161. Where Luxury Meets Sound: A Century of Timeless Innovation at B&O
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大家好，我是Bessie李倩玲，欢迎收听今天的贝望录。奢华生活方式视听品牌B&O全球董事会11月初在上海举行。贝望录很荣幸能够有机会采访了B&O的全球CEO Kristian Teär。我和他聊了聊B&O能够成为百年品牌的关键因素、策略以及他们的坚持。

B&O的专注、产品质量和成功因素与我们之前的节目类似。对于那些想要打造优秀品牌的人来说，这是另一集参考内容。像往常的全英文内容一样，我们会在贝望录公众号上为需要的人提供中英双语文本。

另外，B&O为我们的听友准备了B&O声音艺术展特别定制款的杯垫。每一款杯垫的图案对应了这次展览上的Beosound A9音响面罩的一款设计，一共12款。我们会在12月6号挑选12位听友的留言随机送出。如果你好奇是哪一些的设计图案，你可以在B&O的官方微信、微博、小红书上找到答案。谢谢你的收听！

Hi, welcome to today's episode. It's an all-English episode, and my listeners would know when it's English, that means someone who's very important, global position, global CEO will come onto my show. So it's our privilege to have B&O global CEO Kristian Teär, right, is your last name, Christian, onto our show. Thank you so much for being on my show. Hi, Kristian. Hi there. It's a pleasure to be here. I really enjoy it.

So we actually did this recording in Shanghai. And I understand that after the pandemic, this is, I don't know, how many trips have you already done to Shanghai? Oh, I've done many. I come here regularly. We have a great team here and there's a lot of things happening here. And Shanghai in China is really in the forefront of many of the things right now. So it's good to be here and learn and see what's going on. And also, I just learned from your team that China is your largest single market. China is our largest single market as well. So there's a lot of reasons to come.

Of course. But there's also another reason that you're coming here. This is, I think next year is the 100 years of B&O. We are celebrating 100 years next year. So it's amazing that the company has been around for so long. I know.

Given how technology evolved, right? Yeah. We have a story to tell because not that many people know that we have been around for 100 years. And that is just an amazing feat in itself. And if you look in the consumer electronics space, we are the oldest company around. And I think also we have an exciting future ahead of us for another 100 years as well with a new strategy. So we're really looking forward to next year, but also beyond 2020.

Yeah. Well, exactly like you said, I mean, my family and also my brother's family were a big fan of B&O. So I didn't realize that this brand has been around for 100 years or soon to be. This is the 1990s. What are the key to the...

success, shall I say, that for a brand like this, like you said, technology evolves so quickly and there's so many options these days. And also young people, the way they assume or consume music, consume electronic products is very different to, say, people 100 years ago.

How do B&O survive for 100 years? First of all, I think it's the people and the passion from the people. We have amazing people across the world and of course in Denmark as well, in the factory and in the offices as well. At one point in time during the Second World War, the whole factory was bombed and disappeared and the whole village was out the next day and rebuilding it, right?

and taking care of it and wanting it to succeed. I think that's one part of it. So the people and the passion and the commitment that we see. But I think also the way that the company founders set the company up and never kind of compromising will to only do the best and not to give up. And we think differently. Those were two ethos from our founders already back in 1925.

And we have lived by them. Now we're taking them back even stronger than we've had in the past. And then of course, if you have those values, you try to always make the best and solve the problem for the consumers. And design and acoustics has always been our thing and craftsmanship as well to make amazing things and make magical moments for people. And that has been a success.

And now we're going to double down on that as well going forward. How come the Second World War didn't, should I use the word, kill the company? Because that killed many, many companies at the time. I think it will come back to the people again and setting it up. And of course, also the demand for the product. I think we have always done desirable products. People want the product. People aspire to our products. And when they see them because they are beautiful and they are different from a design point of view, we...

We say now in popular terms we try to get away from white plastic and black plastic and as far away as we possibly can. And we make it beautiful in wood, in aluminum and in textile fabrics.

And when you see it, you almost instantly recognize this is a B&O product. We try to solve the problem for the customers as well. And if you go back and look at some of the iconic products, one of them is Beosound 9000, which is the six CD player, wall mounted or table stand or on the floor stand.

the standing product as well and at that time you had basically square black cd players where you could load in maybe either one cd or six cds and it wasn't very nice and it it wasn't like art created out of that so

the designers of David Lewis at the time he figured out a way of beautifully displaying your cd records and the artwork on the cd records and making sure they stopped actually in a given position on this one and then of course that his arm was moving the magical movement and it becomes an art object it's not it's more than playing music so so we're proud to be in the music

and sound industry and that will never go away. It has been around forever and I'm sure it's going to continue to be around forever. But then to make it really beautiful that you have a piece that you're proud about and that you want to showcase

in your room and that is different. I think that's what we have always done. We go our own way and you see that in the iconic products from the past and you will see that in future products as well. My husband used to have a Beosound 3200, I think, and my brother has 289. And I also went onto your website to look at all the products since the very beginning, all the iconic products, like you said.

