{"id":160322,"date":"2023-03-12T01:48:27","date_gmt":"2023-03-11T17:48:27","guid":{"rendered":"http:\/\/www.htt.hk\/?p=160322"},"modified":"2023-03-12T01:48:27","modified_gmt":"2023-03-11T17:48:27","slug":"allbirds-2022%e8%b4%a2%e5%b9%b4%e5%86%b3%e7%ad%96%e5%a4%b1%e8%af%af%ef%bc%8c%e4%b8%9a%e7%bb%a9%e4%bd%8e%e4%ba%8e%e5%8d%8e%e5%b0%94%e8%a1%97%e9%a2%84%e6%9c%9f","status":"publish","type":"post","link":"http:\/\/www.htt.hk\/?p=160322","title":{"rendered":"Allbirds 2022\u8d22\u5e74\u51b3\u7b56\u5931\u8bef\uff0c\u4e1a\u7ee9\u4f4e\u4e8e\u534e\u5c14\u8857\u9884\u671f"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u603b\u90e8\u4f4d\u4e8e\u65e7\u91d1\u5c71\u7684\u521b\u65b0\u978b\u5c65\u54c1\u724c Allbirds \u516c\u5e03\u4e86\u622a\u81f32022\u5e7412\u670831\u65e5\u76842022\u8d22\u5e74\u7b2c\u56db\u5b63\u5ea6\u53ca\u5168\u5e74\u8d22\u52a1\u6570\u636e\u5e76\u4e3e\u884c\u4e86\u5168\u7403\u5206\u6790\u5e08\u7535\u8bdd\u4f1a\u8bae\uff1a2022\u8d22\u5e74\u5168\u5e74\u51c0\u6536\u5165\u8f83\u53bb\u5e74\u589e\u957f7%\u81f32.978\u4ebf\u7f8e\u5143\uff0c\u8f832020\u5e74\u589e\u957f36%\uff1b\u5168\u5e74\u51c0\u4e8f\u635f1.014\u4ebf\u7f8e\u5143\uff0c\u5373\u6bcf\u80a1\u4e8f\u635f0.68\u7f8e\u5143\u3002<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"http:\/\/www.htt.hk\/wp-content\/uploads\/2023\/03\/1-3-1024x520.png\" alt=\"\" class=\"wp-image-160323\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">\u6b64\u5916\uff0c2022\u5e74\uff0cAllbirds \u5728\u7f8e\u56fd\u5171\u670942\u5bb6\u95e8\u5e97\uff0c\u7f8e\u56fd\u5b9e\u4f53\u96f6\u552e\u6e20\u9053\u9500\u552e\u989d\u8f832021\u5e74\u589e\u957f\u4e8660%\u3002\u672c\u5e74\u5ea6\u524d\u5341\u5927\u4ea7\u54c1\u7684\u78b3\u8db3\u8ff9\u8f83\u4e0a\u5e74\u51cf\u5c11\u4e8622%\u3002<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u540c\u65f6\uff0c\u7b2c\u56db\u8d22\u5b63\uff0c\u53d7\u5230\u201c\u4ee4\u4eba\u5931\u671b\u201d\u7684\u5047\u65e5\u5b63\u5f71\u54cd\uff0cAllbirds \u51c0\u6536\u5165\u8f832021\u8d22\u5e74\u540c\u671f\u4e0b\u964d13%\u81f38420\u4e07\u7f8e\u5143\uff0c\u800c\u534e\u5c14\u8857\u5206\u6790\u5e08\u9884\u671f\u4e3a9680\u4e07\u7f8e\u5143\uff1b\u51c0\u4e8f\u635f2490\u4e07\u7f8e\u5143\uff0c\u6216\u6bcf\u80a1\u4e8f\u635f0.17\u7f8e\u5143\uff0c\u534e\u5c14\u8857\u5206\u6790\u5e08\u9884\u671f\u4e3a\u6bcf\u80a1\u4e8f\u635f0.12\u7f8e\u5143\uff1b\u8c03\u6574\u540e\u7684EBITDA\u4e8f\u635f\u4e3a1250\u4e07\u7f8e\u5143\u3002<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"http:\/\/www.htt.hk\/wp-content\/uploads\/2023\/03\/2-3.jpg\" alt=\"\" class=\"wp-image-160324\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">\u8054\u5408\u521b\u59cb\u4eba\u517c\u8054\u5408\u9996\u5e2d\u6267\u884c\u5b98 