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01
02
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Speaker : Zi Meng, Assistant to the Director of Guotai Junan Research Institute, Head of Consumer Group, Chief Analyst of Food, Beverage & Cosmetics
Reasons for recommendation : When the pursuit of beauty, content, and traffic gradually calms down, will China move toward Japan's "personalized consumption" to "non-branded consumption"? Taking this topic as the opening of marketing innovation, we hope to introduce more macro and long-term perspectives, and lead everyone to "zoom out".
Teacher Zi Meng's sharing of the "heart-wrenching" based on 160 pages, 120,000 words, and 330 graphs, is not to be missed.
Teacher Zi Meng's sharing of the "heart-wrenching" based on 160 pages, 120,000 words, and 330 graphs, is not to be missed.
The topic is coming!
Speaker : Zong Hao, Vice President of Yuanqi Forest
Reason for recommendation : The success of Yuanqi Forest is not just the result of fragmented products, marketing or strategies, but a whole.
After naming Station B on New Year’s Eve this year, we had an hour-long exchange with Mr.
Zong Hao, which broke many inherent cognitions and changed our sights from hot spots such as "0 sugar" and "convenience stores".
Turning out, I believe everyone can return to some essential issues from this sharing.
After naming Station B on New Year’s Eve this year, we had an hour-long exchange with Mr.
Zong Hao, which broke many inherent cognitions and changed our sights from hot spots such as "0 sugar" and "convenience stores".
Turning out, I believe everyone can return to some essential issues from this sharing.
Recommended topics : [Group discussion] Growth VS maintaining emotions, how will brand owners operate private domains in 2021?
Sharing guests:
Ruizhi Liu, Co-founder and Chief Marketing Officer of Jane Eyre
Zhou Yu, Head of Private Domain Operations and Channel Sales of Lao Fan Gu
Recommended reason : Domain is not metaphysics, nor is it advanced, it is essentially "CRM in the new era".
In this topic, in addition to the private domain operation gameplay that everyone can learn from elsewhere, we will also discuss the pain points of each brand such as private domain attributes, team building, and content genes.
In this topic, in addition to the private domain operation gameplay that everyone can learn from elsewhere, we will also discuss the pain points of each brand such as private domain attributes, team building, and content genes.
Recommended topic: Breaking down the barriers of "traffic dusting": media trends and forecasts in 2021
Recommended guest : Chen Chao, CEO of QuestMobile
Recommended reason : There are a lot of media and a small budget.
This is really a big problem! QuestMobile (I believe you have seen the traces of data quoted from them in the footnotes of many reports) made a special study for everyone:
This is really a big problem! QuestMobile (I believe you have seen the traces of data quoted from them in the footnotes of many reports) made a special study for everyone:
-For food and beverage brands, which ones are worthy of layout? What kind of communication will be brewing in different media?
-What is the underlying logic of the popularity of text and visual symbols from graphics, videos to short videos?
-In the coming year, what media trends are not to be missed?
Mysterious guests at station B are being confirmed~
Reason for recommendation : Station B, which started with native PUGC content, has a high-quality content-centric community atmosphere, high retention rate and user loyalty.
At the same time, it is a gathering place for young people and can be said to be another brand communication competition.
Since last year, it has successively attracted food brands such as McDonald's, Hey Tea, Cha Yan Yue Se, etc.
In addition, Fanta, Yuanqi Forest, Sandun Ban and other brands have rushed to appear in the main UP video of station B.
About sharing at station B, be sure to come and listen!
At the same time, it is a gathering place for young people and can be said to be another brand communication competition.
Since last year, it has successively attracted food brands such as McDonald's, Hey Tea, Cha Yan Yue Se, etc.
In addition, Fanta, Yuanqi Forest, Sandun Ban and other brands have rushed to appear in the main UP video of station B.
About sharing at station B, be sure to come and listen!
Recommended topic : [Group discussion] Is the DTC perspective the secret to becoming a "consumer brand"?
