Townhall第一季度員工大會 匯總

2021Q1Townhallmeeting2021第一季度員工大會Jan.21,2021,Guangzhou2021年1月21日，廣州Agenda

議程2021BusinessReview2021年生意回憶2021Priorities&HTW2021年重點舉措Q&A問答環(huán)節(jié)SolidandSustainableGrowth穩(wěn)中取勝，贏在中國Volume10%200mioCost銷量支出Wemadethefirststride,butstillwayahead我們邁出了堅實一步，但路途仍遙遠2021Overallperformance

公司總體表現(xiàn)Achievements:EBITimprovementviaE&Einitiatives:通過E&E的相關(guān)舉措提高了EBITOCM運營本錢管理COGSflat銷貨本錢保持穩(wěn)定Breweryclosure產(chǎn)能優(yōu)化Modelorganization組織架構(gòu)模型化Valuemanagement效益管理Challenges:Marketvolumeisdropping市場容量減小LocalpowerbrandsinourstrongholdareattackedbyNationalbrands外鄉(xiāng)強勢品牌受全國性品牌沖擊MOFTdevelopmentbehindmarket現(xiàn)代渠道開展滯后于市場EAcontinuestobleed東部資產(chǎn)持續(xù)受挫Over-capacity/breweriesclosure生產(chǎn)過剩/工廠優(yōu)化Tuborgvolumegrowth&increasedGBC樂堡銷量增長，品牌奉獻率提升Marketsharegrowinadecliningmarket在衰退的市場中保持市場份額增長4Businessenvironmentstillchallenging行業(yè)環(huán)境依然充滿挑戰(zhàn)ChinaMarketOverview

中國市場概況DecliningVolume銷量下滑GrowingValue價值上升6ChannelOverview

渠道概況Off-tradegrowing

非現(xiàn)飲渠道消費增長MOFTovertakesTOFTasbiggestchannel現(xiàn)代渠道超過傳統(tǒng)渠道成為最大渠道7Andstarttoswitchthespendingfromtraditionalmediatodigital開始從傳統(tǒng)媒體轉(zhuǎn)向數(shù)字媒體

8EnhanceE&E

提高效果和效率

RestoreEBITgrowth

恢復(fù)盈利增長Growmarketshare

提升市場份額OneChinaoperation一個嘉士伯中國

Strengthenbrand

portfolio加強產(chǎn)品組合Accomplishmentof2021HTWs

2021年重點舉措完成情況√√√√√Increasevolume提升銷量

XCarlsbergChinainfocus:Criticalmeasures

嘉士伯中國專注點：關(guān)鍵指標CarlsbergChinainfocus:Criticalmeasures

嘉士伯中國專注點：關(guān)鍵指標NetRevenue凈收入ATL(Equity)線上投入BTL&TradeDiscounts線下投入與商業(yè)折扣OPEX營運費用Criticalmeasures關(guān)鍵指標

Ourobjectives我們的目標20212021年6within10%低于10%beyond10%高于10%Inlinewithourobjectives符合目標15Bvs.14A15Avs.15B12CarlsbergChinainfocus:People

嘉士伯中國專注點：員工HighPerformanceCulture高績效文化建設(shè)Reward&Recognition嘉獎與認可Learning&Development學(xué)習(xí)與開展People員工CarlsbergChinainfocus:HighPerformanceCulture

嘉士伯中國專注點：高績效文化建設(shè)PMCoverageExpend擴大績效管理的目標人群486supervisorlevelemployeeswerenewlyincludedin2021ChinaPeopleBoards.486位主管級別員工的績效被新納入到2021年全國人才評估會議中被討論并校準。4,677responsesontheQualityCheckforObjectiveSetting&Mid-Year-Review

4,677人次在目標設(shè)定和中期績效回憶的質(zhì)量調(diào)查中提供了反響。PMQualitySurvey績效管理質(zhì)量調(diào)查149sessionsofPMrefreshmenttrainings.

