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從家族工坊到世界珠寶帝國,，卡地亞何以成就百年品牌傳奇,？｜美好商業(yè)中心直播精彩回顧（上）
近日，經(jīng)濟學人·商論與中信出版集團聯(lián)合舉辦訪談直播《從卡地亞看家族傳承》,?！督?jīng)濟學人·商論》總編輯,、法國里昂商學院美好商業(yè)中心學術委員吳晨對話卡地亞第六代傳人,、《卡地亞家族傳》作者弗朗西斯卡·卡地亞·布里克爾,，探索了百年知名珠寶品牌卡地亞歷時四代經(jīng)久不衰的奧秘,，以及在財富全球化的政治、經(jīng)濟,、文化浪潮中敏銳把握時代變化、不斷更新迭代關鍵所在,。法國里昂商學院作為戰(zhàn)略合作伙伴為此次活動提供支持,。
Q1.閱讀《卡地亞家族傳》讓人聯(lián)想到了羅斯柴爾德家族,。兩者皆由家族前輩奠下基業(yè),、子女傳人在全球市場銳意進取、將品牌發(fā)揚光大,。你在研究自己的祖輩時,，是如何定義家族企業(yè)的？哪些故事對你產(chǎn)生了觸動,？
How do you define the family business when you research your forefathers? What are the interesting things that really get you excited?
朗西斯卡·卡地亞：卡地亞由我的曾曾祖父路易·弗朗索瓦·卡地亞于1947年創(chuàng)立,。當年他一貧如洗，從珠寶商學徒開始做起,。20多歲時獲得一個機會,，買下了師傅的工作室。那時,，他不得不向家里借錢,，因此可以說,，這是一個家族企業(yè)的開端。早年,，一直是他本人維系著企業(yè)運營,。鑒于當時正值巴黎革命，這實在并非易事,。
Cartier was started by my great great great grandfather Louis Francois Cartier all the way back into 1947. He was very poor, and he started off by being a jeweller’s apprentice. In his 20s, he had the opportunity to buy his master’s workshop. And in the stage, in order to buy it, he did have to borrow money off family. So in a way, even at that moment, it was a bit of family business. He kept it going in those early years, which was difficult through the revolution in Paris.
在我心中，曾曾祖父更像是一個創(chuàng)業(yè)型企業(yè)家,。當他的兒子們及其孫輩也加入企業(yè)后,，卡地亞才變成一個名副其實的家族企業(yè)。那時,，企業(yè)名實際上改成了“卡地亞及其傳人”,，產(chǎn)生了一定的榮譽感和使命感。我認為從第二和第三代傳人起,，卡地亞開始成為了真正的家族企業(yè),。
In my mind, he is more of an entrepreneur doing the startup. It’s when his sons and his grandsons joined the business that it became more of a family business. At that stage, the name is actually changed to “Cartier et Fils (Cartier and sons)”. There must have been some kind of kudos in the idea of having a business has already gone through more than a generation. I think probably the 2nd and 3rd generation have become really a truly family business.
成功的家族企業(yè)有許多相似之處，我認為,，其中一定涉及到家庭價值觀的傳承,。子孫尊重父輩，想努力成為他們的驕傲,。曾祖父曾經(jīng)給孫輩們提過一個建議,，即“無論你遇到誰，無論他們地位是否尊卑,，都要與人為善,，因為你永遠不知道自己會遇見誰?！笨赡苷沁@些人們完全意想不到的因素,，幫助品牌建立了回頭客而不僅僅是客戶群,，因為每個顧客都備受尊重,。
There are many similarities in successful family businesses, and I do know that must involve the transmission of family values. For example, the founder, Louis Francois Cartier gave one advice to his son Alfred: “Whoever you meet, be very kind. However grand or small they may be, it doesn’t matter.” That’s the kind of thing that maybe you don’t think about. But actually this value meant that they built this not only a client base. They wanted to come back. Because every client was treated with such respect.
