2020nian6yue23ri，youshanghaibaoyejituanshujiemianxinwenzhuban、fudandaxuefanhaiguojijinrongxueyuandujiaxueshuzhichi、bosidengzhanlvehezuode【jiemianzibenluntan】yuxianshangjuban。bosidengguojikongguyouxiangongsicfojianfuzongcaizhugaofengfabiaozhuzhiyanjiang《nishierfa！bosidengdepinpaidengfengzhilu》。

tarenwei，pinpaishiqiyedezuigaolingdaoli，shiqiyedehexinzichan，yeshiqiyezhanshengyiqiejiannanxianzuzuiqiangdademianyili。qunianyilai，quanqiujingmaohuanjingriqufuza，jiazhijinnianxinguanyiqingyingxiang，zhongguofuzhuangxingyeyinglaijingxindongpodeweijishike。

mianduitiaozhan，bosidengjianchi“pinpaiyinling”dafa、hangshichanpinjishuyusheji、tishengqudaolingshounengli、tuijinqiyeshuzhihuazhuanxingyuchangdaohezuogongshengwudazhanlvexietongbingjin，zuizhongshixianlenishizengzhang。tajianyishangshigongsiyingdangbawobenciyiqingdailaidemolianhejiyu，quanliyifudayingpinpaishengjidegongjianzhan。

以下为朱高峰在【界面资本论坛】上演讲实录：

feichangrongxingcanjiajinniandejiemianzibenluntan！

zhenzhengzhidexiaofeizhexinlaidepinpai，bidingyaojingshouzhushijianheshichangdemoli，womenbosidengyebuliwai。bosidengjituanshichuangyu1976nian，bansuizheguojiahegaigekaifangzhubufazhanzhuangda。44nianfengyujiancheng，womenshizhongjiqingmanhuai，jianshoushiye、jujiaozhuye，jianchipinpaiqiangguo、chanyebaoguo，weishixian“bosidengwennuanquanshijie”dechuxinshimingbuxienuli。

qunianyilai，jingjiheshichanghuanjingfuzayanjun，zhongmeimaoyimocafengyunbianhuan，guoneijingjizengsuchixufanghuan，shichangzengzhangdonglihexiaofeixinxinbuzu；jinruqiudongjijie，quanguogediqiwenpubianpiangao，duiyurongfuxiaoshouzaochengleyidingyingxiang。tebieshishouxinguanfeiyanyiqingquanqiumanyanyingxiang，jinniandiyijiduzhongguogdptongbixiadie6.8%，xiefushichangtongbixiadie32.2%，zhongguofuzhuangxingyeyinglaijingxindongpodeweijishike。mianduiyixiliebulidewaibuyinsu，bosidengrenshizhongjiandingxinxin，zhongzhichengcheng，nishierfa，yongpangaofeng，zaijiduanjiannandehuanjingxia，qudelelingxianxingyedeyouxiuchengjihewenjianzengzhang：bosidengyurongfulianxu25nianzhongguoshichangxiaolianglingxian，yeyingdezibenshichangdeqinglairenke，ruxuanmscizhongguozhishu、hengshengzonghedazhongxingguzhishuchengfengu。zheiyexiongbiandishuomingle：pinpaishiqiyedezuigaolingdaoli，shiqiyedehexinzichan，yeshiqiyezhanshengyiqiejiannanxianzuzuiqiangdademianyili！jutieryan，womenzhuyaozuoleyixiawugefangmiandegongzuo：

一是，坚持品牌引领，提升品牌势能。

pinpaidingweidebenzhi，shizhanlingxinzhiziyuan，chengwei“diyi”、“weiyi”，bosidengzhuanxinzhuanzhuyurongfulingyu44nian，chenggongdiba“bosideng=yurongfu”derenzhizhiruxiaofeizhexinzhong。2018nianyilai，womenzhuazhuxiaofeishengjidedaqushi，caiyongchuangyezhichu“pinpaiyinling”dedafa，bingshunyingshidaidebianhua，buduanjihuopinpaililiang，tishengpinpaishineng，fengfupinpaineihan，tansuozhonghuishidaizhuliushiyedezhanlvelujing。

