FBIF2024 Agenda
Category:
All
Dairy Talks
Snack & Baking
Drink Talks
Alcohol Talks
Condiment & 3R Food
Function & Ingredient
Channel Talks
Pack Talks
Marketing Talks
Startup Talks
Tech Talks
Plenary Session
Date:
All
06.25
 (Day 1)
06.26
 (Day 2)
06.27
 (Day 3)
Dairy Talks
· 6.25 (Day 1)
Hit New Category
4.2H - Hall A1
Global Insights
09:25
Address from Chair
09:30
Ascending Lower-tier Cities

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?

10:00
Lactalis: Futuristic Thinking behind €28.3 Billion Revenue

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.

10:30
[Club Talk] Sold Vs. Bought: What Have Fast-moving Dairy Products Done Right?

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. 

 

11:20
"Grass Fed" Dairy Is Shooting Up

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.

11:50
Lunch & Food Show Tour
Generational Growth
14:00
Insights into Consumer Groups: Generational Growth

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.

14:30
Kefir: A Niche Category with Remarkable Potential

Known for its benefits for gut health, the global market size of kefir is quickly approaching USD 2 billion, with Asia Pacific being the fastest growing region. The story of Biotiful Kefir may provide some insights into cultivating a category in the domestic market.

Natasha Bowes and her team has successfully brought kefir to the masses in the U.K. With a rich variety of products and market education almost from zero, Biotiful made GBP 10.9 million revenue in 2020.

 

15:00
Pair Your Meal with Natural Cheese: Take a Bite of Milk

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.

 

奶包子

(Pexels)

15:40
Gray-hair Economy, "Sunrise" Market

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.

16:10
Wrap-up
Dairy Talks
· 6.26 (Day 2)
Hit New Category
4.2H - Hall A1
Zoom-in Session: Animal-free Dairy
09:25
Address from Chair
09:30
[Forethought] Food Tech to Reshape the Food Sector - And the World

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.

10:00
[Supply Change] Cycle-Agnostic Dairy Ingredients

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.

10:30
[Products] Using Precision Fermentation: Rethink, Remake, Reform Cheese

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!

11:00
[Business] The "Richest" New Protein Company Ever, Perfect Day and Its Friends

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.

11:30
[Summary] Unlimited Possibilities for the New Protein Industry

The journey of discovery in the new protein industry is about to begin. By dissecting the opportunities in the new protein industry, we will explore how we can create unlimited possibilities in this field in the future.

12:00
Lunch & Food Show Tour
A Broader Blue Ocean
14:00
The Bigger Mission for Barista Milk

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.

14:30
[Tasting] Milk Coffee

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. 

15:20
The Glamour of Freshly Made Yogurt: Milk, Fermentation, and … Magic?

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?

15:50
Wrap-up
Snack & Baking
· 6.25 (Day 1)
Make Snack Delicious And Fun
4.2H - Hall D1
New Strategic Trends
09:30
Address from Chair
09:35
Subtraction Strategy: Pare Down and Focus

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.

 

10:05
Bulk Selling in Brick-and-Mortar Stores: Snacks Growth Accelerator

Bagging RMB 1.3 billion investment, thousands of trillions market value, hitting 13,000 stores at the end of 2022, growing to 30,000 stores by 2025 … Snacks bulk selling stores are springing up all over the place, speeding up the offline expansion of snacks brands.

In the snacks market, the birth of new channels often come with the rise of new brands. From Three Squirrels and Be & Cherry, which have cracked codes of traffic, to YanKer Shop, which monetized the offline dividend, brands have to hold the steering wheel firmly to win in this accelerated race.

 

Product & Brand Enhancement
10:35
Godiva: A Master of Gourmet Chocolate

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.


零1 零3 零2

(Source: LinkedIn@Godiva Chocolatier)

11:05
Spiceiness is Getting "Hotter": Addictive Consumers and Excited Market

Global food and beverages trends in H1 2023 indicated that the spicy flavor covered 17.8% new products around the world. In the past twelve months up to July 2022, consumers’ interest in "compound spiciness" was 20.5% stronger.

It seems that young people around the world seeks excitement in spiciness and joy in pain amid the numbness of daily stress. Korean style sweet-spicy, Thai style sour-spicy, Sichuan style numbing-spicy, Mexican style fiery-spicy … Snacks brands are sourcing inspirations from all over the world for the heat.

11:35
[Tasting] Weird but Cute Flavors

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?

12:00
Lunch & Food Show Tour
14:00
The Magical Konjac, the Massive Market

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.

14:30
Planters: A Magic Nuts Brand and Its $1 Billion Miracle

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?

15:00
Grains, on Call 24/7!

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.

 

15:30
You Can't Eat Just One "Cauliflower"

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)

16:00
[Afternoon Tea] Greetings from New Sets

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.

16:15
Wrap-up
Snack & Baking
· 6.26 (Day 2)
Make Snack Delicious And Fun
4.2H - Hall D1
Think Bold and Different
09:30
Address from Chair
09:35
[Updates on Giants] Pick a Growth Stock and Incubate a New Brand

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

10:05
["Outdoor" Exploration] Pack up Snacks and Go Camping

What?! Young people are running away from home? Statistics show that the demand for snacks in outdoor activities, as one snacking scenarios, grew dramatically by 48.3%. Outdoor activities, like travelling, camping, and markets, are extremely appealing to young people and provide an excellent opportunity for snacks penetrating new scenarios. This time, brands shall go wherever consumers go.

Reminder: no time for camping due to this event? No worries! We will set up tents indoor and experience with you the ceiling-free romance. Make you seize every fleeting inspiration!

 

11:25
In Social Media Trends Hides the Next Big Snack

Social media is the "trends indicator" for the food sector. Views, posts, discussions, and visits made by users may contain the next big snack.

Chips and caviar are paired in the collaboration between Pringles and The Caviar Co. This limited edition is inspired by a TikTok user putting caviar onto Pringles chips, the video of which received over 10 billion views.

