in p>1867, Mr. Henry Nestel, the founder of Nestle Company and a chemist living in Switzerland, successfully saved the life of a baby who was malnourished due to insufficient breast milk by using a baby milk wheat flour which was scientifically mixed with milk wheat flour. Since then, it has created a century-long history of Nestle. "Nest" means "Little Bird's Nest". As a symbol of Nestle, this warm bird's nest is deeply familiar and loved by consumers. It represents the concept of Nestle: care, safety, nature and nutrition. As the world's largest food company, Nestle adheres to the consistent concept and principle, people-oriented, quality-oriented, providing high-quality food for consumers all over the world and bringing a better life. Nestle China: Headquartered in Switzerland, Nestle Group is the largest food company in the world and has a long history in China. For a century, China consumers have been very familiar with and trusted the Nestle brand, because as early as 198, Nestle opened its first sales office in China. Nestle is one of the first foreign businessmen to enter China and has a firm commitment to China. In the early 198s, Nestle began to discuss with the government of China to invest and build a factory in China, and transferred its world-class proprietary technology and rich professional knowledge in nutrition and food processing to China. In 199, the first joint venture factory of Nestle in Chinese mainland began to operate, and then a number of factories were built. Nestle has helped China save a lot of foreign exchange by using local raw materials to make the same high-quality food locally instead of imported products. At present, 99% of products sold by Nestle in Chinese mainland are made locally. In the past 16 years, Nestle's direct investment in Greater China from Switzerland has accumulated to 7 billion yuan. Nestle Greater China is headquartered in Beijing and operates 21 factories, including four in Shanghai, three in Guangdong, four in Tianjin, three in Sichuan, two in Shandong, one in Heilongjiang, one in Jiangsu, one in Inner Mongolia Autonomous Region, one in Beijing and one in Hong Kong Special Administrative Region. In 21, Nestle established Shanghai Nestle R&D Center in Shanghai. This R&D center devotes itself to applied science and technology and nutrition research, and develops nutritious food that China consumers like and is suitable for China population's taste and consumption capacity. In 25, Nestle's annual sales in Greater China reached 11.2 billion yuan, and it paid about 1.1 billion yuan in taxes. Nestle solemnly promises to Greater China: We will work with the people of China to make our greatest contribution to the bright future of China. 1874 Nestle Eagle Mark condensed milk is the first registered trademark in Hong Kong. In 198, Nestle opened a trade office in Shanghai. 192 Nestle Products Co., Ltd. was established in Hong Kong. 1982 Taiwan Province Nestle Co., Ltd. was established. Nestle's first office was established in Guangzhou in 1984; In 1987, Nestle Shuangcheng Co., Ltd., the first joint venture company of Nestle, was established (Heilongjiang Province). 199 Shuangcheng Nestle Co., Ltd. was put into production. Nestle Milk Hong Kong Limited was established in 1992; Dongguan Nestle Co., Ltd. was put into production. In 1996, six more factories were put into operation in this year; Nestle's China headquarters was established in Beijing. In 1999, it established a joint venture with Taitai Le Group in Shanghai (Nestle holds 8% of the shares). In 2, the business structure of Nestle Greater China was established (Chinese mainland, Hongkong, Macau and Taiwan Province). Signed a joint venture agreement with Haoji Group in Sichuan Province in 21 (Nestle holds 6% of the shares); Nestle R&D Center was established in Shanghai. In 22, Haoji Joint Venture began to operate. Merged Meilu's milk factory in Ergun in 24 (Inner Mongolia Autonomous Region). Corporate culture people-our most valuable wealth-Nestle employees have always been the key factor to bring Nestle spirit to life. It is this "human" spirit that led Nestle to develop from a rural workshop to a leading food company in the world today. Employees are Nestle's most valuable asset. Nestle Group's outstanding performance today stems from the strong efforts and loyalty of employees all over the world. As a company dedicated to producing high-quality food and creating a better life, Nestle is also very concerned about its employees. Nestle's managers and employees have formed a close working atmosphere, making Nestle the preferred employer. As a world-class company that does not discriminate against any nationality, race, religion, gender or age, Nestle welcomes cultural and social diversity. It is rare in the world that a company has employees of so many nationalities. Nestle firmly believes that only by combining local and international talents can we give full play to their potential and ability, so as to provide consumers with