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國際時事跟讀 Ep.K719: 轉型策略：十億美元品牌如何適應不斷變化的市場 Transformation Strategies: How Billion-Dollar Brands Adapt to Evolving Markets
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國際時事跟讀 Ep.K719: Transformation Strategies: How Billion-Dollar Brands Adapt to Evolving Markets
Highlights 主題摘要：
- Consumer Shift: Iconic brands like Coors adapt to changing consumer preferences by strategically diversifying beyond traditional markets, responding to the decline in beer sales.
- Strategic Rebranding: In a post-pandemic era, companies invest in revitalizing brands, recognizing successful rebrands align with real improvements, balancing change with brand essence.
- Market Resilience: Coors navigates market challenges by tapping into new categories, leveraging historical uniqueness, and embracing strategic partnerships, ensuring adaptability for the future.
In the ever-changing landscape of consumer preferences, iconic brands such as Coors and Jell-O are investing heavily in revamping their images to stay relevant and attract new audiences. Coors, a beloved beer brand with a rich history, is facing a new challenge as US consumers shift away from traditional beer consumption. Molson Coors, the multinational company behind Coors, has experienced a decline in volume, prompting the need for strategic changes.
在不斷變化的消費者偏好中，象徵性品牌如Coors和Jell-O等正在大舉投資以改頭換面，保持其相關性並吸引新受眾。Coors是一個歷史悠久深受喜愛的啤酒品牌，正面臨一個新挑戰，即美國消費者轉向非傳統的啤酒消費。作為Coors背後的跨國公司，Molson Coors的銷量出現下降，促使其需要進行戰略性調整。
Consumer behavior is evolving, with a growing preference for alternative beverages like hard seltzers and spirits, leading to a decline in beer sales. Molson Coors acknowledges these changing "lifestyle choices" and the overall softness in the beer industry. However, the company is strategically steering its product lineup towards burgeoning categories like whiskey and energy drinks to stay ahead in the market.
消費者行為正在演變，他們越來越偏好硬式汽水和烈酒等替代飲料，導致啤酒的銷售下降。Molson Coors公司承認這些關於“生活型態選擇”的變化以及啤酒行業的整體疲軟。然而，公司正在戰略性地將其產品陣容轉向威士忌和能量飲料這類不斷增長的類別，以保持市場領先地位。
In the broader context of a post-pandemic world, companies are eager to revitalize their brands to adapt to shifting consumer lifestyles and priorities. This wave of revitalization extends beyond the beverage industry, with companies like Bed, Bath & Beyond, JCPenney, Mattel, Zoom, and Pfizer undergoing expensive rebrands. Despite being a lengthy and costly process, successful rebrands can transform a declining business into a powerhouse or make an old brand resonate with a new generation.
在後疫情世界的廣泛前提下，企業急於振興其品牌，以適應不斷變化的消費者生活型態和優先次序。這股振興浪潮不僅僅局限於飲料行業，還包括Bed, Bath & Beyond、JCPenney、Mattel、Zoom和Pfizer等公司，都在進行昂貴的品牌重塑。儘管這是一個冗長且昂貴的過程，但一但成功的重塑品牌，就能將衰退中的銷售轉為強大的力量，或者使老品牌引起新一代的共鳴。
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Published on 1 year, 10 months ago