Jean-François Van Boxmeer Of Heineken
Growth on Tap
荷兰酿酒师的新淡啤酒正在越来越多的美国市场，但这名比利时原住民旨在为未来增长的新兴市场瞄准海涅克。
As a young man growing up in Belgium, Jean-François van Boxmeer longed to travel the globe and experience different cultures. Today, as chief executive of Heineken, the affable 45-year-old is again seeking to embrace the world.
A little more than one year after taking the helm of the Amsterdam-based brewing giant, van Boxmeer is making a big push into Southeast Asia and Central and Eastern Europe, where beer consumption is growing faster than in the company’s core U.S. and Western European markets.
Heineken在地理上实现了多样化的是Van Boxmeer面临的挑战之一，因为CEO接替Thony Ruys。在瑞士州近四年的任期期间，美国美元跌落和吹口对冲货币价值下跌约3.5亿美元的利润。Heineken，runys从西部市场衍生了61％的底线，以比利时和美国的竞争对手的竞争对手和U.K.的Sabmiller通过捕捉新兴市场酿造酿造。荷兰啤酒制造商遭受官僚文化和高成本。亚慱体育app怎么下载它的股价下降了三分之一。
范Boxmeer精简公司而卷ing out new products in developed markets and making acquisitions elsewhere to spur growth. He replaced Heineken’s 36-member executive committee with a 13-person group to speed decision making and vowed to cut E360 million ($473 million) of costs by 2008, under a program dubbed “fit to fight.” In March the company launched low-calorie Heineken Premium Light in the U.S. The new brew has captured 0.4 percent of the American beer market, siphoning share from brands such as Anheuser-Busch Cos.’ Bud Light and Michelob Ultra. The 22-year Heineken veteran also has acquired breweries in fast-growing China, India and Vietnam, and benefited from a more stable U.S. dollar.
他的战略正在运作。In the first half of this year, net profits grew by 13.7 percent, to E433 million, compared with a 5.4 percent increase during the same period in 2005. Since van Boxmeer took over in October 2005, Heineken’s stock price has risen 38 percent on Euronext Amsterdam, to about E38, valuing the brewer at some E23 billion. (The Heineken family controls more than half the company through a separate class of shares; van Boxmeer is only the third CEO in the brewer’s 142-year history whose name isn’t Heineken.)
范博格尔仍然面临障碍物。对于一个，公司的Amstel Light品牌今年可能失去了5％的美国市场份额，可能是由于Heineken Premium光的蚕食。此外，首席执行官的成本削减计划将产生对收益的短期收费。与此同时，安海瑟 - 母船和萨布尔经纪贴现价格，以保留在美国和西欧等成熟市场中的份额。
Van Boxmeer, who joined Heineken in 1984 after earning a master’s degree in economics from Belgium’s University of Namur, relishes a challenge. As a student, he worked one summer selling Belgian brew Stella Artois in Gabon. After two years with Heineken in the Netherlands, he spent more than a decade turning around the company’s flagging Central African business. Next came Poland, where he doubled Heineken’s sales in four years. The company made him a director and head of Central and Eastern Europe in 2001. Two years later he oversaw Heineken’s biggest-ever acquisition: the $2.13 billion takeover of Austria’s BBAG.
Fluent in five languages, van Boxmeer says he loves to drink Heineken but is also partial to the company’s Polish-brewed ˙Zywiec beer. He spoke recently in New York with Institutional Investor Staff Writer Pierre Paulden.
亚博赞助欧冠机构投资者：如何克服发达国家啤酒消费的缓慢增长？
Van Boxmeer: You can boost market share by increasing discounts, but that is not good to the shareholders. We are focusing on the premium end of the market. Worldwide the beer market is growing at 2 to 3 percent a year, but premium brands are growing at 6 percent a year. We want to grow in the region of 10 percent. We are growing at 12 percent at the moment. That is because of the introduction of Premium Light in the U.S. Imports account for 23 percent of the U.S. market for regular beer. For light beer it is only 2 percent, and Amstel Light is already 0.8 percent of this.
Is Heineken Premium different enough to not cannibalize Amstel Light?
产品配置文件不同。Amstel灯比Heineken Light更重。Amstel一直处于滑坡上，但与品牌股权问题有关。它的核心特许经营是东海岸，白色，男性啤酒鉴赏家。Heineken在所有族群中都有一个品牌特许经营权，是有抱负的。高级灯跟随那条路线。我不会否认一些钙化，因为我相信有人曾经喝过Amstel，现在喝了Heineken Light，但这不是主要的司机。我们必须在Amstel核心特许经营方面振兴它。
What markets are most attractive to you right now?
We see very big potential in the developed world. But the next hot thing is Central and Eastern Europe. The sales of Heineken there are very, very low. For the next ten years, we have work to do to push Heineken in the premium end of the market. The source of growth will be Poland, Hungary, Bulgaria, Romania, Russia and Ukraine. In all these countries we have observed that consumers want an iconic premium brand like Heineken.
中国是世界上最大的啤酒市场，但大多数大啤酒人没有在那里赚钱。Heineken怎么样？
我们在中国赚了很少的钱。它可能会突破。中国市场飙升，销售价格非常低。我们可以通过针对超级净额期的Heineken来在中国成长，但我们必须认识到，在超级净价，潜力并不壮观。您必须长期看来并专注于增长的承诺。
亚洲其他地区怎么样？
我们已经将更多Heineken销售为亚洲，而不是我们销售进入中欧和东欧。我们在泰国，柬埔寨，老挝，越南，马来西亚，新加坡和印度尼西亚尤为强大。我们在这些国家投入比在中国更普遍，因为边缘更好。您可以在越南销售不到一半的卷，以使您在中国制作的相同利润。你在越南有竞争，但销售价格很好。在中国，您有竞争，但销售价格可怕。
Would you consider expanding into wine or spirits?
不可以。三个之间的协同作用很小。从时刻起，我们在本地感觉到意识时，我们已经扩展到我们的核心啤酒业务之外。我们在中非有可口可乐特许经营，这是有道理的，因为有生产协同作用。但我们的整体策略是啤酒，只有啤酒，一直都是Heineken。
Heineken应该留在家庭控制下吗？
Family control is here to stay, and I am comfortable with that. You can be a superb growing company and a family company. Peter Coors and Eric Molson’s families control the votes of Molson Coors Brewing Co. It is not the case at Anheuser-Busch, where the Busch family does not have majority control. By tradition, though, the Busch family leads the company, because generation after generation they have proved to be the best leaders of the company, and the board and investor community have voted their confidence in the family.
您的成本削减方案如何进展？
We aim to gross E360 million in savings to the company by 2008, 80 percent of that coming from Europe. All elements to get there have been identified in various countries. We will reach 10 to 15 percent of the savings this year, and we will reach half next year and complete the program by 2008.
什么样的是荷兰公司的比利时？
我从未在比利时工作过，所以已经成为荷兰人自己。比利时人有点决定性，荷兰文化更加敬意，因此比利时更容易采取更快的决定。亚慱体育app怎么下载但是荷兰人是伟大的商标。他们非常国际化，总是在他们想去的地方发展清晰的愿景。
纽约你最喜欢的地方是什么？
史密斯和沃伦斯基。我喜欢一起喝酒吃饭，我喜欢美国牛排。这是世界上最好的牛肉 - 拥有Heineken