When the branding creativity tap runs dry, dig deep in social media for inspirations!

 

11:55
Lunch & Food Show Tour
Bakery: Potential Products and Models
14:00
When I Say This Bagel is Better, I Mean It

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)

14:30
[New Player] Neighborhood Bakery: Deals and Warmth

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.

 

15:00
How Has Aldi Made Store-brand Bakery Right?

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?

15:30
[Magic Bakery] Ding ding ding! Here Comes Spicy Hotpot Bacon Bagels for You!

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.

16:00
Wrap-up
Drink Talks
· 6.25 (Day 1)
Wow, Drink It Up!
4.2H - Hall C1
Trends and Strategies
09:30
Address from Chair
09:35
Look Ahead: Beverage Innovation Trends—More than Products

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

10:05
[Panel Discussion] Has the Innovation Logic Changed for Beverages?

In the fast-changing beverage sector, new jargons pop up every year around beverage innovation—product priority in the wave of new consumption, channel restructuring and "transaction is king" amid macroeconomic volatility, consumer interviews, life scenario insights ...

However, has the innovation logic really changed for beverages? What are the new ways of thinking that fit the current beverage market better?

 

10:50
Catering Channel Update: New Dividend for Beverage Growth

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?

 

11:20
Lunch & Food Show Tour
Flavors Level Up
14:00
[Special Interaction] Ginger Flavor—The Older the Better

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!

 

14:45
Regional Flavors: Big Growth, Not Necessarily from A Super Product

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?

 

15:15
De La Calle: A Bright Rising Star of Fermented Beverage from Mexican Streets

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?

 

15:45
[Special Interaction] Flavors Tasting: Reduced Sugar and Added Boldness

Consumers want to turn down the sweetness and try bolder flavors at the same time. Finally getting rid of Covid 19, consumers try to satisfy the desire for adventures with cross-cultural flavors. Cactus, gooseberry, urtica, eucalyptus, ashwagandha, finger lime, moringa oleifera ... We have put together a pool of fantastic drinks for you to taste. In this tasting session, get ready for a cost-free trip by just opening the mouth. Are you ready?

 

16:15
How Did Cactus Become a Trending Flavor?

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?

16:45
Wrap-up
Drink Talks
· 6.26 (Day 2)
Wow, Drink It Up!
4.2H - Hall C1
Category Innovation
09:25
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?

09:30
Address from Chair
09:35
Wild Lemon

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

10:05
Celsius: Crack Sports Scenario as A "Mate Pro"

Those who crack the sports scenario have a better chance of becoming a sports mate for users. How did Celsius, the Lululemon in sports, register 110% growth in 2022?

10:35
Turn Fruit and Vegetable Juice into A Daily Must-have

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

11:05
Quiet Luxury Sparkling Water: London Essence Nails Down Luxury in the Flavor Profile

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?

11:35
Lunch & Food Show Tour
14:00
Instant Coffee: Enhanced Stimulating Power

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?

 

14:30
[Panel Discussion] Herbal Drinks Prevail the World

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?

 

15:15
[Creativity & Tasting] Who Will Build the Next New Category in Beverages?

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)

15:45
Umami Cola: Craft Cola Kicks off Drink3 Era

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.)

16:15
[Panel Discussion] How Can Zero-sugar Tea Drinks Win Over Consumers Who Loves Sweet Drinks?

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?

 

17:00
Wrap-up
Alcohol Talks
· 6.25 (Day 1)
Keep Alcohol Engaging
4.2H - Silk Road Hall
Immersive Workshop
Alcohol Talks will be presented in a brand-new form at FBIF2024. Innovations and up-to-date practices of alcoholic drinks are shared with the audience through immersive experiences—scenario reproduction, tasting, and discussion are blended into different sessions for participants to gain first-hand insights.
*All the "young people", "youth", and similar expressions mentioned in the agenda refer to consumers of legal drinking age (LDA) according to local laws and regulations.
09:30
Address from Chair
09:40
[Inspiring Talk] How Did the Negroni, Which Has Been Popular for More Than 100 Years, Find New Inspiration in China?

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?

 

10:15
[Interactive Panel] Strawberry Ice Cream, Cherry Chocolate, Peach Apple Pie ... Incredible Flavors for Wines!

As effortless looks prevail, "effortless elegance" becomes the choice of many. The mellow and rich "old-school" wines are confronted with more relaxing and lively challengers. Will wines change their narratives when consumers shift to the other side on the spectrum of flavors?

-What is favored by young drinkers? Which categories are more promising?

-Cross-sector inspirations: how will players from another sector, say SATURNBIRD, inject new possibilities into wines?

-Tasting: strawberry ice cream, cherry chocolate, peach apple pie ... incredible flavors for wines!


14:00
BeatBox, Blue Dash, TÖST ... What has fueled the fast rise of alcopop brands in light drinking scenarios?

In this immersive session, we will dive into the "light-drinking social moment" with low- or zero-alcohol drinks. Trust me, everyone will be a happy "extrovert" here.

—Light Drinking: what is the drinking logic at social occasions?

—Where do young people drink in groups nowadays? What are the high-potential drinking scenarios?

—Creative Drinks Tryouts: BeatBox, punch in Tetra Pak, successfully ignites home party drinking; NIO Cocktails is your portable bar that offers RTD cocktails; TÖST focuses on drinking at parties and wins the favor of Constellation Brands; Blue Dash put together a cloud disco for 1 million people; Little Joy is professionally a matchmaker who sells alcoholic drinks on the side ...


(Source: NIO Cocktails /Blue Dash/BeatBox Beverages/TÖST)

16:00
Whiskey, Sake, Huangjiu, Beer: Step Outside Routines and Explore New Territories

Food and drink are intrinsically intertwined. With the right pairing, flavor compounds in the drink elevates the gastronomic experience and allow diners to enjoy the most of food. Yes, everyone understands the trick, but the nuances of flavors are only known to those who try in person.

