The main market for dairy products is shifting to lower-tier cities. Tier-3 and below cities account for 53.6% of dairy shoppers, particularly so for shelf-stable milk, cheese, and infant formula. Well received as refrigerated milk is in tier-1 and tier-2 cities, there is still room to increase the penetration rate.

High-tier cities are approaching channel saturation. Online channels, like PDD, Douyin, and take-outs, accelerate dairy products consumption in lower-tier cities. The number of consumers in tier-3 to 6 cities has surpassed that in tier-1 to 2 cities in 84% categories. Lower-tier cities boast of a large population, and entry-level consumers and young people in small town are exhibiting a stronger spending tendency.

How should dairy brands leverage the massive growth potential in lower-tier Cities?

I believe you all know Lactalis. When we are thinking about the present, it has figured out the future. From a small cheese workshop in the west of France that produced a dozen Camembert cheeses in 1933, the company has grown to become the world's largest dairy group. The futuristic thinking behind Lactalis' €28.3 billion revenue allows it to take advantage of new opportunities in the market as they arise. The Chinese market is also included this year.

The right channels facilitate products selling, while product power and branding attract buying.

To be sold: channels play a key role in promoting products to broader platforms and fulfilling their commercial value. How should dairy brands balance and choose from supermarkets, grocery stores, to online retail to reach different consumer groups?

To be bought: how can we make dairy products suit consumers' fancy and win their hearts? "Made to measure" matters most. One must take firm steps from commodities, quality, to value-added products. 

Only 10% milk in the world comes from grass fed cow in the open prairie, and this 10% market is growing at 22.4% CAGR. Growing at over 30%, grass fed milk is the fastest growing track in the U.S. Maple Hill Creamery is the largest dairy company that offers 100% grass fed milk, selling its products in over 8,000 stores, including Wholefoods, Walmart, and Kroger. Growth rate was above 40% between 2017 and 2022. High-speed growth is a reality on the other side of the world, perhaps it is time for grass fed milk to speed up in China when Chinese consumers are spending more on dairy products and shifting from eating to stop hunger to eating high quality.

Consumer-centricity matters for products, scenarios, and channels. Statistics show that consumers aged between 18 and 35 years old account for over 50% of dairy products consumption, and those aged between 25 and 30 years old 29.81%. In addition, the gray-hair market is growing for dairy products. Let’s discover market gaps and opportunities hidden in the numbers.

Everyone wants to grab a share from the market of processed cheese snacks among the 10-billion-scale total cheese market. Why not look at elsewhere and unleash the potential of natural cheese as a meal mate? On the social media platform it is observed that burrata cheese has not only got rid of the "unacceptable taste" label on natural cheese but also established a "pairing aesthetic" with fruits and vegetables. Let's look into the growth potential of burrata.

(Pexels)

Statistics show that the market size of the gray-hair sector in China is expected to reach RMB 12 trillion by 2026. Possessing both money and time, the gray-hair consumers are raising the bar of living standard. Formulated milk powder, thanks to its inherent health attributes, delivered impressive results. In the first half of this year, formula milk powder for the middle aged and elderly grew by 57% year-on-year. When infant formula powder drifts into competition in existing market space, claims around bone health, sleep quality, and blood sugar are creating new market spaces as health awareness improves among the middle-aged and elderly consumers. Mapping out the development in the middle aged and elderly formula milk powder market is the key to growing in an expanding market.

The world has been cycling crops through animals to make meat for 12,000 years; there is a better way - using plants and cellular agriculture (“alternative proteins”). 

China is leading the world in both clean energy production and the global shift toward electric vehicles, which is both critically important to global climate goals and hugely profitable for Chinese industry. China can do the same thing for food technology.

The dairy industry is being challenged by sustainability, cyclicality of raw material supply and relative monopolization of resources. The development of precision fermentation is bound to bring about a sea change in the dairy industry.

With a fermentation technology that is fundamentally disrupting the cheese industry, and a pure cheese that doesn't even require milk to be produced, Formo is turning the traditional definition of cheese on its head and opening the door to a whole new set of adventures. And that's really cool!

In the field of precision fermentation in the new protein industry, Perfect Day's commercialization practice is certainly an example of the best in the industry. The importance of commercialization practices in emerging markets cannot be overstated. With the maturation of the new protein industry, how is the industry environment and what is the market environment? We would like to hear about Perfect Day and its friends.

According to BCG, the global market for new proteins is expected to reach US$290 billion (about RMB 2.08 trillion) in 2035, accounting for 11% of the market share of all protein types. In recent years, microorganisms have also gradually come into the vision of China's agri-food companies, becoming the third largest source of protein in addition to traditional crops and livestock resources. What are the products and applications of global and local innovative companies based on different microbial species and technology pathways? What are the consumer perceptions? The results of the Consumer Communication Study on Fermented Protein Products will be presented exclusively on-site!

Over 50% offerings at cafés in China are milk coffee, making for a fertile soil for fresh milk growth. When milk moves from the backstage to the front under the hat of barista milk, performance becomes a core measurement. Founded less than 10 years ago, Milklab has filtrated 73% cafés in Australia, thanks to its excellence in textures, stretches, and making latte art. This is just the beginning. Gradually taking off in China, Southeast Asia, Singapore, and Malaysia, Milklab is walking into a broad international market.

Welcome to on-site coffee tasting! We are afraid that at the dairy session only milk coffee is offered. Let’s see how barista milk complements coffee and brings out lingering tastes. 

Following freshly brewed tea drinks, freshly made yogurt cups have won the favor of not only investors but also prominent companies, like New Hope. Freshly made yogurt grew by 59.1% in 2022, reaching RMB 7.3 billion market value. Consumers born in the 1980s and 1990s are the main purchasers. Promising as the market is, FRESHLY made yogurt is also faced with challenges: shortage in upstream milk supply, deteriorating ingredient quality, premium pricing, flavor homogeneity, etc. What can brands do to turn barriers into springboards and lock in the millennials?

Consumer loyalty is shrinking. New products keep emerging and brands are caught in chaotic fights, trying hard to be remembered. In the fight for survival, no two species can occupy the same ecological niche, while in the business realm, brands have to pare down and focus on the core category to win consumers’ mind.

Let’s then have a chat about the "pruners" and "magnifiers" for brands’ deployment strategies.

In the face of performance growth, channel is undoubtedly a strong correlation variable. From offline to online, and then to the omni-channel layout, every change in the channel end has led to changes in the snack food industry. In 2023, China's offline channels accounted for more than 85% of the share of leisure food circulation, in the face of more and more like "going out" of the consumer groups, offline channel is now recovering! In the surging snack market, how can brands make high growth sustainable? Fully embrace the offline channel or the key!

Exquisite display in cabinets, collaborations with luxury brands, delicate festival gift boxes, exquisite store decorations … Godiva, taking products and customer experience to an extreme level, becomes a sweet chocolate "whirlpool", quadrupling its revenue in 13 years in the Japanese chocolate market, which is intensely competitive.

As Godiva's largest market, Godiva heavily invests in Japan by shortening its product cycle, launching new "Chef's Selection" every month, and opening chocolate-based bakeries and cafés... How has Godiva defined premium chocolate and turned itself into a luxury brand? Let’s take a closer look the "bitter" chocolate market and the wisdom of Godiva in breaking through the encirclement.

(Source: LinkedIn@Godiva Chocolatier)

It is quite "bitter" for brands to sale the sweets. Besides health, what else can brands use to impress consumers? Adjusting the hardness, adding functions, changing the shape, and gaining insights into the needs ......Kanro proves with its strength that as long as it understands the consumers well enough, dares enough, and creative enough, the candy can absolutely capture the hearts of consumers of all ages!

The konjac is going viral! The konjac products of YanJin Food sales up 163% YoY in H1 2023. The first slice of konjac vegetarian tripe on the market with the ultimate taste and innovative flavors to make consumers from excited and "addictive". Let's see how YanJin Food can use konjac to pry the hundred-billion-level snack market.

Global food and beverages trends in H1 2023 showed that 24% of new products made health-related claims. When "light yangsheng" (self-cultivation practices aimed at enhancing health and longevity) becomes a global trend, functional benefits are the best "additives" in addition to health.

Planters, a "senior" brand for nuts, equips products with antioxidants, essential nutrients, and ingredients for heart health. With USD 1 billion sales in 2022, Planters had driven Hormel Foods to register a record high revenue and double-digit profit growth in 2022.

Flavors, mixtures, functional nutrients … How has Planters played the nuts game so well?

Still think grains as a breakfast food? It has broken down the shackles of breakfast and penetrated more dining scenarios as indicated by 11.4% CAGR from 2017 to 2022.

