Townhall第一季度员工大会 汇总

2021Q1Townhallmeeting2021第一季度员工大会Jan.21,2021,Guangzhou2021年1月21日，广州Agenda

议程2021BusinessReview2021年生意回忆2021Priorities&HTW2021年重点举措Q&A问答环节SolidandSustainableGrowth稳中取胜，赢在中国Volume10%200mioCost销量支出Wemadethefirststride,butstillwayahead我们迈出了坚实一步，但路途仍遥远2021Overallperformance

公司总体表现Achievements:EBITimprovementviaE&Einitiatives:通过E&E的相关举措提高了EBITOCM运营本钱管理COGSflat销货本钱保持稳定Breweryclosure产能优化Modelorganization组织架构模型化Valuemanagement效益管理Challenges:Marketvolumeisdropping市场容量减小LocalpowerbrandsinourstrongholdareattackedbyNationalbrands外乡强势品牌受全国性品牌冲击MOFTdevelopmentbehindmarket现代渠道开展滞后于市场EAcontinuestobleed东部资产持续受挫Over-capacity/breweriesclosure生产过剩/工厂优化Tuborgvolumegrowth&increasedGBC乐堡销量增长，品牌奉献率提升Marketsharegrowinadecliningmarket在衰退的市场中保持市场份额增长4Businessenvironmentstillchallenging行业环境依然充满挑战ChinaMarketOverview

中国市场概况DecliningVolume销量下滑GrowingValue价值上升6ChannelOverview

渠道概况Off-tradegrowing

非现饮渠道消费增长MOFTovertakesTOFTasbiggestchannel现代渠道超过传统渠道成为最大渠道7Andstarttoswitchthespendingfromtraditionalmediatodigital开始从传统媒体转向数字媒体

8EnhanceE&E

提高效果和效率

RestoreEBITgrowth

恢复盈利增长Growmarketshare

提升市场份额OneChinaoperation一个嘉士伯中国

Strengthenbrand

portfolio加强产品组合Accomplishmentof2021HTWs

2021年重点举措完成情况√√√√√Increasevolume提升销量

XCarlsbergChinainfocus:Criticalmeasures

嘉士伯中国专注点：关键指标CarlsbergChinainfocus:Criticalmeasures

嘉士伯中国专注点：关键指标NetRevenue净收入ATL(Equity)线上投入BTL&TradeDiscounts线下投入与商业折扣OPEX营运费用Criticalmeasures关键指标

Ourobjectives我们的目标20212021年6within10%低于10%beyond10%高于10%Inlinewithourobjectives符合目标15Bvs.14A15Avs.15B12CarlsbergChinainfocus:People

嘉士伯中国专注点：员工HighPerformanceCulture高绩效文化建设Reward&Recognition嘉奖与认可Learning&Development学习与开展People员工CarlsbergChinainfocus:HighPerformanceCulture

嘉士伯中国专注点：高绩效文化建设PMCoverageExpend扩大绩效管理的目标人群486supervisorlevelemployeeswerenewlyincludedin2021ChinaPeopleBoards.486位主管级别员工的绩效被新纳入到2021年全国人才评估会议中被讨论并校准。4,677responsesontheQualityCheckforObjectiveSetting&Mid-Year-Review

4,677人次在目标设定和中期绩效回忆的质量调查中提供了反响。PMQualitySurvey绩效管理质量调查149sessionsofPMrefreshmenttrainings.

149

场绩效管理强化培训PMRefreshmentTraining绩效管理强化培训2,100+participantsweretrained.

2,100+

人次参加了绩效管理强化培训1,999employeeswerenewlycoveredinthePerformanceManagementCycle/Process,include…598Officepeeremployees472Fieldsales929SCfront-lineemployees1,999位员工被新纳入到绩效管理周期/流程里，包括：598位办公室人员472位一线销售929位供给链一线员工95%+

surveyparticipantsknowswhataretheirKPIs,howtheyarelinkedtothecompanygoal,andhowtheyaremeasured.

