作为陪伴中国消费者近 30 年的经典系列，雀巢咖啡 1+2 于近日推出生椰拿铁新品，将深受年轻一代喜爱的生椰风味，深度融入日常居家饮用场景。作为 1+2 系列近十年来首次风味焕新，雀巢咖啡此次携手京东，依托其广泛的渠道覆盖与精准的用户触达能力，让新品更高效地连接消费者，带来更具活力的咖啡体验。发布会现场，雀巢大中华区高级副总裁、咖啡业务负责人蔡家雯（Pamela Takai），京东零售大商超事业群
作为陪伴中国消费者近 30 年的经典系列，雀巢咖啡 1+2 于近日推出生椰拿铁新品，将深受年轻一代喜爱的生椰风味，深度融入日常居家饮用场景。作为 1+2 系列近十年来首次风味焕新，雀巢咖啡此次携手京东，依托其广泛的渠道覆盖与精准的用户触达能力，让新品更高效地连接消费者，带来更具活力的咖啡体验。
发布会现场，雀巢大中华区高级副总裁、咖啡业务负责人蔡家雯（Pamela Takai），京东零售大商超事业群饮品业务部总经理王文博先生和雀巢咖啡品牌代言人樊振东共同参与 " 敲椰上市仪式 "，见证雀巢咖啡 1+2 生椰拿铁新品正式发布。此次合作不仅是雀巢咖啡拥抱年轻潮流、持续融入消费者日常生活的关键一步，也是雀巢咖啡与京东深度携手探索国民咖啡消费体验的全新进展。
三位嘉宾共同敲椰见证新品发布
咖啡消费进入日常化新阶段，京东助力新品布局
中国咖啡消费正在进入日常化新阶段。咖啡不再局限于商务社交等特定场合，而是逐渐融入早餐、办公及居家休闲等更多生活时刻。同时，消费者对于便捷、高品质且符合个人口味偏好的咖啡需求也在不断提升。
雀巢大中华区高级副总裁、咖啡业务负责人蔡家雯表示，雀巢咖啡始终相信中国咖啡市场的长期潜力，而渠道伙伴是推动品类增长的重要力量。" 今天我们的新品发布与京东平台深度合作，希望通过合作伙伴的共同努力，更深入地触达消费者，让他们了解并品尝我们的产品，共同推动咖啡品类增长。"
雀巢大中华区高级副总裁、咖啡业务负责人蔡家雯致辞分享
作为消费者首选的综合电商平台，京东在咖啡品类上拥有深厚的用户基础与洞察能力，为新品的研发及上市提供了有力支持。数据显示，2026 年 1 — 4 月，京东平台 " 生椰 " 相关词的搜索占比已达 25%，同比提升 4 个百分点。同时，生椰拿铁的消费版图已覆盖一二线核心省份，展现出持续增长的市场潜力。
洞察消费者对创新风味与便捷体验的需求，雀巢咖啡将生椰拿铁引入经典 1+2 产品系列，通过反复打磨椰浆与咖啡配比，提升口感平衡，打造更轻盈、更符合年轻消费者偏好的风味体验。新品采用 100% 进口咖啡豆，匠心深烘、冷凝锁香，保留本真馥郁的咖啡香气，清甜椰香与浓醇咖香自然融合，口感细腻顺滑、甜而不腻，带来 " 更好喝椰 " 的生椰拿铁风味体验。
雀巢咖啡调制咖啡市场副总监李龙秀分享
全域资源加持，雀巢咖啡携手京东打造最强声量场
作为重要的战略合作伙伴，京东围绕雀巢咖啡 1+2 生椰拿铁投入了从线上到线下的全方位资源支持，聚焦 " 明星代言人 + 战略平台 + 独家权益 "，塑造 " 新品体验第一场景 "。
雀巢咖啡 1+2 樊振东同款 " 更好喝椰 " 礼盒在京东独家发售，为消费者带来兼具专属感与收藏感的新品体验。站外在各大社交平台集中释放新品信息，借助明星话题与用户分享引发广泛关注，迅速形成社交热度。同时，京东集结站内全域黄金资源矩阵，实现新品信息的强势曝光。消费者在京东搜索 " 咖啡 " 或 " 雀巢咖啡 "，即可一键直达新品会场；此外，站内还同步打造了新品频道与 " 上新日 "，利用专栏深度赋能，在流量黄金位置实现充分曝光。京东超市则为消费者提供了便捷的购买入口，实现新品从 " 被看见 " 到 " 被购买 " 的高效闭环。
雀巢咖啡联合京东打通线上线下传播链路，将发布会的影响力转化为新品上市的高效动能。雀巢电商 EKA 负责人唐玮在发布会上表示：" 这将是一场品牌与平台联手创造的行业新案例。跨越 38 年，让经典注入新潮，用一杯确定的好喝，再掀国民咖啡的破局新浪潮。"
雀巢电商 EKA 负责人唐玮分享
合品牌渠道力激活增量市场，让一杯好咖啡融入日常
当前中国咖啡市场尚处于持续增长阶段。数据显示，目前只有约 50% 的城镇消费者喝咖啡，但饮用频次整体偏低，每周仅 1 至 2 次，咖啡消费习惯远未普及。雀巢咖啡 1+2 生椰拿铁正是瞄准这一增量空间，以更好喝的口味、更实惠的价格和更便利的方式，降低日常咖啡饮用门槛，让更多尚未形成咖啡饮用习惯的消费者，愿意从这一杯开始尝试。在消费场景上，雀巢咖啡将新品深度融入消费者晨间的各个时刻，清晨起床后帮助快速唤醒状态，居家办公时陪伴进入专注节奏，周末早午餐则增添一份轻松惬意。无论何时，消费者都能方便地享用一杯，以更好的状态开启一天。
