Forum Structurefoodforum.cn/UploadFiles/file/20170915/FBIF2018 Agenda-6975.pdf · Medical Purposes)...

Plenary Session

Product Innovation A

Product Innovation A

Product Innovation B

Product Innovation B

Marketing Innovation

Marketing Innovation

Innopack

Innopack

FSMP (Food for SpecialMedical Purposes)Oils & fats nutrition productsInfants’ nutrition interventionand disease prevention

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Seize the new middle classBrand internationalizationSmart reformationBrand positioning for therising new categories

Global dairy innovation trendsThe category innovation ofyogurtIceland yogurtCheeseHMOs

RTD drinksAlcoholic drinksHPP juicesSparking waterSports nutrition drink

SnackificationExpending of duriansSalty snacksFreeze-drying snacks

Digital marketingArtificial intelligenceConnect with post-95s

The Mommy EconomyScene marketingCatering channelsUnmanned retailing

Snacks packagingPackaging decision makingThe “New Plastics Economy”Packages for e-commerceproductsPackage 4.0

Edible packagesPackage structure innovation

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Forum Structure

04.18

04.19

04.20

PlenarySession

ProductInnovation A

ProductInnovation B

MarketingInnovation

InnoPackForum

Structure

Register to Attend:[email protected] or [email protected]

Speaking Opportunity:[email protected]

PlenarySession

ProductInnovation A

ProductInnovation B

MarketingInnovation

InnoPackForum

Structure

Seize the New Middle Class: Foreseeing Chinese Consumers in 2020

On the Internationalization of China’s Domestic Brands

A second thought on orientation – On developing strategies of new product categories

Registration

Closed

Opening Remark

Address from Chairman

Intelligence Revolution: Reexamination of digitalization

With the rising of Asian middle class, the number of which is estimated to double by 2030, Asia is growing significant to the consumption of nutritional food of high added value; ‘The new upper-middle class is our future.’ says Alan Jope, North Asia President of Unilever, ‘They are playing a leading role in every product category, even more important to us than luxury consumers.’ Visionary company leaders have already started to develop dual strategies: one practice mode targeted at the majority, which goes after sales volume and another practice mode targeted at the upper-middle class, which goes after profits. The future upper-middle class want more options. In the meantime, they are willing to pay more for products that are produced in fine localities, that are of A-level quality and that are made up of real stuff, which encourages the development of customization and premiumisation. Therefore, more flexible equipment is a necessity for shorter operation cycles and ever-changing frequency. The global market is dealing with that now and eventually, the linkage between the developed and the developing market will be reinforced.

We are living in an age when digital network connects everyone and everything all over the world together. The question that what is really an internationalized company worth more considering.1) What is an internationalized company? 2) What kind of challenges will the domestic companies be faced during this process? 3) Build an agile organization that promotes innovation. 4) Build and enhance the cultural awareness of a brand.

· Nowadays, the industry giants have slowed their pace or even taken a downturn in contrast to the booming new product categories and companies. Why is it so difficult for them to adapt in the new era?· Why can’t industry giants play a leading role in new product categories, when they have already followed the trend?· A second thought on orientation: Innovating new product categories with new brands.

Digital revolution is redefining manufacturing industry and breaking the original order of media, finance, consumer goods and medical industry. In fact, the explosive growth of data and new computing power, and advance in artificial intelligence, automation, robots, additive manufacturing and human-computer interaction are unleashing innovation, which will ultimately update the essence of manufacturing industry. Leading figures in the industry and academia both agree that digital manufacturing will change every link in the industry chain, from research and development, supply chain, operation of factories to marketing, sales and service. Designers, managers, employees, consumers and the digital chain among the industrial physical assets will generate great profit and redefine the whole industry. According to a report on industry 4.0 in China published by Mckinsey in 2016, manufacturing companies in China are very likely to get over-interested in this new concept, industry 4.0, and thus invest irrationally in technical equipment. The report also points out that many companies in China will meet difficulties for lack of maturity in the organizational architecture, the performance management system, human resources and other management philosophies. To make digitalization and intelligent manufacturing work, Chinese companies have to lay a good management groundwork according to their own status and the trend in the industry. What’s more, they need to make wise choice about their investment in digital technology and to start to build a digital organizational architecture and control mechanism, as well as to improve the abilities of employees accordingly. Last but not the least, they must be aware of the bigger picture, seek out for cooperation and contribute to a better industrial ecosystem together.

