FBIF2021 Agenda

Explore New Growth

  • 8:55

    Address from Chairman

    David Rao, managing director of Ipsos in China. He has provided consulting excellence in consumer insight and data driven marketing across China, Australia and Japan for more than 20 years. With rich experience in the food and beverage field, he has helped many F&B companies at home and abroad to develop and market new products based on understanding consumer needs. His publication includes: “F&B trends in China” (2016, 2017), “F&B Category Pack Trend Observation (2019)”, “Future Meat in China market (2020, 2021)” etc.

    David Rao, Managing Director, Ipsos in China

  • 9:00

    Innovating for a More Sustainable Future

    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.

  • 9:35

    In Search of the Next Ten-Billion Dairy Product

    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

  • 10:05

    Food Show Tour

  • 10:50

    [CEO Dialogue] The Development Path of Regional Dairy Enterprises

    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

  • 11:40

    Unlocking Innovation Growth for Dairy in China

    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.

    Thomas Pun, Senior Director, NielsenIQ BASES - North Asia

  • 12:10

    Lunch and Food Show Tour

  • 14:20

    Bull Market for Goat Milk

    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

  • 14:50

    Hey! Who Moved My Plant Milk?

    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

  • 15:20

    Food Show Tour

  • 15:50

    0 Transfat and 0 Cholesterol, Milk Beverage Could be More Light

    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

  • 16:20

    [Panel Discussion] Welcome to the "New Consumption Era"!

    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

  • 8:55

    Address from Chairman

    Ms. Lynn is Managing Director of Kantar Insight who is responsible for driving business growth with developing Kantar proprietary solutions.

    Senior executive with extensive and in-depth knowledge of APAC region, particular in consumer-centric business. Her research experience spans Australia, New Zealand, US, and China., also covers a wide range of important industries such as Automotive, Liquor, FMCG, luxury, Finance etc.

    Lynn loves exploring the human mind to uncover the magic that makes brands and services relevant and exciting to consumers. Her primary expertise is in translating consumer insight and innovation solutions into business results. Prior to Kantar, she was Vice President for managing Nielsen Qualitative Practice Greater China region and Emerging business.

    Lynn Zhang, Managing Director, Innovation & CX Domain, Kantar China

  • 9:00

    Fresh Nutrition, Fresh Future

    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. Bright Dairy is one of the best. So how could we better repay Chinese consumers with a better glass of fresh milk?

    Lu Junfei, Vice President, Marketing Director and General Manager of the UHT Milk Department, BRIGHT DAIRY & FOOD

  • 9:30

    Classical Classykiss is Booming by Innovation

    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

  • 10:00

    Food Show Tour

  • 10:45

    Get Easy Lifestyle via Functional Dairy- Under the New Normal of the Epidemic

    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

  • 11:15

    Let the Function be Visible

    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

  • 11:45

    Compass for Particle Dairy Drinks

    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

  • 12:15

    Lunch and Food Show Tour

  • 14:00

    Hyper-high Protein: Will It Become the Next Bestseller?

    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

  • 14:30

    Yogurt or Cheese?

    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

  • 15:00

    Crispy Protein

    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

  • 8:55

    Address from Chairman

    Mr. Simon Wang graduated from University of Nottingham with Msc. in Food Science. Owned ten years experiences in technical, regulatory and business development and unique review on probiotic market, Mr. Lemeng Wang was invited to be the guest speaker for several industrial seminars.

    Simon Wang, Probiotics Lead of Greater China, Fonterra NZMP

  • 9:00

    Where's the Next "Zero Sugar Sparkling Water? An Analysis of the Chinese Beverage Market

    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

  • 9:25

    [Interview] The "Golden Age" of Food and Beverage Innovation, How Does Dali Foods Lay Out Behind Its 20-Billion-Yuan Scale?

    Whenever there is a new financing or product in F&B industry, we always remind ourselves to look back at the "traditional" giants that have been established for decades but still continue to grow. As one of them, Dali Foods, although gave people the impression of being "old", has achieved revenue of over 20-billion-yuan, gross margin of 39.3% and net margin of 18.4% in the year of 2020, far exceeding most of its peers.

    We are curious to know, behind such volume and growth, how does Dali Foods view and respond to changes in the external environment? How to maintain agile innovation?


    Simon Wang, Probiotics Lead of Greater China, Fonterra NZMP


    Haipeng Meng, Head of R&D Department, Product R&D Centre, Dali Group

  • 10:00

    Food Show Tour

  • 10:40

    Food Colors Speak!

