thomas-恒安流程重組咨詢?nèi)?77mb

Appendix8

DiaperCompetitiveOverviewKimberlyClarkKChasnotbeenquitesosuccessfulinChinaaselsewhereDespitetheinevitablereductioninKimberly-ClarksChinacapacity,Yinsaidheremainsoptimisticforthefutureoftheindustry."Fromthepotentialpointofview,theChinamarketisthemostsignificantintheworld.Butitneedstimetobedeveloped.Wefocusonlong-termsustainability."Intime,Kimberly-ClarkChinahopestocleanupinthreesectors:femininecare,"themostdevelopedmarketrightnow,"accordingtoYin;facialandtoilettissues,inwhichheclaims"theresroomtogrow";andinfantcare,asectorwhere"thereissomuchpotentialasusagepenetrationislow,"Yinsaid.Source:ChinaOnline,June20,2001,HEADLINE:CHINAONLINEEXCLUSIVE:KIMBERLY-CLARKCLOSINGHANDANPLANT;

KC在中國并未取得像在其它地區(qū)所獲得的成功盡管中國KC的銷售不可避免地減少，YIN對該產(chǎn)業(yè)的前景依舊持樂觀態(tài)度。“從長遠(yuǎn)來看，中國將成為全球觀注的焦點(diǎn)。但是需要時(shí)間進(jìn)行開發(fā)。我們著重長期的可持續(xù)發(fā)展?！爆F(xiàn)階段，按YIN的說法，中國KC致力于拓展三個(gè)領(lǐng)域：婦女用品，“當(dāng)今最發(fā)達(dá)的市場”，面巾紙及衛(wèi)生紙正如他所講的那樣“依舊有增長空間”；以及嬰兒護(hù)理用品，他說，在這一領(lǐng)域“由于該領(lǐng)域的使用滲透率低，因此具有很大的潛力”來源：ChinaOnline,June20,2001,HEADLINE:CHINAONLINEEXCLUSIVE:KIMBERLY-CLARKCLOSINGHANDANPLANT;

Appendix8

DiaperCompetitiveOverviewKimberlyClarkButtheyappeartobecommittedtoChinaTrustedGlobalBrands:

Lastyear,1.3billionpeople-nearlyone-fourthoftheworld'spopulation-purchasedKleenextissues,HuggiesdiapersoroneofKimberly-Clark'sotherqualitybrands.Thatnumbershouldrisedramaticallyaswecontinuetopenetratenewmarkets.Inaddition,we'reincreasingourleadingmarketsharepositionsthroughrapidinnovation,consumereducationandglobaladvertising.OurstableofNo.1orNo.2brandsaroundtheworldmakesK-Canaturalpartnerforlargeglobalretailersandonlinee-tailersalike.Whenmakingacquisitions,webuybrandswithNo.1orNo.2positionsortheabilitytoreachthatstatuswithinarelativelyshorttime.他們致力于成為在中國信得過的全球品牌：去年，接近世界人口四分之一的13億人購買Kleenex衛(wèi)生紙，Huggies紙尿褲或其它質(zhì)量的品牌。隨著我們對新市場的滲透，這個(gè)數(shù)字將快速增長。除此之外，我們通過快速革新，消費(fèi)者引導(dǎo)以及全球性廣告策劃來提高領(lǐng)先的市場份額，由于我們擁有全球排名第一，第二的兩個(gè)品牌，使我們自然而然與像K-C這樣大的全球零售商及在線銷售商成為合作伙伴。當(dāng)我們進(jìn)行技術(shù)創(chuàng)新時(shí)，我們收購排名第一，第二的品牌，或有能力在較短的時(shí)間內(nèi)達(dá)到這種狀況。Appendix8

DiaperCompetitiveOverviewKimberlyClarkButtheyappeartobecommittedtoChinaDiaperSalesOutsideNorthAmericaup14%

DrivingGlobalGrowth:

Kimberly-Clarkandouraffiliatecompaniessold$3.8billionworthofdiapersin2000,themajorityoutsideNorthAmerica.Withesrisinginless-developedmarketsandtheirpercapitaconsumptionofdisposablediapersstillrelativelylow,thegrowthopportunitiesavailableforHuggiesandourotherbrandsareenormous.Whilemorethannineoutof10diaperchangesintheU.S.aremadewithadisposableproduct,thatnumberdropstoonlythreeoutof10inMexicoandLatinAmerica.ThesameistrueinCentralandEasternEurope.InAsia'sdevelopingmarkets,it'slessthanone.We'reinvestinginworld-classdiapermachinestosupportourgrowth,andwe'reincreasingmarketsharethroughacquisitionsaswell.Howbigisourdiaperopportunity?Welookforourdiapersalestoexceed$5billionby2005.借助于他們的幫助，使中國紙尿褲在北美洲之處的銷售量提高了14%拉動(dòng)全球的增長：在2000年，

Kimberly-Clark和我們的成員公司在紙尿褲領(lǐng)域的銷售額為38億美元，其中大多數(shù)銷往北美洲以外的地區(qū)。隨著在欠發(fā)達(dá)地區(qū)收入的增長以及對一次性紙尿褲的需求相對偏低，對于Huggies和我們其它品牌依舊存在著