硬折扣赛道升级：奥乐齐中国换帅陈佳，能否扛住盒马、京东围堵？

Core Viewpoint - Aldi China is undergoing a leadership change with Christoph Schwaiger stepping down as CEO on October 1, 2025, to be succeeded by Chen Jia, who has extensive experience in the Chinese market and aims to strengthen Aldi's position amid increasing competition [1][2][3]. Company Overview - Aldi China currently operates 79 stores and is accelerating its expansion efforts, having recently opened its first store in Changzhou [2][5]. - The company has transitioned from a global to a localized operational strategy, responding to competitive pressures from local players who have outpaced Aldi in innovation and flexibility [2][7]. Leadership Transition - Chen Jia, the new CEO, has nearly 20 years of experience in international retail, investment banking, and consulting, previously holding senior positions at Walmart China and Metro China [5][6]. - Schwaiger is credited with successfully establishing Aldi in the Chinese market and building a local operational team, laying a solid foundation for the company's global strategy [3][5]. Market Position and Competition - Aldi's market entry strategy initially did not focus on low-cost supermarkets, but it has since adopted a "good quality, low price" slogan and introduced value series products in 2023 [6][9]. - The competitive landscape is intensifying, with new entrants like Hema and JD's discount supermarkets rapidly expanding their presence [7][8][14]. Product Strategy - Aldi has launched over 15 private label brands, with private label sales accounting for 90% of its total sales, compared to 60% for Hema's private label products [11]. - The company has implemented long-term price reductions on over 50 frequently purchased items, with discounts reaching up to 30% [9][12]. Operational Focus - Aldi is prioritizing localized operations, having opened a new distribution center in East China to enhance product delivery efficiency to its stores [12][13]. - The company collaborates with over 80% of local preferred suppliers while maintaining strict international quality control standards [13]. Challenges Ahead - Aldi faces significant competition from domestic retailers and internet giants, necessitating strategic responses to maintain its market position [14]. - The hard discount sector is becoming increasingly competitive, with Aldi needing to differentiate itself to succeed in this evolving landscape [14].