零售巨頭家得寶逐鹿互聯網
Frank Blake, the CEO of the Home Depot HD -0.04% , and I are out for a stroll—really, it’s more of a hike—across the company’s sparkling new, 1.1 million sq. ft. direct fulfillment center in McDonough, Ga. The Locust Grove center, as it’s known, is a humongous warehouse, yes, but it’s also a cathedral built in homage to a customer that the $79 billion-in-revenues company ignored for a very long time; the do-it-yourselfer who orders his or her stuff from home rather than trudging to one of Home Depot’s 2,200 stores.
We pass row and rows of enormous boxes stacked 50 feet high, full of 340-lb. vanities. Then we watch items as small as house numbers and as large as toilets travel down massive conveyor belts, where they are trafficked directly into bays holding trucks by orange-apron wearing employees. Almost none of those trucks are bound for a Home Depot store. Instead, they’ll be heading directly to your house or mine. “The idea,” says Blake, “is that we want to be able to serve our customers how they want to be served.”
閒逛途中，我們穿過一排排巨大的箱子，這些箱子堆得足有50英尺（約合15米）高，裏面裝滿了重達340磅（約合154公斤）的洗面臺。隨後，我們看到小至門牌號碼大到坐便器等各式各樣的商品沿着巨大的傳送帶向前推送，這些商品被直接傳送至身着橘色工作服，正嚴陣以待的員工操控的卡車上。這些卡車基本上都不會開往家得寶門店，而是徑直駛往你我的家中。布萊克說:“我們希望以客戶期望的方式向他們提供貼心服務。”The fact that customers increasingly like to buy online is not exactly news. Stifel Financial estimates that in 2014, fully half of retailers’ overall sales growth will come from online orders. And while Home Depot’s stellar performance under Blake’s seven-and-a-half-year tenure has made the company the happy exception to the new rule—that there are too many physical retailers taking up too much space in hopes of selling too much stuff—it has been for far too long behind the online curve. “That’s fair to say,” admits Blake, 64, with a wry smile.
人們越來越喜歡在線購物，這早已不算是什麼新聞了。施蒂費爾金融（Stifel Financial）預計，2014年零售商整體銷售增長中的一半份額將來自於網絡購物。雖然在布萊克擔任首席執行官的七年半時間裏，出衆的業績表現使得家得寶公司幸運地躲開了一條新規則，即無數擁有過多店面的實體零售商希望售出過多商品，但在網絡購物發展的大潮中，他們一直被遠遠地拋在了後面。“這是大實話，”現年六十四歲的布萊克苦笑着承認。
Whether Home Depot could even have pulled off a substantive e-commerce push much before now is another matter.
不過，就在不太長時間以前，就連家得寶能否實質性地進軍電子商務也是一個問題。When Blake succeeded Bob Nardelli as CEO on Jan. 3, 2007, the company was in crisis, with stagnant sales, poor customer service and an antiquated supply chain. Home Depot’s 2,000-plus stores could barely communicate with each other, let alone cater to online buyers. “Seven years ago we really could not have done this facility,” he says.
2007年的1月3日，當布萊克接替鮑勃o納爾德里（Bob Nardelli），出任家得寶首席執行官的時候，這家公司正陷於危局，銷售額停滯不前，客戶服務糟糕透頂，供應鏈破敗不堪。公司的2,000多家門店幾乎處於彼此封閉的狀態，更不用說迎合網購顧客們的需求了。“要是放在七年之前，我們真的不可能蓋起這座中心，”他說。Blake decided to stop opening stores—anathema for any retailer—and focus on simply making the store experience better. He did. The stock has returned 145% (with dividends reinvested) from when Blake assumed the CEO mantle to the end of June 2014, compared with a total return of 60% for the S&P 500. On an annualized basis (share-price change only) Home Depot stock clocks the S&P, 9.7% to 4.3%. And last year, Home Depot’s same store sales growth was the best it has been since the late 1990s. “Not having to build the stores has freed us up to make significant capital expenditures,” he says.
