Quiksilver, Inc 董事會(huì)主席, CEO
Robert B. McKnight, Jr. was a co-founder of Quiksilver in 1976, served as our President from 1979 through July 1991 and has served as our Chairman of the Board and Chief Executive Officer since August 1991. In February 2008, he also was re-appointed as our President. Mr. McKnight received a B.S. degree in Business Administration from the University of Southern California.
Robert B. McKnight, Jr.是Quiksilver于1976年的創(chuàng)始人之一。他從1979年到1991年，任職Quiksilver總裁；從1991年以來(lái)，任職董事會(huì)主席以及CEO。2008年2月，他被再次任命為總裁。McKnight先生畢業(yè)于南加州大學(xué)，工商管理學(xué)士學(xué)位。
Interview Q&A
采訪問(wèn)答
1. Quiksilver is a surf & skateboarding brand, the riders are mostly youngsters, how do you communicate with them? And do you understand them well?
We stay in touch with our riders (over 300 team riders in all sports, 8 yrs old- 50 yr old, male, female, from all around the world) in many ways. Our senior managers know most of the team riders on a one to one basis through history with them, watching them grow up, hanging out with them, etc. We understand them because we know them, communicate with them and listen to their input and views on everything. And they design products for us, and work on their own marketing campaigns.
1. 問(wèn)：Quiksilver是一個(gè)沖浪和滑板服飾品牌，滑手們也大多都是年輕人，你是如何和他們保持溝通的？你是否能很深入地了解他們的想法？
答：我們一直保持和滑手們的各方面交流（全世界我們有超過(guò)300多個(gè)滑手隊(duì)員，他們從8歲到50歲不等，男性和女性都有）。我們的高級(jí)經(jīng)理基本看著他們成長(zhǎng)，了解他們每個(gè)人的歷史，并帶領(lǐng)著他們。我們理解他們因?yàn)槲覀兞私馑麄儯c他們溝通，聆聽(tīng)他們的內(nèi)心世界以及看待事物的觀點(diǎn)和角度。他們?yōu)槲覀冊(cè)O(shè)計(jì)產(chǎn)品，同時(shí)也為他們自己的市場(chǎng)活動(dòng)而工作。
2. How often do you surf now? Where do you think is the best surfing spot that you have been to?
I surf often still whenever there is substantial swell running. But I do most of my surfing when I travel to exotic places and surf off a boat, or out of a surf camp. The best surfing spots that I have ever been to are in Mentawi Islands off of Sumatra in Indonesia.
2. 問(wèn)：你現(xiàn)在多久會(huì)玩一下沖浪？你覺(jué)得哪里是你去過(guò)的最好的沖浪圣地？
答：我還是會(huì)經(jīng)常去沖浪，只要是海浪激昂澎湃的時(shí)候。但是我大多都是當(dāng)外出旅行的時(shí)候去沖浪，并且是劃著船出海沖浪，或者參加沖浪營(yíng)地。我去過(guò)的最好的沖浪圣地是位于印尼蘇門(mén)答臘島的明打威群島。
3. Youngsters in Hong Kong are not that into outdoor activities, surfing on the internet is more likely to be their hobby. How do you think you can attract them to attract to skate or surf?
The only way to encourage Hong Kong and Chinese people to surf, skate, snowboard and other outdoor active sports, is to introduce them to the sports through media. Then these kids are hopefully attracted by the energy and lifestyle of these activities and are inspired to try them. It’s all aspirational activities for these kids in the new world.
3. 問(wèn)：香港的年輕人基本都不太喜歡戶外運(yùn)動(dòng)，他們更喜歡在網(wǎng)上“沖浪”。你覺(jué)得能夠用什么方式去吸引他們玩沖浪或者滑板運(yùn)動(dòng)？
答：鼓勵(lì)香港乃至中國(guó)的年輕人玩沖浪、滑板或者滑雪等戶外運(yùn)動(dòng)的唯一方式就是通過(guò)媒體的渠道向他們介紹這些運(yùn)動(dòng)。孩子們很有可能被這種活力四射的生活方式而吸引，被啟發(fā)著去嘗試。對(duì)這些孩子而言，滑板、沖浪全部都是勵(lì)志的活動(dòng)。
4. Quiksilver is all-around the world, are all these staff share the same values? If yes, what are the corevalues?
Yes, we make sure that staff, sales reps, managers and our people share our same values. The core values are you must understand water and have a love of innovative exciting product for kids for this lifestyle. You must understand and appreciate core product, core marketing (media, team, events, stores and ecommerce), and understand slow growth in core accounts is essential. Also everyone here must have a deep respect for the ocean and mountains, their protection, cleanliness and safety. Everyone must work hard and hopefully play hard.
