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cover of episode Vol.190 2024失意大公司·全球篇

Vol.190 2024失意大公司·全球篇

2024/12/25
logo of podcast 商业就是这样

商业就是这样

AI Deep Dive AI Insights AI Chapters Transcript
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肖文杰/约小亚:本期节目盘点2024年全球范围内几家大型公司的困境,包括TikTok在美国面临的禁令危机,其原因在于美国政府担忧数据安全和内容操纵,TikTok正试图通过上诉和游说新任总统特朗普来解决问题,但未来仍存在不确定性。 大众汽车则面临着由成本削减计划引发的德国工人大罢工,这反映出公司在应对市场变化和内部改革方面的困境。罢工事件凸显了大众汽车在德国本土工厂的特殊地位以及工会在公司内部的强大影响力。 Northvolt作为一家备受瞩目的欧洲电池制造商,尽管获得了巨额投资,却因生产交付严重落后于预期而濒临破产,暴露出其管理和技术上的问题。其失败案例也引发了对欧洲电池产业发展模式的反思。 Burberry则在品牌定位和渠道策略方面面临困境,难以在高端品牌和轻奢品牌之间找到平衡,其转型之路充满挑战。 耐克的业绩下滑则源于其在过去几年过分强调D2C业务、过度依赖经典鞋款以及产品创新乏善可陈等问题,公司正试图通过更换CEO和调整战略方向来应对危机。

Deep Dive

Key Insights

Why did TikTok face a significant crisis in the U.S. in 2024?

TikTok faced a crisis in the U.S. due to a bill signed by President Biden on April 24, 2024, which banned apps from countries like China, Russia, Iran, and North Korea. The bill required ByteDance to divest TikTok to a non-Chinese company by January 19, 2025, or face a ban from app stores and internet hosting services. The U.S. government cited concerns over data security and potential manipulation of content by the Chinese government as key reasons for the ban.

What were the main reasons behind Volkswagen's decision to close factories in Germany in 2024?

Volkswagen decided to close factories in Germany in 2024 as part of a cost-cutting plan to address declining performance and future expectations. The company faced significant pressure from a 10,000-worker strike protesting the plan, which included closing three German factories, laying off thousands of employees, and reducing salaries. The decision was driven by a sharp decline in sales, particularly in Europe, where car registrations dropped significantly in the second half of the year.

What led to Northvolt's failure despite significant investment and support?

Northvolt failed due to its inability to deliver on its production promises, delivering only 0.5% of its expected battery output in 2023. Despite receiving over $13 billion in investments and orders from major automakers like BMW and Volkswagen, the company struggled with complex production processes and internal management issues. By 2024, Northvolt faced massive losses, factory closures, and eventually filed for bankruptcy protection in the U.S.

Why is Burberry struggling to reposition itself as a luxury brand?

Burberry has struggled to reposition itself as a luxury brand due to its reliance on discount channels, which account for 30% of its sales and 60% of its profits. The company's attempts to raise its brand image through higher pricing and luxury store openings have alienated its core customers. Additionally, hiring a CEO with a background in mid-tier luxury brands like Michael Kors and Coach has further complicated its strategy to compete with high-end brands like Prada and Louis Vuitton.

What factors contributed to Nike's decline in 2024?

Nike's decline in 2024 was driven by a combination of internal and external factors. Internally, the company overemphasized direct-to-consumer (DTC) sales and relied heavily on classic sneaker lines like Air Jordan, which led to a lack of innovation and alienated its retail partners. Externally, Nike faced increased competition from emerging brands like On Running, Hoka, and New Balance, which collectively eroded its market share. The company's revenue growth stagnated, and its stock price plummeted by nearly 20% following a disappointing earnings forecast.

What challenges did Boeing face in 2024 beyond the 737 MAX issues?

In 2024, Boeing faced additional challenges beyond the 737 MAX issues, including a seven-week strike by its mechanics, which disrupted production. The Federal Aviation Administration (FAA) also identified quality control issues during an audit, requiring retraining of workers. To address financial pressures, Boeing planned to sell off key businesses, including a rocket launch joint venture with Lockheed Martin and its Jeppesen subsidiary, which provides aviation charts and information.

