David Rao, Managing Director, Ipsos in China
According to Rabobank's 2020 list of the world's top 10 dairy companies, the food empire Nestlé ranks first with US $22.1 billion in dairy sales. Equipped with the world's largest food and nutrition R&D network, the food giant has in-depth thoughts towards R&D that leads to a more sustainable future.
Chris Pipe, Head of Nestlé Research & Development China, Nestlé R&D (China) Ltd.
Dairy is probably a category with the most members at the ten-billion club in the food and beverage industry. It meets customers' necessary demands and penetrates through multiple consumer groups. With high achievements, we should always look further. What are the underlying rules of new product development in the dairy market? What will be the next ten-billion dairy product? These are good questions to explore.
Yun Zhanyou, Assistant President,Yili Group
As competition remains fierce, how can regional dairy companies stand out? How do they achieve high-quality growth with differentiation? And how could they win more local consumers by uninterrupted innovation? The top expert from the dairy industry are invited to exchange their views & insights, so stay tuned! (Let's have a taste of the dairy products from these different regions as well! )
Yiyi Chen, President, Royal Group Co., Ltd.
Fan Lidong, CEO China & SVP Technology AP, SIG Combibloc
Rui Fei, General Manager, Tianyou Dairy
Ke Fan, General Manager, Xinjiang Terun Dairy Marketing Co.,LTD
Have you ever thought about this question: What different requirements do consumers have for dairy products in different regions? We dive into dairy consumption in China today, exploring differences by region. And we will also look at category and macro-environment trends and how they shape consumer needs and provide innovation opportunities for dairy manufacturers.
Gautam Seth, Vice President, NielsenIQ BASES, Asia Pacific Middle East & Africa
Goat milk is attracting increasing attention. According to Dairy Association of China, goat milk market registers a CAGR of 20-30%, where major brands have been making efforts especially in goat milk powder.
Will goat milk, the product that stands out in the dairy market, be the new industry disrupter? Has the highlight of the goat's milk moment arrived?
Yanmei Hou, R&D Director, Ausnutria Kabrita China
The plant-based milk market is growing very fast, and on the shelves in Europe and the United States, plant-based milk is already on a par with cow's milk. But is the ambition of plant-based milk only to replace dairy products? What kind of innovation can we do with plant-based milk? What could be its transformations?
Dr. Ronnie Yuan, Innovation Director, DSM Hydrocolloids
In the milk beverage industry, protein and carbohydrates are constantly being updated, while fat is relatively "introverted and quiet". Under the background of the Chinese Nutrition Society vigorously advocating a low-saturated diet, “Introverted" fats introverted fats provide new opportunities for milk tea coffee, modulated milk, and vegetable protein beverages in such fields as low saturated fat, zero transfat, zero cholesterol, and rich in OMEGA-3 and other future trends. Milk beverages could be more light in the future.
Edgar Gong, Product Portfolio Director, Cargill China Grain & Oilseeds
What consumption vicissitude shows is the change of consumer demand. Dairy products, as "rigid demand" products, face the eternal core of consumers in the consumption scene, and naturally bear the brunt of consumers' higher requirements. When consumers pay more attention to the product power of dairy products, the product becomes the best "shelf" of the brand. In this new consumption era, what new requirements do consumers put forward for dairy products? How can dairy companies communicate with consumers through their products?
Wentao Qian, Ambient Product R&D Center, Dairy R&D Director, Mengniu Group
Liu Huan, Vice President, Adopt a Cow
Yanyan Liu, Deputy General Manager, Junlebao Dairy Company
Dr. Susan Jin, Greater Asia Business Unit Leader (Probiotics, Culture & Dairy Enzyme, Fibers and HMO), IFF
This year, all eyes are on the escalated competition in pasteurized milk. With the help of UHT milk featuring long shelf lives, milk has been introduced to the Chinese families in the past few decades. But in recent years, the growth of liquid milk has encountered a bottleneck; especially since 2020, major players have all turned their eyes to fresh milk. Compared with the international fresh milk market, the one in China is still a blue ocean. Here comes the question: how to deal with fresh milk's short shelf life and temperature requirements?
Lu Junfei, Vice President, Marketing Director and General Manager of the UHT Milk Department, BRIGHT DAIRY & FOOD
Focused in high-end yoghurt，Classykiss has become the miracle in Chinese dairy industry. Classical products，like “Yuantai cheese yoghurt”、“Enjoy one hour after meal”，have made Classykiss top one brand in high-end yoghurt market in China.
Facing new opportunities in new era，Classykiss will redefine “high-end yoghurt”by constant product and brand innovation，and create brilliant achievement once more.
Wayne Wang, General Manager & Founder, Classykiss
Speaking of what the epidemic has brought us, a deep understanding of “Health”, a keyword that is closely related to us in 2020, of course, meanwhile the disruptive changes in our existing lifestyle.
As we enter the new normal of the epidemic, consumers will enable a broader and multi-level definition of "health" to the easy lifestyle they desire: from physical health to emotional health, and healthy balance between lightness and indulgence.
Please follow in our footsteps to see how functional dairy products empower consumers in terms of the easy lifestyle under the new normal of the epidemic.
Ava Huo, Strategic Marketing Manager, IFF
"One of the most noteworthy benefits of yogurt is gut health. Consumers understand that probiotics can maintain the balance of the intestinal microbiome. But they also feel that most probiotics will be inactivated by the acidic environment in the stomach, and will never make it to the gut.
How could we let consumers perceive the function of yogurt? Visible features may make it easier to communicate effectively with consumers."
Will Zhang, Vice President, New Hope Dairy
It's said that the milk tea on the street is more and more like "eight treasure porridge", so it can be seen that "feeding" this thing is particularly important for the reproduction of street drinks. But there is a question, what is consumers' favorite ingredient in milk tea? Big data research will tell the truth. Please join us for insights into consumer demand and particle dairy trends. Let's see the compass for particle dairy drinks with inspiration.
