Jenny Tian, Head of Product and Marketing Department, is responsible for the branding and category building of Dong Plants. She has worked as a senior manager of new product commercialization department in Coca-Cola's Greater China and Korea headquarters, as well as the head of product and R&D team of Plant Label, and has experience in building retail products and Food&Beverage market products in multiple categories.
The Era of Channel-Driven Customization: How Can Brands Win the Next Product Battle?Retail channels are no longer passive distributors—they are awakening, actively demanding differentiated products from brands. Whether it’s traditional key accounts (KA), convenience stores, e-commerce, interest-driven commerce, or emerging membership stores, the consumer demographics, consumption scenarios, and price segments behind each channel are undergoing rapid transformation.
How can brands break free from a one-size-fits-all approach and truly understand the underlying logic of "channel-driven product innovation"? Channel customization, scenario-specific offerings, and price restructuring—those who move first will seize the next growth frontier. Oatly is pioneering this shift by collaborating with various retail channels—convenience stores, supermarkets, cafés, and membership clubs—to introduce tailor-made concept products. For the first time, these innovations will be unveiled on-site, offering an immersive experience of how the same oat-based product can unlock endless possibilities across different consumption scenarios.