95%以上受访者了解他们的目标是什么，并知道自己的目标是如何与公司目标相关联的，以及自己是如何被衡量的。95%+surveyparticipantsthinksthattheirlinemanagersupportstheirworkanddevelopment

95%以上受访者认为他们的经理支持员工的工作和开展。CarlsbergChinainfocus:Reward&Recognition

嘉士伯中国专注点：嘉奖与认可ChinaReward&RecognitionProgram中国区嘉奖与表彰工程DragonAwards

销售龙腾大奖SCExcellenceAwards

卓越供应链OntheSpotSwards.

即时嘉许奖1,366PeriodicStrategyAwards

战略贡献阶段奖48AnnualStrategyAwards

年度战略贡献奖86

CPH

TripRepresentatives

被派到哥本哈根的代表83TrainingStars

“培训之星”17ExcellentCoaches&Mentors

优秀辅导员”和“优秀导师”8OtherSpecificAwards其他特别奖项CarlsbergChinainfocus:Learning&Development

嘉士伯中国专注点：学习与开展CapabilityBuildinginCarlsbergChina20212021年嘉士伯中国的组织能力建设No.ofTrainingParticipants培训学员总人次Growfromwithin-China20212021年全国内部员工职业开展情况Growfromwithin-BU20212021年各业务单元员工职业开展情况Total

TrainingHours总体培训小时数TrainingHoursperHC人均培训小时数#

ofInternalTrainers内部讲师数量Averagetrainingsatisfaction课程平均满意度67,360(

23%

)6.4(45%)126(

24%)4.65(

Keep)8,383(

136%

)85%Supervisorandabovevacancieswerefilledbyinternalemployees主管级别以上岗位空缺由内部员工填补Overall

全国16CarlsbergChinainfocus:FHshighlight

嘉士伯中国专注点：各部门成果展示Carlsbergmadereadytoconquerpremiumsegmentgrowth嘉士伯品牌销量持续上涨TuborgChinanowbiggestmarketintheworldtobringsolidprofit乐堡开始盈利Channeldriven/growthandbrandactivation渠道驱动，开展以及品牌活动Consumers,BrandsandInnovation

消费者，品牌以及创新CarlsbergChinainfocus:CCThighlight

嘉士伯中国专注点：各部门成果展示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

嘉士伯中国专注点：各部门成果展示Channeldriven/growthandbrandactivation渠道驱动，开展以及品牌活动DragoninCBCandCIB建立龙腾在CBC地区导入，加强CIB区域实施Customers客户StartVMjourneyDistributorManagementModelWorkshopinNingxia分销商管理模型宁夏讨论会CBCDragonImplementationbyCovering300+SS&SRCBC通过300多场SS&SR执行龙腾220+E-SalesMobileEndInstallationSalesDriverReportDevelopment220多个电子销售移动终端安装开展销售驱动报表CarlsbergChinainfocus:CCThighlight

嘉士伯中国专注点：各部门成果展示35+Training,600+ParticipantsCIB26-weekon-siteOrientation超过35场培训，600多名参与者CIB26周现场培训CarlsbergChinainfocus:CCThighlight

嘉士伯中国专注点：各部门成果展示Upgrade&UpdateChannelGuidelinestoreflectchangesinthemarketacrossallBUs升级和更新渠道指引，反映各BU市场动态RollingoutcycleplanningwithmastercalendarasclearlinkagetoOCMprinciples制作周期规划，与OCM原那么紧密相连DriverVMrollingoutandimplementationwithcollaborationacrossBUsandfunctions启动价值管理驱动，与各UV和职能部门协作执行21CarlsbergChinainfocus:FHshighlight

嘉士伯中国专注点：各部门成果展示EHS环境平安和健康Effectiveness&Efficiency效果与效率Supplychainnetwork供给链网络优化SupplyChainEfficiencies供给链效率TuborgLocalProduction乐堡本地化生产ProductivityImprovement人员生产率提升FlatCOGS生产本钱控制增长CBC/EAQuality重啤和东部资产产品质量Standardization&Centralization标准化以及集约化TigerandLeanTPM虎跃和精益生产NingxiaHuizhouSichuanYunnanHunanZhejiangAnhuiXinjiangShaanxiCarlsbergChinainfocus:SChighlight

