Speakers
Sherry Zhao
Head of Coffee Brand Communication & I&R
Nestlé Zone Greater China
Event Introduction
Drink Talks
· 06/26 (Day 2)
Wow, Drink It Up!
4.2H - Hall C1
Category Innovation
In the ultra-competitive beverage sector, innovation in product, brand, or channel is like beating around the bush when it comes to occupying consumers' mind space. Perhaps we need a more comprehensive approach to drive long-term category innovation as consumers' perceptions are formed by category.
Faced with numerous beverage categories, FBIF2024 will break down the issue into two dimensions. 1. For categories that are slowing down, like carbonated drinks, fruit and vegetable juices and so on, where to seek new growth amid coexistence of consumption upgrading and downgrading? 2. For fast-growing smaller categories, like sports drinks, instant coffee, zero-sugar tea and so on, how to seize opportunities in category substitution and become the next-gen star categories?
10:35
Nescafé "Recreated" Nescafé: From Brand to Product
From "Tastes Great" to "Remind Every Day", from the iconic coffee bean ICON to the agile little red bird, Nescafé, which holds the largest share of China's retail coffee market, "recreated" itself this year with a new Nescafé: From brand mindset to innovative products, what insights are behind Nescafé's new moves? And what trends will it lead in the Chinese retail coffee market?