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在网上卖电梯?疫情促使公司改变经营模式

在网上卖电梯?疫情促使公司改变经营模式

王波非(Phil Wahba) 2021-11-17
这并不意味着CEO们认为商业领域对于人际互动的需求减少或消失。

在新冠疫情爆发之前,某些商品,比如电梯,不可能在线上销售。在首次公开募股时通过路演向大型投资者推销股份必须面对面进行,否则就会有失败的风险。

但在11月15日于美国华盛顿特区召开的《财富》CEO倡议论坛(Fortune CEO Initiative)上,CEO们表示,在科技进步的推动下,新冠疫情颠覆了许多商业标准。电梯制造商奥的斯环球(Otis Worldwide)的CEO朱迪·马克思说:“我们可以在线上销售电梯,而不只是电梯配件。”以前,电梯被认为体型过大、结构过于复杂,无法在线上销售。

新冠疫情产生的影响之一是,公司被迫改变经营模式,这其中包括2020年3月美国开始执行封锁措施前几天从行业巨头联合技术公司(United Technologies)拆分后独立运营的奥的斯。马克思称:“我们能够重新改写每一条规则、每一个流程。”

另外一家新上市公司Skillsoft也因为新冠疫情而改变了其使用技术的方式。该公司在今年6月通过特殊目的收购公司(SPAC)重新上市。这家数字学习与高管培训公司的CEO杰夫·塔尔表示,公司在今年早些时候进行了路演,并招聘了一个高管团队,这表明有些事情不需要像以前一样只能够面对面完成。塔尔表示:“我认为我们不会再恢复到旧的模式。我们不需要坐飞机出差,与员工一起进行路演。我们收购公司的时候也不需要实地考察设施。我们可以通过Zoom进行招聘、了解求职者的情况和面试。”

同样,他指出,虚拟高管辅导的价格低于面对面培训。事实上,市场需要虚拟培训。塔尔称:“你不需要与高管导师面对面,就能够提升自己的价值。”

这并不意味着CEO们认为商业领域对于人际互动的需求减少或消失。这只是意味着公司会更具体地决定什么情况下需要面对面交流。奥的斯的马克思指出,面对面会议是建立关系的关键,但业务演示等工作现在基本转为了虚拟模式。她说:“我几周前去了欧洲,这趟出差的目的就是为了拓展关系。我在三个国家停留了一周,在此期间没有人向我提交一张图表。”

万豪国际(Marriott International)的总裁斯蒂芬妮·林纳茨表示,万豪酒店集体会议预订趋势可以证明这一点。会议预订的反弹速度超出预期,超过了个人旅游预订。她说:“我们以为会议预订要在最后才能够复苏。但事实却截然相反。”(财富中文网)

译者:刘进龙

审校:汪皓

在新冠疫情爆发之前,某些商品,比如电梯,不可能在线上销售。在首次公开募股时通过路演向大型投资者推销股份必须面对面进行,否则就会有失败的风险。

但在11月15日于美国华盛顿特区召开的《财富》CEO倡议论坛(Fortune CEO Initiative)上,CEO们表示,在科技进步的推动下,新冠疫情颠覆了许多商业标准。电梯制造商奥的斯环球(Otis Worldwide)的CEO朱迪·马克思说:“我们可以在线上销售电梯,而不只是电梯配件。”以前,电梯被认为体型过大、结构过于复杂,无法在线上销售。

新冠疫情产生的影响之一是,公司被迫改变经营模式,这其中包括2020年3月美国开始执行封锁措施前几天从行业巨头联合技术公司(United Technologies)拆分后独立运营的奥的斯。马克思称:“我们能够重新改写每一条规则、每一个流程。”

另外一家新上市公司Skillsoft也因为新冠疫情而改变了其使用技术的方式。该公司在今年6月通过特殊目的收购公司(SPAC)重新上市。这家数字学习与高管培训公司的CEO杰夫·塔尔表示,公司在今年早些时候进行了路演,并招聘了一个高管团队,这表明有些事情不需要像以前一样只能够面对面完成。塔尔表示:“我认为我们不会再恢复到旧的模式。我们不需要坐飞机出差,与员工一起进行路演。我们收购公司的时候也不需要实地考察设施。我们可以通过Zoom进行招聘、了解求职者的情况和面试。”

同样,他指出,虚拟高管辅导的价格低于面对面培训。事实上,市场需要虚拟培训。塔尔称:“你不需要与高管导师面对面,就能够提升自己的价值。”

这并不意味着CEO们认为商业领域对于人际互动的需求减少或消失。这只是意味着公司会更具体地决定什么情况下需要面对面交流。奥的斯的马克思指出,面对面会议是建立关系的关键,但业务演示等工作现在基本转为了虚拟模式。她说:“我几周前去了欧洲,这趟出差的目的就是为了拓展关系。我在三个国家停留了一周,在此期间没有人向我提交一张图表。”

万豪国际(Marriott International)的总裁斯蒂芬妮·林纳茨表示,万豪酒店集体会议预订趋势可以证明这一点。会议预订的反弹速度超出预期,超过了个人旅游预订。她说:“我们以为会议预订要在最后才能够复苏。但事实却截然相反。”(财富中文网)

译者:刘进龙

审校:汪皓

In pre-COVID times, selling certain products online—elevators, to name just one—was thought to be impossible. And road shows for pitching shares in initial public offerings to big investors had to be done in person or risk failure.

But the pandemic has upended those business norms and many more, assisted by advances in technology, chief executives said at the Fortune CEO Initiative in Washington, D.C., on November 15. “We can sell elevators online, not just the spare parts,” said Judy Marks, CEO of elevator maker Otis Worldwide. Previously, elevators were seen as too large and complex.

One of the pandemic’s consequences is to force the hands of companies to change how they operate, including Otis, which was spun out of industrial conglomerate United Technologies only days before the lockdowns started in March 2020. “We had the ability to rewrite every rule, every process,” said Marks.

Skillsoft is another newly public company, returning to the markets in June via a SPAC, a special purpose acquisition company, that has changed how it uses tech because of COVID-19. The digital learning and executive training company’s CEO, Jeff Tarr, said the company’s road show earlier this year, and his recruitment of a senior management team, showed that some things don’t need to be in person as much anymore. “I don’t think we’re going back,” said Tarr. “We don’t need to get on planes to do road shows with workers. We don’t need to actually visit facilities to acquire companies. And we can hire people and learn a lot about them and interview a lot of folks via Zoom.”

Ditto executive coaching, which he said can be offered at a lower price virtually than in person. In fact, the market is demanding it. “You don’t have to meet in person with an executive coach to get value,” Tarr said.

That’s not to say the executives see no need, or even just less need, for human interaction in business. It just means that companies are becoming more specific about what warrants in-person meetups. Otis’s Marks said in-person meetings were key to relationship building, but things like presentations about business operations should be largely virtual now. “I was in Europe a few weeks ago, and the entire trip was all about connecting. There wasn’t a single chart presented to me in a week in three countries,” she said.

Marriott International president Stephanie Linnartz said that bookings trends at her company’s hotels for group meetings bear that out. They have come back more quickly than expected, besting individual travel bookings. “We thought that meetings would come back last,” she said. “It’s actually the opposite of what’s happening.”

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