文 | 红餐网 2025年最后一个月，业内关注焦点被一系列密集的人事变动所吸引。 金宇火腿换帅，"90后"少东家接任；拥有"亨氏番茄沙司"等产品的卡夫亨氏宣布新CEO 将于2026年1月 1日正式上任，现任CEO同期卸任；中粮集团以及雀巢在华第二大调味品品牌"豪吉"则纷纷提拔老将， 走起了"内部擢升"路线。 这些看似独立的高管更迭事件，在短短数日内接连发生。究竟是偶然的时间巧合，还是行业面对共同挑 战时做出的回应？ 当"创一代"逐渐老去，"守业者"与"变革者"同时登上舞台，这场静水深流的权力交接，又能否引领企业 再上一个台阶，迎接好下一个时代的挑战与机遇？ 人事变动：截然不同的"换帅"逻辑 12月16日，卡夫亨氏宣布，董事会已任命史蒂夫·卡希兰（Steve Cahillane）为公司的首席执行官兼董事 会成员，该任命自2026年1月1日起正式生效。现任首席执行官将在同日卸任。为确保平稳过渡，现任首 席执行官将继续担任公司高级顾问至2026年3月6日。 △图片来源：卡夫亨氏官网 据《每日经济新闻》报道，卡夫亨氏正处于拆分的关键阶段，该公司此前宣布计划在2026年下半年拆分 为"Global Taste Elev ...

本文由红餐供应链指南原创首发 作者：瑾泱 2025年最后一个月，业内关注焦点被一系列密集的人事变动所吸引。 金宇火腿换帅，"90后"少东家接任；拥有"亨氏番茄沙司"等产品的卡夫亨氏宣布新CEO 将于2026年1月1日正式上任，现任CEO同期卸任；中粮集团以及 雀巢在华第二大调味品品牌"豪吉"则纷纷提拔老将，走起了"内部擢升"路线。 这些看似独立的高管更迭事件，在短短数日内接连发生。究竟是偶然的时间巧合，还是行业面对共同挑战时做出的回应？ 当"创一代"逐渐老去，"守业者"与"变革者"同时登上舞台，这场静水深流的权力交接，又能否引领企业再上一个台阶，迎接好下一个时代的挑战与机遇？ 12月16日，卡夫亨氏宣布，董事会已任命史蒂夫·卡希兰（Steve Cahillane）为公司的首席执行官兼董事会成员，该任命自2026年1月1日起正式生效。现任 首席执行官将在同日卸任。为确保平稳过渡，现任首席执行官将继续担任公司高级顾问至2026年3月6日。 增长逻辑改变，企业也必须换一套应对系统。 12月15日，金字火腿发布公告称，总裁郭波因个人原因辞职，辞职后仍担任副董事长及董事会战略委员会委员职务。同时，公司于2025年12月 ...

NO.3 跨年火车票开售，多条热门线路部分车次售罄 2025年12月31日的火车票已正式发售。去哪儿旅行数据显示，截至12月17日上午10点，已有多条热门线 路的部分车次售罄，包括北京到哈尔滨、北京到郑州、北京到武汉，深圳到汕头，成都到宜宾，成都到 西昌，宁波到上海，哈尔滨到牡丹江，青岛到烟台，青岛到淄博等。去哪儿旅行数据显示，元旦期间， 车程在2小时左右的短途路线最为火爆。北京往返天津、成都往返重庆、上海往返南京、广州往返南宁 等短途线路人气旺。长线方面，北京往返哈尔滨、北京往返沈阳、广州往返长沙等线路最为紧俏。 点评：铁路客流呈现"短程爆发、长线紧俏"特征，2小时都市圈城际列车客座率将超90%，利好运营京 沪、成渝、京津等短途干线的国铁及地方铁路；同时，北京、成都、广州等枢纽站商业坪效有望提升。 长途方面，东北冰雪游、海南避寒游需求提前释放，相关机场及免税板块亦受益。 NO.1 卡夫亨氏CEO突然离任 国际快消品行业又现巨头高层变动。当地时间12月16日，拥有"亨氏番茄沙司"等产品的卡夫亨氏宣布， Steve Cahillane将于2026年1月1日加入卡夫亨氏，担任首席执行官。现任首席执行官则将在同期卸 ...

