Mad Money w/ Jim Cramer 8/7/26

这些链条会转换成他们所说的聚酯系泊缆。

These chains convert down to what they call a polyester mooring line.

每根立柱上都有三条，所以整个设施周围总共有十二条。

We have three of those on each column, so it gives us a total of 12 around the facility.

这些缆绳的张力被设定为我们所说的7000千磅，也就是700千磅，换算过来每条大约承受70万磅的力。

These things are tensioned, to what we call 7,000 kips, or 700 kips, which comes over to about 700,000 pounds of each.

正是这些缆绳在我们将设施浮起时，将其牢牢固定在原位。

This is what's holding the facility moored in place as we as we float.

而且设计成能抵御百年一遇的飓风，吉姆。

And designed, Jim, to withstand a thousand year hurricane.

当然，如果有大风暴来袭，我们会撤离。

And we demobilize, obviously, when there's a big storm coming in.

但这里位置太高了，就算遇到三四十英尺高的巨浪，海水也只是从下面冲刷过去而已。

But we're so high above here that in a sea state where you've got 30 or 40 foot waves, they just they just rinse across underneath.

为什么闻不到石油的味道？

Why doesn't it smell like oil?

没有味道。

There's no smell.

因为所有的油都在管道里面。

Because they all all the oil is inside the pipe.

所以我们会做密封性测试，确保产品都留在管道和容器里。

So we we do tightness test and ensure that the product stays within the pipes, within the vessels.

我们有蒸汽回收系统，把液体回收回来，直接送回管道里。

We have vapor recovery that recovers the the fluid, and it just goes in the pipeline.

所以不会有任何排放物从管道里跑出来。

So we don't have any sort of emissions that are that are coming out out of of the pipe.

所以在设施启动之前，我们实际上用氮气测试了每一根管道和每一个设备。

So before we started up the facility, we actually tested every single pipe and every single plant with nitrogen.

氮气的分子很小，用来确保没有任何泄漏，什么都没有。

Really small molecules molecules to make sure there's no leaks, no nothing.

他们把每个法兰都封上了胶带。

They taped every flange.

你会看到，你会看到一些油漆标记。

You'll see you'll see little paint markings.

它们确保每个螺栓都拧到了正确的扭矩。

They ensure that every bolt is tightened to the right core.

这就是和以前不一样的地方。

That's the difference from the way it used to be.

以前你闻到味道，是因为有气体或蒸汽泄漏。

When you smelled stuff, it was because you had fumes, vapors leaking.

现在不会再有这种情况了。

We don't have that anymore.

现在不允许有这种情况了。

You can't have that anymore.

我们实际上自己生产淡水，所以我们在设施上有所谓的反渗透装置。

We actually produce our own fresh water, so we have what we call reverse osmosis units on the facility.

我们从海里取水，去除盐分，制成超纯淡水。

So we take water from the sea, remove the salt content, and make make ultra pure fresh water.

我们用它来提供饮用水，也用来补充一些冷却介质，这样平台上的公用系统就能运转。

We utilize that for potable water, and we also use that for some of fill up some of our cooling medium so our utility systems on the on the platform.

所以我们基本上必须自给自足，维持生命所需的一切，我们能做到像自己发电、自己产水这样的事。

So we're basically we have to have everything sustain life, and we're able to do things like generate our own water.

我们能自己产生空气。

We're able to generate air.

我们能通过设施上的设备自己产生氮气。

We're able to generate nitrogen through the equipment on the facility.

接下来，克莱默在厨房里，看看厨师马里奥·卡博内如何改写美国餐厅成功的秘诀。

Coming up, Cramer's in the kitchen to see how chef Mario Carbone is rewriting the recipe for American restaurant success Next.

是什么让你有信心去做以前没人做过的事？

Made you confident that you could do something that hadn't been done before?

我从不害怕失败。

I have no fear of failure.

开拓进取的女性正在改变游戏规则。

Trailblazing women changing the game.

其中一个

One of

我最喜欢的建议是，想想你老板的老板需要什么。

my favorite pieces of advice, think about what your boss's boss needs.

领导力可以有很多不同的形式。

Leadership can look in many, many different forms.

归根结底，就是要相信你自己。

It really does come down to just trusting yourself.

人生苦短，

Life is short,

你必须想得大才能成就大事。

and you just gotta think big to accomplish big things.

朱莉娅·博尔斯滕主持CNBC的《变革者》和《权力玩家》节目。

Julia Borsten hosts CNBC Changemakers and Power Players.

每周二，无论你在哪里收听播客，都有新集上线。

New episodes every Tuesday wherever you get your podcasts.

欢迎回到《五月财富》特别版——投资美国。

Welcome back to a special invest in America edition of May of Money.

我们继续这个系列，回顾我们对Major Food Group的采访，以及这个国家最具标志性的厨师之一，马里奥·卡博内。

We're continuing our series with a look back at our interview with major food group and one of the most iconic chefs in this country, Mario Carbone.

通过Major Food Group，卡博内厨师和他的团队把纽约市的餐饮景象变成了全球现象，同时还推出了成功的酱料产品线。

Through major food group, chef Carbone and his team have transformed the New York City restaurant scene into a worldwide phenomena alongside a successful sauce line.

所以当卡博内厨师邀请我们进入Major Foods在曼哈顿的专属餐饮俱乐部ZZ's的厨房时，我们当然不能错过这个机会。

So when chef Carbone invited us into the kitchen of the major foods exclusive dining club in Manhattan, ZZ's, we couldn't pass up the opportunity.

来看看吧。

So take a look.

