搜狐专访芮劲松:波司登会成为一个很有力量的品牌!
品牌动态

搜狐专访芮劲松:波司登会成为一个很有力量的品牌!

2017.12.20
 波司登执行董事、高级副总裁芮劲松先生接受搜狐访谈

 

  在刚刚过去的“双十一”,波司登集团收获了全网销售额突破5.68亿元,同比增长32.7%的好成绩。如此辉煌的销售业绩,吸引了社会各界的关注。日前,波司登执行董事、高级副总裁芮劲松先生接受了搜狐记者的采访。

 

波司登执行董事、高级副总裁芮劲松先生

波司登执行董事、高级副总裁芮劲松先生

 

“不忘初心,一门心思做一件事”

  面对记者对波司登经历数十年还能保持比较高位营收的疑惑,芮劲松先生说,一直以来他都在思考为什么国外品牌可以做到百年,而中国品牌能坚持三四十年已屈指可数?就连波司登,也在前几年经历过长时间的沉寂。最终,他得出的结论是:“国外品牌的企业掌门人,他们对企业和品牌的认知和掌管,和国内部分品牌不在一个层面上,他们会把一件事情做到极致!”

 

  从1994年波司登第一件羽绒服上市至今,在经历市场洗礼后,波司登也寻找到了答案:一门心思做好一件事——回归到“做羽绒服”的初心上。芮劲松先生表示,在未来3-5年,波司登将强势介入高端羽绒服市场,将品牌打造成“全世界知名羽绒服品牌”。当然,这并不代表波司登只有羽绒服品类,而是将优势板块继续拔高。“未来,提及波司登,我们希望,顾客的直观反应是——中高等级专业羽绒服专家。”芮劲松先生说。

 

做减法,夯实品牌厚度

“做减法,夯实品牌厚度”

  从2010年以来,国内整个服装界都迎面遇到强大的寒潮,波司登能在寒潮中立稳身姿,成为转型较成功几家服装集团,芮劲松先生表示,这得益于他们迅速开始“做减法”。“哪些模块是做得比较好的,把长板找出来之后做优化,把长板做得更长。”

  当减去冗余的模块、渠道、布局等等后,波司登对自身需“坚守”的也越来越清晰,那是品牌的“性格”。“很多成功的品牌都会研究趋势研究潮流,但是不会盲从,用一句话来总结,就是随波而不逐流。” 芮劲松先生说,“上百年的品牌为什么会有话语权?因为它是有性格的。我们规划从2018年开始,波司登要做的更多是围绕“原点”、“初心”来配置所有资源,适合的拿过来,不适合的靠边站。而不是一味的拿来主义。”

 

搜狐专访芮劲松:波司登会成为一个很有力量的品牌!


“创新,紧跟时代变化脉搏”

  在波司登的崛起之路上,早期的竞争对手并不少。但最终只有波司登一枝独秀,时至今日依旧屹立不倒。这一方面源于对品质的坚守,另一方面也源于波司登在产品、品牌传播等各方面的创新与激进。

  比如,如今飞机机身广告频频刷屏,而事实上,波司登才是第一家在飞机头上做广告的品牌。再比如,在2003年到2005年间,波司登就敢于拿出营收的10%甚至20%做品牌宣传,甚至一度赢得央视标王。可以说,正是这些在传播板块的尝试与创新,让波司登在消费者心目中留下了独特烙印。

  但在2005年以后,波司登将更多精力放在了营收和利润上。随着新一代消费者的成长,这艘国内服装行业曾经的大船,也开始陷入“品牌老化”与年轻消费者崛起的矛盾。芮总坦言:“我们做了一件糟糕的事情,没有去关注品牌如何去做持续升温。”好在波司登在“弯路”上并未走太远。如今,其又开始在“品质”、“年轻”、“时尚”上不断发力,挖掘强化自己品牌的年轻化属性,逐渐凸显新锐棱角的一面。

  如,波司登今年与迪士尼合作,推出了迪士尼系列羽绒服。今年的双十一,波司登居然与《中国有嘻哈》九强选手李大奔携手,打造了一首跨界神曲。这让波司登在年轻群体中引起了话题和专注度,获得了更为积极的评价。不仅如此,在消费者互动体验方面,此次双十一,波司登全面联动线上线下,推出了全网同款同价、门店同享网购价的战略。让消费者体验更上一台阶。

   “五年以后,中国力量肯定不一样,中国品牌、民族意识、国货意识这些板块会发生很大的变化,因此,五年我们打打基础,十年后波司登可以变成一个很有力量的品牌。”对于未来,芮劲松先生充满信心。

 

搜狐专访芮劲松:波司登会成为一个很有力量的品牌!
搜狐专访芮劲松:波司登会成为一个很有力量的品牌!

  从以往将目光锁定在产品、营销上,到如今更多去研究“人”、研究顾客所需,波司登逐渐摸索出了一条属于自己的路。正如芮劲松先生所说,“如果当十三亿人买羽绒服的时候首选波司登,你还担心没有生意吗?”

  回归初心,回归到认知原点再去谈实现目标,相信不远的将来,所有人都将看到波司登会再次崛起、走向巅峰!


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