美元。

By 2025, that figure is expected  to almost triple to $124 billion.

到2025年，這一數字預計將增長近三倍，達到1240億美元。

Bukalapak has ridden that wave, recording  a 130% surge in transactions in 2020.

布卡拉帕克已經乘著這股浪潮，在2020年錄得130%的交易量激增。

The company now serves 13.5 million micro, small and  medium enterprises and 100 million customers.

公司目前服務於1350萬家中小微企業和1億客戶。

That rapid adoption should help Rachmat with  his primary task: reaching profitability.

這種快速採用應該有助於拉赫馬特完成他的首要任務：達到盈利。

This is a big organization and we  want to be there for a long time.  

這是一個大的組織，我們希望能長期存在。  

Of course, growth is nice and we all want to have  more growth, more transactions, more customers,

當然，增長是好事，我們都希望有更多的增長，更多的交易，更多的客戶。

but we need to see whether we can create an organization that can be self-sustaining moving forward.

但是，我們需要看看我們是否能夠創建一個能夠自我維持的組織來向前發展。

That hasn't stopped investors  from piling onto the business.

這並沒有阻止投資者扎堆入股。

In January 2021, Standard Chartered  bank became the latest corporation to  

2021年1月，渣打銀行成為最新的公司，以

join a $200 million funding round  to fuel the company's expansion.

加入2億美元的融資，以推動公司的擴張。

The partnership will help build Bukalapak's  digital banking service, while a separate deal  

此次合作將有助於建立Bukalapak的數字銀行服務，而單獨的交易。

with Microsoft will see the company adopt the  tech giant's Azure cloud computing platform.

與微軟合作，該公司將採用這家科技巨頭的Azure雲計算平臺。

Other investors include Indonesian  media conglomerate Emtek,  

其他投資者包括印尼媒體集團Emtek。

Alibaba-affiliate Ant Financial and  Singapore's sovereign wealth fund GIC,  

阿里巴巴旗下的螞蟻金融和新加坡主權財富基金GIC。

pushing the company's estimated valuation  to between $2.5 billion and $3 billion.

將該公司的估計估值推至25億至30億美元之間。

That ranks the 11-year-old company among  Indonesia's growing number of unicorns,  

這讓這家成立11年的公司躋身於印尼日益壯大的獨角獸行列。

whose names include fellow  e-commerce player Tokopedia,  

其名字包括同為電商的Tokopedia。

ride-hailing giant Gojek  and travel site Traveloka.

乘車巨頭Gojek和旅遊網站Traveloka。

The world's fourth most-populous country  has the largest number of internet users  

世界第四大人口大國擁有最多的網民數量

in Southeast Asia, and analysts say  it has potential for more growth.

在東南亞，分析人士稱其有更大的增長潛力。

A lot of folks feel the demographic dividends  are going to pay off. 270 million people,  

很多人都覺得人口紅利會有回報。2.7億人。

What is super fascinating to me is  that how much of that investment  

對我來說，超級吸引人的是，有多少的投資

goes into tier-one city-targeted business  models versus Indonesia business models.

進入一線城市目標商業模式與印尼商業模式。

While some analysts are skeptical about  Bukalapak's ability to expand beyond Indonesia,  

雖然一些分析人士對布卡拉帕克在印尼以外的擴張能力持懷疑態度。

Rachmat says he is confident that the  company's importance transcends borders.

拉赫馬特表示，他相信公司的重要性是超越國界的。

I'm not going to say that we just want to stay  in Indonesia but Indonesia today is a big enough  

我不會說我們只想留在印尼，但今天的印尼已經夠大了。

market to keep us very busy, and we still feel  like we have a lot of homework to do.

市場，讓我們非常忙碌，我們還是覺得有很多作業要做。

I don't think we've even scratched the surface if you  talk about underserved markets in Indonesia.

如果你談論印尼服務不足的市場，我認為我們甚至沒有觸及到表面。

Today, 70% of Bukalapak's business  is non-tier-one. I don't think a lot  

如今，布卡拉帕克70%的業務是非一線的。我不認為很多

of people think about that too much as well, that,  

you know, you can actually make a lot of money  by serving a population which doesn't have that  

你知道，你實際上可以賺很多錢 通過服務的人口 這不具備該

much money, so I look forward to seeing more  entrepreneurs actually build more companies  

多錢，所以我期待看到更多的創業者真正建立更多的公司。

that can serve the broader populations, not just  in Indonesia but broader populations in the world.

可以為更多的人服務，不僅是在印度尼西亞，而且是在世界更多的人。

After experiencing tremendous growth in 2020,  and with potential for more on the horizon,  

在經歷了2020年的巨大增長之後，而且還有更多的潛力。