Every piece of those products looks like either an artwork or...

very nice furniture you put it there you wouldn't think that's that's a speaker no it's a part of your decor you know it goes very well with whatever you have in a room 100% we make art pieces and we make beautiful sound it looks beautiful it sounds beautiful and it evokes these emotions and feelings when you see them and you're a proud owner of a piece that is going

going to last for a long long period of time and that we have now also made the products in a modular way on a platform way so they will be upgradable serviceable repairable as well so you buy it and you look after it for the next generation it's never going to go out of vogue yeah but i look at those products i think to myself do i call them speakers or do i do we call them high-end furniture or do we call them artwork b you know

That's a good one. Because if you look at a home, everybody wants a home to look beautiful. And if you hide the sound away, you put other art objects in your room, in your living room. Why hide it away when you have something that is already beautiful from the beginning and that you can be proud and cherish and that has a function as well so you can look at it and feel good about it. And it's time to bring beautiful sound.

out into the homes so that you can see it. It doesn't have to be invisible anymore. Yeah, I learned from your team that David Lewis is a designer, you said, and Steve Jobs are actually very good friends with each other. We know, and I think he's writing about it in his book, actually, that...

the only non-Apple product that he had in the office was a Beosound A9. So I can understand that. It's a beautiful icon product that we also celebrate here now with the art of A9 in Shanghai yesterday. So I can totally see that. And we know also that among Apple senior executives, we have many B&O fans as well because they are also trying to do things differently. And I think they also took that slogan for a while, be different, we think differently.

So yeah, there's a lot of similarities, I think, between what they did and are doing and what we're doing. We'll come back to Beosound A9 later because I think you're doing something really interesting about the product. I want to come back to this 100 years celebration of your company.

Because at the moment, China is going through our first cycle, which is a very important but also very challenging period of time. To a lot of the brands, people are thinking to themselves, what do I need to do to make sure that I survive this cycle and become a long, sustainable brand in this market and in the world? So we look to successful brands like B&O to learn from your experience.

So in those 100 years so far, what are some of the milestones or highlights of this 100 years history that tell people those are the things, reason why B&O is a 100-year-old brand? And like you said, we have another 100.

at least another 100 years to go or many of them to come. I think there are many milestones as such, but I think one of the most important things is again, is the people in the company and the people in our birthplace, Struer, as well, and in Denmark in general as well, who have this passion and commitment to the brand. That's really, really important. But then to keep on innovating, we don't stand still and we think differently again and we try to find new ways of doing it and then doing something that is better and that is solving a problem. And that has kept...

us around for 100 years and that's also the strategy now going forward when we have sharpened our strategy and focus on luxury timeless technology as the three key words in our business strategy going forward and when we look at the penetration of that market we have a very low penetration to this point we're still a small company which means the opportunity is massive the way that we are looking at it so

So if you are the market, which we are in this case, but we can create a bigger, newer market. So I don't think we are that dependent on the macroeconomical situations in the market that if you are like 80% of the market, of course, market shrinks, you will also shrink. So from that point of view, I think we're in a good place. And there's only one brand in the world, B&O, who can offer a luxury timeless technology experience and beautiful sound. There's nobody else who can do that.

We feel excited about this opportunity as being our own blue ocean. And if you look at other luxury categories, there's always a few brands that you have the customers to choose between. If you look at watches, you have a few watches brands. You look at cars, there are a few. If you look at fashion, there are a few. Jewelry, there are a few. But if you want to find a beautiful piece of art that's playing music, there's only one. There's only Bang & Olufsen.

I think that's what we need to nurture and we need to take care of in a good way going forward. But of course, we are a product company at heart today and we need to keep on innovating on the product side and making beautiful designs using our craftsmanship skills in wood and aluminum and

textile and audio and acoustics as well. And I think the trends really also go our way if you look at the trends for high resolution audio. So the streaming platforms are coming out with high resolution to a higher degree. If you have high resolution, you also want to reproduce that music in high resolution. So the demands on the equipment at home will go up, which is great in our case. When we look at luxury consumption, it's Gen Z.

who are big consumers of luxury and will continue to be a very important segment for luxury growth going forward. They want to personalize the experience. They want to be culturally relevant. We offer a product that is cradle-to-cradle certified. So basically a product with longevity and it's the most sustainable type of product that you can have. And then you can personalize it as well with our Atelier services. So I think we are playing in

to that trend as well. So we feel pretty good about what the future has for us. Well, you mentioned Gen Z. I guess if we trace a long way back to the introductions of Walkman, before Walkman, we consumed music at home most of the time.

But Walkman was introduced and then came many other versions of different Walkman. It's basically portable music. And now you look at the way that young people consume not just music, but content like podcasts, right? They put their headsets over either over the years or in year and then you got noise cancellation. So the pieces got smaller and smaller and smaller.

versus what your beautiful pieces are, larger pieces, right? So you see this new trend of consuming music by not just Gen Z but younger and younger generation. Is it a challenge or is it an opportunity for B&O? I think there's an opportunity because also the younger generation and Gen Z in particular, they're also interested in heritage. They're interested in history. And it's also interesting to see how vinyls are resurging in popularity. That's right.

Somebody told me half of the vinyls sold are sold to somebody who doesn't even have a record player. Because you buy it for the artwork and you buy it for you want to keep it and hold on to it and it's something to look at. And CDs are also coming back and researching, partly because of course of the acoustical experience but also partly because of the whole experience of having a physical object. So I think the younger generation starts to appreciate that as well.

