寶潔（Procter & Gamble）在最重要的新興市場(chǎng)錯(cuò)失良機(jī)。因?yàn)樽约旱凸懒酥袊M(fèi)者的精明，也低估了他們?cè)敢飧邇r(jià)購買高品質(zhì)家居用品的需求。

2月18日，寶潔老板戴維?泰勒在上任CEO之后的首次投資者見面會(huì)上，做出了上述坦率的評(píng)價(jià)。寶潔旗下包括汰漬（Tide）和吉列（Gillette）等品牌。

泰勒形容寶潔在中國市場(chǎng)的業(yè)績是“不可接受的”，并且承認(rèn)公司錯(cuò)誤解讀了當(dāng)?shù)叵M(fèi)者對(duì)高檔產(chǎn)品的消費(fèi)能力。泰勒于2015年11月份上任。這種誤判損害了寶潔在中國市場(chǎng)獲得更多收入的能力，并且導(dǎo)致其他消費(fèi)者品牌搶占了市場(chǎng)份額。

泰勒在集團(tuán)消費(fèi)者分析紐約年度會(huì)議上表示：“我們過去將中國作為發(fā)展中市場(chǎng)看待，而不是全世界最有辨識(shí)能力的市場(chǎng)。”此次會(huì)議在佛羅里達(dá)州的博卡拉頓市召開，采用了網(wǎng)絡(luò)直播的形式。

1月份，寶潔公司表示，上個(gè)季度，公司在中國的有機(jī)銷售額下降幅度“接近百分之十”，業(yè)績非常糟糕。中國市場(chǎng)不論是收入還是銷售額，均是寶潔的第二大市場(chǎng)（僅次于美國）。

為此，保潔公司正在增加向中國市場(chǎng)供應(yīng)高價(jià)產(chǎn)品，其中包括高檔紙尿褲和拉拉褲、碧浪（Ariel）洗衣液的緊湊裝和即將推出的汰漬升級(jí)版。此外，寶潔還在中國推出了歐樂B（Oral B）牙齦護(hù)理高檔牙膏，目前正在加大廣告宣傳力度。也許，未來還會(huì)有更多新產(chǎn)品。

但一位分析師警告，情況不可能在一夜之間便有所好轉(zhuǎn)，因?yàn)閷殱嵲谥袊母?jìng)爭(zhēng)對(duì)手一直在以更快地速度進(jìn)軍網(wǎng)絡(luò)購物。

摩根大通（JPMorgan）分析師約翰?福奇爾最新的研究報(bào)告中寫道：“寶潔要花數(shù)年的時(shí)間才能阻止市場(chǎng)份額流失。”他還提到了寶潔的競(jìng)爭(zhēng)對(duì)手、一直在中國市場(chǎng)攻城略地的金佰利克拉克公司（Kimberly-Clark）：“我們認(rèn)為，寶潔在中國將面臨一場(chǎng)硬仗，因?yàn)樗麄兊母?jìng)爭(zhēng)對(duì)手在網(wǎng)絡(luò)購物方面取得了更大的進(jìn)步。”（財(cái)富中文網(wǎng)）

譯者：劉進(jìn)龍/汪皓

Procter & Gamble missed the boat in the mother of all emerging markets by underestimating the sophistication of consumers in China and their willingness to pay top dollar for quality household goods.

That was the blunt assessment of P&G boss Dave Taylor on Thursday in his first investor presentation as CEO of the maker of Tide and Gillette.

Calling P&G performance in China “unacceptable,” Taylor, who took the reins in November, acknowledged that the company had misread local appetite for its premium products. That has hurt P&G’s ability to charge more in that market and let other consumer brands take market share.

“We looked at China too much like a developing market as opposed to the most discerning market in the world,” Taylor said at the Consumer Analyst Group of New York conference in Boca Raton, Florida at a session that was webcast.

In January, P&G said that its organic sales in China fell by a “high single digits” percentage last quarter, a painful performance in its second biggest market by both revenue and sales (after the United States). So, the company isexpanding its higher-priced offerings there. Those include premium diapers in both the taped and pull-on segments, compact formats of its Ariel liquid detergent, and upcoming upgrades to Tide. P&G is also launching Oral B Gum Care, a new premium line of toothpaste, in China and ramping up advertising. And the list goes on.

But improvements won’t come overnight, one analyst warned, since P&G’s rivals have been quicker to sell online in China.

“It will take a few years to stem share losses,” JPMorgan analyst John Faucher wrote in a research note on Thursday. “They do have an uphill battle there, in our view, as their competitors have made more progress online,” he added, mentioning Kimberly-Clarkas one rival that has made inroads in that area.