马凯思向雀巢中国“开刀”：咖啡换帅只是开始丨消费一线

Core Viewpoint - Nestlé China is undergoing significant adjustments, marked by leadership changes and a strategic shift in its operational structure to address declining sales and market challenges [1][2][4]. Group 1: Leadership Changes - Kais Marzouki has taken over as CEO of Nestlé Greater China from Zhang Xiqiang, indicating a new direction for the company [1][2]. - Laurent Freixe, the new CEO of Nestlé, has initiated reforms that include restructuring the geographical market divisions, merging Greater China back into the Asia, Oceania, and Africa zone [2][15]. Group 2: Financial Performance - In the first half of 2023, Nestlé Greater China reported sales of CHF 2.47 billion (approximately RMB 22.3 billion), a decline of 6.4% compared to CHF 2.639 billion (approximately RMB 23.8 billion) in the same period last year [4][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% [5][6]. Group 3: Market Challenges - The overall revenue decline is attributed to a slowing domestic market and increased competition, with China's retail sales growth at 5.0% in the first half of 2023 [8][10]. - Nestlé's coffee business, a key segment, has not capitalized on market growth, with its revenue remaining stagnant at approximately CHF 0.96 billion (around RMB 7.9 billion) [10][11]. Group 4: Strategic Adjustments - The company is focusing on enhancing collaboration and governance to revitalize its Greater China business, emphasizing the need for speed and agility in the market [15][18]. - Future adjustments may include channel restructuring and a shift from a "push" to a "pull" model to better engage consumers and stimulate demand [18][19]. Group 5: Outlook - The new management team is expected to drive growth by leveraging strong brand presence and market share, with a belief that the market will show robust performance post-adjustments [18][19].