Whether they sell trenchcoats or tea, consumer-goods firms can no longer depend on easy operations in China, where success in present time demands a more nimble strategy. Sluggish sales in China have dampened Nestle SA Reg Shs. Ser. B Spons (ADR)(OTCMKTS:NSRGY), BURBERRY GROUP PLC(OTCMKTS:BBRYF) and Hugo Boss AG, which all posted dismal quarterly sales last week. With China ready to record its slowest pace of economic growth since 2009, European firms are looking for demand via new sources.

The changing trends

Nestle and Danone now are targeting Chinese mothers who forgo local baby formula and prefer to order it from different nations using Internet sites. The luxury aficionados are commuting to Japan to purchase Louis Vuitton handbags and TAG Heuer timepieces at better exchange rates. Metro AG, the German retailer has finalized an agreement with a local firm.

Consumer firms are required to be flexible to move along with the changing trends and follow the market. The era of everybody purchasing the same big-brand name and signature products is going away.

The factors

A pullback in the Chinese economy and the yuan’s devaluation in 2015 have shaken consumer confidence in an industry that has been suffering from a campaign by the government against extravagant spending among government executives. There is no doubt that Chinese economy has slowed down. Wan Ling Martello, the Head of Nestle’s business unit, said that his main objective is to achieve growth back.

Consumer firms have been trying to profit from the Chinese industry for decades. Nestle comes in the list of first firms to enter and set a distribution office in China. For years the consumer firms enjoyed double-digit growth, and in present time Greater China is Nestle SA’s second-largest market, contributing 7% of sales. Beverage firms have lost revenue to China’s anti-graft crackdown, and there hardly are any reasons to stay optimistic.


It was a quiet day for Nestle SA Reg Shs. Ser. B Spons (ADR) (OTCMKTS:NSRGY) as it ended the last trading session with a minor gain of 0.22% only. The narrow price range of the day helped it trade within the range established in the previous session, making it an Inside Day. This kind of price action generally indicates a contraction of short term volatility and an immediate expansion in the next couple of days can be expected. The stock has faced stiff rejection from a very strong long term supply zone as shown on the chart attached and the bears occupy the controlling seat.