Kraft Heinz recently made significant senior management adjustments in the Chinese market, appointing Xiao Gaoqiu as Managing Director for China. This marks the first time in five years that the role has been independently established and the first time in nine years that a local executive has taken the helm.

Meanwhile, Li Wen, a seasoned sales veteran from Nestlé, has been appointed as Chief Commercial Officer. Xiao Gaoqiu previously oversaw operations, procurement, and sustainability for Kraft Heinz’s Asia region, bringing extensive local and international experience. He has driven the digital transformation of the supply chain and plans to extend China’s digital expertise globally. Li Wen, with over 26 years of sales experience, excels in omnichannel operations and consumer insights, and his addition is expected to bolster Kraft Heinz’s sales and market expansion in China.

This leadership reshuffle reflects Kraft Heinz’s long-term strategic focus on the Chinese market. Despite a slightly lackluster performance in the third quarter of 2024, the company continues to grow its market share, with its Master soy sauce and Heinz ketchup brands seeing respective increases. Kraft Heinz has designated China as a “must-win market,” aiming to double its net sales over the next decade. The company’s business primarily focuses on sauces and condiments, with Chinese-style sauces accounting for 60% and Western-style sauces 40%. By shifting its infant food segment to a light-asset model, Kraft Heinz is further concentrating on the condiment market.

The strategic decision to appoint local leaders to manage the Chinese market demonstrates Kraft Heinz’s deep understanding of the market’s complexity and rapid changes. The company hopes this move will enable it to better navigate industry dynamics, develop strategies tailored to market needs, and lay a solid foundation for the next decade of growth.

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