EPISODE · Jan 29, 2024 · 1H 1M
EP.45 迪卡侬 - 无可替代的“平替”
from Slow Brand
卖着平实的货物，深入各种各样的运动场景，悄然间迪卡侬的风暴已经降临。有人说它只是“平替”，却忽视了背后庞大的家族与愈发丰富的自有品牌。从经销商起家到庞大的品类支撑，迪卡侬究竟是如何建立自己的“蓝色帝国”，将运动以更简单的方式传递给世界？请听本期播客。00:28 公司简介01:19 早期的发家史与背后的穆里耶家族04:00 家族的成功之道和管理制度11:42 “家族制”和现代企业制度的优劣之分？19:15 迪卡侬的初印象20:49 丰富的产品品类26:55 迪卡侬是“平替”吗？34:30 迪卡侬在怎么卖东西？40:05 仓储式超市Costco引发的思考44:54 为什么会有这么多的自有品牌？49:17 “没有逻辑”的品牌命名54:25 反过来的名字，有担当的可持续57:00 预言环节：未来会做什么，怎么做？早期的迪卡侬及背后的穆里耶家族蓝色产品迪卡侬的产品与研发中心自有品牌的起点-自行车品牌架构 Brand Architecture自有品牌的裂变延伸阅读 王健飞-《互联网与中国后现代性呓语》 Design by Decathlon Decathlon's Story 幕后：躺赢的迪卡侬 迪卡侬成功背后：一个私域社群就是一家运动俱乐部 迪卡侬你学不会，也不配学 迪卡侬，成年人的“迪士尼”乐园相关节目 Acquired - CostcoMusic by Novembers - Pour Me a Cup of That在小宇宙查看该单集文稿
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EP.45 迪卡侬 - 无可替代的“平替”
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This episode is 1 hour and 1 minute long.
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This episode was published on January 29, 2024.
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卖着平实的货物，深入各种各样的运动场景，悄然间迪卡侬的风暴已经降临。有人说它只是“平替”，却忽视了背后庞大的家族与愈发丰富的自有品牌。从经销商起家到庞大的品类支撑，迪卡侬究竟是如何建立自己的“蓝色帝国”，将运动以更简单的方式传递给世界？请听本期播客。00:28 公司简介01:19 早期的发家史与背后的穆里耶家族04:00 家族的成功之道和管理制度11:42 “家族制”和现代企业制度的优劣之分？19:15 迪卡侬的初印象20:49 丰富的产品品类26:55 迪卡侬是“平替”吗？34:30...
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