Sharing guest : Zong Hao, Vice President of Yuanqi Forest
Recommended reason: The marketing field is fertile ground for various concepts, and DTC is one of these concepts.
The DTC model is very valuable, but we believe that it is difficult to copy foreign development models at home.
It must be integrated with product development, consumer management, brand building, private domain channels, and digital underlying technologies.
The DTC model is very valuable, but we believe that it is difficult to copy foreign development models at home.
It must be integrated with product development, consumer management, brand building, private domain channels, and digital underlying technologies.
Recommended topic : [Group discussion] How to break out of the internal volume of brand co-branding?
Sharing guests:
Tiepi, CEO of Yongpu Coffee
Zhu Jiayi, General Manager of Tsingtao Brewery Brand Management Headquarters
Reason for recommendation : The popularity of brand co-branding is partly due to the preference of young consumers for interesting and beautiful content, and partly due to the increase in traffic costs.
According to our incomplete statistics, in 2020, food and beverage brands have traded 111 joint activities.
In these 111 or even more joint names, why does a certain joint name explode? Apart from "explosion", what is the essential purpose of the joint name? How to string different goals, forms and the core of the brand into a line?
According to our incomplete statistics, in 2020, food and beverage brands have traded 111 joint activities.
In these 111 or even more joint names, why does a certain joint name explode? Apart from "explosion", what is the essential purpose of the joint name? How to string different goals, forms and the core of the brand into a line?
Recommended topics: [Group discussion] How do new brands and offline channels make friends?
Guest sharing : Wen Yubin, Metro Vice President-Director of Commodity Management, Member of Executive Committee
Reason for recommendation : So far, the retail scale of consumer goods still accounts for 70% offline.
The real battlefield of fast consumption is offline.
But how do we solve the contradiction between the lack of innovation in offline channel products, the obstacles of cutting-edge brands entering offline, and the increasing consumer demand?
The real battlefield of fast consumption is offline.
But how do we solve the contradiction between the lack of innovation in offline channel products, the obstacles of cutting-edge brands entering offline, and the increasing consumer demand?
Recommended topics : The retail industry has changed drastically, and the consumption patterns of "post-waves" have changed.
How can the brand's new retail strategy be played?
How can the brand's new retail strategy be played?
Speaker : Guo Yunlong, Vice President of Yili Group
Reason for recommendation : After discussing with Mr.
Guo, we initially reached a consensus.
When brands look at new retail, they should temporarily exclude the promotion of capital, and study: Do multiple models such as community group buying, O2O, and unmanned retail create real value for consumers? For the brand, what are the missions of different channels?
Guo, we initially reached a consensus.
When brands look at new retail, they should temporarily exclude the promotion of capital, and study: Do multiple models such as community group buying, O2O, and unmanned retail create real value for consumers? For the brand, what are the missions of different channels?
In addition to the marketing innovation sub-forum, these marketing-related topics are worth paying attention to in other sessions of the FBIF2021 forum!
Suggested topic : Kas Phenomenon I The power of concentration
Speaker : Wang Weijia, General Manager of Luxue Bioengineering Co.
, Ltd.
(Cass) (This guest is sharing at the Dairy and Protein Innovation Forum~)
, Ltd.
(Cass) (This guest is sharing at the Dairy and Protein Innovation Forum~)
Reason for recommendation: Why do you recommend this guest? We have been inviting this guest for four years, and this year has finally succeeded! Why recommend this topic? Because Kas has been focusing on making high-end yogurt, and focusing on its own power! (If you don’t believe me, come and listen to it)
Recommended topic : [Preparatory Course for Enterprises to Go to Sea] How to win with a brand in overseas markets?
Speaker : Joanna Hutchins, Global CEO of Cowan Brand Consulting (this guest shared in the innovative packaging sub-forum)
Recommended reason : Many brands are confused when they mention "going to sea", but they are not out of nowhere! Joanna, who has served Danone, Vitasoy, Shiseido, Johnson & Johnson, Coca-Cola, Diageo and other brands, will share its core brand equity (HWA) model and how to lock the brand core, discover the potential potential of brands that can be extended overseas, and explain successful How to build a global brand.
