Ph.D. Sociology, Fudan University;
MSc. Management, Wuhan University;
Visiting Fellow, Harvard-Yenching Institute;
Over 12 years of experience in cultural strategy, innovation and branding strategy;
Years of expertise in social changes and generation shits, provide cultural strategy for leading brands, T-mall, Unilever, Adidas, Budweiser, Chanel, etc.
4.2H - Silk Road Hall
From the perspective of the product itself, alcohol might be one of the least innovative categories. In fact, its unchanging nature could be considered a "virtue" of alcohol. However, different generations of consumers have vastly different understandings of alcohol, especially in today's age of information explosion and heightened individuality.
So, where exactly do the opportunities for innovation in the alcohol industry lie? Dr. Xu He from RHIZOME CONSULTANCY will guide us back to the essence of "people" to discover opportunities for innovation within the context of alcohol.
4.2H - Silk Road Hall
1. What scenarios would make contemporary young people want to initiate a drink?
2. In these scenes, what kind of products can be selected?
3. How should alcoholic beverage brands adapt to changes in consumer behavior?
Neil, founder of BLUE DASH, a new drink brand that continues to grow sales by 200% year-on-year in the first half of 2023, Gin Zhang,head of Chinese Baijiu (Sichuan & Guizhou) of TAOBAO & TMALL GROUP with years of experience in industry collaboration and consumer expansion, will share their insights and practices with us.