Ntchito yogulitsa mabizinesi, mapulani a Schwinn pivots

Schwinn, mtundu wodziwika bwino wa njinga ku US ndipo atangogulitsa kwambiri, anali wokonzeka kusangalala zaka zana limodzi ndi makumi awiri mphambu zisanu m'miyezi khumi ndi iwiri ndi kampeni yotsatsa yotsatsa yomwe imaphatikizapo kusiyanasiyana kwamafashoni olemekezeka chifukwa Sting-Ray, Varsity, Collegiate ndi Paramount. Kenako mliri wa coronavirus udagunda mabuleki.

 Malo ogwirira ntchito a Madison, Wisconsin-based firm atsekedwa pa Marichi 13, kudutsa nthawi yofananira yomwe dziko lanu lonse linayamba kutseka. Kenako, modzidzimutsa, anthu masauzande ndi zikwi zapakhomo adayamba kugwiritsa ntchito njinga, ambiri nthawi yayikulu mzaka, kapena nthawi yoyamba. Kugulitsa kwakukula kwa njinga zamtundu wachikulire komanso njinga za achinyamata kudakulirakulira, kuti cholinga chofika pakati pa Magalimoto awiri oyenda pansi pa $ 1,000 adasowa kwambiri ngati pepala lakupumuliramo komanso zonyansa zamanja.

 Mogwirizana ndi bungwe lowunikira msika ku NPD Gulu, kugulitsa mabasiketi pamitengo yayikulu kudakwera 75% mu Marichi ndi Epulo pomwe mafashoni okonda mabanja awa adayamba. M'mwezi wa Juni, kugulitsa kwakukulu kudakwera 63% poyerekeza ndi nthawi yofananira ya miyezi 12, kufika $ 697 miliyoni, ngakhale kuti bampuyo idachitika chifukwa chogulitsa kwambiri mafashoni apamwamba - chikwangwani, adatero wofufuza wa NPD Dirk Sorensen, kuti oyendetsa njinga "ali ali ndi chidwi chowonjezerapo ndalama kuti agwiritse ntchito nthawi yayitali. ”

 Anthuwa amatembenukira pamakina osangalatsa kuti akhale osangalatsa, makamaka, koma kuwonjezera pa sitima pomwe ma studio awo ndi ma studio a yoga adatsekedwa ndipo masewera achichepere adapita pa hiatus. Kupalasa njinga kuphatikizanso kutembenuza mitundu ingapo yotetezedwa pagalimoto, adawona a Jay Townley, boma lakale la Schwinn komanso wothandizira ku Human Powered Options, bungwe loyang'anira njinga. "Mliriwu wapangitsa anthu kudziwa, komanso kuchita mantha ndi mayendedwe ambiri," adatero. "Njinga ndiye galimoto yoyenera kuyendera anthu ochezera."

  Zomwe nthawi zina zimafunikira loto lofunikira kwa Schwinn adalota zoopsa. Anzake ogulitsa ogulitsa omwe adaloledwa kukhala otseguka, limodzi ndi Walmart ndi chandamale, adazindikira kuti zida zawo zikuchepa, monganso njira zake zamalonda, zofanana Amazon ndi Katundu Wamagetsi wa Dick, mnzake wofunikira yemwe masitolo ake anali atatsekedwa.

Koma, chifukwa cha pafupifupi malo aliwonse opanga ku China - malo omwe Schwinn amagulitsira komanso gawo lamikango lamoto panjinga zonse zimapangidwa lero - adakhala osagwira ntchito pafupifupi milungu isanu ndi umodzi kuyambira mu February chifukwa cha mliri, payipiyo idawuma mmwamba. Chifukwa chake monga kumaliza maphunziro, maukwati ndi tchuthi, tsiku lalikulu lakubadwa kwa Schwinn liyenera kuyikidwapo.

Pakadali pano, opanga chilankhulo cha Chitchaina akubweranso ndipo njinga zikukwera zonyamula katundu zatsimikizika ku United States. Komabe chifukwa US imatsegulidwanso ndipo anthu amabwerera kuntchito ndi luso lawo - zomwe zikutanthauza kuyendetsa magalimoto ndikunyamula anthu onse - kodi kukwera njinga komwe kumayambira kumadzakhala kowala pang'ono limodzi ndi kuwonera Mfumu ya Tiger ndikuphika mkate wowawasa? Schwinn akuyembekeza kuti sangatero, ndipo kampaniyo ikukonzanso njira zake zotsatsa ndi cholinga chofuna kupititsa patsogolo America.

