Asia-Pacific Power List 2020: Nini Chiang, Nestle

Nini Chiang

CMO, Greater China
Nestle
China

Being the chief marketing officer for Nestle in Greater China Region for more than five years, Nini Chiang has been a trendspotter and has demonstrated a clear understanding of her market, helping the 154-year-old company adapt toward the needs of younger consumers and new consumer behaviours.  

One step Nestle took was to start an internal incubator to develop products in line with more youthful tastes. Then, as traditional sales slowed during the pandemic and consumer health became top-of-mind, Nestle launched a customised product plan for consumers called nesQino, allowing people to choose their own light meals, promote a healthier lifestyle. 

The Chinese market has been a key focus for Nestle’s focus as the FMCG giant's second largest market. Part of its competitive edge has been to align with other strong brands. Last August for instance, Nestle teamed up with Starbucks in China to begin selling Starbucks-branded coffee products.