中国3d打印上市公司:大家帮我翻译这一段英文,谢谢了!!!

来源:百度文库 编辑:杭州交通信息网 时间:2024/04/29 15:24:15
9月3日,宝洁公司回复《每日经济新闻》,称“出于长远发展的战略考虑,宝洁公司已经决定从2005年7月起,停止激爽的生产。”

3年投了10亿广告

作为宝洁旗下的一大沐浴品牌,激爽自2002年6月上市以来,曾被宝洁公司寄予厚望。

作为第一个专门针对中国市场创立的本土沐浴品牌,激爽被定位为“清爽加振奋”,大打“清凉牌”,市场目标直指六神,试图从其占据的夏季沐浴露市场切出一块蛋糕。新品以低于本土品牌的价格迅速抢占全国各大超市。

“宝洁内部当时明确要求激爽一定要在货架上放在六神产品旁边。”六神品牌经理李俊回忆说,宝洁表现出的自信“开始确实令他们有些紧张”。

然而,一段时间后,宝洁才发现这样的陈列过于自信,而消费者选择激爽的机会更少了,后来不得不改变的这样的策略。

年终放榜,激爽以一个新品的姿态闯入全国沐浴品牌前十名,并拿下了接近2%的市场份额。

一位长期关注宝洁的人士指出,虽然对于一个新品来说,激爽的表现“已经是相当不错了”,但是相对于宝洁的预期值,尤其是相对于大把投下的广告,这个成绩显然不能令宝洁高层满意。

两大失利原因

接下去的2年,激爽依然没有大的起色,市场份额始终在3%偏下徘徊。大广告的背后没有大销售的支撑,激爽的地位有些尴尬。一家知名沐浴品牌的负责人认为,激爽的失败,主要在于其广告诉求的超前性。类似“振奋精神、舒缓精神”的沐浴概念虽然在欧美已经十分普遍,但在国内普通消费者心目中要想被普遍接受还是需要一定过程,宝洁这种企图通过大广告改变消费习惯的做法并不合适。

一位熟谙品牌运作的专业人士指出,对于上世纪90年代初期才兴起的沐浴露,在21世纪初才刚刚普及过半,消费者对沐浴露的价值需求更多的是清洁和其他功能享受,诸如清凉、止痒、除菌、滋润、呵护和香味等等,而对于激爽所宣扬的洗澡带来的高端心灵体验国内消费者还远没有产生共鸣。

“另一个重要原因就是宝洁的全国市场铺得太开,一线、二线和三线城市同时推出,而沐浴露产品本来就是在大城市比较受认可。”一位资深市场人士表示。

宝洁在部分地区的经销商也指出,在激爽品牌的推出上,宝洁没有层层推进,而销售业绩的黯然也令他们颇为失望。

宝洁公司承认,激爽上市3年来,公司一直给予它很强的市场支持,包括广告,促销及各种市场活动。

对于激爽的退市,宝洁方面强调说,舒肤佳和玉兰油目前都是市场领导品牌,而且发展迅速。出于长期发展的考虑,今后将集中精力在大品牌上面,而原先在激爽工作的人员都将被充实进其他品牌。

