????時(shí)代車輪滾滾前進(jìn)，人們的消費(fèi)習(xí)慣也在發(fā)生著變化。人們?cè)?jīng)認(rèn)為以下這些經(jīng)典品牌、企業(yè)和產(chǎn)品將長(zhǎng)盛不衰，但現(xiàn)在它們都深陷困境。

????這種命運(yùn)的轉(zhuǎn)變部分可歸因于80后90后有著不同的品味和價(jià)值觀，但拋棄這些品牌的并非只有他們這一代人。隨著社交媒體的興起，如果一款產(chǎn)品呈現(xiàn)衰微之勢(shì)或是跟不上時(shí)代潮流，這個(gè)消息很快就會(huì)傳遍全國(guó)乃至全世界。

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????Times change and so do consumption habits. The following iconic brands, companies, and products once seemed to be timeless, but now it seems the titans are teetering.

????Part of these shifts in buying habits can be attributed to the different tastes and values of millenials. But it’s not only millenials turning their backs on these brands. With the resources of social media, it’s easier to spread the message nationwide and globally if a product or business is unhealthy or otherwise outmoded.

????麥當(dāng)勞

????麥當(dāng)勞的銷售額下跌幅度超過(guò)了預(yù)期，僅2015年第一季度就下跌近4億美元。該公司日前宣布將關(guān)閉分布在日本、美國(guó)和中國(guó)的350家業(yè)績(jī)不佳的門店。除此之外，麥當(dāng)勞還面臨著一系列其它困境。

????至于麥當(dāng)勞近年的生意何以如此慘淡，一個(gè)被經(jīng)常提及的原因是，麥當(dāng)勞的顧客們正在涌向他們認(rèn)為更健康的快餐連鎖品牌（比如Chipotle）。除此之外，近年來(lái)市場(chǎng)上涌現(xiàn)了一批高端的漢堡連鎖店，如Shake Shack、Five Guys和Smashburger等等。不過(guò)現(xiàn)在看來(lái)，麥當(dāng)勞的平價(jià)策略正在產(chǎn)生對(duì)經(jīng)營(yíng)不利的效果。

????為了獲得80后90后的青睞，麥當(dāng)勞嘗試了不少辦法。比如在今年1月，為了回應(yīng)其銷售額12年來(lái)首次下降這一局勢(shì)，麥當(dāng)勞推出了“全天早餐”，并于3月24日在全美24個(gè)城市開(kāi)展了持續(xù)24小時(shí)的“歡樂(lè)日”活動(dòng)。麥當(dāng)勞也承認(rèn)，該公司“亟需追隨消費(fèi)者的口味變化?！痹诎拇罄麃?，麥當(dāng)勞試驗(yàn)性地開(kāi)了一家名叫“悉尼之角”的新潮咖啡廳，同時(shí)開(kāi)始在墨爾本提供定制的精美漢堡。該公司最近還公布了其扭轉(zhuǎn)計(jì)劃的一些細(xì)節(jié)，不過(guò)都沒(méi)有打動(dòng)投資人。

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???? McDonald’s???

????McDonald’s sales declined more than expected–nearly $400 million–in the first quarter of 2015, as the company annouced they were closing 350 poorly performing stores in Japan, the U.S., and China. And that’s just the latest in a series of struggles the fast food giant has gone through lately.

????The oft-cited reason for McDonald’s woes is that customers are defecting to chains they see as healthier choices, like Chipotle. Plus more upscale burger chains like Shake Shack, Five Guys, and Smashburger are edging in. It seems like a case of the ubiquitous Golden Arches and what they stand for are now working against the corporation.

????McDonald’s has tried a number of tactics to capture that millennial love such as test-marketing all-day breakfastand a 24-hour, 24-city marketing “day of joy” on March 24, a response to reporting its first sales fall in 12 years in January. At the time the company admitted there was an “urgent need to evolve with today’s consumers.” In Australia, McDonalds opened an experimental hipster cafe called The Corner in Sydney and is offering customizable gourmet burgers in Melbourne. The company recently announced that the first details of a turnaround plan but itfailed to impress investors.