    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, Marketing Manager of East Asia, Oterra

  • 11:10

    [Panel Discussion] Trick or Treat! The Headache of Parents and Innovation Opportunities in Children's Beverage

    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 beverages 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

  • 11:55

    Lunch& Food Show Tour

  • 14:00

    Better Juice: The Magic of diverting 80% of sugar into dietary fiber and still being sweet

    Under the trend of sugar reduction, will replacing syrup and white sugar with sugar substitutes be a sure win in the market? Is it possible to reduce fructose and glucose, which are naturally in food but should not be consumed in excess? Is it possible for consumers' concerns about the existence of sugar substitutes to be appeased by more natural sugar reduction solutions?

    Better Juice, a food-tech startup from Israel, has developed a patented technology that converts fructose, glucose, and sucrose from natural foods such as fruit juice, honey, and maple syrup into prebiotic dietary fiber and other non-digestible molecules using natural ingredients through enzymatic technology. Up to 80% of the sugar in the juice can be reduced without affecting the sweetness and taste of the juice. 1KG bioreactor capacity can produce about 1000L of sugar-reducing juice.

    Eran Blachinsky, Founder & CEO, Better Juice(Live)

    Gali Yarom,Co-Founder, COO & VP Business Development, Better Juice(Live)

  • 14:30

    “Chip” Technologies for Quality Tea, Coffee and Herbal Drinks

    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

  • 15:00

    [Panel Discussion] How to Reproduce the Successful of New Tea Beverages in Packaged Drinks by Reproducing its Experience?

    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, Director & General Manager of Internet Business Division, Xiang Piao Piao

  • 16:15

    Flower + Fruit + Herb, How Does Hope Water Differentiate the Product by "Chinese Herbal Beverage"?

    Mengge Sun, Founder, Hope Water

  • 8:30

    Address from Chairman

    Dongni Yan, has been focusing on value-added new product development and business creation in the special ingredient sector. During the past 15 years, she served functions such as business innovation, technology commercialization and international trading business in the Netherlands, and new business development in both Canada and China.

    Currently, she is working for IFF Health. From 2021, with enlarged product portfolio, IFF health will continue to deliver high-quality functional health ingredients backed by science.

    Dongni graduated from Wageningen University with major in Food Innovation and Management and obtained the Cooperate Finance certificate from London Business School.

    Dongni Yan, Regional Industry Manager - Probiotic(F&B)/Fiber/Extracts/HMO China, IFF Health


  • 8:35

    New Trend for Snacks Industry, the Road to the Rise of Healthy Snacks

    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

  • 9:05

    Xian, Science of Deliciousness – Making Healthier Foods More Tasty with Less Salt

    As the concepts of premiumization and the healthy eating evolves overwhelmingly, consumers are paying more and more attention to topics about food ingredients, salt reduction and cleaning labels. Under this trend, the market continuously seeks for salt reduction solutions without compromise on Taste.

    In this speech, we will share with you the interaction between umami and salty molecules and our research on the science of taste receptors. clarify the influence of food culture and habits on taste experience.
    As a global leader in taste solutions, Firmenich is inspired by the scientific mechanism of umami, and continuously optimizes our supply chain, formulas and product designs to provide consumers with a delightful and delicious healthy tasting experience.

    Dong-Fang CHEN, Vice President R&D Asia Pacific, Firmenich

  • 9:35

    Confectionery Innovation Under the Sugar Reduction Trend: Reclaiming Health and Happiness with Creativity

    As consumers' demand for health gradually escalates, some of them start to "fear of sugar"; however, there is no substitute for the happiness that sugar can bring, and the consumer upgrade lies in the simultaneous upgrade of "health" and "happiness". How to make candy more interesting with creativity? How can technology be used to make sweets healthier? How to make confectionery innovation under the trend of sugar reduction? Mr. Amos Ma, also is called Uncle Sweet, the founder of Biobor, who advocates candy liberalism and happiness, will share with us his thoughts on candy innovation.

    Amos Ma(Uncle Sweet), Founder, Biobor

  • 10:05

    Tea Break & Tasting

  • 10:45

    Snacking Nutrition from Milk Essentials

    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

  • 11:15

    [Interactive Discussion] Taste Challenges for "Healthy Food"

    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

  • 12:00

    Lunch& Food Show Tour

  • 14:00

    Baby Steps to a Healthier Life

    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

  • 14:30

    【Group Discussion】How "Powerful" Should Functional Food be?

    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

    Yin Dai, Associate, Keller and Heckman LLP

  • 15:10

    【Nitta's Report】In These 100 Years, We Have Only Studied Collagen

    Hello everyone, I am Nitta Gelatin from Japan. Since 1918, I have been focusing on collagen for over 100 years, and have launched Wellnex, the collagen brand with the top one market share in Japan.
    My report will include:
    1. The history of the collagen market;
    2. The current status and trends of the collagen market in Japan and overseas;
    3. How to use technology to unlock new functions and applications for collagen that consumers are looking for? (Anti-ageing, sports nutrition and sustainable development SDGs)

    Sakamoto Yukitaka, Director, General Manager, Shanghai Nitta Gelatin

  • 15:40

    Cosmetics Mark on Functional Food?

