feat: Feature/foodtalks #17718
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feat: Feature/foodtalks #17718
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<description>「一颗大™」成功实现了农业品牌化，重新定义了番茄品类。</description>
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force-pushed
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Successfully generated as following: http://localhost:1200/foodtalks - Failed ❌ |
TonyRL
reviewed
Nov 26, 2024
lib/routes/foodtalks/index.ts
Outdated
|
|
||
| export const route: Route = { | ||
| path: '/', | ||
| categories: ['new-media', 'journal'], |
There was a problem hiding this comment.
This is not a science journal
There was a problem hiding this comment.
Owwww! Sorry for just seeing your comment, OK, I will revise it right away
|
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<description><p><em style="font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; color: #7f7f7f; background-color: #ffffff;"><span style="font-size: 14px;"><em style="color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration: none; text-size-adjust: auto; caret-color: #333333; font-size: 14px; background-color: #ffffff;"><span style="color: #7f7f7f;">本文为小食代原创，作者：潘娴，转载请联系出处。</span></em></span></em></p>
<p><br></p>
<p style="text-align: justify;">年入千亿的食品业务要“瘦身”、冰淇淋拆分在明年中有关键进展……联合利华正酝酿着用一副新面貌迎接未来。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">近日，在该集团举行的2024投资者大会上，联合利华首席执行官司马翰（Hein Schumacher）公布了更新版的公司战略，“大家可能已经听厌了这句话，但我会继续强调，我们要遵循‘更少事项，做得更好，影响更大’的原则”。</p>
<p style="text-align: justify;">&nbsp;</p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/c2cba765eebc96a7808ed97e9eae0944.png" alt="司马翰（Hein Schumacher）" width="600" data-backh="287" data-backw="578" data-cropselx1="0" data-cropselx2="578" data-cropsely1="0" data-cropsely2="323" data-imgfileid="540695749" data-ratio="0.4962962962962963" data-s="300,640" data-type="png" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">司马翰（Hein Schumacher）</span></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">尽管变革思路在司马翰看来已是老生常谈，但这次，联合利华又亮出了不少新提法，包括在中国市场加码大健康赛道、未来一两年剥离近80亿规模的食品业务等等。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">此外，该公司还罕见地披露了食品、冰淇淋的市场营收占比。小食代据此推算，<strong>联合利华中国食品、冰淇淋业务去年营收分别约为50亿、30亿元人民币左右。</strong>下面，我们来一起看看。</p>
<p style="text-align: justify;">&nbsp;</p>
<h2 style="text-align: justify;">一、在华加码大健康</h2>
<p style="text-align: justify;">在此次会上，司马翰提出了名为“2030增长行动计划”的新战略。对比去年的“增长行动计划”，新版本延续了核心策略，包括聚焦30个强势品牌、推动能被规模化的创新、打造敏捷供应链等等，但当中也有一些新提法。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">比如，30个强势品牌将因拆分冰淇淋而有所调整。<strong>联合利华计划剔除四个冰淇淋品牌：和路雪、可爱多、Ben &amp; Jerry’s、梦龙，替换成营养素软糖OLLY、彩妆品牌Hourglass、护发品牌K18与Nexxus。</strong>其中，OLLY与Hourglass均已正式进入中国市场，K18与Nexxus则在一些代购、海淘渠道有售。</p>
<p style="text-align: justify;">&nbsp;</p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/475e8951b7389f672225d876f52d4d9f.png" alt="30个强势品牌有所调整" width="600" data-backh="321" data-backw="578" data-imgfileid="540695750" data-ratio="0.5555555555555556" data-s="300,640" data-type="png" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">“我们认为，大约 30 个是恰当的（强势品牌）数量。因此，<strong>一旦冰淇淋拆分，我们将加入四个符合标准的品牌，它们都来自美妆和健康领域，可以推动产品组合高端化。</strong>” 司马翰说。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">值得注意的是，这些新强势品牌所属业务，也是联合利华希望在中国市场有更大作为的板块。目前，<strong>这一业务除了高端美妆，也已将多个大健康相关品牌导入中国，包括OLLY软糖、Nutrafol口服养发胶囊、Liquid I.V.电解质冲剂。</strong></p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">司马翰提出，其希望推动“高端美妆与健康”的加速发展与国际化，这两个品类的营收总额已接近40亿欧元，过去多个季度都是双位数增长。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">为扩大规模，联合利华希望在重点市场美国之外寻找机会，计划2030年前将美国以外的市场营收增加一倍。目前，其高端美妆60%、健康产品90%的业务都来自美国。<strong>小食代翻查会议资料发现，中国就属于未来扩张的目标市场之一。</strong></p>
<p style="text-align: justify;">&nbsp;</p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/5c7cdd778a30efe1acb03c4674d3ac5c.png" alt="联合利华战略目标" width="600" data-backh="325" data-backw="578" data-imgfileid="540695751" data-ratio="0.562037037037037" data-s="300,640" data-type="png" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">“在收购（OLLY、Nutrafol等）品牌时，我们都考虑到了日后的地域扩张。但我们需要非常敏锐，在选择时非常谨慎。”司马翰说。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">小食代还留意到，针对中国市场，联合利华高层也提出了新方向，思路与集团的“更少事项，做得更好，影响更大”类似。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">其首席财务官Fernando Fernandez表示，<strong>不同于以往的“all-in”策略，该公司目前在中国采取更有选择性的增长战略，以能真正关注得以制胜的渠道、品类和品牌。</strong></p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">最后要指出的是，小食代还留意到，<strong>在资本市场日上司马翰还宣布了公司的新口号“brighten every day life for all unilever”。</strong></p>
<p style="text-align: justify;">&nbsp;</p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/ad75e7fb072ea755682c3b618d061ce9.png" alt="联合利华战略" width="600" data-galleryid="" data-imgfileid="540695771" data-ratio="0.49537037037037035" data-s="300,640" data-type="png" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: justify;">&nbsp;</p>
<h2 style="text-align: justify;">二、冰淇淋明年中“单飞”运营</h2>
<p style="text-align: justify;">在司马翰最新给出的“2030增长行动计划”下，将被拆分的冰淇淋存在感已经弱了很多，他所描绘的“生意版图”也未纳入冰淇淋。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">“我们有信心在明年这个时候完成拆分（冰淇淋），未来将拥有四个业务群，这些业务群占集团营业额的比例大致相同，但各自发挥着不同作用。”司马翰说。</p>
<p style="text-align: justify;">&nbsp;</p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/b882ebe73717eb4126d04bfdda74b9d6.png" alt="撇除冰淇淋，按今年前九个月营收算，食品、美妆与健康并列联合利华第二大业务" width="600" data-backh="324" data-backw="578" data-imgfileid="540695748" data-ratio="0.5601851851851852" data-s="300,640" data-type="png" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">撇除冰淇淋，按今年前九个月营收算，食品、美妆与健康并列联合利华第二大业务</span></p>
<p><br></p>
<p style="text-align: justify;">小食代留意到，在此次会上，联合利华高层首度对外披露了拆分冰淇淋的2025年关键时间表，包括<strong>一季度提供拆分详细信息、7月1日起正式独立运营、明年底全面完成拆分等（如下图所示）。</strong>目前，该业务正在80多个国家市场设立法人实体，为冰淇淋“单飞”做准备。</p>
<p style="text-align: justify;">&nbsp;</p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/8276789804e17f23f704d7db9c33dadb.png" alt="冰淇淋单飞" width="600" data-galleryid="" data-imgfileid="540695769" data-ratio="0.4981481481481482" data-s="300,640" data-type="png" data-w="1080" referrerpolicy="no-referrer"><br></p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">按照联合利华最新表态，冰淇淋被拆分后，很可能会成为一家上市公司。此前，这块庞大业务是会被出售，还是会单独上市，曾引发不少讨论。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">在会前接受《金融时报》采访时，司马翰透露，<strong>他正决定冰淇淋业务的上市地点，将在明年上半年公布细节。</strong>“我们正与政府、有关部门、证券交易所、银行洽谈，收集所有信息，以便为该业务做出正确的决定”。</p>
<p style="text-align: justify;">&nbsp;</p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/ff336f6d750aeb96520381a1c80078bc.jpg" alt="司马翰" width="600" data-backh="284" data-backw="578" data-cropselx1="0" data-cropselx2="578" data-cropsely1="0" data-cropsely2="284" data-imgfileid="540695755" data-ratio="0.66640625" data-s="300,640" data-type="png" data-w="1280" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">司马翰</span></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">此外，该公司首席财务官Fernando Fernandez在会上澄清，<strong>联合利华并未发生搁置冰淇淋出售计划的情况，因为“该计划从未存在过”。</strong>近日有传言称，由于规模庞大且供应链复杂等原因，私募股权买家对联合利华冰淇淋的热情降温。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">眼下，虽然联合利华给冰淇淋安排的“剧本”是成为一家上市公司，但事情没到最后一刻都还可能有变化。正如此前一贯的态度，<strong>司马翰在上述采访中补充称，自己也为收购要约“敞开了大门</strong>（left the door open，即不排除调整或改变的可能性）”。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">尽管结局尚未100%明朗，但联合利华还是在兢兢业业做好这盘生意。无论上市抑或出售，这都事关其冰淇淋业务最终能否谈一个好价格。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">Fernandez先指出，从行业来看，冰淇淋属于好生意，其所在赛道一直以每年4%的速度增长。就联合利华而言，该公司为全球最大冰淇淋企业，在前十大市场都位列前两名。并拥有四个知名品牌，和路雪、梦龙、Ben &amp; Jerry’s、可爱多共计贡献了其84%的冰淇淋营收。<br></p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">小食代留意到，根据联合利华向投资者发放的会议资料，<strong>去年，中国市场为联合利华冰淇淋的前五大市场，营收占比为5%。据此推算，联合利华中国冰淇淋去年入账3.95亿欧元，约合人民币30亿元。</strong></p>
<p style="text-align: justify;">&nbsp;</p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/c5e77fe281648664f80f73f0395db954.png" alt="关键市场" width="600" data-backh="326" data-backw="578" data-imgfileid="540695765" data-ratio="0.5638888888888889" data-s="300,640" data-type="png" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">“但是，冰淇淋与其他（四个）业务群的互补性非常有限。”Fernandez表示，<strong>“我们经常和Peter（注：联合利华冰淇淋总裁）开玩笑说，卖冰淇淋表面看是靠营销（产品和品牌的）高颜值，实则是靠背地里的艰苦运营。”</strong></p>
<p style="text-align: justify;">&nbsp;</p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/498eb26918f680c8917dca15d85ecb11.png" alt="冰淇淋业务" width="600" data-backh="286" data-backw="578" data-imgfileid="540695753" data-ratio="0.49537037037037035" data-s="300,640" data-type="png" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">他又指，该公司相信，在新的所有权模式下，冰淇淋能蓬勃发展。联合利华也将为冰淇淋量身定制战略，以契合其资本密集度高、淡旺季明显的特点。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;"><strong>比如，这家拥有300万个冰柜的公司提出要优化高昂的冷链成本，为此将聚焦城市区域。</strong>“我们在印度或巴西农村开展的业务并没有带来太大好处，当你经营冰淇淋时，以城市为中心可以最大限度地提高冷链效率。”Fernandez说。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">除了降本增效，联合利华也在寻求增量，未来计划拓展更多渠道。<strong>“现在有大量新兴、快速增长的渠道，能帮助提高产品消费频率、增加消费机会，比如快速配送渠道。”</strong>Fernandez说。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">与拆分冰淇淋同步提出的人员优化计划，也有了新消息。小食代留意到，在此前被爆会减少欧洲裁员人数后，<strong>联合利华的优化力度并未收缩，依然是7500个职位，即17%的办公室白领。</strong></p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">Fernandez提到，<strong>目前，联合利华已撤掉约2500个职位。在优化中manager级别的岗位是重点，将来公司里的层级会更少、个人职责范围会更广。</strong></p>
<p style="text-align: justify;">&nbsp;</p>
<h2 style="text-align: justify;">三、食品业务要精简但不剥离</h2>
<p style="text-align: justify;">想变得更“精干”的联合利华，还将最新目光瞄准了食品业务。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">过去几年，联合利华都面临着来自投资者的同一种声音：把冰淇淋、食品这些“吃喝”相关的业务剥离出去，以获得更高的估值总和。随着冰淇淋启动拆分，联合利华会怎样安排食品业务备受关注。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">“你们将如何处理食品业务？这可能是我们宣布拆分冰淇淋以来被问到最多的问题。”Fernandez说，<strong>“我想非常明确地指出，食品是我们未来战略的重要组成部分。”</strong></p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">据其说法，不同于冰淇淋的“特立独行”，食品与联合利华其他板块存在协同，包括市场营销、基础设施等方面。同时，<strong>该业务“实力雄厚”，年营收超130亿欧元，论规模是全球前十大食品公司。在联合利华内，家乐、好乐门分别为第二大、第五大品牌。</strong></p>
<p style="text-align: justify;">&nbsp;</p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/37b16f4d235169005fcffde5a4ac5fbc.webp" alt="家乐系列产品" width="600" data-backh="386" data-backw="578" data-galleryid="" data-imgfileid="540695757" data-ratio="0.6675925925925926" data-s="300,640" data-type="jpeg" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">在确认了会保留食品的同时，联合利华也打算对其做进一步简化。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;"><strong>“在未来12到24个月，我们会处置（dispose，注：这暗示着出售的可能性）大概10亿欧元（约合人民币76亿元），甚至超过10亿欧元营收规模的业务，尤其是那些非战略品类，以及欧洲当地品牌。”</strong>Fernandez说。他并未透露具体涉及的资产，但形容<strong>出售“不会是（低价）甩卖的过程”</strong>，会同时推进几个项目。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">值得注意的是，<strong>这个10亿欧元规模的“资产包”，是司马翰上任一年多以来首次提出“精简”食品业务，也是除冰淇淋以外力度最大的一次业务重塑。</strong>作为参考，联合利华此前出售的立顿等茶业务，年营收为20亿欧元，而将被剥离的食品业务规模是这笔大型交易的一半。</p>
<p style="text-align: justify;">&nbsp;</p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/6b6f66aefbb3a9bcd451efbd8ac9c7cb.jpg" alt="问答环节" width="600" data-backh="286" data-backw="578" data-cropselx1="0" data-cropselx2="578" data-cropsely1="0" data-cropsely2="286" data-imgfileid="540695760" data-ratio="0.66796875" data-s="300,640" data-type="png" data-w="1280" referrerpolicy="no-referrer"></p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">在宣布“瘦身”计划后，联合利华食品业务总裁苏博（Heiko Schipper，在这个会议上，联合利华也正式宣布把原来叫“营养”的业务改为“食品”，所以他的title也相应变化）在会上聊到了该板块规划。这也是苏博今年履新以来，首次对外分享“施政纲领”。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">他先是介绍了食品业务的“吸金能力”。按2023年数据看，该板块占联合利华22%营收和25%基础营业利润，其利润率“领先于大多数同行”，自由现金流和基础资产回报率在所有业务中排名第二。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">分市场来看，食品业务的分布也相当平衡，发达市场与发展中市场的比例分别为46%、54%。<strong>其中，中国位列前五大市场，去年营收占比为5%。</strong></p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">小食代据此推算，<strong>联合利华中国食品去年入账6.6亿欧元（约合人民币50亿元），涵盖了家乐和饮食策划等品牌。</strong></p>
<p style="text-align: justify;">&nbsp;</p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/4e749b024747e8c22b0b764e805dfd27.png" alt="关键战略" width="600" data-backh="327" data-backw="578" data-imgfileid="540695766" data-ratio="0.5666666666666667" data-s="300,640" data-type="png" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">接着，苏博提到未来要更专注、更精简，在增速更快的细分市场里开展业务，目标是在行业中“始终保持优异表现”。<strong>为此，联合利华将专注于三个领域：调味品、烹饪辅料&amp;迷你餐食、饮食策划。</strong></p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">以饮食策划为例，他指出，<strong>联合利华过去五年在这一快速增长的渠道取得了良好业绩，平均年增速达到中个位数，饮食策划营收有望突破30亿欧元（约合人民币228.52亿元）</strong>，未来将继续扩大地域覆盖以推动增长。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">小食代介绍过，联合利华饮食策划为独立餐厅、大型酒店及连锁快餐等客户提供专业调味品与餐饮解决方案，旗下品牌包括家乐、好乐门等。中国为联合利华饮食策划最大市场。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">“我们将重塑业务组合，专注于三个增长强劲的垂直行业和印度食品（注：包括强势品牌Horlicks），之前也证明了能够在这些领域实现增长。”苏博说，“当发达市场和新兴市场的增长品类，与我们业务诱人的经济效益相结合，未来价值就会到来。”</p>
<p>&nbsp;</p>
<p><em style="font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; color: #7f7f7f; background-color: #ffffff;"><span style="font-size: 14px;">本文图片及封面图来源：联合利华</span></em></p>
<p><br></p>
<p style="max-height: 100%; user-select: text !important; margin: 0px; color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><strong><span style="user-select: text !important; color: #01396a;"><em><span style="user-select: text !important; font-size: 14px;">提示：</span></em></span></strong></p>
<p style="max-height: 100%; user-select: text !important; margin: 0px; color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><em style="color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; white-space: normal; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><span style="color: #7f7f7f; font-size: 14px;">*本文为<a href="https://mp.weixin.qq.com/s/mQLOEIYfIOeooeom2XT6hA" target="_blank" rel="noopener">小食代</a>（ID：foodinc）原创，不代表FoodTalks立场，转载请联系出处。</span></em></p>
<p style="max-height: 100%; user-select: text !important; margin: 0px; color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><em style="color: #7f7f7f; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 14px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: #ffffff; text-decoration-style: initial; text-decoration-color: initial;">*资讯投稿与商务合作，请查看“<a style="text-decoration: underline; color: #105b89;" href="https://www.foodtalks.cn/news/30752" target="_blank" rel="noopener">FoodTalks商务合作方案</a>”，<em style="outline: none; color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; white-space: normal; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><span style="outline: none; user-select: text !important; font-size: 14px; color: #7f7f7f;">并联系Bobo。</span></em></em></p>
<p style="max-height: 100%; user-select: text !important; margin: 0px; color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><br></p>
<p style="max-height: 100%; margin: 0px; color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; user-select: text !important; text-align: center;"><em style="color: #7f7f7f; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 14px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: #ffffff; text-decoration-style: initial; text-decoration-color: initial;"><em style="outline: none; color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; white-space: normal; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><span style="outline: none; user-select: text !important; font-size: 14px; color: #7f7f7f;"><em style="color: #7f7f7f; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 14px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: #ffffff; text-decoration-style: initial; text-decoration-color: initial;"><em style="outline: none; color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; white-space: normal; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><span style="outline: none; user-select: text !important; font-size: 14px; color: #7f7f7f;"><img src="https://static.foodtalks.cn/image/news/66eeac57c4e25d46159a1a05d30b15124a75.png" alt="bobo商务合作" width="600" referrerpolicy="no-referrer"></span></em></em></span></em></em></p>
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<h2 style="color: #01396a; font-size: 20px; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; letter-spacing: normal; orphans: 2; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; outline: none; text-align: start; background-color: #ffffff;">关注公众号</h2>
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<p style="display: none;">&nbsp;</p></description>
<link>https://www.foodtalks.cn/news/54623</link>
<guid isPermaLink="false">https://www.foodtalks.cn/news/54623</guid>
<pubDate>Tue, 26 Nov 2024 10:25:56 GMT</pubDate>
<author>小食代</author>
<enclosure url="https://static.foodtalks.cn/image/post/ff336f6d750aeb96520381a1c80078bc.jpg" type="image/jpeg"></enclosure>
</item>
<item>
<title>梅花生物拟出资5亿买协和发酵旗下业务及资产</title>
<description><p style="text-align: justify;" data-mpa-powered-by="yiban.io"><em style="font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; color: #7f7f7f; background-color: #ffffff;"><span style="font-size: 14px;"><em style="color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration: none; text-size-adjust: auto; caret-color: #333333; font-size: 14px; background-color: #ffffff;"><span style="color: #7f7f7f;">本文为味界头条原创，转载请联系出处。</span></em></span></em></p>
<p style="text-align: justify;"><br></p>
<p><img class="mc-img" style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/news/5b065d32f6054151476050dfcdafc4538866.jpg" alt="f1gongsigaikuangbannerpc" width="600" height="294" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">图片来源：梅花集团官网</span></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">近日，梅花生物拟出资105亿日元（约合人民币5亿元）收购麒麟控股全资子公司协和发酵旗下食品氨基酸、医药氨基酸及 HMO 业务。<br></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">梅花生物正在推进收购海外资产，完善产业布局。本次收购，将帮助公司完善四个方面布局。技术能力上，公司将新增多种氨基酸新品类和新菌种，如精氨酸、组氨酸等；业务结构上，公司将延伸产业链，不仅能增加下游高附加值医药氨基酸产品的发酵和精制能力；产品结构上，公司将通过本次交易引入合成生物学精密发酵平台生产三种 HMO 产品的能力；产业布局上，公司将通过交易获得多个国内外生产经营实体，实现产业出海战略落地。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">梅花生物积极进行产业布局，目前已经成长为全球头部企业，公司拥有生物发酵行业完整的产业链和配套设施，为全球100多个国家和地区多家知名客户提供各类氨基酸产品及使用解决方案。</p>
<p><br></p>
<p><em style="font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; color: #7f7f7f; background-color: #ffffff;"><span style="font-size: 14px;">本文封面图来源：公众号@味界头条</span></em></p>
<p><br></p>
<p style="max-height: 100%; user-select: text !important; margin: 0px; color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><strong><span style="user-select: text !important; color: #01396a;"><em><span style="user-select: text !important; font-size: 14px;">提示：</span></em></span></strong></p>
<p style="max-height: 100%; user-select: text !important; margin: 0px; color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><em style="color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; white-space: normal; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><span style="color: #7f7f7f; font-size: 14px;">*本文为<a href="https://mp.weixin.qq.com/s/AaXTP8sLRGfObYXQHZJLBA" target="_blank" rel="noopener">味界头条</a>（ID：ccia-twpcy）原创，不代表FoodTalks立场，转载请联系出处。</span></em></p>
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<link>https://www.foodtalks.cn/news/54618</link>
<guid isPermaLink="false">https://www.foodtalks.cn/news/54618</guid>
<pubDate>Tue, 26 Nov 2024 09:02:37 GMT</pubDate>
<author>味界头条</author>
<enclosure url="https://static.foodtalks.cn/image/news/6472ca665dc0f5587334dc2f7c76efff3076.jpg" type="image/jpeg"></enclosure>
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<title>新茶饮新趋势，人人“喝草”</title>
<description><p><em style="font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; color: #7f7f7f; background-color: #ffffff;"><span style="font-size: 14px;"><em style="color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration: none; text-size-adjust: auto; caret-color: #333333; font-size: 14px; background-color: #ffffff;"><span style="color: #7f7f7f;">本文为硬壳INK原创，作者：杨一凡，校对：穆祥桐，转载请联系出处。</span></em></span></em></p>
<p style="text-align: justify;" data-mpa-powered-by="yiban.io"><br></p>
<p style="text-align: justify;" data-mpa-powered-by="yiban.io">很难想象，继吃沙拉成为都市人健康生活的标签之后，“喝草”也成了新的流行。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">时至今日，当我们谈及喝点什么，眼前的选项异常丰富。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">除了口感外，人们还衍生出更多需求。</p>
<p style="text-align: justify;"><br></p>
<p><span style="color: #7f7f7f; font-size: 12px;"><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/5e00625ac630c3ef435e80023afe8d85.png" alt="图片来源：小红书截图" width="600" data-backh="300" data-backw="578" data-galleryid="" data-imgfileid="505354336" data-ratio="0.5185185185185185" data-s="300,640" data-type="png" data-w="1080" referrerpolicy="no-referrer"></span></p>
<p style="text-align: center;"><span style="color: #7f7f7f; font-size: 12px;">图片来源：小红书截图</span></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">喝奶茶担心太甜长胖、喝杯咖啡睁眼到三点。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">无限细分的各大品类中，一个新的品类应运而生——“喝草”。</p>
<p style="text-align: justify;"><br></p>
<h2 id="mctoc_1idj415u15" style="text-align: justify;">一、当“喝草”成为生活方式</h2>
<p style="text-align: justify;">所谓“喝草”，是指新茶饮的蔬菜化。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">细心观察不难发现，“蔬菜+水果+茶”已经成为各大奶茶品牌的标准化公式。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">羽衣甘蓝、苦瓜、小麦草……越来越多的新茶饮品牌开始将蔬菜塞进到茶饮中。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">以喜茶、奈雪的茶、茶百道为代表的新茶饮品牌，都开始力推果蔬茶新品，大力“押注”果蔬茶。</p>
<p style="text-align: justify;"><br></p>
<p><span style="color: #7f7f7f; font-size: 12px;"><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/fcde262c03ca6b9f1e79dcff2a2758cd.jpg" alt="图片来源：微博@奈雪的茶" width="400" data-backh="771" data-backw="578" data-galleryid="" data-imgfileid="505354334" data-ratio="1.3333333333333333" data-s="300,640" data-type="jpeg" data-w="960" referrerpolicy="no-referrer"></span></p>
<p style="text-align: center;"><span style="color: #7f7f7f; font-size: 12px;">图片来源：微博@奈雪的茶</span></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">于是，网络上出现了很多来自茶饮店后厨的吐槽：</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">我在喜茶洗蔬菜；在茶百道做草的一天；</p>
<p style="text-align: justify;"><br></p>
<p><span style="color: #7f7f7f; font-size: 12px;"><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/5928f3d1a7c076b75a1f59b66cdc174b.jpg" alt="图片来源：小红书@不是好青年" width="400" data-backh="771" data-backw="578" data-galleryid="" data-imgfileid="505354338" data-ratio="1.3333333333333333" data-s="300,640" data-type="jpeg" data-w="1080" referrerpolicy="no-referrer"></span></p>
<p style="text-align: center;"><span style="color: #7f7f7f; font-size: 12px;">图片来源：小红书@不是好青年</span></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">奶茶制作间后堂堆满黄瓜、苦瓜的怪异景象。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">前有奈雪推出“不加糖鲜果茶”系列，采用黑枸杞、羽衣甘蓝等超级食材。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">后有喜茶推出了“红菜头美颜瓶”，使用了被称为“西方灵芝”的红菜头。</p>
<p style="text-align: justify;"><br></p>
<p><span style="color: #7f7f7f; font-size: 12px;"><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/f4e809597ad85c69001b95332cce0fb0.jpg" alt="图片来源：微博@喜茶" width="400" data-backh="585" data-backw="578" data-galleryid="" data-imgfileid="505354337" data-ratio="1.012037037037037" data-s="300,640" data-type="jpeg" data-w="1080" referrerpolicy="no-referrer"></span></p>
<p style="text-align: center;"><span style="color: #7f7f7f; font-size: 12px;">图片来源：微博@喜茶</span></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">最近几个月，鲜榨小麦草、鲜榨羽衣甘蓝新品接连推出。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;"><strong>隔壁咖啡品牌在9.9元卷价格的同时，新茶饮品牌则另辟蹊径，开辟出果蔬汁的差异化竞争。</strong></p>
<p style="text-align: justify;"><br></p>
<p><span style="color: #7f7f7f; font-size: 12px;"><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/7ee2869fb046653aa595f33464b721b2.png" alt="图片来源：小红书截图" width="600" data-backh="173" data-backw="562" data-galleryid="" data-imgfileid="505354340" data-ratio="0.3074074074074074" data-s="300,640" data-type="png" data-w="1080" referrerpolicy="no-referrer"></span></p>
<p style="text-align: center;"><span style="color: #7f7f7f; font-size: 12px;">图片来源：小红书截图</span></p>
<p style="text-align: justify;"><br></p>
<h2 id="mctoc_1idj415u16" style="text-align: justify;">二、“喝草”年轻一代的养生大法</h2>
<p style="text-align: justify;">新茶饮品牌们在果蔬汁的新品研发上可谓各显神通。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">今天茶饮店的果蔬新品，似乎都有自己对应的功效。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">一杯果蔬汁可不仅仅是一杯草而已，还意味着健康的生活方式、良好的身材管理、成为更好的自己......</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">茶百道新品<strong>“液体小麦草”</strong>被称作“早八人的净化草”。</p>
<p style="text-align: justify;"><br></p>
<p><span style="color: #7f7f7f; font-size: 12px;"><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/c79700ecfcb59e3c7ec76831d7450c55.jpg" alt="图片来源：微博@茶百道ChaPanda" width="400" data-backh="608" data-backw="562" data-croporisrc="https://mmbiz.qpic.cn/sz_mmbiz_jpg/l3ibUFvyko8A5Q3zkIaWOQctepuTZcE6FCYfOhkg1P8ZLHMBibVNNvGOdXRBtNUQVOkcWnI8LuKbNIIdqfuyzFtA/0?wx_fmt=jpeg&amp;from=appmsg" data-cropx1="0" data-cropx2="1080" data-cropy1="165.26690391 |
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<title>联合利华中国靠冰淇淋和饮食策划等收入80亿、7月起冰淇淋将正式独立运营、揭晓公司新口号：CEO变革的新进展来了！</title>
<description><p><em style="font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; color: #7f7f7f; background-color: #ffffff;"><span style="font-size: 14px;"><em style="color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration: none; text-size-adjust: auto; caret-color: #333333; font-size: 14px; background-color: #ffffff;"><span style="color: #7f7f7f;">本文为小食代原创，作者：潘娴，转载请联系出处。</span></em></span></em></p>
<p><br></p>
<p style="text-align: justify;">年入千亿的食品业务要“瘦身”、冰淇淋拆分在明年中有关键进展……联合利华正酝酿着用一副新面貌迎接未来。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">近日，在该集团举行的2024投资者大会上，联合利华首席执行官司马翰（Hein Schumacher）公布了更新版的公司战略，“大家可能已经听厌了这句话，但我会继续强调，我们要遵循‘更少事项，做得更好，影响更大’的原则”。</p>
<p style="text-align: justify;">&nbsp;</p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/c2cba765eebc96a7808ed97e9eae0944.png" alt="司马翰（Hein Schumacher）" width="600" data-backh="287" data-backw="578" data-cropselx1="0" data-cropselx2="578" data-cropsely1="0" data-cropsely2="323" data-imgfileid="540695749" data-ratio="0.4962962962962963" data-s="300,640" data-type="png" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">司马翰（Hein Schumacher）</span></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">尽管变革思路在司马翰看来已是老生常谈，但这次，联合利华又亮出了不少新提法，包括在中国市场加码大健康赛道、未来一两年剥离近80亿规模的食品业务等等。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">此外，该公司还罕见地披露了食品、冰淇淋的市场营收占比。小食代据此推算，<strong>联合利华中国食品、冰淇淋业务去年营收分别约为50亿、30亿元人民币左右。</strong>下面，我们来一起看看。</p>
<p style="text-align: justify;">&nbsp;</p>
<h2 style="text-align: justify;">一、在华加码大健康</h2>
<p style="text-align: justify;">在此次会上，司马翰提出了名为“2030增长行动计划”的新战略。对比去年的“增长行动计划”，新版本延续了核心策略，包括聚焦30个强势品牌、推动能被规模化的创新、打造敏捷供应链等等，但当中也有一些新提法。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">比如，30个强势品牌将因拆分冰淇淋而有所调整。<strong>联合利华计划剔除四个冰淇淋品牌：和路雪、可爱多、Ben &amp; Jerry’s、梦龙，替换成营养素软糖OLLY、彩妆品牌Hourglass、护发品牌K18与Nexxus。</strong>其中，OLLY与Hourglass均已正式进入中国市场，K18与Nexxus则在一些代购、海淘渠道有售。</p>
<p style="text-align: justify;">&nbsp;</p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/475e8951b7389f672225d876f52d4d9f.png" alt="30个强势品牌有所调整" width="600" data-backh="321" data-backw="578" data-imgfileid="540695750" data-ratio="0.5555555555555556" data-s="300,640" data-type="png" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">“我们认为，大约 30 个是恰当的（强势品牌）数量。因此，<strong>一旦冰淇淋拆分，我们将加入四个符合标准的品牌，它们都来自美妆和健康领域，可以推动产品组合高端化。</strong>” 司马翰说。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">值得注意的是，这些新强势品牌所属业务，也是联合利华希望在中国市场有更大作为的板块。目前，<strong>这一业务除了高端美妆，也已将多个大健康相关品牌导入中国，包括OLLY软糖、Nutrafol口服养发胶囊、Liquid I.V.电解质冲剂。</strong></p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">司马翰提出，其希望推动“高端美妆与健康”的加速发展与国际化，这两个品类的营收总额已接近40亿欧元，过去多个季度都是双位数增长。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">为扩大规模，联合利华希望在重点市场美国之外寻找机会，计划2030年前将美国以外的市场营收增加一倍。目前，其高端美妆60%、健康产品90%的业务都来自美国。<strong>小食代翻查会议资料发现，中国就属于未来扩张的目标市场之一。</strong></p>
<p style="text-align: justify;">&nbsp;</p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/5c7cdd778a30efe1acb03c4674d3ac5c.png" alt="联合利华战略目标" width="600" data-backh="325" data-backw="578" data-imgfileid="540695751" data-ratio="0.562037037037037" data-s="300,640" data-type="png" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">“在收购（OLLY、Nutrafol等）品牌时，我们都考虑到了日后的地域扩张。但我们需要非常敏锐，在选择时非常谨慎。”司马翰说。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">小食代还留意到，针对中国市场，联合利华高层也提出了新方向，思路与集团的“更少事项，做得更好，影响更大”类似。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">其首席财务官Fernando Fernandez表示，<strong>不同于以往的“all-in”策略，该公司目前在中国采取更有选择性的增长战略，以能真正关注得以制胜的渠道、品类和品牌。</strong></p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">最后要指出的是，小食代还留意到，<strong>在资本市场日上司马翰还宣布了公司的新口号“brighten every day life for all unilever”。</strong></p>
<p style="text-align: justify;">&nbsp;</p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/ad75e7fb072ea755682c3b618d061ce9.png" alt="联合利华战略" width="600" data-galleryid="" data-imgfileid="540695771" data-ratio="0.49537037037037035" data-s="300,640" data-type="png" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: justify;">&nbsp;</p>
<h2 style="text-align: justify;">二、冰淇淋明年中“单飞”运营</h2>
<p style="text-align: justify;">在司马翰最新给出的“2030增长行动计划”下，将被拆分的冰淇淋存在感已经弱了很多，他所描绘的“生意版图”也未纳入冰淇淋。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">“我们有信心在明年这个时候完成拆分（冰淇淋），未来将拥有四个业务群，这些业务群占集团营业额的比例大致相同，但各自发挥着不同作用。”司马翰说。</p>
<p style="text-align: justify;">&nbsp;</p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/b882ebe73717eb4126d04bfdda74b9d6.png" alt="撇除冰淇淋，按今年前九个月营收算，食品、美妆与健康并列联合利华第二大业务" width="600" data-backh="324" data-backw="578" data-imgfileid="540695748" data-ratio="0.5601851851851852" data-s="300,640" data-type="png" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">撇除冰淇淋，按今年前九个月营收算，食品、美妆与健康并列联合利华第二大业务</span></p>
<p><br></p>
<p style="text-align: justify;">小食代留意到，在此次会上，联合利华高层首度对外披露了拆分冰淇淋的2025年关键时间表，包括<strong>一季度提供拆分详细信息、7月1日起正式独立运营、明年底全面完成拆分等（如下图所示）。</strong>目前，该业务正在80多个国家市场设立法人实体，为冰淇淋“单飞”做准备。</p>
<p style="text-align: justify;">&nbsp;</p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/8276789804e17f23f704d7db9c33dadb.png" alt="冰淇淋单飞" width="600" data-galleryid="" data-imgfileid="540695769" data-ratio="0.4981481481481482" data-s="300,640" data-type="png" data-w="1080" referrerpolicy="no-referrer"><br></p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">按照联合利华最新表态，冰淇淋被拆分后，很可能会成为一家上市公司。此前，这块庞大业务是会被出售，还是会单独上市，曾引发不少讨论。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">在会前接受《金融时报》采访时，司马翰透露，<strong>他正决定冰淇淋业务的上市地点，将在明年上半年公布细节。</strong>“我们正与政府、有关部门、证券交易所、银行洽谈，收集所有信息，以便为该业务做出正确的决定”。</p>
<p style="text-align: justify;">&nbsp;</p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/ff336f6d750aeb96520381a1c80078bc.jpg" alt="司马翰" width="600" data-backh="284" data-backw="578" data-cropselx1="0" data-cropselx2="578" data-cropsely1="0" data-cropsely2="284" data-imgfileid="540695755" data-ratio="0.66640625" data-s="300,640" data-type="png" data-w="1280" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">司马翰</span></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">此外，该公司首席财务官Fernando Fernandez在会上澄清，<strong>联合利华并未发生搁置冰淇淋出售计划的情况，因为“该计划从未存在过”。</strong>近日有传言称，由于规模庞大且供应链复杂等原因，私募股权买家对联合利华冰淇淋的热情降温。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">眼下，虽然联合利华给冰淇淋安排的“剧本”是成为一家上市公司，但事情没到最后一刻都还可能有变化。正如此前一贯的态度，<strong>司马翰在上述采访中补充称，自己也为收购要约“敞开了大门</strong>（left the door open，即不排除调整或改变的可能性）”。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">尽管结局尚未100%明朗，但联合利华还是在兢兢业业做好这盘生意。无论上市抑或出售，这都事关其冰淇淋业务最终能否谈一个好价格。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">Fernandez先指出，从行业来看，冰淇淋属于好生意，其所在赛道一直以每年4%的速度增长。就联合利华而言，该公司为全球最大冰淇淋企业，在前十大市场都位列前两名。并拥有四个知名品牌，和路雪、梦龙、Ben &amp; Jerry’s、可爱多共计贡献了其84%的冰淇淋营收。<br></p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">小食代留意到，根据联合利华向投资者发放的会议资料，<strong>去年，中国市场为联合利华冰淇淋的前五大市场，营收占比为5%。据此推算，联合利华中国冰淇淋去年入账3.95亿欧元，约合人民币30亿元。</strong></p>
<p style="text-align: justify;">&nbsp;</p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/c5e77fe281648664f80f73f0395db954.png" alt="关键市场" width="600" data-backh="326" data-backw="578" data-imgfileid="540695765" data-ratio="0.5638888888888889" data-s="300,640" data-type="png" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">“但是，冰淇淋与其他（四个）业务群的互补性非常有限。”Fernandez表示，<strong>“我们经常和Peter（注：联合利华冰淇淋总裁）开玩笑说，卖冰淇淋表面看是靠营销（产品和品牌的）高颜值，实则是靠背地里的艰苦运营。”</strong></p>
<p style="text-align: justify;">&nbsp;</p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/498eb26918f680c8917dca15d85ecb11.png" alt="冰淇淋业务" width="600" data-backh="286" data-backw="578" data-imgfileid="540695753" data-ratio="0.49537037037037035" data-s="300,640" data-type="png" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">他又指，该公司相信，在新的所有权模式下，冰淇淋能蓬勃发展。联合利华也将为冰淇淋量身定制战略，以契合其资本密集度高、淡旺季明显的特点。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;"><strong>比如，这家拥有300万个冰柜的公司提出要优化高昂的冷链成本，为此将聚焦城市区域。</strong>“我们在印度或巴西农村开展的业务并没有带来太大好处，当你经营冰淇淋时，以城市为中心可以最大限度地提高冷链效率。”Fernandez说。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">除了降本增效，联合利华也在寻求增量，未来计划拓展更多渠道。<strong>“现在有大量新兴、快速增长的渠道，能帮助提高产品消费频率、增加消费机会，比如快速配送渠道。”</strong>Fernandez说。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">与拆分冰淇淋同步提出的人员优化计划，也有了新消息。小食代留意到，在此前被爆会减少欧洲裁员人数后，<strong>联合利华的优化力度并未收缩，依然是7500个职位，即17%的办公室白领。</strong></p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">Fernandez提到，<strong>目前，联合利华已撤掉约2500个职位。在优化中manager级别的岗位是重点，将来公司里的层级会更少、个人职责范围会更广。</strong></p>
<p style="text-align: justify;">&nbsp;</p>
<h2 style="text-align: justify;">三、食品业务要精简但不剥离</h2>
<p style="text-align: justify;">想变得更“精干”的联合利华，还将最新目光瞄准了食品业务。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">过去几年，联合利华都面临着来自投资者的同一种声音：把冰淇淋、食品这些“吃喝”相关的业务剥离出去，以获得更高的估值总和。随着冰淇淋启动拆分，联合利华会怎样安排食品业务备受关注。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">“你们将如何处理食品业务？这可能是我们宣布拆分冰淇淋以来被问到最多的问题。”Fernandez说，<strong>“我想非常明确地指出，食品是我们未来战略的重要组成部分。”</strong></p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">据其说法，不同于冰淇淋的“特立独行”，食品与联合利华其他板块存在协同，包括市场营销、基础设施等方面。同时，<strong>该业务“实力雄厚”，年营收超130亿欧元，论规模是全球前十大食品公司。在联合利华内，家乐、好乐门分别为第二大、第五大品牌。</strong></p>
<p style="text-align: justify;">&nbsp;</p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/37b16f4d235169005fcffde5a4ac5fbc.webp" alt="家乐系列产品" width="600" data-backh="386" data-backw="578" data-galleryid="" data-imgfileid="540695757" data-ratio="0.6675925925925926" data-s="300,640" data-type="jpeg" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">在确认了会保留食品的同时，联合利华也打算对其做进一步简化。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;"><strong>“在未来12到24个月，我们会处置（dispose，注：这暗示着出售的可能性）大概10亿欧元（约合人民币76亿元），甚至超过10亿欧元营收规模的业务，尤其是那些非战略品类，以及欧洲当地品牌。”</strong>Fernandez说。他并未透露具体涉及的资产，但形容<strong>出售“不会是（低价）甩卖的过程”</strong>，会同时推进几个项目。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">值得注意的是，<strong>这个10亿欧元规模的“资产包”，是司马翰上任一年多以来首次提出“精简”食品业务，也是除冰淇淋以外力度最大的一次业务重塑。</strong>作为参考，联合利华此前出售的立顿等茶业务，年营收为20亿欧元，而将被剥离的食品业务规模是这笔大型交易的一半。</p>
<p style="text-align: justify;">&nbsp;</p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/6b6f66aefbb3a9bcd451efbd8ac9c7cb.jpg" alt="问答环节" width="600" data-backh="286" data-backw="578" data-cropselx1="0" data-cropselx2="578" data-cropsely1="0" data-cropsely2="286" data-imgfileid="540695760" data-ratio="0.66796875" data-s="300,640" data-type="png" data-w="1280" referrerpolicy="no-referrer"></p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">在宣布“瘦身”计划后，联合利华食品业务总裁苏博（Heiko Schipper，在这个会议上，联合利华也正式宣布把原来叫“营养”的业务改为“食品”，所以他的title也相应变化）在会上聊到了该板块规划。这也是苏博今年履新以来，首次对外分享“施政纲领”。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">他先是介绍了食品业务的“吸金能力”。按2023年数据看，该板块占联合利华22%营收和25%基础营业利润，其利润率“领先于大多数同行”，自由现金流和基础资产回报率在所有业务中排名第二。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">分市场来看，食品业务的分布也相当平衡，发达市场与发展中市场的比例分别为46%、54%。<strong>其中，中国位列前五大市场，去年营收占比为5%。</strong></p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">小食代据此推算，<strong>联合利华中国食品去年入账6.6亿欧元（约合人民币50亿元），涵盖了家乐和饮食策划等品牌。</strong></p>
<p style="text-align: justify;">&nbsp;</p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/4e749b024747e8c22b0b764e805dfd27.png" alt="关键战略" width="600" data-backh="327" data-backw="578" data-imgfileid="540695766" data-ratio="0.5666666666666667" data-s="300,640" data-type="png" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">接着，苏博提到未来要更专注、更精简，在增速更快的细分市场里开展业务，目标是在行业中“始终保持优异表现”。<strong>为此，联合利华将专注于三个领域：调味品、烹饪辅料&amp;迷你餐食、饮食策划。</strong></p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">以饮食策划为例，他指出，<strong>联合利华过去五年在这一快速增长的渠道取得了良好业绩，平均年增速达到中个位数，饮食策划营收有望突破30亿欧元（约合人民币228.52亿元）</strong>，未来将继续扩大地域覆盖以推动增长。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">小食代介绍过，联合利华饮食策划为独立餐厅、大型酒店及连锁快餐等客户提供专业调味品与餐饮解决方案，旗下品牌包括家乐、好乐门等。中国为联合利华饮食策划最大市场。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">“我们将重塑业务组合，专注于三个增长强劲的垂直行业和印度食品（注：包括强势品牌Horlicks），之前也证明了能够在这些领域实现增长。”苏博说，“当发达市场和新兴市场的增长品类，与我们业务诱人的经济效益相结合，未来价值就会到来。”</p>
<p>&nbsp;</p>
<p><em style="font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; color: #7f7f7f; background-color: #ffffff;"><span style="font-size: 14px;">本文图片及封面图来源：联合利华</span></em></p>
<p><br></p>
<p style="max-height: 100%; user-select: text !important; margin: 0px; color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><strong><span style="user-select: text !important; color: #01396a;"><em><span style="user-select: text !important; font-size: 14px;">提示：</span></em></span></strong></p>
<p style="max-height: 100%; user-select: text !important; margin: 0px; color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><em style="color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; white-space: normal; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><span style="color: #7f7f7f; font-size: 14px;">*本文为<a href="https://mp.weixin.qq.com/s/mQLOEIYfIOeooeom2XT6hA" target="_blank" rel="noopener">小食代</a>（ID：foodinc）原创，不代表FoodTalks立场，转载请联系出处。</span></em></p>
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<link>https://www.foodtalks.cn/news/54623</link>
<guid isPermaLink="false">https://www.foodtalks.cn/news/54623</guid>
<pubDate>Tue, 26 Nov 2024 10:25:56 GMT</pubDate>
<author>小食代</author>
<enclosure url="https://static.foodtalks.cn/image/post/ff336f6d750aeb96520381a1c80078bc.jpg" type="image/jpeg"></enclosure>
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<title>梅花生物拟出资5亿买协和发酵旗下业务及资产</title>
<description><p style="text-align: justify;" data-mpa-powered-by="yiban.io"><em style="font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; color: #7f7f7f; background-color: #ffffff;"><span style="font-size: 14px;"><em style="color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration: none; text-size-adjust: auto; caret-color: #333333; font-size: 14px; background-color: #ffffff;"><span style="color: #7f7f7f;">本文为味界头条原创，转载请联系出处。</span></em></span></em></p>
<p style="text-align: justify;"><br></p>
<p><img class="mc-img" style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/news/5b065d32f6054151476050dfcdafc4538866.jpg" alt="f1gongsigaikuangbannerpc" width="600" height="294" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">图片来源：梅花集团官网</span></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">近日，梅花生物拟出资105亿日元（约合人民币5亿元）收购麒麟控股全资子公司协和发酵旗下食品氨基酸、医药氨基酸及 HMO 业务。<br></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">梅花生物正在推进收购海外资产，完善产业布局。本次收购，将帮助公司完善四个方面布局。技术能力上，公司将新增多种氨基酸新品类和新菌种，如精氨酸、组氨酸等；业务结构上，公司将延伸产业链，不仅能增加下游高附加值医药氨基酸产品的发酵和精制能力；产品结构上，公司将通过本次交易引入合成生物学精密发酵平台生产三种 HMO 产品的能力；产业布局上，公司将通过交易获得多个国内外生产经营实体，实现产业出海战略落地。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">梅花生物积极进行产业布局，目前已经成长为全球头部企业，公司拥有生物发酵行业完整的产业链和配套设施，为全球100多个国家和地区多家知名客户提供各类氨基酸产品及使用解决方案。</p>
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<p><em style="font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; color: #7f7f7f; background-color: #ffffff;"><span style="font-size: 14px;">本文封面图来源：公众号@味界头条</span></em></p>
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<link>https://www.foodtalks.cn/news/54618</link>
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<pubDate>Tue, 26 Nov 2024 09:02:37 GMT</pubDate>
<author>味界头条</author>
<enclosure url="https://static.foodtalks.cn/image/news/6472ca665dc0f5587334dc2f7c76efff3076.jpg" type="image/jpeg"></enclosure>
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<title>新茶饮新趋势，人人“喝草”</title>
<description><p><em style="font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; color: #7f7f7f; background-color: #ffffff;"><span style="font-size: 14px;"><em style="color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration: none; text-size-adjust: auto; caret-color: #333333; font-size: 14px; background-color: #ffffff;"><span style="color: #7f7f7f;">本文为硬壳INK原创，作者：杨一凡，校对：穆祥桐，转载请联系出处。</span></em></span></em></p>
<p style="text-align: justify;" data-mpa-powered-by="yiban.io"><br></p>
<p style="text-align: justify;" data-mpa-powered-by="yiban.io">很难想象，继吃沙拉成为都市人健康生活的标签之后，“喝草”也成了新的流行。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">时至今日，当我们谈及喝点什么，眼前的选项异常丰富。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">除了口感外，人们还衍生出更多需求。</p>
<p style="text-align: justify;"><br></p>
<p><span style="color: #7f7f7f; font-size: 12px;"><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/5e00625ac630c3ef435e80023afe8d85.png" alt="图片来源：小红书截图" width="600" data-backh="300" data-backw="578" data-galleryid="" data-imgfileid="505354336" data-ratio="0.5185185185185185" data-s="300,640" data-type="png" data-w="1080" referrerpolicy="no-referrer"></span></p>
<p style="text-align: center;"><span style="color: #7f7f7f; font-size: 12px;">图片来源：小红书截图</span></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">喝奶茶担心太甜长胖、喝杯咖啡睁眼到三点。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">无限细分的各大品类中，一个新的品类应运而生——“喝草”。</p>
<p style="text-align: justify;"><br></p>
<h2 id="mctoc_1idj415u15" style="text-align: justify;">一、当“喝草”成为生活方式</h2>
<p style="text-align: justify;">所谓“喝草”，是指新茶饮的蔬菜化。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">细心观察不难发现，“蔬菜+水果+茶”已经成为各大奶茶品牌的标准化公式。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">羽衣甘蓝、苦瓜、小麦草……越来越多的新茶饮品牌开始将蔬菜塞进到茶饮中。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">以喜茶、奈雪的茶、茶百道为代表的新茶饮品牌，都开始力推果蔬茶新品，大力“押注”果蔬茶。</p>
<p style="text-align: justify;"><br></p>
<p><span style="color: #7f7f7f; font-size: 12px;"><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/fcde262c03ca6b9f1e79dcff2a2758cd.jpg" alt="图片来源：微博@奈雪的茶" width="400" data-backh="771" data-backw="578" data-galleryid="" data-imgfileid="505354334" data-ratio="1.3333333333333333" data-s="300,640" data-type="jpeg" data-w="960" referrerpolicy="no-referrer"></span></p>
<p style="text-align: center;"><span style="color: #7f7f7f; font-size: 12px;">图片来源：微博@奈雪的茶</span></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">于是，网络上出现了很多来自茶饮店后厨的吐槽：</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">我在喜茶洗蔬菜；在茶百道做草的一天；</p>
<p style="text-align: justify;"><br></p>
<p><span style="color: #7f7f7f; font-size: 12px;"><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/5928f3d1a7c076b75a1f59b66cdc174b.jpg" alt="图片来源：小红书@不是好青年" width="400" data-backh="771" data-backw="578" data-galleryid="" data-imgfileid="505354338" data-ratio="1.3333333333333333" data-s="300,640" data-type="jpeg" data-w="1080" referrerpolicy="no-referrer"></span></p>
<p style="text-align: center;"><span style="color: #7f7f7f; font-size: 12px;">图片来源：小红书@不是好青年</span></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">奶茶制作间后堂堆满黄瓜、苦瓜的怪异景象。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">前有奈雪推出“不加糖鲜果茶”系列，采用黑枸杞、羽衣甘蓝等超级食材。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">后有喜茶推出了“红菜头美颜瓶”，使用了被称为“西方灵芝”的红菜头。</p>
<p style="text-align: justify;"><br></p>
<p><span style="color: #7f7f7f; font-size: 12px;"><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/f4e809597ad85c69001b95332cce0fb0.jpg" alt="图片来源：微博@喜茶" width="400" data-backh="585" data-backw="578" data-galleryid="" data-imgfileid="505354337" data-ratio="1.012037037037037" data-s="300,640" data-type="jpeg" data-w="1080" referrerpolicy="no-referrer"></span></p>
<p style="text-align: center;"><span style="color: #7f7f7f; font-size: 12px;">图片来源：微博@喜茶</span></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">最近几个月，鲜榨小麦草、鲜榨羽衣甘蓝新品接连推出。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;"><strong>隔壁咖啡品牌在9.9元卷价格的同时，新茶饮品牌则另辟蹊径，开辟出果蔬汁的差异化竞争。</strong></p>
<p style="text-align: justify;"><br></p>
<p><span style="color: #7f7f7f; font-size: 12px;"><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/7ee2869fb046653aa595f33464b721b2.png" alt="图片来源：小红书截图" width="600" data-backh="173" data-backw="562" data-galleryid="" data-imgfileid="505354340" data-ratio="0.3074074074074074" data-s="300,640" data-type="png" data-w="1080" referrerpolicy="no-referrer"></span></p>
<p style="text-align: center;"><span style="color: #7f7f7f; font-size: 12px;">图片来源：小红书截图</span></p>
<p style="text-align: justify;"><br></p>
<h2 id="mctoc_1idj415u16" style="text-align: justify;">二、“喝草”年轻一代的养生大法</h2>
<p style="text-align: justify;">新茶饮品牌们在果蔬汁的新品研发上可谓各显神通。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">今天茶饮店的果蔬新品，似乎都有自己对应的功效。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">一杯果蔬汁可不仅仅是一杯草而已，还意味着健康的生活方式、良好的身材管理、成为更好的自己......</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">茶百道新品<strong>“液体小麦草”</strong>被称作“早八人的净化草”。</p>
<p style="text-align: justify;"><br></p>
<p><span style="color: #7f7f7f; font-size: 12px;"><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/c79700ecfcb59e3c7ec76831d7450c55.jpg" alt="图片来源：微博@茶百道ChaPanda" width="400" data-backh="608" data-backw="562" data-croporisrc="https://mmbiz.qpic.cn/sz_mmbiz_jpg/l3ibUFvyko8A5Q3zkIaWOQctepuTZcE6FCYfOhkg1P8ZLHMBibVNNvGOdXRBtNUQVOkcWnI8LuKbNIIdqfuyzFtA/0?wx_fmt=jpeg&amp;from=appmsg" data-cropx1="0" data-cropx2="1080" data-cropy1="165.26690391 |
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<title>联合利华中国靠冰淇淋和饮食策划等收入80亿、7月起冰淇淋将正式独立运营、揭晓公司新口号：CEO变革的新进展来了！</title>
<description><p><em style="font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; color: #7f7f7f; background-color: #ffffff;"><span style="font-size: 14px;"><em style="color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration: none; text-size-adjust: auto; caret-color: #333333; font-size: 14px; background-color: #ffffff;"><span style="color: #7f7f7f;">本文为小食代原创，作者：潘娴，转载请联系出处。</span></em></span></em></p>
<p><br></p>
