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雅培败走中国,洋奶粉不灵了

未来一年,将于各方合作逐步停止在中国大陆市场上雅培婴幼儿及儿童营养产品业务。目前,消费者仍然可以在线

洋奶粉在中国不灵了吗?

12月14日,雅培表示未来将逐步停止中国大陆市场的婴幼儿和儿童营养产品的运营和销售,包括菁挚,恩美力,亲护,喜康宝,小安素等品牌。同时表示,中国大陆跨境电子商务平台不受影响,将继续运营,雅培在中国的其他业务也不受影响。

未来一年,将于各方合作逐步停止在中国大陆市场上雅培婴幼儿及儿童营养产品业务。目前,消费者仍然可以在线上线下各渠道购买相关产品,并获得相应客服支持,其将与合作伙伴一起努力确保业务平稳过渡。

这意味着,这个曾经排在中国市场前五名的奶粉品牌,在中国市场的风光已经不再了。

01一度风光无两

据公开资料显示,1888年,雅培由创办人华莱士·雅培博士在美国芝加哥成立,最初是一家制药公司。后来雅培的业务范围不断扩大,逐渐发展成一家多元化的医药及营养品巨头。而早在20世纪30年代,雅培就已在中国开展业务,并自1988年经营。

在近30年深耕中国市场中,雅培为中国消费者提供各种营养品、药品和医疗产品。目前,雅培除了在上海设立了中国总部之外,还建立了16个办事处、4家工厂和2个研发中心,拥有6000多名员工。

2016年,中国婴幼儿奶粉市占率前四名品牌全部是外资,惠氏/雀巢(15%)居首,身后是雅培、达能、美赞臣三分天下,市占率约在8%。然后才是美素佳儿(6%)、伊利(6%)、贝因美(4%)、飞鹤(4%)等。

2017年,排名前五的婴幼儿奶粉品牌中,获得生产许可证最多的为雀巢(含惠氏)和雅培,分别有8个工厂获得生产许可。

2019年雅培“菁挚有机日”元年启动仪式上,雅培营养品业务北亚区副总裁嘉雷诺(Renaud Gabay)先生表示:“在中国有机奶粉品类市场中,菁挚有机市场占有率名列第一,平均每2个喝有机奶粉的宝宝中,就有1个选择菁挚”。

然而到了2019-2021年,据欧睿数据,按国内奶粉零售额计算,雅培奶粉的市场份额分别为4.9%、4.1%和3.6%,在华份额持续下滑。到了2022年,进一步下滑至3.1%,排名第9,落后于飞鹤的20.4%、伊利(含澳优)的14.4%,也低于同为海外品牌的达能的12%、雀巢的10%。

实际上,雅培走到今天不是完全没有征兆的。在壹览商业看来,主要原因在于产品、组织和行业变化三个方面。

02产品问题

自从雅培进入中国以来,产品问题似乎就没有断过。 

2002年,被曝奶粉在生产线含细小铁质微粒的润滑油污染。 

2008年,由于产品在出厂时密封不善,导致罐中奶粉被氧化,婴儿出现反胃、呕吐、腹泻等症状;同年11月的三聚氰胺事件,雅培再一次落马等等,美国食品和药物管理局检出美赞臣和雀巢奶粉含微量三聚氰酸,雅培自查亦发现三聚氰胺。

2013年,雅培奶粉被消费者质疑其导致女婴性早熟;同年雅培奶粉声称卷入恒天然毒菌乌龙门事件。

2016年,备受关注的上海1.7万罐假奶粉案件,“雅培”也深陷其中,成为此次假奶粉案件中首个披露的奶粉品牌。

2019年,菲律宾食品和药物管理局发布公告称,雅培因“产品标签说明与制备勺尺寸”不同,可能发生喂养风险。彼时,雅培的某批次婴幼儿奶粉被召回。同年,加拿大食品检验局公告称,因某批次特殊医学用途婴幼儿配方奶粉腐败变质,雅培涉事奶粉被召回。