149

場績效管理強化培訓(xùn)PMRefreshmentTraining績效管理強化培訓(xùn)2,100+participantsweretrained.

2,100+

人次參加了績效管理強化培訓(xùn)1,999employeeswerenewlycoveredinthePerformanceManagementCycle/Process,include…598Officepeeremployees472Fieldsales929SCfront-lineemployees1,999位員工被新納入到績效管理周期/流程里，包括：598位辦公室人員472位一線銷售929位供給鏈一線員工95%+

surveyparticipantsknowswhataretheirKPIs,howtheyarelinkedtothecompanygoal,andhowtheyaremeasured.

95%以上受訪者了解他們的目標是什么，并知道自己的目標是如何與公司目標相關(guān)聯(lián)的，以及自己是如何被衡量的。95%+surveyparticipantsthinksthattheirlinemanagersupportstheirworkanddevelopment

95%以上受訪者認為他們的經(jīng)理支持員工的工作和開展。CarlsbergChinainfocus:Reward&Recognition

嘉士伯中國專注點：嘉獎與認可ChinaReward&RecognitionProgram中國區(qū)嘉獎與表彰工程DragonAwards

銷售龍騰大獎SCExcellenceAwards

卓越供應(yīng)鏈OntheSpotSwards.

即時嘉許獎1,366PeriodicStrategyAwards

戰(zhàn)略貢獻階段獎48AnnualStrategyAwards

年度戰(zhàn)略貢獻獎86

CPH

TripRepresentatives

被派到哥本哈根的代表83TrainingStars

“培訓(xùn)之星”17ExcellentCoaches&Mentors

優(yōu)秀輔導(dǎo)員”和“優(yōu)秀導(dǎo)師”8OtherSpecificAwards其他特別獎項CarlsbergChinainfocus:Learning&Development

嘉士伯中國專注點：學(xué)習(xí)與開展CapabilityBuildinginCarlsbergChina20212021年嘉士伯中國的組織能力建設(shè)No.ofTrainingParticipants培訓(xùn)學(xué)員總?cè)舜蜧rowfromwithin-China20212021年全國內(nèi)部員工職業(yè)開展情況Growfromwithin-BU20212021年各業(yè)務(wù)單元員工職業(yè)開展情況Total

TrainingHours總體培訓(xùn)小時數(shù)TrainingHoursperHC人均培訓(xùn)小時數(shù)#

ofInternalTrainers內(nèi)部講師數(shù)量Averagetrainingsatisfaction課程平均滿意度67,360(

23%

)6.4(45%)126(

24%)4.65(

Keep)8,383(

136%

)85%Supervisorandabovevacancieswerefilledbyinternalemployees主管級別以上崗位空缺由內(nèi)部員工填補Overall

全國16CarlsbergChinainfocus:FHshighlight

嘉士伯中國專注點：各部門成果展示Carlsbergmadereadytoconquerpremiumsegmentgrowth嘉士伯品牌銷量持續(xù)上漲TuborgChinanowbiggestmarketintheworldtobringsolidprofit樂堡開始盈利Channeldriven/growthandbrandactivation渠道驅(qū)動，開展以及品牌活動Consumers,BrandsandInnovation

消費者，品牌以及創(chuàng)新CarlsbergChinainfocus:CCThighlight

嘉士伯中國專注點：各部門成果展示Focuson1brand:Chill“Probably”brandpositionPremiumisationontrackV8sales:+11%NS/HL:+4%Marketshare:+2%RegainmarketshareUp5.5%

from60.7%to66.2%AcceleratePremiumisationMS+:upto32%from24%StreamlinetheSKUintoT3,T6andT9pricesegmentsOnepowerlocalbrand:ChongqingUnaidedbrandawareness:+36%3MHLE&Eonmusicfestival18CarlsbergChinainfocus:FHshighlight