Here daily dining experiences are reproduced with carefully paired drinks and food to let participants fully appreciate alcoholic drinks a "taste amplifier" that takes the gastronomic experience to the next level.

—Whiskey: how to secure a foothold on Chinese dining tables?

—Sake: how to win the hearts of European gourmets?

—Huangjiu: what has it done right to get rid of stereotypes and win the heart of the MICHELIN Guide?

—Beer: From online to offline, how to do the beer business based on freshness?


Condiment & 3R Food
· 6.25 (Day 1)
New Taste That Spice Up New Lives
4.2H -Hall C2
Unlock High-potential Scenarios
09:00
Address from Chair
09:05
Scenario Focus: Target at Trillion-scale Morning and Night Markets

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?

Branding Strategy
09:35
How to Go from Regional to National?

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?

10:05
[Going Overseas] Rome was not built in a day—How Does Kikkoman Approach Indian Condiments Market?

After successfully gaining a foothold in Europe and America, Kikkoman has set its sights on the booming Indian market. Just 29 months 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. 

It takes years of consistent export and popularization of foreign food culture 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. Could Indian Chinese cuisine hold the key? Join us to find out from Harry.

10:35
[Tasting Tour]
Break the Siege
11:05
[Panel Discussion] Unlocking the Culinary Potential of Tomatoes: Exploring Endless Possibilities

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?

12:00
Lunch & Food Show Tour
14:00
From Coincidence to Assurance: Another Sauce, Another Success

If the success of the first sauce was a coincidence, what about the success of the second and the third? The seemingly "effortless success", like those straight A students, actually comes maximum efforts behind the scenes. What does it take to develop a hugely successful product? How can a brand inject more "certainty" into innovation?

14:30
The Hermes in Vinegar: What Makes Italian Brand Giusti?

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 4 centuries. As a supplier to the Italian royal family since 1929, the brand is known for its craftsmanship and innovation. Revenues for Giusti in 2021 increased by 35%, and international markets contributed 65%. Giusti trades craftmanship 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?

15:00
[Panel Discussion] Where do Condiments Opportunities Exist Other Than Sichuan Cuisine?

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?

Global Flavors Hunt
15:50
Extraordinary Flavor+Compound Benefits: Vinegar Holds a Bigger Commercial Power than You Think

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?

 

16:20
[Mike's Hot Honey] The Spicy Frenzy: Chili Sauce Soars across the World

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

16:50
Wrap-up
Condiment & 3R Food
· 6.26 (Day 2)
New Taste That Spice Up New Lives
4.2H -Hall C2
The Next Decade of 3R Food
09:05
[Panel Discussion] Icebreaking—To Solve the Trust Crisis of 3R Food

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?

09:35
The Reverse Race - The Rise of Overseas Asian Flavor

"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?

10:05
What are The Secrets behind Viral Products?

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?

10:35
[Panel Discussion] Inspirations from Different Approaches: The Clash between Masters' Recipes and Homemade Dishes

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.

11:30
Lunch & Food Show Tour
14:00
The Ultimate Success of a Roasted Duck

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?

14:30
The Agile Elephant: the Basic Skills that Support Versatility
Overseas Learnings: High-potential Directions
15:20
[Tasting Tour]
15:50
Universal Design Foods in Japan: The "Chewable" Gray-hair Market

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?

16:20
How is 3R Food Customization Unfolded in Overseas Markets?

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?

16:50
Wrap-up
Function & Ingredient
· 6.25 (Day 1)
Explore The Next Star Ingredient
4.2H - Hall D2
09:00
Address from Chair
09:05
[Future Insights] "Gold Mining" in 100-billion-scale Functional Foods Market

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?

Brain Performance Max
09:35
How "Probiotics Plus" Reinvents the Strongest Brain?

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!

10:05
Lactium® Is Helping to Improve You During Your Burn-out Period

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.

10:35
Hold your Biological Clock with B-SYNC - for those Who Can't Get Up and Who Can't Sleep!

The night before exams, early morning shifts, shift duty, and jet lag, employees and students face numerous scenarios where they struggle to get up or sleep. Research indicates that up to 70% of adults have difficulty rising from bed. While most products on the market focus on improving sleep quality, a neglected category of sleep issues exists - sleep inertia, a state of reduced physical and mental drive upon waking. Introducing a caffeine-infused capsule with patented delayed-release technology that empowers you to regulate your biological clock, overcome morning struggles, cater to night owls, and kickstart your brain for a revitalizing day!

11:05
[Global Tasting Tour] Give the Brain A Beak!

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!

11:35
Lunch & Food Show Tour
Battle for Health from Gut
14:00
Omnipresent Immunity Support: Plasma Postbiotics in Everything from Drinks to Oats

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.

14:30
Immune Guardian: Relay of Care from 0-100 Years of Age

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!

15:00
The Postbiotic Revolution: How to Start a New Era of Gut Health

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?

Embrace the Silver
15:30
Universal Design Food Is Exploring the Boundaries of Gourmet for Silver-haired People

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?

16:00
Liquid Protein Drinks Are Strengthening the Muscles of the Silver-haired People

Physical skills, metabolism, and recovery are all built on muscle, so silver-haired people need to maintain their muscle in order to stay active. R&D need to take into account the dosage form in order for protein to be absorbed more efficiently. What dosage forms are preferred by silver-haired people? In the food industry, where heat treatment is extremely intensive, how can we make a drinkable whey protein drink?

16:30
Wrap-up
Function & Ingredient
· 6.26 (Day 2)
Explore The Next Star Ingredient
4.2H - Hall D2
09:00
Address from Chair
Super Ingredients Across the Sea
09:05
[Market Deep Dive] Oriental Herbs, Worldwide Popularity

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.