大多数餐厅最后都倒闭了。

Most restaurants go out of business.

为什么？

Why?

说这个行业很难，那简直是对这个行业难度的低估。

To say it's a difficult industry is is is a is doing a discredit to how difficult this industry is.

这里面涉及的变量太多了，需要做出的正确决策也很多，你得清楚自己是谁、你的产品是什么、你在为谁服务、你和隔壁那家有什么不同。

The amount of variables that go into this, the amount of decisions that need to be correct, understanding who you are and what your product is, who are you servicing, why are you different than the one next door.

我觉得餐饮业挺有迷惑性的，因为很多人喜欢美食，喜欢招待客人，然后他们觉得自己能把这当成职业，因为他们能办出很棒的晚宴。

I think restaurants are misleading because lots of people love food, lots of people love entertaining, and they begin to get a sense that maybe they can do this professionally because they throw great dinner parties.

你当然需要热爱美食和 hospitality，但你也得热爱并理解这个商业行业的混乱。

You need to have a love of food and hospitality, of course, but you also need to have a love and understanding for the chaos that is this commercial industry.

这两件事几乎没什么关系。

Those are two things almost have nothing related.

仅仅因为你喜欢美食、美酒、招待客人，并不意味着你就应该开餐厅。

Just because you're a you're a lover of food and beverage and hospitality and entertaining doesn't necessarily mean that you should open a restaurant.

我发现有几个地方确实能创造出一些魔力。

I find that there is a there are a couple places that are generating some magic.

Saga，一般是在市中心。

Saga, generally, it's meant downtown.

但大多数，比如 corner store，他们做到了。

But most of them, corner store, they've done it.

但能做到的很少。

But it's it's few they do.

但真的是凤毛麟角。

But it's few and far between.

所以你们了不起的地方就在于，你们所有的地方都让人兴奋。

That's why what's incredible about you all of your places have the excitement.

但大多数情况下，也就另外五家吧。

But for the most part, there's like five others.

我不是开玩笑。

I'm not kidding.

像你们这样的真的不多。

There are not many others that are like yours.

订不到位子，品质顶尖，价格还不离谱。

Impossible to get into, highest quality, a price that is not crazed.

其实，光是开起来并维持下去就已经很难了。

Well, it's already such a difficult task to just get something open and stay open.

想想看，还要在此基础上冒险去做一些特别的事情。

Imagine compounding that by taking a chance on doing something special.

不只是做那些你觉得只要能维持营业、赚钱、让餐厅继续运作就够好的事情，而是真的愿意冒险去做一些特别的事。

And not just doing something that you think is good enough to keep the doors open and make money and be able to keep the restaurant operating, but you're actually gonna take a chance on doing something special.

你有自己独特的东西要表达。

You have something unique to say.

我不仅要冒险开一家餐厅，我还要冒险表达自己的想法。

Not only am I gonna roll the dice on opening a restaurant, I'm gonna roll the dice on what I have to say.

这种情况真的很少见。

Very few and far between there.

如果

If Are

你害怕吗？

you afraid?

你有时候会害怕吗？

Are you afraid sometimes?

哦，是的。

Oh, yeah.

是吗？

Yeah?

当然。

For sure.

我觉得我们都会害怕。

I think we are all afraid.

恐惧是普遍的。

Fear is is unanimous.

我觉得那些不让恐惧成为障碍的人才能坚持到底。

I think it's those that don't allow it to get in the way or be the be the obstacle that persevere.

你肯定会遇到挫折。

You're gonna take your lumps.

你知道，我愿意接受挫折，但现在，我不会

You know, I'm I'm happy to take my lumps, but Now, I'm not gonna

酱料，怎么可能不是工厂做的呢？

sauce, how could it not how can it be even and not factory made?

你懂我的意思吗？

You know what I mean?

比如，你的酱料就很均匀，而且很棒。

Like, yours is even and terrific.

但传统上，我觉得你和我都会说，那些商店里买的六块七块的，你知道，它们还行。

But that's traditionally, I think that you and I would say, well, you know, the store bought ones are the $6, $7 are not you know, they're fine.

对。

Right.

但也就还行。

But just fine.

你怎么会有超级高级的酱料呢？

How do you have a super premium sauce?

根本没有超级高级的酱料。

There are no super premium sauce.

除了那些小批量手工制作的，就没有别的了。

There are none other than some that's made boutique.

对。

Mhmm.

那怎么做出超级高端的酱料呢？

How do you make a super premium?

你得打破他们做这些东西的传统模式。

You break the mold of how they make these things.

说来听听。

Tell me.

你去那些生产酱料的工厂，找一个愿意配合你流程的合作伙伴。

You go to the factories where these are going to be made, you partner with someone who's malleable to the process.

他们不会固守那种“我就是这么做酱”的老一套。

They're not stuck in the, hey, this is how I make sauce.

那种人不是我要找的合作伙伴。

That's not my partner.

找一个想要我生意的人，一个能适应这个流程的人，一个能接受我和我的团队加入的人，因为我们会来，我们会一起合作。

Find someone that wants my business, that's going to be malleable to the process, that's going to accept myself and my team coming in because we're coming in, and we're going to work together.

我们会学习，我的团队会学习如何大规模生产，而你们会学习我的团队如何烹饪。

We're going to learn, my team is going to learn how to make this in mass and scale, and you're going to learn how my team cooks.

为什么商店买的酱料一直以来都平庸甚至更差，是因为有一种大规模生产酱料的方法，而我不愿意接受。

The reason why store bought sauce for as long as we can remember all falls into a very mediocre and below categories because there's a way to make huge amounts of sauce that I was unwilling to accept.