此次雀巢咖啡与京东的深度合作，正是基于对中国消费者购物习惯的深入洞察，通过更贴合年轻消费者偏好的沟通方式，助力一杯好咖啡真正融入日常生活。
As a classic series that has accompanied Chinese consumers for nearly 30 years, Nestle Coffee 1+2 recently launched a new coconut latte, which deeply integrates the popular coconut flavor of the younger generation into daily home drinking scenes. As the first flavor refresh of the 1+2 series in nearly a decade, Nestle Coffee has partnered with JD.com to leverage its extensive channel coverage and precise user reach to connect consumers more efficiently and bring a more vibrant coffee experience.
At the press conference, Pamela Takai, Senior Vice President and Head of Coffee Business for Nestle Greater China, Mr. Wang Wenbo, General Manager of Beverage Business Department of JD Retail Supermarket Business Group, and Fan Zhendong, spokesperson for Nestle Coffee, jointly participated in the "Coconut Knocking Launch Ceremony" to confirm the official release of Nestle Coffee's 1+2 Coconut Latte product. This cooperation is not only a crucial step for Nestle Coffee to embrace the trend of youth and continue to integrate into consumers' daily lives, but also a new development for Nestle Coffee and JD.com to deeply explore the national coffee consumption experience.
Three guests knocked coconut together to witness the release of new products
Coffee consumption has entered a new stage of daily use, and JD.com is helping with the layout of new products
Chinese coffee consumption is entering a new stage of daily use. Coffee is no longer limited to specific occasions such as business and social activities, but gradually integrated into more daily life moments such as breakfast, office, and home leisure. Meanwhile, consumers' demand for convenient, high-quality coffee that meets their personal taste preferences is constantly increasing.