同時，他們也建立起一個員工團隊,，吸引世界上最好的工匠加盟,，不少匠人為卡地亞奉獻了一輩子。工匠們曾說,，為卡地亞工作感覺像是在為一個家庭工作,。這句話沒錯，卡地亞的確是家族企業(yè),，但那種家庭的溫暖,、理解,、分享和傳承，滲透在了企業(yè)的血脈中,。
Also, they manged to attract some of the best craftsmen in the world. And those craftsmen, they stayed on with them. They loved working for them and they all said that working with Cartier felt like working for a family. It was a family business but even for them, it felt like an extended family. The warmth, the kind of understanding, the kind of sharing, and the kind of heritage, that’s important.
Q2你認為是什么樣的特質,，讓你的曾祖父取得了后輩的信任？家族企業(yè)的運營模式又是怎樣的,？
So what do you think are the things that your great grandfather have that would have the trust, belief and faith in the sons?
朗西斯卡·卡地亞：曾祖父說,，卡地亞永遠只會有三個分部，我永遠不會讓非家庭成員來管理分部,。這是因為家庭成員和普通員工們從小到大接受的價值觀是不一樣的,。家庭成員會分享一切、親密無間,、互助互利,，形成一個極具凝聚力的利益共同體。
He had three sons and therefore he said, “We are only ever going to have three branches. I’m never going to have a branch run by a non-family member.” Because the values transmuted to the employees are not going to be the same way as if you’ve grown up with. And they were very close. They shared everything, knowing what’s happening before their competitors. They benefited each other’s growth, and they actually extend help.
家族企業(yè)的運營模式存在非常重要的兩點,，它們分別是設計思維和拓展人脈?，F(xiàn)在很多人都在談論設計思維，其本質是對企業(yè)的改造,?？ǖ貋啅囊患抑閷毜辏饾u發(fā)展成一個品牌,，這是一段創(chuàng)新,、突破的旅程。
The brothers have demonstrated two very important things, which are design thinking and net work expansion. A lot of people talk of design thinking, and it is essentially a transformation of business. Start off as a jewellery shop. Increasingly, it’s a brand. It’s how to be innovative.
三兄弟不僅在珠寶設計方面極其出色,，也非常擅長拓展人脈,，他們將分店開到了倫敦、紐約,，編織起一張廣闊,、強大的全球化商業(yè)網(wǎng)絡。皮埃爾常說：“我們要開拓人脈,、要到客戶家去拜訪他們,，讓客戶覺得自己也是品牌的一部分”。這是個非常聰明的策略,，也是一戰(zhàn)后當許多其他歐洲珠寶公司還在掙扎時,，卡地亞能夠在美國真正扎根的原因。
On the other hand, the brothers are very good social networkers. They can build networks in New York, trying to follow where their clients are. Pierre said, “We need to build networks. We need to visit clients in their homes. We need to make them feel like they were part of our brand.” That was very clever and after the WWI, when other French jewellery companies in Europe was struggling, Cartier really had roots in America.
企業(yè)品牌其實也是社區(qū)和社會的一部分,。你需要和客戶共同成長,，理解他們的品位，在他們的社會圈里被更廣泛的群體所接受,，這是一個奢侈品品牌旅程中很重要的一部分,。它不僅關乎偉大的設計,，也需要時間的沉淀。
I think also brand is part of the community and the society. Their clients being regarded not only as a craftsman but as a peer. And also trying to understand their taste and being accepted in their social circles are important. And that’s also part of a journey to really build an important luxury brand. It’s not only about great design. It takes a generation at least to really get involved.
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2016年6月,，法國里昂商學院聯(lián)合每日經(jīng)濟新聞,，共同發(fā)起"美好商業(yè) (Good Business)"項目，成立美好商業(yè)中心 (Good Business Centre,，簡稱GBC),。
我們一致認同：商業(yè)領域的每一個進步都是依靠創(chuàng)造與開拓，而不是競爭與吞并,?；貧w商業(yè)本質，才是商業(yè)成功的路徑,。
“美好商業(yè)"項目將搭建一個整體平臺,，通過“"分享與碰撞"、“發(fā)聲與呼吁",、“呈現(xiàn)與體驗"三種角度全方位地探索“美好”的可能性,。
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