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這家公司借疫情躋身10億美元品牌俱樂部

Yeti是“碎片化的戶外輔助用品行業(yè)的奢侈品牌,,其技術(shù)領(lǐng)導(dǎo)力,、品牌知名度和客戶忠誠度無人能及”,。

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圖片來源:Ergio Flores—Bloomberg/Getty Images

新冠疫情帶動(dòng)了戶外活動(dòng)熱潮,,許多人愿意花高價(jià)從Yeti購買設(shè)計(jì)精美,、品質(zhì)優(yōu)良的冷藏保溫箱、保溫杯等戶外裝備,,因此Yeti最近成功躋身10億美元品牌俱樂部,。

Yeti成立于2006年,公司的創(chuàng)始人是戶外運(yùn)動(dòng)愛好者,。當(dāng)時(shí),,他們對造價(jià)低廉的冷藏保溫箱非常失望,因?yàn)檫@些產(chǎn)品的把手容易破裂而且插銷會(huì)脫落,,于是他們創(chuàng)立了這家公司,。該公司去年的銷售額達(dá)到10.9億美元,較2019年增長了19%,。

多年來,,位于奧斯汀的Yeti一直在不斷豐富產(chǎn)品品類,陸續(xù)推出了狗床,、防水袋,、毯子和輕便折椅等產(chǎn)品,,同時(shí)增加了其招牌冷藏保溫箱的不同型號,包括一款售價(jià)800美元的不銹鋼保溫箱,。

如今,,Yeti正在進(jìn)行其史上規(guī)模最大的新品發(fā)布,包括售價(jià)最高達(dá)到249.99美元的背包和行李袋,,以及兩款軟面行李箱,,其中最貴的一款售價(jià)高達(dá)449.99美元,豐富了種類相對較少的箱包產(chǎn)品,。這一切都是為了維持其業(yè)務(wù)增長的勢頭,。(Yeti不久將推出首款硬面行李箱。)

雖然這兩個(gè)品類已經(jīng)有多個(gè)型號,,但公司的首席執(zhí)行官馬特·雷特杰斯表示,,行李袋和行李箱符合消費(fèi)者對于Yeti的預(yù)期,尤其是能夠讓消費(fèi)者繼續(xù)享受到Y(jié)eti產(chǎn)品標(biāo)志性的質(zhì)量和設(shè)計(jì),。他認(rèn)為新產(chǎn)品可以作為現(xiàn)有產(chǎn)品的補(bǔ)充,,因?yàn)樵S多客戶旅行時(shí)會(huì)參與大量戶外活動(dòng)。

他告訴《財(cái)富》雜志:“你肯定需要把某些東西從一個(gè)地方帶到另一個(gè)地方,,肯定會(huì)有一些抵達(dá)目的地之后會(huì)用到的物品,。”關(guān)于價(jià)格,,雷特杰斯說:“我們致力于打造高檔品牌,,消費(fèi)者支付高價(jià)格得到的是結(jié)實(shí)耐用的質(zhì)量和優(yōu)秀的設(shè)計(jì)?!?/p>

毫無疑問,,Yeti是新冠疫情期間戶外活動(dòng)繁榮的受益者,而且在旅行受到嚴(yán)重限制之后,,無數(shù)美國人更是需要替代娛樂活動(dòng),。例如,美國體育與健身行業(yè)協(xié)會(huì)(Sports & Fitness Industry Association)的最新數(shù)據(jù)顯示,,2020年美國至少有過一次遠(yuǎn)足的人數(shù)增加了16.3%,,參與過休閑淡水釣魚的人數(shù)增加了16.6%。

2020年,,Yeti發(fā)現(xiàn)自己錯(cuò)過了許多能夠帶動(dòng)銷售的活動(dòng),,比如旅行野餐和燒烤等。但在疫情之前,,該公司堅(jiān)持健康發(fā)展,,而且很大程度上是因?yàn)槠鋼碛腥缧磐揭话愀叨戎艺\的客戶。

華爾街公司BTIG在上周發(fā)布的一份報(bào)告中稱,Yeti是“碎片化的戶外輔助用品行業(yè)的奢侈品牌,,其技術(shù)領(lǐng)導(dǎo)力,、品牌知名度和客戶忠誠度無人能及?!?