Packaging design is the most direct way to express a brand’s attitude and identity. In the Asia Pacific region, where there is considerable package consumption from fast moving consumer goods, food and drinks industry are surely heavy users of packages. However, they are not always leading the competition. Yet Marking Awards, born to dig out and honor good packaging design in China, has become a powerful platform that encourages healthy competition and communication between domestic designers and international ones. It is intended to refresh the aesthetic cognition of local brands and drive faster innovation. With the launch of annually changed ‘Tear up’ design themes, 2018 Marking Awards welcomes good designs from the professional and students.

Coffee Break and Networking Time


Luncheon

Food & Beverage Innovation Forum 2018Plenary Session - 18th April

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Keynote Speech

Keynote Speech

Keynote Speech

Chief Talk

2018 Marking Awards – Let packaging design be the best symbol of a brand

PlenarySession

ProductInnovation A

ProductInnovation B

MarketingInnovation

InnoPackForum

Structure



1 2

FBIF2018 · Product Innovation ADairy Products

19t h April

FBIF2018 · Product Innovation ADairy Products

19t h April

0900

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1055

1150

How to Get the Biggest Share of China’s Cheese Market？

Category Innovation of Yogurt: I Have My Own Freestyle

Iceland is freezing cold. Will Icelandic yogurt be smoking hot?

From that yellow piece of food for which Tom and Jerry had a long battle, and the best seller Who Moved My Cheese, to the brushed pizza in Pizzahut’s TV ad, and cheese cakes in the coffee shops or western restaurants, people of 80s and 90s generation in China came to know cheese. Brand owners are attempting to help cheese find its way to dinner tables of Chinese people, whose traditional food culture extends thousands of years long. It might seem impossible, but it is a reality, thanks to globalization, bringing forth food culture integration. Cheese’s penetration rate among Chinese consumers has reached 79%, as the Mintel report Cheese - China 2016 suggests. But the question remains, what cheese flavor do Chinese prefer? How do brand owners localize and innovate? How about combining it with snacks?

Just as the founder of Chobani has said, consumers will always need something new, something special. Innovation is the key if a company does not want to be left behind in an increasingly competitive market. As time goes, the increase of Greek yogurt has slowed down, while consumers are expecting innovation and health from the product. The enrichment of flavors and forms will help to keep consumers interested. So, how to find next ‘hit product’?· How can a concept stand out?· How to show the elements appropriately?· Create more scenarios and participate in the cross-category competition.· What are the trends for updating flavors, tastes and experience?

High content of protein and low content of sugar are the two selling points of Greek yogurt. But Icelandic yogurt actually performs better in these two aspects. Theoretically, it has a thicker taste with high content of protein and lower content of carbohydrate, thus making it a better choice for those who are keen on keeping fit or losing weight.

1500

Sugar Detox: Less Sugar with More Love, Plus ‘Innovation’

Ice-cream Innovation: Small Brands Taking Over Big Market

HMOs: Functional Oligosaccharide of Next Generation Will Enable Infant Formula as Nutrient as Breast Milk.

What would your team do in response to the market’s less sugar call? If food producers simply cut down the sugar content and then put the products on sale, consumers will never know, for they seldom read the labels and make comparison that carefully. Most consumers do not have a clear idea about how much sugar they’ve taken in in their daily life and they probably do not know how to get rid of their dependence on food with high content of sugar. How to make the consumers be aware of the cutting down of sugar? Let’s see how the French supermarket, Intermarché, has managed to do it.

Despite the fact that China has taken the place of America to become the biggest consumer of ice-cream worldwide, for domestic dairy companies, ice-cream innovation still only brings about incremental revenue, accounting little for the overall business. Domestic dairy giants invest not so much in product innovation while small brands have managed to bring more added value to consumers by adopting exquisite ingredients, natural flavors and unique packaging and storefront styles.

How do special carbohydrate innovation, industrialized scale fermentation, rules and laws, health technology expertise, and global market coverage combine perfectly so as to effectively drive the market and even to improve the rules and laws? How does this revolutionize the infant formula?

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Address from the Host

2018-2019 Trends of Global Dairy Products Innovation

Closed

Innovation Case

This is an era jammed with many key words, snackification, consumption upgrading, internet celebrity economy, new middle class, etc., but it cannot be easily defined by all these words. The life span of products becomes shorter, with the demands for different and new products growing. In order to keep abreast of time, many companies innovate and advance in aspects as that of taste, nutrition, and packaging. In the flood of new products, Hello Foods Prize was born, a feast of global innovative products launched by FBIF committee. It aims at gathering creative brands worldwide together and developing the most innovative food, and ultimately, awakening your product capability.