<p style="text-align: justify;">年入千亿的食品业务要“瘦身”、冰淇淋拆分在明年中有关键进展……联合利华正酝酿着用一副新面貌迎接未来。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">近日，在该集团举行的2024投资者大会上，联合利华首席执行官司马翰（Hein Schumacher）公布了更新版的公司战略，“大家可能已经听厌了这句话，但我会继续强调，我们要遵循‘更少事项，做得更好，影响更大’的原则”。</p>
<p style="text-align: justify;">&nbsp;</p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/c2cba765eebc96a7808ed97e9eae0944.png" alt="司马翰（Hein Schumacher）" width="600" data-backh="287" data-backw="578" data-cropselx1="0" data-cropselx2="578" data-cropsely1="0" data-cropsely2="323" data-imgfileid="540695749" data-ratio="0.4962962962962963" data-s="300,640" data-type="png" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">司马翰（Hein Schumacher）</span></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">尽管变革思路在司马翰看来已是老生常谈，但这次，联合利华又亮出了不少新提法，包括在中国市场加码大健康赛道、未来一两年剥离近80亿规模的食品业务等等。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">此外，该公司还罕见地披露了食品、冰淇淋的市场营收占比。小食代据此推算，<strong>联合利华中国食品、冰淇淋业务去年营收分别约为50亿、30亿元人民币左右。</strong>下面，我们来一起看看。</p>
<p style="text-align: justify;">&nbsp;</p>
<h2 style="text-align: justify;">一、在华加码大健康</h2>
<p style="text-align: justify;">在此次会上，司马翰提出了名为“2030增长行动计划”的新战略。对比去年的“增长行动计划”，新版本延续了核心策略，包括聚焦30个强势品牌、推动能被规模化的创新、打造敏捷供应链等等，但当中也有一些新提法。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">比如，30个强势品牌将因拆分冰淇淋而有所调整。<strong>联合利华计划剔除四个冰淇淋品牌：和路雪、可爱多、Ben &amp; Jerry’s、梦龙，替换成营养素软糖OLLY、彩妆品牌Hourglass、护发品牌K18与Nexxus。</strong>其中，OLLY与Hourglass均已正式进入中国市场，K18与Nexxus则在一些代购、海淘渠道有售。</p>
<p style="text-align: justify;">&nbsp;</p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/475e8951b7389f672225d876f52d4d9f.png" alt="30个强势品牌有所调整" width="600" data-backh="321" data-backw="578" data-imgfileid="540695750" data-ratio="0.5555555555555556" data-s="300,640" data-type="png" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">“我们认为，大约 30 个是恰当的（强势品牌）数量。因此，<strong>一旦冰淇淋拆分，我们将加入四个符合标准的品牌，它们都来自美妆和健康领域，可以推动产品组合高端化。</strong>” 司马翰说。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">值得注意的是，这些新强势品牌所属业务，也是联合利华希望在中国市场有更大作为的板块。目前，<strong>这一业务除了高端美妆，也已将多个大健康相关品牌导入中国，包括OLLY软糖、Nutrafol口服养发胶囊、Liquid I.V.电解质冲剂。</strong></p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">司马翰提出，其希望推动“高端美妆与健康”的加速发展与国际化，这两个品类的营收总额已接近40亿欧元，过去多个季度都是双位数增长。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">为扩大规模，联合利华希望在重点市场美国之外寻找机会，计划2030年前将美国以外的市场营收增加一倍。目前，其高端美妆60%、健康产品90%的业务都来自美国。<strong>小食代翻查会议资料发现，中国就属于未来扩张的目标市场之一。</strong></p>
<p style="text-align: justify;">&nbsp;</p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/5c7cdd778a30efe1acb03c4674d3ac5c.png" alt="联合利华战略目标" width="600" data-backh="325" data-backw="578" data-imgfileid="540695751" data-ratio="0.562037037037037" data-s="300,640" data-type="png" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">“在收购（OLLY、Nutrafol等）品牌时，我们都考虑到了日后的地域扩张。但我们需要非常敏锐，在选择时非常谨慎。”司马翰说。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">小食代还留意到，针对中国市场，联合利华高层也提出了新方向，思路与集团的“更少事项，做得更好，影响更大”类似。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">其首席财务官Fernando Fernandez表示，<strong>不同于以往的“all-in”策略，该公司目前在中国采取更有选择性的增长战略，以能真正关注得以制胜的渠道、品类和品牌。</strong></p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">最后要指出的是，小食代还留意到，<strong>在资本市场日上司马翰还宣布了公司的新口号“brighten every day life for all unilever”。</strong></p>
<p style="text-align: justify;">&nbsp;</p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/ad75e7fb072ea755682c3b618d061ce9.png" alt="联合利华战略" width="600" data-galleryid="" data-imgfileid="540695771" data-ratio="0.49537037037037035" data-s="300,640" data-type="png" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: justify;">&nbsp;</p>
<h2 style="text-align: justify;">二、冰淇淋明年中“单飞”运营</h2>
<p style="text-align: justify;">在司马翰最新给出的“2030增长行动计划”下，将被拆分的冰淇淋存在感已经弱了很多，他所描绘的“生意版图”也未纳入冰淇淋。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">“我们有信心在明年这个时候完成拆分（冰淇淋），未来将拥有四个业务群，这些业务群占集团营业额的比例大致相同，但各自发挥着不同作用。”司马翰说。</p>
<p style="text-align: justify;">&nbsp;</p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/b882ebe73717eb4126d04bfdda74b9d6.png" alt="撇除冰淇淋，按今年前九个月营收算，食品、美妆与健康并列联合利华第二大业务" width="600" data-backh="324" data-backw="578" data-imgfileid="540695748" data-ratio="0.5601851851851852" data-s="300,640" data-type="png" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">撇除冰淇淋，按今年前九个月营收算，食品、美妆与健康并列联合利华第二大业务</span></p>
<p><br></p>
<p style="text-align: justify;">小食代留意到，在此次会上，联合利华高层首度对外披露了拆分冰淇淋的2025年关键时间表，包括<strong>一季度提供拆分详细信息、7月1日起正式独立运营、明年底全面完成拆分等（如下图所示）。</strong>目前，该业务正在80多个国家市场设立法人实体，为冰淇淋“单飞”做准备。</p>
<p style="text-align: justify;">&nbsp;</p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/8276789804e17f23f704d7db9c33dadb.png" alt="冰淇淋单飞" width="600" data-galleryid="" data-imgfileid="540695769" data-ratio="0.4981481481481482" data-s="300,640" data-type="png" data-w="1080" referrerpolicy="no-referrer"><br></p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">按照联合利华最新表态，冰淇淋被拆分后，很可能会成为一家上市公司。此前，这块庞大业务是会被出售，还是会单独上市，曾引发不少讨论。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">在会前接受《金融时报》采访时，司马翰透露，<strong>他正决定冰淇淋业务的上市地点，将在明年上半年公布细节。</strong>“我们正与政府、有关部门、证券交易所、银行洽谈，收集所有信息，以便为该业务做出正确的决定”。</p>
<p style="text-align: justify;">&nbsp;</p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/ff336f6d750aeb96520381a1c80078bc.jpg" alt="司马翰" width="600" data-backh="284" data-backw="578" data-cropselx1="0" data-cropselx2="578" data-cropsely1="0" data-cropsely2="284" data-imgfileid="540695755" data-ratio="0.66640625" data-s="300,640" data-type="png" data-w="1280" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">司马翰</span></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">此外，该公司首席财务官Fernando Fernandez在会上澄清，<strong>联合利华并未发生搁置冰淇淋出售计划的情况，因为“该计划从未存在过”。</strong>近日有传言称，由于规模庞大且供应链复杂等原因，私募股权买家对联合利华冰淇淋的热情降温。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">眼下，虽然联合利华给冰淇淋安排的“剧本”是成为一家上市公司，但事情没到最后一刻都还可能有变化。正如此前一贯的态度，<strong>司马翰在上述采访中补充称，自己也为收购要约“敞开了大门</strong>（left the door open，即不排除调整或改变的可能性）”。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">尽管结局尚未100%明朗，但联合利华还是在兢兢业业做好这盘生意。无论上市抑或出售，这都事关其冰淇淋业务最终能否谈一个好价格。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">Fernandez先指出，从行业来看，冰淇淋属于好生意，其所在赛道一直以每年4%的速度增长。就联合利华而言，该公司为全球最大冰淇淋企业，在前十大市场都位列前两名。并拥有四个知名品牌，和路雪、梦龙、Ben &amp; Jerry’s、可爱多共计贡献了其84%的冰淇淋营收。<br></p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">小食代留意到，根据联合利华向投资者发放的会议资料，<strong>去年，中国市场为联合利华冰淇淋的前五大市场，营收占比为5%。据此推算，联合利华中国冰淇淋去年入账3.95亿欧元，约合人民币30亿元。</strong></p>
<p style="text-align: justify;">&nbsp;</p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/c5e77fe281648664f80f73f0395db954.png" alt="关键市场" width="600" data-backh="326" data-backw="578" data-imgfileid="540695765" data-ratio="0.5638888888888889" data-s="300,640" data-type="png" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">“但是，冰淇淋与其他（四个）业务群的互补性非常有限。”Fernandez表示，<strong>“我们经常和Peter（注：联合利华冰淇淋总裁）开玩笑说，卖冰淇淋表面看是靠营销（产品和品牌的）高颜值，实则是靠背地里的艰苦运营。”</strong></p>
<p style="text-align: justify;">&nbsp;</p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/498eb26918f680c8917dca15d85ecb11.png" alt="冰淇淋业务" width="600" data-backh="286" data-backw="578" data-imgfileid="540695753" data-ratio="0.49537037037037035" data-s="300,640" data-type="png" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">他又指，该公司相信，在新的所有权模式下，冰淇淋能蓬勃发展。联合利华也将为冰淇淋量身定制战略，以契合其资本密集度高、淡旺季明显的特点。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;"><strong>比如，这家拥有300万个冰柜的公司提出要优化高昂的冷链成本，为此将聚焦城市区域。</strong>“我们在印度或巴西农村开展的业务并没有带来太大好处，当你经营冰淇淋时，以城市为中心可以最大限度地提高冷链效率。”Fernandez说。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">除了降本增效，联合利华也在寻求增量，未来计划拓展更多渠道。<strong>“现在有大量新兴、快速增长的渠道，能帮助提高产品消费频率、增加消费机会，比如快速配送渠道。”</strong>Fernandez说。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">与拆分冰淇淋同步提出的人员优化计划，也有了新消息。小食代留意到，在此前被爆会减少欧洲裁员人数后，<strong>联合利华的优化力度并未收缩，依然是7500个职位，即17%的办公室白领。</strong></p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">Fernandez提到，<strong>目前，联合利华已撤掉约2500个职位。在优化中manager级别的岗位是重点，将来公司里的层级会更少、个人职责范围会更广。</strong></p>
<p style="text-align: justify;">&nbsp;</p>
<h2 style="text-align: justify;">三、食品业务要精简但不剥离</h2>
<p style="text-align: justify;">想变得更“精干”的联合利华，还将最新目光瞄准了食品业务。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">过去几年，联合利华都面临着来自投资者的同一种声音：把冰淇淋、食品这些“吃喝”相关的业务剥离出去，以获得更高的估值总和。随着冰淇淋启动拆分，联合利华会怎样安排食品业务备受关注。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">“你们将如何处理食品业务？这可能是我们宣布拆分冰淇淋以来被问到最多的问题。”Fernandez说，<strong>“我想非常明确地指出，食品是我们未来战略的重要组成部分。”</strong></p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">据其说法，不同于冰淇淋的“特立独行”，食品与联合利华其他板块存在协同，包括市场营销、基础设施等方面。同时，<strong>该业务“实力雄厚”，年营收超130亿欧元，论规模是全球前十大食品公司。在联合利华内，家乐、好乐门分别为第二大、第五大品牌。</strong></p>
<p style="text-align: justify;">&nbsp;</p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/37b16f4d235169005fcffde5a4ac5fbc.webp" alt="家乐系列产品" width="600" data-backh="386" data-backw="578" data-galleryid="" data-imgfileid="540695757" data-ratio="0.6675925925925926" data-s="300,640" data-type="jpeg" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">在确认了会保留食品的同时，联合利华也打算对其做进一步简化。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;"><strong>“在未来12到24个月，我们会处置（dispose，注：这暗示着出售的可能性）大概10亿欧元（约合人民币76亿元），甚至超过10亿欧元营收规模的业务，尤其是那些非战略品类，以及欧洲当地品牌。”</strong>Fernandez说。他并未透露具体涉及的资产，但形容<strong>出售“不会是（低价）甩卖的过程”</strong>，会同时推进几个项目。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">值得注意的是，<strong>这个10亿欧元规模的“资产包”，是司马翰上任一年多以来首次提出“精简”食品业务，也是除冰淇淋以外力度最大的一次业务重塑。</strong>作为参考，联合利华此前出售的立顿等茶业务，年营收为20亿欧元，而将被剥离的食品业务规模是这笔大型交易的一半。</p>
<p style="text-align: justify;">&nbsp;</p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/6b6f66aefbb3a9bcd451efbd8ac9c7cb.jpg" alt="问答环节" width="600" data-backh="286" data-backw="578" data-cropselx1="0" data-cropselx2="578" data-cropsely1="0" data-cropsely2="286" data-imgfileid="540695760" data-ratio="0.66796875" data-s="300,640" data-type="png" data-w="1280" referrerpolicy="no-referrer"></p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">在宣布“瘦身”计划后，联合利华食品业务总裁苏博（Heiko Schipper，在这个会议上，联合利华也正式宣布把原来叫“营养”的业务改为“食品”，所以他的title也相应变化）在会上聊到了该板块规划。这也是苏博今年履新以来，首次对外分享“施政纲领”。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">他先是介绍了食品业务的“吸金能力”。按2023年数据看，该板块占联合利华22%营收和25%基础营业利润，其利润率“领先于大多数同行”，自由现金流和基础资产回报率在所有业务中排名第二。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">分市场来看，食品业务的分布也相当平衡，发达市场与发展中市场的比例分别为46%、54%。<strong>其中，中国位列前五大市场，去年营收占比为5%。</strong></p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">小食代据此推算，<strong>联合利华中国食品去年入账6.6亿欧元（约合人民币50亿元），涵盖了家乐和饮食策划等品牌。</strong></p>
<p style="text-align: justify;">&nbsp;</p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/4e749b024747e8c22b0b764e805dfd27.png" alt="关键战略" width="600" data-backh="327" data-backw="578" data-imgfileid="540695766" data-ratio="0.5666666666666667" data-s="300,640" data-type="png" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">接着，苏博提到未来要更专注、更精简，在增速更快的细分市场里开展业务，目标是在行业中“始终保持优异表现”。<strong>为此，联合利华将专注于三个领域：调味品、烹饪辅料&amp;迷你餐食、饮食策划。</strong></p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">以饮食策划为例，他指出，<strong>联合利华过去五年在这一快速增长的渠道取得了良好业绩，平均年增速达到中个位数，饮食策划营收有望突破30亿欧元（约合人民币228.52亿元）</strong>，未来将继续扩大地域覆盖以推动增长。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">小食代介绍过，联合利华饮食策划为独立餐厅、大型酒店及连锁快餐等客户提供专业调味品与餐饮解决方案，旗下品牌包括家乐、好乐门等。中国为联合利华饮食策划最大市场。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">“我们将重塑业务组合，专注于三个增长强劲的垂直行业和印度食品（注：包括强势品牌Horlicks），之前也证明了能够在这些领域实现增长。”苏博说，“当发达市场和新兴市场的增长品类，与我们业务诱人的经济效益相结合，未来价值就会到来。”</p>
<p>&nbsp;</p>
<p><em style="font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; color: #7f7f7f; background-color: #ffffff;"><span style="font-size: 14px;">本文图片及封面图来源：联合利华</span></em></p>
<p><br></p>
<p style="max-height: 100%; user-select: text !important; margin: 0px; color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><strong><span style="user-select: text !important; color: #01396a;"><em><span style="user-select: text !important; font-size: 14px;">提示：</span></em></span></strong></p>
<p style="max-height: 100%; user-select: text !important; margin: 0px; color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><em style="color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; white-space: normal; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><span style="color: #7f7f7f; font-size: 14px;">*本文为<a href="https://mp.weixin.qq.com/s/mQLOEIYfIOeooeom2XT6hA" target="_blank" rel="noopener">小食代</a>（ID：foodinc）原创，不代表FoodTalks立场，转载请联系出处。</span></em></p>
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<link>https://www.foodtalks.cn/news/54623</link>
<guid isPermaLink="false">https://www.foodtalks.cn/news/54623</guid>
<pubDate>Tue, 26 Nov 2024 10:25:56 GMT</pubDate>
<author>小食代</author>
<enclosure url="https://static.foodtalks.cn/image/post/ff336f6d750aeb96520381a1c80078bc.jpg" type="image/jpeg"></enclosure>
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<title>梅花生物拟出资5亿买协和发酵旗下业务及资产</title>
<description><p style="text-align: justify;" data-mpa-powered-by="yiban.io"><em style="font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; color: #7f7f7f; background-color: #ffffff;"><span style="font-size: 14px;"><em style="color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration: none; text-size-adjust: auto; caret-color: #333333; font-size: 14px; background-color: #ffffff;"><span style="color: #7f7f7f;">本文为味界头条原创，转载请联系出处。</span></em></span></em></p>
<p style="text-align: justify;"><br></p>
<p><img class="mc-img" style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/news/5b065d32f6054151476050dfcdafc4538866.jpg" alt="f1gongsigaikuangbannerpc" width="600" height="294" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">图片来源：梅花集团官网</span></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">近日，梅花生物拟出资105亿日元（约合人民币5亿元）收购麒麟控股全资子公司协和发酵旗下食品氨基酸、医药氨基酸及 HMO 业务。<br></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">梅花生物正在推进收购海外资产，完善产业布局。本次收购，将帮助公司完善四个方面布局。技术能力上，公司将新增多种氨基酸新品类和新菌种，如精氨酸、组氨酸等；业务结构上，公司将延伸产业链，不仅能增加下游高附加值医药氨基酸产品的发酵和精制能力；产品结构上，公司将通过本次交易引入合成生物学精密发酵平台生产三种 HMO 产品的能力；产业布局上，公司将通过交易获得多个国内外生产经营实体，实现产业出海战略落地。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">梅花生物积极进行产业布局，目前已经成长为全球头部企业，公司拥有生物发酵行业完整的产业链和配套设施，为全球100多个国家和地区多家知名客户提供各类氨基酸产品及使用解决方案。</p>
<p><br></p>
<p><em style="font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; color: #7f7f7f; background-color: #ffffff;"><span style="font-size: 14px;">本文封面图来源：公众号@味界头条</span></em></p>
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<link>https://www.foodtalks.cn/news/54618</link>
<guid isPermaLink="false">https://www.foodtalks.cn/news/54618</guid>
<pubDate>Tue, 26 Nov 2024 09:02:37 GMT</pubDate>
<author>味界头条</author>
<enclosure url="https://static.foodtalks.cn/image/news/6472ca665dc0f5587334dc2f7c76efff3076.jpg" type="image/jpeg"></enclosure>
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<title>新茶饮新趋势，人人“喝草”</title>
<description><p><em style="font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; color: #7f7f7f; background-color: #ffffff;"><span style="font-size: 14px;"><em style="color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration: none; text-size-adjust: auto; caret-color: #333333; font-size: 14px; background-color: #ffffff;"><span style="color: #7f7f7f;">本文为硬壳INK原创，作者：杨一凡，校对：穆祥桐，转载请联系出处。</span></em></span></em></p>
<p style="text-align: justify;" data-mpa-powered-by="yiban.io"><br></p>
<p style="text-align: justify;" data-mpa-powered-by="yiban.io">很难想象，继吃沙拉成为都市人健康生活的标签之后，“喝草”也成了新的流行。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">时至今日，当我们谈及喝点什么，眼前的选项异常丰富。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">除了口感外，人们还衍生出更多需求。</p>
<p style="text-align: justify;"><br></p>
<p><span style="color: #7f7f7f; font-size: 12px;"><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/5e00625ac630c3ef435e80023afe8d85.png" alt="图片来源：小红书截图" width="600" data-backh="300" data-backw="578" data-galleryid="" data-imgfileid="505354336" data-ratio="0.5185185185185185" data-s="300,640" data-type="png" data-w="1080" referrerpolicy="no-referrer"></span></p>
<p style="text-align: center;"><span style="color: #7f7f7f; font-size: 12px;">图片来源：小红书截图</span></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">喝奶茶担心太甜长胖、喝杯咖啡睁眼到三点。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">无限细分的各大品类中，一个新的品类应运而生——“喝草”。</p>
<p style="text-align: justify;"><br></p>
<h2 id="mctoc_1idj415u15" style="text-align: justify;">一、当“喝草”成为生活方式</h2>
<p style="text-align: justify;">所谓“喝草”，是指新茶饮的蔬菜化。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">细心观察不难发现，“蔬菜+水果+茶”已经成为各大奶茶品牌的标准化公式。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">羽衣甘蓝、苦瓜、小麦草……越来越多的新茶饮品牌开始将蔬菜塞进到茶饮中。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">以喜茶、奈雪的茶、茶百道为代表的新茶饮品牌，都开始力推果蔬茶新品，大力“押注”果蔬茶。</p>
<p style="text-align: justify;"><br></p>
<p><span style="color: #7f7f7f; font-size: 12px;"><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/fcde262c03ca6b9f1e79dcff2a2758cd.jpg" alt="图片来源：微博@奈雪的茶" width="400" data-backh="771" data-backw="578" data-galleryid="" data-imgfileid="505354334" data-ratio="1.3333333333333333" data-s="300,640" data-type="jpeg" data-w="960" referrerpolicy="no-referrer"></span></p>
<p style="text-align: center;"><span style="color: #7f7f7f; font-size: 12px;">图片来源：微博@奈雪的茶</span></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">于是，网络上出现了很多来自茶饮店后厨的吐槽：</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">我在喜茶洗蔬菜；在茶百道做草的一天；</p>
<p style="text-align: justify;"><br></p>
<p><span style="color: #7f7f7f; font-size: 12px;"><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/5928f3d1a7c076b75a1f59b66cdc174b.jpg" alt="图片来源：小红书@不是好青年" width="400" data-backh="771" data-backw="578" data-galleryid="" data-imgfileid="505354338" data-ratio="1.3333333333333333" data-s="300,640" data-type="jpeg" data-w="1080" referrerpolicy="no-referrer"></span></p>
<p style="text-align: center;"><span style="color: #7f7f7f; font-size: 12px;">图片来源：小红书@不是好青年</span></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">奶茶制作间后堂堆满黄瓜、苦瓜的怪异景象。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">前有奈雪推出“不加糖鲜果茶”系列，采用黑枸杞、羽衣甘蓝等超级食材。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">后有喜茶推出了“红菜头美颜瓶”，使用了被称为“西方灵芝”的红菜头。</p>
<p style="text-align: justify;"><br></p>
<p><span style="color: #7f7f7f; font-size: 12px;"><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/f4e809597ad85c69001b95332cce0fb0.jpg" alt="图片来源：微博@喜茶" width="400" data-backh="585" data-backw="578" data-galleryid="" data-imgfileid="505354337" data-ratio="1.012037037037037" data-s="300,640" data-type="jpeg" data-w="1080" referrerpolicy="no-referrer"></span></p>
<p style="text-align: center;"><span style="color: #7f7f7f; font-size: 12px;">图片来源：微博@喜茶</span></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">最近几个月，鲜榨小麦草、鲜榨羽衣甘蓝新品接连推出。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;"><strong>隔壁咖啡品牌在9.9元卷价格的同时，新茶饮品牌则另辟蹊径，开辟出果蔬汁的差异化竞争。</strong></p>
<p style="text-align: justify;"><br></p>
<p><span style="color: #7f7f7f; font-size: 12px;"><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/7ee2869fb046653aa595f33464b721b2.png" alt="图片来源：小红书截图" width="600" data-backh="173" data-backw="562" data-galleryid="" data-imgfileid="505354340" data-ratio="0.3074074074074074" data-s="300,640" data-type="png" data-w="1080" referrerpolicy="no-referrer"></span></p>
<p style="text-align: center;"><span style="color: #7f7f7f; font-size: 12px;">图片来源：小红书截图</span></p>
<p style="text-align: justify;"><br></p>
<h2 id="mctoc_1idj415u16" style="text-align: justify;">二、“喝草”年轻一代的养生大法</h2>
<p style="text-align: justify;">新茶饮品牌们在果蔬汁的新品研发上可谓各显神通。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">今天茶饮店的果蔬新品，似乎都有自己对应的功效。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">一杯果蔬汁可不仅仅是一杯草而已，还意味着健康的生活方式、良好的身材管理、成为更好的自己......</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">茶百道新品<strong>“液体小麦草”</strong>被称作“早八人的净化草”。</p>
<p style="text-align: justify;"><br></p>
<p><span style="color: #7f7f7f; font-size: 12px;"><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/c79700ecfcb59e3c7ec76831d7450c55.jpg" alt="图片来源：微博@茶百道ChaPanda" width="400" data-backh="608" data-backw="562" data-croporisrc="https://mmbiz.qpic.cn/sz_mmbiz_jpg/l3ibUFvyko8A5Q3zkIaWOQctepuTZcE6FCYfOhkg1P8ZLHMBibVNNvGOdXRBtNUQVOkcWnI8LuKbNIIdqfuyzFtA/0?wx_fmt=jpeg&amp;from=appmsg" data-cropx1="0" data-cropx2="1080" data-cropy1="165.26690391 |
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<title>联合利华中国靠冰淇淋和饮食策划等收入80亿、7月起冰淇淋将正式独立运营、揭晓公司新口号：CEO变革的新进展来了！</title>
<description><p><em style="font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; color: #7f7f7f; background-color: #ffffff;"><span style="font-size: 14px;"><em style="color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration: none; text-size-adjust: auto; caret-color: #333333; font-size: 14px; background-color: #ffffff;"><span style="color: #7f7f7f;">本文为小食代原创，作者：潘娴，转载请联系出处。</span></em></span></em></p>
<p><br></p>
<p style="text-align: justify;">年入千亿的食品业务要“瘦身”、冰淇淋拆分在明年中有关键进展……联合利华正酝酿着用一副新面貌迎接未来。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">近日，在该集团举行的2024投资者大会上，联合利华首席执行官司马翰（Hein Schumacher）公布了更新版的公司战略，“大家可能已经听厌了这句话，但我会继续强调，我们要遵循‘更少事项，做得更好，影响更大’的原则”。</p>
<p style="text-align: justify;">&nbsp;</p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/c2cba765eebc96a7808ed97e9eae0944.png" alt="司马翰（Hein Schumacher）" width="600" data-backh="287" data-backw="578" data-cropselx1="0" data-cropselx2="578" data-cropsely1="0" data-cropsely2="323" data-imgfileid="540695749" data-ratio="0.4962962962962963" data-s="300,640" data-type="png" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">司马翰（Hein Schumacher）</span></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">尽管变革思路在司马翰看来已是老生常谈，但这次，联合利华又亮出了不少新提法，包括在中国市场加码大健康赛道、未来一两年剥离近80亿规模的食品业务等等。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">此外，该公司还罕见地披露了食品、冰淇淋的市场营收占比。小食代据此推算，<strong>联合利华中国食品、冰淇淋业务去年营收分别约为50亿、30亿元人民币左右。</strong>下面，我们来一起看看。</p>
<p style="text-align: justify;">&nbsp;</p>
<h2 style="text-align: justify;">一、在华加码大健康</h2>
<p style="text-align: justify;">在此次会上，司马翰提出了名为“2030增长行动计划”的新战略。对比去年的“增长行动计划”，新版本延续了核心策略，包括聚焦30个强势品牌、推动能被规模化的创新、打造敏捷供应链等等，但当中也有一些新提法。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">比如，30个强势品牌将因拆分冰淇淋而有所调整。<strong>联合利华计划剔除四个冰淇淋品牌：和路雪、可爱多、Ben &amp; Jerry’s、梦龙，替换成营养素软糖OLLY、彩妆品牌Hourglass、护发品牌K18与Nexxus。</strong>其中，OLLY与Hourglass均已正式进入中国市场，K18与Nexxus则在一些代购、海淘渠道有售。</p>
<p style="text-align: justify;">&nbsp;</p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/475e8951b7389f672225d876f52d4d9f.png" alt="30个强势品牌有所调整" width="600" data-backh="321" data-backw="578" data-imgfileid="540695750" data-ratio="0.5555555555555556" data-s="300,640" data-type="png" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">“我们认为，大约 30 个是恰当的（强势品牌）数量。因此，<strong>一旦冰淇淋拆分，我们将加入四个符合标准的品牌，它们都来自美妆和健康领域，可以推动产品组合高端化。</strong>” 司马翰说。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">值得注意的是，这些新强势品牌所属业务，也是联合利华希望在中国市场有更大作为的板块。目前，<strong>这一业务除了高端美妆，也已将多个大健康相关品牌导入中国，包括OLLY软糖、Nutrafol口服养发胶囊、Liquid I.V.电解质冲剂。</strong></p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">司马翰提出，其希望推动“高端美妆与健康”的加速发展与国际化，这两个品类的营收总额已接近40亿欧元，过去多个季度都是双位数增长。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">为扩大规模，联合利华希望在重点市场美国之外寻找机会，计划2030年前将美国以外的市场营收增加一倍。目前，其高端美妆60%、健康产品90%的业务都来自美国。<strong>小食代翻查会议资料发现，中国就属于未来扩张的目标市场之一。</strong></p>
<p style="text-align: justify;">&nbsp;</p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/5c7cdd778a30efe1acb03c4674d3ac5c.png" alt="联合利华战略目标" width="600" data-backh="325" data-backw="578" data-imgfileid="540695751" data-ratio="0.562037037037037" data-s="300,640" data-type="png" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">“在收购（OLLY、Nutrafol等）品牌时，我们都考虑到了日后的地域扩张。但我们需要非常敏锐，在选择时非常谨慎。”司马翰说。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">小食代还留意到，针对中国市场，联合利华高层也提出了新方向，思路与集团的“更少事项，做得更好，影响更大”类似。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">其首席财务官Fernando Fernandez表示，<strong>不同于以往的“all-in”策略，该公司目前在中国采取更有选择性的增长战略，以能真正关注得以制胜的渠道、品类和品牌。</strong></p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">最后要指出的是，小食代还留意到，<strong>在资本市场日上司马翰还宣布了公司的新口号“brighten every day life for all unilever”。</strong></p>
<p style="text-align: justify;">&nbsp;</p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/ad75e7fb072ea755682c3b618d061ce9.png" alt="联合利华战略" width="600" data-galleryid="" data-imgfileid="540695771" data-ratio="0.49537037037037035" data-s="300,640" data-type="png" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: justify;">&nbsp;</p>
<h2 style="text-align: justify;">二、冰淇淋明年中“单飞”运营</h2>
<p style="text-align: justify;">在司马翰最新给出的“2030增长行动计划”下，将被拆分的冰淇淋存在感已经弱了很多，他所描绘的“生意版图”也未纳入冰淇淋。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">“我们有信心在明年这个时候完成拆分（冰淇淋），未来将拥有四个业务群，这些业务群占集团营业额的比例大致相同，但各自发挥着不同作用。”司马翰说。</p>
<p style="text-align: justify;">&nbsp;</p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/b882ebe73717eb4126d04bfdda74b9d6.png" alt="撇除冰淇淋，按今年前九个月营收算，食品、美妆与健康并列联合利华第二大业务" width="600" data-backh="324" data-backw="578" data-imgfileid="540695748" data-ratio="0.5601851851851852" data-s="300,640" data-type="png" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">撇除冰淇淋，按今年前九个月营收算，食品、美妆与健康并列联合利华第二大业务</span></p>
<p><br></p>
<p style="text-align: justify;">小食代留意到，在此次会上，联合利华高层首度对外披露了拆分冰淇淋的2025年关键时间表，包括<strong>一季度提供拆分详细信息、7月1日起正式独立运营、明年底全面完成拆分等（如下图所示）。</strong>目前，该业务正在80多个国家市场设立法人实体，为冰淇淋“单飞”做准备。</p>
<p style="text-align: justify;">&nbsp;</p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/8276789804e17f23f704d7db9c33dadb.png" alt="冰淇淋单飞" width="600" data-galleryid="" data-imgfileid="540695769" data-ratio="0.4981481481481482" data-s="300,640" data-type="png" data-w="1080" referrerpolicy="no-referrer"><br></p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">按照联合利华最新表态，冰淇淋被拆分后，很可能会成为一家上市公司。此前，这块庞大业务是会被出售，还是会单独上市，曾引发不少讨论。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">在会前接受《金融时报》采访时，司马翰透露，<strong>他正决定冰淇淋业务的上市地点，将在明年上半年公布细节。</strong>“我们正与政府、有关部门、证券交易所、银行洽谈，收集所有信息，以便为该业务做出正确的决定”。</p>
<p style="text-align: justify;">&nbsp;</p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/ff336f6d750aeb96520381a1c80078bc.jpg" alt="司马翰" width="600" data-backh="284" data-backw="578" data-cropselx1="0" data-cropselx2="578" data-cropsely1="0" data-cropsely2="284" data-imgfileid="540695755" data-ratio="0.66640625" data-s="300,640" data-type="png" data-w="1280" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">司马翰</span></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">此外，该公司首席财务官Fernando Fernandez在会上澄清，<strong>联合利华并未发生搁置冰淇淋出售计划的情况，因为“该计划从未存在过”。</strong>近日有传言称，由于规模庞大且供应链复杂等原因，私募股权买家对联合利华冰淇淋的热情降温。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">眼下，虽然联合利华给冰淇淋安排的“剧本”是成为一家上市公司，但事情没到最后一刻都还可能有变化。正如此前一贯的态度，<strong>司马翰在上述采访中补充称，自己也为收购要约“敞开了大门</strong>（left the door open，即不排除调整或改变的可能性）”。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">尽管结局尚未100%明朗，但联合利华还是在兢兢业业做好这盘生意。无论上市抑或出售，这都事关其冰淇淋业务最终能否谈一个好价格。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">Fernandez先指出，从行业来看，冰淇淋属于好生意，其所在赛道一直以每年4%的速度增长。就联合利华而言，该公司为全球最大冰淇淋企业，在前十大市场都位列前两名。并拥有四个知名品牌，和路雪、梦龙、Ben &amp; Jerry’s、可爱多共计贡献了其84%的冰淇淋营收。<br></p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">小食代留意到，根据联合利华向投资者发放的会议资料，<strong>去年，中国市场为联合利华冰淇淋的前五大市场，营收占比为5%。据此推算，联合利华中国冰淇淋去年入账3.95亿欧元，约合人民币30亿元。</strong></p>
<p style="text-align: justify;">&nbsp;</p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/c5e77fe281648664f80f73f0395db954.png" alt="关键市场" width="600" data-backh="326" data-backw="578" data-imgfileid="540695765" data-ratio="0.5638888888888889" data-s="300,640" data-type="png" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">“但是，冰淇淋与其他（四个）业务群的互补性非常有限。”Fernandez表示，<strong>“我们经常和Peter（注：联合利华冰淇淋总裁）开玩笑说，卖冰淇淋表面看是靠营销（产品和品牌的）高颜值，实则是靠背地里的艰苦运营。”</strong></p>
<p style="text-align: justify;">&nbsp;</p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/498eb26918f680c8917dca15d85ecb11.png" alt="冰淇淋业务" width="600" data-backh="286" data-backw="578" data-imgfileid="540695753" data-ratio="0.49537037037037035" data-s="300,640" data-type="png" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">他又指，该公司相信，在新的所有权模式下，冰淇淋能蓬勃发展。联合利华也将为冰淇淋量身定制战略，以契合其资本密集度高、淡旺季明显的特点。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;"><strong>比如，这家拥有300万个冰柜的公司提出要优化高昂的冷链成本，为此将聚焦城市区域。</strong>“我们在印度或巴西农村开展的业务并没有带来太大好处，当你经营冰淇淋时，以城市为中心可以最大限度地提高冷链效率。”Fernandez说。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">除了降本增效，联合利华也在寻求增量，未来计划拓展更多渠道。<strong>“现在有大量新兴、快速增长的渠道，能帮助提高产品消费频率、增加消费机会，比如快速配送渠道。”</strong>Fernandez说。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">与拆分冰淇淋同步提出的人员优化计划，也有了新消息。小食代留意到，在此前被爆会减少欧洲裁员人数后，<strong>联合利华的优化力度并未收缩，依然是7500个职位，即17%的办公室白领。</strong></p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">Fernandez提到，<strong>目前，联合利华已撤掉约2500个职位。在优化中manager级别的岗位是重点，将来公司里的层级会更少、个人职责范围会更广。</strong></p>
<p style="text-align: justify;">&nbsp;</p>
<h2 style="text-align: justify;">三、食品业务要精简但不剥离</h2>
<p style="text-align: justify;">想变得更“精干”的联合利华，还将最新目光瞄准了食品业务。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">过去几年，联合利华都面临着来自投资者的同一种声音：把冰淇淋、食品这些“吃喝”相关的业务剥离出去，以获得更高的估值总和。随着冰淇淋启动拆分，联合利华会怎样安排食品业务备受关注。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">“你们将如何处理食品业务？这可能是我们宣布拆分冰淇淋以来被问到最多的问题。”Fernandez说，<strong>“我想非常明确地指出，食品是我们未来战略的重要组成部分。”</strong></p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">据其说法，不同于冰淇淋的“特立独行”，食品与联合利华其他板块存在协同，包括市场营销、基础设施等方面。同时，<strong>该业务“实力雄厚”，年营收超130亿欧元，论规模是全球前十大食品公司。在联合利华内，家乐、好乐门分别为第二大、第五大品牌。</strong></p>
<p style="text-align: justify;">&nbsp;</p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/37b16f4d235169005fcffde5a4ac5fbc.webp" alt="家乐系列产品" width="600" data-backh="386" data-backw="578" data-galleryid="" data-imgfileid="540695757" data-ratio="0.6675925925925926" data-s="300,640" data-type="jpeg" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">在确认了会保留食品的同时，联合利华也打算对其做进一步简化。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;"><strong>“在未来12到24个月，我们会处置（dispose，注：这暗示着出售的可能性）大概10亿欧元（约合人民币76亿元），甚至超过10亿欧元营收规模的业务，尤其是那些非战略品类，以及欧洲当地品牌。”</strong>Fernandez说。他并未透露具体涉及的资产，但形容<strong>出售“不会是（低价）甩卖的过程”</strong>，会同时推进几个项目。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">值得注意的是，<strong>这个10亿欧元规模的“资产包”，是司马翰上任一年多以来首次提出“精简”食品业务，也是除冰淇淋以外力度最大的一次业务重塑。</strong>作为参考，联合利华此前出售的立顿等茶业务，年营收为20亿欧元，而将被剥离的食品业务规模是这笔大型交易的一半。</p>
<p style="text-align: justify;">&nbsp;</p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/6b6f66aefbb3a9bcd451efbd8ac9c7cb.jpg" alt="问答环节" width="600" data-backh="286" data-backw="578" data-cropselx1="0" data-cropselx2="578" data-cropsely1="0" data-cropsely2="286" data-imgfileid="540695760" data-ratio="0.66796875" data-s="300,640" data-type="png" data-w="1280" referrerpolicy="no-referrer"></p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">在宣布“瘦身”计划后，联合利华食品业务总裁苏博（Heiko Schipper，在这个会议上，联合利华也正式宣布把原来叫“营养”的业务改为“食品”，所以他的title也相应变化）在会上聊到了该板块规划。这也是苏博今年履新以来，首次对外分享“施政纲领”。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">他先是介绍了食品业务的“吸金能力”。按2023年数据看，该板块占联合利华22%营收和25%基础营业利润，其利润率“领先于大多数同行”，自由现金流和基础资产回报率在所有业务中排名第二。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">分市场来看，食品业务的分布也相当平衡，发达市场与发展中市场的比例分别为46%、54%。<strong>其中，中国位列前五大市场，去年营收占比为5%。</strong></p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">小食代据此推算，<strong>联合利华中国食品去年入账6.6亿欧元（约合人民币50亿元），涵盖了家乐和饮食策划等品牌。</strong></p>
<p style="text-align: justify;">&nbsp;</p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/4e749b024747e8c22b0b764e805dfd27.png" alt="关键战略" width="600" data-backh="327" data-backw="578" data-imgfileid="540695766" data-ratio="0.5666666666666667" data-s="300,640" data-type="png" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">接着，苏博提到未来要更专注、更精简，在增速更快的细分市场里开展业务，目标是在行业中“始终保持优异表现”。<strong>为此，联合利华将专注于三个领域：调味品、烹饪辅料&amp;迷你餐食、饮食策划。</strong></p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">以饮食策划为例，他指出，<strong>联合利华过去五年在这一快速增长的渠道取得了良好业绩，平均年增速达到中个位数，饮食策划营收有望突破30亿欧元（约合人民币228.52亿元）</strong>，未来将继续扩大地域覆盖以推动增长。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">小食代介绍过，联合利华饮食策划为独立餐厅、大型酒店及连锁快餐等客户提供专业调味品与餐饮解决方案，旗下品牌包括家乐、好乐门等。中国为联合利华饮食策划最大市场。</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">“我们将重塑业务组合，专注于三个增长强劲的垂直行业和印度食品（注：包括强势品牌Horlicks），之前也证明了能够在这些领域实现增长。”苏博说，“当发达市场和新兴市场的增长品类，与我们业务诱人的经济效益相结合，未来价值就会到来。”</p>
<p>&nbsp;</p>
<p><em style="font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; color: #7f7f7f; background-color: #ffffff;"><span style="font-size: 14px;">本文图片及封面图来源：联合利华</span></em></p>
<p><br></p>
<p style="max-height: 100%; user-select: text !important; margin: 0px; color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><strong><span style="user-select: text !important; color: #01396a;"><em><span style="user-select: text !important; font-size: 14px;">提示：</span></em></span></strong></p>
<p style="max-height: 100%; user-select: text !important; margin: 0px; color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><em style="color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; white-space: normal; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><span style="color: #7f7f7f; font-size: 14px;">*本文为<a href="https://mp.weixin.qq.com/s/mQLOEIYfIOeooeom2XT6hA" target="_blank" rel="noopener">小食代</a>（ID：foodinc）原创，不代表FoodTalks立场，转载请联系出处。</span></em></p>
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<link>https://www.foodtalks.cn/news/54623</link>
<guid isPermaLink="false">https://www.foodtalks.cn/news/54623</guid>
<pubDate>Tue, 26 Nov 2024 10:25:56 GMT</pubDate>
<author>小食代</author>
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<title>梅花生物拟出资5亿买协和发酵旗下业务及资产</title>
<description><p style="text-align: justify;" data-mpa-powered-by="yiban.io"><em style="font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; color: #7f7f7f; background-color: #ffffff;"><span style="font-size: 14px;"><em style="color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration: none; text-size-adjust: auto; caret-color: #333333; font-size: 14px; background-color: #ffffff;"><span style="color: #7f7f7f;">本文为味界头条原创，转载请联系出处。</span></em></span></em></p>
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<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">图片来源：梅花集团官网</span></p>
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<p style="text-align: justify;">近日，梅花生物拟出资105亿日元（约合人民币5亿元）收购麒麟控股全资子公司协和发酵旗下食品氨基酸、医药氨基酸及 HMO 业务。<br></p>
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<p style="text-align: justify;">梅花生物正在推进收购海外资产，完善产业布局。本次收购，将帮助公司完善四个方面布局。技术能力上，公司将新增多种氨基酸新品类和新菌种，如精氨酸、组氨酸等；业务结构上，公司将延伸产业链，不仅能增加下游高附加值医药氨基酸产品的发酵和精制能力；产品结构上，公司将通过本次交易引入合成生物学精密发酵平台生产三种 HMO 产品的能力；产业布局上，公司将通过交易获得多个国内外生产经营实体，实现产业出海战略落地。</p>
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<p style="text-align: justify;">梅花生物积极进行产业布局，目前已经成长为全球头部企业，公司拥有生物发酵行业完整的产业链和配套设施，为全球100多个国家和地区多家知名客户提供各类氨基酸产品及使用解决方案。</p>
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<p><em style="font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; color: #7f7f7f; background-color: #ffffff;"><span style="font-size: 14px;">本文封面图来源：公众号@味界头条</span></em></p>
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<p style="max-height: 100%; user-select: text !important; margin: 0px; color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><strong><span style="user-select: text !important; color: #01396a;"><em><span style="user-select: text !important; font-size: 14px;">提示：</span></em></span></strong></p>
<p style="max-height: 100%; user-select: text !important; margin: 0px; color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><em style="color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; white-space: normal; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><span style="color: #7f7f7f; font-size: 14px;">*本文为<a href="https://mp.weixin.qq.com/s/AaXTP8sLRGfObYXQHZJLBA" target="_blank" rel="noopener">味界头条</a>（ID：ccia-twpcy）原创，不代表FoodTalks立场，转载请联系出处。</span></em></p>
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<link>https://www.foodtalks.cn/news/54618</link>
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<pubDate>Tue, 26 Nov 2024 09:02:37 GMT</pubDate>
<author>味界头条</author>
<enclosure url="https://static.foodtalks.cn/image/news/6472ca665dc0f5587334dc2f7c76efff3076.jpg" type="image/jpeg"></enclosure>
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<title>新茶饮新趋势，人人“喝草”</title>
<description><p><em style="font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; color: #7f7f7f; background-color: #ffffff;"><span style="font-size: 14px;"><em style="color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration: none; text-size-adjust: auto; caret-color: #333333; font-size: 14px; background-color: #ffffff;"><span style="color: #7f7f7f;">本文为硬壳INK原创，作者：杨一凡，校对：穆祥桐，转载请联系出处。</span></em></span></em></p>
<p style="text-align: justify;" data-mpa-powered-by="yiban.io"><br></p>
<p style="text-align: justify;" data-mpa-powered-by="yiban.io">很难想象，继吃沙拉成为都市人健康生活的标签之后，“喝草”也成了新的流行。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">时至今日，当我们谈及喝点什么，眼前的选项异常丰富。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">除了口感外，人们还衍生出更多需求。</p>
<p style="text-align: justify;"><br></p>
<p><span style="color: #7f7f7f; font-size: 12px;"><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/5e00625ac630c3ef435e80023afe8d85.png" alt="图片来源：小红书截图" width="600" data-backh="300" data-backw="578" data-galleryid="" data-imgfileid="505354336" data-ratio="0.5185185185185185" data-s="300,640" data-type="png" data-w="1080" referrerpolicy="no-referrer"></span></p>
<p style="text-align: center;"><span style="color: #7f7f7f; font-size: 12px;">图片来源：小红书截图</span></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">喝奶茶担心太甜长胖、喝杯咖啡睁眼到三点。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">无限细分的各大品类中，一个新的品类应运而生——“喝草”。</p>
<p style="text-align: justify;"><br></p>
<h2 id="mctoc_1idj415u15" style="text-align: justify;">一、当“喝草”成为生活方式</h2>
<p style="text-align: justify;">所谓“喝草”，是指新茶饮的蔬菜化。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">细心观察不难发现，“蔬菜+水果+茶”已经成为各大奶茶品牌的标准化公式。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">羽衣甘蓝、苦瓜、小麦草……越来越多的新茶饮品牌开始将蔬菜塞进到茶饮中。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">以喜茶、奈雪的茶、茶百道为代表的新茶饮品牌，都开始力推果蔬茶新品，大力“押注”果蔬茶。</p>
<p style="text-align: justify;"><br></p>
<p><span style="color: #7f7f7f; font-size: 12px;"><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/fcde262c03ca6b9f1e79dcff2a2758cd.jpg" alt="图片来源：微博@奈雪的茶" width="400" data-backh="771" data-backw="578" data-galleryid="" data-imgfileid="505354334" data-ratio="1.3333333333333333" data-s="300,640" data-type="jpeg" data-w="960" referrerpolicy="no-referrer"></span></p>
<p style="text-align: center;"><span style="color: #7f7f7f; font-size: 12px;">图片来源：微博@奈雪的茶</span></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">于是，网络上出现了很多来自茶饮店后厨的吐槽：</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">我在喜茶洗蔬菜；在茶百道做草的一天；</p>
<p style="text-align: justify;"><br></p>
<p><span style="color: #7f7f7f; font-size: 12px;"><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/5928f3d1a7c076b75a1f59b66cdc174b.jpg" alt="图片来源：小红书@不是好青年" width="400" data-backh="771" data-backw="578" data-galleryid="" data-imgfileid="505354338" data-ratio="1.3333333333333333" data-s="300,640" data-type="jpeg" data-w="1080" referrerpolicy="no-referrer"></span></p>
<p style="text-align: center;"><span style="color: #7f7f7f; font-size: 12px;">图片来源：小红书@不是好青年</span></p>
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<p style="text-align: justify;">奶茶制作间后堂堆满黄瓜、苦瓜的怪异景象。</p>
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<p style="text-align: justify;">前有奈雪推出“不加糖鲜果茶”系列，采用黑枸杞、羽衣甘蓝等超级食材。</p>
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<p style="text-align: justify;">后有喜茶推出了“红菜头美颜瓶”，使用了被称为“西方灵芝”的红菜头。</p>
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<p><span style="color: #7f7f7f; font-size: 12px;"><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/f4e809597ad85c69001b95332cce0fb0.jpg" alt="图片来源：微博@喜茶" width="400" data-backh="585" data-backw="578" data-galleryid="" data-imgfileid="505354337" data-ratio="1.012037037037037" data-s="300,640" data-type="jpeg" data-w="1080" referrerpolicy="no-referrer"></span></p>
<p style="text-align: center;"><span style="color: #7f7f7f; font-size: 12px;">图片来源：微博@喜茶</span></p>
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<p style="text-align: justify;">最近几个月，鲜榨小麦草、鲜榨羽衣甘蓝新品接连推出。</p>
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<p style="text-align: justify;"><strong>隔壁咖啡品牌在9.9元卷价格的同时，新茶饮品牌则另辟蹊径，开辟出果蔬汁的差异化竞争。</strong></p>
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<p><span style="color: #7f7f7f; font-size: 12px;"><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/7ee2869fb046653aa595f33464b721b2.png" alt="图片来源：小红书截图" width="600" data-backh="173" data-backw="562" data-galleryid="" data-imgfileid="505354340" data-ratio="0.3074074074074074" data-s="300,640" data-type="png" data-w="1080" referrerpolicy="no-referrer"></span></p>
<p style="text-align: center;"><span style="color: #7f7f7f; font-size: 12px;">图片来源：小红书截图</span></p>
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<h2 id="mctoc_1idj415u16" style="text-align: justify;">二、“喝草”年轻一代的养生大法</h2>
<p style="text-align: justify;">新茶饮品牌们在果蔬汁的新品研发上可谓各显神通。</p>
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<p style="text-align: justify;">今天茶饮店的果蔬新品，似乎都有自己对应的功效。</p>
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<p style="text-align: justify;">一杯果蔬汁可不仅仅是一杯草而已，还意味着健康的生活方式、良好的身材管理、成为更好的自己......</p>
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<p style="text-align: justify;">茶百道新品<strong>“液体小麦草”</strong>被称作“早八人的净化草”。</p>
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<p><span style="color: #7f7f7f; font-size: 12px;"><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/c79700ecfcb59e3c7ec76831d7450c55.jpg" alt="图片来源：微博@茶百道ChaPanda" width="400" data-backh="608" data-backw="562" data-croporisrc="https://mmbiz.qpic.cn/sz_mmbiz_jpg/l3ibUFvyko8A5Q3zkIaWOQctepuTZcE6FCYfOhkg1P8ZLHMBibVNNvGOdXRBtNUQVOkcWnI8LuKbNIIdqfuyzFtA/0?wx_fmt=jpeg&amp;from=appmsg" data-cropx1="0" data-cropx2="1080" data-cropy1="165.26690391 |
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According to the error, it seems to be a problem with the core of chrome on the test side? Can I make a successful PR if I don't pass this test? |
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<title>一盒“草本糖”年赚5000万元，这家95后创立的公司要做年轻人的中式养生品牌</title>
<description><p style="outline: none; user-select: text !important; color: #606266; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 14px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: start; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><span style="outline: none; user-select: text !important; color: #7f7f7f;"><em style="outline: none;"><span style="outline: none; user-select: text !important; font-size: 14px;"><em style="font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; text-align: left; color: #7f7f7f; background-color: #ffffff;"><span style="user-select: text !important; font-size: 14px;"><em style="color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration: none; text-size-adjust: auto; caret-color: #333333; font-size: 14px; background-color: #ffffff;"><span style="user-select: text !important; color: #7f7f7f;">本文为FBIF食品饮料创新原创，作者：Pride，编辑：Bobo，转载请联系出处。</span></em></span></em></span></em></span></p>
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<p style="text-align: justify;">JUZTLAB草本未来（下文简称“<a class="mc-company-link" title="草本未来" href="https://www.foodtalks.cn/company/juztlab" target="_blank" rel="noopener" data-id="29104" data-name="即可清醒（上海）生物科技有限公司" data-code="juztlab" data-type="company">草本未来</a>”）是一个由两位康奈尔大学毕业的95后男生创立的品牌。这家公司的办公文化很美式，也很扁平。比如公司推崇骑行上班、有狗的员工可以带着自己的狗来公司，甚至创始人之一的Kevin表示，“只要能把事儿干了，你不来办公室坐班都行。”</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">与年轻的风格形成反差的，是公司略显“复古”的主营业务。草本未来主要经营的品类，是含中药材原料的中式养生食品。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">当“年轻”遇上“养生”，不免让人想起一个词“朋克养生”。草本未来经营的产品满足的的确是类似的需求。</p>
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<p style="text-align: justify;">目前草本未来最热销的产品叫“JUZTLAB小铁盒解酒感糖果”（以下简称“小铁盒”），是一款小铁盒包装的含片。这款含片添加了有解酒作用的中药材葛根和枳椇子，可以满足不擅长饮酒的消费者在酒局上酒后解酒的需求。</p>
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<p><span style="font-size: 12px; color: #7f7f7f;"><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/6ecfea5d1fd9a7f579b80e439da70e08.jpg" alt="草本未来的主销产品“小铁盒”" width="400" data-backh="749" data-backw="562" data-galleryid="" data-imgfileid="505354786" data-ratio="1.3324074074074075" data-s="300,640" data-type="jpeg" data-w="1080" referrerpolicy="no-referrer"></span></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">草本未来的主销产品“小铁盒”</span></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">图片来源：天猫@JUZT官方店</span></p>
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<p style="text-align: justify;">这款“小铁盒”为草本未来贡献了大部分收入，<strong>联合创始人Kevin透露这款产品今年的销售额预计将突破5000万元，而在此之前的2022年和2023年，“小铁盒”的年销售额分别为400万元和1500万元[1]，这意味着“小铁盒”的销售额已经连续两年同比增速在200%以上。</strong></p>
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<p style="text-align: justify;">草本未来为什么看上了中药材成分的机会？公司的大单品“小铁盒”是怎样在近几年实现快速增长的？新消费热潮散去，仍然坚定留在牌桌上的年轻创业者又是怎样看待“新消费”的？近日，FBIF跟草本未来的联合创始人Kevin聊了聊。</p>
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<h2 id="mctoc_1idlhlrfl3v" style="text-align: justify;">一、从“不能喝”萌生出的创业灵感</h2>
<p style="text-align: justify;">开发一款含解酒成分产品的想法，在Kevin和另一位联合创始人Alan在康奈尔大学读书时就产生了。</p>
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<p style="text-align: justify;">最初产生这个想法的是Alan，据Kevin分享，美国大学里社交活动频繁，而且参加酒局才方便交友。然而Alan对酒精过敏很严重，因此每次喝完都脸红头晕。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">这个个人生活中的痛点让Alan看到了一个未被满足的需求，即<strong>开发一款有差异化的产品，这款产品既要含有帮助消费者解酒的成分，又要看上去不像解酒药，这样消费者才能在酒局上更从容地服用。</strong>考虑到国内浓重的酒文化，Alan觉得这样的需求应该不仅在美国，在国内也有。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">2021年Alan毕业回国后就成立了草本未来，并开发了“小铁盒”。2023年，Kevin加入公司。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">与主流的同类产品相比，“小铁盒”有很多差异点。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">从外观来看，市面上同类产品的包装多数看上去像药或保健品，而“小铁盒”的包装设计得更像一个糖盒，盒身设计简洁且有时尚感，银灰色的盒身上只有黑色的图案和文字装饰，而滑盖的设计也可以让取出含片的动作更自然。Kevin表示，<strong>草本未来的所有产品都设计成潮流单品的形式，这样在夜店、酒吧等场合拿出来不仅不突兀，还能与消费者的穿搭形成整体感。</strong></p>
