新闻 > 经济
404 Not Found

404 Not Found

Sorry for the inconvenience.
Please report this message and include the following information to us.
Thank you very much!

URL: http://3g.china.com:8080/act/news/11155042/20170916/31426722_2.html
Server: cms-9-53
Date: 2024/12/27 04:40:55

Powered by China
China

玩具巨头遭遇波折 乐高从破产边缘走回

2017-09-16 07:46:43   中国经济网

世纪之交的历史距现在并不久远,不少人还记得当时乐高的窘境。之前在1998年,乐高有史以来出现第一次亏损,亏损额近5000万美元。为扭转局势,公司创始人的孙子,当时的董事会主度凯尔重金请来丹麦家电制造商班·奥陆芬公司的前任首席运营官布拉格曼来接管乐高公司的日常管理。

布拉格曼对乐高展开了雄心勃勃的改革。他在2000年放言要在5年后成为世界上最大的儿童玩具品牌,并计划带领乐高到2005年实现销售额翻番。

为实现这一目标,乐高当时拿出的招数是做加法,通过扩张产品线来吸引顾客购买更多的产品。除了吸引大量创意人才加入乐高外,为增加游戏和网络产品,乐高还聘用位于伦敦和纽约的专业机构,还在米兰建立一个儿童玩具设计中心。

为应对孩子在小小年纪就将兴趣转移到电子玩具上的趋势,布拉格曼还带领乐高团队果断转型,探索积木外的其他玩具形式,比如耗资巨大的“达尔文项目”,探索将乐高积木转换成3D数码积木,并开发3D游戏。此外,布拉格曼还带领乐高进入零售行业,推出乐高主题公园和品牌商店计划。在2002年前后,分别在科隆、伦敦、美国加利福尼亚和慕尼黑建立4所大型主题公园。但是,这些仓促上马的项目不但没有有效地扩大市场,反而让公司背上沉重的债务负担。2003年,乐高公司的负现金流一度达到1.8亿美元。由于公司面临销量进一步下跌30%,并将消耗2.5亿美元的运营成本,乐高濒临破产边缘。

老品牌的新问题

2004年,年仅34岁的约尔根·维格·克努斯托普临危受命执掌乐高的时候,他接手的是一个不折不扣的烂摊子。作为执掌乐高的第一位非创始家族成员,克努斯托普的首要任务就是让公司能顺利地活到下一年。他做了一系列减法来赢得宝贵的现金流,包括卖掉乐高主题公园、视频游戏等周边产业,减少乐高零件生产量、缩减国外机构等。

克努斯托普用空间换时间的做法起到了效果,这种符合乐高积木极简主义的做法让公司再次焕发生机。此后十几年,乐高奇迹般地增长并重新成为玩具领域的超级巨星。具有讽刺意味的是,13年前曾经一度将该公司拖至破产边缘的问题再次缠身:乐高积木中使用的零件数量再次以创新的名义大幅增加;公司在伦敦、新加坡、上海等地设立海外机构;再次投入资源开发视频游戏;甚至连主题公园也再次出现,只不过这次改名为“乐高大厦”。

尽管今年上半年乐高收入下滑,但乐高的收入仍高于其主要竞争对手美泰公司,守住了全球最大的玩具公司的桂冠,后者在7月份公布的上半年销售收入为17.1亿美元。不过如果乐高不迅速求变的话,这顶桂冠可能也戴不长久。

目前林林总总的项目让乐高背离了搭建积木过程中的极简主义原则:只要玩过乐高积木的人都知道,越是复杂的结构,在搭建过程中就越容易崩盘。看来又到了乐高设计师来为公司重新设计简单结构的时候了。

上一页2/2下一页
404 Not Found

404 Not Found

Sorry for the inconvenience.
Please report this message and include the following information to us.
Thank you very much!

URL: http://3g.china.com:8080/act/news/11155042/20170916/31426722_2.html
Server: cms-9-53
Date: 2024/12/27 04:40:55

Powered by China
China
404 Not Found

404 Not Found

Sorry for the inconvenience.
Please report this message and include the following information to us.
Thank you very much!

