On January 8, a reporter from Beijing Commercial Daily learned from Tianyan that Nestlé's brand Yinlu quietly changed coaches. It is worth mentioning that the newly appointed Sun Yinong is the first Chinese local CEO after Yinlu was wholly-owned by Nestle. Industry analysts said that Yinlu's change of coach did not rule out the reasons for poor performance. But for the development of Yinlu, "repairing" performance can not be improved only by changing coaches. Yinlu wants to break the current development situation is not easy, it needs to increase its own innovation speed, upgrade speed and iteration speed.
Related data shows that Sun Yinong joined Yinlu as Chief Commercial Officer in May 2016, and was promoted to Chief Operating Officer of Yinlu in November 2018. Nestlé described it as "a recognized expert in the Chinese beverage industry." Sun Yinong effectively stabilized the business organization while serving as Yinlu ’s chief commercial officer. In addition, he significantly optimized Yinlu ’s business operations by significantly reducing trade expenses and introducing best practices and sales systems.
New retail expert Bao Yuezhong said that the performance of Yinlu in recent years has not been very satisfactory. It is also due to the pressure on performance that Yinlu has also been making corresponding planning adjustments in recent years to seek new development paths, but simply changing coaches does not solve the fundamental problem.
It is worth mentioning that this is the replacement of Nestlé's brand executives. On July 1, 2019, Xu Fuji quietly changed coaches. Su Qiang officially took over as Xu Fuji's president and did not make it public. He did not announce that he changed coaches until the end of December.
Chinese food industry analyst Zhu Danpeng said in an interview with a Beijing Business Daily reporter that it was not difficult to see that Nestlé sought to change the entire marketing system from Xu Fuji's change of coach to Nestlé CEO. With the changes in China's industry, the demand for corporate talents has gradually changed from the former management talents to professional talents, and then more grounded, which is also the embodiment of Nestlé's talent strategy.
Zhu Danpeng said that Nestlé's continuous strategic adjustment and development along with the bonus overlay of the entire coffee population have made Yinlu's development relatively stable in the past two years. Ascension, its development is worth looking forward to.
However, some insiders said that although there are many domestic corporate brands in the field of Babao porridge and peanut milk, there are few big ones. Although Nestlé's acquisition has helped Yinlu in a number of ways. But Yinlu is not easy to seek a breakthrough and achieve an international positioning.
Regarding the related development plan of Yinlu after the coach change, reporters from Beijing Commercial Daily interviewed Nestlé's relevant officials, but as of press time, no reply was received.
Beijing Business Daily reporter Qian Yu Zhang Junhua
(Responsible editor: Mingming Biao)