雅诗兰黛如何迷失方向 Estée Lauder was once the most prestigious cosmetics company in the world. But in recent years, it has been struggling to keep up with the competition. The company has been slow to adapt to changing consumer preferences, and its once-innovative products have become stale. As a result, Estée Lauder has lost market share to newer, more agile competitors. 雅诗兰黛曾是全球最负盛名的化妆品公司。但近年来，它一直在努力跟上竞争的步伐。该公司在适应不断变化的消费者偏好方面行动迟缓，其曾经创新的产品也变得陈旧。因此，雅诗兰黛的市场份额被更新、更灵活的竞争对手夺走。 One of the biggest challenges facing Estée Lauder is the rise of indie beauty brands. These smaller, more nimble companies have been able to quickly respond to changing trends and offer products that appeal to younger consumers. Estée Lauder, on the other hand, has been slow to embrace new trends and has struggled to connect with younger audiences. 雅诗兰黛面临的最大挑战之一是独立美容品牌的崛起。这些规模较小、更灵活的公司能够迅速应对不断变化的趋势，并提供吸引年轻消费者的产品。而雅诗兰黛在拥抱新趋势方面行动迟缓，难以与年轻受众建立联系。 Another issue for Estée Lauder is its reliance on department stores. As more consumers shift their shopping habits online, the company has been slow to adapt. Its competitors, such as Sephora and Ulta, have been able to capitalize on the shift to e-commerce, while Estée Lauder has lagged behind. 雅诗兰黛的另一个问题是对百货商店的依赖。随着越来越多的消费者将购物习惯转向线上，该公司在适应方面行动迟缓。其竞争对手，如丝芙兰和Ulta，已经能够利用向电子商务的转变，而雅诗兰黛则落后了。 To regain its footing, Estée Lauder will need to make significant changes. The company will need to invest in new product development, embrace new trends, and find ways to connect with younger consumers. It will also need to rethink its distribution strategy and find ways to better compete in the e-commerce space. Only then can Estée Lauder hope to regain its position as a leader in the cosmetics industry. 要重新站稳脚跟，雅诗兰黛需要进行重大变革。该公司需要投资于新产品开发，拥抱新趋势，并找到与年轻消费者建立联系的方法。它还需要重新考虑其分销策略，并找到在电子商务领域更好地竞争的方法。只有这样，雅诗兰黛才有希望重新成为化妆品行业的领导者。

由 jpichiban 3 月 19, 2025 #CNBC