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'賣咖啡的雀巢跨界做醫療-收了一家吞嚥困難症的公司'

'/uploads/allimg/161102/8-16110209432XO.jpg'

'咖啡,雀巢,跨界,醫療,一家,吞嚥,困難,公司,增速,放緩,'

'增速放緩的雀巢，正在從收購的醫療企業中取得了補給，發掘了新的增長點。但營養品業務的發展的勢頭再強勁，也始終是雀巢食品業務之外的副業，並不能代表它進軍醫療界。真正標誌着卻雀巢進軍醫療健康的實錘，是來自在皮膚健康和醫美領域的動作。 2014年，雀巢'

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''

'2016-11-02 09:44:35'

'2016-11-02 09:43:31'

'83156'

''

''

''

''

'賣咖啡的雀巢跨界做醫療-收了一家吞嚥困難症的公司'

''

''

''

''

''

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NULL

'<div>
	增速放緩的雀巢，正在從收購的醫療企業中取得了補給，發掘了新的增長點。但營養品業務的發展的勢頭再強勁，也始終是雀巢食品業務之外的副業，並不能代表它進軍醫療界。真正標誌着卻雀巢進軍醫療健康的&ldquo;實錘&rdquo;，是來自在皮膚健康和醫美領域的動作。</div>
<div>
	&nbsp;</div>
<div>
	&nbsp; 2014年，雀巢公司宣佈進軍皮膚健康醫療領域。相比食品、飲料和營養品，這是一個正在快速增長的行業，並且利潤更高。在這一領域的佈局，要從雀巢2014收購皮膚科藥物公司高德美說起。</div>
<div>
	&nbsp;</div>
<div>
	&nbsp; 原來歐萊雅和雀巢曾合資過一家叫高德美的公司，雙方各佔50%的股份。此後雀巢通過換股，將自己原先持有的歐萊雅公司8%的股份，換來歐萊雅持有的50%高德美股份，然後高德美就成了雀巢的全資子公司，完全擁有了高德美的處方藥、自我醫療部、美容與整形三大業務。這次收購不僅標誌了雀巢進軍皮膚健康行業的決心，而且成爲了當年全球10大醫藥行業的併購案之一</div>
<div>
	想在一個傳統行業裏快速揚名立萬，是一件很難的事情，擁有150年曆史的雀巢比誰都懂得這個道理。因此它在醫療行業的佈局，並不追求一步到位，而是循序漸進式切入。</div>
<div>
	&nbsp;</div>
<div>
	&nbsp; 2007年，雀巢以25億美元的價格收購了諾華醫藥旗下的一項業務，隨後幾年不斷地通過兼併和收購擴大醫療健康領域的版圖。當時的主攻方向是營養品，2011年雀巢還正式建立了圍繞該業務的子公司&mdash;&mdash;雀巢健康科技。</div>
<div>
	&nbsp;</div>
<div>
	&nbsp; 從營養品下手，對雀巢來說再合適不過。其一，雀巢本身靠嬰兒奶粉發家，行業經驗、銷售渠道都是現成的，無需爲新業務再花費太大力氣;其二，營養品監管比起藥品來寬鬆的多，不需要通過複雜臨牀試驗，才能將新業務變現。</div>
<div>
	&nbsp;</div>
<div>
	&nbsp; 這個食品界巨頭，機智地將自己進軍醫療的第一站，定位在食品、藥品二者之間的市場，於是很快地看到了收效。</div>
<div>
	&nbsp;</div>
<div>
	&nbsp; 從下圖看出，雖然雀巢的主營業務依然是粉末和液體飲品，佔比在20%左右，但營養品和健康科技業務佔比正在逐年遞增，從2014年佔比14%左右到2016年上半年，已經達到17%。</div>
<div>
	<img alt="" src="/uploads/allimg/161102/8-16110209432XO.jpg" style="width: 330px; height: 220px;" /></div>
'

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'咖啡,雀巢,跨界,醫療,一家,吞嚥,困難,公司,增速,放緩'

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