On September 3, the valuable clean company replies "Every day
Economical News", was called "considered stemming from the long term
development strategy, the valuable clean company already decided from
July, 2005, stops stirring up the crisp production." 3 years threw 1
billion advertisements to take under the valuable clean flag one big
bathed the brand, has stirred up crisply goes on the market since
June, 2002, once is placed by the valuable clean company the great
expectations. Specially aims at the native place as first which the
Chinese market establishes to bathe the brand, stirs up crisply is
"neat Canada rouses" by the localization, greatly play "the cool
card", the market goal straight refers 六神, attempts the summer
which occupies from it to bathe the dew market to cut a cake. The new
product is lower than the native place brand the price rapidly to
seize national each big supermarket. "The valuable clean interior was
clear about the request to stir up crisply at that time certainly
needs to put on goods nearby 六神 the product." 六神 brand Manager
Li Jun recollects said, valuably cleanly displays the self-confidence
"starts truly to make them to be somewhat anxious". However, after
period of time, valuable clean only then discovers such exhibition too
self-confidently, but the consumer chose stirs up the crisp
opportunity to be less, afterwards could not but change such
strategy. The year's end announces a list of successful candidates,
stirs up crisply intrudes the nation by a new product posture to bathe
brand first ten, and took approached 2% market share. Pays attention
to the valuable clean public figure to point out for a long time,
although said regarding a new product, stirred up the crisp
performance "already was has been quite good", but was opposite to the
valuable clean required value, was opposite in particular to greatly
the advertisement which threw down, this result obviously could not
make valuable clean high level satisfaction. Two big unfavorable
situations reasons receive 2 years, stir up crisply still do not have
the big improvement, the market share throughout in 3% under to pace
back and forth. The big advertisement behind not big sale strut, stirs
up the crisp status to be somewhat awkward. Well-known bathes the
brand person in charge to believe that, stirs up the crisp defeat,
mainly lies in its advertisement demand in advance. Similar "rouses
the spirit, the affable spirit" bathes the concept although already
extremely was common in Europe and America, but had to want generally
to accept in the domestic ordinary consumer mind or needs the certain
process, the valuable clean this kind of attempt passed the oversized
advertisement change expense custom the procedure not to be certainly
inappropriate. Knows thoroughly the brand operation the professional
pointed out that, only then emerges regarding on century 90's initial
period bathes the dew, only then just popularized in the beginning of
the 21st century more than half, the consumer to bathed the dew value
demand more was clean and other functions enjoys, such as cool,
stopped itches, eliminates the fungus, moistens, protects with
fragrance and so on, the high end mind experience domestic consumer
which which crisp publicized but regarding stirred up takes a bath
brings to be also far has not had the sympathetic chord. "Another
important reason is the valuable clean national market shop too opens,
two and three cities also promote, but bathes the dew product
originally is approved in the big city comparison." A senior market
public figure expressed. Valuable cleanly also pointed out in the
partial local dealer, in stirs up the crisp brand on promoting,
valuable clean not layer upon layer advances, but the sales
achievement low-spirited also makes them to be quite disappointed. The
valuable clean company acknowledged that, stirs up crisply goes on the
market for 3 years, the company continuously gives it the very strong
market support, including advertisement, promotion and each kind of
marketing campaign. Regarding stirs up crisply draws back the city,
the valuable clean aspect emphasizes, Shu Fujia and the yulan magnolia
oil at present all is the market leader brand, moreover develops
rapidly. Stemming from the long-term development consideration, will
concentrate the energy from now on above the big brand, but originally
will be stirring up the crisp work the personnel are all enriched
other brands