<p style="text-align: justify;"><br></p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/6a643da249ef1cc34d81b64464dac1e9.png" width="600" data-galleryid="" data-imgfileid="505354970" data-ratio="0.4150717703349282" data-s="300,640" data-type="png" data-w="836" referrerpolicy="no-referrer"></p>
<p><span style="font-size: 12px; color: #7f7f7f;"><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/e91716cf6073092de469616de09f28ea.jpg" width="600" data-croporisrc="https://mmbiz.qpic.cn/sz_mmbiz_jpg/l3ibUFvyko8DeIR14f4rWfrib7XmyOUJDD7xz6bVstlibgvzz5fbaQJ8iav6NlA0OZloGBt40wBOzhDZWaIBTfbodQ/0?wx_fmt=jpeg&amp;from=appmsg" data-cropx1="0" data-cropx2="1280" data-cropy1="622.2837370242215" data-cropy2="1308.7889273356402" data-galleryid="" data-imgfileid="505354971" data-ratio="0.5370370370370371" data-s="300,640" data-type="jpeg" data-w="1080" referrerpolicy="no-referrer"></span></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">“小铁盒”与市面上主流的同类产品外观对比</span><br></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">图片来源：天猫@灵吸旗舰店、MYRKL海外旗舰店、JUZT旗舰店</span></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">从原料来看，“小铁盒”的主要原料是葛根和枳椇子，据Kevin介绍葛根和枳椇子含有黄酮类化合物，这类化合物可以帮助提高人体内的乙醇脱氢酶的活性，从而在一定程度上推动酒精在人体内分解代谢。同时，“小铁盒”将产品做成糖果含片的形态，而非很多品牌采用的胶囊，Kevin称这可以让消费者食用时心理负担更小一些。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">在产品的研发方面，草本未来与浙江大学合作，通过拥有专利的萃取技术将中药材原材料提炼成标准化的产品。同时，草本未来还在产品中添加了茶多酚、木糖醇、薄荷等成分，以提高产品的口感。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">不过，Kevin也坦言，食品市场已经非常饱和，因此口感或专利技术只能算是加分项，很难成为产品的壁垒。而<strong>Kevin认为，品牌调性、包装设计、素材的接受度和前端的销售这几个因素才是草本未来真正的壁垒。</strong></p>
<p style="text-align: justify;"><br></p>
<h2 id="mctoc_1idlhlrfl40" style="text-align: justify;">二、把产品做成“潮牌”，卖给需要应酬的职场人</h2>
<p style="text-align: justify;">品牌调性是草本未来重要的壁垒之一。如“小铁盒”的包装设计一样，“潮流感”、“时尚感”、“年轻化”便是草本未来品牌调性的体现。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">这样的品牌调性的形成不仅来自于产品的包装设计，也来自于品牌一系列的创意营销活动。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">例如此前草本未来与加拿大精酿啤酒品牌RUSSELL联名推出了一款“真心话大冒险啤酒”，这款啤酒将年轻人酒局上常玩的真心话大冒险游戏的惩罚设计在了啤酒瓶贴的背面，酒局游戏结束后撕下瓶贴就可以选择惩罚项目。</p>
<p style="text-align: justify;"><br></p>
<p><span style="font-size: 12px; color: #7f7f7f;"><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/07d338e7819a4f9547bc67a55d39f1fe.jpg" alt="草本未来×RUSSELL" width="600" data-backh="374" data-backw="562" data-cropselx1="0" data-cropselx2="562" data-cropsely1="0" data-cropsely2="374" data-galleryid="" data-imgfileid="505354787" data-ratio="0.75" data-s="300,640" data-type="jpeg" data-w="1080" referrerpolicy="no-referrer"></span></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">草本未来×RUSSELL</span></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">图片来源：小红书@This is that</span></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">此外，草本未来还多次在上海举办线下联名活动，推出限定款设计师包装，或设计中医主题的潮流艺术空间。</p>
<p style="text-align: justify;"><br></p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/73e2a268b61fa602076f5b3d0ce37bab.png" alt="JUZTLAB×The Corner角落集市" width="400" data-backh="582" data-backw="562" data-imgfileid="505354792" data-ratio="1.0359212050984936" data-type="png" data-w="863" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">JUZTLAB×The Corner角落集市</span></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">图片来源：草本未来</span></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">用做潮牌的方式做产品，让草本未来的“小铁盒”获得了差异化的产品定位，从而更容易对消费者产生独特的吸引力。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;"><strong>不过让人有些意外的是，这款年轻化产品的主要受众，不是酒吧里买醉的年轻人，而是需要经常喝酒应酬的职场人。</strong>而确定这样的定位，团队经历过一个转变思路的过程。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">“最初我们产品推广的目标群体是18到22岁的年轻人，酒吧和夜店场景多一些。后来我们去线下观察了一段时间，发现这其实是‘自嗨’。年轻人去夜店、酒吧喝的都是三四百块钱的酒，就是为了买醉，他们怎么可能再花一百块钱解酒？”Kevin表示，“而30多岁需要经常应酬的人反而可能才是我们真正的目标群体，因为他们有很多人是真的不想喝，所以不得不喝的时候为了自己的健康考虑会想要吃能帮自己解酒的产品。后来我们把电商后台的数据拉出来，发现的确30岁到40岁之间的消费者占比最高。”</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">草本未来的产品推广策略也随目标受众的转变而发生改变。比如在草本未来抖音官方账号发布的内容中，多条都与“应酬”、“职场”等话题有关。</p>
<p style="text-align: justify;"><br></p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/551b22b996a15faecffb6ba02cae6aa1.jpg" width="600" data-backh="398" data-backw="562" data-galleryid="" data-imgfileid="505354791" data-ratio="0.7083333333333334" data-s="300,640" data-type="jpeg" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">图片来源：抖音@JUZT官方旗舰店直播间</span></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">不过这样一来，产品的目标群体与潮流感的设计是否有冲突？Kevin表示，这样的设计其实在30到40岁的消费者当中接受度很高，因为他发现“年轻化的产品”无关年龄，很多40多岁的消费者仍然愿意为年轻化的产品付费。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">对“小铁盒”受众群体的认知转变，让Kevin和团队在产品研发上有了一个新的感悟，<strong>那就是要看到消费者真实的需求，不要“自嗨”。</strong></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">“不要自嗨”这条准则，也引导着草本未来之后的产品研发。比如在“小铁盒”之后，草本未来又推出了一款“小银盒”。与“小铁盒”相比，“小银盒”的内容物一样，不同的是使用了2粒装的纸盒包装。</p>
<p style="text-align: justify;"><br></p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/d9a79c196ba8a89bbe158b94e0295a97.jpg" width="400" data-backh="749" data-backw="562" data-galleryid="" data-imgfileid="505354790" data-ratio="1.3324074074074075" data-s="300,640" data-type="jpeg" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">2粒纸盒装的“小银盒”</span><br></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">图片来源：草本未来</span></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">Kevin表示，在“小铁盒”的基础上又推出“小银盒”，其实是参考了消费者的反馈。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">“‘小铁盒’一盒10颗，但有用户反映自己在酒局上经常吃两颗就扔了，所以推出了这款2粒装的‘小银盒’，这个产品主要在线下卖，可以随用随买。”Kevin表示，“另外，我们还发现‘小银盒’在南方卖得更好，因为北方人更不愿意让别人知道自己喝酒同时还要解酒，所以更喜欢买铁盒款，会让其他人觉得自己是在吃糖，但在南方大家不在乎这个，所以买2粒装的更方便。”</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">Kevin坦言，过去草本未来也推出过一些“自嗨”的产品，比如润喉糖、缓解焦虑的含片等，但是后来才发现很多需求都是自己想象出来的。事实上，在经过调查之后发现，消费者真正的需求还是更多围绕“马斯洛需求金字塔”的底层展开的。</p>
<p style="text-align: justify;"><br></p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/f18fcb53f1e3c7bb9b82089dacd0ca02.png" width="600" data-backh="417" data-backw="562" data-imgfileid="505354793" data-ratio="0.7416666666666667" data-type="png" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">马斯洛需求金字塔</span></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">图片来源：百度百科</span></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">而对“朋克养生”的年轻人而言，维持身体最基本的健康才是刚需。因此从草本未来的天猫旗舰店来看，目前除了“小铁盒”和“小银盒”外，只有一款润喉含片还在销售。Kevin表示多款在调查中呼声很高的产品即将上线，其中包括含有帮助男性护肝、女性护肝和提振精力的成分的产品。</p>
<p style="text-align: justify;"><br></p>
<h2 id="mctoc_1idlhlrfl41" style="text-align: justify;">三、30人的团队做出5000万元的单品销售额，靠的是“灵活度”</h2>
<p style="text-align: justify;">在对话中，Kevin多次提到“灵活度”，这似乎是这个30人的小团队一直遵循的一条重要准则。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">灵活度可以让团队更高效地运转，而在某些时候，灵活度却是为了控制成本不得不做出的选择。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">2022年，草本未来选择通过小红书冷启动，结果取得了很好的结果。据Kevin分享，<strong>当时小红书内部的数据显示有一两个月草本未来的ROI排在第一位，超过了很多国际品牌。</strong></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">超高的ROI首先是因为极低的投入。Kevin表示，当时在小红书上一个月的推广费用还不到1万元，当时的逻辑就是团队写好脚本，把样品赠送给一些非头部的KOL和KOC让他们拍摄发布图文，消费者则是通过他们的图文引流到天猫下单，基本上都是自然流量。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">另一方面，当时草本未来主推的“小铁盒”的受众画像与小红书的用户画像重合度很高，再加上外观时尚好“出片”，让产品在小红书上的种草更有优势，这也提高了推广的转化效果。据Kevin回忆，当时在小红书发10篇就有2、3篇点赞量过万。</p>
<p style="text-align: justify;"><br></p>
<p><span style="color: #7f7f7f; font-size: 12px;"><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/8d66734a642aa0fb35abeadd04833e45.jpg" width="400" data-backh="1204" data-backw="562" data-croporisrc="https://mmbiz.qpic.cn/sz_mmbiz_png/icveibiaG4rEN2jLmLeBiafpDLNRfcErKwokam50fLFgevt91coicNQx1MDLI2bQPtA4ZaDFv9bcRccvZbI91DCrAXA/640?&amp;wx_fmt=png" data-cropx1="0" data-cropx2="1078.0782918149466" data-cropy1="0" data-cropy2="1239.5017793594307" data-imgfileid="505354798" data-ratio="1.1493506493506493" data-type="jpeg" data-w="1078" referrerpolicy="no-referrer"></span></p>
<p style="text-align: center;"><span style="color: #7f7f7f; font-size: 12px;">小红书“juztlab”关键词搜索结果中，点赞最高笔记点赞量达到3.8万</span></p>
<p style="text-align: center;"><span style="color: #7f7f7f; font-size: 12px;">图片来源：小红书</span></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">去年4月，草本未来开始做抖音，目前草本未来的重心也已经从小红书转向抖音。现在品牌在抖音上的月销售额达到300万左右，短视频带来的自然流量为草本未来在抖音平台贡献了一半以上的销量。而Kevin表示，<strong>现阶段抖音短视频的素材灵活度，就是草本未来与巨头竞争的底气。</strong></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">“行业巨头一般都会请第三方公司来做短视频，他们的逻辑是什么火就做什么，但是他们并没有系统性地分析和拆解素材。而我们已经有了自己的素材储备库，并且每周都会开复盘会，我们会把抖音上各个类目的爆款素材拉出来，然后拆解和复刻，这让素材更新的效率远远提高。”Kevin表示。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">合理利用小团队的灵活度，还在草本未来运营过程中的很多方面都有体现。比如草本未来产品的包装设计没有找外包，而是自己设计，因为这样更容易传达出品牌的初衷和理念；团队中共有7、8个BD，通过采取分队竞争机制以及宽松管理的方式来调动积极性，每个月可以合作500到600位达人，产生100多万的销售额[1]；就连直播基地也是团队自己搭建的，为了节省成本，场地选在距离公司20公里远的上海郊区。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">灵活的小团队也难免在一些能力上存在短板。比如Kevin坦言，公司的线下团队还不是很成熟，所以目前线下的布局主要是管理每个省的经销商，暂时没有足够的能力去管理KA和渠道。</p>
<p style="text-align: justify;"><br></p>
<h2 id="mctoc_1idlhlrfl42" style="text-align: justify;">四、草本未来的未来</h2>
<p style="text-align: justify;">虽然草本未来是一家仅成立3年的年轻公司，但Kevin却对公司的未来有着长期的规划。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">在今年2月获得若羽臣投资之后，草本未来用获得的资金收购了一家工厂，从长期来看，这是为了品牌有更强大的产能基础。而提到公司的盈利时，Kevin则表示目前前端是盈利的，但是未来更希望围绕刚需场景来满足消费者需求，然后靠复购来实现盈利，因为复购没有成本。复购需要很强的品牌力，而品牌本身就是一个长期的事情。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">之所以对品牌的发展有长期的思考，或许是因为Kevin在2020年左右参与一个个护产品的创业项目时，亲身经历了新消费赛道的降温。对那些存活下来的品牌的观察，让他意识到新消费品牌不能只创造概念，还要想办法落地，才能让品牌长期地走下去。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">但是作为年轻人，对长期的规划中依然有理想存在。当被问及希望草本未来发展成为一个怎样的品牌时，Kevin表示希望做一个年轻化的中式养生品牌。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">在草本未来的BOSS直聘页面上，写着一句品牌介绍，“用科技创新汉方”，而在公司的品牌手册上，每一款产品都标出了产品所参考的汉方出处。在Kevin看来，未来所有的汉方都可以用科技的方式重新做一遍。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">“过去的汉方都是用手抓药，但因为完全凭经验，所以每次做的药汤的浓度都不一样。我们希望用现代科技的方式（萃取）把中药材做成标准化的产品。”Kevin表示。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">如今“中式养生”、“药食同源”的概念在年轻人中风靡，草本未来融合了传统与现代的品牌理念与这股风潮似乎恰好吻合。草本未来将有怎样的未来？我们将持续关注。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;"><span style="color: #7f7f7f;">参考来源：</span></p>
<p style="text-align: justify;"><span style="color: #7f7f7f;">[1]一颗糖击中“脆皮青年”，两位95后男生创业，年入5000万，2024年10月，天下网商</span></p>
<p style="text-align: justify;"><br></p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/bf30a4ab73d72348d33000e9e07ba0c9.png" width="600" data-backh="169" data-backw="578" data-galleryid="" data-imgfileid="505354783" data-ratio="0.29175257731958765" data-s="300,640" data-type="png" data-w="970" referrerpolicy="no-referrer"></p>
<p><br></p>
<p style="outline: none; user-select: text !important; color: #606266; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 14px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: start; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><em style="outline: none; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; color: #7f7f7f; background-color: #ffffff;"><span style="outline: none; user-select: text !important; font-size: 14px;">本文封面图来源：JUZT旗舰店</span></em></p>
<p style="outline: none; user-select: text !important; color: #606266; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 14px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: start; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><br style="outline: none;"></p>
<p style="max-height: 100%; user-select: text !important; margin: 0px; color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><strong><span style="user-select: text !important; color: #01396a;"><em><span style="user-select: text !important; font-size: 14px;">提示：</span></em></span></strong></p>
<p style="max-height: 100%; user-select: text !important; margin: 0px; color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><em style="color: #606266; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 14px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: start; text-indent: 0px; text-transform: none; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; white-space: normal; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; outline: none;"><span style="outline: none; color: #7f7f7f; font-size: 14px; user-select: text !important;">*本文为</span></em><span style="font-size: 14px;"><em><a href="https://mp.weixin.qq.com/s/dKGoxCaV3xDzr89xH7i2FA" target="_blank" rel="noopener">FBIF食品饮料创新</a></em></span><em style="color: #606266; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 14px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: start; text-indent: 0px; text-transform: none; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; white-space: normal; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; outline: none;"><span style="outline: none; color: #7f7f7f; font-size: 14px; user-select: text !important;">（ID：<em style="color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><span style="color: #7f7f7f; font-size: 14px; user-select: text !important;">FoodInnovation</span></em>）原创，不代表FoodTalks立场，转载请联系出处。</span></em></p>
<p style="max-height: 100%; user-select: text !important; margin: 0px; color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><em style="color: #7f7f7f; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 14px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: #ffffff; text-decoration-style: initial; text-decoration-color: initial;">*资讯投稿与商务合作，请查看“<a style="text-decoration: underline; color: #105b89;" href="https://www.foodtalks.cn/news/30752" target="_blank" rel="noopener">FoodTalks商务合作方案</a>”，<em style="outline: none; color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; white-space: normal; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><span style="outline: none; user-select: text !important; font-size: 14px; color: #7f7f7f;">并联系Bobo。</span></em></em></p>
<p style="max-height: 100%; user-select: text !important; margin: 0px; color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><br></p>
<p style="max-height: 100%; margin: 0px; color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; user-select: text !important; text-align: center;"><em style="color: #7f7f7f; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 14px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: #ffffff; text-decoration-style: initial; text-decoration-color: initial;"><em style="outline: none; color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; white-space: normal; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><span style="outline: none; user-select: text !important; font-size: 14px; color: #7f7f7f;"><em style="color: #7f7f7f; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 14px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: #ffffff; text-decoration-style: initial; text-decoration-color: initial;"><em style="outline: none; color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; white-space: normal; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><span style="outline: none; user-select: text !important; font-size: 14px; color: #7f7f7f;"><img src="https://static.foodtalks.cn/image/news/66eeac57c4e25d46159a1a05d30b15124a75.png" alt="bobo商务合作" width="600" referrerpolicy="no-referrer"></span></em></em></span></em></em></p>
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<link>https://www.foodtalks.cn/news/54631</link>
<guid isPermaLink="false">https://www.foodtalks.cn/news/54631</guid>
<pubDate>Wed, 27 Nov 2024 03:08:51 GMT</pubDate>
<author>Pride</author>
<enclosure url="https://static.foodtalks.cn/image/post/e91716cf6073092de469616de09f28ea.jpg" type="image/jpeg"></enclosure>
<category>functional_food</category>
</item>
<item>
<title>Godiva在日本如何做到13年内营收翻4翻？</title>
<description><p style="outline: none; user-select: text !important; color: #606266; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 14px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: start; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><span style="outline: none; user-select: text !important; color: #7f7f7f;"><em style="outline: none;"><span style="outline: none; user-select: text !important; font-size: 14px;"><em style="font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; text-align: left; color: #7f7f7f; background-color: #ffffff;"><span style="user-select: text !important; font-size: 14px;"><em style="color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration: none; text-size-adjust: auto; caret-color: #333333; font-size: 14px; background-color: #ffffff;"><span style="user-select: text !important; color: #7f7f7f;">本文为FBIF食品饮料创新原创，作者：Mote莫特 FBIF创始人（微信：motechan），转载请联系出处。</span></em></span></em></span></em></span></p>
<section style="color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"></section>
<section style="color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"></section>
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<section style="color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"></section>
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<p style="text-align: justify;"><em style="color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: justify; text-indent: 0px; text-transform: none; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; white-space: normal; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; background-color: #ffffff;"><span style="color: #7f7f7f; font-size: 14px;">提示：本文为<span style="color: #01396a;"><strong><a style="text-decoration: underline; color: #01396a;" href="https://www.foodtalks.cn/news/54233" target="_blank" rel="noopener" data-itemshowtype="0" data-linktype="2">121个</a></strong></span>全球食品企业出海的案例的第<span style="color: #01396a;"><strong>22</strong></span></span><span style="color: #7f7f7f; font-size: 14px;"><span style="color: #7f7f7f;">篇，文末可扫码一次性领取</span><span style="color: #01396a;"><strong>41万</strong></span><span style="color: #7f7f7f;">字的FBIF航海书《121个食品全球化与出海案例》。</span></span></em></p>
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<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/492723e1e4c528ffabed4b416d2a782f.png" width="600" data-backh="204" data-backw="562" data-imgfileid="505354487" data-ratio="0.362962962962963" data-type="png" data-w="1080" referrerpolicy="no-referrer"></p>
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<p style="text-align: justify;">Godiva是全球著名的奢侈巧克力品牌，成立于1926年，总部位于比利时。</p>
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<p style="text-align: justify;">自1972年在日本开设首家门店以来，迅速发展至约330家商铺、咖啡馆和专卖店。通过丰富的销售渠道，如超市、便利店和电商平台，Godiva不仅在日本市场占据了重要地位，还在COVID-19疫情期间实现了稳定的增长。在卷到极致的日本做出了13年内营收翻4翻的好成绩。</p>
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<p style="text-align: justify;">Godiva在日本的成功不仅源于其高品质的产品，还得益于其深入了解日本消费者的偏好，并根据当地市场进行定制化的营销和产品策略。</p>
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<h2 id="mctoc_1idlie1q945" style="text-align: justify;">一、高端定位：巧克力中的奢侈品</h2>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/a79e09ae8b19c5c249810b3370f58ec7.png" width="600" data-backh="544" data-backw="562" data-imgfileid="505354486" data-ratio="0.9682274247491639" data-type="png" data-w="598" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">歌帝梵日本商务礼盒</span></p>
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<p style="text-align: justify;">在日本，巧克力早已成为送礼文化中的重要角色，而Godiva则通过将巧克力打造成奢侈品，在这一市场上脱颖而出。Godiva不仅将自己定位为“国民零食”，更成为日本消费者心中礼赠的首选品牌。在这种文化背景下，Godiva通过不断强化其高端品牌形象，将自己与普通巧克力区分开来。</p>
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<p style="text-align: justify;">Godiva通过其独特的配方和优质可可豆，将巧克力与奢侈品的概念紧密相连。它强调消费者体验的每一个细节，不仅是味觉上的享受，更是一种精致的生活方式。当消费者品尝Godiva时，他们不仅仅是在吃巧克力，而是在享受一种身份的象征。</p>
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<h2 id="mctoc_1idlie1q946" style="text-align: justify;">二、全球本土化策略：融合全球影响力与本地创新</h2>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/65b926a14bbe186a059efde82ec375f8.png" width="400" data-backh="787" data-backw="562" data-imgfileid="505354488" data-ratio="1.4" data-type="png" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">巧克力蛋挞</span></p>
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<p style="text-align: justify;">Godiva在日本市场的成功体现了其全球化品牌的强大影响力和对本地市场需求的敏锐把握。为了适应日本消费者的特定喜好，Godiva推出了具有强烈地域特色的产品。例如，在爱媛松山，他们推出了利用当地食材的巧克力蛋挞，这种独家产品迅速成为当地的热销商品。同样，在冲绳，Godiva也推出了限量版巧克力，巧妙地融合了当地独特的文化元素。</p>
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<p style="text-align: justify;">这种将全球化与本地化相结合的策略，不仅满足了消费者的口味偏好，还通过增强区域性特色提升了品牌的亲和力和文化认同感。此外，Godiva在产品创新方面也不遗余力。在日本，Godiva每月都会推出超过40种新产品，包括经典巧克力的新变种和季节限定特别款。这些产品的创新，如将巧克力与健康水果结合的巧克力棒，不仅适合办公场合食用，还满足了消费者对健康零食的需求。</p>
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<p style="text-align: justify;">一个尤为成功的创新实例是抹茶巧克力Coronat，这是一种将巧克力与日本人喜爱的面包结合的产品。这种跨界的大胆尝试不仅加深了Godiva在传统巧克力领域的影响力，还成功拓展到烘焙等新的产品类别。Godiva在日本的每一步创新都是对其品牌形象进行高端化和区别化的一部分，通过顶级餐厅大厨对每款产品的味道试验，确保无论是在高端商场还是便利店，其产品的口感和品质始终保持一致，进一步巩固了其市场地位。</p>
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<p><span style="font-size: 12px; color: #7f7f7f;"><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/d816b25bc19a3c350bd4069be5ec76da.png" alt="Coronat中间糅合了来自于歌帝梵的高端巧克力" width="600" data-backh="375" data-backw="562" data-imgfileid="505354492" data-ratio="0.6666666666666666" data-type="png" data-w="1080" referrerpolicy="no-referrer"></span></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">Coronat中间糅合了来自于歌帝梵的高端巧克力</span></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">绿色的Coronat和日本的抹茶的结合</span></p>
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<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/39162093d4acdb90bac70e601f54e190.png" alt="全球首款巧克力daifuku（大福）" width="600" data-backh="397" data-backw="562" data-imgfileid="505354493" data-ratio="0.7058823529411765" data-type="png" data-w="850" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">全球首款巧克力daifuku（大福）</span></p>
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<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/a33eb1d945d6f3a914913513b63acaea.png" alt="歌帝梵日本秋季限定特别甜点" width="600" data-backh="424" data-backw="562" data-imgfileid="505354490" data-ratio="0.7552083333333334" data-type="png" data-w="768" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">歌帝梵日本秋季限定特别甜点</span></p>
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<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/add11a0f63b5406594d3cb7d54626f79.png" alt="巧克力蛋糕罐头" width="600" data-backh="398" data-backw="562" data-imgfileid="505354489" data-ratio="0.7078125" data-type="png" data-w="640" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">巧克力蛋糕罐头</span></p>
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<title>旺旺半年营收108.8亿，风口浪尖上的旺仔牛奶难掩下滑之势！</title>
<description><p><em style="font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; color: #7f7f7f; background-color: #ffffff;"><span style="font-size: 14px;"><em style="color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration: none; text-size-adjust: auto; caret-color: #333333; font-size: 14px; background-color: #ffffff;"><span style="color: #7f7f7f;">本文来自食品板，作者：行恕，转载请联系出处。</span></em></span></em></p>
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<p style="text-align: justify;">刚刚！中国旺旺发布了截至2024年9月30日止年度业绩报告。</p>
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<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/a159e0a8273e58ddb33c994c507e6621.png" alt="财务摘要" width="600" data-galleryid="" data-imgfileid="505320789" data-ratio="0.5462068965517242" data-s="300,640" data-type="png" data-w="725" referrerpolicy="no-referrer"></p>
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<p style="text-align: justify;">数据显示，2024财年上半年，旺旺实现营收108.8亿元，同比下降3.5%；实现公司应占净利润18.6亿元，同比增长7.6%。除此之外，旺旺财报还呈现诸多看点。</p>
<h2 style="text-align: justify;"><br>一、乳品饮料下滑，米果收益持平</h2>
<p style="text-align: justify;"><strong>乳品及饮料类</strong>收益60.094亿人民币，同比衰退1.4%。其中旺仔牛奶收益同比下降1.6%，销量持平；但多元化渠道售卖增加了终端售点，令罐装牛奶收益同比成长低个位数。</p>
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<p style="text-align: justify;">旺仔牛奶是旺旺乳饮板块的大单品，曾经创造百亿营收。这几年，消费者需求多元变化，旺仔牛奶业绩起伏波动。2023财年，旺仔牛奶止跌回缓，保持高个位数增长，2024财年下半年，旺仔牛奶没有继续保持增长，而是出现下滑。日前，旺仔牛奶因为“异物门”登上风口浪尖，下半财年是否会对产品销售产生营销，不得而知。</p>
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<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/5f8eaae64f2244154d44c7dccfffa6b4.png" alt="旺仔牛奶" width="600" data-galleryid="" data-imgfileid="505320805" data-ratio="0.5630397236614854" data-s="300,640" data-type="png" data-w="579" referrerpolicy="no-referrer"></p>
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<p style="text-align: justify;">另外，饮料及其他小类收益同比上升1.2%，但在7-9月销售旺季，饮料及其他小类收益同比双位数成长。2024财年上半年，乳品小类在批发渠道及现代渠道表现疲弱，但OEM、内容电商等新兴渠道仍持续成长。</p>
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<p style="text-align: justify;">其中「O泡果奶」同比双位数成长；新品「旺旺有片果林」果汁饮料深受消费者喜爱；邦德咖啡在社交媒体平台创造千万级曝光，独创的30ml软袋装「超咖啡」，为消费者带来新奇体验；低糖配方饮料，如无糖乌龙茶、茉莉花茶，及1公升大规格装饮品满足消费差异化的需求。</p>
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<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/1c467ab4c2fad7d78d7e13ccbfdaba8d.webp" alt="旺旺有片果林" width="600" data-galleryid="" data-imgfileid="505320790" data-ratio="1" data-s="300,640" data-type="png" data-w="800" referrerpolicy="no-referrer"></p>
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<p style="text-align: justify;"><strong>休闲食品类</strong>实现收益27.310亿人民币，较去年同期衰退9.9%，主系冰品小类因天气及销售节奏等原因收益同比衰退。</p>
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<p style="text-align: justify;">因持续推进新品研发与多渠道售卖，海外市场持续拓展售卖品项（糖果小类、零食糕饼小类等），保持快速增长势头。<strong>五年内推出的新品占2024财年上半年休闲食品类收益超过20%</strong>，渠道多元化发展带动浪味仙、吸吸糖收益创历史新高。</p>
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<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/241e5deacf359de7f8030f49ef33e589.png" alt="旺旺收益分类和毛利率" width="600" data-galleryid="" data-imgfileid="505320791" data-ratio="0.5355191256830601" data-s="300,640" data-type="png" data-w="732" referrerpolicy="no-referrer"></p>
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<p style="text-align: justify;"><strong>米果类</strong>收益基本持平，销量低个位数增长。海外市场米果类收益双位数增长，约占30%；内容电商、新兴渠道实现双位数增长。</p>
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<h2 style="text-align: justify;">二、量贩零食助力发展，新兴渠道高速增长</h2>
<p style="text-align: justify;">贯彻多元化发展的经营战略，各大渠道表现各不同：</p>
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<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/0092f972e7a58fc91e96406bf2333d40.png" alt="多元渠道发展" width="600" data-galleryid="" data-imgfileid="505320792" data-ratio="0.5416098226466576" data-s="300,640" data-type="png" data-w="733" referrerpolicy="no-referrer"></p>
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<p style="text-align: justify;"><strong>批发渠道及现代渠道：</strong>2024财年上半年受到市场需求疲弱的负面影响，但集团选取富有特色并具差异化的产品，与主要零食量贩系统开展合作，满足消费者变化的购物需求，也带动膨化及糕饼类等休闲食品品类于逆市中成长。</p>
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<p style="text-align: justify;"><strong>新兴渠道的创新与发展：</strong>2024财年上半年，新兴渠道收益持续成长。其中自动售货机渠道，得益于设备的升级扩大售卖产品的品类，令米果及休闲食品类收益均双位数成长；内容电商透由月均发布上万条短视频及Fix XBody旗舰店和旺旺热辣直播间等品牌直播互动，提高品牌、产品的曝光度。</p>
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<p style="text-align: justify;"><strong>OEM渠道保持高速增长：</strong>依托于生产线品类的多样性及生产、研发优势，在代工品类和合作区域上有进一步拓展的空间。</p>
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<p style="text-align: justify;"><strong>海外市场高速增长：</strong>2024财年上半年集团海外业务收益实现双位数成长，其中：亚洲、美洲、大洋洲、欧洲、印非等地区均实现高速增长；得益于新客户和新产品的开发，米果、糖果及糕饼休闲食品类产品成长显著。</p>
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<h2 style="text-align: justify;">三、布局低糖、膳食纤维新品，赢战红火中国年</h2>
<p style="text-align: justify;">随着健康意识的提高和生活方式的转变，低糖、膳食纤维成为新趋势，旺旺2024财年下半年将研发更多低糖、少糖类饮品，同时糙米类健康米类产品也将上市，将满足更多消费者习惯。2024财年下半年春节销售旺季，旺旺将推出融入「金蛇福旺」元素包装的多款年节礼包，营造红火中国年氛围。</p>
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<p style="text-align: justify;">此外，旺旺将继续探索多元的新兴渠道，持续品牌差异化、产品多样化策略，创意有趣数字行销增加与消费者互动。</p>
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<link>https://www.foodtalks.cn/news/54644</link>
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<pubDate>Wed, 27 Nov 2024 11:02:30 GMT</pubDate>
<author>行恕</author>
<enclosure url="https://static.foodtalks.cn/image/post/5f8eaae64f2244154d44c7dccfffa6b4.png" type="image/jpeg"></enclosure>
<category>foodnews</category>
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<item>
<title>“量贩零食见顶论”的几个迷思</title>
<description><p><em style="font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; color: #7f7f7f; background-color: #ffffff;"><span style="font-size: 14px;"><em style="color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration: none; text-size-adjust: auto; caret-color: #333333; font-size: 14px; background-color: #ffffff;"><span style="color: #7f7f7f;">本文为创业最前线原创，作者：小芸，编辑：闪电 ，美编：邢静，审核：颂文，转载请联系出处。</span></em></span></em></p>
<p><br></p>
<p style="text-align: justify;">近期，“量贩零食红利殆尽”、“首批入局者开始倒闭”、“县城内卷生意难做”、“现在加盟就是割韭菜”等话题纷至沓来。<br></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">受此影响，许多人甚至断言量贩零食行业已然见顶。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">崛起于下沉市场、看似风光无限的量贩零食，是否真的会由盛转衰？仅凭事理逻辑判断，难免与事实真相存有偏差。为了能够深度揭示量贩零食行业的真相和全貌，有必要对“量贩零食见顶论”中常见的四个迷思予以剖析。</p>
<p style="text-align: justify;"><br></p>
<h2 style="text-align: justify;">&nbsp;一、量贩零食行业规模停止增长了</h2>
<p style="text-align: justify;">量贩零食作为休闲食品行业的一种商业模式，其规模增长与休闲食品行业紧密相连。伴随经济发展与消费水平提升，消费者对休闲食品的需求持续攀升，众多食品企业纷纷涉足，休闲食品种类日益丰富，已然成为生活新“刚需”。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">艾媒咨询发布的《2023—2024年中国休闲食品产业现状及消费行为数据研究报告》显示，自2010年至2022年，市场规模从4100亿元增长至11654亿元，预计到2027年将达到12378亿元。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">万亿级别的市场规模，以及未来五年维持10%以上的复合增长率。近年来，各级政府相继出台政策鼓励行业发展，政策和市场双驱动，无疑是用脚投票。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;"><strong>而量贩零食已经成为万亿级休闲食品市场最快的增长点之一。</strong>CIC灼识咨询发布的《2023中国零食量贩行业蓝皮书》显示，随着未来门店数量增长，零食量贩市场规模还会预计从2022年的407亿元增至2027年的1400亿元。</p>
<p style="text-align: justify;"><br></p>
<p><img class="mc-img" style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/news/fb6eb2f74e8b2726fa584433ce8ad34bba17.png" alt="饼干" width="600" height="402" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">图片来源：pixabay</span></p>
<p>&nbsp;</p>
<p style="text-align: justify;">资本市场持相似观点，中金公司的研报认为，量贩零食行业开店空间6-8万家，相对于目前的约3万家，仍有翻倍空间。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;"><strong>中金公司的研报也认为，量贩零食未来可以长青，差异化、专业化是发展趋势。</strong></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">回到现实，约3万家量贩门店有近1/3是在2024年新开设的，在鸣鸣很忙集团成为首个突破万店企业之后，行业第二名万辰集团也将努力挤入“万”为单位的终端竞争。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">经过一系列并购整合，第一梯队与第二梯队的优势差距已经显现，竞争格局基本奠定，但并不意味着行业即将进入存量博弈阶段。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;"><strong>从量贩零食的地理分布来看，整体还是呈现“南多北少”的特征。</strong>由于量贩零食品牌多数起源于东南沿海及湖南、四川等南方省份，受制于供应链等因素，大多品牌以发源地为中心逐渐向外扩张，因此东北、华北、西北等地目前渗透率仍较低，发展前景广阔。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">由此看来，量贩零食仍然在向终点狂奔。</p>
<p style="text-align: justify;">&nbsp;</p>
<h2 style="text-align: justify;">二、量贩零食是经济下行期的伪需求</h2>
<p style="text-align: justify;">休闲食品俗称“零食”，属于快速消费品的一类，指的是消费者在除主食以外所吃的食品，适用的场景非常广泛，比如休息、聚会、游玩等。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">一组数据证明了零食消费的大众化：2024年前三季度，11家休闲食品上市公司合计实现营收514.34亿元，同比大幅增长58.03%。可见，零食需求已有偏刚需属性。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">再看量贩零食业态，依托供应链变革和运营管理效率提效，其正在成为消费者零食消费的主要渠道。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">与其讨论量贩零食兴起与经济形势走势的关系，不如回归商业本质，寻找其与消费者需求的契合度。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;"><strong>相比传统的零食销售业态，零食量贩业态有“多”、“快”、“好”、“省”四个特点。</strong></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;"><strong>“多”体现在品牌多、SKU多。</strong>单店SKU普遍在1700-3000个，涵盖大众、小众品牌和进口品牌。同一品类提供多种规格、口味、差异化包装的产品，满足个性化、多元化消费需求。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;"><strong>“快”体现在路径短、高周转。</strong>选址普遍位于社区、学校、医院等商圈，覆盖最短生活半径。纳入水饮奶乳、烘焙糕点、方便食品等商超便利店爆款，通过高频带低频维持高复购率。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;"><strong>“好”体现在场景好、体验好。</strong>量贩零食真正的创新，是以垂直品类经营吸引从一线到下沉市场的精准用户，创造了沉浸式零食消费场景。以周为单位快速上新，持续保持消费新鲜感。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;"><strong>“省”体现在价格低，性价比高。</strong>没有中间商赚差价的特点，使得其产品价格仅是一般商超的60-80%。而规模优势又进一步促使头部品牌在集中采购时获得更高的议价权。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;"><strong>“多”、“快”、“好”、“省”的加持下，2017—2022年零食量贩模式市场规模呈现爆发式增长，复合增长率达114.6%。</strong></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">一个值得关注的现象是，量贩零食以更小包装和散装的方式进行销售，无形中满足了较低的成本尝试新品的需求，是拉动销售的关键之一。根据亿滋国际的调研，有70%的受访者表示，希望零食分量得到控制。</p>
<p style="text-align: justify;"><br></p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/dd9b321f2e49865ecc215b13effacccc.jpg" alt="来伊份" width="600" data-backh="375" data-backw="562" data-imgfileid="100053177" data-ratio="0.6666666666666666" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">图片来源：界面新闻图库</span></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">来伊份创始人郁瑞芬曾说，线下实体店对于零食企业来说具有不可替代的重要意义。特别是在产品试尝、愉悦的购物体验和服务，以及加强品牌黏性和用户忠诚度方面，线下门店优势仍然明显。</p>
<p style="text-align: justify;">&nbsp;</p>
<h2 style="text-align: justify;">三、量贩零食只是一门县城生意</h2>
<p style="text-align: justify;">三五步就是一家量贩零食店，已经成为县城、乡镇一道独特的风景线。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">随之而来的论调是，量贩零食薄利多销的本质，使其只能契合低线城市消费需求。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">这显然忽视了国内平价品牌颠覆市场的普遍规律，农村包围城市。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">以奶茶行业为例，古茗最早始于浙江温岭市大溪镇的一家小店，蜜雪冰城的雏形是河南郑州一家名为“寒流刨冰”的冷饮店，风头最劲的霸王茶姬则起于云南。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;"><strong>事实上，低线城市消费者往往比高线城市消费者更加挑剔，更注重性价比。</strong></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">《中国家庭精明消费报告》显示，当前“精明消费”趋势明显，“性价比”已经成为家庭群体购买决策中的关键因素。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">此外报告还显示，消费分层趋势明显，一二线城市逐渐趋向理性消费，而三四五线城市在电商持续深入的渗透下，开始在消费中追求品质，享受“好货不贵”的消费升级。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">而且根据凯度消费者指数最新发布的二季度中国零售报告显示，2024年上半年，中国消费者依然保持近场化的购物习惯。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">不以城市层级为区分，量贩零食满足的是当下消费者对零食购物“多样化”、“质价比”、“即时满足”的综合需求，他们一同跨越了地域限制迈入了同一条河流。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">量贩零食以外，中国的万店品牌有6家都建立在县城的基本盘之上。分别是华莱士、正新鸡排、蜜雪冰城、绝味鸭脖、兰州拉面、沙县小吃，它们都是从小城市起家，逐渐扎根到了一二线城市。</p>
<p style="text-align: justify;"><br></p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/9865e6afff73827655f15faf8c45287e.jpg" alt="零食很忙" width="600" data-backh="317" data-backw="562" data-imgfileid="100053178" data-ratio="0.562962962962963" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">图片来源：微博@零食很忙</span></p>
<p><br></p>
<p style="text-align: justify;">据媒体报道，前不久鸣鸣很忙集团已将门店开到北京。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">而通过高德地图搜索发现，零食很忙、赵一鸣零食在上海、广州、深圳等一线城市，以及杭州、成都、天津等新一线城市近郊都已经开设了门店，似乎已经吹响了向高线城市进军的号角。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">不过，长期来看，县城仍然量贩零食万店规模的基本盘。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">1472个县和394个县级市所组成的县域经济同样也是中国社会的基本盘。根据最新的人口普查，这1800多个县域地区，常住人口约为7.5亿人，占到了全国人口的一半以上。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">事实上，中国有6家万店品牌都建立在县域经济的基本盘上，分别是华莱士、正新鸡排、蜜雪冰城、绝味鸭脖、兰州拉面、沙县小吃，它们都是从低线城市起家，逐渐拓展到高线城市。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;"><strong>量贩零食与上述品牌隶属的业态有着相同的基因，这也从侧面印证了，量贩零食并非只能停留在县城，在一线城市同样具备一定的发展空间。</strong></p>
<p style="text-align: justify;">&nbsp;</p>
<h2 style="text-align: justify;">四、量贩零食没有竞争壁</h2>
<p style="text-align: justify;">产品同质化、供应链公开、技术门槛低……也有观点认为，量贩零食成功的关键在于去经销商化，与传统商超便利店的商品供给没有明显差异，没有竞争壁垒。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">这显然忽视了一点，规模优势本身就是一种壁垒，是品牌护城河的基础设施。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;"><strong>通过规模优势，可以调动整个产业链。由规模的量变带来成本的质变，进而体现在市场价格竞争中：同样的产品，成本更低；一样的价格，利润更大。</strong></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">因此，单纯的低价并不是量贩零食的竞争壁垒，背后的低成本才是，由总成本领先而带来的低价优势，能够防止潜在竞争对手进入。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">就如这两年陆正耀东山再起，即便采取了同样的打法，库迪咖啡也未能成功挑落其一手创办的瑞幸咖啡。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">由此类推，头部企业“跑马圈地”的背后，是供应链优势的对决，这也是量贩零食行业大杀四方真正的胜负手。</p>
<p style="text-align: justify;"><br></p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/725a45d4fa06e685dc0fb2215ff90660.jpg" alt="好特卖" width="600" data-backh="375" data-backw="562" data-imgfileid="100053180" data-ratio="0.6666666666666666" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">图片来源：界面新闻图库</span></p>
<p><br></p>
<p style="text-align: justify;">软折扣品牌“好特卖”联合创始人张宁曾表示，算法是好特卖核心的护城河。其逻辑是利用算法进行有效且精准的定价和配货，将滞销控制在1%甚至更低的范围以内，从而成为经营成本的一部分。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">对于硬折扣品牌，算法的作用大抵也是如此。以鸣鸣很忙集团领跑的头部企业，自身规模优势本就积攒了庞大的消费大数据，叠加线上团购等数字化业务，如果终端门店要进一步增益，必然要向数据驱动的供应链分发机制要效益。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;"><strong>放到整个休闲食品行业中观察，这也可以倒逼产业链升级。消费者通过量贩零食店反馈需求到产业链，产业链对于产品生产需求反应更快、更精准，甚至形成零食C2M模式。</strong></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">综上所述，量贩零食仍然处在方兴未艾的状况。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">只能说，随着行业竞争格局白热化，整合并购加速发生的当下，竞争的重心已经从草莽扩张、抢占店铺为主，逐渐转向精耕细作、效率优先，优化品类组合、增加自有品牌、创新差异化店型等都将是量贩零食发展可以借鉴的思路。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">至于能否继续投身量贩零食创业，<strong>永远记住一句话：选址对了，生意就成功了一半！</strong></p>
<p><br></p>
<p><em style="font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; color: #7f7f7f; background-color: #ffffff;"><span style="font-size: 14px;">本文封面图来源：pixabay</span></em></p>
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<link>https://www.foodtalks.cn/news/54643</link>
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<pubDate>Wed, 27 Nov 2024 11:01:36 GMT</pubDate>
<author>小芸</author>
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<category>snacks</category>
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<title>维他奶主席称要推动内地业务重返高峰，还说要重新调整电商业务</title>
<description><p><em style="font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; color: #7f7f7f; background-color: #ffffff;"><span style="font-size: 14px;"><em style="color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration: none; text-size-adjust: auto; caret-color: #333333; font-size: 14px; background-color: #ffffff;"><span style="color: #7f7f7f;">本文为小食代原创，作者：潘娴，转载请联系出处。</span></em></span></em></p>
<p><br></p>
<p style="text-align: justify;">11月26日，<a class="mc-company-link" title="维他奶" href="https://www.foodtalks.cn/company/Vitasoy_International" target="_blank" rel="noopener" data-id="316" data-name="维他奶国际集团有限公司" data-code="Vitasoy_International" data-type="company">维他奶</a>集团交出了一份可圈可点的半年报。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">根据财报，截至9月30日的六个月，中国内地仍为维他奶最大市场，期内收入为19.58亿港元，同比保持稳定；经营溢利为2.18亿港元，同比增加15%，并带动了该集团<strong>经营溢利大涨50%。</strong></p>
<p style="text-align: justify;"><br></p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/8e9c1de51b7112a525a58dc9170fa6a4.png" alt="维他奶中期业绩公布" width="600" data-imgfileid="540695822" data-ratio="0.562037037037037" data-s="300,640" data-type="png" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">在11月26日召开的业绩会上，维他奶执行主席罗友礼称，<strong>中国内地所有主要地区的收入都录得增长，经营溢利率也已恢复至双位数水平</strong>，达11%。接下来，维他奶将致力于<strong>推动内地业绩重返高峰。</strong></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">此外，他也被多次问到集团股权相关问题。近期，杨协成背后的黄氏家族短期内频频增持维他奶，已成该集团第二大股东，这会对维他奶带来什么影响备受外界关注。我们来一起看看。</p>
<p style="text-align: justify;"><br></p>
<h2 style="text-align: justify;">一、即饮茶降价</h2>
<p style="text-align: justify;">先来关注下内地市场。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">维他奶表示，在中国内地，其整体销售额同比保持稳定。由于销售执行及产品创新改善， 各地区收入有所增长。“团队于中期期间逐步<strong>改善商业及销售执行力</strong>，令每店销售额有所增长、分销收益增加。”</p>
<p style="text-align: justify;"><br></p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/770729280a114a4707e286111f58093e.png" alt="中国内地销售额同比保持稳定" width="600" data-galleryid="" data-imgfileid="540695810" data-ratio="0.5752551020408163" data-s="300,640" data-type="png" data-w="784" referrerpolicy="no-referrer"></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">此外，创新产品系列表现更强劲也拉动了销售。期内，该集团继续拓宽核心产品矩阵，推出了香蕉和草莓口味的豆奶新品，吸引目标消费者的兴趣及选购。<br></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">不过，其销售额受到了线上业务下滑的影响，原因在于平衡电商的销售建设活动与盈利能力。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">在会上谈到电商时，维他奶行政总裁陆博涛（Roberto Guidetti）称，在内地，电商是重要渠道，但并非维他奶最重要的渠道。财报所提到的平衡是指<strong>不向电商渠道提供过于优惠的促销价。</strong></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">“对我们来说，<strong>最重要的还是线下渠道。</strong>要服务好线下，保持价盘稳定是非常重要的。”陆博涛说，“但在过去几年，我们看到线上出现越来越多促销活动，以及越来越多的大幅降价与低价产品，这为我们的其他分销渠道带来了一些问题。”</p>
<p style="text-align: justify;"><br></p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/c4113df3e535ac99020f3d88af527849.png" alt="维他奶集团各业务收入" width="600" data-galleryid="" data-imgfileid="540695808" data-ratio="0.576379974326059" data-s="300,640" data-type="png" data-w="779" referrerpolicy="no-referrer"></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">他指出，对内地电商业务的调整，既能让维他奶确保盈利能力，也解决了电商与其他分销渠道价格存在冲突的情况。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">根据维他奶财报，尽管内地市场的价格竞争加剧，该集团仍能通过专注于销售组合、降低原材料价格及严控成本，提高盈利能力。以人民币计算，其<strong>内地业务经营溢利同比增长16%。</strong></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">在平衡渠道利益并维护利润的同时，维他奶也在采取措施应对价格战。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">陆博涛表示，目前集团在内地运营植物奶和即饮茶两个核心品类。其中就即饮茶而言，今年前九个月规模持续成长，但部分原因是受无糖茶降价拉动，这一品类促销变多也拉低了即饮茶整体定价。因此，为巩固维他品牌在有糖茶的优势，同时在无糖茶占据一席之地，该集团在今年夏天降低了旗下即饮茶的价格。</p>
<p style="text-align: justify;"><br></p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/2181f37bc735c3dd90dd747dcb42eaf0.jpg" alt="维他柠檬茶" width="600" data-backh="578" data-backw="578" data-croporisrc="https://mmbiz.qpic.cn/sz_mmbiz_jpg/UpBCMIsIJJ8HLXgA2YZU4FFHdlbtERB6Hsdbj9W8ncew5RkIybP9CviaVHLIohZPxXoFvEppiaQeYn7usbe1ywkw/0?wx_fmt=jpeg&amp;from=appmsg" data-cropx1="0" data-cropx2="799.9999999999999" data-cropy1="44.29065743944636" data-cropy2="707.2664359861591" data-imgfileid="540695823" data-ratio="0.82875" data-s="300,640" data-type="jpeg" data-w="800" referrerpolicy="no-referrer"></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">“在对我们特别重要的（含糖）柠檬茶中，维他定价一直以来都在高端区间。如果我们发现市场平均价格有变化，那么就需要确保我们的（溢价）比例仍维持在合适水平，所以价格确实有所下降。”他说，至于植物奶，这一品类并未出现价格竞争，集团定价也位于主流区间。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">罗友礼则补充道，随着内地即饮茶价格调整，该集团的竞争能力和销量都得到提升。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">对于即饮茶价格战的走势，陆博涛称，尚无法判断情况会如何变化，但<strong>希望“不需要再进一步降价”。</strong>在目前的定价水平上，维他能确保即饮茶拥有“令人满意”的盈利能力，毛利率在30%～40%之间。</p>
<p style="text-align: justify;"><br></p>
<h2 style="text-align: justify;">二、新股东成焦点</h2>
<p style="text-align: justify;">小食代留意到，在11月26日会上，维他奶的股权问题成为了焦点话题。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">这一话题还得说回该集团的新晋大股东。在今年数次增持后，新加坡饮料企业杨协成背后的黄氏家族，已成<strong>维他奶第二大股东。</strong></p>
<p style="text-align: justify;"><br></p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/904f69ccf2ce350199efa4e560d16280.jpg" alt="维他奶股权问题" width="600" data-galleryid="" data-imgfileid="540695829" data-ratio="0.75" data-s="300,640" data-type="jpeg" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">据港媒消息，11月初，黄氏家族披露股权比例已超过11%，较10月初约5%的持股比例已经翻一番。而来自维他奶2023/24年度年报的数据显示，罗氏家族合计持股接近26%。值得留意的是，由于双方是植物饮品的“同行”，杨协成的增持动机也备受关注。</p>
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<title>旺旺半年营收108.8亿，风口浪尖上的旺仔牛奶难掩下滑之势！</title>
<description><p><em style="font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; color: #7f7f7f; background-color: #ffffff;"><span style="font-size: 14px;"><em style="color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration: none; text-size-adjust: auto; caret-color: #333333; font-size: 14px; background-color: #ffffff;"><span style="color: #7f7f7f;">本文来自食品板，作者：行恕，转载请联系出处。</span></em></span></em></p>
<p><br></p>
<p style="text-align: justify;">刚刚！中国旺旺发布了截至2024年9月30日止年度业绩报告。</p>
<p style="text-align: justify;"><br></p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/a159e0a8273e58ddb33c994c507e6621.png" alt="财务摘要" width="600" data-galleryid="" data-imgfileid="505320789" data-ratio="0.5462068965517242" data-s="300,640" data-type="png" data-w="725" referrerpolicy="no-referrer"></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">数据显示，2024财年上半年，旺旺实现营收108.8亿元，同比下降3.5%；实现公司应占净利润18.6亿元，同比增长7.6%。除此之外，旺旺财报还呈现诸多看点。</p>
<h2 style="text-align: justify;"><br>一、乳品饮料下滑，米果收益持平</h2>
<p style="text-align: justify;"><strong>乳品及饮料类</strong>收益60.094亿人民币，同比衰退1.4%。其中旺仔牛奶收益同比下降1.6%，销量持平；但多元化渠道售卖增加了终端售点，令罐装牛奶收益同比成长低个位数。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">旺仔牛奶是旺旺乳饮板块的大单品，曾经创造百亿营收。这几年，消费者需求多元变化，旺仔牛奶业绩起伏波动。2023财年，旺仔牛奶止跌回缓，保持高个位数增长，2024财年下半年，旺仔牛奶没有继续保持增长，而是出现下滑。日前，旺仔牛奶因为“异物门”登上风口浪尖，下半财年是否会对产品销售产生营销，不得而知。</p>
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<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/5f8eaae64f2244154d44c7dccfffa6b4.png" alt="旺仔牛奶" width="600" data-galleryid="" data-imgfileid="505320805" data-ratio="0.5630397236614854" data-s="300,640" data-type="png" data-w="579" referrerpolicy="no-referrer"></p>
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<p style="text-align: justify;">另外，饮料及其他小类收益同比上升1.2%，但在7-9月销售旺季，饮料及其他小类收益同比双位数成长。2024财年上半年，乳品小类在批发渠道及现代渠道表现疲弱，但OEM、内容电商等新兴渠道仍持续成长。</p>
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<p style="text-align: justify;">其中「O泡果奶」同比双位数成长；新品「旺旺有片果林」果汁饮料深受消费者喜爱；邦德咖啡在社交媒体平台创造千万级曝光，独创的30ml软袋装「超咖啡」，为消费者带来新奇体验；低糖配方饮料，如无糖乌龙茶、茉莉花茶，及1公升大规格装饮品满足消费差异化的需求。</p>
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<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/1c467ab4c2fad7d78d7e13ccbfdaba8d.webp" alt="旺旺有片果林" width="600" data-galleryid="" data-imgfileid="505320790" data-ratio="1" data-s="300,640" data-type="png" data-w="800" referrerpolicy="no-referrer"></p>
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<p style="text-align: justify;"><strong>休闲食品类</strong>实现收益27.310亿人民币，较去年同期衰退9.9%，主系冰品小类因天气及销售节奏等原因收益同比衰退。</p>
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<p style="text-align: justify;">因持续推进新品研发与多渠道售卖，海外市场持续拓展售卖品项（糖果小类、零食糕饼小类等），保持快速增长势头。<strong>五年内推出的新品占2024财年上半年休闲食品类收益超过20%</strong>，渠道多元化发展带动浪味仙、吸吸糖收益创历史新高。</p>
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<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/241e5deacf359de7f8030f49ef33e589.png" alt="旺旺收益分类和毛利率" width="600" data-galleryid="" data-imgfileid="505320791" data-ratio="0.5355191256830601" data-s="300,640" data-type="png" data-w="732" referrerpolicy="no-referrer"></p>
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<p style="text-align: justify;"><strong>米果类</strong>收益基本持平，销量低个位数增长。海外市场米果类收益双位数增长，约占30%；内容电商、新兴渠道实现双位数增长。</p>
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<h2 style="text-align: justify;">二、量贩零食助力发展，新兴渠道高速增长</h2>
<p style="text-align: justify;">贯彻多元化发展的经营战略，各大渠道表现各不同：</p>
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<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/0092f972e7a58fc91e96406bf2333d40.png" alt="多元渠道发展" width="600" data-galleryid="" data-imgfileid="505320792" data-ratio="0.5416098226466576" data-s="300,640" data-type="png" data-w="733" referrerpolicy="no-referrer"></p>
