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PichuX
2021-02-19
年轻人的第一辆电车
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PichuX
2021-02-16
牛逼
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PichuX
2021-02-12
晚上都能拉回来
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PichuX
2021-02-11
麦当
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PichuX
2021-02-10
哈哈哈
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PichuX
2021-02-09
冲
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PichuX
2021-02-09
老马nb
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PichuX
2021-02-02
[笑哭]
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PichuX
2021-01-27
不用慌
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PichuX
2021-01-27
是神
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23:06","market":"us","language":"zh","title":"全市场扫描:美股几乎“全军覆没”,哪些个股逆势上涨","url":"https://stock-news.laohu8.com/highlight/detail?id=1186677728","media":"老虎资讯综合","summary":"1月27日美股盘初,道指、纳指、标普500指数一度跌约2%,现跌幅收窄。在市场几乎全线大跌的情况下,哪些成分股股在逆势上涨?道指成分股中,Walgreens Boot Alliance涨超5%,领涨成","content":"<p>1月27日美股盘初,道指、纳指、标普500指数一度跌约2%,现跌幅收窄。在市场几乎全线大跌的情况下,哪些成分股股在逆势上涨?</p><p>道指成分股中,Walgreens Boot Alliance涨超5%,领涨成分股。</p><p><img src=\"https://static.tigerbbs.com/880a9adb45dbba3c2ec9d945cb062e2b\" tg-width=\"1408\" tg-height=\"713\" referrerpolicy=\"no-referrer\"><img src=\"https://static.tigerbbs.com/1dcbb82faefa77dec0490454d33a3722\" tg-width=\"1408\" tg-height=\"713\" referrerpolicy=\"no-referrer\"><img src=\"https://static.tigerbbs.com/7d65e718fd59fa9eab661221b061f541\" tg-width=\"1408\" tg-height=\"713\" referrerpolicy=\"no-referrer\"></p>","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" 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style=\"background-image:url(https://static.tigerbbs.com/8274c5b9d4c2852bfb1c4d6ce16c68ba);background-size:cover;\"></div>\n\n<div class=\"h-content\">\n<p class=\"h-name\">老虎资讯综合 </p>\n<p class=\"h-time\">2021-01-27 23:06</p>\n</div>\n\n</a>\n\n\n</h4>\n\n</header>\n<article>\n<p>1月27日美股盘初,道指、纳指、标普500指数一度跌约2%,现跌幅收窄。在市场几乎全线大跌的情况下,哪些成分股股在逆势上涨?</p><p>道指成分股中,Walgreens Boot Alliance涨超5%,领涨成分股。</p><p><img src=\"https://static.tigerbbs.com/880a9adb45dbba3c2ec9d945cb062e2b\" tg-width=\"1408\" tg-height=\"713\" referrerpolicy=\"no-referrer\"><img src=\"https://static.tigerbbs.com/1dcbb82faefa77dec0490454d33a3722\" tg-width=\"1408\" tg-height=\"713\" referrerpolicy=\"no-referrer\"><img src=\"https://static.tigerbbs.com/7d65e718fd59fa9eab661221b061f541\" tg-width=\"1408\" tg-height=\"713\" referrerpolicy=\"no-referrer\"></p>\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/f1ba9d7118bf176c3c40e42b5a99126a","relate_stocks":{".SPX":"S&P 500 Index",".IXIC":"NASDAQ Composite","SPY":"标普500ETF",".DJI":"道琼斯"},"is_english":false,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"1186677728","content_text":"1月27日美股盘初,道指、纳指、标普500指数一度跌约2%,现跌幅收窄。在市场几乎全线大跌的情况下,哪些成分股股在逆势上涨?