September 3, P & G Company to the "Daily Economic News," saying that "For the long-term development of strategic considerations, the company has decided to P & G from July 2005 onwards, to cease violent Smooth production. "
Three years voted one billion advertising.
P & G flag as a major ablution brand, Ultra Smooth listed since June 2002, the company has been P & G has high hopes.
As the first devoted to the creation of the local Chinese market ablution brand, Ultra Smooth is as "comfortable and excited" big fight "cool card" market objectives at 6 God, the attempt to occupy their summer shower gel market is a piece cake. Thanks to the rapid price lower than local brands seize major supermarkets nationwide.
"P & G open house at the time must be specifically requested moves in six shelves on God beside products. "Six brand manager Li recalled that God, P & G demonstrated confidence" so that they did start a bit nervous. "
However, for some time, P & G found that the display was too confident, and open opportunities for consumers to choose less dramatic, and later had to change the strategy.
Publish list of successful candidates at the end, moves to open a brand new attitude into the National ablution before 10, and scored nearly 2% market share
One long-term concern to the people that P & G, although in a new, radical open performance "is very good", but compared to the expected value of P & G, in particular in relation to the advertising list cast, the results are not satisfied with the P & G top.
Two major setback due
Then the two years, still no major improvement dramatic open, always in the market share of around 3% favour. Behind no big advertising sales support, the status of some embarrassment dramatic dining. Ablution responsible persons in a well-known brand that moves open failures, the major advance in its advertising claims. Similar to "brace up and relieve spirit," although the concept of ablution has been widespread in Europe and the United States, but in the eyes of ordinary domestic consumer needs to be universally accepted or certain process, P & G, this attempt to change consumption habits through great advertising is not suitable .
One prominent brands operating professionals that for the early 1990s before the rise of shower gel, in the early 21st century has just more than half of all consumers to demand more of the value of shower gel is clean and enjoyment of other functions, such as cool, itch, disinfection, rain, the love and sweet, etc., For dramatic dining bathing advocated by bringing spiritual experience domestic high-end consumer is far from a resonance.
"Another important reason is that P & G national market overstretched and first, second and third-line cities at the same time launch, and shower gel products were originally accredited in big cities. "a senior dealer said.
P & G in parts dealers also noted that the brand launched in dramatic dining, P & G is not at promoting and marketing performance capability also make them quite disappointed.
P & G companies recognize that dramatic dining listed three years, the company has given its strong market support, including advertising, marketing and market activities. For dramatic dining delisting, P & G, stressed that her skin is good and Yulanyou current market leading brand, and has developed rapidly. For long-term development considerations, the future will concentrate on the big brands above, and in the dramatic dining original staff will be added into the other brands.

September 3, P & G Company to the "Daily Economic News," saying that "For the long-term development of strategic considerations, the company has decided to P & G from July 2005 onwards, to cease violent Smooth production. " Three years voted one billion advertising P & G flag as a major ablution brand, Ultra Smooth listed since June 2002, the company has been P & G has high hopes. As the first devoted to the creation of the local Chinese market ablution brand, Ultra Smooth is as "comfortable and excited" big fight "cool card" market objectives at 6 God, the attempt to occupy their summer shower gel market is a piece cake. Thanks to the rapid price lower than local brands seize major supermarkets nationwide. "P & G open house at the time must be specifically requested moves in six shelves on God beside products. "Six brand manager Li recalled that God, P & G demonstrated confidence" so that they did start a bit nervous. " However, for some time, P & G found that the display was too confident, and open opportunities for consumers to choose less dramatic, and later had to change the strategy. Publish list of successful candidates at the end, moves to open a brand new attitude into the National ablution before 10, and scored nearly 2% market share. One long-term concern to the people that P & G, although in a new, radical open performance "is very good", but compared to the expected value of P & G, in particular in relation to the advertising list cast, the results are not satisfied with the P & G top. Two major setback due Then the two years, still no major improvement dramatic open, always in the market share of around 3% favour. Behind no big advertising sales support, the status of some embarrassment dramatic dining. Ablution responsible persons in a well-known brand that moves open failures, the major advance in its advertising claims. Similar to "brace up and relieve spirit," although the concept of ablution has been widespread in Europe and the United States, but in the eyes of ordinary domestic consumer needs to be universally accepted or certain process, P & G, this attempt to change consumption habits through great advertising is not appropriate. One prominent brands operating professionals that for the early 1990s before the rise of shower gel, in the early 21st century has just more than half of all consumers to demand more of the value of shower gel is clean and enjoyment of other functions, such as cool, itch, disinfection, rain, the love and sweet, etc., For dramatic dining bathing advocated by bringing spiritual experience domestic high-end consumer is far from a resonance. "Another important reason is that P & G national market overstretched and first, second and third-line cities at the same time launch, and shower gel products were originally accredited in big cities. "a senior dealer said. P & G in parts dealers also noted that the brand launched in dramatic dining, P & G is not at promoting and marketing performance capability also make them quite disappointed. P & G companies also recognize that dramatic dining listed three years, the company has given its strong market support, including advertising, marketing and market activities. For dramatic dining delisting, P & G, stressed that her skin is good and Yulanyou current market leading brand, and has developed rapidly. For long-term development considerations, the future will concentrate on the big brands above, and in the dramatic dining original staff will be added into the other brands

只有20′.......