龙的传人

Birkenstock goes public on New York Stock Exchange_我的网站

傲慢与偏见

一 | Birkenstock took a big step forward on Wall Street this week, taking the nearly 250-year-old German shoe and sandal maker public.The footwear, often seen as a counter culture shoe for hippies, and in more recent years influencers, has become must-have footwear for many people, but Birkenstock's Initial Public Offering, or IPO, which was originally priced at $46 per share, didn't attract the dress shoe-wearing stock brokers on Wednesday.Shares opened at $41, near the lower end of its expected range of $44 to $49 set a week prior, as Birkenstock CEO Oliver Reichert rang the opening bell in a room surrounded by traders sporting the opened-toed footwear and others waving the sandals in the air.Birkenstock Holding Ltd. sold nearly 10.8 million shares in the offering, which raised about $495 million on the day. Its shareholders sold an additional 21.5 million shares, according to the Associated Press."Through the strong reputation and universal appeal of our brand -- enabling extensive word-of-mouth exposure and outsized earned media value -- we have efficiently built a growing global fanbase of millions of consumers that uniquely transcends geography, gender, age and income," Birkenstock said in a recent regulatory filing with the Securities and Exchange Commission, according to the AP.What started out in 1774 as a somewhat frumpy, but functional arch support sandal has transformed into a cult fashion item and billion dollar business, bolstered with support from the recent blockbuster hit "Barbie" when Margot Robbie's character is forced to choose between high heels or the strappy suede footwear.In tandem with the opening on Wall Street, Birkenstock hosted three consumer activations in public parks throughout Manhattan and Brooklyn.To highlight New York as "the city that never stops walking," the brand created what it dubbed "Birkenfields" for a public sensory experience that explored the brand's nearly 250-year heritage and expertise in foot health.The global brand is deeply rooted in foot health maintenance as well as a family tradition of shoemaking: Its inventor sought to provide function, quality and tradition as Birkenstock's core values.Over 95% of Birkenstock products are assembled in Germany with more than 90% of their materials and components sourced from Europe, ensuring the brand meets "the highest environmental and social standards in the industry by operating state-of-the-art scientific laboratories for materials testing," according to a company press release.。 8月20日，记者从石家庄市区出发，沿玉泉路向西，转省道，再拐入一条彩虹色的乡间小路，约莫一个小时车程，便到了井陉县秀林镇南秀林村。

二 | 路的尽头，一座由老石头房子改造的咖啡馆映入眼帘。这是一家扎根太行山乡土里的“村咖”。开一小时车，就为喝一杯咖啡？放在几年前，这或许令人费解。但如今，这样的“村咖”正成为越来越多都市人的心头好。

三 | 驱车百里到“村咖”，喝的究竟是什么？走进院子，答案渐渐清晰。矮墙外不远处便是甘陶河，河水潺潺，远山如黛。

四 | 两只小猫跑到脚边撒娇打滚，店主刘国辉递来一杯咖啡：“埃塞俄比亚的冠军豆，浅烘，品一品，有花果香气。

五 | ”这位不仅会做咖啡还会种地的“村咖”主理人，最近晒得有点黑，自嘲“咖啡人”。吧台里，咖啡师李奕锋正在熟练地为其他客人冲煮咖啡。她是南秀林村人，每天从家到店步行上班用不了5分钟。怎么形容这杯咖啡的滋味呢？一半豆香，一半山水。坐在近300年历史的老石头院里，眼前是波光粼粼的甘陶河，云从山头慢慢飘过，时间仿佛被调慢了。从山西来旅游的游客李伟端着咖啡杯感慨：“在城里喝咖啡是提神，在这儿喝是放空。

六 | 一杯咖啡坐一下午，看山发呆，啥都不用想。

七 | ”这种松弛感，正是“村咖”的核心竞争力——在乡土间，咖啡成了连接人与土地、城市与乡村的媒介。“村咖”只是开始。近年来，随着南秀林村青壮年外流，46套老石头院子年久失修、破败闲置。刘国辉盘下这些院子，以咖啡馆为首个项目，让沉寂的村庄重新有了人气。“村咖”东邻50亩土地上，刘国辉亲手种下的向日葵正在酝酿花事。

八 | 再过一个月，这里将变成一片金黄的花海，游客们循着花期而来，拍照打卡、漫步放空，乡间小路上必定热闹非凡。不搞大拆大建，让废弃宅院变身休闲艺术空间，给闲置田地“种”上风景，这是盘活农村闲置资源的生动样本。按照规划，46套老石头房子，27家用来引进扎染、酒吧、制陶、书咖、特色餐厅等多元业态商户，19家特色民宿也将运营开放。“村集体、村民、商户三方得利。隔壁岩画馆已经营业，酒吧准备装修。”刘国辉希望来到南秀林村的人，不只是路过，而是沉浸式走进太行山慢生活里，住下来，做几天“新村民”。