盈利能力不高 寶潔擬剝離100個品牌
Procter & Gamble is planning to slim down its product slate.
寶潔公司（Procter & Gamble）正計劃“瘦身”。The maker of Gillette razors and Crest toothpaste has unveiled a plan to shed up to 100 brands.
這家吉列（Gillette）剃鬚刀和佳潔士（Crest）牙膏的製造商，公佈了一項剝離100個品牌的新方案。P&G Chief executive Alan Lafley told analysts Friday that the company would streamline to focus on 70 to 80 brands, which were responsible for about 90% of the company’s recent sales and 95% of profit. The businesses P&G intends to either discontinue, or divest, have reported weaker profits of late, Lafley said during a conference call.
上週五，寶潔公司首席執行官雷富禮對分析師表示，公司將專注於70至80個品牌，這些品牌爲公司貢獻了約90%的銷售額和95%的利潤。雷富禮在電話會議中表示，公司計劃中止或剝離一些近期利潤下降的業務。
Lafley said the move to own fewer brands would enable P&G’s research and development team to focus their resources on new product ideas that would resonate more with consumers.
雷富禮稱，削減品牌將使寶潔的研發團隊集中資源，開發更能引起消費者共鳴的新產品創意。Some of P&G’s top-sellers, such as Pampers and Gillette, are likely safe based on their size and scale. Other potential keepers, because of their size, include Pantene, Olay, Oral-B and Bounty.
寶潔的部分暢銷品牌，如幫寶適（Pam雷富禮pers）和吉列等，因其龐大的規模將被保留下來。其他因爲規模可能倖免於難的品牌包括潘婷（Pantene）、玉蘭油（Olay）、歐樂B（Oral-B）和Bounty紙巾等。P&G , which generates about $83 billion in annual sales, is by far the world’s largest consumer-packaged goods company. Head & Shoulders, Pantene, Tide and Pampers are among the company’s brands.
寶潔公司年銷售額達到830億美元，是全世界最大的快消品公司。海飛絲（Head & Shoulders）、潘婷、汰漬（Tide）和幫寶適等均系寶潔旗下品牌。Though the company has vast scale, it hasn’t unveiled too many divestitures of late. It notably sold off Pringles for about $2.7 billion in 2012 to Kellogg , and in 2011 divested Zest soap and PUR Water Purification Products in separate transactions. Rival Unilever has acted more aggressively on divestitures of late, agreeing to shed the Slim-Fast brand last month after unveiling a plan in May to unload the Ragu and Bertolli brands.
雖然體量龐大，但之前寶潔從未放話要將如此多的品牌剝離出去。上一次還是在2012年，寶潔以27億美元的價格將品客薯片（Pringles）出售給凱洛格公司（Kellogg）；2011年，公司曾先後剝離了激爽（Zest）肥皂和PUR淨水產品。在品牌剝離方面，寶潔的競爭對手聯合利華（Unilever）表現的更爲激進。聯合利華剛剛在五月份宣佈出售旗下的樂谷（Ragu）與佰多力（Bertolli）品牌，又在上個月宣佈剝離減肥代餐品牌Slim-Fast。P&G’s plan to unload more brands comes a little over a year after Lafley rejoined the company as president and CEO, after serving in those roles from 2000 to 2009. For the first fiscal year under Lafley’s control, P&G reported a tiny 1% increase in sales and a 5% rise in per-share earnings from continuing operations. The company is broadly exposed to the fickle nature of the consumer, and though some recent reports suggest U.S. consumer confidence is on the rise, retail and consumer-product executives have said consumers are still, particularly lower-income households, are still struggling.
在宣佈此次大規模品牌剝離計劃一年前，雷富禮剛重返寶潔擔任董事長兼CEO。他曾於2000年至2009年期間連續擔任此職。雷富禮迴歸後的第一個財年，寶潔公司的銷售額小幅增長了1%，持續經營業務每股收益率上漲了5%。公司深受消費者變化無常本性的影響，雖然近期有報告顯示，美國消費者的信心在持續上漲，但零售業和消費品行業的高管們卻表示，消費者，尤其是低收入家庭，依舊面臨苦苦掙扎的困境。P&G earlier Friday reported a 38% jump in fiscal fourth-quarter profit, though that growth was due to a cut in overhead expenses as overall sales trends were choppy.
上週五早些時候，寶潔宣佈其第四財季的利潤增長了38%。而增長的原因主要應歸功於企業管理成本的削減，公司的總體銷售趨勢仍在起伏不定。