Core Viewpoint - Kraft Heinz has faced significant challenges in recent years, including a 3% decline in net sales last year and a continuous drop in stock price, prompting the company to announce a $9.3 billion non-cash impairment charge and plans to split into two separate entities by the second half of 2026 [1][6]. Financial Performance - In Q3, Kraft Heinz reported net sales of $6.237 billion, a year-over-year decrease of 2.3%, with adjusted operating income down 16.9% to $1.106 billion and net profit at $613 million [1][5]. - For the first three quarters, net sales declined by 3.5%, an improvement from a 4.2% decline in the first half of the year [3]. - The company has lowered its full-year performance guidance, expecting organic net sales to decline by 3% to 3.5%, down from a previous forecast of a 1.5% to 3.5% decline [3][9]. Market Segmentation - Emerging markets showed a net sales increase of 3.8% in Q3, reaching $701 million, while North America experienced a 3.8% decline [5][6]. - The planned split will create two companies: "Global Taste Elevation Co." focusing on high-potential categories and regions, and "North American Grocery Co." concentrating on stable growth categories [7][9]. Strategic Decisions - The split is aimed at focusing on core businesses and addressing management complexities within a large organization [9]. - The decision reflects a broader trend among consumer goods giants to streamline operations through divestitures and restructuring to enhance competitiveness [9].

Core Viewpoint - Kraft Heinz emphasizes that true growth stems from a deep understanding of consumer needs rather than chasing short-term trends, focusing on integrating products into daily life to address real pain points [5][9][15] Product Innovation - Kraft Heinz believes that genuine business growth often lies in unnoticed and unmet small demands, leading to product innovations that cater to real kitchen and dining scenarios in China [7][9] - The introduction of the upside-down ketchup bottle was inspired by consumer complaints about difficulty in dispensing ketchup, enhancing user experience [7][9] - The launch of a children's ketchup with "0 additives, reduced salt and sugar" aligns with the growing parental concern for healthy eating, while the black truffle mayonnaise caters to the "quality lazy" lifestyle of younger consumers [7][9] Marketing Innovation - Kraft Heinz aims to create emotional connections with consumers by integrating products into their lives, moving beyond mere shelf presence to engaging consumers in co-creation [11][12] - The "Tomato Scrambled Eggs Story Collection" campaign invited consumers to share personal stories related to this classic dish, enhancing brand connection and driving significant social media engagement [12][15] - Collaborations, such as the co-branded "Heinz Tomato Ketchup" flavored chips with Lay's, extend the brand's reach into snack categories, creating a fun and engaging consumer experience [12][15] Future Outlook - Kraft Heinz plans to continue leveraging product innovation and scenario-based marketing to create more value for consumers, adhering to its mission of enriching lives with quality food [15]

Group 1 - The core viewpoint emphasizes the importance of analyzing marketing trends and case studies to identify potential growth opportunities for brands in the second half of 2025 [1] - Six forward-looking marketing trends have been identified through the analysis of over a hundred cases, providing actionable insights for brands [1] - Emotional marketing has become a key driver of consumer behavior, with brands needing to integrate emotional elements into their strategies [2][4] Group 2 - LABUBU serves as a prime example of emotional marketing, resonating with young consumers by embracing a rebellious and non-conformist identity [4][7] - Emotional marketing is evolving towards more specific and precise expressions, with different emotions being assigned distinct meanings [4][7] - Brands are encouraged to adopt a long-term approach to emotional marketing, ensuring that emotional connections are deeply embedded in their brand identity [7] Group 3 - Brands are increasingly recognizing the need to return to the essence of marketing by focusing on quality content rather than short-term traffic [8] - Leveraging trending content can help brands establish emotional connections with consumers, transforming them from mere observers to active participants in cultural conversations [10] - Successful collaborations, such as the partnership between Mengniu and the animated film "Nezha," demonstrate the effectiveness of aligning brand values with popular cultural narratives [10][12] Group 4 - Long-form video content is gaining traction as a means to create deeper emotional connections with consumers, moving beyond traditional advertising methods [15] - Brands are utilizing long-form content to build a narrative that resonates with audiences, enhancing brand perception and loyalty [15] Group 5 - The concept of female empowerment in marketing is shifting from superficial representations to a deeper understanding of women's real needs and experiences [19][26] - Successful female-focused marketing campaigns are characterized by genuine empathy and respect for women's diverse roles and challenges in society [19][22] - Brands must elevate their narratives around women from mere commercial strategies to social responsibility practices to foster authentic emotional connections [23] Group 6 - The emergence of experiential marketing, exemplified by LV's "Louis Ship," highlights the importance of creating immersive brand experiences that resonate with consumers [27][29] - This trend reflects a broader consumer desire for emotional connections and meaningful interactions in physical spaces [31] - Brands are encouraged to craft their stories through experiential marketing, integrating their history and values into the consumer experience [31] Group 7 - Scene-based marketing is becoming a vital strategy for brands to connect with consumers by tapping into specific emotional needs and contexts [32][35] - Brands are increasingly recognizing the importance of predicting consumer scenarios and tailoring marketing activities to meet those needs [35] Group 8 - AI marketing is transforming the landscape by enhancing content production and user experience, with a significant penetration rate of 72% for AIGC in content creation [36] - Brands are exploring AI's potential to streamline marketing processes, from ideation to execution, creating a more efficient and engaging consumer experience [36][39] - The integration of AI in marketing is not just about technology but also about fostering long-term emotional trust with consumers [39]