    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

  • 16:10

    Oral Hyaluronic Acid: More Than Glossy Skin

    Since hyaluronic acid was approved for addition to common foods earlier this year, beauty-loving consumers can already find it in milk teas, soft drinks, gummies, and many other products. But in fact, oral hyaluronic acid is also useful for maintaining healthy joints, eyes, and gastrointestinal tract. Dr. Guo Xueping, Chief Scientist of Bloomage Biotech, will share the innovative applications of food grade sodium hyaluronate.

    Dr. Guo Xueping, Chief Scientist, Bloomage Biotech

  • 16:40

    Chocolate Reformation: Less Burden, More Happiness

    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

  • 9:00

    Why do we Organize this Alcohol Innovation Forum?

    FBIF Alcohol Innovation Team

  • 9:05

    Address from Chairman

    Shiyao Chen is a core leading member of Kearney’s Consumer Goods and Retail Practice in Greater China, with 10 years of consulting and industry experience with focus on Consumer Goods and Retail. He has served a variety of local companies and MNCs across Food & Beverage, FMCG, Fashion & Apparel, Durables, and Retail sectors. 

    Mr. Chen specializes in the areas of corporate strategy, growth strategy, operations improvement and digital transformation, and has supported enterprise clients driving business model innovation and capability uplifting along the entire value chain, covering product innovation, portfolio management, supply chain/operations, sales & distribution, branding & marketing, customer experience, etc. In addition, Mr. Chen is also actively engaged in topics of sustainability, organization & governance and M&A.

    Mr. Chen holds Bachelor degree from Tsinghua University and Doctor degree from Cornell University, both in Engineering.

    Chen Shiyao, Principal, Kearney Strategy Consultants

  • 9:10

    An Overview of the Drinking Habits of the New Generation

    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?

    Chen Shiyao, Principal, Kearney Strategy Consultants

  • 9:40

    The Low Proof Trend: Decode and Hunter for Opportunities of Low Proof Innovation

    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?

    Kemble Han, Product Innovation Director, Kemble Innovation Consulting

  • 10:10

    Food Show Tour

  • 11:00

    [Speech & Tasting] Non-alcoholic Liquor: Liquor of Next Generation?

    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?

    Lyre's team will bring non-alcoholic cocktail and we will have a chance to taste what is non-alcoholic liquor.

    Ouyang Zhian, VP-China, Lyre's

  • 12:00

    Food Show Tour and Lunch

  • 14:00

    [Whisky & Story] Johnnie Walker: Global Style, Local Design

    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 

  • 14:50

    KAISHAN: Forging a New Path of Chinese Baijiu

    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

  • 15:20

    Food Show Tour

  • 15:50

    Too Big to Be Craft Beer?

    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

  • 16:20

    [Panel Discussion] The Battle for Differentiation of Low-Alcohol Drinks

    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?

    Crea Liu, Branding Director, GIARDINO ESTATE

    Shuo Liu, Founder & CEO, MitUP Exquisite Brew

    Jiang Jing, Founder and CEO, Chengdu ainomi Food Co,Ltd

  • 9:00

    Remarks from President

    Koala Marketing Founder, Digital Integrated Marketing Professional, KOL in Food and Beverage Industry , Writer.

    Cathy Gu, Founder, Koala Marketing

  • 09:05

    New Retail of Wines

    As wine becomes more and more popular, customers are looking for more retail channels to buy wine: O2O, omnichannel, experience before purchase ......

    As son of prominent Master of Wine and industry figure Andrew Caillard MW, Alex was practically born into the wine industry and has over the past 18 years worked across a variety of wine businesses in Australia, France, and China in production, retail, import, distribution, sales, and marketing.

    During his time in China, Alex has seen rapid changes to the retail landscape at large and he will share his opinion on how new retail will accelerate the development of traditional wine industry.

    Alexander Caillard, General Manager, Pudao

  • 9:35

    How to Build Brand Love Among Gen-Z Communities

    Echo Xie, Brand Manager of Absolut., Pernod Ricard China

  • 10:05

    Food Show Tour

  • 10:50

    [Panel Discussion] Create a New Alcohol Drinking Scenario

    Alcohol consumption is inextricably linked to scenarios, and innovation in alcohol consumption must be combined with scenarios. What other opportunities can be explored in the traditional scenarios such as family gatherings and business social? What are the emerging scenarios in daily life? How can we create an enjoyable drinking atmosphere for the new generation of consumers and create new drinking scenes?

    Leo Wang, The Head of Convivialite Ventures (Greater China & Southest Asia); Vice President of Pernod Ricard China

    Huimin Tang, Founder, MissBerry

  • 11:30

    【Panel Discussion】Fruit Wine, Rice Wine, Sparkling Wine...How Could Delicious Alcoholic Drinks Build Their Own Brands?

