Can you introduce me to the basic situation of Nestlé?

[Introduction to Nestlé] Corporate History

Nestlé’s annual sales reach more than 47.7 billion US dollars, about 95% of which comes from food sales, so Nestlé can be said to be the world’s largest Food manufacturer and one of the largest multinational corporations. Best known for its chocolate bars and instant coffee, the company now has a rich product range tailored to the local market and culture.

Currently, Nestlé has more than 400 factories in 60 countries on five continents, and the production and sales of all products are completed by more than 200 departments under the leadership of the headquarters. 98% of Nestle's sales come from abroad, so it is called "the most international multinational group".

In the mid-19th century, Henri Nesti, a scholar-type food technician in Switzerland, invented a dairy product for childcare, which combined fructose and nutrients. The agent was added to milk powder, which was an excellent parenting food at that time, but the output was very small, and Nester was still mainly engaged in scientific research.

In 1865, a friend told Nestor that because babies drank his milk powder, they all grew up healthily, which changed the habit of babies not drinking milk and relieved mothers' worries. Disaster. After hearing this news, Nestle finally founded a baby milk powder company in 1867, using his name Nestle as the brand name of his products and the bird's nest pattern as the trademark graphic. Because the English word "Nest" has the same root as his name, it is translated into Chinese as "Nestle". In fact, the English meaning of Nestle is "comfortably settled" and "snuggle"; and the Nestlé graphic naturally reminds people of a loving mother nurturing her baby. Therefore, the sales of "Nestle" baby milk powder have been very good.

In 1905, Nestlé Infant Milk Powder Company merged with another American food company and was named Nestlé Anglo-Swiss Condensed Milk Company; in 1949, it was purchased by another Swiss company and changed to its current name Nestlé Food Company . At the beginning of the 20th century, the company began to diversify production and acquired and established companies around the world, becoming the world's largest food manufacturer. Its branches have opened more than 1,200 factories in more than 20 countries including the United States, Japan, and Germany. , trading name, headquartered in Vevey, Switzerland. The company's sales in 1990 reached US$33.3 billion, and its main products include instant coffee, condensed milk, milk powder, baby food, cheese, chocolate products, candies, instant tea and more.

Among them, Nestlé coffee has the largest sales volume, mainly because of the excellent quality of the product, and the brand name makes consumers really experience the feeling of "comfort" and "snuggle" when drinking it. In 1991, according to the survey results of the American Lanton Company, the Nestlé coffee brand was listed as one of the world's top 10 famous brands, and its brand value was determined to be US$11.549 billion in 1994.

On the whole, it seems that the "Nestle" brand came easily without much effort. Nesti named the brand after himself, but its name means "settling down comfortably" and "snuggle" in English. Due to the specific meaning of its name, it is naturally connected with "Nest" (Nestle), which has the same root word in English. The Nestle pattern is used as the brand graphic, which in turn makes people associate the baby who is waiting for feeding, the loving mother and the healthy and nutritious people. Nestle products. It can be seen that the "Nestle" brand that came easily not only has its rich connotations, but also fully meets the basic requirements of trademark positioning.

First of all, "Nestle" as a brand name is very distinctive. Although this term is very general, it is often the things that people are familiar with that can deepen people's impressions and create many associations, so that they are close to life and consumers. Secondly, the difference is reflected in the general. Everyone knows "Nestle", but only Nestlé uses it on the trademark. It has become a unique company synonym in the world, establishing and strengthening the company's image, and thus becoming extraordinary. Thirdly, the close combination of the "Nestle" name and the "Nestle" graphic is also rare in the history of Western trademarks. The close combination of the two allows people to know the name by seeing the shape, and know the shape by seeing the name. It is a true combined brand. Finally, the "Nestle" brand positioning fully reflects the specific functional positioning and emotional positioning.

[Introduction to Nestlé] Development Strategy ★★★

[Introduction to Nestlé] Development Strategy

Nestle people are accustomed to describing their personality as "calm. ", as a company headquartered in Switzerland, Nestlé has maintained the rigorous and serious characteristics of the Swiss. Some people call these characteristics of Nestlé "slowness". Sometimes Nestlé is even accused of being conservative by its competitors. However, Nestlé is indeed full of vitality.

Look further

In China, Nestlé has always emphasized the need to provide Chinese people with high-quality food that suits Chinese tastes. In line with the company's overall development strategy, from the time Nestlé entered China in the 1980s to the present, the products produced by Nestlé have expanded from milk powder and coffee to drinking water, ice cream and other fields.