So from that point of view, yeah, the past is good and we connect the past with the present and with the future. So from our point of view as well, that's fantastic if people have an interest in the history. But also when we look forwards, I think music consumption

What we try to do is to make it seamless. So independent of your use case, that you have a seamless experience, whether it is in your car, whether it's at home, whether it's at work or whether it is on your yacht or your private jet. We want to make sure that we provide that seamlessness and that we have an offering that fits for the use case. So we have a broad portfolio for that reason. We have in-ear phones, we have headphones.

We have Bluetooth speakers, we have small speakers, we have bigger speakers, we have TV products and outdoor products. If you fall in love with B&O, then we want to follow your journey in life and to be able to offer you an amazing music sound experience throughout. And that's our benefit because we have that portfolio. True. By the look of your product, it's difficult not to be colonized by your product, to be honest, at home or whatever you're on the go.

I know that B&O has three very important pillars which you mentioned several times. Luxury, right? So you got luxury, you got timelessness, and also technology. I want to ask you about these three pillars. Now luxury in technology, when I think of luxury, you think of luxury products, right? So it's all about the exterior. It's about the exterior design, the look and feel of it, the appearance of it.

But how is luxury reflected in the technology bit of the product design? That I'm not sure. So maybe I take you through all the three words because we have chosen them carefully and we've been really doing a diligent work in arriving at these three words. And also why they are our business strategy and why we believe that that will give us a blue ocean opportunity because there's really nobody who can copy it.

By definition, if you want to be in luxury, you need to have heritage. If you look at all the luxury brands, they are established 1800s or 1700 century. And we are next year, as we talked about already, 100 years. So that's the first piece. We have a globally recognized brand. When people hear Bang & Olufsen, people know that this is an amazing global brand.

We have desirable products. People see the product, they are distinct from a design point of view, from a craftsmanship point of view and from an acoustical point of view. So when you see it, there is, yeah, I want it, can I have it? Which is really important. Then we have pricing power. We are going our own way with the product experience that we're delivering, which is also enabling us then to charge more for it. There's more value in the product and in the whole experience, which I will come back to.

Then we have our own distribution network. So if you want to provide a customer experience and good customer journey, we need to do it end to end. So it starts with pre-purchase, whether you're online or offline. When you go to the store,

or you visit the web page, it needs to be good experience. And of course, when you have bought the product, it also needs to be good experience when it's being installed or unpacked or unboxed. And then when you're using it, of course, it needs to be good. And then if it fails, it needs to be serviced and repaired. It needs to be good experience.

And we have a store network of 400 stores in the world that can look after our customers in this way. There's no other player who really has that capability. Then we are offering Atelier services because you want to personalize your product. You want to be different. We see that in luxury as well as a trend. And we can make really any color that you want to have.

We can make any tree that you want to have or any wood that you want to have. You're taking that to extreme. We will make the remote control for you and we can make the wood in the lamellas as well from your own tree and from your own garden. So we believe that is really, really powerful in terms of playing in the luxury space.

Then if you go to the second word, timelessness and design is of course super important here that the design will stand the test of time. And we know that our past products and the icons, they are doing that and people are still enjoying them 20, 30, 40 years after they were born.

So that's really important. But also the serviceability and the repairability of the products. And we are now building, which I will come back to in the technology section as well, but we're building our products based on product platforms and technology platforms. I mean, we are reusing

the same software in all products. So we don't develop one product, one software anymore. Good for you, thank God. That's good for us. But it's even better for the consumer because if you buy a product today, you don't have to worry that the product is going to be

old or not being current because there will be a new software coming that we can download over there into the product so if new features are coming new functionalities coming you can rest assured that they will be made available for you as well and then also when we build the products we looked at our past and we already discovered that our engineers from the 70s and 80s they were smart they built them in modules and they screwed the products together they didn't glue

them together. We are doing that now as well. So if you look at the latest headset, Beoplay H95, it is repairable, it is serviceable. We can open it up, we can take it apart, we can put batteries in because it is screwed together, which is amazing. That's the modular design. It's a modular concept design, right? So serviceable, repairable, and that also makes them, of course, customizable. We can use that as a service.

So if you combine that with luxury and what I just said about timelessness, there's really nobody else. And then if you take the technology piece as well on top of it, we are leaders in acoustics in the world. We are doing amazing acoustical experiences. We have in Denmark something we call Tone Masters that are working in the company, and they are designing the audio in the way that artists intended it to sound. And they spend hours in these acoustical chambers and making sure that the product

is reproducing the music the way the artist intended it to do, we never compromise on that. So we actually start with the acoustical experience and then we build a design around that. And by doing that and on our technology platforms,

We believe that is also something that the others in the world cannot copy or cannot take after. So those three words and luxury timeless technology, we believe is really key differentiating for us. Then putting that back into context in the world with the trends, luxury is growing. Everybody wants products that are standing or being usable for a long time. Longevity is really important. You don't want to be in a waste economy anymore, throw products away.

those trends together with high resolution audio is also playing to our brand and to our strengths. And then we have the complete portfolio. So we want you to fall in love with us. And when you have fallen in love with us, we want to make sure that we service you very well. So you stayed married with us forever. For life. Timelessness and technology. I often found these two

sort of contradictory to each other, right? Because Timeless is something from the past, it will stay on forever. But technology evolves so quickly. So iPhone every year is a new version, right? So how do you make these two elements work together so well? First of all, the design needs to be timeless from the get-go. But like I said, the modular building system and the technology platforms enables us to keep on evolving the product and developing the product.