嘉士伯中國專注點：各部門成果展示Channeldriven/growthandbrandactivation渠道驅(qū)動，開展以及品牌活動DragoninCBCandCIB建立龍騰在CBC地區(qū)導(dǎo)入，加強CIB區(qū)域?qū)嵤〤ustomers客戶StartVMjourneyDistributorManagementModelWorkshopinNingxia分銷商管理模型寧夏討論會CBCDragonImplementationbyCovering300+SS&SRCBC通過300多場SS&SR執(zhí)行龍騰220+E-SalesMobileEndInstallationSalesDriverReportDevelopment220多個電子銷售移動終端安裝開展銷售驅(qū)動報表CarlsbergChinainfocus:CCThighlight

嘉士伯中國專注點：各部門成果展示35+Training,600+ParticipantsCIB26-weekon-siteOrientation超過35場培訓(xùn)，600多名參與者CIB26周現(xiàn)場培訓(xùn)CarlsbergChinainfocus:CCThighlight

嘉士伯中國專注點：各部門成果展示Upgrade&UpdateChannelGuidelinestoreflectchangesinthemarketacrossallBUs升級和更新渠道指引，反映各BU市場動態(tài)RollingoutcycleplanningwithmastercalendarasclearlinkagetoOCMprinciples制作周期規(guī)劃，與OCM原那么緊密相連DriverVMrollingoutandimplementationwithcollaborationacrossBUsandfunctions啟動價值管理驅(qū)動，與各UV和職能部門協(xié)作執(zhí)行21CarlsbergChinainfocus:FHshighlight

嘉士伯中國專注點：各部門成果展示EHS環(huán)境平安和健康Effectiveness&Efficiency效果與效率Supplychainnetwork供給鏈網(wǎng)絡(luò)優(yōu)化SupplyChainEfficiencies供給鏈效率TuborgLocalProduction樂堡本地化生產(chǎn)ProductivityImprovement人員生產(chǎn)率提升FlatCOGS生產(chǎn)本錢控制增長CBC/EAQuality重啤和東部資產(chǎn)產(chǎn)品質(zhì)量Standardization&Centralization標準化以及集約化TigerandLeanTPM虎躍和精益生產(chǎn)NingxiaHuizhouSichuanYunnanHunanZhejiangAnhuiXinjiangShaanxiCarlsbergChinainfocus:SChighlight

嘉士伯中國專注點：供給鏈成果展示ChongqingProductivity(HL/FTE)improved12%人工效率提升12%CustomercomplaintinEAreducedby82%東部資產(chǎn)客戶投訴率下降82%LOSTTimeAccidentsreducedby67%損失工時工傷下降67%Firstyeartomaintain/reduceCOGS/HL首次每百升酒本錢維持甚至降低309millioncostsavingin2021全年本錢節(jié)省實現(xiàn)3.09億元Firsttimeinhistoryrealized“ZERO〞OOSpeakseasoninCBC-MD重啤馬大歷史上首次實現(xiàn)旺季0斷貨ExtractLossreduced10%酒損降低10%-67%20212021-2%2021192,42021196,2-32%202120211.215-10%20214,620215,169,02021202164,0+8%1,8202120219,8-82%+12%2.64420212.9612021ProjectPromotePromote項目ProjectUniteUnite項目CarlsbergChinainfocus:Financehighlight

嘉士伯中國專注點：財務(wù)部成果展示Productivity提高生產(chǎn)力Simplification&Standardization簡化與標準化Costsavings本錢節(jié)約Businessmodeltransformation業(yè)務(wù)模式轉(zhuǎn)型AsiaCOA亞洲會計科目表Standardcosting標準本錢法AOCMZBB零基預(yù)算ROICtraining資本回報率培訓(xùn)24CarlsbergChinainfocus:FHshighlight

嘉士伯中國專注點：各部門成果展示EnhanceourReputationasNationalBrewer加強嘉士伯中國的企業(yè)聲譽IntegrateCSRthroughoutourvaluechain將企業(yè)社會責(zé)任結(jié)合到價值鏈中Enhanceinternalcommunication加強內(nèi)部溝通SocietyandReputation社區(qū)與聲譽CarlsbergChinainfocus:CAhighlight

