wen|dtcaijing linmeishan

编辑|郑晓慧

3yue5ri，shizuniaomugongsiyamafentiyufabuleshangshihoudeshoufencaibao。

caibaoxianshi，2023nianyamafentiyushouru43.68yimeiyuan，ranerjingkuisunquedadao2yimeiyuan。

shishishang，cong2020niandao2023nian，yamafentiyuleijikuisunyijingdadao8.25yimeiyuan。

yejiushishuo，zi2019nianbeiantajituanshougouyilai，yamafentiyujishizuoyong“zhongchansanbao”zhongdeliangbao（shizuniaohesaluomeng），shijishangyebingmeiyouzhuandaoqian。

neime，yamafenshizenmerangrenmenweishizuniaohesaluomengmaidande？youweishenmehaimeizhuandaoqian？《dtshangyeguancha》jiangjiehezhaogushuhecaibaojinxingshulihefenxi。

三大业务都在盈利，始祖鸟增长最快

shouxianxuyaoshuomingdeshi，zaochengkuisundeyuanyin，bingbunengguiyinyuyamafenmeiyouzhuanqiandenengli。

muqian，yamafentiyugongyousandayewu：gongnengxingfushi、huwaifushijizhuangbei、qiuleijiqiupaiyewu，fenbieduiyingzheshizuniao、saluomeng、weiershengsangehexinpinpai。

zaiguoqudejinianzhong，zheisandayewuxiandoushixianleyingshouzengzhang，youqishigongnengxingfushi，sannianjianyingshouzengzhangjin10yimeiyuan，chengweifazhanzuikuaideyewubankuai，suduganchaosaluomengsuozaidehuwaifushijizhuangbeibankuai。

congyingyelirunlaikan，2023niangongnengxingfushiyewuzhuanqianzuiduo，diaozhenghouyingyelirundadao3.14yimeiyuan，qitalianggebumenyedoushixianleyingli。

sandahexinpinpaiduiyamafenzongyingshoudegongxianzhunianzengzhang，dao2023nian9yuedi，sandapinpaideyingshouzhanbiyijingchaoguo9cheng。

zheizhuyaoguigongyushizuniaodeladong。

2020nian，shizuniaozaigongsideyingshouzhanbijinyou22.4%，zaisandapinpaizhongdiandi；daole2023niandisanjidumo，zheigeshuziyijingzengzhangzhi30.8%。

xiangbizhixia，weiershengdeyingshouzhanbibi2020nianjinzengzhang1gebaifendian，saluomengshenzhichuxianlexiahua。

始祖鸟赚钱的原因之一：公司舍得砸钱

“youshecaiyoude”，zheijuhuafangzaishizuniaoshenshangzaiheshibuguo。

congyamafendezhichulaikan，xiaoshoujituiguangfeiyongyizhizaizengjia，cong2020niande7.33yimeiyuanshangshengzhi2023niande13.82yimeiyuan。

suiranyingxiaozhichudeshuziyizhizaizengjia，danzaimeinianyingshoudezhanbiyizhiweichizai30%-32%zhijian，bijiaowending。

zheikeyilijiewei，yamafensuiranzaibuduanzaqian，danyehuanlailegenggaodeshouru。

yingxiaochengbendeshangsheng，zhuyaoshiyinweigongsidadaokuofudifazhandtc（direct to customer）moshi，zheiyeshiantazai2020niancaiqudequdaobiangecuoshi。

congcaibaolaikan，yamafenjinxingdtcxiaoshoumoshidebiangequdeleyidingdechengxiao。2023nian，yamafendtcqudaodeyewuyingshouzhanbi，yijingcong21.7%shangshengdao35.7%。

yishizuniaoweili，beiantashougouyihou，shizuniaozuodediyijianshijiushitaotaileyuanyoudejingxiaoshang，shouhuisuoyouaolaiqudaohexianshangdianpudejingyingquan，tongshijiakuaikaidiansudu，rangpinpaizhijiemianxiangxiaofeizhe。

jiezhi2023niandisanjidumo，shizuniaozaidazhonghuaqukaile63jiaziyoulingshoudian，qizhong31jiadoushizai2019nianbeishougouhoukaide，yuangongshuliangyecong2018niandeyue450renzengjiadao800ren。

重金打造始祖鸟的“运动奢侈品”属性

shizuniaomendianyuekaiyueduo，yeyuekaiyueda。

2020nian，shizuniaoaerfazhongxinluodishanghaihuaihailu，heaimashi、tiffanyzuolinju；

2022nian，shizuniaozaixianggelila3qianduomidegaoshanshang，kaisheshandiketangmendian，chumenjiushitubuluxian；