HELLO FOODS Prize - Awakening Your Product Capability

Keynote Speech

Keynote Speech



PlenarySession

ProductInnovation A

ProductInnovation B

MarketingInnovation

InnoPackForum

Structure



0900

0850

0945

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1730

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1100

An Overview of Ready-to-Drinks’ Innovation Trend in 2018-2019

Innovation of the New Tea

How to Vitalize Vegetable Beverages with Local Characteristics

How Do Alcoholic Drinks Innovate? Flavor Trends, Developments & Challenges in Sport Nutrition Drinks

HPP Juice – Wonderful Taste Generated under High Pressure.

Sparkling Water - the Next New Star in Beverage Sector

It is no denying that the world economy remains slump, and that of emerging market is slowing down. Meanwhile, beverage sector has been declining for years. Surprisingly, the alternative drinks are expected to double in the next three years. The growth of the alternatives of dairy products also draws wide attention. Statistics show that in recent 10 years, annual compound growth rate of market sales revenue and volume of China’s vegetable protein beverage stood at 24.4%, and 21.3% respectively. But who dominates the market growth when decrease and increase coexist? As for those growing categories, are there any similarities between them?

The traditional tea is going downward while the new tea is picking up, and has already occupied a spot of the kind with the high investment of capital, technology and talents. Particular in this year, hundreds of millions of capital have been injected to the new brands like inWE TEA and HEYTEA, giving the tea industry a great shot. But besides the capital and market, how to improve the product capability that the consumers care the most?· The application of natural aroma in tea drinks· The challenge of developing the healthy ready-to-drink tea· Control of tea brewing time, temperature, and caffeine

Today, not only is vegetable a trendy word, but also a new life style driven by the consumers’ concern to the personal health and global ecology. At the same time, local and regional food or elements is gaining more attention. Beverages containing local elements such as bamboo, lotus seeds, lotus leaf, seabuckthorn, hawthorn, Roxburgh Rose, Moringa, buckwheat, etc, begin to appear on the rack. It takes a lot effort to develop a product that is well liked and nutrient, even though the notion and raw material is very attractive. In what form should the products made of local elements appear on the market? How to cater to the modern consumers’ taste? How should it be packed to look more fashionable? The innovative cases will show how to transform the local elements and revitalize them to the managers in departments of product innovation, marketing, and packaging.

Though consumers have been paying increasingly attention to personal health, products’ health claims which people are unfamiliar with or are less known are most often deemed as far-fetched. Thereby consumers in most cases will shun away from brands with such claims.· Good utilize of taste and material· Fruit-flavored alcoholic drinks to meet the demand of healthy lifestyle

· Global and regional flavour trends· Technologies to improve and extend flavour profiles for powdered beverages & RTD's· The next generation of flavour development

· What kind of juice works well with HPP technology ？

· Equipment and service cost

Entering Chinese market for 20 years or so, sparkling water is becoming the new star of the beverage sector. Yes, exactly that carbonated water whose taste you dislike but fashion people fond. It is not an illusion. According to figures from Euromonitor, retailing revenue of carbonated bottle water has reached 25 million yuan in 2015, up by 65% compared with last year, and 17 times higher than that of 2010. Bottled water only grows by 23% from 2011 to 2015. In pursuit of healthy and green lifestyle, consumers turn to beverage with low calories. As a matter of fact, carbonated water has many advantages: it can control your appetite, so it is good to have it with meal. Also, it helps to discharge lactic acid and allay the muscle pain, thus many athletes prefer it after working out. I know you may not like its flavor, but when it meets juice, everything is different. Compared with cokes, carbonated water has more possibilities in creating different flavor. ·

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Juice market is becoming more crowded, complicated and competitive. However, its prospect is promising and can bring huge profits. This year, we leave the “high-end” and “healthy and natural” aside to talk about the flavor. According the INSIGHTS AND OPPORTUNITIES IN 100% JUICE—A GLOBAL VIEW from Tetra Pak, orange juice and apple juice dominate the juice market, but their performance is worrisome. Now the mixed juice themed on healthy lifestyle has become fourth largest 100% juice kind. Coconut, cranberry juice and mango juice are gaining popularity. Innovative products which satisfy modern consumers’ need as well as stimulate people’s imagination have huge business opportunities. Under this topic, we will discuss the development potential of new market, new formula, and new brand.