嘉士伯中國專注點：企業(yè)事務(wù)部成果展示FacilitateBreweryOptimization協(xié)助產(chǎn)能優(yōu)化Maintaingovernmentrelationsforsubsidies

對外持續(xù)維護良好政府關(guān)系

Raiseindustrialpositionthroughpublicaffairs

通過公共事務(wù)不斷提升行業(yè)地位SustainableDevelopment可持續(xù)開展GoGreen綠色釀造商方案綠色辦公綠色生活地球一小時社區(qū)互動綠色出行CarlsbergChinainfocus:CAhighlight

嘉士伯中國專注點：企業(yè)事務(wù)部成果展示TownHallMeeting員工大會GreatNews嘉訊企業(yè)月刊BulletinBoard公告欄InternalComms內(nèi)部溝通CarlsbergChinainfocus:CAhighlight

嘉士伯中國專注點：企業(yè)事務(wù)部成果展示Agenda

議程2021BusinessReview2021年生意回憶2021Priorities&HTW2021年重點舉措Q&A問答環(huán)節(jié)SolidandSustainableGrowth穩(wěn)中取勝，贏在中國Sail2022揚帆22FundtheJourney資‘援’新征程...TodayTwoprogramshavebeenlaunched;啟動兩大工程

FundtheJourneyandSAIL2022資“援〞新征程揚帆22302021AsiaPriorities&HTW

2021年亞太區(qū)重點舉措312021TheGroup’sPriorities

2021年嘉士伯集團的重點舉措GrowthAcceleratorsCritical

EnablersFundtheJourney資‘援’新征程Communicate&engageinSail’22在“揚帆22〞上保持溝通和參與Buildfutureleaders培養(yǎng)未來領(lǐng)導(dǎo)人WE:GPaL&EBITmarginimprovement西歐:提高GPaL和EBITMust-Win-BattlesRU:Stoptop-/bottom-linebleeding俄羅斯:停止營收和利潤損失Asia:Winbiggershareofsales&profitpools亞洲:贏取更大的銷量份額和利潤%322021AsiaPriorities&HTW

2021年亞太區(qū)重點舉措2021CarlsbergChinaPriorities2021年嘉士伯中國重點舉措ChinaPriorities中國重點舉措GrowTuborg&Carlsberg;DefendLPB;樂堡和嘉士伯繼續(xù)增長，保持LPBSupplychainnetworkoptimization優(yōu)化供應(yīng)鏈網(wǎng)絡(luò)KeepCOGSflat保持銷貨成本穩(wěn)定ContinuousE&Einitiatives繼續(xù)提高效果和效率Improvingpeopleengagementandcapability提高人員參與度和能力BUpriorities業(yè)務(wù)單元重點舉措33Defense

后衛(wèi)Midfield中鋒Attack

前鋒HR人力資源Finance

財務(wù)SC供給鏈CCT中國區(qū)營銷中心CIB&EA

嘉士伯國際品牌和東部資產(chǎn)YN

嘉士伯云南NX

嘉士伯寧夏CBC

嘉士伯重啤CA企業(yè)事務(wù)部Oneteam,oneCarlsbergChina同一個團隊，同一個嘉士伯

Procurement采購Legal法務(wù)部352021ChinaPriorities&HTW

2021年中國區(qū)重點舉措嘉士伯重啤

362021CBCPriorities&HTW

2021年重啤重點舉措SellMoreBeer銷售更多啤酒Makemoremoneysellingit通過銷售獲取更多利潤Buildaperformancedrivenculture建立績效驅(qū)動文化2021CBCPriorities&HTW

2021年重啤重點舉措382021ChinaPriorities&HTW

2021年中國區(qū)重點舉措嘉士伯寧夏借助國產(chǎn)1664拓展超高檔小瓶酒市場，銷量+17%Developsuperpremiumbrandwiththehelpoflocal1664;Salesincrease17%2021NXPriorities&HTW

