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  • When the Covid-19 pandemic was raging in 2020 and much of the world was in lockdown and

    當2020年Covid-19大流行病肆虐,世界大部分地區處於封鎖狀態和

  • shopping online, Chrisanti Indiana did the unexpected.

    在網上購物時,克里斯蒂-印第安納州做了一件出人意料的事。

  • We grew from I think two stores before the pandemic in 2019, and now we have 47 stores.

    我們從2019年大流行前的我想兩家店,發展到現在的47家店。

  • I think we grow 10 times until the end of 2021.

    我認為我們在2021年底之前增長10倍。

  • A lot of people actually told us that it's kind of like a very bold move right to actually

    很多人實際上告訴我們,這有點像一個非常大膽的舉動,因為實際上

  • open offline presence, while everybody's like closing their offline stores.

    開設線下機構,而每個人都像關閉他們的線下商店。

  • But it's always well-calculated that we know that this is the time for us to actually prepare

    但是,我們知道這是我們實際準備的時間,這總是經過精心計算的。

  • our platform to make sure that after the pandemic, it can serve more and more consumers.

    我們的平臺,以確保在大流行之後,它可以為越來越多的消費者提供服務。

  • Looking far ahead turned out to be the right move for this 31-year-old entrepreneur.

    對這位31歲的企業家來說,展望未來是正確之舉。

  • Chrisanti's online and offline approach transformed her e-commerce start-up into a

    克里斯蒂的在線和離線方法將她的電子商務初創企業轉變為一個

  • multi-million beauty conglomerate.

    數百萬美元的美容企業集團。

  • Chrisanti is the co-founder and CMO of Social Bella, a multimillion-dollar Indonesian beauty

    克里斯蒂是Social Bella的聯合創始人和CMO,這是一家價值數百萬美元的印度尼西亞美容公司。

  • products retailer.

    產品零售商。

  • She launched the business with her brother and friend back in 2015.

    早在2015年,她就與她的兄弟和朋友一起啟動了這項業務。

  • It started off as an e-commerce platform, called Sociolla.

    它一開始是一個電子商務平臺,名為Sociolla。

  • But the trio had bigger dreams.

    但這三人有更大的夢想。

  • Social Bella has since expanded to brick-and-mortar shops, while operating as a distributor for

    此後,Social Bella已擴展到實體店,同時作為分銷商為

  • beauty and personal care manufacturers worldwide.

    全世界的美容和個人護理製造商。

  • We become an associate partner for a lot of global brands in Indonesia.

    我們成為許多全球品牌在印度尼西亞的準合作伙伴。

  • So we help them not only like distribute their products to Indonesia, but also understanding

    是以,我們不僅幫助他們將產品分銷到印度尼西亞,而且還幫助他們瞭解

  • the market and become their end-to-end partner that can help them build the business in Indonesia.

    變成他們的端到端合作伙伴,幫助他們在印尼建立業務。

  • A lot of brands from Korea, Japan, can be found in finding Socialla but some of them

    很多來自韓國、日本的品牌都可以在Socialla找到,但其中有些品牌

  • you can also find it in other retailers as well.

    你也可以在其他零售商那裡找到它。

  • In 2018, they launched SOCO, Indonesia's largest consumer review online platform for

    2018年,他們推出了印度尼西亞最大的消費者評論在線平臺SOCO,用於

  • beauty products.

    美容產品。

  • The beauty journey for our customer, it's not just about shopping.

    我們的顧客的美容之旅,不僅僅是購物。

  • But we realized that there's a lot of like, touch point that really important, for example,

    但我們意識到,有很多像,接觸點,真的很重要,比如說。

  • you know, finding the right products for you, it's not just about going to the store and

    你知道,找到適合你的產品,這不僅僅是去商店和

  • pick it up, right, you will make sure that you read the reviews.

    拿起它,對,你將確保你閱讀評論。

  • Maybe you talk to your friends, maybe you know you Google first and so on.

