從麥當勞到芭比：陷入困境的5個經典品牌
Colleen Kane
2015-05-13
麥當勞、芭比娃娃、費雪玩具、卡夫芝士通心粉和健怡可樂都是最知名、最經典的美國品牌。但近些年來，隨著消費者，特別是80后和90后的口味變化，再加上方興未艾的健康潮流，這些品牌的銷量直線下降，目前還看不到東山再起的希望。
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????費雪 ????主打學齡前兒童市場的費雪公司，是另一家岌岌可危的玩具公司，其2014年的銷售額下跌了13個百分點——不過今年第一季度的銷售額又回升了3%。費雪玩具的受歡迎程度之所以明顯下降，是因為已經為人父母的80后90后大都住在城市，所以更喜歡尺寸更小，設計更簡潔的玩具。此外目前瞄準學齡前兒童的玩具品牌也越來越多，比如像《冰雪奇緣》這種影視作品的衍生產品。 |
????Fisher-Price ????Another toy giant in peril, the preschooler line Fisher-Price, performed poorly in 2014, with sales down 13%–although first quarter 2015 sales are up 3%. The decline in popularity is being attributed to millenial parents, who are more likely to live in cities and be more mobile, so they’re looking for smaller swings and more sleek designs for the toys. Plus there’s more toy lines competing for the little ones’ favor, including officially licenced tie-ins with their entertainment obsessions like Frozen. |