    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?

    Bohan Zheng, Founder, Little Joy

    Jiang Xiaoyun, Founder & CEO, MIK

  • 12:00

    Food Show Tour and Lunch

  • 14:00

    Japanese Culture in Suntory's Packaging: Exquisite Thought in Every Detail

    As well as the unforgettable flavour of Suntory's Japanese whisky, the exquisite, Japanese-culture-inspired packaging is also part of what impresses consumers. Suntory's designers have taken the utmost care in every detail of the bottle, text, and label, incorporating Japanese culture into every detail and ultimately creating a brand identity in the minds of consumers.

    We have invited Ms. Akiko Furusho, Creative Director of Suntory Communications Ltd., to share her thoughts on the design of spirits packaging through a detailed breakdown of some classic products such as Hibiki and Roku.

    *No audio, video, or photo recording is allowed for this speech.

    Please put away your mobile phones and other devices and immerse yourself in the Japanese atmosphere brought by Ms. Akiko Furusho~

    Akiko Furusho, General Manager / Creative Director, Suntory Communications Ltd.(Live)

  • 14:45

    【Order on the Spot】Alcohol Delivery: Cheer Arrives in 25 Minutes!

    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

  • 8:40

    Address from Chairman

    As General Manager, China for The Trade Desk, Calvin leads the company’s business in China, with a particular focus on localization of branding & strategies, client relations, and industry partnerships.

    Calvin has 15 years of experience with digital and marketing data solutions, most recently as Chief Executive Officer for AdMaster, China’s leading digital measurement and data solution provider. As CEO, he oversaw the company’s P&L, operational performance, organizational development, product R&D, and strategic partnerships. Prior to AdMaster, Calvin held management positions in China and the United States for Nielsen.

    Calvin is an innovative and widely respected digital industry expert in China. In 2020 and 2021 he was elected as co-chair of MMA China (Modern Marketing Association). He speaks regularly at major industry conferences such as I-COM, Advertising Week, ROI Festival, and GMIC, chairing GDMS, and also featured in Campaign magazine’s Asia Pacific region’s “40 Under 40” and China’s “Digital A-List.”

    In addition to his digital marketing and advertising industry experience, Calvin often delivers guest lectures at leading universities, including Peking University, Fudan University, and Hong Kong University of Science & Technology (HKUST). He also served as a senior advisor (and former chairman of the Board of Advisors) for AIESEC in Mainland China, a non-profit organization that promotes youth leadership and global internship programs.

    Calvin has a bachelor’s degree in marketing and a master’s degree in humanities from HKUST. He enjoys reading, traveling with family, playing football with his sons, and is a die-hard Manchester United fan.

    Calvin Chan, General Manager, China, The Trade Desk

  • 8:45

    The Complex Chinese Market: What Consumption Era Are We In?

    "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

  • 9:15

    The Age of Traffic First, the Only Thing That Leads to Love is Product Itself

    In fact, no one will fall in love with a FMCG product because of marketing, "the only thing that leads to love is the product itself". If the product is not good, marketing can only create "fast disappearing products". The "Internet spirit" contribute to the rapid growth of Chinese internet industry, and its core lies in the idea of "user first, focus on products, respect for talent", and this also applies in the FMCG industry.

    HAO ZONG, Vice President, Genki Forest

  • 9:45

    Co-Create New Potential for Brands and Businesses with Trillion-Worth Incremental Trade Market

    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 

  • 10:15

    Food Show Tour

  • 10:45

    Come and try a spoonful of fresh ideas!

    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 content build a brand-new platform for dialogues on content between brands, consumers, and capital.

    Visit Zhihu and try a spoonful of fresh ideas!

    Aki Fu, Vice President, Zhihu

  • 11:15

    [Panel Discussion] Growth VS. Sustaining Sentiment, How Could Brands Run Private Domains in 2021?

    "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 become 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

    Rock, CEO, Hard Core Pivot Catering Management Company

    Charley Dong, GM of Digital Greater China, Fonterra

  • 12:00

    Lunch and Food Show Tour

  • 14:00

    Dealing with Fragmented Traffic: Media Trends and Forecast for 2021

    "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

  • 14:30

    "Bilibili 3i", The Must-option to Stimulate Comsumer's Interests

    Digitalization has become an essential part of everyone. Production and consumption are crucial thing which complements 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

  • 15:00

    Food Show Tour

  • 15:30

    How Could Marketers Gain Insight into Users and Implant Explosive Genes in Products under the Healthy Food Trend?

    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

  • 16:00

    Big Data + NLP + Knowledge Graph: Quickly Anticipate New Flavor and Ingredient Trends in an Ever-changing Market

    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?
    Based on 15 years of experience and practice in the industry, we combine multi-dimensional data and gather leading data, algorithms and knowledge graph technologies to achieve fast, complete and accurate mining of business insights, helping brands to gain insight into consumer taste preferences and explore high-potential product innovation ideas.