And then because also we are proud about our heritage, if you take the turntable from Jakob Jensen, we can connect that wirelessly today to our latest speakers. We take a product from the 70s and we connect it to a current product wirelessly and we make sure that that is working together.

Seamlessness is important for us, the past is important for us, and the way that we then use these technology platforms enables all of that. And who knows what technology will be available 5, 10, 15 years from now, but we have this small printed circuit board that is the brains and the heart of the product, and we can actually take that one out easily as well and put a new one in. So should there be something that we're not aware of today that will happen,

five, ten years from now, then we can actually also build that into the product if the current platform allows for that. Otherwise, we take the platform out and we put a new platform in. So we feel confident that we have again here something that is making

also the technology seamless. Sorry, timeless. Yeah, of course. I think that's so smart because I mean vintage is the trend now these days. The younger generation, the older vintage they like to see craft, right? So the design of your product

from, I don't know, 50, 60 years ago is now the vintage to a lot of the young generation. But you actually can switch or replace the core technology that's hidden in the product. So these two go so well together. They go well together. And the material is...

Aluminum lasts forever, wood lasts forever, the textiles that we have last forever, the designs are, like you say, beautiful from the get-go. And why then have to replace everything if you're going to replace it? It's actually not more than maybe three centimeters by three centimeters, that whole brain and heart that we have in the product. And acoustically, they're already...

amazing and well designed and probably a bit over engineered even but that's good because then it means it lasts forever. Yeah, there's this lovely story of a consumer of yours in Paris. He owned a Beosound 9000 32 years ago. I'm sure 32 years ago he saved up all his savings, right? This would be the first B&O piece that he bought.

So Beosound 9000, he owned it for 32 years. Then it broke down and then he took it to the B&O. I think because it was so precious, he didn't want to let go. So he took it back to B&O. And B&O not only fixed the product, but he also offered his consumers another 12 months warranty. Isn't that amazing? First of all, like we said, you know, the product itself has become a vintage and I think that's why he didn't want to let go.

but you still can find the parts or the switchboard, whatever you call it, to replace the technology and it still works. And I have my own story. My husband owned a Beosound 3200, right? So more than 20 years ago already. And it's still working. That's great, I think, for a consumer value point of view. But we started...

当我们95岁的时候，我们研究了其他行业，手表，还有汽车。这些行业在修复经典产品时都有经典的流程，因为即使它们越来越旧，它们仍然很有价值。所以我们决定实施同样的措施。当时我们做了95台Biogram 4000唱机。它们立即售罄。24小时内，它们就全部卖光了。所以我们意识到我们找到了方向。然后，当然，我们扩展了我们的能力和竞争力

并回顾了整个产品组合的历史，看看我们如何修复它，如何维护它。不幸的是，并非过去的所有东西都能维修和修复，但我们真的努力确保我们保留零件并保存零件，并且

如果需要，制造新的零件，以便我们可以重建它们、维修它们，然后使它们恢复到像新的一样好，有时甚至更好，因为有些客户也希望添加一些额外的东西，我们也提供并正在做。所以是的，我们会继续这样做，因为我们相信这是正确的做法。但这也是对可持续发展努力的一个很好的回应，不是吗？

因为你不需要扔掉东西。没错。你提到的那位巴黎顾客，他还给我写了一封手写信，因为他对这在当今世界成为现实感到欣喜若狂。所以我们在这方面进行了扩展，我们在世界各地都有不同的服务中心可以处理这个问题。对。

让我们谈谈你对可持续发展的承诺。因为我知道贵公司拥有摇篮到摇篮认证。我认为这是组织努力实现可持续发展的证明或证书，对吗？

那么，为了我们听众的利益，你能解释一下摇篮到摇篮认证是什么吗？作为一个组织，你需要做什么才能获得该认证？基本上这意味着产品永远不会进入坟墓。所以它又活过来了。所以是摇篮到摇篮，而不是摇篮到坟墓。

是的，摇篮到地球。没错。我们想确保产品可以被使用和重复使用，我们就是这样制造它们的。当它们以这种方式制造，以便可以重复使用和重生时

然后你会得到一个证书，它基本上就是证明这种情况。我认为我们有两款产品现在已经获得了证书。我们还有一些待批的证书，我们也做出了承诺，我们将要制造。是的，这是一个工程挑战，但它也很好地符合奢华永恒的技术。所以对我们来说，我们不必去……

做额外的事情。这是我们过去做事方式的核心战略的一部分，现在我们将继续为未来这样做。所以对我们来说，这是一个自然的过程。好的。你之前提到的模块化概念，它非常适合可持续发展工作，不是吗？绝对适合。所以我觉得你最新的产品，这款头戴式耳机，

很多部件都可以更换。它们可以更换，电池需要可更换，你可以打开并维修产品。

你会看到产品的一个地方有一个螺丝，可以让我们打开它。如果你看看前代产品，那个螺丝不在那里，那个螺丝看起来像一个小细节。工程师们花了许多、许多小时、几周的时间来争论和讨论它应该如何工作以及它会是什么样子，因为它需要在那里才能打开它。但我们有很棒的工程师在处理这个问题，并考虑所有这些问题。就像我说的，

