从麦当劳到芭比：陷入困境的5个经典品牌
Colleen Kane
2015-05-13
麦当劳、芭比娃娃、费雪玩具、卡夫芝士通心粉和健怡可乐都是最知名、最经典的美国品牌。但近些年来，随着消费者，特别是80后和90后的口味变化，再加上方兴未艾的健康潮流，这些品牌的销量直线下降，目前还看不到东山再起的希望。
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费雪 主打学龄前儿童市场的费雪公司，是另一家岌岌可危的玩具公司，其2014年的销售额下跌了13个百分点——不过今年第一季度的销售额又回升了3%。费雪玩具的受欢迎程度之所以明显下降，是因为已经为人父母的80后90后大都住在城市，所以更喜欢尺寸更小，设计更简洁的玩具。此外目前瞄准学龄前儿童的玩具品牌也越来越多，比如像《冰雪奇缘》这种影视作品的衍生产品。 |
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. |
