\nRecenta achizi\u0163ie a companiei de produse de \u00eengrijire masculin\u0103 Dollar Shave Club de c\u0103tre gigantul din industria bunurilor de larg consum Unilever pentru suma de un miliard de dolari ar trebui s\u0103 le dea fiori concuren\u0163ilor, dar \u015fi oric\u0103rei alte companii, consider\u0103 New York Times.<\/p>\n
\nDollar Shave Club reprezint\u0103, prin modelul s\u0103u de afaceri, un exemplu al modului \u00een care progresul tehnologic determin\u0103 schimb\u0103ri \u00een structura unei companii, permi\u0163\u00e2ndu-i acesteia s\u0103 func\u0163ioneze cu mult mai pu\u0163ini angaja\u0163i dec\u00e2t una obi\u015fnuit\u0103, afirm\u0103 cotidianul citat.<\/p>\n
\nFondat\u0103 \u00een 2011 de doi \u00eentreprinz\u0103tori, Dollar Shave Club a ap\u0103rut ca o solu\u0163ie pentru b\u0103rba\u0163ii care doreau s\u0103 cheltuiasc\u0103 mai pu\u0163in pe aparetele de ras de unic\u0103 folosin\u0163\u0103, pe o pia\u0163\u0103 dominat\u0103 de Gillette. Compania le propunea acestora s\u0103 se \u00eenscrie \u00een clubul s\u0103u online pentru a primi lunar produsele dorite la un pre\u0163 mai mic dec\u00e2t cel din magazinele tradi\u0163ionale, iar ca s\u0103-\u015fi prezinte oferta a apelat la un clip publicitar amuzant pe YouTube. Clipul a fost vizionat de peste 20 de milioane de ori, comenzile duc\u00e2nd veniturile Dollar Shave Club la mai mult de 240 de milioane de dolari.<\/span><\/p>\n \nA urmat apoi finan\u0163area din partea fondurilor de investi\u0163ii cu capital de risc, compania atrag\u00e2nd peste 160 de milioane de dolari, ceea ce i-a permis s\u0103-\u015fi creasc\u0103 cota de pia\u0163\u0103 la 8% \u015fi s\u0103-\u015fi extind\u0103 oferta de produse de \u00eengrijire personal\u0103, intr\u00e2nd \u00een cele din urm\u0103 \u00een aten\u0163ia Unilever, care a achizi\u0163ionat-o pentru a concura \u015fi pe acest segment cu Procter & Gamble, de\u0163in\u0103torul Gillette din 2005, \u00een urma unei tranzac\u0163ii de 57 de miliarde de dolari.<\/p>\n \nModelul de afaceri al Dollar Shave Club \u00eens\u0103 nu este cel al unui produc\u0103tor tradi\u0163ional din domeniu, compania neav\u00e2nd nici fabrici, nici centru de distribu\u0163ie. Aparatele de ras pe care le vinde sunt cump\u0103rate de la produc\u0103torul sud-coreean Dorco, iar de distribu\u0163ie se ocup\u0103 o alt\u0103 firm\u0103, ceea ce i-a permis s\u0103 deserveasc\u0103 trei milioane de membri cu numai 190 de angaja\u0163i, ocup\u00e2ndu-se doar de crearea unui brand \u015fi de rela\u0163ii cu clien\u0163ii.<\/p>\n \nCompania a \u015ftiut s\u0103 profite de globalizare \u015fi de Internet, utiliz\u00e2nd serviciile online puse la dispozi\u0163ie de Amazon, ca mul\u0163i comercian\u0163i online, publicitatea gratuit\u0103 pe YouTube \u015fi posibilitatea de a colabora cu produc\u0103tori din alte p\u0103r\u0163i ale lumii, cre\u00e2nd loialitate fa\u0163\u0103 de brandul s\u0103u \u015fi reu\u015find s\u0103 c\u00e2\u015ftige cot\u0103 de pia\u0163\u0103 \u00een lupta cu Gilette, concurent al c\u0103rui model de afaceri presupune dependen\u0163a fa\u0163\u0103 de retaileri. Strategia sa se asemean\u0103 cu cea utilizat\u0103 de Airbnb \u00een industria hotelier\u0103 sau de Uber \u00een domeniul transportului de persoane.<\/p>\n \nPe viitor, consider\u0103 publica\u0163ia citat\u0103, va cre\u015fte num\u0103rul de companii inovatoare, capabile s\u0103 perturbe pia\u0163a pe care activeaz\u0103, ca Dollar Shave Club, concuren\u0163ilor tradi\u0163ionali ner\u0103m\u00e2n\u00e2ndu-le altceva de f\u0103cut dec\u00e2t s\u0103 pl\u0103teasc\u0103 sume impresionante pentru a le achizi\u0163iona. <\/p>\n","protected":false},"excerpt":{"rendered":" Fondat\u0103 \u00een 2011 de doi antreprenori, afacerea a devenit un succes instant…<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[510],"tags":[170,81,13250,272,201,26734,474,16596,5229,539,297,7541,2403],"class_list":["post-136003","post","type-post","status-publish","format-standard","hentry","category-actualitate","tag-achizitie","tag-afaceri","tag-club","tag-companie","tag-companii","tag-concurenti","tag-industrie","tag-ingrijire","tag-model","tag-online","tag-producator","tag-produse","tag-unilever"],"_links":{"self":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/136003","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=136003"}],"version-history":[{"count":0,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/136003\/revisions"}],"wp:attachment":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=136003"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=136003"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=136003"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}