Budweiser APAC launched a large-scale business restructuring plan in 2025, with a particular focus on the Chinese market. Starting April 1, 2025, Cheng Yanjun will succeed Jan Craps as CEO and Co-Chair of Budweiser APAC. Jan Craps, who has worked at the Budweiser Group for over 20 years, led the listing and premiumization strategy of the Asia-Pacific business. Cheng Yanjun, with 29 years of industry experience, has held several key roles at Budweiser, including in supply chain and logistics. His extensive experience in the Chinese market is seen as a vital asset for driving Budweiser APAC’s future development.

At the same time, Budweiser China recently underwent a series of intensive personnel changes involving critical positions such as Vice President of Commercial and Channel Marketing Director. For instance, Xu Bei will step down from her role as Vice President of Commercial for China to take on a new internal appointment; Zong Pengfei has been appointed Senior Director of Channel Marketing to drive channel transformation; and Paulo Alonso will assume the role of Senior Director of Xianfenggou (Budweiser’s digital sales platform in China) to advance digital sales initiatives. Additionally, Fabio Sala took over as President of Budweiser China on January 1, 2025, filling a position vacant for three years. These adjustments focus on commercial functions, aiming to optimize sales, marketing, and channel management to address market competition and shifting consumer demands.

Budweiser APAC’s performance report shows that in 2024, the company recorded revenues of $6.246 billion, down 8.9% year-over-year, and a net profit of $726 million, a 14.79% decrease from the previous year. The Chinese market underperformed, with sales volume dropping 11.8% and market share declining by 149 basis points. In response, Budweiser APAC has set market share growth as its top priority in China for 2025, planning to achieve this through brand portfolio optimization, channel expansion, and product innovation. Jan Craps stated that Budweiser will remain the flagship brand, while the company shifts resources from the ultra-premium segment to the “core++” segment to align with current consumption trends. Additionally, Budweiser plans to refresh the packaging of its namesake brand and continue investing in ultra-premium products to prepare for a future market recovery.

0

打赏

表情 点击这里取消回复。