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Cover Story
管理層多「紅褲子」出身 日用品巨擘 親育人才
28 Jul 2015
隨着自由行變成「一周一行」,倪亞傑預視網購將會改變日用品的營商生態。
P&G建立貼近女職員生活需求的工作環境。
P&G堅持培育和沿用自家管理層人員。
近年內地自由行和水貨客狂掃本港日用品,帶挈日用品生意利潤節節上升,在日用品市場近乎獨領風騷的P&G寶潔有限公司也當旺。其香港及台灣副總裁兼總經理倪亞傑(Ajit Nayak)說,P&G產品在港佔了龐大市場份額,但旗下仍有不少品牌尚未引入香港,他透露未來數年港區P&G將推出更多元化的保健食品和長者產品,迎合人口老化的消費市場大趨勢。隨着自由行變成「一周一行」,他認為網購長遠會改變日用品的營商生態,讓旅客不受簽證限制在網上盡情掃貨。
從嬰兒用品橫跨大人的洗髮護髮、護膚等日用消費品,P&G旗下的多元化品牌早已非常入屋。倪亞傑不諱言,香港的市場較細,多年來並沒有太大的人口增長,P&G在港亦早已佔了龐大的市場份額,市場需求亦接近飽和,「很多本地家庭都有使用我們的洗髮護髮產品,例如Gillette品牌的剃鬚產品,在香港佔有八成市場份額,如何可再有進一步生意增長?我們需要投入更多創意和科技開發新產品。」
嬰兒用品需求近飽和
P&G在港生意收益每年平均保持雙位數字增長,倪亞傑說,近年雖有不少自由行湧港購買日用品,但面對外圍經濟環境不明朗、內地經濟增長放緩,直接衝擊日用品行業,要維持每年生意增長亦具挑戰。「P&G在全球有二十三個品牌,年賺十億至百億美元不等,目前我們仍有不少品牌尚未推出香港市場,未來三至四年,我們將引入全新的產品種類,但礙於市場因素,我不便直接指明是哪個品牌的產品,唯一可透露的是隨着人口老化,我們計畫推出更多保健食品和長者產品。」
他直言,香港市場的需求特色是追求高質素產品,「例如Pampers嬰兒紙尿片,以前我們在港只賣普通棉質系列,但香港媽媽要的是全球最高品質和最高科技的產品,所以我們便引入特級棉柔。還有沙宣洗髮護髮產品的定價較高,但它在香港的銷量較一般洗髮用品好。」
轉戰網上平台宣傳
自由行變成「一周一行」後,他認為無人能預計未來的旅遊簽證限制將如何發展,「電子商貿會改變市場生態,正如香港電視都開設購物頻道,相信將來深圳和廣東省的旅客不用專程來港,都可盡情網購各類日用品。」
他又指,現時香港的消費者有逾五成時間,都投放在網上平台和智能手機上,所以過去幾年,P&G亦從傳統電視廣告平台,逐漸轉戰網上和社交媒體平台宣傳產品,例如每周一次通過電郵發放日常生活的實用產品資訊「現時消費者需要一一的溝通,我們可揀選切合他們的生活資訊在網上平台發放,滿足他們的需求。」
彈性工作留住女職員
2012年,P&G曾做過有趣的內部統計,發現有近六成的香港和台灣P&G員工,都是女性,在亞洲區內,佔三分一的P&G高級管理層也由女性擔任。倪亞傑笑言,港、台能有這麼多女員工已是很幸運,他曾在印度和日本的P&G工作,經歷過一段艱難的時間去協助女性投身職場。他又說,公司建立貼近女職員生活需求的工作環境,例如設有彈性上班時間、在家工作,讓剛成為新手媽媽的女職員,可享受和平衡工作與生活。
內部培訓管理精英
P&G在亞洲區內的管理層,佔了九成七都是由「紅褲子」出身,倪亞傑說,一般跨國企業會從其他外國公司挖角招攬管理級人馬,但P&G是少數堅持培育和沿用自家管理層人員的公司,「我們的管理層從踏入社會工作第一天開始,就已經在P&G工作。」P&G更投放不少資源培訓員工成為領袖,由管理層親自擔任軍師,成功吸引員工長遠留在公司發展,「大部分香港P&G的員工富才幹和表現出色,因香港的大學在亞洲地位領先,故我們亦會從大學招攬新畢業生加入公司。
面對充滿挑戰的快速消費品市場,他坦言,公司着重員工的領導力和工作衝勁,背景亦多元化,「我們會調配不同地方的員工,香港同事可到內地、台灣、新加坡、泰國、日本等分公司工作,融合不同的文化。」
改良護髮產品 迎合日市場
倪亞傑曾在P&G有美好的暑期實習體驗,故大學畢業後,他便全職加入P&G,一做就二十年。最初他負責開拓洗髮和護髮產品的印度市場,其後便到澳洲、日本、南韓、新加坡等東南亞國家拓展品牌。
他說最有趣是管理日本市場,日本消費者對洗髮和護髮產品的需求與別不同,「日本女士鍾意在晚上沐浴時洗髮、着重晚間護髮,早上一般不會洗髮,但會用很多造型產品,令髮型有洗髮一樣的效果,這跟其他國家消費者的習慣不同,所以我們要重新學習迎合日本消費者的需求,並改良產品,推出各類晚間護髮和造型產品。」
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