2020年,中国香港消委会通报15款婴儿配方奶粉检测结果,全部样本均含有污染物氯丙二醇,其中九款含致癌物环氧丙醇,雅培的产品便被列入其中。

2021年,雅培又被爆出香兰素等食品安全问题。彼时,上海市市场监督管理局对雅培的处罚内容为没收物品,没收违法所得343.74万元,罚款909.31万元。

几乎每年都会出现问题的雅培,屡次在食品安全问题上跌跟头,究其原因和雅培自己的组织管理问题也逃不了干系。

03人事变动频繁

据壹览商业观察,雅培奶粉从2018年之后市占率出现明显下滑的这段时间,其内部人事调整也异常频繁。

2018年4月,原达能纽迪希亚生命早期营养品电商负责人黄伟川,出任雅培营养品部大中华区电子商务负责人。

黄伟川上任后,雅培在线上利用自杀式的低价折扣以及向"社交"电商补贴性的压货来拉涨业绩。线上常年不控价,导致线上线下渠道价格紊乱,实体门店销量下滑严重,经销商的信心大受打击,雅培市场份额也开始持续缩减。

同年7月,雅培又宣布John Sun出任雅培中国区销售总经理。而此前John Sun一直是美赞臣的中国区销售总经理。

2018年下半年,据多家媒体报道,雅培还挖到了美赞臣的一个产品总监来负责管理雅培整个的奶粉全线产品。但却因定位混乱导致雅培菁智系列的蓝罐和绿罐两条产品线在在市场上没有声量,就连主流论坛宝宝树、妈妈网等平台上都不见其踪影。

10月,雅培任命Robert Ford为新COO;

11月,雅培宣布原药品部中国区总经理嘉雷诺(Renaud Gabay)将担任雅培营养品部北亚区VP;

12月,雅培宣布雅培营养品部北亚区CEO邱肇祥离职。

2019年2月,雅培任命原默克中国普药及内分泌事业部负责人金方千为雅培药品部中国区总经理;

11月,雅培首席执行官白千里(Miles D.White)宣布自己将在明年辞职,而接替他职位的是Robert B. Ford。

2020年初,雅培首席财务官Brian Yoor退休,由公司财务高级副总裁兼财务总监Robert Funck接任。

公司现任首席财务官Brian Yoor于2月29日退休,由公司财务高级副总裁兼财务总监Robert Funck接任,任命于3月1日起生效。

要知道企业的发展需要内部正确的战略排布及高效执行,高层频繁变动,只会加剧企业内耗。雅培上层的斗争与混乱,进一步加剧了雅培的经营惨状。

与2021同期相比,2022年前9个月国际儿科营养品销售额下降了4.6%,这一下降也正反映大中华区婴儿类别的市场动态所带来的挑战性影响,抵消了雅培在东南亚各国的增长。即使雅培并未公布各个国家的销售数据,但销售额的下滑与中国市场的表现相关也是确定的事实。

04谁抢走了雅培的市场

事实上,雅培在中国市场走下坡路,并非个例。

近几年,包括雅培在内的海外奶粉品牌在中国市场都受到了不小的挑战,反而是本土奶粉品牌的市占率持续提升。据公开资料显示,2018年整个中国奶粉市场格局是国内占45%,国外占55%。如今这个市场格局正在被改写。

据欧睿数据,近几年本土奶粉产业加速发展,国产品牌抓住了政策红利及渠道变迁带来的机会,截至2020年,国产奶粉份额已经达到53%。,CR10中国产品牌的占比上升至38%。其中飞鹤奶粉已经超越惠氏成为第一,占比达到14.8%。

而国产奶粉的崛起也并不让人意外。

一方面,是民族自信。在国外奶粉畅销的那段时间,消费者多是60后与70后,这些人中的很大一部分人都坚定的认为国外的某些发展比国内先进。但是随着中国经济发展壮大,80后、90后成为生育的主力军,这些消费者普遍有着更强的民族自信,这种自信也是国潮发展的重要基础。

另一方面,在2008年三聚氰胺事件之后,国内对奶粉安全越来越重视。有了全产业链模式的建设、奶粉生产全程可溯源等等,各项指标都在进步,向国际看齐,甚至有些标准更加严格。

在这种情况之下,雅培的掉队似乎也并不让人意外,业务拓展不顺利,品牌声誉也因为接连的负面事件受到影响。独立乳业分析师宋亮也向第一财经记者表示,在中国市场,相比于其他更赚钱的业务,雅培的婴幼儿营养业务目前确实有些“鸡肋”,主动收缩也在意料之中。