Currently serving as the Brand General Manager at Delgarden, Zander brings extensive experience in the FMCG (Fast-Moving Consumer Goods) industry. He has successfully participated in building multiple top-tier consumer brands through hands-on strategies and played a pivotal role in upgrading holistic brand marketing systems for leading national brands. With a proven track record in high-impact campaigns, he has orchestrated over 20 phenomenal communication initiatives that achieved widespread market recognition.
In China, from bottled water to RTD tea and new-style tea beverages, the market’s passion for coconut water continues to rise. Yet in this wave of coconut water popularity, the products are becoming increasingly similar in packaging, repetitive in slogans, and ambiguous in ingredient authenticity. In this fast-paced race where “everything looks the same,” Delgarden offers a solution: setting standards at the source and controlling freshness by time, building a differentiated barrier through a systematic value chain.
Delgarden, a brand under JIANONG Group, has established a 100,000-mu exclusive fragrant coconut plantation in Damnoen Saduak, Thailand; it locks in peak ripeness through a “23-day rotational harvest system”; and ensures the time from harvesting to bottling is under 8 hours — preserving the fresh flavor and natural electrolytes to the greatest extent. This session will take Delgarden as a case study to explore how the brand is breaking into the global market by “setting standards before scaling,” becoming a representative of Chinese coconut water brands going global.