 "Takhalanso ndi mabasiketi panjinga ndipo tikufuna kupitiliza kuchita izi," anatero a Nando Zucchi, Purezidenti wa Pacific Cycle, gulu la Dorel Industries ku Montreal, lomwe lili ndi Schwinn ndi ena opanga njinga zosiyanasiyana. Ndalama zomwe Dorel adapeza kotala lachiwiri zidakwera ndi 8.1% kuyambira nthawi yomweyi miyezi 12 yapitayo, mpaka $ 724 miliyoni kuchokera $ 670 miliyoni. Ndalama zomwe zidapeza theka loyamba la miyezi 12 zinali zodula pa $ 1.3 biliyoni. Kampani sikuthawa manambala a Schwinn ndi zinthu zake zosiyanasiyana.

"Schwinn wakhala nambala 1 pazofufuza zonse zomwe ndaziwonanso zaka 40," atero a Ray Keener, katswiri wakale wamabizinesi komanso mkonzi ku Wogulitsa Njinga. “Pomwe njinga zawo zatsika mtengo kwambiri ndipo zimakhala zotsika kuposa pomwe anali atalimbikitsa ndi malo ogulitsira njinga [m'masiku awo akale], mafashoni ogulitsira ambiri a Schwinn ayamba kukwera pang'onopang'ono pakapita nthawi. Chifukwa chake ngati ogula amafunikira njinga pamtengo wochepera $ 300, ndiye kuti amafunika. ”

Schwinn wasunthanso kutulutsa mafashoni okumbukira tsiku lobadwa chifukwa chakuti Sting-Ray ndi Varsity, amalimbikitsa malonda ochuluka pa ecommerce ndi pulogalamu yatsopano yolunjika kwa ogula, akuyika kwambiri kutsatsa kwa mabanja, okwera atsopano komanso oyendetsa ndikulitsa mzere wake wa njinga zamagetsi ndi scooter.

 Ngakhale amakhala opeza bwino, Schwinn adapanga "imodzi mwanjira zabwino kwambiri komanso zabwino kwambiri zama e-bicycle pamakampani aliwonse," adatero Keener. Ma e-bicycle ake mumisewu komanso m'mapiri amakopa okwera pamahatchi omwe akufuna kuyendetsa njira yakale, komabe pezani zolowera pomwe zitha kukhala zamphamvu, monga mapiri okwera, ndi magalimoto ang'onoang'ono omangidwa.

 Ma bicycle amaonjezeranso kuti oyendetsa njinga zakale omwe amakula nthawi yayitali, omwe miyendo yawo siili ngati spry, kuti akhalebe pachishalo ndikukhalabe ndi ana pamahatchi awiri wamba. E-scooter ndiomwe amakhala m'misewu ya metropolis komanso masukulu oyang'anira, ndipo Schwinn akusungitsa ndalama kuti adziwe kuzindikira kuti athandize mafashoni ake a Tone kuti aziwoneka bwino mumsika wodzaza anthu.

 M'mbuyomu mliriwo usanakonze mapulani ake enieni, Schwinn anali kulimbana ndi kukwera kwamphamvu kuti apezenso kuzindikira kwa mtunduwo, komwe kudafika mkatikati mwa zaka makumi awiri mphambu makumi awiri, ndikupikisana pamsika wogawikawu. "Tikuwona zomwe tichite kuti tigwiritse ntchito cholowa chathu chachikulu panjinga," Zucchi adatchulidwa pomwe CNBC idalankhula naye koyamba pakati pa Okutobala, pre-coronavirus. Osangoti kuti ndife achikale, komabe ndi atsopano komanso achibale. ”

 Bungweli lidakhazikitsidwa ku Chicago mu 1895 ndi awiri ochokera ku Germany, Ignaz Schwinn ndi Adolph Arnold, pakati pa masiku a halcyon a njinga zamoto omwe amagwiritsa ntchito ndikupanga. Ngakhale galimoto itasintha kukhala misewu ndikuchepetsa bizinesi ya njinga, Schwinn adachita bwino pogula omwe akupikisana nawo, ndikupanga mafashoni osintha zinthu ndikupanga malo ogulitsa kwambiri pakati pamagulitsidwe osakondera komanso opanda tsankho komanso ogulitsa ambiri ofanana Sears ndi Montgomery Ward.