Virginia Lu, Head of Marketing, Cluster AP-N, SIG Combibloc
With increasing health concerns, consumers are increasingly looking for high-quality, high-protein products. In China, Greek yogurt is already a household name, but there are more treasures hidden in the European and American markets. To name a few, the fat-free Skyr that contains 3 times more protein than average yogurt, and the smooth, rich, cheese-like Quark. Will the next bestseller come from these products?
Annie Liu, China Country Manager, Innova Market Insights
We produce yogurt following these steps: Firstly, skim and ferment fresh milk; Secondly, use European fresh cheese technology to separate some whey; Finally, backfill butterfat into yogurt. The finished product tastes so rich and smooth. What in essence is it? Yogurt or cheese?
Fabio, Founder, Öarmilk
When we talk about protein, what comes to your mind?
Is it the chicken breast or fish that requires your cooking skills, or those muscle-building products like protein powder and protein bars? A new form of protein has emerged: crispy like potato chips, and fun like snacks. Being healthy and tasty at the same time may not be so difficult in the near future.
Star Sun, CEO, Galaxy Food
Lemeng Wang, Probiotics Lead, Fonterra Group
If developing an innovative and successful product is "building a house”, then market analysis plays the role of "laying the foundation”.
In this era of increasing consumer voice and choice, product innovation can no longer be done behind closed doors. So how will each category perform in the 2020-2021 Chinese beverage market? What are the consumer scenarios, motivations, and preferences? What kind of product innovation will be popular?
Jason Yu, General Manager in Greater China, Kantar Worldpanel
Lynn Zhang, Managing Director, Innovation & CX Domain, Kantar China
Interviewer: Joanna Lu, Expert Partner, Bain & Company
Guest: Haipeng Meng, Head of Beverage R&D Department, Product R&D Centre, Dali Group
Humans are visual beings. One of the most important elements which contributes to visual appeal is color. Color plays an irreplaceable role in enhancing visual appeal as it speaks to consumers’ needs to enjoy their foods and drinks, and which they can also ‘share’ on social medias. Brands today are placing visual appearance or ‘face value’ as the first consideration in product development, and along with the boom in social media, the role of color is ever more important. However, in a highly competitive market like China, it appears that colourful product innovation seems to be near stagnation. So how else can we use colors to invigorate product innovation? In face of today’s era of new normal, what are the upcoming color trends in food and beverages? How will they change and evolve in the near future? Let our speaker from Oterra share their expert insights with you.
Max Wang, Matketing Manager of East Asia, Oterra
Facing "Trick or Drink" from kids, parents can hardly find tasty drinks that are healthy enough for children. If you happen to be a parent, this topic is bound to deeply resonate with you. Compared with ordinary drinks, 70 percent of parents prefer purchasing drinks specially for children. So:
-Will children's beverage become the next blue ocean? What are the pain points or resistance in the market?
-How should children's beverages be innovated in terms of category, product ingredients, functionality and technology?
Yun Chen, CEO & Co-Founder, Jelley Brown
Kai Ou, Director of the Food and Beverage R&D Center, Hangzhou Wahaha Group
Eran Blachinsky, Founder & CEO, Better Juice
Gali Yarom,Co-Founder, COO & VP Business Development, Better Juice
In the past two to three years, we have witnessed the explosive market growth and product upgrade of the Chinese coffee market. From the consumer's point of view, coffee is a kind of demand that can be met by various product forms and consumption scenarios, with retailing models such as boutique freeze-dried, cold brew liquid and hanging ear coffee, and freshly ground models such as take-out, convenience stores and cafes all having their own pursuers. But when looking at product innovation, how should we restore a good cup of coffee for the largest number of Chinese coffee consumers?
Hao Lin, Founder, TASOGARE Coffee
The beverage industry worldwide is moving rapidly into the new era of plants. A good drink should not only maintains the unique sensory profile of plants, but more importantly, delivers proven healthy benefits.
“Instant concentration at low temperature”, coupled with “highly efficient extraction at low temperature” and “intelligent freeze-drying”, acknowledged as the chip technologies of the beverages industry, ensures a maximal presentation of the natural pleasant flavour. Selective plants in a combination can repair damaged cells, preventing and eliminating chronic inflammations and diseases from skin to all organs. People are thus enabled to live a longer and healthier life.
Ya Cai, Founder, Greenxtract
Junkuan Wang, CTO, Greenxtract
Reproducing a cup of "freshly made coffee" in packaged drinks is becoming a way of creating better experience for consumers, including Wahaha's brown sugar milk tea that "reproduce" LELECHA's brown sugar pearl milk, Uni-President's CHORD that "reproduce" NAYUKI's freshly made fruit tea, blend tea bags that focus on multiple flavors, pure tea that restore the essence of tea, concentrated extract and instant powder that pursue the balance of convenience and quality.
Could the innovation of packaged beverages aiming at better experience achieve the same success as the new tea drinks? The panel will explore this topic from three dimensions: market demand, product direction, and process innovation.
Rock Lv, CBO, T9
Phoebe Lin, CMO, CHALI
Elsa Jiang, General Manager, Xiangpiaopiao Internet Business Division
Mengge Sun, Founder, Hope Water
New trend for snacks industry, the road to the rise of healthy snacks
Within the continuous strengthening of national health awareness, health has obviously become an unstoppable hot topic in all walks of life. However, when faced with a snack market with a giant scale of hundreds of billions, how should snack players in the industry break the game? What are their new actions in the face of the general trend of health? What is the consumer's attitude towards healthy snacks? Ipsos will find out for you from the perspective of industry trends and consumer insights.
