According to Rabobank's 2019 list of the world's top 10 dairy companies, the food empire Nestlé ranks first with US $22.1 billion in dairy sales. Equipped with the world's largest food and nutrition R&D network, the food giant has in-depth thoughts towards R&D that leads to a brighter future.
Chris Pipe, Head of Nestlé Research & Development China, Nestlé R&D (China) Ltd.
Dairy is probably a category with the most members at the ten-billion club in the food and beverage industry. It meets customers' necessary demands and penetrates through multiple consumer groups. With high achievements, we should always look further. What are the underlying rules of new product development in the dairy market? What will be the next ten-billion dairy product? These are good questions to explore.
Yun Zhanyou, Assistant President,Yili Group
As a saying goes in China, the unique features of the local environment are reflected by the inhabitants there. Cows are also its inhabitants, definitely.
"Where are you from? Which brand of dairy products do you drink?" Whenever these questions are asked, people who come from different places usually give me different recommendations that can become a very long list when combined together. Now, let's have a taste of the dairy products from these different regions!
Have you ever thought about this question: unlike bakery products, which is very successful in opening regional markets, every region has their own local dairy brand. Today, as traffic becomes increasingly expensive, attracting new customers and reserving old customer base are both very important. What's the secret of regional dairy products?
Goat milk is attracting increasing attention. According to Dairy Association of China, goat milk market registers a CAGR of 20-30%, where major brands have been making efforts especially in goat milk powder.
Will goat milk, the product that stands out in the dairy market, be the new industry disrupter? Has the highlight of the goat's milk moment arrived?
The plant-based milk market is growing very fast, and on the shelves in Europe and the United States, plant-based milk is already on a par with cow's milk. But is the ambition of plant-based milk only to replace dairy products? What kind of innovation can we do with plant-based milk? What could be its transformations?
Milk tea innovation is in full swing, but it's all about milk and tea. From non-dairy creamer to pure milk, to fresh milk, dairy products have made headway in milk tea innovation. What are the trends and technologies that can be applied when dairy brands want to do something new in the milk tea market?
Beverages with rich milk flavor, typically using the Eisbock, are becoming popular quietly. From boutique coffee shops to Hey Tea, to the recent hit of Rich Milk Latte by Luckin Coffee, everybody has fallen in love with this flavor. An interesting phenomenon is that for both milk tea and coffee, their product iteration are always accompanied with upgrades in dairy products. This time, the Eisbock milk is really rich and sweet, familiar yet novel. Welcome to the "Eisbock Milk Era"!
This year, all eyes are on the escalated competition in pasteurized milk. With the help of UHT milk featuring long shelf lives, milk has been introduced to the Chinese families in the past few decades. But in recent years, the growth of liquid milk has encountered a bottleneck; especially since 2020, major players have all turned their eyes to fresh milk. Compared with the international fresh milk market, the one in China is still a blue ocean. Here comes the question: how to deal with fresh milk's short shelf life and temperature requirements?
Lu Junfei, Vice President, Marketing Director and General Manager of the UHT Milk Department, BRIGHT DAIRY & FOOD CO., LTD
Classy· Kiss, a Chinese local brand with a heavy European aristocratic style, has brought an unprecedented reform for the domestic yoghurt market. Aiming at highend yoghurt market, it narrates a story about mastiffs, milk cars and European aristocrats. From its "yoghurt of origin series", "enjoy one hour after meal series", to its "007 yogirt", each of its products is a breakthrough for the industry innovation. They do not launch new products frequently and only target a very specific user segment, yet each new release of Classy Kiss can win the market quickly and stably. Are you curious about that what unique insights are lied in their products? How do they win?
Since 2014, yogurt has had impressive market performance in China with a growth rate above 20%. It has become a leading category among dairy products and even in the entire F&B market. The rapid growth shows that functional dairy products are powerful enough to create a blue ocean market.
"One of the most noteworthy benefits of yogurt is gut health. Consumers understand that probiotics can maintain the balance of the intestinal microbiome. But they also feel that most probiotics will be inactivated by the acidic environment in the stomach, and will never make it to the gut.
How could we let consumers perceive the function of yogurt? Visible features may make it easier to communicate effectively with consumers."
