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CE:快速消费品一直被认为是最抗跌的行业,为什么会出现这样大幅度下滑?曾锡文:2014年中国市场最大的变化是一线城市销售放缓,大超市这类现代通路出现关店潮,而我们的销售主要分布在一线城市,其中70%以上依赖现代通路,个别城市能达到80%。2014年联合利华在一线城市的销售只增长了3%,而二三线城市有10%以上的增长。另外过去一年,我们在家乐福等大客户处有一些主动清库存的动作,所以销售额有下降,但是联合利华的市场占有率并没有降低。
CE: FMCG has always been considered the most defensive industry, why such a significant decline? Zeng Xiwen: The biggest change in the Chinese market in 2014 is the slowdown in sales in first-tier cities, large stores such modern channels appear off shop, and we Of the sales are mainly distributed in first-tier cities, of which more than 70% rely on modern access, individual cities can reach 80%. In 2014, Unilever sales in first-tier cities only increased by 3%, while the second and third tier cities have more than 10% growth. In addition, in the past year, we have some initiatives such as Carrefour to clean inventory, so sales have declined, but Unilever’s market share did not decrease.