Maxwell House coffee factory closures in China lost contact consumer hotline have been cancelled | information on Maxwell House coffee _ news |
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Original title: Maxwell close lost consumer hotline have been cancelled

Once "good to the last drop, like more" hongbian ad Maxwell House coffee, and now aura no longer. A message appears, Maxwell production factory in Guangzhou, China, has been in a State of employees, production, end of December to close down, Maxwell's trademark Jacobs holding company Douwe Egberts (hereinafter "JDE") have publicly responded that in 2017, Guangzhou plant will no longer produce, greater China market will be dominated by Thailand Bangkok production base to supply. Via imports, to reduce operating costs by Maxwell House, how far you can go?

　　The company lost

Once popular Maxwell House coffee brand in China has been lost. A message recently, Maxwell in a production factory in Guangzhou, China will close soon, Beijing business today reporter recently found that Maxwell on the packaging of a consumer hotline have been written off, become empty, another phone is of millions of HIV/AIDS hotline. When Beijing economic daily reporter called follow the prompts to connect to the Max will's time in the past, the phone has been in a State of busy signals.

Meanwhile, the Beijing newspaper survey found that on display in the supermarket shelves, Maxwell House coffee, placement of a slightly "corners", instant coffee placed most of its shelves or Nestle coffee. In addition, by looking at the Maxwell House coffee production date, shelf display of 18 wheat at the Knoxville coffee, has 11 coffee production dates of your stay in January 2016. Employees told Beijing business today: "Maxwell House now sells are particularly poor, on for such a long time, have seen their sales, so there, Nestle was so much better than they sell. ”

E-commerce platform cat official flagship store, Maxwell House coffee sales up a triple classic instant coffee powder flavor Maxwell House coffee 100 gift box sold 13,335, Nescafe coffee sales up a 1+2 triple 1500g 100 x15g instant coffee flavor gift box sales for 210,213, almost 20 times of Maxwell. However, Jingdong, shop with first top matched sales of Nescafe and Maxwell House coffee.

　　Locating missing

Maxwell first entered China in 1985, 1997, by the "Maxwell" renamed "Maxwell". Advertising words "good to the last drop, attached to" Maxwell House brand popular among Chinese consumers. In 2015, the international food giant of millions of HIV/AIDS has claimed and Emperor Yi (D.E. Master Blenders 1753) completed the previously prepared coffee business transactions. Billions of HIV/AIDS to share, its coffee business through joint venture with this company, the formation of a new company, and only one by one plant in China in Guangzhou, however, for more than a year would face closure.

Food and drink industry in China brand Research Institute research fellow Zhu Danpeng, over the past more than 10 years, Maxwell for China market into larger concerns, Maxwell House coffee in maintenance operations in the Chinese market, has not devoted too much effort, and less market share, in order to reduce operating costs, withdrawal is necessary at this time.

Zhu Danpeng said at the time of Maxwell House is owned by millions of HIV/AIDS, millions of HIV/AIDS is more attention to the development of the main categories such as cookies, coffee for millions of HIV/AIDS is a very small category. Nestle is willing to take the time and cost of slow cultivation of the coffee category. When Nestle in China when it is in a strong position, Maxwell has identified China as the maintenance market is, of course, is not good.

GF securities in 2014, foreign investment in China is the Nestle in a series: display extensive expansion of the overlord of the food industry, Nestle coffee, as representative of the localization of products, by grounding the product positioning and marketing synergies, Nescafe 73.5% absolute market share advantage to become the industry leader.

　　To break through

Closing via imported instant coffee market in the doldrums are not unrelated. Yingminte consulting company reported over the past five years, instant coffee market share in 2009 from 80.7% 71.8% per cent in 2014, and will continue to fall, according to some estimates, by 2019, the instant coffee market share will decrease to 66%. In contrast, drink coffee and freshly ground coffee in market share gains. Some analysts pointed out that China's coffee market has formed a pyramid, at the tower base is instant, waist is drink coffee and have developed rapidly, Spire is a high-end coffee. In recent years more and more young people of all ages to drink coffee, instant coffee has also been a certain impact, more and more brands are joining to the coffee drinkers "scrimmage".

However, the imports arising from Maxwell's breakthrough is still difficult. Zhu Danpeng said Maxwell off of China's dependence on imports of plant products, for its own marketing and there is no help, merely operating costs decrease. However, since Maxwell's strategic positioning in China have been identified, so dependent on imports, changes in product prices but not much. The reduction in operating costs, will make Maxwell's increased spending on marketing.