    Joe Wang, General Manager of East China, Miaozhen Systems

  • 16:30

    [Panel Discussion] Disappearing Boundary: Digital Marketing Expands into the Whole Business Chain

    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

  • 8:40

    Address from Chairman

    Prior to joining McCann, Emily was the CMO for Starbucks China, where she led marketing, sales, loyalty, customer engagement, and the digital ecosystem (ecommerce, loyalty, payments, partnerships). Her teams tripled digital tender across stores, helped open the Starbucks Shanghai Roastery, and launched the brand’s delivery program. 

    Before joining Starbucks, Emily was the Chief Commercial Officer for InterContinental Hotels Group, Greater China, where she was responsible for all commercial functions across Greater China. Looking after 320+ hotels and a team of 5,200 Sales & Marketing members, Emily spearheaded the market share turnaround of six hotel brands and the contribution mix of three loyalty programs. She also invested in building new BI and Digital capabilities and differentiated the group with a focus on Branded Guest Experiences.

    A strategic business leader with 22+ years of experience, Emily is known for crafting O+O customer experiences and cross-cultural team leadership. She began her career at Procter & Gamble and Apple.

    Emily sits on the board of SOS Children’s Villages and last year, took a year off to write a book called “The Spare Room,” the topic of her first TEDx Talk.

    Emily Chang, CEO, McCann Worldgroup, China

  • 8:45

    No One Can Stay Young Forever, But Pocari Sweat Can

    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.(Live)

  • 9:15

    Building Brand Value in the New Consumer Era with Social Momentum

    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?

    Yi Zhao,  Senior Director, Business Strategy & Operation Department, Weibo

  • 9:45

    AIoT, how to keep brand thriving by the hardcore whole scene

    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

  • 10:15

    Food Show Tour

  • 10:45

    How culture and art can bring increment for brands in the internet era

    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

  • 11:15

    [Panel Discussion] Co-branding, How to Jump Out of the Involution?

    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 an 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

  • 12:00

    Lunch and Food Show Tour

  • 13:55

    Address from Chairman

    Mr. Zhang Tian Bing is the leader of Deloitte APAC Consumer Products and Retail Sector Leader. He has provided strategy and management consulting services to numerous multinational companies, leading local companies and government clients in the Asia Pacific region. Mr. Zhang’s major consulting expertise include: strategy and organization design, digital innovation, supply chain management, M&A, risk management and internal control.

    Mr. Zhang is a committee member of China Chain-Store & Franchise Association and is a frequently invited speaker for leading industry summits, such as Asia Retail Expo and China.

    Tianbing Zhang, Asia Pacific Consumer Products & Retail Sector Leader, Deloitte

  • 14:00

    In the New Consumption Era, How Can Small and Medium-Sized Brands Break Through Quickly? How Can Big Brands Innovate Efficiently?

    From the integration of seafood and catering into supermarkets, to meat, eggs, and milk of Hema Ririxian (“Daily Fresh”) series, frozen aquatic products of Dihuangxian (“Imperial Quality Fresh”), 3R products of Hema workshop (Ready to cook, Ready to heat, Ready to eat), and dried goods and snacks of Hema Max, Hema has been breaking through the boundaries and capabilities of traditional supermarkets, and is moving faster and faster on the way of building “commodity power”. On the one hand, a large number of small and medium-sized suppliers have already risen rapidly on Hema’s platform and established a cooperative and symbiotic relationship with Hema; on the other hand, Hema's diversified business modes, smooth way to reach consumer, and the rich content and social marketing touchpoints, have also brought many opportunities for big brands to innovate and seek changes.

    So, for the future retail market, how can small and medium-sized brands leverage their strength and develop rapidly? How can big brands take advantage of the opportunity to achieve innovative breakthroughs? How will the cooperation model between retailers and brands evolve in the future?

    Yi He, Head of Product Innovation and Supply Chain Strategy, Freshippo Xccelerator

  • 14:30

    Retail Industry and Younger Generation's Consumption Mode Changing Dramatically, How Do Brands Develop New Retail Strategies?

    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

  • 15:00

    [Panel Discussion] How to Make Friends Between New Consumer Brands and Offline Channels?

    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(Live)

    Lisa Zhu, CEO, Hero & Shero Health Technology Limited

    * Former Executive Director of Sun Art Retail Group

    Emma Lv, Brand Cooperation Director of Meituan Shangou, Meituan

  • 9:00

    Address from Chairman

    Freddie is from Taiwan. He has been in advertising for 30 years since 1990. Before joining Tezign, He was the CMO of Foxconn Technology Group, CCO of VML in China, ECD of Ogilvy interactive in Beijing, etc. He has won many advertising awards such as Cannes advertising, New York advertising, Singapore CCA, etc., and has been the judge of many advertising awards.

