The 26-year-old with a 100m pounds sportswear brandGymshark

创始人成功使用网红 品牌价值已超一亿英镑
时间:2018-10-04 单词数:3960

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导读:英国广播公司的系列报道《老板》(The Boss)将介绍全球各地的商业领袖,本周我们采访了英国运动品牌Gymshark的创始人本.弗朗西斯(Ben Francis)。

创始人成功使用网红 品牌价值已超一亿英镑__双语新闻

The BBC’s weekly The Boss series profiles a different business leader from around the world. This week we speak to Ben Francis, founder of UK sportswear brand Gymshark.

英国广播公司的系列报道《老板》(The Boss)将介绍全球各地的商业领袖,本周我们采访了英国运动品牌Gymshark的创始人本.弗朗西斯(Ben Francis)。

It is hard to know how a then 19-year-old Ben Francis had the time or the energy to get Gymshark up and running.

难以想象,创业时年仅19岁的弗朗西斯怎么会有时间和精力创立、运营这个运动品牌。

While many young entrepreneurs have to juggle running their start-up with holding down a nine to five job, back in 2012 Ben was a full-time student by day, and a pizza delivery man by night.

许多的创业者必须一边做一份朝九晚五的工作,一边经营初创企业。2012年,弗朗西斯白天要上学,晚上还要去送外卖比萨。

I’d wake up and go to Aston University [in Birmingham], then finish uni early afternoon, and work at Pizza Hut from 5pm till 10pm, he says.

“我起床后先去(伯明翰的)阿斯顿大学念书,下午完成课程,然后下午五点到晚上十点在必胜客工作,”他说。

I could answer emails [about Gymshark] in between deliveries. Then I’d go home and sort out the website, and design new products.

“我在送货途中回复关于Gymshark的邮件,然后回家处理网站的事情、设计新品。”

After two exhausting years of this - with annual revenues of his nascent business hitting an impressive 250,000 pounds - Ben quit both university and the world of pizzas to focus on his company.

这种精疲力尽的生活持续了两年后,弗朗西斯公司的年收入达到了惊人的25万英镑。随后,他退学并辞去了必胜客的工作,全心全意打理自己的公司。

Fast-forward to today, and Gymshark expects turnover this year to reach 100m pounds.

Gymshark的业绩也一路攀升,预计今年的营业额将达到一亿英镑。

Before Ben set up the business in 2012 it is fair to say that the entrepreneurial fire was already burning in his belly.

2012年创办Gymshark之前,弗朗西斯已经跃跃欲试想要创业了。

As a young teenager he set up a website that sold car licence plates. A keen gym-goer, he then built and launched two iPhone fitness tracking apps, one of which earned him around 8,000 pounds.

十几岁时,他创办了一个销售汽车牌照的网站。因为热衷健身,他还开发并发布了两款iPhone健身手机应用,其中一款他赚了约8000英镑。

Emily Sutherland, a features writer at trade magazine Drapers, says Gymshark’s use of social media influencers has been key to its success. "The influencers give shoppers a reason to buy into Gymshark over other brands, because they feel a personal connection," she says.

英国时尚杂志《Drapers》撰稿人萨瑟兰(Emily Sutherland)认为,Gymshark成功的关键在于得当使用社交媒体上有影响力的网络红人。

Ms Sutherland adds that because Gymshark is an online-only and direct-to-consumer brand, it is "able to remain nimble, react quickly to market changes, and isn’t weighed down by expensive store costs".

萨瑟兰说,因为Gymshark是一家线上直接面向消费者的品牌,所以它能够“保持灵活,对市场变化迅速作出反应,而不会被昂贵的店铺成本压垮”。

As for the future, the plan is to expand Gymshark’s overseas sales. Already 40% of its sales come from the US, and it aims to have 25 international country-specific online stores by 2020, up from 11 at present.

Gymshark未来计划扩大其海外销量。他们的销量已经有40%来自美国,目标是到2020年拥有25家针对不同国家的网络店铺,而目前只有11家。

The company may also open its first bricks-and-mortar store.

他们或许还会开设第一家实体店。

I don’t go shopping very often, but I’m thinking of the best way to do a permanent location somewhere, says Ben. "I’m not sure, we’d need a lot of space. I want to do a cool destination."

“我不经常购物,但我在构思在某地设立一个固定店铺的方案,”弗兰西斯说,“我还不确定,我们需要很大空间,我想打造一个很酷的地方。”

来源:BBC爱语吧作者:penny

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