Xiaofang Xian
Drink Talks
Executive President
Huiyuan Juice

Ms Xian, is currently the Executive President of Huiyuan Juice. Since she became the Executive President, she has formulated a market strategy that takes the "fruit juice" track as the root and hits the target of 10 billion in 3 years. And in the opening year of 2023, she led the team to achieve the first share of Huiyuan Juice in the 100% juice market, an 18% increase in sales volume in offline channels, and the first place in the category of online platforms.

She has launched a series of seasonal limited and regional limited products that triggered industry discussions in terms of brand refreshing, and personally managed to create the first bottle of prune juice in China, which established Huiyuan as the TOP1 in the prune segment; the Sunshine Lemon series created at the end of the year of 2023 has become a big single product with sales of more than 100 million in a single month.

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?
How Huiyuan Juice Achieved 167% Profit Growth After Reducing SKUs by 80%?

In today's market, where value for money is paramount, the juice industry, with its relatively low barriers to entry, must be especially wary of homogenization and the risk of bad money driving out good. Facing a complex competitive landscape, Huiyuan Juice, a company with 30 years of experience, has chosen a dual strategy of "focus and innovation." Between 2022 and 2023, after reducing its SKUs by 80%, Huiyuan Juice achieved a 167% increase in profits. Innovative products like prune juice and cilantro juice have also opened new opportunities for the company. A more focused strategy and more grounded innovation may be the key for Chinese juice companies to grow bigger and stronger in the future.

Link to agenda