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盘点:2012年即将消失的国际品牌

[实用英语]      来源:

     美国著名财经网站24/7WallSt近日评出2012年将会消失的六大品牌,诺基亚、索尼爱立信、萨博等赫然在列。

 

    1. 一代霸主诺基亚

 

  Nokia is dead. Shareholders are just waiting for an undertaker. The world's largest handset company has

 

one asset: Nokia sold 25% of the global total of 428 million units sold in the first quarter. Its problem is that in the

 

industry, the company is viewed as a falling knife. Its market share in the same quarter of 2010 was nearly 31%.

 

The arguments that Nokia will not stay independent are numerous. It has a very modest presence in the rapidly-

 

growing smartphone industry which is dominated by Apple, Research In Motion's Blackberry, HTC, and Samsung.

 

Nokia runs the outdated Symbian operating system and is in the process of changing to Microsoft Window mobile

 

OS which has a tiny share of the market。

 

  诺基亚已经死了。股东们只是在等着有人来接手。到现在为止诺基亚还有一项资产:诺基亚占有今年第一季度全

 

球手机销售量的25%,但是这个公司却被认为是个烫手的山芋。他的市场占有率在2010年同期还是31%。那些关于

 

说诺基亚将再也没有办法独立运营的言论此起彼伏。这个言论有一个非常保守的估计就是现在的智能机市场已经被

 

苹果、黑莓、HTC和三星所掌控。诺基亚的手机还在使用塞班系统,而正在协商中的微软系统只在市场中占有非常

 

小的份额。

 

  2. Soap Opera杂志

 

  The magazine's future has been ruined by two trends. The first is the number of cancellations of soap operas.

 

Long-lived shows which include "All My Children" and "One Life to Live" have been canceled and replaced by talk

 

show, which are less expensive to air. The other insurmountable challenge is the wide availability of details on

 

soap operas online. Some of the shows even have their own fan sites。

 

  这份杂志的未来主要受限于两个趋势。第一个趋势是大部分连续剧的解约。那些长期受欢迎的“All my children”

 

和“One life to live”都已经被解约,之后被脱口秀所替代,这些节目更为便宜。另外一个无法被超越的原因在于有了

 

越来越多的网上电视剧可以收看,这些电视剧甚至有了它们自己的粉丝!

 

  3. Myspace社交网络

 

  MySpace, once the world's largest social network, died a long time ago. It will be buried soon. News Corp

 

(NYSE: NWS) bought MySpace and its parent in 2005 for $580 million which was considered inexpensive at

 

the time based on the web property's size. MySpace held the top spot among social networks based on visitors

 

from mid-2006 until mid-2008 according to several online research services. It was overtaken by Facebook at

 

that point。

 

  Myspace,这个曾是全球最大的网络社区已经在前一段时间彻底死了。新闻集团在2005年以5.8亿美元

 

收购了Myspace,相比较于当时的网络状况而言已经是比较便宜了。根据若干个线上研究服务公司的统计,

 

从2006年中期到2008年中期Myspace拥有全球最高的点击量。这个位置在2008年被Facebook替代。

 

  4. Corn Pops爆米花制造商

 

  The cereal business is not what is used to be, at least for products that are not considered "healthy."

 

Sales of the brand dropped 18% over the year that ended in April, down to $74 million. That puts it well

 

behind brands like Cheerios and Frosted Flakes each which have sales of over $200 million a year. Private

 

label sales have also hurt sales of branded cereals. Revenues in this category were $637 million over the

 

same April-end period. There is also profit margin pressure on Corn Pops because of the sharp increase

 

in corn prices。

 

  玉米类的生意不再像以前那么好做,至少不再那么健康了。在四月份截止的时候,这个品牌的销售量下

 

降了18%,成为7400万。这个销售量的结果就是Corn pops在销售量上已经落后Frosted Flakes和Cheerios了,

 

这些公司的销售额都超过2亿美元。私人玉米花的售卖同样损害到了Corn pop的生意。去年同期这个行业的

 

收入是6.37亿元。玉米的价格同样对于Corn pop的边际利润造成了影响。

 

  5. 索尼爱立信手机制造商

 

  In a period when smartphone sales worldwide are rising in the double digits and sales of the iPhone

 

double year over year, Sony Ericsson's unit sales dropped from 97 million in 2008 to 43 million last year.