道指成分股中,Walgreens Boot Alliance涨超5%,领涨成分股。","news_type":1},"isVote":1,"tweetType":1,"viewCount":739,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":313265779,"gmtCreate":1611724834091,"gmtModify":1703752664452,"author":{"id":"3568593377044713","authorId":"3568593377044713","name":"PichuX","avatar":"https://static.tigerbbs.com/b81a21908b6e44e37a29838b5195b329","crmLevel":3,"crmLevelSwitch":0,"followedFlag":false},"themes":[],"htmlText":"是神","listText":"是神","text":"是神","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":1,"repostSize":0,"link":"https://laohu8.com/post/313265779","repostId":"2106947731","repostType":4,"isVote":1,"tweetType":1,"viewCount":1019,"authorTweetTopStatus":1,"verified":2,"comments":[{"author":{"id":"3527667803686145","authorId":"3527667803686145","name":"社区成长助手","avatar":"https://static.tigerbbs.com/2b7c7106b5c0c8b0037faa67439d898f","crmLevel":1,"crmLevelSwitch":0},"content":"终于等到了您的初发帖[比心][比心]发帖时关联相关股票或者相关话题,可以获得更多曝光哦~如果您想创作优质文章,请查看老虎社区创作指引","text":"终于等到了您的初发帖[比心][比心]发帖时关联相关股票或者相关话题,可以获得更多曝光哦~如果您想创作优质文章,请查看老虎社区创作指引","html":"终于等到了您的初发帖[比心][比心]发帖时关联相关股票或者相关话题,可以获得更多曝光哦~如果您想创作优质文章,请查看老虎社区创作指引"}],"imageCount":0,"langContent":"CN","totalScore":0},{"id":386185903,"gmtCreate":1613143156302,"gmtModify":1634554353727,"author":{"id":"3568593377044713","authorId":"3568593377044713","name":"PichuX","avatar":"https://static.tigerbbs.com/b81a21908b6e44e37a29838b5195b329","crmLevel":3,"crmLevelSwitch":0,"followedFlag":false},"themes":[],"htmlText":"晚上都能拉回来","listText":"晚上都能拉回来","text":"晚上都能拉回来","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":1,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/386185903","repostId":"1136479151","repostType":4,"isVote":1,"tweetType":1,"viewCount":595,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":385043347,"gmtCreate":1613490313789,"gmtModify":1634553437967,"author":{"id":"3568593377044713","authorId":"3568593377044713","name":"PichuX","avatar":"https://static.tigerbbs.com/b81a21908b6e44e37a29838b5195b329","crmLevel":3,"crmLevelSwitch":0,"followedFlag":false},"themes":[],"htmlText":"牛逼","listText":"牛逼","text":"牛逼","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/385043347","repostId":"1159682091","repostType":4,"repost":{"id":"1159682091","weMediaInfo":{"introduction":"为用户提供金融资讯、行情、数据,旨在帮助投资者理解世界,做投资决策。","home_visible":1,"media_name":"老虎资讯综合","id":"102","head_image":"https://static.tigerbbs.com/8274c5b9d4c2852bfb1c4d6ce16c68ba"},"pubTimestamp":1613487298,"share":"https://www.laohu8.com/m/news/1159682091?lang=&edition=full","pubTime":"2021-02-16 22:54","market":"us","language":"zh","title":"百度盘中创历史新高,总市值破1100亿美元","url":"https://stock-news.laohu8.com/highlight/detail?id=1159682091","media":"老虎资讯综合","summary":"周二,百度盘中涨超3%,创下323.79美元历史新高,总市值破1100亿美元。此前,百度已连续10个交易日上涨。","content":"<p>周二,<a href=\"https://laohu8.com/S/BIDU\">百度</a>盘中涨超3%,创下323.79美元历史新高,总市值破1100亿美元。此前,百度已连续10个交易日上涨。</p><p><img src=\"https://static.tigerbbs.com/ed5c17fd4b5fefe19c20e1e0b21c1895\" tg-width=\"840\" tg-height=\"470\" referrerpolicy=\"no-referrer\"></p><p></p><p></p>","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>百度盘中创历史新高,总市值破1100亿美元</title>\n<style 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href=\"https://laohu8.com/S/BIDU\">百度</a>盘中涨超3%,创下323.79美元历史新高,总市值破1100亿美元。此前,百度已连续10个交易日上涨。