美國(guó)著名財(cái)經(jīng)網(wǎng)站24/7WallSt近日評(píng)出2012年將會(huì)消失的六大品牌，諾基亞、索尼愛(ài)立信、薩博等赫然在列。你同意該網(wǎng)站的看法嗎？
1. 一代霸主諾基亞
Nokia is dead. Shareholders are just waiting for an undertaker. The world's largest handset company has one asset: Nokia sold 25% of the global total of 428 million units sold in the first quarter. Its problem is that in the industry, the company is viewed as a falling knife. Its market share in the same quarter of 2010 was nearly 31%. The arguments that Nokia will not stay independent are numerous. It has a very modest presence in the rapidly-growing smartphone industry which is dominated by Apple, Research In Motion's Blackberry, HTC, and Samsung. Nokia runs the outdated Symbian operating system and is in the process of changing to Microsoft Window mobile OS which has a tiny share of the market.
諾基亞已經(jīng)死了。股東們只是在等著有人來(lái)接手。到現(xiàn)在為止諾基亞還有一項(xiàng)資產(chǎn)：諾基亞占有今年第一季度全球手機(jī)銷售量的25%，但是這個(gè)公司卻被認(rèn)為是個(gè)燙手的山芋。他的市場(chǎng)占有率在2010年同期還是31%。那些關(guān)于說(shuō)諾基亞將再也沒(méi)有辦法獨(dú)立運(yùn)營(yíng)的言論此起彼伏。這個(gè)言論有一個(gè)非常保守的估計(jì)就是現(xiàn)在的智能機(jī)市場(chǎng)已經(jīng)被蘋(píng)果、黑莓、HTC和三星所掌控。諾基亞的手機(jī)還在使用塞班系統(tǒng)，而正在協(xié)商中的微軟系統(tǒng)只在市場(chǎng)中占有非常小的份額。
2. Soap Opera雜志
The magazine's future has been ruined by two trends. The first is the number of cancellations of soap operas. Long-lived shows which include "All My Children" and "One Life to Live" have been canceled and replaced by talk show, which are less expensive to air. The other insurmountable challenge is the wide availability of details on soap operas online. Some of the shows even have their own fan sites.
這份雜志的未來(lái)主要受限于兩個(gè)趨勢(shì)。第一個(gè)趨勢(shì)是大部分連續(xù)劇的解約。那些長(zhǎng)期受歡迎的“All my children”和“One life to live”都已經(jīng)被解約，之后被脫口秀所替代，這些節(jié)目更為便宜。另外一個(gè)無(wú)法被超越的原因在于有了越來(lái)越多的網(wǎng)上電視劇可以收看，這些電視劇甚至有了它們自己的粉絲！
3. Myspace社交網(wǎng)絡(luò)
MySpace, once the world's largest social network, died a long time ago. It will be buried soon. News Corp (NYSE: NWS) bought MySpace and its parent in 2005 for $580 million which was considered inexpensive at the time based on the web property's size. MySpace held the top spot among social networks based on visitors from mid-2006 until mid-2008 according to several online research services. It was overtaken by Facebook at that point.
Myspace，這個(gè)曾是全球最大的網(wǎng)絡(luò)社區(qū)已經(jīng)在前一段時(shí)間徹底死了。新聞集團(tuán)在2005年以5.8億美元收購(gòu)了Myspace，相比較于當(dāng)時(shí)的網(wǎng)絡(luò)狀況而言已經(jīng)是比較便宜了。根據(jù)若干個(gè)線上研究服務(wù)公司的統(tǒng)計(jì)，從2006年中期到2008年中期Myspace擁有全球最高的點(diǎn)擊量。這個(gè)位置在2008年被Facebook替代。
4. Corn Pops爆米花制造商
The cereal business is not what is used to be, at least for products that are not considered "healthy." Sales of the brand dropped 18% over the year that ended in April, down to $74 million. That puts it well behind brands like Cheerios and Frosted Flakes each which have sales of over $200 million a year. Private label sales have also hurt sales of branded cereals. Revenues in this category were $637 million over the same April-end period. There is also profit margin pressure on Corn Pops because of the sharp increase in corn prices.
