宝洁杨继红：公司最大的增长来源不是市场份额的增长，而是……

市场资讯03-12

3月11日，“CCFA新消费论坛——2024消费品渠道营销创新峰会”在上海召开。本次峰会以“让消费更好地发生”为题。　　宝洁成立于1837年，至今有187年的历史，跨越三个世纪、经历了两次世界大战和数次经济危机。今天，宝洁大中华区集团战略营销事业群负责人、集团副总裁杨继红（Ann Yang）分享了宝洁基业长青、穿越经济周期的的秘密——就是“追求极致卓越，引领品类发展。” 　　杨继红提到，品类的...

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but...","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"PG":1},"content_text":"3月11日，“CCFA新消费论坛——2024消费品渠道营销创新峰会”在上海召开。本次峰会以“让消费更好地发生”为题。\n　　宝洁成立于1837年，至今有187年的历史，跨越三个世纪、经历了两次世界大战和数次经济危机。今天，宝洁大中华区集团战略营销事业群负责人、集团副总裁杨继红（Ann Yang）分享了宝洁基业长青、穿越经济周期的的秘密——就是“追求极致卓越，引领品类发展。”\n　　杨继红提到，品类的发展才是品牌获得更大增长和可持续增长的前提。这是在宝洁持续数十年的增长实践中得出的结论——在宝洁所有的增长来源中，最大的增长来源不是来自于市场份额的增长，而是来自品类的增长。“引领品类发展”是宝洁全球和宝洁中国长期坚持的增长战略。\n　　对于如何引领品类的发展，杨继红认为，核心关键是坚持以消费者为中心，发掘和满足消费者尚未被满足的需求以及新的场景下发展出来的新的需求，通过全面地升级五个卓越包括“卓越的产品、卓越的包装、卓越的品牌与用户的沟通、卓越的零售体验和卓越的客户与消费者价值创造”，来带动整个品类的发展。\n　　在她看来，零和博弈、份额之争并不是行业健康发展的未来，而是应该所有零售伙伴、品牌同仁一起，以消费者为中心，更好地满足消费者的需求，提升消费者体验，“一起把品类做大，把市场做大，最终实现消费者、合作伙伴和企业的共赢，从而实现更长期地、可持续地、更大地增长。”\n　　新浪声明：所有会议实录均为现场速记整理，未经演讲者审阅，新浪网登载此文出于传递更多信息之目的，并不意味着赞同其观点或证实其描述。\n\n\n海量资讯、精准解读，尽在新浪财经APP\n\n责任编辑：梁斌 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