2021年寧夏重點舉措39繼續(xù)以樂堡為主拓展陜甘/內(nèi)蒙市場，樂堡銷量增長23%DeployingTuborgasourmainbrandtoexpandShanxi/Gansu&InnerMogoliamarketTuborgsalesincreaseby23%寧南、寧北建立30個形象商圈，穩(wěn)固中心市場領(lǐng)導(dǎo)地位，份額維持79%Establish30circles,stablizingthecentralmarket;Securetheleadingposition;marketsharekeepsat79%在中心市場鄉(xiāng)鎮(zhèn)農(nóng)村提升X5，使主流高及以上占比達成55%DevelopX5incentraltownshipmarket,improvingthemarketshareofMSPremiumbrands

andabovebrandsto55%利用本地優(yōu)勢升級碳酸飲料&上市本地黑啤，驅(qū)動本地品類增長Utilizingtheadvantageasalocalbrandandupgradecarbonatedbeveragesandlocalstout.Drivingthegrowthoflocalbrands.402021ChinaPriorities&HTW

2021年中國區(qū)重點舉措開拓鄉(xiāng)鎮(zhèn)市場，提升農(nóng)村市場銷量至1,309,743HLExpandingtownshipmarket;villagemarketvolumeincreasedto1,309,743HL驅(qū)動品牌高檔化，增加利潤，加強樂堡&紅烏蘇品牌活動，提升MS+占比Upgradingourbrandstogetmoreprofits;increasebrandactivitiesofTuborgandWusu,increasetheirmarketshare.透過勇者之路III&品牌活動穩(wěn)固本地品牌銷量2955KHL,LocalPowerBrandsvolumeincreasedto2955KHLthroughbrandactivities市場份額Marketshare

+6%to68%重點商圈掌控Keybusinesscontrol80%樂堡鋪市Tuborgcoverage80%聚力執(zhí)行，提升執(zhí)行力Carriedoutwithjointefforts主流高以上占比提升2%至31%MS+above+2%to31%CMF覆蓋19000家形象鄉(xiāng)鎮(zhèn)建設(shè)100個CMFcovering19000Building9000townsSOA覆蓋7大區(qū)50片區(qū)SOAcovering7areas,50districts.422021ChinaPriorities&HTW

2021年中國區(qū)重點舉措嘉士伯國際品牌及東部資產(chǎn)432021CIB&EAPriorities&HTW

2021年CIB&EA重點舉措SustainTuborggrowthMomentumparticularlyinCentralandgrowby20%

保持樂堡增長勢頭尤其是中部市場，增長20%BuildSuperPremiumLeadershipwith1664,andlaunchSomersby/Master’sChoice通過做大1664、上市自然泡蘋果酒、大師嘉選建立超高檔領(lǐng)導(dǎo)地位BuildChillin3keymarkets.TotalCBVolgrowby9%在三個核心市場做大冰嘉。嘉士伯系列銷量增長9%。GrowMOFTby30%anddeveloptraditionalTrade.現(xiàn)代渠道增長30%，并開展傳統(tǒng)非現(xiàn)飲渠道InEast,BuildStrongPortfolioinallChannelsviaLPBandTuborg在東部市場，通過樂堡及本地品牌建立強大組合作全渠道開展EAintegratedtoCIBforsynergy,E&E.東部資產(chǎn)與CIB的整合，以到達協(xié)同效應(yīng)及效益442021ChinaPriorities&HTW

2021年中國區(qū)重點舉措嘉士伯云南2021YNPriorities&HTW

2021年云南重點舉措SustainandpremiumizeDalibrand維持品牌地位，驅(qū)動大理品牌高端化DriveTuborgvolumegrowthandimproveprofitability驅(qū)動樂堡銷量增長及盈利率BuildMOFTbaseforfuturegrowth為未來增長建立現(xiàn)代渠道基地SmoothintegrationofCIBYunnanCIB云南的順利整合EnhanceEfficiencyandEffectiveness提高效果與效率Agenda

議程2021BusinessReview2021年生意回憶2021Prio