Keto friendly, gluten-free, nuts-free, granola … Grains meet all of your needs all day long. Boasting of a thousand-trillion-scale market globally, grains—from cereal, energy bars, to outdoor snacks—have infinite potential in the domestic market.

If you are tired of potato chips, look at the newcomers to the puffed food market. Cauliflower, pumpkin, kale, mango, cherry tomato … Fruits and vegetables are transformed into snacks. Hey! Chips, 180,000 packs sold in 2022, sees no boundary into chips innovation.

(Source: Hey! Chips Official Website)

You are missing out on trends if you have not tried an afternoon tea set that features nuts, grains, fruits and vegetables. These healthy food combos are never overwhelming to young consumers who want to tick all the boxes.

The moves made by the giants may give some clues about market trends in the future. How do they identify or incubate "growth stocks"?

In the face of the ever-changing snack market and the new generation with an attitude, brands need to get closer to young consumers in a more vibrant, relaxed and approachable way. New scene expansion, localized innovation, digitization ... Let's see how PepsiCo iterates and upgrades time and time again, leading the wave of the new generation with innovative thinking!

The palate is thrilled by tens of thousands of taste varieties. Salt and vinegar, onion, sour cream … Weird as they are, aren’t they undeniably cute?

Bagels are A-list celebs of bakery, and we just found a rock star of bagels.

Thanks to improved yeast technology, Better Bagel has transformed bagels, featuring 250% more protein and 90% fewer carbs. Net carb content is equivalent to that of two banana slices. With its laser focus on alternative food and robust technology, Better Bagel registered 800% growth from 2021 to 2022 and USD 17 billion valuation. We are as curious as you are—how great their technology is?

(Source: Better Brand)

Preloved items brought in by customers have become a part of the store, thanks to the "things for bread" campaign by DRUNK BAKER. Cycle & Cycle turns artisan bread into "homemade dishes" by incorporating local ingredients, like mei gan cai (a preserved vegetable) and water chestnut. The stools that are placed by The Sense on the roadside blur the boundaries of malls and stores. In addition to the "real competence" in product innovation, those brands effuse hospitality and care. A new business model is being warmly incubated. 

Which side is more important, dreams and purposes, or business and scale? Neighborhood bakeries try to tackle both in one go.

What beats a bakery may not be another bakery. Aldi has a different business logic as a neighborhood market that has become a professional master baker. The bakery sector is never short of new products. What values have been proposed by Aldi amid waves of viral bakery products?

Bagels → spicy bagels → spicy hotpot bacon bagels

Ciabatta → ciabatta with meat → ciabatta with mei gan cai (a preserved vegetable) and meat

In this session, cool and happy brands and bakeries are invited to co-create with us to show the "soft power" of bread.

Products are just the results. The first step of innovation starts with insights into new consumer segments, new scenarios, and new channels.

The era of massive and indiscriminate innovation is long gone. How can we expand the depth of innovation and enhance its precision with limited SKUs? With new healthy ingredients, more engaging user interaction methods, and the integration of AI technology... Beverage innovation can also triumph through a "slow" approach.

The "enterprising spirit" in first-tier cities has incubated many unique beverage brands: Lemon Republic, TheCocoCompany, Heytea... Meanwhile, the "hustle and bustle" in non-first-tier cities is providing continuous momentum for the next step of beverage innovation. According to data from the National Bureau of Statistics, in 2022, provinces with the highest growth rate in per capita consumption expenditure include many central regions such as Jiangxi, Hunan, Hebei, Sichuan, and Henan. How can innovative beverages take root and thrive in markets beyond the first tier?

Restaurant chains grew from 12% in 2018 to 19% in 2022, according to Meituan. The highest growth in chain expansion, 45% year on year, is seen in the 5,000-10,000-store band.

Catering remain a key on-trade channel of beverages. As restaurant chains step into ten-thousand-store scale, how should beverage brands tap into the channel upgrading dividend amid big changes in the catering market?

Undoubtedly, ginger remains a dark-horse candidate, with ginger flavor having considerable acceptance globally. As early as 2017, Google observed in its Beverage Trends Report 2017 that interest in ginger drinks, reflected in Google searches (in the U.S., U.K., Spain, and Mexico), grew 32% in that year. Interest in ginger flavored tea, beer, fizzy water, still water, and juice soared 79%. Ginger market is expected to grow to USD 3.4 billion from 2021 to 2026 with a CAGR of 7.3%. Ginger has not yet become the "next big thing" in terms of flavors in China despite of its fast growth in the Asia Pacific market.

Reminder: FBIF will invite labs from at least 5 leading ingredients companies to develop a ginger-based product each. Audience will be invited to taste and score. Such fun!

Tepache is a traditional Mexican drink that is made from fermenting the peel of pineapples. After kombucha and kefir ignite the fermented drinks market in North America, Tepache ascends to be the next growth driver.

As the first brand that introduces Tepache in packaged products, how did De La Calle achieve 100% growth in 2022?

We looked into the performance and potential of cactus in drinks back at FBIF2017. Six years past, cactus-based drinks in North America and the United Kingdom registered 56.51% CAGR from 2018 to 2022. Cactus with orange, cactus with fig, cactus with mojito, cactus with margarita ... We are still a bit puzzled how cactus, average in aroma, color, flavor, and appearance compared with many other fruits and herbs, stand out and turn into a trending ingredient?

How to incubate new brands from common lemon flavors with strategic focus?

To solve the "non-essential" identity crisis of fruit and vegetable juice from benefits, designs, and branding.

Does the fast growth of instant coffee come from improved availability of specialty coffee or the need for stronger stimulating performance from coffee?

The friends/rivals of instant coffee could be energy drinks rather than other forms of coffee. How to redefine instant coffee for consumers?

Sparkling water has been troubled by "bad taste" since day 1 of its existence. The minimalistic ingredient list does not leave much room for flavor adjustment.

London Essence harvested 64% growth in 2022 with its "elevated flavor profile", with two times better performance in high-end hotels and restaurants than retailing. Its flavor profile wins the hearts of gourmets. How does it build depth and complexity into the flavor with distilling and layering techniques? How is quiet luxury sparkling water made in a similar way to perfumes?

Zuixi Apricot Tea was sold 1 million bottles in four months. Asia Sarsae hit 200-million-bottle sales in one year. Over 10,000 cups of Guhe Sour Plum Soup are sold in one day ... Regional drinks are increasingly accepted by the masses, but it is hard to see one "super product". Fortunately, becoming a super product is not the only answer as supply chains of drinks are more mature. How to generate high growth for regional drinks?

As the health trend gains momentum, herbs appear more widely in new beverage products around the world. Over 300 million bottles of Yakan no Mugicha by Coca-Cola Japan since its launch less than one year ago. Aura Bora, a sparkling water made from real herbs, fruits, and flowers, is one of the fastest growing brands in the sparkling water category in the U.S. Xian Tea by CHI FOREST grew 10 times year on year with more than RMB 100 million sales achieved in the first eight months of 2022.

How can the potential of herbs be unleashed to the maximum by leveraging culinary cultures in the eastern and western worlds?

How good the category innovation is? Tasting will tell you more than listening.

The "Nespresso" for plant milk, 3D-printed drinks, herbal and plant-based drinks, "craft" cola, liquid cactus, maple, and cocoa beans ... this tasting session will give you the real experience for all the new categories, new brands, and new products that you have heard about at FBIF2024.

(Source: Numilk, MOJU, Smart Cups, OLIPOP)

There is little hope to see the authentic formula that Coca-Cola has poured 75 billion to protect and kept a secret for over 130 years, but we could not help sharing with you a new recipe, as it looks irresistibly alluring.

Replacing sugar with koji from Hakkaisan, UMAMI Cola blends elderflower, tulsi, citrus depressa hayata with ingredients that are often found in energy drinks, arginine, nicotinic acid, BCAA, GABA, vitamin B, etc. 

(Well, I tried. Please see the picture and let the invited speakers tell you more.)

Zero-sugar tea drinks account for around 90% bottled tea drinks in South Korea and Japan. China, on the other side, sees high-speed growth of sugar-free tea drinks, but the gap in market share is still large compared with mature markets like Japan and South Korea.

The substitution between sweetened and sugar-free tea drinks has come to a new stage. Apart from keeping pace with the health trend, anything else sugar-free tea drinks can do to win over consumers who like sweet drink?

Sipping Across Borders: Strolling Through the Global Alcohol Markets

In 2023, the groundbreaking collaboration between Wuliangye and Campari gave birth to a novel cocktail named "Wugroni." This innovative concoction not only pays homage to Negroni's enduring popularity but also opens up fresh avenues for the cross-cultural exchange and mutual admiration between East and West. What unique perspectives and considerations guided Campari in embarking on this inspiring journey of collaboration?

