外國快消品牌在華流失市場份額
No matter how much China’s growth might slow or its stocks stumble, the country’s consumers will not stop washing their clothes or eating cup noodles anytime soon.
不管中國經濟增速怎麼放緩或者股市怎麼暴跌，中國消費者也不會很快停止洗衣服或者吃杯麪。
But multinational makers of fast-moving consumer goods are finding it harder to rely on China to take up the slack for other regions.
但生產快速消費品的跨國企業發現，現在更難依賴中國來彌補其他地區的銷售疲勢了。
Growth in sales of necessities has tumbled, even before the latest market gyrations, which could exacerbate the slowdown, retail analysts say.
零售業分析師表示，甚至在股市最近這輪震盪之前，快速消費品銷量增速就已出現大幅下滑，而股市震盪可能會加劇銷量放緩。
With local brands grabbing share for items from toothpaste to fruit juice, multinational consumer companies are finding it harder to compete, especially in lower-tier cities that account for much of the growth in the sector.
在中國本土品牌搶奪從牙膏到果汁等各種快速消費品的市場份額之際，跨國消費品公司發現競爭難度加大，特別是在佔據該行業很大比例增幅的二三線城市。
Growth in China’s FMCG market by value has slowed from nearly 12 per cent in 2012 to 4.4 per cent in the first quarter of 2015 year on year, according to a report by Bain & Co and Kantar.
貝恩諮詢公司(Bain & Co)和凱度(Kantar)編制的一份報告稱，以價值計，中國快速消費品市場同比增速從2012年的近12%降至今年第一季度的4.4%。
FMCG sales volume was flat in 2014 compared with 2013, while average prices rose 5.4 per cent — more than twice the rate of inflation.
2014年的快速消費品銷量幾乎與2013年持平，平均售價則上漲5.4%，是通脹率的兩倍多。
“The economic slowdown is the main factor triggering the decline,” says Chen Ke, partner at retail consultancy Kurt Salmon in Shanghai.
關注零售業的諮詢公司博楷諮詢(Kurt Salmon)駐上海合夥人陳科表示：“經濟放緩是導致該行業銷量放緩的主要因素。”
Mainland car sales fell in June for the first time in nearly two years, with carmakers also blaming slowing economic growth.
今年6月，中國內地汽車銷量下滑，這是近兩年來的首次，汽車製造商也把這歸咎於經濟增速放緩。
“It’s a different game for FMCG brands in China,” says Bruno Lannes, a partner in Bain’s China consumer products practice. “Without the advantages of volume growth or premium pricing, FMCG companies are seeking new ways to compete.”
貝恩諮詢大中華區消費品業務合夥人布魯諾拉納(Bruno Lannes)表示：“對於快速消費品品牌而言，中國市場的競爭格局與其他市場截然不同。在銷量增長或價格溢價的優勢消失以後，快速消費品公司正在探索新的競爭模式。”
Foreign brands lost market share in 2014 for the third year in a row, according to Bain, with local rivals gaining share in 18 of the 26 categories surveyed for the report, including the four largest consumer goods sectors: personal care, homecare, beverages and packaged food.
據貝恩諮詢稱，2014年，外國品牌在華市場佔有率連續第三年下滑；對個人護理、家庭護理、飲料和包裝食品這4大消費品領域中的26個品類的調查發現，本土競爭對手在18個品類市場份額上升。
Domestic brands account for about 70 per cent of the market in those categories, Bain says, adding that what growth did occur in the sector primarily went to local brands.
貝恩表示，本土品牌佔有這些品類約70%的市場份額，消費品市場出現的增長也主要歸屬於本土品牌。