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<p style="text-align: justify;"><strong>批发渠道及现代渠道：</strong>2024财年上半年受到市场需求疲弱的负面影响，但集团选取富有特色并具差异化的产品，与主要零食量贩系统开展合作，满足消费者变化的购物需求，也带动膨化及糕饼类等休闲食品品类于逆市中成长。</p>
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<p style="text-align: justify;"><strong>新兴渠道的创新与发展：</strong>2024财年上半年，新兴渠道收益持续成长。其中自动售货机渠道，得益于设备的升级扩大售卖产品的品类，令米果及休闲食品类收益均双位数成长；内容电商透由月均发布上万条短视频及Fix XBody旗舰店和旺旺热辣直播间等品牌直播互动，提高品牌、产品的曝光度。</p>
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<p style="text-align: justify;"><strong>OEM渠道保持高速增长：</strong>依托于生产线品类的多样性及生产、研发优势，在代工品类和合作区域上有进一步拓展的空间。</p>
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<p style="text-align: justify;"><strong>海外市场高速增长：</strong>2024财年上半年集团海外业务收益实现双位数成长，其中：亚洲、美洲、大洋洲、欧洲、印非等地区均实现高速增长；得益于新客户和新产品的开发，米果、糖果及糕饼休闲食品类产品成长显著。</p>
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<h2 style="text-align: justify;">三、布局低糖、膳食纤维新品，赢战红火中国年</h2>
<p style="text-align: justify;">随着健康意识的提高和生活方式的转变，低糖、膳食纤维成为新趋势，旺旺2024财年下半年将研发更多低糖、少糖类饮品，同时糙米类健康米类产品也将上市，将满足更多消费者习惯。2024财年下半年春节销售旺季，旺旺将推出融入「金蛇福旺」元素包装的多款年节礼包，营造红火中国年氛围。</p>
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<p style="text-align: justify;">此外，旺旺将继续探索多元的新兴渠道，持续品牌差异化、产品多样化策略，创意有趣数字行销增加与消费者互动。</p>
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<p><em style="font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; color: #7f7f7f; background-color: #ffffff;"><span style="font-size: 14px;">本文图片及封面图来源：旺旺</span></em></p>
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<link>https://www.foodtalks.cn/news/54644</link>
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<pubDate>Wed, 27 Nov 2024 11:02:30 GMT</pubDate>
<author>行恕</author>
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<category>foodnews</category>
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<title>“量贩零食见顶论”的几个迷思</title>
<description><p><em style="font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; color: #7f7f7f; background-color: #ffffff;"><span style="font-size: 14px;"><em style="color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration: none; text-size-adjust: auto; caret-color: #333333; font-size: 14px; background-color: #ffffff;"><span style="color: #7f7f7f;">本文为创业最前线原创，作者：小芸，编辑：闪电 ，美编：邢静，审核：颂文，转载请联系出处。</span></em></span></em></p>
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<p style="text-align: justify;">近期，“量贩零食红利殆尽”、“首批入局者开始倒闭”、“县城内卷生意难做”、“现在加盟就是割韭菜”等话题纷至沓来。<br></p>
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<p style="text-align: justify;">受此影响，许多人甚至断言量贩零食行业已然见顶。</p>
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<p style="text-align: justify;">崛起于下沉市场、看似风光无限的量贩零食，是否真的会由盛转衰？仅凭事理逻辑判断，难免与事实真相存有偏差。为了能够深度揭示量贩零食行业的真相和全貌，有必要对“量贩零食见顶论”中常见的四个迷思予以剖析。</p>
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<h2 style="text-align: justify;">&nbsp;一、量贩零食行业规模停止增长了</h2>
<p style="text-align: justify;">量贩零食作为休闲食品行业的一种商业模式，其规模增长与休闲食品行业紧密相连。伴随经济发展与消费水平提升，消费者对休闲食品的需求持续攀升，众多食品企业纷纷涉足，休闲食品种类日益丰富，已然成为生活新“刚需”。</p>
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<p style="text-align: justify;">艾媒咨询发布的《2023—2024年中国休闲食品产业现状及消费行为数据研究报告》显示，自2010年至2022年，市场规模从4100亿元增长至11654亿元，预计到2027年将达到12378亿元。</p>
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<p style="text-align: justify;">万亿级别的市场规模，以及未来五年维持10%以上的复合增长率。近年来，各级政府相继出台政策鼓励行业发展，政策和市场双驱动，无疑是用脚投票。</p>
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<p style="text-align: justify;"><strong>而量贩零食已经成为万亿级休闲食品市场最快的增长点之一。</strong>CIC灼识咨询发布的《2023中国零食量贩行业蓝皮书》显示，随着未来门店数量增长，零食量贩市场规模还会预计从2022年的407亿元增至2027年的1400亿元。</p>
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<p><img class="mc-img" style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/news/fb6eb2f74e8b2726fa584433ce8ad34bba17.png" alt="饼干" width="600" height="402" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">图片来源：pixabay</span></p>
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<p style="text-align: justify;">资本市场持相似观点，中金公司的研报认为，量贩零食行业开店空间6-8万家，相对于目前的约3万家，仍有翻倍空间。</p>
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<p style="text-align: justify;"><strong>中金公司的研报也认为，量贩零食未来可以长青，差异化、专业化是发展趋势。</strong></p>
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<p style="text-align: justify;">回到现实，约3万家量贩门店有近1/3是在2024年新开设的，在鸣鸣很忙集团成为首个突破万店企业之后，行业第二名万辰集团也将努力挤入“万”为单位的终端竞争。</p>
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<p style="text-align: justify;">经过一系列并购整合，第一梯队与第二梯队的优势差距已经显现，竞争格局基本奠定，但并不意味着行业即将进入存量博弈阶段。</p>
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<p style="text-align: justify;"><strong>从量贩零食的地理分布来看，整体还是呈现“南多北少”的特征。</strong>由于量贩零食品牌多数起源于东南沿海及湖南、四川等南方省份，受制于供应链等因素，大多品牌以发源地为中心逐渐向外扩张，因此东北、华北、西北等地目前渗透率仍较低，发展前景广阔。</p>
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<p style="text-align: justify;">由此看来，量贩零食仍然在向终点狂奔。</p>
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<h2 style="text-align: justify;">二、量贩零食是经济下行期的伪需求</h2>
<p style="text-align: justify;">休闲食品俗称“零食”，属于快速消费品的一类，指的是消费者在除主食以外所吃的食品，适用的场景非常广泛，比如休息、聚会、游玩等。</p>
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<p style="text-align: justify;">一组数据证明了零食消费的大众化：2024年前三季度，11家休闲食品上市公司合计实现营收514.34亿元，同比大幅增长58.03%。可见，零食需求已有偏刚需属性。</p>
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<p style="text-align: justify;">再看量贩零食业态，依托供应链变革和运营管理效率提效，其正在成为消费者零食消费的主要渠道。</p>
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<p style="text-align: justify;">与其讨论量贩零食兴起与经济形势走势的关系，不如回归商业本质，寻找其与消费者需求的契合度。</p>
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<p style="text-align: justify;"><strong>相比传统的零食销售业态，零食量贩业态有“多”、“快”、“好”、“省”四个特点。</strong></p>
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<p style="text-align: justify;"><strong>“多”体现在品牌多、SKU多。</strong>单店SKU普遍在1700-3000个，涵盖大众、小众品牌和进口品牌。同一品类提供多种规格、口味、差异化包装的产品，满足个性化、多元化消费需求。</p>
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<p style="text-align: justify;"><strong>“快”体现在路径短、高周转。</strong>选址普遍位于社区、学校、医院等商圈，覆盖最短生活半径。纳入水饮奶乳、烘焙糕点、方便食品等商超便利店爆款，通过高频带低频维持高复购率。</p>
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<p style="text-align: justify;"><strong>“好”体现在场景好、体验好。</strong>量贩零食真正的创新，是以垂直品类经营吸引从一线到下沉市场的精准用户，创造了沉浸式零食消费场景。以周为单位快速上新，持续保持消费新鲜感。</p>
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<p style="text-align: justify;"><strong>“省”体现在价格低，性价比高。</strong>没有中间商赚差价的特点，使得其产品价格仅是一般商超的60-80%。而规模优势又进一步促使头部品牌在集中采购时获得更高的议价权。</p>
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<p style="text-align: justify;"><strong>“多”、“快”、“好”、“省”的加持下，2017—2022年零食量贩模式市场规模呈现爆发式增长，复合增长率达114.6%。</strong></p>
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<p style="text-align: justify;">一个值得关注的现象是，量贩零食以更小包装和散装的方式进行销售，无形中满足了较低的成本尝试新品的需求，是拉动销售的关键之一。根据亿滋国际的调研，有70%的受访者表示，希望零食分量得到控制。</p>
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<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/dd9b321f2e49865ecc215b13effacccc.jpg" alt="来伊份" width="600" data-backh="375" data-backw="562" data-imgfileid="100053177" data-ratio="0.6666666666666666" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">图片来源：界面新闻图库</span></p>
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<p style="text-align: justify;">来伊份创始人郁瑞芬曾说，线下实体店对于零食企业来说具有不可替代的重要意义。特别是在产品试尝、愉悦的购物体验和服务，以及加强品牌黏性和用户忠诚度方面，线下门店优势仍然明显。</p>
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<h2 style="text-align: justify;">三、量贩零食只是一门县城生意</h2>
<p style="text-align: justify;">三五步就是一家量贩零食店，已经成为县城、乡镇一道独特的风景线。</p>
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<p style="text-align: justify;">随之而来的论调是，量贩零食薄利多销的本质，使其只能契合低线城市消费需求。</p>
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<p style="text-align: justify;">这显然忽视了国内平价品牌颠覆市场的普遍规律，农村包围城市。</p>
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<p style="text-align: justify;">以奶茶行业为例，古茗最早始于浙江温岭市大溪镇的一家小店，蜜雪冰城的雏形是河南郑州一家名为“寒流刨冰”的冷饮店，风头最劲的霸王茶姬则起于云南。</p>
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<p style="text-align: justify;"><strong>事实上，低线城市消费者往往比高线城市消费者更加挑剔，更注重性价比。</strong></p>
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<p style="text-align: justify;">《中国家庭精明消费报告》显示，当前“精明消费”趋势明显，“性价比”已经成为家庭群体购买决策中的关键因素。</p>
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<p style="text-align: justify;">此外报告还显示，消费分层趋势明显，一二线城市逐渐趋向理性消费，而三四五线城市在电商持续深入的渗透下，开始在消费中追求品质，享受“好货不贵”的消费升级。</p>
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<p style="text-align: justify;">而且根据凯度消费者指数最新发布的二季度中国零售报告显示，2024年上半年，中国消费者依然保持近场化的购物习惯。</p>
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<p style="text-align: justify;">不以城市层级为区分，量贩零食满足的是当下消费者对零食购物“多样化”、“质价比”、“即时满足”的综合需求，他们一同跨越了地域限制迈入了同一条河流。</p>
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<p style="text-align: justify;">量贩零食以外，中国的万店品牌有6家都建立在县城的基本盘之上。分别是华莱士、正新鸡排、蜜雪冰城、绝味鸭脖、兰州拉面、沙县小吃，它们都是从小城市起家，逐渐扎根到了一二线城市。</p>
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<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/9865e6afff73827655f15faf8c45287e.jpg" alt="零食很忙" width="600" data-backh="317" data-backw="562" data-imgfileid="100053178" data-ratio="0.562962962962963" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">图片来源：微博@零食很忙</span></p>
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<p style="text-align: justify;">据媒体报道，前不久鸣鸣很忙集团已将门店开到北京。</p>
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<p style="text-align: justify;">而通过高德地图搜索发现，零食很忙、赵一鸣零食在上海、广州、深圳等一线城市，以及杭州、成都、天津等新一线城市近郊都已经开设了门店，似乎已经吹响了向高线城市进军的号角。</p>
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<p style="text-align: justify;">不过，长期来看，县城仍然量贩零食万店规模的基本盘。</p>
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<p style="text-align: justify;">1472个县和394个县级市所组成的县域经济同样也是中国社会的基本盘。根据最新的人口普查，这1800多个县域地区，常住人口约为7.5亿人，占到了全国人口的一半以上。</p>
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<p style="text-align: justify;">事实上，中国有6家万店品牌都建立在县域经济的基本盘上，分别是华莱士、正新鸡排、蜜雪冰城、绝味鸭脖、兰州拉面、沙县小吃，它们都是从低线城市起家，逐渐拓展到高线城市。</p>
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<p style="text-align: justify;"><strong>量贩零食与上述品牌隶属的业态有着相同的基因，这也从侧面印证了，量贩零食并非只能停留在县城，在一线城市同样具备一定的发展空间。</strong></p>
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<h2 style="text-align: justify;">四、量贩零食没有竞争壁</h2>
<p style="text-align: justify;">产品同质化、供应链公开、技术门槛低……也有观点认为，量贩零食成功的关键在于去经销商化，与传统商超便利店的商品供给没有明显差异，没有竞争壁垒。</p>
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<p style="text-align: justify;">这显然忽视了一点，规模优势本身就是一种壁垒，是品牌护城河的基础设施。</p>
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<p style="text-align: justify;"><strong>通过规模优势，可以调动整个产业链。由规模的量变带来成本的质变，进而体现在市场价格竞争中：同样的产品，成本更低；一样的价格，利润更大。</strong></p>
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<p style="text-align: justify;">因此，单纯的低价并不是量贩零食的竞争壁垒，背后的低成本才是，由总成本领先而带来的低价优势，能够防止潜在竞争对手进入。</p>
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<p style="text-align: justify;">就如这两年陆正耀东山再起，即便采取了同样的打法，库迪咖啡也未能成功挑落其一手创办的瑞幸咖啡。</p>
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<p style="text-align: justify;">由此类推，头部企业“跑马圈地”的背后，是供应链优势的对决，这也是量贩零食行业大杀四方真正的胜负手。</p>
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<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/725a45d4fa06e685dc0fb2215ff90660.jpg" alt="好特卖" width="600" data-backh="375" data-backw="562" data-imgfileid="100053180" data-ratio="0.6666666666666666" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">图片来源：界面新闻图库</span></p>
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<p style="text-align: justify;">软折扣品牌“好特卖”联合创始人张宁曾表示，算法是好特卖核心的护城河。其逻辑是利用算法进行有效且精准的定价和配货，将滞销控制在1%甚至更低的范围以内，从而成为经营成本的一部分。</p>
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<p style="text-align: justify;">对于硬折扣品牌，算法的作用大抵也是如此。以鸣鸣很忙集团领跑的头部企业，自身规模优势本就积攒了庞大的消费大数据，叠加线上团购等数字化业务，如果终端门店要进一步增益，必然要向数据驱动的供应链分发机制要效益。</p>
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<p style="text-align: justify;"><strong>放到整个休闲食品行业中观察，这也可以倒逼产业链升级。消费者通过量贩零食店反馈需求到产业链，产业链对于产品生产需求反应更快、更精准，甚至形成零食C2M模式。</strong></p>
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<p style="text-align: justify;">综上所述，量贩零食仍然处在方兴未艾的状况。</p>
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<p style="text-align: justify;">只能说，随着行业竞争格局白热化，整合并购加速发生的当下，竞争的重心已经从草莽扩张、抢占店铺为主，逐渐转向精耕细作、效率优先，优化品类组合、增加自有品牌、创新差异化店型等都将是量贩零食发展可以借鉴的思路。</p>
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<p style="text-align: justify;">至于能否继续投身量贩零食创业，<strong>永远记住一句话：选址对了，生意就成功了一半！</strong></p>
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<p><em style="font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; color: #7f7f7f; background-color: #ffffff;"><span style="font-size: 14px;">本文封面图来源：pixabay</span></em></p>
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<link>https://www.foodtalks.cn/news/54643</link>
<guid isPermaLink="false">https://www.foodtalks.cn/news/54643</guid>
<pubDate>Wed, 27 Nov 2024 11:01:36 GMT</pubDate>
<author>小芸</author>
<enclosure url="https://static.foodtalks.cn/image/news/fb6eb2f74e8b2726fa584433ce8ad34bba17.png" type="image/jpeg"></enclosure>
<category>snacks</category>
</item>
<item>
<title>维他奶主席称要推动内地业务重返高峰，还说要重新调整电商业务</title>
<description><p><em style="font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; color: #7f7f7f; background-color: #ffffff;"><span style="font-size: 14px;"><em style="color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration: none; text-size-adjust: auto; caret-color: #333333; font-size: 14px; background-color: #ffffff;"><span style="color: #7f7f7f;">本文为小食代原创，作者：潘娴，转载请联系出处。</span></em></span></em></p>
<p><br></p>
<p style="text-align: justify;">11月26日，<a class="mc-company-link" title="维他奶" href="https://www.foodtalks.cn/company/Vitasoy_International" target="_blank" rel="noopener" data-id="316" data-name="维他奶国际集团有限公司" data-code="Vitasoy_International" data-type="company">维他奶</a>集团交出了一份可圈可点的半年报。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">根据财报，截至9月30日的六个月，中国内地仍为维他奶最大市场，期内收入为19.58亿港元，同比保持稳定；经营溢利为2.18亿港元，同比增加15%，并带动了该集团<strong>经营溢利大涨50%。</strong></p>
<p style="text-align: justify;"><br></p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/8e9c1de51b7112a525a58dc9170fa6a4.png" alt="维他奶中期业绩公布" width="600" data-imgfileid="540695822" data-ratio="0.562037037037037" data-s="300,640" data-type="png" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">在11月26日召开的业绩会上，维他奶执行主席罗友礼称，<strong>中国内地所有主要地区的收入都录得增长，经营溢利率也已恢复至双位数水平</strong>，达11%。接下来，维他奶将致力于<strong>推动内地业绩重返高峰。</strong></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">此外，他也被多次问到集团股权相关问题。近期，杨协成背后的黄氏家族短期内频频增持维他奶，已成该集团第二大股东，这会对维他奶带来什么影响备受外界关注。我们来一起看看。</p>
<p style="text-align: justify;"><br></p>
<h2 style="text-align: justify;">一、即饮茶降价</h2>
<p style="text-align: justify;">先来关注下内地市场。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">维他奶表示，在中国内地，其整体销售额同比保持稳定。由于销售执行及产品创新改善， 各地区收入有所增长。“团队于中期期间逐步<strong>改善商业及销售执行力</strong>，令每店销售额有所增长、分销收益增加。”</p>
<p style="text-align: justify;"><br></p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/770729280a114a4707e286111f58093e.png" alt="中国内地销售额同比保持稳定" width="600" data-galleryid="" data-imgfileid="540695810" data-ratio="0.5752551020408163" data-s="300,640" data-type="png" data-w="784" referrerpolicy="no-referrer"></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">此外，创新产品系列表现更强劲也拉动了销售。期内，该集团继续拓宽核心产品矩阵，推出了香蕉和草莓口味的豆奶新品，吸引目标消费者的兴趣及选购。<br></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">不过，其销售额受到了线上业务下滑的影响，原因在于平衡电商的销售建设活动与盈利能力。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">在会上谈到电商时，维他奶行政总裁陆博涛（Roberto Guidetti）称，在内地，电商是重要渠道，但并非维他奶最重要的渠道。财报所提到的平衡是指<strong>不向电商渠道提供过于优惠的促销价。</strong></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">“对我们来说，<strong>最重要的还是线下渠道。</strong>要服务好线下，保持价盘稳定是非常重要的。”陆博涛说，“但在过去几年，我们看到线上出现越来越多促销活动，以及越来越多的大幅降价与低价产品，这为我们的其他分销渠道带来了一些问题。”</p>
<p style="text-align: justify;"><br></p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/c4113df3e535ac99020f3d88af527849.png" alt="维他奶集团各业务收入" width="600" data-galleryid="" data-imgfileid="540695808" data-ratio="0.576379974326059" data-s="300,640" data-type="png" data-w="779" referrerpolicy="no-referrer"></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">他指出，对内地电商业务的调整，既能让维他奶确保盈利能力，也解决了电商与其他分销渠道价格存在冲突的情况。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">根据维他奶财报，尽管内地市场的价格竞争加剧，该集团仍能通过专注于销售组合、降低原材料价格及严控成本，提高盈利能力。以人民币计算，其<strong>内地业务经营溢利同比增长16%。</strong></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">在平衡渠道利益并维护利润的同时，维他奶也在采取措施应对价格战。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">陆博涛表示，目前集团在内地运营植物奶和即饮茶两个核心品类。其中就即饮茶而言，今年前九个月规模持续成长，但部分原因是受无糖茶降价拉动，这一品类促销变多也拉低了即饮茶整体定价。因此，为巩固维他品牌在有糖茶的优势，同时在无糖茶占据一席之地，该集团在今年夏天降低了旗下即饮茶的价格。</p>
<p style="text-align: justify;"><br></p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/2181f37bc735c3dd90dd747dcb42eaf0.jpg" alt="维他柠檬茶" width="600" data-backh="578" data-backw="578" data-croporisrc="https://mmbiz.qpic.cn/sz_mmbiz_jpg/UpBCMIsIJJ8HLXgA2YZU4FFHdlbtERB6Hsdbj9W8ncew5RkIybP9CviaVHLIohZPxXoFvEppiaQeYn7usbe1ywkw/0?wx_fmt=jpeg&amp;from=appmsg" data-cropx1="0" data-cropx2="799.9999999999999" data-cropy1="44.29065743944636" data-cropy2="707.2664359861591" data-imgfileid="540695823" data-ratio="0.82875" data-s="300,640" data-type="jpeg" data-w="800" referrerpolicy="no-referrer"></p>
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<p style="text-align: justify;">“在对我们特别重要的（含糖）柠檬茶中，维他定价一直以来都在高端区间。如果我们发现市场平均价格有变化，那么就需要确保我们的（溢价）比例仍维持在合适水平，所以价格确实有所下降。”他说，至于植物奶，这一品类并未出现价格竞争，集团定价也位于主流区间。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">罗友礼则补充道，随着内地即饮茶价格调整，该集团的竞争能力和销量都得到提升。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">对于即饮茶价格战的走势，陆博涛称，尚无法判断情况会如何变化，但<strong>希望“不需要再进一步降价”。</strong>在目前的定价水平上，维他能确保即饮茶拥有“令人满意”的盈利能力，毛利率在30%～40%之间。</p>
<p style="text-align: justify;"><br></p>
<h2 style="text-align: justify;">二、新股东成焦点</h2>
<p style="text-align: justify;">小食代留意到，在11月26日会上，维他奶的股权问题成为了焦点话题。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">这一话题还得说回该集团的新晋大股东。在今年数次增持后，新加坡饮料企业杨协成背后的黄氏家族，已成<strong>维他奶第二大股东。</strong></p>
<p style="text-align: justify;"><br></p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/904f69ccf2ce350199efa4e560d16280.jpg" alt="维他奶股权问题" width="600" data-galleryid="" data-imgfileid="540695829" data-ratio="0.75" data-s="300,640" data-type="jpeg" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">据港媒消息，11月初，黄氏家族披露股权比例已超过11%，较10月初约5%的持股比例已经翻一番。而来自维他奶2023/24年度年报的数据显示，罗氏家族合计持股接近26%。值得留意的是，由于双方是植物饮品的“同行”，杨协成的增持动机也备受关注。</p>
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Thank you for taking the time to review my pull request. I apologize, but I'm not entirely sure which file you are referring to as unnecessary. Could you please point it out specifically? Additionally, I have made further modifications to the categories. I realy realy appreciate your continuous guidance and support! |
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<title>旺旺半年营收108.8亿，风口浪尖上的旺仔牛奶难掩下滑之势！</title>
<description><p><em style="font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; color: #7f7f7f; background-color: #ffffff;"><span style="font-size: 14px;"><em style="color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration: none; text-size-adjust: auto; caret-color: #333333; font-size: 14px; background-color: #ffffff;"><span style="color: #7f7f7f;">本文来自食品板，作者：行恕，转载请联系出处。</span></em></span></em></p>
<p><br></p>
<p style="text-align: justify;">刚刚！中国旺旺发布了截至2024年9月30日止年度业绩报告。</p>
<p style="text-align: justify;"><br></p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/a159e0a8273e58ddb33c994c507e6621.png" alt="财务摘要" width="600" data-galleryid="" data-imgfileid="505320789" data-ratio="0.5462068965517242" data-s="300,640" data-type="png" data-w="725" referrerpolicy="no-referrer"></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">数据显示，2024财年上半年，旺旺实现营收108.8亿元，同比下降3.5%；实现公司应占净利润18.6亿元，同比增长7.6%。除此之外，旺旺财报还呈现诸多看点。</p>
<h2 style="text-align: justify;"><br>一、乳品饮料下滑，米果收益持平</h2>
<p style="text-align: justify;"><strong>乳品及饮料类</strong>收益60.094亿人民币，同比衰退1.4%。其中旺仔牛奶收益同比下降1.6%，销量持平；但多元化渠道售卖增加了终端售点，令罐装牛奶收益同比成长低个位数。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">旺仔牛奶是旺旺乳饮板块的大单品，曾经创造百亿营收。这几年，消费者需求多元变化，旺仔牛奶业绩起伏波动。2023财年，旺仔牛奶止跌回缓，保持高个位数增长，2024财年下半年，旺仔牛奶没有继续保持增长，而是出现下滑。日前，旺仔牛奶因为“异物门”登上风口浪尖，下半财年是否会对产品销售产生营销，不得而知。</p>
<p style="text-align: justify;"><br></p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/5f8eaae64f2244154d44c7dccfffa6b4.png" alt="旺仔牛奶" width="600" data-galleryid="" data-imgfileid="505320805" data-ratio="0.5630397236614854" data-s="300,640" data-type="png" data-w="579" referrerpolicy="no-referrer"></p>
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<p style="text-align: justify;">另外，饮料及其他小类收益同比上升1.2%，但在7-9月销售旺季，饮料及其他小类收益同比双位数成长。2024财年上半年，乳品小类在批发渠道及现代渠道表现疲弱，但OEM、内容电商等新兴渠道仍持续成长。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">其中「O泡果奶」同比双位数成长；新品「旺旺有片果林」果汁饮料深受消费者喜爱；邦德咖啡在社交媒体平台创造千万级曝光，独创的30ml软袋装「超咖啡」，为消费者带来新奇体验；低糖配方饮料，如无糖乌龙茶、茉莉花茶，及1公升大规格装饮品满足消费差异化的需求。</p>
<p style="text-align: justify;"><br></p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/1c467ab4c2fad7d78d7e13ccbfdaba8d.webp" alt="旺旺有片果林" width="600" data-galleryid="" data-imgfileid="505320790" data-ratio="1" data-s="300,640" data-type="png" data-w="800" referrerpolicy="no-referrer"></p>
<p><br></p>
<p style="text-align: justify;"><strong>休闲食品类</strong>实现收益27.310亿人民币，较去年同期衰退9.9%，主系冰品小类因天气及销售节奏等原因收益同比衰退。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">因持续推进新品研发与多渠道售卖，海外市场持续拓展售卖品项（糖果小类、零食糕饼小类等），保持快速增长势头。<strong>五年内推出的新品占2024财年上半年休闲食品类收益超过20%</strong>，渠道多元化发展带动浪味仙、吸吸糖收益创历史新高。</p>
<p style="text-align: justify;"><br></p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/241e5deacf359de7f8030f49ef33e589.png" alt="旺旺收益分类和毛利率" width="600" data-galleryid="" data-imgfileid="505320791" data-ratio="0.5355191256830601" data-s="300,640" data-type="png" data-w="732" referrerpolicy="no-referrer"></p>
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<p style="text-align: justify;"><strong>米果类</strong>收益基本持平，销量低个位数增长。海外市场米果类收益双位数增长，约占30%；内容电商、新兴渠道实现双位数增长。</p>
<p style="text-align: justify;"><br></p>
<h2 style="text-align: justify;">二、量贩零食助力发展，新兴渠道高速增长</h2>
<p style="text-align: justify;">贯彻多元化发展的经营战略，各大渠道表现各不同：</p>
<p style="text-align: justify;"><br></p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/0092f972e7a58fc91e96406bf2333d40.png" alt="多元渠道发展" width="600" data-galleryid="" data-imgfileid="505320792" data-ratio="0.5416098226466576" data-s="300,640" data-type="png" data-w="733" referrerpolicy="no-referrer"></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;"><strong>批发渠道及现代渠道：</strong>2024财年上半年受到市场需求疲弱的负面影响，但集团选取富有特色并具差异化的产品，与主要零食量贩系统开展合作，满足消费者变化的购物需求，也带动膨化及糕饼类等休闲食品品类于逆市中成长。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;"><strong>新兴渠道的创新与发展：</strong>2024财年上半年，新兴渠道收益持续成长。其中自动售货机渠道，得益于设备的升级扩大售卖产品的品类，令米果及休闲食品类收益均双位数成长；内容电商透由月均发布上万条短视频及Fix XBody旗舰店和旺旺热辣直播间等品牌直播互动，提高品牌、产品的曝光度。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;"><strong>OEM渠道保持高速增长：</strong>依托于生产线品类的多样性及生产、研发优势，在代工品类和合作区域上有进一步拓展的空间。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;"><strong>海外市场高速增长：</strong>2024财年上半年集团海外业务收益实现双位数成长，其中：亚洲、美洲、大洋洲、欧洲、印非等地区均实现高速增长；得益于新客户和新产品的开发，米果、糖果及糕饼休闲食品类产品成长显著。</p>
<p style="text-align: justify;"><br></p>
<h2 style="text-align: justify;">三、布局低糖、膳食纤维新品，赢战红火中国年</h2>
<p style="text-align: justify;">随着健康意识的提高和生活方式的转变，低糖、膳食纤维成为新趋势，旺旺2024财年下半年将研发更多低糖、少糖类饮品，同时糙米类健康米类产品也将上市，将满足更多消费者习惯。2024财年下半年春节销售旺季，旺旺将推出融入「金蛇福旺」元素包装的多款年节礼包，营造红火中国年氛围。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">此外，旺旺将继续探索多元的新兴渠道，持续品牌差异化、产品多样化策略，创意有趣数字行销增加与消费者互动。</p>
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<p><em style="font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; color: #7f7f7f; background-color: #ffffff;"><span style="font-size: 14px;">本文图片及封面图来源：旺旺</span></em></p>
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<p style="max-height: 100%; user-select: text !important; margin: 0px; color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><strong><span style="user-select: text !important; color: #01396a;"><em><span style="user-select: text !important; font-size: 14px;">提示：</span></em></span></strong></p>
<p style="max-height: 100%; user-select: text !important; margin: 0px; color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><em style="color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; white-space: normal; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><span style="color: #7f7f7f; font-size: 14px;">*本文来自<a href="https://mp.weixin.qq.com/s/dAeCjtV622MHYkHFgdM__w" target="_blank" rel="noopener">食品板</a>（ID：tyjspb），不代表FoodTalks立场，转载请联系出处。</span></em></p>
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<link>https://www.foodtalks.cn/news/54644</link>
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<pubDate>Wed, 27 Nov 2024 11:02:30 GMT</pubDate>
<author>行恕</author>
<enclosure url="https://static.foodtalks.cn/image/post/5f8eaae64f2244154d44c7dccfffa6b4.png" type="image/jpeg"></enclosure>
<category>foodnews</category>
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<title>“量贩零食见顶论”的几个迷思</title>
<description><p><em style="font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; color: #7f7f7f; background-color: #ffffff;"><span style="font-size: 14px;"><em style="color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration: none; text-size-adjust: auto; caret-color: #333333; font-size: 14px; background-color: #ffffff;"><span style="color: #7f7f7f;">本文为创业最前线原创，作者：小芸，编辑：闪电 ，美编：邢静，审核：颂文，转载请联系出处。</span></em></span></em></p>
<p><br></p>
<p style="text-align: justify;">近期，“量贩零食红利殆尽”、“首批入局者开始倒闭”、“县城内卷生意难做”、“现在加盟就是割韭菜”等话题纷至沓来。<br></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">受此影响，许多人甚至断言量贩零食行业已然见顶。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">崛起于下沉市场、看似风光无限的量贩零食，是否真的会由盛转衰？仅凭事理逻辑判断，难免与事实真相存有偏差。为了能够深度揭示量贩零食行业的真相和全貌，有必要对“量贩零食见顶论”中常见的四个迷思予以剖析。</p>
<p style="text-align: justify;"><br></p>
<h2 style="text-align: justify;">&nbsp;一、量贩零食行业规模停止增长了</h2>
<p style="text-align: justify;">量贩零食作为休闲食品行业的一种商业模式，其规模增长与休闲食品行业紧密相连。伴随经济发展与消费水平提升，消费者对休闲食品的需求持续攀升，众多食品企业纷纷涉足，休闲食品种类日益丰富，已然成为生活新“刚需”。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">艾媒咨询发布的《2023—2024年中国休闲食品产业现状及消费行为数据研究报告》显示，自2010年至2022年，市场规模从4100亿元增长至11654亿元，预计到2027年将达到12378亿元。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">万亿级别的市场规模，以及未来五年维持10%以上的复合增长率。近年来，各级政府相继出台政策鼓励行业发展，政策和市场双驱动，无疑是用脚投票。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;"><strong>而量贩零食已经成为万亿级休闲食品市场最快的增长点之一。</strong>CIC灼识咨询发布的《2023中国零食量贩行业蓝皮书》显示，随着未来门店数量增长，零食量贩市场规模还会预计从2022年的407亿元增至2027年的1400亿元。</p>
<p style="text-align: justify;"><br></p>
<p><img class="mc-img" style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/news/fb6eb2f74e8b2726fa584433ce8ad34bba17.png" alt="饼干" width="600" height="402" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">图片来源：pixabay</span></p>
<p>&nbsp;</p>
<p style="text-align: justify;">资本市场持相似观点，中金公司的研报认为，量贩零食行业开店空间6-8万家，相对于目前的约3万家，仍有翻倍空间。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;"><strong>中金公司的研报也认为，量贩零食未来可以长青，差异化、专业化是发展趋势。</strong></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">回到现实，约3万家量贩门店有近1/3是在2024年新开设的，在鸣鸣很忙集团成为首个突破万店企业之后，行业第二名万辰集团也将努力挤入“万”为单位的终端竞争。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">经过一系列并购整合，第一梯队与第二梯队的优势差距已经显现，竞争格局基本奠定，但并不意味着行业即将进入存量博弈阶段。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;"><strong>从量贩零食的地理分布来看，整体还是呈现“南多北少”的特征。</strong>由于量贩零食品牌多数起源于东南沿海及湖南、四川等南方省份，受制于供应链等因素，大多品牌以发源地为中心逐渐向外扩张，因此东北、华北、西北等地目前渗透率仍较低，发展前景广阔。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">由此看来，量贩零食仍然在向终点狂奔。</p>
<p style="text-align: justify;">&nbsp;</p>
<h2 style="text-align: justify;">二、量贩零食是经济下行期的伪需求</h2>
<p style="text-align: justify;">休闲食品俗称“零食”，属于快速消费品的一类，指的是消费者在除主食以外所吃的食品，适用的场景非常广泛，比如休息、聚会、游玩等。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">一组数据证明了零食消费的大众化：2024年前三季度，11家休闲食品上市公司合计实现营收514.34亿元，同比大幅增长58.03%。可见，零食需求已有偏刚需属性。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">再看量贩零食业态，依托供应链变革和运营管理效率提效，其正在成为消费者零食消费的主要渠道。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">与其讨论量贩零食兴起与经济形势走势的关系，不如回归商业本质，寻找其与消费者需求的契合度。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;"><strong>相比传统的零食销售业态，零食量贩业态有“多”、“快”、“好”、“省”四个特点。</strong></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;"><strong>“多”体现在品牌多、SKU多。</strong>单店SKU普遍在1700-3000个，涵盖大众、小众品牌和进口品牌。同一品类提供多种规格、口味、差异化包装的产品，满足个性化、多元化消费需求。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;"><strong>“快”体现在路径短、高周转。</strong>选址普遍位于社区、学校、医院等商圈，覆盖最短生活半径。纳入水饮奶乳、烘焙糕点、方便食品等商超便利店爆款，通过高频带低频维持高复购率。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;"><strong>“好”体现在场景好、体验好。</strong>量贩零食真正的创新，是以垂直品类经营吸引从一线到下沉市场的精准用户，创造了沉浸式零食消费场景。以周为单位快速上新，持续保持消费新鲜感。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;"><strong>“省”体现在价格低，性价比高。</strong>没有中间商赚差价的特点，使得其产品价格仅是一般商超的60-80%。而规模优势又进一步促使头部品牌在集中采购时获得更高的议价权。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;"><strong>“多”、“快”、“好”、“省”的加持下，2017—2022年零食量贩模式市场规模呈现爆发式增长，复合增长率达114.6%。</strong></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">一个值得关注的现象是，量贩零食以更小包装和散装的方式进行销售，无形中满足了较低的成本尝试新品的需求，是拉动销售的关键之一。根据亿滋国际的调研，有70%的受访者表示，希望零食分量得到控制。</p>
<p style="text-align: justify;"><br></p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/dd9b321f2e49865ecc215b13effacccc.jpg" alt="来伊份" width="600" data-backh="375" data-backw="562" data-imgfileid="100053177" data-ratio="0.6666666666666666" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">图片来源：界面新闻图库</span></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">来伊份创始人郁瑞芬曾说，线下实体店对于零食企业来说具有不可替代的重要意义。特别是在产品试尝、愉悦的购物体验和服务，以及加强品牌黏性和用户忠诚度方面，线下门店优势仍然明显。</p>
<p style="text-align: justify;">&nbsp;</p>
<h2 style="text-align: justify;">三、量贩零食只是一门县城生意</h2>
<p style="text-align: justify;">三五步就是一家量贩零食店，已经成为县城、乡镇一道独特的风景线。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">随之而来的论调是，量贩零食薄利多销的本质，使其只能契合低线城市消费需求。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">这显然忽视了国内平价品牌颠覆市场的普遍规律，农村包围城市。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">以奶茶行业为例，古茗最早始于浙江温岭市大溪镇的一家小店，蜜雪冰城的雏形是河南郑州一家名为“寒流刨冰”的冷饮店，风头最劲的霸王茶姬则起于云南。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;"><strong>事实上，低线城市消费者往往比高线城市消费者更加挑剔，更注重性价比。</strong></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">《中国家庭精明消费报告》显示，当前“精明消费”趋势明显，“性价比”已经成为家庭群体购买决策中的关键因素。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">此外报告还显示，消费分层趋势明显，一二线城市逐渐趋向理性消费，而三四五线城市在电商持续深入的渗透下，开始在消费中追求品质，享受“好货不贵”的消费升级。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">而且根据凯度消费者指数最新发布的二季度中国零售报告显示，2024年上半年，中国消费者依然保持近场化的购物习惯。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">不以城市层级为区分，量贩零食满足的是当下消费者对零食购物“多样化”、“质价比”、“即时满足”的综合需求，他们一同跨越了地域限制迈入了同一条河流。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">量贩零食以外，中国的万店品牌有6家都建立在县城的基本盘之上。分别是华莱士、正新鸡排、蜜雪冰城、绝味鸭脖、兰州拉面、沙县小吃，它们都是从小城市起家，逐渐扎根到了一二线城市。</p>
<p style="text-align: justify;"><br></p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/9865e6afff73827655f15faf8c45287e.jpg" alt="零食很忙" width="600" data-backh="317" data-backw="562" data-imgfileid="100053178" data-ratio="0.562962962962963" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">图片来源：微博@零食很忙</span></p>
<p><br></p>
<p style="text-align: justify;">据媒体报道，前不久鸣鸣很忙集团已将门店开到北京。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">而通过高德地图搜索发现，零食很忙、赵一鸣零食在上海、广州、深圳等一线城市，以及杭州、成都、天津等新一线城市近郊都已经开设了门店，似乎已经吹响了向高线城市进军的号角。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">不过，长期来看，县城仍然量贩零食万店规模的基本盘。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">1472个县和394个县级市所组成的县域经济同样也是中国社会的基本盘。根据最新的人口普查，这1800多个县域地区，常住人口约为7.5亿人，占到了全国人口的一半以上。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">事实上，中国有6家万店品牌都建立在县域经济的基本盘上，分别是华莱士、正新鸡排、蜜雪冰城、绝味鸭脖、兰州拉面、沙县小吃，它们都是从低线城市起家，逐渐拓展到高线城市。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;"><strong>量贩零食与上述品牌隶属的业态有着相同的基因，这也从侧面印证了，量贩零食并非只能停留在县城，在一线城市同样具备一定的发展空间。</strong></p>
<p style="text-align: justify;">&nbsp;</p>
<h2 style="text-align: justify;">四、量贩零食没有竞争壁</h2>
<p style="text-align: justify;">产品同质化、供应链公开、技术门槛低……也有观点认为，量贩零食成功的关键在于去经销商化，与传统商超便利店的商品供给没有明显差异，没有竞争壁垒。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">这显然忽视了一点，规模优势本身就是一种壁垒，是品牌护城河的基础设施。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;"><strong>通过规模优势，可以调动整个产业链。由规模的量变带来成本的质变，进而体现在市场价格竞争中：同样的产品，成本更低；一样的价格，利润更大。</strong></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">因此，单纯的低价并不是量贩零食的竞争壁垒，背后的低成本才是，由总成本领先而带来的低价优势，能够防止潜在竞争对手进入。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">就如这两年陆正耀东山再起，即便采取了同样的打法，库迪咖啡也未能成功挑落其一手创办的瑞幸咖啡。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">由此类推，头部企业“跑马圈地”的背后，是供应链优势的对决，这也是量贩零食行业大杀四方真正的胜负手。</p>
<p style="text-align: justify;"><br></p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/725a45d4fa06e685dc0fb2215ff90660.jpg" alt="好特卖" width="600" data-backh="375" data-backw="562" data-imgfileid="100053180" data-ratio="0.6666666666666666" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">图片来源：界面新闻图库</span></p>
<p><br></p>
<p style="text-align: justify;">软折扣品牌“好特卖”联合创始人张宁曾表示，算法是好特卖核心的护城河。其逻辑是利用算法进行有效且精准的定价和配货，将滞销控制在1%甚至更低的范围以内，从而成为经营成本的一部分。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">对于硬折扣品牌，算法的作用大抵也是如此。以鸣鸣很忙集团领跑的头部企业，自身规模优势本就积攒了庞大的消费大数据，叠加线上团购等数字化业务，如果终端门店要进一步增益，必然要向数据驱动的供应链分发机制要效益。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;"><strong>放到整个休闲食品行业中观察，这也可以倒逼产业链升级。消费者通过量贩零食店反馈需求到产业链，产业链对于产品生产需求反应更快、更精准，甚至形成零食C2M模式。</strong></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">综上所述，量贩零食仍然处在方兴未艾的状况。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">只能说，随着行业竞争格局白热化，整合并购加速发生的当下，竞争的重心已经从草莽扩张、抢占店铺为主，逐渐转向精耕细作、效率优先，优化品类组合、增加自有品牌、创新差异化店型等都将是量贩零食发展可以借鉴的思路。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">至于能否继续投身量贩零食创业，<strong>永远记住一句话：选址对了，生意就成功了一半！</strong></p>
<p><br></p>
<p><em style="font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; color: #7f7f7f; background-color: #ffffff;"><span style="font-size: 14px;">本文封面图来源：pixabay</span></em></p>
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<link>https://www.foodtalks.cn/news/54643</link>
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<pubDate>Wed, 27 Nov 2024 11:01:36 GMT</pubDate>
<author>小芸</author>
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<category>snacks</category>
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<title>维他奶主席称要推动内地业务重返高峰，还说要重新调整电商业务</title>
<description><p><em style="font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; color: #7f7f7f; background-color: #ffffff;"><span style="font-size: 14px;"><em style="color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration: none; text-size-adjust: auto; caret-color: #333333; font-size: 14px; background-color: #ffffff;"><span style="color: #7f7f7f;">本文为小食代原创，作者：潘娴，转载请联系出处。</span></em></span></em></p>
<p><br></p>
<p style="text-align: justify;">11月26日，<a class="mc-company-link" title="维他奶" href="https://www.foodtalks.cn/company/Vitasoy_International" target="_blank" rel="noopener" data-id="316" data-name="维他奶国际集团有限公司" data-code="Vitasoy_International" data-type="company">维他奶</a>集团交出了一份可圈可点的半年报。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">根据财报，截至9月30日的六个月，中国内地仍为维他奶最大市场，期内收入为19.58亿港元，同比保持稳定；经营溢利为2.18亿港元，同比增加15%，并带动了该集团<strong>经营溢利大涨50%。</strong></p>
<p style="text-align: justify;"><br></p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/8e9c1de51b7112a525a58dc9170fa6a4.png" alt="维他奶中期业绩公布" width="600" data-imgfileid="540695822" data-ratio="0.562037037037037" data-s="300,640" data-type="png" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">在11月26日召开的业绩会上，维他奶执行主席罗友礼称，<strong>中国内地所有主要地区的收入都录得增长，经营溢利率也已恢复至双位数水平</strong>，达11%。接下来，维他奶将致力于<strong>推动内地业绩重返高峰。</strong></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">此外，他也被多次问到集团股权相关问题。近期，杨协成背后的黄氏家族短期内频频增持维他奶，已成该集团第二大股东，这会对维他奶带来什么影响备受外界关注。我们来一起看看。</p>
<p style="text-align: justify;"><br></p>
<h2 style="text-align: justify;">一、即饮茶降价</h2>
<p style="text-align: justify;">先来关注下内地市场。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">维他奶表示，在中国内地，其整体销售额同比保持稳定。由于销售执行及产品创新改善， 各地区收入有所增长。“团队于中期期间逐步<strong>改善商业及销售执行力</strong>，令每店销售额有所增长、分销收益增加。”</p>
<p style="text-align: justify;"><br></p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/770729280a114a4707e286111f58093e.png" alt="中国内地销售额同比保持稳定" width="600" data-galleryid="" data-imgfileid="540695810" data-ratio="0.5752551020408163" data-s="300,640" data-type="png" data-w="784" referrerpolicy="no-referrer"></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">此外，创新产品系列表现更强劲也拉动了销售。期内，该集团继续拓宽核心产品矩阵，推出了香蕉和草莓口味的豆奶新品，吸引目标消费者的兴趣及选购。<br></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">不过，其销售额受到了线上业务下滑的影响，原因在于平衡电商的销售建设活动与盈利能力。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">在会上谈到电商时，维他奶行政总裁陆博涛（Roberto Guidetti）称，在内地，电商是重要渠道，但并非维他奶最重要的渠道。财报所提到的平衡是指<strong>不向电商渠道提供过于优惠的促销价。</strong></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">“对我们来说，<strong>最重要的还是线下渠道。</strong>要服务好线下，保持价盘稳定是非常重要的。”陆博涛说，“但在过去几年，我们看到线上出现越来越多促销活动，以及越来越多的大幅降价与低价产品，这为我们的其他分销渠道带来了一些问题。”</p>
<p style="text-align: justify;"><br></p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/c4113df3e535ac99020f3d88af527849.png" alt="维他奶集团各业务收入" width="600" data-galleryid="" data-imgfileid="540695808" data-ratio="0.576379974326059" data-s="300,640" data-type="png" data-w="779" referrerpolicy="no-referrer"></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">他指出，对内地电商业务的调整，既能让维他奶确保盈利能力，也解决了电商与其他分销渠道价格存在冲突的情况。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">根据维他奶财报，尽管内地市场的价格竞争加剧，该集团仍能通过专注于销售组合、降低原材料价格及严控成本，提高盈利能力。以人民币计算，其<strong>内地业务经营溢利同比增长16%。</strong></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">在平衡渠道利益并维护利润的同时，维他奶也在采取措施应对价格战。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">陆博涛表示，目前集团在内地运营植物奶和即饮茶两个核心品类。其中就即饮茶而言，今年前九个月规模持续成长，但部分原因是受无糖茶降价拉动，这一品类促销变多也拉低了即饮茶整体定价。因此，为巩固维他品牌在有糖茶的优势，同时在无糖茶占据一席之地，该集团在今年夏天降低了旗下即饮茶的价格。</p>
<p style="text-align: justify;"><br></p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/2181f37bc735c3dd90dd747dcb42eaf0.jpg" alt="维他柠檬茶" width="600" data-backh="578" data-backw="578" data-croporisrc="https://mmbiz.qpic.cn/sz_mmbiz_jpg/UpBCMIsIJJ8HLXgA2YZU4FFHdlbtERB6Hsdbj9W8ncew5RkIybP9CviaVHLIohZPxXoFvEppiaQeYn7usbe1ywkw/0?wx_fmt=jpeg&amp;from=appmsg" data-cropx1="0" data-cropx2="799.9999999999999" data-cropy1="44.29065743944636" data-cropy2="707.2664359861591" data-imgfileid="540695823" data-ratio="0.82875" data-s="300,640" data-type="jpeg" data-w="800" referrerpolicy="no-referrer"></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">“在对我们特别重要的（含糖）柠檬茶中，维他定价一直以来都在高端区间。如果我们发现市场平均价格有变化，那么就需要确保我们的（溢价）比例仍维持在合适水平，所以价格确实有所下降。”他说，至于植物奶，这一品类并未出现价格竞争，集团定价也位于主流区间。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">罗友礼则补充道，随着内地即饮茶价格调整，该集团的竞争能力和销量都得到提升。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">对于即饮茶价格战的走势，陆博涛称，尚无法判断情况会如何变化，但<strong>希望“不需要再进一步降价”。</strong>在目前的定价水平上，维他能确保即饮茶拥有“令人满意”的盈利能力，毛利率在30%～40%之间。</p>
<p style="text-align: justify;"><br></p>
<h2 style="text-align: justify;">二、新股东成焦点</h2>
<p style="text-align: justify;">小食代留意到，在11月26日会上，维他奶的股权问题成为了焦点话题。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">这一话题还得说回该集团的新晋大股东。在今年数次增持后，新加坡饮料企业杨协成背后的黄氏家族，已成<strong>维他奶第二大股东。</strong></p>
<p style="text-align: justify;"><br></p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/904f69ccf2ce350199efa4e560d16280.jpg" alt="维他奶股权问题" width="600" data-galleryid="" data-imgfileid="540695829" data-ratio="0.75" data-s="300,640" data-type="jpeg" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">据港媒消息，11月初，黄氏家族披露股权比例已超过11%，较10月初约5%的持股比例已经翻一番。而来自维他奶2023/24年度年报的数据显示，罗氏家族合计持股接近26%。值得留意的是，由于双方是植物饮品的“同行”，杨协成的增持动机也备受关注。</p>
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<title>旺旺半年营收108.8亿，风口浪尖上的旺仔牛奶难掩下滑之势！</title>
<description><p><em style="font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; color: #7f7f7f; background-color: #ffffff;"><span style="font-size: 14px;"><em style="color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration: none; text-size-adjust: auto; caret-color: #333333; font-size: 14px; background-color: #ffffff;"><span style="color: #7f7f7f;">本文来自食品板，作者：行恕，转载请联系出处。</span></em></span></em></p>
<p><br></p>
<p style="text-align: justify;">刚刚！中国旺旺发布了截至2024年9月30日止年度业绩报告。</p>
<p style="text-align: justify;"><br></p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/a159e0a8273e58ddb33c994c507e6621.png" alt="财务摘要" width="600" data-galleryid="" data-imgfileid="505320789" data-ratio="0.5462068965517242" data-s="300,640" data-type="png" data-w="725" referrerpolicy="no-referrer"></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">数据显示，2024财年上半年，旺旺实现营收108.8亿元，同比下降3.5%；实现公司应占净利润18.6亿元，同比增长7.6%。除此之外，旺旺财报还呈现诸多看点。</p>
<h2 style="text-align: justify;"><br>一、乳品饮料下滑，米果收益持平</h2>
<p style="text-align: justify;"><strong>乳品及饮料类</strong>收益60.094亿人民币，同比衰退1.4%。其中旺仔牛奶收益同比下降1.6%，销量持平；但多元化渠道售卖增加了终端售点，令罐装牛奶收益同比成长低个位数。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">旺仔牛奶是旺旺乳饮板块的大单品，曾经创造百亿营收。这几年，消费者需求多元变化，旺仔牛奶业绩起伏波动。2023财年，旺仔牛奶止跌回缓，保持高个位数增长，2024财年下半年，旺仔牛奶没有继续保持增长，而是出现下滑。日前，旺仔牛奶因为“异物门”登上风口浪尖，下半财年是否会对产品销售产生营销，不得而知。</p>
<p style="text-align: justify;"><br></p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/5f8eaae64f2244154d44c7dccfffa6b4.png" alt="旺仔牛奶" width="600" data-galleryid="" data-imgfileid="505320805" data-ratio="0.5630397236614854" data-s="300,640" data-type="png" data-w="579" referrerpolicy="no-referrer"></p>
<p><br></p>
<p style="text-align: justify;">另外，饮料及其他小类收益同比上升1.2%，但在7-9月销售旺季，饮料及其他小类收益同比双位数成长。2024财年上半年，乳品小类在批发渠道及现代渠道表现疲弱，但OEM、内容电商等新兴渠道仍持续成长。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">其中「O泡果奶」同比双位数成长；新品「旺旺有片果林」果汁饮料深受消费者喜爱；邦德咖啡在社交媒体平台创造千万级曝光，独创的30ml软袋装「超咖啡」，为消费者带来新奇体验；低糖配方饮料，如无糖乌龙茶、茉莉花茶，及1公升大规格装饮品满足消费差异化的需求。</p>
<p style="text-align: justify;"><br></p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/1c467ab4c2fad7d78d7e13ccbfdaba8d.webp" alt="旺旺有片果林" width="600" data-galleryid="" data-imgfileid="505320790" data-ratio="1" data-s="300,640" data-type="png" data-w="800" referrerpolicy="no-referrer"></p>
<p><br></p>
<p style="text-align: justify;"><strong>休闲食品类</strong>实现收益27.310亿人民币，较去年同期衰退9.9%，主系冰品小类因天气及销售节奏等原因收益同比衰退。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">因持续推进新品研发与多渠道售卖，海外市场持续拓展售卖品项（糖果小类、零食糕饼小类等），保持快速增长势头。<strong>五年内推出的新品占2024财年上半年休闲食品类收益超过20%</strong>，渠道多元化发展带动浪味仙、吸吸糖收益创历史新高。</p>
<p style="text-align: justify;"><br></p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/241e5deacf359de7f8030f49ef33e589.png" alt="旺旺收益分类和毛利率" width="600" data-galleryid="" data-imgfileid="505320791" data-ratio="0.5355191256830601" data-s="300,640" data-type="png" data-w="732" referrerpolicy="no-referrer"></p>
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<p style="text-align: justify;"><strong>米果类</strong>收益基本持平，销量低个位数增长。海外市场米果类收益双位数增长，约占30%；内容电商、新兴渠道实现双位数增长。</p>
<p style="text-align: justify;"><br></p>
<h2 style="text-align: justify;">二、量贩零食助力发展，新兴渠道高速增长</h2>
<p style="text-align: justify;">贯彻多元化发展的经营战略，各大渠道表现各不同：</p>
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<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/0092f972e7a58fc91e96406bf2333d40.png" alt="多元渠道发展" width="600" data-galleryid="" data-imgfileid="505320792" data-ratio="0.5416098226466576" data-s="300,640" data-type="png" data-w="733" referrerpolicy="no-referrer"></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;"><strong>批发渠道及现代渠道：</strong>2024财年上半年受到市场需求疲弱的负面影响，但集团选取富有特色并具差异化的产品，与主要零食量贩系统开展合作，满足消费者变化的购物需求，也带动膨化及糕饼类等休闲食品品类于逆市中成长。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;"><strong>新兴渠道的创新与发展：</strong>2024财年上半年，新兴渠道收益持续成长。其中自动售货机渠道，得益于设备的升级扩大售卖产品的品类，令米果及休闲食品类收益均双位数成长；内容电商透由月均发布上万条短视频及Fix XBody旗舰店和旺旺热辣直播间等品牌直播互动，提高品牌、产品的曝光度。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;"><strong>OEM渠道保持高速增长：</strong>依托于生产线品类的多样性及生产、研发优势，在代工品类和合作区域上有进一步拓展的空间。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;"><strong>海外市场高速增长：</strong>2024财年上半年集团海外业务收益实现双位数成长，其中：亚洲、美洲、大洋洲、欧洲、印非等地区均实现高速增长；得益于新客户和新产品的开发，米果、糖果及糕饼休闲食品类产品成长显著。</p>
<p style="text-align: justify;"><br></p>
<h2 style="text-align: justify;">三、布局低糖、膳食纤维新品，赢战红火中国年</h2>
<p style="text-align: justify;">随着健康意识的提高和生活方式的转变，低糖、膳食纤维成为新趋势，旺旺2024财年下半年将研发更多低糖、少糖类饮品，同时糙米类健康米类产品也将上市，将满足更多消费者习惯。2024财年下半年春节销售旺季，旺旺将推出融入「金蛇福旺」元素包装的多款年节礼包，营造红火中国年氛围。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">此外，旺旺将继续探索多元的新兴渠道，持续品牌差异化、产品多样化策略，创意有趣数字行销增加与消费者互动。</p>
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<p><em style="font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; color: #7f7f7f; background-color: #ffffff;"><span style="font-size: 14px;">本文图片及封面图来源：旺旺</span></em></p>
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<link>https://www.foodtalks.cn/news/54644</link>
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<pubDate>Wed, 27 Nov 2024 11:02:30 GMT</pubDate>
<author>行恕</author>
<enclosure url="https://static.foodtalks.cn/image/post/5f8eaae64f2244154d44c7dccfffa6b4.png" type="image/jpeg"></enclosure>
<category>foodnews</category>
</item>
<item>
<title>“量贩零食见顶论”的几个迷思</title>
<description><p><em style="font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; color: #7f7f7f; background-color: #ffffff;"><span style="font-size: 14px;"><em style="color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration: none; text-size-adjust: auto; caret-color: #333333; font-size: 14px; background-color: #ffffff;"><span style="color: #7f7f7f;">本文为创业最前线原创，作者：小芸，编辑：闪电 ，美编：邢静，审核：颂文，转载请联系出处。</span></em></span></em></p>
<p><br></p>
<p style="text-align: justify;">近期，“量贩零食红利殆尽”、“首批入局者开始倒闭”、“县城内卷生意难做”、“现在加盟就是割韭菜”等话题纷至沓来。<br></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">受此影响，许多人甚至断言量贩零食行业已然见顶。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">崛起于下沉市场、看似风光无限的量贩零食，是否真的会由盛转衰？仅凭事理逻辑判断，难免与事实真相存有偏差。为了能够深度揭示量贩零食行业的真相和全貌，有必要对“量贩零食见顶论”中常见的四个迷思予以剖析。</p>
<p style="text-align: justify;"><br></p>
<h2 style="text-align: justify;">&nbsp;一、量贩零食行业规模停止增长了</h2>
<p style="text-align: justify;">量贩零食作为休闲食品行业的一种商业模式，其规模增长与休闲食品行业紧密相连。伴随经济发展与消费水平提升，消费者对休闲食品的需求持续攀升，众多食品企业纷纷涉足，休闲食品种类日益丰富，已然成为生活新“刚需”。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">艾媒咨询发布的《2023—2024年中国休闲食品产业现状及消费行为数据研究报告》显示，自2010年至2022年，市场规模从4100亿元增长至11654亿元，预计到2027年将达到12378亿元。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">万亿级别的市场规模，以及未来五年维持10%以上的复合增长率。近年来，各级政府相继出台政策鼓励行业发展，政策和市场双驱动，无疑是用脚投票。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;"><strong>而量贩零食已经成为万亿级休闲食品市场最快的增长点之一。</strong>CIC灼识咨询发布的《2023中国零食量贩行业蓝皮书》显示，随着未来门店数量增长，零食量贩市场规模还会预计从2022年的407亿元增至2027年的1400亿元。</p>