2024nian，zaicuntucunjindeshanghainanjingxilu，kaile2400pingfangmide“shizuniaobowuguan”，caiyongyiduiyidaogouzhidu。

yibianruzhudingjishangquan，yibianyuanlichengshigaoshendutiyan，zheixiedoushiyamafenweilelalonggaojingzhihuiyuan，qianghuashizuniaodeshechipinshuxingdedongzuo。

zheixiecelveyubeihoudecaopanrenxuyangyouguan。

dangyamafenzai2019nianbeiantashougouhou，chushen4aguanggaogongsidexuyangshangrenshizuniaodazhonghuaquzongjingli，tichuyaobashizuniaodazaocheng“yundongshechipin”degainian。

zaishizuniaohaimeizaizhongguohuoqilaishi，shizuniaojiuyichaoqianwandenianzujin，zuxialeshanghaihuaihailushangyige736pingmidemendian，bingdazaochengdangshiquanqiuzuidadeshizuniaoqijiandian。

zaishizuniaodegouxiangzhong，dangshanghaihuangjindiduandexiaofeizheshuxileshizuniaohuashilogo，shizuniaojiubuzaishihuwaijihedianlideyijianyifu，ershihetadeshechipinlinjuyiyang，chengweizhongchanshenfendexiangzheng。yincixuyangrenwei，“zheigediduandepinpaiguanggaojiuzhiyiqianwan”。

zheiyeshiweishenme，shizuniaojianchi“suandazhangbusuanxiaozhang”，zhiyaozongheshouyilingrenmanyi，keyibujijiaozhichu。

zaihuwaixingyedefengkouxia，shizuniaozaidazhonghuaqudedalizaqian，yedequezachulechengji。

2023 nianqiansanjidu，yamafentiyudazhonghuaqushouru5.9yimeiyuan，shizuniaogongxianle76%defene，qiepinpaidianpingxiaodadao1543.43meiyuan/pingfangyingchi，shibeimeideliangbeihaiduo。

yaozhidao，shizuniaopinpaidianshifenzhuzhongtiyankongjian，huaihaizhonglushangdeshizuniaoqijiandian，shoumaiqudemianjibudao60%。

把打造始祖鸟的经验，复制到萨洛蒙上

congmomowuwendaochengweizhongchanshenfendexiangzheng，shizuniaozaizhongguoshichangdechenggong，rangyamafenkandaoleyitiaokefuzhidezengzhanglujing。

gongkaiziliaobiaoshi，zaidazhonghuaqu，yamafentiyuyijingweisaluomengkaifalexiangsidezengzhangcelve，bingzai2023nianxiangdazhonghuaqutourulegaoedeyunyingfeiyong。

shouxian，saluomengjiakuailekaidiandebufa。

2019niansaluomengzaidazhonghuaquzhiyou19gejingxiaodian，muqiansaluomengguanfangweixinxianshi，qizaineididemendianshuliangdadao107jia，mendianxuanzhibaokuobeijingwangfuzhonghuan、shanghaijinganjializhongxindengyixianshangchang。

ciwai，saluomengtongguotigongfeipan、tubu、yaoqiganlanqiudenghuwaitiyanhuodong，nulihezhongchanshenghuoguagou。

（萨洛蒙官方微信小程序里的活动）

saluomengbafeizhuanyedehuwaiaihaozhe，chengwei“xinhuwairenqun”——tamenwangwangyouyidingxiaofeinengli，pingshimangyugongzuo，danyuanyizaigongzuojieshuhoucanyuhuwaihuodong。

gengzhongyaodeshi，zheibufenshouzhongwangwangyeleyuzaishejiaomeitishangfenxiangzijichuanzhesaluomengrengfeipande“ootd”，weipinpaigongxianugcneirong，jinyibujiashensaluomenghezhongchandebangding。

caibaoshujuxianshilezheiyitaodafadechenggong。2023nian，saluomengzhudaodehuwaiyewuzaidazhonghuaqushixianle146%dezengzhang，chaoguoquanqiu18%dezengsu；anqudaohuafen，dtcqudaozengzhanglvlingxian，dadao42%yishang。

buguo，jinguansaluomengzaijijifuzhishizuniaodtcdejingyan，yezaiyidingchengdushangpoquanle，danzai《dtshangyeguancha》kanlai，tabingbuhuichengweixiayigeshizuniao。

萨洛蒙，不是下一个始祖鸟

zaipinpaidingweifangmian，yushizuniaoduibiaoshechipinbutong，saluomengdecankaoduixianggengxiangbeimian——shiyuzhuanyehuwai，zuizhongzouxiangshishangchaopai。

weiletigaoshishangdu，saluomengjijihechaoliupinpaihezuo，yuyingguochaopaipalace、ribenmaishoudianbeams、meiguogongzhuangchaopaicarhartt wipdengpinpailianming，bingqiexiyinleleihana、bella hadid、caiyilin、xuguanghandengzhongduomingrenshangjiao。

zaimingxing、bozhudedaihuoxia，xt6、xt-quest、xa pro 3ddengremenxiexingchengweibaokuan。zaixiaohongshuyouguansaluomengdebijizhong，saluomengbeitidaozuiduodeguanjiancijiushigezhongkuanshixinghao，yiji“peise”“chaoxie”dengguanjianci。

