Nestlé corporate culture

People - our most valuable wealth

Nestlé employees have always been the key factor in bringing the Nestlé spirit to life . It is this "people" spirit that has led Nestlé to develop from a rural workshop into the world's leading food company today. Employees are Nestlé's most valuable asset. The outstanding performance of the Nestlé Group today is due to the strong efforts and loyalty of employees around the world. As a company committed to producing high-quality food and creating a better life, Nestlé also cares about its employees. The close working atmosphere between Nestlé's managers and employees makes Nestlé an employer of choice. As a major global company that does not discriminate against any ethnicity, race, religion, gender or age, Nestlé welcomes cultural and social diversity. It is rare in the world for a company to have employees of so many nationalities. Nestlé firmly believes that only by combining local and international talents can they best unleash their potential and abilities, so that we can provide consumers with high-quality Nestlé products and brands no matter when, where and how.

Today, Nestlé has approximately 12,000 local permanent employees in Greater China, providing them with attractive jobs. Every year, the company provides excellent employee training to many local Chinese employees at home and abroad, including training at the Nestlé International Training Center in Switzerland.

Nestlé's annual sales reach more than 47.7 billion US dollars, about 95% of which comes from the sale of food. Therefore, Nestlé is the world's largest food manufacturer and one of the largest multinational companies. Best known for its chocolate bars and instant coffee, the company now has a rich product range tailored to the local market and culture.

Currently, Nestlé has more than 400 factories in 60 countries on five continents, and the production and sales of all products are completed by more than 200 departments under the leadership of the headquarters. 98% of Nestle's sales come from abroad, so it is called "the most international multinational group".

In the mid-19th century, Henri Nesti, a scholar-type food technician in Switzerland, invented a dairy product for child care, which added fructose and nutrients to milk powder. It is an excellent nursery food, but its output is very small. Nester is still mainly engaged in scientific research.

In 1865, a friend told Nestor that because babies drank his milk powder, they all grew up healthily, which changed the habit of babies not drinking milk and relieved mothers' worries. Disaster. After hearing this news, Nestle finally founded a baby milk powder company in 1867, using his name Nestle as the brand name of his products and the bird's nest pattern as the trademark graphic. Because the English word "Nest" has the same root as his name, it is translated into Chinese as "Nestle". In fact, the English meaning of Nestle is "comfortably settled" and "snuggle"; and the Nestlé graphic naturally reminds people of a loving mother nurturing her baby. Therefore, the sales of "Nestle" baby milk powder have been very good.

In 1905, Nestlé Infant Milk Powder Company merged with another American food company and was named Nestlé Anglo-Swiss Condensed Milk Company; in 1949, it was purchased by another Swiss company and changed to its current name Nestlé Food Company . At the beginning of the 20th century, the company began to diversify production and acquired and established companies around the world, becoming the world's largest food manufacturer. Its branches have opened more than 1,200 factories in more than 20 countries including the United States, Japan, and Germany. , trading name, headquartered in Vevey, Switzerland. The company's sales in 1990 reached US$33.3 billion, and its main products include instant coffee, condensed milk, milk powder, baby food, cheese, chocolate products, candies, instant tea and more.

Among them, Nestlé coffee has the largest sales volume, mainly because of the excellent product quality, and the brand name makes consumers really feel the "comfortable" and "snuggling" feeling when drinking it. In 1991, according to the survey results of the American Lanton Company, the Nestlé coffee brand was listed as one of the world's top 10 famous brands, and its brand value was determined to be US$11.549 billion in 1994.

On the whole, it seems that the "Nestle" brand came easily without much effort. Nesti named the brand after himself, but its name means "settling down comfortably" and "snuggle" in English. Due to the specific meaning of its name, it is naturally connected with "Nest" (Nestle), which has the same root word in English. The Nestle pattern is used as the brand graphic, which in turn makes people associate the baby who is waiting for feeding, the loving mother and the healthy and nutritious people. Nestle products. It can be seen that the "Nestle" brand that came easily not only has its rich connotations, but also fully meets the basic requirements of trademark positioning.

First of all, "Nestle" as a brand name is very distinctive. Although this term is very general, it is often the things that people are familiar with that can deepen people's impressions and create many associations, so that they are close to life and consumers. Secondly, the difference is reflected in the general. Everyone knows "Nestle", but only Nestlé uses it on the trademark. It has become a unique company synonym in the world, establishing and strengthening the company's image, and thus becoming extraordinary. Thirdly, the close combination of the "Nestle" name and the "Nestle" graphic is also rare in the history of Western trademarks. The close combination of the two allows people to know the name by seeing the shape, and know the shape by seeing the name. It is a true combined brand. Finally, the "Nestle" brand positioning fully reflects the specific functional positioning and emotional positioning.

Source:

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Nestlé Greater China website:

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Taiwanese authorities Nestlé Co., Ltd.:

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