我们到了。

Here we are.

我们到了。

Here we are.

引擎室？

The engine room?

对。

Yeah.

对。

Yeah.

没错。

Exactly.

这里是蒸汽船的引擎室，算是冷厨房。

Engine room with the steam ship, kinda cold cold kitchen here.

那是备餐区。

That's prep.

所以这栋楼里有两个完全不同的餐厅。

So we have two entirely different restaurants in this building.

一楼是家日本餐厅。

On the Ground Floor, we have a Japanese restaurant.

对。

Right.

顶楼是Carbone。

And on Top Floor, you have Carbone.

所以这个厨房得服务所有这些。

So this kitchen has to service all of that.

所以除了做所有的面包、糕点，所有的事情都得在这里完成。

So as well as make all the breads, all the pastries, everything has to happen here.

这边是意面区。

This is the pasta section over here.

热前菜、烧烤、主菜和配菜。

Hot appetizers, grill, main course, and sides.

那边是日式热厨。

Then you've got your Japanese hot kitchen there.

楼下是寿司厨房，然后所有面包、蛋糕和糕点都在这里烘焙。

You've got the sushi kitchen downstairs and baking a pastry of all breads and all cakes here, all pastry here.

对。

Yeah.

这些人很早就来了。

These people come in very early.

非常早。

Very early.

是的。

Yeah.

早上六点前第一班人就开始干活了，最后一班大概凌晨两点才下班。

Pre 6AM, first crew, and then the last one's out, you know, probably close to 2AM.

差不多二十四小时都在运转。

Almost twenty four hours.

那你在这边和那边的工作时间是怎么安排的？

And will you how often will you be at this one versus the other?

所以具体看我在哪个城市，我会尽量把大家都拜访一遍，不过我也会注意别给厨房的主厨添麻烦。

So when I'm depending on what city I'm in, I'll try to hit them all, but I'm I'm pretty conscious of staying out of the way of the chef of the kitchen.

我可不想越界或者碍事。

I don't wanna step on their toes.

进来吧。

Come in.

打个招呼。

Say hi.

我觉得现在最好的做法就是当个顾客。

I think the best thing I can do is be a customer at this point.

当个顾客，从那个角度去体验餐厅，把我自己的感受写成笔记发给每个人，然后在非营业时间和厨师们一起工作，但到了晚餐服务的时候，他们说了算。

Be a customer, experience experience the restaurant from that that perspective, send out my notes to everybody of what I thought my experience was, work with the chefs in the off hours, but when it comes time for dinner service, they're in charge.

这是他们的地盘。

This is their ship.

那你的食材是不是都来自世界各地？

And your ingredients are all from everywhere you could ever?

全世界都有。

All over the world.

全世界都有。

All over the world.

但收集这些食材花了我一辈子的时间。

But it's taken a lifetime to kinda collect those ingredients.

我更喜欢这种多佛鳎鱼。

I I prefer this Dover sole.

我更喜欢

I prefer

对。

Right.

你知道，这个开心果。

You know, this pistachio.

所以，你知道，成本上升了，但我不能开始改变这些东西。

So it's, you know, cost of goods goes up, but I can't start changing things.

不。

No.

不。

No.

我只有这些食材。

All I've got is those ingredients.

但你也不断地去其他供应商那里。

But you're constantly also going to other guys.

我是说，你们有多少人能看到所有这些？

I mean, how many of you are there that you can see all this stuff?

比如，去迪拜？

Like, Go to Dubai?

对。

Yeah.

我是说，这归根结底要归功于非常棒的合作伙伴。

I mean, it goes back to great great partners.

对吧？

Right?

还有，比如，你们的

And, like, what are

沟通系统是什么？

your systems of communication?

你知道吗？

You know?

我现在就可以给迪拜打电话，说，嘿？

I can I can call Dubai right now and say, hey?

给我发一张你们的通心粉照片，告诉他们里面洋葱够不够。

Send me a picture of your rigatoni and tell them if they've got enough onions in it.

你知道吗？

You know?

确实可以，而且我们有一个很棒的团队。

It would but and we've got a great team.

我的厨师们已经跟我干了十年了，我可以随时派他们去。

I mean, my my chefs have been with me for for a decade now, and I can deploy them.

我手下有些人随时都在飞机上。

I've got guys that are on on a plane at all times.

嗯，对细节的关注。

Well, the attention to the tail.

简直是疯狂。

Manic.

你得有点狂热。

You gotta be manic.

对。

Right.

必须的。

Gotta be

对细节的关注。

Attention to the tail.

所有的伟大之处。

All the greatness.

近乎偏执的执着。

Delusionally obsessive.

我觉得重要的是，我们所做的不能是那种你躺在沙发上用手机就能买到的东西。

I think it's important that nothing we do can can be purchased on your phone from your couch.

好。

Good.

我不想在那个领域竞争。

I don't wanna compete there.

那就是，好吧。

That's where Okay.

你看，这就是

See, that's

确实。

true.

那就是会有巨大压力的地方，随时都会有筛选。他们会为了彼此的食物而争斗，你们都会在这个价格点上竞争，你可以，我可以选择是出去吃还是坐在沙发上点外卖。

That's where there's gonna be tremendous there's gonna be triage at all times in the They're gonna fight for each other's food, and you're all gonna compete at at this price point that you can you I could I could choose between going out or ordering it from my couch.

我不想参与那种游戏。

Like, I don't wanna be in that game.

你无法获得这种体验。

You can't have this experience.

