What do you think of the recent coffee dumping incident in Nestle Coffee?

Xiang Jianjun, food industry researcher of CIC consultant: as far as the whole coffee market is concerned, consumption is showing a growth trend, but different types have different performances. Freshly ground coffee and instant coffee perform well, while instant coffee is mediocre. In terms of the overall market pattern, instant coffee is still dominant in China's coffee market, but it has said goodbye to the golden period, and its proportion in coffee consumption will gradually decline with time. It is worth noting that with the increase of new entrants and imported brands in the field of instant coffee, consumers' choices are increasing, and the former dominant brand market is gradually lost.

2. Nestle Coffee recently dumped coffee. Relevant personnel said that this is related to Nestl é's own market planning. Do you know the performance of Nestl é's relevant market in China, and what do you think of the performance of Nestle Coffee?

Xiang Jianjun, a CIC consultant food industry researcher: as far as Nestl é is concerned, its performance in the Chinese market in the past two years is mediocre, and the terminal sales of the largest destroyed coffee are not smooth. Xu Fuji and Yinlu did not perform well in the follow-up of mergers and acquisitions; infant milk powder does not have an advantage under the competition of dominant brands such as Wyeth. At present, China's coffee market has changed, and the situation of products in the industry and consumer demand will also change in different periods of time. Enterprises should firmly grasp the pulse of the market so that they can make a decision and maintain their advantages as soon as possible.

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