</p><p><img src=\"https://static.tigerbbs.com/ed5c17fd4b5fefe19c20e1e0b21c1895\" tg-width=\"840\" tg-height=\"470\" referrerpolicy=\"no-referrer\"></p><p></p><p></p>\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/179b4ddb77b82b472a77dd8bef91a694","relate_stocks":{"BIDU":"百度"},"is_english":false,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"1159682091","content_text":"周二,百度盘中涨超3%,创下323.79美元历史新高,总市值破1100亿美元。此前,百度已连续10个交易日上涨。","news_type":1},"isVote":1,"tweetType":1,"viewCount":344,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":388130828,"gmtCreate":1613035133364,"gmtModify":1703768580860,"author":{"id":"3568593377044713","authorId":"3568593377044713","name":"PichuX","avatar":"https://static.tigerbbs.com/b81a21908b6e44e37a29838b5195b329","crmLevel":3,"crmLevelSwitch":0,"followedFlag":false},"themes":[],"htmlText":"麦当","listText":"麦当","text":"麦当","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/388130828","repostId":"2110042888","repostType":4,"repost":{"id":"2110042888","pubTimestamp":1613029260,"share":"https://www.laohu8.com/m/news/2110042888?lang=&edition=full","pubTime":"2021-02-11 15:41","market":"us","language":"zh","title":"肯德基vs麦当:30年中国商业暗战","url":"https://stock-news.laohu8.com/highlight/detail?id=2110042888","media":"虎嗅","summary":"全是套路?","content":"<p>前段时间<a href=\"https://laohu8.com/S/MCD\">麦当劳</a>出了肉夹馍和油泼辣子新地,肯德基在武汉推出了热干面,不禁让人感叹,麦肯已经要对所有中国小吃下手了。</p><p>不知道大家有没有印象,前两年的时候,肯德基在 Instagram 上连续发布了几张肯德基上校的电脑合成照写真。和以往大家熟知的形象不同,虽然保留了白发白胡、黑框眼镜和白色西装的特征,这个虚拟形象更接近「网红」——有着八块腹肌和邪性的笑容。</p><p><img src=\"https://img.huxiucdn.com/article/content/202102/11/151004217881.jpg?imageView2/2/w/1000/format/jpg/interlace/1/q/85\" tg-width=\"768\" tg-height=\"1116\" referrerpolicy=\"no-referrer\"></p><p>肯德基的创始人哈兰·山德士上校当时可能怎么也不会想到,六十多年后自己会被一个虚拟形象所替代。肯德基在 Instagram 发的一个母亲节视频,还成为了B站鬼畜区的热门。视频中肯德基老爷爷不仅徒手撕背心露出健硕的上身,还富有性暗示地说道:听说你是全世界最好的妈妈,那么,小伙子们你们觉得呢?</p><p><img src=\"https://img.huxiucdn.com/article/content/202102/11/151005689395.jpg?imageView2/2/w/1000/format/jpg/interlace/1/q/85\" tg-width=\"640\" tg-height=\"352\" referrerpolicy=\"no-referrer\"></p><p>这种脱衣舞男式的广告在网上引起轩然大波,无数网友吐槽不会把这种色情视频给妈妈看,甚至直言恶心、油腻。有网友说,这是一次具有负面影响力的营销。但同时也有网友表示,这个视频很有新意,批评太上纲上线。</p><p>为什么麦肯同时越来越频繁地对本土小吃下手,为什么肯德基要使用虚拟偶像?这期视频,我们就来聊聊肯德基的故事。首先要说的是,这种激进的做法背后的逻辑异常简单:年轻化是唯一的出路。</p><p><b>01</b></p><p>1987 年的初冬,内地第一家肯德基在北京前门开业。虽然天气寒冷,前来尝鲜的人们依然在门口排起了长队。一个小男孩跑到山德士上校的模型前,好奇地朝手中的炸鸡桶里窥探。</p><p><img src=\"https://img.huxiucdn.com/article/content/202102/11/151005571019.jpg?imageView2/2/w/1000/format/jpg/interlace/1/q/85\" tg-width=\"640\" tg-height=\"391\" referrerpolicy=\"no-referrer\"></p><p>如果三十年前有互联网,肯德基就是不折不扣的网红店。干净整洁的店面,新奇的点餐方式,清一色年轻好看的服务员。首次登陆内地的「洋快餐」打了胜仗,门前的山德士上校雕像甚至成为人们争相合影的对象。</p><p>在中国人眼中,肯德基和麦当劳是一对老冤家。但其实从世界品牌价值来讲,肯德基跟麦当劳就不是一个层级的对手。在全球,麦当劳拥有 30000 家门店,是肯德基的近三倍。在中国恰好相反,6000 家肯德基几乎碾压了不到 3000 家的麦当劳。肯德基在中国市场取得的成绩,很大程度上归功于<a href=\"https://laohu8.com/S/YUMC\">百胜中国</a>前主席苏敬轼。</p><p>1989 年,苏敬轼被调往中国,担任北<a href=\"https://laohu8.com/S/601099\">太平洋</a>地区市场企划总监,彼时内地只有 4 家肯德基。90 年代初洋快餐还是时髦玩意儿,因此麦肯两家的策略都是围绕在一二线城市,只有少数地方的上层人士才能消费得起。苏敬轼当机立断提出了「下乡」的口号,开始疯狂扩张。在广度上,从东部发达地区扩展至相对落后的中、西部。在深度上,则从一二线城市快速下沉到三四线。</p><p>如果今天的市场人穿越到三十年前,对这个手法一定不会陌生。