你看，我觉得有很多人没有你那么成功，他们说，听着，你知道，我们不得不这么做。

See, I I think that there are a lot of people who aren't as successful as you, they say, listen, you know, we have to do it.

我们总是听到同样的说法。

We have I always hear the same.

而且，即使食物不适合外送，他们仍然觉得自己别无选择。

Have And no it will be food that doesn't travel, and they still feel they have no choice.

这会毁掉一个品牌。

That wrecks a brand.

你把自己逼到绝路。

You put yourself out of

人们以为我操纵了稀缺模式。

People think I manipulated the scarcity model.

那是不可能的。

It's impossible.

要么你做出了人们想要的东西，要么没有。

Either you make something people want or you didn't.

如果他们想要，那就有了需求。

If they want it, now there's demand.

需求是不是大于你能提供的座位数？

Is the demand greater than what you have seats to fill?

那这样一来，你就有了稀缺性。

Well, now you have scarcity model.

你知道，80个座位已经很大了。

You know, 80 seats is big.

对。

Yeah.

大家都知道那是个大地方。

People know that's a big place.

从六张桌子做到洋基体育场那么大。

That was Yankee Stadium from coming from coming from six tables.

我的意思是，那时候就像，我们怎么才能把这里坐满？

I mean, that was like, how are we gonna fill this place?

说到概念，你是怎么挑选的？

About concepts, how do you choose them?

有时候是它们选择了你。

Sometimes they choose you.

有时候是某个想法一直萦绕在脑海里。

Sometimes it's it's something that it's a bug in your ear.

我会记很多笔记。

I keep a lot of notes.

我总是随身带着一个笔记本，记下各种想法，或者那些我想做、看到的事情。

I always have a notebook with me of thought bubbles and and things that maybe I wanna do or I saw.

我也会收集一些照片。

I keep a collection of photos.

然后，你知道，有时候会有一个空间或机会主动找上门来。

And then, you know, sometimes it'll be a space, an opportunity that'll come to us.

嘿。

Hey.

这个这个这个很棒的老地方现在空出来了。

This this this amazing old space is available.

像烧烤店那样？

Like grill?

像烧烤店那样？

Like grill?

对我来说，那个烧烤店已经是命中注定的了。

The grill, to me, was already predetermined.

如果我们能得到那个机会，我会尽我所能，把美国最棒的餐厅重新带回来。

We were gonna if we were gonna get that opportunity, I was gonna do everything in my power to put back America's greatest restaurant.

它真的回来了。

It is so back.

我的意思是，我大约五周前去过那里，我当时就说，天哪。

I mean, when I went I went there about five weeks ago, and I said, my god.

我记得以前的日子，Art Cooper 会在那里，GQ 的人也会在那里。

I remember when the old days when Art Cooper would be the GQ would be there.

每个人都会，那里会有一张桌子，基辛格也会在那里。

Each guy would, there would be a table and Kissinger would be there.

然后它就失去了那种感觉。

And then it lost it.

然后就没了。

And it went away.

我不知道它为什么没了，然后它就真的没了。

And I didn't know why it went away, and then it really went away.

所以那个地方，我以为还是同一批人经营的，因为它太完美了。

So that place, I thought, was owned by the same people because it was so perfect.

那是，而且这是很高的评价。

That was and that's a great compliment.

那可能是我做过的最引以为傲的工作。

That's probably the proudest work I've ever done.

我最引以为傲的工作。

The work I'm most proud of.

做那家餐厅的时候，我真的希望它尽可能接近在白宫用餐的感觉，从始至终都是纯美式的，你知道，就是伟大的美国餐厅。

Doing that restaurant, I really wanted it to be as close to dining in the White House as possible, in a sense of all American, start to finish, you know, the great American restaurant.

那就是我的目标，我真的为那个地方感到非常自豪。

That was the that was the goal, and I'm really, really proud of that place.

哦，当然，谢谢。

Oh, thank of course.

这是我最喜欢的。

This is my favorite.

太美了。

It's beautiful.

非常好。

Very well.

真的太美了。

It's just beautiful.

你多久去一次意大利？

How often do go to Italy?

一年几次吧。

A couple times a year.

是的。

Yeah.

当然。

Definitely.

确实一年去几次。

Definitely a couple times

充电。

Recharge.

啊？

A

什么？

What's that?

充电。

Recharge.

充电，你知道的，你总能从一些他们习以为常的细节里找到一点灵感。

Recharge, you know, you always find you always find a little inspiration in in some of the details that, you know, they they take for granted.

这就是文化的一部分，你会自然而然地吸收它，可能只是你捕捉到的一个小细节，然后它就会成为秋季项目的一部分，或者，你知道，一个字体，一件制服，什么都可能。

It's just part of the culture, and you you pick up on it, and it could be the smallest thing that you've caught, and now it'll be part of the fall program somehow, or, you know, a a font, a piece of uniform, it could be anything.

而且认识到那里的蔬菜必须完美，这里也一样。

And the recognition that the vegetables have to be perfect there, here.

即使是最差的地方也有

Even the worst place has

那里有很好的蔬菜。

great vegetables there.

对。

Yeah.

他们的原材料非常棒。

Their raw materials are amazing.

你知道，往往不是技术本身，而是他们拥有的原材料，就是那么出色。

You know, it's often not that not necessarily the technique, but just the raw materials that they have that's just so spectacular.

而我们美国人，经常在夏天去那里，那时候一切，你知道，都非常完美。

And us as Americans, we often go there in the summertime and things are, you know, absolutely perfect.

番茄特别棒，你知道的，简单的烹饪。

Tomatoes are amazing, know, simple cuisine.

番茄是

Tomatoes are

不可思议的。

incredible.

