JDE Peet's, the parent company of Peet's Coffee, recently appointed a new CEO with the goal of simplifying their business operations in China. The aim is to streamline processes and improve efficiency in what can be a complex market due to its unique consumer preferences and competitive landscape.

Simplifying the business model could involve several strategies:

1. Product Line Optimization: Narrowing down the product range to focus on best-selling items that resonate well with Chinese consumers. This includes localizing flavors and types of coffee to cater more directly to Chinese tastes.

2. Operational Efficiency: Enhancing supply chain management, reducing costs, and improving delivery times. This might also include adopting more advanced technology for inventory management and customer service.

3. Digital Transformation: Leveraging digital platforms for marketing, sales, and customer engagement. This could mean investing more in mobile apps, e-commerce platforms, and social media marketing to reach tech-savvy Chinese consumers.

4. Franchise Model Expansion: Considering a shift towards a franchise model, which can help reduce operational costs while expanding brand presence. This approach can also empower local entrepreneurs who understand the nuances of the Chinese market.

5. Customer Experience Focus: Improving the overall customer experience by focusing on personalized services, loyalty programs, and creating inviting store environments that align with Chinese consumer expectations.

These changes are expected to make JDE Peet's operations in China more agile and responsive to market demands, ultimately driving growth and profitability.