Recommended topic : [Brand Communication] Beyond Packaging: The Role of Packaging in Cross-Border Creativity
Speakers : Kazuki Zinbul, Chief Creative Officer of Dentsu China mcgarrybowen (this guest will share in the innovative packaging sub-forum)
Recommended reason : the previous packaging design, as long as you win on the shelf; the current packaging design, from the brand's official micro and official blog, to the consumer friend circle, Xiaohongshu, and short videos, must be well maintained "Open" status.
Tired is a little tired, but with more possibilities for extension, is there more room for creativity?
Tired is a little tired, but with more possibilities for extension, is there more room for creativity?
03 About FBIF Food and Beverage Innovation Forum
FBIF Food and Beverage Innovation Forum is one of the most influential food industry events in the Asia-Pacific region.
It is committed to helping industry decision makers gain insights into future trends and promote the entire world by sharing the most successful business cases and the most innovative ideas and technologies in the world.
The development of the industry.
FBIF started in 2014 and has been held for 7 sessions.
The previous conferences have attracted participation from the world's top 100 food and beverage companies, and are hailed as "Davos in the food industry" by industry insiders.
FBIF2020 has more than 6,800 participants, most of whom are mid-to-high-level enterprises, with an average annual growth rate of more than 60%.
It is committed to helping industry decision makers gain insights into future trends and promote the entire world by sharing the most successful business cases and the most innovative ideas and technologies in the world.
The development of the industry.
FBIF started in 2014 and has been held for 7 sessions.
The previous conferences have attracted participation from the world's top 100 food and beverage companies, and are hailed as "Davos in the food industry" by industry insiders.
FBIF2020 has more than 6,800 participants, most of whom are mid-to-high-level enterprises, with an average annual growth rate of more than 60%.
With the theme of "Exploring New Increases", the FBIF2021 Food and Beverage Innovation Forum and Food Show will be held in Hangzhou International Expo Center from June 30th to July 2nd this year.
It is expected that 160+ speakers and 3,500+ companies will participate in FBIF2021, and the proportion of brand owners is expected to exceed 65%.
The scale of participation in the exhibition is expected to exceed 10,000, the largest in history.
In the same period, the Food Show exhibition area of 20,000 square meters will present 11 major themed events and 370+ exhibitors.
It is expected that 160+ speakers and 3,500+ companies will participate in FBIF2021, and the proportion of brand owners is expected to exceed 65%.
The scale of participation in the exhibition is expected to exceed 10,000, the largest in history.
In the same period, the Food Show exhibition area of 20,000 square meters will present 11 major themed events and 370+ exhibitors.
04 Participation registration and cooperation contact
You can click "FBIF2021 Chinese" in the backstage menu bar of the FBIF official account or reply "0" or "FBIF" in the backstage of the official account to learn about the latest development of FBIF2021.
Speech and strategic cooperation
Bella (IsabellaHsu)
T: + 86 21 5767 0513
M: + 86 182 1704 9505 (WeChat)
E: isabella.
hsu@simbaevents.
cn
hsu@simbaevents.
cn
Domestic enterprises sign up to participate in the conference and sponsor cooperation
Bill Wang
T: + 86 21 6218 0569
M: + 86 182 2169 9058 (WeChat)
E: bill.
wang@simbaevents.
cn
wang@simbaevents.
cn
Foreign companies sign up for the conference and sponsor cooperation
Ada Chen
T: + 86 21 6208 0525
M: + 86 150 2183 9607
E: ada.
chen@simbaevents.
cn
chen@simbaevents.
cn
media cooperation
Du Qing (Kiki)
T: + 86 21 52908253
M: + 86 191 2153 3650
E: alice.
du@simbaevents.
cn
du@simbaevents.
cn