对我们来说，这不是额外的东西。这不是事后才想到的。它是B&O过去核心战略、核心DNA的一部分。我们正在提升它，并将其真正放在我们现在所做的一切的最前沿。我非常尊重这一点，因为有一次我看着我拥有的资产。我有大约10对。我闭上眼睛说，我在做什么？那是你需要的最后一对。其中5对是B&O，所以对你们来说很好。但你可以在二手市场上出售它们。

这也是我们正在研究的另一件事。我们还没有宣布，但是如果你去看翻新的产品，它也变得越来越流行了。这也是一种趋势。所以即使我们已经制定了战略，我们从定价性能的角度来看，是东北方向，所以价格更高，性能更好。这就是我们努力的目标。并且像我说的那样，制造你能制造的最好的产品。

我们知道也有二手市场，而我们再次经典的维修计划和修复计划也很好地符合这种类型的概念，这样人们也可以像使用新产品一样享受二手产品。这也是你收集的年轻一代见解的一部分吗？我认为是的，因为

他们也想要那样，复古的回归就像你说的那样重新流行起来，这非常适合手表，非常适合汽车，也非常适合我们的产品。如果你按照我刚才描述的方式建造它们，那么它就能奏效。如果你做的是塑料制品，那么它的价值基本上为零。但是如果你看看，至少在欧洲，我不知道这里的情况，但是如果你看看……

Biosound 2，这也是我们的一款标志性产品，如果你四五年前购买了它，那么你在二手市场上出售它基本上就能收回成本。当然，新的更贵，但电子产品领域中很少有产品能在四五年后收回成本。你和你团队如何让自己了解年轻一代使用电子产品和消费音乐的方式？我的意思是，我们之前谈到了这一点，对吧？是的。

作为年轻一代，总会有更年轻的一代出现，他们对待音乐的方式以及他们欣赏或不欣赏音乐的方式大相径庭。如果你看看当今的年轻一代，短视频就是一切，一切都必须简短。一切都必须采取快餐式的方法，对吧？

不知何故，有时音频质量可能是他们愿意接受的妥协。你如何与这些年轻一代保持相关性？首先，我认为这是了解他们的需求以及他们的需求是什么以及他们如何运作的问题。这也是我们来到这里的原因之一。是的，我本来想问。中国处于这一切的最前沿。我们想向中国市场学习，年轻一代如何看待

不仅是音乐，而是任何东西，当然，我们把所有这些见解带回家，我们甚至在这里的董事会也在关注这一切，这不仅仅是我和我的团队在关注，我们也确实有一个消费者洞察团队，当我们

对我们将要建造什么以及我们想如何建造东西有想法时。我们会去某些市场，基本上会对消费者进行测试，以获得他们对他们认为什么、喜欢什么和不喜欢什么的反馈，以便我们根据那一代人进行调整。

然后我家里也有三个很重要的孩子，他们也在关注我的调整，无论我是否与世界上正在发生的事情保持一致，我们所有人都是这样，所以我们也从家人那里得到很多反馈，然后也从我们在市场上的优秀团队那里得到很多反馈，我知道我们都仰望我们的孩子，我的女儿25岁了，所以我总是关注他们，她消费音乐的方式非常不同，我们向他们学习，他们也是

至少我的孩子们对什么好什么不好以及我们需要处理什么非常直接和坦率。所以我从他们那里得到很多意见。但我认为这也是游戏的名称。一般来说，对于任何公司来说，你需要有一个优秀的洞察团队，你需要有学习的能力和愿望，因为世界在不断发展。当然，在我们的案例中，战略方面的一些部分将是恒定的。但你需要成为一个不断学习的组织，然后……

适应并重新制定它，当我们看看世界上许多奢侈品时，不仅仅是我之前谈到的公司，它们的产品是在30年代、40年代、50年代和60年代构思出来的，然后他们多年来一直在调整和微调它们，但本质上它们看起来是一样的，如果你不是手表或包的鉴赏家

你不知道这是70年代的型号还是80年代的型号或90年代的型号。它们看起来非常相似。

而这现在也正受到需求。但我们肯定需要与市场保持同步。你是否发现中国消费者与其他地方的消费者略有不同？我认为从技术的角度来看，如果你看看微信和其他应用程序的功能，那领先于我认为的全世界。所以从技术上讲，当然。而且从奢侈品消费的角度来看，当然。这就是为什么你会看到，当然，所有奢侈品牌都在这里，而且

我认为世界，而且我认为那已经改变了一段时间了，但你需要先关注中国，然后你才能将其推广到世界其他地区，而不是相反，你将世界其他地区正在起作用的任何东西都应用到中国。那已经改变了。

我的许多朋友都在奢侈品行业工作，在奢侈品集团工作。所以他们对我说的是，中国消费者对奢侈品行业的一大好处是，他们比其他地方的同龄人年轻得多。所以你拥有更长的生命周期。你可以向他们销售产品。没错。很好。好好为他们服务。

不，但我们从研究和其他公司的研究中也知道，中国千禧一代是世界上增长最快的奢侈品消费者。我认为，如果你再过六年，他们将贡献80%的奢侈品消费。然后当然你还有Z世代，在美国也很大，尤其是在

