Bei Jing Shang Bao·2025-06-24 07:15Core Insights - Mondelez International is accelerating its strategic adjustments in the Chinese market, implementing organizational changes effective July 1, 2025, to enhance its omnichannel capabilities [1][2] - The restructuring involves integrating the e-commerce team into the sales department, indicating a shift from "channel separation" to "integrated operations" to address the fragmented consumer market [1][2] E-commerce Strategy - The adjustment aims to reduce internal complexity and focus on strategic priorities, with the e-commerce team now reporting directly to the sales vice president [1][2] - The e-commerce business has seen rapid growth, particularly in the O2O (online-to-offline) sector, with brands like Oreo and Trident performing well on platforms such as Meituan and JD Daojia [2] Strategic Development Optimization - In addition to e-commerce adjustments, Mondelez China is optimizing its strategic development functions, merging them under the management of the frozen cake business leader, indicating a tighter integration of strategic planning and business execution [2][3] - This restructuring is viewed as a significant reference model for the fast-moving consumer goods (FMCG) industry, promoting a comprehensive omnichannel strategy [3] Operational Efficiency - By returning the e-commerce business to the sales system, the company aims to achieve efficient resource allocation between online and offline channels, fostering synergies in emerging areas like O2O retail [3] - The new operational model aligns with consumer habits of shopping anytime and anywhere, potentially driving digital transformation among traditional distributors [3]