因为这就是近两年最火爆的「下沉市场」,而苏敬轼敏锐的商业嗅觉,让这个概念在三十年前得到了实践。1987 年到 2004 年,肯德基在内地开了 1000 余家门店。同期的麦当劳还不及一半,在许多人的回忆中,家乡也都是先有肯德基,又过了很多年,才再有麦当劳。除此之外,苏敬轼将相当多的精力投入到了「本土化」上。</p><p>2002 年肯德基开始卖早餐粥,2004 年提出「立足中国,融入生活」的口号。到了 2008 北京奥运,又顺应将口号升级为「打造新快餐,为中国而改变」,相继推出豆浆油条、米饭等传统<a href=\"https://laohu8.com/S/00506\">中国食品</a>。</p><p><img src=\"https://img.huxiucdn.com/article/content/202102/11/151005781040.jpg?imageView2/2/w/1000/format/jpg/interlace/1/q/85\" tg-width=\"960\" tg-height=\"720\" referrerpolicy=\"no-referrer\"></p><p>相比之下,麦当劳的打法似乎保守得多。一直以来,在全球市场麦当劳都保持着自己产品的绝对标准化,比起肯德基疯狂地推陈出新,从初来乍到的四款产品到如今近七十种,麦当劳很长时间在中国都以推销纯正的美式快餐为己任。这场洋快餐之间的较劲并没有最终胜利者。2017 年,肯德基和麦当劳在中国快餐行业的市场份额已由高点时的约 57%(两个品牌分别占 40% 和 17%)下降至约 37%(两个品牌分别为 24% 和 13% ),洋快餐在中国逐渐式微是一个普遍认知。两个老对手面对这种情况都做出了应对,且方法都一样——把公司卖给中国人。</p><p>2016 年,<a href=\"https://laohu8.com/S/YUM\">百胜餐饮集团</a>(肯德基和必胜客母公司)宣布与春华资本及蚂蚁金服达成协议,二者共同向百胜中国投资 4.60 亿美元,该项投资将与百胜餐饮集团与百胜中国的分拆同步进行。这意味着由马云的蚂蚁金服正式拥有了部分百胜餐饮集团的股权。</p><p>一年之后,中信集团旗下的<a href=\"https://laohu8.com/S/00267\">中信股份</a>、中信资本控股、<a href=\"https://laohu8.com/S/CG\">凯雷</a>投资集团和麦当劳联合宣布达成战略合作并成立新公司,新公司将以最高 20.8 亿美元 (约 161.4 亿港元) 的总对价,收购麦当劳未来 20 年在中国内地和香港的业务。在大陆缠斗了三十年的肯德基爷爷和麦当劳叔叔最后都改姓了「中」,这也是麦当劳本地化作妖的开始。</p><p><b>02</b></p><p>2012 年 11 月 23 日,媒体曝光山西粟海集团依靠饲料和药物喂养,养殖一只鸡从孵出到端上餐桌只需要 45 天,而该集团正是肯德基和麦当劳的大供应商。这就是著名的肯德基速成鸡事件。一直以来,肯德基在华市场表现都相当强劲。尽管母公司百胜餐饮在全球的各类门店数量超过43000 家,但中国却贡献了过半的收入,而其中 75% 来自肯德基。</p><p><img src=\"https://img.huxiucdn.com/article/content/202102/11/151006436913.jpg?imageView2/2/w/1000/format/jpg/interlace/1/q/85\" tg-width=\"1000\" tg-height=\"713\" referrerpolicy=\"no-referrer\"></p><p>毫不夸张地说,中国的肯德基以一己之力支撑了百胜在全球市场的增长。仅看 2010-2012 年,百胜中国的收入就激增了2/3,达到 69 亿美元。速成鸡事件成为了转折点。在此之前,肯德基虽然也经历过苏丹红事件等食品安全问题,但是并没有对营收和股价造成打击。速成鸡却将这一问题摆在了台面上:虽然叫了垃圾食品这么多年,中国人第一次认真思考了这个问题——洋快餐健康吗?</p><p>面对此次危机,肯德基做了一次「我承诺」的营销活动。也许苏敬轼敏锐地意识到这次危机非同寻常,甚至不惜从幕后走到台前,亲自在广告中承诺「为中国消费者负责」。</p><p><img src=\"https://img.huxiucdn.com/article/content/202102/11/151006454189.jpg?imageView2/2/w/1000/format/jpg/interlace/1/q/85\" tg-width=\"452\" tg-height=\"344\" referrerpolicy=\"no-referrer\"></p><p>这次危机公关稍微为肯德基挽回了一点声誉,但是屋漏偏逢连夜雨。在第二年,也就是 2013 年的春节,从鸡等禽类迅速蔓延到人的高致死率流行病禽流感爆发,让肯德基再一次被推上风口浪尖。</p><p>双重打击下,肯德基从 2012 年发展进入停滞,这个过程一直持续到了 2015 年。</p><p><img src=\"https://img.huxiucdn.com/article/content/202102/11/151006445948.jpg?imageView2/2/w/1000/format/jpg/interlace/1/q/85\" tg-width=\"1000\" tg-height=\"716\" referrerpolicy=\"no-referrer\"></p><p>虽然麦当劳自 2013 年起在中国的日子也不太好过,但相比之下,麦当劳并没有像肯德基如此依赖中国市场。一直以来,麦当劳在全球都奉行比较统一的标准,品牌建设也是从全球视角出发。肯德基的本土化给其带来了一时的胜利,同时也蒙蔽了他的发展方向。</p><p>在过去的 20 年,肯德基和麦当劳在中国市场的定位很接近,都是儿童和亲子消费。所以两家针对儿童出品了许多套餐和玩具,在那个年代,小朋友能在肯德基、麦当劳过生日,那简直就是班上的明星。</p><p><img src=\"https://img.huxiucdn.com/article/content/202102/11/151007096508.jpg?imageView2/2/w/1000/format/jpg/interlace/1/q/85\" tg-width=\"600\" tg-height=\"343\" referrerpolicy=\"no-referrer\"></p><p>但是这个消费群体是一直在变动的。肯德基在亲子定位后把自己的品牌概念拓展成了家庭餐厅后便无显著变化。虽然每年以 25% 的速度在更新菜单,但核心菜单并没有真正改变。很多人印象中就是肯德基不断在更新产品,同时也不断在下架产品。时至今日,我们依然认为肯德基是一家卖儿童炸鸡和汉堡的快餐店。</p><p>在这个肯德基不断内耗的过程里,麦当劳悄然完成了一次转型。原来红黄的经典配色转变为现在风格更浓烈的红黑色彩,你大概还记得小丑装扮的麦当劳叔叔,但仔细想想你有多久没在麦当劳见到这个形象了?同时,麦当劳不仅开发了「麦咖啡」,还开发了星厨系列汉堡、超值工作餐。