瑞士“鸟”这样在中国筑巢

Nestle in China

雀巢1867年始创于瑞士,早期生产以牛奶为基础的婴儿食品,如今是世界最大的速溶咖啡、巧克力和糖果、奶产品及婴儿营养品和矿泉水生产商;是世界领先的冰淇淋及诸多食品的生产商之一。2000年集团总销售额达500亿美元,在81个国家建立了479家工厂,全球员工约22.5万人。了解雀巢的发展及其“中国战略”,对我国食品企业的发展大有帮助。 雀巢保持其市场领导者地位的策略之一,是不断进入新市场。公司不惜花大力气分析任何一个可能的市场。

The well-known Swiss food company, Nestle, has launched a number of products onto the Chinese market with great success including instant coffee, milk powder, baby cereals, chocolate wafers and ice cream since the early 1980s. Although the path to success was rough, the company persisted in its beliefs, planned well and worked hard to achieve its goal.