With increasing health concerns, consumers are increasingly looking for high-quality, high-protein products. In China, Greek yogurt is already a household name, but there are more treasures hidden in the European and American markets. To name a few, the fat-free Skyr that contains 3 times more protein than average yogurt, and the smooth, rich, cheese-like Quark. Will the next bestseller come from these products?
We produce yogurt following these steps: Firstly, skim and ferment fresh milk; Secondly, use European fresh cheese technology to separate some whey; Finally, backfill butterfat into yogurt. The finished product tastes so rich and smooth. What in essence is it? Yogurt or cheese?
Fabio, CEO,Beijing Wudao milk Co., Ltd.
When we talk about protein, what comes to your mind?
Is it the chicken breast or fish that requires your cooking skills, or those muscle-building products like protein powder and protein bars? A new form of protein has emerged: crispy like potato chips, and fun like snacks. Being healthy and tasty at the same time may not be so difficult in the near future.
If developing an innovative and successful product is "building a house”, then market analysis plays the role of"laying the foundation”.
In this era of increasing consumer voice and choice, product innovation can no longer be done behind closed doors. So how will each category perform in the 2020-2021 Chinese beverage market? What are the consumer scenarios, motivations, and preferences? What kind of product innovation will be popular?
With 57.8% of Chinese consumers taking dietary supplements as their first choice for health and wellness, many time-honored pharmaceutical companies have quietly incorporated coffee, milk tea and pastry with the style of "FMCG" into their product lists. For example, Tong Ren Tang has started selling wolfberry pour-over coffee, Zhang Zhong Jing Pharmacy has introduced chocolate-flavored lotus seed pastry and Chinese yam Ovaltine, and Hu Qing Yu Tang and Hui Chun Tang have both launched black sesame balls.
But how should the F&B industry meet the demands of these consumers in need of health foods? For those people who "swing between indulgence and health", what do they hope to get from dietary supplement? And what kind of lifestyle do their needs reflect?
Have you ever heard of these products? "Green coffee" fruit and vegetable drink, soybean coffee protein drink, blood orange coffee, and green plum probiotic drink? All these are new products introduced by Boohee, a platform advocates healthy lifestyle.
Health has almost become the most popular key word in the beverage industry. However, how can we create a healthy and interesting drink for finicky consumers? When vertical media meet F&B, what will the fresh blood bring to the industry?
In 2019, Genki Forest swept the market with its sugar-free sparkling water. And erythritol made Baolingbao the strongest concept stock for sugar substitutes.
So, what ingredient will be the next star? Will it be the sleeping-aid GABA, the so-called "seventh nutrient" - dietary fiber, DHA that makes us smarter, or collagen and CBD which are in the ascendant?
Besides, how can these ingredients integrate into beverages? And what new ideas will they bring to beverage innovation?
Probiotics, fiber and vitamin are expected to be the three healthy beverage ingredients that consumers are most willing to buy. We now see probiotics in dairy drinks, vitamin in juice; will we find dietary fiber in water? Recent years have witnessed that many brands tried to add value to drinks by adding dietary fiber. For example, Sprite Fiber+, Coca Cola Plus with Fiber, Qingting of Springs & Mountains, ITO En’s oolong tea and New Hope's dietary fiber water. Can the beverage brands use "dietary fiber" to successfully "digest" this market?
In the Chinese coffee market, instant coffee: ready-to-drink coffee: fresh ground coffee ≈ 7:2:1. In comparison with the US where fresh ground coffee accounts for nearly 80 percent of the overall coffee market, China's fresh ground coffee market still has great potential. Luckin, McCafé, ParCafé and Nowwa all choose to engage in this field. However, there's also a voice that due to the cultural difference, the development of coffee in China will be dramatically different from that in the West, and that's the reason why upgrading instant coffee is the better choice. Saturnbird, TASOGAREDE, Yongpu, and Secre are all following this trend to create corresponding new products.
In the middle zone between fresh coffee and instant coffee, who will be the winner? More convenient fresh coffee, or more premium packaged coffee?