<p style="text-align: justify;"><br></p>
<p><img class="mc-img" style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/news/fb6eb2f74e8b2726fa584433ce8ad34bba17.png" alt="饼干" width="600" height="402" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">图片来源：pixabay</span></p>
<p>&nbsp;</p>
<p style="text-align: justify;">资本市场持相似观点，中金公司的研报认为，量贩零食行业开店空间6-8万家，相对于目前的约3万家，仍有翻倍空间。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;"><strong>中金公司的研报也认为，量贩零食未来可以长青，差异化、专业化是发展趋势。</strong></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">回到现实，约3万家量贩门店有近1/3是在2024年新开设的，在鸣鸣很忙集团成为首个突破万店企业之后，行业第二名万辰集团也将努力挤入“万”为单位的终端竞争。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">经过一系列并购整合，第一梯队与第二梯队的优势差距已经显现，竞争格局基本奠定，但并不意味着行业即将进入存量博弈阶段。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;"><strong>从量贩零食的地理分布来看，整体还是呈现“南多北少”的特征。</strong>由于量贩零食品牌多数起源于东南沿海及湖南、四川等南方省份，受制于供应链等因素，大多品牌以发源地为中心逐渐向外扩张，因此东北、华北、西北等地目前渗透率仍较低，发展前景广阔。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">由此看来，量贩零食仍然在向终点狂奔。</p>
<p style="text-align: justify;">&nbsp;</p>
<h2 style="text-align: justify;">二、量贩零食是经济下行期的伪需求</h2>
<p style="text-align: justify;">休闲食品俗称“零食”，属于快速消费品的一类，指的是消费者在除主食以外所吃的食品，适用的场景非常广泛，比如休息、聚会、游玩等。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">一组数据证明了零食消费的大众化：2024年前三季度，11家休闲食品上市公司合计实现营收514.34亿元，同比大幅增长58.03%。可见，零食需求已有偏刚需属性。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">再看量贩零食业态，依托供应链变革和运营管理效率提效，其正在成为消费者零食消费的主要渠道。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">与其讨论量贩零食兴起与经济形势走势的关系，不如回归商业本质，寻找其与消费者需求的契合度。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;"><strong>相比传统的零食销售业态，零食量贩业态有“多”、“快”、“好”、“省”四个特点。</strong></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;"><strong>“多”体现在品牌多、SKU多。</strong>单店SKU普遍在1700-3000个，涵盖大众、小众品牌和进口品牌。同一品类提供多种规格、口味、差异化包装的产品，满足个性化、多元化消费需求。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;"><strong>“快”体现在路径短、高周转。</strong>选址普遍位于社区、学校、医院等商圈，覆盖最短生活半径。纳入水饮奶乳、烘焙糕点、方便食品等商超便利店爆款，通过高频带低频维持高复购率。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;"><strong>“好”体现在场景好、体验好。</strong>量贩零食真正的创新，是以垂直品类经营吸引从一线到下沉市场的精准用户，创造了沉浸式零食消费场景。以周为单位快速上新，持续保持消费新鲜感。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;"><strong>“省”体现在价格低，性价比高。</strong>没有中间商赚差价的特点，使得其产品价格仅是一般商超的60-80%。而规模优势又进一步促使头部品牌在集中采购时获得更高的议价权。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;"><strong>“多”、“快”、“好”、“省”的加持下，2017—2022年零食量贩模式市场规模呈现爆发式增长，复合增长率达114.6%。</strong></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">一个值得关注的现象是，量贩零食以更小包装和散装的方式进行销售，无形中满足了较低的成本尝试新品的需求，是拉动销售的关键之一。根据亿滋国际的调研，有70%的受访者表示，希望零食分量得到控制。</p>
<p style="text-align: justify;"><br></p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/dd9b321f2e49865ecc215b13effacccc.jpg" alt="来伊份" width="600" data-backh="375" data-backw="562" data-imgfileid="100053177" data-ratio="0.6666666666666666" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">图片来源：界面新闻图库</span></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">来伊份创始人郁瑞芬曾说，线下实体店对于零食企业来说具有不可替代的重要意义。特别是在产品试尝、愉悦的购物体验和服务，以及加强品牌黏性和用户忠诚度方面，线下门店优势仍然明显。</p>
<p style="text-align: justify;">&nbsp;</p>
<h2 style="text-align: justify;">三、量贩零食只是一门县城生意</h2>
<p style="text-align: justify;">三五步就是一家量贩零食店，已经成为县城、乡镇一道独特的风景线。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">随之而来的论调是，量贩零食薄利多销的本质，使其只能契合低线城市消费需求。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">这显然忽视了国内平价品牌颠覆市场的普遍规律，农村包围城市。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">以奶茶行业为例，古茗最早始于浙江温岭市大溪镇的一家小店，蜜雪冰城的雏形是河南郑州一家名为“寒流刨冰”的冷饮店，风头最劲的霸王茶姬则起于云南。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;"><strong>事实上，低线城市消费者往往比高线城市消费者更加挑剔，更注重性价比。</strong></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">《中国家庭精明消费报告》显示，当前“精明消费”趋势明显，“性价比”已经成为家庭群体购买决策中的关键因素。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">此外报告还显示，消费分层趋势明显，一二线城市逐渐趋向理性消费，而三四五线城市在电商持续深入的渗透下，开始在消费中追求品质，享受“好货不贵”的消费升级。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">而且根据凯度消费者指数最新发布的二季度中国零售报告显示，2024年上半年，中国消费者依然保持近场化的购物习惯。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">不以城市层级为区分，量贩零食满足的是当下消费者对零食购物“多样化”、“质价比”、“即时满足”的综合需求，他们一同跨越了地域限制迈入了同一条河流。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">量贩零食以外，中国的万店品牌有6家都建立在县城的基本盘之上。分别是华莱士、正新鸡排、蜜雪冰城、绝味鸭脖、兰州拉面、沙县小吃，它们都是从小城市起家，逐渐扎根到了一二线城市。</p>
<p style="text-align: justify;"><br></p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/9865e6afff73827655f15faf8c45287e.jpg" alt="零食很忙" width="600" data-backh="317" data-backw="562" data-imgfileid="100053178" data-ratio="0.562962962962963" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">图片来源：微博@零食很忙</span></p>
<p><br></p>
<p style="text-align: justify;">据媒体报道，前不久鸣鸣很忙集团已将门店开到北京。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">而通过高德地图搜索发现，零食很忙、赵一鸣零食在上海、广州、深圳等一线城市，以及杭州、成都、天津等新一线城市近郊都已经开设了门店，似乎已经吹响了向高线城市进军的号角。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">不过，长期来看，县城仍然量贩零食万店规模的基本盘。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">1472个县和394个县级市所组成的县域经济同样也是中国社会的基本盘。根据最新的人口普查，这1800多个县域地区，常住人口约为7.5亿人，占到了全国人口的一半以上。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">事实上，中国有6家万店品牌都建立在县域经济的基本盘上，分别是华莱士、正新鸡排、蜜雪冰城、绝味鸭脖、兰州拉面、沙县小吃，它们都是从低线城市起家，逐渐拓展到高线城市。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;"><strong>量贩零食与上述品牌隶属的业态有着相同的基因，这也从侧面印证了，量贩零食并非只能停留在县城，在一线城市同样具备一定的发展空间。</strong></p>
<p style="text-align: justify;">&nbsp;</p>
<h2 style="text-align: justify;">四、量贩零食没有竞争壁</h2>
<p style="text-align: justify;">产品同质化、供应链公开、技术门槛低……也有观点认为，量贩零食成功的关键在于去经销商化，与传统商超便利店的商品供给没有明显差异，没有竞争壁垒。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">这显然忽视了一点，规模优势本身就是一种壁垒，是品牌护城河的基础设施。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;"><strong>通过规模优势，可以调动整个产业链。由规模的量变带来成本的质变，进而体现在市场价格竞争中：同样的产品，成本更低；一样的价格，利润更大。</strong></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">因此，单纯的低价并不是量贩零食的竞争壁垒，背后的低成本才是，由总成本领先而带来的低价优势，能够防止潜在竞争对手进入。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">就如这两年陆正耀东山再起，即便采取了同样的打法，库迪咖啡也未能成功挑落其一手创办的瑞幸咖啡。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">由此类推，头部企业“跑马圈地”的背后，是供应链优势的对决，这也是量贩零食行业大杀四方真正的胜负手。</p>
<p style="text-align: justify;"><br></p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/725a45d4fa06e685dc0fb2215ff90660.jpg" alt="好特卖" width="600" data-backh="375" data-backw="562" data-imgfileid="100053180" data-ratio="0.6666666666666666" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">图片来源：界面新闻图库</span></p>
<p><br></p>
<p style="text-align: justify;">软折扣品牌“好特卖”联合创始人张宁曾表示，算法是好特卖核心的护城河。其逻辑是利用算法进行有效且精准的定价和配货，将滞销控制在1%甚至更低的范围以内，从而成为经营成本的一部分。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">对于硬折扣品牌，算法的作用大抵也是如此。以鸣鸣很忙集团领跑的头部企业，自身规模优势本就积攒了庞大的消费大数据，叠加线上团购等数字化业务，如果终端门店要进一步增益，必然要向数据驱动的供应链分发机制要效益。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;"><strong>放到整个休闲食品行业中观察，这也可以倒逼产业链升级。消费者通过量贩零食店反馈需求到产业链，产业链对于产品生产需求反应更快、更精准，甚至形成零食C2M模式。</strong></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">综上所述，量贩零食仍然处在方兴未艾的状况。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">只能说，随着行业竞争格局白热化，整合并购加速发生的当下，竞争的重心已经从草莽扩张、抢占店铺为主，逐渐转向精耕细作、效率优先，优化品类组合、增加自有品牌、创新差异化店型等都将是量贩零食发展可以借鉴的思路。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">至于能否继续投身量贩零食创业，<strong>永远记住一句话：选址对了，生意就成功了一半！</strong></p>
<p><br></p>
<p><em style="font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; color: #7f7f7f; background-color: #ffffff;"><span style="font-size: 14px;">本文封面图来源：pixabay</span></em></p>
<p><br></p>
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<p style="max-height: 100%; user-select: text !important; margin: 0px; color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><em style="color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; white-space: normal; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><span style="color: #7f7f7f; font-size: 14px;">*本文为<a href="https://mp.weixin.qq.com/s/X6MSzu_MIrYbAP6sdkwc-g" target="_blank" rel="noopener">创业最前线</a>（ID：chuangyezuiqianxian）原创，不代表FoodTalks立场，转载请联系出处。</span></em></p>
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<link>https://www.foodtalks.cn/news/54643</link>
<guid isPermaLink="false">https://www.foodtalks.cn/news/54643</guid>
<pubDate>Wed, 27 Nov 2024 11:01:36 GMT</pubDate>
<author>小芸</author>
<enclosure url="https://static.foodtalks.cn/image/news/fb6eb2f74e8b2726fa584433ce8ad34bba17.png" type="image/jpeg"></enclosure>
<category>snacks</category>
</item>
<item>
<title>维他奶主席称要推动内地业务重返高峰，还说要重新调整电商业务</title>
<description><p><em style="font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; color: #7f7f7f; background-color: #ffffff;"><span style="font-size: 14px;"><em style="color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration: none; text-size-adjust: auto; caret-color: #333333; font-size: 14px; background-color: #ffffff;"><span style="color: #7f7f7f;">本文为小食代原创，作者：潘娴，转载请联系出处。</span></em></span></em></p>
<p><br></p>
<p style="text-align: justify;">11月26日，<a class="mc-company-link" title="维他奶" href="https://www.foodtalks.cn/company/Vitasoy_International" target="_blank" rel="noopener" data-id="316" data-name="维他奶国际集团有限公司" data-code="Vitasoy_International" data-type="company">维他奶</a>集团交出了一份可圈可点的半年报。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">根据财报，截至9月30日的六个月，中国内地仍为维他奶最大市场，期内收入为19.58亿港元，同比保持稳定；经营溢利为2.18亿港元，同比增加15%，并带动了该集团<strong>经营溢利大涨50%。</strong></p>
<p style="text-align: justify;"><br></p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/8e9c1de51b7112a525a58dc9170fa6a4.png" alt="维他奶中期业绩公布" width="600" data-imgfileid="540695822" data-ratio="0.562037037037037" data-s="300,640" data-type="png" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">在11月26日召开的业绩会上，维他奶执行主席罗友礼称，<strong>中国内地所有主要地区的收入都录得增长，经营溢利率也已恢复至双位数水平</strong>，达11%。接下来，维他奶将致力于<strong>推动内地业绩重返高峰。</strong></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">此外，他也被多次问到集团股权相关问题。近期，杨协成背后的黄氏家族短期内频频增持维他奶，已成该集团第二大股东，这会对维他奶带来什么影响备受外界关注。我们来一起看看。</p>
<p style="text-align: justify;"><br></p>
<h2 style="text-align: justify;">一、即饮茶降价</h2>
<p style="text-align: justify;">先来关注下内地市场。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">维他奶表示，在中国内地，其整体销售额同比保持稳定。由于销售执行及产品创新改善， 各地区收入有所增长。“团队于中期期间逐步<strong>改善商业及销售执行力</strong>，令每店销售额有所增长、分销收益增加。”</p>
<p style="text-align: justify;"><br></p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/770729280a114a4707e286111f58093e.png" alt="中国内地销售额同比保持稳定" width="600" data-galleryid="" data-imgfileid="540695810" data-ratio="0.5752551020408163" data-s="300,640" data-type="png" data-w="784" referrerpolicy="no-referrer"></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">此外，创新产品系列表现更强劲也拉动了销售。期内，该集团继续拓宽核心产品矩阵，推出了香蕉和草莓口味的豆奶新品，吸引目标消费者的兴趣及选购。<br></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">不过，其销售额受到了线上业务下滑的影响，原因在于平衡电商的销售建设活动与盈利能力。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">在会上谈到电商时，维他奶行政总裁陆博涛（Roberto Guidetti）称，在内地，电商是重要渠道，但并非维他奶最重要的渠道。财报所提到的平衡是指<strong>不向电商渠道提供过于优惠的促销价。</strong></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">“对我们来说，<strong>最重要的还是线下渠道。</strong>要服务好线下，保持价盘稳定是非常重要的。”陆博涛说，“但在过去几年，我们看到线上出现越来越多促销活动，以及越来越多的大幅降价与低价产品，这为我们的其他分销渠道带来了一些问题。”</p>
<p style="text-align: justify;"><br></p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/c4113df3e535ac99020f3d88af527849.png" alt="维他奶集团各业务收入" width="600" data-galleryid="" data-imgfileid="540695808" data-ratio="0.576379974326059" data-s="300,640" data-type="png" data-w="779" referrerpolicy="no-referrer"></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">他指出，对内地电商业务的调整，既能让维他奶确保盈利能力，也解决了电商与其他分销渠道价格存在冲突的情况。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">根据维他奶财报，尽管内地市场的价格竞争加剧，该集团仍能通过专注于销售组合、降低原材料价格及严控成本，提高盈利能力。以人民币计算，其<strong>内地业务经营溢利同比增长16%。</strong></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">在平衡渠道利益并维护利润的同时，维他奶也在采取措施应对价格战。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">陆博涛表示，目前集团在内地运营植物奶和即饮茶两个核心品类。其中就即饮茶而言，今年前九个月规模持续成长，但部分原因是受无糖茶降价拉动，这一品类促销变多也拉低了即饮茶整体定价。因此，为巩固维他品牌在有糖茶的优势，同时在无糖茶占据一席之地，该集团在今年夏天降低了旗下即饮茶的价格。</p>
<p style="text-align: justify;"><br></p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/2181f37bc735c3dd90dd747dcb42eaf0.jpg" alt="维他柠檬茶" width="600" data-backh="578" data-backw="578" data-croporisrc="https://mmbiz.qpic.cn/sz_mmbiz_jpg/UpBCMIsIJJ8HLXgA2YZU4FFHdlbtERB6Hsdbj9W8ncew5RkIybP9CviaVHLIohZPxXoFvEppiaQeYn7usbe1ywkw/0?wx_fmt=jpeg&amp;from=appmsg" data-cropx1="0" data-cropx2="799.9999999999999" data-cropy1="44.29065743944636" data-cropy2="707.2664359861591" data-imgfileid="540695823" data-ratio="0.82875" data-s="300,640" data-type="jpeg" data-w="800" referrerpolicy="no-referrer"></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">“在对我们特别重要的（含糖）柠檬茶中，维他定价一直以来都在高端区间。如果我们发现市场平均价格有变化，那么就需要确保我们的（溢价）比例仍维持在合适水平，所以价格确实有所下降。”他说，至于植物奶，这一品类并未出现价格竞争，集团定价也位于主流区间。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">罗友礼则补充道，随着内地即饮茶价格调整，该集团的竞争能力和销量都得到提升。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">对于即饮茶价格战的走势，陆博涛称，尚无法判断情况会如何变化，但<strong>希望“不需要再进一步降价”。</strong>在目前的定价水平上，维他能确保即饮茶拥有“令人满意”的盈利能力，毛利率在30%～40%之间。</p>
<p style="text-align: justify;"><br></p>
<h2 style="text-align: justify;">二、新股东成焦点</h2>
<p style="text-align: justify;">小食代留意到，在11月26日会上，维他奶的股权问题成为了焦点话题。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">这一话题还得说回该集团的新晋大股东。在今年数次增持后，新加坡饮料企业杨协成背后的黄氏家族，已成<strong>维他奶第二大股东。</strong></p>
<p style="text-align: justify;"><br></p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/904f69ccf2ce350199efa4e560d16280.jpg" alt="维他奶股权问题" width="600" data-galleryid="" data-imgfileid="540695829" data-ratio="0.75" data-s="300,640" data-type="jpeg" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">据港媒消息，11月初，黄氏家族披露股权比例已超过11%，较10月初约5%的持股比例已经翻一番。而来自维他奶2023/24年度年报的数据显示，罗氏家族合计持股接近26%。值得留意的是，由于双方是植物饮品的“同行”，杨协成的增持动机也备受关注。</p>
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<title>旺旺半年营收108.8亿，风口浪尖上的旺仔牛奶难掩下滑之势！</title>
<description><p><em style="font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; color: #7f7f7f; background-color: #ffffff;"><span style="font-size: 14px;"><em style="color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration: none; text-size-adjust: auto; caret-color: #333333; font-size: 14px; background-color: #ffffff;"><span style="color: #7f7f7f;">本文来自食品板，作者：行恕，转载请联系出处。</span></em></span></em></p>
<p><br></p>
<p style="text-align: justify;">刚刚！中国旺旺发布了截至2024年9月30日止年度业绩报告。</p>
<p style="text-align: justify;"><br></p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/a159e0a8273e58ddb33c994c507e6621.png" alt="财务摘要" width="600" data-galleryid="" data-imgfileid="505320789" data-ratio="0.5462068965517242" data-s="300,640" data-type="png" data-w="725" referrerpolicy="no-referrer"></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">数据显示，2024财年上半年，旺旺实现营收108.8亿元，同比下降3.5%；实现公司应占净利润18.6亿元，同比增长7.6%。除此之外，旺旺财报还呈现诸多看点。</p>
<h2 style="text-align: justify;"><br>一、乳品饮料下滑，米果收益持平</h2>
<p style="text-align: justify;"><strong>乳品及饮料类</strong>收益60.094亿人民币，同比衰退1.4%。其中旺仔牛奶收益同比下降1.6%，销量持平；但多元化渠道售卖增加了终端售点，令罐装牛奶收益同比成长低个位数。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">旺仔牛奶是旺旺乳饮板块的大单品，曾经创造百亿营收。这几年，消费者需求多元变化，旺仔牛奶业绩起伏波动。2023财年，旺仔牛奶止跌回缓，保持高个位数增长，2024财年下半年，旺仔牛奶没有继续保持增长，而是出现下滑。日前，旺仔牛奶因为“异物门”登上风口浪尖，下半财年是否会对产品销售产生营销，不得而知。</p>
<p style="text-align: justify;"><br></p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/5f8eaae64f2244154d44c7dccfffa6b4.png" alt="旺仔牛奶" width="600" data-galleryid="" data-imgfileid="505320805" data-ratio="0.5630397236614854" data-s="300,640" data-type="png" data-w="579" referrerpolicy="no-referrer"></p>
<p><br></p>
<p style="text-align: justify;">另外，饮料及其他小类收益同比上升1.2%，但在7-9月销售旺季，饮料及其他小类收益同比双位数成长。2024财年上半年，乳品小类在批发渠道及现代渠道表现疲弱，但OEM、内容电商等新兴渠道仍持续成长。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">其中「O泡果奶」同比双位数成长；新品「旺旺有片果林」果汁饮料深受消费者喜爱；邦德咖啡在社交媒体平台创造千万级曝光，独创的30ml软袋装「超咖啡」，为消费者带来新奇体验；低糖配方饮料，如无糖乌龙茶、茉莉花茶，及1公升大规格装饮品满足消费差异化的需求。</p>
<p style="text-align: justify;"><br></p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/1c467ab4c2fad7d78d7e13ccbfdaba8d.webp" alt="旺旺有片果林" width="600" data-galleryid="" data-imgfileid="505320790" data-ratio="1" data-s="300,640" data-type="png" data-w="800" referrerpolicy="no-referrer"></p>
<p><br></p>
<p style="text-align: justify;"><strong>休闲食品类</strong>实现收益27.310亿人民币，较去年同期衰退9.9%，主系冰品小类因天气及销售节奏等原因收益同比衰退。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">因持续推进新品研发与多渠道售卖，海外市场持续拓展售卖品项（糖果小类、零食糕饼小类等），保持快速增长势头。<strong>五年内推出的新品占2024财年上半年休闲食品类收益超过20%</strong>，渠道多元化发展带动浪味仙、吸吸糖收益创历史新高。</p>
<p style="text-align: justify;"><br></p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/241e5deacf359de7f8030f49ef33e589.png" alt="旺旺收益分类和毛利率" width="600" data-galleryid="" data-imgfileid="505320791" data-ratio="0.5355191256830601" data-s="300,640" data-type="png" data-w="732" referrerpolicy="no-referrer"></p>
<p><br></p>
<p style="text-align: justify;"><strong>米果类</strong>收益基本持平，销量低个位数增长。海外市场米果类收益双位数增长，约占30%；内容电商、新兴渠道实现双位数增长。</p>
<p style="text-align: justify;"><br></p>
<h2 style="text-align: justify;">二、量贩零食助力发展，新兴渠道高速增长</h2>
<p style="text-align: justify;">贯彻多元化发展的经营战略，各大渠道表现各不同：</p>
<p style="text-align: justify;"><br></p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/0092f972e7a58fc91e96406bf2333d40.png" alt="多元渠道发展" width="600" data-galleryid="" data-imgfileid="505320792" data-ratio="0.5416098226466576" data-s="300,640" data-type="png" data-w="733" referrerpolicy="no-referrer"></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;"><strong>批发渠道及现代渠道：</strong>2024财年上半年受到市场需求疲弱的负面影响，但集团选取富有特色并具差异化的产品，与主要零食量贩系统开展合作，满足消费者变化的购物需求，也带动膨化及糕饼类等休闲食品品类于逆市中成长。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;"><strong>新兴渠道的创新与发展：</strong>2024财年上半年，新兴渠道收益持续成长。其中自动售货机渠道，得益于设备的升级扩大售卖产品的品类，令米果及休闲食品类收益均双位数成长；内容电商透由月均发布上万条短视频及Fix XBody旗舰店和旺旺热辣直播间等品牌直播互动，提高品牌、产品的曝光度。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;"><strong>OEM渠道保持高速增长：</strong>依托于生产线品类的多样性及生产、研发优势，在代工品类和合作区域上有进一步拓展的空间。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;"><strong>海外市场高速增长：</strong>2024财年上半年集团海外业务收益实现双位数成长，其中：亚洲、美洲、大洋洲、欧洲、印非等地区均实现高速增长；得益于新客户和新产品的开发，米果、糖果及糕饼休闲食品类产品成长显著。</p>
<p style="text-align: justify;"><br></p>
<h2 style="text-align: justify;">三、布局低糖、膳食纤维新品，赢战红火中国年</h2>
<p style="text-align: justify;">随着健康意识的提高和生活方式的转变，低糖、膳食纤维成为新趋势，旺旺2024财年下半年将研发更多低糖、少糖类饮品，同时糙米类健康米类产品也将上市，将满足更多消费者习惯。2024财年下半年春节销售旺季，旺旺将推出融入「金蛇福旺」元素包装的多款年节礼包，营造红火中国年氛围。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">此外，旺旺将继续探索多元的新兴渠道，持续品牌差异化、产品多样化策略，创意有趣数字行销增加与消费者互动。</p>
<p><br></p>
<p><em style="font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; color: #7f7f7f; background-color: #ffffff;"><span style="font-size: 14px;">本文图片及封面图来源：旺旺</span></em></p>
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<p style="max-height: 100%; user-select: text !important; margin: 0px; color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><strong><span style="user-select: text !important; color: #01396a;"><em><span style="user-select: text !important; font-size: 14px;">提示：</span></em></span></strong></p>
<p style="max-height: 100%; user-select: text !important; margin: 0px; color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><em style="color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; white-space: normal; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><span style="color: #7f7f7f; font-size: 14px;">*本文来自<a href="https://mp.weixin.qq.com/s/dAeCjtV622MHYkHFgdM__w" target="_blank" rel="noopener">食品板</a>（ID：tyjspb），不代表FoodTalks立场，转载请联系出处。</span></em></p>
<p style="max-height: 100%; user-select: text !important; margin: 0px; color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><em style="color: #7f7f7f; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 14px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: #ffffff; text-decoration-style: initial; text-decoration-color: initial;">*资讯投稿与商务合作，请查看“<a style="text-decoration: underline; color: #105b89;" href="https://www.foodtalks.cn/news/30752" target="_blank" rel="noopener">FoodTalks商务合作方案</a>”，<em style="outline: none; color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; white-space: normal; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><span style="outline: none; user-select: text !important; font-size: 14px; color: #7f7f7f;">并联系Bobo。</span></em></em></p>
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<pubDate>Wed, 27 Nov 2024 11:02:30 GMT</pubDate>
<author>行恕</author>
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<category>foodnews</category>
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<title>“量贩零食见顶论”的几个迷思</title>
<description><p><em style="font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; color: #7f7f7f; background-color: #ffffff;"><span style="font-size: 14px;"><em style="color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration: none; text-size-adjust: auto; caret-color: #333333; font-size: 14px; background-color: #ffffff;"><span style="color: #7f7f7f;">本文为创业最前线原创，作者：小芸，编辑：闪电 ，美编：邢静，审核：颂文，转载请联系出处。</span></em></span></em></p>
<p><br></p>
<p style="text-align: justify;">近期，“量贩零食红利殆尽”、“首批入局者开始倒闭”、“县城内卷生意难做”、“现在加盟就是割韭菜”等话题纷至沓来。<br></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">受此影响，许多人甚至断言量贩零食行业已然见顶。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">崛起于下沉市场、看似风光无限的量贩零食，是否真的会由盛转衰？仅凭事理逻辑判断，难免与事实真相存有偏差。为了能够深度揭示量贩零食行业的真相和全貌，有必要对“量贩零食见顶论”中常见的四个迷思予以剖析。</p>
<p style="text-align: justify;"><br></p>
<h2 style="text-align: justify;">&nbsp;一、量贩零食行业规模停止增长了</h2>
<p style="text-align: justify;">量贩零食作为休闲食品行业的一种商业模式，其规模增长与休闲食品行业紧密相连。伴随经济发展与消费水平提升，消费者对休闲食品的需求持续攀升，众多食品企业纷纷涉足，休闲食品种类日益丰富，已然成为生活新“刚需”。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">艾媒咨询发布的《2023—2024年中国休闲食品产业现状及消费行为数据研究报告》显示，自2010年至2022年，市场规模从4100亿元增长至11654亿元，预计到2027年将达到12378亿元。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">万亿级别的市场规模，以及未来五年维持10%以上的复合增长率。近年来，各级政府相继出台政策鼓励行业发展，政策和市场双驱动，无疑是用脚投票。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;"><strong>而量贩零食已经成为万亿级休闲食品市场最快的增长点之一。</strong>CIC灼识咨询发布的《2023中国零食量贩行业蓝皮书》显示，随着未来门店数量增长，零食量贩市场规模还会预计从2022年的407亿元增至2027年的1400亿元。</p>
<p style="text-align: justify;"><br></p>
<p><img class="mc-img" style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/news/fb6eb2f74e8b2726fa584433ce8ad34bba17.png" alt="饼干" width="600" height="402" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">图片来源：pixabay</span></p>
<p>&nbsp;</p>
<p style="text-align: justify;">资本市场持相似观点，中金公司的研报认为，量贩零食行业开店空间6-8万家，相对于目前的约3万家，仍有翻倍空间。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;"><strong>中金公司的研报也认为，量贩零食未来可以长青，差异化、专业化是发展趋势。</strong></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">回到现实，约3万家量贩门店有近1/3是在2024年新开设的，在鸣鸣很忙集团成为首个突破万店企业之后，行业第二名万辰集团也将努力挤入“万”为单位的终端竞争。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">经过一系列并购整合，第一梯队与第二梯队的优势差距已经显现，竞争格局基本奠定，但并不意味着行业即将进入存量博弈阶段。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;"><strong>从量贩零食的地理分布来看，整体还是呈现“南多北少”的特征。</strong>由于量贩零食品牌多数起源于东南沿海及湖南、四川等南方省份，受制于供应链等因素，大多品牌以发源地为中心逐渐向外扩张，因此东北、华北、西北等地目前渗透率仍较低，发展前景广阔。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">由此看来，量贩零食仍然在向终点狂奔。</p>
<p style="text-align: justify;">&nbsp;</p>
<h2 style="text-align: justify;">二、量贩零食是经济下行期的伪需求</h2>
<p style="text-align: justify;">休闲食品俗称“零食”，属于快速消费品的一类，指的是消费者在除主食以外所吃的食品，适用的场景非常广泛，比如休息、聚会、游玩等。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">一组数据证明了零食消费的大众化：2024年前三季度，11家休闲食品上市公司合计实现营收514.34亿元，同比大幅增长58.03%。可见，零食需求已有偏刚需属性。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">再看量贩零食业态，依托供应链变革和运营管理效率提效，其正在成为消费者零食消费的主要渠道。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">与其讨论量贩零食兴起与经济形势走势的关系，不如回归商业本质，寻找其与消费者需求的契合度。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;"><strong>相比传统的零食销售业态，零食量贩业态有“多”、“快”、“好”、“省”四个特点。</strong></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;"><strong>“多”体现在品牌多、SKU多。</strong>单店SKU普遍在1700-3000个，涵盖大众、小众品牌和进口品牌。同一品类提供多种规格、口味、差异化包装的产品，满足个性化、多元化消费需求。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;"><strong>“快”体现在路径短、高周转。</strong>选址普遍位于社区、学校、医院等商圈，覆盖最短生活半径。纳入水饮奶乳、烘焙糕点、方便食品等商超便利店爆款，通过高频带低频维持高复购率。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;"><strong>“好”体现在场景好、体验好。</strong>量贩零食真正的创新，是以垂直品类经营吸引从一线到下沉市场的精准用户，创造了沉浸式零食消费场景。以周为单位快速上新，持续保持消费新鲜感。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;"><strong>“省”体现在价格低，性价比高。</strong>没有中间商赚差价的特点，使得其产品价格仅是一般商超的60-80%。而规模优势又进一步促使头部品牌在集中采购时获得更高的议价权。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;"><strong>“多”、“快”、“好”、“省”的加持下，2017—2022年零食量贩模式市场规模呈现爆发式增长，复合增长率达114.6%。</strong></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">一个值得关注的现象是，量贩零食以更小包装和散装的方式进行销售，无形中满足了较低的成本尝试新品的需求，是拉动销售的关键之一。根据亿滋国际的调研，有70%的受访者表示，希望零食分量得到控制。</p>
<p style="text-align: justify;"><br></p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/dd9b321f2e49865ecc215b13effacccc.jpg" alt="来伊份" width="600" data-backh="375" data-backw="562" data-imgfileid="100053177" data-ratio="0.6666666666666666" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">图片来源：界面新闻图库</span></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">来伊份创始人郁瑞芬曾说，线下实体店对于零食企业来说具有不可替代的重要意义。特别是在产品试尝、愉悦的购物体验和服务，以及加强品牌黏性和用户忠诚度方面，线下门店优势仍然明显。</p>
<p style="text-align: justify;">&nbsp;</p>
<h2 style="text-align: justify;">三、量贩零食只是一门县城生意</h2>
<p style="text-align: justify;">三五步就是一家量贩零食店，已经成为县城、乡镇一道独特的风景线。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">随之而来的论调是，量贩零食薄利多销的本质，使其只能契合低线城市消费需求。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">这显然忽视了国内平价品牌颠覆市场的普遍规律，农村包围城市。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">以奶茶行业为例，古茗最早始于浙江温岭市大溪镇的一家小店，蜜雪冰城的雏形是河南郑州一家名为“寒流刨冰”的冷饮店，风头最劲的霸王茶姬则起于云南。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;"><strong>事实上，低线城市消费者往往比高线城市消费者更加挑剔，更注重性价比。</strong></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">《中国家庭精明消费报告》显示，当前“精明消费”趋势明显，“性价比”已经成为家庭群体购买决策中的关键因素。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">此外报告还显示，消费分层趋势明显，一二线城市逐渐趋向理性消费，而三四五线城市在电商持续深入的渗透下，开始在消费中追求品质，享受“好货不贵”的消费升级。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">而且根据凯度消费者指数最新发布的二季度中国零售报告显示，2024年上半年，中国消费者依然保持近场化的购物习惯。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">不以城市层级为区分，量贩零食满足的是当下消费者对零食购物“多样化”、“质价比”、“即时满足”的综合需求，他们一同跨越了地域限制迈入了同一条河流。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">量贩零食以外，中国的万店品牌有6家都建立在县城的基本盘之上。分别是华莱士、正新鸡排、蜜雪冰城、绝味鸭脖、兰州拉面、沙县小吃，它们都是从小城市起家，逐渐扎根到了一二线城市。</p>
<p style="text-align: justify;"><br></p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/9865e6afff73827655f15faf8c45287e.jpg" alt="零食很忙" width="600" data-backh="317" data-backw="562" data-imgfileid="100053178" data-ratio="0.562962962962963" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">图片来源：微博@零食很忙</span></p>
<p><br></p>
<p style="text-align: justify;">据媒体报道，前不久鸣鸣很忙集团已将门店开到北京。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">而通过高德地图搜索发现，零食很忙、赵一鸣零食在上海、广州、深圳等一线城市，以及杭州、成都、天津等新一线城市近郊都已经开设了门店，似乎已经吹响了向高线城市进军的号角。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">不过，长期来看，县城仍然量贩零食万店规模的基本盘。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">1472个县和394个县级市所组成的县域经济同样也是中国社会的基本盘。根据最新的人口普查，这1800多个县域地区，常住人口约为7.5亿人，占到了全国人口的一半以上。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">事实上，中国有6家万店品牌都建立在县域经济的基本盘上，分别是华莱士、正新鸡排、蜜雪冰城、绝味鸭脖、兰州拉面、沙县小吃，它们都是从低线城市起家，逐渐拓展到高线城市。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;"><strong>量贩零食与上述品牌隶属的业态有着相同的基因，这也从侧面印证了，量贩零食并非只能停留在县城，在一线城市同样具备一定的发展空间。</strong></p>
<p style="text-align: justify;">&nbsp;</p>
<h2 style="text-align: justify;">四、量贩零食没有竞争壁</h2>
<p style="text-align: justify;">产品同质化、供应链公开、技术门槛低……也有观点认为，量贩零食成功的关键在于去经销商化，与传统商超便利店的商品供给没有明显差异，没有竞争壁垒。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">这显然忽视了一点，规模优势本身就是一种壁垒，是品牌护城河的基础设施。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;"><strong>通过规模优势，可以调动整个产业链。由规模的量变带来成本的质变，进而体现在市场价格竞争中：同样的产品，成本更低；一样的价格，利润更大。</strong></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">因此，单纯的低价并不是量贩零食的竞争壁垒，背后的低成本才是，由总成本领先而带来的低价优势，能够防止潜在竞争对手进入。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">就如这两年陆正耀东山再起，即便采取了同样的打法，库迪咖啡也未能成功挑落其一手创办的瑞幸咖啡。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">由此类推，头部企业“跑马圈地”的背后，是供应链优势的对决，这也是量贩零食行业大杀四方真正的胜负手。</p>
<p style="text-align: justify;"><br></p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/725a45d4fa06e685dc0fb2215ff90660.jpg" alt="好特卖" width="600" data-backh="375" data-backw="562" data-imgfileid="100053180" data-ratio="0.6666666666666666" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">图片来源：界面新闻图库</span></p>
<p><br></p>
<p style="text-align: justify;">软折扣品牌“好特卖”联合创始人张宁曾表示，算法是好特卖核心的护城河。其逻辑是利用算法进行有效且精准的定价和配货，将滞销控制在1%甚至更低的范围以内，从而成为经营成本的一部分。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">对于硬折扣品牌，算法的作用大抵也是如此。以鸣鸣很忙集团领跑的头部企业，自身规模优势本就积攒了庞大的消费大数据，叠加线上团购等数字化业务，如果终端门店要进一步增益，必然要向数据驱动的供应链分发机制要效益。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;"><strong>放到整个休闲食品行业中观察，这也可以倒逼产业链升级。消费者通过量贩零食店反馈需求到产业链，产业链对于产品生产需求反应更快、更精准，甚至形成零食C2M模式。</strong></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">综上所述，量贩零食仍然处在方兴未艾的状况。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">只能说，随着行业竞争格局白热化，整合并购加速发生的当下，竞争的重心已经从草莽扩张、抢占店铺为主，逐渐转向精耕细作、效率优先，优化品类组合、增加自有品牌、创新差异化店型等都将是量贩零食发展可以借鉴的思路。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">至于能否继续投身量贩零食创业，<strong>永远记住一句话：选址对了，生意就成功了一半！</strong></p>
<p><br></p>
<p><em style="font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; color: #7f7f7f; background-color: #ffffff;"><span style="font-size: 14px;">本文封面图来源：pixabay</span></em></p>
<p><br></p>
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<link>https://www.foodtalks.cn/news/54643</link>
<guid isPermaLink="false">https://www.foodtalks.cn/news/54643</guid>
<pubDate>Wed, 27 Nov 2024 11:01:36 GMT</pubDate>
<author>小芸</author>
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<category>snacks</category>
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<title>维他奶主席称要推动内地业务重返高峰，还说要重新调整电商业务</title>
<description><p><em style="font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; color: #7f7f7f; background-color: #ffffff;"><span style="font-size: 14px;"><em style="color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration: none; text-size-adjust: auto; caret-color: #333333; font-size: 14px; background-color: #ffffff;"><span style="color: #7f7f7f;">本文为小食代原创，作者：潘娴，转载请联系出处。</span></em></span></em></p>
<p><br></p>
<p style="text-align: justify;">11月26日，<a class="mc-company-link" title="维他奶" href="https://www.foodtalks.cn/company/Vitasoy_International" target="_blank" rel="noopener" data-id="316" data-name="维他奶国际集团有限公司" data-code="Vitasoy_International" data-type="company">维他奶</a>集团交出了一份可圈可点的半年报。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">根据财报，截至9月30日的六个月，中国内地仍为维他奶最大市场，期内收入为19.58亿港元，同比保持稳定；经营溢利为2.18亿港元，同比增加15%，并带动了该集团<strong>经营溢利大涨50%。</strong></p>
<p style="text-align: justify;"><br></p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/8e9c1de51b7112a525a58dc9170fa6a4.png" alt="维他奶中期业绩公布" width="600" data-imgfileid="540695822" data-ratio="0.562037037037037" data-s="300,640" data-type="png" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">在11月26日召开的业绩会上，维他奶执行主席罗友礼称，<strong>中国内地所有主要地区的收入都录得增长，经营溢利率也已恢复至双位数水平</strong>，达11%。接下来，维他奶将致力于<strong>推动内地业绩重返高峰。</strong></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">此外，他也被多次问到集团股权相关问题。近期，杨协成背后的黄氏家族短期内频频增持维他奶，已成该集团第二大股东，这会对维他奶带来什么影响备受外界关注。我们来一起看看。</p>
<p style="text-align: justify;"><br></p>
<h2 style="text-align: justify;">一、即饮茶降价</h2>
<p style="text-align: justify;">先来关注下内地市场。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">维他奶表示，在中国内地，其整体销售额同比保持稳定。由于销售执行及产品创新改善， 各地区收入有所增长。“团队于中期期间逐步<strong>改善商业及销售执行力</strong>，令每店销售额有所增长、分销收益增加。”</p>
<p style="text-align: justify;"><br></p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/770729280a114a4707e286111f58093e.png" alt="中国内地销售额同比保持稳定" width="600" data-galleryid="" data-imgfileid="540695810" data-ratio="0.5752551020408163" data-s="300,640" data-type="png" data-w="784" referrerpolicy="no-referrer"></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">此外，创新产品系列表现更强劲也拉动了销售。期内，该集团继续拓宽核心产品矩阵，推出了香蕉和草莓口味的豆奶新品，吸引目标消费者的兴趣及选购。<br></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">不过，其销售额受到了线上业务下滑的影响，原因在于平衡电商的销售建设活动与盈利能力。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">在会上谈到电商时，维他奶行政总裁陆博涛（Roberto Guidetti）称，在内地，电商是重要渠道，但并非维他奶最重要的渠道。财报所提到的平衡是指<strong>不向电商渠道提供过于优惠的促销价。</strong></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">“对我们来说，<strong>最重要的还是线下渠道。</strong>要服务好线下，保持价盘稳定是非常重要的。”陆博涛说，“但在过去几年，我们看到线上出现越来越多促销活动，以及越来越多的大幅降价与低价产品，这为我们的其他分销渠道带来了一些问题。”</p>
<p style="text-align: justify;"><br></p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/c4113df3e535ac99020f3d88af527849.png" alt="维他奶集团各业务收入" width="600" data-galleryid="" data-imgfileid="540695808" data-ratio="0.576379974326059" data-s="300,640" data-type="png" data-w="779" referrerpolicy="no-referrer"></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">他指出，对内地电商业务的调整，既能让维他奶确保盈利能力，也解决了电商与其他分销渠道价格存在冲突的情况。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">根据维他奶财报，尽管内地市场的价格竞争加剧，该集团仍能通过专注于销售组合、降低原材料价格及严控成本，提高盈利能力。以人民币计算，其<strong>内地业务经营溢利同比增长16%。</strong></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">在平衡渠道利益并维护利润的同时，维他奶也在采取措施应对价格战。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">陆博涛表示，目前集团在内地运营植物奶和即饮茶两个核心品类。其中就即饮茶而言，今年前九个月规模持续成长，但部分原因是受无糖茶降价拉动，这一品类促销变多也拉低了即饮茶整体定价。因此，为巩固维他品牌在有糖茶的优势，同时在无糖茶占据一席之地，该集团在今年夏天降低了旗下即饮茶的价格。</p>
<p style="text-align: justify;"><br></p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/2181f37bc735c3dd90dd747dcb42eaf0.jpg" alt="维他柠檬茶" width="600" data-backh="578" data-backw="578" data-croporisrc="https://mmbiz.qpic.cn/sz_mmbiz_jpg/UpBCMIsIJJ8HLXgA2YZU4FFHdlbtERB6Hsdbj9W8ncew5RkIybP9CviaVHLIohZPxXoFvEppiaQeYn7usbe1ywkw/0?wx_fmt=jpeg&amp;from=appmsg" data-cropx1="0" data-cropx2="799.9999999999999" data-cropy1="44.29065743944636" data-cropy2="707.2664359861591" data-imgfileid="540695823" data-ratio="0.82875" data-s="300,640" data-type="jpeg" data-w="800" referrerpolicy="no-referrer"></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">“在对我们特别重要的（含糖）柠檬茶中，维他定价一直以来都在高端区间。如果我们发现市场平均价格有变化，那么就需要确保我们的（溢价）比例仍维持在合适水平，所以价格确实有所下降。”他说，至于植物奶，这一品类并未出现价格竞争，集团定价也位于主流区间。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">罗友礼则补充道，随着内地即饮茶价格调整，该集团的竞争能力和销量都得到提升。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">对于即饮茶价格战的走势，陆博涛称，尚无法判断情况会如何变化，但<strong>希望“不需要再进一步降价”。</strong>在目前的定价水平上，维他能确保即饮茶拥有“令人满意”的盈利能力，毛利率在30%～40%之间。</p>
<p style="text-align: justify;"><br></p>
<h2 style="text-align: justify;">二、新股东成焦点</h2>
<p style="text-align: justify;">小食代留意到，在11月26日会上，维他奶的股权问题成为了焦点话题。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">这一话题还得说回该集团的新晋大股东。在今年数次增持后，新加坡饮料企业杨协成背后的黄氏家族，已成<strong>维他奶第二大股东。</strong></p>
<p style="text-align: justify;"><br></p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/904f69ccf2ce350199efa4e560d16280.jpg" alt="维他奶股权问题" width="600" data-galleryid="" data-imgfileid="540695829" data-ratio="0.75" data-s="300,640" data-type="jpeg" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">据港媒消息，11月初，黄氏家族披露股权比例已超过11%，较10月初约5%的持股比例已经翻一番。而来自维他奶2023/24年度年报的数据显示，罗氏家族合计持股接近26%。值得留意的是，由于双方是植物饮品的“同行”，杨协成的增持动机也备受关注。</p>
<p style="text-al |
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<description><p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/ecommerce/store/7fd46e4de20815862c64794cd16fb268e36e.png" width="699" height="472" referrerpolicy="no-referrer"></p>
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<h2 id="mctoc_1idj2obf46">一、新品付费社群分享内容</h2>
<h3 id="mctoc_1idj2r0eb7">1.国内外食品饮料新品信息</h3>
<p>定期收集整理全球新品信息，发现新趋势，找到创新点。<a href="https://docs.qq.com/pdf/DYUNVVmtVQ3pPUFNh" target="_blank" rel="noopener"><em>第1期免费试看</em></a></p>
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<h3 id="mctoc_1idj2rehr8">2. 全方位同步新品信息</h3>
<ul>
<li>产品名称</li>
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<h2 id="mctoc_1idj39168a">二、新品付费社群类型</h2>
<table style="border-collapse: collapse; width: 100.703%; table-layout: fixed; height: 413px; margin-left: auto; margin-right: auto;"><colgroup><col style="width: 31.8857%;" width="250"><col style="width: 32.4939%;" width="180"><col style="width: 35.6217%;" width="231"></colgroup>
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<tr style="height: 58.1875px; background-color: #01396a;">
<td style="border: 1px solid #cccccc; height: 112.562px; text-align: center;" rowspan="2"><span style="color: #ffffff;"><strong>服务内容</strong></span></td>
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<td style="border: 1px solid #cccccc; height: 54.375px; text-align: center;"><span style="color: #ffffff;"><strong>付费社群</strong></span><br><span style="color: #ffffff;"><strong>早鸟价99元</strong></span></td>
<td style="border: 1px solid #cccccc; height: 54.375px; text-align: center;" data-sheet-value="[{&quot;type&quot;:&quot;text&quot;,&quot;text&quot;:&quot;付费社群&quot;,&quot;style&quot;:{&quot;font&quot;:&quot;12pt/1.5 MonospacedNumber, LarkHackSafariFont, LarkEmojiFont, LarkChineseQuote, -apple-system, BlinkMacSystemFont, \&quot;Helvetica Neue\&quot;, Tahoma, \&quot;PingFang SC\&quot;, \&quot;Microsoft Yahei\&quot;, Arial, \&quot;Hiragino Sans GB\&quot;, sans-serif, \&quot;Apple Color Emoji\&quot;, \&quot;Segoe UI Emoji\&quot;, \&quot;Segoe UI Symbol\&quot;, \&quot;Noto Color Emoji\&quot;&quot;,&quot;vAlign&quot;:1,&quot;hAlign&quot;:3,&quot;textDecoration&quot;:0,&quot;foreColor&quot;:&quot;rgb(0, 0, 0)&quot;,&quot;wordWrap&quot;:0}},{&quot;type&quot;:&quot;text&quot;,&quot;text&quot;:&quot;PLUS\n&quot;,&quot;style&quot;:{&quot;font&quot;:&quot;bold 12pt/1.5 MonospacedNumber, LarkHackSafariFont, LarkEmojiFont, LarkChineseQuote, -apple-system, BlinkMacSystemFont, \&quot;Helvetica Neue\&quot;, Tahoma, \&quot;PingFang SC\&quot;, \&quot;Microsoft Yahei\&quot;, Arial, \&quot;Hiragino Sans GB\&quot;, sans-serif, \&quot;Apple Color Emoji\&quot;, \&quot;Segoe UI Emoji\&quot;, \&quot;Segoe UI Symbol\&quot;, \&quot;Noto Color Emoji\&quot;&quot;,&quot;vAlign&quot;:1,&quot;hAlign&quot;:3,&quot;textDecoration&quot;:0,&quot;foreColor&quot;:&quot;rgb(0, 0, 0)&quot;,&quot;wordWrap&quot;:0}},{&quot;type&quot;:&quot;text&quot;,&quot;text&quot;:&quot;早鸟价129元，原价229元&quot;,&quot;style&quot;:{&quot;font&quot;:&quot;12pt/1.5 MonospacedNumber, LarkHackSafariFont, LarkEmojiFont, LarkChineseQuote, -apple-system, BlinkMacSystemFont, \&quot;Helvetica Neue\&quot;, Tahoma, \&quot;PingFang SC\&quot;, \&quot;Microsoft Yahei\&quot;, Arial, \&quot;Hiragino Sans GB\&quot;, sans-serif, \&quot;Apple Color Emoji\&quot;, \&quot;Segoe UI Emoji\&quot;, \&quot;Segoe UI Symbol\&quot;, \&quot;Noto Color Emoji\&quot;&quot;,&quot;vAlign&quot;:1,&quot;hAlign&quot;:3,&quot;textDecoration&quot;:0,&quot;foreColor&quot;:&quot;rgb(0, 0, 0)&quot;,&quot;wordWrap&quot;:0}}]"><span style="color: #ffffff;"><strong>付费社群PLUS</strong></span><br><span style="color: #ffffff;"><strong>早鸟价129元</strong></span></td>
</tr>
<tr style="height: 27.1875px;">
<td style="border: 1px solid #cccccc; height: 27.1875px; text-align: center;">每周分享一次全球新品信息</td>
<td style="border: 1px solid #cccccc; height: 27.1875px; text-align: center;"><strong>√</strong></td>
<td style="border: 1px solid #cccccc; height: 27.1875px; text-align: center;"><strong>√</strong></td>
</tr>
<tr style="height: 27.1875px;">
<td style="border: 1px solid #cccccc; height: 27.1875px; text-align: center;">专属付费会员群</td>
<td style="border: 1px solid #cccccc; height: 27.1875px; text-align: center;"><strong>√</strong></td>
<td style="border: 1px solid #cccccc; height: 27.1875px; text-align: center;"><strong>√</strong></td>
</tr>
<tr style="height: 54.375px;">
<td style="border: 1px solid #cccccc; height: 54.375px; text-align: center;">FBIF2025观展票2张<br>（价值120元，不含论坛）</td>
<td style="border: 1px solid #cccccc; height: 54.375px; text-align: center;"><strong>×</strong></td>
<td style="border: 1px solid #cccccc; height: 54.375px; text-align: center;"><strong>√</strong></td>
</tr>
<tr style="height: 163.125px;">
<td style="border: 1px solid #cccccc; height: 163.125px;" colspan="3">
<p><br></p>
<p>温馨提示：<span style="color: #e03e2d;"><strong>早鸟优惠价2024年11月30日截止！</strong></span><br>FBIF2025 将于 2025 年 5 月 8-10 日在国家会展中心（上海）举办！<br>会员群权益及相关服务有效期为2025年5月31日。</p>
<p><br></p>
<p style="text-align: center;"><strong style="color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; letter-spacing: normal; orphans: 2; text-align: center; text-indent: 0px; text-transform: none; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; white-space: normal; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><span style="color: #e03e2d;"><span style="color: #000000;">FBIF新品付费社群加入请</span><a href="https://tickets.foodtalks.cn/stores/10037" target="_blank" rel="noopener"><span style="background-color: #ffff00;"><em>点击购买</em></span></a></span></strong></p>
</td>
</tr>
</tbody>
</table>
<h2 id="mctoc_1idj3foknb" class="ace-line ace-line old-record-id-JWnXdWUTUoWvbjxhi6kcR2E8nDg" style="color: #01396a; font-size: 20px; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; white-space: normal; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;">三、会员群入群名录</h2>
<div class="ace-line ace-line old-record-id-Rd8ndEjkboc3jzxewkRcidHGnNf" style="color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; white-space: normal; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;">会员群目前已聚集食品行业董事长、总经理、产品经理、工程师等行业大咖。以下是已进群会员列表。（注：篇幅有限，部分展示）</div>
<div class="ace-line ace-line old-record-id-Rd8ndEjkboc3jzxewkRcidHGnNf" style="color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; white-space: normal; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;">
<table class="table-cell-left-right-8" style="border-collapse: collapse; width: 100%; table-layout: fixed; height: 734.062px;" border="1" cellpadding="4">
<tbody>
<tr style="background-color: #01396a; height: 27.1875px;">
<td style="border: 1px solid #cccccc; text-align: center; width: 33.3709%; height: 27.1875px;"><span style="color: #ffffff;"><strong>姓名</strong></span></td>
<td style="border: 1px solid #cccccc; text-align: center; width: 33.3709%; height: 27.1875px;"><span style="color: #ffffff;"><strong>公司</strong></span></td>
<td style="border: 1px solid #cccccc; text-align: center; width: 33.3709%; height: 27.1875px;"><span style="color: #ffffff;"><strong>职位</strong></span></td>
</tr>
<tr style="height: 27.1875px;">
<td style="border: 1px solid #cccccc; text-align: center; width: 33.3709%; height: 27.1875px;" width="280">胡**</td>
<td style="border: 1px solid #cccccc; text-align: center; width: 33.3709%; height: 27.1875px;" width="280">蒙牛</td>
<td style="border: 1px solid #cccccc; text-align: center; width: 33.3709%; height: 27.1875px;" width="280">基金业务</td>
</tr>
<tr style="height: 27.1875px;">
<td style="border: 1px solid #cccccc; text-align: center; width: 33.3709%; height: 27.1875px;" width="280">王**</td>
<td style="border: 1px solid #cccccc; text-align: center; width: 33.3709%; height: 27.1875px;" width="280">浙江一鸣</td>
<td style="border: 1px solid #cccccc; text-align: center; width: 33.3709%; height: 27.1875px;" width="280">主管</td>
</tr>
<tr style="height: 27.1875px;">
<td style="border: 1px solid #cccccc; width: 33.3709%; height: 27.1875px; text-align: center;" width="72">邱**</td>
<td style="border: 1px solid #cccccc; width: 33.3709%; height: 27.1875px; text-align: center;" width="268">雪帝食品</td>
<td style="border: 1px solid #cccccc; width: 33.3709%; height: 27.1875px; text-align: center;" width="163">董事长</td>
</tr>
<tr style="height: 27.1875px;">
<td style="border: 1px solid #cccccc; width: 33.3709%; height: 27.1875px; text-align: center;" width="72">丹**</td>
<td style="border: 1px solid #cccccc; width: 33.3709%; height: 27.1875px; text-align: center;" width="268">南侨食品</td>
<td style="border: 1px solid #cccccc; width: 33.3709%; height: 27.1875px; text-align: center;" width="163">产品经理</td>
</tr>
<tr style="height: 27.1875px;">
<td style="border: 1px solid #cccccc; width: 33.3709%; height: 27.1875px; text-align: center;" width="72">林**</td>
<td style="border: 1px solid #cccccc; width: 33.3709%; height: 27.1875px; text-align: center;" width="268">阿宽食品</td>
<td style="border: 1px solid #cccccc; width: 33.3709%; height: 27.1875px; text-align: center;" width="163">销售经理</td>
</tr>
<tr style="height: 27.1875px;">
<td style="border: 1px solid #cccccc; width: 33.3709%; height: 27.1875px; text-align: center;" width="72">贾**</td>
<td style="border: 1px solid #cccccc; width: 33.3709%; height: 27.1875px; text-align: center;" width="268">中粮糖业</td>
<td style="border: 1px solid #cccccc; width: 33.3709%; height: 27.1875px; text-align: center;" width="163">工程师</td>
</tr>
<tr style="height: 27.1875px;">
<td style="border: 1px solid #cccccc; width: 33.3709%; height: 27.1875px; text-align: center;" width="280">范**</td>
<td style="border: 1px solid #cccccc; width: 33.3709%; height: 27.1875px; text-align: center;" width="280">五谷磨房</td>
<td style="border: 1px solid #cccccc; width: 33.3709%; height: 27.1875px; text-align: center;" width="280">产品经理</td>
</tr>
<tr style="height: 27.1875px;">
<td style="border: 1px solid #cccccc; width: 33.3709%; height: 27.1875px; text-align: center;" width="280">杨**</td>
<td style="border: 1px solid #cccccc; width: 33.3709%; height: 27.1875px; text-align: center;" width="280">农夫山泉</td>
<td style="border: 1px solid #cccccc; width: 33.3709%; height: 27.1875px; text-align: center;" width="280">瓶型工业设计师</td>
</tr>
<tr>
<td style="border: 1px solid #cccccc; width: 33.3709%; text-align: center;" width="280">陈**</td>
<td style="border: 1px solid #cccccc; width: 33.3709%; text-align: center;" width="280">日清食品</td>
<td style="border: 1px solid #cccccc; width: 33.3709%; text-align: center;" width="280">主管</td>
</tr>
<tr>
<td style="border: 1px solid #cccccc; width: 33.3709%; text-align: center;" width="280">吴**</td>
<td style="border: 1px solid #cccccc; width: 33.3709%; text-align: center;" width="280">嘉桐酒业</td>
<td style="border: 1px solid #cccccc; width: 33.3709%; text-align: center;" width="280">总经理</td>
</tr>
<tr>
<td style="border: 1px solid #cccccc; width: 33.3709%; text-align: center;" width="280">陈**</td>
<td style="border: 1px solid #cccccc; width: 33.3709%; text-align: center;" width="280">宝珠餐饮</td>