Source: Beijing, business daily

Responsible editor: Kang Yunkai

Article keywords:
Maxwell House coffee

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麦斯威尔咖啡在中国关闭工厂失去联系 消费热线已被注销|麦斯威尔|咖啡_新闻资讯
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　　原标题：麦斯威尔关厂失联 消费热线已被注销

　　曾经以“滴滴香浓，意犹未尽”的广告语红遍大江南北的麦斯威尔咖啡，如今已经光环不再。有消息显示，麦斯威尔在中国广州的生产工厂已经处于员工放假、停产状态，12月底将彻底关闭，麦斯威尔的商标持有公司Jacobs Douwe Egberts（以下简称“JDE”）曾公开回应表示，2017年起广州工厂将不再生产，大中华地区的市场将由泰国曼谷生产基地供应产品。借道进口，以此减少运营成本的麦斯威尔，还能走多远？

　　公司失联

　　曾经广受欢迎的咖啡品牌麦斯威尔在中国已经失联。日前有消息显示，麦斯威尔在中国广州的生产工厂即将关闭，北京商报记者日前调查发现，麦斯威尔包装盒上的一个消费热线已经被注销，成为空号，另一个电话则是亿滋的热线电话。当北京商报记者拨打过去按照提示连接到麦斯威尔的时候，电话一直处于忙音状态。

　　同时，北京商报记者调查发现，在超市货架的陈列上，麦斯威尔咖啡摆放的位置略显“边角”，速溶咖啡的货架上大部分摆放的还是雀巢咖啡。此外，通过查看麦斯威尔咖啡的生产日期，货架上摆放的18款麦斯威尔咖啡中，有11款咖啡的生产日期停留在2016年1月。超市员工告诉北京商报记者：“麦斯威尔现在卖得特别差，上了这么长时间，都没见到过他们的促销员，就这么摆着，雀巢比他们卖得好太多了。”

　　电商平台天猫官方旗舰店内，麦斯威尔咖啡销量最多的一款Maxwell House三合一速溶咖啡粉经典原味咖啡100条礼盒装总销量为13335件，而雀巢咖啡销量最多的一款1+2原味三合一100条×15g速溶咖啡1500g礼盒装总销量为210213件，几乎为麦斯威尔的20倍。不过，京东与一号店上面，雀巢咖啡与麦斯威尔咖啡的销量不分伯仲。

　　定位缺失

　　麦斯威尔在1985年首次进入中国，1997年，由“麦氏”改名为“麦斯威尔”。广告词“滴滴香浓，意犹未尽”曾让麦斯威尔品牌深得中国消费者喜爱。2015年，国际食品巨头亿滋宣布已经和帝怡（D.E。 Master Blenders 1753）完成了早前拟定好的咖啡业务交易。亿滋以入股的方式，将旗下咖啡业务和这家公司进行合资，组建一家新咖啡公司，并在广州设立在中国的惟一一家工厂，然而，只一年有余便面临关闭局面。

　　在中国品牌研究院食品饮料行业研究员朱丹蓬看来，过去十余年间，麦斯威尔对于中国市场就没有投入较大的关注，麦斯威尔咖啡在中国市场处于维护式的经营状况，也没有投入太多力气，市场份额越来越少，为减少运营成本，此时撤厂也是必要的。

　　朱丹蓬表示，在麦斯威尔还属亿滋旗下的时候，亿滋就更注重饼干等主要品类的发展，咖啡对亿滋而言只是一个很小的品类。而雀巢却舍得花时间和成本慢慢培育咖啡品类。当雀巢在中国处于强势地位时，麦斯威尔却把中国定义为维护型市场，当然是做不好的。

　　广发证券在2014年外资在中国系列报告中的《雀巢：外延式扩张成就食品行业霸主》显示，雀巢咖啡作为产品的本土化代表，通过接地气的产品定位和营销带来的协同效应，雀巢咖啡以市场占有率73.5%的绝对优势成为行业老大。

　　难以突破

　　关厂借道进口与速溶咖啡市场不振也不无关系。英敏特咨询公司的报告显示，过去五年，速溶咖啡的市场份额从2009年的80.7%降至2014年的71.8%，并且还会继续下滑，根据预测，到2019年，速溶咖啡的市场份额会降至66%。与此相对的，即饮咖啡和现磨咖啡的市场份额在扩大。有分析人士指出，中国咖啡市场已经形成了一个金字塔结构，在塔基部分是速溶咖啡，塔腰则是即饮咖啡且发展迅速，塔尖是高端的现磨咖啡。由于近年来即饮咖啡越来越受到年轻人的青睐，速溶咖啡也受到了一定的冲击，越来越多的品牌开始加入到即饮咖啡的“混战”中去。

　　不过，转道进口的麦斯威尔突破依旧困难。朱丹蓬表示，麦斯威尔关闭中国工厂以后产品依赖进口的方法，对于自身的市场经营并没有帮助，仅仅是运营成本有所减少。但是，由于麦斯威尔在中国的战略定位已经确定，因此依赖进口，在产品价格上反而不会有多大的变化。运营成本的减少，会相应的使麦斯威尔在营销方面的投入加大。

　　来源：北京商报

责任编辑：康云凯

文章关键词：
麦斯威尔 咖啡

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