Nestle stirs up the market in a series of coffee business

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In recent years, as the world's largest instant coffee manufacturer, Nestl é is still developing the coffee market. On September 22nd, Nestle Coffee "sense CAFE" flash store opened in Beijing, and invited the image spokesman Li Yifeng platform. This is the first time that Nestle Coffee has opened a flash coffee shop in China since it entered China nearly 30 years ago.

In Nestl é's business line, the packaged water and nutrition business has always accounted for a large proportion of revenue, and solid and liquid beverages have also performed well. Nestl é's solid and liquid beverage business earned 4.8 billion Swiss francs in the first half of this year. Nestl é's first-quarter 2017 results were also the company's first quarterly report since New Year's Day took office this year, handing over an answer of 144.719 billion yuan (21 billion Swiss francs) in 2017. In the Chinese market, Nestl é says that instant coffee and ready-to-drink coffee, confectionery and cooking products contribute to performance.

In fact, Nestl é has made a lot of moves about the coffee business recently. in mid-September, Nestl é announced the acquisition of a 68% stake in Blue Bottle (Blue bottle Coffee) and began to enter the boutique coffee market. For Nestl é, consumers are more familiar with Nestle coffee, but the coffee business has rarely changed in recent years. In China, Nestl é instant coffee is still a dominant situation, but it is also facing competition in many aspects, resulting in the emergence of many instant coffee brands. Nestl é has also been adjusting its layout over the past few months in the face of pressure from more market segments, such as the acquisition of a start-up food company, Sweet Earth and Freshly, a takeout company that delivers healthy food.

GE Wen, senior vice president of Nestl é Greater China Coffee Business Unit, said that the pop-up coffee shop is one of Nestl é's fresh experiences for consumers, so that consumers can better participate. Nestl é hopes to make Nestl é coffee a way of life, so the recent sale of products around some brands in WeChat Mall shows that Nestl é hopes to have more participation and interaction with young consumers in new ways in the future. Whether in the form of a pop-up coffee shop or otherwise, Nestl é wants to get as close to consumers as possible and get in touch with them very deeply. There will be more market moves in Nestl é in the coming months, and you can see changes in this respect.

Nestle Coffee in the Chinese market has brought some performance growth to Nestl é. GE Wen said that the Chinese market is indeed a very important market, and a large amount of business growth for Nestle Coffee comes from this market, but the specific proportion is not convenient to disclose.