With increasing convenience brought by new retail, fresh ground coffee has witnessed its large-scale expansion. And freeze-dried coffee is now in vogue because it can not only retain the fresh flavor, but is also good-looking enough to be spread widely. Then in such context, will the RTD coffee market shrink in scale, or turn into a potential "blue ocean"? Mengniu's Shiny Meadow has introduced "low-temp and RTD coffee" with 15 days' fresh period, which gives an inspiration to the market: like fresh milk, which features low temperature and short shelf life, will fresh coffee follow the same path?
From HEYTEA's Strawberry Cheese Tea in 2017 to Xiangpiaopiao's Cheese Oolong Tea in 2020, from LELECHA in 2017 to Wahaha's brown sugar milk tea in 2019, and from Nayuki's Supreme Grape in 2016 to Panpan Food's Honey Peach Da Hong Pao in 2020, new tea beverages are providing more and more inspirations for packaged drinks.
Will innovative packaged drinks be able to recreate the experience of freshly-made beverages? Can we develop packaged drinks directly from the recipes of successful freshly-made beverages? What will be the challenges? What can we learn from new tea beverages?
Compared with black coffee that is sour and bitter, most Chinese coffee consumers prefer mellow Italian Latte with flavors of crema and caramel. However, black coffee extracted under normal pressure mixed with milk can hardly meet their demands. What new technologies shall we apply to packaged coffee to recreate the experience of freshly made coffee?
Consumers are craving for a healthy life, but most of them are unwilling to sacrifice"delicious taste" for it. In this round of interaction, we will discuss from a different angle about healthy snack innovation: How can snack brands avoid ignoring "delicious tastes", the most attractive element for consumers, while keeping the product healthy? How to balance "healthiness" and "deliciousness"? Meanwhile, the products that claim to be healthy but may have been too focused on the function will be collected to see that how they may be improved.
Generally, Chinese consumers don't like "tablets". On the contrary, more than half of Japanese functional foods are in the form of pills and tablets. Why is "taking medicine" so popular in Japan? And how can functional foods impress consumers?
Take GABA gummy candies as an example: too strong functionality may make consumers drowsy in unexpected circumstances, while too weak functionality may not be able to achieve the expected relaxation effect. How to decide the level of "functionality"? What are the differences in consumer acceptance and expectations for functional foods between different countries? Should functional food be more "functional" or more "Food"?
From the pursuit of beauty to the pursuit of "inner and outer beauty", female consumers have become a force not to be ignored in the consumption of functional foods, and this trend has even attracted some traditional beauty companies to enter the functional food industry.
So what are the features of female consumers? Which functions are most popular among them? And what kind of products are most easily accepted by them? These questions must be considered if we want to capture the hearts of female consumers.
According to the latest statistics, GABA has become the most commonly used functional ingredient in functional foods in Japan, including dairy, beverages, candy, etc. The popularity of GABA reveals that in a stressful and fast-paced life, people are concerned about their emotions, and emotional foods are becoming more and more popular. So what are the ingredients often used in these foods? At the same time, due to the special nature of psychological perceptions, what are the ways for brands to further communicate with consumers beyond adding functional ingredients to become their intimate friends, thus truly achieving the goal of being "sometimes healing, often caring, and always comforting"?
The traditional confectionery market has been impacted by health consciousness and sugar reduction trends. However, some Japanese snack companies have found new growth drivers with functional sweets. What are the advantages of confectionery among functional foods? Which features are suitable to be presented through a candy bar? How do you convey the functionality of the candy to consumers?
In the past decade, consumers’ attitudes towards alcoholic drinks changed significantly. From product perspective, the idea of “drink less but better” drives consumers to reduce drinking frequency, but drink higher-end alcohol. From channel perspective, online sales have skyrocketed, and online channels poses challenges to the traditional dealer channel in alcohol industry. From scenario perspective, more and more people choose to drink at home due to the pandemic. In addition, the demography of drinking is also changing, as more and more women started to savor alcohol. In the future, which way of drinking will be the most popular among the new generation of consumers?
Alcoholic beverage giants such as Diageo, Pernod Ricard and Bacardi now all own multiple excellent sub-brands, which aims to satisfy the diversified needs of customers. It is such combination strategy that helps these giants gain a firm foothold in the global market. How can alcohol companies break the limitations of their own and build a customer-centralized portfolio?
