People - Our Most Valuable Asset

Nestlé's people have always been the key element in bringing the Nestlé spirit to life. It is this "people" spirit that has led Nestlé from a rural workshop to the world's leading food company it is today. People are Nestlé's most valuable asset. The Nestlé Group's outstanding performance today is due to the strong commitment and loyalty of its employees around the world. As a company dedicated to producing quality food and creating a better life, Nestlé also cares about its employees. The close working atmosphere between Nestlé's managers and employees has made Nestlé an employer of choice. As a major worldwide 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 for a company to have employees of so many nationalities. Nestlé firmly believes that only by combining local and international talent can we best utilize their potential and abilities so that we can provide consumers with quality Nestlé products and brands whenever, wherever, and however we can.

Today, Nestle has about 12,000 permanent local employees in Greater China, offering them attractive jobs. Every year, the company provides excellent staff training to many local Chinese employees, both at home and abroad, including training at the Nestlé International Training Center in Switzerland.

Nestlé's annual sales amount to more than $47.7 billion, of which about 95% comes from food sales, making Nestlé arguably the world's largest food manufacturer and one of the largest multinational corporations. The company is well known for its production of chocolate bars and instant coffee, and now has a wide range of products suited to local markets and cultures.

Currently, Nestlé has more than 400 factories in more than 60 countries*** on five continents, and the production and marketing of all products is carried out by some 200 divisions under the leadership of the headquarters. With 98% of its sales coming from abroad, Nestlé has been called "the most international multinational group".

In the mid-19th century, Henri Nestlé, an academic food technician from Switzerland, was a member of the Nestlé Group. In the mid-19th century, Henri Nesti, a Swiss academic and food technician, invented a dairy product for childcare, adding fructose and nutrients to powdered milk, which was an excellent childcare food at the time, but the production volume was small, and Nesti was still mainly engaged in scientific research.

In 1865, a friend told Nestle, because the babies drink his milk powder, are healthy and grow up, change the habit of infants do not drink milk, for mothers to solve the problem. After hearing this news, Nestle finally founded the Nursery 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. Since the English word Nest is the same root as his name, it was translated into Chinese as "巢雀". In fact, Nestle means "to settle down comfortably" and "to snuggle up" in English; and the bird's nest graphic naturally reminds people of a loving mother nursing her baby. Therefore, "Nestle" childcare formula has been sold very well.

In 1905, Nestle Nursery Milk Company merged with another food company run by the Americans and was named Nestle English and Swiss Condensed Milk Company; in 1949, it was purchased by another Swiss company and was renamed Nestle Foods Company; in the early 20th century, the company began to diversify its production, and acquired and set up enterprises all over the world, and became the world's largest food manufacturer, with branches opened in more than 20 countries, including the United States, Japan, Germany and other countries. Nestle Foods has more than 1,200 factories and businesses in more than 20 countries, including the United States, Japan and Germany, and is headquartered in Vevey, Switzerland. The company's 1990 sales amounted to 33.3 billion U.S. dollars, the main products for instant coffee, condensed milk, milk powder, baby food, cheese, chocolate products, candy, instant tea and other 10 kinds.

The largest sales of Nescafe, mainly because of the quality of the product, and then the brand name so that consumers in the drink also really experience the "comfortable", "snuggle" feeling. 1991, according to the United States Lantone company's In 1991, according to the results of the American Lantone company, Nescafe brand was listed as one of the world's 10 most famous brands, its brand value in 1994 was determined to be 11.549 billion U.S. dollars.

On the whole, it seems that the Nestlé brand came to be without much effort. Nestlé (Nesti) named the brand after himself, but his name means "to settle down comfortably" and "to snuggle up" in English. Because of the specific meaning of the name, it is natural to link with the same root word "Nest" (Nestle) in English, and use the Nestle pattern as the brand graphic, which in turn will make people associate with nursing babies, loving mothers and healthy and nutritious Nestle products. It can be seen that the "Nestle" brand, which comes easily, not only has its rich connotation, but also fully meets the basic requirements of trademark positioning.

First of all, "Nestle" as a brand name is highly significant. Although this term is very general, but often people are familiar with things to deepen people's impression, in order to produce a lot of associations, and thus close to life, close to consumers. Secondly, it is in the general that the difference is reflected. Everyone knows "Nestle", but only Nestle used in the trademark, became the world's unique company synonymous with the establishment and growth of the company's image, thus becoming unusual. Again, the close combination of "Nestle" name and "Nestle" graphic is rare in the history of western trademark. The close combination of the two can make people know the name when they see the graphic, and know the graphic when they see the name, which is a real combination of brand. Finally, "Nestle" brand positioning fully embodies the specific functional positioning and emotional positioning.

Source:

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