早在2014年，宝洁便宣布出售或淘汰约100个品牌。十年 间，宝洁向联合利华出售香皂及沐浴露品牌卡玫尔，向科蒂集 团出售包括伊卡璐、蜜丝佛陀在内的43个品牌，向汉高出售沙 宣中国业务。 作者：罗文利 封图：东方IC 从今年7月1日起，消费品巨头宝洁将开始为期两年的重组计划。在6月初举行的德意志银行会议 上，该公司高管还释放了更多信号：关注核心品牌，剥离非核心业务。 该项重组计划包括未来两年内在全球范围裁员7000人，约占非制造业职位的15%。这家超180年历 史的行业巨头称，未来将面临"消费者更多不确定性、竞争愈发激烈、地缘政治环境难以预测，科 技迅速重塑日常生活"等局面。 这是宝洁近十年来规模最大的调整计划。针对此轮"瘦身"，宝洁方面称，未来将会退出特定市场的 部分品类、品牌和产品形态，也可能对部分品牌进行剥离。而这些举措均旨在扩大宝洁优势、减轻 成本挑战。更具体的计划，宝洁将在2025年7月财年会议中公布。 目前，宝洁旗下还拥有SK-Ⅱ、舒肤佳、海飞丝等知名品牌。其中，碧浪、汰渍所在的织物与家居 护理业务对宝洁的总体销售额贡献最大，占比为36%，其次为帮宝适、护舒宝所在的母婴及家庭护 理业务，占比为24% ...

Core Viewpoint - Procter & Gamble (P&G) is initiating a two-year restructuring plan starting July 1, focusing on core brands and divesting non-core businesses, including a global layoff of 7,000 employees, approximately 15% of non-manufacturing positions [1][3][4] Restructuring Plan - The restructuring plan is P&G's largest adjustment in nearly a decade, aimed at addressing uncertainties in consumer behavior, increased competition, geopolitical unpredictability, and rapid technological changes [1][3] - Specific actions include exiting certain markets, divesting specific product categories and brands, and enhancing operational efficiency through digitalization and automation [3][4] - The plan will be detailed in the fiscal year 2025 meeting scheduled for July 2025 [1] Financial Performance - P&G's sales for the third quarter of fiscal year 2025 were $19.776 billion, a 2% year-over-year decline, with net profit remaining stable at approximately $3.77 billion [3][4] - The fabric and home care segment contributes the most to overall sales at 36%, followed by the baby and family care segment at 24% [1][7] Brand Focus - SK-II, a key brand in P&G's beauty segment, has seen sales declines in recent fiscal years, but recent price increases have led to a return to growth in the second and third quarters of fiscal year 2025 [4][5] - The beauty segment has faced challenges, with skincare sales declining over 20% in the first quarter of fiscal year 2025 [4][5] Market Positioning - P&G's restructuring is seen as a response to the need for efficiency and focus on core brands amid unpredictable external conditions [2][3] - The company is also facing competition from private label products and must adapt to the evolving digital landscape in China, where e-commerce sales grew by 9% in fiscal year 2024 [10][12] Leadership Changes - Recent leadership changes include the resignation of Colin Walsh, CEO of P&G's professional beauty division, and the appointment of new executives to address challenges in the Asia-Pacific region [6][7] - The restructuring may lead to further adjustments in the organizational structure, although specific details have not been disclosed [7] E-commerce Strategy - P&G is enhancing its e-commerce capabilities, particularly in China, where it aims to leverage local market dynamics and improve its digital presence [10][13] - The company is investing in platforms like Douyin to adapt its marketing strategies to the changing e-commerce landscape [13]

近日，消费品巨头宝洁（Procter & Gamble）在行业会议上宣布，计划在未来两年内全球裁减约7000个非生产岗位，这相当于此类岗位总数的15%。这一 大规模裁员举措，连同削减品牌组合、供应链优化等重组计划，被视为宝洁为扭转业绩困境所做的又一次"断臂求生"尝试。 宝洁进入中国已逾三十年，曾几何时，这家公司以完备的人才培养体系著称，被誉为职业经理人的"黄埔军校"。宝洁培养出的大批优秀人才不仅支撑了自 身业务，也源源不断地输送到了中国商业社会的各个角落。 然而，近十年来，宝洁中国高层管理者离职的消息频繁传出，形成了一股人才流失潮。据公开资料统计，自2012年以来宝洁大中华区已有多位核心高管先 后离任。 其中，2012年11月，宝洁大中华区销售总裁翟峰离职；2014年8月，接任翟峰职位不足两年的销售总裁李红也选择告别服务20多年的老东家。李红的离开 在业内引起轰动——她并非退休或赋闲，而是高调跳槽至宝洁的竞争对手玛氏公司。接替李红的是宝洁中国销售老将林小海。然而，仅两年后，林小海于 2016年7月1日从宝洁辞职。 至此，在短短四年内，宝洁中国销售体系最高负责人"三连跳"式地相继出走，令人不解。 据报道，林小海 ...