Joey Zwillinger\uff08\u4e0a\u56fe\uff09\u8868\u793a\uff0c\u201c2022\u5e74\u6807\u5fd7\u7740\u6211\u4eec\u4f5c\u4e3a\u4e0a\u5e02\u516c\u53f8\u7684\u7b2c\u4e00\u4e2a\u5b8c\u6574\u5e74\u4efd\u7684\u7ed3\u675f\uff0c\u867d\u7136\u6211\u4eec\u53d6\u5f97\u4e86\u91cd\u8981\u8fdb\u5c55\uff0c\u4f46\u8fd9\u4e00\u5e74\u7684\u7ed3\u675f\u5145\u6ee1\u6311\u6218\u3002\u53d7\u6267\u884c\u60c5\u51b5\u53ca\u5b8f\u89c2\u73af\u5883\u5f71\u54cd\uff0c\u7ed3\u679c\u4f4e\u4e8e\u6211\u4eec\u7684\u9884\u671f\uff0c\u6211\u4eec\u9700\u8981\u63d0\u9ad8\u4e1a\u7ee9\u3002\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u4ed6\u79f0\uff0c\u201c\u6211\u4eec\u521b\u7acb Allbirds \u7684\u613f\u666f\u662f\u4ee5\u66f4\u597d\u7684\u65b9\u5f0f\u521b\u9020\u66f4\u597d\u7684\u4ea7\u54c1\uff0c\u6211\u4eec\u6b63\u5728\u6839\u636e\u8fd9\u4e00\u613f\u666f\u7684\u529b\u91cf\u8c03\u6574\u6211\u4eec\u7684\u8fd0\u8425\u548c\u8d22\u52a1\u6267\u884c\u3002\u6211\u4eec\u7684\u54c1\u724c\u57fa\u672c\u9762\u4f9d\u7136\u5f3a\u52b2\uff0c\u62e5\u6709\u4e00\u6d41\u7684NPS\uff08Net Promoter Score\uff0c\u5373\u51c0\u63a8\u8350\u503c\uff09\u548c\u5ba2\u6237\uff0c\u4ed6\u4eec\u5bf9\u6211\u4eec\u7684\u8d28\u91cf\u3001\u8212\u9002\u6027\u3001\u8bbe\u8ba1\u548c\u53ef\u6301\u7eed\u6027\u90fd\u5f88\u5173\u6ce8\u3002\u6211\u4e3aAllbirds\u7684\u6bcf\u4e00\u4f4d\u6210\u5458\u611f\u5230\u975e\u5e38\u81ea\u8c6a\uff0c\u4ed6\u4eec\u6709\u7eaa\u5f8b\u3001\u4e13\u6ce8\u4e8e\u6267\u884c\u6211\u4eec\u7684\u5168\u65b0\u4f18\u5148\u4e8b\u9879\uff0c\u5e76\u8bc1\u660e\u6211\u4eec\u53ef\u4ee5\u5171\u540c\u4e3a\u6d88\u8d39\u8005\u548c\u80a1\u4e1c\u521b\u9020\u4ef7\u503c\u3002\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">2022\u8d22\u5e74\u6536\u5165\u6309\u5e02\u573a\uff0c<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"http:\/\/www.htt.hk\/wp-content\/uploads\/2023\/03\/3-1-1024x112.png\" alt=\"\" class=\"wp-image-160325\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">\u5c55\u671b2023\u8d22\u5e74\u7b2c\u4e00\u5b63\u5ea6\uff0c<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"http:\/\/www.htt.hk\/wp-content\/uploads\/2023\/03\/10-1-1024x164.png\" alt=\"\" class=\"wp-image-160326\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">\u8d22\u62a5\u516c\u5e03\u540e\uff0c\u534e\u5c14\u8857\u5206\u6790\u5e08\u5bf9 Allbirds \u57282021\u5e74\u9996\u6b21\u516c\u5f00\u52df\u80a1\u540e\u7684\u7b2c\u4e00\u4e2a\u5b8c\u6574\u5e74\u5ea6\u7684\u4e1a\u7ee9\u8868\u793a\u4e86\u5931\u671b\u4e0e\u4e0d\u6ee1\u30022.978 \u4ebf\u7f8e\u5143\u7684\u5168\u5e74\u6536\u5165\u672a\u8fbe\u52303.05\u4ebf\u7f8e\u5143\u81f33.15\u4ebf\u7f8e\u5143\u7684\u9884\u671f\u3002<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">William Blair \u516c\u53f8\u7684\u5206\u6790\u5e08 Dylan Carden \u8868\u793a\uff0c\u4e1a\u7ee9\u548c\u9884\u6d4b\u663e\u793a\uff0c\u201c\uff08Allbirds\u7684\uff09\u4e1a\u52a1\u5df2\u8fc5\u901f\u6076\u5316\u3002\u201d\u4e3a\u4e86\u8ba9\u8be5\u516c\u53f8\u56de\u5230\u6b63\u786e\u7684\u8f68\u9053\u4e0a\uff0c\u201c\u8f83\u957f\u65f6\u95f4\u5185\uff0c\uff08\u516c\u53f8\uff09\u4f3c\u4e4e\u90fd\u5c06\u9762\u4e34\u91cd\u7ec4\u3001\u6536\u5165\u4e0b\u964d\u53ca\u73b0\u91d1\u6d88\u8017\uff08\u7684\u56f0\u5883\uff09\u201d\u3002<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u622a\u6b623\u67089\u65e5\uff0cAllbirds \u7684\u80a1\u4ef7\u4e0b\u8dcc7.81%\u81f3\u6bcf\u80a12.36\u7f8e\u5143\uff0c\u8f83 IPO \u4ee5\u6765\u4e0b\u6ed192%\uff0c\u6700\u65b0\u5e02\u503c\u4e3a1.83\u4ebf\u7f8e\u5143\u3002<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"http:\/\/www.htt.hk\/wp-content\/uploads\/2023\/03\/11-1024x91.png\" alt=\"\" class=\"wp-image-160327\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">\u4e1a\u7ee9\u4e0d\u4f73\u51fa\u4e8e\u6218\u7565\u5931\u8bef\u53ca\u5047\u65e5\u5b63\u4fc3\u9500<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u7535\u8bdd\u4f1a\u8bae\u4e0a\uff0cAllbirds \u5c06\u5176\u4e1a\u7ee9\u4e0d\u4f73\u7684\u56f0\u5883\u5f52\u548e\u4e8e\u63a8\u51fa\u504f\u79bb\u6838\u5fc3\u6d88\u8d39\u8005\u7684\u4e00\u7cfb\u5217\u65b0\u4ea7\u54c1\u30022022\u5e74\uff0c\u4ee5\u7f8a\u6bdb\u548c\u6849\u6811\u978b\u95fb\u540d\u7684 Allbirds \u8bd5\u56fe\u8d62\u5f97\u66f4\u591a\u5e74\u8f7b\u6d88\u8d39\u8005\u548c\u8dd1\u6b65\u8005\u7684\u9752\u7750\uff0c\u4f46\u65b0\u63a8\u51fa\u7684\u4ea7\u54c1\u9500\u552e\u8868\u73b0\u5e76\u672a\u8fbe\u5230\u9884\u671f\u3002<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"http:\/\/www.htt.hk\/wp-content\/uploads\/2023\/03\/12-4-1024x459.jpg\" alt=\"\" class=\"wp-image-160328\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">\u5728\u6210\u529f\u63a8\u51fa Dasher \u8dd1\u978b\u540e\uff0c\u8be5\u516c\u53f8\u51b3\u5b9a\u901a\u8fc7 Flyer \u7b49\u4ea7\u54c1\u66f4\u6df1\u5165\u5730\u53d1\u5c55\u9ad8\u6027\u80fd\u7c7b\u522b\u3002\u4f46 Joey Zwillinger \u627f\u8ba4\uff0c\u201c\u5f53\u6211\u4eec\u505a\u51fa\u5f00\u53d1\u51b3\u7b56\u65f6\uff0c\u4e0d\u5e78\u7684\u662f\uff0c\u6211\u4eec\u6ca1\u6709\u770b\u5230\u6211\u4eec\u7684\u6838\u5fc3\u6d88\u8d39\u8005\u6700\u521d\u7231\u4e0a\u6211\u4eec\u7684\u539f\u56e0\uff0c\u4ee5\u53ca\u4ed6\u4eec\u7ee7\u7eed\u5e0c\u671b\u4ece\u6211\u4eec\u8fd9\u91cc\u5f97\u5230\u4ec0\u4e48\u3002\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u4ed6\u8865\u5145\u79f0\uff0c\u201c\u7531\u4e8e\u8d44\u6e90\u6709\u9650\uff0c\u6211\u4eec\u5c06\u8425\u9500\u8d44\u91d1\u548c\u4ea7\u54c1\u5f00\u53d1\u8d44\u6e90\u82b1\u5728\u4e86\u8fd9\u4e9b\u9886\u57df\u4e0a\uff0c\u5e76\u6ca1\u6709\u5728\u6838\u5fc3\u6388\u6743\u5e97\u7684\u88c5\u4fee\u548c\u632f\u5174\u4e0a\u505a\u592a\u591a\u7684\u5de5\u4f5c\uff0c\u6ca1\u6709\u4fdd\u6301\u597d\u5b83\u4eec\u4e0e\u6838\u5fc3\u6d88\u8d39\u8005\u4e4b\u95f4\u7684\u76f8\u5173\u6027\u3002\u201d\u8fd9\u4e9b\u5931\u8bef\u4e0e\u5047\u65e5\u5b63\u7684\u8f83\u5927\u529b\u5ea6\u4fc3\u9500\uff08very promotional\uff09\u5171\u540c\u5bfc\u81f4\u516c\u53f8\u672a\u80fd\u8fbe\u5230\u4e1a\u7ee9\u9884\u671f\u3002<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u4e0e Casper\u3001Warby Parker \u4e00\u6837\uff0cAllbirds \u662f10\u5e74\u4ee3\u63a8\u51fa\u7684\u4e00\u6279\u4e92\u8054\u7f51\u76f4\u9500\uff08DTC\uff09\u516c\u53f8\u7684\u4ee3\u8868\u3002\u8fd9\u4e9b\u516c\u53f8\u83b7\u5f97\u4e86\u5927\u91cf\u6295\u8d44\u8005\u73b0\u91d1\uff0c\u4f46\u6b64\u540e\u4e00\u76f4\u96be\u4ee5\u4ea7\u751f\u5229\u6da6\u3002Allbirds \u53bb\u5e74\u4e8f\u635f 1.014 \u4ebf\u7f8e\u5143\uff0c\u800c\u8bb8\u591a\u5206\u6790\u5e08\u773c\u4e2d\u7684\u201c\u6700\u4f73 DTC \u516c\u53f8\u201dWarby Parker \u4e5f\u4e8f\u635f\u4e861.1\u4ebf\u7f8e\u5143\u3002<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u63a8\u51fa\u8f6c\u578b\u6218\u7565\uff0c\u5c06\u653e\u6162\u5f00\u5e97\u6b65\u4f10<br>\n\u9664\u627f\u8ba4\u5931\u8bef\u5916\uff0cJoey Zwillinger \u8fd8\u8868\u793a\u5df2\u4e3a Allbirds 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class=\"wp-block-paragraph\">\u91cd\u65b0\u70b9\u71c3\u4ea7\u54c1\u548c\u54c1\u724c\uff1a\u6267\u884c\u9ad8\u5ea6\u96c6\u4e2d\u7684\u54c1\u724c\u6218\u7565\uff0c\u91cd\u65b0\u8fde\u63a5\u6838\u5fc3\u6d88\u8d39\u8005\u3002<br>\n\u4f18\u5316\u7f8e\u56fd\u95e8\u5e97\uff0c\u653e\u6162\u5f00\u5e97\u6b65\u4f10\uff1a\u63d0\u9ad8\u7f8e\u56fd\u95e8\u5e97\u7684\u5ba2\u6d41\u91cf\u548c\u8f6c\u5316\u7387\uff0c\u5e76\u6709\u9009\u62e9\u6027\u5730\u6269\u5927\u7b2c\u4e09\u65b9\u6279\u53d1\u6e20\u9053\u3002<br>\n\u8bc4\u4f30\u8fdb\u5165\u56fd\u9645\u5e02\u573a\u7684\u6218\u7565\u8f6c\u53d8\uff1a\u8bc4\u4f30\u67d0\u4e9b\u56fd\u9645\u5e02\u573a\u7684\u6f5c\u5728\u5206\u9500\u5546\u5408\u4f5c\u4f19\u4f34\uff0c\u4ee5\u6210\u672c\u548c\u8d44\u672c\u6548\u7387\u7684\u65b9\u5f0f\u5728\u56fd\u9645\u4e0a\u53d1\u5