    也許你和你的朋友交談,也許你知道你的谷歌第一,等等。

  • That's why we have SOCO to make sure that they can access like these tons of product

    這就是為什麼我們有SOCO,以確保他們能夠獲得像這些噸位的產品。

  • review before they purchase the products.

    在他們購買產品之前進行審查。

  • The start-up now boasts more than 30 million users across all its business units, offering

    這家初創公司目前在其所有業務部門擁有超過3000萬用戶,提供

  • an inventory of 12,000 products from 400 brands.

    400個品牌的12,000種產品的庫存。

  • The idea for Social Bella came about in 2015, when Chrisanti returned home to Jakarta, after

    Social Bella的想法是在2015年產生的,當時Chrisanti回到了雅加達的家,在那之後

  • studying in Australia.

    在澳洲學習。

  • The brands that I knew and I have been using, those were not available in Indonesia.

    我所知道的和我一直在使用的品牌,在印尼是沒有的。

  • Especially online, because it's hard to get it in offline retail as well.

    特別是在網上,因為在線下零售業也很難買到它。

  • You need to find specific sellers in social media, or from friends, they can purchase

    你需要在社交媒體上找到特定的賣家,或者從朋友那裡,他們可以購買

  • the product for you, either overseas, or, they say they have a source and some kind

    為你提供產品,要麼是在海外,要麼,他們說他們有一個來源和某種形式的

  • of black market.

    黑市的。

  • The proliferation of beauty products in the country has led to a thriving black market.

    美容產品在該國的擴散導致了黑市的蓬勃發展。

  • Locally made counterfeits in Indonesia are rife due to cheap labor costs and materials.

    由於廉價的勞動力成本和材料,印度尼西亞當地製造的假貨氾濫成災。

  • In 2018, local authorities seized illegal cosmetic products worth $9 million, more than

    2018年,地方當局查獲了價值900萬美元的非法化妝品,超過了

  • twice the amount from the previous year.

    是前一年的兩倍。

  • I still remember vividly in my mind that there's a lot of like sellers online, especially in

    我仍然清楚地記得,網上有很多喜歡的賣家,尤其是在

  • social media that sells product, like it's international brand that they proudly claim

    銷售產品的社交媒體,就像他們自豪地宣稱的國際品牌一樣。

  • that it's actually not an authentic product, but it has a quality of authentic products,

    它實際上不是一個正宗的產品,但它有一個正宗產品的品質。

  • it's cheaper.

    它更便宜。

  • The sellers are claiming that the product is like actually maybe like 99% of them authentic.

    賣家聲稱產品像其實可能像99%的正品。

  • What does that mean?

    那是什麼意思?

  • Like 99% authentic?

    像99%的真實性?

  • Armed with a starting capital of $13,000, Chrisanti was determined to build a space

    掌握了13,000美元的啟動資金,克里斯蒂決心建立一個空間

  • where consumers can access curated products that are safe and authentic.

    在這裡,消費者可以獲得安全和真實的策劃產品。

  • How does Social Bella tackle the problem of counterfeit products?

    Social Bella如何解決假冒產品的問題?

  • Since we started, we ensure that we only work with authorized distributors or only the brand

    自從我們開始以來,我們確保只與授權經銷商合作,或者只與品牌商合作。

  • owners.

    業主。

  • We also work closely with the BPOM, which is the Indonesian National drugs and Food

    我們還與印尼國家藥品和食品管理局(BPOM)密切合作。

  • control body to make sure that we follow all of the rules.

    控制機構,以確保我們遵循所有的規則。

  • It was not always easy breezy.

    這並不總是輕鬆愉快的。

  • At the time, the awareness about authentic beauty products, it's not as high as today.

    在當時,人們對正宗美容產品的認識,還沒有今天這麼高。

  • And it's a challenge for us as a business owner.

