EY安永_2025年全球消费品行业状况报告_重拾品牌力量（英文版）_52页_22mb

Industry Overview & Challenges

• Consumer Reset: Consumers demand sharper value, clearer differentiation, and real innovation. Trust in brands wanes as pricing pressures and product reformulations impact perceived value. New consumer segments (e.g., GLP-1 users, high-income singles) present growth opportunities.
• Retail Dominance: Retailers control shelf space allocation, forcing CP companies to shift from dominance to partnership. Private label expansion and retailer-led category architectures threaten legacy brands.
• Capital Markets Concerns: CP companies face declining investor confidence due to stagnant growth, margin erosion, and macroeconomic volatility. Traditional metrics like revenue growth are insufficient; disciplined operational performance is prioritized.

Negative Drift

• Internal Decline: Slow decision-making, stalling innovation, and outdated brand strategies contribute to a loss of relevance. Mid-sized firms are particularly vulnerable due to lack of confidence and strategic direction.
• External Pressures: Retailers prioritize their own growth, demanding co-innovation and data-sharing. Capital markets favor companies with sustainable cash flows and operational clarity over high-growth but volatile firms.

Defensive Scale vs. Disruptive Optimism

• Defensive Scale: Expanding portfolios, investing in owned channels, and cost-cutting preserve market position but fail to create new value in a dynamic landscape.
• Disruptive Optimism: A mindset shift toward bold, focused investments (simplifying portfolios, leveraging AI, codeveloping products with retailers) to rebuild relevance. Companies aligning with key trends (health & wellness, emerging markets, digital engagement) regain competitive edge.

Route to Relevance

1. Consumer Relevance: Innovate faster and smarter, driven by AI and analytics. Target high-value segments (Gen Z, private label alternatives) and reshape brand storytelling.
2. Retailer Collaboration: Co-invest in supply chain efficiency, share data, and create mutual value through joint product development and category growth.
3. Capital Market Confidence: Achieve sustainable, predictable performance through disciplined capital allocation, optimized operating models, and transparent communication.

Key Recommendations

• For CP Leaders: Embrace Disruptive Optimism by simplifying portfolios, accelerating digital transformation, and fostering agile partnerships. Focus on delivering tangible value to consumers, retailers, and investors.
• Operational Excellence: Leverage AI-driven processes to improve innovation cycles, reduce costs, and enhance decision-making. Prioritize sustainable growth over short-term fixes.

This summary captures the core message—restoring relevance through strategic adaptation, dismissing outdated practices, and leveraging Disruptive Optimism to navigate crisis and build resilience.