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柯达破产富士逆生长:胶卷巨头演绎不同结局

覆巢之下,焉有完卵?

Under the nest, how can there be an egg?

在数码相机、智能手机的连番冲击下,胶卷已如明日黄花、日落西山。

Under the impact of digital cameras and smart phones, film has become a thing of the past.

曾经在各大景区横行的“柯达黄”、“富士绿”,早已不见了身影。

The "kodak yellow" and "Fuji green", which were once rampant in various scenic spots, have long since disappeared.

但让人讶异的是,胶卷厂商两大巨头在冲击之下却有截然不同的宿命。

But what is surprising is that the two major film manufacturers in the impact of a different fate.

柯达(The Eastman Kodak)于2012年申请破产保护,逐渐淡出大众视野。

The Eastman Kodak filed for bankruptcy protection in 2012 and faded from public view.

而富士(Fujifilm)却“二度”创业,不仅依旧活着,甚至还活出“别人家孩子”的兴盛势头。

Fujifilm, on the other hand, is a second time start-up, and not only is it still alive, it is even alive.

脱胎换骨的富士:掀起追逐新兴业务的自我革新

Completely changed Fuji: set off to pursue the new business of self - innovation

富士,曾经也落魄过。

Fuji, once was down and out.

就在2000年左右,数码技术的冲击让整个胶卷行业面临被倾覆的危机。

Around 2000, the impact of digital technology led to the collapse of the film industry.

2000年起,世界彩色胶片市场以每年20%-30%的速度下滑。

Since 2000, the world color film market has been declining at a rate of 20-30% per year.

而富士的感光材料业务在四五年时间内就出现巨亏,胶卷业务收缩至仅有当初的四分之一。

Fuji's photosensitive materials business in four or five years of huge losses, film business contracted to only the original quarter.

但就在主营业务成断崖式暴跌的状态下,富士却迎来一场脱胎换骨般的革新。

But be in advocate the state that business becomes cliff-like slump falls, Fuji is ushered in however the innovation like a completely new image.

富士重新崛起的转折点,是古森重隆在2003年担任CEO,并展开大刀阔斧的改革。

The turning point in Fuji's resurgence came when Mr. Goosen became CEO in 2003 and embarked on a radical overhaul.

他没有“迷恋”胶卷业务过去的辉煌,甚至还在这一业务大幅裁员5000人,与过去彻底说再见。

Instead of "infatuated" with the film business's past glory, he even laid off 5,000 people in the business and said goodbye to the past.

随后,富士开始了“二次创业”。

Subsequently, Fuji began a "second venture."

古森重隆制定了“四象限战略”——用现有技术巩固现有市场,开发新技术应用于现有市场,将现有技术应用于新市场,研究新技术开拓新市场。

Ghosn has developed a "four-quadrant strategy" -- consolidating existing markets with existing technologies, developing new technologies to apply to existing markets, applying existing technologies to new markets, and developing new technologies to explore new markets.

依托于既有技术,富士最终选择生物医药、化妆品、高性能材料等成长可能性较大的领域,并在数码影像行业、光学元器件行业、高性能材料行业、印刷系统行业、文件处理行业、医疗生命科学等行业转型或开拓。

Relying on the existing technologies, Fuji will eventually choose the fields with higher growth potential such as biomedicine, cosmetics and high-performance materials, and transform or develop in the digital imaging industry, optical components industry, high-performance materials industry, printing system industry, document processing industry, medical life science and other industries.

比如,富士最核心的胶卷膜技术,就被应用于化妆品上,并取得巨大成功。

For example, Fuji's core film film technology has been applied to cosmetics, and has achieved great success.

在不断涉足更多领域后,富士如今已成为一家多元化的技术导向型创新企业。

After expanding into more areas, Fuji is now a diversified technology-oriented innovator.

防晒霜、抗病毒药、阿尔茨海默药、内窥镜、彩超机……

Sunscreen, antivirals, alzheimer's, endoscopes, ultrasound...

富士的诸多产品,甚至都已成为不同行业的中坚力量。

Fuji's many products, even have become the backbone of different industries.

也正是果断掀起追逐新兴业务的自我革新,让富士最终活成巨头的样子。

It is also the decisive launch of the pursuit of new business of self-innovation, so that Fuji finally live into the giant.

柯达成“反面教材”,落魄巨头就应对自己狠一点

Kodak becomes "negative example book", abasement giant should oneself ruthless a bit

同样是胶卷厂商,相比富士如今的风光,柯达却始终黯然沉寂。

It is film manufacturer likewise, compare Fuji nowadays scene, kodak is silent from beginning to end however.

上一次柯达引起业界的广泛兴趣,或许还要追溯到2018年一月举行的CES展会上。

The last time kodak attracted widespread interest was probably at CES in January 2018.

当时柯达借助数字货币的浪潮,推出自家基于区块链技术的“柯达币”,初衷是用于摄影师保护照片版权与方便交易。

Taking advantage of the wave of digital currency, kodak launched its own "kodak coin" based on blockchain technology, originally intended for photographers to protect photo copyright and facilitate transactions.

但在随后的时间中,柯达币却迅速消失无声,没有掀起丝毫风浪。

But in the time that followed, the kodak coin quickly disappeared without a ripple.

而这样追逐新潮流却只是“玩票”的尝鲜举措,是柯达在胶卷业务沉沦后难以崛起的原因。

But this kind of chase new tide is "play ticket" however early taste move, it is the reason that kodak rises hard after film business is immersed in.

比如此前柯达也曾探索跨界转型,但终究没有置之死地而后生的决心。

For example, kodak has also explored crossover transition before, but ultimately no home of death and the determination of life.

瞻前顾后的柯达,留恋过去的技术与辉煌,总是想躺在“成绩簿”上吃老本。

Indecisive kodak, nostalgia for the past technology and brilliant, always want to lie on the "achievement book".

这样守成的做法固然不会犯错,却也丧失了更进一步的可能。

Such a successful approach is not wrong, but also lost further possibility.

相较之下,同样背水一战的富士壮士断腕,行动果断迅速。

By contrast, the same Fujitsu brave, decisive and quick action.

在既有技术的基础上,富士坚定创新、跨界,最终在“废墟”上盖起让柯达羡慕不已的“新城堡”。

On the basis of the existing technology, Fuji firm innovation, crossover, and ultimately in the "ruins" built on the kodak envy of the "new castle.

成为“反面教材”的柯达和已成二次创业代表的富士,在以鲜活的案例证明着:落魄巨头就应该对自己狠一点。

Become "negative example book" kodak and already became the Fuji of 2 times pioneering representative, proving with fresh case: abstard tycoon should be a bit hard to oneself.

否则,只会被后起之秀“啃噬”地一干二净。

Otherwise, will only be a rising star "nibble" to clean up.


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