玉米類的生意不再像以前那么好做，至少不再那么健康了。在四月份截止的時(shí)候，這個(gè)品牌的銷售量下降了18%，成為7400萬(wàn)。這個(gè)銷售量的結(jié)果就是Corn pops在銷售量上已經(jīng)落后Frosted Flakes和Cheerios了，這些公司的銷售額都超過(guò)2億美元。私人玉米花的售賣同樣損害到了Corn pop的生意。去年同期這個(gè)行業(yè)的收入是6.37億元。玉米的價(jià)格同樣對(duì)于Corn pop的邊際利潤(rùn)造成了影響。
5. 索尼愛(ài)立信手機(jī)制造商
In a period when smartphone sales worldwide are rising in the double digits and sales of the iPhone double year over year, Sony Ericsson's unit sales dropped from 97 million in 2008 to 43 million last year. New competitors like HTC now outsell Sony Ericsson by widening numbers. Sony Ericsson management expects several more quarters of falling sales and the company has laid off thousands of people. There have been rumors, backed by logic, that Sony will take over the operation, rebrand the handsets with its name, and market them in tandem with its PS3 consoles and VAIO PCs.
在智能機(jī)每年都以兩位數(shù)增長(zhǎng)的時(shí)代，iphone每年的電話銷售數(shù)量也以兩位數(shù)增長(zhǎng)。索愛(ài)的銷售量從2008年的9700萬(wàn)跌落到去年的4300萬(wàn)。新的競(jìng)爭(zhēng)者類似于HTC也在銷售數(shù)量上完全超越了索愛(ài)。公司的管理層估計(jì)公司的銷售還會(huì)繼續(xù)低迷幾個(gè)季度，而且計(jì)劃裁掉更多的人。有人猜測(cè)索尼可能打算拿回運(yùn)營(yíng)權(quán)重新命名新品牌，然后將手機(jī)和PS3和Vaio搭配在一起賣。
6. 西爾斯超市
The company had a net loss of $170 million. Sears Holdings was created by a merger of the parents of the two chains on March 24, 2005. The operation has been a disaster ever since. The company has tried to run 4,000 stores which operate across the US and Canada. Neither Sears nor Kmart have done well recently, but Sears' domestic locations same store numbers were off 5.2% in the first quarter and Kmart's were down 1.6%. Last year domestic comparable store sales declined 1.6% in the total, with an increase at Kmart of 0.7% and a decline at Sears Domestic of 3.6%. D'Ambrosio needs to pull a rabbit out of his hat soon. Shares are down 55% during the last five years.
西爾斯公司現(xiàn)在的凈虧損為1.7億美元。西爾斯控股公司是在2005年由兩家連鎖店合并而成的一個(gè)公司，此后，西爾斯的運(yùn)營(yíng)狀況一直不佳。公司嘗試著去運(yùn)營(yíng)多達(dá)4000家遍布全美的分公司。然而無(wú)論是Sears還是Kmart都沒(méi)有做得很好，Sears和Kmart在美國(guó)的分店分別關(guān)閉了5.2%和 1.6%。去年國(guó)內(nèi)的可比店面銷售額總體下降了1.6%，其中Kmart的店面增長(zhǎng)了0.7%，Sears的店面下降了3.6%。看來(lái)西爾斯的CEO需要施展他的魔術(shù)才能讓公司起死回生了，因?yàn)楣驹谶^(guò)去三年的股價(jià)已經(jīng)跌了55%。
7. 美國(guó)服飾公司
American Apparel posted a net loss in 2008 of $21 million. Comparable store sales have flattened, which means the firm likely will continue to post losses. American Apparel is also almost certainly under gross margin pressure because of the rise in cotton prices. The retailer raised $14.9 million in April by selling shares at a discount of 43% to a group of private investors led by Canadian financier Michael Serruya and Delavaco Capital. It is a small, under-funded player in a market with very large competitors with healthy balance sheets. It does not help matters that the company's founder and CEO, Dov Charney, has been a defendant in several lawsuits filed by former employees alleging sexual harassment.