zailianxu21nianweiyidaibiaozhongguofanghanfuxiangshijiefabuliuxingqushizhihou，2018nianbosidengzuoweiweiyishouniuyueshizhuangzhouguanfangyaoqingdezhongguofuzhuangpinpai，dengluniuyueshizhuangzhoufabushishangxiu，zhanshilezhongguodefuzhuangpinpaizouxiangguojishichangdexinxinheyongqi。qunian9yue，bosidengyoudenglumilanshizhuangzhou，yi“xingkong、jihan、dimao”weizhuti，dianfulerenmenduichuantongyurongfuderenzhi，haolaiwumingxingnikejideman、guojimingmokendou，hehenduoshishangjiederenshidouqijuxiuchang，renweiwomendechanpinwulunshejihaishipinzhi，heguojidapaixiangbihaobuxunse。jinnian2yue16ri，zaixinguanfeiyanyiqingzhongyazhixia，womenkefuwannan，ruqidaibiaozhongguopinpaidenglulundunshizhuangzhoufabushishangdaxiu，yinfaguojiyourenqishenggaohan“zhongguojiayou”。womenhaijijicanyu“zhongguopinpairi”，bingzuoweixingyeweiyipinpairuxuanyangshi“qiangguopinpaigongcheng”，yipinpaiyingdexiaofeizherenxin。tongguofenzhongchuanmeidegaoshinengtuiguanghechuanbo，tishenglebosidengpinpaizainianqingrenxinzhongdepinpaiyingxiangli。womenhaichongfenliyongweixin、weibo、douyindengxinmeiti、zimeiti、shejiaomeiti，yingdegengduodeguanzhuheqinglai。jingquanqiuquanweijigoudiaoyanshuju，bosidengpinpaidiyitijilvdadao66%，pinpairenzhidugaoda97%，pinpaimeiyuduchixutisheng。

二是，夯实产品领先，重构产品价值链。

meiyijianbosidengyurongfuzhishaoyaojingguo 62weigongyishi、150daogongxu。womenyizhijianchijianrongbingxu、kaifangchuangxindexintai，lizu“yurongfuzhuanjia”dingwei，yiyuanchuangshejichuandipinpaijiyin，yilingxianjishuzhulaojingzhengbilei，buduanhangshichanpin“shishang+gongneng”hexinjingzhengli。

bosidengquanfangweizhengheguojiyoushiziyuan，buduantishengchanpinpinzhi、kejihanliangheshishangdu，zaizijizuishanzhangdelingyu，dingzhuyigepinlei，zuodaoquanqiulingxian。qunian10yue，womentuichulequanqiuduyiwuerde“dengfeng”xiliegaoduanchanpin，jihelezhongduoxingyelingxiandeshejilinian、xinxingkejihechuangxingongyi，caiyong1000+pengsongdu、hanrongliang95%dezhenxierong、“shijizhibu”gore-texmianliao、hangtianbaowencailiaoqiningjiaodeng，bingchuangxincaiyongfengchaolitichongrong、fangshuiyajiaochuli、reccoshengmingtanceyidengjianduangongyihekexuejishu。dengfengxilietupoleyurongfugongyiyuzhizuojixian，zaimianliao、kejiyugongyidenggefangmiandoudadaoguojilingxianshuiping，yinqijudahongdong。

womenhaijiangchanpinshejifangyanquanqiu，hefaguoguobaojishejidashi、aimashihuangjinshidaidizaozhegaotiye，zaishanghaifabulianmingxilie；hediantangjishejidashigaotianxiansanzaihainandianyingjiefabulianmingxilie，weixiaofeizhedailaigengmeihaodechanpinhefuwutiyan，zhongduomingren、mingxingweiwomendelianmingshejidianzan，jinyibutishengleguojiyingxiangli。yuelaiyueduodeamanidengguojiyixianshechipinpaidegaoduanxiaofeirenqun，fenfengoumaibosidengyurongfu，chengweizhongshixiaofeizhe。nike·jideman、kendou、“dousen”、sijiali、liyuchun、yangmi、mayundengmingxingmingren，douchuanshanglebosidengyurongfu。

三是，提升零售能力，实现线上线下双翼齐飞。

qudaoshifuzhuanglingshouxingyedemingmai，2018nianyilai，womenquanlituozhanhexinshangquan、zhuliuqudao、gouwuzhongxin、shishangbaihuo，zaiqudaojiegou、qudaozhiliang、zhongduanxingxiang、shangpinchengxian、gouwutiyandengquanmianshengji，buduanyouhuaxiaofeizhetiyan。zailundun、beijing、shanghai、tianjin、chengdougaoshinengqijiandiandejichushang，qunianyouxinkai10duojiagaoshinengpinpaiqijiandian。zaixianshangyewufangmian，womenhealibabadachengshenduzhanlvehezuo，zaixinlingshou、dashuju、zhihuimendiandenglingyuquanmianshenhuahezuo，tuidongxianshangxianxiaquanwangquanqudaoronghe。qunianshuang11xianshangxiaoshouyouchuangxialishixingao，biqunianzengzhang58%；bosidengtianmaoqijiandian，dandianxiaoshouweijuzhongguofuzhuangpinpaidiyiming。