Where did the unpredictable 'Angel's Share' of imported liquor, spirits, and wine go? To what extent can past experiences remain effective when facing the transforming and distinctive Chinese market? What insights does the development of imported wine offer for the diversification of Chinese liquor?

From the ancient Chinese Baijiu with its long-standing heritage to the youthful emergence of Meijian, a new contender in the market, the diverse styles of Chinese liquor are making their mark in foreign lands. Whether it's the trendy bars of London or the bustling metropolises of America, Chinese liquor is finding its place and exploring new identities abroad. This journey goes beyond mere commerce; it's a celebration of cultural fusion.

In this age of new exploration, the question arises: how can Chinese liquor expand into broader overseas markets? How can it resonate with and win the hearts of local communities abroad? These are the challenges and opportunities awaiting us as we navigate through the intricacies of global trade and cultural exchange. Let's raise our glasses and toast to the future of Chinese liquor on the world stage!

Endless West boldly pioneers molecular brewing in the world of spirits: imagine a process where computers, not barrels, orchestrate the creation of your favorite tipples! By pinpointing and extracting key flavor molecules from nature's bounty—think plants, fruits, and yeast—Endless West crafts libations that tantalize the taste buds like never before.

But hold your glasses, because here's the twist: drinking isn't just about downing drinks. In an industry that thrives on cultural richness, ambiance, and ceremony, how far can Endless West venture into elevating the art of imbibing? Let the adventure begin! 

（Source: instagram@endlesswest）

Yi Sui said: "The logic of marketing is somewhat like a fisherman above the water, continuously attempting to catch freely swimming fish below using spears made of insights, trends, and creative campaigns. But why not try jumping in and swimming with them?"

DRUNK N’JUMP is like this, a sea where everyone can swim together, allowing each person to maximize themselves. In this process, people, space, and content naturally blend, and DRUNK N’JUMP has also become a small tavern with an annual revenue exceeding a hundred million, giving everyone the freedom to drink and to be themselves.

So, how was the "people-centered" DRUNK N’JUMP perfected?

From restaurants to taverns, from nightclubs to comedy clubs... As drinking becomes more of a personal choice without the need for excessive labels, alcoholic beverages also illuminate more unforgettable moments in our lives, enriching the experience of life.

As new young adults reaching the legal drinking age face life, what kinds of products and environments can truly make them feel relaxed and joyful?

With thousands of taverns, how can one leverage the smallest lever to reach the most people? On The Road Store chooses to use content as the bridge for selling alcohol, engaging in emotional conversations while also making profits.

Let's toast to a beautiful world where every sip is a friendly invitation to embrace diversity and heritage.

There is a RMB 2 trillion market behind the busy morning hours and 60% spending in the hustle and bustle of evening hours. For a long time, this morning and night markets has not been paid due attention. In recent couple of years, catering brands have increased their presence in morning and late-night eateries. Is the morning-night economy booming? What characterizes consumers' behaviors and preferences? What are the new opportunities contained in condiments and 3R foods?

Regional culinary habits give rise to well-known regional condiments brands. But moving from regional to national is often challenging—lack of direction, lack of force, or lack of continued development. Can regional brands break the constraints and scale up by replicating a replicable model?

It takes decades of consistent export and popularization of foreign food culture and her ingredients to a new country. As a classic Asian condiment, soy sauce faces the challenge of winning over India, a country known for its diverse spices. Just 3 years after the launch of Kikkoman soy sauce in India, the company has achieved steady sales growth in more than 30 cities. The untold story is that its success is backed by an 18-year effort to export Japanese food culture. Give priority to cuisine culture first, then brands go global. 

Join us to find out from Harry.

Tomato flavor is a popular choice in the non-spicy world. Whether it's Chinese or Western cuisine, tomatoes are everywhere. When product innovation has to break through the shackles, how much effort does it take to make just one tomato good in the cooking?

The trend of salt reduction has been going on for years, and the solutions to reduce salt have been iterating. When consumers are convinced that a clean label is better, how do we meet consumer demands while ensuring good flavor? Perhaps yeast extracts can bring about a revolution in taste, allowing the tongue to feel "salty" and "umami" without consuming too much sodium.

In 1368 (Ming Dynasty), a small "MIOGEE" vinegar workshop revolutionized the vinegar making process, started to make vinegar for the royal family, and gradually grew into the Shanxi Mature Vinegar Group today. After 656 years, the vinegar is not old, but breaks through the shackles of vinegar as a flavoring supporting role, and creates the brand positioning of high-end light nutrition, making vinegar become the shining protagonist.

Tradition ≠? --The answer is MIOGEE itself!

In the eyes of consumers, one vinegar brand has moved to a much more premium position than others. Founded in 1605, Giuseppe Giusti is an Italian balsamic vinegar brand whose vinegar-making techniques and recipes have been used for over four centuries. As a supplier to the Italian royal family since 1929, the brand is known for its craftsmanship and innovation. Revenues for Giusti in 2023 is 130 Million RMB,  boasting a +25% increase from 2022 and an impressive +57% growth compared to 2021, and international markets contributed by 60%. Giusti trades craftsmanship and time for rarity. What exactly are the thoughts and perseverance behind a sip of vinegar? How has ordinary vinegar become extraordinary and become high-end?

When vinegar is a condiment, it may only be sold for more than ten yuan to the kitchens of thousands of households; when vinegar is a culture, its value will be infinitely enlarged, and it will be sold to more diversified applications scenarios and consumers. Vinegar, known as “black gold”, is not only the time to give high quality, creating a high value, while the plasticity of vinegar itself will also bring more innovative thinking brand. From “consumption” to “enjoyment”, how many commonalities and differences are there between Chinese and Italian high-end vinegars in brand marketing and new product development? (PS: Do you know how rare it is for the top vinegar brands of both countries to meet and exchange ideas together?)

Innovations in compound condiments seem to be drawn into a whirlpool of mutual copying. Standing in front of a shelf, one hardly sees anything else but fish with pickle cabbage, beef in sour sauce, or crayfish. Almost all Sichuan-style flavors have been turned into condiments products. China is a very big country. Are there any other flavors on the map holding high potential to win nationwide popularity?

If vinegar was not just a cooking condiment, could it be sweet, spicy, coffee-flavored, prebiotic, postbiotic, adaptogen, and Vitamin C? By adding functional ingredients and expanding the flavor boundary, overseas vinegar makers have changed the fate of vinegar, earning tens of millions of dollars in revenue.

What have they done?

The potential for spice is incredible. 74% of respondents paired chili sauce with food and half added chili sauce to food at least once a week, according to a survey of 2,000 American adults. Over 80% of respondents own two or more brands of chili sauce, and 83% are willing to try new brands. Chili sauce products are expected to reach USD 15 billion in 2031 from USD 9.3 billion in 2021. All statistics point to one thing: spiciness innovation.

When Chinese food makers are experimenting on the next product amid varieties of spiciness—savory spicy, numbing spicy, aromatic spicy, sour spicy, what creative attempts have been turned by overseas chili sauce brands into commercial success? It is time to think outside the box.

1. Inspirational share-outs

2. Novel flavors tasting

3. Brainstorming & discussion

A survey on Chinese consumers' trust in the safety of 3R food in 2023 reveals that only 22.18% of the respondents have very high trust. The "campus scandal" of 3R food in September brought 3R food again under scrutiny. Not fresh? Not safe? It has dawned on people that consumers' perception has not changed despite that 3R food has evolved for many years. Make yourself heard! How should we cope with the notorious reputation?

"I'm eating white people food, and my foreign colleagues are eating fried rice." While this punchline goes viral, we also realize that - on the other side of the world - Asian cuisine is favored by an increasing number of overseas consumers. Combining R&D techniques of Chinese cuisine and domestic supply chain advantages with overseas market opportunities, will it work for Chinese 3R food brands to make waves overseas instead of domestically?

In 2021, Ding Ding Fresh, founded less than a year ago, achieved over RMB 200 million in sales.

By December 2022, monthly sales reached RMB 220 million for Ding Ding Fresh.

In 2023, the company's annual revenue surpassed RMB 1 billion and attained a monthly repurchase rate of up to 30%.

 … 

From product selection to channels, how many details must be done right to make a viral product?

One approach is to turn culinary masters' recipes into the 3R format, and the other is to seek inspirations from everyday cooking at households. Each has its pros and cons. What are the similarities and differences in R&D, supply chain, channels, and marketing? Let's take a deep dive.

From catering to new retail, DaDong Roast Duck has triumphed to the top of the Double 11 Roast Duck category. Flavor restoration, form innovation, channel pioneering, and overseas exploration ... 

How did the business of roasted duck-prepared dishes from 0 to 1 become more and more prosperous?

