Wednesday, April 08, 2009

商業奇才攝位入市

要在逆境中夠膽投資,的確不易,但有商業頭腦加膽量,分分鐘有意想不到的效果。叫禤中怡近期留下深刻印象的,就是布蘭森(Richard Branson)這位商業奇才。

從航空到唱片,從火車到太空船,每次他都無懼看似難以進入的市場,一步步地闖入去,兼且迅速成為市場主力,當然,他的出位推廣手法令人發笑,但背後的商業運作相信才是致勝的重點。

至於近來最成功的投資,就是讓維珍(Virgin)進軍世界一級方程式賽車(F1),找到巴恩車隊合作。巴恩車隊前身為本田車隊,但本田退出後,車隊原來總經理巴恩接手,改名為巴恩車隊參賽。由於巴恩車隊屬新車隊,兼且成立倉促,故出賽的戰車本來只有石橋牌這個單一品牌廣告,整部戰車接近雪白,一點霸氣也欠奉。可能正是經濟差,找贊助難,同時車隊又急於找商業贊助,造就與維珍一拍即合,兼且讓布蘭森走入運動新市場。

可知道要打入F1,成功在車上貼上產品品牌的代價絕對不輕,但金融海嘯後,企業進行商業贊助時,勢必縮水,車隊自然也要降低身價找贊助,難怪布蘭森也話投資成本已相對下降,入場更容易。

更重要的是,大家估不到的情況出現,就是巴恩車隊竟然連奪兩個分站冠軍名銜,戰車曝光率之高,自然成功讓維珍這個車上獨一品牌獲得大量見報機會,贊助費花得實在物超所值,也不得不佩服他作投資決定的膽量。

所謂醉翁之意不在酒,其實除了推廣品牌外,他早已投資美國生化能源公司Gevo,更準備在未來數月商討,將生化燃料引進入F1市場,實行推廣清潔能源,若果真的在賽車應用,兼且能奪得冠軍,效果肯定比舉行幾十個推介會更佳。

另一間搵位入市的企業,可能還有向九龍倉(004)購入香港電車五成股權的威立雅中國。電車一向被視為夕陽的交通工具,加上今日講求速度快、乘載量大,而這些偏偏是電車所難以做到的。那麼,為甚麼仍願意投資呢?

首先,威立雅中國的最終母公司威立雅環境集團(Veolia Environnement)並非泛泛之輩,這間在巴黎和紐約上市的法國公司,在全球75個國家擁有27.4萬名員工,一年營業額326億歐元(約3,353億港元),經營交通、水務、環境服務和能源這四大業務,投資香港電車實屬濕濕碎。但從長遠發展來看,交易或對威立雅中國增強發展內地業務上,起示範作用。

威立雅中國於去年9月,才成功在南京設立內地首個交通項目,但原來之前已用3年時間,在二十多個城市洽談商業機會,可見成功找到投資機會實屬不易,但有了香港電車,建立本地化業務後,便可讓內地看到實際運作情況,畢竟香港具國際性地位。不過,內地搭公車便宜,部分與政府政策性虧損補貼有關,變相不能以商業角度運作,故要大力發展也不易,且看兩蚊叮叮能否讓其找到投資秘訣。

(4月8日刊於《am730》)

8 Comments:

At 8:21 AM, Blogger oakleyses said...

air max, burberry outlet, true religion jeans, louboutin, louis vuitton outlet, louboutin, ray ban sunglasses, tiffany and co, coach outlet store online, oakley sunglasses cheap, christian louboutin shoes, longchamp outlet, louis vuitton, true religion jeans, tory burch outlet, kate spade outlet, kate spade handbags, oakley sunglasses, jordan shoes, polo ralph lauren outlet, louis vuitton outlet, louis vuitton handbags, coach outlet, prada outlet, ray ban sunglasses, chanel handbags, michael kors outlet, longchamp handbags, michael kors outlet, oakley sunglasses, nike shoes, air max, coach purses, michael kors outlet, longchamp handbags, louis vuitton outlet stores, nike free, prada handbags, coach factory outlet, gucci outlet, tiffany and co, louboutin outlet, michael kors outlet, polo ralph lauren outlet, michael kors outlet, burberry outlet, michael kors outlet

 
At 8:26 AM, Blogger oakleyses said...

abercrombie and fitch, hollister, sac burberry, sac hermes, nike free pas cher, michael kors, sac guess, timberland, nike free, lululemon, new balance pas cher, true religion outlet, sac louis vuitton, mulberry, louis vuitton uk, longchamp, nike roshe, vans pas cher, air max, louboutin, vanessa bruno, nike blazer, hollister, air force, ray ban pas cher, true religion outlet, north face, oakley pas cher, hogan outlet, nike trainers, nike tn, air jordan, sac louis vuitton, polo lacoste, louis vuitton, air max pas cher, michael kors pas cher, michael kors, polo ralph lauren, sac longchamp, converse pas cher, ralph lauren, nike roshe run, barbour, nike air max, air max, north face, ray ban sunglasses

 
At 8:33 AM, Blogger oakleyses said...