1140

1600

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1230 Luncheon

1520


Closed

Brand Case

2 2

Keynote Speech

Keynote Speech

FBIF2018 · Product Innovation ABeverage20t h April

FBIF2018 · Product Innovation ABeverage20t h April



Sparkling flavoured water is now providing consumers with a real alternative to traditional carbonated soft drinks. The importance of taste, refreshment and healthy choice in building up a portfolio and appealing to a wider audience.· The next generation of flavour development.

PlenarySession

ProductInnovation A

ProductInnovation B

MarketingInnovation

InnoPackForum

Structure



1 2

0900

0850

0940

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Overview and Analysis of developed Market of Special Medical Purpose (FSMP) Market

New technologies are available: which breakthroughs can deliver better performance

Innovation Trend of FSMP (Food for Special Medical Purpose)


Which roles can ingredients including proteins play in FSMP?

New Insights and Science on Oils & Fats: Beyond Omega's

1st 1,000 days of life: Nutritional intervention in early life and disease risk reduction

Closed

Introduction of FSMP Innovations in Nestle, Nutricia, Abbott and Fresenius

Policy, science and research, market education are three prominent barriers in FSMP’s development. In the comparative mature European and American market, what would be its development track? What problems will be confronted in terms of basic research, brand innovation, clinical examination, policy supervision, and market cultivation? What inspiration can Chinese FSMP industry draw from it?

The United Sates is the pioneer of medical foods, where the term is more readily understood than in the rest of the world, yet one of the main barriers to market expansion still appears to be the lack of understanding and awareness of medical foods, both by the consumer and medical professional.

· Main drivers identified for the medical food industry· Rise in aging population· Shift to enteral nutrition· Demand for personalised medicine

What are the latest research results and next breakthroughs? How to make new and better products with novel ingredients and technologies? This Track will focus on benefits, dosage and efficacy of nutrition for various improved health and performance of mainstream consumers

· The importance of maternal nutrition for future health (mother and child)· Prevention of Non-Communicable Diseases (NCDs)· Pediatric nutrition research developments· Healthy weight development, allergy & autoimmune Diseases· Gaps and challenges

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1230 Luncheon

Brand CaseKeynote Speech

Keynote Speech

FBIF2018 · Product Innovation BSpecial Medical Purpose (FSMP)

19t h April

FBIF2018 · Product Innovation BSpecial Medical Purpose (FSMP)

19t h April



This is an era jammed with many key words, snackification, consumption upgrading, internet celebrity economy, new middle class, etc., but it cannot be easily defined by all these words. The life span of products becomes shorter, with the demands for different and new products growing. In order to keep abreast of time, many companies innovate and advance in aspects as that of taste, nutrition, and packaging. In the flood of new products, Hello Foods Prize was born, a feast of global innovative products launched by FBIF committee. It aims at gathering creative brands worldwide together and developing the most innovative food, and ultimately, awakening your product capability.

HELLO FOODS Prize - Awakening Your Product Capability

PlenarySession

ProductInnovation A

ProductInnovation B

MarketingInnovation

InnoPackForum

Structure



2 2

2018-2019 Popular Tastes Prediction

Freeze-drying Snacks: Keep Foods’ Body and Soul

Innovation of Salty Snacks – Looking for New Ways to Keep Healthy and Indulge Oneself

Durians: I don’t smell good, but everything innovative about me is indeed good

JML “A Side Dish” Noodles: Make Instant Noodles Have Taste of Home

As a frequently used technology, lyophilization is regarded as the developing direction of healthy foods, as it cannot only keep the original shape and taste of foods but is also instantly soluble and quickly rehydrated. Usually, free-drying has no harm to proteins contained in foods and there is no loss of fat-soluble vitamins (VA, VD, VE, VK), while the water-soluble vitamins (e.g. VC, VB) will lose at around 5%. Regarding consumers’ pursuit of natural, healthy and zero additives, freeze-drying snacks have clear advantages. According to Mintel’s consumer snacking trends report 2017, 100% natural is listed as the first key factor consumers concern in terms of healthy snacks. Meanwhile, Chinese consumers have had more fresh fruit and vegetable snacks compared to the past. Under such a positive environment, freeze-drying snacks is more likely to be a new eye-catching category.

Packed salty snacks are still the core product of the ever-changing market and tastes still determine whether the products will sell well or not. Although consumers usually indulge themselves a bit with the snacks, they are becoming more and more conscious of the nutritional content of the salty snacks that they’ve bought and are adjusting their choices accordingly.