奢侈品方面，但我们认为这很好，因为这是我们前进的方向。然后如果你再次看看，他们也是EMC，流媒体音频最大的消费群体。这也很符合我们的战略。然后关于音乐，他们喜欢我之前谈到的传统和复古，他们喜欢定制，个性化非常符合我们能够为他们提供的东西。

我们希望他们成功，走出去消费。是的，我认为在中国市场有一个观察结果，年轻一代在消费方面也变得更加理性。绝对的。因为有很多、很多东西过度生产和生产。

所以，我想做的是，我想购买一些可以永远使用或至少可以使用更长时间的东西。所以，他们倾向于走向高端市场。他们愿意储蓄并购买一件高质量、可持续、可以使用更长时间的产品。绝对的。这一趋势也完全符合我们的战略。所以，我认为我们已经很好地适应了。

目前的趋势当然。这也是为什么我们相信我们面前有一个巨大的机会。我们还有很多事情想做，所以我们并没有躺在功劳簿上，但我认为我们现在处于一个很好的位置。好的。我能和你谈谈疫情吗？是的，当然。因为我知道你于2019年成为B&O全球首席执行官，然后砰的一声，疫情在第二年就发生了。那确实很难。

你如何领导一个你只是相对较新的首席执行官的组织？你如何带领你的组织度过这段艰难时期？所以我在疫情真正来临之前大约有六个月或八个月的时间。但我们试图做的事情，以及我试图做的事情是，当然，要进入市场并倾听市场的声音。我只能在很短的时间内做到这一点。然后你基本上像我们所有人一样被困在家里。但是

再说一次，这又回到了我们在公司里的人以及他们愿意克服困难并尝试寻找新的做事方法。所以就是这样。我们在家里工作。我们的一些工程师晚上偷偷溜进工厂做事情。哦，真的吗？在黑暗中工作？我们实际上开发了当前的Contour TV系统。

在疫情期间。哦，哇。他们想给我一个惊喜。所以他们周末和晚上去工厂建造原型。我们在疫情期间也以创纪录的时间完成了这项工作。所以如果有意志，就会有办法。这又回到了人们、热情、承诺以及我们的经销商和合作伙伴对我们的帮助。这并不容易。我们有……

特别是，我认为上海完全封锁和北京完全封锁的两个月非常艰难，因为那时我们的仓库也被封锁了，我们根本无法进行交易。但除了这两个月，

我们做得很好。我们设法维持业务运转，也因为产品组合的广度和宽度，我们拥有适合家庭的产品组合，这很棒，因为现在我们在家里，我想在家里享受更好的音频体验或更好的电视、视觉体验。完美，所以让我们买一些家用产品吧。

因为很明显，如果你完全关闭了旅游零售，那么在那段时间里，它就不会运作得很好。所以产品组合的广度和宽度肯定有所帮助

而且我们找到了新的方法。但我们也确实受到了打击，尤其是在两个月的时间里。但是你已经扭转了局面。我们已经扭转了局面，绝对的。去年，我们在盈利方面取得了六年来最好的一年。我们也为我们18个月前宣布的战略奠定了良好的基础，即奢华永恒的技术战略。

我们在幕后做了很多工作，关于我们想做什么以及我们将如何拥有一个长远的眼光以及同时那个长远的眼光是什么。当你待在家里的时候，你会花更多的时间去做这件事，因为你不能去任何地方旅行。所以我们非常努力地做了这件事。然后，当然，世界。

也在不同时期被封锁了。所以有些国家开放了，其他国家关闭了。当然，随着疫情在全球蔓延。所以幸运的是，我们拥有全球地理足迹，这也有助于维持生计。但这很艰难。对每个人来说都很艰难。而且……

当然在中国也很艰难。没错。但我猜想现在即使是疫情后，但工作方式现在已经成为常态，对吧？永久性的。是的。所以像在家工作、灵活工作这样的事情，这意味着人们在家中花费更多的时间。这对你们来说一定是一个机会，对吧，B&L？我认为是的。如果我们看看我们如何工作，我们也保留了灵活的

工作空间，我们让每个部门自己决定何时在办公室工作，以及他们如何提高效率和效力以及什么对他们有效。在我们的工作方式方面，并非所有情况都适用。然后我们将可穿戴产品更多地转向我们以前没有的企业。当然，这是一个长期的益处，因为我们将其放入平台中，以确保它们与视频会议等功能良好地协同工作。但如果你

长时间使用耳机或屏幕，并且你使用得越多，拥有更好的、更舒适的耳机就更有意义，拥有一个可以同时用于休闲和工作的耳机也有意义，正如你所知，我们的产品非常适合休闲，人们已经知道了这一点，但你也可以很好地使用它们，H100，当你再次查看时

我们放入该耳机中的麦克风，它就像录音棚级的麦克风。而且风噪抑制降噪功能非常出色。所以你可以在机场戴上它们，人们真的会认为你仍然在家里的办公室里，这对所有使用它们的人来说都是好消息。我告诉你，我已经进行了很多虚拟会议。人们首先会注意到的是，哦，那是什么？