Hao Cheng, Executive Director, Ipsos in China
Dong-Fang CHEN, Vice President R&D Asia Pacific, Firmenich
Amos Ma, Founder, Biobor
As the concept of health gains popularity, consumers also have functional expectations for snacks. Healthy ingredients such as prebiotics and protein from great milk essentials are gradually being applied in various snacks. What are the application benefits of protein in snacks? In addition to protein supplements, what other functions can milk essentials achieve? What diversified healthy snack applications(such as protein bars, snack yogurt, high-protein jelly, etc.) are favored by consumers?
FrieslandCampina Ingredients will open our minds with innovative applications of high-quality healthy ingredients: Snacking Nutrition from Milk Essentials.
Nash Tian, Market Unit Director of Adult Nutrition, FrieslandCampina Ingredients
Consumers are craving for a healthy life, but most of them are unwilling to sacrifice"delicious taste" for it. In this round of interaction, we will discuss from a different angle about healthy snack innovation: How can snack brands avoid ignoring "delicious tastes", the most attractive element for consumers, while keeping the product healthy? How to balance "healthiness" and "deliciousness"? Meanwhile, the products that claim to be healthy but may have been too focused on the function will be collected to see that how they may be improved.
Tian Xia, Product Director, Beast Life
Ying Lu, Vice President, Boohee
Xianying Cui, Product Director, BEAST
As paying more attention to health than before, young people are starting their practice of well-being earlier. However, many users of functional foods are "halfway through", because they "always forget", "it's unpalatable to eat", or "it doesn't work". As the market expands, more and more attention is being paid to this situation. How can we offer products that are easier for users to stick to? How can we help our users to build a healthy lifestyle? Ran Hu, the founder of minayo, will share with us how we can work together with our users to take baby steps to a healthier life.
Ran Hu, Founder & CEO, minayo
Take GABA gummy candies as an example: too strong functionality may make consumers drowsy in unexpected circumstances, while too weak functionality may not be able to achieve the expected relaxation effect. How to decide the level of "functionality"? What are the differences in consumer acceptance and expectations for functional foods between different countries? Should functional food be more "functional" or more "Food"?
Ran Hu, Founder & CEO, minayo
Dr. Lynn Zhao, ANC and PNC China R&D Head, H&H Group
Tong Gao, General Manager for E-commerce Unit, HuQingYuTang
Jenny Li, Senior Regulatory Counselor, Keller and Heckman's Shanghai
Sakamoto Yukitaka, Director, General Manager, Shanghai Nitta Gelatin
From the pursuit of beauty to the pursuit of "inner and outer beauty", female consumers have become a force not to be ignored in the consumption of functional foods, and this trend has even attracted some traditional beauty companies to enter the functional food industry.
So what are the features of female consumers? Which functions are most popular among them? And what kind of products are most easily accepted by them? These questions must be considered if we want to capture the hearts of female consumers.
Carol Zhou, Senior Vice President, China Business Innovation ＆ Investments, SHISEIDO
Xueping Guo, Chief Scientist, Bloomage Biotech
Chocolate has always been synonymous with "happiness and sweetness", but with the trend of green, low-fat, low-sugar, and non-additive diet, chocolate is gradually becoming a "sweet burden". How can chocolate break out of the conflict of "delicious" and "healthy"? Mr. Ethan Zhou, founder of CHOCDAY, will share his understanding of the opportunities for healthiness in the chocolate market, his innovation methodology, and the challenges and opportunities faced by a young Chinese consumer brand, to bring some new inspiration for healthy innovation in chocolate~
Ethan Zhou, Founder, CHOCDAY
In the past decade, consumers’ attitudes towards alcoholic drinks changed significantly. From product perspective, the idea of “drink less but better” drives consumers to reduce drinking frequency, but drink higher-end alcohol. From channel perspective, online sales have skyrocketed, and online channels poses challenges to the traditional dealer channel in alcohol industry. From scenario perspective, more and more people choose to drink at home due to the pandemic. In addition, the demography of drinking is also changing, as more and more women started to savor alcohol. In the future, which way of drinking will be the most popular among the new generation of consumers?
Shiyao Chen, Principal, Kearney Greater China
In the past two years, low proof RTD has become very popular in western countries, with many traditional spirits companies and new start-ups rushing into the market with numerous innovative products. In China, low proof category is also showing great growth potential. However, the special Chinese culture, taste preferences, and many other facts are creating much unique needs.
We invite Mr. Kemble Han, who is the former APAC R&D Head at Bacardi with 10+ years Innovation/R&D experience in low proof category, to share with us his insights and innovations from a global perspective: How to capture global trends and accelerate innovation for low proof in China?
Out of health concern, a growing number of young people opt not to consume alcohol or to consume less alcohol. But young people do not "dislike drinking itself", they just hate the "side effects" of drinking. Young people who want to "have a cake and eat it" promoted the development of a new category-non-alcoholic liquor. What exactly is non-alcoholic liquor? How is its brewing process and taste different? Most importantly, who will pay for non-alcoholic liquor?
Ouyang Zhian, VP-China, Lyre's
In recent years, Johnnie Walker has launched several limited-edition whiskies with Chinese characteristics, such as the annual Chinese Zodiac Whisky, the special whisky named "Century of China" in collaboration with the Forbidden City. Each of which is remarkable, and the most impressive part is all whiskies have been designed to be localized while retaining the brand's global style. In fact, as the world's best-selling Scotch whisky, Johnnie Walker's limited editions have been well received in many countries thanks to a deep understanding and integration of local culture. How does this two-hundred-year-old Scottish gentleman use design to impress consumers in every country, while staying true to his philosophy of "Keep Walking Forever"?
We will also taste the Johnnie Walker 15 Years Sherry Finish, and unlock the sweetness and smoothness of whisky in a creative way.
