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The success of Nescafe in those years benefited from the dreams of female college students in Shanghai.

Published: 2026-05-06 Author: World Gafei

Last Updated: 2026/05/06, In the 1980s, two instant coffee brands, Maxwell and Nestle, entered China together.

In the 1980s, two major instant coffee brands, Maxwell and Nestle, jointly entered the Chinese market. Today, Nestl é coffee sales in the Chinese market is much higher than McCoffee coffee. Why?

This should start with the needs of consumers.

I. Market Research

When they first entered the Chinese market, the two companies commissioned different companies to do market research. Maxwell commissioned large international companies to investigate intellectuals who yearned for Western culture. So the slogan is very elegant, "Didi fragrance, meaning is not enough."

On the contrary, Nestle Coffee found that what was the favorite occupation of female college students in Shanghai market research in the early 1980s? To people's surprise, the first person a girl wants to marry is a taxi driver.

Second, make clear the inner needs of consumers

At that time, the average salary of taxi drivers was ten times or even dozens of times that of the average wage at that time, so Nestle Coffee clearly knew that the target consumers were definitely not university professors or intellectuals, and accurately targeted the audience.

And at that time, it was found that people who drank Nestle coffee would bring Nestl é jars to the office as teacups, making people feel that I could afford Nestle coffee.

III. Launch an offensive according to demand

Originally a very common brand abroad has become an ostentatious brand in China, so the advertising slogan of Nestle Coffee is very simple: "delicious"!

Nestle Coffee shows off its fragrant and seductive taste and has insight into the inner thoughts of consumers who want to show off their identity as an affordable and affordable drink.

Fourth, carry on the psychological hint with the advertising language

In fact, the taste of coffee is not good, especially for Chinese people who are used to drinking tea as the main drink in a country with a deep-rooted and long tea culture. But its slogan implies to you every day: "it's delicious"! As a result of habit, people are used to thinking that Nestle coffee tastes good.

Just like the slogan of "Nongfu Spring": "Nongfu Spring is a little sweet", it is similar to the "delicious" of Nestle coffee.

Over time, Nestle Coffee is synonymous with delicious coffee, seizing the mental resources of the target consumers, making it an irreplaceable position as soon as it entered the coffee market in the 1980s.

Fifth, Maxwell's cause of failure

McCoffee missed the opportunity to find out what the real demand for the coffee brand is in the hearts of the target consumers! Always succumb to Nestle coffee.

Its slogan "Didi fragrance is not enough." after the advertisement was broadcast for half a year, many people still thought it was selling fragrant oil. it was necessary to understand this slogan, at least after graduating from college, in order to understand the language artistic conception of McCoffee.

Of course, with the development of the times, the inner needs of consumers have also changed. Nestl é has successively gone abroad for this purpose.

Every wonderful moment, every cup of Nestle coffee

Mellow experience, have it at any time.

No matter how busy I am, I'll have a cup of coffee with you.

1 MOMENT,1 NESCAFE love is accompanied by left and right 1 MOMENT,1 NESCAFE kinship care

Nestle Coffee greets every new day with you

Every moment, there is Nestle with you.

Only when we really understand the true thoughts and psychological feelings of the target consumers, can we seize the market opportunity and sit firmly in the leading position.

This is why Nestle Coffee is so far ahead of McCoffee in the Chinese market.

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