11月5日至10日，第八届中国国际进口博览会（以下简称：进博会）在上海举办。今年，是宝洁连续第 七年参展，也是宝洁进入中国市场的第37年。 从1837年创立至今，宝洁以"创新"为基因穿越近两个世纪的经济周期。当中国成为其全球第二大市场， 这家拥有188年历史、坐拥70余个品牌的跨国巨头，如何在中国市场持续领跑？面对消费分级、技术革 命与可持续发展三重浪潮，宝洁如何重构竞争力？ 在进博会"创新点亮美好生活"的主题下，凤凰网财经《知行》主持人凤凰网副总编辑张涛深度对话宝洁 大中华区董事长兼首席执行官许敏、中国香料香精化妆品工业协会理事长颜江瑛，揭秘宝洁的"中国方 案"与全球化新逻辑，共同探讨行业发展新趋势。 01 张涛：许总在两年多前提出的"越级消费"理念，现在看非常超前。当时市场下行，一般企业会焦虑，但 宝洁战略一直没变，反而加大创新投入。 许敏：消费者对美好生活的渴望，是超越经济周期的本能。当市场进入成熟期，我们拒绝"内卷"——不 做更低价、更劣质的产品迎合短期目标。相反，我们要让产品更好、更有品质，与同行一起把蛋糕做 大，这才是持续发展的唯一路径。当时做这个选择，是基于宝洁188年经历的战争、经济危机得出的 ...

Core Viewpoint - Procter & Gamble (P&G) emphasizes continuous innovation and consumer-centric strategies to maintain its leadership in the Chinese market, which is now its second-largest globally, amidst evolving consumer demands and market dynamics [1][17]. Group 1: Innovation as a Core Strategy - P&G's innovation is rooted in three key elements: product innovation for better experiences, AI for efficient and agile innovation, and sustainable practices contributing to green development, all centered around Chinese consumers [3][4]. - The company adopts a "Day 1 mindset" to combat the burden of success, focusing on understanding and meeting the evolving needs of Chinese consumers [4][5]. - P&G's long-term strategy involves planning over 5-10 years, prioritizing brand and category growth rather than short-term sales metrics, and enhancing consumer engagement through increased research and communication [6][7]. Group 2: Market Insights - The Chinese cosmetics market is identified as a growth market, with a total transaction value surpassing 1 trillion yuan in 2023, projected to reach 1.07 trillion yuan in 2024, indicating a broadening consumer base [7][8]. - The industry is transitioning from "wild growth" to "high-level competition," necessitating collective efforts in innovation, regulatory support, and consumer education to drive market expansion [8][9]. Group 3: Technology Empowerment - P&G has integrated AI across its entire value chain, aiming to enhance consumer experiences while ensuring that AI serves as a tool for better living rather than an end in itself [9][10]. - The company has established a robust online presence, leveraging e-commerce as a platform for consumer interaction and feedback, which has significantly influenced its operational strategies [8][9]. Group 4: Product Philosophy - P&G's innovation focuses on user experience rather than mere technological showcase, exemplified by products that address specific consumer needs, such as improved absorption in hair care products [10][11]. - The company recognizes the importance of catering to diverse consumer segments, adapting products to meet regional differences in consumer preferences [11][12]. Group 5: Sustainability Initiatives - P&G is committed to achieving net-zero emissions by 2040, with a focus on climate, water resources, waste, and nature, integrating sustainability into every aspect of its operations [12][13]. - The company has implemented significant recycling initiatives, such as recovering over 30,000 tons of plastic through collaborative efforts within the industry [12][13]. Group 6: Globalization and Localization - P&G's "Glocal" strategy aims to transform China from a market to an innovation hub, emphasizing local consumer needs while leveraging global resources and technology [13][14]. - The company supports Chinese supply chain enterprises in entering international markets, highlighting the importance of localized service to meet specific consumer demands [14][15]. Group 7: Future of the Industry - The future of the Chinese daily chemical industry is expected to shift towards high-quality competition, with an emphasis on collaboration and innovation to meet diverse consumer needs [16][17]. - The industry is anticipated to see increased product quality and safety, driven by regulatory support and a focus on consumer-centric development [16][17].

