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再见！ J.C. Penney，一个行将落幕的悲剧

J.C. Penney，一个有
着111年历史的美国著名百货店，一度曾是百货店中的楷模，门庭
若市，销售额很好，是寻常工薪家庭喜爱的购物之处。

可在三年前，J.C. Penney的老CEO隐退，董事会全出人意料的做出决定，花大价钱把
APPLE公司的运营总监Ron Johnson挖过来。在他们看来，此君对APPLE直营店的发展功
不可没，一定能将J.C. Penney带往新纪元 。果不其然，此人来了以后就要全盘改造J.
C. Penney的经营理念，取消顾客们喜欢的折扣,Coupon, 引进名牌，店中有店，把J.C.
Penney的店面也设计得更豪华，像Macy's看齐.....

可怜J.C. Penney毕竟不是Macy's，美国人民也就能afford一个Macy's。J.C. Penney在
Ron Johnson当CEO后销售直线下降，在昨晚公布的去年第四季度，百货业最关键的季度
中，J.C. Penney：

亏损接近10亿美元
收入下降25%
裁员接近30%
网购下降34%，同期Macy's上升48%

华尔街已经预期J.C. Penney撑不过今年，开玩笑地说是时候准备墓碑了。业界也纷纷
感叹一个成功的企业，垮下来也会如此之快。而作为老婆favorite折扣店的J.C.
Penney，她已经至少2年没去了。

J.C. Penney，这个我才到美国就买过衣服的地方，就快结束了。这时候，我想起
Ron Johnson接管CEO时说的话： "All it takes is courage" Johnson told a packed
audience, "We can change a brand overnight."
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