Edison Zhang, founder of New Species Institute (NSI) which focus on research, consulting and Business Incubating. NSI has deep cooperation for more than a dozen consumer brands such as Adapt a Cow, Kaqi, Oarmilk, Peacer, Xuanma, One X bread, Brown sugar of Yungeng, Lemon Republic, Born From Fun, Hiiwer, Nanoone, CHUAN BEI JELLY, Wok Man, Scenery on Plateau, whose from 0 to 1, providing enterprise strategy consulting and brand incubation cooperation so far, helping enterprises develop new products and empower channels to increase business by billions each year.
Edison has more than 10 years of marketing and strategic consulting experience and deep understanding of Chinese consumers, served as the CEO of 3W Group(the predecessor is 3W Coffee), the most famous crowd innovation platform company in China, had overall responsibility for the group's industrial operations and commercialization process, providing consulting and marketing services of the full link operation to domestic technological enterprises. Edison was responsible for the group's investment banking brand and post-investment management during the period of 3W, served dozens of F&B enterprises with brand positioning and marketing strategy with the deep business research and extreme industrial service to drive brand growth.
Since its launch in 2019, Sam's Club's Swiss Roll has generated over RMB 1 billion in annual sales, contributing 8–10% of monthly revenue per store. At Freshippo, half of the top 50 best-selling items are bakery products. As baked goods thrive in retailers like Sam's and Freshippo, supermarkets are prioritizing bakery upgrades during store revamps. For instance, after remodeling, bakery's share of sales at Yonghui's Jinshan store in Shanghai jumped from 5% to 20%. Once a quiet corner, the bakery section is now a traffic magnet on the retail floor. Behind this boom lies collaboration across suppliers, manufacturers, and retailers. In this session, we'll explore:
- What structural shifts are shaping the bakery category? Why is supermarket bakery booming?
- Beyond value-for-money and health trends, what consumer preferences are driving sales?
- As supermarkets undergo upgrades, how should bakery offerings evolve in response?
- From ingredient sourcing to R&D to in-store execution — how can full-chain innovation be achieved in supermarket bakery?