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接连发力咖啡业务 雀巢搅动市场
2017-09-25 07:37:53 中国经济网
近年来,作为世界最大的速溶咖啡生产企业,雀巢仍在发力咖啡市场。9月22日,雀巢咖啡“感CAFE”快闪店在北京开业,并邀请形象代言人李易峰站台。这是雀巢咖啡进入中国近30年来首次开设快闪咖啡店。
在雀巢的业务线中,包装水与营养品业务一直占据较大的收入占比,固体与液体饮料也有不俗表现,今年上半年,雀巢的固体与液体饮料业务销售收入48亿瑞郎。雀巢发布的2017年一季度业绩报告,也是该公司今年元旦新帅上任后发出的首份季报,2017年雀巢交出了1447.19亿元人民币(210亿瑞郎)的答卷。在中国市场,雀巢的说法是,速溶咖啡和即饮咖啡、糖果以及烹调品对于业绩有较好的贡献。
事实上,雀巢近期对于咖啡业务动作频频,9月中旬,雀巢就宣布收购Blue Bottle(蓝瓶咖啡)68%的股权,开始入局精品咖啡市场。对于雀巢来说,消费者更熟悉的是雀巢咖啡,但咖啡这一业务近年来鲜有改变。在中国,雀巢的速溶咖啡仍然是一家独大的局面,但也面临着多方面的竞争,涌现出不少速溶咖啡品牌。面对来自更多细分市场的压力,过去几个月中,雀巢也一直在调整自己的布局,例如收购了一个初创食品公司、Sweet Earth以及一家专送健康食物的外卖公司Freshly。
对于开设快闪咖啡店,雀巢大中华区咖啡业务单元资深副总裁葛文表示,快闪咖啡店是雀巢为消费者提供的新鲜体验之一,这样就可以更好地让消费者参与进来。雀巢希望使雀巢咖啡变成一种生活方式,因此,最近在微商城销售一些品牌周边的产品,都显示出雀巢希望以一些新的方式跟年轻消费者在未来有更多的参与和互动。无论是以快闪咖啡店形式还是以其他形式,雀巢都是希望离消费者越近越好,非常深入地接触到他们。未来几个月雀巢会有更多市场方面的动作,大家也能看到雀巢在这方面的改变。
中国市场的雀巢咖啡为雀巢带来了一定的业绩增长,葛文表示,中国市场确实是非常重要的市场,对于雀巢咖啡来说很大的业务增长都来自于中国这个市场,但具体的比例不方便透露。
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