</p><p><img src=\"https://img.huxiucdn.com/article/content/202102/11/151007668062.jpg?imageView2/2/w/1000/format/jpg/interlace/1/q/85\" tg-width=\"1000\" tg-height=\"618\" referrerpolicy=\"no-referrer\"></p><p>这些变化的目的就是一个——成人化。时至今日中国的餐饮市场发生了翻天覆地的变化。如今小朋友们不会再以在美式快餐店过生日自豪,家长也不会允许孩子摄入过多垃圾食品。快餐店正在回归它最原本的概念:快。现在选择吃快餐店的,更多的是上班族、年轻人。价格低廉、上餐速度快、食物干净、味道稳定成为了优先选择。</p><p>这一点从一二线城市近两年的餐饮发展趋势就能看出。越来越多的工业化食品占据市场(尤其外卖),半成品料理包和自动炒菜机替代了专业厨师,从小吃店到高端餐馆都从传统人工作业向工业流水化转型。而此时「全家桶」再也不是一家人欢聚时刻的正餐,更多时候,它是一群同事面对眼花缭乱的外卖时,求快求稳的无奈之选。</p><p><b>03</b></p><p>2015年百胜决定拆分中国事业部,中国业务正式划归百胜中国总部公司。由此,百胜产生了两个强大的、独立的、专注发展的企业, 希望起到一加一大于二的效果。事实也正如意料,沉寂了三年之后,2016年的百胜中国开始逐渐回暖。2016 年第一季度财报显示,百胜全球销售额上涨 2%。相比之下,中国区表现出色,同店销售额突增 6%,远超此前 2.1% 的预估增益,其中中国区 KFC 同店销售额上升 12%。</p><p>有分析师指出,肯德基在中国之所以能逆袭,和其 2015 年后期开展的网络直播跨界营销活动、店面翻新及 2016 年签约鹿晗等迎合年轻消费者的举措有关。重塑品牌不仅给肯德基的中国市场带来了增长,在 2017 年,百胜对肯德基新的营销宣传甚至为其在国际市场带来了连续 12 个季度的增长。谁也没有想到,拯救低迷的肯德基的,还是它曾经的创始人,山德士上校。同样是在 2015 年,肯德基选择与合作多了多年的广告公司 FCB 分手,转而牵手 W+K。</p><p>Wieden+Kennedy 是全球五大创意热店之一,也是最有名的一家,最亮眼的案例就是其长期合作伙伴<a href=\"https://laohu8.com/S/NKE\">耐克</a>从市值 2.7 亿美元狂飙到 90 亿美元,著名的「Just do it」就出自其手。在接受肯德基后,W+K 梳理了其品牌历史,做出了一个重磅决策:让山德士上校回归。他们的逻辑是,品牌的历史是它最独特的东西,也是差异化所在。这个印在肯德基 logo 上的老人,便是挽回流失客户的关键。</p><p>第一支广告便采取了怀旧风格,让肯德基老爷爷在电视中重新回归,向大家呼吁即便时间带来了这么多的变化,炸鸡的美味会一如既往。围绕这个创意,W+K 邀请了不同演员来扮演山德士上校,制造话题性。甚至在超级碗的广告中,他们将山德士上校漆成金色——为了推广黄金脆皮炸鸡。</p><p><img src=\"https://img.huxiucdn.com/article/content/202102/11/151008445402.jpg?imageView2/2/w/1000/format/jpg/interlace/1/q/85\" tg-width=\"1000\" tg-height=\"694\" referrerpolicy=\"no-referrer\"></p><p>但是很显然一切不能像1955年那么简单,让上校多上几次电视节目就能家喻户晓。肯德基面对的是一个逐渐复杂、以互联网为主体的年轻市场,南方老上校的做派带有美国精神,却不一定能传达到年轻人心里。因此,这一系列广告开始更加大胆且奔放。这些广告里,肯德基老爷爷的形象变得魔性和滑稽,这与几十年前是完全不同的。不用说也知道,这一切都是为了迎合年轻化。</p><p><img src=\"https://img.huxiucdn.com/article/content/202102/11/151008218682.jpg?imageView2/2/w/1000/format/jpg/interlace/1/q/85\" tg-width=\"914\" tg-height=\"406\" referrerpolicy=\"no-referrer\"></p><p>受这个策略的影响,在中国,肯德基的代言人鹿晗也cos了一把山德士上校,为了推广新出的炸鸡桶。这一系列品牌年轻化的效果有多好呢?全新的山德士上校形象,不仅给肯德基带来了持续十多个季度的营业额增长,根据百胜 2018 年的财报显示,其净利润同比增长 15%。而在中国,这一年肯德基同店销售额同比增长 2%,系统销售额同比增长 7%,继续保持着增长势头。</p><p><b>04</b></p><p>当然这样巨大的形象改变,会引来更多的非议。但其实从W+K「回归上校」的策略一开始,争议就是注定的。在之前的肯德基爷爷短片广告营销中,肯德基 CEO Greg Creed 说道:「到现在我们收到的关于『山德士上校』短片的回应里,80% 是正面的,另外有 20% 的人讨厌它。我真的很开心有 20% 的人讨厌它,因为现在他们至少有看法了。」这些争议,极大可能都在预料之中。</p><p>在品牌厮杀的战场里,什么意味着死亡?唯有一项,那就是被遗忘。在全球品牌中,麦当劳是响当当的 500 强,肯德基压根不是一个层面的对手。但是在中国,肯德基打败了麦当劳,靠的就是市场下沉、本土化带来的用户记忆。而在 W+K 接手肯德基之前,美国至少有一半的年轻人都已经不知道山德士上校是谁。所以无论是麦当劳推出肉夹馍和油泼辣子新地,还是肯德基使用新形象,这些洋快餐都剑指更下沉、更年轻化的市场。不断推出看似迷惑的单品,总好过被忘记,被对手抢了风头。同样有这个思路的,还有<a href=\"https://laohu8.com/S/SBUX\">星巴克</a>,</p><p>在山德士上校年过古稀的时候,年龄及财富并没有影响到他对工作的热诚。他每年都会旅行 250000 英里,视察肯德基在全球的餐厅。他孜孜不倦地经营他的事业。当人们问他为什么还那样勤奋的工作时,上校回答说:「人们因闲散而生锈者比精疲力竭者多,如果我因闲散而生锈,我会下地狱。」在今天,我们或许可以说,品牌的生存一定要避免被遗忘,要去自己的过去寻找价值,要去了解年轻人,要去尝试,要去努力,甚至要去流血牺牲。因为商场如战场而这场品牌战役,要么死,要么生。</p>","source":"highlight_huxiu","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" 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margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 11px; color: #7E829C; margin: 0;line-height: 11px;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\n肯德基vs麦当:30年中国商业暗战\n</h2>\n\n<h4 class=\"meta\">\n\n\n2021-02-11 15:41 北京时间 <a href=https://www.huxiu.com/article/409476.html><strong>虎嗅</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>前段时间麦当劳出了肉夹馍和油泼辣子新地,肯德基在武汉推出了热干面,不禁让人感叹,麦肯已经要对所有中国小吃下手了。