寶潔（Procter & Gamble）在最重要的新興市場錯失良機。因為自己低估了中國消費者的精明，也低估了他們愿意高價購買高品質家居用品的需求。

2月18日，寶潔老板戴維?泰勒在上任CEO之后的首次投資者見面會上，做出了上述坦率的評價。寶潔旗下包括汰漬（Tide）和吉列（Gillette）等品牌。

泰勒形容寶潔在中國市場的業績是“不可接受的”，并且承認公司錯誤解讀了當地消費者對高檔產品的消費能力。泰勒于2015年11月份上任。這種誤判損害了寶潔在中國市場獲得更多收入的能力，并且導致其他消費者品牌搶占了市場份額。

泰勒在集團消費者分析紐約年度會議上表示：“我們過去將中國作為發展中市場看待，而不是全世界最有辨識能力的市場。”此次會議在佛羅里達州的博卡拉頓市召開，采用了網絡直播的形式。

1月份，寶潔公司表示，上個季度，公司在中國的有機銷售額下降幅度“接近百分之十”，業績非常糟糕。中國市場不論是收入還是銷售額，均是寶潔的第二大市場（僅次于美國）。

為此，保潔公司正在增加向中國市場供應高價產品，其中包括高檔紙尿褲和拉拉褲、碧浪（Ariel）洗衣液的緊湊裝和即將推出的汰漬升級版。此外，寶潔還在中國推出了歐樂B（Oral B）牙齦護理高檔牙膏，目前正在加大廣告宣傳力度。也許，未來還會有更多新產品。

但一位分析師警告，情況不可能在一夜之間便有所好轉，因為寶潔在中國的競爭對手一直在以更快地速度進軍網絡購物。

摩根大通（JPMorgan）分析師約翰?福奇爾最新的研究報告中寫道：“寶潔要花數年的時間才能阻止市場份額流失。”他還提到了寶潔的競爭對手、一直在中國市場攻城略地的金佰利克拉克公司（Kimberly-Clark）：“我們認為，寶潔在中國將面臨一場硬仗，因為他們的競爭對手在網絡購物方面取得了更大的進步。”（財富中文網）

譯者：劉進龍/汪皓

Procter & Gamble missed the boat in the mother of all emerging markets by underestimating the sophistication of consumers in China and their willingness to pay top dollar for quality household goods.

That was the blunt assessment of P&G boss Dave Taylor on Thursday in his first investor presentation as CEO of the maker of Tide and Gillette.

Calling P&G performance in China “unacceptable,” Taylor, who took the reins in November, acknowledged that the company had misread local appetite for its premium products. That has hurt P&G’s ability to charge more in that market and let other consumer brands take market share.

“We looked at China too much like a developing market as opposed to the most discerning market in the world,” Taylor said at the Consumer Analyst Group of New York conference in Boca Raton, Florida at a session that was webcast.

In January, P&G said that its organic sales in China fell by a “high single digits” percentage last quarter, a painful performance in its second biggest market by both revenue and sales (after the United States). So, the company isexpanding its higher-priced offerings there. Those include premium diapers in both the taped and pull-on segments, compact formats of its Ariel liquid detergent, and upcoming upgrades to Tide. P&G is also launching Oral B Gum Care, a new premium line of toothpaste, in China and ramping up advertising. And the list goes on.

But improvements won’t come overnight, one analyst warned, since P&G’s rivals have been quicker to sell online in China.

“It will take a few years to stem share losses,” JPMorgan analyst John Faucher wrote in a research note on Thursday. “They do have an uphill battle there, in our view, as their competitors have made more progress online,” he added, mentioning Kimberly-Clarkas one rival that has made inroads in that area.