美國(guó)服飾公司在2008年發(fā)布了2100萬(wàn)的虧損報(bào)告，同期的店面銷售量也下降了，這基本就意味著這家公司還會(huì)繼續(xù)虧損。因?yàn)槊藁ǖ膬r(jià)格正在繼續(xù)攀升,該公司的利潤(rùn)也繼續(xù)維持在很微薄的水平。美國(guó)服飾公司在四月份通過(guò)將其股票打四折售出才籌集了1490萬(wàn)美元，買家是加拿大的Michael Serruya and Delacavo公司。這家公司也是一家資金實(shí)力不甚雄厚的公司，而且在金融市場(chǎng)中還要面對(duì)更多資金雄厚的大公司。不僅如此，美國(guó)服飾公司的CEO多夫·查尼多次因?yàn)樾则}擾女性員工而陷入官司，這對(duì)公司的命運(yùn)也沒(méi)有任何幫助。
8. 薩博汽車
Saab's problem, which grew under the management of the world's No.1 automobile manufacturer, was that it was never more than a niche brand in an industry dominated by very large players such as Ford and Chevrolet. It did not build very inexpensive cars like VW did, or expensive sports cars as Porsche did. Saab's models were, in price and features, up against models from the world's largest car companies that sold hundreds of thousands of units each year. Saab also did not have a wide number of models to suit different budgets and driver tastes. GM decided to jettison the brand in late 2008, and the small company quickly became insolvent. Saab finally found a buyer in high-end car maker Spyker which took control of the company last year. Spyker quickly ran low on money because only 32,000 Saabs were sold in 2010. Spyker turned to Chinese industrial investors for money. Pang Da Automobile agreed to take an equity stake in the company.
薩博的問(wèn)題在于，它的控股公司雖然是業(yè)界的汽車巨頭，但是它卻從來(lái)沒(méi)有逃脫作為一個(gè)亞品牌的命運(yùn)，它總被福特和雪佛蘭等主流品牌所壓制。它不像大眾汽車一樣會(huì)制造價(jià)格低廉的汽車，也不像保時(shí)捷一樣走高端路線。薩博的定位和特點(diǎn)都和世界頂尖的、每年銷售很多汽車的汽車制造商背道而馳。不僅如此，薩博也沒(méi)有一個(gè)足夠?qū)挼漠a(chǎn)品線來(lái)滿足不同的預(yù)算和口味需求。通用汽車在2008年拋棄了這個(gè)品牌，之后該品牌迅速破產(chǎn)。薩博在去年找到了買家——荷蘭世爵，但是世爵也很快就因?yàn)樗_博萎靡不振的銷量而用盡了現(xiàn)金。隨后世爵轉(zhuǎn)向中國(guó)汽車工業(yè)尋求資金援助。龐達(dá)汽車公司于是就接管了薩博汽車。
9. 索尼影音
Sony has a studio production arm which has nothing to do with its core businesses of consumer electronics and gaming. Sony bought what was Columbia Tri-Star Picture in 1989 for $3.4 billion. This entertainment operation has done poorly recently. Sony's fiscal year ends in March, and for the period revenue for the group dropped 15% to $7.2 billion and operating income fell by 10% to $466 million. Sony is in trouble. It lost $3.1 billion in its latest fiscal on revenue of $86.5 billion. Sony's gaming system group is under siege by Microsoft (NASDAQ: MSFT) and Nintendo. Its consumer electronics group faces an overwhelming challenge from Apple. The company's future prospects have been further damaged by the Japan earthquake and the hack of its large PlayStation Network.
索尼有一個(gè)影音制作的公司，但是這個(gè)公司的產(chǎn)品和索尼的主業(yè)毫無(wú)關(guān)系。索尼在1989年花了34億美元收購(gòu)了哥倫比亞三星影音制作公司。而這個(gè)影音工作室最近的表現(xiàn)非常糟糕，索尼的財(cái)政自然年在三月結(jié)束，而這一年索尼的盈利暴跌了15%，只有72億美元，而運(yùn)營(yíng)收入也跌了10%到4.66億美元。索尼在上一年損失了31億元，最后只營(yíng)收了865億美元。不僅如此，索尼的游戲業(yè)遭到包括微軟和Nintendo的圍攻。電子產(chǎn)品的銷售則受到了蘋(píng)果的猛烈攻勢(shì)。而這個(gè)公司關(guān)于未來(lái)的展望還被日本近期的大地震所影響，同時(shí)旗下的Playstation還遭遇了黑客襲擊。
10.A&W餐廳
A&W All–American Food Restaurants. A&W Restaurants is owned by fast food holding company giant Yum! Brands which has had the firm for sale since January. There have been no buyers. The chain was founded in 1919. The size of company grew rapidly, and immediately after WWII 450 franchises were opened. The firm pioneered the "drive in" fast food format.
A&W是全美飲食餐廳，以前曾經(jīng)是飲食巨頭Yum!的子品牌，但是后者在今年的一月分開(kāi)始出售A&W。很遺憾的是至今仍然沒(méi)有買家，這個(gè)連鎖店創(chuàng)辦于1919年，店鋪增長(zhǎng)非常迅速，二戰(zhàn)之后不久就迅速開(kāi)了450個(gè)專賣店。這個(gè)餐廳曾一度是司機(jī)快餐的領(lǐng)軍者。 |
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