 Olowa m'malo a Ignaz Schwinn adasungabe malonda awo pakampani zaka makumi asanu ndi limodzi ndi makumi asanu ndi limodzi, ndikuwonetsa mitundu yamafashoni omwe amagulitsidwa kwambiri, komabe sanakhale ndi ukadaulo wopangira mabasiketi, makamaka njinga zamisewu yampikisano ndi njinga zamapiri. Kunyumba, opanga njinga ku Europe ndi ku Asia adachita capitalship ndikumuposa Schwinn, mpaka pomwe kampani yomwe idatchuka kale idasainira chaputala mu 70 ndipo idagulidwa ndi gulu lazopereka ndalama, lotsogozedwa ndi owononga kampani yotchuka Sam Zell, miyezi 12 yotsatira kwa $ 60 miliyoni.

"Pa mulingo wina, Schwinn amatanthauza kutchova njinga," anatero a Invoice Strickland, yemwe kale anali mkonzi wamkulu ku Bicycle ndipo pano wamkulu-wokwera wa magaziniyi. “Komabe oyang'anira okayikitsa sanazindikire zomwe zinali kuchitika ndipo anali kuzipanga pang'onopang'ono. Mabungwe monga Specialised, Trek ndi Cannondale adatenga nawo gawo pamsika, ndipo pomwe Schwinn adayankha mzaka za m'ma 90, zinali zochedwa. ”

Chizindikiro cha Schwinn chidakhalapo kwa zaka pafupifupi khumi, makamaka chifukwa chokwera njinga zamapiri, komabe sichimatha kukhala ndi opikisana nawo omwe akukula. Kampaniyo idagulidwa m'mutu wina kugulitsa pagulu $ 86 miliyoni mu 2001 ndi Pacific Cycle, yomwe idapezedwa $ 310 miliyoni ndi Dorel mu 2004. Kuphatikiza pa Schwinn, yemwe tsopano amaganiza za mtundu wotsika mpaka wapakatikati, Pacific imagwiritsa ntchito Mongoose ndi mzere wake wamapiri ndi BMX, pomwe Dorel amayang'anira malo okwera a Cannondale, GT, Cost ndi Caloi.

 Bizinesi ya njinga zaku US - yomwe idanenanso kuti kugulitsa kwathunthu $ 3.3 biliyoni mu 2019, kukwera 1% kuyambira miyezi 12 yoyambirira, malinga ndi NPD - ndi thumba limodzi. Palinso ambirimbiri ang'onoang'ono omwe amapanga njinga zopangidwa ndi manja, zopangidwa ndi manja, pamodzi ndi Mosaic, Dean, Co-Movement ndi Waterford / Gunnar, (wa Richard Schwinn, mdzukulu wa Ignaz,) omwe amalimbikitsa mafashoni opitilira $ 20,000.

 Msikawu wagawika kwambiri m'magulu amisewu, mapiri ndi njinga zamtundu wosakanizidwa, ndimagulu ang'onoang'ono mulimonse. Njinga zamiyala, zopangidwa kuti zizigwiritsidwa ntchito panjira ndi panjira, ndizofala pano. Gawo lomwe likukula kwambiri ndi ma e-bikes ngakhale amatanthauza gawo laling'ono pamsika. Crazevirus yokhudzana ndi coronavirus yakulitsa kufunika kwa njinga zamatawuni / zoyendetsa. Opanga ambiri amaphatikizaponso zovala za njinga ndi zida zambiri.

 Nthawi zambiri, amalonda amakhala ndi zolinga zosavomerezeka, okwera kupumula komanso okonda zovuta. Zinthu zofunikira zimasiyanasiyana, kuyambira pansi pa $ 100 pa njinga ya achinyamata a Schwinn pamalo ogulitsa bokosi lalikulu mpaka $ 12,500 pa njinga yamsewu ya Trek yokhala ndi thupi la kaboni, kusuntha kwa digito ndi mabuleki pasitolo yapaderadera. Kugulitsa kwa ecommerce kukukulira pakati pa Amazon, pali malo ogulitsira njinga ochepa pa intaneti komanso ogulitsa ambiri, kuwonjezera pa kugulitsa kwa ogula (D2C) pamalonda ndi otsatsa osiyanasiyana.