<td style="border: 1px solid #cccccc; width: 33.3709%; text-align: center;" width="280">渠道负责人</td>
</tr>
<tr>
<td style="border: 1px solid #cccccc; width: 33.3709%; text-align: center;" width="72">段**</td>
<td style="border: 1px solid #cccccc; width: 33.3709%; text-align: center;" width="268">唇动食品</td>
<td style="border: 1px solid #cccccc; width: 33.3709%; text-align: center;" width="163">产品经理</td>
</tr>
<tr style="height: 27.1875px;">
<td style="border: 1px solid #cccccc; width: 33.3709%; height: 27.1875px; text-align: center;" width="280">周**</td>
<td style="border: 1px solid #cccccc; width: 33.3709%; height: 27.1875px; text-align: center;" width="280">安姆科</td>
<td style="border: 1px solid #cccccc; width: 33.3709%; height: 27.1875px; text-align: center;" width="280">mdm</td>
</tr>
<tr>
<td style="border: 1px solid #cccccc; width: 33.3709%; text-align: center;" width="72">陈**</td>
<td style="border: 1px solid #cccccc; width: 33.3709%; text-align: center;" width="268">申凯包装</td>
<td style="border: 1px solid #cccccc; width: 33.3709%; text-align: center;" width="163">董事长</td>
</tr>
<tr style="height: 27.1875px;">
<td style="border: 1px solid #cccccc; width: 33.3709%; height: 27.1875px; text-align: center;" width="72">顾**</td>
<td style="border: 1px solid #cccccc; width: 33.3709%; height: 27.1875px; text-align: center;" width="268">康师傅百饮投资</td>
<td style="border: 1px solid #cccccc; width: 33.3709%; height: 27.1875px; text-align: center;" width="163">经营规划</td>
</tr>
<tr style="height: 27.1875px;">
<td style="border: 1px solid #cccccc; width: 33.3709%; height: 27.1875px; text-align: center;" width="72">王**</td>
<td style="border: 1px solid #cccccc; width: 33.3709%; height: 27.1875px; text-align: center;" width="268">仁和大健康</td>
<td style="border: 1px solid #cccccc; width: 33.3709%; height: 27.1875px; text-align: center;" width="163">总经理</td>
</tr>
<tr style="height: 27.1875px;">
<td style="border: 1px solid #cccccc; width: 33.3709%; height: 27.1875px; text-align: center;" width="72">丘**</td>
<td style="border: 1px solid #cccccc; width: 33.3709%; height: 27.1875px; text-align: center;" width="268">广州振隆药业</td>
<td style="border: 1px solid #cccccc; width: 33.3709%; height: 27.1875px; text-align: center;" width="163">董事</td>
</tr>
<tr style="height: 27.1875px;">
<td style="border: 1px solid #cccccc; width: 33.3709%; text-align: center;" width="72">陈**</td>
<td style="border: 1px solid #cccccc; width: 33.3709%; text-align: center;" width="268">浙江省茶叶集团</td>
<td style="border: 1px solid #cccccc; width: 33.3709%; text-align: center;" width="163">部门经理</td>
</tr>
<tr style="height: 27.1875px;">
<td style="border: 1px solid #cccccc; text-align: center; width: 33.3709%; height: 27.1875px;" width="280">陆**</td>
<td style="border: 1px solid #cccccc; text-align: center; width: 33.3709%; height: 27.1875px;" width="280">百乐嘉利宝</td>
<td style="border: 1px solid #cccccc; text-align: center; width: 33.3709%; height: 27.1875px;" width="280">市场</td>
</tr>
<tr style="height: 27.1875px;">
<td style="border: 1px solid #cccccc; text-align: center; width: 33.3709%; height: 27.1875px;" width="280">王**</td>
<td style="border: 1px solid #cccccc; text-align: center; width: 33.3709%; height: 27.1875px;" width="280">如果</td>
<td style="border: 1px solid #cccccc; text-align: center; width: 33.3709%; height: 27.1875px;" width="280">市场经理</td>
</tr>
<tr style="height: 27.1875px;">
<td style="border: 1px solid #cccccc; width: 33.3709%; text-align: center;" width="72">李**</td>
<td style="border: 1px solid #cccccc; width: 33.3709%; text-align: center;" width="268">福建长富乳品</td>
<td style="border: 1px solid #cccccc; width: 33.3709%; text-align: center;" width="163">产品部长</td>
</tr>
<tr style="height: 27.1875px;">
<td style="border: 1px solid #cccccc; width: 33.3709%; text-align: center;" width="72">廖**</td>
<td style="border: 1px solid #cccccc; width: 33.3709%; text-align: center;" width="268">郑州汇选食品</td>
<td style="border: 1px solid #cccccc; width: 33.3709%; text-align: center;" width="163">总经理</td>
</tr>
<tr style="height: 27.1875px;">
<td style="border: 1px solid #cccccc; width: 33.3709%; text-align: center;" width="280">付**</td>
<td style="border: 1px solid #cccccc; width: 33.3709%; text-align: center;" width="280">悦芃泰</td>
<td style="border: 1px solid #cccccc; width: 33.3709%; text-align: center;" width="280">销售</td>
</tr>
<tr style="height: 27.1875px;">
<td style="border: 1px solid #cccccc; width: 33.3709%; text-align: center;" width="280">米**</td>
<td style="border: 1px solid #cccccc; width: 33.3709%; text-align: center;" width="280">JKR上海</td>
<td style="border: 1px solid #cccccc; width: 33.3709%; text-align: center;" width="280">品牌策略</td>
</tr>
<tr>
<td style="border: 1px solid #cccccc; width: 33.3709%; text-align: center;">陈**</td>
<td style="border: 1px solid #cccccc; width: 33.3709%; text-align: center;">商汤科技</td>
<td style="border: 1px solid #cccccc; width: 33.3709%; text-align: center;">市场</td>
</tr>
<tr style="height: 27.1875px;">
<td style="border: 1px solid #cccccc; width: 33.3709%; text-align: center;" width="280">金**</td>
<td style="border: 1px solid #cccccc; width: 33.3709%; text-align: center;" width="280">浙江大学长三角智慧绿洲创新中心</td>
<td style="border: 1px solid #cccccc; width: 33.3709%; text-align: center;" width="280">科研</td>
</tr>
<tr style="height: 54.375px;">
<td style="border: 1px solid #cccccc; text-align: center; width: 100.113%; height: 54.375px;" colspan="3">
<p>……</p>
<p>点击查看<strong><a href="https://docs.qq.com/sheet/DYUNsVUFieENSVWhq?tab=w8t4jz" target="_blank" rel="noopener">新品会员完整名录（定期更新）</a></strong></p>
</td>
</tr>
</tbody>
</table>
</div>
<div class="ace-line ace-line old-record-id-Rd8ndEjkboc3jzxewkRcidHGnNf" style="color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; white-space: normal; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><br></div>
<div class="ace-line ace-line old-record-id-Rd8ndEjkboc3jzxewkRcidHGnNf" style="color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-indent: 0px; text-transform: none; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; white-space: normal; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;">
<h2 id="mctoc_1idj3iv52c" class="ace-line ace-line old-record-id-HLU2dEQ3bo9TanxyfftcSJe5nnc" style="color: #01396a; font-size: 20px; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; white-space: normal; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;">四、适合谁加入</h2>
<p>✅品牌高层、研发总监 / 经理</p>
<div data-page-id="IOXmdThvtoG5JoxaykCcIzgqnqy" data-lark-html-role="root" data-docx-has-block-data="false">
<div class="ace-line ace-line old-record-id-GOOQdp8UzoogQOxCzQOcc9XgnKw">在全球新品信息中发现新趋势</div>
</div>
<p><br></p>
<p>✅品牌营销总监 / 经理</p>
<div data-page-id="IOXmdThvtoG5JoxaykCcIzgqnqy" data-lark-html-role="root" data-docx-has-block-data="false">
<div class="ace-line ace-line old-record-id-WGKrdIxlMoD6guxfRB9c2RZQnvh">在全球新品信息中获得新创意</div>
</div>
<p><br></p>
<p>✅渠道采购</p>
<div data-page-id="IOXmdThvtoG5JoxaykCcIzgqnqy" data-lark-html-role="root" data-docx-has-block-data="false">
<div class="ace-line ace-line old-record-id-NQDjdsU1AoktaGxCfDNcI0eqnlg">在全球新品信息中找到热卖品</div>
</div>
<p><br></p>
<p>✅包装 / 代工 / 配料等供应商</p>
<div data-page-id="IOXmdThvtoG5JoxaykCcIzgqnqy" data-lark-html-role="root" data-docx-has-block-data="false">
<div class="ace-line ace-line old-record-id-PxAodFI3ToHUbwx6UnTcZbqAnpf">在全球新品信息中赋能新方向</div>
</div>
<p><br></p>
<p>✅食品行业从业者</p>
<p>社交人脉圈，行业资源，合作机会</p>
<h2 id="mctoc_1idj3r1l6d" class="ace-line ace-line old-record-id-HLU2dEQ3bo9TanxyfftcSJe5nnc" style="color: #01396a; font-size: 20px; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; white-space: normal; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;">五、怎么加入</h2>
<table style="border-collapse: collapse; width: 100.791%; table-layout: fixed; height: 548px; margin-left: auto; margin-right: auto;"><colgroup><col style="width: 31.8743%;" width="250"><col style="width: 32.3997%;" width="180"><col style="width: 35.8149%;" width="231"></colgroup>
<tbody>
<tr style="background-color: #01396a; height: 55.1875px;">
<td style="border: 1px solid #cccccc; height: 109.562px; text-align: center;" rowspan="2"><span style="color: #ffffff;"><strong>服务内容</strong></span></td>
<td style="border: 1px solid #cccccc; height: 55.1875px; text-align: center;" colspan="2"><span style="color: #ffffff;"><strong>FBIF全球食品新品</strong></span></td>
</tr>
<tr style="background-color: #01396a; height: 54.375px;">
<td style="border: 1px solid #cccccc; text-align: center; height: 54.375px;"><span style="color: #ffffff;"><strong>付费社群</strong></span><br><span style="color: #ffffff;"><strong>早鸟价99元</strong></span></td>
<td style="border: 1px solid #cccccc; text-align: center; height: 54.375px;" data-sheet-value="[{&quot;type&quot;:&quot;text&quot;,&quot;text&quot;:&quot;付费社群&quot;,&quot;style&quot;:{&quot;font&quot;:&quot;12pt/1.5 MonospacedNumber, LarkHackSafariFont, LarkEmojiFont, LarkChineseQuote, -apple-system, BlinkMacSystemFont, \&quot;Helvetica Neue\&quot;, Tahoma, \&quot;PingFang SC\&quot;, \&quot;Microsoft Yahei\&quot;, Arial, \&quot;Hiragino Sans GB\&quot;, sans-serif, \&quot;Apple Color Emoji\&quot;, \&quot;Segoe UI Emoji\&quot;, \&quot;Segoe UI Symbol\&quot;, \&quot;Noto Color Emoji\&quot;&quot;,&quot;vAlign&quot;:1,&quot;hAlign&quot;:3,&quot;textDecoration&quot;:0,&quot;foreColor&quot;:&quot;rgb(0, 0, 0)&quot;,&quot;wordWrap&quot;:0}},{&quot;type&quot;:&quot;text&quot;,&quot;text&quot;:&quot;PLUS\n&quot;,&quot;style&quot;:{&quot;font&quot;:&quot;bold 12pt/1.5 MonospacedNumber, LarkHackSafariFont, LarkEmojiFont, LarkChineseQuote, -apple-system, BlinkMacSystemFont, \&quot;Helvetica Neue\&quot;, Tahoma, \&quot;PingFang SC\&quot;, \&quot;Microsoft Yahei\&quot;, Arial, \&quot;Hiragino Sans GB\&quot;, sans-serif, \&quot;Apple Color Emoji\&quot;, \&quot;Segoe UI Emoji\&quot;, \&quot;Segoe UI Symbol\&quot;, \&quot;Noto Color Emoji\&quot;&quot;,&quot;vAlign&quot;:1,&quot;hAlign&quot;:3,&quot;textDecoration&quot;:0,&quot;foreColor&quot;:&quot;rgb(0, 0, 0)&quot;,&quot;wordWrap&quot;:0}},{&quot;type&quot;:&quot;text&quot;,&quot;text&quot;:&quot;早鸟价129元，原价229元&quot;,&quot;style&quot;:{&quot;font&quot;:&quot;12pt/1.5 MonospacedNumber, LarkHackSafariFont, LarkEmojiFont, LarkChineseQuote, -apple-system, BlinkMacSystemFont, \&quot;Helvetica Neue\&quot;, Tahoma, \&quot;PingFang SC\&quot;, \&quot;Microsoft Yahei\&quot;, Arial, \&quot;Hiragino Sans GB\&quot;, sans-serif, \&quot;Apple Color Emoji\&quot;, \&quot;Segoe UI Emoji\&quot;, \&quot;Segoe UI Symbol\&quot;, \&quot;Noto Color Emoji\&quot;&quot;,&quot;vAlign&quot;:1,&quot;hAlign&quot;:3,&quot;textDecoration&quot;:0,&quot;foreColor&quot;:&quot;rgb(0, 0, 0)&quot;,&quot;wordWrap&quot;:0}}]"><span style="color: #ffffff;"><strong>付费社群PLUS</strong></span><br><span style="color: #ffffff;"><strong>早鸟价129元</strong></span></td>
</tr>
<tr style="height: 27.1875px;">
<td style="border: 1px solid #cccccc; height: 27.1875px; text-align: center;">每周分享一次全球新品信息</td>
<td style="border: 1px solid #cccccc; height: 27.1875px; text-align: center;"><strong>√</strong></td>
<td style="border: 1px solid #cccccc; height: 27.1875px; text-align: center;"><strong>√</strong></td>
</tr>
<tr style="height: 27.1875px;">
<td style="border: 1px solid #cccccc; height: 27.1875px; text-align: center;">专属付费会员群</td>
<td style="border: 1px solid #cccccc; height: 27.1875px; text-align: center;"><strong>√</strong></td>
<td style="border: 1px solid #cccccc; height: 27.1875px; text-align: center;"><strong>√</strong></td>
</tr>
<tr style="height: 54.375px;">
<td style="border: 1px solid #cccccc; height: 54.375px; text-align: center;">FBIF2025观展票2张<br>（价值120元，不含论坛）</td>
<td style="border: 1px solid #cccccc; height: 54.375px; text-align: center;"><strong>×</strong></td>
<td style="border: 1px solid #cccccc; height: 54.375px; text-align: center;"><strong>√</strong></td>
</tr>
<tr style="height: 135.938px;">
<td style="border: 1px solid #cccccc; height: 135.938px;" colspan="3">
<p><br></p>
<p style="text-align: left;">温馨提示：<span style="color: #e03e2d;"><strong>早鸟优惠价2024年11月30日截止！</strong></span><br>FBIF2025 将于 2025 年 5 月 8-10 日在国家会展中心（上海）举办！<br>会员群权益及相关服务有效期为2025年5月31日。</p>
<p><br></p>
<p style="text-align: center;"><strong style="color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; letter-spacing: normal; orphans: 2; text-align: center; text-indent: 0px; text-transform: none; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; white-space: normal; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><span style="color: #e03e2d;"><span style="color: #000000;">FBIF新品付费社群加入请</span><a href="https://tickets.foodtalks.cn/stores/10037" target="_blank" rel="noopener"><span style="background-color: #ffff00;"><em>点击购买</em></span></a></span></strong></p>
</td>
</tr>
</tbody>
</table>
<h2 id="mctoc_1idj41em7e" class="ace-line ace-line old-record-id-HLU2dEQ3bo9TanxyfftcSJe5nnc" style="color: #01396a; font-size: 20px; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; white-space: normal; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;">六、新品付费社群常见问答</h2>
<div data-page-id="IOXmdThvtoG5JoxaykCcIzgqnqy" data-lark-html-role="root" data-docx-has-block-data="true">
<div class="ace-line ace-line old-record-id-MQVZd7nQEopIABxbPFqcmmv5n6d"><strong>1.购买后什么时候能看到新品信息？</strong></div>
<div class="ace-line ace-line old-record-id-GAI5dgB4GoLcn9xyt9XcYpcJn6c">每周一会员群更新新品信息，更新持续到2025年5月31日。购买后请联系客服领取往期新品信息汇总。</div>
<div class="ace-line ace-line old-record-id-XsthdYGhOoSUPrxMbZ2c17TPnjh"><br></div>
<div class="ace-line ace-line old-record-id-XsthdYGhOoSUPrxMbZ2c17TPnjh">
<p style="max-height: 100%; margin: 0px; color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; white-space: normal; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><strong>2. 付费社群服务时间是多久？</strong></p>
<p style="max-height: 100%; margin: 0px; color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; white-space: normal; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;">付费社群权益及相关服务有效期为2025年5月31日。</p>
<p style="max-height: 100%; margin: 0px; color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; white-space: normal; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><br></p>
<p style="max-height: 100%; margin: 0px; color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; white-space: normal; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><strong>3. 付款后就可以加群吗？</strong></p>
<p style="max-height: 100%; margin: 0px; color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; white-space: normal; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;">付款后请扫码添加专属客服 Sunny / Lemon ，邀请您加入会员群。</p>
<figure class="image"><img class="mc-img" src="https://static.foodtalks.cn/image/news/fcda3490d67af12b7227e8f445c64fdb78fe.png" alt="FBIF付费社群专属客服" width="182" height="182" referrerpolicy="no-referrer">
<figcaption>
<p>FBIF付费社群专属客服</p>
</figcaption>
</figure>
<p><br></p>
<p style="max-height: 100%; margin: 0px; color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; white-space: normal; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><strong>4. FBIF2025观展票是什么？</strong></p>
<p style="max-height: 100%; margin: 0px; color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; white-space: normal; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><a href="https://www.foodtalks.cn/fbif/" target="_blank" rel="noopener"><strong>FBIF2025食品饮料创新论坛及FBIF食品创新展（FBIF超级选品会）</strong></a>将于 2025 年 5 月 8-10 日在国家会展中心（上海）举办！FBIF2025观展票在上海观展3天，不包含论坛会议门票。</p>
<p style="max-height: 100%; margin: 0px; color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; white-space: normal; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><br></p>
<p style="max-height: 100%; margin: 0px; color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; white-space: normal; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><strong>5. 可以开发票吗？</strong></p>
<p style="max-height: 100%; margin: 0px; color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; white-space: normal; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;">默认普通发票，付费社群开的项目为：设计服务*推广费。</p>
<p style="max-height: 100%; margin: 0px; color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; white-space: normal; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><br></p>
<p style="max-height: 100%; margin: 0px; color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; white-space: normal; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><strong>6. 团购有优惠吗？&nbsp;</strong></p>
<p style="max-height: 100%; margin: 0px; color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; white-space: normal; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><span style="color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; white-space: normal; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; display: inline !important; float: none;">5人以下，原价</span><br style="color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; white-space: normal; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><span style="color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; white-space: normal; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; display: inline !important; float: none;">5-9人，9折</span><br style="color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; white-space: normal; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><span style="color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; white-space: normal; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; display: inline !important; float: none;">10-19人，8折</span><br style="color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; white-space: normal; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><span style="color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; white-space: normal; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; display: inline !important; float: none;">20人及以上，7折</span></p>
<h2 id="mctoc_1idj4c1u5f" class="ace-line ace-line old-record-id-HLU2dEQ3bo9TanxyfftcSJe5nnc" style="color: #01396a; font-size: 20px; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; white-space: normal; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;">七、联系我们</h2>
<div class="ace-line ace-line old-record-id-C339dfsnnok7gaxE7W0cp8x4nyb" style="color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-indent: 0px; text-transform: none; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; white-space: normal; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; text-align: center; background-color: #ffffff;"><strong>【</strong><strong>FBIF</strong><strong>付费社群】</strong></div>
<div class="ace-line ace-line old-record-id-AB4ydzJ8mocFkWxJL8Zc1xuJnNe" style="color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-indent: 0px; text-transform: none; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; white-space: normal; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; text-align: center; background-color: #ffffff;">Sunny / Lemon</div>
<div class="ace-line ace-line old-record-id-SpTsdE129ov2Rqx60Pxc6U0xnKS" style="color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-indent: 0px; text-transform: none; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; white-space: normal; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; text-align: center; background-color: #ffffff;">FBIF 社群部</div>
<div class="ace-line ace-line old-record-id-Nb2LdiBTpo0m8kxvY2Tco8VHnGe" style="color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-indent: 0px; text-transform: none; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; white-space: normal; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; text-align: center; background-color: #ffffff;">电话：+86 18964751267</div>
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<title>麦当劳背后的调味品巨头有了中国新帅！张宇晨阔别周黑鸭后要二次“开挂”了</title>
<description><p><em style="font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; color: #7f7f7f; background-color: #ffffff;"><span style="font-size: 14px;"><em style="color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration: none; text-size-adjust: auto; caret-color: #333333; font-size: 14px; background-color: #ffffff;"><span style="color: #7f7f7f;">本文为小食代原创，作者：潘娴，转载请联系出处。</span></em></span></em></p>
<p><br></p>
<p style="text-align: justify;">从周黑鸭行政总裁的位置离开后，曾在跨国企业摸爬滚打20多年的张宇晨再次回到了他熟悉的外企。这一次，他被味好美（McCormick）的全球高层寄予了厚望。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">小食注意解到，在近日举行的全球投资者大会上，味好美高层对外高调介绍在中国市场有了一位新掌门。总部位于美国的味好美是一家知名调味品企业，去年销售额近480亿元，在中国供应着麦当劳等餐饮连锁。中国也是味好美亚太区域的最大市场。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">11月27日，小食代经过进一步核实，<strong>确认张宇晨在早些时候已当上了味好美中国区董事总经理。</strong>这意味着，在以“个人发展原因”离开主营休闲熟卤制品的周黑鸭后，张宇晨很快就进入到调味品行业。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">与张宇晨加入时的周黑鸭类似，味好美中国正处于迫切想重拾势头的阶段。自疫情后，这家调味品企业的在华增速出现放缓，但其称坚定看好中国市场的长期潜力，并在最近喊话未来几年要把增速提上去。下面，我们来一起看看详情。</p>
<p style="text-align: justify;"><br></p>
<h2 style="text-align: justify;">一、重回外企</h2>
<p style="text-align: justify;">今年6月，周黑鸭宣布了张宇晨离任的消息。此前，他掌舵这家卤味品牌近五年时间，是周黑鸭上市后任职最久的职业经理人总裁，年薪最高时曾接近1300万元。张宇晨离任后，周黑鸭行政总裁一棒重新回到创始人周富裕手中。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">从周黑鸭离开的次月，张宇晨便以味好美中国区董事总经理的身份出席了公开活动。小食代看到的一段视频显示，身着白衬衫西裤、搭配一双休闲鞋的他在活动上谈到了对餐饮行业的看法。在中国，餐饮正是味好美的重要销售渠道。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">“这是个充满无限可能的大时代。中华饮食兼收并蓄、包容创新，正逐渐成为全球餐饮文化的共同财富。”张宇晨在活动发言时称，如今，<strong>餐饮行业发展正站在“全新的十字路口”，中央厨房、数字化革新等形成大趋势，对传统菜系的深度挖掘和现代餐饮趋势的融合，也需要新思路来引领。</strong></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">他又在随后谈及味好美时说：“人间烟火气，最抚凡人心。味好美和大桥以不断满足广大消费者多样化的产品需求为目标，秉承对品质的卓越追求，不断创新，给餐饮烹饪赋予更多的激情和美味。”</p>
<p style="text-align: justify;"><br></p>
<p><img class="mc-img" style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/news/4aeeed5fc5d3e75d628e927e44fdb25878ce.jpg" alt="味好美辛香料" width="400" height="533" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">图片来源：小红书@宜涵</span></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">作为味好美中国新掌门，张宇晨在外资消费品企业度过了大部分的职业时光。后来加入周黑鸭是他第一次到民企工作，也是他唯一一段与食品行业有交集的经历。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">公开资料显示，1997年从东南大学毕业后，张宇晨就进入了有“快消界黄埔军校”之称的宝洁，一待就是十四年，期间主要从事销售、营销、战略规划工作，最后的职位是帮宝适全国市场营销总监。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">2011年从宝洁离开后，张宇晨曾在多家跨国企业担任管理岗位，包括欧莱雅、美太芭比（注：儿童用品贸易公司），均负责销售工作。随后，他又加入了玩具公司孩之宝担任中国总经理。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">2019年，张宇晨“转战”周黑鸭，最初担任湖北周黑鸭企业发展有限公司常务副总裁，入职仅三个多月就直升周黑鸭行政总裁的位置。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">曾有说法称，周黑鸭创始人自述要与职业经理人磨合六个月，而张宇晨显然打破了这条铁律。“因为我第一次去民企，用一个西方的话叫‘小刀切黄油’，当时想象了将面临的各种挑战，但总的来说，比我想象要好的。”上任满一年时，张宇晨在接受《国际金融报》专访时如是说。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">随着这位快消“老将”掌舵，周黑鸭开启了转型之旅，当中影响最深刻的一点无疑是开放加盟。曾经，周黑鸭一直坚持直营模式，这带来了保障产品品质、维护高端品牌形象等好处，但也逐渐将其暴露于扩张速度慢、成本压力高的境地。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">事实上，在张宇晨接任总裁前，周黑鸭对开放加盟的口风已有所松动。而他到来后不久，该公司宣布正式开放加盟，从直营转向“直营+特许经营”的模式。截至今年上半年，周黑鸭的直营与加盟店比例已到五五开，各自数量都超过了1700家。任内，张宇晨也主导了发力全渠道、加速创新、数字化变革等策略。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">尽管主动进行了一系列改革，但由于疫情影响等因素，周黑鸭过去五年的业绩波动较大，期间收入利润处于起起落落的状态。到今年“一把手”变动时，周黑鸭宣布张宇晨因“个人发展原因”离任，而这家卤味连锁仍走在战略变革的路上。</p>
<p style="text-align: justify;"><br></p>
<h2 style="text-align: justify;">二、增长目标</h2>
<p style="text-align: justify;">从周黑鸭到味好美，张宇晨可以说是重新回到了熟悉的外企氛围。这一次，他不仅拥有多年的跨国企业管理经验，也在食品行业有了积累。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">在中国，味好美目前运营着“味好美”、“纷乐味”、“纷乐旗”、“大桥”等品牌，品类覆盖香辛料、西式酱料、火锅调料等，其招牌产品番茄酱常被与亨氏番茄酱相提并论。</p>
<p style="text-align: justify;"><br></p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/baffeace52935abb2bf32dd4160cad63.png" alt="味好美增长目标" width="600" data-backh="327" data-backw="578" data-galleryid="" data-imgfileid="540695930" data-ratio="0.5648148148148148" data-s="300,640" data-type="png" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">图片来源：味好美</span></p>
<p><br></p>
<p style="text-align: justify;">论板块分，味好美中国涵盖三块：零售（向消费者售卖调味品）、餐饮服务（向中高端餐饮从业者提供调味品解决方案）、风味方案（向餐饮食品企业提供风味解决方案）。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">在上月举行的投资者大会上，味好美亚太总裁Sumeet Vohra透露，<strong>中国为其亚太区的最大市场</strong>，“我们的品牌在多个品类和市场位居第一或第二”、“味好美是（中国）香草和香料品类中知名度最高的品牌”。其会议资料还显示，<strong>味好美在中国番茄酱市场位列第二。</strong></p>
<p style="text-align: justify;"><br></p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/336cc8af814276827e59127df51aa94a.png" alt="味好美" width="600" data-backh="285" data-backw="578" data-cropselx1="0" data-cropselx2="578" data-cropsely1="0" data-cropsely2="323" data-imgfileid="540695881" data-ratio="0.4935185185185185" data-s="300,640" data-type="png" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">图片来源：味好美</span></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">Vohra表示，味好美在中国已有35年历史，从上海的一家合资企业起步，最初是向B端客户提供调味品。随后，该集团在华开辟了C端业务，以有机发展（注：排除并购）的方式提高味好美品牌销售额。2013年，味好美在华进行首笔收购，将华中地区知名调味品大桥收入囊中，支持进一步增长。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">“<strong>在疫情发生前的三年里，我们中国销售额平均实现了高个位数增长。但在过去四年</strong>，受到疫情和宏观经济影响，<strong>销售额平均增幅下滑至低个位数</strong>。”Vohra在投资者大会上透露。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">对于在华业绩挑战，味好美曾将此归因于消费情绪变谨慎，以及大型餐饮连锁吸走小型独立餐厅的客流，而后者正是其在核心市场华中地区的主要客户。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">截至最近的第三季度，味好美称中国业绩仍面临需求疲软的影响，预计2024年将略有下滑，但其一如既往地强调坚信市场的长期潜力。小食代还发现，在上述投资者大会的资料中，中国是唯一一个出现在关键词词云内的国家市场，证明味好美全球高层对在华业务寄予厚望。</p>
<p style="text-align: justify;"><br></p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/3877654b54eb5d43b581f4118d558e57.png" alt="味好美" width="600" data-backh="329" data-backw="578" data-cropselx1="0" data-cropselx2="578" data-cropsely1="0" data-cropsely2="329" data-imgfileid="540695882" data-ratio="0.5601851851851852" data-s="300,640" data-type="png" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">图片来源：味好美</span></p>
<p><br></p>
<p style="text-align: justify;">事实上，味好美已为中国市场制定了高于当下水平的业绩目标。在投资者会议上，该公司亚太总裁Sumeet Vohra透露，<strong>未来几年，中国业务预计实现中个位数增长。</strong></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">这意味着，作为中国新掌门的张宇晨，肩负着带领公司重拾增势的责任。但就像几年前加入周黑鸭时那样，新任务并没有那么简单。尽管调味品行业已在逐步复苏，但同行们在B、C端的大力拼抢令竞争日趋激烈。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">中信证券本月发布的报告显示，在2024年第三季度，受益于去库存扰动消除、企业在费用投放、产品推新上更为积极等因素拉动，多数调味品企业当季收入增速出现环比改善，但表现仍然偏弱。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">对于带领味好美中国前进，目前暂未得知张宇晨有哪些“施政纲领”，但我们可以从全球高层的说法里看出一些方向。</p>
<p style="text-align: justify;"><br></p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/2dbc859e5c8c37a8735c1527e137f9b7.png" alt="味好美" width="600" data-backh="322" data-backw="578" data-imgfileid="540695883" data-ratio="0.5574074074074075" data-s="300,640" data-type="png" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">图片来源：味好美</span></p>
<p><br></p>
<p style="text-align: justify;">Vohra表示，在中国，味好美将<strong>通过建立新的分销渠道、提高在小型餐厅和连锁餐厅的渗透率、拓展中央厨房渠道、与本土蛋白质加工商合作向零售商提供方便食品解决方案</strong>等途径来寻求增长。而调味品市场规模的增长、大型餐饮客户门店扩张也将成为驱动力。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">“中国市场仍有巨大的长期潜力，我们将持续致力于在此发展。”Vohra这样说。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">在张宇晨掌舵后，味好美能否实现全球高层设定的上述目标，我们将持续关注。</p>
<p><br></p>
<p><em style="font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; color: #7f7f7f; background-color: #ffffff;"><span style="font-size: 14px;">本文封面图来源：味好美官网</span></em></p>
<p><br></p>
<p style="max-height: 100%; user-select: text !important; margin: 0px; color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><strong><span style="user-select: text !important; color: #01396a;"><em><span style="user-select: text !important; font-size: 14px;">提示：</span></em></span></strong></p>
<p style="max-height: 100%; user-select: text !important; margin: 0px; color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><em style="color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; white-space: normal; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><span style="color: #7f7f7f; font-size: 14px;">*本文为<a href="https://mp.weixin.qq.com/s/dG5UIWXag6rvWaKp4PdErQ" target="_blank" rel="noopener">小食代</a>（ID：foodinc）原创，不代表FoodTalks立场，原文标题《独家｜麦当劳背后的调味品巨头有了中国新帅！张宇晨阔别周黑鸭后要二次“开挂”了》，转载请联系出处。</span></em></p>
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<link>https://www.foodtalks.cn/news/54664</link>
<guid isPermaLink="false">https://www.foodtalks.cn/news/54664</guid>
<pubDate>Thu, 28 Nov 2024 10:06:29 GMT</pubDate>
<author>潘娴</author>
<enclosure url="https://static.foodtalks.cn/image/news/204cf6215796e0eb255ba776f7c546dbc7d1.png" type="image/jpeg"></enclosure>
<category>foodnews</category>
</item>
<item>
<title>新加坡精品咖啡品牌Common Man Coffee Roasters进军中国香港，开启全球扩张计划</title>
<description><p><em style="font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; color: #7f7f7f; background-color: #ffffff;"><span style="font-size: 14px;"><em style="color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration: none; text-size-adjust: auto; caret-color: #333333; font-size: 14px; background-color: #ffffff;"><span style="color: #7f7f7f;">本文为CEO品牌观察原创，作者：AriaChoi，主辑：苏苏，转载请联系出处。</span></em></span></em></p>
<p data-style="margin-bottom: 5px; outline: 0px; max-width: 100%; letter-spacing: 0.544px; white-space: normal; background-color: rgb(255, 255, 255); -webkit-tap-highlight-color: rgba(0, 0, 0, 0); text-size-adjust: 100%; font-size: 16px; line-height: 27.2px; font-family: -apple-system-font, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif; text-align: center; box-sizing: border-box !important; overflow-wrap: break-word !important; color: rgb(163, 163, 163) !important;"><br></p>
<p style="text-align: center;"><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/1d572e146e43dee9a76ceba7dfccb047.jpg" alt="Common Man Coffee Roasters" width="400" data-galleryid="" data-imgfileid="505042731" data-ratio="1.0815006468305304" data-s="300,640" data-type="jpeg" data-w="773" referrerpolicy="no-referrer"><span style="font-size: 12px; color: #7f7f7f;">图片来源：CMCR官方</span></p>
<p><br></p>
<p>近日，来自新加坡本土精品咖啡品牌 Common Man Coffee Roasters（以下简称CMCR）登陆香港开出首家品牌旗舰店，选址于尖沙咀 K11 Art Mall，意味着品牌正式进军中国市场。</p>
<p><br></p>
<h2>一、香港首店，登陆K11 Art Mall</h2>
<p style="text-align: center;"><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/887d67c35ffcc0ba4a803362ba18eb42.jpg" alt="Common Man Coffee Roasters" width="600" data-croporisrc="https://mmbiz.qpic.cn/sz_mmbiz_jpg/saVUeAM1jibeM5voQhy6ztZ3AN1uCs7ARr0yH9ib17mL1MMp2nicvVN8vD8EpakHSgNWZWw71OyQrIZMh9Bxu04Bg/0?wx_fmt=jpeg&amp;from=appmsg" data-cropx1="0" data-cropx2="1080" data-cropy1="801.0989010989011" data-cropy2="1412.3076923076924" data-galleryid="" data-imgfileid="505042743" data-ratio="0.5657407407407408" data-s="300,640" data-type="jpeg" data-w="1080" referrerpolicy="no-referrer"><span style="font-size: 12px; color: #7f7f7f;">图片来源：CMCR官方</span></p>
<p><br></p>
<p>CMCR 香港新店采用开放式设计，不仅提供精品咖啡，顾客可以在吧台近距离欣赏精品咖啡的冲煮过程。店内还销售品牌自家烘焙的咖啡豆，每周从新加坡空运到港，单品豆也会根据季节更新。</p>
<p><br></p>
<p style="text-align: center;"><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/e51e058db110800becce85307b1ce857.jpg" alt="Common Man Coffee Roasters" width="600" data-croporisrc="https://mmbiz.qpic.cn/sz_mmbiz_jpg/saVUeAM1jibeM5voQhy6ztZ3AN1uCs7ARvNw56mDqyNNLGjwOcyuZycpIhPt0cFGvVFFpiaTHZcWnyPXiaIumx4Eg/0?wx_fmt=jpeg&amp;from=appmsg" data-cropx1="0" data-cropx2="951.0380622837371" data-cropy1="14.885813148788927" data-cropy2="623.5501730103806" data-galleryid="" data-imgfileid="505042742" data-ratio="0.6403785488958991" data-s="300,640" data-type="jpeg" data-w="951" referrerpolicy="no-referrer"><span style="font-size: 12px; color: #7f7f7f;">图片来源：CMCR官方</span></p>
<p><br></p>
<p>此外，CMCR还提供全天的早午餐式菜单，包括传统英式早餐、土耳其早餐、汉堡等经典菜品；更糅合香港本地特色及新加坡南洋风情，推出多款香港限定创意菜式，例如新加坡虎虾叻沙芝士通心粉。</p>
<p><br></p>
<p style="text-align: center;"><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/d978ba3c7d772a202664ba8165a68ef2.jpg" alt="Common Man Coffee Roasters" width="600" data-galleryid="" data-imgfileid="505042776" data-ratio="0.5086021505376344" data-s="300,640" data-type="jpeg" data-w="930" referrerpolicy="no-referrer"><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/fb2997584bd25fbff61280a1f0c05755.jpg" width="600" data-cropselx1="0" data-cropselx2="546" data-cropsely1="0" data-cropsely2="682" data-galleryid="" data-imgfileid="505042746" data-ratio="0.5075268817204301" data-s="300,640" data-type="png" data-w="930" referrerpolicy="no-referrer"><span style="font-size: 12px; color: #7f7f7f;">图片来源：CMCR官方</span></p>
<p><br></p>
<p>除了 CMCR 之外，近期，中国内地茶饮品牌<a class="mc-company-link" title="霸王茶姬" href="https://www.foodtalks.cn/company/chagee" target="_blank" rel="noopener" data-id="27284" data-name="四川茶姬企业管理有限公司" data-code="chagee" data-type="company">霸王茶姬</a>、日本甜品连锁店 Mister Donut、希腊咖啡连锁店 Coffee Island 也相继登陆香港 K11 Art Mall 落位其香港首店。</p>
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<p style="text-align: center;"><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/c774f7444eea31d3f8d137fc2806a65e.jpg" alt="Common Man Coffee Roasters" width="600" data-croporisrc="https://mmbiz.qpic.cn/sz_mmbiz_jpg/saVUeAM1jibeM5voQhy6ztZ3AN1uCs7ARREQ0VVtR68Jj7WyjydiayrkWxOicjGecemljxbqiaMCgknopvHwfuLK5Q/0?wx_fmt=jpeg&amp;from=appmsg" data-cropx1="28.027681660899653" data-cropx2="1055.7093425605535" data-cropy1="302.69896193771626" data-cropy2="1266.8512110726645" data-galleryid="" data-imgfileid="505042757" data-ratio="0.9386562804284323" data-s="300,640" data-type="jpeg" data-w="1027" referrerpolicy="no-referrer"><span style="font-size: 12px; color: #7f7f7f;">图片来源：CMCR官方</span></p>
<p><br></p>
<p>K11 Art Mall&nbsp;作为 K11 品牌全球首个购物艺术馆，也是首个率先将艺术、人文、自然三大核心元素融合的购物中心，该项目到今年已进入15周年，一直是海外品牌、内地品牌进军香港市场的首选，打造成人气潮玩、茶饮首店的聚集地。</p>
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<p>2023年起，茶饮品牌、咖啡品牌扎堆进军港澳市场，尤其香港作为“主战场”，例如喜茶、奈雪的茶、茶百道、库迪咖啡、瑞幸咖啡等知名连锁品牌。</p>
<p><br></p>
<h2>二、全球10家店，已进入马来西亚、菲律宾</h2>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/c85cb2458ccbd671cdc711bbf6d43e2f.jpg" alt="Common Man Coffee Roasters" height="600" data-backh="289" data-backw="546" data-cropselx1="0" data-cropselx2="546" data-cropsely1="0" data-cropsely2="819" data-galleryid="" data-imgfileid="505042729" data-ratio="1.5" data-s="300,640" data-type="jpeg" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">图片来源：微博@妳好Nihao&nbsp;</span></p>
<p><br></p>
<p>CMCR成立于2013年，成长于新加坡及马来西亚充满活力的社区，因专业的精品咖啡、优质的服务等获得广泛认可，早已成为新加坡业知名连锁品牌。</p>
<p><br></p>
<p>截至发稿日，CMCR拥有10家门店，其中6家位于新加坡，2家位于马来西亚，菲律宾和中国香港各1家，还有一所咖啡师培训学院位于新加坡。</p>
<p><br></p>
<p style="text-align: center;"><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/519e9667b14f63d6141f6f7d6ff8ff4d.jpg" alt="Common Man Coffee Roasters" width="500" data-cropselx1="0" data-cropselx2="546" data-cropsely1="0" data-cropsely2="1184" data-galleryid="" data-imgfileid="505042762" data-ratio="0.666015625" data-s="300,640" data-type="jpeg" data-w="1024" referrerpolicy="no-referrer"><span style="font-size: 12px; color: #7f7f7f;">图片来源：CMCR官方</span></p>
<p><br></p>
<p>CMCR新加坡Marin Road旗舰店是品牌于2013年开出的第一家线下门店，共有两层，主打美味咖啡和早午餐，为当地Robertson Quay&nbsp;district罗伯逊码头区带来了特色咖啡文化。</p>
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<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/c3d5c9f9fd54c3811cd4365160ccfcf4.jpg" alt="Common Man Coffee Roasters" height="600" data-galleryid="" data-imgfileid="505042753" data-ratio="1.5" data-s="300,640" data-type="jpeg" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">图片来源：微博@妳好Nihao&nbsp;</span></p>
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<p>而 CMCR 另一家位于 Alexandra Road 的分店是位于新加坡皇后镇附近的一座历史建筑，其前身是一家20世纪30年代的啤酒酿造厂。</p>
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<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/658611bad4c44fb076f5848707241fd9.jpg" alt="Common Man Coffee Roasters" height="600" data-galleryid="" data-imgfileid="505042750" data-ratio="1.5" data-s="300,640" data-type="jpeg" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">图片来源：微博@妳好Nihao&nbsp;</span></p>
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<p>空间设计上，以白色与绿色为主色调，向阳的户外座位，长条咖啡吧台，大理石台面等细节，呈现复古又精致的氛围，CMCR希望这里能成为一个充满活力的社区店。</p>
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<p style="text-align: center;"><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/29181d429e139bd8c7d8ea657a7fed3c.png" alt="Common Man Coffee Roasters" width="600" data-galleryid="" data-imgfileid="505042759" data-ratio="0.5913705583756346" data-s="300,640" data-type="png" data-w="788" referrerpolicy="no-referrer"><span style="font-size: 12px; color: #7f7f7f;">图片来源：CMCR官方</span></p>
<p><br></p>
<p>据悉，CMCR还提供专业的咖啡教学，无论是初学者还是有经验的咖啡师，都能找到合适的课程。品牌拥有一套完整的教学体系，从烘焙、杯测、风味鉴别、意式咖啡制作、手冲咖啡制作等。</p>
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<p style="text-align: center;"><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/07ec11ca54a8f9a167afc24171ad2939.jpg" alt="Common Man Coffee Roasters" width="600" data-croporisrc="https://mmbiz.qpic.cn/sz_mmbiz_jpg/saVUeAM1jibeM5voQhy6ztZ3AN1uCs7ARuzU6qbgZHgvMr1vdvdx8JagkQThjIfHNibJXhAJJarzhPcKfXekUYEQ/0?wx_fmt=jpeg" data-cropx1="0" data-cropx2="1279" data-cropy1="353.71611721611714" data-cropy2="1300.0824175824173" data-galleryid="" data-imgfileid="505042769" data-ratio="0.7407407407407407" data-s="300,640" data-type="jpeg" data-w="1080" referrerpolicy="no-referrer"><span style="font-size: 12px; color: #7f7f7f;">图片来源：CMCR官方</span></p>
<p><br></p>
<p>2023年，CMCR与菲律宾快乐蜂Jollibee集团及Food Collective Pte Ltd合作进入菲律宾市场，在首都马尼拉三角公园开设了菲律宾第一家分店。</p>
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<p>而快乐蜂集团作为菲律宾最大的餐饮运营商，其全球门店数量将近1万家，超过66%的门店位于菲律宾之外的国际市场。今年，该集团还斥资3.4亿美元收购了韩国连锁咖啡品牌Compose Coffee 70%的股份，意在加速其全球扩张计划。<br></p>
<p><br></p>
<p>据了解，快乐蜂集团早在2012年便进军咖啡领域，之后斥资2500万美元收购越南咖啡品牌Highland Coffee的运营商SuperFoods Group 50%的股份。</p>
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<p>2019年，集团又以3.5亿美元收购了美国洛杉矶咖啡品牌The Coffee Bean&amp;Tea Leaf，这也是该集团迄今为止最大的一笔投资。这些举措有助于快乐蜂在世界第三咖啡市场站稳脚跟。</p>
<p><br></p>
<p>截至目前，快乐蜂在咖啡领域的总投资达到 7 亿美元左右，咖啡门店总数超过4700家，覆盖亚洲、中东和北美等地区。</p>
<p><br></p>
<p>据研究公司Statista相关报告显示，2023年全球咖啡连锁店的总收入达到6300亿美元，同比增长9%，预计到2030年将达到8000亿美元。</p>
<p><br></p>
<p>目前来看，随着CMCR香港分店的落地，可以看出品牌也在加速全球扩张计划，未来或许还有机会进军中国内地市场。</p>
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<p><em style="font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; color: #7f7f7f; background-color: #ffffff;"><span style="font-size: 14px;">本文封面图来源：CMCR官方</span></em></p>
<p><br></p>
<p style="max-height: 100%; user-select: text !important; margin: 0px; color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><strong><span style="user-select: text !important; color: #01396a;"><em><span style="user-select: text !important; font-size: 14px;">提示：</span></em></span></strong></p>
<p style="max-height: 100%; user-select: text !important; margin: 0px; color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><em style="color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; white-space: normal; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><span style="color: #7f7f7f; font-size: 14px;">*本文为<a href="https://mp.weixin.qq.com/s?__biz=MzI2MTIxNDgzMQ==&amp;mid=2652526428&amp;idx=1&amp;sn=d228c97c8f6db264e70aa3f4f7c89a52&amp;chksm=f0ce2ffe2104d096586da45f1f8527312387152c5d873b441f9fdc49382dc9f64d28a5b19653&amp;mpshare=1&amp;scene=1&amp;srcid=1128FNpyCDiXGUYMVkzwPupf&amp;sharer_shareinfo=484ad444cb4afb65167ac38c1c379741&amp;sharer_shareinfo_first=4353b3aa06f3d5c8d6889b258ad0f387#rd" target="_blank" rel="noopener">CEO品牌观察</a>（ID：new_shop_）原创，不代表FoodTalks立场，转载请联系出处。</span></em></p>
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<link>https://www.foodtalks.cn/news/54661</link>
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<pubDate>Thu, 28 Nov 2024 09:32:00 GMT</pubDate>
<author>AriaChoi</author>
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<category>coffee</category>
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<title>联合利华拟出售植物肉品牌The Vegetarian Butcher</title>
<description><p style="text-align: justify;"><em style="font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; color: #7f7f7f; background-color: #ffffff;"><span style="font-size: 14px;"><em style="color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration: none; text-size-adjust: auto; caret-color: #333333; font-size: 14px; background-color: #ffffff;"><span style="color: #7f7f7f;">本文为植物基网原创，作者：UPB，转载请联系出处。</span></em></span></em></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">据just-food报道，<a class="mc-company-link" title="联合利华" href="https://www.foodtalks.cn/company/Unilever_China" target="_blank" rel="noopener" data-id="1195" data-name="联合利华（中国）投资有限公司" data-code="Unilever_China" data-type="company">联合利华</a>（Unilever）已将其植物肉品牌The Vegetarian Butcher挂牌出售。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">有消息人士透露，联合利华已委托投资银行Piper Sandler负责此次出售事务。尽管联合利华尚未回应Sky News的置评请求，但多位知情人士表示，已有多个潜在买家接洽过该品牌。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">The Vegetarian Butcher诞生于荷兰，由曾是肉类生产商的Jaap Korteweg于2007年创立。2018年，Jaap Korteweg将该品牌以未披露的价格出售给联合利华。</p>
<p style="text-align: justify;"><br></p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/e2c0896ebf601a19b9f386803ecbc60a.png" alt="The Vegetarian Butcher" width="600" data-galleryid="" data-imgfileid="304557356" data-ratio="0.36666666666666664" data-s="300,640" data-type="png" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">图片来源：The Vegetarian Butcher</span></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">本月初，又有报道称，联合利华正在寻求出售一系列荷兰食品品牌，包括Unox和Conimex，并已聘请ABN Amro处理该事务。联合利华当时未对此消息发表评论。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">在收购“The Vegetarian Butcher”之前，联合利华自2016年起便与该品牌合作，推出了以Unox品牌销售的素食肉丸系列。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">“The Vegetarian Butcher”目前为零售商和餐饮渠道提供植物肉汉堡、香肠等产品。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">尽管近年来植物肉行业的增长放缓，一些制造商相继退出市场，但联合利华首席执行官Hein Schumacher正专注于通过旗下“强势品牌”推动业务增长。例如，Hellmann's美乃滋品牌便是其推动增长的重要支柱之一。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">在11月22日的年度投资者大会上，Hein Schumacher在演讲中表示，联合利华的“强势品牌”在2024财年前三季度实现了4.1%的销量增长，远超整体2.9%的增长水平。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">自2023年7月担任CEO以来，Hein Schumacher推出了“2030增长行动计划”（Growth Action Plan 2030），并在上周的活动中透露，他计划剥离约12亿美元价值的品牌。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">其中，冰淇淋业务便是重点之一。尽管联合利华此前考虑出售该业务，但目前更倾向于将其分拆为独立上市公司，预计这一分拆将在2025年底前完成。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">此外，今天有消息称，联合利华已开始推进其在印度的冰淇淋业务的分拆和上市，该业务隶属于其上市子公司Hindustan Unilever。类似的分拆计划也已在印度尼西亚启动。</p>
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<title>麦当劳背后的调味品巨头有了中国新帅！张宇晨阔别周黑鸭后要二次“开挂”了</title>
<description><p><em style="font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; color: #7f7f7f; background-color: #ffffff;"><span style="font-size: 14px;"><em style="color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration: none; text-size-adjust: auto; caret-color: #333333; font-size: 14px; background-color: #ffffff;"><span style="color: #7f7f7f;">本文为小食代原创，作者：潘娴，转载请联系出处。</span></em></span></em></p>
<p><br></p>
<p style="text-align: justify;">从周黑鸭行政总裁的位置离开后，曾在跨国企业摸爬滚打20多年的张宇晨再次回到了他熟悉的外企。这一次，他被味好美（McCormick）的全球高层寄予了厚望。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">小食注意解到，在近日举行的全球投资者大会上，味好美高层对外高调介绍在中国市场有了一位新掌门。总部位于美国的味好美是一家知名调味品企业，去年销售额近480亿元，在中国供应着麦当劳等餐饮连锁。中国也是味好美亚太区域的最大市场。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">11月27日，小食代经过进一步核实，<strong>确认张宇晨在早些时候已当上了味好美中国区董事总经理。</strong>这意味着，在以“个人发展原因”离开主营休闲熟卤制品的周黑鸭后，张宇晨很快就进入到调味品行业。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">与张宇晨加入时的周黑鸭类似，味好美中国正处于迫切想重拾势头的阶段。自疫情后，这家调味品企业的在华增速出现放缓，但其称坚定看好中国市场的长期潜力，并在最近喊话未来几年要把增速提上去。下面，我们来一起看看详情。</p>
<p style="text-align: justify;"><br></p>
<h2 style="text-align: justify;">一、重回外企</h2>
<p style="text-align: justify;">今年6月，周黑鸭宣布了张宇晨离任的消息。此前，他掌舵这家卤味品牌近五年时间，是周黑鸭上市后任职最久的职业经理人总裁，年薪最高时曾接近1300万元。张宇晨离任后，周黑鸭行政总裁一棒重新回到创始人周富裕手中。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">从周黑鸭离开的次月，张宇晨便以味好美中国区董事总经理的身份出席了公开活动。小食代看到的一段视频显示，身着白衬衫西裤、搭配一双休闲鞋的他在活动上谈到了对餐饮行业的看法。在中国，餐饮正是味好美的重要销售渠道。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">“这是个充满无限可能的大时代。中华饮食兼收并蓄、包容创新，正逐渐成为全球餐饮文化的共同财富。”张宇晨在活动发言时称，如今，<strong>餐饮行业发展正站在“全新的十字路口”，中央厨房、数字化革新等形成大趋势，对传统菜系的深度挖掘和现代餐饮趋势的融合，也需要新思路来引领。</strong></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">他又在随后谈及味好美时说：“人间烟火气，最抚凡人心。味好美和大桥以不断满足广大消费者多样化的产品需求为目标，秉承对品质的卓越追求，不断创新，给餐饮烹饪赋予更多的激情和美味。”</p>
<p style="text-align: justify;"><br></p>
<p><img class="mc-img" style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/news/4aeeed5fc5d3e75d628e927e44fdb25878ce.jpg" alt="味好美辛香料" width="400" height="533" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">图片来源：小红书@宜涵</span></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">作为味好美中国新掌门，张宇晨在外资消费品企业度过了大部分的职业时光。后来加入周黑鸭是他第一次到民企工作，也是他唯一一段与食品行业有交集的经历。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">公开资料显示，1997年从东南大学毕业后，张宇晨就进入了有“快消界黄埔军校”之称的宝洁，一待就是十四年，期间主要从事销售、营销、战略规划工作，最后的职位是帮宝适全国市场营销总监。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">2011年从宝洁离开后，张宇晨曾在多家跨国企业担任管理岗位，包括欧莱雅、美太芭比（注：儿童用品贸易公司），均负责销售工作。随后，他又加入了玩具公司孩之宝担任中国总经理。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">2019年，张宇晨“转战”周黑鸭，最初担任湖北周黑鸭企业发展有限公司常务副总裁，入职仅三个多月就直升周黑鸭行政总裁的位置。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">曾有说法称，周黑鸭创始人自述要与职业经理人磨合六个月，而张宇晨显然打破了这条铁律。“因为我第一次去民企，用一个西方的话叫‘小刀切黄油’，当时想象了将面临的各种挑战，但总的来说，比我想象要好的。”上任满一年时，张宇晨在接受《国际金融报》专访时如是说。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">随着这位快消“老将”掌舵，周黑鸭开启了转型之旅，当中影响最深刻的一点无疑是开放加盟。曾经，周黑鸭一直坚持直营模式，这带来了保障产品品质、维护高端品牌形象等好处，但也逐渐将其暴露于扩张速度慢、成本压力高的境地。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">事实上，在张宇晨接任总裁前，周黑鸭对开放加盟的口风已有所松动。而他到来后不久，该公司宣布正式开放加盟，从直营转向“直营+特许经营”的模式。截至今年上半年，周黑鸭的直营与加盟店比例已到五五开，各自数量都超过了1700家。任内，张宇晨也主导了发力全渠道、加速创新、数字化变革等策略。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">尽管主动进行了一系列改革，但由于疫情影响等因素，周黑鸭过去五年的业绩波动较大，期间收入利润处于起起落落的状态。到今年“一把手”变动时，周黑鸭宣布张宇晨因“个人发展原因”离任，而这家卤味连锁仍走在战略变革的路上。</p>
<p style="text-align: justify;"><br></p>
<h2 style="text-align: justify;">二、增长目标</h2>
<p style="text-align: justify;">从周黑鸭到味好美，张宇晨可以说是重新回到了熟悉的外企氛围。这一次，他不仅拥有多年的跨国企业管理经验，也在食品行业有了积累。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">在中国，味好美目前运营着“味好美”、“纷乐味”、“纷乐旗”、“大桥”等品牌，品类覆盖香辛料、西式酱料、火锅调料等，其招牌产品番茄酱常被与亨氏番茄酱相提并论。</p>