What internal conflicts did OpenAI experience in 2024?

In 2024, OpenAI experienced internal conflicts stemming from its transition from a non-profit to a for-profit entity. This shift led to the departure of several key executives, including co-founders and board members, as tensions grew between the company's original mission and its commercial ambitions. CEO Sam Altman's plan to convert OpenAI into a profit-driven company, which included granting him 7% equity, sparked legal action from co-founder Elon Musk, who accused the company of monopolistic practices.

What is Samsung's biggest challenge in the semiconductor industry in 2024?

Samsung's biggest challenge in the semiconductor industry in 2024 is its inability to compete effectively in the AI chip market. The company's HBM memory, designed to work with GPUs, faced delays and production cuts, further widening its gap with competitors like TSMC. Additionally, Samsung experienced a significant brain drain, with many engineers leaving for rival companies like SK Hynix, which received nearly 200 resumes from Samsung employees in response to a single job posting.

Chapters
本节讨论了2024年TikTok在美国面临的禁令危机,分析了禁令背后的原因、TikTok的应对措施以及新总统上任后的不确定性。
  • 美国总统拜登签署法案禁止TikTok等应用在美国运营
  • TikTok面临2025年1月19日前剥离业务的最后期限
  • 美国政府的禁令理由:数据安全和内容操纵
  • TikTok面临巨额罚款和用户流失风险
  • 新总统特朗普的态度及潜在影响

Shownotes Transcript

本期是《商业就是这样》“2024年终大盘点季”的第三期——2024失意大公司·全球篇。

我们照例选取了五家公司展开叙述它们在2024年的失意。我们在选择这五家公司的时候遇到了不小的挑战,原因不是失意的公司太少,而是失意的公司太多,以至于一些代表性的公司此前我们已经在节目中展开聊过。再过一段时间回看2024年,我们可能会将其视为商业史上的一个重要节点,有的传奇在这一年落幕,有的落幕则可能改变人类社会。

| 主播 | 肖文杰、约小亚

| 时间轴 | 01:30 TikTok的危机与转机 05:43 留给大众的时间 11:24 Northvolt:攒局的寓言 18:16 Burberry该选哪条路? 21:51 耐克逆水行舟 28:49 波音、OpenAI、星巴克、三星

| 延伸资料 | 商业漫谈Jane's Talk-TikTok在美败诉,特朗普说要救TikTok,能信吗?|聊聊庭审细节和判决书)

WSJ-TikTok Isn’t Going Away—at Least Not Yet. Here’s What to Know.)

The TikTok Law and the Foreign Influence)

第一财经 - 10万工人大罢工后,大众汽车CEO与工人谈判时发生冲突)

ACEA - 2024年前11个月欧洲新车注册量数据)

《第一财经》杂志 - 手握500亿美元的Northvolt,究竟是何方神圣?)

In Good Company by Norges Bank Investment Management - Robin Zeng, Founder and CEO of CATL)

Guardian - ‘Huge losses’: Sweden fears for future of batterymaker Northvolt)

Sifted - From pioneer to bankruptcy: The rise and fall of Northvolt)

WSJ-Luxury Brands Have a Strict Hierarchy. Burberry Found Out the Hard Way)

《Vol.154 卖不掉的奢侈品去哪了?》)

《Vol.138 谁还在买轻奢》)

Nytimes-OpenAI Is Growing Fast and Burning Through Piles of Money)

Forbes-The Prompt: OpenAI’s Legal Battle With Musk Heats Up)

BOF - Nike’s Declining Brand Heat, in Five Charts)

Sneakerfreaker - 球鞋爱好者角度分析耐克的危机)

《Vol.172 紧急放送:星巴克“棘手的遗产”》)

Cinnamon, Sharpies, and the 1990s: Brian Niccol’s plan to save Starbucks)

| 后期制作 | 秋秋

| 声音设计 | 刘三菜

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