In the year of 2017, whether you are selling yogurt, cakes and pastries or snacks, you must notice a flavor that used to be unacceptable to consumers is now much beloved. Yes! The flavor of durians. Fresh durians are not everyone’s choice, but their derivative products are widely-accepted. Whether it’s pancakes from tea houses in Guangdong, or durian pizzas from Lacesar, whether it is soft bread called ‘Super Durian’ from Naixuecha, or it’s ‘Durian King’ from HEY TEA, whether it’s made of fresh durians or frozen durians, durians have broken the limits of ordinary fresh fruits and spread across the food-processing market, popular all over the country.

When Meals Are Taken Place by Snacks, What Kind of Snacks Do We Need?

Protein Is Still Trendy

Fat-reducing, Healthy and Tasty All the Time? New Recipes Will Give You Both

People eat less and less staple food and instead they want to eat food as they walk around. Eating three meals a day has become an old concept from my childhood, which has gradually been replaced by one or two meals a day. People have begun to eat food in small amount during the walk. They eat a lot of snacks instead. Foods that are traditionally seen as snacks, have now even become substitutes for staple foods. Snacks were only appetizers, but now have become the main course, which has also changed people’s opinion about snacks. Interestingly, 28% of European consumers eat meal replacement shakes or energy bars at least once a week and those are the foods that I’ve never heard of when I was a kid.

If we can find a sort of vegetable protein that can serve as main source for future food and commercialize it, it will make a huge impact on the consumers both in the developed market and in the emerging market. Now when we think of protein, animal products will first come into our mind. However, experts have estimated that by 2050, global population will reach 9.6 billion and vegetable protein will replace 3/4 of our animal products today. From 2009 to 2013, the number of products that are claimed to have a high content of protein has increased from 16% to 27%, most of which are snacks, dairy products and beverages. More and more people wish that meals and snacks with a high content of protein can help them resist hunger and get enough energy for daily activities. Customized products that meet different demands for health of people in different ages are flooding into the market. Meanwhile, new vegetable protein products are being created continuously.

In order to find as much protein, we’ve introduced artificial beef, vegetable protein and insect protein. Nutritional as they are, consumers still want them to be just tasty as real meat. Brand owners need to offer consumers with food that are both healthy and tasty. It’s challenging to develop low-fat products that taste the same as full-fat ones because the reduction of fat will make much influence on the constitution of the taste, thus making them less appealing for consumers. Food producers are now looking for new technology that can keep healthy food tasty so that they can meet consumers’ demand. This may sound simple, but it’s actually quite complicated to accomplish.

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ClosedTrendy Taste

Keynote Speech

Keynote Speech

FBIF2018 · Product Innovation BSnacks

20t h April

FBIF2018 · Product Innovation BSnacks

20t h April

Showcase



PlenarySession

ProductInnovation A

ProductInnovation B

MarketingInnovation

InnoPackForum

Structure



1 2

Scene Marketing: The Nicety Lost of Brands

Brands’ Defense War in the Fast Changing Age

The Rise of Convenience Stores

In the past 40-50 years, Kantar Worldpanel found that globally, the outdoor consumption of food and beverage is severely larger than that of indoor. The proportion of that consumption between outdoor and indoor in China is basically 60:40. Restaurants, KTVs, Cafes, pastry shops and gyms… all these outdoor locations are likely to be the very essential scenes for F&B selling. In other words, only focusing on the family consumption indoors will make brands lose many opportunities. It is time for brands to rethink scene marketing.

Some people think brands are logos. No, it is not the case. Because a logo can be well-known but it does not mean people would like it. Brands, in a deeper level, are feelings, connections and emotions which stimulate people’s desire. Only by giving meaning to the products can you say you have established a brand. A good brand improves its perceived values and increases consumers’ buying willing, after which its prices can be lifted up – this is a fundamental formula in marketing. However, in an age that the diversity of products is super precedent, new enterprises and brands are quickly born than ever and the previous product and brand capabilities are weakening, the consumption market has experienced tremendous changes. Then how do brand owners fight this brand defense war?

According to 2017 Mintel’s latest report: in terms of the overall market, the total retail sales of Chinese convenience stores are considerable whose CAGR (Compound Annual Growth Rate) between 2011 and 2016 is 13.6% and it is expected to grow at a moderate rate of 9.0% between 2016 and 2021. However, except convenience stores can meet immediate and arbitrary needs of consumers, people still prefer online shopping and brick-and-mortar stores where offer more choices of services and products. In such situation, the chain convenience stores should tailor their service as more localized and personalized, proving they are quicker to satisfy consumers’ needs.