c55\u3002<br>\n\u63d0\u9ad8\u6210\u672c\u8282\u7ea6\u548c\u8d44\u672c\u6548\u7387\uff1a\u5728\u6b64\u57fa\u7840\u4e0a\uff0c\u8fdb\u4e00\u6b65\u52a0\u5feb2022\u5e74\u6210\u672c\u548c\u73b0\u91d1\u4f18\u5316\u8ba1\u5212\uff0c\u4ee5\u52a0\u5feb\u6536\u5165\u6210\u672c\u8282\u7ea6\u548c\u9500\u552e\u7ba1\u7406\u8d39\u7528\u8282\u7ea6\uff0c\u5e76\u6539\u5584\u73b0\u91d1\u4f18\u5316\u3002<br>\n\u4f5c\u4e3a\u8865\u5145\uff0c\u516c\u53f8\u5728\u7535\u8bdd\u4f1a\u8bae\u4e2d\u8868\u793a\uff0c\u8ba1\u5212\u901a\u8fc7\u7279\u522b\u5173\u6ce8\u5ba2\u6237\u9700\u8981\u7684\u4ea7\u54c1\u5e76\u63d0\u4f9b\u66f4\u7cbe\u5fc3\u7b56\u5212\u7684\u3001\u9488\u5bf9\u7279\u5b9a\u6027\u522b\u63a8\u51fa\u7684\u5b63\u8282\u6027\u8272\u5f69\u4ea7\u54c1\u3002<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"http:\/\/www.htt.hk\/wp-content\/uploads\/2023\/03\/13-2-1024x455.jpg\" alt=\"\" class=\"wp-image-160329\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">\u540c\u65f6\uff0c\u9488\u5bf9\u7b2c\u4e8c\u70b9\uff0cAllbirds \u8fd8\u5c06\u8ba1\u5212\u4e13\u6ce8\u4e8e\u63a8\u52a8\u73b0\u6709\u7f8e\u56fd\u95e8\u5e97\u7684\u6d41\u91cf\u548c\u8f6c\u578b\uff0c\u5e76\u6709\u9009\u62e9\u5730\u53d1\u5c55\u5176\u7b2c\u4e09\u65b9\u6279\u53d1\u5546 REI\u3001Nordstrom \u7b49\u7684\u5408\u4f5c\uff0c\u4ee5\u63d0\u9ad8\u54c1\u724c\u77e5\u540d\u5ea6\u3001\u4fc3\u8fdb\u9500\u552e\u3002\u8d22\u62a5\u6570\u636e\u663e\u793a\uff0c\u622a\u81f312\u670831\u65e5\uff0cAllbirds \u5728\u5168\u7403\u62e5\u6709\u7ea6 58 \u5bb6\u95e8\u5e97\uff0c\u5176\u4e2d\u7f8e\u56fd\u5e02\u573a42\u5bb6\uff0c\u56fd\u9645\u5e02\u573a16\u5bb6\u3002\u6b64\u524d\uff0c\u8be5\u516c\u53f8\u66fe\u8ba1\u5212\u6269\u5c55\u6570\u767e\u5bb6\u95e8\u5e97\u3002<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u6b64\u5916\uff0cAllbirds \u8868\u793a\uff0c\u5176\u8fdb\u4e00\u6b65\u91cd\u65b0\u5ba1\u89c6\u4e86\u516c\u53f8\u5728\u67d0\u4e9b\u56fd\u9645\u5e02\u573a\u7684\u5165\u5e02\uff08go-to-market\uff09\u6218\u7565\uff0c\u5e76\u6b63\u8003\u8651\u8f6c\u5411\u5206\u9500\u5546\u6a21\u5f0f\uff0c\u4ee5\u964d\u4f4e\u8fd0\u8425\u8d39\u7528\u548c\u6574\u4f53\u590d\u6742\u6027\u3002\u540c\u65f6\uff0c\u52302025\u5e74\uff0c\u516c\u53f8\u9884\u8ba1\u5c06\u901a\u8fc7\u5c06\u751f\u4ea7\u6574\u5408\u81f3\u8d8a\u5357\u7684\u5355\u4e00\u5236\u9020\u5408\u4f5c\u4f19\u4f34\u5de5\u5382\u5e76\u4f18\u5316\u539f\u6750\u6599\uff0c\u8282\u7701\u9ad8\u8fbe4500\u4e07\u7f8e\u5143\u7684\u6210\u672c\uff0c\u4ee5\u63d0\u9ad8\u6bdb\u5229\u7387\u53ca\u8425\u4e1a\u5229\u6da6\u7387\u3002<\/p>\n\n\n\n<p 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