对。

Yeah.

我在那里种番茄。

I grow tomatoes there.

这真的很特别。

It's really pretty special.

我简直不敢相信我在那里种番茄。

I can't believe that I I grow tomatoes there.

我的意思是，我当园丁已经三十八年了。

I mean, I've been a gardener for thirty eight years.

我以为我种的番茄已经很好了，结果随便往地里一扔，长出来的比什么都好。

I thought I made a great tomato, then whenever I just threw them in the ground.

它们比我见过的任何番茄都好。

They were better than anything I've met.

我们每年为Farbones酱采购四千万磅番茄。

We buy 40,000,000 pounds of tomatoes every year for Farbones sauce.

Sam Marsana。

Sam Marsana.

那太厉害了。

That's incredible.

好的。

Alright.

我们是不是该

Should we

请继续。

Go ahead.

辣味通心粉？

Spicy rigatoni?

当然。

Of course.

还有新的春季豌豆和佩科里诺奶酪沙拉。

And new springtime pea and pecorino salad.

接下来，克莱默将来到第五大道，独家揭秘蔻驰的战略，更多精彩内容即将呈现。

There's more mad money ahead when Cramer stops by 5th Avenue for the inside scoop on Coach's strategy next.

欢迎回来。

Welcome back.

如果你想了解美国消费者的真实状况，有时最好关注一下销售现场。

If you wanna know how the American consumer is really doing, sometimes it's best to focus on the sales floor.

因此，我们来到了蔻驰位于第五大道的旗舰店。

That's why we headed to Coach's flagship store on 5th Avenue.

在独家采访之后，我有机会与Tapestry首席执行官Joanne Crevoy Sera一起逛了逛这家店，了解这个拥有85年历史的美国标志性品牌如今如何持续创新。

After our exclusive interview, I got the chance to walk through the store with Tapestry CEO, Joanne Crevoy Sera, to learn about how the 85 year old American icon is still innovating today.

来看看。

Take a look.

吉姆，我们一开始的思路是站在消费者的角度来思考我们的业务。

So Jim, we're starting and the way we like to think about our business is putting ourselves in the eyes of the consumer.

所以今天我们就这么做。

So we're gonna do that today.

对吧？

Right?

我们模拟消费者走进店里的场景，看看他们第一眼看到什么。

We're starting right as a consumer would walk into our store and what do they see?

他们看到的是包挂饰，上面有纽约的标志性元素，旁边就是蔻驰的标志。

They see bag charms where you can see the icons of New York right next to the icons of Coach.

那再给我多展示一些吧。

Well show me more.

好的。

I will.

我们今天最大的标志性产品之一就是Tabby包，顾客走进我们店里就会看到这个。

One of our biggest icons today is the Tabby bag and this is what a customer will see when they walk into our store.

Tabby真的很棒，我之前也提过它的故事，其实Tabby差点就被我们停产了。

And what's really great about Tabby and I touched on the story earlier but Tabby was almost a bag that we discontinued.

当时我们的买手手里有数据，完全可以做出不同的决定。

And our merchants had the data in their hands to make a different decision.

所以当我们谈到把数据、魔法和逻辑结合起来的时候，我们的买手发现这款包是Z世代特别喜欢的。

So that's when we talk about bringing together data, magic and logic, our merchants discovered that this is a bag that Gen Z loved.

所以他们没有停产，而是开始重新激活它，加大推广力度。

So rather than discontinuing it, we started to animate it and amplify it.

我们的创意总监Stuart Weavers和创意团队为这个手袋系列带来了很多创新。

And Stuart Weavers, our creative director and our creative teams are bringing so much innovation to this handbag family.

它一直在持续表现良好。

It continues to perform.

它吸引了更多Z世代的消费者进入我们的品牌，我们真的很喜欢Tabby，你可以看到它是这里的绝对主角。

It's inviting more Gen Z consumers into our brand and we just love Tabby and you can see it's the main event here.

照你这么说，是不是意味着只要质量相当，我们就能灵活调整，把生产转到关税最低的地方去？

Now when you say that, does that mean you can pivot and go to wherever the tariffs might be lowest at the moment since you have equality of quality?

确实，关税对业务来说是个阻力，而且影响面挺广的。

Well, tariffs are a headwind in the business, and they're a pretty broad brush.

不过我们的供应链很有弹性。

But what we have is a supply chain with agility.

我们与供应商的合作非常深入，也具备丰富的专业能力，能为产品带来创新。

We have partnerships that are deep, and we have expertise that we're bringing both innovation to the products.

跟你们说说我们在关税问题上没做的事。

I tell you what we did not do with tariffs.

我们没有简单地倒推成本，心想哦，成本涨了，那价格也得跟着涨。

We did not do backwards math and say, oh our costs are going up so our prices are going up.

我们非常关注为消费者提供的价值主张。

We are very sensitive to the and pay attention to the value proposition we deliver to the consumer.

这才是我们的核心考量。

That is our lens.

所以我们在应对关税时，是通过提高效率、在业务的很多方面来缓解的，并没有直接重新定价。

And so as we dealt with tariffs, we we deal with it in mitigating through efficiencies, lots of places in our business, but there was not a direct reprice for that.

说到零售，我们不得不考虑亚马逊。

When think about retail, we have to think about Amazon.

亚马逊是敌人吗？

Is Amazon the enemy?

亚马逊是个抽象概念吗？

Is Amazon an abstraction?

我们怎么看待人们通过亚马逊购物的方式？

What do we think about that as a way that people buy?