qizhong，xt-6、xt pro 3d doushihuwaiyundongyufashouhuanyingdezheijinianzhongxinfukedechaoliukuan。

yiweixiaofeizhexiangwomenbiaoshi，zijijiushibeisaluomengxt-6dewaiguansuoxiyinde，danyinweixt-6zaitaobaoguanfangdianyizhiduanhuo，tazuizhongxuanzelepinduoduoshangdeputianhuo。

conghuwaitajinshishangquandelushang，saluomengyinweiduanhuodewenti，changchangbeidazhonggoubingwei“jieyingxiao”。

yifangmian，saluomengderemenkuanshiheqitapinpaifashouxianliangkuandecaozuoyiyang，bujinchouqiancainenggoumai，remenchimahaibuyidingyouhuo；lingyifangmian，saluomengdeputongkuanyehuiquehuo，quezaierjishichangmaichugenggaodejiage。

womenzai3yue18rizaisaluomengtianmaoqijiandiansouleyixia，faxianbiaojia1298dext-6 huisekuanyijingquanbushouqing，erzaisaluomengdedewuguanfangdianli，zheikuanxiederemenchimabeichaodaole2439yuan。

（左：淘宝萨洛蒙官方旗舰店，右：得物萨洛蒙官方店）

ciwai，you75nianlishidesaluomengzaihuwaixingnengshangshizhuanyede，yehenchaoliu，danbuyidingnengmanzurichangtongqindechuanzhexuqiu。

zaishejiaomeitishang，yourenzhiyijiaogantaiying，meiyourenhehuidanxing；yourenzhichuxiedidahua，xiayutianzoulujiuxiangliubing，zouyibushuaiyigepigudun；yeyourentucaopinkongbuhao，meichuanjigeyuexiedidamianjikaijiao。

duici，saluomengzhongguoqufuzerenyinyizai36kedecaifangzhongshuodao：“xiangyixieshuinidihuozhepingdi，chuanzhewomenzhuanyeyundongxiezichulaidehua，xiayutianshihuihenhua，suoyitachangjingshibuyiyangde，danshibufangaitadeyanzhi，zheishiwoderenzhi。”

zheiyidianyeyu“yunshe”pinpaishizuniaobutong——shizuniaopingjiemianliaoyingshili、xiangzheng“zhongchan”“dingliu”defuhao，fuhuoleyipigaojingzhiyonghu；ersaluomengdebufenchaoliukuanshi，gengduoxiyinleputongxiaofeizhedemuguang，zheiqunrenwangwanggengkanzhongrichangchuanzhedeshushixingheshiyongxing，duizhuanyexingdeyaoqiubugao。

始祖鸟成功了，但亚玛芬还要还债

zuihou，zaihuidayixiawenzhangzuikaitoudelingyigewenti：jiranyamafentiyuyouzhuanqiandenengli，weishaqianjinbulezijidouli？

daanshi，yamafentiyuzhijinhaizaishaoqianhaizhai。

ciqianantaweileshougouyamafentiyu，cengjingjielebushaoqian。

yinci，yamafentiyuzibeishougouyilai，jiubeifuzheliangbidaedaikuan，baokuoyue40yimeiyuandegudongdaikuanhejin18yimeiyuandejinrongjigoudaikuan，yijiyixiexiaoefuzhai。

daikuanchanshengdejuelixi，shizhaiwuchengbenyuegunyueda，ergongsidejingyinglirunwufatianbuzheiyikulong，jiuhuidaozhikuisundejiaju。

2023nian，yamafentiyudejingcaiwuchengben（baohandaikuanlixidengfeiyong）da4.07yimeiyuan，ertongqidejingyinglirunzhiyou3.03yimeiyuan。

jinniannianchu，yamafentiyushangshi，zhuyaoyeshiweilejianqingzhaiwuyali。

caibaoxianshi，tongguobagongkaimujidezijinyonglaihaikuan，bingbabufengudongdaikuanzhuanhuaweiguquan，gongsiyijingchanghaileyue40yimeiyuandegudongdaikuan，shaoqianhaizhaidewentidedaohuanjie。

huiguotoukan，wulunshizuniaohaishisaluomeng，huoduohuoshaodoujiezhulehuwaixifenyundongyuhuwaishishanghuadequshijueqi，xiyinlewushuxiaofeizhedemuguang。

ruguozhishiquandinggaojingzhirenqun，neiyamafenwuyiyijingzouchulechenggongdeyibu，danruguohaixiangjinyibufuhuogengduoxiaofeirenqun，neihaidezaishiyongxing、shishangduhepinpaijiazhizhijianzhaodaopingheng。

zheibingburongyi，danzheidequeshibushaoxiaofeizhedexuqiu。xiaofeizheyehuigenjuzijidexuqiu，liuxiangbutongdepinpai。

bijing，“shizumao”“shizugou”yijingbianbudajiexiaoxiang，haokanyoushichuandeshanxichaoxieyeyouhenduoxuanze。