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                                                                                                                                                                          线上注码技巧:为转型铺路 潘多拉将更换董事会主席

                                                                                                                                                                            继2月更换新CEO后,丹麦珠宝品牌PANDORA(中文名称为潘多拉)再次出现高层人事变动。日前,PANDORA官方发布消息称,准备任命新一任董事会主席,以帮助集团更好地实现战略转型。据了解,该决议是当天PANDORA集团年度股东大会上做出的。

                                                                                                                                                                            PNDORA现任董事会主席Peder Tuborgh在日前的股东大会上发出提议,对董事会成员进行新一轮更替。他表示,PANDORA在过去四年中取得了显著发展。集团收入翻了一番,业务大大扩展到零售业,并成为全球最知名的珠宝品牌。然而,随着电子商务和全球化的冲击,零售市场迅速发生了变化,致使品牌的地位受到挑战。为应对这些变化,2018年集团采取了有力措施,新CEO Alexander Lacik走马上任,改革项目也初见成效,为品牌进一步转型打下了好的基础。

                                                                                                                                                                            据了解,PANDORA自2012年起借助银饰潮席卷全球轻奢市场,迅速成为业界和市场明星,2016年更是跃升为世界最大珠宝制造商。但随着激进扩张及同行竞争的加剧,2017年PNDORA销售开始明显放缓,收入增速首次跌破20%。缺乏创新、美国及英国等重要市场零售客流减少、中国消费者需求骤减成为重要原因。2018年,PANDORA更是经历了2011年以来首次盈利预警,下调了增长预期。同时,PANDORA还启动了裁员计划,经历高管人事动荡。针对中国市场,PANDORA希望通过将定价下调15%,以打击代购这一灰色市场。然而,这一系列措施并没有让PANDORA 2018财年报表更好看。

                                                                                                                                                                            数据显示,2018财年,PANDORA全年销售额同比下跌7%,净利润更是大跌12.5%。临时CEO Jeremy Schwartz在财报中分析,PANDORA目前的问题主要在于品牌知名度高却缺乏明确的定位、产品失去新鲜感、过度促销,以及经营结构分散导致执行效率低下。与此同时,PANDORA启动了为期两年的转型计划,包括聚焦商业重置、重焕PANDORA品牌激情、实施成本缩减计划和新的工作方式。今年2月,Alexander Lacik走马上任,集团希望借助这名宝洁老兵推进接下来的转型计划。