Baileys, Jägermeister, Absolut Vodka, Cointreau, Chivas, Bacardi... These liquor, whose categories and brands originate from overseas countries, have now acquired a large fan base in China. In contrast, Chinese liquor has not fully opened overseas markets yet. How to build international brands?
Out of health concern, a growing number of young people opt not to consume alcohol or to consume less alcohol. But young people do not "dislike drinking itself", they just hate the "side effects" of drinking. Young people who want to "have a cake and eat it" promoted the development of a new category-non-alcoholic liquor. What exactly is non-alcoholic liquor? How is its brewing process and taste different? Most importantly, who will pay for non-alcoholic liquor?
Ouyang Zhian, VP-China,Zero Proof(Shanghai) Enterprises Co., Ltd.
In essence, the rise of low-alcohol level liquor is contributed by consumers' health concern. Therefore, besides reducing alcohol level, what other innovations can make liquor healthier?
"Craft beers seem to face various controversies these days: With the rapid development, are some breweries too big to make craft beers? Are those craft beers that make concessions to satisfy most consumers still considered craft beers?
The gradual popularity of craft beers can be regarded as an explosion of a new category, and it also implies an overall upgrade of the beer industry. How can craft beers seize the opportunity in the alcohol market which is constantly influx of young consumers?"
Many new kinds of low-alcohol drinks appeared in 2020, such as hard seltzer, tea wine, rice wine, and etc. How can these low-alcohol drinks seek differentiated development from product innovation?
What kinds of drink do young people nowadays prefer? We will invite professional bartenders from popular bars to prepare cocktails which are popular among young people and present us young people's favorite tastes.
Because of its signature bottle shape, DILE wine is affectionately nicknamed "Hand of an Angel" by consumers. Actually, the bottle has become the most distinct feature of the brand DILE. Many consumers recognize this brand when they lay eyes on the bottle. Where did the inspiration for "Hand of an Angel" come from? How to create a unique brand through packaging design?
Every year, major spirit manufacturers in China launch limited editions of bottle featuring Chinese Lunar New Year. These limited editions are of great collection value, but many young people always have such mixed feeling toward these packages. How should Chinese spirits upgrade packaging, so that consumers can perceive their value at a glimpse?
Wine always reminds us of exquisite goblets, delicate French cuisines and elegant gentlemen and ladies. This sense of distance has maintained the "class" of wine, but also limited its consumption scenarios and target customers. The introduction of canned wine has reduced this distant feeling, and turned wine from "nobels" to all.
One major label for the new generation of alcohol consumers is "adventure-takers". They are brave enough to break away from traditions and are willing to try all types of novel liquors. Fruit wine, rice wine, sparkling wine of all flavors are their targets of exploration. Meanwhile, the rapid development of online channels enables such "risk-taking” behaviors. However, just as one line of poem describes, "flourishing flowers dazzlepeoples' eyes". How can delicious alcoholic drinks retain users who are swimming in the ocean of choices, stand out from numerous competing products and become a brand that can be truly remembered by consumers?
Absolut Vodka adopts a marketing approach that is completely different from traditional spirits marketing. Instead of focusing on vintage year, region, and history, it relies boldly on artist spirit. And because of this approach, Absolut Vodka has always maintained a place in the hearts of young generations.
Online liquor sales volume enjoys rapid growth. However, the weigh of online channel differs greatly between liquor categories. How can O2O channels be better leveraged for different categories, so that online and offline sales channels best complement each other?
Although liquor stores only account for a moderate proportion of offline sales channels in Chinese liquors market, their sales volume is increasing significantly. When we look at the development of European and American liquor sales channels, we would find that liquor stores enjoy great potential. In China, many small but exquisite private liquor stores are emerging, and they are welcomed by consumers. What advantages do liquor stores have as a channel? How can liquor companies cooperate with these buyer shops in liquor industry?