· Consumption trend of beverage in catering and entertainment channels· What is the ideal drink menu?· What about the penetration rate of various types of beverage in catering and entertainment channels?· Shifting from product to experience· Seeking the strongest sensory experiences· Marketing according to occasion and emotion

Mommy Economy – the Next Teeth of the Retailing StormThis year we are not going to talk about post-90s in the marketing section. Why? Because the post-90s have already started being young parents. As Nielsen’s report in the online shopping behavior (2016) indicated, “The Mommy Economy” will be the next teeth of the retailing storm. The report shows there had been 700 million Chinese neitizens in 2015, which surpassed the half of the nation’s entire population and exceeded 40% over the American. The transaction scale of Chinese online shopping in that year was 3.8 trillion yuan and 5,428 yuan per person in average. Among Chinese online shoppers, females (56%) were more than males, with most between her 26-45 years old in which 65% were married moms. Besides, no matter in buying frequency or amount, the total amount of moms’ online shopping was 1.4 times of the average online shopper. With moms’ buying decision power increasing, it is clear enough that “the ear of mommy economy” has come.

1600

Is Unmanned Retail Reliable?

Consumption trend of beverage in Catering and Entertainment Channels (alcoholic beverage & juice beverage)

At the beginning of 2016, Sweden set up unmanned convenience stores called Nraffr, where people could enter stores by scanning QR Codes with their phones and make payment by phones that have already linked with their credit cards. In the second half of last year, Japan’s METI (the Ministry of Economy) launched a plan of “unmanned convenience store” to introduce convenience stores unmanned checkout counters and “electronic tags”. Lawson, Japan’s convenience store giant, was the first to adopt this technique. Hereafter, five major convenience stores, including 7-11 and FamilyMart, announced that they would also introduce this system. This May, Korean Lotte Group adopted the high-end version of 7-11, “7-11 Signature”, and started to test the biological technique which is making payment by identifying hands. Compared with unmanned convenience stores in Sweden, South Korea and Japan, Amazon Go, which was introduced by US-based Amazon in the end of last year, is more advanced in technology. It has used a variety of intellectual technologies such as computer vision, deep learning algorithm, sensor and image analysis. These technologies are also used in pilotless automobile. In short, Amazon’s unmanned convenience store can calculate who takes the particular goods by perceiving relative location between the person and shelf and the movement of goods on the shelf. Even with the advanced computer vision, unmanned convenience stores still have some problems. For example, when the customer flows are intensive, stores often fail to make identifications. At present, Amazon Go can only deal with the situation of less than twenty people. Some people say that unmanned retail is convenient, while others say it is not heartwarming and lacks communication. Unmanned retail is also a big challenge to the quality of customers. In the future, will unmanned retail become another new retail format in succession to e-commerce?

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Closed

On-stage Discussion

Keynote Speech

Keynote Speech

Keynote Speech

FBIF2018 · Marketing InnovationTrends

19th April

FBIF2018 · Marketing InnovationTrends

19th April



PlenarySession

ProductInnovation A

ProductInnovation B

MarketingInnovation

InnoPackForum

Structure



2 2

Market Different

1400

1445

Outdoor Advertising: Make Connections with Your Clients Through Creative “Encounter”

How “Post-95”Nongfu Spring Deal with Post-95 Generation

The overall size of China's outdoor advertising market is nearly one hundred million yuan, which is comparable to China's Internet advertising market. And they are the only two markets that keep growing at present. Except for those amusing copies of “painting walls in rural areas”, outdoor advertising in China always lacks some creative ideas to attract public’s attention. Advertising guru William Bernbach once said, “If you cannot attract people to watch your advertisement, you are wasting money no matter what you say in the advertisement.” So how could outdoor advertising become more attractive? Sometimes, creativity does not mean “breaking”. Rejoining and ingeniously merging things that seem completely irrelevant may generate something that is entirely new and different.

If each brand is personalized, Coca Cola must be a big boy whose smile is as warm as oranges in Florida; PepsiCo should be a cool boy who likes fashion and hip-hop; then what about the “post-95” Nongfu Spring? It should be like those school beauties in your high school who have good grades, outstanding temperament and are both reserved and artistic. But in some day, when she puts on leather pants, wears her hair in a ponytail and sing Rap, you will find her rather fashionable and cool. She can easily change character settings and these character settings can enter your heart immediately. She can help you collect cards and draw heroes in Onmyoji; she can listen to music with you and write sincere reviews; or appreciate four seasons of Changbai Mountain with you…… In the age that younger generation controls the right of discourse online, brands really need to explore the correct way to communicate with them.

Technology

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How Could Digital Marketing Establish “Transparent Supply Chain”?