The year 2022 saw the first negative growth of Chinese population, bringing China into an accelerating aging society. Japan, the country that is aging the fastest, has started exploration into food for the elderly population 20 years ago. Statistics by the Japanese Universal Design Foods Committee show that production value and annual sales of Universal Design Foods (UDF) grew 532.75% and 276.2% respectively from 2013 to 2022. Taking reference from the 100-billion-scale UDF market in Japan, what surprises are around the corner as the gray-hair economy booms in China?

When one checks out the recipes offered by top-ranking 3R food brands in the U.S. or Europe, he or she will be amazed by the wide array of customization choices, ranging from ketogenic diet, vegan, low GI, to flavors and cooking techniques. Every gastronomic need can be met. When customization creeps into the Chinese 3R food market, what inspirations can Chinese players get from the western model?

Functional foods come into a furious gallop, estimated to reach RMB 321.46 billion in 2023. As the market is increasingly regulated and more players join, research and development become the powerhouse of competition. Keeping trends in sight, which ingredients are on the brink of shooting up?

With Artificial Intelligence advancing at a rapid pace, how does the human brain match up? Smart eaters are leading the new trend of dietary brain health! It has been scientifically proven that probiotics can regulate emotional stress through the gut-brain axis, plus mystery brain nutrients can also boost focus, memory and more. In addition to probiotics, what other specific plant extracts can help? -- Soothing mood and boosting focus, a two-pronged approach to getting the brain back on top!

According to Future Forum, more than 40% of the world's workforce is now exhausted from work. Burnout is the result of long-term excessive stress that results in extreme emotional, mental, and physical exhaustion. It not only creates negative emotions, but it also reduces our sense of value. With the increasing social pressure, "burnout" is spreading to more dimensions. In addition to giving ourselves a vacation at the right time, stress management is an essential lesson we all need to learn.

Kefir is a tryptophan-rich fermented milk that not only regulates the gut microbiota, but also regulates serotonin levels. Kefir and Intestinal Microbiota Modulation, published in PubMED Central, observes that kefir relieves anxiety, reduces the severity of depression, and improves cognitive functions. Kefir doubles the pleasure thanks to the sparkling water-like mouthfeel the comes from the gas generated during the fermentation process.

The emerging sport represented by marathons is becoming increasingly popular among the new middle class. The enthusiasm of the middle class for marathon running has surpassed the sport itself and has become a pursuit of quality of life and self-control. What is actually shed in marathon running is the anxiety about health. From fitness and shaping to improving immunity and emotional management, how can crispy middle-class individuals stand out on their health track? 

Lactococcus lactis strain Plasma (LC-Plasma) actives pDCs on the cellular level, and pDCs play a key role in the immune system. The key component of pDC activation is retained in the cellular material of LC-Plasma. Therefore, both live and heat-killed LC-Plasma work the same way. Japanese brand Kirin adds Plasma to beverages, candies, and even oats. Immune support is being built up from snacks to meals.

People will have different immune needs depending on their age stage, and this has not only become consumers' most significant health concern, but also the category with the largest sales share among probiotic supplements. Wanting to fulfill the different needs of yellow hair, the probiotic team applied for the battle!

In order for consumers to stay healthy, the gut has to be a priority. What is the benefit of a strain of Bifidobacterium longum isolated from the gut of a healthy breastfed baby as postbiotics become increasingly popular around the world?

Learning is highly energy consuming. Our brains are on low battery now after two hours of high-density information. FBIF has collected cool products for brain health: fizzy kefir, mood-lifting brownie energy bars, pro-brain-development apple puree, immunity-boosting throat lozenges ... From food to drink, let's recharge your brain!

In Chinese consumer markets, silver-haired people have long been the backbone, and they have the wealth and leisure to live a quality life, creating a blue ocean of possibilities. In addition to many pain points, difficulty swallowing is a common and serious nutritional problem for the elderly, and the corresponding products must meet higher texture requirements. When chewing becomes easier, how can packaged foods enhance flavor and texture experiences for silver-haired people?

From toddling to hobbling,  the bones and joints of the elderly population have become fragile. 32% of middle-aged and older people (pre-70s population) have been diagnosed with joint problems, and the freedom and flexibility of the body have gradually become a luxury.

Facing the deep aging in China, how does 5-LOXIN, a bone and joint health ingredient, help realize the dream of healthy aging for the huge elderly population to travel and play in their rich and free retirement time...

We all thought yangsheng—TCM-based health preservation—was far away from us, but the next second we see Gen Z have started to make wolfberry tea at the workplace and shaibei—exposing back to sunlight—on hot summer days prevails Xiaohongshu. On the other side of the sea, oriental herbs are also gaining popularity. Japan, for example, has seen price increase in nothing but OTC kampo (traditional Japanese herbal medicine)—up by 15% in the past 5 years and doubled sales online. In the western world, "food is medicine" takes off, packed with herbal drinks, like Rebbl and Kitto. It is evident that this generation of consumers value life. Let's look into the opportunities brought by oriental herbs from a global perspective.

There are about 20 brands for chickpea products in the U.S., with annual revenues ranging from USD 20 million to 50 million. Global CAGR of chickpeas is expected to reach 5.8% from 2023 to 2030, to which are contributed by versatile product forms—paste, milk, snacks, and staple food, etc. Chickpea products are quietly accelerating in China, expanding from a primary agricultural product to scenario-fit leisure snacks. There is void in the chickpea market to be filled by brands through reshaping the product, just like how they have built up oats in China. 

Mushrooms are seen as a magic bullet for food innovation in the North America. From ice cream to drinks, there is no place that mushroom cannot reach. Statistics show that functional mushroom market stood at USD 26.7 billion in 2021, and mushroom-containing functional food and drinks grew by 17.6% by sales. In addition to the meaty, satisfying texture and rich, brothy taste, functional benefits contribute heavily to the popularity and firmness of mushrooms as a super food. Mushrooms add to health. What do we learn from the mushroom trend in the North America?

The reduced- or zero-sugar trend appears to be unstoppable in the beverages market, but fruit juice remains an unsolved problem. Different from other categories, fruit juice inherently contains fructose, sucrose, and glucose, for which regular actions, using less sugar or diluting, will not work. NTFC has successfully pioneered a sugar-extracting method that removes 100% natural sugar from juice while preserving nutrients. When dilution is no more the only way to reduce sugar, will this method see possibilities in other categories?

Pharma is entering the food and beverage industry too? AKG isn't alone. Known for rigorous production, AKG is set to connect with the FBIF audience.

Reports from Nature, Aging, and other journals reveal AKG's ability to extend the lifespan of aging mice and reduce the human body's physiological age by 8 years. Beyond anti-aging, AKG excels in beauty and skincare, antioxidants, exercise, and wellness. How is AKG moving from medicine to food and beverage?

Back in 1931, Winston Churchill dreamed of eating chicken without having to raise it. More than 90 years later, harvesting meat with a single cell in a lab is possible. Welcome to the world of cultivated meat. Joes Future, Meatable, and Aleph Farms tell you what each technological breakthrough means and what "the future of the meat" means!

Cultured meat has accelerated globally this year. However, competition is no more limited to tank capacity. Nutritional customization is now made possible for cultured meat. Customized lean-to-fat ratio? Yes! Customized flavors of fat? Yes! Customized content of saturated fat? Yes! This technology breakthrough has not only accelerated cultured meat but also every fat-related category!

Why do investors favor cellular meat worldwide? Some say cultivated meat is a more environmentally friendly option; some say cultivated meat is a bottom-up revolution in how human beings replenish meat; others say it is the choice of efficiency.

So, why don't we get all the Chinese and foreign investors together to discuss what we are pursuing for when investing in cultivated meat?

They are the top scientists and entrepreneurs in the cell culture meat industry, so take the opportunity to ask questions!

Douyin e-commerce GMV grew over 80% compared to last year, and Douyin Mall GMV surged by 277% year on year.  In the face of this "traffic is king" war, how do Three Squirrels implement the strategy of "product and sales integration" and "one product, one supply chain"? How to use sales to push back the supply chain optimization, and successfully create a number of single products with sales of tens of millions? And how did they work with thousands of live streamers to achieve a massive 500% growth in Douyin in just six months and become the No.1 in the snack category?

Frontline experience with customers all year round, powerful supply chain management, systematic innovation … those capabilities have allowed supermarket giants to develop sought-after products in close collaboration with their suppliers: Crispy Duck with Mashed Taro, Green Bean Milk, and Boneless Chicken Feet from Freshippo, with the last sold RMB 120 million in one year; Calamansi Juice, Chocolate Milk, and Cheese Cracker from Sam's Club; Coconut Ice Cream in coconut shells and Westacre yogurt from Aldi … What's the secret behind these private label pop-ups?