隨著公司的更多銷售轉(zhuǎn)向自己的網(wǎng)站和門店,,Yeti更需要客戶的忠誠度。在2020年,,Yeti除了躋身十億美元品牌之列以外,,還實(shí)現(xiàn)了另外一個(gè)里程碑:公司首次有超過一半(53%)收入來自自家門店和網(wǎng)站或直銷(DTC)業(yè)務(wù)。這當(dāng)中的很大一部分來自其亞馬遜(Amazon)商店,。不止Yeti有這種轉(zhuǎn)變:從李維斯(Levi’s)到蔻馳(Coach)再到拉爾夫·勞倫(Ralph Lauren),,許多品牌都希望增加直銷,減少對中間商的依賴,,以更好地培養(yǎng)客戶忠誠度,,并加強(qiáng)對商品展示和配送的控制。

Yeti的主要批發(fā)合作伙伴包括迪克體育用品公司(Dick’s Sporting Goods)(2019年占其總銷售額的15%),、勞氏公司(Lowe’s),、REI和Bass Pro Shops。2020年,,公司業(yè)務(wù)轉(zhuǎn)型的部分原因是第一季度許多零售店因?yàn)樾鹿谝咔轭A(yù)防措施被迫關(guān)閉,,但雷特杰斯認(rèn)為即使在疫情結(jié)束之后,直銷業(yè)務(wù)仍然將在總銷售額中占較高比例,。(五年前直銷收入僅占總銷售的10%,。)

雷特杰斯表示:“我們在創(chuàng)建這個(gè)基于熱情的戶外品牌時(shí)就已經(jīng)知道,消費(fèi)者希望直接與我們互動(dòng),,他們不僅被我們的商品吸引,,也被我們講述的品牌故事所打動(dòng),?!?Yeti通過新穎的營銷手段,例如生活方式產(chǎn)品目錄和利昂·布里奇斯等藝人的Spotify歌單等,,已經(jīng)使其產(chǎn)品變成了一種文化現(xiàn)象,,不再局限于簡單的冷藏保溫箱或飲料架。

要想突破銷售額20億美元大關(guān)(到目前為止,,Yeti表示其預(yù)計(jì)今年銷售額的漲幅只有15%至17%),,僅靠行李箱和新式背包遠(yuǎn)遠(yuǎn)不夠。事實(shí)上,,雷特杰斯認(rèn)為國內(nèi)外都有巨大的市場有待開發(fā),。他認(rèn)為Yeti可以通過增加更多新元素,進(jìn)一步豐富現(xiàn)有產(chǎn)品。例如,,公司最近推出了更大容量的單人飲料架,,并為現(xiàn)有產(chǎn)品推出了更多種顏色,以供消費(fèi)者選擇,。

雷特杰斯說:“我們每一年的銷售增長,,大部分都來自老牌產(chǎn)品。事實(shí)上,,我們的產(chǎn)品經(jīng)久耐用,,而且我們會(huì)繼續(xù)講述這些產(chǎn)品的故事?!保ㄘ?cái)富中文網(wǎng))

譯者:劉進(jìn)龍

審校:汪皓

新冠疫情帶動(dòng)了戶外活動(dòng)熱潮,,許多人愿意花高價(jià)從Yeti購買設(shè)計(jì)精美、品質(zhì)優(yōu)良的冷藏保溫箱,、保溫杯等戶外裝備,,因此Yeti最近成功躋身10億美元品牌俱樂部。

Yeti成立于2006年,,公司的創(chuàng)始人是戶外運(yùn)動(dòng)愛好者,。當(dāng)時(shí),他們對造價(jià)低廉的冷藏保溫箱非常失望,,因?yàn)檫@些產(chǎn)品的把手容易破裂而且插銷會(huì)脫落,,于是他們創(chuàng)立了這家公司。該公司去年的銷售額達(dá)到10.9億美元,,較2019年增長了19%,。

多年來,位于奧斯汀的Yeti一直在不斷豐富產(chǎn)品品類,,陸續(xù)推出了狗床,、防水袋、毯子和輕便折椅等產(chǎn)品,,同時(shí)增加了其招牌冷藏保溫箱的不同型號,,包括一款售價(jià)800美元的不銹鋼保溫箱。

如今,,Yeti正在進(jìn)行其史上規(guī)模最大的新品發(fā)布,,包括售價(jià)最高達(dá)到249.99美元的背包和行李袋,以及兩款軟面行李箱,,其中最貴的一款售價(jià)高達(dá)449.99美元,,豐富了種類相對較少的箱包產(chǎn)品。這一切都是為了維持其業(yè)務(wù)增長的勢頭,。(Yeti不久將推出首款硬面行李箱,。)