How Far is Artificial Intelligence from us?

Doing Digital Marketing or Marketing in the Digital Age?

There is a famous quotation which is quite reasonable, saying that a child born today may change jobs for seven times in his lifetime, but five of his future jobs have not come out yet.

In the past quarter, P&G curtailed $100 million in digital advertising, but the curtailment had no impact on sales performance. “These costs were false traffic that clicked by robots, and it told us that the advertisements we curtailed were largely ineffective.” CFO Jon Moeller said on a teleconference. Cutting $10 billion in advertising over five years also exposes that the brand giant is losing confidence in digital advertising. “We need a more transparent media supply chain”, P&G Chief Brand Officer said on Cannes Creative Festive. And he urged others to stop wasting time and money but start to invest in real digital grow up.

Artificial intelligence is changing how consumers spend their most precious resource: their time. Understanding how customers interact with brands at all points along their journey, how this experience is affected by AI and the opportunities and risks for consumer brands is essential for marketers.Come learn from Quartz AI's unique consumer research, in-house trials, and in-depth user studies. We'll discuss the key technologies you need to understand, the most exciting use cases, and how machines will affect your human employees. Specifically, come learn:

· How machines learn from data, how they make decisions differently than humans, and how this changes the way consumers are presented with choices - through text and voice across all platforms.· What consumers want (and don't want) from your AI-powered marketing.· How the big tech companies are planning to dominate and what that means for you.· What you should be doing to increase traffic, identify new customer segments, employ emotionally- aware AI, automate campaigns, and measure success. · What technologies you should be watching out for in the next few years.

Internet has broken down all barriers that prevent customers to get information. Customers become more communicative and rational. They are reluctant to listen to brands and even willing to spend money boycotting all brand promotion. Do brands and customers really become two opposite classes? The power that we once believed to be owned by brands is now becoming customers’ demand for products through data and technology. How could brands build better platforms for customers to get product information and communicate with them? How to get customers involved simply and without embarrassment?

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1230 Luncheon


Closed

Brand Showcase

Keynote Speech

Keynote Speech

Keynote Speech

FBIF2018 · Marketing Innovation20th April

FBIF2018 · Marketing Innovation20th April



PlenarySession

ProductInnovation A

ProductInnovation B

MarketingInnovation

InnoPackForum

Structure



1020

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Luncheon

Design & Strategy Materials & Technology

Package of Snacks: I Will Pay for Your Experience Package Industry Revolution Triggered by “The New Plastics Economy”- Keep Plastics as Valuable Materials in the Economy and out of the Ocean

Define Package 4.0 & Explore the Smart Factory

Aesthetics of Packaging Come Online! Sorry, I Will No Longer Just Look at Your Inner

E-commerce Products Differentiation, Ordering on the “First Sight” Is just a Beginning.

Creating the Only Brand ID

Package Decision-Making Model innovation

Lure your customers by the right package colors

The concept of “snackification” is subtly changing people's traditional cognition of three-meals-a-day. Snacks start playing a key role in diversified situations, whether in daily work, off-hours or social occasions. And customers’ expectations towards snacks are also rising.Healthy and nutritious, portable, easy to share and conducive to socializing… Compared with product development, these extreme appeals to experience are more like a complex test for the package of snacks.So how could snacks clearly convey health information, provide opportunities of sharing, make daily life convenient and improve the consumption experience through their packages?

Background: After 2017 Davos Forum, the new plastics economy has become a hot topic. The FMCG giants would like to make joint effort to improve the repeated use rate and recycle rate of plastic package to 70%, even to 100% by 2025.Case: Coco cola has PlantBottle packaging; PepsiCo is developing biodegradable resin films; Nestle, Danone and the US Origin Material company have organized NaturALL Bottle Alliance, aiming at commercially producing 100% biological PET containers; Unilever is also building new factory in Indonesia to test the commercial feasibility of its recycle system “CreaSolv”…Discussion: What does new plastics economy change? How can packaging suppliers help brand owners to balance the relationships among materials, technology and cost? What kinds of opportunities and experience the commercialization will bring to medium and small-sized enterprises?

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As the spread of industry 4.0, the food package technology has developed significantly. And smart factories have drawn more attention. Package machines with characteristics like high production efficiency, high automatic level, stability, flexibility and advanced technology are pursued by the industry. Obviously, the future evolution of package machines will be integrated, highly efficient and intelligent. Germany has industry 4.0, and America has SMLC (Smart Manufacturing Leadership Coalition). What does China have?

