食品巨头雀巢又一次站在了聚光灯下。 12月1日，雀巢宣布自2026年1月1日起，正式合并大中华区市场内惠氏与雀巢婴儿两大独立的营养品业 务，成立全新的"雀巢营养品"业务单元。而新业务的掌舵者，将是现任雀巢婴儿营养业务负责人谢国 耀。 谢国耀是一位拥有新加坡背景、在东南亚市场成长起来的职业经理人。他的上位并非孤例。翻开雀巢大 中华区的最新高管名册，一个清晰的趋势浮出水面。 除了像糖果、餐饮调味品这类具有强烈本土化和区域消费特征的业务外，雀巢在华最重要的三个增长引 擎咖啡、营养品、宠物护理业务负责人，均已换上了带有鲜明东南亚履历标签的面孔。 从曾经倚重本土化人才，到如今核心阵地全面由"东南亚军团"接管，雀巢这家百年老店在中国市场的战 略风向盘，似乎正悄然转向。 这不禁让人发问：雀巢大中华区，是要东南亚化了吗？而这背后，是简单的水土不服，还是深思熟虑后 的战略转移？ 1 大象转身，从"两条腿"到"一拳头" 2025年，无疑是雀巢大中华区组织架构剧烈动荡的一年。 首先是宠物护理业务。2025年7月1日，在雀巢普瑞纳大中华区负责人岗位上工作多年的陈晓东正式卸 任。接替他的是"亚太通"Francois Gergaud，他 ...

Core Viewpoint - Nestlé, once a leader in the instant coffee market in China, is now facing challenges in attracting young consumers, necessitating a strategy to rejuvenate its brand and appeal to this demographic [2][8]. Company Overview - Nestlé, a Swiss food and beverage giant, has a diverse portfolio that includes coffee, dairy products, confectionery, beverages, and pet food, with over 2,000 brands operating in more than 100 countries [4]. - The company originated from a baby food product developed in the 1860s by pharmacist Henri Nestlé, which aimed to reduce infant mortality rates in Switzerland [4]. Coffee Business Development - Nestlé's instant coffee, Nescafé, was created in 1930 using spray-drying technology to address surplus coffee production in Brazil, becoming a staple for U.S. troops during WWII and gaining popularity post-war [5]. - The coffee segment has become a core part of Nestlé's business, with Nescafé generating approximately $10 billion in annual sales, accounting for 36% of the company's coffee business revenue [5][9]. - In 2018, Nescafé held over 70% market share in China's instant coffee market, significantly outpacing its closest competitor, Maxwell [5]. Market Trends and Challenges - The instant coffee market in China is currently valued at approximately 78 billion yuan, representing nearly half of the national coffee market, but has seen a slight decline of 1.5% year-on-year [9]. - The rise of fresh coffee consumption and changing health perceptions among consumers have led to a preference for low-sugar, no-cream instant black coffee, impacting traditional instant coffee sales [9]. - Competitors like Luckin Coffee and Starbucks have become more prominent in the minds of young consumers, overshadowing Nestlé's historical presence in the market [7][9]. Product Innovation and Strategy - In response to market changes, Nestlé has introduced new products, including upgraded classic series, zero-sugar options, and beverages like sparkling Americano, while also diversifying into various formats such as drip coffee and ready-to-drink products [9][10]. - Despite these innovations, Nestlé faces challenges in reshaping consumer perceptions, as many still associate the brand primarily with sugary instant coffee [10]. Distribution and Sales Dynamics - Nestlé has traditionally employed a "deep distribution" model, requiring distributors to purchase in bulk, which has led to inventory issues and financial pressures amid slowing consumer demand [11][12]. - Recent shifts in strategy aim to transition from a distribution-driven model to one focused on actual consumer sales, indicating a need for better engagement with end consumers [12].