09:35
Famous Overseas, Chickpea Aims to Be the Next "Oat" in China

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. 

10:05
What Makes Mushrooms an Ultimate Player among Super Foods

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?

Technology · Outlook
10:35
Fruit Juice Can Be Sugar-free, too!

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?

11:05
AKG Marching-Sparking a Revolution in Anti-Aging and Beauty Care

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?

11:35
Lunch & Food Show Tour
The Future of Meat Eating
Cell culture has always been an industry close to the food industry, and in the past we have always imagined its commercialization to be limited to "growing a piece of meat". But as the technology in this industry continues to evolve, more and more possibilities are opening up. All the tracks that can use oil and meat will find a breakthrough under its support!
14:00
[Reveal the Lab] Growing Meat from Meat - From a Cell to a Piece of Meat

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!

14:50
[Business Imagination] Starting from Fat, Cultured Meat Kicks off Meat Customization

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!

15:50
[Q&A]

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

16:15
Wrap-up
Channel Talks
· 6.25 (Day 1)
Laying A Solid Groundwork
4.2H - Hall A2
Fast-growing Channels
09:25
Address by Chair
09:30
One More Time, Don't Miss Out on Social Commerce

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?

10:00
What Can Be Learned from Freshippo, Sam's Club, and Aldi When It Comes to Product Development?

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 are their secrets?

10:30
Get Onboard the Express Way of Bulk-selling Snacks

It is estimated that there will be 22,000–25,000 bulk-selling snacks stores by the end of 2023, with sales to reach RMB 70-80 billion, or 10 times of the size three years ago. Many snack brands see opportunities in this express way. Yankershop comes into close cooperation with Busy For You (Ling Shi Hen Mang), Yummy Snack, and Daiyonghong, occupying the largest share, RMB 211 million, or 7.31% of the total sales of Busy For You. This number is bigger than the combined sales at Walmart and Better Life (Bubugao). Jinzai Food, Gan Yuan Food, Cha Cha, and Weilong have followed suit, accelerating deployment in bulk-selling snacks stores. How should food brands tap into this blue ocean?

10:30-11:00 Keynote Speech

11:00-11:45 Panel Discussion

 

11:45
Lunch & Food Show Tour
Rebuild Channel Power
14:00
138% Efficiency up—How to Turn Channel Digitalization into Performance?

FMCGs companies have come to the deep waters of the digital revolution in channels. The efforts made by many companies have often resulted in harmful internal competition and inefficiency due to rigid implementation rather than being translated into business growth. Fortunately, efficiency was lifted 138% on average in the top 6 projects that stood out at the Digital Innovation Contest organized by Swire Coca-Cola, which was estimated to increase revenue by RMB 57.5 million.

This session will unfold the secrets for high performance in all aspects, from brands, dealers, marketing and sales teams, stores, all the way to consumers.

 

14:40
Omnichannel Marketing Delivers Consumers' JTBD

The boundary among scenarios, media, and channels are increasingly blurred. Sometimes, the medium is the scenario (where demand is generated), and scenarios are getting closer to channels (where transactions happen). The goals of marketing and channels, therefore, have evolved into triggering and accomplishing consumers' JTBD (jobs to be done).

15:20
The Business Way of Lan Fong Yuen behind Ecommerce Top 1 and Rocketing Offline Sales

Launched less than one year ago, Lan Fong Yuen climbed to the Top 1 of tea drinks multiple times on T-mall, Douyin, and other ecommerce marketplace, and is available now at over 100,000 stores across China. More campaigns have penetrated advertisement in elevators, subways, and buildings. School canteens and classrooms are rising to be new consumption scenarios. In a package of initiatives, the brand rapidly grows its offline channel presence through incentives for stocking, distribution, and refrigerated display, and sponsored online entertainment show Call Me by Fire 3 to stimulate retail sales.

As the "second curve" of Senpure, how does Lan Fong Yuen set the pace?

15:55
Wrap-up
Channel Talks
· 6.26 (Day 2)
Laying A Solid Groundwork
4.2H - Hall A2
Fast-growing Channels
09:25
Address by Chair
09:30
Instant Retail Digitalization and Personalized Marketing

We attended Meituan Flash Sales in the past September where two toolkits were announced with audience amazement—one is distribution digitalization, which identifies more productive stores based on LBS demand to increase supply and optimize merchandise structure; the other one is precision marketing, which enables targeted marketing based on consumer segment, scenario, channel, and product type. For example, recommend bread with spicy bars for "a night in the campus", or a pack of iced beer for a gathering around hotpot.

It turns out that digitalization and personalized marketing are so close to us in the RMB 504.29-billion instant retail market!

 

10:00
New Business in An Old Category Explodes in Catering

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.

10:30
The Value of Vending Machines as Brand Outposts

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.

10:30-10:50 Operators' Insights

10:50-11:15 Brands' Insights

11:15
Lunch & Food Show Tour
Rebuild Channel Power
14:00
Food Trends Unveiled by Whole Foods—the Hardest Shelves to Get Products onto

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?

14:30
The Food Retail Scheme of 125-year-old German Veteran Edeka

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.

15:00
Innovation Codes in the "Buyer" Era

Freshippo, Bravo, Hotmaxx, and Xiaohongshu have put forward and stressed the "buyer concept" and "product selection thinking" one after another in recent couple of years. The underlying logic is to build attractive products and integrated supply model with emphasis on user value at retail and ecommerce rather than manufacturer value. In this connection, how to win buyers' heart with new products and new brands?

16:00
Wrap-up
Channel Talks
· 6.27 (Day 3)
Laying A Solid Groundwork
4.2H - Hall A2
Overseas Gold Mining - Go-overseas Strategies
09:20
Address by Chair
09:30
Going Overseas is a Must-do in Global Competition

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.

—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?