However, Nestlé does not pursue short-term profits in the field of production and sales, but focuses on the long term. For example, when Nestlé launched instant coffee in China, the first thing Nestlé did was to cultivate the Chinese people’s habit of drinking coffee. Faced with the traditional tea-drinking habits of the Chinese, Nestlé used advertising and other means to deliberately promote the idea of ??drinking coffee. This kind of fashion and trend successfully attracted a group of young people to "betray" from tea and choose coffee. Then the sales of Nestlé coffee in the market increased.

Nestle admitted that it has enough patience in cultivating the market and improving product quality.

In the early 1980s, Nestlé began negotiating with the Chinese government for a dairy product production project in Heilongjiang Shuangcheng, but it did not start production until 7 years later. It was in the 1990s that it truly entered a period of rapid development. The reason why it took so long is because Nestlé did it as a systematic project. Nestlé spent a lot of time building local production workshops with complete environmental protection facilities, and also helped local farmers improve their production facilities. dairy cow. Nestlé went through a similar process when building a factory in Dongguan to produce coffee. Before Nestlé Dongguan was established, it went through a year and a half of negotiations. After the company started running, it did not "get started quickly", but first went to Yunnan to do it. "Aid program" for coffee growing.

When Nestlé entered the Chinese drinking water market in 1997, based on the characteristics of Chinese consumers’ drinking water, it decided to produce mineral water in the north and purified water in the south. Next, Nestlé inspected the water source and decided on the place of production. spent three years on the problem; the Nestlé ice cream project spent a lot of time on studying "the tastes of Chinese consumers", adding ingredients that Chinese people like, and developing product varieties suitable for Chinese tastes.

From focusing on affinity to quality demands

For Nestlé, 2002 can be said to be an eventful year. In May and June, Nestlé was accused of problems in the production of coffee and chocolate products; at the end of the year, Nestlé was accused of containing unknown genes in food sold in Asia.

Although Nestlé will face sudden crises, Nestlé still leaves a good impression in the minds of consumers. This is inseparable from Nestlé's emphasis on "sustainable development" and its emphasis on "integrating into the culture and tradition of the country where it is located".

In the 1980s, Nestlé products entered China again. In their publicity strategies, they emphasized the use of Chinese images to allow Chinese women and children with yellow skin and black hair, and energetic Chinese youths to appear in Nestlé’s products. Among the commercials and posters, the ever-changing slogan "Nestle tastes great" has brought Nestlé closer to the Chinese people.

In its publicity and promotion, Nestlé attaches great importance to promoting an image that is friendly to the Chinese people. Nestlé's food packaging design not only retains Nestlé's characteristics, but also reflects Chinese culture. Nestlé attaches great importance to publicity and promotion activities during traditional Chinese festivals, and prints festive and peaceful patterns that reflect traditional Chinese festivals on food gift boxes to attract consumers.

Nestle also actively sponsors public welfare activities that are closely related to the Chinese people. For example: Nestlé actively supports Beijing’s bid for the Olympics. During Beijing's bid for the Olympics, Nestlé cooperated with the Office of the National Youth Working Committee to jointly hold the "New Beijing, New Olympics, let's paint together" millions of young people looking forward to the Olympic Games scroll painting creation event, and sponsored 6 people from different backgrounds. Representatives of the nation’s Young Pioneers organized a delegation to Switzerland, where the International Olympic Committee is located and where Nestle’s headquarters is located, to express the good wishes of Chinese children and children to support Beijing’s bid for the Olympics. It establishes the image that Nestlé and the Chinese people stand together.

Nestlé has continuously emphasized the nutrition and high quality of its products. In 1999, under the initiative of Mr. Mu Li, CEO of Nestlé China, Nestlé began to mark the food packaging bags sold in China with the words "choose quality, The words "Choose Nestlé" are what Nestlé calls the "Nestle Quality Seal", which aims to give consumers a quality promise. In 2001, Nestlé also established the Nestlé Research and R&D Center in Shanghai to engage in applied science and nutrition research and develop affordable, nutritious foods for Chinese consumers.

Following in the footsteps of "Giants"

Nestlé has successively built its own factories in Tianjin, Qingdao, Dongguan and other places in China. In the autumn of 1999, Nestlé successfully acquired 80% stake in Totole Group. Later, Nestlé cooperated with Haoji Company, China's second largest chicken essence manufacturer, in 2001 to establish a joint venture Sichuan Haoji Food Co., Ltd.

