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汽水銷量下滑預(yù)示可樂時(shí)代終結(jié)?

汽水銷量下滑預(yù)示可樂時(shí)代終結(jié)?

Dan Mitchell 2014年04月04日
最新報(bào)告顯示,2013年汽水銷量下跌了3%,創(chuàng)下1995年以來新低。分析人士指出,這種現(xiàn)象意味著消費(fèi)者口味的根本性轉(zhuǎn)變。盡管可口可樂和百事可樂使盡渾身解數(shù),但年輕一代的消費(fèi)者依然認(rèn)為,可樂已經(jīng)是老一輩人的飲料。

????軟飲料銷售連續(xù)九年下滑。這個(gè)現(xiàn)象遠(yuǎn)遠(yuǎn)超過了趨勢的范疇,而是消費(fèi)者口味的根本性轉(zhuǎn)變,無論汽水生產(chǎn)商的產(chǎn)品組合是多么地多樣化,這個(gè)轉(zhuǎn)變都對他們提出了一個(gè)重大的挑戰(zhàn)。

????最新的數(shù)據(jù)觸目驚心,但并不出人意料?!讹嬃衔恼罚˙everage Digest)上周一發(fā)表的報(bào)告顯示,2013年汽水銷量下跌了3%,創(chuàng)下1995年以來新低。無論怎么看這都是很大的跌幅,幅度比2012年跌幅高出一倍多。人們正在加速遠(yuǎn)離汽水。

????值此之際,在評(píng)判可口可樂(Coca-Cola)和百事可樂(Pepsico)這樣的公司時(shí),不能看他們能否復(fù)興各自的旗艦品牌,而是看他們在應(yīng)對那些品牌的衰退方面表現(xiàn)如何。當(dāng)然,這對于那些靠汽水品牌揚(yáng)名立萬的公司而言不是個(gè)好消息,所以他們?nèi)匀辉谄疵卦噲D找到至少可以止損的辦法,同時(shí)明智地繼續(xù)投資于其他產(chǎn)品,例如能量飲料、運(yùn)動(dòng)飲料和加味水。

????百事可樂嘗試了很多辦法,包括新的百事可樂瓶裝設(shè)計(jì)和與碧昂斯簽訂的5,000萬美元代言合同。可口可樂聘請服裝設(shè)計(jì)師馬克?雅各布擔(dān)任“創(chuàng)意總監(jiān)”。但銷售仍然在繼續(xù)下滑。

????被寄予厚望的救星(添加人工甜味劑的減肥飲料)沒有起到作用。幾年前,減肥汽水的銷售下滑速度與加糖汽水相同,但如今下滑得更快,因?yàn)橄M(fèi)者繼續(xù)聽到健康方面的擔(dān)憂。3月31日發(fā)表的一項(xiàng)研究顯示,減肥汽水會(huì)增加老年婦女患上心血管疾病的風(fēng)險(xiǎn)。

????但健康擔(dān)憂不是唯一的問題。如果它們是唯一的問題,那么能量飲料、運(yùn)動(dòng)飲料、咖啡飲料和加味水不可能趁虛而入。但事實(shí)上它們填補(bǔ)了缺口。這種情況進(jìn)一步表明,汽水陷入困境的原因在于可選飲料種類的激增,尤其是以年輕人為目標(biāo)客戶的飲料。越來越多的年輕人認(rèn)為,可口可樂、胡椒博士(Dr. Pepper)、雪碧(Sprite)和百事可樂(盡管請了碧昂斯代言)是他們的祖父母在很久以前喝的東西。(財(cái)富中文網(wǎng))

????譯者:千牛絮

????

????Soft-drink sales have been declining for nine straight years. This is much more than a trend -- it's a fundamental shift in consumer tastes that poses a major problem for soda makers, no matter how diversified their product portfolios might be.

????The latest numbers are astonishing, but not surprising. Sales of soda fell 3% by volume in 2013, to the lowest levels since 1995, according to a report from Beverage Digest issued on Monday. That would be a big drop no matter what, but it's also more than double 2012's decline. People are moving away from soda at an accelerating rate.

????At this point, companies like Coca-Cola (KO) and Pepsico (PEP) must be judged not on what they're doing to save their flagship brands, but on how well they're managing those brands' decline. Of course that's not easy for companies that are named for those very brands, so they're still going nuts trying to figure out how to at least staunch the losses, even as they wisely continue to invest in alternatives like energy drinks, sports drinks, and flavored water.

????Among many other initiatives, Pepsico tried a new bottle design for Pepsi, and it signed Beyoncé to a $50 million endorsement deal. Coke hired clothier Marc Jacobs as its "creative director." Sales have continued to plummet.

????And the hoped-for savior of the business -- diet drinks with artificial sweeteners -- are no help. Up until a few years ago, sales of diet sodas were falling at about the same rate as the sugar-filled ones. Now they're actually falling faster as consumers continue to hear about health concerns. Just yesterday, a study was released indicating that consumption of diet soda can increase the risk of cardiovascular disease in older women.

????But health concerns are not the only problem. If they were, it would seem unlikely that energy drinks, sports beverages, coffee-based beverages, and flavored waters would be taking up the slack. But they are. That's a further indication that what's doing soda in is the proliferation of choices in the beverage aisle, especially those aimed at young people, an increasing number of whom think of Coke, Dr. Pepper, Sprite, and Pepsi -- Beyoncé notwithstanding -- as the stuff their grandparents drank in the olden days.

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