Workflow
突然官宣!他将彻底退出
21世纪经济报道·2025-02-26 04:36

Core Viewpoint - Budweiser APAC reported a significant decline in revenue, sales, and profitability for 2024, indicating challenges in the high-end beer market, particularly in China [1][3][10]. Financial Performance - For 2024, Budweiser APAC achieved revenue of $6.246 billion, down 7% year-on-year, with sales volume of 848.1 million liters, a decrease of 8.8% [1][9]. - Normalized EBITDA was $1.807 billion, reflecting a 6.3% decline compared to the previous year [1][9]. - The company's net profit attributable to shareholders was $726 million, down from $852 million [9]. Market Challenges - The Chinese market showed a significant downturn, with Budweiser's sales volume dropping by 11.8% in 2024, and a notable 18.9% decline in Q4 [10][14]. - The overall beer market in China saw a slight decrease in production, with Budweiser's performance lagging behind competitors like Chongqing Beer and Yanjing Beer [11][10]. Leadership Changes - CEO Jan Craps announced his departure after seven years, with Cheng Yanjun set to take over as CEO and co-chairman [3][17]. - Cheng has extensive experience within the company and aims to leverage his background to drive growth [17][18]. Strategic Focus - The new CEO is tasked with revitalizing growth, particularly by enhancing Budweiser's brand portfolio and marketing strategies in China [17][19]. - Budweiser plans to accelerate the development of non-drinking channels, which have shown potential for growth despite the overall market decline [19][20]. Competitive Landscape - Budweiser's premium positioning is under pressure as local competitors enhance their high-end offerings, narrowing the price gap [15][19]. - The company faces challenges in maintaining its market share amid changing consumer preferences and economic conditions [10][11].