Speakers
Kelly Chen
Drink Talks
China BASES Chief Growth Officer
NIQ
Master of business administration, Fudan University （MBA）
Engaged in Market Research for 16 years, with both qualitative and quantitative insight, and has unique opinions in the fields of consumer behavior, brand value, market strategy and so on.
She has the ability to understand and analyze business problems from different perspectives, and transform research insights into feasible suggestions effectively.
Event Introduction
Drink Talks
· 06/26 (Day 2)
Wow, Drink It Up!
4.2H - Hall C1
Category Innovation
In the ultra-competitive beverage sector, innovation in product, brand, or channel is like beating around the bush when it comes to occupying consumers' mind space. Perhaps we need a more comprehensive approach to drive long-term category innovation as consumers' perceptions are formed by category.
Faced with numerous beverage categories, FBIF2024 will break down the issue into two dimensions. 1. For categories that are slowing down, like carbonated drinks, fruit and vegetable juices and so on, where to seek new growth amid coexistence of consumption upgrading and downgrading? 2. For fast-growing smaller categories, like sports drinks, instant coffee, zero-sugar tea and so on, how to seize opportunities in category substitution and become the next-gen star categories?