As the "Three Musketeers" of drinks, the combination of tea, wine and coffee starts from ancient times: the classic Irish coffee is in fact Irish whiskey with coffee. In Song Dynasty (AD 960-1279), the great writer Su Dongpo even tried to brew wine with tea. In recent years, as new types of tea drink shops and cafes rise, new crossover drinks of tea, wine, and coffee are constantly emerging: Chabaidao and Luzhou Laojiao launched a drink called Zuibushangdao (Walking up Drunk), Nayuki launched its small bar Bla Bla Bar, and Hey Tea also introduced 4 types of alcohol-infused tea. How will the "Three Musketeers" of drinks create a new alcohol drinking scenario?
"History doesn’t repeat itself, but it often rhymes." There are many similarities between today's China and Japan in the 1980s, such as macroeconomic levels, disposable income, aging population, East Asian cultural attributes, savings and consumption preferences.
Atsushi Miura, a Japanese sociologist, divided the Japanese consumer society into four stages in his book The Rise of Sharing: Fourth-stage Consumer Society in Japan: minority middle-class consumption, family-centered consumption, personalized consumption and non-branded product consumption. To what extent will the Chinese consumer society follow this development path? What consumption era is China in and will China enter in the future?
"Tencent opened up video channel and applet e-commerce; Ali inserted short video entrance to Taobao's home page, further accelerating e-commerce to rich media; ByteDance established an e-commerce department and set it as a tier 1 business unit; The DAU number of Kuaishou exceeded 100 million.
Whether they started up from social, e-commerce or content, the Internet giants are accelerating to build their ""social + content + e-commerce"" ecosystem. Will content e-commerce be the next hotspot for traffic? How should food brands make the decision: wait and see, or deploy resources now?"
"The price of public domain traffic is climbing, and brands are paying more attention to ROI. These two factors have made private domain traffic occupy the C-suite of marketing for a long time, but the growth bottleneck and low activity of private domain traffic are also issues we have to face. In 2021:
-How should we look at private domains: why did they became hot-spot in the past? What role does it play?
- Rough growth or fine-tuned operation, how should food brands develop a private domain strategy?
-How to enhance user value through private domains? What should be done to co-create products and content, build digital user assets, and strengthen emotional links?"
"Taobao, Tmall, Jingdong, Pinduoduo, Weibo, WeChat, Tiktok, Kwai, Bilibili, Zhihu, RED...... Consumers are distributed like dust on every medium. For F&B brands:
-Which mediums are worth laying out? What are the attributes of different media, what kind of users are gathered, and what kind of content is more likely to be transferred?
-What is the underlying logic of the popularity of different symbols, from graphics and video to short videos?
-What are the media trends that brands should not miss in the coming year? How should brands develop their media strategy?"
Bilibili, which first thrived on the original PUGC content, seems to be the dream platform for all brand marketers. It has a high-quality community atmosphere centered on content, a high retention rate and strong user loyalty, simply the best platform for brand communication. However, the high requirements of users for product placement has always been a headache for brands. What kind of marketing can be done on Bilibili? What should the brands do?
Marketers have heard the old saying that the marketing and branding department is the department that spends money. But I'm sure we all, more or less like me, feel that this paragraph is outdated. A large number of CMOs have become CGOs, and brands are pursuing a shorter path to purchase.
-Can we drive growth by digitalization only in marketing? With digital empowerment, how does marketing go deeper into user insights, product development, media strategy, and user experience?
-How should brands design the infrastructure of marketing digitalization, build the team, and collaborate across departments?
-Will first-party data become a key task in marketing digitalization as privacy-related data restrictions continue to expand and the price of public domain traffic rises?
Ways of increasing traffic are becoming homogeneous and routine. Somehow, money and media placement have become the "must-do"s of branding. However, if you look at the brands that have climbed to the top of the pyramid, where did they first come from? Coco Chanel advocated breaking free from the shackles on women. Henri Nestlé invented and produced nutritious infant cereal to tackle the high infant mortality rate and founded Nestlé. However, many early brands in China skipped the input of brand connotation and the output of values, and created brands abstractly.
When the new generation pursuing personal attitudes and values in consumption increasingly becomes the main consumer group, how should brands build up their identity and connotation?
Long and node-based sales channels have made the giants too distant from real consumers, while young brands grown up in the soil of the Internet seems to have a natural relative advantage in "DTC". How do the giants shorten this chain? Is social listening, private domain, brand IP, comsumer co-creation, and self-owned retail platform a good way?