10:05
Global Ecommerce Growth Strategies against the "Low Speed New Norm"

After three years of growth deceleration, the darkest moment is finally over for global ecommerce retail, with growth rate rebounding from 6.9% to 8.9% in 2023. However, Insider Intelligence anticipated that growth rate would touch its ceiling at 9.4% in 2024 and fall back to a "low speech new norm". The gold time of ecommerce in the 2010s is gone for good.

At the intersection of two stages of growth, what are the remaining dividends in global ecommerce? How to get ready for a marathon run the in the next race?

Overseas Gold Mining - Emerging Market Deep Dive
10:40
Gold Mining in Southeast Asia, Let's go!

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.

 

11:15
Stir up the 410-billion Market in the Persian Gulf

Ecommerce market size reached USD 37 billion in the Middle Eastern and North African regions along the Person Gulf and the Mediterranean Sea, which is estimated to hit USD 57 billion, or RMB 410 billion, by 2026. Sales growth of food and beverages between 2018 and 2022 marked the highest of all categories at 59%.

What are the opportunities for Chinese food brands in the high-vitality region where the median age of most countries is under 30 (38.4 in China)?

11:50
Lunch & Food Show Tour
Overseas Gold Mining - Strategizing and Successful Cases
13:30
From "Foreign" to "Local"—Strategic Upgrade in Products, Branding, and Marketing for Overseas Market

Going overseas is boiled down to localization in a foreign market. How to tune and upgrade strategies for products, branding, and marketing in accordance with local customs, consumer needs and habits?

Perhaps there are three key elements—to collect data and intelligence, to understand the functional and emotional values desired by local consumers, and to systematically distill USPs from products and the brands. 

 

14:05
[Panel Discussion] Win in Channels: How Key Decisions are Made?

Online selling on ecommerce marketplaces, dealer collaboration, direct offline supply to KAs, DTC websites … how should brands select channels and set the pace to succeed in the overseas market?

14:40
The Overseas Adventure of Mengniu

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?

15:10
Fly By Jing—Chinese Chili Sauce Brand Knocks Open Marine Expeditions for Heat

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.

 

15:40
Wrap-up
Pack Talks
· 6.25 (Day 1)
From Appealing to Branding
4.2H - Hall B1
Trends and Strategies
09:00
Address from Chair
09:05
[Trend Insights] Has Minimalism in Food Packaging Design Subsided?

Minimalistic designs, prevailing the world with the "less is more" mantra, are supposed to bestow a strong visual impact that makes your product stand out on shelves.

In recent years, however, some so-called "minimalistic food packaging designs" have failed to help consumers identify the product, much less remember the brand.

What has caused the brand blanding to happen? Is minimalism a wrong fit for food packaging?

09:50
Tear off the "Obsolete" Label

"Obsolete" is the last label in the world brands want to see on them, but is making something "viral" online enough to make a brand younger? Why does it feel like "old man acting young" when childhood brands try to make a comeback and reconnect with the younger consumers? What is wrong?

10:20
From Going beyond China to Going Global: What is the Next Design Language That is as Universal as the Nike Swoosh?
10:50
Packaging Translation for Overseas Markets: Keep the Message above Details

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?

11:20
Lunch & Food Show Tour
Zoom-in Session: Win on the Shelf
13:55
This "Mind Map" Will Help You Navigate through the Mist of Physical Shelves

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.

 


14:00
Topic 1 – Everything You Need to Know about Shelves

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

14:40
Topic 2 – Grab Attention and Win in 0.2 Seconds

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

15:20
Topic 3 – From "Noticing" to "Ka-ching", the Secret of Conversion

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

16:00
Wrap-up
Pack Talks
· 6.26 (Day 2)
From Appealing to Branding
4.2H - Hall B1
From Packaging to Branding, from Experience to Trust
09:00
Address from Chair
09:05
Only Genuineness Connects

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?

09:40
Aesthetics of Silence in Light and Shadow: Chic and Futuristic Looks for Food Branding

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.

10:20
[Workshop] How is the Gastronomic Appeal Reproduced on Japanese-style Packaging?

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?

 

11:50
Lunch & Food Show Tour

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!

Growth Accelerator
14:00
14:40
Like ≠ Buy: How to Predict the Commercial Potential of a Packaging?

Making a packaging more attractive does not necessarily lead to higher sales.

"If only there is a formula for predicting the commercial potential of a packaging!"

Data-driven consulting agency Designalytics provides a forecasting model that predicts sales trends for over 1000 redesigned packages and hits 90% accuracy! How is that achieved?

Design for Promising Categories – Navigate the Healthcare Blue Ocean
15:20
Trend Debate: "Healthy" vs. "Snacky"

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!

16:00
Mastermind behind the 0.2-Second Design Power: Unveiling the Secrets of Functional Food Packaging in Japan

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.

16:30
Wrap-up
Marketing Talks
· 6.25 (Day 1)
Growth and Beyond Growth
4.2H - Hall E
Users Positioning
09:25
Address from Chair
09:30
Growth Certainty Only Comes with Focus

Consumers and their needs are increasingly fragmented: Gen Z needs communication in their language; gray-hair population want the optimal combination of functional benefits and value for money; young people in small towns try to stay in trend in the most economical way; and the middle class quietly set a lower budget for quality.

Only focus can bring growth certainty amid differentiating consumers and diversified needs.

 

10:10
Big Reward from Small Market with the Right Scenario

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".

 

10:40
M-ACTION: One Year, Over 350% Quarterly CAGR

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"?

11:10
[Panel Discussion] New Consumption in Lower-tier Cities amid Reverse Population Flow

274,400 people evacuated from the four super-tier-1 cities, namely Beijing, Shanghai, Guangzhou, and Shenzhen. New tier-1 cities, including Changsha, Xi’an, Hefei, Wuhan, and Qingdao, saw a net inflow of 935,800 people. The outflowing consumers bring with them new shoppers, spending habits, expertise, and resources to lower-tier cities.

