世界500強(qiáng)CEO訪談 第9期:寶潔雷富禮 設(shè)計(jì)是我們的核心能力(3)

Reporter:Since you joined P&G in 1977, how has the marketplace changed?

記者：自從您1977年加入寶潔以來，市場都發(fā)生了怎樣的變化呢?

Lafley: First, the power has shifted from the manufacturer and the retailer to the consumer. Consumers are now the boss. The marketplace is pretty transparent. It is a great time to be a consumer. Second, the choice of retail experiences is greater. When I was growing up, there was a Wool worth's, a Grand Union and maybe a comer drugstore. Now consider all the choices we have in retail format and experience. In our industry, it is very Darwinian. The successful retailers are winning big and the weak retailers are going bankrupt. There is a concentration of retailing power. Third, innovation, including design, is increasingly important because technologies can be copied so easily. When I joined P&G, if we had a new technology, we could ride it for a decade and be pretty sure that our competitors would not be able to imitate it or come close to it. In today’s global marketplace, your competitor can get hold of or copy the technology quickly. What really differentiates you in the end is the design and the brandSo while we have improved Tide 50 or so times in 50 years, with new chemistry and technologies, what has built the promise and trust is the Tide brand and design equity.

雷富禮：首先，權(quán)力由制造商和零售商手里轉(zhuǎn)移到了消費(fèi)者手里，消費(fèi)者現(xiàn)在是上司。市場變得很透明，所以現(xiàn)在做一名消費(fèi)者是一件很好的事。第二，現(xiàn)在人們有更多的選擇機(jī)會(huì)了。我小的時(shí)候，只有個(gè)伍爾瓦斯公司，有個(gè)大聯(lián)邦，還有一個(gè)轉(zhuǎn)角藥店?，F(xiàn)在再來想一想我們在零售形式和體驗(yàn)上居然有了這么多的選擇。在我們的產(chǎn)業(yè)中，達(dá)爾文主義很明顯，即成功的零售商做得越來越大，而失敗的零售商卻只能面臨破產(chǎn)的困境，這就是零售力量集中的體現(xiàn)。第三，因?yàn)榧夹g(shù)是很容易被拷貝的，所以創(chuàng)新，包括設(shè)計(jì)的創(chuàng)新，變得越來越重要。在我剛加入寶潔的時(shí)候，如 果我們發(fā)明了一項(xiàng)新技術(shù)， 那我們可以駕馭它10年，并且確信我們的競爭者不會(huì)模仿或趕上我們，因?yàn)樗麄儧]有這種能力。在現(xiàn)今全球化的市場環(huán)境中，你的競爭者完全有能力很快地掌握或者拷貝你的新技術(shù)。而最終區(qū)別你們的就是設(shè)計(jì)和品牌。所以在過去50年里，利用新的化學(xué)作用和新技術(shù)對汰漬進(jìn)行了大約50次的改善之后，汰漬品牌及其設(shè)計(jì)權(quán)益已經(jīng)建立起了品牌承諾和對此品牌的信任。

Reporter:Does P&G have any sort of environmental philosophy?

記者：寶潔公司有什么環(huán)境宗旨嗎?

Lafley:We have a sustainability strategy which is posted on our website. We are leaders in that area and we definitely pay. a lot of attention to the recyclability of our packaging, for example.

雷富禮：我們制定了策略來維持環(huán)境的可持續(xù)發(fā)展，并把這張貼在我們的網(wǎng)站上。在那個(gè)領(lǐng)域中我們是領(lǐng)頭人，因此我們肯定要很關(guān)注增加包裝的可回收性。 記者：您公司內(nèi)部的設(shè)計(jì)團(tuán)隊(duì)有多大?雷富禮：在內(nèi)部我們有大約80位設(shè)計(jì)師，他們中的1/3到1/2都來自于設(shè)計(jì)代理處或者是一些大的設(shè)計(jì)項(xiàng)目中。我們現(xiàn)在也與很多設(shè)計(jì)代理商合作，比以前的還多，他們大多是世界上最好的設(shè)計(jì)代理商。

Reporter:How large is your in-house design staff?

記者：為什么您既用公司內(nèi)部的設(shè)計(jì)師，也用來自外部設(shè)計(jì)代理商的設(shè)計(jì)師呢?

Lalley: We have about 80 inside designers, about a third to a half of them we hired from outside design agencies and great design programs. We are also using more outside design agencies than we ever have before, most of the best ones in the world.

雷富禮：這正如我們的廣告和公關(guān)部。盡管我們是世界上最大的品牌公司之一，但公司的廣告并不是我們自己做的。代 理商會(huì)吸引很多世界級的人才幫他們做事，而這對于我們來說就更有難度了，因?yàn)槟切┦澜缂壍娜瞬磐枷肟绠a(chǎn)業(yè)、 跨公司、跨品牌地工作。在設(shè)計(jì)界也是一樣。偉大的設(shè)計(jì)師也希望跨越不同的產(chǎn)業(yè)和品牌進(jìn)行設(shè)計(jì)。所以設(shè)計(jì)公司中會(huì)吸引很多世界上最優(yōu)秀的設(shè)計(jì)師。

Reporter:Why are you using a mix of inside and outside designers?

記者：那公司內(nèi)部設(shè)計(jì)員工的主要任務(wù)是什么呢?

Lafley:Well, it is just like our advertising and public relations agencies. Although we are one of the world's largest branding companies, we will never do our own advertising. An agency is going to attract world-class creatives. It is harder for us to do that because world- class creatives want to work across industries, across companies and across brands. The same is true in the design world. Great designers like to design across different industries and across different brands, so design firms will attract the best designers in the world. Reporter: What is the role of the in-house design staff? Lafley: In-house, we are recruiting people who have design experience and skills and who can be good design facilitators for us to connect the right outside design firm with the right brand and get the right strategy in place.

雷富禮.我們招募的內(nèi)部設(shè)計(jì)員工都有設(shè)計(jì)經(jīng)驗(yàn)和技巧，他們很好的協(xié)助我們，使我們能夠?qū)⑵放婆c合適的外部設(shè)計(jì)公司進(jìn)行合作，從而采用最適合的戰(zhàn)略。

Reporter:We heard that you have also established an outside design board at P&G.

記者：我聽說您還在寶潔成立了一個(gè)外部的設(shè)計(jì)委員會(huì)。

Lafley:Yes, we meet with the board three times a year. They help to evaluate and critique where we are going with design in our established businesses and with upstream innovation.

雷富禮：是的，我們每年與這個(gè)委員接觸3次，他們幫助我們來評估和評價(jià)，我們在已創(chuàng)建的品牌中的設(shè)計(jì)和創(chuàng)新。