马凯思向雀巢中国“开刀”：咖啡换帅只是开始

Core Viewpoint - Nestlé China is undergoing significant adjustments, marked by leadership changes and a strategic shift in its operational structure to address declining revenues and market challenges [1][2][6]. Group 1: Leadership Changes - Kais Marzouki has taken over as CEO of Nestlé Greater China, succeeding Zhang Xiqiang, indicating a new direction for the company [1]. - Laurent Freixe will replace Schneider as CEO of Nestlé globally in September 2024, initiating reforms that include restructuring the geographical market divisions [2][3]. - Pamela Takai will replace Jiang Haiying as the head of Nestlé's coffee business in Greater China, effective September 1, 2025, highlighting the importance of leadership alignment in the region [5]. Group 2: Financial Performance - Nestlé Greater China reported a sales decline of 6.4% in the first half of the year, with revenues of CHF 2.47 billion (approximately RMB 22.3 billion), down from CHF 2.639 billion (approximately RMB 23.8 billion) in the same period last year [6]. - The organic growth rate for Nestlé Greater China was -4.2%, with a real internal growth rate of -1.5% and a pricing contribution of -2.7% [6]. - In contrast, other regions like North America and Europe showed better performance, with organic growth rates of 2.1% and 3.5%, respectively [6]. Group 3: Market Challenges - The decline in Nestlé's revenue in China is attributed to a slowing domestic market and increased competition, with the overall retail sales growth in China at 5.0% for the first half of the year [9]. - The consumer confidence index in China was at 88% as of May 2025, indicating a lack of recovery in consumer sentiment [10]. - Nestlé's coffee business, a key segment, has not capitalized on the rapid growth of the coffee market, with its revenue in 2023 estimated at CHF 0.96 billion (approximately RMB 7.9 billion), showing little change from 2021 [11]. Group 4: Strategic Adjustments - The restructuring plan includes integrating Greater China back into the Asia, Oceania, and Africa (AOA) region to enhance focus and support [2][19]. - The company aims to shift its operational model from a "push" strategy to a "pull" strategy, focusing on consumer demand and engagement [20]. - CFO Anna Manz indicated that it may take up to a year to build a consumer base and resolve inventory issues in the Chinese market [20].