嘉士伯中国专注点：供给链成果展示ChongqingProductivity(HL/FTE)improved12%人工效率提升12%CustomercomplaintinEAreducedby82%东部资产客户投诉率下降82%LOSTTimeAccidentsreducedby67%损失工时工伤下降67%Firstyeartomaintain/reduceCOGS/HL首次每百升酒本钱维持甚至降低309millioncostsavingin2021全年本钱节省实现3.09亿元Firsttimeinhistoryrealized“ZERO〞OOSpeakseasoninCBC-MD重啤马大历史上首次实现旺季0断货ExtractLossreduced10%酒损降低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项目ProjectUniteUnite项目CarlsbergChinainfocus:Financehighlight

嘉士伯中国专注点：财务部成果展示Productivity提高生产力Simplification&Standardization简化与标准化Costsavings本钱节约Businessmodeltransformation业务模式转型AsiaCOA亚洲会计科目表Standardcosting标准本钱法AOCMZBB零基预算ROICtraining资本回报率培训24CarlsbergChinainfocus:FHshighlight

嘉士伯中国专注点：各部门成果展示EnhanceourReputationasNationalBrewer加强嘉士伯中国的企业声誉IntegrateCSRthroughoutourvaluechain将企业社会责任结合到价值链中Enhanceinternalcommunication加强内部沟通SocietyandReputation社区与声誉CarlsbergChinainfocus:CAhighlight

嘉士伯中国专注点：企业事务部成果展示FacilitateBreweryOptimization协助产能优化Maintaingovernmentrelationsforsubsidies

对外持续维护良好政府关系

Raiseindustrialpositionthroughpublicaffairs

通过公共事务不断提升行业地位SustainableDevelopment可持续开展GoGreen绿色酿造商方案绿色办公绿色生活地球一小时社区互动绿色出行CarlsbergChinainfocus:CAhighlight

嘉士伯中国专注点：企业事务部成果展示TownHallMeeting员工大会GreatNews嘉讯企业月刊BulletinBoard公告栏InternalComms内部沟通CarlsbergChinainfocus:CAhighlight

嘉士伯中国专注点：企业事务部成果展示Agenda

议程2021BusinessReview2021年生意回忆2021Priorities&HTW2021年重点举措Q&A问答环节SolidandSustainableGrowth稳中取胜，赢在中国Sail2022扬帆22FundtheJourney资‘援’新征程...TodayTwoprogramshavebeenlaunched;启动两大工程

FundtheJourneyandSAIL2022资“援〞新征程扬帆22302021AsiaPriorities&HTW

2021年亚太区重点举措312021TheGroup’sPriorities

2021年嘉士伯集团的重点举措GrowthAcceleratorsCritical

EnablersFundtheJourney资‘援’新征程Communicate&engageinSail’22在“扬帆22〞上保持沟通和参与Buildfutureleaders培养未来领导人WE:GPaL&EBITmarginimprovement西欧:提高GPaL和EBITMust-Win-BattlesRU:Stoptop-/bottom-linebleeding俄罗斯:停止营收和利润损失Asia:Winbiggershareofsales&profitpools亚洲:赢取更大的销量份额和利润%322021AsiaPriorities&HTW

2021年亚太区重点举措2021CarlsbergChinaPriorities2021年嘉士伯中国重点举措ChinaPriorities中国重点举措GrowTuborg&Carlsberg;DefendLPB;乐堡和嘉士伯继续增长，保持LPBSupplychainnetworkoptimization优化供应链网络KeepCOGSflat保持销货成本稳定ContinuousE&Einitiatives继续提高效果和效率Improvingpeopleengagementandcapability提高人员参与度和能力BUpriorities业务单元重点举措33Defense

后卫Midfield中锋Attack

前锋HR人力资源Finance

财务SC供给链CCT中国区营销中心CIB&EA

嘉士伯国际品牌和东部资产YN

嘉士伯云南NX

嘉士伯宁夏CBC

嘉士伯重啤CA企业事务部Oneteam,oneCarlsbergChina同一个团队，同一个嘉士伯

Procurement采购Legal法务部352021ChinaPriorities&HTW

2021年中国区重点举措嘉士伯重啤

362021CBCPriorities&HTW

2021年重啤重点举措SellMoreBeer销售更多啤酒Makemoremoneysellingit通过销售获取更多利润Buildaperformancedrivenculture建立绩效驱动文化2021CBCPriorities&HTW