    Freddie Yuan, Chief Content Architect, Tezign

  • 9:10

    [Brand Communication] Leave It Blank: A Key Way for Brand Expression

    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

  • 9:40

    Going Overseas – How to Enable your Brand for Success in New Markets

    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

  • 10:10

    [Packaging Strategy] Natural Fiber-Based Packaging, Shaping Sustainable Brands

    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(Live) 

    Jenny Fang, Sales Director, Gr. China, Consumer Paper, WestRock

  • 10:40

    Food Show Tour

  • 11:10

    [Design&Creation] SUNTORY DESIGN: What is Behind the Packages that Bring Happiness?

    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.

    *No audio, video, or photo recording is allowed for this speech.

    Please put away your mobile phones and other devices and immerse yourself in the Japanese atmosphere brought by Mr. Hiroyuki Ishiura~

    Hiroyuki Ishiura, Creative Director, Suntory Communications Limited(Live)

  • 11:40

    [Design & Creation] Gamification: Create Fun User Experience!

    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! 

  • 12:25

    Lunch and Food Show Tour

  • 14:00

    [Brand Communication] Beyond Package Design

    Package design.

    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

  • 14:45

    [Brand Communication] How can IP Collaboration Package Become A Good Story Teller?

    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


  • 15:30

    Food Show Tour

  • 16:10

    [Master Workshop] Typography: Dot the Soul of Package

    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

  • 9:00

    Address from Chairman

    Li Xin is President of Sustenture – a business strategy and M&A consulting firm with MNC and SME clients in F&B, retail and manufacturing sectors. He is also Operating Advisor at Ares, a private equity investment firm.

    Li serves on the boards of several food and industrial companies in the US and China, and is also a board member of Enactus China, and Vice Chair of the Food, Agriculture & Beverage Committee at AmCham Shanghai. He was recipient of the 2017 FBIF Marking award and 2019 WorldStar President’s Gold award for packaging innovation.

    Previously, Li was China President for Sealed Air Corp, a US Fortune 500 Company in food packaging and product protection. Li held sales, marketing and management responsibilities in US and Canada for 13 years prior to his China assignment.

    Li attended Shandong University in China, and holds a Bachelor of Arts degree in Economics from University of Regina in Canada, and an MBA from Golden Gate University in San Francisco, USA.

    Xin Li, President, Sustenture

  • 9:10

    [Design & Creation] 8 Key Words for Japanese-style Packaging DesIgn

    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(Live)

  • 9:55

    [Packaging Strategy] Retail Visual Strategies for Digital Native Brands

    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

  • 10:25

    [Brand Communication] Tell Stories of Local Brands with Creative Designs

    Nowadays, the big cities are no longer the only destination for young people. More and more "successors" are returning to their hometowns and using the increasingly widespread internet communication channels to help regional products "walk" out of the local area into the wider market. The new vision and creative design ideas they bring to traditional brands have had a strong impact, which also provides a breeding ground for creative design with local characteristics.

    What kind of design and creativity can help local products to display their charm?

    Gary Zhang, Founder & Creative Director, PUFINE

    More Ding, Founder, Bishan Village Brand

  • 10:55

    Food Show Tour

  • 11:15

    [Innovation Pioneer] [Innovation Pioneer] Explore the Path to Carbon Neutrality Through Sustainable Packaging Solutions

     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

    Jay Liang, Vice President, Shanghai Packaging Technology Association

  • 12:00

    Lunch and Food Show Tour

  • 14:00

    [Design & Creation] Tech & Art: The Misunderstood Conflict

    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,Director;Chief Designer, Tezign

  • 14:30

    [Design & Creation] Powerful Secrets Behind Russian Branding & Packaging Design

    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(Live)

  • 15:00

    [Brand Communication] Across Generations: Glico's Brand Heritage and Innovation

    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.

  • 8:40

    Address from Conference Chairman

    Liu Xu, the incumbent Deputy Secretary General of the Light Industry Enterprises Investment & Development Association of China (CNLI) and the head of the investment and financing sector of China Food and Drinks Fair (CFDF), has more than 10 years of experience in enterprises service in the industries of food, beverage, dairy products, wine, additives, ingredients, etc., has organized nearly 100 “investment and financing” activities in the food industry, is an industry advisor for many brokers, private equity funds, and financial institutions and has rich hands-on experience in equity financing. In recent years, under the guidance of the Ministry of Industry and Information Technology and the China National Light Industry Council, Liu Xu has carried out the strategic work of "increasing varieties, improving quality and developing brands" to drive the upgrading and innovation of food companies and promote the development of growing brand enterprises.

    CNLI, founded in 1995, is the only state-level social organization dedicated to investment and financing services and business development in the Chinese consumer goods industry.