As of last October, the bulk-selling snacks industry has exceeded 22,000 stores, with leading enterprises embarking on a "race to ten thousand stores" mode. The overall market size soared from 6 billion yuan to 70-80 billion yuan between 2020 and 2023, achieving over tenfold growth in just three years. Many snack brands see opportunities in this expressway. Brands such as Yankershop, Three Squirrels, Gan Yuan Food, Cha Cha, and Weilong have followed suit, accelerating deployment in bulk-selling snacks stores, engaging in deep cooperation with Hao Xiang Lai, Busy For You (Ling Shi Hen Mang), Daiyonghong and Yummy Snack. How should food brands tap into this blue ocean? How should channel players adjust their direction to explore scientific development models while maintaining stability and seizing opportunities in the changing market structure?

Facing the intricate offline shopping landscape, how did Hsu Fu Chi deepen market presence, collaborate with distributors, prioritize consumers, and establish a deep distribution network spanning over 1 million terminal outlets from urban to rural areas? Amid channel transformations, how does it focus on core products, reconstruct growth, and navigate through the Market Cycle?

Freshippo, Bravo, Hotmaxx, and Xiaohongshu have put forward and stressed the "buyer concept" and "product selection thinking" one after another in a recent couple of years. The underlying logic is to build attractive products and an integrated supply model emphasizing user value at retail and e-commerce rather than manufacturer value. In this connection, how does BaiXiang Food develop differentiated products based on consumer trend insights from different platforms? How does it combine with KOLs and buyers to strengthen the interaction between products and users and realize brand renewal?

During the Internet dividend period, food and beverage consumer product innovation often adopts the approach of "focusing on online explosion, creating brand symbols, and then expanding sales channels". But as young brands' growth in the new retail landscape slows down, how will they go back and learn from traditional offline channel strategies to find a new growth curve in product sales? How do dealers think about change and find cost-effective products that sell well among the many new brands? Join FBIF to see how young brands and experienced dealers can work together for a win-win partnership!

The catering channel, the third largest channel for soft drinks after the traditional and the modern channel, is estimated to exceed RMB 197 billion sales in 2024. Catering accounts for 30% - 60% sales for many alcoholic drink companies. This is the marketplace where giants cannot afford missing out and startups make their initial success. SHUHAI SUPPLY CHAIN SOLUTIONS, as a food ingredient supply chain solution provider, has served over 2000 restaurant chain brands, providing product procurement and customization for thousands of stores. It is well-versed in the needs of stores for alcoholic beverages and beverage products, as well as how to help manufacturers and brands enter the catering channel.

In 2023, "Mountains Moved Prices", discount stores, bulk-selling snacks stores, and price reductions became the main themes of physical retail in China. Faced with increasingly rational consumer behavior and a stronger pursuit of "excellent quality and reasonable price", should offline retailers universally opt for discount strategies? How can they navigate through this wave of discounts and find a way to survive?

With the instant retail market projected to reach 2,508.265 billion yuan by 2026, "instant" no longer simply implies “urgency” but is becoming a new, highly predictable lifestyle. As a pioneer in this field, Meituan Instashopping is gradually advancing "digital and retail integration" from a supply-demand perspective. Identifying more productive stores based on LBS demand to increase supply and optimize merchandise structure, thereby facilitating efficient distribution for brands. With the new trend of "In 30 minutes, everything at your doorstep", two key questions emerge:

-How do brands identify their target consumers?

-How can they efficiently appear where consumers need them?

The market size of vending machine is predicted to reach RMB 43.6 billion in 2023, up by 26.8% from 2021. This is the channel closest to consumers, and it can be a "spotlight". In addition to sales, vending machines perform "frontline scouting and new arrival discovering" for CHI FOREST as strategic enablers. Based on data analytics and consumer incentives, Da Mo Wang, a new energy drink from CHI FOREST, soared to the TOP1 of energy drinks by PSD.

Whole Foods Market unveiled their 9th anticipated food trends in the past October. As a leader in gastronomic culture, Whole Foods Market puts caffeine with extra benefits, plant-based foods, and spicy foods on its radar. What kinds of products will brace bigger opportunities in 2024?

Edeka has grown from numerous independent small retailers to the largest food retail in Germany through voluntary chain and regular chain , marking Euro 66.2 billion, or RMB 468.7 billion, sales in 2022. It has branched out a variety of business models, premium supermark chain Edeka, discount chain Netto, bakeries, restaurants, and ecommerce. In contrast, food retail in China is very young, and there are a lot to learn from the mature German market.

It takes a global brand to compete against a global brand. Going overseas is an inevitable path, compounded by domestic market slowdown, overseas ecommerce acceleration, new opportunities brought along by ecommerce platforms like TikTok、Temu.

—What are the springboards businesses must not miss? How to deploy globally, mature market in Europe and North America, emerging markets in Southeast Asia, or niche markets in the Middle East, Latin America, and Africa?

—What skill set is required to approach overseas market? What are the challenges?

According to statistics, Lawson became the fastest growing Japanese convenience store brand in China in 2022. It was the largest foreign-owned convenience store brand in China for three consecutive years. In Japan, the scale effect of the convenience store industry far exceeds that of supermarkets and hypermarkets, forming a stable oligopoly. How does Lawson, beloved by many Chinese consumers, accurately understand consumer preferences, vertically integrate the supply chain, and create differentiated products? Its subsidiary, Lawson Store 100, firmly captures consumers' minds with high-quality products priced at only 100 yen. What is the secret behind this operational strategy?

For Chinese brands, Japan represents a uniquely mature market compared to other overseas markets. As Japan's largest domestic e-commerce platform, Rakuten covers approximately 87% of the Japanese population, with its food business accounting for 38.3%. For Chinese sellers entering the Japanese market, how should they adapt to the changing local environment, innovate based on local consumer characteristics, and cultivate the market? Join us at FBIF to hear from the CEO of Rakuten Shenzhen Office as he decodes the differences between the Chinese and Japanese consumer markets and discusses how brands can implement a long-term approach to successful international expansion!

Have you noticed that Mixue Ice Cream & Tea has ascended to the largest beverage chain in Indonesia with 2,300 stores, 3 times the size of the second-place brand.

As one of the fastest growing regions in the world, Southeast Asia saw middle-class population reach 200 million in 2020, account for 1/3 of the total population. The region is often the first stop of Chinese businesses seeking overseas development thanks to its proximity in geography and consumption culture with China, fast growth of TikTok, Shopee, Lazada, and supportive e-commerce service, as well as the stable trade environment under RECP.

Having highly localized overseas brands like YoyiC and Aice, Mengniu registered RMB 4.59 billion overseas revenues in 2022. YoyiC, the best-selling probiotics brand at 7-Eleven, is forcefully promoted with KOLs and TikTok live streaming and certified for Superbrand in Singapore. Aice is one of the five most loved brands in Indonesia, with annual sales exceeding 2 billion.

What is the learning from brands that have achieved ovserseas excellence in both financial performance and brand impact?

Between 2023 and 2030, plant-based beverages are projected to reach a global market size of $71.62 billion, growing at a CAGR of 12.7%. As early as 1904, Chinese herbal tea appeared on the streets of America, introducing the world to this "Eastern mysterious beverage" over the past century. WALOVI, a well-known Chinese herbal tea brand, has been the global top-selling natural plant-based beverage for three consecutive years, successfully entering mainstream channels in North America from the Chinese market. Join us at the FBIF to hear this 200-year-old time-honored brand discuss how Chinese brands strengthen awareness among overseas consumers and gradually penetrate mainstream markets and channels in North America.

A Chinese chili sauce brand that was founded in 2018 by a girl from Chengdu took the U.S. market like a whirlwind. This is Fly By Jing. Fly comes from "fly restaurants" or hole-in-the-wall restaurants in Chengdu, and Jing is the given name of the founder Jing Gao.

Sold at USD 17 per jar, Fly By Jing quickly takes off in the mainstream U.S. market under selling points like "100% natural & additive free" and "chili for royal families in the old times". Contextual digital marketing, DTC website, and physical retail through Whole Foods, Target, and Sprouts have pushed the sales of FBJ to USD 10-million scale, covering over 4,000 physical stores and bagging USD 12 million Series B funding this year.

Design is evolving pretty fast. Nowadays, brands need to consider cross generational approaches, and design is expanding from major physical touchpoints (like packaging) to more psychological ones, like online experiences as well as interactions with users. When there are so many different media channels, including e-commerce platforms like Tmall, social media like Redbook, short-video platform like TikTok, and O2O platforms like Meituan, how to make sure a consistent brand identity is established and maintained to be always relevant? 

A renowned design thought leader, Simon Collins, boasts an impressive career as the former creative director for global powerhouses like Nike, Polo Ralph Lauren, and Zegna. He also served as the esteemed Dean of the Fashion School at Parsons School of Design, where his leadership transformed the institution from a respected name into a globally recognized super brand, forging partnerships with luxury giants such as Kering and LVMH.