Liu Wei, Brand Ambassador, Diageo
In contrast to the low-proof drinks, which are almost newborn in China, one of the most challenging problems for Chinese Baijiu is that: it is only by "learning from the past" that we can "open up the future". How can we make innovations to suit the times, while inheriting the essence of the craft and culture of Chinese Baijiu, and break the ice with new products and a new philosophy to impress consumers?
Terry Tang, Founder & CEO, KAISHAN
Craft beers seem to face various controversies these days: With the rapid development, are some breweries too big to make craft beers? Are those craft beers that make concessions to satisfy most consumers still considered craft beers?
The gradual popularity of craft beers can be regarded as an explosion of a new category, and it also implies an overall upgrade of the beer industry. How to treat craft beers rationally? How can craft beers seize the opportunity in the alcohol market which is constantly influx of young consumers?
KAI SHEN, Founder of Dream Brewing, Jiuhuar & 8 Pints
Many new kinds of low-alcohol drinks appeared in 2020, such as hard seltzer, tea wine, rice wine, and etc. How can these low-alcohol drinks seek differentiated development from product innovation?
Huimin Tang, Founder, MissBerry
Crea Liu, Branding Dirctor, GIARDINO ESTATE
Shuo Liu, Founder & CEO, MitUP Exquisite Brew
Akiko Furusho, General Manager / Creative Director, Suntory Communications Ltd.
Every year, major spirit manufacturers in China launch limited editions of bottle featuring Chinese Lunar New Year. These limited editions are of great collection value, but many young people always have such mixed feeling toward these packages. How should Chinese spirits upgrade packaging, so that consumers can perceive their value at a glimpse?
Business socialization and family gatherings have always been the main scenes of Chinese drinking, but young people nowadays prefer to drink on many leisure occasions. Drinking has gradually become a lighthearted and common little thing in life. How to create a relaxed and pleasant way of drinking for young people and create a new drinking scene?
Leo Wang, The Head of Convivialite Ventures (Greater China & Southest Asia); Vice President of Pernod Ricard China
One major label for the new generation of alcohol consumers is "adventure-takers". They are brave enough to break away from traditions and are willing to try all types of novel liquors. Fruit wine, rice wine, sparkling wine of all flavors are their targets of exploration. Meanwhile, the rapid development of online channels enables such "risk-taking” behaviors. However, just as one line of poem describes, "flourishing flowers dazzlepeoples' eyes". How can delicious alcoholic drinks retain users who are swimming in the ocean of choices, stand out from numerous competing products and become a brand that can be truly remembered by consumers?
Karla Wang, Founder & CEO, Lady Penguin
Bohan Zheng, Founder, Little Joy
Jiang Xiaoyun, Founder & CEO, MIK
You should absolutely come for ABSOLUT.✌
Alexander Caillard, General Manager, Pudao
In addition to in-store consumption and online shopping, alcohol delivery service provides consumers with more choices. What kind of consumers are fans of the alcohol delivery service? What is the difference between the alcohol delivery channel and other channels? How to capture young alcoholics with the help of the delivery service?
We will also order on the spot to experience the convenient service of the alcohol delivery.
Zhiyu Pan, Co-founder, Jiu Xiao Er
Calvin Chan, General Manager, China, The Trade Desk
"History doesn’t repeat itself, but it often rhymes." There are many similarities between today's China and Japan in the 1980s, such as macroeconomic levels, disposable income, aging population, East Asian cultural attributes, savings and consumption preferences.
Atsushi Miura, a Japanese sociologist, divided the Japanese consumer society into four stages in his book The Rise of Sharing: Fourth-stage Consumer Society in Japan: minority middle-class consumption, family-centered consumption, personalized consumption and non-branded product consumption. To what extent will the Chinese consumer society follow this development path? What consumption era is China in and will China enter in the future?
Meng Zi, Assistant Director, Head of Consumer Group, Chief Analyst of Food and Beverage & Cosmetics Sector, Guotai Junan Securities
HAO ZONG, Vice President, Genki Forest
With the advent of a new digitalization cycle, both mature and emerging brands are busy deploying their self-operated tracks, driving a new round of commercial competition. Consumer-centric "social trade market" brings new consumption increments to brands, and the WeChat ecosystem that connects hundreds of millions of users has become a high-quality bridge between brands and consumers. When a 0-to-1 connection between brands and customers is established, how to continue to operate and enhance efficiency and realize repurchase through touchpoint contacts has become a major challenge for the brand in the next stage. Locking in this new incremental volume race track, Tencent’s sharing will focus on the model of subscription attraction, efficiency enhancement and repurchase under the WeChat ecosystem, and will tell a good marketing method that integrates both seeding and weeding, and comes up with creative business solutions that are highly adapted to the genes of food and beverage brands.
Sijing Zhang, Director of Consumer Product Planning, Tencent Marketing Solution
With the rapid rise of emerging markets, consumers' cognitive thinking has gradually upgraded. How to break away from the fast food marketing model, let consumers hear the "brand story" with the original flavor, and sustain brand vitality? At Zhihu, committed creators and their hard-core contents build a brand-new platform for dialogues on contents between brands, consumers and capital. Visit Zhihu and try a spoonful of fresh ideas!
Aki Fu, Vice President, Zhihu
"The price of public domain traffic is climbing, and brands are paying more attention to ROI. These two factors have made private domain traffic occupy the C-suite of marketing for a long time, but the growth bottleneck and low activity of private domain traffic are also issues we have to face. In 2021:
-How should we look at private domains: why did they became hot-spot in the past? What role does it play?
- Rough growth or fine-tuned operation, how should food brands develop a private domain strategy?
-How to enhance user value through private domains? What should be done to co-create products and content, build digital user assets, and strengthen emotional links?"
