OATLY是如何失去对燕麦牛奶市场的控制 How Oatly Lost Its Grip on the Oat-Milk Market | WSJ

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如今,年轻人更追求“戒糖、戒奶、低脂”为身体带来的直观效果。而主打着健康、素食、低脂的OATLY仿佛刚好站在这两者的集合处,使它迅速成为了燕麦奶的“顶流”。但随着疫情的反复以及“植物奶”真相的抛出,燕麦奶也开始显露其发展弊端。

These are the three top-selling oat milk brands in the US. But this is probably the one you're most familiar with.

That's because a few years ago, Oatly overhauled its marketing strategy, taking its products from Sweden to grocery stores around the world, including the US. Before Oatly expanded in the US, oat milk was relatively unknown to the US consumer.

It was really Oatly that started the oat milk category in the US. But the company has a problem.

Just look at their stock price.

It dropped in part because Oatly can't keep up with the demand for oat milk, demand that it largely created.

Here's why Oatly, a one-time Wall Street darling that brought oat milk to the American stage has lost market share to rivals.

Let's rewind to 2019 when demand for Oatly was rising thanks to quirky advertisement and placement in independent coffee shops.

CEO Toni Petersson had brought his long-time friend John Schoolcraft to Oatly to build a creative department.

And we came up with this line.

It's like milk, but made for humans.

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