    CFDF, started from 1955, is known as the "barometer" of the Chinese food industry. It is a time-honored, large-scale and far-reaching exhibition in China's food, beverage and wine industries.

    Xu Liu, Deputy Secretary-General, China Light Industry Enterprises Investment & Development Association

  • 8:45

    [Panel Discussion] Deliver the Original Flavor of Food with Ingenuity, and Cure the Stomach and Heart of Busy Urbanites

    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

  • 9:25

    [Keynote Speech]Reserved Topic for Challenjers Capital

    "If you really need a partner who is constantly there, discusses problems together, solves them and brings money to the table, the Challenjers Capital is here! We enjoy the experience of being part of building an extraordinary company together. We don't care about the outcome, even if we lose a lot of money, we think it's worth it. "-Challenjers Capital

    -How to understand the philosophies of "China has Promise, Challenge the Giants, Invest in Good Products, Believe in the Youth"?

    -How to choose a peer partner?

    -How will we continue to accompany startups and in what specific areas will we be deeply empowered?

    -Can the successful experience of Genki Forest be replicated?

    Hua Zhou, Partner, Challenjers Capital

  • 10:05

    Food Show Tour

  • 10:25

    World-wide Co-packing network accelerates the construction of liquid food supply chain

    The growth of e-commerce 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

  • 10:55

    [Panel Discussion] Rules for Start-ups: Reviewing and Thinking of Entrepreneurship

    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?


    Hao Hu, Strategic Partner, Hope Water & Cook Well Champion


    Kiki Wu, Founder & CEO, STARFIELD(Live)

    Shen Yueren, Founder & CEO, Taste Matters

    Huabin Chen, Founder of SoupMaster & HI! GUYS

    Xuexue, Co-Founder & COO, Wholly Moly!

  • 11:45

    [Keynote Speech]Guanju Food and Me - Our Evolutionary Theory

    Entrepreneurship is the process of continuous exploration and growth. Facing up to the detours taken and your true self, and constantly refining is a required course for founders.

    -Why I chose to start the matcha category at the beginning of my business?

    -Review the entrepreneurial journey, what are the minefields and how to stop the loss in time?

    -How can the brand be strategically aligned and upgraded?

    -In the food industry, how to truly achieve product innovation driven?

    -How to do cultural creation in the food industry?

    Xiaoguan, Founder, Beijing Guanju Food

  • 12:15

    Lunch and Food Show Tour

  • 13:45

    [Keynote Speech]Personalized Nutrition: a New Trend in Healthy Living

    With the escalating concept of healthy living, there are more and more health foods and health care products on the market, which provide consumers with more choices, but also dazzle them. At the same time, the big flood of nutritional supplements can no longer meet the individual needs of consumers, and more and more consumers are looking forward to targeted nutritional supplements to improve their health. So, how are nutrition and health products going to rely on customization to create new trends in healthy living?

    Derek Weng, Founder, LemonBox

  • 14:15

    [Keynote Speech]Let Consumers Play and Feel the Twinkling Power of Plant Protein

    Hey Maet To B, Twinkling Power To C. Why the two swords are combined? Please listen to the founder share the story behind.

    -What kind of opportunity did the team have to create another To C brand? How the team adapts to the growth of the business?

    -To B and To C product development logic is different. How to create the first kind of product?How do you do consumer demand insights? Will new products be launched afterwards?

    -How about the market performance and the consumer feedback of Twinkling Hot Dog?

    -The domestic plant-based market is still in the incubation period, how to think about the opportunity points?

    ChiChi Hong, Co-founder, Twinkling Power & Hey Maet

  • 14:45

    [Keynote Speech]A Single Spark Can Start a Prairie Fire. This Marinate Food Brand is Outstanding!

    2 months on line, monthly sales of more than 30,000 orders. Sold 500,000 bags in 3 minutes in Viya Livestreaming, sold out in the first broadcast, single GMV up to 1.3 million......This is our brand-Amazing Flavor Food!

    With a history of more than 2,000 years, marinate food is also called "the most representative of the taste of China" by some netizens. We firmly believe in the emergence of international brands in the industry of marinate food. But at the moment, the concentration of marinate food brands is low and the market share of the head brand is less than 20%. As a new brand into the game, how do we think about breaking the game?

    Andrew Wang, CEO, Amazing Flavor Food Technology

  • 15:15

    [Keynote Speech]Reveal The Secret of the "Cola Index" of the Genki Forest. Use the Thinking Method of Making APP to Make Drinks

    Jay Wang, Founder, Win Win Network

  • 15:45

    [Panel Discussion] Open Innovation: Open up the Future for All

    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

    Karl Fang, Founder & CEO, YIGUOQUAN

    Steven Wang, Co-Founder, AIRMETER

  • 16:35

    [Panel Discussion]How Do Investor Become Entrepreneur Partner of Start-up

    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?


