Speakers
Timothy He
CEO
Asia Beverage

Timothy, Wenfeng He currently resides in Guangzhou and Hong Kong. He has focused on Brand Marketing and Corporate Operation for nearly 30 years with view of full industry chain. Now he is working as CEO and Deputy Chairman in Guangzhou Asia Food Technology Co., LTD., leads comprehensive renewal of Asia Brand beverage. The newly launched product gained Marketing Gold Award in the field of Customer Experience in 6th TMA (Top Mobile Awards) 2019, while himself rewarded by “Bo’ao Elite of Confucian businessman” in 2019 Bo’ao Forum.

He has gained profound knowledge on the Chinese market during his tenure as one of senior management in several Top 500 global companies such as Pepsi Beverage, Kimberly-Clark and Gillette, during which he led different large-scale teams to achieve memorable objectives including: extending to new markets and making major breakthroughs on market share. Over his professional career, He has also had experiences as CEO for a foreign-invested large start-up company in the field of new media to C E-commerce, and was the headman leading a launch plan that includes new plant building for a premium Maotai-flavor liquor brand. Before this, he has had a successful time in the fashion watch industry, building one brand into a market leader in China. He is familiar with the whole process of consumer products and brands from 0 to 1 and from 1 to 100. 

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?
14:00
[Special Interaction] 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?

 

Link to agenda