【品牌故事】Stanley 將110年歷史水壺業務變成7.5億美元企業 Stanley turned a 110-year-old water bottle business into a $750 million enterprise
Stanley一家擁有超過一世紀歷史的企業，在短短幾年內的業績驚人。從一家傳統飲具製造商轉變為全球知名品牌的案例。110年來，Stanley品牌始終穩定發展。這家總部位於西雅圖的飲料器皿製造商，以其保溫瓶和水壺著稱，深受戶外運動愛好者和藍領工人的喜愛，年銷售額穩定在7000萬美元。
直到2020年，Quencher的問世，原本沒有引起太大的關注，但逐漸成為了市場上的明星產品。Quencher以其多樣的顏色和精緻的質感迎合了女性消費者的需求，成為了護士、教師和眾多名人的最愛，並在社交媒體上獲得巨大成功。
- 改變市場定位，打入女性市場
Quencher的成功源於Stanley對市場定位的重新思考。過去，Stanley主要關注戶外運動和勞動市場，但Quencher的推出，標誌著品牌成功打入女性市場。 - 改善產品設計，成為時尚配件
Quencher的設計考慮到了便攜性和實用性，不僅容量適中，還可以輕鬆放入車載杯架。其多種顏色和質感選擇，更使其成為時尚配件。 - 著重營銷策略，與品牌合作
Stanley通過與The Buy Guide等商業博客合作，有效地將Quencher推向市場，並通過發布限量版，進一步激發市場熱情。同時，Stanley還與知名品牌和名人合作，如星巴克和鄉村音樂明星Lainey Wilson的聯名款。 - 社交媒體的影響力
Quencher在社交媒體上的火熱，尤其是在TikTok上，幫助大幅提升Stanley品牌的知名度和受歡迎程度。
Quencher的成功也為Stanley的其他產品帶來了正面影響。消費者對Stanley品牌的認知度和好感度顯著提高，這不僅促進了新產品的銷售，也讓傳統產品重新獲得市場的關注。Stanley通過Quencher不僅改寫了自己的歷史，更為品牌未來的發展開啟了新的篇章。即使在快速變化的現代商業環境中，傳統企業也能通過適應和創新來實現轉型和增長。
Stanley, a company with over a century of history, has achieved astonishing performance in just a few years. This case study exemplifies the transformation from a traditional drinkware manufacturer to a globally renowned brand. For 110 years, the Stanley brand has consistently grown. This Seattle-based drinkware manufacturer, famous for its thermoses and water bottles, has been a favorite among outdoor enthusiasts and blue-collar workers, with a steady annual sales figure of $70 million.
Until 2020, the emergence of the Quencher, initially not drawing much attention, gradually became a star product in the market. The Quencher, with its variety of colors and exquisite textures, catered to the needs of female consumers, becoming a favorite among nurses, teachers, and many celebrities, and achieving tremendous success on social media.
- Change in market positioning, entering the female market
The success of the Quencher stems from Stanley's rethinking of its market positioning. Previously, Stanley mainly focused on the outdoor sports and labor market, but the launch of the Quencher marked the brand's successful entry into the female market. - Improvement in product design, becoming a fashion accessory
The design of the Quencher considered portability and practicality, not only having a moderate capacity but also easily fitting into car cup holders. Its variety of colors and textures also made it a fashion accessory. - Focus on marketing strategies, collaboration with brands
Stanley effectively marketed the Quencher by collaborating with commerce blogs like The Buy Guide and further stimulated market enthusiasm by releasing limited editions. Additionally, Stanley collaborated with well-known brands and celebrities, like a joint edition with Starbucks and country music star Lainey Wilson. - Influenced by the social media craze
The Quencher's popularity on social media, especially on TikTok, significantly enhanced the recognition and popularity of the Stanley brand.
The success of the Quencher also had a positive impact on Stanley's other products. Consumer awareness and favorability of the Stanley brand significantly increased, boosting the sales of new products and reinvigorating market interest in traditional products. Through the Quencher, Stanley not only rewrote its own history but also opened a new chapter for the brand's future development. Even in the rapidly changing modern business environment, traditional companies can achieve transformation and growth through adaptation and innovation.