Nestlé’s aggressive posture in the market has put great pressure on its competitors. A manager of a domestic dairy company described Nestlé as a "giant" in the food field who can make relevant decisions at any time. launch an offensive in the competitive field.

Some of Nestlé’s competitive strategies are also being imitated by Nestlé’s competitors. Lishen Coffee, which was developed with government support, regards Nestlé as the leading brand in the industry and emphasizes the need to learn Nestlé's market cultivation methods, brand promotion strategies, and even Nestlé's technical methods in raw material selection and processing. Through learning, to promote its own development.

[Introduction to Nestlé] Nestlé’s competitors

Unilever

Mainly engaged in food, Unilever Food (China) Co., Ltd., Unilever A sole proprietorship, its main brands include Knorr and Lipton. Produces Knorr brand chicken essence, chicken powder, instant soup, salad dressing, peanut butter, Lipton black tea, green tea, jasmine tea, etc.;

Ice cream, and Luxue (China) Co., Ltd., wholly owned by Unilever Enterprise, produces Menglong, Bailebao, Crebo, Kaidoo, etc. and Luxue ice cream.

Mengniu

The Group is headquartered in Horinger Shengle Economic Park, Hohhot City. The four phases of the project cover an area of ??550,000 square meters, a construction area of ??140,000 square meters, and a green area of ??110,000 square meters. It currently has total assets of nearly 4 billion yuan and more than 10,000 employees. The Mengniu Dairy Group's party, labor and union organizations are well organized and actively carry out work, effectively promoting the company's rapid, sustainable and healthy development, and driving the development of Helin's economy. While focusing on corporate production and operation, Mengniu Dairy Group also does not forget national defense construction and insists on organizing militia in accordance with the law. It took the lead in setting up a militia battalion in September 2001.

At the same time, Mengniu’s production base takes its headquarters in Hohhot as the axis in the autonomous region, extending westward into Baotou, Bameng and other regions; extending eastward into Xing’an League, Tongliao and other regions; and to other provinces Extending into Beijing, Tianjin, Shanxi, Shandong, Hubei, Henan, Anhui, Lanzhou, Xinjiang, Zhejiang, Heilongjiang and other regions.

The products developed include more than 100 varieties of liquid milk, ice cream, milk powder and milk tablets.

For more than five years, Mengniu has supported and developed about 300,000 dairy farmers in Inner Mongolia, promoted the adjustment of industrial structure and promoted the process of agricultural industrialization in Inner Mongolia.

Over the past five years, Mengniu has directly recruited more than 10,000 employees, created hundreds of thousands of indirect jobs, and its industrial chain has reached 1.2 million farmers and herdsmen.

Yili

Yili Group has four major business divisions: liquid milk, cold drinks, milk powder and raw milk. It has more than 80 affiliated companies and produces the "Yili" brand with halal characteristics. More than 600 varieties of 39 categories of products, including ice cream, ice cream, milk powder, milk tea powder, and sterile milk, have passed the green food certification of the National Green Food Development Center.

Yili's ice cream and ice cream production and sales have ranked first in the country for ten consecutive years, Yili's ultra-high temperature sterilized milk has ranked first in the country's production and sales for seven consecutive years, and Yili's milk powder and milk tea powder have consistently ranked among the top three in the country

Starbucks

American Starbucks Coffee International is the operating licensing company of Starbucks, the world's largest coffee retailer

Coffee Company; Starbucks Coffee Company

President Huo Huo Mr. Hua Xiaozi's coffee business focuses on humanistic characteristics and quality persistence, emphasizing respect for customers and employees, and insists on purchasing the best coffee beans in the world for roasting and production, providing consumers with the best coffee products and the most comfortable consumption places. Starbucks coffee has become the world's leading brand of specialty coffee, highly praised by international scholars and experts, and known as the legend of the coffee kingdom.

Danone

Danone Group has a wide range of businesses and products all over the world. The sales of its three leading products, dairy products, bottled water and sweet biscuits, rank first in the world. Danone Group continues to expand its business in China. It currently has more than ten joint ventures in China and ranks among the top sales in the biscuit, mineral water and dairy markets. China Danone Biscuits ranks first in sales in the mid- to high-end biscuit market. While developing its business, the company also pays attention to the development of human resources. The company has a relatively systematic training plan. Actively promote the group values ??of "open mind, enthusiasm and people-oriented" to provide employees with a good working environment.