    而這對作為企業主的我們是一個挑戰。

  • So when you have a business, and then you want it to be successful, but at the same

    是以,當你有一個企業,然後你希望它是成功的,但在同時

  • time, you also want to, you know, make sure that you're following like everything, following

    時間,你也想,你知道,確保你遵循像一切,遵循

  • all the rules, and making sure that you're doing the right thing, when all the other

    所有的規則,並確保你正在做正確的事情,當所有其他的

  • people are doing the other way, right.

    人們正在做另一種方式,對吧。

  • So it was a challenge to educate the consumer, like cheap doesn't always mean better.

    是以,教育消費者是一個挑戰,比如便宜並不總是意味著更好。

  • The global beauty industry, comprising cosmetics, skin care, hair care, fragrances, and personal

    全球美容業包括化妝品、皮膚護理、頭髮護理、香水和個人護理。

  • care generates $500 billion in sales per year.

    護理每年產生5000億美元的銷售額。

  • With rising inflation and costs of living, consumers are cutting back on expenses like

    隨著通貨膨脹和生活成本的上升,消費者正在削減開支,如

  • food and travelling.

    食物和旅行。

  • But the beauty category, which is often seen as an affordable luxury, has remained resilient.

    但是,通常被視為負擔得起的奢侈品的美容品類,仍然保持著彈性。

  • For example, a report published by Allied Market Research predicts that Indonesia's

    例如,聯合市場研究公司發表的一份報告預測,印度尼西亞的

  • skincare market is expected to register a compound annual growth rate of 7.8% from 2021

    預計從2021年起,護膚品市場的複合年增長率將達到7.8%。

  • to 2030, and be worth $18 billion by then.

    到2030年,屆時將價值180億美元。

  • That is driven by a rising affluent population, and the growth of local brands in recent years,

    這是由不斷增長的富裕人口以及近年來在地品牌的增長所推動的。

  • offering consumers more diverse and affordable options.

    為消費者提供更多樣化和可負擔的選擇。

  • When we started, the amount of local brands was quite little, it was less than 10 maybe.

    當我們開始時,在地品牌的數量相當少,可能不到10個。

  • Throughout our journey, we can see that the local brands are growing really rapidly.

    縱觀我們的旅程,我們可以看到在地品牌的發展確實非常迅速。

  • We also see that the quality has been improving, it's very competitive with a lot of international

    我們還看到,品質一直在提高,它與許多國際組織相比非常有競爭力。

  • and global brands.

    和全球品牌。

  • The start-up says it now carries more than 200 local beauty brands, an increase of 20x

    這家初創公司表示,它現在擁有200多個在地美容品牌,增加了20倍。

  • within 4 years.

    在4年內。

  • Over the last two years, Social Bella went through aggressive store expansion, growing

    在過去的兩年裡,社會美人經歷了積極的店鋪擴張,增長了

  • from just 3 stores in 2020, to 47 stores in Indonesia and 16 stores spread across Vietnam.

    從2020年只有3家門店,到印度尼西亞的47家門店和遍佈越南的16家門店。

  • Why did Social Bella go through a rapid store expansion during the pandemic?

    為什麼社會貝拉在大流行期間經歷了快速的商店擴張?

  • The plan of expansion is not because of COVID actually, and we know the pandemic will end

    擴張的計劃實際上不是因為COVID,我們知道大流行病將結束

  • sometime.

    某個時候。

  • When we build the offline stores it's actually to create an omnichannel experience.

    當我們建立線下商店時,實際上是為了創造一個全管道的體驗。

  • So now if you go to our stores, or if you go to our e-commerce, everything will feel

    是以,現在如果你去我們的商店,或者你去我們的電子商務,一切都會覺得

  • like seamless, because we believe that we are serving the same customer.

    像無縫一樣,因為我們相信我們在為同一個客戶服務。

  • They can do click-and-collect, she also can deliver the purchases to her home or like

    他們可以做點擊取貨,她也可以把購買的東西送到她家或像

  • somewhere else.

    在其他地方。

  • So it's more like making sure that she can shop the way she likes.

    是以,這更像是確保她能以她喜歡的方式購物。

  • Social Bella's savvy approach has caught the eye of investors.