zaijinnianyiqingzuijiannandeshike，womenzaiquanguode4000duojiamendianjihuquanbubidianxieye，womenshenshidushi，xunsudiaozhengxiaoshoucelve，gulishitimendianxiaoshourenyuantongguoyidonghuliandechuangxinfangshi，jinxinglidianxiaoshou，yinliuxianshangxianxiadexiaofeizhe，yixianshangjiaoyihe“wujiechufuwu”kaizhanxiaoshouhuodong。weilaizaixiaoshouqudaobujushang，yidinghuiyinglaixinyilundebiangediaozheng。xianxia，yaoguanzhuqudaozhilianghexiaoyidetisheng，guanzhudianxiaopingxiaodetisheng，guanzhuhuiyuanyunyingxiaolvdetisheng，chixuwajuequdaojiazhiqianli，quebaomeiyijiamendiandoushikechixuzengzhangdegaozhiliangmendian。xianshang，yaochixuzuohaoziyuanzhenghe，chuangxinyejizengzhangdian，zuohaoshuzihuazichandejilei。xinlingshouyaodapoguyousiwei，quanweiduhuoquhelianjieguke，guanzhugukeyanjiu、gukezengzhangheguketiyan，tongguoduixiaofeizhequancenghua、shequnhuadelijie，quanyuanyingxiao、quanyuantuoke、yongzhibo、lidianxiaoshoudengxinfangshi、xingongju，zhonggouxiaofeizheguanxi，jingyingfuwuhaohuiyuan，shixianshangxianxiaxianghubuwei，gongshengronghe，gongguxingyefazhanlingxiandiwei。

四是，推动智能制造，加快企业数智化转型。

qiyeshuzihuanenglijishijishunengli，gengshiyewuyunyingnengli，bixushixianjishuyuyewudegaoduronghe，cainengqudejiaohaodexiaoguo。womenjiasuzhinengzhizaoshengji，duliyanfaleyongyouzizhuzhishichanquanderuanjianxitonghedashujuzhongxin，jianshelezhongguofuzhuangxingyezuixianjindezhinengpeisongzhongxin，jichenglexingyezhongduoxianjinjishu，shixiansuoyoushebeidehulianhutongbingshishiheshichangxinxilianjie，kuaisujingzhunsongdayonghu、manzushichangxuqiudetongshi，zhiyinkuaisushengchanbuhuo，shixianhaomaidehuobuquehuo、buhaomaidehuobushengchan，zhinenghuachengduyaoyaolingxianyuxingyeshuiping。zaiquniandeshanghaijinbohuishang，womenheguojizhiminggongsidemataikeqianyue，liangshendazaoshijiezuixianjindezhinengpeisongshebei，xingchengyouzhikuaifangongyinglianhexinjingzhengli。ciwai，womenwanchenglezhinenggongchangdegaizaoshengji，shixianlecongmendiandaogongchang、daopeisongdehulianhutong，zhiliyudazaofuzhuangxingyegongyehulianwangpingtai。

womenrenwei，qiyeshuzihuabixuyixiaofeizheweizhongxin，yiqieshuzihuazhuanxingdeqianti，shifuwuxiaofeizhe，weixiaofeizhechuangzaojiazhi。jinnian4yue，womenyualiyundacheng“shuzhihuazhuanxingshishangxianfeng”zhanlvehezuo，zaixinlingshounenglijianshe、shangpinkuaifannenglijiansheyijishujuzhongtaijiansheshang，huiyougengdadedongzuo。womenjianchiyi“yitihua、yipanqi、yizhangwang”desilu，tuijinshuzihuabiange，youxiaodapo“xinxigudao”，rangshujuliudongqilai、guanlianqilai、jizhongqilai，shixianshujudechongfenyingyong。womenjiangquanmianjiakuaishuzhihuazhuanxing，bashuzihualuodiyingyongdao“yonghu、pinpai、chanpin、qudao、lingshou、renzi、caiwu”dejingyingguanliguochengzhong，shixianquanyewu、quanliucheng、quanchudiandequanmianshuzihuamubiao，zhenzhengchengweishuzihuajingyingdeqiye。