11:55
Lunch & Food Show Tour
14:00
Upgrade or Downgrade—Listen to Consumers' Heart

Contradictory things have been observed this year in the consumer market. People cut budget and flood into discount stores and pay for novel products and experiences at the same time, like freshly made yogurt, HPP fruit juice, canopy tents, scalp oils, eye-caring lamps, etc.

Upgrading and downgrading at the same time, what has been different when it comes to the psychologies and choices of spending? What exactly determines the cultural, psychological, and spending tendencies of a person?

Branding Strategy
14:35
Codes of "Customer Loyalty" of Most Repurchased Brands

A KPMG study reveals that loyal customers contribute a significant part of repurchases—52% consumers choose to buy from brands that they like in the face of lower priced options. How to cultivate loyal users?

OTTERdun achieves a 40% repurchase rate by stimulating spontaneous communication among users with drinks DIY exercises. Mei Yu Zi hit a 60% repurchase rate at the peak seasons by combining private traffic management contextual content. Customer loyalty plays a key role in resisting competition and price wars.

 

15:15
From INR 69.1 to 163 billion, How Did Britannia Successfully Handle Midlife Crisis?

Eight years ago, Britannia, a household name in India for bakery and snacks, drifted into its "midlife crisis". How should brands build its second growth curve amid dazzling products and consumers that often leave the old for the new? How to deal with the younger consumers after 100 years into existence?

Britannia has forcefully launched new brand strategies, images, and product portfolio, and wedged into town and village market that was dominated by competitors. Boosting revenue from INR 69.1 billion in 2013 to 163 billion in 2023, Britannia gradually took market shares from ParleG, the previous market leader, finally becoming 1.5 times the share of the latter.

Homogeneous products, obsolete categories, and aging brands constitute the three "midlife crises" of the food and beverages industry in China. What can we do?

 

微信图片_20231127163513

(Source: Britannia website)

15:55
What are the Secrets behind the Second Curve?

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?

16:35
Wrap-up
Marketing Talks
· 6.26 (Day 2)
Growth and Beyond Growth
4.2H - Hall E
Where does Growth Come From
09:00
Address from Chair
09:05
See through Mist and Leverage High-growth Media

This session navigates through media and user trends in all channels from 2023 to 2024 in China, helping businesses to allocate resource wisely for maximum return. Social commerce—Douyin and Xiaohongshu, OOH, and O2O show top performance.

09:45
Tide-following E-commerce on Douyin

Live commerce had made RMB 1.98 trillion sales in the first nine months of 2023, up by 60.6% year on year, a "cardiac stimulant" to the pessimistic consumer market. There are still some media and brands galloping in the economic slowdown. On Douyin, for example, Bai Xiang Food hit RMB 50 million GMV in 30 days. A 1982 Sprite attracted an auction audience of 100,000 people. What are the secrets behind growth that leverages trending topics?

10:15
Laoxue on Douyin: One Scenario Mobilizes X Regional Markets

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?

 

10:45
How does Swisse "Organize Troops" on the Xiaohongshu to Achieve Several Products to be Top 1 in Each Track?

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?

 

11:15
Lunch & Food Show Tour
Viral Products and Creativity
13:40
SUPER CREATIVITY from McDonald's

NEW TOPIC from FBIF

McDonald's "Raise Your Arches" gained 1.1 billion views by raising eyebrows to form an M-shape and people passing the message to each other to eat at McDonald's;

McDonald's designed and produced TableToGo, an environmentally friendly take-out box that lets people recreate a dining space anywhere they like;

McDelivery generates 20% growth by taking photos of happy customers at the moment of delivery for OOH advertisement.

Creative campaigns by McDonald's always make people fall in love at the first sight. We are going to invite McDonald's to share their creative ideas at FBIF2024. This will be a feast of creativity that you cannot afford missing!

Get engaged and win "surprise" prizes!

14:10
[Workshop] Selling Beer at Roadside, Advertising at Shutdown Stores—Heineken’s Creativity Overwhelms Outdoor Campaigns

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%.

 

15:10
Brand Growth 67%, Ranking No. 1, Cross-border Red Ink—Explore the Mystery of HEINZ

Branding through innovation is often "short-lived". But Heinz's campaign in Brazil is truly "long-term & effective". Heinz for the "Mc" store name begins with a small business, to provide the new "Pickle Ketchup" at the same time, but also for the small business to help improve ingredients, delivery and merchandising, so that the brand growth of 67%, the new product is to jump to the Brazilian Amazon food rankings No. 1.

Brazilian Heinz fans often get tattoos to show their love for Heinz, but red tattoo ink often has a lot of safety issues, so Heinz launched red ink that does not contain any harmful ingredients, and people no longer need to worry about safety issues when using Heinz's red tattoo ink. 98% of people said they thought "Heinz = Best Ingredients".

15:40
Exponential Growth at a Small Cost—Decode the Creativity of Luckin and Weilong

There have been quite a few spectacular creative ideas over the past couple of years. Weilong XBag received 23.74 million views, and the "I quit" marketing by Weilong at the Double Eleven big sale hit 50 million views. The Luckin–Line Puppy collaboration sold 7.27 million cups in one day, and the Luckin–Tom and Jerry collaboration sold 16.24 million cups in one week. What hidden buffs do they have that made success so easy?

16:10
Wrap-up
Startup Talks
· 6.25 (Day 1)
Start Up, Stand Out
4.2H - Hall B2
Rhythm of Starting
09:00
Address from Chair
09:05
Look for the Next "Lemon"

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?

 

09:35
[Panel Discussion] Product is Ready. Where is Market Zero?

YUZUVALLLEY made RMB 400 million sales in the very first year of launching into the hospitality channel. Royal Xiaohu tears open online frozen food market and soars to become a top player with several viral products. BLUE DASH targets at nightlife market with laser focus, registering 200% revenue growth. Taste Masters avoids saturated offline market and became a top seller in the condiments category on both T-mall and Douyin ...