    Social Bella的精明做法已經吸引了投資者的目光。

  • Since 2018, the Jakarta-based company has raised around $225 million.

    自2018年以來,這家位於雅加達的公司已經籌集了約2.25億美元的資金。

  • Its investors include Indonesia-based East Ventures, Singapore state investment firm

    其投資者包括總部位於印度尼西亞的東方創投、新加坡國家投資公司

  • Temasek and U.S.-headquartered private equity firm L Catterton.

    淡馬錫和總部設在美國的私募股權公司L Catterton。

  • While its latest funding round of $60 million in October 2022 fell short of expectations,

    雖然它在2022年10月的最新一輪6000萬美元的融資沒有達到預期。

  • the company is in no hurry to be Indonesia's next unicorn.

    該公司並不急於成為印尼的下一個獨角獸。

  • Being a unicorn was never our objective right?

    成為獨角獸從來不是我們的目標,對嗎?

  • Like we want to make sure that we are you know, we are scaling up we're like reaching

    就像我們想確保我們是你知道的,我們正在擴大規模,我們喜歡達到

  • more and more consumer.

    越來越多的消費者。

  • If that's the case then it's a bonus but yeah, it's never become one of our goals.

    如果是這樣的話,那就是一種獎勵,但是是的,這從來沒有成為我們的目標之一。

  • Is the business profitable?

    該企業是否盈利?

  • We are very happy with the current standing in that area I think we can say that we are

    我們對目前在該領域的地位非常滿意,我想我們可以說,我們是

  • on track with our plan.

    在我們的計劃的軌道上。

  • Since day one, we always believe in building a sustainable business, not just scale.

    從第一天起,我們始終相信要建立一個可持續的業務,而不僅僅是規模。

  • For now, Social Bella is focusing on dominating the SHEconomy in Indonesia, which refers to

    目前,Social Bella正專注於主導印度尼西亞的SHE經濟,這是指

  • a new economy driven by an increase in consumer spending by females.

    一個由女性消費支出增加所推動的新經濟。

  • In 2020, the company launched another business unit called Lilla, an e-commerce platform

    2020年,該公司推出了另一個名為Lilla的業務部門,一個電子商務平臺。

  • targeting moms and babies.

    針對母親和嬰兒。

  • We want to serve the entire SHE market to serve more and more women not only in beauty,

    我們希望為整個SHE市場服務,為越來越多的女性服務,而不僅僅是美容。

  • personal care, but also in other industries.

    個人護理,但也在其他行業。

  • Other than growing Social Bella, Chrisanti is also determined to take on the mandate

    除了發展社會貝拉之外,克里斯蒂還決心承擔起任務

  • of reducing its carbon footprint.

    削減其碳足跡。

  • According to the World Bank, Indonesia generates approximately 7.8 million tons of plastic

    根據世界銀行的數據,印度尼西亞產生了大約780萬噸的塑料製品。

  • waste annually.

    每年都會產生大量廢物。

  • This is a commitment from us.

    這是我們的一個承諾。

  • We are the first e-commerce in Indonesia, that commits to zero bubble wrap.

    我們是印度尼西亞第一家承諾零保麗龍包裝的電子商務。

  • And we also provide recycling stations across all social stores.

    而且我們還在所有社會商店提供回收站。

  • I feel proud because I know it's a long journey and it's not always easy but I'm happy like

    我感到自豪,因為我知道這是一個漫長的旅程,並不總是容易的,但我很高興,就像

  • I'm really proud that we choose to do the right things since day one.

    我真的很自豪,我們從第一天起就選擇做正確的事情。

When the Covid-19 pandemic was raging in 2020 and much of the world was in lockdown and

當2020年Covid-19大流行病肆虐,世界大部分地區處於封鎖狀態和

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這位千禧一代在大流行期間進行了一場賭博。現在她的創業公司已經籌集了超過2.25億美元的資金 (This millennial took a gamble during the pandemic. Now her startup has raised over $225 million)

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