出品｜凤凰网财经《知行》 主持人｜凤凰网副总编辑张涛 嘉宾｜许敏（宝洁大中华区董事长兼首席执行官）、颜江瑛（中国香料香精化妆品工业协会理事长） 时间地点｜2025.11上海进博会宝洁展区 11月5日至10日，第八届中国国际进口博览会（以下简称：进博会）在上海举办。今年，是宝洁连续第 七年参展，也是宝洁进入中国市场的第37年。 从1837年创立至今，宝洁以"创新"为基因穿越近两个世纪的经济周期。当中国成为其全球第二大市场， 这家拥有188年历史、坐拥70余个品牌的跨国巨头，如何在中国市场持续领跑？面对消费分级、技术革 命与可持续发展三重浪潮，宝洁如何重构竞争力？ 在进博会"创新点亮美好生活"的主题下，凤凰网财经《知行》主持人凤凰网副总编辑张涛深度对话宝洁 大中华区董事长兼首席执行官许敏、中国香料香精化妆品工业协会理事长颜江瑛，揭秘宝洁的"中国方 案"与全球化新逻辑，共同探讨行业发展新趋势。 一、创新的锚点：用"Day 1心态"对抗成功包袱，不要忘记消费者 张涛：欢迎来到凤凰财经《知行》进博会特别现场。我们都知道宝洁进入中国市场已经37年了，那来参 加进博会是第几年？ 许敏：今年是宝洁第七年来参加进博会。 张涛： ...

Core Viewpoint - In 2025, the market supervision departments in Qinghai Province are actively combating trademark infringement, particularly in areas with high occurrences of counterfeit products, to ensure a safer consumer environment [2] Group 1: Daily Consumer Goods Trademark Infringement Cases - Case 1: A supermarket was found selling counterfeit "Nanfu" batteries, with a total value of 342 yuan and illegal gains of 108 yuan. The offender was fined 2,000 yuan and had all counterfeit batteries confiscated [3] - Case 2: A supermarket sold counterfeit "Yunnan Baiyao" toothpaste, resulting in a fine of 500 yuan and confiscation of 7 boxes of toothpaste. This case highlights the importance of consumer reports in identifying infringements [4] - Case 3: A supermarket was penalized for selling counterfeit "Hai Fei Si" shampoo, with illegal gains of 22 yuan. The offender was fined 500 yuan [7] Group 2: Alcohol Trademark Infringement Cases - Case 4: A wholesale store was found selling counterfeit "Wuliangye" and "Jian Nan Chun" liquor, with a total value of 5,640 yuan. The offender was fined 10,000 yuan [5] - Case 5: A store was penalized for selling counterfeit "Moutai" liquor valued at 21,000 yuan, resulting in a fine of 21,000 yuan [6] Group 3: Clothing and Footwear Trademark Infringement Cases - Case 6: A clothing store was found selling 454 pairs of counterfeit "Nike," "Adidas," and "Puma" shoes, valued at 50,000 yuan. The offender was fined 2,000 yuan [10] - Case 7: A store was found with 6 pairs of counterfeit "Nike" shoes, but due to the owner's lack of knowledge and minor violation, no fine was imposed, only confiscation of the goods [11] Group 4: Industrial Products Trademark Infringement Cases - Case 8: A company was penalized for selling 100 barrels of counterfeit "Zhigao" engine oil, with a total value of 25,000 yuan, and fined 75,000 yuan [12] Group 5: Production and Packaging Trademark Infringement Cases - Case 9: A biotechnology company was found producing counterfeit "Dahai" brand packaging materials, with a total value of 17,800 yuan. The company was fined 25,000 yuan [14] Overall Impact - In 2025, the market supervision departments in Qinghai Province demonstrated a comprehensive approach to trademark enforcement, emphasizing a balance of strict penalties and educational measures to enhance awareness of intellectual property rights among market participants [2][14]

Core Insights - The article emphasizes that brand-driven strategies are essential for sustainable growth in a competitive market where companies face challenges of stagnation and homogenization [1][2] - It highlights the need for companies to transition from a sales-driven approach to a brand-driven one, focusing on long-term brand equity rather than short-term ROI [2][4] Brand Building Strategy - The core of brand building lies in creating differentiation and establishing a sustainable trust relationship with consumers [4][5] - The strategic framework for brand building involves guiding consumers through six stages: awareness, consideration, purchase, usage experience, loyalty, and advocacy [2][4] - Data indicates that brand influence on consumer purchasing decisions is paramount, accounting for 33%, surpassing other factors like product and price [2][6] Importance of Hard Advertising - Hard advertising is regaining importance as it effectively communicates brand differentiation and ensures clarity in messaging [5][6] - It achieves high reach and coverage, particularly through mainstream media, which enhances brand recall among consumers [6][7] - Hard advertising benefits from the credibility of authoritative platforms, creating a strong social consensus around the brand [7][8] Embracing Certainty in Brand Growth - In a variable market environment, sustainable brand growth increasingly relies on controlling certainty through reliable communication channels and consistent brand messaging [8][9] - The strategic value of hard advertising is being recognized, with brands shifting their focus back to traditional media for broader brand recognition and core value communication [9] Conclusion - Sustainable growth fundamentally depends on brand-driven strategies that establish clear and meaningful differentiation in consumer minds [9]