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

10:20
Innovators' Opportunity: the Weakness Hidden in Giants’ Strengths

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.

10:50
From Choosing a Right Product to Defining a Category

Man proposes, God disposes. Finding the product that is "meant" to rock is the first step of creating "the next big thing." What comes after? How to refine the idea, test, and validate? When to gather resource and invest? How to penetrate core channels?

11:20
Lunch & Food Show Tour
Global Startup Wave Outlook
14:00
[Caseshow] Global Startups Roadshow

Who is coming? 

Alcohol-free craft beer, baby food for the weaning period, tasty and fun supplements … We look broadly into global startups and invite inspirational and high-potential companies to China, sharing their stories at FBIF.

—They saw business opportunity in alcohol free and catch up with the sales of Heineken five years into establishment.

—Setting eyes on infants in the weaning transition, they achieved over 6 million in three years from product launch.

—Balancing taste and nutrition, they have made supplements tasty and fun ...

 

More great stories are on the way!

We want you!

Recruitment is in progress! Rising stars in the food and beverage industry are welcome to join us if you have creative product concepts, disruptive ideas, or the courage to change the world. Make your business ideas, product highlights, and commercial values seen by our industry fellows on the roadshow.

Please email a description of the project to:viola@simbaevents.cn.

Recruitment ends in April 2024. All applications will be evaluated and selected by experts for final presentation at FBIF2024.


16:30
Wrap-up
Startup Talks
· 6.26 (Day 2)
Start Up, Stand Out
4.2H - Hall B2
Face Growth Anxiety
09:00
Address from Chair
09:05
New Consumption Startups: Back to the Fundamentals of Business

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. 

It is time to shift our sight to those understated "hidden champions". How have they laid a solid foundation and made products that distributors and consumers cannot afford missing?

09:35
Manufacturing-Distribution-Retail Integration with Light Frontend and Robust Backend

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"?

10:05
[Panel Discussion] How Should Brands Square up to Consumers Buying from the Manufacturers?

1688 quietly launched an online membership supermarket where it had selected tens of thousands of sellers from millions of brands' OEMs to offer "factory price" for young shoppers. Will you believe it that for RMB 69 one can get an Aux vacuum cleaner for home use with a price tag of RMB690?

As direct selling gains popularity, should brands slash prices or not?

10:50
Crisis Makes Great Companies

Many great companies walk from crisis: General Motors after the financial crisis in the U.S. in 1907; Google and Facebook after the dot-com bubble burst in 2000 …

The food sector is no exception. Nestlé was born to save newborns during the wars in the 19th century Europe, and Cargill has risen from the ashes of the American Civil War in 1865.

Who can find "opportunities" in crisis during the ongoing winter? Who can prove to the food and beverages market that new consumption is not dying?

11:20
Lunch & Food Show Tour
Methodology for Entrepreneurship
14:00
What Makes a Resilient Team?

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.

14:30
[Panel Discussion] Giants to be Startups Again

How should big companies fight against the "big company disease" amid dramatic changes in the consumer market? Waves of startups are exacerbating threats. How can giants stay alert and accelerate innovation?

Nestlé, 151 years old, established a global R&D Accelerator network.

PepsiCo, 133 years old, established an incubator PepsiCo Lab.

Diageo, 89 years old, launched an accelerator Distill Ventures.

Yili, 67 years old, opened an innovative ecosystem platform.

How effective it is to be "startups again"? Giants are invited to share their own stories.

15:15
Startup Pitfalls Diary

Starting from scratch, meticulous product development, million-scale sales, investment uncovered, inventory stagnant, debt unpaid … Every step is made after thorough thinking, but why is failure not avoided? Startup pitfalls are collected to help each other steer away from them.

15:45
[Panel Discussion] New Consumption Survived. What Have They Done Right to Live Through the First Winter?

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

Four years into existence, Lemon Republic has survived Covid-19 and turned into profits in the first quarter of 2023 by seizing the opportunity of cold brewed lemon juice, which made over RMB 700,000 sales in 15 days from launch.

Three years into existence, Hope Water hit RMB 500 million sales after penetrating tens of thousands dining establishment.

Two years into existence, ELECTRO X achieved nearly ten million scale sales and 400% growth by blending drinks into outdoor sports.

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

16:15
Wrap-up
Tech Talks
· 6.26 (Day 2)
Reimagine Food
4.2H - Silk Road Hall
09:00
Chair Remark
The Dawn of AI in the F&B Consumer Market
Gone are the days of intuition and guesswork – artificial intelligence (AI) is no longer a futuristic dream, but the huge power shaping the F&B industry's future. Beyond personalized experiences, AI empowers brands to truly understand their customers at a granular level. Imagine AI, not just as a data analyst, but as a mind-reading seer, revealing the deepest desires and culinary triggers of each individual. Envision chatbots, not robotic assistants, but friendly oracles offering recipe inspiration around the clock. Picture AI-powered flavor prediction tools, not mere algorithms, but culinary wizards conjuring up flavor combinations that ignite taste buds. This is the magic of AI in F&B sector, a scientific marvel waiting to be unleashed. However, powerful "spells" are accompanied with huge potential risks: copyright concerns, ethical dilemmas, data privacy, the black box...all these can be life-threatening pitfalls. This transformative journey demands not just the application of AI technology, but a seamless collaboration between food companies, data scientists, and AI solution providers, enhancing data infrastructure and driving a future-oriented transformation with the awareness of potential risks. This exploration delves deep into the commercial impact of AIGC revolution and the practical applications of AI in F&B, equipping you with the knowledge to brew your own unique recipe for success.
09:10
[Demo] The Human-Like Magic of Multi-Modal AI

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.

09:30
[A Peak Into Future] AIGC Revolution: The New Era of F&B Consumer Sector
10:00
Counter-Intuition: Will the AI Shortcut Bring Truly Smarter Decisions?

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?