Ruizhi Liu, Co-Founder & CMO, Honest Dairy
"Taobao, Tmall, Jingdong, Pinduoduo, Weibo, WeChat, Tiktok, Kwai, Bilibili, Zhihu, RED...... Consumers are distributed like dust on every medium. For F&B brands:
-Which mediums are worth laying out? What are the attributes of different media, what kind of users are gathered, and what kind of content is more likely to be transferred?
-What is the underlying logic of the popularity of different symbols, from graphics and video to short videos?
-What are the media trends that brands should not miss in the coming year? How should brands develop their media strategy?"
Colin Duan, CPO, QuestMobile
Digitalization has become an essential part of everyone. Production and consumption are crucial thing which complement each other from a product and brand perspective.
For many brands, how can we develop in a rapidly evolving digital world which has become a serious issue. How can we reach every touch points thoroughly in a whole user journey?
Introducing "Bilibili 3i" marketing methodology which is the hinge to break through the boundary of brand marketing.
Changshu, Head of Marketing Strategy, Bilibili Marketing Center
In the past year, many brands we have met are developing and marketing their products in the direction of wellness, but when it comes to wellness, most of brands only stay at "efficacy", lacking a more dimensional and direct feeling of consumers' health needs and psychology.
Therefore, how should a CMO find the right value point at the birth of a product concept? How to continuously influence the user's mind at all touch points between products and consumers, we see new possibilities in cases like "Eat a Rainbow" Cereal of Wugu Mofang, Less Salted Soy Sauce of LIU YUE XIAN and 0 Cal Sugar of LeSweet.
Yan Lyu, Digital Marketing Director, DX Doctor
Remember how salted egg yolk swept through the F&B industry after matcha, cheese, and "dirty" brown sugar? After that, jicama, snail noodles immediately caught up. Popular flavors/ingredients are becoming faster and faster, who will consumers fall in love with next?
We have found a "robot helper" who can understand human language, analyze the social data across various media such as Weibo, WeChat, TikTok and Kwai to bring the latest taste and ingredient trends in the consumer market, so that enable marketers to become product innovation experts!
Joe Wang, General Manager of East China, Miaozhen Systems
Marketers have heard the old saying that the marketing and branding department is the department that spends money. But I'm sure we all, more or less like me, feel that this paragraph is outdated. A large number of CMOs have become CGOs, and brands are pursuing a shorter path to purchase.
-Can we drive growth by digitalization only in marketing? With digital empowerment, how does marketing go deeper into user insights, product development, media strategy, and user experience?
-How should brands design the infrastructure of marketing digitalization, build the team, and collaborate across departments?
-Will first-party data become a key task in marketing digitalization as privacy-related data restrictions continue to expand and the price of public domain traffic rises?
HAO ZONG, Vice President, Genki Forest
Yanru Chen, Brand Director, Ambrosial, Yili Group
Emily Chang, CEO, McCann Worldgroup, China
For six years in a row, Dentsu and Pocari Sweat have been creating remarkable commercials, which re-shape Pocari Sweat’s brand image, from drinks for children to hydrate, to drinks that represent youth, passion and beyond imagination. These commercials has also helped it surpass Coca-Cola and Suntory to rank at the top among the Japanese sports drinks!
Therefore, what has Dentsu done for its branding, to achieve such magical effects?
Ryohei Manabe, Creative Director, Dentsu Inc.
To gain consumer market trends through social data insights,and to analyze the different routes behind traditional and new consumer brands that all reach the same goal in their explosive breakthroughs, and finally, to explore the rule and effective path of building high value brand assets through social media.How to help brands achieve their goals in a more scientific and consumer-friendly model?
Jingdong Ge, Marketing Senior Vice President, Weibo
Devices have become the new organ for human beings under the combined action of 5G and AI. The consumers and the devices are in an unparalleled close relationship with symbiosis and mutual trust. They can get everlasting novelty from each other by the upgrades of hardware or software. Is this the ideal relationship between successful brands and consumers? How can the brand utilize the intelligent ecological scene to keep the brand thriving?
Yan Xiong, GM of Resource Strategy, Brand Advertising Division Internet Business Dept., Xiaomi Group
In the new digital era, resources are pried with culture and art, and online traffic is built to tackle the new IP marketing. Data is the language. Top art resources can add values to the brand. Enhance the product's premium pricing. Gain target audiences, rejuvenate the brand, and enhance brand's tone. How to seize the trends and open the "golden key" of forging hot products.
Lisa Zhang, Co-founder, Alfilo Brands
Heytea X Sexy Tea, Sexy Tea X Saturn Bird, Pu Coffee X Lady Penguin and Holiland X Oreo......After nearly a year of these dazzling co-branding cases, we see some new possibilities:
-Should co-branding be seen as a way to lease high-value IP, a strategy to leverage each other, or a attitude to strengthen the brand spirit? How can co-branding be carried out in these different contexts?
-Is it useful to pursue co-branding with "internet celebrity brand" all the time? What kind of mindset should we adopt when looking at co-branding?
-From "co-branding" to "branding", how should brands build and communicate their values?
Tiepi, CEO, Yongpu Coffee
Jiayi Zhu, General Manager, Brand Management Department, Tsingtao Brewery
Tianbing Zhang, Asia Pacific Consumer Products & Retail Sector Leader, Deloitte
From the introduction of content and social function into Hema, to Hema MAX, Hema mini, Pick'n Go, and membership-only X store, Hema is constantly exploring multi terminal modes and private brands.
On the one hand, its private brand has become a competitor of brand owners to some extent, but on the other, its multiple terminals and route to consumer, and even the content and social marketing touchpoints on Hema's platform, have also brought new opportunities to brands.
How to establish a closer relationship between retailers and suppliers in the new retail chain? How will new retail in the future looks like?