 

New competitors like HTC now outsell Sony Ericsson by widening numbers. Sony Ericsson management

 

expects several more quarters of falling sales and the company has laid off thousands of people. There

 

have been rumors, backed by logic, that Sony will take over the operation, rebrand the handsets with its

 

name, and market them in tandem with its PS3 consoles and VAIO PCs。

 

 

  在智能机每年都以两位数增长的时代,iphone每年的电话销售数量也以两位数增长。索爱的销售量从2008

 

年的9700万跌落到去年的4300万。新的竞争者类似于HTC也在销售数量上完全超越了索爱。公司的管理层估计

 

公司的销售还会继续低迷几个季度,而且计划裁掉更多的人。有人猜测索尼可能打算拿回运营权重新命名新品牌,

 

然后将手机和PS3和Vaio搭配在一起卖。

 

  6. 西尔斯超市

 

  The company had a net loss of $170 million. Sears Holdings was created by a merger of the parents

 

of the two chains on March 24, 2005. The operation has been a disaster ever since. The company has

 

tried to run 4,000 stores which operate across the US and Canada. Neither Sears nor Kmart have done

 

well recently, but Sears' domestic locations same store numbers were off 5.2% in the first quarter and

 

Kmart's were down 1.6%. Last year domestic comparable store sales declined 1.6% in the total, with

 

an increase at Kmart of 0.7% and a decline at Sears Domestic of 3.6%. D'Ambrosio needs to pull a

 

rabbit out of his hat soon. Shares are down 55% during the last five years。

 

  西尔斯公司现在的净亏损为1.7亿美元。西尔斯控股公司是在2005年由两家连锁店合并而成的一个公司,

 

此后,西尔斯的运营状况一直不佳。公司尝试着去运营多达4000家遍布全美的分公司。然而无论是Sears还

 

是Kmart都没有做得很好,Sears和Kmart在美国的分店分别关闭了5.2%和1.6%。去年国内的可比店面销售额

 

总体下降了1.6%,其中Kmart的店面增长了0.7%,Sears的店面下降了3.6%。看来西尔斯的CEO需要施展他

 

的魔术才能让公司起死回生了,因为公司在过去三年的股价已经跌了55%。

 

  7. 美国服饰公司

 

  American Apparel posted a net loss in 2008 of $21 million. Comparable store sales have flattened, which

 

means the firm likely will continue to post losses. American Apparel is also almost certainly under gross margin

 

pressure because of the rise in cotton prices. The retailer raised $14.9 million in April by selling shares at a

 

discount of 43% to a group of private investors led by Canadian financier Michael Serruya and Delavaco Capital.

 

It is a small, under-funded player in a market with very large competitors with healthy balance sheets. It does not

 

help matters that the company's founder and CEO, Dov Charney, has been a defendant in several lawsuits filed

 

by former employees alleging sexual harassment。

 

  美国服饰公司在2008年发布了2100万的亏损报告,同期的店面销售量也下降了,这基本就意味着这家公司

 

还会继续亏损。因为棉花的价格正在继续攀升,该公司的利润也继续维持在很微薄的水平。美国服饰公司在四

 

月份通过将其股票打四折售出才筹集了1490万美元,买家是加拿大的Michael Serruya and Delacavo公司。

 

这家公司也是一家资金实力不甚雄厚的公司,而且在金融市场中还要面对更多资金雄厚的大公司。不仅如此,

 

美国服饰公司的CEO多夫·查尼多次因为性骚扰女性员工而陷入官司,这对公司的命运也没有任何帮助。

 

  8. 萨博汽车

 

  Saab's problem, which GREw under the management of the world's No.1 automobile manufacturer, was

 

that it was never more than a niche brand in an industry dominated by very large players such as Ford and

 

Chevrolet. It did not build very inexpensive cars like VW did, or expensive sports cars as Porsche did. Saab's

 

models were, in price and features, up against models from the world's largest car companies that sold hundreds

 

of thousands of units each year. Saab also did not have a wide number of models to suit different budgets and

 

driver tastes. GM decided to jettison the brand in late 2008, and the small company quickly became insolvent.