In this captivating talk, Mr. Collins will unveil his wealth of experience and keen insights, offering the audience invaluable inspirations on:

- Crafting successful global brands through the strategic use of universally understood design languages, akin to the iconic Nike Swoosh.

- Navigating the complexities of cultural differences to cultivate global brand recognition.

- Designing brand experiences that transcend cultural barriers, paving the way for Chinese design to conquer the international stage.

To foster a truly interactive and inspiring experience, we have extended the Q&A session after the talk to a generous thirty minutes. We encourage you to come prepared with your questions!

Think Global, Act Local. Products for overseas markets are challenged by vast differences in cultures, packaging regulations, and climates that affect storage effectiveness of package. How should packaging be fine-tuned for overseas markets while preserving the "soul" of the brand?

Offline shopping accounts for 70% of transactions in the food and beverage sector. Coming into offline channels is an inevitable choice for new consumer brands.

Compared with online channels, however, the offline realm is more intricate and complex. Physical shelves are dynamic, full of unpredictable factors. Different from two-dimensional product display online, the three-dimensional space of physical shelves implies that the "shelf thinking" is a must-have skill for packaging designers in addition to creative ideas.

In the workshop session, an experienced coach will take a deep dive with you into "shelf thinking" through a live demo around shopping at on-site shelves, unveiling tips that will boost your combat effectiveness in the on-shelf battle.

To understand the competition on shelves: space, distance, and line of sight

To win eyeballs at first sight by standing out from a very packed shelf

To get USPs across in the seconds that consumers set their eyes on the packaging – let the key message shout!

There is no path to genuineness. Because genuineness is the path itself. 

As "fake personalities" in the digital world collapse one after another, people naturally and intuitively bond via genuineness. Brands shall not pretend to be something through its packaging-centric communications but to show the real identity, the genuineness of which earns the best chance to connect with consumers and build trust. What is the role of design thinking in building a genuine brand that people resonate with?

Creativepool just announced KIND one of the best agencies of 2023. Norwegian designer Tom Emil Olsen, founder of KIND, demonstrates how he blends photographic inspirations into branding. Instead of simply printing photos of food onto packaging, deep understanding of light and shadow is condensed into product photography. The eyes of designers translate photos into graphic symbols that convey the brand spirit. "Loud silence" represents the chic of food in the future.

To stimulate appetite one does not have to "bluntly" show the deliciousness of food, and going "delicate" is not equaled to plainness. What has Japanese-style packaging done right to look delicate and "tasty" at the same time?

That is a lot of food for thought! Craving for more packaging ideas? Move to Hall6.2 next door and check out the Creative Packaging area! A 300㎡ fantastic space shows 500+ creative design works from the world. Amazement and inspirations guaranteed!

BOSS coffee, a brand under the Suntory umbrella, features his iconic "Man Smoking a Pipe" logo. With over 300 different products under his belt, he's driven innovation and transformation over the past 30 years. As a result of his efforts, BOSS coffee resurrected multiple times from a struggling ready-to-drink coffee market. BOSS coffee sold more than 100 million cases annually in 2022, making it Japan's second most popular beverage brand.

Awards he has received include the Gold Award at the Japan Package Design Awards and the Pentawards Gold Award.

At the intersect of medicine and snacks, which side should functional foods take, to be used with a moderate amount of caution or in a lighthearted mood? The debaters are ready and let’s brainstorm!

Fumi Sasada boasts nearly 50 years of design experience. At the age of 40, he served as the representative of Landor Associates in Japan; At 44, he founded Bravis (the name is a combination of Brand and Visual). At 54, he became the then President of the Japan Package Design Association; At 59, he published "CIKTMUPS: All About Package Design Goes on Sale". He has served various well-known brands, including Meiji, Kagome, Asahi, and Calbee. In this session, he will share insights into the packaging and market trends of health and functional food and beverages in Japan.

AB InBev links Corona with the dining scenario through limes. Oatly puts oat milk on a fast track by leveraging tea and coffee in China. Wusu and Hope Water builds up the momentum next to hotpots. Alienergy and Bu Shui La compete for sponsorship at ball sports and e-sports games. Clif Bar & Company, an American company for energy foods and drinks, connects with outdoor enthusiasts with the line "Keep Up with Season".

Specific scenarios contain endless opportunities for products and businesses. One may catch a big "fish" with solid work done in small "pools".

Domestic sports enthusiasts exceeded 600 million people, and sports nutrition is growing at a rate of nearly 20% per year! Aiming at the "sports scene", M-ACTION firstly solves the major pain point of traditional protein powder, which is difficult to find water and brew. It develops a variety of different professional products based on the people with different exercise intensity, such as high-intensity "practitioners" and medium-intensity "fat loss and shaping crowd". So how does M-ACTION, which has filled the gap in China's sports nutrition market, achieve "a thousand faces for a thousand people"?

Ylswan, a dark horse in the egg industry, surged to a sales figure of 1.8 billion within just a few short years! It has ranked as the top-selling high-quality egg brand nationwide for 3 consecutive years! Amidst a market with diverse products but lacking distinct brands, Ylswan took the lead in standardizing non-standard agricultural products, precisely targeting demographics, and crafting consumption scenarios, thus achieving both brand success and sales breakthroughs. So, how exactly did these small eggs manage to win over consumers' hearts

If you live in a first- or second-tier city, you might not be familiar with Tianlala. Yet, it has silently "branched out" across county towns, townships, and schools, opening 7,000 stores in a decade. This number even surpasses McDonald's 6,657 stores (as of February 2024). How has Tianlala managed to expand so rapidly in lower-tier markets? What patterns have be identified in these markets, and what "battle-tested" experiences can be shared?

No brand can be exempted from the business life cycle—launch, growth, shake-out, maturity, and decline. Some companies die as their brands become outdated, while others sustain their business life by replenish new brands.

For example, Dong Fang Shu Ye by Nongfu Spring, NOC by Yili, Yue Xian Huo by Junlebao, Daily Nuts by ChaCha, Lan Fong Yuen by Senpure … how do they create new growth curves and manage multiple curves?

Social media age, potential crisis is everywhere, especially in the food industry! Facing issues such as food safety, product recalls, environmental concerns, and fraud, turning "crisis" into "opportunity" becomes a core challenge for businesses.

Even when a business operates smoothly, the moment a crisis strikes, a comprehensive crisis management plan becomes a "must-have" to safeguard the company's reputation.

Effective crisis management can enhance trust, as demonstrated by Starbucks and Haidilao; on the other hand, inaction or incorrect actions may lead to loss of trust and even a decrease in market share.

So:

- How to carry out systematic and professional crisis communications plan before, during, and after a crisis to eliminate risks at the "pre-disease" stage;

- How to timely issue warnings during sudden negative public opinion, develop emergency response plans, and execute precise tactics and communication strategies.

In today's market, consumers exhibit diverse needs for similar products across different scenarios. Brands aiming for growth must adopt varied marketing strategies tailored to different individuals and their respective contexts. Facing the challenge of "a thousand faces in a thousand scenarios," how can brands effectively grasp and address consumer needs with scientific precision and targeted strategies?

Laoxue (Snow Beer Classic) had been viewed 1.13 billion times on Douyin thanks to the "Laoxue Challenge". The product exploded for the first time beyond its regular consumers.

This year, Laoxue joins hands with 70+ high-traffic restaurants to celebrate the Crayfish Festival in Wuhan, also known as a river town. A Laoxue+Crayfish template model has been built and reproduced in Shanghai, Jinan, Chengdu, Zhengzhou, and more cities.

Registering a much higher ecommerce growth rate than other beer brands and mobilizing the heavy offline channels, what has made Laoxue so successful?

With a limited budget, how to optimally allocate to various products? How to maximise the use of budget for various products to achieve "stable first place for mature products and rush to first place for potential products"?

Swisse used the Xiaohongshu to achieve a 166% year-on-year increase in sales of the mature product "K2 Calcium", and the efficacy of the potential product has become a hotly debated keyword. During the period of 618, the GMV even topped the TOP 1 of the e-commerce platform in the healthcare industry. So how exactly does Swisse tailor-make its products to achieve a differentiated product?

Thai advertisements are a unique presence in the industry—what you can't imagine, Thai ads can achieve. While this may sound like a joke, you can always trust Thai ads! They'll make you "guess the beginning of the story but never the end." After watching, you'll find yourself savoring every moment, wanting more...

In one commercial, a Thai girl, desperate to make friends at her new school, tries various methods learned from her friend but fails until she discovers an app. Within three hours, the video hits a million views, and the app's downloads soar by 28% in just one day!

So where does the magic of Thai ads come from? And what lessons can we learn from them?