4. 問(wèn)：Quiksilver是全球性的公司，旗下的員工是否都抱有同樣的愿景和企業(yè)價(jià)值觀？如果是的話，那么核心價(jià)值觀又是什么呢？
答：是的，我肯定我們的員工，從銷(xiāo)售代表，管理層人員等所有員工都秉著相同的價(jià)值觀。我們的核心價(jià)值觀是我們必須了解水，為青少年打造積極向上的生活方式，保持創(chuàng)新和改革我們的產(chǎn)品，并且一直熱愛(ài)著這份事業(yè)。你必須了解我們的核心產(chǎn)品，核心市場(chǎng)（媒體，團(tuán)隊(duì)，項(xiàng)目活動(dòng)，商店和電子商務(wù)），并且要了解我們核心客戶群體是一個(gè)緩慢成長(zhǎng)的群體。當(dāng)然在這里的每一個(gè)人都應(yīng)該對(duì)海洋和山峰持有深深的敬意，要保護(hù)它們清潔和安全。每一個(gè)人都必須努力工作，最好也努力玩樂(lè)。
5. What makes you stay in Quiksilver family over 30 years?
Quiksilver is my life and my job… both are interchangeable. I still come to work everyday inspired, excited and ready to work with young, energetic, talented people everyday.
5. 問(wèn)：是什么讓你堅(jiān)持在Quiksilver這個(gè)大家庭里待了30多年？
答：Quiksilver是我的生活和工作的所在，這兩者相互交融。我仍然會(huì)保持每天積極地工作，和充滿活力才華橫溢的年輕人和在一起工作，讓我感到興奮不已。
7. How would you build up a trendy, cool and a fashionable image for Quiksilver?
I would build it just like we have! Over 30 years of hard work on correct product (innovative, exciting, well made), sound, innovative and correct marketing and a distribution model that aligns with your products, price points and image. And then just do it over and over again!
7. 問(wèn)：你會(huì)如何來(lái)打造Quiksilver時(shí)尚，流行，酷感十足的品牌形象？
答：正如我們一直所做的這樣！30多年來(lái)我們一直對(duì)產(chǎn)品不斷革新，是它充滿創(chuàng)意、令人興奮、制作精良。我們還不斷改革市場(chǎng)營(yíng)銷(xiāo)方式和分銷(xiāo)模式，并和產(chǎn)品價(jià)格、品牌形象結(jié)合起來(lái)。然后就是一如既往地堅(jiān)持下去。
8. All readers might want to know, as a CEO of a surf brand which the targets are youngsters, how do you keep yourself young at heart?
I still surf, snowboard, dive and play volleyball regularly. I stay in touch with our designers, marketing people and team riders. I travel to all corners of the globe visiting our teams, attending events and feeling the vibe of our brands everywhere. Just hanging around young, energetic people in our company and having my own kids, and keeping active, keeps me young at heart.
8. 問(wèn)：可能所有的讀者都想要知道，作為一個(gè)目標(biāo)群體為年輕人的沖浪服裝品牌的CEO，你是如果保持內(nèi)心的年輕和活力的？
答：我平時(shí)自己也玩沖浪，滑雪，潛水和排球。我一直保持和設(shè)計(jì)師，市場(chǎng)部人員和滑手們的溝通，我會(huì)去世界各地與我們的團(tuán)隊(duì)見(jiàn)面溝通，參加活動(dòng)，感受在各地品牌的氛圍和共鳴。和公司的年輕人一起出去玩，我也有自己的孩子，所以我一直保持著積極的態(tài)度，也使我保持內(nèi)心的年輕活力。
9. What Bob McKnight would be doing if he has not started up Quiksilver?
I would be in the film industry if not for Quiksilver. I had a minor in cinema at the University of Southern California, and my plan was to go into the film industry in production.
9. 問(wèn)：如果Bob McKnight沒(méi)有開(kāi)創(chuàng)Quiksilver，那他現(xiàn)在會(huì)在做什么呢？
答：如果沒(méi)有Quiksilver，我應(yīng)該會(huì)從事電影事業(yè)。我曾在南加州大學(xué)輔修電影，從前也曾打算從事電影制做行業(yè)。
10. What would you like to do other than work and surf? What other hobbies you have?
I like to snowboard, free dive, play volleyball, play golf and play tennis. Other than that, my hobby is obviously in my family and kids!
10. 問(wèn)：除了工作和沖浪之外，你喜歡做點(diǎn)什么事？你有其他的興趣愛(ài)好嗎？
答：我喜歡單板滑雪，自由潛水，打排球，高爾夫和網(wǎng)球。除此之外，顯然我的愛(ài)好就是我的家庭和孩子們！