Core Viewpoint - The chain reaction of increased tariffs in the U.S. is affecting various sectors, leading to higher consumer prices and potential economic strain on American households [1][3]. Group 1: Impact on Major Companies - Apple Inc. faces a potential 25% tariff on phones manufactured abroad, which could lead to prices soaring to $2,300 or even $3,500 if produced in the U.S. [2] - The transition of Apple's supply chain to the U.S. is deemed impractical, requiring an estimated $30 billion and 3 to 10 years for full relocation [2][3]. - California's Attorney General is prepared to sue the federal government to protect local companies like Apple from the adverse effects of the tariff policy [2]. Group 2: Broader Retail and Consumer Price Increases - Retailers, including Walmart, have indicated they will pass on tariff costs to consumers, leading to price increases across various product categories, including food, clothing, and toys [3][4]. - The CFO of Walmart stated that the current tariff levels exceed the retailers' capacity to absorb costs, prompting a review of product pricing strategies [3]. - Toy manufacturer Mattel plans to raise prices due to increased costs from tariffs, with expectations that 40% to 50% of products will remain under $20 [3]. Group 3: Automotive Industry Effects - Ford Motor Company anticipates a 1.5% increase in vehicle prices in the second half of the year due to tariffs [4]. - Subaru has also indicated that it will raise prices to offset increased costs, although specific figures were not disclosed [4]. Group 4: Small Business Challenges - Small businesses are struggling with rising costs due to tariffs, leading to difficult operational decisions [5][6]. - A restaurant owner reported a 50% increase in the cost of aluminum foil pans, forcing them to consider cost-saving measures without passing on expenses to consumers [6]. - A pet supply store owner highlighted that the price of a popular product would jump from $33.5 to $114.29 if produced domestically, risking the viability of their business [7].

近日，美国消费品巨头宝洁（P&G）发布2025财年三季报，因美国关税的不确定性，宝洁将2025财年 有机销售额增长预期从3%-5%下调至2%。 宝洁有五大业务，其中第一大营收板块为织物和家庭护理板块（Fabric&Home Care），该板块有汰渍、 碧浪等品牌，报告期内，该板块净销售额同比下滑3%至69.48亿美元，净利润同比下滑1%至12.85亿美 元； 报告期内产品价格涨幅1% 销量下滑1% 前三大营收业务的净销售额及利润均下滑 其次为拥有护舒宝、帮宝适等品牌的婴儿、女性和家庭护理板块（Baby、Feminine& FamilyCare），净 销售额同比下滑4%至47.55亿美元，净利润同比下滑12%至8.80亿美元； 拥有舒肤佳、Olay、SK-II等品牌的美容板块（Beauty）为企业第三大营收板块，其净销售额同比下滑 2%至34.90亿美元，净利润同比下滑8%至5.39亿美元； 拥有佳洁士等品牌的医疗保健板块（Health Care）净销售额与上年持平，为28.80亿美元，净利润同比 增长8%至5.69亿美元； 拥有吉列剃须刀等品牌的理容板块（Grooming）净销售额同比下滑2%至15.05亿美 ...

小马宋 . 小马宋战略营销咨询公司创始人，罗辑思维首席营销顾问。咨询过的品牌有：元气森林，瑞幸，得到， 云耕物作，babycare，半天妖，爸爸糖，南城香，云海肴，古茗，熊猫不走，隅田川咖啡，食族人，甜 啦啦，遇见小面，一只酸奶牛，苏阁鲜茶等。 大家好，我是小马宋。 以下文章来源于小马宋 ，作者小马宋 每年的春暖花开的时候，我们都会在杭州召开小马宋的年度案例大会。 一个是给大家汇报我们过去一年的工作成果。还有就是聊一聊这一年，我自己的一些感受和思考。 今年，我们的主题，叫做拥抱变化。 图片来源：公众号@小马宋 这几年，我们确实很明确感受到了变化，尤其这一周，我们感受更加地深刻。 橡树资本的联合创始人马克斯在最近接受采访时说了一句话：这是我职业生涯中，见过最大的一次环境 转变。 其实我也很想说这句话，可惜他比我提前说了，我就只好引用他的说法了。（笑） 今天大家在现场，有400多人听了我们前面讲的7个案例：可能会有这样的一个感觉，就是今天的这些 营销案例，并没有一套固定的解题思路。 比如，我们在服务1949的时候，我们其实想的是让它做什么样的午餐？以及怎么做才能获得优势？ 我们在做挪客的时候，去调研，我们更多是去 ...