    Jenny Hu, Head of Legal & Corporate Affairs, BUD APAC ZX Ventures


    Vincent Weng, Founder, Charisma Partner

    Charlie GUO, Vice President, CPE

    Maggie Shen, VP, GL Ventures

  • 8:40

    Address from Conference Chairman

    Liu Xu, the incumbent Deputy Secretary General of the Light Industry Enterprises Investment & Development Association of China (CNLI) and the head of the investment and financing sector of China Food and Drinks Fair (CFDF), has more than 10 years of experience in enterprises service in the industries of food, beverage, dairy products, wine, additives, ingredients, etc., has organized nearly 100 “investment and financing” activities in the food industry, is an industry advisor for many brokers, private equity funds, and financial institutions and has rich hands-on experience in equity financing. In recent years, under the guidance of the Ministry of Industry and Information Technology and the China National Light Industry Council, Liu Xu has carried out the strategic work of "increasing varieties, improving quality and developing brands" to drive the upgrading and innovation of food companies and promote the development of growing brand enterprises.

    CNLI, founded in 1995, is the only state-level social organization dedicated to investment and financing services and business development in the Chinese consumer goods industry.

    CFDF, started from 1955, is known as the "barometer" of the Chinese food industry. It is a time-honored, large-scale and far-reaching exhibition in China's food, beverage and wine industries.

    Xu Liu, Deputy Secretary-General, China Light Industry Enterprises Investment & Development Association

  • 8:45

    [Keynote Speech]Opportunities in the New Food&Beverage Era, New Inflection Points and New Investment Logic

    Chris Shen, Principal, Warburg Pincus

  • 9:25

    [Keynote Speech]Opportunities for a Next Generation of National Food and Beverage Brands in China

    The new retail era under the background of diversified channels contains historic development opportunities for the sprouting and growth of the next generation of national-level consumer brands. Product development, brand marketing, channel operation, and supply chain management are undergoing profound and lasting upgrade changes.

    -What are the characteristics of the next generation of national food and beverage brands?

    -What is the significance of super supply chain for building a national consumer brand?

    -How to achieve omni-channel layout, online and offline mutual benefit, and win-win?

    Robert Chang, Founder and Managing Director, GenBridge Capital

  • 10:05

    Food Show Tour

  • 10:30

    [Onstage Interview] Interview with the Founder of Better Me Nutrition: Dacheng Group's Re-Entrepreneurship Exploration

    -What was the opportunity for Dacheng Group to create the new brand Better Me Nutrition? Will Better Me Nutrition work with Dacheng or will it operate independently?

    -What are the unique competencies of Better Me Nutrition?

    -What are the main consumer groups to focus on and how to insight and satisfy the demand?

    -What kind of brand does Better Me Nutrition want to build? How to do consumer communication and deliver the brand concept?

    -What is the product development logic?

    -What channels will the new products be sold in and will there be future expansion plans?

    Mark Han, President, DaChan Group; Founder, Better Me Nutrition

    Fan Zhang, CEO, Better Me Nutrition

  • 11:00

    [Keynote Speech] Transformation from Operating Traffic to Operating Customers?

    -Why Tencent Smart Retail can help companies build private domain businesses and precipitate user assets?

    - How does Tencent Smart Retail help companies in terms of consumer insights, brand building and business growth?

    - How can companies create a high-quality private domain traffic operation ecology within the Tencent system, and how can they link public and private domains?

    He Di, General Manager, Vertical Industry Ecology, Tencent Smart Retail

  • 11:30

    [Keynote Speech]The Road to Breakthrough for New Food and Beverage Brands

    Online to offline, product to brand, flow to supply chain, doing business to operating company. How do new brands stand out from the competition step by step?

    Ting Li, Partner, Genharmony Capital

  • 12:00

    Lunch and Food Show Tour

  • 14:00

    [Panel Discussion] How Can the Internet Platform Weave a "Good Net" to Better Satisfy the Hearts and Stomachs of Consumers?

    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

  • 14:40

    [Keynote Speech]Investment Opportunities for Food Supply Chain Upgrading and Integration with a Global Perspective

    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

  • 15:20

    [Keynote Speech]New Industrial Investment Strategy Under Consumption Upgrade: From Consumer Goods to Convivialité

    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

  • 15:50

    [Keynote Speech]Empowering Entrepreneurs to Unlock Exponential Growth - How to Embrace Changes and Build up the Future Today!

    Muthu Kathiresan, ZX Beverage Fund General Partner, Budweiser Brewing Company APAC

  • 16:20

    [Keynote Speech]How to Drive Disruptive Innovation Through Strategic Investments. Unlock the Code for Sustained High Growth in Large Companies

    Lisa Deng, VP, PepsiCo APAC Strategy & Business Development; Managing Director, PepsiCo Ventures China