雖然這兩個(gè)品類已經(jīng)有多個(gè)型號,,但公司的首席執(zhí)行官馬特·雷特杰斯表示,行李袋和行李箱符合消費(fèi)者對于Yeti的預(yù)期,,尤其是能夠讓消費(fèi)者繼續(xù)享受到Y(jié)eti產(chǎn)品標(biāo)志性的質(zhì)量和設(shè)計(jì),。他認(rèn)為新產(chǎn)品可以作為現(xiàn)有產(chǎn)品的補(bǔ)充,因?yàn)樵S多客戶旅行時(shí)會(huì)參與大量戶外活動(dòng),。

他告訴《財(cái)富》雜志:“你肯定需要把某些東西從一個(gè)地方帶到另一個(gè)地方,,肯定會(huì)有一些抵達(dá)目的地之后會(huì)用到的物品?!标P(guān)于價(jià)格,,雷特杰斯說:“我們致力于打造高檔品牌,消費(fèi)者支付高價(jià)格得到的是結(jié)實(shí)耐用的質(zhì)量和優(yōu)秀的設(shè)計(jì),?!?/p>

毫無疑問,Yeti是新冠疫情期間戶外活動(dòng)繁榮的受益者,,而且在旅行受到嚴(yán)重限制之后,,無數(shù)美國人更是需要替代娛樂活動(dòng)。例如,,美國體育與健身行業(yè)協(xié)會(huì)(Sports & Fitness Industry Association)的最新數(shù)據(jù)顯示,,2020年美國至少有過一次遠(yuǎn)足的人數(shù)增加了16.3%,參與過休閑淡水釣魚的人數(shù)增加了16.6%,。

2020年,,Yeti發(fā)現(xiàn)自己錯(cuò)過了許多能夠帶動(dòng)銷售的活動(dòng),比如旅行野餐和燒烤等,。但在疫情之前,,該公司堅(jiān)持健康發(fā)展,而且很大程度上是因?yàn)槠鋼碛腥缧磐揭话愀叨戎艺\的客戶,。

華爾街公司BTIG在上周發(fā)布的一份報(bào)告中稱,,Yeti是“碎片化的戶外輔助用品行業(yè)的奢侈品牌,其技術(shù)領(lǐng)導(dǎo)力,、品牌知名度和客戶忠誠度無人能及,。”

隨著公司的更多銷售轉(zhuǎn)向自己的網(wǎng)站和門店,,Yeti更需要客戶的忠誠度,。在2020年,,Yeti除了躋身十億美元品牌之列以外,,還實(shí)現(xiàn)了另外一個(gè)里程碑:公司首次有超過一半(53%)收入來自自家門店和網(wǎng)站或直銷(DTC)業(yè)務(wù)。這當(dāng)中的很大一部分來自其亞馬遜(Amazon)商店,。不止Yeti有這種轉(zhuǎn)變:從李維斯(Levi’s)到蔻馳(Coach)再到拉爾夫·勞倫(Ralph Lauren),,許多品牌都希望增加直銷,減少對中間商的依賴,以更好地培養(yǎng)客戶忠誠度,,并加強(qiáng)對商品展示和配送的控制,。

Yeti的主要批發(fā)合作伙伴包括迪克體育用品公司(Dick’s Sporting Goods)(2019年占其總銷售額的15%)、勞氏公司(Lowe’s),、REI和Bass Pro Shops,。2020年,公司業(yè)務(wù)轉(zhuǎn)型的部分原因是第一季度許多零售店因?yàn)樾鹿谝咔轭A(yù)防措施被迫關(guān)閉,,但雷特杰斯認(rèn)為即使在疫情結(jié)束之后,,直銷業(yè)務(wù)仍然將在總銷售額中占較高比例。(五年前直銷收入僅占總銷售的10%,。)

雷特杰斯表示:“我們在創(chuàng)建這個(gè)基于熱情的戶外品牌時(shí)就已經(jīng)知道,,消費(fèi)者希望直接與我們互動(dòng),他們不僅被我們的商品吸引,,也被我們講述的品牌故事所打動(dòng),。” Yeti通過新穎的營銷手段,,例如生活方式產(chǎn)品目錄和利昂·布里奇斯等藝人的Spotify歌單等,,已經(jīng)使其產(chǎn)品變成了一種文化現(xiàn)象,不再局限于簡單的冷藏保溫箱或飲料架,。

要想突破銷售額20億美元大關(guān)(到目前為止,,Yeti表示其預(yù)計(jì)今年銷售額的漲幅只有15%至17%),僅靠行李箱和新式背包遠(yuǎn)遠(yuǎn)不夠,。事實(shí)上,,雷特杰斯認(rèn)為國內(nèi)外都有巨大的市場有待開發(fā)。他認(rèn)為Yeti可以通過增加更多新元素,,進(jìn)一步豐富現(xiàn)有產(chǎn)品,。例如,公司最近推出了更大容量的單人飲料架,,并為現(xiàn)有產(chǎn)品推出了更多種顏色,,以供消費(fèi)者選擇。