2021年重啤重点举措382021ChinaPriorities&HTW

2021年中国区重点举措嘉士伯宁夏借助国产1664拓展超高档小瓶酒市场，销量+17%Developsuperpremiumbrandwiththehelpoflocal1664;Salesincrease17%2021NXPriorities&HTW

2021年宁夏重点举措39继续以乐堡为主拓展陕甘/内蒙市场，乐堡销量增长23%DeployingTuborgasourmainbrandtoexpandShanxi/Gansu&InnerMogoliamarketTuborgsalesincreaseby23%宁南、宁北建立30个形象商圈，稳固中心市场领导地位，份额维持79%Establish30circles,stablizingthecentralmarket;Securetheleadingposition;marketsharekeepsat79%在中心市场乡镇农村提升X5，使主流高及以上占比达成55%DevelopX5incentraltownshipmarket,improvingthemarketshareofMSPremiumbrands

andabovebrandsto55%利用本地优势升级碳酸饮料&上市本地黑啤，驱动本地品类增长Utilizingtheadvantageasalocalbrandandupgradecarbonatedbeveragesandlocalstout.Drivingthegrowthoflocalbrands.402021ChinaPriorities&HTW

2021年中国区重点举措开拓乡镇市场，提升农村市场销量至1,309,743HLExpandingtownshipmarket;villagemarketvolumeincreasedto1,309,743HL驱动品牌高档化，增加利润，加强乐堡&红乌苏品牌活动，提升MS+占比Upgradingourbrandstogetmoreprofits;increasebrandactivitiesofTuborgandWusu,increasetheirmarketshare.透过勇者之路III&品牌活动稳固本地品牌销量2955KHL,LocalPowerBrandsvolumeincreasedto2955KHLthroughbrandactivities市场份额Marketshare

+6%to68%重点商圈掌控Keybusinesscontrol80%乐堡铺市Tuborgcoverage80%聚力执行，提升执行力Carriedoutwithjointefforts主流高以上占比提升2%至31%MS+above+2%to31%CMF覆盖19000家形象乡镇建设100个CMFcovering19000Building9000townsSOA覆盖7大区50片区SOAcovering7areas,50districts.422021ChinaPriorities&HTW

2021年中国区重点举措嘉士伯国际品牌及东部资产432021CIB&EAPriorities&HTW

2021年CIB&EA重点举措SustainTuborggrowthMomentumparticularlyinCentralandgrowby20%

保持乐堡增长势头尤其是中部市场，增长20%BuildSuperPremiumLeadershipwith1664,andlaunchSomersby/Master’sChoice通过做大1664、上市自然泡苹果酒、大师嘉选建立超高档领导地位BuildChillin3keymarkets.TotalCBVolgrowby9%在三个核心市场做大冰嘉。嘉士伯系列销量增长9%。GrowMOFTby30%anddeveloptraditionalTrade.现代渠道增长30%，并开展传统非现饮渠道InEast,BuildStrongPortfolioinallChannelsviaLPBandTuborg在东部市场，通过乐堡及本地品牌建立强大组合作全渠道开展EAintegratedtoCIBforsynergy,E&E.东部资产与CIB的整合，以到达协同效应及效益442021ChinaPriorities&HTW

2021年中国区重点举措嘉士伯云南2021YNPriorities&HTW

2021年云南重点举措SustainandpremiumizeDalibrand维持品牌地位，驱动大理品牌高端化DriveTuborgvolumegrowthandimproveprofitability驱动乐堡销量增长及盈利率BuildMOFTbaseforfuturegrowth为未来增长建立现代渠道基地SmoothintegrationofCIBYunnanCIB云南的顺利整合EnhanceEfficiencyandEffectiveness提高效果与效率Agenda

议程2021BusinessReview2021年生意回忆2021Prio