雀巢中国的关键一年

Core Viewpoint - Nestlé is facing challenges in the Chinese market due to weak demand and deflation, requiring time to build a consumer base for performance improvement, which may take up to a year [1][3]. Management Changes - The new CEO of Nestlé Greater China, Kais Marzouki, aims to revitalize the business by enhancing collaboration and governance, having officially taken office on July 1 [2][6]. - Marzouki has a long history with Nestlé, having worked for 30 years in various senior management roles, including leading the successful recovery of the Philippine market [7][8]. - The management team is undergoing significant changes, with key positions in the pet food and coffee sectors being filled by new leaders [8][10]. Business Changes - Nestlé is restructuring its business units in China, with potential adjustments to various product lines and a focus on reducing underperforming categories [10][11]. - The company plans to invest in growth areas and has identified six global innovation projects that have already generated over 200 million Swiss francs in sales [11][12]. - A strategy of "SKU reduction" is being implemented to streamline product offerings and improve efficiency [11][12]. Model Changes - Nestlé is shifting its operational model from a distribution-driven approach to a consumer-driven one, emphasizing the need to activate consumer demand [13][14]. - The company aims to balance inventory levels and transition from a "push" to a "pull" strategy, focusing on end-consumer engagement [14][15]. - This transformation is expected to take time and may lead to fluctuations in performance as the company adjusts its strategies [15].