不知道大家有没有印象,前两年的时候,肯德基在 Instagram 上连续发布了几张肯德基上校的电脑合成照写真。和以往大家熟知的形象不同,虽然保留了白发白胡、黑框眼镜和白色西装的特征,这个虚拟形象更接近「网红」——有着八块腹肌和邪性的笑容。肯德基的创始人哈兰·山德士上校当时可能怎么也不会...</p>\n\n<a href=\"https://www.huxiu.com/article/409476.html\">Web Link</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://img.huxiucdn.com/article/cover/202102/11/145553931528.png?imageView2/1/w/720/h/405/|imageMogr2/strip/interlace/1/quality/85/format/png","relate_stocks":{"YUMC":"百胜中国","09987":"百胜中国","MCD":"麦当劳"},"source_url":"https://www.huxiu.com/article/409476.html","is_english":false,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"2110042888","content_text":"前段时间麦当劳出了肉夹馍和油泼辣子新地,肯德基在武汉推出了热干面,不禁让人感叹,麦肯已经要对所有中国小吃下手了。不知道大家有没有印象,前两年的时候,肯德基在 Instagram 上连续发布了几张肯德基上校的电脑合成照写真。和以往大家熟知的形象不同,虽然保留了白发白胡、黑框眼镜和白色西装的特征,这个虚拟形象更接近「网红」——有着八块腹肌和邪性的笑容。肯德基的创始人哈兰·山德士上校当时可能怎么也不会想到,六十多年后自己会被一个虚拟形象所替代。肯德基在 Instagram 发的一个母亲节视频,还成为了B站鬼畜区的热门。视频中肯德基老爷爷不仅徒手撕背心露出健硕的上身,还富有性暗示地说道:听说你是全世界最好的妈妈,那么,小伙子们你们觉得呢?这种脱衣舞男式的广告在网上引起轩然大波,无数网友吐槽不会把这种色情视频给妈妈看,甚至直言恶心、油腻。有网友说,这是一次具有负面影响力的营销。但同时也有网友表示,这个视频很有新意,批评太上纲上线。为什么麦肯同时越来越频繁地对本土小吃下手,为什么肯德基要使用虚拟偶像?这期视频,我们就来聊聊肯德基的故事。首先要说的是,这种激进的做法背后的逻辑异常简单:年轻化是唯一的出路。011987 年的初冬,内地第一家肯德基在北京前门开业。虽然天气寒冷,前来尝鲜的人们依然在门口排起了长队。一个小男孩跑到山德士上校的模型前,好奇地朝手中的炸鸡桶里窥探。如果三十年前有互联网,肯德基就是不折不扣的网红店。干净整洁的店面,新奇的点餐方式,清一色年轻好看的服务员。首次登陆内地的「洋快餐」打了胜仗,门前的山德士上校雕像甚至成为人们争相合影的对象。在中国人眼中,肯德基和麦当劳是一对老冤家。但其实从世界品牌价值来讲,肯德基跟麦当劳就不是一个层级的对手。在全球,麦当劳拥有 30000 家门店,是肯德基的近三倍。在中国恰好相反,6000 家肯德基几乎碾压了不到 3000 家的麦当劳。肯德基在中国市场取得的成绩,很大程度上归功于百胜中国前主席苏敬轼。1989 年,苏敬轼被调往中国,担任北太平洋地区市场企划总监,彼时内地只有 4 家肯德基。90 年代初洋快餐还是时髦玩意儿,因此麦肯两家的策略都是围绕在一二线城市,只有少数地方的上层人士才能消费得起。苏敬轼当机立断提出了「下乡」的口号,开始疯狂扩张。在广度上,从东部发达地区扩展至相对落后的中、西部。在深度上,则从一二线城市快速下沉到三四线。如果今天的市场人穿越到三十年前,对这个手法一定不会陌生。因为这就是近两年最火爆的「下沉市场」,而苏敬轼敏锐的商业嗅觉,让这个概念在三十年前得到了实践。1987 年到 2004 年,肯德基在内地开了 1000 余家门店。同期的麦当劳还不及一半,在许多人的回忆中,家乡也都是先有肯德基,又过了很多年,才再有麦当劳。除此之外,苏敬轼将相当多的精力投入到了「本土化」上。2002 年肯德基开始卖早餐粥,2004 年提出「立足中国,融入生活」的口号。到了 2008 北京奥运,又顺应将口号升级为「打造新快餐,为中国而改变」,相继推出豆浆油条、米饭等传统中国食品。相比之下,麦当劳的打法似乎保守得多。一直以来,在全球市场麦当劳都保持着自己产品的绝对标准化,比起肯德基疯狂地推陈出新,从初来乍到的四款产品到如今近七十种,麦当劳很长时间在中国都以推销纯正的美式快餐为己任。这场洋快餐之间的较劲并没有最终胜利者。2017 年,肯德基和麦当劳在中国快餐行业的市场份额已由高点时的约 57%(两个品牌分别占 40% 和 17%)下降至约 37%(两个品牌分别为 24% 和 13% ),洋快餐在中国逐渐式微是一个普遍认知。两个老对手面对这种情况都做出了应对,且方法都一样——把公司卖给中国人。2016 年,百胜餐饮集团(肯德基和必胜客母公司)宣布与春华资本及蚂蚁金服达成协议,二者共同向百胜中国投资 4.60 亿美元,该项投资将与百胜餐饮集团与百胜中国的分拆同步进行。这意味着由马云的蚂蚁金服正式拥有了部分百胜餐饮集团的股权。一年之后,中信集团旗下的中信股份、中信资本控股、凯雷投资集团和麦当劳联合宣布达成战略合作并成立新公司,新公司将以最高 20.8 亿美元 (约 161.4 亿港元) 的总对价,收购麦当劳未来 20 年在中国内地和香港的业务。在大陆缠斗了三十年的肯德基爷爷和麦当劳叔叔最后都改姓了「中」,这也是麦当劳本地化作妖的开始。022012 年 11 月 23 日,媒体曝光山西粟海集团依靠饲料和药物喂养,养殖一只鸡从孵出到端上餐桌只需要 45 天,而该集团正是肯德基和麦当劳的大供应商。这就是著名的肯德基速成鸡事件。一直以来,肯德基在华市场表现都相当强劲。尽管母公司百胜餐饮在全球的各类门店数量超过43000 家,但中国却贡献了过半的收入,而其中 75% 来自肯德基。毫不夸张地说,中国的肯德基以一己之力支撑了百胜在全球市场的增长。仅看 2010-2012 年,百胜中国的收入就激增了2/3,达到 69 亿美元。速成鸡事件成为了转折点。在此之前,肯德基虽然也经历过苏丹红事件等食品安全问题,但是并没有对营收和股价造成打击。速成鸡却将这一问题摆在了台面上:虽然叫了垃圾食品这么多年,中国人第一次认真思考了这个问题——洋快餐健康吗?面对此次危机,肯德基做了一次「我承诺」的营销活动。也许苏敬轼敏锐地意识到这次危机非同寻常,甚至不惜从幕后走到台前,亲自在广告中承诺「为中国消费者负责」。这次危机公关稍微为肯德基挽回了一点声誉,但是屋漏偏逢连夜雨。在第二年,也就是 2013 年的春节,从鸡等禽类迅速蔓延到人的高致死率流行病禽流感爆发,让肯德基再一次被推上风口浪尖。