"In the past two years, under the influence of the epidemic, the entire coffee market structure has changed, and more and more consumers are accustomed to drinking coffee at home, especially at home. Previously, more than 50% of consumers in big cities had their first cup of coffee from coffee shops." He Wenlong, senior vice president of coffee business in Greater China, said on November 6 that in response to the new situation in the industry, Nestlé Coffee has increased its marketing efforts in e-commerce channels and accelerated the introduction and launch of new products to meet this change in consumer demand. He revealed that as an evergreen brand in the coffee industry, Nestlé has prepared 102 new coffee products for this year's Double Eleven, covering all major categories such as instant, ready-to-drink, capsules, concentrates, etc. Among them, the "mellow product" of high-national instant black coffee that Chinese consumers are most familiar with will also be fully renewed, and their taste and packaging will be upgraded. He said that the number of new products Nestlé Coffee prepared for this year's Double Eleven has not only doubled the number of last year's Double Eleven, but also hit a record high in scale.
According to Beijing Youth-Beijing Headlines reporters, during this year's Double Eleven, in addition to the "mellow product" of Nestlé black coffee, the rich and rich new "absolute dark black" products are mainly to meet the needs of deep baking control. The Gold Medal "Xiao Ka Qu" series contains various fruit flavors and rich original flavor coffee concentrates, which are not only light and portable, but also can realize the creativity of DIY coffee anytime and anywhere. In addition, new products such as "ShenCAFÉ" high-end grinding ears, single-cup coffee bean series, and high-quality instant "Liuguang Flash Beans" will also be unveiled.
In the past two years, people's living habits have changed, and the changes brought about by coffee consumption are also obvious. People are more accustomed to enjoying coffee regularly at home, that is, changing from impulsive purchases to planned consumption. He Wenlong introduced that in recent years, the growth rate of China's coffee market has been the highest in the world, about 2 to 3 times that of the world's coffee market. Since Nestlé is the first foreign coffee brand to enter the Chinese market, it has a unique positioning in the Chinese coffee market, which is to cultivate coffee culture. Therefore, in addition to the market size, Nestlé has been launching coffee culture in the Chinese market. To this end, the "Coffee Research Institute" mini program, which Nestlé Coffee has been operating for three years, has also been completely redesigned, upgrading with more fashionable content and a more community-based interactive experience. For example, the mini program contains professional coffee knowledge content such as coffee word cards, coffee articles, and coffee video courses, as well as the "Coffee" section that uses real-time uploading photos to form a national coffee map, and the "Good Night Coffee" that randomly generates good wishes based on Turkish Coffee divination. In addition, the platform of Nestlé Coffee Research Institute has also extended from online to offline, launching the "Coffee Together" national tour plan in a city with different forms of flash activities per month.
In the promotion of coffee culture, He Wenlong particularly emphasized that China's third- and fourth-tier cities are still blue oceans. Nestlé pays great attention to the market development of third- and fourth-tier cities. Therefore, Nestlé Coffee has made great efforts in O2O, such as accelerating the penetration of more consumers through new channels such as JD.com to Home . In fact, the rapid development of e-commerce business is also the key to Nestlé's rapid promotion of coffee popularization in China. Data shows that in the first three quarters of this year, Nestlé's e-commerce sales increased by 17.2%. In response, Wang Lei, vice president of e-commerce at Nestlé Greater China, emphasized that this is continued to be achieved based on the high growth that occurred in the epidemic situation last year, and "is a very good result."
In fact, opening up China's coffee consumption market is the goal of many foreign coffee giants. Previously, Nestlé’s strategic cooperation with Starbucks is largely based on this. According to reports, the Starbucks Home Enjoy Star Cup, which has just been launched in the market, is the latest achievement of the cooperation between Nestlé and Starbucks in a year, and has chosen to launch it in the Chinese market. Its product creativity is to satisfy Starbucks fans that can drink their favorite Starbucks coffee at home. "At present, Starbucks Home Enjoy Star Cup has covered more than 130 cities in China through e-commerce, which is very important for the market that does not yet cover Starbucks Café," said He Wenlong.
text/Beijing Youth Daily reporter Zhang Qin
edit/tianye
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