It is said that POP MART will go public in Hong Kong in December, possibly through an over $6 billion IPO. The hotter it is, the more "a cool head" is needed. High-quality IP cooperation cases can help brands acquire target audiences, shape brand image and increase the product premium. But how to catch everyone's eyes and hearts among so many IP products and so much marketing? Choosing the right IP is very important, but developing it is even more important!
Heytea X Sexy Tea, Sexy Tea X Saturn Bird, Pu Coffee X Lady Penguin and Holiland X Oreo......After nearly a year of these dazzling co-branding cases, we see some new possibilities:
-Should co-branding be seen as a way to lease high-value IP, a strategy to leverage each other, or a attitude to strengthen the brand spirit? How can co-branding be carried out in these different contexts?
-Is it useful to pursue co-branding with "internet celebrity brand" all the time? What kind of mindset should we adopt when looking at co-branding?
-From "co-branding" to "branding", how should brands build and communicate their values?
For five years in a row, Pocari Sweat has shot commercials with dance, teenagers, schools and sweat as main elements, just to change children's impression from "an unpleasant drink that my parents bought me to supplement water and nutrition" to "a 'pal' who knows me well". Besides keeping Pocari Sweat young forever, these commercials has also helped it surpass Coca-Cola and Suntory to rank at the top among the Japanese sports drinks!
In 2020, with the combination of Jingdong & Xingsheng Youxuan, DiDi & Chengxin Youxuan, Meituan & Meituan Youxuan and other alliance having laid out the community group buying, the second war of it has been fought since 2018. What inspiration does the retail industry's layout of the "last mile" bring to brands' channel strategies? Should brands follow up? How to take the initiative?
For the internal team, a brand is like their own child who carries their love and expectation. It may not be perfect, but better than perfect, which is enough for them to talk about for days and nights.
But just as people are often awkward when it comes to describing a loved one they know so well, brand design teams often find themselves in a difficult position when it comes to bringing out the best part of the brand through packaging. Despite their familiarity to the brand, they still find it hard to convey the message to the consumers. Why is that? Inspire yourself by thinking in a different way.
Trendy brands usually have to “do some things” every once in a while to make their presence felt. Not only during festivals such as New Year, Christmas and Valentines' Day, this year, co-branding has gradually become a common tactic. So here comes the question: how to generate a co-branding package that fits the needs of multi-brands?
Co-branding is not only a test of the ability to tell a good brand story, but also of the ability to create a new story with other brands, where the co-branded product packaging is the cover for this new story, and the window that entices the reader to pick up the storybook and read it. It's not simply a 1+1 where the logos of both parties are printed together to mark the end, but the beginning of a new story. So how to reconcile the 'palette' and create a good external image with the cores of brands fully integrated? Some brands seem to be so easy-matching that they usually make a lot of "good friends" in co-branding; how do they make it?
Many products are born with such an expectation: the package on the shelf will attract the consumers to reach out to take the product off the shelf. That is the shelf "attraction" the package brings to the product.
There is a saying that, "In the era of appearance, people will buy things that are pretty." Unfortunately, people don't seem to have exactly the same taste for prettiness. For the same gold color, some think it's high-end, but some think it is corny. Fortunately though, what brings "attraction" is not only appearance; what's more, what a package can do is more than being good-looking.
Do you still remember: when we were young, we would love to pay an extra for a ruler with a marble maze, or a ball pen with a cartoon character cap? These little additional designs noticed children's emotional needs and made stationery not only as tools but also as toys.
Gamification is committed to exploring users' other needs besides the major demand to enrich their emotional experience. Such thinking may be embodied in a biscuit package printed with a series of stories, a mug lid that can function as a phone holder, a coffee capsule toy with lucky flavors... The application of game thinking into packaging can not only create more fun, but also bring a sense of ritual when the consumer is interacting with the product. Meanwhile, it will also increase the brand's external communication and attract fans with the uniqueness.
The rapid popularity of e-commerce has given birth to a number of "digital natives" in the business world: they were born in the online world rather than in physical stores, and have grown rapidly with a much lower opening cost and creative marketing models, breaking sales records repeatedly in shopping festivals such as "Double 11".