high-quality Nestle products and brands no matter when, where and in what way. Today, Nestle has about 12, local permanent employees in Greater China, providing them with attractive jobs. Every year, the company provides good staff training to many local China employees at home and abroad, including the training at Nestle International Training Center. Nestle Company Profile: Nestle Company's annual sales reach more than 47.7 billion US dollars, about 95% of which comes from food sales, so Nestle is the largest food manufacturer in the world and one of the largest multinational companies. The company is famous for producing chocolate bars and instant coffee, and currently has a rich product series suitable for the local market and culture. At present, Nestle has more than 4 factories in 6 Togo countries on five continents, and the production and sales of all products are completed by about 2 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 Swiss scholar-type food technician, invented a dairy product for child care, that is, adding fructose and nutrients to milk powder. It was an excellent child care food at that time, but the output was very small. Nestel was still mainly engaged in scientific research. In 1865, a friend told Nestel that because babies drank his milk powder, they all grew up healthily, changed their habit of not drinking milk, and relieved their mothers' worries. After hearing this news, Nestel finally founded the baby milk powder company in 1867, taking his name Nestle as the brand name of its products, and taking the bird's nest pattern as the trademark graphic. Because the English word "Nestle" and his name have the same root, Chinese is translated into "Nestle" together. In fact, Nestel means "settle down comfortably" and "snuggle up" in English; Nestle graphics will naturally remind people of a loving mother nursing her baby. Therefore, the sales of "Nestle" baby milk powder have been very good. In 195, Nestle Parenting Milk Powder Company merged with another food company run by Americans and was named Nestle Yingrui Condensed Milk Company. In 1949, it was purchased by another Swiss company, and now it is called Nestle Food Company. At the beginning of the 2th century, the company began to implement diversified production, and acquired and established enterprises all over the world, becoming the largest food manufacturer in the world. Its branches have been set up in more than 2 countries, including the United States, Japan and Germany, with more than 1,2 factories and firms, and its headquarters is located in Vevey, Switzerland. In 199, the company's sales amounted to $33.3 billion, and its main products were instant coffee, condensed milk, milk powder, baby food, cheese, chocolate products, candy and instant tea. Among them, Nestle coffee has the largest sales volume, mainly because of the excellent product quality, and the brand name makes consumers really feel "comfortable" and "snuggling" when drinking. In 1991, according to the survey results of American Lantong Company, Nestle Coffee was listed as one of the top 1 famous brands in the world, and its brand value was determined to be $11.549 billion in 1994. On the whole, it seems that the "Nestle" brand came easily and didn't take much effort. Nesti named the brand after himself, but its name means "settle down comfortably" and "snuggle up" in English. Because of the specific meaning of its name, it is natural to associate it with "Nestle" with the same English root, and take the Nestle pattern as the brand graphic, which in turn will connect people with babies to be fed, loving mothers and healthy and nutritious Nestle products. It can be seen that the "Nestle" brand that comes easily not only has its rich connotation, but also fully meets the basic requirements of trademark positioning. First of all, "Nestle" is very significant as a brand name. Although this term is very general, it is often the things that people are familiar with that can deepen people's impression and produce many associations, so as to be close to life and consumers. Secondly, in general, it is unique. Everyone knows "Nestle", but only Nestel uses it in trademarks, which has become a unique company synonym in the world, and established and expanded the company image, thus becoming unusual. Thirdly, the close combination of "Nestle" name and "Nestle" graphics is also rare in the history of western trademarks. The close combination of the two can make people famous for their graphics and know their graphics by their names, which is a veritable combination brand. Finally, the brand positioning of Nestle fully embodies the specific functional positioning and emotional positioning. This corporate brand ranks 55th in the 26 Top 5 World Brands list compiled by World Brand Lab, and 18th in the 26 Top 1 Global Companies list published by Barron's Weekly. This enterprise ranked 56th in the ranking of Fortune 5 companies in the world in 27.

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