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專欄 - 蘋(píng)果2_0

拯救J.C. Penney失敗,,前蘋(píng)果零售負(fù)責(zé)人下課

Philip Elmer-DeWitt 2013年04月10日

蘋(píng)果(Apple)公司內(nèi)部流傳著一個(gè)老笑話,,那就是史蒂夫·喬布斯周圍是一片“現(xiàn)實(shí)扭曲力場(chǎng)”:你離他太近的話,就會(huì)相信他所說(shuō)的話,。蘋(píng)果的數(shù)百萬(wàn)用戶中已經(jīng)有不少成了該公司的“信徒”,,而很多蘋(píng)果投資者也賺得盆滿缽滿。不過(guò),,Elmer-DeWitt認(rèn)為,,在報(bào)道蘋(píng)果公司時(shí)有點(diǎn)懷疑精神不是壞事。聽(tīng)他的應(yīng)該沒(méi)錯(cuò),。要知道,,他自從1982年就開(kāi)始報(bào)道蘋(píng)果、觀察史蒂夫·喬布斯經(jīng)營(yíng)該公司,。
羅恩?約翰遜曾經(jīng)打造了蘋(píng)果的零售帝國(guó),。大約兩年前,他加盟J.C. Penney,,希望把過(guò)往的成功經(jīng)驗(yàn)移植到這家江河日下的百貨公司身上,。然而,事實(shí)證明,,要重振一家衰落的零售公司,,遠(yuǎn)比打造一項(xiàng)全新的零售業(yè)務(wù)更為艱難,功成名就的零售高手也只能黯然離去,。

????羅恩?約翰遜曾經(jīng)試圖利用自己打造蘋(píng)果(Apple)零售帝國(guó)的經(jīng)驗(yàn)來(lái)拯救陷于困境的百貨公司J.C. Penney,,但周一,這位也曾擔(dān)任塔吉特(Target)高管的經(jīng)理人被炒了魷魚(yú),。

????消費(fèi)者新聞與財(cái)經(jīng)電視頻道(CNBC)率先報(bào)道了這個(gè)消息,,《華爾街日?qǐng)?bào)》(Wall Street Journal)進(jìn)行了確認(rèn)。

????“我一直就夢(mèng)想擔(dān)任一家大零售公司的CEO,,”大約兩年前約翰遜宣布加盟JC Penney時(shí)曾這樣表白,。“我很激動(dòng)能有機(jī)會(huì)幫助J. C. Penney重繪百貨公司發(fā)展前景,,我認(rèn)為這是當(dāng)今美國(guó)零售市場(chǎng)最好的一個(gè)機(jī)會(huì),。”

????但他的策略——以固定價(jià)格向清倉(cāng)銷售時(shí)積累起來(lái)的客戶銷售精品品牌產(chǎn)品——遭遇了滑鐵盧,。2012年,,這家公司的銷售額下降了43億美元,其中最重要的假日季銷售額也驟減28.4%。

????接手他在蘋(píng)果工作的繼任者——Dixon公司前任CEO約翰?布羅維特也遭遇了慘?。核ツ?月剛剛獲得聘任,,10月份就遭到了解聘。蘋(píng)果CEO蒂姆?庫(kù)克目前還沒(méi)有任命繼任者,,也就是說(shuō)約翰的位置依然空缺,。(財(cái)富中文網(wǎng))

????Ron Johnson, the former Target (TGT) manager who tried to save the ailing J.C. Penney (JCP) using lessons he learned building Apple's (AAPL) retail empire was fired Monday.

????CNBC had the scoop and the Wall Street Journal confirmed it.

????"I've always dreamed of leading a major retail company as CEO," Johnson said when the move to Penney was announced nearly two years ago, "and I am thrilled to have the opportunity to help J. C. Penney re-imagine what I believe to be the single greatest opportunity in American retailing today, the Department Store."

????But his strategy -- selling boutique brands at fixed prices to customers raised on clearance sales -- failed spectacularly. The company lost $4.3 billion in sales in 2012, including a 28.4% drop in the all-important holiday season.

????His replacement at Apple -- former Dixon's CEO John Browett -- also failed spectacularly. He was hired in April last year and fired in October. Tim Cook has yet to name a replacement, which means Johnson's old post is still vacant.

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