Speakers
Zhonghe Wang
Drink Talks
Founder
Keyang

Zhonghe Wang, a member of the Communist Party of China, general manager of Shandong Keyang Beverage Co., Ltd.. He has been engaged in the production of red bean food since 2003, and has a deep understanding and understanding of the industry. While focusing on the production of red bean fillings, it is more possibilities for continuous exploration and development, and put attention to the field of red bean water healthy beverage. He has a keen insight and forward-looking strategic vision in the layout of Red Bean Water Healthy Drinks. In 2018, the industry launched the industry's first precipitated red bean water. He has successively launched healthy drinks such as red bean barley water, mung bean water, and five red soup.

Keyang starts with a healthy life and focuses on national health. It aims to provide Chinese people with quality and healthy health drinks.


Event Introduction
Drink Talks
 · 06/25 (Day 1)
Wow, Drink It Up!
4.2H - Hall C1
Trends and Strategies
In 2023, the pace of consumption recovery continued, but as Heraclitus said, "No man ever steps in the same river twice," implying that we are increasingly realizing that consumption recovery is not simply about "returning to the past"; a new era of consumption has dawned. Amidst this subtle transformation, beverages have delivered remarkable performances, showing notable growth across various subcategories of the food and beverage industry. The current high growth signifies fiercer competition—demanding more forward-thinking breakthrough strategies, superior products, faster pace of innovation, and more refined channel strategies. The FBIF2024 Drink Talks will share insights into the future trends of beverage innovation from perspectives such as product innovation, brand enhancement, and channel evolution.
10:05
With an Annual Growth Rate of Over 150%, How Will the C-end Transformation of The Keyang Brand Be Planned?

With the rise in commodity costs and the influx of e-commerce into the production end, a large number of OEM factories are stepping into the spotlight, facilitating the process of brand consumerization through channel borrowing. However, research and development are not simply about replacing big brands, and marketing is by no means equivalent to platform promotion. Supply chain brands lacking in R&D innovation and brand marketing capabilities will struggle to survive in the long term relying solely on "production" as their lifeline.

Keyang - the leader in cereal drinks. The growth rate in 2023 will exceed 150%, and it has been certified by Sullivan as the pioneer of the red bean and barley water category and the market leader in category sales! Zhonghe Food, a subsidiary of Keyang, has nearly 30 years of experience in red bean processing, and its annual filling production capacity is as high as 10W+ tons! From red bean processing to red bean barley water, how can Yang C-end successfully transform?

Link to agenda