Special interview
Written by: Kwong Yueting
2020-11-16 07:30
Last update date: 2020-11-16 07:30
The new crown pneumonia epidemic has set off a trend in the housing economy. People stay at home for longer periods of time. Apart from cooking by themselves, they will also shop online more frequently, making online shopping platforms an adversity.
Under this "new normal", Nestlé Hong Kong is not reconciled to future generations, and launched its own online shopping platform in July, intending to get a share of the pie. At the same time, the company also aims at business opportunities in the trend of healthy eating and provides customers with more healthy products.
In an interview with "Hong Kong 01", the general manager of Nestlé Hong Kong, Zhong Meiling, said that the epidemic has certain challenges and impacts on the economy and various industries, but the economy has fluctuated. The most important thing is to do well in the industry: provide quality food to the public. Thereby improving their quality of life, the company is optimistic and positive about the future economic prospects.
In the past few months, Hong Kong has imposed a ban on dining in the evening market, and the flow of restaurant traffic has dropped significantly.
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The epidemic has reduced the number of people going out, and the catering industry has imposed a ban on eating in the past few months, and more people have cooked at home. This has led to a considerable increase in the sales of tofu, soy products, cheese, coffee and ice cream in Nestlé Hong Kong.
Zhong Meiling said that although the current economic situation in Hong Kong is more challenging, the epidemic has increased the public's attention to health. When shopping, consumers not only focus on price, but also want to eat healthy.
Therefore, Nestlé, which owns well-known food brands such as Pak Fook and Dreyer's, will provide customers with more healthy choices, including added sugar-free soy milk and low-sugar black soy milk, sugar-free tea discovery series, and 0 fat sorbet bar series.
She revealed that the company's general direction for food research and development is low sugar and low salt. In the future, it will continue to provide different types of products according to consumer needs and taste changes.
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As the general manager of Hong Kong, Zhong Meiling had the opportunity to try all Nestlé products. She laughed and said that she liked snacks, but was afraid of fat, just like most Hong Kong people. The company's newly launched Fitness high-fiber light snack series won her. Joy.
The snack series include crispy snacks, plant special drinks and comprehensive nuts. The products are made on the basis of superfoods. The biggest selling points are high fiber, low fat and low sugar.
"These healthy snacks can be eaten when you have a mouth mark. I have recently become a solar eclipse. Among them, two fitness drinks: brown rice turmeric and red barley and walnuts. I drink a pack before exercising. They are a healthy drink. !"
Nestlé Hong Kong’s online shopping platform was built by the company’s 10 colleagues from multiple departments within 7 months.
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More than 200 products on the platform
In addition to increasing public interest in health, their consumption patterns have gradually shifted to the Internet.
In the past, Nestlé Hong Kong has cooperated with different online platforms. In order to allow the public to buy the company’s products without leaving home and have more interaction with supporters, the company opened its own online shopping platform in July. As of mid-October, the platform There are more than 200 products, and the average unit price of customers is slightly higher than the free shipping threshold of 350 yuan.
Zhong Meiling revealed that the company has been preparing for the establishment of an online store platform since December last year, and has not specifically calculated the amount of investment. At present, the online store is only in the preliminary stage and is satisfied with its performance.
"The online shopping market has been developing steadily in the past few years. This year, benefiting from the epidemic, it has recorded an unprecedented increase. Customers of the same age cannot shop online. So I look at the development potential of the online shopping market." The company hopes to expand the product line of online stores in the future. , And consider introducing some limited products.
Nestlé is the world's largest food and beverage company.
With more than 2,000 brands and operations in 191 countries around the world.
So in the eyes of the company, what are the characteristics of Hong Kong consumers?
Zhong Meiling believes that Hong Kong is a city with a booming economy, with fierce market competition, more open consumers, and willing to accept new things. Therefore, the company will continue to innovate and develop more new products, including locally produced products and introduction of products from other places. Diversified products to meet consumer preferences.
There are different dietary concepts in the market. Zhong Meiling said that the company will not only look at a single diet method, but explore the potential of different types of food.
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The meatless menu will become a trend in the future
Nestlé launched the "Incredible Burger" in Europe in April last year. The company also announced in May this year that it would spend more than 100 million Swiss francs (equivalent to 730 million yuan) to expand the production capacity of its pet food factory in Tianjin and add its first plant. Base product production line.
Zhong Meiling said that many people will eat plant meat to reduce their physical burden and protect the environment. "I don’t even eat vegetarian or eat less meat one day. Plant meat is made of plant-based protein, and the taste is correct. It’s so special. Chefs in Hong Kong are so creative. They will make meatless menus to attract health-conscious people with special needs. This type of restaurant will be accepted by everyone.” She estimates that meatless menus will be in the future. Become a trend, and the plant meat market also has growth potential.
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