面對危機，布萊克決定停止開設門店——這在零售商們看來簡直就屬於離經叛道的行爲——轉而將精力放在改善現有門店的購物體驗上。結果，他獲得了成功。從布萊克擔任首席執行官之時到2014年的6月底，公司股票的收益率爲145%（包含股息再投資），而相比之下，標準普爾 500指數 (S&P 500.)的同期收益率僅爲60%。按年率計算（僅考慮股價變化），家得寶公司也以9.7%的收益水平遠超標準普爾 500指數的4.3%。去年，家得寶公司同一門店的銷售增長創下了自上世紀九十年代末以來的最佳水平。“不再發展新門店讓我們如釋重負，節省了大量資本開支，”布萊克表示。Before Home Depot could focus on the Internet, the company’s entire supply chain needed to be overhauled, a process led over the past several years by Mark Holifield, EVP of supply chain and product development. But now the company is catching up to the prevailing standard, analysts say, and what was once a huge liability is beginning to become an asset if you consider its online potential—and the trajectory so far. In 2013, the company received just 3% of its sales from online purchases. Meager, yes—but that was double the share from the previous year.
在家得寶能夠將注意力放在互聯網上之前，公司的整體供應鏈必須得進行全面調整，負責供應鏈和產品開發的執行副總裁馬克o霍利菲爾德（Mark Holifield）在過去幾年中一直在領導這方面的工作。分析師表示，眼下家得寶正在迎頭追趕通行標準，如果你認真考慮該公司的網絡銷售潛力，以及截至目前的發展軌跡，你就會發現，一些曾經的拖累因素正在演變爲一種資本。2013年，網絡銷售僅佔公司總銷售額的3%。雖然這聽起來微不足道，但相比前一年已經是翻了一番。With the opening of the direct fulfillment center in Georgia (two more DFCs will open this year—one in California, another in Ohio), the company is able to ship up to 700,000 different SKUs (types and variations of products) online—and ship 100,000 of these items the same day an order is received. An average store, by comparison, has about 35,000 SKUs on hand. That’s a huge shift, and one that makes Home Depot much more competitive with the likes of Amazon AMZN 1.90% . The DFCs will also be used to ship items directly to stores, if customers prefer to pick up products themselves.
隨着喬治亞州直供中心的落成（家得寶今年還將在加州和俄亥俄州各建一座直供中心），家得寶公司不僅可以運送多達70萬個不同的庫存單元（即各式各樣的產品類型），還能夠在接受訂單的當天發送10萬件單品。相比之下，一般的門店只擁有3.5萬個庫存單元。這樣的轉變相當驚人，這使得家得寶在面對亞馬遜 (Amazon)這樣的競爭對手時更有底氣。如果客戶更喜歡在線下自己挑選商品，直供中心也可以向門店直接供貨。Unlike with Amazon’s warehouses, Home Depot’s DFC is set up to handle large packages, primarily. (Some 80% of Home Depot’s products weigh more than five pounds.) Blake believes that increasing the speed and quality of delivery here will help it take share. (Plus, he jokes, drones won’t work so well with floor coverings.) “We think we have a competitive advantage as a bricks-and-mortar retailer, and we want to leverage that,” he says.
與亞馬遜的貨倉不同，家得寶的直供中心主要是用於處理大件商品（家得寶大約80%商品的重量都超過了5磅）。布萊克堅信送貨速度和品質的提升將有助於公司佔據市場份額（他還開玩笑說，無人機在直供中心地板上表現不佳）。“我們認爲我們擁有作爲一家實體零售商的優勢，我們希望能利用這一優勢，”他說。A competitive advantage as a bricks and mortar retailer? It seems like an odd thing to say, given the incredible success of pure online retailers relative to the big boxes. But Blake does have a point, especially because he has restored the in-store experience that made Home Depot a destination for so long. It’s wrong to think about what Home Depot sells as “online,” or “in-store,” says Blake, who points out that half of his customers go to HomeDep before they make an in-store purchase, and that one-third of online orders are picked up at a physical store location. Customers want access to both the service of the store and the convenience of the Internet. The DFC, if it does what Blake says it will, can help make that experience more seamless.
傳統零售商的競爭優勢？這話聽起來有些奇怪，因爲相比倉儲式商店，純粹的在線零售商已經取得了不可思議的商業成功。但布萊克的觀點也並不是全無道理，特別是因爲他已經重塑了讓家得寶長久以來一直是人們理想賣場選擇的店內購物體驗。布萊克表示，那種把家得寶的銷售模式定性爲“在線”或“店內”的觀點是錯誤的，因爲有一半的顧客在進店選購之前會登陸HomeDep瀏覽商品，而三分之一的網絡訂單是在實體店裏達成的。顧客們希望能夠同時享受到店內服務的貼心和網絡購物的便捷。按照布萊克的說法，直供中心的建成將有助於這種購物體驗變得更加順暢。（財富中文網）