Japanese design master Kenya Hara once said, “Design is the wisdom of human beings to create living environment and keep improving it”, which also applies to the packaging design of food and drink. In an era that everyone is talking about consumption upgrade, even consumers in the third and fourth tier cities have begun to care if a product is high-end. In fact it is easy to understand their way of thinking, which is like: Well, I will eat you, drink you, share you with my friends, display you in the kitchen or carry you in my hand, then how could you wear like that? Whether your product is a small candy or a large package of rice, please enhance its package design. Just imagine - how nice it would be to create a beautiful world by improving packaging aesthetics.

In the era of big data, all the brand owners want to build “bestsellers” and e-commerce platforms have become increasingly important to the brands. On one hand, with the rise of JD 618 and Tmall ideal life campaign, the e-commerce channels can bring more opportunities on content marketing and value-added service. However, packages for online products are different from that of offline products. Online package do not need to consider shelf display, but focus more on the “first sight”, “less is more”, consumers’ feeling in the moment they open the package, and more importantly, cost efficiency and the protection of packaging on the product during logistics transportation.

One of the package industry developments is to screen out counterfeits and unqualified products through anti-counterfeit technology and enhance the brands’ reputation. Laser holographic film, security line, anti-counterfeiting ink and laser strips etc., these mature anti-counterfeiting technologies help to reduce cost and cover more area. China has entered the age of brand, how to make a good use of anti-counterfeit package for creating the only brand ID shall be the beginning of brand differentiation.

As one of the critical concepts in marketing, packaging has big influence on the products and the brand itself. What’s interesting is that every company has different decision-making models. Some package departments are affiliated to the R&D department, and responsible for structure design. The graphic design will be determined by marketing department and the brand manager; some other package units belong to marketing or strategy department, due to their deeper insights on consumers and market trends. There are also other companies who do not even have package departments, related issues are mainly determined by the opinions of senior management. These are the current situations for package decision-making but in fact they cannot help brands to improve their ROI. To benefit from package upgrade, why not try to start with optimizing the decision-making process?

Food reviews often begin with the colors, but seldom do the producers pay extra attention to outer package colors. And sometimes they think it will be alright as long as the package design is not far away from the brand’s main color. However do you know:· How do package colors affect consumers’ buying psychology?· How do the texture and materials of the package affect the coloring effects?· What obstacles need to be addressed to achieve perfect package colors?As the world-renowned authority on color, let’s hear what would Pantone say.


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Brand Strategy

Keynote Speech

Keynote Speech

FBIF2018 · InnoPack19th April


On-stage Discussion



PlenarySession

ProductInnovation A

ProductInnovation B

MarketingInnovation

InnoPackForum

Structure



Brainstorming – Creative Packaging Design Showcases

The Edible Water Bottle Ooho – Can Water Only Go to High-end? No, It Can Be Sexy

Fanta Twist Bottle- How Beverage Giant Made Creative Bottles Real

Ooho, the edible water “bottle”, was developed by 3 students from Imperial College London. They drew inspiration from sphereification technique of Molecular gastronomy and applied algae extract as medium to form the outer layer of the balls with gelatinization technology. The “bottle” is able to be filled in all kinds of fluids such as pure water and juice, while the outer form itself is edible. If being deposed, the outer form can be degraded in four weeks and do no harm to the environment. Considering its light weight, cleanness and environmental-friendliness, Ooho has become partners with many concerts and sports events like marathon. Transparent and bouncy, this may be the sexiest look of water at the moment.

Consumers have different opinions about the launch of Fanta twist bottle. According to its official analytics, the sales performance of the first eight months was quite good after introducing the new package. It is safe to say the consumers like the change. However, after Fanta launched new bottle design on March 2017 in China, the most frequently heard words are “this bottle is ugly”, and “I will never link Fanta to fresh-made”. Of course, it is understandable if you also want to criticize the design. But as an insider of F&B industry, we should pay attention to the difficulty to produce the bottles with that shape. It is also worth learning how Fanta achieved cross-function cooperation and completed conquered multiple challenges including designing, bottle blowing, materials selecting, filling, labeling and cost control.


More wonderful cases are being exploring and will be updated continuously ...

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Brainstorming

Brand Creativity

During the brainstorm section of FBIF2018, we will select the works which are most creative and with the highest commercial value, and invite their designer team to the event. No doubt, it would be a great chance to learn and communicate. We encourage colleagues from Package, R&D and Marketing department to keep an eye on this section. The on-site guests not only can have a closer look at the designs, but also communicate with the world’s top design teams to figure out the inspirations and stories behind the works. Stay tuned, please.


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