Jingdong & Xingsheng Youxuan, Xingsheng Youxuan and other Internet giants hit the second battle of community group buying, and Ali set up MMC business unit, making new retail again the focus of the F&B industry.
Looking at O2O, community group buying, unmanned retail, DTC channels and other ways to play, as well as "lazier" consumer, what is the essential value of "new retail" for F&B brands? How can brands deploy their new retail strategies?
Yunlong Guo, Vice President, Yili Group
New products and innovation are coming out all the time online, but online traffic dividend is disappearing. Offline consumer goods retail scale still accounts for 70%, but the innovation speed of "goods" and "field" is temporarily lagging behind the demand of "people". This contradiction also means: it's time for new consumer brands and offline channels to cooperate!
And then, how to? How to develop pricing, promotion and channel strategies offline? How to learn the logic of product placement offline? How to break through the traditional thinking to create more cooperative mode?
Yoep Man, Vice President - Offer Management Director & Member of the Executive Board of Directors, METRO
Peter Pi, PB Buyer Manager, China Resources Vanguard OLE BU
Packaging is an important way for brands to express their ideas. Although there are many things to express, pouring them all over the package will not help meet your expectation.
The right expression needs us to make trade-offs. Chice Cream chooses to boldly leave a white space, which is a retreat yet to leave more room for imagination and extension. How should we think about addition and subtraction in branding and packaging design?
Bing Zhou, Vice President, Chicecream
Launching your brand overseas means navigating uncharted waters. In new markets, the rules are often different. Yet, if you are considering overseas expansion, it likely means your brand is doing well in its home country. How do you leverage your brands' current assets and success factors? And how much do you change to adapt or fit local consumers and market expectations, but do so without losing your brand's fingerprint and drivers of success?
Joanna Hutchins, from Cowan global branding agency, shares with you the Hard Working Assets model and a way of thinking to help identify – what’s core to your brand and what should you consider to adapt to enable your brand to realize potential overseas. Sharing with you insights from Cowan’s work with global, regional and local brands such as Danone, Vitasoy, Shiseido, Johnson & Johnson, Coca Cola, Vinda and Diageo, Joanna will help you understand how successful global brands are built and extended into new geographies using the Hard Working Assets model.
Joanna Hutchins, Global CEO, Cowan
As governments around the world are adopting legislation targeted at tackling plastic waste, more and more food and beverage brands are exploring alternatives to plastic packaging, and natural fiber-based packaging is gaining popularity as sustainable packaging solutions. We will share case studies around how we work together with our customers to create kraft fiber-based packaging that reinforce “natural” brand positioning, protect and preserve the essential products, including maintaining food safety, while also minimizing impact on the environment. It is renewable, recyclable, and compostable with the full life cycle of sustainable packaging in mind. With innovations in material science and packaging design, natural fiber-based packaging helps shape the sustainable brands, and deliver unforgettable consumer experience.
Quentin Yan, Sr Manager/Director, Asia Pacific Market Development, Consumer Packaging, WestRock
Jenny Fang, Sales Director, Gr. China, Consumer Paper, WestRock
SUNTORY DESIGN puts "human" at the center of everything we do. We always consider the relationship between the product and the consumer. Packaging design is a projection of consumer insight. Good designs excite people and make them happy. As a result, they create a strong connection between the brand and the consumer. Natchan, BOSS and IYEMON were born out of this "human-centered" approach and have evolved into Suntory's leading beverage brands.
Today, we are experimenting with new ways of communicating in our product design. Our special "CAT-CAP" has become a big hit on SNS. TOUCH-AND-GO COFFEE is a new type of RTD drink that allows consumers to adjust flavors and labels. These are all different kinds of "gamification design" - they can be more effective and exciting in creating a stronger bond between the consumer and the product.
Hiroyuki Ishiura, Creative Director, Suntory Communications Limited
When you design a package like a game, the sky is the limit! It can be a palette of jam, a biscuit package printed with a series of stories, a mug lid that can function as a phone holder, a coffee capsule toy with lucky flavors, or a chocolate calendar that records your romantic memories...
Who could ever resist the charm of game?
Visit InnoPack and try these fun packages by yourself! More than 30 packages with the theme "gamification" will be displayed here, and you can participate in the Prize Quiz to win your own prize! After the game, panelists will share their opinions on the key of gamification on product and packaging design and how they get popular among consumers.
It's not just about designing attractive packages.
Packages will spend the longest time with consumers in all marketing activities.
In other words, how to manage package communication well in comprehensive marketing activities is very important for becoming a brand that continues to be loved.
Package design as a most crutial touch point with consumers, which goes beyond mere package design.
Kaz Tsuburaku, CCO at dentsumcgarrybowen, who started his career as a brand consultant, and in 2014, moved to dentsu China and founded "CDC China", has since then led the more than 200 whole creative talent of dentsu in China. He moved to Canada and lead Canada team, then came back to China again recently. He will share with you, from the perspective of an experienced creative leader, some thoughts on package design in the digital era with case studies.
Kaz Tsuburaku, Chief Crearive Officer, dentsu MCGARRYBOWEN China
If you haven't had a brand partner, you must not belong to the trendy club. If you have, you may have wondered: how to design a brand collaboration package?
You're not telling your own story; you're telling a brand new story of you and your brand partner. The cover of this new story is the package, which should be able to attract your readers.
It is not to be left with simply two logos printed together; it's about the personalities of brands. How do you mix and integrate? How do you guarantee the new appearance is still attractive?
Lisa Zhang, Co-founder, Alfilo Brands
Marcia Guo, Vice President, LELECHA
Yanru Chen, Brand Director, Ambrosial, Yili Group
In packaging design, typography is a key aspect that is often overlooked. In both Chinese and Western languages, the structure, shape and outline of words and characters are closely related to culture, so they usually bring different impressions.
