FBIF2017: Global Innovation, Powering Future

 

Gloom still gathers over advanced economies. At the same time, emerging economies see a marked slowdown in growth and pervasive challenges in continuous rising due to political issues and policy factors, among other things. As China’s economy enters into a period of “new normal”, how can global food industries realize their fullest potential in achieving continuous growth? How do the Millennial generation and the 3rd Tier and 4th Tier Cities in China invigorate the Chinese food industry? What innovations should enterprises bring to the increasingly mature and ever-changing Chinese market?

With the acceleration of urbanization, growth of the middle class, e-commerce is actively developing the 3rd Tier and 4th Tier Cities, the whole consumption groups are becoming younger, also the new Maternal & Baby economy is booming, China’s consumer behavior is undergoing subtle changes and further diversification in food consumption. The trend of consumption upgrade is now obvious. Product price is no longer the most crucial factor. The demand for foods that are health conscious by the consumer is increasingly widespread and important. A nutritious and healthy lifestyle has now become the trend of society.

Food & Beverage Innovation Forum 2017 (FBIF2017) will take place on 19th-21st April 2017 in Shanghai, with the theme of “Global Innovation, Powering Future” to explore how F&B industry to realize the innovative development in the new normal market.

Retaining Fickle Chinese Consumers

“Brands do not know what consumers want, so do the consumers themselves. It is not an exaggerate description of the current state of Chinese consumers. Over the last 20 years, Chinese consumers experienced the consumption experience of developed countries have been experiencing for a century, thus causing them to be labeled the “most fickle consumer”. Therefore, the biggest problem for brands is how to retain fickle consumers and ensure the hit the “purchasing” button?

The current food industry is facing an awkward situation of both oversupply and undersupply. On one hand, homogenization and overcapacity of products exist. On the other hand, consumer demands are constantly increasing and ever changing. Facing the conflicts between the supply of food and consumer’s consumption, how should brands ensure their products stand out? Over the past 2 years, Vita Coco dominated the drinks category with their coconut water. It undoubtedly injected new vitality into the beverage industry. Nevertheless, the plant-based beverage still has more possibilities for development.

Consumer demand is increasingly diversified and personalized. A single product may face difficulties pleasing the majority of consumers, especially the Millennials’ demand. According to the report “The New China Playbook” researched by BCG and AliResearch, consumption by young-generation Chinese consumers is growing at a 14% annual rate. The Millennials injects to the market new vitality and has become a force that cannot be ignored. The rise of Millennials will bring new challenges and requirements forcing upgrading.

How to Refresh Old Brands?

China is accelerating into an era of brand consumption. There is a rise of start-up brands. So do foreigner brands. Consumption of established local brands with rich historical and cultural backgrounds is now facing a new round of market “reshuffle”. After many years of brand baptism and sales “knockouts”, the established and famous brands are showing signs of “ice-fire equally heavy (two completely conflicting opposites)” situation. With The fragmented attention of customers, new emerging class is coming up, Pan-entertainment Era is swelling up, a change in consumption environment and a strong influence of the Internet, the leading enterprises of the traditional food industry are facing a bottleneck in new development.

Apart from constantly updating their products with times, the most impressions brought to the public is even more crucial for those enduring century-old brands. Reliable quality assurance, good memories attachment, and innovative forms of advertising are all required to inject the old brand with new vitality. It will be the rejuvenating key of combining the heritage of classic elements with times

Innovation Stems from Consumer Insights

Brands have to constantly innovate “preservation” in order to remain refresh. Although the beverage market growth experienced a relative slowdown in this year, it cannot disregard the momentum of competition and driving force of new products. With the carbonated beverage category gradually shrinking, industry giant Coca-Cola has accelerated expansion in the fruit juice and vegetable-based drinks market and achieved great results.

Simple product innovation can bring product competitiveness but is insufficient to fully support development of a brand. It is only from production to the final end user – from product development, packaging, marketing communication and other aspects of all round innovation, that a brand can drive long-term sustainable development. The source of innovation comes from market insight and consumer research.

