Nescafé won the first place in the "Double Eleven" instant coffee category, and executives revealed that e-commerce accounts for 35% of the current

21st Century Business Herald reporter Ye Bihua intern Liang Raochuan comprehensive report

With the conclusion of the Double Eleven Shopping Festival, as the leading brand in the coffee industry, Nescafe's Double Eleven achievements have attracted much attention.

On November 12, the 21st Century Business Herald reporter learned from Nestlé that during the Double Eleven period (November 1-11) on the Jingdong platform, Nescafe won the No. 1 instant coffee category; the coffee category of the official flag store increased by 5 times year-on-year, and the single product ranked No.1 in the POP coffee industry. At the same time, Nescafe's consumer base has further expanded, with the middle class increasing by 80% year-on-year and the ready-to-drink coffee student population increasing by 147% year-on-year.

"After the normalization of the epidemic, consumer behavior has changed a lot." Earlier, Wang Lei, vice president of e-commerce at Nestlé Greater China, said in an interview with reporters that consumers in the post-epidemic era pursue a healthier lifestyle, especially in food and beverage. The segmentation and diversification of coffee consumers' needs have also put forward higher requirements for coffee brands on the market.

"We need to innovate with their needs as the core, a comprehensive layout of coffee, which is what we need to do." The biggest trend this year is black coffee, because consumers pay more attention to their health. Nestlé's senior vice president of coffee business in Greater China, He Wenlong, added.

According to the data, this year's Double Eleven Nestlé Coffee unveiled 102 new products, covering major categories such as instant, ready-to-drink, capsules, and concentrates to meet the diversified needs of consumers. Among them, as the core instant black coffee product line with a history of 30 years, it has also been adjusted and improved this year to further meet the consumers' pursuit of a healthy lifestyle.

In recent years, the habit of drinking coffee has gradually formed in China, and the coffee market in China's first- and second-tier cities has tended to mature, and the coffee market is expected to further expand. According to the adroit market research report, the size of China's coffee market will exceed 300 billion yuan in 2020, and it is expected to reach 1 trillion yuan in 2025. For Nestlé, the head brand in the coffee market, it faces not only opportunities, but also many challenges.

"During the epidemic, consumers began to shop more online, especially some emerging channels, such as content e-commerce, O2O, community group buying, etc. This will present some new challenges for brands, and there will still be many differences in planning these businesses and in the planning and design of the touchpoints to communicate with consumers. Wang Lei judged that the integration of the channel side may be the third new trend after the normalization of the epidemic.

The data shows that in the first half of this year, Nestlé achieved double-digit organic growth in the Chinese market, of which the coffee business contributed the most, achieving 11% organic growth in the first half of the year. According to He Wenlong, at present, Nescafé's online and offline sales account for 35% and 75% respectively.

In his view, the habit of consumers drinking coffee at home has become the norm. "In the past, we would think that more than 50% of the coffee, especially in developed coffee cities, would be collected through cafes. Now we find that the coffee business has grown more comprehensively in different channels, and the e-commerce, O2O and outdoor businesses have also grown very well. ”

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