2023 is full of uncertainty, but crisis and opportunity coexist. Based on the in-depth cooperation with food and beverage clients worldwide, Doehler has summarized the global trend of 2023 and has made an outlook on the development prospect of China's juice industry. Doehler hopes that these insights can make some useful contributions to the positioning of new products and product ideas.

How does The Coca-Cola Company define "innovation"?

It is not only visible innovation in the form of products and packaging but also invisible innovation in the form of ideas and channels. Throughout the "end-to-end" innovation chain, Coca-Cola consistently places consumers at the center and brings refreshing experience to everyone, enabling innovation for a sustainable better future.

From emerging lifestyles to universal nutrition upgrades, how can the plant-based diet achieve a more popular market?

Label-free bottles, paper bottle beer, reduced plastic packaging ...... Many food and beverage companies are already practising ESG.

But when we talk about ESG, we have to remember the most important part: our consumers. The greatness of a company lies not only in doing well for itself but also in leading consumers to make more "long-term" choices together. How can companies "mobilize" consumers to take the initiative to join sustainable living and pay for ESG?

Business growth derives from innovation. Companies at various phases of development comprehend innovation to varying degrees. How does Master Kong interpret the term "innovation"? What is the way that Master Kong incorporates innovation into its company strategy?

Even an elephant can dance if it can establish its own rhythm.

More and more fermented beverages are starting to occupy the shelves in Europe and America, including kombucha, ready-to-drink vinegar, fermented fruit juice, etc. The magical fermentation process has given the beverages different nutrients and a rich taste. As keeping healthy becomes more and more important for everyone, fermented beverages have provided a new idea for beverage innovation. 

In China, fermented foods already have a relatively mature market, but the development of fermented beverages is just at the beginning and has unlimited potential. So, how do brands develop products that meet local consumption habits and make more consumers fall in love with fermented beverages?

More and more customers recognize that "mild yangsheng" may be a healthier way of life after the success of the "punk health" movement.

What kind of products and brands can better meet the needs of consumers "mild yangsheng"?

From leading thick-coconut milk to the market to exploding the entire category, FreeNow, which is getting famous because of its coconut latte, uses perceptible differentiated products to make coconut-based drinks enter more life scenes, making coconut-based become a hit.

Following the success of the coconut milk, FreeNow will aim for the second growth space to achieve full coverage outside the three meals.

Many emerging categories will struggle with unclear positioning, such as coconut water, which has long been positioned between juice and drinking water alternatives.

However, with the help of the supply chain's development and the shifting demands of customers, these emerging categories may eventually find their place.

How can brands and categories work together to achieve sustainable growth?

When it comes to category innovation, the "big track + product micro-innovation" seems to become the "fixed model" at some point. However, product innovation is only the start of category innovation. Whether it is a new category or brand, the goal is to uncover the value that really impresses customers. For example, how many different comfortable experiences may be offered to consumers through a nice cup of fruit tea?

Ten years ago, bottled tea was not hot; now, it has become one of the most popular beverages for young people - healthy, thirst-quenching, and multi-flavored.

It was once the "rebel" in Chinese tea, but today it has finally arrived in its own good time:

1. What market trends cause the "counter strike" of bottled tea? 

2. What are the opportunities for bottled tea in the future?

3. Crossover players: what is different about bottled tea?

A coffee shop is essentially a catering business, not just a coffee business.

Last year, Tim Hortons China sold more than 9.5 million bagels and related products, and the "coffee + warm foods" combination helped Tims quickly open up the Chinese market. Therefore, we invited Tim Hortons China to share with us:

1、Is "coffee + foods" a good business in China?

2、How to create a high-quality differentiation barrier by matching coffee and foods?

3、Coffee + foods, what pits to avoid?

Franchising is common in the restaurant industry, but with the rapid changes in the external environment, franchisees also need to focus on their core competencies.

Especially for today's tea drink chain, not only to face the Z generation of consumers but also to face the Z generation of franchisees.

It is not easy for coffee brands to succeed in the low-tier market. The ability of the brand to understand the market and manage the stores is put to the test behind the new market: 

1. What kind of products and consumers are the main drivers of the growth of coffee consumption in the low-tier market?

2. What are the different motivations for drinking coffee among customers in different cities?

3. How can brands attain "quality brand sense with a reasonable price for more consumers"?