乐活: 关于手腕的生意 Fitbit: The Business About Wrist (Simplified Chinese version)

2015 年 8 月 3 日，Fitbit公司 (Fitbit) 的股价创下 50.99 美元的历史新高。几个月前，当 Fitbit 于 6 月 18 日上市时，它的首日交易价格为30.40美元——比首次公开发行价高出 52%。作为当年最成功的IPO， Fitbit吸引了大量关注，也难免引来争议。一些投资者看到了 Fitbit 的巨大潜力和前景。其他人则不那么乐观，称其为一时热度，没有任何真正的未来发展机会。面对来自拥有更广泛消费者基础的竞争对手日益激烈的竞争，Fitbit希望确保其实现可持续增长。Fitbit 是什么，它会如何发展？这个问题不仅关系到潜在投资者，也关系到这家高科技公司的首席执行官。本营销案例研究将研究 Fitbit 的业务战略、产品供应和未来机遇。

On August 3, 2015, Fitbit, Inc.’s stock price hit an all-time high of $50.99. A few months earlier, when Fitbit went public on June 18, it had opened on its first day of trading at a price of $30.40 — 52 per cent higher than its initial public offering price. As what appeared to be the most successful initial public offering of the year, Fitbit attracted significant attention and inevitably drew controversy as well. Some investors saw great potential and a promising future for Fitbit. Others were less positive, calling it a fad without any real opportunity for future development. In the face of growing competition from rivals with more extensive consumer bases, Fitbit wanted to ensure that it achieved sustainable growth. What was Fitbit, and what could it become? The question concerned not only potential investors but also the chief executive officer of the high-tech company.