Cai Jiawen, Senior Vice President and Head of Coffee Business at Nestle Greater China, stated that Nestle Coffee has always believed in the long-term potential of the Chinese coffee market, and channel partners are an important driving force for category growth. Today, our new product launch is in deep cooperation with JD platform, hoping to reach consumers more deeply through the joint efforts of our partners, let them understand and taste our products, and jointly promote the growth of the coffee category
Speech and Sharing by Cai Jiawen, Senior Vice President and Head of Coffee Business at Nestle Greater China
As the preferred comprehensive e-commerce platform for consumers, JD.com has a strong user base and insight capabilities in the coffee category, providing strong support for the research and launch of new products. Data shows that from January to April 2026, the search proportion of "Sheng Ye" related words on JD.com platform has reached 25%, an increase of 4 percentage points year-on-year. At the same time, the consumption map of coconut latte has covered core provinces in the first and second tier, demonstrating sustained market potential for growth.
Insight into consumers' demand for innovative flavors and convenient experiences, Nestle Coffee has introduced raw coconut latte into its classic 1+2 product line. By repeatedly polishing the coconut milk and coffee ratio, the taste balance is improved, creating a lighter and more suitable flavor experience for young consumers. The new product uses 100% imported coffee beans, carefully roasted and condensed to retain the authentic and rich coffee aroma. The sweet coconut aroma naturally blends with the rich and mellow coffee aroma, and the taste is delicate and smooth, sweet but not greasy, bringing a "better tasting coconut" experience of raw coconut latte flavor.
Li Longxiu, Deputy Director of Nestle Coffee's Blended Coffee Market, shares
Supported by comprehensive resources, Nestle Coffee collaborates with JD.com to create the strongest voice field
As an important strategic partner, JD.com has invested comprehensive resource support from online to offline around Nestle Coffee 1+2 Coconut Latte, focusing on "celebrity endorsers+strategic platforms+exclusive rights" and shaping the "first scene of new product experience".
Nestle Coffee 1+2 Fan Zhendong's "Better Coconut" gift box is exclusively available on JD.com, providing consumers with a new product experience that combines exclusivity and collection. External major social media platforms release new product information in a concentrated manner, using celebrity topics to share with users and generate widespread attention, quickly forming social heat. At the same time, JD gathers a comprehensive gold resource matrix within the site to achieve strong exposure of new product information. Consumers can search for "coffee" or "Nestle coffee" on JD.com to directly access the new product venue with just one click; In addition, the website has also simultaneously created a new product channel and a "New Day", utilizing column depth empowerment to achieve full exposure in the prime traffic position. JD Supermarket provides consumers with a convenient purchasing entrance, achieving an efficient closed-loop of new products from being "seen" to being "purchased".
Nestle Coffee collaborates with JD.com to establish online and offline communication channels, transforming the influence of the press conference into efficient driving force for the launch of new products. Tang Wei, the head of Nestle's e-commerce EKA, said at the press conference, "This will be a new industry case created by the collaboration of brands and platforms. Spanning 38 years, we will inject the classic into the new trend, and with a cup of confirmed good taste, we will usher in a new wave of breakthrough for national coffee
Tang Wei, Head of Nestle E-commerce EKA, shares
Activate the incremental market through the synergy of brand channels and integrate a good cup of coffee into daily life
The current coffee market in China is still in a stage of sustained growth. Data shows that currently only about 50% of urban consumers drink coffee, but the overall frequency of consumption is low, only 1-2 times a week, and coffee consumption habits are far from widespread. Nestle Coffee's 1+2 Coconut Latte is aimed at this incremental space, aiming to lower the daily coffee drinking threshold with better taste, more affordable price, and more convenient way, so that more consumers who have not yet formed coffee drinking habits are willing to try it from this cup. In terms of consumer scenarios, Nestle Coffee deeply integrates new products into every moment of the morning for consumers, helping them quickly wake up after waking up in the morning, accompanying them into a focused rhythm when working from home, and adding a relaxed and comfortable weekend brunch. At any time, consumers can conveniently enjoy a cup to start the day in a better state.
The deep cooperation between Nestle Coffee and JD.com is based on a deep understanding of Chinese consumers' shopping habits, and through communication methods that are more in line with the preferences of young consumers, it helps to truly integrate a good cup of coffee into daily life.