Chen Rong, who co-founded Interdesign in 2017 as Creative Director, has been mainly engaged in the typeface design as the core of design research and education. His clients include: Suntory, Uni-President, RIO, Ajinomoto, etc.
Come to the font theme workshop, Chen will lead you through interesting Chinese and Western fonts pairing, explain the examples of font design in packaging, and through group workshop, help you understand the impact of font changes on the overall effect of packaging.
Rong Chen, Creative Director, The Interdesign Associates
Xin Li, President, Sustenture
The "0.2 second rule", which has been cited numerous times in the packaging design world, is based on a best-selling book by Japanese packaging design guru Fumi Sasada. "When the consumer passes by the shelf, their glance at the product on it only takes 0.2 seconds." The book includes famous examples of Fumi's packaging design, including Kirin's Hyoketsu, Meiji Bulgarian Yogurt, and Kagome Vegetable Juice for 1 Day.
At the age of 15, Fumi went abroad and began his design career in the United States. In his thirties, he returned to his home country Japan as the creative director of Landor Associates in Tokyo. In 1996, after being in the design world for 31 years, he founded his own international design firm - Bravis International, which has now set offices in various countries, including China, Korea and the US.
Fumi's multicultural background has enabled a unique perspective on Japanese-style packaging design. In this presentation, he will share the eight key words with real-life examples, and the entire process from concept and naming, to packaging design, to discussion with clients, to the birth of the final product's new packaging.
Fumi Sasada, President & CEO, Bravis International
The popularity of e-commerce has given birth to a number of "digital natives" in the business world: they were born in the online world rather than in physical stores, and have grown rapidly with a much lower opening cost and creative marketing models, breaking sales records repeatedly in shopping festivals such as "Double 11".
But when these digital native brands look to brick-and-mortar channels, they seem to have hit a "two dimensional wall". On online detail pages, brands can showcase raw materials and product features in colorful ways with boundless imagination, but in offline superstores, they can hardly apply the display directly as products are crowded on the shelf with limited display space. How can digital native brands, born in the online world, adjust their visual strategies to adapt to the "three dimensional world"?
Ziyu Chen, Founder, Warm Light Design
Low-tier market is a new battle ground for many brands. For brands who are accustomed to competition in first tier cities, is it necessary to adapt to the rustic style?
Do they have to change their existing brand image in order to fit in the less developed markets? What is the key to winning this game?
Gary Zhang, Founder & Creative Director, PUFINE
At the 2021 World Climate Summit, state leaders from the East and West agreed to collaborate on tackling the climate change crisis. China has also pledged to become carbon neutral by 2060. How to reach a balance between environmental trends and market strategies through material and craft innovation in packaging?
We invite F&B brands, packaging innovation pioneers, and technology experts to share innovation in materials, craft and design, to discuss how to follow the latest trends and drive successful implementation of cutting-edge packaging strategies.
Lawrence Kang, CEO, KAFFTEC
Yongjian Zhang, Director of Product Operations, Herbalife Nutrition Product Innovation Center
For a long time, when it comes to technology or art, people's perception has always been: They are not relevant. Even into the age of artificial intelligence, artists are "afraid" of technology, making the two increasingly opposed to each other. But if you follow the history of painting, from wet fresco to Vermeer, from Bauhaus to Andy Warhol and his "Silver Factory", the answer is rather obvious.
Today, it seems that the border between technology and art has become even more ambiguous due to the artificial intelligence, which allows for "mass production" of ideas in a very short period of time through algorithms. How to define technology? How to define art?
Freedom, Owner of 0123; Director & Chief Designer, Tezign
True or false? Stereotypes do exist, but could you see through the surface to find the really important "secrets" that help to create brands or sell products?
What has been the most powerful marketing tool to sell more in Russia?
How did multinationals like Unilever and Nestle use this tool?
What makes the people around the world similar? Emotions. We all love and hate. We suffer and smile. We have peace in our soul or we rebel.
How will you use emotion in branding? The case Milgrad conveys a clear message and emotion behind the brand story. But what has made it possible?
Anna Lukanina, Managing Partner, Depot Branding Agency; President, Russian Brand Consultancies Association
In October, 2020, Pocky was certified by GUINNESS WORLD RECORDS as the World's Best-selling Chocolate-Coated Biscuit Brand for the year 2019, with a 59 billion dollar global sales.
Behind the amazing record, winning a strong foodhold in the highly competitive Japanese snack market, Glico is relying on more than tasty products, but also a brand heritage that lasts 99 years. It might not be difficult to develop a popular product, but if you want to be continuously successful for generations, you must know how to properly inherit your brand assets and make constant and appropriate innovations.
Takumi Kato, President at Shanghai Ezaki Glico Foods, will share with you Glico's design history, its heritage and innovation, and disclose what is special about the brand that has won over the hearts of generations.
Takumi Kato, President, Shanghai Ezaki Glico Foods Co., Ltd.
Xu Liu, Deputy Secretary-General, China Light Industry Enterprises Investment & Development Association
For busy urbanites, sometimes there is not even time for a proper meal. Gourmet food can bring people happiness. What kind of solution is there to improve the temperature of people's life with ingenious foods , and improve the quality of people's diet with natural flavor of food? How to strike a balance between nature, health and convenience when developing products? How to build the bridge of communication with customers, how to create ideas with customers?
More Ding, Founder, Bishan Village Brand
Vivi Gong, Founder, YIXUNYIWEI
Hua Zhou, Partner, Challenjers Capital
The growth of ecommerce has disrupted the consumer’s traditional path to purchase, which also supports start-ups to shorten their growth cycle. It drives the need for a new set of supply chain capabilities, which should be more agile and updated to new product and technology innovations.
Tetra Pak’s world-wide co-packing network, leveraging the advantages of our end-to-end solution from processing to packaging, enabled numerous successful cooperation between retailers and brands around the world.