10:30
Think of AI Like A Fortune 10 Leader: The Practical Framework to Future Vision

A powerful tool as it is, artificial intelligence can only empower organizational strategic goals via carefully woven strategies. Brian Evergreen is a tech visionary best known for advising Fortune 500 companies on emerging technologies, especially artificial intelligence, who used to serve as the Global Head of Autonomous AI Co-Innovation at Microsoft Research. In his representative workbook Autonomous Transformation: Creating a More Human Future in the Era of Artificial Intelligence, he explains how to think of AI like a Fortune 10 Leader by weaving strategy, management thinking, economics, systemic design, and philosophy into actionable steps with accompanying frameworks.

11:00
[Panel Discussion] Legal and Ethical Boundaries: Real-life Challenges of AI Application

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.

11:40
Lunch & Food Show Tour
Unlock AI Commercial Applications
14:00
Next-Gen MarTech: 1000 People, 1000 Faces

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.

14:30
AI Hackathon: From Text to Image, From Audio to Video

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.

15:00
Crack the Flavor Code: 1,000 Data Analysts in Your Pocket

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".

15:30
AI Shopping Cart: Intelligent Retail Experience

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. Such retail experience has already been a reality at Instacart.

16:00
[Panel Discussion] The Creative Double Sword: Will GenAI Spark True Innovation, or Lead to A Homogenized Future?

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?

16:40
Wrap-up
Tech Talks
· 6.27 (Day 3)
Reimagine Food
4.2H - Silk Road Hall
Future Food Lab
09:00
Disrupt or Be Disrupted: Navigating the Food-Tech Revolution

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?

09:30
Air as A New Source of Protein?

In the right hands, microbes can convert troublesome carbon dioxide into a promising source of food!  Through negative-carbon fermentation, Arkeon Biotechnologies, an Austria-based startup, produces 20 amino acids with just three inputs: a microbe, carbon dioxide, and hydrogen. Ancient microbes, known as Archaea, spit out amino acids from their cells, which can be used to make proteins by indexing and retrieving them.

10:00
“Pain-free” Sugar Reduction: Sweet Designer Proteins

Have you ever wondered that there could be a protein that is sweeter than sugar with no impact on blood sugar or the environment? With AI-Computational Protein Design (AI-CPD), biotech company Amai Proteins creates sweet proteins that are 4,000 times sweeter than sugar. A teaspoon of such sweet protein generates sweetness equivalent to 16 kg of sugar, reducing its carbon footprint. The use of sweet designer proteins can reduce the amount of sugar in foods and beverages by 40%-70%, and when scaled up, their cost can be as low as sugar or even lower.

10:30
Strategic "Weathercock": Givaudan's Customer Foresight Platform

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.

11:10
[Panel Discussion] From Lab to Table: Turning Food Tech to Popular Products

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?

11:55
Lunch & Food Show Tour
Business Sustainability: The Cost-Experience Balance
14:00
"Brew" A Green Value Chain with AB Inbev

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.

14:25
Photocatalytic Degradation: A Revolutionary Technology Tackling Plastic Wastes

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.

14:50
Seaweed as An Alluring Plastic Alternative for Packaging

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.

15:15
Accelerator for Sustainable Transformation: Cross-Border Innovation with Microsoft AI

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.

15:40
[Panel Discussion] Technology-Driven Sustainable Business Model

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?

16:40
Wrap-up
Plenary Session
· 6.27 (Day 3)
Conference Hall
07:30
Sign-in
08:30
FBIF Opening Remark
Global Insights
08:50
Chinese Consumer Market Insights: Predictable Growth amid Evolution

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?

09:20
Topic reserved for Cargil
09:50
The Next Diamond Decade for Chinese Brands

Food trademarks that emerged between 2013 and 2022 in China are 6.25 times of food and drink trademarks in other countries, according to statistics by World Intellectual Property Organization, with 6.29 million brands born in the past ten years. Meanwhile, the cultural recognition and confidence of the young generation of Chinese consumers are boosting. The China-chic Yong Consumers Report by Xinhua Net shows that 78.5% consumers prefer Chinese brands, of which consumers born between 1990 and 2000 account for 87%. This is a challenging time, and this is the time to reshape Chinese brands. What potential will be unleashed by Chinese brands in the next diamond decade?

10:20
[Chief Talk] How to Build a Long-lasting Business in a "Fast-forward" China?

We are lucky that we are born in a country that boasts of rich produce, complete supply chain, mature infrastructure, competitive labor cost, high-potential market, ubiquitous Internet, prevailing smart mobile terminals, and the favor of capital market, all of which puts China in a 10-times-fast-forward mode of evolution. While a new brand can be created faster, it takes more thought and practices to sustain a brand that last longer with global impact.

11:10
Lunch & Food Show Tour
Unbox the Future
14:00
Category Innovation: Innovate to Arise from Involution

Involution is a synonym of the Chinese market, with every growing segment overcrowded with brands. Category innovation is an indispensable approach to breaking out of the unproductive competition and finding new opportunities to expand the addressable market. We will start from brands that have successfully innovated categories and examine the enablers for category innovation. 

14:30
The Giants' Innovation: Agile Innovation behind Behemoth Organizations

Every French soldier carries a marshal’s baton in his knapsack, and every company dreams to be a giant. However, becoming one does not mean living happily ever after. Market changes fast. Decision-making efficiency is undermined by organizational expansion. A colossal size could lead to reduced sensitivity to cost …The giants must face those challenges. Nestlé has managed to shorten time-to-market by 60%, and food and drinks businesses can turn concepts into products in six to nine months. Innovation is increasingly contributing to the growth momentum of Nestlé. To act fast, move lightweight, and grow continuously … innovations that sound are hard to do are all achieved by Nestlé.

15:00
[Chief Talk] Food Tech to Reshape Food Sector

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. 

15:45
The Leap of Channels: Better Quality for Lower Price

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?

16:15
Wrap-up