 Schwinn ali ndi njinga mkalasi lirilonse - la amuna, azimayi ndi achinyamata - ndipo amawagulitsa kudzera m'masitolo ogulitsa njerwa ndi matope ndi ma intaneti, kuphatikiza D2C imodzi. Amakhala otsika mtengo, otsika kwambiri $ 1,000, ngakhale mannequin wapamwamba kwambiri pamndandanda wa e-bike amapita $ 4,000. Dick wakana kugulitsa pamalonda ake onse a Schwinn, ndipo Walmart amangonena kuti nthawi zambiri amalimbikitsa njinga zamatenda ena kuposa zomwe zimachitika pa Khrisimasi yomaliza Disembala.

 Zucchi akuti, "Timatumikira anthu kuyambira koyenda katatu, kuyambira pa njinga yawo yoyamba yoyenda ali mwana mpaka pa njinga yawo yomaliza, njinga yamoto ya anthu atatu. Sitikuyang'ana kwambiri kwa eni njinga zam'misewu yamtunda, komabe wina amene akufuna kudziwa za njinga, yemwe amafunika kukhala panja, amapeza thanzi labwino ndikupindula ndikumverera kwa njinga, kumverera kwa ufulu. Schwinn sikunena za mtengo wotsika, komabe mtengo wake ndi wabwino kwambiri, ”akutero Zucchi, yemwe ndi mwini njinga wokhulupirika yemwe amasunga njinga zisanu ndi chimodzi m'malo ake osungira.

 Monga makampani ambiri omwe akuchita mliriwu, antchito pafupifupi 100 a Schwinn akhala akugwira ntchito kutali. "Tawunikiranso malonda a miyezi 12 pambuyo pake ndikuyembekeza kudzera mu Zoom," Zucchi adatchulapo pomwe amakhala pomwe CNBC idalankhulanso ndi iye, koyambirira kwa Juni. Wopatula anali Walmart, yemwe adalimbikira kuwunika kwamunthu. "Tidafunikira kukhazikitsa ndege yopita ku Bentonville," adatero.

Ngakhale mapulani amakampani zana ndi makumi awiri mphambu zisanu adasinthidwa, Schwinn wakhala akugwiritsa ntchito zoulutsira mawu kulandira ogula omwe abwereranso kupalasa njinga pakagwa tsoka. "Tikufuna kuwathandiza kuti akhalebe pachibwenzi ndipo," anatero Zucchi.

 Pomwe masiku otsegulira zakale zaposachedwa anali atachedwa, Sting-Ray yatsopano tsopano ikupezeka patsamba la Schwinn ($ 370) komanso ku Walmart ndi anzawo ogulitsa osiyanasiyana, Zucchi adatchula. Schwinn anafunikanso kukakamiza kutulutsa kwa Collegiate komwe kunaganizidwanso kuyambira koyambirira kwa Juni. Kugunda kwakukulu pomwe idayambitsidwa koyamba mu 1954, iyi roadster yachitsulo yonse - yomwe idakhazikitsidwa makamaka mu mannequin ya 1965 - ikupangidwa mosamala kwambiri pa Detroit Bikes. Zachidziwikire kuti 500 zitha kupangidwa kuti zizikhala zili pa intaneti kudzera pa Walmart.com, $ 998, m'masabata akudzawa.

 Schwinn wasintha nyengo ina ya chilimwe kutsatsa {madola} mtsogolo mkati mwa miyezi 12. "Palibe nzeru kuchita zotsatsa zingapo pomwe anthu sangathe kugula malonda," anatero Zucchi. "Izi zitha kutithandizira kwambiri ndipo sizingakhumudwitse ogula."

 Kuyambiranso kwa njinga kumayenderana ndi njira ya Schwinn yogwiritsa ntchito cholowa chake. "Tikufuna kugwiritsa ntchito cholowa chathu kutipititsa patsogolo pa bizinesi," adalongosola. "Monga njira yongoyerekeza kupanga Sting-Ray chifukwa chobwerera m'mbuyo sizabwino, tiyeni tiganizire momwe Sting-Ray ingawoneke mu 2030."

 Osati kuti Schwinn sakufuna kusewera khadi yakukhumba. Miyezi yomaliza ya 12 idachita kuwonekera kwakukulu ndi imodzi yamapulogalamu ake ambiri, Sting-Ray yocheperako ngati yomwe ana adakwera pamndandanda wa Netflix Nkhani Zosamveka. "Schwinn adapezanso njira yawo m'miyoyo ya anthu omwe amakonda njinga," anatero Strickland, yemwe adapeza zala zake pa imodzi. "Ndidakwera ndi kumva ngati kuti ndinali ndi zaka 12," wazaka 55 watchulidwa. "Izi zidandiuza kuti chifukwa cha Schwinn chilipo, chikondi ndi changu."