双重打击下,肯德基从 2012 年发展进入停滞,这个过程一直持续到了 2015 年。虽然麦当劳自 2013 年起在中国的日子也不太好过,但相比之下,麦当劳并没有像肯德基如此依赖中国市场。一直以来,麦当劳在全球都奉行比较统一的标准,品牌建设也是从全球视角出发。肯德基的本土化给其带来了一时的胜利,同时也蒙蔽了他的发展方向。在过去的 20 年,肯德基和麦当劳在中国市场的定位很接近,都是儿童和亲子消费。所以两家针对儿童出品了许多套餐和玩具,在那个年代,小朋友能在肯德基、麦当劳过生日,那简直就是班上的明星。但是这个消费群体是一直在变动的。肯德基在亲子定位后把自己的品牌概念拓展成了家庭餐厅后便无显著变化。虽然每年以 25% 的速度在更新菜单,但核心菜单并没有真正改变。很多人印象中就是肯德基不断在更新产品,同时也不断在下架产品。时至今日,我们依然认为肯德基是一家卖儿童炸鸡和汉堡的快餐店。在这个肯德基不断内耗的过程里,麦当劳悄然完成了一次转型。原来红黄的经典配色转变为现在风格更浓烈的红黑色彩,你大概还记得小丑装扮的麦当劳叔叔,但仔细想想你有多久没在麦当劳见到这个形象了?同时,麦当劳不仅开发了「麦咖啡」,还开发了星厨系列汉堡、超值工作餐。这些变化的目的就是一个——成人化。时至今日中国的餐饮市场发生了翻天覆地的变化。如今小朋友们不会再以在美式快餐店过生日自豪,家长也不会允许孩子摄入过多垃圾食品。快餐店正在回归它最原本的概念:快。现在选择吃快餐店的,更多的是上班族、年轻人。价格低廉、上餐速度快、食物干净、味道稳定成为了优先选择。这一点从一二线城市近两年的餐饮发展趋势就能看出。越来越多的工业化食品占据市场(尤其外卖),半成品料理包和自动炒菜机替代了专业厨师,从小吃店到高端餐馆都从传统人工作业向工业流水化转型。而此时「全家桶」再也不是一家人欢聚时刻的正餐,更多时候,它是一群同事面对眼花缭乱的外卖时,求快求稳的无奈之选。032015年百胜决定拆分中国事业部,中国业务正式划归百胜中国总部公司。由此,百胜产生了两个强大的、独立的、专注发展的企业, 希望起到一加一大于二的效果。事实也正如意料,沉寂了三年之后,2016年的百胜中国开始逐渐回暖。2016 年第一季度财报显示,百胜全球销售额上涨 2%。相比之下,中国区表现出色,同店销售额突增 6%,远超此前 2.1% 的预估增益,其中中国区 KFC 同店销售额上升 12%。有分析师指出,肯德基在中国之所以能逆袭,和其 2015 年后期开展的网络直播跨界营销活动、店面翻新及 2016 年签约鹿晗等迎合年轻消费者的举措有关。重塑品牌不仅给肯德基的中国市场带来了增长,在 2017 年,百胜对肯德基新的营销宣传甚至为其在国际市场带来了连续 12 个季度的增长。谁也没有想到,拯救低迷的肯德基的,还是它曾经的创始人,山德士上校。同样是在 2015 年,肯德基选择与合作多了多年的广告公司 FCB 分手,转而牵手 W+K。Wieden+Kennedy 是全球五大创意热店之一,也是最有名的一家,最亮眼的案例就是其长期合作伙伴耐克从市值 2.7 亿美元狂飙到 90 亿美元,著名的「Just do it」就出自其手。在接受肯德基后,W+K 梳理了其品牌历史,做出了一个重磅决策:让山德士上校回归。他们的逻辑是,品牌的历史是它最独特的东西,也是差异化所在。这个印在肯德基 logo 上的老人,便是挽回流失客户的关键。第一支广告便采取了怀旧风格,让肯德基老爷爷在电视中重新回归,向大家呼吁即便时间带来了这么多的变化,炸鸡的美味会一如既往。围绕这个创意,W+K 邀请了不同演员来扮演山德士上校,制造话题性。甚至在超级碗的广告中,他们将山德士上校漆成金色——为了推广黄金脆皮炸鸡。但是很显然一切不能像1955年那么简单,让上校多上几次电视节目就能家喻户晓。肯德基面对的是一个逐渐复杂、以互联网为主体的年轻市场,南方老上校的做派带有美国精神,却不一定能传达到年轻人心里。因此,这一系列广告开始更加大胆且奔放。这些广告里,肯德基老爷爷的形象变得魔性和滑稽,这与几十年前是完全不同的。不用说也知道,这一切都是为了迎合年轻化。受这个策略的影响,在中国,肯德基的代言人鹿晗也cos了一把山德士上校,为了推广新出的炸鸡桶。这一系列品牌年轻化的效果有多好呢?全新的山德士上校形象,不仅给肯德基带来了持续十多个季度的营业额增长,根据百胜 2018 年的财报显示,其净利润同比增长 15%。而在中国,这一年肯德基同店销售额同比增长 2%,系统销售额同比增长 7%,继续保持着增长势头。04当然这样巨大的形象改变,会引来更多的非议。但其实从W+K「回归上校」的策略一开始,争议就是注定的。在之前的肯德基爷爷短片广告营销中,肯德基 CEO Greg Creed 说道:「到现在我们收到的关于『山德士上校』短片的回应里,80% 是正面的,另外有 20% 的人讨厌它。我真的很开心有 20% 的人讨厌它,因为现在他们至少有看法了。」这些争议,极大可能都在预料之中。在品牌厮杀的战场里,什么意味着死亡?唯有一项,那就是被遗忘。在全球品牌中,麦当劳是响当当的 500 强,肯德基压根不是一个层面的对手。但是在中国,肯德基打败了麦当劳,靠的就是市场下沉、本土化带来的用户记忆。而在 W+K 接手肯德基之前,美国至少有一半的年轻人都已经不知道山德士上校是谁。所以无论是麦当劳推出肉夹馍和油泼辣子新地,还是肯德基使用新形象,这些洋快餐都剑指更下沉、更年轻化的市场。不断推出看似迷惑的单品,总好过被忘记,被对手抢了风头。同样有这个思路的,还有星巴克,在山德士上校年过古稀的时候,年龄及财富并没有影响到他对工作的热诚。他每年都会旅行 250000 英里,视察肯德基在全球的餐厅。他孜孜不倦地经营他的事业。当人们问他为什么还那样勤奋的工作时,上校回答说:「人们因闲散而生锈者比精疲力竭者多,如果我因闲散而生锈,我会下地狱。」在今天,我们或许可以说,品牌的生存一定要避免被遗忘,要去自己的过去寻找价值,要去了解年轻人,要去尝试,要去努力,甚至要去流血牺牲。因为商场如战场而这场品牌战役,要么死,要么生。","news_type":1},"isVote":1,"tweetType":1,"viewCount":559,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":381674351,"gmtCreate":1612966709373,"gmtModify":1703767594613,"author":{"id":"3568593377044713","authorId":"3568593377044713","name":"PichuX","avatar":"https://static.tigerbbs.com/b81a21908b6e44e37a29838b5195b329","crmLevel":3,"crmLevelSwitch":0,"followedFlag":false},"themes":[],"htmlText":" 哈哈哈","listText":" 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","text":"[笑哭]","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/315659378","repostId":"1178662603","repostType":4,"repost":{"id":"1178662603","pubTimestamp":1612247082,"share":"https://www.laohu8.com/m/news/1178662603?lang=&edition=full","pubTime":"2021-02-02 14:24","market":"us","language":"zh","title":"又一家巨头加入人造肉大军!