<p style="text-align: justify;"><br></p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/baffeace52935abb2bf32dd4160cad63.png" alt="味好美增长目标" width="600" data-backh="327" data-backw="578" data-galleryid="" data-imgfileid="540695930" data-ratio="0.5648148148148148" data-s="300,640" data-type="png" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">图片来源：味好美</span></p>
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<p style="text-align: justify;">论板块分，味好美中国涵盖三块：零售（向消费者售卖调味品）、餐饮服务（向中高端餐饮从业者提供调味品解决方案）、风味方案（向餐饮食品企业提供风味解决方案）。</p>
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<p style="text-align: justify;">在上月举行的投资者大会上，味好美亚太总裁Sumeet Vohra透露，<strong>中国为其亚太区的最大市场</strong>，“我们的品牌在多个品类和市场位居第一或第二”、“味好美是（中国）香草和香料品类中知名度最高的品牌”。其会议资料还显示，<strong>味好美在中国番茄酱市场位列第二。</strong></p>
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<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/336cc8af814276827e59127df51aa94a.png" alt="味好美" width="600" data-backh="285" data-backw="578" data-cropselx1="0" data-cropselx2="578" data-cropsely1="0" data-cropsely2="323" data-imgfileid="540695881" data-ratio="0.4935185185185185" data-s="300,640" data-type="png" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">图片来源：味好美</span></p>
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<p style="text-align: justify;">Vohra表示，味好美在中国已有35年历史，从上海的一家合资企业起步，最初是向B端客户提供调味品。随后，该集团在华开辟了C端业务，以有机发展（注：排除并购）的方式提高味好美品牌销售额。2013年，味好美在华进行首笔收购，将华中地区知名调味品大桥收入囊中，支持进一步增长。</p>
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<p style="text-align: justify;">“<strong>在疫情发生前的三年里，我们中国销售额平均实现了高个位数增长。但在过去四年</strong>，受到疫情和宏观经济影响，<strong>销售额平均增幅下滑至低个位数</strong>。”Vohra在投资者大会上透露。</p>
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<p style="text-align: justify;">对于在华业绩挑战，味好美曾将此归因于消费情绪变谨慎，以及大型餐饮连锁吸走小型独立餐厅的客流，而后者正是其在核心市场华中地区的主要客户。</p>
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<p style="text-align: justify;">截至最近的第三季度，味好美称中国业绩仍面临需求疲软的影响，预计2024年将略有下滑，但其一如既往地强调坚信市场的长期潜力。小食代还发现，在上述投资者大会的资料中，中国是唯一一个出现在关键词词云内的国家市场，证明味好美全球高层对在华业务寄予厚望。</p>
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<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/3877654b54eb5d43b581f4118d558e57.png" alt="味好美" width="600" data-backh="329" data-backw="578" data-cropselx1="0" data-cropselx2="578" data-cropsely1="0" data-cropsely2="329" data-imgfileid="540695882" data-ratio="0.5601851851851852" data-s="300,640" data-type="png" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">图片来源：味好美</span></p>
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<p style="text-align: justify;">事实上，味好美已为中国市场制定了高于当下水平的业绩目标。在投资者会议上，该公司亚太总裁Sumeet Vohra透露，<strong>未来几年，中国业务预计实现中个位数增长。</strong></p>
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<p style="text-align: justify;">这意味着，作为中国新掌门的张宇晨，肩负着带领公司重拾增势的责任。但就像几年前加入周黑鸭时那样，新任务并没有那么简单。尽管调味品行业已在逐步复苏，但同行们在B、C端的大力拼抢令竞争日趋激烈。</p>
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<p style="text-align: justify;">中信证券本月发布的报告显示，在2024年第三季度，受益于去库存扰动消除、企业在费用投放、产品推新上更为积极等因素拉动，多数调味品企业当季收入增速出现环比改善，但表现仍然偏弱。</p>
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<p style="text-align: justify;">对于带领味好美中国前进，目前暂未得知张宇晨有哪些“施政纲领”，但我们可以从全球高层的说法里看出一些方向。</p>
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<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/2dbc859e5c8c37a8735c1527e137f9b7.png" alt="味好美" width="600" data-backh="322" data-backw="578" data-imgfileid="540695883" data-ratio="0.5574074074074075" data-s="300,640" data-type="png" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">图片来源：味好美</span></p>
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<p style="text-align: justify;">Vohra表示，在中国，味好美将<strong>通过建立新的分销渠道、提高在小型餐厅和连锁餐厅的渗透率、拓展中央厨房渠道、与本土蛋白质加工商合作向零售商提供方便食品解决方案</strong>等途径来寻求增长。而调味品市场规模的增长、大型餐饮客户门店扩张也将成为驱动力。</p>
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<p style="text-align: justify;">“中国市场仍有巨大的长期潜力，我们将持续致力于在此发展。”Vohra这样说。</p>
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<p style="text-align: justify;">在张宇晨掌舵后，味好美能否实现全球高层设定的上述目标，我们将持续关注。</p>
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<p><em style="font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; color: #7f7f7f; background-color: #ffffff;"><span style="font-size: 14px;">本文封面图来源：味好美官网</span></em></p>
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<p style="max-height: 100%; user-select: text !important; margin: 0px; color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><strong><span style="user-select: text !important; color: #01396a;"><em><span style="user-select: text !important; font-size: 14px;">提示：</span></em></span></strong></p>
<p style="max-height: 100%; user-select: text !important; margin: 0px; color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><em style="color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; white-space: normal; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><span style="color: #7f7f7f; font-size: 14px;">*本文为<a href="https://mp.weixin.qq.com/s/dG5UIWXag6rvWaKp4PdErQ" target="_blank" rel="noopener">小食代</a>（ID：foodinc）原创，不代表FoodTalks立场，原文标题《独家｜麦当劳背后的调味品巨头有了中国新帅！张宇晨阔别周黑鸭后要二次“开挂”了》，转载请联系出处。</span></em></p>
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<link>https://www.foodtalks.cn/news/54664</link>
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<pubDate>Thu, 28 Nov 2024 10:06:29 GMT</pubDate>
<author>潘娴</author>
<enclosure url="https://static.foodtalks.cn/image/news/204cf6215796e0eb255ba776f7c546dbc7d1.png" type="image/jpeg"></enclosure>
<category>foodnews</category>
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<title>新加坡精品咖啡品牌Common Man Coffee Roasters进军中国香港，开启全球扩张计划</title>
<description><p><em style="font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; color: #7f7f7f; background-color: #ffffff;"><span style="font-size: 14px;"><em style="color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration: none; text-size-adjust: auto; caret-color: #333333; font-size: 14px; background-color: #ffffff;"><span style="color: #7f7f7f;">本文为CEO品牌观察原创，作者：AriaChoi，主辑：苏苏，转载请联系出处。</span></em></span></em></p>
<p data-style="margin-bottom: 5px; outline: 0px; max-width: 100%; letter-spacing: 0.544px; white-space: normal; background-color: rgb(255, 255, 255); -webkit-tap-highlight-color: rgba(0, 0, 0, 0); text-size-adjust: 100%; font-size: 16px; line-height: 27.2px; font-family: -apple-system-font, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif; text-align: center; box-sizing: border-box !important; overflow-wrap: break-word !important; color: rgb(163, 163, 163) !important;"><br></p>
<p style="text-align: center;"><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/1d572e146e43dee9a76ceba7dfccb047.jpg" alt="Common Man Coffee Roasters" width="400" data-galleryid="" data-imgfileid="505042731" data-ratio="1.0815006468305304" data-s="300,640" data-type="jpeg" data-w="773" referrerpolicy="no-referrer"><span style="font-size: 12px; color: #7f7f7f;">图片来源：CMCR官方</span></p>
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<p>近日，来自新加坡本土精品咖啡品牌 Common Man Coffee Roasters（以下简称CMCR）登陆香港开出首家品牌旗舰店，选址于尖沙咀 K11 Art Mall，意味着品牌正式进军中国市场。</p>
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<h2>一、香港首店，登陆K11 Art Mall</h2>
<p style="text-align: center;"><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/887d67c35ffcc0ba4a803362ba18eb42.jpg" alt="Common Man Coffee Roasters" width="600" data-croporisrc="https://mmbiz.qpic.cn/sz_mmbiz_jpg/saVUeAM1jibeM5voQhy6ztZ3AN1uCs7ARr0yH9ib17mL1MMp2nicvVN8vD8EpakHSgNWZWw71OyQrIZMh9Bxu04Bg/0?wx_fmt=jpeg&amp;from=appmsg" data-cropx1="0" data-cropx2="1080" data-cropy1="801.0989010989011" data-cropy2="1412.3076923076924" data-galleryid="" data-imgfileid="505042743" data-ratio="0.5657407407407408" data-s="300,640" data-type="jpeg" data-w="1080" referrerpolicy="no-referrer"><span style="font-size: 12px; color: #7f7f7f;">图片来源：CMCR官方</span></p>
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<p>CMCR 香港新店采用开放式设计，不仅提供精品咖啡，顾客可以在吧台近距离欣赏精品咖啡的冲煮过程。店内还销售品牌自家烘焙的咖啡豆，每周从新加坡空运到港，单品豆也会根据季节更新。</p>
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<p style="text-align: center;"><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/e51e058db110800becce85307b1ce857.jpg" alt="Common Man Coffee Roasters" width="600" data-croporisrc="https://mmbiz.qpic.cn/sz_mmbiz_jpg/saVUeAM1jibeM5voQhy6ztZ3AN1uCs7ARvNw56mDqyNNLGjwOcyuZycpIhPt0cFGvVFFpiaTHZcWnyPXiaIumx4Eg/0?wx_fmt=jpeg&amp;from=appmsg" data-cropx1="0" data-cropx2="951.0380622837371" data-cropy1="14.885813148788927" data-cropy2="623.5501730103806" data-galleryid="" data-imgfileid="505042742" data-ratio="0.6403785488958991" data-s="300,640" data-type="jpeg" data-w="951" referrerpolicy="no-referrer"><span style="font-size: 12px; color: #7f7f7f;">图片来源：CMCR官方</span></p>
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<p>此外，CMCR还提供全天的早午餐式菜单，包括传统英式早餐、土耳其早餐、汉堡等经典菜品；更糅合香港本地特色及新加坡南洋风情，推出多款香港限定创意菜式，例如新加坡虎虾叻沙芝士通心粉。</p>
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<p style="text-align: center;"><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/d978ba3c7d772a202664ba8165a68ef2.jpg" alt="Common Man Coffee Roasters" width="600" data-galleryid="" data-imgfileid="505042776" data-ratio="0.5086021505376344" data-s="300,640" data-type="jpeg" data-w="930" referrerpolicy="no-referrer"><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/fb2997584bd25fbff61280a1f0c05755.jpg" width="600" data-cropselx1="0" data-cropselx2="546" data-cropsely1="0" data-cropsely2="682" data-galleryid="" data-imgfileid="505042746" data-ratio="0.5075268817204301" data-s="300,640" data-type="png" data-w="930" referrerpolicy="no-referrer"><span style="font-size: 12px; color: #7f7f7f;">图片来源：CMCR官方</span></p>
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<p>除了 CMCR 之外，近期，中国内地茶饮品牌<a class="mc-company-link" title="霸王茶姬" href="https://www.foodtalks.cn/company/chagee" target="_blank" rel="noopener" data-id="27284" data-name="四川茶姬企业管理有限公司" data-code="chagee" data-type="company">霸王茶姬</a>、日本甜品连锁店 Mister Donut、希腊咖啡连锁店 Coffee Island 也相继登陆香港 K11 Art Mall 落位其香港首店。</p>
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<p style="text-align: center;"><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/c774f7444eea31d3f8d137fc2806a65e.jpg" alt="Common Man Coffee Roasters" width="600" data-croporisrc="https://mmbiz.qpic.cn/sz_mmbiz_jpg/saVUeAM1jibeM5voQhy6ztZ3AN1uCs7ARREQ0VVtR68Jj7WyjydiayrkWxOicjGecemljxbqiaMCgknopvHwfuLK5Q/0?wx_fmt=jpeg&amp;from=appmsg" data-cropx1="28.027681660899653" data-cropx2="1055.7093425605535" data-cropy1="302.69896193771626" data-cropy2="1266.8512110726645" data-galleryid="" data-imgfileid="505042757" data-ratio="0.9386562804284323" data-s="300,640" data-type="jpeg" data-w="1027" referrerpolicy="no-referrer"><span style="font-size: 12px; color: #7f7f7f;">图片来源：CMCR官方</span></p>
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<p>K11 Art Mall&nbsp;作为 K11 品牌全球首个购物艺术馆，也是首个率先将艺术、人文、自然三大核心元素融合的购物中心，该项目到今年已进入15周年，一直是海外品牌、内地品牌进军香港市场的首选，打造成人气潮玩、茶饮首店的聚集地。</p>
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<p>2023年起，茶饮品牌、咖啡品牌扎堆进军港澳市场，尤其香港作为“主战场”，例如喜茶、奈雪的茶、茶百道、库迪咖啡、瑞幸咖啡等知名连锁品牌。</p>
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<h2>二、全球10家店，已进入马来西亚、菲律宾</h2>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/c85cb2458ccbd671cdc711bbf6d43e2f.jpg" alt="Common Man Coffee Roasters" height="600" data-backh="289" data-backw="546" data-cropselx1="0" data-cropselx2="546" data-cropsely1="0" data-cropsely2="819" data-galleryid="" data-imgfileid="505042729" data-ratio="1.5" data-s="300,640" data-type="jpeg" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">图片来源：微博@妳好Nihao&nbsp;</span></p>
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<p>CMCR成立于2013年，成长于新加坡及马来西亚充满活力的社区，因专业的精品咖啡、优质的服务等获得广泛认可，早已成为新加坡业知名连锁品牌。</p>
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<p>截至发稿日，CMCR拥有10家门店，其中6家位于新加坡，2家位于马来西亚，菲律宾和中国香港各1家，还有一所咖啡师培训学院位于新加坡。</p>
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<p style="text-align: center;"><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/519e9667b14f63d6141f6f7d6ff8ff4d.jpg" alt="Common Man Coffee Roasters" width="500" data-cropselx1="0" data-cropselx2="546" data-cropsely1="0" data-cropsely2="1184" data-galleryid="" data-imgfileid="505042762" data-ratio="0.666015625" data-s="300,640" data-type="jpeg" data-w="1024" referrerpolicy="no-referrer"><span style="font-size: 12px; color: #7f7f7f;">图片来源：CMCR官方</span></p>
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<p>CMCR新加坡Marin Road旗舰店是品牌于2013年开出的第一家线下门店，共有两层，主打美味咖啡和早午餐，为当地Robertson Quay&nbsp;district罗伯逊码头区带来了特色咖啡文化。</p>
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<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/c3d5c9f9fd54c3811cd4365160ccfcf4.jpg" alt="Common Man Coffee Roasters" height="600" data-galleryid="" data-imgfileid="505042753" data-ratio="1.5" data-s="300,640" data-type="jpeg" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">图片来源：微博@妳好Nihao&nbsp;</span></p>
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<p>而 CMCR 另一家位于 Alexandra Road 的分店是位于新加坡皇后镇附近的一座历史建筑，其前身是一家20世纪30年代的啤酒酿造厂。</p>
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<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/658611bad4c44fb076f5848707241fd9.jpg" alt="Common Man Coffee Roasters" height="600" data-galleryid="" data-imgfileid="505042750" data-ratio="1.5" data-s="300,640" data-type="jpeg" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">图片来源：微博@妳好Nihao&nbsp;</span></p>
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<p>空间设计上，以白色与绿色为主色调，向阳的户外座位，长条咖啡吧台，大理石台面等细节，呈现复古又精致的氛围，CMCR希望这里能成为一个充满活力的社区店。</p>
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<p style="text-align: center;"><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/29181d429e139bd8c7d8ea657a7fed3c.png" alt="Common Man Coffee Roasters" width="600" data-galleryid="" data-imgfileid="505042759" data-ratio="0.5913705583756346" data-s="300,640" data-type="png" data-w="788" referrerpolicy="no-referrer"><span style="font-size: 12px; color: #7f7f7f;">图片来源：CMCR官方</span></p>
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<p>据悉，CMCR还提供专业的咖啡教学，无论是初学者还是有经验的咖啡师，都能找到合适的课程。品牌拥有一套完整的教学体系，从烘焙、杯测、风味鉴别、意式咖啡制作、手冲咖啡制作等。</p>
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<p style="text-align: center;"><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/07ec11ca54a8f9a167afc24171ad2939.jpg" alt="Common Man Coffee Roasters" width="600" data-croporisrc="https://mmbiz.qpic.cn/sz_mmbiz_jpg/saVUeAM1jibeM5voQhy6ztZ3AN1uCs7ARuzU6qbgZHgvMr1vdvdx8JagkQThjIfHNibJXhAJJarzhPcKfXekUYEQ/0?wx_fmt=jpeg" data-cropx1="0" data-cropx2="1279" data-cropy1="353.71611721611714" data-cropy2="1300.0824175824173" data-galleryid="" data-imgfileid="505042769" data-ratio="0.7407407407407407" data-s="300,640" data-type="jpeg" data-w="1080" referrerpolicy="no-referrer"><span style="font-size: 12px; color: #7f7f7f;">图片来源：CMCR官方</span></p>
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<p>2023年，CMCR与菲律宾快乐蜂Jollibee集团及Food Collective Pte Ltd合作进入菲律宾市场，在首都马尼拉三角公园开设了菲律宾第一家分店。</p>
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<p>而快乐蜂集团作为菲律宾最大的餐饮运营商，其全球门店数量将近1万家，超过66%的门店位于菲律宾之外的国际市场。今年，该集团还斥资3.4亿美元收购了韩国连锁咖啡品牌Compose Coffee 70%的股份，意在加速其全球扩张计划。<br></p>
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<p>据了解，快乐蜂集团早在2012年便进军咖啡领域，之后斥资2500万美元收购越南咖啡品牌Highland Coffee的运营商SuperFoods Group 50%的股份。</p>
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<p>2019年，集团又以3.5亿美元收购了美国洛杉矶咖啡品牌The Coffee Bean&amp;Tea Leaf，这也是该集团迄今为止最大的一笔投资。这些举措有助于快乐蜂在世界第三咖啡市场站稳脚跟。</p>
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<p>截至目前，快乐蜂在咖啡领域的总投资达到 7 亿美元左右，咖啡门店总数超过4700家，覆盖亚洲、中东和北美等地区。</p>
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<p>据研究公司Statista相关报告显示，2023年全球咖啡连锁店的总收入达到6300亿美元，同比增长9%，预计到2030年将达到8000亿美元。</p>
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<p>目前来看，随着CMCR香港分店的落地，可以看出品牌也在加速全球扩张计划，未来或许还有机会进军中国内地市场。</p>
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<p><em style="font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; color: #7f7f7f; background-color: #ffffff;"><span style="font-size: 14px;">本文封面图来源：CMCR官方</span></em></p>
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<p style="max-height: 100%; user-select: text !important; margin: 0px; color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><strong><span style="user-select: text !important; color: #01396a;"><em><span style="user-select: text !important; font-size: 14px;">提示：</span></em></span></strong></p>
<p style="max-height: 100%; user-select: text !important; margin: 0px; color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><em style="color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; white-space: normal; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><span style="color: #7f7f7f; font-size: 14px;">*本文为<a href="https://mp.weixin.qq.com/s?__biz=MzI2MTIxNDgzMQ==&amp;mid=2652526428&amp;idx=1&amp;sn=d228c97c8f6db264e70aa3f4f7c89a52&amp;chksm=f0ce2ffe2104d096586da45f1f8527312387152c5d873b441f9fdc49382dc9f64d28a5b19653&amp;mpshare=1&amp;scene=1&amp;srcid=1128FNpyCDiXGUYMVkzwPupf&amp;sharer_shareinfo=484ad444cb4afb65167ac38c1c379741&amp;sharer_shareinfo_first=4353b3aa06f3d5c8d6889b258ad0f387#rd" target="_blank" rel="noopener">CEO品牌观察</a>（ID：new_shop_）原创，不代表FoodTalks立场，转载请联系出处。</span></em></p>
<p style="max-height: 100%; user-select: text !important; margin: 0px; color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><em style="color: #7f7f7f; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 14px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: #ffffff; text-decoration-style: initial; text-decoration-color: initial;">*资讯投稿与商务合作，请查看“<a style="text-decoration: underline; color: #105b89;" href="https://www.foodtalks.cn/news/30752" target="_blank" rel="noopener">FoodTalks商务合作方案</a>”，<em style="outline: none; color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; white-space: normal; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><span style="outline: none; user-select: text !important; font-size: 14px; color: #7f7f7f;">并联系Bobo。</span></em></em></p>
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<link>https://www.foodtalks.cn/news/54661</link>
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<pubDate>Thu, 28 Nov 2024 09:32:00 GMT</pubDate>
<author>AriaChoi</author>
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<category>coffee</category>
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<title>联合利华拟出售植物肉品牌The Vegetarian Butcher</title>
<description><p style="text-align: justify;"><em style="font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; color: #7f7f7f; background-color: #ffffff;"><span style="font-size: 14px;"><em style="color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration: none; text-size-adjust: auto; caret-color: #333333; font-size: 14px; background-color: #ffffff;"><span style="color: #7f7f7f;">本文为植物基网原创，作者：UPB，转载请联系出处。</span></em></span></em></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">据just-food报道，<a class="mc-company-link" title="联合利华" href="https://www.foodtalks.cn/company/Unilever_China" target="_blank" rel="noopener" data-id="1195" data-name="联合利华（中国）投资有限公司" data-code="Unilever_China" data-type="company">联合利华</a>（Unilever）已将其植物肉品牌The Vegetarian Butcher挂牌出售。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">有消息人士透露，联合利华已委托投资银行Piper Sandler负责此次出售事务。尽管联合利华尚未回应Sky News的置评请求，但多位知情人士表示，已有多个潜在买家接洽过该品牌。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">The Vegetarian Butcher诞生于荷兰，由曾是肉类生产商的Jaap Korteweg于2007年创立。2018年，Jaap Korteweg将该品牌以未披露的价格出售给联合利华。</p>
<p style="text-align: justify;"><br></p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/e2c0896ebf601a19b9f386803ecbc60a.png" alt="The Vegetarian Butcher" width="600" data-galleryid="" data-imgfileid="304557356" data-ratio="0.36666666666666664" data-s="300,640" data-type="png" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">图片来源：The Vegetarian Butcher</span></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">本月初，又有报道称，联合利华正在寻求出售一系列荷兰食品品牌，包括Unox和Conimex，并已聘请ABN Amro处理该事务。联合利华当时未对此消息发表评论。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">在收购“The Vegetarian Butcher”之前，联合利华自2016年起便与该品牌合作，推出了以Unox品牌销售的素食肉丸系列。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">“The Vegetarian Butcher”目前为零售商和餐饮渠道提供植物肉汉堡、香肠等产品。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">尽管近年来植物肉行业的增长放缓，一些制造商相继退出市场，但联合利华首席执行官Hein Schumacher正专注于通过旗下“强势品牌”推动业务增长。例如，Hellmann's美乃滋品牌便是其推动增长的重要支柱之一。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">在11月22日的年度投资者大会上，Hein Schumacher在演讲中表示，联合利华的“强势品牌”在2024财年前三季度实现了4.1%的销量增长，远超整体2.9%的增长水平。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">自2023年7月担任CEO以来，Hein Schumacher推出了“2030增长行动计划”（Growth Action Plan 2030），并在上周的活动中透露，他计划剥离约12亿美元价值的品牌。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">其中，冰淇淋业务便是重点之一。尽管联合利华此前考虑出售该业务，但目前更倾向于将其分拆为独立上市公司，预计这一分拆将在2025年底前完成。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">此外，今天有消息称，联合利华已开始推进其在印度的冰淇淋业务的分拆和上市，该业务隶属于其上市子公司Hindustan Unilever。类似的分拆计划也已在印度尼西亚启动。</p>
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<title>麦当劳背后的调味品巨头有了中国新帅！张宇晨阔别周黑鸭后要二次“开挂”了</title>
<description><p><em style="font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; color: #7f7f7f; background-color: #ffffff;"><span style="font-size: 14px;"><em style="color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration: none; text-size-adjust: auto; caret-color: #333333; font-size: 14px; background-color: #ffffff;"><span style="color: #7f7f7f;">本文为小食代原创，作者：潘娴，转载请联系出处。</span></em></span></em></p>
<p><br></p>
<p style="text-align: justify;">从周黑鸭行政总裁的位置离开后，曾在跨国企业摸爬滚打20多年的张宇晨再次回到了他熟悉的外企。这一次，他被味好美（McCormick）的全球高层寄予了厚望。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">小食注意解到，在近日举行的全球投资者大会上，味好美高层对外高调介绍在中国市场有了一位新掌门。总部位于美国的味好美是一家知名调味品企业，去年销售额近480亿元，在中国供应着麦当劳等餐饮连锁。中国也是味好美亚太区域的最大市场。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">11月27日，小食代经过进一步核实，<strong>确认张宇晨在早些时候已当上了味好美中国区董事总经理。</strong>这意味着，在以“个人发展原因”离开主营休闲熟卤制品的周黑鸭后，张宇晨很快就进入到调味品行业。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">与张宇晨加入时的周黑鸭类似，味好美中国正处于迫切想重拾势头的阶段。自疫情后，这家调味品企业的在华增速出现放缓，但其称坚定看好中国市场的长期潜力，并在最近喊话未来几年要把增速提上去。下面，我们来一起看看详情。</p>
<p style="text-align: justify;"><br></p>
<h2 style="text-align: justify;">一、重回外企</h2>
<p style="text-align: justify;">今年6月，周黑鸭宣布了张宇晨离任的消息。此前，他掌舵这家卤味品牌近五年时间，是周黑鸭上市后任职最久的职业经理人总裁，年薪最高时曾接近1300万元。张宇晨离任后，周黑鸭行政总裁一棒重新回到创始人周富裕手中。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">从周黑鸭离开的次月，张宇晨便以味好美中国区董事总经理的身份出席了公开活动。小食代看到的一段视频显示，身着白衬衫西裤、搭配一双休闲鞋的他在活动上谈到了对餐饮行业的看法。在中国，餐饮正是味好美的重要销售渠道。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">“这是个充满无限可能的大时代。中华饮食兼收并蓄、包容创新，正逐渐成为全球餐饮文化的共同财富。”张宇晨在活动发言时称，如今，<strong>餐饮行业发展正站在“全新的十字路口”，中央厨房、数字化革新等形成大趋势，对传统菜系的深度挖掘和现代餐饮趋势的融合，也需要新思路来引领。</strong></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">他又在随后谈及味好美时说：“人间烟火气，最抚凡人心。味好美和大桥以不断满足广大消费者多样化的产品需求为目标，秉承对品质的卓越追求，不断创新，给餐饮烹饪赋予更多的激情和美味。”</p>
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<p><img class="mc-img" style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/news/4aeeed5fc5d3e75d628e927e44fdb25878ce.jpg" alt="味好美辛香料" width="400" height="533" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">图片来源：小红书@宜涵</span></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">作为味好美中国新掌门，张宇晨在外资消费品企业度过了大部分的职业时光。后来加入周黑鸭是他第一次到民企工作，也是他唯一一段与食品行业有交集的经历。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">公开资料显示，1997年从东南大学毕业后，张宇晨就进入了有“快消界黄埔军校”之称的宝洁，一待就是十四年，期间主要从事销售、营销、战略规划工作，最后的职位是帮宝适全国市场营销总监。</p>
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<p style="text-align: justify;">2011年从宝洁离开后，张宇晨曾在多家跨国企业担任管理岗位，包括欧莱雅、美太芭比（注：儿童用品贸易公司），均负责销售工作。随后，他又加入了玩具公司孩之宝担任中国总经理。</p>
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<p style="text-align: justify;">2019年，张宇晨“转战”周黑鸭，最初担任湖北周黑鸭企业发展有限公司常务副总裁，入职仅三个多月就直升周黑鸭行政总裁的位置。</p>
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<p style="text-align: justify;">曾有说法称，周黑鸭创始人自述要与职业经理人磨合六个月，而张宇晨显然打破了这条铁律。“因为我第一次去民企，用一个西方的话叫‘小刀切黄油’，当时想象了将面临的各种挑战，但总的来说，比我想象要好的。”上任满一年时，张宇晨在接受《国际金融报》专访时如是说。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">随着这位快消“老将”掌舵，周黑鸭开启了转型之旅，当中影响最深刻的一点无疑是开放加盟。曾经，周黑鸭一直坚持直营模式，这带来了保障产品品质、维护高端品牌形象等好处，但也逐渐将其暴露于扩张速度慢、成本压力高的境地。</p>
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<p style="text-align: justify;">事实上，在张宇晨接任总裁前，周黑鸭对开放加盟的口风已有所松动。而他到来后不久，该公司宣布正式开放加盟，从直营转向“直营+特许经营”的模式。截至今年上半年，周黑鸭的直营与加盟店比例已到五五开，各自数量都超过了1700家。任内，张宇晨也主导了发力全渠道、加速创新、数字化变革等策略。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">尽管主动进行了一系列改革，但由于疫情影响等因素，周黑鸭过去五年的业绩波动较大，期间收入利润处于起起落落的状态。到今年“一把手”变动时，周黑鸭宣布张宇晨因“个人发展原因”离任，而这家卤味连锁仍走在战略变革的路上。</p>
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<h2 style="text-align: justify;">二、增长目标</h2>
<p style="text-align: justify;">从周黑鸭到味好美，张宇晨可以说是重新回到了熟悉的外企氛围。这一次，他不仅拥有多年的跨国企业管理经验，也在食品行业有了积累。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">在中国，味好美目前运营着“味好美”、“纷乐味”、“纷乐旗”、“大桥”等品牌，品类覆盖香辛料、西式酱料、火锅调料等，其招牌产品番茄酱常被与亨氏番茄酱相提并论。</p>
<p style="text-align: justify;"><br></p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/baffeace52935abb2bf32dd4160cad63.png" alt="味好美增长目标" width="600" data-backh="327" data-backw="578" data-galleryid="" data-imgfileid="540695930" data-ratio="0.5648148148148148" data-s="300,640" data-type="png" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">图片来源：味好美</span></p>
<p><br></p>
<p style="text-align: justify;">论板块分，味好美中国涵盖三块：零售（向消费者售卖调味品）、餐饮服务（向中高端餐饮从业者提供调味品解决方案）、风味方案（向餐饮食品企业提供风味解决方案）。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">在上月举行的投资者大会上，味好美亚太总裁Sumeet Vohra透露，<strong>中国为其亚太区的最大市场</strong>，“我们的品牌在多个品类和市场位居第一或第二”、“味好美是（中国）香草和香料品类中知名度最高的品牌”。其会议资料还显示，<strong>味好美在中国番茄酱市场位列第二。</strong></p>
<p style="text-align: justify;"><br></p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/336cc8af814276827e59127df51aa94a.png" alt="味好美" width="600" data-backh="285" data-backw="578" data-cropselx1="0" data-cropselx2="578" data-cropsely1="0" data-cropsely2="323" data-imgfileid="540695881" data-ratio="0.4935185185185185" data-s="300,640" data-type="png" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">图片来源：味好美</span></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">Vohra表示，味好美在中国已有35年历史，从上海的一家合资企业起步，最初是向B端客户提供调味品。随后，该集团在华开辟了C端业务，以有机发展（注：排除并购）的方式提高味好美品牌销售额。2013年，味好美在华进行首笔收购，将华中地区知名调味品大桥收入囊中，支持进一步增长。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">“<strong>在疫情发生前的三年里，我们中国销售额平均实现了高个位数增长。但在过去四年</strong>，受到疫情和宏观经济影响，<strong>销售额平均增幅下滑至低个位数</strong>。”Vohra在投资者大会上透露。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">对于在华业绩挑战，味好美曾将此归因于消费情绪变谨慎，以及大型餐饮连锁吸走小型独立餐厅的客流，而后者正是其在核心市场华中地区的主要客户。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">截至最近的第三季度，味好美称中国业绩仍面临需求疲软的影响，预计2024年将略有下滑，但其一如既往地强调坚信市场的长期潜力。小食代还发现，在上述投资者大会的资料中，中国是唯一一个出现在关键词词云内的国家市场，证明味好美全球高层对在华业务寄予厚望。</p>
<p style="text-align: justify;"><br></p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/3877654b54eb5d43b581f4118d558e57.png" alt="味好美" width="600" data-backh="329" data-backw="578" data-cropselx1="0" data-cropselx2="578" data-cropsely1="0" data-cropsely2="329" data-imgfileid="540695882" data-ratio="0.5601851851851852" data-s="300,640" data-type="png" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">图片来源：味好美</span></p>
<p><br></p>
<p style="text-align: justify;">事实上，味好美已为中国市场制定了高于当下水平的业绩目标。在投资者会议上，该公司亚太总裁Sumeet Vohra透露，<strong>未来几年，中国业务预计实现中个位数增长。</strong></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">这意味着，作为中国新掌门的张宇晨，肩负着带领公司重拾增势的责任。但就像几年前加入周黑鸭时那样，新任务并没有那么简单。尽管调味品行业已在逐步复苏，但同行们在B、C端的大力拼抢令竞争日趋激烈。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">中信证券本月发布的报告显示，在2024年第三季度，受益于去库存扰动消除、企业在费用投放、产品推新上更为积极等因素拉动，多数调味品企业当季收入增速出现环比改善，但表现仍然偏弱。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">对于带领味好美中国前进，目前暂未得知张宇晨有哪些“施政纲领”，但我们可以从全球高层的说法里看出一些方向。</p>
<p style="text-align: justify;"><br></p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/2dbc859e5c8c37a8735c1527e137f9b7.png" alt="味好美" width="600" data-backh="322" data-backw="578" data-imgfileid="540695883" data-ratio="0.5574074074074075" data-s="300,640" data-type="png" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">图片来源：味好美</span></p>
<p><br></p>
<p style="text-align: justify;">Vohra表示，在中国，味好美将<strong>通过建立新的分销渠道、提高在小型餐厅和连锁餐厅的渗透率、拓展中央厨房渠道、与本土蛋白质加工商合作向零售商提供方便食品解决方案</strong>等途径来寻求增长。而调味品市场规模的增长、大型餐饮客户门店扩张也将成为驱动力。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">“中国市场仍有巨大的长期潜力，我们将持续致力于在此发展。”Vohra这样说。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">在张宇晨掌舵后，味好美能否实现全球高层设定的上述目标，我们将持续关注。</p>
<p><br></p>
<p><em style="font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; color: #7f7f7f; background-color: #ffffff;"><span style="font-size: 14px;">本文封面图来源：味好美官网</span></em></p>
<p><br></p>
<p style="max-height: 100%; user-select: text !important; margin: 0px; color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><strong><span style="user-select: text !important; color: #01396a;"><em><span style="user-select: text !important; font-size: 14px;">提示：</span></em></span></strong></p>
<p style="max-height: 100%; user-select: text !important; margin: 0px; color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><em style="color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; white-space: normal; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><span style="color: #7f7f7f; font-size: 14px;">*本文为<a href="https://mp.weixin.qq.com/s/dG5UIWXag6rvWaKp4PdErQ" target="_blank" rel="noopener">小食代</a>（ID：foodinc）原创，不代表FoodTalks立场，原文标题《独家｜麦当劳背后的调味品巨头有了中国新帅！张宇晨阔别周黑鸭后要二次“开挂”了》，转载请联系出处。</span></em></p>
<p style="max-height: 100%; user-select: text !important; margin: 0px; color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><em style="color: #7f7f7f; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 14px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: #ffffff; text-decoration-style: initial; text-decoration-color: initial;">*资讯投稿与商务合作，请查看“<a style="text-decoration: underline; color: #105b89;" href="https://www.foodtalks.cn/news/30752" target="_blank" rel="noopener">FoodTalks商务合作方案</a>”，<em style="outline: none; color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; white-space: normal; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><span style="outline: none; user-select: text !important; font-size: 14px; color: #7f7f7f;">并联系Bobo。</span></em></em></p>
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<link>https://www.foodtalks.cn/news/54664</link>
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<pubDate>Thu, 28 Nov 2024 10:06:29 GMT</pubDate>
<author>潘娴</author>
<enclosure url="https://static.foodtalks.cn/image/news/204cf6215796e0eb255ba776f7c546dbc7d1.png" type="image/jpeg"></enclosure>
<category>foodnews</category>
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<title>新加坡精品咖啡品牌Common Man Coffee Roasters进军中国香港，开启全球扩张计划</title>
<description><p><em style="font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; color: #7f7f7f; background-color: #ffffff;"><span style="font-size: 14px;"><em style="color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration: none; text-size-adjust: auto; caret-color: #333333; font-size: 14px; background-color: #ffffff;"><span style="color: #7f7f7f;">本文为CEO品牌观察原创，作者：AriaChoi，主辑：苏苏，转载请联系出处。</span></em></span></em></p>
<p data-style="margin-bottom: 5px; outline: 0px; max-width: 100%; letter-spacing: 0.544px; white-space: normal; background-color: rgb(255, 255, 255); -webkit-tap-highlight-color: rgba(0, 0, 0, 0); text-size-adjust: 100%; font-size: 16px; line-height: 27.2px; font-family: -apple-system-font, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif; text-align: center; box-sizing: border-box !important; overflow-wrap: break-word !important; color: rgb(163, 163, 163) !important;"><br></p>
<p style="text-align: center;"><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/1d572e146e43dee9a76ceba7dfccb047.jpg" alt="Common Man Coffee Roasters" width="400" data-galleryid="" data-imgfileid="505042731" data-ratio="1.0815006468305304" data-s="300,640" data-type="jpeg" data-w="773" referrerpolicy="no-referrer"><span style="font-size: 12px; color: #7f7f7f;">图片来源：CMCR官方</span></p>
<p><br></p>
<p>近日，来自新加坡本土精品咖啡品牌 Common Man Coffee Roasters（以下简称CMCR）登陆香港开出首家品牌旗舰店，选址于尖沙咀 K11 Art Mall，意味着品牌正式进军中国市场。</p>
<p><br></p>
<h2>一、香港首店，登陆K11 Art Mall</h2>
<p style="text-align: center;"><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/887d67c35ffcc0ba4a803362ba18eb42.jpg" alt="Common Man Coffee Roasters" width="600" data-croporisrc="https://mmbiz.qpic.cn/sz_mmbiz_jpg/saVUeAM1jibeM5voQhy6ztZ3AN1uCs7ARr0yH9ib17mL1MMp2nicvVN8vD8EpakHSgNWZWw71OyQrIZMh9Bxu04Bg/0?wx_fmt=jpeg&amp;from=appmsg" data-cropx1="0" data-cropx2="1080" data-cropy1="801.0989010989011" data-cropy2="1412.3076923076924" data-galleryid="" data-imgfileid="505042743" data-ratio="0.5657407407407408" data-s="300,640" data-type="jpeg" data-w="1080" referrerpolicy="no-referrer"><span style="font-size: 12px; color: #7f7f7f;">图片来源：CMCR官方</span></p>
<p><br></p>
<p>CMCR 香港新店采用开放式设计，不仅提供精品咖啡，顾客可以在吧台近距离欣赏精品咖啡的冲煮过程。店内还销售品牌自家烘焙的咖啡豆，每周从新加坡空运到港，单品豆也会根据季节更新。</p>
<p><br></p>
<p style="text-align: center;"><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/e51e058db110800becce85307b1ce857.jpg" alt="Common Man Coffee Roasters" width="600" data-croporisrc="https://mmbiz.qpic.cn/sz_mmbiz_jpg/saVUeAM1jibeM5voQhy6ztZ3AN1uCs7ARvNw56mDqyNNLGjwOcyuZycpIhPt0cFGvVFFpiaTHZcWnyPXiaIumx4Eg/0?wx_fmt=jpeg&amp;from=appmsg" data-cropx1="0" data-cropx2="951.0380622837371" data-cropy1="14.885813148788927" data-cropy2="623.5501730103806" data-galleryid="" data-imgfileid="505042742" data-ratio="0.6403785488958991" data-s="300,640" data-type="jpeg" data-w="951" referrerpolicy="no-referrer"><span style="font-size: 12px; color: #7f7f7f;">图片来源：CMCR官方</span></p>
<p><br></p>
<p>此外，CMCR还提供全天的早午餐式菜单，包括传统英式早餐、土耳其早餐、汉堡等经典菜品；更糅合香港本地特色及新加坡南洋风情，推出多款香港限定创意菜式，例如新加坡虎虾叻沙芝士通心粉。</p>
<p><br></p>
<p style="text-align: center;"><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/d978ba3c7d772a202664ba8165a68ef2.jpg" alt="Common Man Coffee Roasters" width="600" data-galleryid="" data-imgfileid="505042776" data-ratio="0.5086021505376344" data-s="300,640" data-type="jpeg" data-w="930" referrerpolicy="no-referrer"><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/fb2997584bd25fbff61280a1f0c05755.jpg" width="600" data-cropselx1="0" data-cropselx2="546" data-cropsely1="0" data-cropsely2="682" data-galleryid="" data-imgfileid="505042746" data-ratio="0.5075268817204301" data-s="300,640" data-type="png" data-w="930" referrerpolicy="no-referrer"><span style="font-size: 12px; color: #7f7f7f;">图片来源：CMCR官方</span></p>
<p><br></p>
<p>除了 CMCR 之外，近期，中国内地茶饮品牌<a class="mc-company-link" title="霸王茶姬" href="https://www.foodtalks.cn/company/chagee" target="_blank" rel="noopener" data-id="27284" data-name="四川茶姬企业管理有限公司" data-code="chagee" data-type="company">霸王茶姬</a>、日本甜品连锁店 Mister Donut、希腊咖啡连锁店 Coffee Island 也相继登陆香港 K11 Art Mall 落位其香港首店。</p>
<p><br></p>
<p style="text-align: center;"><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/c774f7444eea31d3f8d137fc2806a65e.jpg" alt="Common Man Coffee Roasters" width="600" data-croporisrc="https://mmbiz.qpic.cn/sz_mmbiz_jpg/saVUeAM1jibeM5voQhy6ztZ3AN1uCs7ARREQ0VVtR68Jj7WyjydiayrkWxOicjGecemljxbqiaMCgknopvHwfuLK5Q/0?wx_fmt=jpeg&amp;from=appmsg" data-cropx1="28.027681660899653" data-cropx2="1055.7093425605535" data-cropy1="302.69896193771626" data-cropy2="1266.8512110726645" data-galleryid="" data-imgfileid="505042757" data-ratio="0.9386562804284323" data-s="300,640" data-type="jpeg" data-w="1027" referrerpolicy="no-referrer"><span style="font-size: 12px; color: #7f7f7f;">图片来源：CMCR官方</span></p>
<p><br></p>
<p>K11 Art Mall&nbsp;作为 K11 品牌全球首个购物艺术馆，也是首个率先将艺术、人文、自然三大核心元素融合的购物中心，该项目到今年已进入15周年，一直是海外品牌、内地品牌进军香港市场的首选，打造成人气潮玩、茶饮首店的聚集地。</p>
<p><br></p>
<p>2023年起，茶饮品牌、咖啡品牌扎堆进军港澳市场，尤其香港作为“主战场”，例如喜茶、奈雪的茶、茶百道、库迪咖啡、瑞幸咖啡等知名连锁品牌。</p>
<p><br></p>
<h2>二、全球10家店，已进入马来西亚、菲律宾</h2>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/c85cb2458ccbd671cdc711bbf6d43e2f.jpg" alt="Common Man Coffee Roasters" height="600" data-backh="289" data-backw="546" data-cropselx1="0" data-cropselx2="546" data-cropsely1="0" data-cropsely2="819" data-galleryid="" data-imgfileid="505042729" data-ratio="1.5" data-s="300,640" data-type="jpeg" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">图片来源：微博@妳好Nihao&nbsp;</span></p>
<p><br></p>
<p>CMCR成立于2013年，成长于新加坡及马来西亚充满活力的社区，因专业的精品咖啡、优质的服务等获得广泛认可，早已成为新加坡业知名连锁品牌。</p>
<p><br></p>
<p>截至发稿日，CMCR拥有10家门店，其中6家位于新加坡，2家位于马来西亚，菲律宾和中国香港各1家，还有一所咖啡师培训学院位于新加坡。</p>
<p><br></p>
<p style="text-align: center;"><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/519e9667b14f63d6141f6f7d6ff8ff4d.jpg" alt="Common Man Coffee Roasters" width="500" data-cropselx1="0" data-cropselx2="546" data-cropsely1="0" data-cropsely2="1184" data-galleryid="" data-imgfileid="505042762" data-ratio="0.666015625" data-s="300,640" data-type="jpeg" data-w="1024" referrerpolicy="no-referrer"><span style="font-size: 12px; color: #7f7f7f;">图片来源：CMCR官方</span></p>
<p><br></p>
<p>CMCR新加坡Marin Road旗舰店是品牌于2013年开出的第一家线下门店，共有两层，主打美味咖啡和早午餐，为当地Robertson Quay&nbsp;district罗伯逊码头区带来了特色咖啡文化。</p>
<p><br></p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/c3d5c9f9fd54c3811cd4365160ccfcf4.jpg" alt="Common Man Coffee Roasters" height="600" data-galleryid="" data-imgfileid="505042753" data-ratio="1.5" data-s="300,640" data-type="jpeg" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">图片来源：微博@妳好Nihao&nbsp;</span></p>
<p><br></p>
<p>而 CMCR 另一家位于 Alexandra Road 的分店是位于新加坡皇后镇附近的一座历史建筑，其前身是一家20世纪30年代的啤酒酿造厂。</p>
<p><br></p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/658611bad4c44fb076f5848707241fd9.jpg" alt="Common Man Coffee Roasters" height="600" data-galleryid="" data-imgfileid="505042750" data-ratio="1.5" data-s="300,640" data-type="jpeg" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">图片来源：微博@妳好Nihao&nbsp;</span></p>
<p><br></p>
<p>空间设计上，以白色与绿色为主色调，向阳的户外座位，长条咖啡吧台，大理石台面等细节，呈现复古又精致的氛围，CMCR希望这里能成为一个充满活力的社区店。</p>
<p><br></p>
<p style="text-align: center;"><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/29181d429e139bd8c7d8ea657a7fed3c.png" alt="Common Man Coffee Roasters" width="600" data-galleryid="" data-imgfileid="505042759" data-ratio="0.5913705583756346" data-s="300,640" data-type="png" data-w="788" referrerpolicy="no-referrer"><span style="font-size: 12px; color: #7f7f7f;">图片来源：CMCR官方</span></p>
<p><br></p>
<p>据悉，CMCR还提供专业的咖啡教学，无论是初学者还是有经验的咖啡师，都能找到合适的课程。品牌拥有一套完整的教学体系，从烘焙、杯测、风味鉴别、意式咖啡制作、手冲咖啡制作等。</p>
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<p style="text-align: center;"><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/07ec11ca54a8f9a167afc24171ad2939.jpg" alt="Common Man Coffee Roasters" width="600" data-croporisrc="https://mmbiz.qpic.cn/sz_mmbiz_jpg/saVUeAM1jibeM5voQhy6ztZ3AN1uCs7ARuzU6qbgZHgvMr1vdvdx8JagkQThjIfHNibJXhAJJarzhPcKfXekUYEQ/0?wx_fmt=jpeg" data-cropx1="0" data-cropx2="1279" data-cropy1="353.71611721611714" data-cropy2="1300.0824175824173" data-galleryid="" data-imgfileid="505042769" data-ratio="0.7407407407407407" data-s="300,640" data-type="jpeg" data-w="1080" referrerpolicy="no-referrer"><span style="font-size: 12px; color: #7f7f7f;">图片来源：CMCR官方</span></p>
<p><br></p>
<p>2023年，CMCR与菲律宾快乐蜂Jollibee集团及Food Collective Pte Ltd合作进入菲律宾市场，在首都马尼拉三角公园开设了菲律宾第一家分店。</p>
<p><br></p>
<p>而快乐蜂集团作为菲律宾最大的餐饮运营商，其全球门店数量将近1万家，超过66%的门店位于菲律宾之外的国际市场。今年，该集团还斥资3.4亿美元收购了韩国连锁咖啡品牌Compose Coffee 70%的股份，意在加速其全球扩张计划。<br></p>
<p><br></p>
<p>据了解，快乐蜂集团早在2012年便进军咖啡领域，之后斥资2500万美元收购越南咖啡品牌Highland Coffee的运营商SuperFoods Group 50%的股份。</p>
<p><br></p>
<p>2019年，集团又以3.5亿美元收购了美国洛杉矶咖啡品牌The Coffee Bean&amp;Tea Leaf，这也是该集团迄今为止最大的一笔投资。这些举措有助于快乐蜂在世界第三咖啡市场站稳脚跟。</p>
<p><br></p>
<p>截至目前，快乐蜂在咖啡领域的总投资达到 7 亿美元左右，咖啡门店总数超过4700家，覆盖亚洲、中东和北美等地区。</p>
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<p>据研究公司Statista相关报告显示，2023年全球咖啡连锁店的总收入达到6300亿美元，同比增长9%，预计到2030年将达到8000亿美元。</p>
<p><br></p>
<p>目前来看，随着CMCR香港分店的落地，可以看出品牌也在加速全球扩张计划，未来或许还有机会进军中国内地市场。</p>
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<p><em style="font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; color: #7f7f7f; background-color: #ffffff;"><span style="font-size: 14px;">本文封面图来源：CMCR官方</span></em></p>
<p><br></p>
<p style="max-height: 100%; user-select: text !important; margin: 0px; color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><strong><span style="user-select: text !important; color: #01396a;"><em><span style="user-select: text !important; font-size: 14px;">提示：</span></em></span></strong></p>
<p style="max-height: 100%; user-select: text !important; margin: 0px; color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><em style="color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; white-space: normal; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><span style="color: #7f7f7f; font-size: 14px;">*本文为<a href="https://mp.weixin.qq.com/s?__biz=MzI2MTIxNDgzMQ==&amp;mid=2652526428&amp;idx=1&amp;sn=d228c97c8f6db264e70aa3f4f7c89a52&amp;chksm=f0ce2ffe2104d096586da45f1f8527312387152c5d873b441f9fdc49382dc9f64d28a5b19653&amp;mpshare=1&amp;scene=1&amp;srcid=1128FNpyCDiXGUYMVkzwPupf&amp;sharer_shareinfo=484ad444cb4afb65167ac38c1c379741&amp;sharer_shareinfo_first=4353b3aa06f3d5c8d6889b258ad0f387#rd" target="_blank" rel="noopener">CEO品牌观察</a>（ID：new_shop_）原创，不代表FoodTalks立场，转载请联系出处。</span></em></p>
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<link>https://www.foodtalks.cn/news/54661</link>
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<pubDate>Thu, 28 Nov 2024 09:32:00 GMT</pubDate>
<author>AriaChoi</author>
<enclosure url="https://static.foodtalks.cn/image/news/c1b415bf1444000d0395a224d6d31c8d07d4.jpg" type="image/jpeg"></enclosure>
<category>coffee</category>
</item>
<item>
<title>联合利华拟出售植物肉品牌The Vegetarian Butcher</title>
<description><p style="text-align: justify;"><em style="font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; color: #7f7f7f; background-color: #ffffff;"><span style="font-size: 14px;"><em style="color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration: none; text-size-adjust: auto; caret-color: #333333; font-size: 14px; background-color: #ffffff;"><span style="color: #7f7f7f;">本文为植物基网原创，作者：UPB，转载请联系出处。</span></em></span></em></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">据just-food报道，<a class="mc-company-link" title="联合利华" href="https://www.foodtalks.cn/company/Unilever_China" target="_blank" rel="noopener" data-id="1195" data-name="联合利华（中国）投资有限公司" data-code="Unilever_China" data-type="company">联合利华</a>（Unilever）已将其植物肉品牌The Vegetarian Butcher挂牌出售。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">有消息人士透露，联合利华已委托投资银行Piper Sandler负责此次出售事务。尽管联合利华尚未回应Sky News的置评请求，但多位知情人士表示，已有多个潜在买家接洽过该品牌。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">The Vegetarian Butcher诞生于荷兰，由曾是肉类生产商的Jaap Korteweg于2007年创立。2018年，Jaap Korteweg将该品牌以未披露的价格出售给联合利华。</p>
<p style="text-align: justify;"><br></p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/e2c0896ebf601a19b9f386803ecbc60a.png" alt="The Vegetarian Butcher" width="600" data-galleryid="" data-imgfileid="304557356" data-ratio="0.36666666666666664" data-s="300,640" data-type="png" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">图片来源：The Vegetarian Butcher</span></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">本月初，又有报道称，联合利华正在寻求出售一系列荷兰食品品牌，包括Unox和Conimex，并已聘请ABN Amro处理该事务。联合利华当时未对此消息发表评论。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">在收购“The Vegetarian Butcher”之前，联合利华自2016年起便与该品牌合作，推出了以Unox品牌销售的素食肉丸系列。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">“The Vegetarian Butcher”目前为零售商和餐饮渠道提供植物肉汉堡、香肠等产品。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">尽管近年来植物肉行业的增长放缓，一些制造商相继退出市场，但联合利华首席执行官Hein Schumacher正专注于通过旗下“强势品牌”推动业务增长。例如，Hellmann's美乃滋品牌便是其推动增长的重要支柱之一。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">在11月22日的年度投资者大会上，Hein Schumacher在演讲中表示，联合利华的“强势品牌”在2024财年前三季度实现了4.1%的销量增长，远超整体2.9%的增长水平。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">自2023年7月担任CEO以来，Hein Schumacher推出了“2030增长行动计划”（Growth Action Plan 2030），并在上周的活动中透露，他计划剥离约12亿美元价值的品牌。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">其中，冰淇淋业务便是重点之一。尽管联合利华此前考虑出售该业务，但目前更倾向于将其分拆为独立上市公司，预计这一分拆将在2025年底前完成。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">此外，今天有消息称，联合利华已开始推进其在印度的冰淇淋业务的分拆和上市，该业务隶属于其上市子公司Hindustan Unilever。类似的分拆计划也已在印度尼西亚启动。</p>
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<title>麦当劳背后的调味品巨头有了中国新帅！张宇晨阔别周黑鸭后要二次“开挂”了</title>
<description><p><em style="font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; color: #7f7f7f; background-color: #ffffff;"><span style="font-size: 14px;"><em style="color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration: none; text-size-adjust: auto; caret-color: #333333; font-size: 14px; background-color: #ffffff;"><span style="color: #7f7f7f;">本文为小食代原创，作者：潘娴，转载请联系出处。</span></em></span></em></p>
<p><br></p>
<p style="text-align: justify;">从周黑鸭行政总裁的位置离开后，曾在跨国企业摸爬滚打20多年的张宇晨再次回到了他熟悉的外企。这一次，他被味好美（McCormick）的全球高层寄予了厚望。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">小食注意解到，在近日举行的全球投资者大会上，味好美高层对外高调介绍在中国市场有了一位新掌门。总部位于美国的味好美是一家知名调味品企业，去年销售额近480亿元，在中国供应着麦当劳等餐饮连锁。中国也是味好美亚太区域的最大市场。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">11月27日，小食代经过进一步核实，<strong>确认张宇晨在早些时候已当上了味好美中国区董事总经理。</strong>这意味着，在以“个人发展原因”离开主营休闲熟卤制品的周黑鸭后，张宇晨很快就进入到调味品行业。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">与张宇晨加入时的周黑鸭类似，味好美中国正处于迫切想重拾势头的阶段。自疫情后，这家调味品企业的在华增速出现放缓，但其称坚定看好中国市场的长期潜力，并在最近喊话未来几年要把增速提上去。下面，我们来一起看看详情。</p>
<p style="text-align: justify;"><br></p>
<h2 style="text-align: justify;">一、重回外企</h2>
<p style="text-align: justify;">今年6月，周黑鸭宣布了张宇晨离任的消息。此前，他掌舵这家卤味品牌近五年时间，是周黑鸭上市后任职最久的职业经理人总裁，年薪最高时曾接近1300万元。张宇晨离任后，周黑鸭行政总裁一棒重新回到创始人周富裕手中。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">从周黑鸭离开的次月，张宇晨便以味好美中国区董事总经理的身份出席了公开活动。小食代看到的一段视频显示，身着白衬衫西裤、搭配一双休闲鞋的他在活动上谈到了对餐饮行业的看法。在中国，餐饮正是味好美的重要销售渠道。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">“这是个充满无限可能的大时代。中华饮食兼收并蓄、包容创新，正逐渐成为全球餐饮文化的共同财富。”张宇晨在活动发言时称，如今，<strong>餐饮行业发展正站在“全新的十字路口”，中央厨房、数字化革新等形成大趋势，对传统菜系的深度挖掘和现代餐饮趋势的融合，也需要新思路来引领。</strong></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">他又在随后谈及味好美时说：“人间烟火气，最抚凡人心。味好美和大桥以不断满足广大消费者多样化的产品需求为目标，秉承对品质的卓越追求，不断创新，给餐饮烹饪赋予更多的激情和美味。”</p>
<p style="text-align: justify;"><br></p>