五是，倡导合作共生，强化协同作战。

shuzijingjishidai，shiyigeziyuanzhenghedeshidai、kaifanghezuodeshidai，womenjueduibuneng“zaishangyanshang”，gubuzifeng、zuojingguantian。zheijinianlai，duinei，womenqiangdiaoxietongzuozhan，dapobumenbilei，xingchengleganyuziwofouding，ganyuziwopipan，ganyubaoluwentidelianghaofenwei，buduanbiangeziwo，chixuziwochuangxin，mubiaoyizhi，tishengtuanduixietongzuozhandexiaolv。duiwai，womendakai“tianchuang”、kaifangxintai，zou“hezuogongsheng”defazhanzhilu，buduanzhengheziyuan，ba10jia10dechengguo，biancheng10cheng10dezhanlvehezuo，fangdahezuoxiaoneng。womenhaigengjiaguanzhuyuzuzhiwaibuzhijiandexietong，yongshichangdeshouduan，tuidongxingchenghuligongyingdekaifanghezuogongshengjizhi，rangquanqiuyouzhiziyuan“weiwosuoyong”，baokuorencaiziyuan、shejiziyuan、jishuziyuan、wenhuaziyuan、channengziyuan、qudaoziyuan、liuliangziyuandeng。zhiyaonengweizhanlvemubiaoshixianzuozhicheng，womenjiudapobianjie，kaifangxietong，gongshenggongrong。

muqianyiqingdailaidekunnanheyingxiang，zhuyaotixianzaixiaofeixuqiubuzu，danxiaofeizhequegengjiaxinrenheshouxuantoubupinpai，pinpailichengweiqiyezuiqiangdademianyili。womenyaojishidiaozhengjingyingcelve，jingzhunbawoxiaofeixuqiu，nuliweixiaofeizhetigongjuyou“gao”he“zhi”tiyandehaochanpin。womenjianghequanqiudingjiandemianliaojituanhezuo，tuichugaoduanhuwaixilie，heguojidingjiandeshejijigou、gaodengyuanxiao，kaizhanchanxueyanjiaoliu。womenhaihequanqiugongyinglianjianlizhanlvehezuoguanxi，bagongyingshanghuobandegongtongfazhan、gongtongchengzhang，shiweizijidezerensuozai，dazaogongshenggongying，youzhi、gaoxiao、xietonggongyingliantixi，chengweipinpaimingyungongtongti。zhiyouzheiyang，cainengweizhongxunji、huaweiweiji，shixiannishizengzhang！

各位领导，企业家朋友们： 2020nian，shiquanmianjianchengxiaokangshehuimubiaodeshixianzhinian，yeshibosidengpinpaishengjizhanlvegongjiandeguanjianzhinian。quanliyifudayingpinpaishengjihegaozhiliangfazhandegongjianzhan，shishidaijiaojibosidengdewenjuan。bosidengnuli44nian，zhiweizuohaomeiyijianyurongfu。44niandechuangyegengyun，rangwomenshenzhi：meiyouchenggongdeqiye，zhiyouchengzhangheshidaideqiye；jintiandechuangxinli，jiushimingtiandeshengrenli。44nianlai，bosidengrenganweirenxian、yonglichaotou、yongzhengdiyi，zhengfuguoyizuoyouyizuoxianfeng，chaoyueyigeyouyigegaodu，bosidengdedengfengzhilucongweizhibu！bishanfenggenggaode，shipandengzhedemengxiang，jianshe“fuzhuangqiangguo”“pinpaiqiangguo”，shibosidengpinpaidemengxiangsuozai！dangqianguoneiyiqingfangkongjinruchangtaihua，buguanxiaxingyaliduomejuda，buguanwaibuhuanjingruhebianhua，womendoubunenglangfeizheiciyiqingdaijiwomendemolianhejiyu，womenjianxin：kunnanzhishizanshide，zhongguojingjiwenzhongxianghao、chixuxianghaodequshimeiyoufashenggaibian。womenjiangshizhongbingchi“wennuanquanshijie”dechuxinshiming，hongyang“bupakunnan、yongzhengdiyi”dedengfengjingshen，zhenghequanqiuchuangxinziyuan，fengfuchanpingongji，zhongsupinpaijiazhi、yetaijiegouhequanqiugongyinglianshengtaiquan，yingzhanquanqiuchaowanyiyuanyurongfushichang，yingjiebosidengpinpaigaozhiliangfazhandemeihaoweilai，zaichuangyigejiqingranshao、ganshichuangyedehuohongniandai！

zuihou，zhongxinganxiejiemianxinwendeyaoqing！ganxiejiabinpengyoumendelingting！zhenchengzhuyuandajia：shiyezhengzhengrishang、hejiaxingfuankang！xiexie！