But when these digital native brands look to brick-and-mortar channels, they seem to have hit a "two dimensional wall". On online detail pages, brands can showcase raw materials and product features in colorful ways with boundless imagination, but in offline superstores, they can hardly apply the display directly as products are crowded on the shelf with limited display space. How can digital native brands, born in the online world, adjust their visual strategies to adapt to the "three dimensional world"?
The layer of packaging immediately adjacent to the product is called the "primary packaging", while the additional layer of packaging is the "secondary packaging". At present, secondary packaging is widely used in multi-item assembled products, such as a set of 6 cans of soda, a box of 20 bars of chocolate, mixed flavors of coffee, etc.
Compared to single items, the secondary packaging is more flexible and is not limited to the shape of the product; at the same time, since it is not next to the product, it is less likely to get dirty and more feasible to recycle. As people pay more attention to environmental concerns today, the starting point for reducing the use of primary packaging materials and enhancing recycling has gradually landed on secondary packaging. With technology advancing, what are the secondary packaging ideas that can save energy and support sustainable initiatives, yet have been overlooked?
Lawson Japan's new private label product design has sparked controversy: some believe that a unified VI system is good for recognition and can accentuate brand identity; while others disagree, arguing that a unified color scheme across categories will only lead to increased time and cost for consumers to identify and select goods. For brands with multiple categories, should the visual system be unified or diversified? If it is to unify, what should be the key top-level design for the brand?
Virtual shelves are increasingly becoming the new battleground for brand marketing. Unlike the perception of a brick-and-mortar store, the online channel offers more information, a higher comparable range of products, and a higher likelihood of homogeneity, making it more difficult to stand out.
However, if properly utilized, some presentations that are not possible in physical stores can be realized on virtual shelves. For brands on e-commerce platforms, the optimal way to increase conversion rates is to take advantage of the opportunity to be recommended to potential customers to set a deal. From "relevant" to "interested" to "purchase", how can humanized packaging design win people' s hearts?
What really touches people's hearts is not a grandiose view of the world, but rather some unexpected little surprises. Why is Japanese food packaging so healing?
Succinct, but interesting; clean, while not simple. Every detail of the Japanese packaging, from the outline, to the color scheme, to the composition, and even the size of the font, has been meticulously calculated and refined, and is full of the " sincerity" that is most important for the Japanese people.
Changing to a new package is risky for the brand because customer perception of the brand is largely based on visual perception. When the entire brand image is completely overhauled, customers are likely to look for the old packaging on the shelves and miss the new, completely different packaging, thus leading to customer loss.
But sometimes, updating packaging is an inevitable strategic move to sustain market growth. In fact, over time, people's subconscious mind will be left with an irreplaceable memory of a brand's packaging. The Coca-Cola bottle shape, for instance, is a perfect example. Although the bottle's label design has changed several times, people can still spot Coca-Cola from far away easily.
How to discover the "visual memory code" that keeps the brand's packaging alive for regular customers? How can this code be maintained during the packaging update process?
The perceptual system that packaging can reach is not limited to sight, but also at your fingertips. Even with the same set of visuals, the different materials used in packaging can bring a brand new textural experience. For example, Yoshinagawa's Daiginjo and Junmai Daiginjo have identical appearances; the Daiginjo uses a smooth-touch glass bottle and label, while the Junmai one features a frosted bottle and brushed paper label to emphasize the difference in materials. What is the sentimental effect that glass, plastic, paper, melamine, or non-woven fabric ... triggers?
Russia is often referred to as the "nation of fighters”, but Russian designers have pretty lovely and soft hearts. How do they make those cute designs of bright and fresh style, round appearance with little animals, fruits and vegetables?
"The purpose of design is not to be self-expressive, but to solve problems."
What goes through the mind of a design guru who has repeatedly helped brands make a hit? The answer may be unexpected. Not only do they need to understand design, they need to understand business, as well as the company and the brand even better than their client. Designer is only one part of their role, but the more significant is to create a strategy that solves a business problem, and translate that strategy into the design language.
All surviving brands, as they grow stronger and stronger, will eventually embark on a journey to a future where "change" is the constant theme, and where constant innovationis the only means to remain competitive.