雷特杰斯說:“我們每一年的銷售增長,,大部分都來自老牌產(chǎn)品,。事實(shí)上,我們的產(chǎn)品經(jīng)久耐用,,而且我們會(huì)繼續(xù)講述這些產(chǎn)品的故事,。”(財(cái)富中文網(wǎng))

譯者:劉進(jìn)龍

審校:汪皓

Yeti recently joined the billion dollar–brand club as the pandemic fueled a surge in outdoor activities by many people willing to pay premium prices for its sleek, high-quality coolers, insulated mugs, and other accoutrements.

The company, founded in 2006 by outdoorsmen frustrated with cheaply made coolers with handles that broke easily and latches that snapped off, hit $1.09 billion in sales last year, a 19% jump from 2019’s level.

Over the years, Austin-based Yeti has expanded its assortment to include things like dog beds, waterproof bags, blankets, and camping chairs, while deepening the roster of its signature coolers, including a stainless-steel one that costs $800.

Now Yeti is undertaking its biggest new product launch yet, a line consisting of backpacks and duffel bags going for up to $249.99, and two soft-sided luggage pieces, the most expensive of which has a price tag of $449.99, adding to a modest assortment of bags, all with a view to keeping its hot streak going. (The company’s first-ever hard-sided luggage piece will come later.)

While there are plenty of incumbents in both categories, CEO Matt Reintjes says the bags and luggage fit in with what Yeti customers want from the brand, especially if they maintain Yeti’s signature quality and design. He sees the range complementing its existing offerings since many customers travel to places where they will engage in the great outdoors.

“There are certain things you need to get from here to there, and there are things you use once you’re there,” he tells Fortune. As for the prices, Reintjes says, “we’re going to be a premium player, and what you get for the premium is durability and design.”

Yeti was no doubt the beneficiary of the COVID-19 boom in outdoor activities, all the more since countless Americans needed alternative pastimes with travel severely curbed. For instance, the number of Americans who went hiking at least once in 2020 rose 16.3%, and casual freshwater fishing by 16.6%, according to new data from the Sports & Fitness Industry Association.

In 2020, Yeti found itself deprived of many of the activities that fuel sales, like tailgating and barbecues. But the company had been growing healthily well before the pandemic, and has continued to do so in no small part because of the intense, almost cultlike loyalty of its customers.

Wall Street firm BTIG said in a report last week that Yeti is “a luxury brand in the fragmented outdoor accessory equipment category that is unrivaled in its technological leadership, brand perception, and customer loyalty.”

The company will need that loyalty as a bigger chunk of its sales shift to its own website and stores. In addition to the $1 billion threshold, Yeti hit another milestone in 2020: More than half its revenue, 53%, came from its own stores and website, or direct-to-consumer (DTC), for the first time. (A big chunk of that comes from its Amazon Marketplace store.) On this front, Yeti is not alone: Brands from Levi’s to Coach to Ralph Lauren want to sell more directly to customers and rely less on middlemen to better cultivate shopper loyalty and have more control over presentation and distribution.

Yeti’s big wholesale partners include Dick’s Sporting Goods (15% of total sales in 2019), Lowe’s, REI, and Bass Pro Shops. While some of the shift in 2020 stemmed from many retail stores closing in the first quarter because of COVID-19 precautions, Reintjes sees DTC as a percentage of total sales staying high even after the pandemic recedes. (It was only 10% of sales five years ago.)

“We knew that as we built this passion-based outdoor, active brand, that consumers wanted to engage directly with us, not just for our product but for our storytelling too,” says Reintjes. Yeti’s products have developed a cultural presence that goes beyond simple coolers or drink holders, with novel marketing such as a lifestyle catalog and Spotify playlists from artists like Leon Bridges.

To one day reach the $2 billion level (Yeti has so far said it expects sales to be up only 15% to 17% this year), luggage and new backpacks won’t be enough. In fact, Reintjes sees a big untapped market not only abroad but stateside too. And he thinks Yeti can get even more mileage from its current product roster by adding some twists. That has lately included things like larger capacity single person drink holders to offering its products in more colors.

“The majority of our growth in any given year comes from legacy products,” says Reintjes. “The reality is that our products last a long time, and we continue to tell those products’ stories.”

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