????時代車輪滾滾前進，人們的消費習慣也在發生著變化。人們曾經認為以下這些經典品牌、企業和產品將長盛不衰，但現在它們都深陷困境。

????這種命運的轉變部分可歸因于80后90后有著不同的品味和價值觀，但拋棄這些品牌的并非只有他們這一代人。隨著社交媒體的興起，如果一款產品呈現衰微之勢或是跟不上時代潮流，這個消息很快就會傳遍全國乃至全世界。

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????Times change and so do consumption habits. The following iconic brands, companies, and products once seemed to be timeless, but now it seems the titans are teetering.

????Part of these shifts in buying habits can be attributed to the different tastes and values of millenials. But it’s not only millenials turning their backs on these brands. With the resources of social media, it’s easier to spread the message nationwide and globally if a product or business is unhealthy or otherwise outmoded.

????麥當勞

????麥當勞的銷售額下跌幅度超過了預期，僅2015年第一季度就下跌近4億美元。該公司日前宣布將關閉分布在日本、美國和中國的350家業績不佳的門店。除此之外，麥當勞還面臨著一系列其它困境。

????至于麥當勞近年的生意何以如此慘淡，一個被經常提及的原因是，麥當勞的顧客們正在涌向他們認為更健康的快餐連鎖品牌（比如Chipotle）。除此之外，近年來市場上涌現了一批高端的漢堡連鎖店，如Shake Shack、Five Guys和Smashburger等等。不過現在看來，麥當勞的平價策略正在產生對經營不利的效果。

????為了獲得80后90后的青睞，麥當勞嘗試了不少辦法。比如在今年1月，為了回應其銷售額12年來首次下降這一局勢，麥當勞推出了“全天早餐”，并于3月24日在全美24個城市開展了持續24小時的“歡樂日”活動。麥當勞也承認，該公司“亟需追隨消費者的口味變化?！痹诎拇罄麃啠湲攧谠囼炐缘亻_了一家名叫“悉尼之角”的新潮咖啡廳，同時開始在墨爾本提供定制的精美漢堡。該公司最近還公布了其扭轉計劃的一些細節，不過都沒有打動投資人。

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???? McDonald’s???

????McDonald’s sales declined more than expected–nearly $400 million–in the first quarter of 2015, as the company annouced they were closing 350 poorly performing stores in Japan, the U.S., and China. And that’s just the latest in a series of struggles the fast food giant has gone through lately.

????The oft-cited reason for McDonald’s woes is that customers are defecting to chains they see as healthier choices, like Chipotle. Plus more upscale burger chains like Shake Shack, Five Guys, and Smashburger are edging in. It seems like a case of the ubiquitous Golden Arches and what they stand for are now working against the corporation.

????McDonald’s has tried a number of tactics to capture that millennial love such as test-marketing all-day breakfastand a 24-hour, 24-city marketing “day of joy” on March 24, a response to reporting its first sales fall in 12 years in January. At the time the company admitted there was an “urgent need to evolve with today’s consumers.” In Australia, McDonalds opened an experimental hipster cafe called The Corner in Sydney and is offering customizable gourmet burgers in Melbourne. The company recently announced that the first details of a turnaround plan but itfailed to impress investors.