[Nestlé Company Introduction] Nestlé’s development in China

Nestlé Greater China/Development in China

Nestle Greater China Beijing Headquarters

The Nestle Group, headquartered in Switzerland, is the world's largest food company and has a long history in China. For a century, Chinese consumers have been very familiar with and trusted the Nestlé brand, because as early as 1908 in the last century, Nestlé opened its first sales office in China in Shanghai. Nestlé is one of the first foreign businessmen to enter China and has a firm commitment to China. In the early 1980s, Nestlé began negotiating with the Chinese government to invest and build factories in China, and to transfer its world-leading proprietary technology and rich expertise in nutritional products and food processing to China. In 1990, Nestlé's first joint venture factory in mainland China began operations, and subsequently built many more factories. Nestlé helps China save a lot of foreign exchange in this regard by using local raw materials to produce food of the same high quality locally, replacing imported products. Now 99% of the products Nestlé sells in mainland China are made locally.

Seize opportunities and face challenges - we are ready for the present and the future.

Important investment base

In the past fifteen years, Nestlé’s direct investment from Switzerland in Greater China has totaled RMB 7 billion. Nestlé Greater China is headquartered in Beijing and operates 21 factories, including four in Shanghai, three in Guangdong Province, four in Tianjin, three in Sichuan Province, two in Shandong Province, and one in Heilongjiang Province. , one in Jiangsu Province, one in the Inner Mongolia Autonomous Region, one in the Beijing area, and one in the Hong Kong Special Administrative Region. In 2001, Nestlé established the Shanghai Nestlé R&D Center in Shanghai. This R&D center is dedicated to applied science and technology and nutritional research, and the development of nutritious foods that Chinese consumers love and suit Chinese tastes and spending power.

In 2004, Nestlé's annual sales in Greater China reached 10.7 billion yuan, and it paid more than 1 billion yuan in various taxes.

Contribution to society

Since the company’s founding, Nestlé’s fundamental approach to business has been to commit to all parties involved the value of long-term sustainable development.

No matter where in the world it launches new business, Nestlé always focuses on long-term sustainable business development, rather than focusing only on short-term profits. In China, Nestlé has helped China's remote farmers greatly improve their living standards by actively exploring and developing local sustainable milk production and coffee cultivation.

Contribution to Chinese society:

Cumulative direct foreign investment introduced from Switzerland: 7 billion yuan

Bringing the world's largest food company in nutrition and food and advanced experience and technology in beverages

Replace imports with local production (99% of products sold in mainland China are locally produced)

Develop competitive exports (more than 20% in 2004 500 million yuan)

Provide attractive job opportunities for local employees and provide international training

Bring innovation to local products and related industries

Reliable tax-paying enterprise (tax payment in 2004 exceeded RMB 1 billion)

Contribution to Chinese farmers:

Processing large amounts of perishable agricultural products into high-quality food

Important and reliable local purchaser of raw materials and packaging materials

1. Purchase more than 1,500 tons of fresh milk every day

2. Purchase 4,000 tons of coffee beans every year

Provide stable cash income to farmers in Heilongjiang, Yunnan, Shandong Province and Inner Mongolia

Provide farmers with daily technical support to improve quality, increase output and efficiency (total more than 100 million yuan)

Contribution to Chinese consumers:

Providing products with sufficient nutritional value

The Shanghai Nestlé R&D Center, established in 2001, is committed to applied technology and nutritional research, and Develop nutritious foods that Chinese consumers love and suit Chinese tastes and spending power. It is part of Nestlé's global research and development series and serves as a science and technology exchange platform, maintaining close ties with China's leading universities and research institutions in the field of food and nutrition.

Rich and diverse series of products

"Nestle" has become one of the most well-known and most trusted foreign brands among consumers in Greater China. The brand covers a series of products according to international standards. Products manufactured to quality standards including milk powder, liquid milk, yogurt, infant formula, infant rice/wheat flour, sweetened condensed milk, growing up milk powder, breakfast cereals, instant coffee, coffee mate (non-dairy creamer), ice cream, chocolate and candies, bottled Water, drinks, chicken essence and condiments. Alcon, part of Nestlé Group, also manufactures and sells ophthalmic products in Greater China.