你戴的是什么耳机？当你戴上耳机时，你也想看起来漂亮。没错。我，像我的妻子和女儿一样，当我给他们带来H100时，他们首先做的事情当然是选择他们想要的颜色。他们说，我的妻子选择了杏色，我的女儿选择了沙色，金色。哇。但那是他们选择的颜色。那是他们做的第一件事。他们做的第二件事是跑到镜子前看看。

他们在里面是什么样子。他们甚至没有播放音乐。是，我在里面是什么样子？所以，但他们看起来很棒。这很重要。是的，你在虚拟会议中必须看起来很棒。上半身是人们唯一能看到的东西，对吧？没错。太聪明了。我认为，再次，我们的产品满足了

谈到A9产品，非常感谢你邀请我参加昨晚的活动。那是一次很棒的活动。亲眼看到A9产品真是令人兴奋。我的意思是，我知道这款产品已经存在12年了。而你正在对该产品进行的最新创新是你与艺术家合作推出的各种非常有趣、非常艺术的封面产品。

你可以把它放在这个扬声器上，对吧？你想告诉我一点关于与艺术家合作的想法的背景吗？我知道你们都与各种艺术家合作，对吧？但这个想法总是如此有趣。是的，多年来我们进行了一些此类合作。首先，这是一款很棒的产品。这是一款像你说的那样已经存在一段时间的产品，并且

你想修改它，每个人都有自己的品味。这是一种很棒的方式，因为我们有可以绘画的封面。

你可以购买绘画，你也可以为你的产品购买新的封面。然后显然是为了向产品致敬，让伟大的艺术家设计封面确实很有意义。不仅是封面，在昨天的展览上也有面包作为腿。所以不仅仅是封面。

这是我们想做的一部分。我们想提供一件艺术品，当然还有

绘画和画家，那是艺术。任何形式或形状的工艺都是艺术，并且正在成为艺术。所以我们对艺术的敬意昨天用A9表达了。我们当然也对其他产品这样做，因为你可以定制它们，你可以得到木材，就像我说的那样，等等。是的。

这就是我们。而且也没有其他人这样做。所以我觉得这很棒。但合作或设计使产品更有趣。我的意思是，它已经是一件非常漂亮的家具了。你把它放在任何地方，你家的任何角落，它都适合。

非常适合你的环境，对吧？但现在它使它更漂亮了，现在我必须作为你的产品的客户问这个问题，你将来会允许客户定制封面吗？我有一幅我和我女儿一起画的画，我可以使用它来定制我自己的封面吗？你实际上可以这样做，但要大规模地做还需要一段时间。但人们想要那样，我们可以满足那个需求。

我们今天已经可以做到这一点，但要大规模地做还需要一段时间。但人们想要那样，我们可以满足那个需求。

那些梦想，并确保它很好地融入环境，或者如果你有绘画，并且你想让产品看起来像绘画一样，为什么不呢？当然，我们不能复制任何真实的艺术品，所以我们可能不会制作毕加索的作品或类似的东西，但我们需要尊重一切的版权，但像我们在这里与

与艺术家一起进行合作开发一样，这很棒，然后实际上还有一幅画挂在产品旁边，是的，在昨天的展览上，是的，这，是的，所有功劳都归于我们这里优秀的中国团队，没错，它很漂亮，所有这些都很漂亮，我也访问了你们的网站，你们有我们的作品，以及世界其他地方的其他艺术家的作品，这真的非常有创意，然后我们也收到了一份精美的礼物，带有酒杯垫或玻璃杯垫，我知道你可以带回家，并且

他们会永远记住它。没错。所以这是一个非常好的额外好处。我想问你最后一个问题，你的领导力。

因为就像我们说的那样，你只在2019年成为首席执行官。这是五年任期与百年公司相比。我还年轻。你很年轻。现在，是什么吸引你加入P&O？是的，首先，我也在该品牌的影响下长大，我拥有Beosound 2300，带卡带的那个。当我住在拉丁美洲时，我把它卖给了当时无法购买的人，因为那个市场当时没有。

我以为当我回到欧洲时我会重新购买它，但这并没有发生，因为其他事情介入了，等等。但我一直是粉丝，并且在家中拥有B&O产品。然后我忘记了这个品牌。我爱上了这个品牌，忘记了这个品牌，并且在做我的事情。碰巧的是，在我收到参与这个过程的请求前一年，我

我买了一些B&O产品，因为我的一个朋友告诉我，你检查过这个吗？不，我没有。然后我去检查了一下，然后我买了电视和一些其他东西。哇，好的。所以我想，好吧，他们回来了，这很棒。然后，当然，当猎头……

打电话给我并联系我时。我的意思是，如果你可以帮助像B&O这样的标志性品牌，你不能说不。然后这是为了试图了解问题所在，因为五年前我们肯定有问题。然后第二件事是，我能帮忙解决它们吗？因为搬到丹麦没有意义。如果你不相信你会把它做好，并且我们可以解决它，那就没有意义。但我相信

我们遇到的问题肯定是可以解决的，我相信我的工具箱可以用来帮助恢复公司。所以我们开始了，并且仍然在这里。你确实提供了帮助。你扭转了局面。多年来，我们也显然发生了很多变化，因为一开始我们是多品牌公司，或者我们通过多品牌进行分销，并且在那时我们对我们将要去哪里没有明确的愿景，但是