The market size of OOH advertising has exceeded RMB 200 billion, but there rarely is anything that catches the eyeballs. There are many "unconventional" ideas when we look at the overseas market.

There is nothing more irrelevant than driving and alcohols. Heineken, however, goes against the norm setting up bars in billboards along roads in Brazil. Over 10,000 have been sold in 4 days, and 122 million views received on social media.

How ridiculous it sounds to advertise at shut-down restaurants! Heineken paid its Euro 7.5 million OOH advertising budget to over 5000 closed restaurants in Argentina, Spain, and other parts of the world, sharing encouraging messages on shutters "we will help them reopen". This investment increased their media value by 40%.

When it comes to brands that play especially well with young people, Weilong deserves the honour! A small spicy snack can not only conquer your taste buds, but also win over your heart through creative cases! Weilong XBag received 200 million views. The "I quit" marketing by Weilong at the Double Eleven big sale hit 50 million views. The 'Dragon King' short video for the 2024 Spring Festival Gala achieved over 300 million exposures and 20 million views. So what exactly makes Weilong's creativity go viral across the internet?

Year 2021 saw lemon prevail tea drinks. At certain points of time lemon-based drinks fueled 400% growth by sold units and revenue. Lemon Republic, Ningji Tea, LINLEE ... challenger start-ups swiftly seized the opportunity and rode the waves of consumers craving for a new category. With some giants joining the game—Coca-Cola, Nongfu Spring, Xiang Piao Piao—the "second growth curve" is taking shape.

Grabbing a trend is grabbing an opportunity of building a new business. What is the next big thing? What could be the next "lemon" for the food and beverages sector?

CAT FOUR COFFEE positioned itself as Yunnan local coffee, then become the first brewing coffee brand in the TikTok E-commerce platform. KaiCha, with its experience as a digital products distributor, decided to launch its first unsweetened tea drink fully offline. Now it ranks 8th in the market share of China's unsweetened tea.

What are the learnings from their success gained through alternative approaches? How to find the market zero as efficiently as they did?

How can a challenger brand wedge into a market that is walled by giants? Opportunities perhaps lie in the spots that are neglected by the latter.

Shiyue Daotian, meaning October rice, is a staple food producer that made over RMB 4.5 billion revenue and went listed on the Hong Kong Stock Exchange in 2023. It has successfully transformed the old rice business with clear focus on e-commerce and new-retail supermarkets and by tapping into Internet thinking and digital technology.

In the age of discounting, relying solely on brand recognition to succeed is becoming increasingly challenging. However, Wonder Group considers details as methods, meticulously controlling store experiences, visual design, and product development. Successively, they have incubated multiple popular brands such as the cheesecake shop "KUMO KUMO," the Swiss roll specialty store "Roll'ING," and the coconut chicken restaurant "23 Degrees Not Too Cold." 

How does Wonder Group use cost-effectiveness to combat market cycles and establish a replicable brand methodology?

What kinds of businesses are global entrepreneurs running now? How do their products influence themarket? FBlF invites global entrepreneurs to show their impressive cases.

The realization of most ideas often depends on the support provided by investors behind the scenes.

What are the potential "good ideas" that investors are looking for? How can investors support the growth of incubated projects in different global market contexts? 

Starting a business requires a good idea, a coordinated team, a tight plan and enough start-up capital. What's more, it requires optimism and an indomitable heart to face the possibility of failure.

Challenge has no border. Global entrepreneurs came together to talk about their startup stories.

When investors regain calmness, the hype around new consumption subsides and startups move back to the fundamentals of business. What are the fundamentals of business? Make products that consumers need, build solid and robust supply chains, grow, and improve distribution networks, and stay motivated and self-reliant. 

New Consumer is "asset-light + heavy operation"? However, as competition intensifies and products from OEMs become increasingly homogenous, building one's own factories and strategically enhancing the backend has emerged as an effective way to disrupt the status quo.

Follow those who integrate production, supply, and sales. Even if the cost is huge, why supply chain "must be done"?

E-commerce, streaming, supermarket, oversea market... Behind the rise of every new brand, there is always an channel it specializes in. However, with increasing traffic costs, fierce competition and slowing growth, new consumer brands cannot survive on a single sales channel.

As the dividend from individual channels fades, how can new consumer brands, forced to step out of their 'comfort zones', make holistic considerations?

Man proposes, God disposes. Finding the product that is "meant" to rock is the first step of creating "the next big thing." 

Founded less than two years,  Yikeda™ has become the TOP1 in the tomato category on Tmall with 40+% repurchase rate and 60+% market share for cherry tomatoes. Relying on intelligent agricultural production system and the establishment of stringent fruit grading standards, Yikeda™ has successfully branded argricultural products and redefined the tomato category.

A resilient organization is able to swiftly and agilely pivot amid uncertainties and risks, helping businesses survive cycles.

Are you confused and lost from time to time when acting as a parent of a business for the first time? Join us and clear your doubts through talks with senior managers.

Can't make sales without generating traffic? Can't survive without offering steep discounts? Wang Yumeng and Chabiubiu's "troubleshooting" experiences, with a combined total of over 160,000 views, have struck a chord with new consumer entrepreneurs. 

Why did she choose to speak out? What is the original leaf tea brand Chabiubiu still committed to, six months after its explosive popularity?

Someone doubts: new consumption does not work anymore in this era? Not at all!

What have those entrepreneurs done right to rise from the bottom and live through risks? Let’s hear their stories.

Unlike its single-sense cousins, multi-modal AI can read text, interpret images, and even decipher the nuances of audio and video, weaving them into a tapestry of understanding as intricate as our own.

Imagine you're walking into a store. AI "sees" your subtle expressions, analyzing emotional cues. Your browsing history and product interactions are seamlessly integrated, painting a detailed picture of your preferences. But that's not all. It also "listens" to your whispered questions and "reads" your thoughts, and "displays" a customized video. This isn't a futuristic dream; it's the power of multi-modal AI in action.

Imagine a scenario where AI, analyzing mountains of data, recommends a bold marketing campaign, promising immediate traction but potentially clashing with your brand's established identity. Does the allure of swift results blind you to the potential erosion of trust and long-term brand value? In this fast-paced consumer landscape, when there is a huge load of talking on "AI boosting efficiency by multiple times", can AI, devoid of human intuition, truly navigate the complexities of the market and guide effective decision-making, especially if it pushes toward faster, potentially lower-quality choices?

Artificial intelligence (AI) is a powerful tool that goes beyond eye-catching marketing campaigns. It drives organizational transformation, reshaping how businesses operate. As business leaders, we face challenges: bridging skills gaps, ensuring AI enhances efficiency rather than replaces it, and looking beyond short-term ROI. Remember, AI provides the flight path, but you are the pilot.

AI comes with its own set of challenges, particularly in the realm of legal and ethical considerations. For instance, will an AI-driven personalized marketing campaign inadvertently perpetuate bias or exploit consumer privacy? Will AI-generated creative content arouse copyright concerns? How shall we consider proper transparency and accountability for AI-driven decisions? Experts from different walks of life will be invited for a panel discussion on these questions.

The days of one-size-fits-all marketing are fading faster than a fleeting trend. In today's hyper-connected world, consumers demand personalized experiences that resonate with their individual needs and desires. This is where Next-Gen MarTech steps in, no longer just about demographics, but with the power of AI and big data analytics, deep dives into individual preferences, buying habits, and even emotional triggers.

Forget endless tinkering and trial-and-error! AI is poised to revolutionize the world of flavor innovation, putting the combined expertise of a thousand data analysts in your pocket. Backed by 1.5 billion flavor profiles across 38 markets in the globe, Gastrograph AI is able to analyze taste profiles, ingredient combinations, and cultural trends at a pace beyond imagination to suggest flavor pairings you never thought possible and predict the next breakout hit - push the boundaries of what's considered "delicious".

Your shopping experience will be totally refreshed when you have an AI assistant on your shopping cart! It suggests items you regularly buy, reminding you of forgotten staples and highlighting new products based on your dietary preferences. It uses smart maps and real-time inventory data to guide you efficiently through the store, highlighting the location of your desired items. When you're ready to checkout, simply scan your items directly on the cart, eliminating the need for cashiers and speeding up the entire process. 

With the democratic power of AI, hackathons no longer serve developers alone. Imagine transforming a simple text description into a breathtaking graphic design, or weaving emotions and sounds into captivating videos. The GenAI-driven text-to-image models, as well as audio and video tools, have opened the gate to this magical world, letting your storytelling abilities reach new heights.