More and more sub-brands are born, more and more product lines are opened. The "heirs" of a big family should ultimately remain faithful to the family's beliefs, and the inherited brand core should not be lost. In order to adapt to the changing times, which elements need to be abandoned? And what must be passed on in order to remain true to oneself? The weight of the brand should be reflected in the packaging design.
Against the backdrop of China's dual-circulation strategy, what are the opportunities and challenges the domestic F&B industry is facing from the global perspective?
- How to grasp the overall trend of consumption?
- What are the characteristics of domestic consumption at the current stage?
- What are the innovative and entrepreneurial opportunities in the F&B industry?
Mr. Chang Bin of GenBridge Capital once shared the three key criteria about how to identify new retail from the traditional one. First, whether it can reduce costs, Second, whether it can improve efficiency, Third, whether it can optimize the experience. And the two important features of new retail are: boundless and precise.
- How to achieve "what you see is what you get", online and offline?
- How to develop a good product that can meet new demands when experience matters more?
- How to grasp the opportunities in the sinking market?
In the changing times, we need to have a long-term vision as people are investing on the future of the present emerging brands. How do investors and entrepreneurs work together to reach excellence?
Internet companies have accumulated a large amount of user behavior data, so they can grasp new trends better than traditional brands and have natural advantages in communication.
However, years of accumulation of traditional brands in offline channels should not be underestimated, either. When the border between online and offline is no longer obvious, what can internet companies and tranditional brands learn from each other in the new competition landscape?
"AI + Blockchain + Cloud + Data" in F&B:
From farm to table, the long industry chain involves agriculture, industry and commerce.
- How is the Internet deeply transforming the traditional food and beverage industry? What are the opportunities to improve efficiency and reduce costs?
- How will the consumer Internet and industrial Internet merge?
"Instant Hits" are important, but they are scarce and difficult to create. According to the statistics from Tmall in 2019, only 5% of the new launches were successful, but a instant hit could account for 5%-30% of the overall sales of a store.
How should product managers balance product and marketing to create products that can not only meet the needs of target consumers, but also make users share willingly?
Products co-created with users have strong communication value and loyal fans. From the R&D to market launch, the users could be involved in each step of product development.
It is worth thinking about:
- How to build a bridge to communicate with users and accumulate seed users?
- How to properly listen to users and understand the real needs to guide product innovation?
- How to accumulate super KOC or even KOL users?
The new generation is closer to young consumers, but industry veterans know more about the opportunities and traps in the industry.
How should they learn from each other and make progress?
A speaker from Sequoia Capital once shared: "Entrepreneurship is about evolution."
If you return to the starting point, would you still remember why you started your business? Did you ever get lost while going through the "dark forest"? Facing the unknown future, what are you still insisting on?
Jiang Nanchun, the founder of Focus Media, once summarized that "Consumers don't care who comes first; they only remember the first that impresses them."
The concept and products of "Daily Nuts" were first introduced by Wolong, but the brands that really made this category worth tens of billions of yuan are Chacheer, Be&Cherry and Three Squirrels. How do they approach the goal of "brand as category"?
For start-up brands which have had a head start, how do they keep the position and continue to innovate after becoming a category pioneer?
It is worth thinking how to avoid homogenization and price wars in China, a country that features the largest and most complete supply chain networks in the world.
- How to identify the real and long-term user demands through the First Principle Thinking?
- How to create your unique value and build your own defense barriers?
Build the sustainable flywheel of growth.
-Should we expand the category or the brand?
-How to strike a balance between quantitative and qualitative changes?
-How can the new product achieve a balance between meeting the demands of the minority and the majority?
The life cycles of products are getting short, but the factors that influence the consumer's decision-making process are multiplying. How to meet the changeable but segmented needs of consumers, and how to find certainty more quickly in uncertainty? How to resolve the contradiction between mass production and differentiated products?
- How do all parties in the industrial chain think about the virtuous circle, from manufacture to creation?
- How do start-up brands leverage resources?
- What are the effective co-creation models?
- New hotspots for traffic will always appear. How to avoid falling into the black hole of traffic?
- In the long run, how to realize the transformation from operating traffic to operating users?
- What is private domain and how to accumulate the user asset?
- How to make a good combination strategy of public and private domains?