奥乐齐中国换帅，时势与战略的双重选择

Core Viewpoint - The management change at Aldi China, with Christoph Schwaiger stepping down and Chen Jia taking over as CEO, reflects the urgent need for the company to adapt to the rapidly evolving discount retail market in China, where competition is intensifying with new entrants like Meituan and JD [1][5][6]. Company Overview - Aldi China has only 79 stores after six years in the market, significantly lagging behind competitors like Super Box NB, which has nearly 300 stores [5][8]. - The company’s sales per store are approximately 36 million yuan, indicating a viable business model, but its slow expansion has hindered its ability to capitalize on market opportunities [6][12]. Market Context - The hard discount market in China is projected to exceed 200 billion yuan in 2024, with Aldi facing fierce competition as it transitions from a pilot phase to a scale-up phase [8][12]. - Aldi's slow pace of expansion has resulted in missed opportunities and increased supply chain costs, widening the gap with local competitors [8][19]. Management Transition - Chen Jia's appointment is seen as a strategic shift from establishing a business model to aggressively capturing market share, as he has a strong background in local market dynamics [10][14]. - The retirement of Chen Yougang marks the end of Aldi's foundational phase in China, necessitating a more agile and efficient management approach [10][14]. Strategic Focus - Aldi plans to expand its presence in the Yangtze River Delta, aiming to increase its store count to 200 by 2026, with a focus on cities with high GDP [16][19]. - The company is also working on improving its supply chain efficiency to reduce costs, with a target of achieving a logistics cost below 5% [19][22]. Challenges Ahead - Aldi faces significant challenges in maintaining product quality during rapid expansion, as evidenced by recent consumer complaints regarding food safety [22][23]. - The company must balance speed and stability in its growth strategy to avoid being outpaced by local competitors [23].