Mr.Law is the Assistant Vice President of OATLY Shanghai, a global leader in plant-based beverages. He has been working in the food and beverage industry for more than 10 years, focusing on brand strategy, market innovation and sustainable development. With a keen understanding of consumer trends and the ability to integrate resources, he has led the team to promote OATLY's localisation and brand value upgrade in the Chinese market, helping Shanghai and East China to become one of the core engines of the brand's global growth.
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.