麦当劳加速试销人造肉汉堡","url":"https://stock-news.laohu8.com/highlight/detail?id=1178662603","media":"华尔街见闻","summary":"在汉堡王、百事等餐饮食品巨头之后,麦当劳也正式加入人造肉大军。\n\n麦当劳周一透露,已开始在丹麦和瑞典销售McPlant人造肉汉堡,以在更广泛推广之前评估消费者对替代肉类产品的兴趣。\n该公司表示,已从上","content":"<blockquote>\n 在汉堡王、百事等餐饮食品巨头之后,<a href=\"https://laohu8.com/S/MCD\">麦当劳</a>也正式加入人造肉大军。\n</blockquote>\n<p>麦当劳周一透露,已开始在丹麦和瑞典销售McPlant人造肉汉堡,以在更广泛推广之前评估消费者对替代肉类产品的兴趣。</p>\n<p>该公司表示,已从上月开始在部分地点试销McPlant,这款产品是麦当劳与美国人造肉巨头Beyond Meat合作开发的,使用豌豆蛋白制成。</p>\n<p>麦当劳表示,瑞典的试推将持续到3月15日,丹麦的试推将持续到4月12日。如果试推取得成功,未来将在其他市场推出该产品。</p>\n<p>去年11月,麦当劳称,计划于2021年推出一个名为“McPlant”的植物基肉类替代产品系列,其中包括与美国人造肉制造商Beyond Meat合作生产的一款人造肉饼。</p>\n<p>最近,越来越多的美国食品巨头把目光投向人造肉。</p>\n<p>1月底,旗下拥有<a href=\"https://laohu8.com/S/PEP\">百事可乐</a>、乐事、奇多、多力多滋等众多知名品牌的零食大厂百事集团,宣布与人造肉厂商 Beyond Meat 合作,推出基于植物蛋白的新产品。双方将共同成立合资公司,研发使用植物蛋白的零食和饮料。</p>\n<p>两家公司在声明中称,这家名为“PLANeT Partnership”的新公司,将结合百事集团的营销与量产能力,以及 Beyond Meat 在蛋白质领域的技术,向全球推出全新的零食和饮料。双方并没有进一步透露有关新公司的任何细节。</p>\n<p>早在2019年8月,汉堡王在美国全面推广“Impossible Whopper”无肉汉堡,供货商是美国两大植物肉公司之一的Impossible Foods。之后,汉堡王的人造肉汉堡推广到了欧洲和中国市场。</p>","source":"highlight_wallstreetcn","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" 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0;}\n.head .h-time {font-size: 11px; color: #7E829C; margin: 0;line-height: 11px;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\n又一家巨头加入人造肉大军!麦当劳加速试销人造肉汉堡\n</h2>\n\n<h4 class=\"meta\">\n\n\n2021-02-02 14:24 北京时间 <a href=https://wallstreetcn.com/articles/3619225><strong>华尔街见闻</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>在汉堡王、百事等餐饮食品巨头之后,麦当劳也正式加入人造肉大军。\n\n麦当劳周一透露,已开始在丹麦和瑞典销售McPlant人造肉汉堡,以在更广泛推广之前评估消费者对替代肉类产品的兴趣。\n该公司表示,已从上月开始在部分地点试销McPlant,这款产品是麦当劳与美国人造肉巨头Beyond Meat合作开发的,使用豌豆蛋白制成。\n麦当劳表示,瑞典的试推将持续到3月15日,丹麦的试推将持续到4月12日。如果...</p>\n\n<a href=\"https://wallstreetcn.com/articles/3619225\">Web Link</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/4223758abc4ccc7ec12ff23c269a39ca","relate_stocks":{"MCD":"麦当劳"},"source_url":"https://wallstreetcn.com/articles/3619225","is_english":false,"share_image_url":"https://static.laohu8.com/cc96873d3d23ee6ac10685520df9c100","article_id":"1178662603","content_text":"在汉堡王、百事等餐饮食品巨头之后,麦当劳也正式加入人造肉大军。\n\n麦当劳周一透露,已开始在丹麦和瑞典销售McPlant人造肉汉堡,以在更广泛推广之前评估消费者对替代肉类产品的兴趣。\n该公司表示,已从上月开始在部分地点试销McPlant,这款产品是麦当劳与美国人造肉巨头Beyond Meat合作开发的,使用豌豆蛋白制成。\n麦当劳表示,瑞典的试推将持续到3月15日,丹麦的试推将持续到4月12日。如果试推取得成功,未来将在其他市场推出该产品。\n去年11月,麦当劳称,计划于2021年推出一个名为“McPlant”的植物基肉类替代产品系列,其中包括与美国人造肉制造商Beyond Meat合作生产的一款人造肉饼。\n最近,越来越多的美国食品巨头把目光投向人造肉。\n1月底,旗下拥有百事可乐、乐事、奇多、多力多滋等众多知名品牌的零食大厂百事集团,宣布与人造肉厂商 Beyond Meat 合作,推出基于植物蛋白的新产品。双方将共同成立合资公司,研发使用植物蛋白的零食和饮料。\n两家公司在声明中称,这家名为“PLANeT Partnership”的新公司,将结合百事集团的营销与量产能力,以及 Beyond Meat 在蛋白质领域的技术,向全球推出全新的零食和饮料。双方并没有进一步透露有关新公司的任何细节。\n早在2019年8月,汉堡王在美国全面推广“Impossible Whopper”无肉汉堡,供货商是美国两大植物肉公司之一的Impossible Foods。之后,汉堡王的人造肉汉堡推广到了欧洲和中国市场。","news_type":1},"isVote":1,"tweetType":1,"viewCount":619,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0}],"lives":[]}