Author: Mote Mot FBIF founder (WeChat: MOTECHAN)
Tip: This article is 121 global food companies go to sea to sea.In the case of 4 , at the end of the text, the FBIF navigation book "121 Food Globalization and Outside Cases" can be received at the end of the text.
Before the end of World War II, coffee was low in Japan.Although the Dutch introduced coffee beans into Japan in the 17th century, because of its bitter taste, coffee was not widely accepted, and it was even regarded as medicinal items, which were only used by a few people.In the mid -Meiji period, affected by the trend of "getting off Asia", coffee was gradually regarded as a fashion drink, but consumption was mainly concentrated in the intellectual circle layer.In the 1930s, brands such as Nestlé began to set up branches in Japan, but because of World War II, coffee was restricted in Japan as a "enemy country commodity".
After the war, Nestlé coffee returned to Japan. At that time, Nestlé faced a Japanese market that was almost interested in coffee culture. The tea ceremony was deeply ingrained here.However, Nestlé did not retreat because of this challenge, but gradually changed the taste preferences of the Japanese with great patience and innovation.This is not only the story of a brand entering the foreign market, but also how to win a classic example of consumers soul through accurate cultural understanding and long -term strategy.
Today, Japan is already a big consumer of coffee, with an annual consumption of 7.7 kg, which is equivalent to drinking 1.5 cups of coffee per person per day.In the Japanese market, 2%of the population consumes 4%-5%coffee in the world.
1. Challenge: The first test of the water has encountered Waterloo
In the 1970s, Nestle coffee hugHigh expectations to enter the Japanese market, trying to push its world -renowned NESCAFé coffee to Japanese consumers.However, Nestlé soon discovered that the Japanese market was not as open as expected.Although Japan has developed at a rapid economic development and consumers have accepted Western culture, coffee -this drink that is incompatible with traditional Japanese tea culture has almost no favors.The company consumes huge advertising costs, but the performance of the product in the market is almost "zero response".At that time, tea was not only a daily drink, but also a symbol deeply rooted in Japanese culture.From traditional tea ceremony to daily green tea drinks, Japanese consumers have rely on tea for hundreds of years.Nestlé tried to implant coffee into the dominant market through simple advertising and promotion, and it was disappointing.
2. Introduction of coffee candy: Cultivated coffee culture from childhood
The biggest problem is how to make Japanese consumers accept the taste of coffee.To this end, Nestlé invited French psychologist Clotaire Rapaille to study the inner world of Japanese consumers.Lapaya found that coffee did not leave any emotional marks in the growth of the Japanese.This means that the Japaneses strangeness for coffee is not just a taste, but a lack of cultural.It is futile to promote coffee to the public for millions of dollars, because they have no emotional connection with the taste of coffee.
In order to solve this problem, Lapaye made a bold suggestion: by cultivating childrens love for coffee.Nestlé launched a series of coffee flavor candy, using sweetness as a bridge, allowing young Japanese consumers to accept the taste of coffee in a subtle way.This strategy not only won the love of children, but also inspired the curiosity of adults.
Over time, those Japanese children who grew up from snacks and coffee candy gradually became the main consumer.At this time, Nestlé re -launched coffee products and finally witnessed the outbreak of sales.Those young people who are in contact with coffee candy are no longer unfamiliar with coffee. They have begun to buy coffee drinks, especially the Nescafé brand.The success of this strategy not only proves the long -term patience of Nestlés market, but also shows the importance of cultural adaptation.
Today, Japan has become one of Nestlés largest market. It imports about $ 2.2 billion and about 500,000 tons of quick -soluble coffee each year than most countries.And just fifty years ago, there was almost no cup of coffee here!
Three, continuous innovation: from DOLCE GUSTO to robot barista
After laying a solid foundation, Nestlé did not stagnate, but continued to promote product innovation to meet the unique needs of the Japanese market.In 2007, Nestlé launched Nescafé Dolce Gusto Capsule Coffee Machine, which can make a variety of drinks including matcha, which greatly cater to Japanese consumers needs for convenience and diversity.Since then, Nestlé has also brought this coffee machine into a convenience store through cooperation with Japanese retailers to further expand the influence of the product.
In 2014, Nestlé sales coffee machines through robot Pepper. This robot that can recognize human emotions quickly attracted consumers attention.Pepper can not only interact with consumers, but also make coffee for them, becoming another highlight of Nestlés innovation strategy.
4. From the workplace to "Sleep Cafe": the perfect combination of culture and technology
2012, 2012,Nestlé launched the "NESCAFé Ambassador" plan, designating employees in the office as an internal barista to provide colleagues with coffee coffee.This plan not only enhances the convenience of the workplace, but also pulls the relationship between colleagues through coffee, creating a easier and friendly working environment.In 2019, Nestlé opened a "Sleep Cafe" in Tokyo, allowing customers to enjoy coffee while taking a rest.This combining innovation services that combine Japanese overtime culture once again proves that Nestlés in -depth understanding of the Japanese market.
5. Victory of long-term strategies: from strange drinks to the dominant market
Nestle coffee in Japan is not overnight overnightInstead, through years of cultural adaptation, innovation strategies, and market insights, the brand has finally achieved the deepening of the brand.Today, Japan has become the third largest importer of coffee in the world, and Nescafé has also become one of the coffee brands that Japanese consumers are the most familiar and trustworthy.
The success of Nestlé is not only the victory of the marketing strategy, but also the result of a deep understanding of Japanese culture.By respecting culture, long -term investment, and continuous innovation, Nestlé successfully incorporated coffee into the daily life of Japanese consumers, and wrote a glorious chapter in the Japanese market in the Japanese market.
[1] How Nestle Found their Way in JAPANStory in JAPAN -A Story of Patience & Amp; Emotional Marketing | Linkedin ER 50 Years Just toSell Coffee in Japan | LinkedIn (Joshua Adesegun)
[4] Nestlé takes the slow to victory | by the behavior playbook (202222222 September 16, 4On the day, Medium)
[5] How Nestlé Conqu with the Greatest Tactic (January 23, 2020, Medium)
6] Nescafés Success Story of Strategic Approach in Japanese Market | by Reno Apriliyandi | Medium (April 20, 2023, Medium)
NESTL é celebrates a century in japan -newFOOD MAGAZINE (April 4, 2013, New Food Magazine)
6, FBIF navigation book
"121 Food Globalization and Cases of Go to the Sea" released!
Planning: Mote Mot FBIF founder
In order to help Chinese companies "go out to sea" more smoothly, I spent itIn 2 months, I wrote 410,000 words , gathered 121 globalization and overseas cases, covering 94 global brands.These brands include Nestlé, Coca -Cola, Pepsi, Danone, Red Bull, Yizi, Baiwei Yingbo, Garcaster, Riqing, Sanchali, Turtle Fain Pavilion, Sanju Food, Hexin, Haitzo, Ai Ai, Ai Ai, Ai AiSnow, Australia You , etc.
How are they globalization?How to successfully enter markets of China, Japan, India, Indonesia, the United States, Brazil, Europe, Southeast Asia, Africa, the Middle East and other markets?
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