marc jacobs, soccer shoes, abercrombie and fitch, hollister, asics running shoes, canada goose, ugg boots, nfl jerseys, reebok outlet, herve leger, ugg, north face outlet, mont blanc, longchamp, insanity workout, canada goose uk, chi flat iron, babyliss pro, ugg pas cher, ugg australia, canada goose jackets, mcm handbags, canada goose, wedding dresses, new balance shoes, mac cosmetics, soccer jerseys, celine handbags, birkin bag, p90x, ferragamo shoes, valentino shoes, nike huarache, beats by dre, ghd, instyler, jimmy choo outlet, lululemon outlet, bottega veneta, canada goose, rolex watches, canada goose outlet, vans shoes, nike roshe run, moncler, ugg boots, north face jackets, uggs outlet, giuseppe zanotti

 
At 8:44 AM, Blogger oakleyses said...

louboutin, moncler outlet, juicy couture outlet, iphone 6 cases, hollister, moncler, karen millen, oakley, baseball bats, wedding dresses, ray ban, gucci, canada goose, ralph lauren, canada goose, swarovski crystal, hollister clothing store, moncler, air max, converse, pandora jewelry, juicy couture outlet, rolex watches, moncler, supra shoes, moncler, pandora charms, ugg, vans, toms shoes, links of london, pandora charms, air max, timberland boots, parajumpers, hollister, thomas sabo, louis vuitton, montre homme, coach outlet store online, lancel, ugg, swarovski, moncler, converse shoes

 
At 3:42 PM, Blogger ninest123 Ninest said...

ninest123 12.05
replica watches, tiffany and co, cheap oakley sunglasses, ray ban sunglasses, longchamp outlet online, louis vuitton, prada handbags, oakley sunglasses, cheap ugg boots, ugg outlet, michael kors handbags, prada outlet, jordan shoes, burberry outlet online, oakley sunglasses, michael kors outlet online, polo ralph lauren outlet, louis vuitton outlet, burberry outlet online, red bottom shoes, ugg boots clearance, tory burch outlet online, longchamp outlet, cheap ugg boots outlet, nike air max, gucci handbags, longchamp handbags, tiffany jewelry, michael kors outlet online sale, louis vuitton handbags, ray ban sunglasses, christian louboutin, ray ban outlet, nike air max, ugg australia, polo ralph lauren, louis vuitton outlet, replica watches, christian louboutin outlet, michael kors outlet store, christian louboutin shoes, michael kors outlet online, cheap oakley sunglasses, louis vuitton outlet online, nike outlet, oakley vault, michael kors outlet

 
At 3:45 PM, Blogger ninest123 Ninest said...

coach outlet store online, abercrombie and fitch, lacoste pas cher, longchamp, ray ban pas cher, nike air force, nike roshe, oakley pas cher, nike free pas cher, burberry pas cher, timberland pas cher, true religion outlet, sac vanessa bruno, michael kors, north face pas cher, nike trainers, nike blazer pas cher, ray ban uk, north face, mulberry uk, coach purses, michael kors outlet online, nike air max, vans pas cher, ralph lauren uk, ralph lauren pas cher, longchamp pas cher, lululemon outlet online, nike roshe run, nike air huarache, hollister uk, air max pas cher, true religion, michael kors canada, michael kors uk, air max, guess pas cher, nike air max, new balance pas cher, nike free, hollister, air jordan, scarpe hogan, converse pas cher, true religion jeans, coach outlet, true religion outlet, louboutin, hermes pas cher, tn pas cher

 
At 3:47 PM, Blogger ninest123 Ninest said...

ghd, ipad cases, soccer jerseys, ralph lauren, converse, north face jackets, iphone 6 cases, jimmy choo shoes, iphone 6s plus cases, nike roshe, oakley, giuseppe zanotti, abercrombie and fitch, abercrombie, vans outlet, mcm handbags, chi flat iron, birkin bag, babyliss, mont blanc pens, baseball bats, new balance outlet, vans, herve leger, mac cosmetics, north face jackets, reebok shoes, bottega veneta, ray ban, iphone 6 plus cases, beats headphones, iphone 6s cases, lululemon outlet, louboutin, soccer shoes, timberland boots, wedding dresses, nike air max, ferragamo shoes, nfl jerseys, iphone cases, s6 cases, gucci, insanity workout, p90x workout, instyler ionic styler, iphone 5s cases, hollister clothing store, celine handbags, valentino shoes, asics shoes, air max

 
At 3:49 PM, Blogger ninest123 Ninest said...

louis vuitton uk, uggs canada, moncler, moncler, pandora jewelry, thomas sabo uk, moncler, canada goose outlet, replica watches, moncler, converse shoes, juicy couture, ugg boots, coach outlet, hollister canada, moncler outlet, canada goose outlet, canada goose, ugg, swarovski jewelry, juicy couture outlet, canada goose, moncler, canada goose, barbour jackets, canada goose outlet, canada goose, moncler outlet, pandora uk, sac louis vuitton, montre femme, louis vuitton canada, ugg, supra shoes, wedding dress, louis vuitton pas cher, karen millen, pandora jewelry, toms outlet, sac lancel, barbour, canada goose pas cher, ugg soldes, doke gabbana outlet, louis vuitton, marc jacobs handbags, moncler, links of london uk, swarovski uk, pandora charms
ninest123 12.05

 

Post a Comment

<< Home