揭露雀巢中国渠道乱象：价格倒挂，窜货横行，新帅收拾“烂摊子”？| BUG

Core Viewpoint - Nestlé China is currently facing a "channel crisis" characterized by significant payment delays to distributors, leading to widespread financial distress among its partners [4][10]. Group 1: Payment Issues - Multiple distributors have reported being owed approximately 1 million yuan in advance payments, with delays extending over several years [4]. - A distributor from Jiangsu reported being owed around 900,000 yuan from 2018 to 2022, and after transitioning to a dealer, the debt increased by an additional 200,000 yuan [7]. - Distributors have indicated that they are often required to provide proof of expenses to receive payments, but the approval process is inconsistent and often leads to further delays [10]. Group 2: Sales and Pricing Strategies - To boost sales, sales staff have been instructed to sell products below the purchase price, with the company compensating the difference through marketing fees, resulting in widespread price discrepancies and financial strain on distributors [5][12]. - A former employee noted that the actual sales volume often falls short of targets set by the company, leading to pressure on distributors to maintain high inventory levels despite low sales [12][13]. Group 3: Management and Operational Challenges - Internal employees have described a long-standing management chaos within Nestlé China, with a disorganized pricing system and rampant product diversion [11][12]. - The company has faced challenges in adapting to market changes, as evidenced by declining sales figures in the Greater China region, which saw a drop from 69.13 billion Swiss francs in 2019 to 55.58 billion Swiss francs in 2021 [14]. Group 4: Strategic Changes and Future Outlook - Following a series of leadership changes, the new CEO of Nestlé Greater China, Kais Marzouki, is pushing for a transformation from a distribution-driven model to one focused on demand creation [18]. - Analysts suggest that to reverse the declining trend, Nestlé must fundamentally reform its internal structure and product offerings to better align with evolving consumer preferences in China [15][18].