 

Saab finally found a buyer in high-end car maker Spyker which took control of the company last year. Spyker

 

quickly ran low on money because only 32,000 Saabs were sold in 2010. Spyker turned to Chinese industrial

 

investors for money. Pang Da Automobile aGREed to take an equity stake in the company。

 

  萨博的问题在于,它的控股公司虽然是业界的汽车巨头,但是它却从来没有逃脱作为一个亚品牌的命运,

 

它总被福特和雪佛兰等主流品牌所压制。它不像大众汽车一样会制造价格低廉的汽车,也不像保时捷一样走

 

高端路线。萨博的定位和特点都和世界顶尖的、每年销售很多汽车的汽车制造商背道而驰。不仅如此,萨博

 

也没有一个足够宽的产品线来满足不同的预算和口味需求。通用汽车在2008年抛弃了这个品牌,之后该品牌

 

迅速破产。萨博在去年找到了买家——荷兰世爵,但是世爵也很快就因为萨博萎靡不振的销量而用尽了现金。

 

随后世爵转向中国汽车工业寻求资金援助。庞达汽车公司于是就接管了萨博汽车。

 

  9. 索尼影音

 

  Sony has a studio production arm which has nothing to do with its core businesses of consumer electronics

 

and gaming. Sony bought what was Columbia Tri-Star Picture in 1989 for $3.4 billion. This entertainment operation

 

has done poorly recently. Sony's fiscal year ends in March, and for the period revenue for the group dropped

 

15% to $7.2 billion and operating income fell by 10% to $466 million. Sony is in trouble. It lost $3.1 billion in its

 

latest fiscal on revenue of $86.5 billion. Sony's gaming system group is under siege by Microsoft (NASDAQ: MSFT)

 

and Nintendo. Its consumer electronics group faces an overwhelming challenge from Apple. The company's future

 

prospects have been further damaged by the Japan earthquake and the hack of its large PlayStation Network。

 

  索尼有一个影音制作的公司,但是这个公司的产品和索尼的主业毫无关系。索尼在1989年花了34亿美元

 

收购了哥伦比亚三星影音制作公司。而这个影音工作室最近的表现非常糟糕,索尼的财政自然年在三月结束,

 

而这一年索尼的盈利暴跌了15%,只有72亿美元,而运营收入也跌了10%到4.66亿美元。索尼在上一年损失

 

了31亿元,最后只营收了865亿美元。不仅如此,索尼的游戏业遭到包括微软和Nintendo的围攻。电子产品

 

的销售则受到了苹果的猛烈攻势。而这个公司关于未来的展望还被日本近期的大地震所影响,同时旗下的

 

Playstation还遭遇了黑客袭击。

 

  10.A&W餐厅

 

  A&W All–American Food restaurants. A&W restaurants is owned by fast food holding company giant

 

Yum! Brands which has had the firm for sale since January. There have been no buyers. The chain was founded

 

in 1919. The size of company GREw rapidly, and immediately after WWII 450 franchises were opened. The firm

 

pioneered the "drive in" fast food format。

 

  A&W是全美饮食餐厅,以前曾经是饮食巨头Yum!的子品牌,但是后者在今年的一月分开始出售A&W。很遗憾

 

的是至今仍然没有买家,这个连锁店创办于1919年,店铺增长非常迅速,二战之后不久就迅速开了450个专卖店。

 

这个餐厅曾一度是司机快餐的领军者。

.

盘点:2012年即将消失的国际品牌文章来源头牌英语[实用英语]
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