我认为这是一种购物方式，而且我们从消费者那里听到的以及我们对消费者行为的了解是，他们会在亚马逊上大量搜索产品。

I think it is a way that people buy, and what we hear from consumers and what we know about consumer behavior is they do a lot of searching for a product on Amazon.

但是，你知道，我们的重点是，在一个消费者可以随时随地购买任何他们想要的东西的世界里，品牌很重要。

But, you know, our our focus is, you know, in a world where a consumer can buy anything they want, anywhere they want, anytime they want, brands matter.

所以我们希望他们在接触Coach时感觉很好。

And so we want them to feel great about a touch point with Coach.

而且来蔻驰是有理由的。

And there's a reason to come to Coach.

事实上，蔻驰在亚马逊上也有店铺，我们这么做是因为我们希望，如果消费者在找蔻驰，能获得一个很棒且一致的品牌体验。

And in fact, Coach has a store on Amazon and we have that because we want that experience, if they're looking for Coach, to be a great brand experience and a consistent brand experience.

对了，如果你还没见过Rexi，她现在10岁了。

Well, should, if you haven't met Rexi, she's now 10 years old.

Rexi是我们的，她是——

Rexi is our She's

好老了。

so old.

我知道，她保养得不错。

I know, she's aging well.

她是我们的吉祥物。

She's our mascot.

Stuart Beavers创造了Rexi，这个特别的装置作品由400个蔻驰手袋组成。

Stuart Beavers created Rexi, and this particular installation has 400 Coach handbags that make up the sculpture.

有人想买Rexi吗？

Does anyone wanna buy Rexi?

直接过来说，听着，我必须拥有Rexi？

Just come and say, listen, I have to have Rexi?

我们在不同系列中都有不同造型的Rexi。

We have Rexi in different animations across our assortment.

你可以在包包上找到Rexi，也可以找到Rexi挂饰。

You can find Rexi on bags, you can find Rexi bag charms.

事实上，如果你去伦敦，在摄政街上你会看到一个更凶猛的Rexi版本。

In fact, if you go to London, you'll see a little more ferocious version of Rexi on Regent Street.

我在新加坡的时候。

I was in Singapore.

有一只非常可爱的Rexi从屋顶上探出来。

There's a very cute Rexie coming off the roof.

Rexi在我们的业务中到处出现。

Rexie pops up all over the place in our business.

我很喜欢。

I love it.

另外，作为一个有八十五年历史的品牌，我们拥有跨越几十年的惊人创意档案，我们能从中汲取灵感。我想请大家注意我们的Kisloc包。

The other thing that being an eighty five year old business does for us is we have an incredible archive of creativity that spans decades and we are able to draw inspiration from those archives and I want to draw your attention to our Kisloc bag.

这款包是几季前我们首次在T台上展示的，当时一下子就火了。

This is a bag that we first walked down the runway a few seasons ago and it went absolutely viral.

你能从这个吻锁设计中看到怀旧感。

And you can see the nostalgia in this kiss lock.

它的灵感来自我们的档案，我们把它做成了更大的包，放在楼上。

It's inspired by our archives and we brought it back in a bigger bag that we had upstairs.

我们没想到它会这么受欢迎，这么商业化。

We weren't expecting it to do as well, be as commercial.

我们有长长的等待名单，有八万人在等这款包。

And we had long, long lists, 80,000 people on a wait list for the bag.

所以我们把它带回来了，这款包走过T台，但这只是我们如何从传统中汲取灵感，同时以现代方式带来惊人创新的又一个例子，而消费者现在真的很看重这一点。

So we brought it back, this walked down the runway, but this is just another example of how we draw from our heritage, but bring incredible innovation in a modern way that consumers today are really valuing.

那么，我想让大家知道，鉴于你出色的零售背景和金融知识，你刚才说的有多不寻常。在你的职业生涯中，有没有遇到过你从仓库里拿出某样东西，突然就有八万人在排队等着买，甚至还有候补名单的情况？

Well, want people to know because of your excellent retail background and also finance, how unusual what you just said All your career, has there ever been something you put on that's actually from the locker and suddenly there's 80,000 people trying to get it, a wait list?

嗯，这其实不是直接从档案里重新发行的。

Well, and it's not a direct archive to reissue.

这又是把品牌的DNA提取出来，以更贴合现代消费者的方式呈现出来。

This is, again, taking the DNA of the and bringing it forward in a more relevant way or in a relevant way for consumers today.

我想在这里停一下，给大家介绍我们的ReLove产品。

Well I wanted to stop here and point out our ReLove product.

我们有一个工作坊。

We have a workshop.

ReLove。

ReLove.

对，ReLove。

Yes, ReLove.

这些是二手包，我们会对它们进行修复、翻新，并且实际上还加入了创意。

These are previously owned bags and they're bags that we have repaired, refurbished and actually added creativity.

这个项目我们已经做了很多年了，我们在新泽西的工匠们正在重新制作这些包，并加入一些创意，让它们变得非常独特。

This is a program that we've had for many years and our craftsmen in New Jersey are remaking these bags and adding a touch of creativity that makes them quite unique.

这样我们就能确保这些包继续流通，它们是可持续的。

This is a way for us to make sure that these bags stay in circulation, They're sustainable.

它们不会成为垃圾填埋场的一部分。

They're not landfill.

它们不会。通过这个项目，将近14000个包避免了被填埋，获得了第二次生命，但更重要的是，这赢得了很多信任，尤其是在年轻消费者中。

They're And through this program, almost 14,000 bags have been diverted from landfill, been given a second life, but what's more important is there's so much credibility, particularly with young consumers.