URL: http://3g.china.com:8080/act/news/11155042/20170916/31426722_2.html
Server: cms-9-53
Date: 2024/12/27 04:40:55

Powered by China
China

相关阅读

404 Not Found

404 Not Found

Sorry for the inconvenience.
Please report this message and include the following information to us.
Thank you very much!

URL: http://3g.china.com:8080/act/news/11155042/20170916/31426722_2.html
Server: cms-9-53
Date: 2024/12/27 04:40:55

Powered by China
China
404 Not Found

404 Not Found

Sorry for the inconvenience.
Please report this message and include the following information to us.
Thank you very much!

URL: http://3g.china.com:8080/act/news/11155042/20170916/31426722_2.html
Server: cms-9-53
Date: 2024/12/27 04:40:55

Powered by China
China
404 Not Found

404 Not Found

Sorry for the inconvenience.
Please report this message and include the following information to us.
Thank you very much!

URL: http://3g.china.com:8080/act/news/11155042/20170916/31426722_2.html
Server: cms-9-53
Date: 2024/12/27 04:40:55

Powered by China
China
分享到:
0 0
404 Not Found

404 Not Found

Sorry for the inconvenience.
Please report this message and include the following information to us.
Thank you very much!

URL: http://3g.china.com:8080/act/news/11155042/20170916/31426722_2.html
Server: cms-9-53
Date: 2024/12/27 04:40:55

Powered by China
China
404 Not Found

404 Not Found

Sorry for the inconvenience.
Please report this message and include the following information to us.
Thank you very much!

URL: http://3g.china.com:8080/act/news/11155042/20170916/31426722_2.html
Server: cms-9-53
Date: 2024/12/27 04:40:55

Powered by China
China

美图推荐

404 Not Found

404 Not Found

Sorry for the inconvenience.
Please report this message and include the following information to us.
Thank you very much!

URL: http://3g.china.com:8080/act/news/11155042/20170916/31426722_2.html
Server: cms-9-53
Date: 2024/12/27 04:40:55

Powered by China
China
404 Not Found

404 Not Found

Sorry for the inconvenience.
Please report this message and include the following information to us.
Thank you very much!

URL: http://3g.china.com:8080/act/news/11155042/20170916/31426722_2.html
Server: cms-9-53
Date: 2024/12/27 04:40:55

Powered by China
China
404 Not Found

404 Not Found

Sorry for the inconvenience.
Please report this message and include the following information to us.
Thank you very much!

URL: http://3g.china.com:8080/act/news/11155042/20170916/31426722_2.html
Server: cms-9-53
Date: 2024/12/27 04:40:55

Powered by China
China
404 Not Found

404 Not Found

Sorry for the inconvenience.
Please report this message and include the following information to us.
Thank you very much!

URL: http://3g.china.com:8080/act/news/11155042/20170916/31426722_2.html
Server: cms-9-53
Date: 2024/12/27 04:40:55

Powered by China
China

为您推荐

加载更多>>
404 Not Found

404 Not Found

Sorry for the inconvenience.
Please report this message and include the following information to us.
Thank you very much!

URL: http://3g.china.com:8080/act/news/11155042/20170916/31426722_2.html
Server: cms-9-53
Date: 2024/12/27 04:40:55

Powered by China
China
404 Not Found

404 Not Found

Sorry for the inconvenience.
Please report this message and include the following information to us.
Thank you very much!

URL: http://3g.china.com:8080/act/news/11155042/20170916/31426722_2.html
Server: cms-9-53
Date: 2024/12/27 04:40:55

Powered by China
China
404 Not Found

404 Not Found

Sorry for the inconvenience.
Please report this message and include the following information to us.
Thank you very much!

URL: http://3g.china.com:8080/act/news/11155042/20170916/31426722_2.html
Server: cms-9-53
Date: 2024/12/27 04:40:55

Powered by China
China