Now, we bring this advantage to China market. We would share you the innovation opportunities we see, showcase our co-packing platform with services, and discuss how start-ups can lay out the supply chains to speed up their production innovation in this new era.
Sammi Jiang, Senior Business Develop Manager, Tetra Pak China
Creating and redefining a subdivision category or emerging category is an effective way for new brands to rise in recent years, but when the pioneers have proved that there is such a market demand, traditional brands and new players with scale or channel advantages will also enter this market. In a fully competitive market, these questions are worth thinking:
-How to think about category opportunity, and how to hold ecological niche after seizing the opportunity?
-How to think about enriching the product line? Should we build a product matrix under the same brand or a multi-product matrix under multiple sub-brands?
-How to expand business and scale? Should we develop more products for the same group of customers or sell products to more customers?
Moderator: Hao Hu, Strategic Partner, Hope Water & Cook Well Champion
Kiki Wu, Founder & CEO, STARFIELD
Shen Yueren, Founder & CEO, Taste Matters
Huabin Chen, Founder of SoupMaster & HI! GUYS
Xuexue, Co-Founder & COO, Wholly Moly!
Derek Weng, Founder, LemonBox
ChiChi Hong, Co-founder, Twinkling Power & Hey Maet
Andrew Wang, CEO, Amazing Flavor Food Technology
Xiaoguan, Founder, Beijing Guanju Food
Jay Wang, Founder, Win Win Network
The life cycles of products are getting short, but the factors that influence the consumer's decision-making process are multiplying. How to meet the changeable but segmented needs of consumers, and how to find certainty more quickly in uncertainty? How to resolve the contradiction between mass production and differentiated products?
- How do all parties in the industrial chain think about the virtuous circle, from manufacture to creation?
- How do start-up brands leverage resources?
- What are the effective co-creation models?
Sue, Founder & CEO, oatoat
Zhe Yang, Founder, Fubixing
In the changing times, we need to have a long-term vision as people are investing on the future of the present emerging brands. How do investors and entrepreneurs work together to reach excellence?
-How do investors capture potential targets?
-How will investors contribute money, resources, and brains?
-What are some effective co-creation models?
Moderator: Jenny Hu, Head of Legal & Corporate Affairs, BUD APAC ZX Ventures
Panelists: Vincent Weng, Founder, Charisma Partner
Tenghe Hu, Member of Investment Committee & Managing Director, CPE
Maggie Shen, VP, GL Ventures
Xu Liu, Deputy Secretary-General, China Light Industry Enterprises Investment & Development Association
Against the backdrop of China's dual-circulation strategy, what are the opportunities and challenges the domestic F&B industry is facing from the global perspective?
- How to grasp the overall trend of consumption?
- What are the characteristics of domestic consumption at the current stage?
- What are the innovative and entrepreneurial opportunities in the F&B industry?
Chris Shen, Principal, Warburg Pincus
Mr. Chang Bin of GenBridge Capital once shared the three key criteria about how to identify new retail from the traditional one. First, whether it can reduce costs, Second, whether it can improve efficiency, Third, whether it can optimize the experience. And the two important features of new retail are: boundless and precise.
- How to achieve "what you see is what you get", online and offline?
- How to develop a good product that can meet new demands when experience matters more?
- How to grasp the opportunities in the sinking market?
Robert Chang, Founder and Managing Director, GenBridge Capital
Mark Han, President, DaChan Food
- New hotspots for traffic will always appear. How to avoid falling into the black hole of traffic?
- In the long run, how to realize the transformation from operating traffic to operating customers?
- What is private domain and how to accumulate the user asset?
- How to make a good combination strategy of public and private domains?
He Di, General Manager, Vertical Industry Ecology, Tencent Smart Retail
Ting Li, Partner, Genharmony Capital
Tech companies have accumulated a great amount of data for user behavior, so they can respond quickly to new trends and iterate the products with high efficiency. They have natural advantages in DTC communication.
- How to position their product and leverage their advantages to create unique value for consumers?
- What are their challenges in competing with traditional brands and new brands?
Yao Ma, Vice President, Boohee
Daniel Wu, CMO, NetEase Yanxuan
Lu Xiao, Deputy General Manager, Freshippo General Merchandise
From "eat full" to "eat well", it reflects consumers' real demand for food safety and food quality. From the farm to the tip of the tongue, China has problems of low efficiency, serious waste and backward technology in the upstream and middle reaches of food cultivation, processing and circulation. Food safety and quality cannot be completely guaranteed. In the future, the competition in the food industry will be the simultaneous competition of safe raw materials, advanced production and modern supply so that a quality and efficient supply chain is indispensable. From an agricultural country to a food power, China still has a long way to go, so it is imperative to upgrade and integrate the supply chain. Based on China and looking to the world, these questions are worth thinking：
-Why do we need a global perspective to look at the development of food supply chain?
-What mature experiences of developed countries are worth learning?
-How to improve and integrate the food supply chain after investing from a global perspective?
Chris Wang, Co-founding Partner, Hosen Capital; Vice Chairman, New Hope Group
The key driver of consumption upgrade is the demand escalation, from the material needs of "enough food and clothing" to the spiritual needs of "enjoying life". In addition to polishing "visible" products, how can those top players who have been cultivating the consumer industry for years continue to step closer to consumers through CVC, and link internal resources with external parties to provide consumers with a more comprehensive experience of Convivialité?
Leo Wang, The Head of Convivialite Ventures (Greater China & Southest Asia); Vice President of Pernod Ricard China
Muthu Kathiresan, ZX Beverage Fund General Partner, Budweiser Brewing Company APAC
Lisa Deng, VP, PepsiCo APAC Strategy & Business Development; Managing Director, PepsiCo Ventures China