当我加入时，只是为了恢复盈利。如果你不赚钱，你就有一个问题，那就是赚钱，因为否则就没有未来。所以这是我们的第一个目标和第一个口号，恢复盈利。我们成功了。然后战略的第二阶段是建立稳健性。那么什么坏了，我们如何确保我们为未来奠定坚实的基础？

投资工厂，工厂一页的屋顶正在倒塌，外观也不好看。所以是的，他们会翻新任何需要翻新的东西，因为有些部分已经很久没有得到照顾了。还有公司内部的能力，因为如果你不解决这个问题，并且你开始扩展某些东西，那么你只会扩展问题，你不想这样做。所以我们也关注了很多产品和产品质量以及其他领域。

然后我们从这里想去哪里？大约两年前我们宣布了这一点。然后我们一直在努力。所以现在我们处于第三阶段或进入了第三阶段，这是增长阶段，我们知道我们有一个非常令人兴奋的市场机会，即

目前估计约为190亿欧元，未来六年将增长到480亿欧元。所以增长率很高。是的。我认为CAGR为16%。如果你看看消费电子行业，在同一时期，它的增长率为1%。所以我们处于一个很好的位置，可以利用当前的战略来抓住这个机会。

是的，到目前为止一切顺利。我看看你在过去五年里所做的工作，你只是找到了公司的重点。没错。所以设定愿景，设定重点，北极星，我们想去的地方。在我们这里，最美妙的事情是，就像我多次说过的那样，当我们到达那里时，我们到达那里越快，我们就会在那里独处。所以这是一个非常好的位置。我看过你们的年度报告。

年度报告中列出了九个未来的风险。这些是产品、增长战略、人才、网络安全、ESG和可持续性、宏观经济和地缘政治不确定性、气候变化、腐败和人权。那么哪些是让你彻夜难眠的前三名呢？我的意思是，任何业务中都有很多风险。我认为

而且在今天这样一个对你说什么和不说什么是如此严格审查的市场中，当然每个人都在列出所有这些风险。所以没有什么对B&O来说是独一无二的。我认为你可以在任何公司的年度报告中看到，你需要

由于法规的缘故，其中确实存在一些风险。但这些风险不足以让我彻夜难眠，我可以告诉你。真的吗？是的，是的。所以我睡得很好。哇，这是个很棒的位置。这是一个很棒的位置。但我认为我们知道自己要去哪里，这让我们感到安心。我们还有一个很棒的团队来处理所有问题。我们有雄心勃勃的计划，因此，从我们的角度来看，我们越快执行这些计划越好。

如果有什么愿望的话，那就是希望我们能够更快地完成这场转型。这不会让我彻夜难眠，因为我们要去一个别人都无法企及的地方。所以没有竞争。如果你有两三个竞争对手，你会争先恐后地到达那里。但我认为我们有一个策略，对任何人来说都很难复制，因为你无法购买时间，对吧？如果你没有100年的历史传承。所以从这个角度来看，我认为我们可以按照自己的节奏去做，但是

我本人也很有耐心。所以我们越快到达那里越好。那么，除了营收增长超过480亿欧元之外，您认为未来5到10年后B&O会是什么样子？我认为我们将进入更多家庭，并将让更多消费者和客户满意。

不仅是出色的音频，而且是整个客户旅程，整个体验，就像您从任何奢侈品牌那里获得的一样好的奢侈品牌。您将获得一次非凡的体验，我们会照顾您，我们会成为您的朋友，我们会照顾您的产品，我们会照顾您、您的家人以及您的用例。我们致力于让您快乐。

如果您这样做，您将继续与我们合作，并将从我们这里购买更多产品。好吧，正如您所说，以一种非常谦逊的方式，您是一家小公司，您仍然是更大市场中的一小部分，您的消费者喜欢您的产品，并且这些产品会永远存在。所以您的回头客，我不知道有多少，但您不断有新的客户想要拥有您的产品。我们需要新客户。这对我们来说很重要，但保持现有客户也很重要。而且

留住客户和获得新客户的一个好方法是让他们满意，满足他们的期望，并始终为他们提供非常非常好的服务。这再次是一个在奢侈品行业和许多其他行业中都行之有效的方案。所以这并不是什么新鲜事物，但如果您没有清晰的愿景、计划、战略和组织赋权，那么执行起来就更加困难。所以我们还有很长的路要走才能达到我们想要达到的目标。

但我认为每个人都在这次旅程中齐心协力，为客户服务，让他们满意，并解决他们可能遇到的问题。口碑传播速度也非常快。因此，如果您获得良好的服务，您会告诉您的朋友和家人，然后他们会来，然后他们也希望能够得到良好的服务。然后他们会告诉他们的朋友，它会迅速地成倍增长。作为一个奢侈品牌，你需要做到这一点。所以我们非常关注

客户旅程中的所有细节，无论是店内体验，还是以后的产品体验，或者产品和服务以及维修。我们知道有些事情我们可以做得更好，我们将继续改进这些方面。

作为一位非常满意的客户，我希望您在未来5到10年里取得巨大的成功。我要感谢您参加我的节目，并与我们的听众分享B&O成功的许多见解以及您对未来的展望。非常感谢您，克里斯蒂安。非常感谢您。感谢您的邀请。谢谢。谢谢。