The potential of GenAI seems to be boundless: It can help generate new ideas, allow creators to explore uncharted territories, and generate novel scientific hypotheses to accelerate research breakthroughs. Will it be the catalyst for groundbreaking innovation, pushing the boundaries of creativity? Or it is a sophisticated copycat, churning out derivative works that resemble existing forms rather than forging new paths, which finally stifles genuine human creativity? How could we leverage the advantages of both AI and human beings?

On one side, the food industry is facing pressing challenges - climate change, global resource constraints, and shifting consumer preferences demand a leap forward; on the other, a lot of cutting-edge food technologies are rising, from precision fermentation to vertical farming, from AI-powered recipe creation to hyper-personalized dietary analysis - these can all be game-changers that will redefine the industry. How to navigate this food-tech revolution so that your brands not only survive but thrive in this brave new food world?

Food from CO2? Austrian biotech scaleup, Arkeon, tackles greenhouse gas emissions by converting carbon dioxide into essential protein ingredients through gas fermentation. The company produces all 20 amino acids directly from archaea microbes, carbon dioxide, and hydrogen — without agricultural inputs. This groundbreaking technology not only reduces heavy industry's environmental footprint via onsite carbon capture and utilization, but also promises a sustainable and cost-effective approach to food production.

Have you ever wondered if there could be a protein derived from mushroom roots (mycelium) underground with a natural "meat-like" structure and eco-friendly? With fermentation techniques, biotech company Infinite Roots creates mycelium protein that rivals animal protein in terms of nutrition, flavor, and texture. It uses minimal land, and water, producing 110x faster than traditional agriculture, cutting carbon footprint.

A decade ago, did you ever imagine that today sugar-free beverages would become the new favorite? Did you consider the possibility that snacks high in oil and sugar would be facing competition from functional snacks? Consumer demands are evolving at an increasingly rapid pace, and having foresight is the key to gaining a competitive edge. Givaudan utilizes the Customer Foresight platform to decipher the "code" of change, foresee industry opportunities in the future, and tailor forward-looking development strategies for businesses.

Imagine you are savouring a piece of delicious, nutritious meat, but it has come from a laboratory "petri dish". Food tech is transforming unattainable science fiction concepts into table fare. How do we realise the commercial potential of new technologies and take them from the lab to the table of millions of families?

As the largest beer brewer in Asia, how does AB InBev brew a sustainable future? AB InBev utilizes innovative energy-saving technologies to reduce water usage in beer brewing to one-third of the industry average. But that's not all! The greatness of a company lies not only in excelling itself but also in emphasizing "value co-creation". AB InBev assists suppliers in establishing carbon emission benchmarks, spreading the concept of sustainable development across every production stage.

Plastic degradation has long been a formidable challenge in environmental protection, requiring high-temperature and high-pressure conditions and proved effective solely on pristine, dry plastics. However, with revolutionary photodegradation technology, plastics, even those contaminated with water, sugar, pigments, or labels, can now be easily degraded at normal temperature and pressure.

Unlike biomass materials from land, such as sugarcane and corn, seaweed can be easily grown on a small scale and harvested quickly. In addition to being more affordable, seaweed absorbs large amounts of carbon dioxide as it grows. The material made of seaweed can rival HDPE or PP plastics in strength and is completely biodegradable.

From strategic planning to practical execution, Microsoft leverages AI for cross-industry innovation in sustainable development, aiding diverse sectors in overcoming challenges associated with sustainable practices. With the assistance of AI, businesses will find tasks such as understanding ESG principles, drafting ESG reports, and conducting carbon emission calculations to be significantly more efficient.

Technology will surely provide a solution to environmental problems such as carbon emissions and plastic pollution. What are the challenges to sustainability in business practice? What solutions does technology bring? Taking a look around the world, what advanced sustainable business models are worth learning from?

The total retail sales stood at RMB 34.2 trillion from Q1 to Q3 2023, up by 6.8%. Resilience, recovery, and hope are on the way. However, we must not ignore the fact that only 50% of consumers are pleased with their financial status. The confidence of consumers in different income bands, according to a report by BCG, could further diverge. Affluent consumers are more willing to spend, while the middle class, as the mainstream spenders, is stressed. Against this backdrop, product-ism and cost performance are making a comeback. We are going to discuss:

—What signals are indicated by the macro economy as to consumption trends in the future?

—What are the characteristics of categories for which consumers show a stronger willingness of purchase?

—What more is expected by consumers of brands and products?

The "giant" has global ambitions, but "going global" means new challenges: dietary differences require new product development, cross-border management lengthens the decision-making chain, and consumers prefer local marketing activities. ......

None of this is difficult for Nestlé. With more than 30 years of presence in China, Nestlé has established 22 factories, three R&D centers and five innovation centers, and is moving more quickly to localize its innovations. The next step in globalisation is "multilocalisation", and this is about to be realised by Nestlé.

Enterprises need to be rooted in the whole food industry chain to keep growth, which require them to innovate breakthroughs in upstream, midstream and downstream simultaneous. It is difficult, but these new brands build their own innovation system from raw materials cultivated to brand marketing, contributing to the stable industry with a new force.

Explore the infinite possibilities of plant-based, from the warmth of oats to the richness of beans, from the diversity of grains to the purity of herbs, we invite you to an innovative journey about plant-based food and beverage.

Compared with the automobile or Internet industry, food and beverages seem less associated with technology. The truth is, however, that technologies, like digitalization, nano food, 3D printing, artificial intelligence, cell culture, precision fermentation, and synthetic biology have taken root in the food and beverages industry. The sector that answers people's desire to eat and drink is now going through tech-driven disruptions with efficiency evolutions happening along the value chain. 

In January, 4,588 new foreign-invested enterprises were set up nationwide, a year-on-year increase of 74.4 percent, according to data from the Ministry of Commerce in February. Behind the continued increase in foreign investment in "Invest in China" is the confidence in business growth. With market conditions changing rapidly and resilient growth on the horizon, what innovations are these giants in the food industry embarking on?

Freshippo kicked off a discount campaign in October 2023 with price competitiveness as the core goal. In the same month, 1688.com launched a section that was bluntly called Sam's Club Substitutes. Snacks bulk selling has become one of a few categories that have registered 10 times growth in the past couple of years. The downward trend in price without comprising quality is gaining momentum, playing right into the short-of-cash status among consumers. What does it mean to brands? How can brands achieve win-win results with channels when users are owned by platforms?

Yeast proteins are a sustainable alternative protein of microbial origin after addressing the global shortage of high-quality proteins with plant-based and insect proteins. We will walk you through innovative applications and development trends of yeast proteins as a food ingredient.

Synthetic biology injects endless momentum into the upstream innovations for functional foods. How will this technology drive functional foods to evolve? What are the recipes for developing efficient and sustainable food ingredients, like synthetic breastmilk, sustainable alternative proteins, and novel sugar substitutes?

Addressing the international market is both an opportunity and a must-do for many companies, given increasingly fierce competition. Functional gummies are no exception. What are the ways for brands to efficiently build brand awareness? What do they need to know about branding and cultural communication?

The silver economy has grown to a size that no one can afford ignoring. This consumer group exhibit a strong demand of nutrition and staying healthy, resulting in great market potential for functional foods for the middle-aged and elderly population.

What makes a product go viral is more than the product itself. There is a systemic methodology from marketing to channels at work, a.k.a., maneuvers. No product goes viral by chance. Viral success only comes from active and total planning from concepts to market popularity.

Once approved in China, HMOs (human milk oligosaccharides) have been quickly adopted in infant formulas by milk brands as a new star ingredient. The new functional ingredient has won tremendous attention thanks to its unique nutritional benefits. How will HMOs shape applications and trends in the infant nutrition market?

Consumers’ enthusiasm towards food-is-medicine products has lifted this market into fast growth. Snacks, like gummies, and tea drinks that contain ingredients of medicinal benefits keep emerging. Where does the market stand now, and how much potential does it hold for the future?

Functional foods are clearly the “next big thing” of the food and beverage industry in China. Its high growth speed has attracted many players to invest and deploy. Yes, there is a vast sea to swim for upstream raw material suppliers and processors, as well as midstream manufacturers and consumer brands!

The food and beverage manufacturing industry in China has been growing steadily, despite challenges resulted from cost spikes. Efficiency-boosting solutions are thus necessitated. Manufacturers press forward with digital transition to shift manufacturing processes from “traditional” to “smart”. How will digital and AI solutions empower manufacturers to cope with cost pressure and boost efficiency? How can competitiveness be built?

Probiotics is accelerating as gut health moves under the market spotlight, with brands adding the probiotic category to their portfolios. In an upgraded packaging solution, WonderLab has successfully addressed the pain point of probiotic foods with bottled probiotics. 

The measures to quantify and improve ROI of digital marketing, including advertising and social media tactics, are explored in this part. We will examine the key strategies to accurately evaluating and optimizing marketing investment in the digital era through case studies and data-driven analytics.