With the generalization of information technology, application of new technologies, change in the form of content, and emergence of communication channels, the market competition environment is intensified. When the traditional prevalent marketing strategy is no longer suitable, it is not as simple as before to accept a brand for consumers. Listening to the voices of the consumer, meeting and guiding the needs of the consumer, and carrying out marketing activities are the starting point and main focus of brands. How could marketing be customized? And how could we find a balance point between satisfying needs and creating new demand for customers by keeping tightly up with their new insights?

About FBIF

Food & Beverage Innovation Forum 2017 (FBIF2017) will be held in Shanghai from April 19th to 21st, 2017. FBIF, as one of the world’s most influential food industry events, is committed to providing insight into future trends of this industry for decision makers in the hope of boosting its sound development by showcasing the most successful business cases and innovation-driven thoughts worldwide. In agenda planning, we introduce Functional Food (related with beauty and sports) to the Product Innovation session while keeping Snack Food, Beverage and Dairy innovation unchanged. According to our keen business insight, Functional Food is of great growth potential in the future. In Marketing Innovation, FBIF 2017 incorporates Channel and Strategy against the backdrop of E-commerce, indicating a greater focus on brand power in actual business operations. In Packaging Innovation session, this forum attaches more importance to design innovation, and promotes the planning and preparation for the first “Marking Award” on a global scale. This China-based and global-faced award aims to encourage creative design in food and beverage packaging.

 

Part of Previous Speakers (Position might be changed)

Stephen Maher, President, Mondelez China

Jesper Fournaise Colding, Senior Vice President, Asia, Arla Foods

Richard Lee, Marketing SVP of PepsiCo Greater China Region and CMO, PepsiCo, Tingyi Asahi Beverages

Frederic Linkens, Managing Director North Asia, Neuhaus

Emmanuel Pouey, Former VP Global Innovation, Bacardi Global Brands

Yu Ruifen, President, Shanghai Laiyifen Co., Ltd

Ralf Zink, Head of R&D, DMK

Patrice Malard, Chief Technology Officer, Biostime Inc.

Pierre-Alain Ceralli, VP of R&D and Innovation System, Acting Head of Strategy Development System, Mengniu Dairy Group

Yongchun Dai, Ex- Director of Lean China Chocolate & Supply College Asia, Mars China

Peter Everett, SBU Director, Yoplait China and CMO, Greater China, General Mills

Vivian Yeh, Digital Transformation Director, Mead Johnson

Joe McEwan, Head of Digital and Communities, Innocent Drinks

Lingli Sun, Senior Packaging & Design Manager, Mars Chocolate China

Melody M. Miller, Director, Design Operations, Mondelez International

Xavi Cortadellas, Gatorade Senior Director Innovation & Design, PepsiCo

Yves Rey, Former Chairman of the GFSI Board; Corporate Quality GM, Groupe Danone

Di Xue Feng, Vice-President, Corporate Quality Management, Nestle Greater China Region

Yunling Zheng, Regional Quality Director ASPAC, Cargill Investments (China) Ltd.

Diana Escoda, General Manager and Head of the Pacific Global R&D Innovation Center, The Coca-Cola Company

Chailes YANG, Chairman- China Eastern Region,Tingyi(Cayman Islands)Holding Corp

Chen Chun-Chiang, General Manager of Research Department, Deputy Chief of Group Production Council, Want-Want Group

Maggie Wang, Vice President, Biscuits, Research and Development, Asia Pacific, Mondelez International

Pete Mitchell, Director Global Media Innovation, Mondelez International

Foo Siew Ting, Marketing Director, Diageo Brands, Moet Hennessy Diageo (China)Co.,LTD

Zhao Xingji, GM of Market System Leisure Brands Management Dept. , Inner Mongolia Mengniu Dairy Group

Jacquelyn Wu, Marketing Director, Campbell Swire

Marcelo Amstalden M?ller, Head of Global CMI for Innovation, Global Brands & Cider, HEINEKEN Group B.V.

