China Food

After Nestle’s acquisition, will Starbucks become a bigger coffee brand than Nespresso?

日前,在由巴克莱举办的一场全球消费会议上,雀巢首席财务官 François Roger就雀巢分销的星巴克产品会否超越浓遇咖啡(Nespresso),为何在入股食物过敏疗法公司Aimmune多年后才大手笔收购,以及雀巢最大的变化是什么等系列问题,回答了提问。

Starbucks and Nespresso

Nestle has taken over some Starbucks business with great efforts, such as selling Starbucks coffee beans and coffee capsules outside the coffee shop. How is the business going now? “First of all, we are very satisfied with the acquisition. When we bought it, the business had revenue of $2 billion (a year). Last year, we increased our sales by another $300 million, which is great. ” “Starbucks products are growing at double-digit rates this year,” Roger said


那么,随着星巴克产品的扩张,它未来会成为?

对此,Roger则回应称:“我们没给星巴克设定要在销售上超越浓遇咖啡的目标,我认为这两个品牌是互补的,是帮助和支持各自发展的。这更应该着眼于不同品牌的不同架构、各自的个性和定位之间的互补性。”

“就浓遇咖啡而言,不要忘了,这个品牌(的规模)是星巴克的两倍以上, 并且还在继续增长。”据Roger透露,在上市34年后,浓遇咖啡仍以中个位数的速度在增长。

他还强调,就算是在雀巢旗下汇集的三个咖啡品牌雀巢咖啡(Nescafé),浓遇咖啡(Nespresso)和星巴克(Starbucks)中,也不存在一个品牌要在销售上超越另一个的目标

in Roger’s view, although Starbucks and Nestle coffee products may have “a little bit of competition”, but the degree is very limited. According to Mr. Roger, who also explained the issue of competing for food last year, Nestle has considered and fully realized the above-mentioned situation when signing the agreement with Starbucks, “and has incorporated it into the established business model”.

Get faster

“Mark Schneider has been CEO since 2017, and a lot of things have changed,” he noted. What is the biggest change in this period of time? ” Roger’s answer is: Nestle is faster. “I think we’ve gone through a change in the last few years. Nestle has had 154 years of success, and I think the pace is accelerating under Mark’s leadership, with the support of the executive team and the board of directors. ” Roger said.

Mark Schneider, Nestle’s CEO (photo)


他又表示,在过去几年,雀巢所在的行业已是瞬息万变,而种种事物的快速更迭意味着公司必须加快跟上变化的脚步。

“看看我们过去5年来的经历,我可以提到其中一些(行业变化的)例子,像零基预算,电商和数字技术的发展,初创企业的发展,行业创新的加速,消费者对可持续性越发担忧等等。”Roger说。

那雀巢又是怎么应变的呢?

Roger指出:“首先,我们专注于高增长类别,这明显拉动了增长。我们大大加速了对投资组合的管理。”

在施奈德上任半年左右,雀巢就圈定了几个要着重推动的高增长类别,包括咖啡,宠物护理,婴幼儿营养品和瓶装水。随后,雀巢也陆续剥离了不少增长乏力的业务。有数据显示,自出任雀巢CEO以来,施奈德已经推进了50多个并购和业务重组。


随后Roger又提到:“现在,我们还拥有很不一样的组织,变得更为聚焦区域市场了。”一个代表性例子就是惠氏所在的婴幼儿营养品业务。从2018年1月1日起,雀巢就这块业务的架构实施了“大手术”:从全球管理转移到区域管理。

此外Roger还提到,雀巢还变得更重视成本管理、注重数字化如电商的发展、加快创新以大大缩短新品上市时间。“在将雀巢打造为商业向善及可持续性的领先企业之一方面,我们也有所进展”。


小食代留意到,在施奈德上任后,雀巢也提出了多个与可持续性相关的新目标,包括到2025年实现包装100%可回收或可循环利用,到2050年实现温室气体净排放的零排放。

而Roger表示,可持续性已成为雀巢执行团队工作的“重中之重”,并且这是一项成本巨大的工作,主要是因为要转换包装和实现碳中和。不过他也指,雀巢不会将增加的成本转移给消费者,也不希望因此牺牲利润而将成本转嫁给投资者和股东,而是要靠优化供应链和组织效率去实现。

Wait for the opportunity

In this year’s acquisition, Nestle plans to spend nearly 14 billion yuan to win aimmune, which is definitely the most popular one. According to the introduction of snack food agents, aimmune has been described as “the subversion of the anti allergy market”, and has palforzia, which claims to be the “first and only oral product approved by FDA” to solve peanut allergy. As early as 2016, Nestle took a stake in the company and increased its holdings several times. Finally, at the end of August this year, Nestle announced plans for a wholly-owned acquisition.

“Why now? First of all, this project (palforzia) has only recently been registered with the US FDA, and we also need one thing to trigger the acquisition. ” Roger said at the meeting that “the product has been launched in the United States, although it has been delayed due to the epidemic situation, it has actually started in July and August.” “We have a lot of confidence in this product.” “When they started listing in the U.S., we thought it was the right time,” Roger said Speaking later on about palforzia, Roger described it as “a product with great potential” and expected its future sales to exceed $1 billion. “Because it’s the only product currently available to children aged 4-17. So we’re talking about medical needs, and we’re going to be able to help some children lead a normal life that they’ve never really had before. “

Fran ó OIS Roger, chief financial officer, Nestle (information photo)


事实上,在宣布收购前,雀巢就已经“默默关注”Aimmune很久了。

据Roger透露,雀巢是通过少数股权投资和获取董事会席位进入该公司的。“在过去四年里,雀巢健康科学首席执行官Greg Behar(毕格瑞) 一直担任该公司的董事会成员。我们与他们建立了合作伙伴关系。我们观察了他们的工作方式和发展,并学会了怎么和他们合作。”他说。

Roger称,接下来,Palforzia将在美国之外的其他市场提交注册,近期将从先欧洲开始。

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