这些包我们供不应求，因为它们很独特，而且带有他们喜爱的传统工艺。

We can't keep these in stock because they're unique, and they have the heritage craftsmanship that they love.

太棒了。

That's fantastic.

然后我想带你到这边的工匠吧台看看。

And then I'd love to take you over here to our Craftsman bar.

好的。

Sure.

你可以看到这个包是如何用挂饰来装饰的

And you can see how this bag has been accessorized with charms

现在这些可是超级热销的商品

and Now these are unbelievably hot seller.

为什么？

Why?

是什么让它这么受欢迎？

What made it so that this works so big?

挂饰是一种潮流

Charms are a trend.

我们的樱桃挂饰已经火遍全网了

Our cherries have gone viral.

哎呀，快告诉我为什么

Boy, tell me why.

我觉得，而且我们也从消费者那里听到，是因为情感上的共鸣

I think because, I believe, and what we hear from consumers is it's emotional.

这不是理性的购买。

This is not a rational purchase.

这是一种情感上的购买。

This is a purchase that is emotional.

你希望它有趣，希望它成为你的一部分，希望它表达你的个性，而人们发现这些包挂饰是让产品个性化的好方法。

You want it to feel fun, you want it to feel part of yourself, you want it to express your own personality, and people are finding these bag charms as a great way to personalize their products.

所以很棒的是，他们来买包，然后回来买挂饰，时不时换一换，这真是太棒了。

So what's great is they come in and buy a bag, they come back and buy a charm, and they get to change it up every once in a while, which is fantastic.

这里就像一个游乐场，一个真正的游乐场，让我们的消费者来参与互动。

This has been a playground, a real playground for our consumers to come and engage.

我们从年轻消费者那里听到的是，他们渴望参与设计过程。

And what we hear from younger consumers is an affinity to be part of that design process.

他们想拥有它，想感觉这是他们的，而这就是让他们真正参与其中的方式。

They want to own it, they want to feel like it's theirs, and this is a way for them to really be part of the process.

我们还有皮具工匠。

We also have leather craftsmen.

你可以看到我们身后有人在忙着给包包做装饰。

You can see somebody working right behind us who can help embellish the bags.

所以，这里有工匠帮顾客定制他们想要的包包，完全按他们的要求来。

So, have craftsmen that work here that help our customers get the bag they want in exactly the way they want it.

嗯，

Well,

挺有意思的。

it's fun.

确实有意思。

There's fun.

也许这种乐趣就是那种惊叹感，因为你在其他店里可没这么好玩。

Maybe fun is the awe because you don't have fun at the other stores.

所以那就是惊叹。

So that is awe.

能有这种乐趣就像魔法一样，因为你平时都是进去就说，好吧，得买东西了。

That's it's magic to have fun because you're just so used to just going in and saying, okay, gotta make the purchase.

而且没人会真心想帮我，我也就是看看，就想赶紧进去赶紧出来。

And no one's gonna wanna really help me and I'm gonna look and just, I wanna get in and get out.

但在这里，你就不想匆匆忙忙地进出。

And you don't wanna get in and get out here.

这完全是关于互动，以及和消费者建立情感联系。

This is all about engagement and creating an emotional connection with the consumer.

交易自然会来，我们的重点是那份情感联系，你可以从我们店里接触到的员工身上看到，他们不是在推销，而是在建立关系。

The transactions will come, our focus is on that emotional connection and you can see from the team members that you interact with in our store, they're not selling, they're creating relationships.

我们对这位年轻客户特别兴奋，因为我们要拿下他们的第一笔奢侈品消费，我们要赢得这份信任，然后我们就会拥有一个终身客户。

We're really excited about this young customer because we're gonna get their first luxury purchase, we're gonna earn it, and then we're gonna have a customer for life.

那你们这里用客户关系管理吗？

Well, do you do with CRM here?

人们能很快看到你以前买过什么吗？

Do people very quickly be able to see what you bought before?

我们有很好的数据可见性，数据也很全面，再说一次，我们努力做的就是确保这种体验是最好的体验。

We have great visibility, great data, and again, what we're trying to do is make sure that experience is the best experience.

我们谈的是客户留存和获取新客户，你知道在商业里这是个很大的争论点。

We talk about retention versus acquisition, and you know in business that's the big debate.

我们喜欢用一种大家都能理解的方式来讨论这个问题。

And we like to talk about it in a way everybody can understand.

消费者只有第一次约会感觉特别好，才会有第二次约会。

The only way you get a second date with a consumer is if they have a really great first date.

你知道，我们有典型的Coach挂签。

And you know we have the typical Coach hang tag.

对。

Right.

这是标志性的，挂在我们所有的包包上。

Which is iconic and attached to all of our bags.

然后这些挂签可以个性化定制，比如做成Mad well风格，

And then those can be personalized as Mad well,

和吉姆·克莱默谈钱是必须的。

money with Jim Cramer is a must.

不过，丽莎可能没有我那么喜欢它。

Although, Lisa may not like it as much I do.

所以就是这样。

So there you go.

你拿到了你的个性化定制。

You got your personalized this.

别走开。

Don't go away.

克莱默将再次与福特合作，探索是什么驱动着美国最具标志性的汽车制造商之一。

Cramer's taking another spin with Ford to explore what's driving one of America's most iconic automakers.

接下来。

Next.

有些采访在片场进行。

Some interviews happen on set.

有些则在工厂车间进行。

Some happen on a factory floor.

但偶尔，你会被递上一顶安全头盔。

But every once in a while, you get handed a crash helmet.

