沙利文高管受邀出席Foodaily FBIC2024全球食品饮料创新大会

Foodaily FBIC2024

Over the past year, the food and beverage industry has undergone tremendous changes both internally and externally. The global trade pattern is being reshaped, and the domestic retail business environment is undergoing significant changes. A new zero-sum supply chain relationship with Chinese characteristics is about to take shape, making consumption grading more apparent. Driven by factors such as technology and the internet, global information flows, supply chains, and channels are presenting themselves in a flattened manner to every stakeholder, with spatial boundaries gradually narrowing or even being broken.

In the new era of food, the food and beverage industry structure has become more complex, and the competitive landscape is becoming increasingly unpredictable. What challenges will changes in consumer demand, significant channel transformations, industrial digitization, and global market development bring to the industry ecosystem? How should brands adapt to these changes to achieve steady development or even break through growth constraints?

Recently,FoodailyDaily Food HostedFoodaily FBIC2024Global Food & Beverage Innovation Conference (withFoodailyThe China International Industry Fair (held during the same period) was held at the Shanghai National Convention and Exhibition Center. With the theme of "Breaking Through the Industrial Chain and Creating a New Situation Together", this conference gathered150+Business leaders and industry bigwigs,4000+Brand and product decision-makers, through all summit sessions, categories&The thematic forum and multiple segments such as Global Innovation Tasting examine the inspiration, opportunities, and implementation solutions for local innovation development from a global perspective. Together, they explore the core value of the industrial chain ecosystem to help brands achieve market segmentation and sustained stable growth.

The summit invited representatives of outstanding enterprises in the industry and influential industry leaders to discuss hot topics such as retail transformation, digital and intelligent innovation, scenario-driven trends, and domestic brands going global. Together, they explored new solutions for domestic food and beverage brands to innovate and break through barriers. Frost & SullivanFrost & SullivanZhang Jian, Partner and Managing Director of Frost & Sullivan's Greater China Region, was invited to attend the event as the moderator of the roundtable forum. He will be joined by Su Qiang, Vice President of General Mills International Business Unit, President and Managing Director of China Region; Wang Bing, Co-founder and Chairman of October Ricefield; and Tao Shiquan, Founder of Jiangxiaobai. Chairman Wang Zhengqi of Mo Xiaoxian, together with others, discussed 'Breaking Through the Industrial Chain and How to Co-create a New Situation'.

Partner and Managing Director of Frost & Sullivan Greater China Region Zhang Jian

After experiencing a period of rapid growth followed by a cooling-down phase, how should new consumer brands return to the core value of the industrial chain ecosystem and achieve a breakthrough?

Zhang Jian, Partner and Managing Director of Frost & Sullivan Greater China, said: "Firstly, brands should re-examine their mission and vision, establish a connection with consumers' minds, and provide corresponding high-quality products and services based on customer needs. Secondly, new consumer brands also need to focus on innovation and differentiated competition, continuously improve product performance and user experience, and shape a unique brand image. In addition, strengthen cooperation with supply chain partners to ensure the quality and stability of raw materials. At the same time, in terms of marketing and communication, brands can create unique brand stories through content creation, social media marketing, etc., to attract consumer attention and build brand loyalty. The above measures will help new consumer brands stand out in the highly competitive market, achieve sustainable development, and break through the market."

Su Qiang, Vice President of GMF International Business Unit, President and Managing Director of China Region, said: "The Chinese market presents huge opportunities for population segmentation and product differentiation, which is a unique advantage for new consumer brands. In the face of these opportunities, it is essential to deeply understand consumers' pain points and needs. Whether it's cost-effectiveness, quality-price ratio, or convenience, all should be connected with consumers on an emotional level. However, the most important thing in food production is to maintain the bottom line of food safety and quality. General Mills believes that'Create food that the world loves'Our purpose is to follow the value of continuous innovation in growth. Among these, we place special emphasis on cost management across the entire value chain. While maintaining our core competitiveness in high-quality raw materials and ingredients, we focus on the consumer as the center. By eliminating low-value-added activities in our overall operations, we can offer products with high cost-effectiveness in today's market environment.

Tao Shiquan, founder of Jiangxiaobai, said: "The essence of consumer goods is three things—delivering products, being user-centered, and connecting products with users. Other aspects such as branding, operations, organization, and channels only connect these two elements; the key lies in shortening or making the chain between products and users more efficient. If consumer goods companies do not have sufficient capabilities at the source end or do not shorten the chain between production and consumption to improve efficiency, they will find it difficult to stand firm in the market. At the beginning of development, companies should have a long-term vision centered on the end goal, be brave in imagination, otherwise they are likely to cram at the last minute and only solve immediate problems. I hope everyone can face the future with unparalleled confidence and determination, regardless of how other industries develop, the food and beverage industry will always accompany the entire lifecycle of humanity. As long as we can create better and more distinctive products than others, we can embrace the future."

Wang Bing, co-founder and chairman of October Rice Field, said: " We are2010We started working on the 'October Rice Field' brand in the year following its launch, as agricultural products need to be branded for added value. Our products are difficult to find in supermarkets, so we seized the opportunity of the internet to deeply cultivate and operate online channels.2016In [year], we caught up with the trend of consumption upgrading and internet channel transformation in China, building a brand image for the rice category in the hearts of consumers. The previous marketing efforts greatly fed back into the production of the supply chain. I believe that to break through the industrial chain, we need to emphasize branding and omni-channel marketing. Relying on brand building can achieve breakthroughs and connectivity across the entire chain. Today's fast-moving consumer goods companies find it difficult; they need to build channel capabilities, informatization, and organizational capacity. Informatization indeed brings both opportunities and challenges, as well as huge growth potential. From standing out to achieving today's results, October Rice Field has benefited from its deep cultivation and continuous penetration of all channels.

Chairman Wang Zhengqi of Moxiao Xian said: " Many industries have monopolized their distribution channels, necessitating new channel reforms to give rise to new brands. However, the product lifecycle of new channels is often very short. How to take advantage of channel reform opportunities and how to understand consumer demand are challenging aspects for the development of emerging brands. The ability to produce products is not just about supply chain issues but also requires an organized management system that oversees all aspects. It is difficult for a new brand without scale to build a supply chain, and whether to establish one after gaining scale is another tough choice. Since the lifecycle of internet products is relatively short, it may be that once the supply chain is established, the product becomes unsellable. Although small businesses face difficulties, they also have development opportunities. Many large enterprises are reluctant to engage in too detailed business operations, suffering from severe internal strife and difficulty balancing short-term and long-term interests. These large enterprises' problems and dilemmas in seizing the market are actually opportunities for small brands. Small brands can seize opportunities in diverse distribution channels.

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*The above order is not sequential and is arranged in reverse chronological order by listing time.

Executives from Frost & Sullivan are invited to attend the Foodaily FBIC2024 Global Food and Beverage Innovation Conference

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