<p><img class="mc-img" style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/news/4aeeed5fc5d3e75d628e927e44fdb25878ce.jpg" alt="味好美辛香料" width="400" height="533" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">图片来源：小红书@宜涵</span></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">作为味好美中国新掌门，张宇晨在外资消费品企业度过了大部分的职业时光。后来加入周黑鸭是他第一次到民企工作，也是他唯一一段与食品行业有交集的经历。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">公开资料显示，1997年从东南大学毕业后，张宇晨就进入了有“快消界黄埔军校”之称的宝洁，一待就是十四年，期间主要从事销售、营销、战略规划工作，最后的职位是帮宝适全国市场营销总监。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">2011年从宝洁离开后，张宇晨曾在多家跨国企业担任管理岗位，包括欧莱雅、美太芭比（注：儿童用品贸易公司），均负责销售工作。随后，他又加入了玩具公司孩之宝担任中国总经理。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">2019年，张宇晨“转战”周黑鸭，最初担任湖北周黑鸭企业发展有限公司常务副总裁，入职仅三个多月就直升周黑鸭行政总裁的位置。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">曾有说法称，周黑鸭创始人自述要与职业经理人磨合六个月，而张宇晨显然打破了这条铁律。“因为我第一次去民企，用一个西方的话叫‘小刀切黄油’，当时想象了将面临的各种挑战，但总的来说，比我想象要好的。”上任满一年时，张宇晨在接受《国际金融报》专访时如是说。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">随着这位快消“老将”掌舵，周黑鸭开启了转型之旅，当中影响最深刻的一点无疑是开放加盟。曾经，周黑鸭一直坚持直营模式，这带来了保障产品品质、维护高端品牌形象等好处，但也逐渐将其暴露于扩张速度慢、成本压力高的境地。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">事实上，在张宇晨接任总裁前，周黑鸭对开放加盟的口风已有所松动。而他到来后不久，该公司宣布正式开放加盟，从直营转向“直营+特许经营”的模式。截至今年上半年，周黑鸭的直营与加盟店比例已到五五开，各自数量都超过了1700家。任内，张宇晨也主导了发力全渠道、加速创新、数字化变革等策略。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">尽管主动进行了一系列改革，但由于疫情影响等因素，周黑鸭过去五年的业绩波动较大，期间收入利润处于起起落落的状态。到今年“一把手”变动时，周黑鸭宣布张宇晨因“个人发展原因”离任，而这家卤味连锁仍走在战略变革的路上。</p>
<p style="text-align: justify;"><br></p>
<h2 style="text-align: justify;">二、增长目标</h2>
<p style="text-align: justify;">从周黑鸭到味好美，张宇晨可以说是重新回到了熟悉的外企氛围。这一次，他不仅拥有多年的跨国企业管理经验，也在食品行业有了积累。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">在中国，味好美目前运营着“味好美”、“纷乐味”、“纷乐旗”、“大桥”等品牌，品类覆盖香辛料、西式酱料、火锅调料等，其招牌产品番茄酱常被与亨氏番茄酱相提并论。</p>
<p style="text-align: justify;"><br></p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/baffeace52935abb2bf32dd4160cad63.png" alt="味好美增长目标" width="600" data-backh="327" data-backw="578" data-galleryid="" data-imgfileid="540695930" data-ratio="0.5648148148148148" data-s="300,640" data-type="png" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">图片来源：味好美</span></p>
<p><br></p>
<p style="text-align: justify;">论板块分，味好美中国涵盖三块：零售（向消费者售卖调味品）、餐饮服务（向中高端餐饮从业者提供调味品解决方案）、风味方案（向餐饮食品企业提供风味解决方案）。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">在上月举行的投资者大会上，味好美亚太总裁Sumeet Vohra透露，<strong>中国为其亚太区的最大市场</strong>，“我们的品牌在多个品类和市场位居第一或第二”、“味好美是（中国）香草和香料品类中知名度最高的品牌”。其会议资料还显示，<strong>味好美在中国番茄酱市场位列第二。</strong></p>
<p style="text-align: justify;"><br></p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/336cc8af814276827e59127df51aa94a.png" alt="味好美" width="600" data-backh="285" data-backw="578" data-cropselx1="0" data-cropselx2="578" data-cropsely1="0" data-cropsely2="323" data-imgfileid="540695881" data-ratio="0.4935185185185185" data-s="300,640" data-type="png" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">图片来源：味好美</span></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">Vohra表示，味好美在中国已有35年历史，从上海的一家合资企业起步，最初是向B端客户提供调味品。随后，该集团在华开辟了C端业务，以有机发展（注：排除并购）的方式提高味好美品牌销售额。2013年，味好美在华进行首笔收购，将华中地区知名调味品大桥收入囊中，支持进一步增长。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">“<strong>在疫情发生前的三年里，我们中国销售额平均实现了高个位数增长。但在过去四年</strong>，受到疫情和宏观经济影响，<strong>销售额平均增幅下滑至低个位数</strong>。”Vohra在投资者大会上透露。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">对于在华业绩挑战，味好美曾将此归因于消费情绪变谨慎，以及大型餐饮连锁吸走小型独立餐厅的客流，而后者正是其在核心市场华中地区的主要客户。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">截至最近的第三季度，味好美称中国业绩仍面临需求疲软的影响，预计2024年将略有下滑，但其一如既往地强调坚信市场的长期潜力。小食代还发现，在上述投资者大会的资料中，中国是唯一一个出现在关键词词云内的国家市场，证明味好美全球高层对在华业务寄予厚望。</p>
<p style="text-align: justify;"><br></p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/3877654b54eb5d43b581f4118d558e57.png" alt="味好美" width="600" data-backh="329" data-backw="578" data-cropselx1="0" data-cropselx2="578" data-cropsely1="0" data-cropsely2="329" data-imgfileid="540695882" data-ratio="0.5601851851851852" data-s="300,640" data-type="png" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">图片来源：味好美</span></p>
<p><br></p>
<p style="text-align: justify;">事实上，味好美已为中国市场制定了高于当下水平的业绩目标。在投资者会议上，该公司亚太总裁Sumeet Vohra透露，<strong>未来几年，中国业务预计实现中个位数增长。</strong></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">这意味着，作为中国新掌门的张宇晨，肩负着带领公司重拾增势的责任。但就像几年前加入周黑鸭时那样，新任务并没有那么简单。尽管调味品行业已在逐步复苏，但同行们在B、C端的大力拼抢令竞争日趋激烈。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">中信证券本月发布的报告显示，在2024年第三季度，受益于去库存扰动消除、企业在费用投放、产品推新上更为积极等因素拉动，多数调味品企业当季收入增速出现环比改善，但表现仍然偏弱。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">对于带领味好美中国前进，目前暂未得知张宇晨有哪些“施政纲领”，但我们可以从全球高层的说法里看出一些方向。</p>
<p style="text-align: justify;"><br></p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/2dbc859e5c8c37a8735c1527e137f9b7.png" alt="味好美" width="600" data-backh="322" data-backw="578" data-imgfileid="540695883" data-ratio="0.5574074074074075" data-s="300,640" data-type="png" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">图片来源：味好美</span></p>
<p><br></p>
<p style="text-align: justify;">Vohra表示，在中国，味好美将<strong>通过建立新的分销渠道、提高在小型餐厅和连锁餐厅的渗透率、拓展中央厨房渠道、与本土蛋白质加工商合作向零售商提供方便食品解决方案</strong>等途径来寻求增长。而调味品市场规模的增长、大型餐饮客户门店扩张也将成为驱动力。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">“中国市场仍有巨大的长期潜力，我们将持续致力于在此发展。”Vohra这样说。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">在张宇晨掌舵后，味好美能否实现全球高层设定的上述目标，我们将持续关注。</p>
<p><br></p>
<p><em style="font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; color: #7f7f7f; background-color: #ffffff;"><span style="font-size: 14px;">本文封面图来源：味好美官网</span></em></p>
<p><br></p>
<p style="max-height: 100%; user-select: text !important; margin: 0px; color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><strong><span style="user-select: text !important; color: #01396a;"><em><span style="user-select: text !important; font-size: 14px;">提示：</span></em></span></strong></p>
<p style="max-height: 100%; user-select: text !important; margin: 0px; color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><em style="color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; white-space: normal; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><span style="color: #7f7f7f; font-size: 14px;">*本文为<a href="https://mp.weixin.qq.com/s/dG5UIWXag6rvWaKp4PdErQ" target="_blank" rel="noopener">小食代</a>（ID：foodinc）原创，不代表FoodTalks立场，原文标题《独家｜麦当劳背后的调味品巨头有了中国新帅！张宇晨阔别周黑鸭后要二次“开挂”了》，转载请联系出处。</span></em></p>
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<link>https://www.foodtalks.cn/news/54664</link>
<guid isPermaLink="false">https://www.foodtalks.cn/news/54664</guid>
<pubDate>Thu, 28 Nov 2024 10:06:29 GMT</pubDate>
<author>潘娴</author>
<enclosure url="https://static.foodtalks.cn/image/news/204cf6215796e0eb255ba776f7c546dbc7d1.png" type="image/jpeg"></enclosure>
<category>foodnews</category>
</item>
<item>
<title>新加坡精品咖啡品牌Common Man Coffee Roasters进军中国香港，开启全球扩张计划</title>
<description><p><em style="font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; color: #7f7f7f; background-color: #ffffff;"><span style="font-size: 14px;"><em style="color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration: none; text-size-adjust: auto; caret-color: #333333; font-size: 14px; background-color: #ffffff;"><span style="color: #7f7f7f;">本文为CEO品牌观察原创，作者：AriaChoi，主辑：苏苏，转载请联系出处。</span></em></span></em></p>
<p data-style="margin-bottom: 5px; outline: 0px; max-width: 100%; letter-spacing: 0.544px; white-space: normal; background-color: rgb(255, 255, 255); -webkit-tap-highlight-color: rgba(0, 0, 0, 0); text-size-adjust: 100%; font-size: 16px; line-height: 27.2px; font-family: -apple-system-font, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif; text-align: center; box-sizing: border-box !important; overflow-wrap: break-word !important; color: rgb(163, 163, 163) !important;"><br></p>
<p style="text-align: center;"><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/1d572e146e43dee9a76ceba7dfccb047.jpg" alt="Common Man Coffee Roasters" width="400" data-galleryid="" data-imgfileid="505042731" data-ratio="1.0815006468305304" data-s="300,640" data-type="jpeg" data-w="773" referrerpolicy="no-referrer"><span style="font-size: 12px; color: #7f7f7f;">图片来源：CMCR官方</span></p>
<p><br></p>
<p>近日，来自新加坡本土精品咖啡品牌 Common Man Coffee Roasters（以下简称CMCR）登陆香港开出首家品牌旗舰店，选址于尖沙咀 K11 Art Mall，意味着品牌正式进军中国市场。</p>
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<h2>一、香港首店，登陆K11 Art Mall</h2>
<p style="text-align: center;"><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/887d67c35ffcc0ba4a803362ba18eb42.jpg" alt="Common Man Coffee Roasters" width="600" data-croporisrc="https://mmbiz.qpic.cn/sz_mmbiz_jpg/saVUeAM1jibeM5voQhy6ztZ3AN1uCs7ARr0yH9ib17mL1MMp2nicvVN8vD8EpakHSgNWZWw71OyQrIZMh9Bxu04Bg/0?wx_fmt=jpeg&amp;from=appmsg" data-cropx1="0" data-cropx2="1080" data-cropy1="801.0989010989011" data-cropy2="1412.3076923076924" data-galleryid="" data-imgfileid="505042743" data-ratio="0.5657407407407408" data-s="300,640" data-type="jpeg" data-w="1080" referrerpolicy="no-referrer"><span style="font-size: 12px; color: #7f7f7f;">图片来源：CMCR官方</span></p>
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<p>CMCR 香港新店采用开放式设计，不仅提供精品咖啡，顾客可以在吧台近距离欣赏精品咖啡的冲煮过程。店内还销售品牌自家烘焙的咖啡豆，每周从新加坡空运到港，单品豆也会根据季节更新。</p>
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<p style="text-align: center;"><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/e51e058db110800becce85307b1ce857.jpg" alt="Common Man Coffee Roasters" width="600" data-croporisrc="https://mmbiz.qpic.cn/sz_mmbiz_jpg/saVUeAM1jibeM5voQhy6ztZ3AN1uCs7ARvNw56mDqyNNLGjwOcyuZycpIhPt0cFGvVFFpiaTHZcWnyPXiaIumx4Eg/0?wx_fmt=jpeg&amp;from=appmsg" data-cropx1="0" data-cropx2="951.0380622837371" data-cropy1="14.885813148788927" data-cropy2="623.5501730103806" data-galleryid="" data-imgfileid="505042742" data-ratio="0.6403785488958991" data-s="300,640" data-type="jpeg" data-w="951" referrerpolicy="no-referrer"><span style="font-size: 12px; color: #7f7f7f;">图片来源：CMCR官方</span></p>
<p><br></p>
<p>此外，CMCR还提供全天的早午餐式菜单，包括传统英式早餐、土耳其早餐、汉堡等经典菜品；更糅合香港本地特色及新加坡南洋风情，推出多款香港限定创意菜式，例如新加坡虎虾叻沙芝士通心粉。</p>
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<p style="text-align: center;"><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/d978ba3c7d772a202664ba8165a68ef2.jpg" alt="Common Man Coffee Roasters" width="600" data-galleryid="" data-imgfileid="505042776" data-ratio="0.5086021505376344" data-s="300,640" data-type="jpeg" data-w="930" referrerpolicy="no-referrer"><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/fb2997584bd25fbff61280a1f0c05755.jpg" width="600" data-cropselx1="0" data-cropselx2="546" data-cropsely1="0" data-cropsely2="682" data-galleryid="" data-imgfileid="505042746" data-ratio="0.5075268817204301" data-s="300,640" data-type="png" data-w="930" referrerpolicy="no-referrer"><span style="font-size: 12px; color: #7f7f7f;">图片来源：CMCR官方</span></p>
<p><br></p>
<p>除了 CMCR 之外，近期，中国内地茶饮品牌<a class="mc-company-link" title="霸王茶姬" href="https://www.foodtalks.cn/company/chagee" target="_blank" rel="noopener" data-id="27284" data-name="四川茶姬企业管理有限公司" data-code="chagee" data-type="company">霸王茶姬</a>、日本甜品连锁店 Mister Donut、希腊咖啡连锁店 Coffee Island 也相继登陆香港 K11 Art Mall 落位其香港首店。</p>
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<p style="text-align: center;"><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/c774f7444eea31d3f8d137fc2806a65e.jpg" alt="Common Man Coffee Roasters" width="600" data-croporisrc="https://mmbiz.qpic.cn/sz_mmbiz_jpg/saVUeAM1jibeM5voQhy6ztZ3AN1uCs7ARREQ0VVtR68Jj7WyjydiayrkWxOicjGecemljxbqiaMCgknopvHwfuLK5Q/0?wx_fmt=jpeg&amp;from=appmsg" data-cropx1="28.027681660899653" data-cropx2="1055.7093425605535" data-cropy1="302.69896193771626" data-cropy2="1266.8512110726645" data-galleryid="" data-imgfileid="505042757" data-ratio="0.9386562804284323" data-s="300,640" data-type="jpeg" data-w="1027" referrerpolicy="no-referrer"><span style="font-size: 12px; color: #7f7f7f;">图片来源：CMCR官方</span></p>
<p><br></p>
<p>K11 Art Mall&nbsp;作为 K11 品牌全球首个购物艺术馆，也是首个率先将艺术、人文、自然三大核心元素融合的购物中心，该项目到今年已进入15周年，一直是海外品牌、内地品牌进军香港市场的首选，打造成人气潮玩、茶饮首店的聚集地。</p>
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<p>2023年起，茶饮品牌、咖啡品牌扎堆进军港澳市场，尤其香港作为“主战场”，例如喜茶、奈雪的茶、茶百道、库迪咖啡、瑞幸咖啡等知名连锁品牌。</p>
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<h2>二、全球10家店，已进入马来西亚、菲律宾</h2>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/c85cb2458ccbd671cdc711bbf6d43e2f.jpg" alt="Common Man Coffee Roasters" height="600" data-backh="289" data-backw="546" data-cropselx1="0" data-cropselx2="546" data-cropsely1="0" data-cropsely2="819" data-galleryid="" data-imgfileid="505042729" data-ratio="1.5" data-s="300,640" data-type="jpeg" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">图片来源：微博@妳好Nihao&nbsp;</span></p>
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<p>CMCR成立于2013年，成长于新加坡及马来西亚充满活力的社区，因专业的精品咖啡、优质的服务等获得广泛认可，早已成为新加坡业知名连锁品牌。</p>
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<p>截至发稿日，CMCR拥有10家门店，其中6家位于新加坡，2家位于马来西亚，菲律宾和中国香港各1家，还有一所咖啡师培训学院位于新加坡。</p>
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<p style="text-align: center;"><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/519e9667b14f63d6141f6f7d6ff8ff4d.jpg" alt="Common Man Coffee Roasters" width="500" data-cropselx1="0" data-cropselx2="546" data-cropsely1="0" data-cropsely2="1184" data-galleryid="" data-imgfileid="505042762" data-ratio="0.666015625" data-s="300,640" data-type="jpeg" data-w="1024" referrerpolicy="no-referrer"><span style="font-size: 12px; color: #7f7f7f;">图片来源：CMCR官方</span></p>
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<p>CMCR新加坡Marin Road旗舰店是品牌于2013年开出的第一家线下门店，共有两层，主打美味咖啡和早午餐，为当地Robertson Quay&nbsp;district罗伯逊码头区带来了特色咖啡文化。</p>
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<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/c3d5c9f9fd54c3811cd4365160ccfcf4.jpg" alt="Common Man Coffee Roasters" height="600" data-galleryid="" data-imgfileid="505042753" data-ratio="1.5" data-s="300,640" data-type="jpeg" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">图片来源：微博@妳好Nihao&nbsp;</span></p>
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<p>而 CMCR 另一家位于 Alexandra Road 的分店是位于新加坡皇后镇附近的一座历史建筑，其前身是一家20世纪30年代的啤酒酿造厂。</p>
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<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/658611bad4c44fb076f5848707241fd9.jpg" alt="Common Man Coffee Roasters" height="600" data-galleryid="" data-imgfileid="505042750" data-ratio="1.5" data-s="300,640" data-type="jpeg" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">图片来源：微博@妳好Nihao&nbsp;</span></p>
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<p>空间设计上，以白色与绿色为主色调，向阳的户外座位，长条咖啡吧台，大理石台面等细节，呈现复古又精致的氛围，CMCR希望这里能成为一个充满活力的社区店。</p>
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<p style="text-align: center;"><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/29181d429e139bd8c7d8ea657a7fed3c.png" alt="Common Man Coffee Roasters" width="600" data-galleryid="" data-imgfileid="505042759" data-ratio="0.5913705583756346" data-s="300,640" data-type="png" data-w="788" referrerpolicy="no-referrer"><span style="font-size: 12px; color: #7f7f7f;">图片来源：CMCR官方</span></p>
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<p>据悉，CMCR还提供专业的咖啡教学，无论是初学者还是有经验的咖啡师，都能找到合适的课程。品牌拥有一套完整的教学体系，从烘焙、杯测、风味鉴别、意式咖啡制作、手冲咖啡制作等。</p>
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<p style="text-align: center;"><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/07ec11ca54a8f9a167afc24171ad2939.jpg" alt="Common Man Coffee Roasters" width="600" data-croporisrc="https://mmbiz.qpic.cn/sz_mmbiz_jpg/saVUeAM1jibeM5voQhy6ztZ3AN1uCs7ARuzU6qbgZHgvMr1vdvdx8JagkQThjIfHNibJXhAJJarzhPcKfXekUYEQ/0?wx_fmt=jpeg" data-cropx1="0" data-cropx2="1279" data-cropy1="353.71611721611714" data-cropy2="1300.0824175824173" data-galleryid="" data-imgfileid="505042769" data-ratio="0.7407407407407407" data-s="300,640" data-type="jpeg" data-w="1080" referrerpolicy="no-referrer"><span style="font-size: 12px; color: #7f7f7f;">图片来源：CMCR官方</span></p>
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<p>2023年，CMCR与菲律宾快乐蜂Jollibee集团及Food Collective Pte Ltd合作进入菲律宾市场，在首都马尼拉三角公园开设了菲律宾第一家分店。</p>
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<p>而快乐蜂集团作为菲律宾最大的餐饮运营商，其全球门店数量将近1万家，超过66%的门店位于菲律宾之外的国际市场。今年，该集团还斥资3.4亿美元收购了韩国连锁咖啡品牌Compose Coffee 70%的股份，意在加速其全球扩张计划。<br></p>
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<p>据了解，快乐蜂集团早在2012年便进军咖啡领域，之后斥资2500万美元收购越南咖啡品牌Highland Coffee的运营商SuperFoods Group 50%的股份。</p>
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<p>2019年，集团又以3.5亿美元收购了美国洛杉矶咖啡品牌The Coffee Bean&amp;Tea Leaf，这也是该集团迄今为止最大的一笔投资。这些举措有助于快乐蜂在世界第三咖啡市场站稳脚跟。</p>
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<p>截至目前，快乐蜂在咖啡领域的总投资达到 7 亿美元左右，咖啡门店总数超过4700家，覆盖亚洲、中东和北美等地区。</p>
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<p>据研究公司Statista相关报告显示，2023年全球咖啡连锁店的总收入达到6300亿美元，同比增长9%，预计到2030年将达到8000亿美元。</p>
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<p>目前来看，随着CMCR香港分店的落地，可以看出品牌也在加速全球扩张计划，未来或许还有机会进军中国内地市场。</p>
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<p><em style="font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; color: #7f7f7f; background-color: #ffffff;"><span style="font-size: 14px;">本文封面图来源：CMCR官方</span></em></p>
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<p style="max-height: 100%; user-select: text !important; margin: 0px; color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><strong><span style="user-select: text !important; color: #01396a;"><em><span style="user-select: text !important; font-size: 14px;">提示：</span></em></span></strong></p>
<p style="max-height: 100%; user-select: text !important; margin: 0px; color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><em style="color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; white-space: normal; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><span style="color: #7f7f7f; font-size: 14px;">*本文为<a href="https://mp.weixin.qq.com/s?__biz=MzI2MTIxNDgzMQ==&amp;mid=2652526428&amp;idx=1&amp;sn=d228c97c8f6db264e70aa3f4f7c89a52&amp;chksm=f0ce2ffe2104d096586da45f1f8527312387152c5d873b441f9fdc49382dc9f64d28a5b19653&amp;mpshare=1&amp;scene=1&amp;srcid=1128FNpyCDiXGUYMVkzwPupf&amp;sharer_shareinfo=484ad444cb4afb65167ac38c1c379741&amp;sharer_shareinfo_first=4353b3aa06f3d5c8d6889b258ad0f387#rd" target="_blank" rel="noopener">CEO品牌观察</a>（ID：new_shop_）原创，不代表FoodTalks立场，转载请联系出处。</span></em></p>
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<guid isPermaLink="false">https://www.foodtalks.cn/news/54661</guid>
<pubDate>Thu, 28 Nov 2024 09:32:00 GMT</pubDate>
<author>AriaChoi</author>
<enclosure url="https://static.foodtalks.cn/image/news/c1b415bf1444000d0395a224d6d31c8d07d4.jpg" type="image/jpeg"></enclosure>
<category>coffee</category>
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<title>联合利华拟出售植物肉品牌The Vegetarian Butcher</title>
<description><p style="text-align: justify;"><em style="font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; color: #7f7f7f; background-color: #ffffff;"><span style="font-size: 14px;"><em style="color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration: none; text-size-adjust: auto; caret-color: #333333; font-size: 14px; background-color: #ffffff;"><span style="color: #7f7f7f;">本文为植物基网原创，作者：UPB，转载请联系出处。</span></em></span></em></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">据just-food报道，<a class="mc-company-link" title="联合利华" href="https://www.foodtalks.cn/company/Unilever_China" target="_blank" rel="noopener" data-id="1195" data-name="联合利华（中国）投资有限公司" data-code="Unilever_China" data-type="company">联合利华</a>（Unilever）已将其植物肉品牌The Vegetarian Butcher挂牌出售。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">有消息人士透露，联合利华已委托投资银行Piper Sandler负责此次出售事务。尽管联合利华尚未回应Sky News的置评请求，但多位知情人士表示，已有多个潜在买家接洽过该品牌。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">The Vegetarian Butcher诞生于荷兰，由曾是肉类生产商的Jaap Korteweg于2007年创立。2018年，Jaap Korteweg将该品牌以未披露的价格出售给联合利华。</p>
<p style="text-align: justify;"><br></p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/e2c0896ebf601a19b9f386803ecbc60a.png" alt="The Vegetarian Butcher" width="600" data-galleryid="" data-imgfileid="304557356" data-ratio="0.36666666666666664" data-s="300,640" data-type="png" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">图片来源：The Vegetarian Butcher</span></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">本月初，又有报道称，联合利华正在寻求出售一系列荷兰食品品牌，包括Unox和Conimex，并已聘请ABN Amro处理该事务。联合利华当时未对此消息发表评论。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">在收购“The Vegetarian Butcher”之前，联合利华自2016年起便与该品牌合作，推出了以Unox品牌销售的素食肉丸系列。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">“The Vegetarian Butcher”目前为零售商和餐饮渠道提供植物肉汉堡、香肠等产品。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">尽管近年来植物肉行业的增长放缓，一些制造商相继退出市场，但联合利华首席执行官Hein Schumacher正专注于通过旗下“强势品牌”推动业务增长。例如，Hellmann's美乃滋品牌便是其推动增长的重要支柱之一。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">在11月22日的年度投资者大会上，Hein Schumacher在演讲中表示，联合利华的“强势品牌”在2024财年前三季度实现了4.1%的销量增长，远超整体2.9%的增长水平。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">自2023年7月担任CEO以来，Hein Schumacher推出了“2030增长行动计划”（Growth Action Plan 2030），并在上周的活动中透露，他计划剥离约12亿美元价值的品牌。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">其中，冰淇淋业务便是重点之一。尽管联合利华此前考虑出售该业务，但目前更倾向于将其分拆为独立上市公司，预计这一分拆将在2025年底前完成。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">此外，今天有消息称，联合利华已开始推进其在印度的冰淇淋业务的分拆和上市，该业务隶属于其上市子公司Hindustan Unilever。类似的分拆计划也已在印度尼西亚启动。</p>
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<p><em style="font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transf |
TonyRL
reviewed
Nov 28, 2024
lib/routes/foodtalks/index.ts
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| try { | ||
| // Handle returned promises and potential errors here | ||
| await processItems(list, fullTextApi); |
There was a problem hiding this comment.
The returned promises must be passed to Route.item; otherwise, RSSHub will not cache the response properly.
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I don't really get you here. Should I pass promises directly to Route.item ,
const items = processItems(list, fullTextApi);
return {
title: namespace.name,
description: namespace.description,
link: 'https://' + namespace.url,
item: items, // Use the processed items here
image: 'https://www.foodtalks.cn/static/img/news-site-logo.7aaa5463.svg',
};rather than
const items = await processItems(list, fullTextApi);But the former one get an error message:
TypeError: TypeError: data.item is not iterable
at middleware (C:\Code_Files\RSSHub\lib\middleware\template.tsx:38:37)
at process.processTicksAndRejections (node:internal/process/task_queues:105:5)
at async dispatch (file:///C:/Code_Files/RSSHub/node_modules/.pnpm/[email protected]/node_modules/hono/dist/compose.js:30:17)
at async middleware (C:\Code_Files\RSSHub\lib\middleware\debug.ts:16:5)
at async dispatch (file:///C:/Code_Files/RSSHub/node_modules/.pnpm/[email protected]/node_modules/hono/dist/compose.js:30:17)
at async middleware (C:\Code_Files\RSSHub\lib\middleware\access-control.ts:21:9)
at async dispatch
Thanks for your help!
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<title>麦当劳背后的调味品巨头有了中国新帅！张宇晨阔别周黑鸭后要二次“开挂”了</title>
<description><p><em style="font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; color: #7f7f7f; background-color: #ffffff;"><span style="font-size: 14px;"><em style="color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration: none; text-size-adjust: auto; caret-color: #333333; font-size: 14px; background-color: #ffffff;"><span style="color: #7f7f7f;">本文为小食代原创，作者：潘娴，转载请联系出处。</span></em></span></em></p>
<p><br></p>
<p style="text-align: justify;">从周黑鸭行政总裁的位置离开后，曾在跨国企业摸爬滚打20多年的张宇晨再次回到了他熟悉的外企。这一次，他被味好美（McCormick）的全球高层寄予了厚望。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">小食注意解到，在近日举行的全球投资者大会上，味好美高层对外高调介绍在中国市场有了一位新掌门。总部位于美国的味好美是一家知名调味品企业，去年销售额近480亿元，在中国供应着麦当劳等餐饮连锁。中国也是味好美亚太区域的最大市场。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">11月27日，小食代经过进一步核实，<strong>确认张宇晨在早些时候已当上了味好美中国区董事总经理。</strong>这意味着，在以“个人发展原因”离开主营休闲熟卤制品的周黑鸭后，张宇晨很快就进入到调味品行业。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">与张宇晨加入时的周黑鸭类似，味好美中国正处于迫切想重拾势头的阶段。自疫情后，这家调味品企业的在华增速出现放缓，但其称坚定看好中国市场的长期潜力，并在最近喊话未来几年要把增速提上去。下面，我们来一起看看详情。</p>
<p style="text-align: justify;"><br></p>
<h2 style="text-align: justify;">一、重回外企</h2>
<p style="text-align: justify;">今年6月，周黑鸭宣布了张宇晨离任的消息。此前，他掌舵这家卤味品牌近五年时间，是周黑鸭上市后任职最久的职业经理人总裁，年薪最高时曾接近1300万元。张宇晨离任后，周黑鸭行政总裁一棒重新回到创始人周富裕手中。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">从周黑鸭离开的次月，张宇晨便以味好美中国区董事总经理的身份出席了公开活动。小食代看到的一段视频显示，身着白衬衫西裤、搭配一双休闲鞋的他在活动上谈到了对餐饮行业的看法。在中国，餐饮正是味好美的重要销售渠道。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">“这是个充满无限可能的大时代。中华饮食兼收并蓄、包容创新，正逐渐成为全球餐饮文化的共同财富。”张宇晨在活动发言时称，如今，<strong>餐饮行业发展正站在“全新的十字路口”，中央厨房、数字化革新等形成大趋势，对传统菜系的深度挖掘和现代餐饮趋势的融合，也需要新思路来引领。</strong></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">他又在随后谈及味好美时说：“人间烟火气，最抚凡人心。味好美和大桥以不断满足广大消费者多样化的产品需求为目标，秉承对品质的卓越追求，不断创新，给餐饮烹饪赋予更多的激情和美味。”</p>
<p style="text-align: justify;"><br></p>
<p><img class="mc-img" style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/news/4aeeed5fc5d3e75d628e927e44fdb25878ce.jpg" alt="味好美辛香料" width="400" height="533" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">图片来源：小红书@宜涵</span></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">作为味好美中国新掌门，张宇晨在外资消费品企业度过了大部分的职业时光。后来加入周黑鸭是他第一次到民企工作，也是他唯一一段与食品行业有交集的经历。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">公开资料显示，1997年从东南大学毕业后，张宇晨就进入了有“快消界黄埔军校”之称的宝洁，一待就是十四年，期间主要从事销售、营销、战略规划工作，最后的职位是帮宝适全国市场营销总监。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">2011年从宝洁离开后，张宇晨曾在多家跨国企业担任管理岗位，包括欧莱雅、美太芭比（注：儿童用品贸易公司），均负责销售工作。随后，他又加入了玩具公司孩之宝担任中国总经理。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">2019年，张宇晨“转战”周黑鸭，最初担任湖北周黑鸭企业发展有限公司常务副总裁，入职仅三个多月就直升周黑鸭行政总裁的位置。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">曾有说法称，周黑鸭创始人自述要与职业经理人磨合六个月，而张宇晨显然打破了这条铁律。“因为我第一次去民企，用一个西方的话叫‘小刀切黄油’，当时想象了将面临的各种挑战，但总的来说，比我想象要好的。”上任满一年时，张宇晨在接受《国际金融报》专访时如是说。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">随着这位快消“老将”掌舵，周黑鸭开启了转型之旅，当中影响最深刻的一点无疑是开放加盟。曾经，周黑鸭一直坚持直营模式，这带来了保障产品品质、维护高端品牌形象等好处，但也逐渐将其暴露于扩张速度慢、成本压力高的境地。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">事实上，在张宇晨接任总裁前，周黑鸭对开放加盟的口风已有所松动。而他到来后不久，该公司宣布正式开放加盟，从直营转向“直营+特许经营”的模式。截至今年上半年，周黑鸭的直营与加盟店比例已到五五开，各自数量都超过了1700家。任内，张宇晨也主导了发力全渠道、加速创新、数字化变革等策略。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">尽管主动进行了一系列改革，但由于疫情影响等因素，周黑鸭过去五年的业绩波动较大，期间收入利润处于起起落落的状态。到今年“一把手”变动时，周黑鸭宣布张宇晨因“个人发展原因”离任，而这家卤味连锁仍走在战略变革的路上。</p>
<p style="text-align: justify;"><br></p>
<h2 style="text-align: justify;">二、增长目标</h2>
<p style="text-align: justify;">从周黑鸭到味好美，张宇晨可以说是重新回到了熟悉的外企氛围。这一次，他不仅拥有多年的跨国企业管理经验，也在食品行业有了积累。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">在中国，味好美目前运营着“味好美”、“纷乐味”、“纷乐旗”、“大桥”等品牌，品类覆盖香辛料、西式酱料、火锅调料等，其招牌产品番茄酱常被与亨氏番茄酱相提并论。</p>
<p style="text-align: justify;"><br></p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/baffeace52935abb2bf32dd4160cad63.png" alt="味好美增长目标" width="600" data-backh="327" data-backw="578" data-galleryid="" data-imgfileid="540695930" data-ratio="0.5648148148148148" data-s="300,640" data-type="png" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">图片来源：味好美</span></p>
<p><br></p>
<p style="text-align: justify;">论板块分，味好美中国涵盖三块：零售（向消费者售卖调味品）、餐饮服务（向中高端餐饮从业者提供调味品解决方案）、风味方案（向餐饮食品企业提供风味解决方案）。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">在上月举行的投资者大会上，味好美亚太总裁Sumeet Vohra透露，<strong>中国为其亚太区的最大市场</strong>，“我们的品牌在多个品类和市场位居第一或第二”、“味好美是（中国）香草和香料品类中知名度最高的品牌”。其会议资料还显示，<strong>味好美在中国番茄酱市场位列第二。</strong></p>
<p style="text-align: justify;"><br></p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/336cc8af814276827e59127df51aa94a.png" alt="味好美" width="600" data-backh="285" data-backw="578" data-cropselx1="0" data-cropselx2="578" data-cropsely1="0" data-cropsely2="323" data-imgfileid="540695881" data-ratio="0.4935185185185185" data-s="300,640" data-type="png" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">图片来源：味好美</span></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">Vohra表示，味好美在中国已有35年历史，从上海的一家合资企业起步，最初是向B端客户提供调味品。随后，该集团在华开辟了C端业务，以有机发展（注：排除并购）的方式提高味好美品牌销售额。2013年，味好美在华进行首笔收购，将华中地区知名调味品大桥收入囊中，支持进一步增长。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">“<strong>在疫情发生前的三年里，我们中国销售额平均实现了高个位数增长。但在过去四年</strong>，受到疫情和宏观经济影响，<strong>销售额平均增幅下滑至低个位数</strong>。”Vohra在投资者大会上透露。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">对于在华业绩挑战，味好美曾将此归因于消费情绪变谨慎，以及大型餐饮连锁吸走小型独立餐厅的客流，而后者正是其在核心市场华中地区的主要客户。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">截至最近的第三季度，味好美称中国业绩仍面临需求疲软的影响，预计2024年将略有下滑，但其一如既往地强调坚信市场的长期潜力。小食代还发现，在上述投资者大会的资料中，中国是唯一一个出现在关键词词云内的国家市场，证明味好美全球高层对在华业务寄予厚望。</p>
<p style="text-align: justify;"><br></p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/3877654b54eb5d43b581f4118d558e57.png" alt="味好美" width="600" data-backh="329" data-backw="578" data-cropselx1="0" data-cropselx2="578" data-cropsely1="0" data-cropsely2="329" data-imgfileid="540695882" data-ratio="0.5601851851851852" data-s="300,640" data-type="png" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">图片来源：味好美</span></p>
<p><br></p>
<p style="text-align: justify;">事实上，味好美已为中国市场制定了高于当下水平的业绩目标。在投资者会议上，该公司亚太总裁Sumeet Vohra透露，<strong>未来几年，中国业务预计实现中个位数增长。</strong></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">这意味着，作为中国新掌门的张宇晨，肩负着带领公司重拾增势的责任。但就像几年前加入周黑鸭时那样，新任务并没有那么简单。尽管调味品行业已在逐步复苏，但同行们在B、C端的大力拼抢令竞争日趋激烈。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">中信证券本月发布的报告显示，在2024年第三季度，受益于去库存扰动消除、企业在费用投放、产品推新上更为积极等因素拉动，多数调味品企业当季收入增速出现环比改善，但表现仍然偏弱。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">对于带领味好美中国前进，目前暂未得知张宇晨有哪些“施政纲领”，但我们可以从全球高层的说法里看出一些方向。</p>
<p style="text-align: justify;"><br></p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/2dbc859e5c8c37a8735c1527e137f9b7.png" alt="味好美" width="600" data-backh="322" data-backw="578" data-imgfileid="540695883" data-ratio="0.5574074074074075" data-s="300,640" data-type="png" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">图片来源：味好美</span></p>
<p><br></p>
<p style="text-align: justify;">Vohra表示，在中国，味好美将<strong>通过建立新的分销渠道、提高在小型餐厅和连锁餐厅的渗透率、拓展中央厨房渠道、与本土蛋白质加工商合作向零售商提供方便食品解决方案</strong>等途径来寻求增长。而调味品市场规模的增长、大型餐饮客户门店扩张也将成为驱动力。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">“中国市场仍有巨大的长期潜力，我们将持续致力于在此发展。”Vohra这样说。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">在张宇晨掌舵后，味好美能否实现全球高层设定的上述目标，我们将持续关注。</p>
<p><br></p>
<p><em style="font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; color: #7f7f7f; background-color: #ffffff;"><span style="font-size: 14px;">本文封面图来源：味好美官网</span></em></p>
<p><br></p>
<p style="max-height: 100%; user-select: text !important; margin: 0px; color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><strong><span style="user-select: text !important; color: #01396a;"><em><span style="user-select: text !important; font-size: 14px;">提示：</span></em></span></strong></p>
<p style="max-height: 100%; user-select: text !important; margin: 0px; color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><em style="color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; white-space: normal; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><span style="color: #7f7f7f; font-size: 14px;">*本文为<a href="https://mp.weixin.qq.com/s/dG5UIWXag6rvWaKp4PdErQ" target="_blank" rel="noopener">小食代</a>（ID：foodinc）原创，不代表FoodTalks立场，原文标题《独家｜麦当劳背后的调味品巨头有了中国新帅！张宇晨阔别周黑鸭后要二次“开挂”了》，转载请联系出处。</span></em></p>
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<link>https://www.foodtalks.cn/news/54664</link>
<guid isPermaLink="false">https://www.foodtalks.cn/news/54664</guid>
<pubDate>Thu, 28 Nov 2024 10:06:29 GMT</pubDate>
<author>潘娴</author>
<enclosure url="https://static.foodtalks.cn/image/news/204cf6215796e0eb255ba776f7c546dbc7d1.png" type="image/jpeg"></enclosure>
<category>foodnews</category>
</item>
<item>
<title>新加坡精品咖啡品牌Common Man Coffee Roasters进军中国香港，开启全球扩张计划</title>
<description><p><em style="font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; color: #7f7f7f; background-color: #ffffff;"><span style="font-size: 14px;"><em style="color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration: none; text-size-adjust: auto; caret-color: #333333; font-size: 14px; background-color: #ffffff;"><span style="color: #7f7f7f;">本文为CEO品牌观察原创，作者：AriaChoi，主辑：苏苏，转载请联系出处。</span></em></span></em></p>
<p data-style="margin-bottom: 5px; outline: 0px; max-width: 100%; letter-spacing: 0.544px; white-space: normal; background-color: rgb(255, 255, 255); -webkit-tap-highlight-color: rgba(0, 0, 0, 0); text-size-adjust: 100%; font-size: 16px; line-height: 27.2px; font-family: -apple-system-font, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif; text-align: center; box-sizing: border-box !important; overflow-wrap: break-word !important; color: rgb(163, 163, 163) !important;"><br></p>
<p style="text-align: center;"><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/1d572e146e43dee9a76ceba7dfccb047.jpg" alt="Common Man Coffee Roasters" width="400" data-galleryid="" data-imgfileid="505042731" data-ratio="1.0815006468305304" data-s="300,640" data-type="jpeg" data-w="773" referrerpolicy="no-referrer"><span style="font-size: 12px; color: #7f7f7f;">图片来源：CMCR官方</span></p>
<p><br></p>
<p>近日，来自新加坡本土精品咖啡品牌 Common Man Coffee Roasters（以下简称CMCR）登陆香港开出首家品牌旗舰店，选址于尖沙咀 K11 Art Mall，意味着品牌正式进军中国市场。</p>
<p><br></p>
<h2>一、香港首店，登陆K11 Art Mall</h2>
<p style="text-align: center;"><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/887d67c35ffcc0ba4a803362ba18eb42.jpg" alt="Common Man Coffee Roasters" width="600" data-croporisrc="https://mmbiz.qpic.cn/sz_mmbiz_jpg/saVUeAM1jibeM5voQhy6ztZ3AN1uCs7ARr0yH9ib17mL1MMp2nicvVN8vD8EpakHSgNWZWw71OyQrIZMh9Bxu04Bg/0?wx_fmt=jpeg&amp;from=appmsg" data-cropx1="0" data-cropx2="1080" data-cropy1="801.0989010989011" data-cropy2="1412.3076923076924" data-galleryid="" data-imgfileid="505042743" data-ratio="0.5657407407407408" data-s="300,640" data-type="jpeg" data-w="1080" referrerpolicy="no-referrer"><span style="font-size: 12px; color: #7f7f7f;">图片来源：CMCR官方</span></p>
<p><br></p>
<p>CMCR 香港新店采用开放式设计，不仅提供精品咖啡，顾客可以在吧台近距离欣赏精品咖啡的冲煮过程。店内还销售品牌自家烘焙的咖啡豆，每周从新加坡空运到港，单品豆也会根据季节更新。</p>
<p><br></p>
<p style="text-align: center;"><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/e51e058db110800becce85307b1ce857.jpg" alt="Common Man Coffee Roasters" width="600" data-croporisrc="https://mmbiz.qpic.cn/sz_mmbiz_jpg/saVUeAM1jibeM5voQhy6ztZ3AN1uCs7ARvNw56mDqyNNLGjwOcyuZycpIhPt0cFGvVFFpiaTHZcWnyPXiaIumx4Eg/0?wx_fmt=jpeg&amp;from=appmsg" data-cropx1="0" data-cropx2="951.0380622837371" data-cropy1="14.885813148788927" data-cropy2="623.5501730103806" data-galleryid="" data-imgfileid="505042742" data-ratio="0.6403785488958991" data-s="300,640" data-type="jpeg" data-w="951" referrerpolicy="no-referrer"><span style="font-size: 12px; color: #7f7f7f;">图片来源：CMCR官方</span></p>
<p><br></p>
<p>此外，CMCR还提供全天的早午餐式菜单，包括传统英式早餐、土耳其早餐、汉堡等经典菜品；更糅合香港本地特色及新加坡南洋风情，推出多款香港限定创意菜式，例如新加坡虎虾叻沙芝士通心粉。</p>
<p><br></p>
<p style="text-align: center;"><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/d978ba3c7d772a202664ba8165a68ef2.jpg" alt="Common Man Coffee Roasters" width="600" data-galleryid="" data-imgfileid="505042776" data-ratio="0.5086021505376344" data-s="300,640" data-type="jpeg" data-w="930" referrerpolicy="no-referrer"><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/fb2997584bd25fbff61280a1f0c05755.jpg" width="600" data-cropselx1="0" data-cropselx2="546" data-cropsely1="0" data-cropsely2="682" data-galleryid="" data-imgfileid="505042746" data-ratio="0.5075268817204301" data-s="300,640" data-type="png" data-w="930" referrerpolicy="no-referrer"><span style="font-size: 12px; color: #7f7f7f;">图片来源：CMCR官方</span></p>
<p><br></p>
<p>除了 CMCR 之外，近期，中国内地茶饮品牌<a class="mc-company-link" title="霸王茶姬" href="https://www.foodtalks.cn/company/chagee" target="_blank" rel="noopener" data-id="27284" data-name="四川茶姬企业管理有限公司" data-code="chagee" data-type="company">霸王茶姬</a>、日本甜品连锁店 Mister Donut、希腊咖啡连锁店 Coffee Island 也相继登陆香港 K11 Art Mall 落位其香港首店。</p>
<p><br></p>
<p style="text-align: center;"><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/c774f7444eea31d3f8d137fc2806a65e.jpg" alt="Common Man Coffee Roasters" width="600" data-croporisrc="https://mmbiz.qpic.cn/sz_mmbiz_jpg/saVUeAM1jibeM5voQhy6ztZ3AN1uCs7ARREQ0VVtR68Jj7WyjydiayrkWxOicjGecemljxbqiaMCgknopvHwfuLK5Q/0?wx_fmt=jpeg&amp;from=appmsg" data-cropx1="28.027681660899653" data-cropx2="1055.7093425605535" data-cropy1="302.69896193771626" data-cropy2="1266.8512110726645" data-galleryid="" data-imgfileid="505042757" data-ratio="0.9386562804284323" data-s="300,640" data-type="jpeg" data-w="1027" referrerpolicy="no-referrer"><span style="font-size: 12px; color: #7f7f7f;">图片来源：CMCR官方</span></p>
<p><br></p>
<p>K11 Art Mall&nbsp;作为 K11 品牌全球首个购物艺术馆，也是首个率先将艺术、人文、自然三大核心元素融合的购物中心，该项目到今年已进入15周年，一直是海外品牌、内地品牌进军香港市场的首选，打造成人气潮玩、茶饮首店的聚集地。</p>
<p><br></p>
<p>2023年起，茶饮品牌、咖啡品牌扎堆进军港澳市场，尤其香港作为“主战场”，例如喜茶、奈雪的茶、茶百道、库迪咖啡、瑞幸咖啡等知名连锁品牌。</p>
<p><br></p>
<h2>二、全球10家店，已进入马来西亚、菲律宾</h2>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/c85cb2458ccbd671cdc711bbf6d43e2f.jpg" alt="Common Man Coffee Roasters" height="600" data-backh="289" data-backw="546" data-cropselx1="0" data-cropselx2="546" data-cropsely1="0" data-cropsely2="819" data-galleryid="" data-imgfileid="505042729" data-ratio="1.5" data-s="300,640" data-type="jpeg" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">图片来源：微博@妳好Nihao&nbsp;</span></p>
<p><br></p>
<p>CMCR成立于2013年，成长于新加坡及马来西亚充满活力的社区，因专业的精品咖啡、优质的服务等获得广泛认可，早已成为新加坡业知名连锁品牌。</p>
<p><br></p>
<p>截至发稿日，CMCR拥有10家门店，其中6家位于新加坡，2家位于马来西亚，菲律宾和中国香港各1家，还有一所咖啡师培训学院位于新加坡。</p>
<p><br></p>
<p style="text-align: center;"><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/519e9667b14f63d6141f6f7d6ff8ff4d.jpg" alt="Common Man Coffee Roasters" width="500" data-cropselx1="0" data-cropselx2="546" data-cropsely1="0" data-cropsely2="1184" data-galleryid="" data-imgfileid="505042762" data-ratio="0.666015625" data-s="300,640" data-type="jpeg" data-w="1024" referrerpolicy="no-referrer"><span style="font-size: 12px; color: #7f7f7f;">图片来源：CMCR官方</span></p>
<p><br></p>
<p>CMCR新加坡Marin Road旗舰店是品牌于2013年开出的第一家线下门店，共有两层，主打美味咖啡和早午餐，为当地Robertson Quay&nbsp;district罗伯逊码头区带来了特色咖啡文化。</p>
<p><br></p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/c3d5c9f9fd54c3811cd4365160ccfcf4.jpg" alt="Common Man Coffee Roasters" height="600" data-galleryid="" data-imgfileid="505042753" data-ratio="1.5" data-s="300,640" data-type="jpeg" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">图片来源：微博@妳好Nihao&nbsp;</span></p>
<p><br></p>
<p>而 CMCR 另一家位于 Alexandra Road 的分店是位于新加坡皇后镇附近的一座历史建筑，其前身是一家20世纪30年代的啤酒酿造厂。</p>
<p><br></p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/658611bad4c44fb076f5848707241fd9.jpg" alt="Common Man Coffee Roasters" height="600" data-galleryid="" data-imgfileid="505042750" data-ratio="1.5" data-s="300,640" data-type="jpeg" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">图片来源：微博@妳好Nihao&nbsp;</span></p>
<p><br></p>
<p>空间设计上，以白色与绿色为主色调，向阳的户外座位，长条咖啡吧台，大理石台面等细节，呈现复古又精致的氛围，CMCR希望这里能成为一个充满活力的社区店。</p>
<p><br></p>
<p style="text-align: center;"><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/29181d429e139bd8c7d8ea657a7fed3c.png" alt="Common Man Coffee Roasters" width="600" data-galleryid="" data-imgfileid="505042759" data-ratio="0.5913705583756346" data-s="300,640" data-type="png" data-w="788" referrerpolicy="no-referrer"><span style="font-size: 12px; color: #7f7f7f;">图片来源：CMCR官方</span></p>
<p><br></p>
<p>据悉，CMCR还提供专业的咖啡教学，无论是初学者还是有经验的咖啡师，都能找到合适的课程。品牌拥有一套完整的教学体系，从烘焙、杯测、风味鉴别、意式咖啡制作、手冲咖啡制作等。</p>
<p><br></p>
<p style="text-align: center;"><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/07ec11ca54a8f9a167afc24171ad2939.jpg" alt="Common Man Coffee Roasters" width="600" data-croporisrc="https://mmbiz.qpic.cn/sz_mmbiz_jpg/saVUeAM1jibeM5voQhy6ztZ3AN1uCs7ARuzU6qbgZHgvMr1vdvdx8JagkQThjIfHNibJXhAJJarzhPcKfXekUYEQ/0?wx_fmt=jpeg" data-cropx1="0" data-cropx2="1279" data-cropy1="353.71611721611714" data-cropy2="1300.0824175824173" data-galleryid="" data-imgfileid="505042769" data-ratio="0.7407407407407407" data-s="300,640" data-type="jpeg" data-w="1080" referrerpolicy="no-referrer"><span style="font-size: 12px; color: #7f7f7f;">图片来源：CMCR官方</span></p>
<p><br></p>
<p>2023年，CMCR与菲律宾快乐蜂Jollibee集团及Food Collective Pte Ltd合作进入菲律宾市场，在首都马尼拉三角公园开设了菲律宾第一家分店。</p>
<p><br></p>
<p>而快乐蜂集团作为菲律宾最大的餐饮运营商，其全球门店数量将近1万家，超过66%的门店位于菲律宾之外的国际市场。今年，该集团还斥资3.4亿美元收购了韩国连锁咖啡品牌Compose Coffee 70%的股份，意在加速其全球扩张计划。<br></p>
<p><br></p>
<p>据了解，快乐蜂集团早在2012年便进军咖啡领域，之后斥资2500万美元收购越南咖啡品牌Highland Coffee的运营商SuperFoods Group 50%的股份。</p>
<p><br></p>
<p>2019年，集团又以3.5亿美元收购了美国洛杉矶咖啡品牌The Coffee Bean&amp;Tea Leaf，这也是该集团迄今为止最大的一笔投资。这些举措有助于快乐蜂在世界第三咖啡市场站稳脚跟。</p>
<p><br></p>
<p>截至目前，快乐蜂在咖啡领域的总投资达到 7 亿美元左右，咖啡门店总数超过4700家，覆盖亚洲、中东和北美等地区。</p>
<p><br></p>
<p>据研究公司Statista相关报告显示，2023年全球咖啡连锁店的总收入达到6300亿美元，同比增长9%，预计到2030年将达到8000亿美元。</p>
<p><br></p>
<p>目前来看，随着CMCR香港分店的落地，可以看出品牌也在加速全球扩张计划，未来或许还有机会进军中国内地市场。</p>
<p><br></p>
<p><em style="font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; color: #7f7f7f; background-color: #ffffff;"><span style="font-size: 14px;">本文封面图来源：CMCR官方</span></em></p>
<p><br></p>
<p style="max-height: 100%; user-select: text !important; margin: 0px; color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><strong><span style="user-select: text !important; color: #01396a;"><em><span style="user-select: text !important; font-size: 14px;">提示：</span></em></span></strong></p>
<p style="max-height: 100%; user-select: text !important; margin: 0px; color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><em style="color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; white-space: normal; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><span style="color: #7f7f7f; font-size: 14px;">*本文为<a href="https://mp.weixin.qq.com/s?__biz=MzI2MTIxNDgzMQ==&amp;mid=2652526428&amp;idx=1&amp;sn=d228c97c8f6db264e70aa3f4f7c89a52&amp;chksm=f0ce2ffe2104d096586da45f1f8527312387152c5d873b441f9fdc49382dc9f64d28a5b19653&amp;mpshare=1&amp;scene=1&amp;srcid=1128FNpyCDiXGUYMVkzwPupf&amp;sharer_shareinfo=484ad444cb4afb65167ac38c1c379741&amp;sharer_shareinfo_first=4353b3aa06f3d5c8d6889b258ad0f387#rd" target="_blank" rel="noopener">CEO品牌观察</a>（ID：new_shop_）原创，不代表FoodTalks立场，转载请联系出处。</span></em></p>
<p style="max-height: 100%; user-select: text !important; margin: 0px; color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><em style="color: #7f7f7f; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 14px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: #ffffff; text-decoration-style: initial; text-decoration-color: initial;">*资讯投稿与商务合作，请查看“<a style="text-decoration: underline; color: #105b89;" href="https://www.foodtalks.cn/news/30752" target="_blank" rel="noopener">FoodTalks商务合作方案</a>”，<em style="outline: none; color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; white-space: normal; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;"><span style="outline: none; user-select: text !important; font-size: 14px; color: #7f7f7f;">并联系Bobo。</span></em></em></p>
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<link>https://www.foodtalks.cn/news/54661</link>
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<pubDate>Thu, 28 Nov 2024 09:32:00 GMT</pubDate>
<author>AriaChoi</author>
<enclosure url="https://static.foodtalks.cn/image/news/c1b415bf1444000d0395a224d6d31c8d07d4.jpg" type="image/jpeg"></enclosure>
<category>coffee</category>
</item>
<item>
<title>联合利华拟出售植物肉品牌The Vegetarian Butcher</title>
<description><p style="text-align: justify;"><em style="font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; color: #7f7f7f; background-color: #ffffff;"><span style="font-size: 14px;"><em style="color: #333333; font-family: 'Helvetica Neue', Helvetica, 'Microsoft YaHei', 微软雅黑, Arial, sans-serif; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; text-decoration: none; text-size-adjust: auto; caret-color: #333333; font-size: 14px; background-color: #ffffff;"><span style="color: #7f7f7f;">本文为植物基网原创，作者：UPB，转载请联系出处。</span></em></span></em></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">据just-food报道，<a class="mc-company-link" title="联合利华" href="https://www.foodtalks.cn/company/Unilever_China" target="_blank" rel="noopener" data-id="1195" data-name="联合利华（中国）投资有限公司" data-code="Unilever_China" data-type="company">联合利华</a>（Unilever）已将其植物肉品牌The Vegetarian Butcher挂牌出售。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">有消息人士透露，联合利华已委托投资银行Piper Sandler负责此次出售事务。尽管联合利华尚未回应Sky News的置评请求，但多位知情人士表示，已有多个潜在买家接洽过该品牌。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">The Vegetarian Butcher诞生于荷兰，由曾是肉类生产商的Jaap Korteweg于2007年创立。2018年，Jaap Korteweg将该品牌以未披露的价格出售给联合利华。</p>
<p style="text-align: justify;"><br></p>
<p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static.foodtalks.cn/image/post/e2c0896ebf601a19b9f386803ecbc60a.png" alt="The Vegetarian Butcher" width="600" data-galleryid="" data-imgfileid="304557356" data-ratio="0.36666666666666664" data-s="300,640" data-type="png" data-w="1080" referrerpolicy="no-referrer"></p>
<p style="text-align: center;"><span style="font-size: 12px; color: #7f7f7f;">图片来源：The Vegetarian Butcher</span></p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">本月初，又有报道称，联合利华正在寻求出售一系列荷兰食品品牌，包括Unox和Conimex，并已聘请ABN Amro处理该事务。联合利华当时未对此消息发表评论。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">在收购“The Vegetarian Butcher”之前，联合利华自2016年起便与该品牌合作，推出了以Unox品牌销售的素食肉丸系列。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">“The Vegetarian Butcher”目前为零售商和餐饮渠道提供植物肉汉堡、香肠等产品。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">尽管近年来植物肉行业的增长放缓，一些制造商相继退出市场，但联合利华首席执行官Hein Schumacher正专注于通过旗下“强势品牌”推动业务增长。例如，Hellmann's美乃滋品牌便是其推动增长的重要支柱之一。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">在11月22日的年度投资者大会上，Hein Schumacher在演讲中表示，联合利华的“强势品牌”在2024财年前三季度实现了4.1%的销量增长，远超整体2.9%的增长水平。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">自2023年7月担任CEO以来，Hein Schumacher推出了“2030增长行动计划”（Growth Action Plan 2030），并在上周的活动中透露，他计划剥离约12亿美元价值的品牌。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">其中，冰淇淋业务便是重点之一。尽管联合利华此前考虑出售该业务，但目前更倾向于将其分拆为独立上市公司，预计这一分拆将在2025年底前完成。</p>
<p style="text-align: justify;"><br></p>
<p style="text-align: justify;">此外，今天有消息称，联合利华已开始推进其在印度的冰淇淋业务的分拆和上市，该业务隶属于其上市子公司Hindustan Unilever。类似的分拆计划也已在印度尼西亚启动。</p>
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