Valerio Nannini, Senior Vice President Head of Strategies and Performance, Nestle

Ellen Debrabander, SVP, Global R&D Nutrition, PepsiCo

Weizhi Chen, SVP & CTO, The White Wave Foods Company

CAO Yongmei, Chairman,Group Production Council of Want-Want Group

Ji Shunying, Founder, China Chocolate (Suzhou) R&D Center

Richard Cotton, Content & Creative Excellence Director, Coca-Cola

Mike Bascom, Director of Marketing, AB InBev

Wei Chen, Dean of School of Food Science and Technology, Jiangnan University

Annemieke Beers, Director Operations AFSG, Wageningen UR (University &Research Centre)

Guo Shuntang, Professor, College of Food Science and Nutritional

THIAN Eng San, Associate Professor, Department of Mechanical Engineering, National University of Singapore

Chunlei SHI, Ph.D., Associate Professor of Food Science, Shanghai Jiao Tong University

Junshi CHEN, Fellow of Chinese Academy of Engineering&Senior Research Professor, China National Centre for Food Safety Risk Assessment (CFSA)

Jeffrey Lipton, CTO and Co-Founder at Seraph Robotics, Researcher, Cornell Creative Machines Lab

Yanxiang Gao, Professor at College of Food Science and Nutritional Engineering, China Agricultural University

Aalt Dijkhuizen, President, Dutch Topsector Agri & Food; Former President, Wageningen University & R&D Center

Mark Post, Professor of Vascular Physiology, Chair of Physiology, Maastricht University

Bo Hong, Ph.D. Professor, Department of Biomedical Engineering, School of Medicine, Tsinghua University

Fabio Vacirca, Senior Managing Director – Products Asia Pacific Lead, Accenture

Helen LUAN, Vice President of Online Media Group & General Manager of Advertising, Tencent

Jordi Ferre, Chief Operating Officer, Pure Circle

Sjoerd Post, Market Analyst, Innova Market Insights

Susan Jin, Product Management Director,DuPont Nutrition and Health, DuPont

YU Yi, Managing Director – Accenture Digital Lead for Greater China, Accenture

Jiani Zhang, Program Director, Offerings Strategy, IBM Watson Internet of Things

Jack Chang, Vice President of Asia Global Forwarding, C.H. ROBINSON

Min Su, Senior Expert, McKinsey

Jason Yu, General Manager in China, Kantar Worldpanel

Vincent Lee, Digital Marketing Leader, Asia Pacific, The Dow Chemical Company

Alvin Wang Graylin, China Regional President of VR, HTC

Tomaz Mok, Chairman, McCann Erickson Guangming Ltd. China

Edward Bell, CEO, Greater China, FCB

Rene Chen,Managing Director, JKR

Robin Fegen, Founder, Director, The Robin Collective

Vladimir Djurovic, CEO, Labbrand

Xiangwei Gong, PresidentAndre Pectin & Global Business Unit Director, DSM Hydrocolloids

Philip Lin, Asia Pacific Region Marketing Director, Tate & Lyle

Chris Reitermann, President, Ogilvy & Mather Advertising Asia Pacific, Ogilvy & Mather

Stella Jamie Lui, General Manager – Digital (Strategy +Innovations), Carat

Viveca Chan, Chairman & CEO , WE Marketing Group

Kunal Sinha, Chief Knowledge Officer, Ogilvy China Regional Cultural Insights Director, Ogilvy & Mather Asia Pacific

Steve McGinnes, APAC MD. Brand Development, SGK

Sophia Ong, Planning & Implementation Department General Manager, Tencent

Jason YU, General Manager in China, Kantar Worldpanel

Adam XU, Partner, Strategy&

Lynn XU, Senior Vice President, Nielsen Greater China

Nancy Janes, Worldwide Programs Director for Brand and Agency Marketing, HP

GUO Lan, Head, Nielsen Neuro in China

Lorraine Yuan, Vice General Manager of Sales Department, Microsoft Online

Andy Xu, Senior Vice President, Ifeng

Graham Fink, Chief Creative Officer, Ogilvy China

 

 

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