当福特CEO吉姆·法利邀请我们到底特律公司总部外的赛道上时，他不仅仅想谈论公司的第七代野马。

When Ford CEO Jim Farley invited us to a racetrack outside the company's headquarters in Detroit, he didn't just want to talk about the company's seventh generation Mustang.

他坐进驾驶座，猛踩油门。

He climbed behind the wheel, let it rip.

你知道，通常是我在提问。

You know, I usually ask the questions.

而这一天，我主要是在求吉姆·法利开慢点。

On this day, I was mostly asking Jim Farley to slow down.

来看看吧。

Take a look.

我们上吧。

Let's get him.

谁准备好了？

Who's ready?

这就是第七代野马。

So this is the seventh generation Mustang.

第七代。

Seventh.

第七代。

Seventh.

我们已经做了七代了，而我们的竞争对手都开始退出这个市场了。

So we've done done seven, and our competitors are all kinda leaving the segment.

所以我们必须自己来扛这个担子。

So we gotta They're giving it to ourselves.

他们把市场留给了你们。

They're giving it to you.

对。

Yeah.

他们为什么这么做？

They Why?

因为你们就是他们不能

Because you just they can't

给你，因为他们没考虑到Mustang Mach E和电动化。

give you Because because they didn't think about Mustang Mach E and electrifying.

所以从排放的角度来看，他们不得不退出这个市场。

So from an emission standpoint, they they have to they have to get out of it.

但我们可以，因为有了Mustang Mach E。

But we can because of the Mustang Mach E.

不。

No.

它太经典了。

It's super too iconic.

太好了。

It's great.

现在这个，再给我多讲讲第七代吧。

Now this, tell me some more about the seven.

为什么

Why is

它和上一代有什么不同？

it different from generation?

我们升级了V8发动机。

We we we got a we upgraded the v eight.

它有500马力。

It's 500 horsepower.

我们会把这辆车带到勒芒，

We'll take this car to Le Mans, which

这车不会去勒芒。

This won't go to Le Mans.

这是七系。

This the seven.

对。

Yeah.

对。

Yeah.

我们要去勒芒，打败保时捷、兰博基尼，还有法拉利。

We're gonna go to Le Mans and beat beat Porsche and and Lamborghini and and and Ferrari.

法拉利。

Ferrari.

对。

Yeah.

你打败了

You beat

而且我们以前从没和野马一起做到过。

And we've never done that with Mustang.

野马现在是全球最畅销的运动轿跑。

Mustang is now the best selling sports coupe in the world.

我们在德国有时候卖得比九一一还多。

We outsell nine eleven in Germany sometimes.

现在野马有超过25%的产量都出口了，我觉得这个数字挺高的。

This is a and and we sell more than I think 25% of all production of Mustang is exported now.

在澳大利亚，我们是第一。

Australia, we're number one.

在瑞典，我们也是第一，瑞典人特别爱野马。

Sweden, we're number Sweden is huge with Mustang.

这真是最奇怪的事了。

It's the weirdest thing ever.

所以现在它已经是一款全球车型了。

So it's like a global car now.

对。

Yeah.

那你见过多少广告呢？

And how much advertising do you ever see?

所以就是

So it's just

它自己就能卖出去。

It just sells itself.

那真是太赚钱了。

That is so lucrative.

对。

Yeah.

确实，确实非常赚钱。

It is it is really profitable.

而且人们不了解，这真的是一个非常赚钱的生意。

And and people don't understand it's a really profitable business.

但人们想成为那种美国生活方式的一部分，比如公路旅行，对吧。

But people wanna be part of that American lifestyle of a road trip Right.

比如在伦敦开一辆轰鸣的V8发动机。

Of a loud v eight in London.

但与此同时，你确实提到了保修。

But at the same time, you did mention warranty.

是的。

Yes.

对我们来说很重要。

Big deal for us.

对。

Yeah.

我知道。

I know.

非常重要。

Huge deal.

我的，而且它

Mine and it

就像，是的。

was like Yeah.

我们认为这完全值得，吉姆。

We think it's a we think it's worth the full point of margin, Jim.

我相信这一点。

I believe that.

对。

Yeah.

这太重要了。

It's huge.

这太浪费了。

It's such a wasteful thing.

但你们有很棒的员工队伍。

But you have such a great workforce.

为什么？

Why?

复杂性。

Complexity.

因为我们有复杂性。

Because we had complexity.

我们之前的复杂度太高了。

We had way too much complexity.

你在采访里说中了。

You hit it in the interview.

就是复杂度的问题。

It's just complexity.

十亿。

Billion.

那太疯狂了。

That's crazy.

确实。

It is.

而且都是自己造成的。

And it's all self imposed.

而且这也只是把人当零件用。

And it's also just people for parts.

是的。

Yes.

我真不敢相信你们每个零件要配多少人。

I cannot believe how many people you have per part.

就是这样。

That's it.

没错。

That's Right.

那是一个关键指标。

The that's a key measurement.

那真的是很关键的指标。

That that's really key measurement.

所以今天我们会玩得很开心。

So we're gonna have some fun today.

好。

Good.

我们有个湿地测试场，但我想带你去跑一下场地越野赛道。

We have a wet skid pad, but I wanna take you on the autocross track.

速度快。

Fast.

好的，先生。

Yes, sir.

我要把牵引力控制系统关掉。

I'm gonna turn off the traction control.

好的。

Alright.

咱们要在越野赛道上跑个三四圈。

We're gonna do, like, three or four laps on this autocross.

然后我去那边，咱们在湿滑的赛道上漂移一下。

Then I'll go over there, and, we'll do some drifting, on the on the wet course.

没问题。

Sure.