What Values Shall Be Seen in Short Videos Beyond Views?
The meeting of the Ministry of Industry and Information Technology on September 19th, 2021 ordered Internet companies, led by Tencent and Alibaba, to stop blocking links to websites. Before this meeting backend links, which are closer to transaction, received more brands' attention. When the fence is brought down by the new policy, recognition takes a closer seat to conversion. The marketing value of frontend links is subsequently enhanced.
What are the opportunities for private traffic, the part of frontend links that are better at engaging consumers and fostering interest? Will a solution come up to address the old challenge—low activity and users' resistance?
P&G staged an employer show during the past autumn recruitment in August, sending CVs it has received in the past 20 yeas to old alumni. Half of the founding teams of neo-consumption start-ups have been "trained" by P&G. When the macro environment forces neo-consumption to slow down and think calmly, it is time that we reflect and learn from P&G again about its practice in branding, product management and organization.
FBIF 2022 will invite food & beverage practitioners who "graduate" from P&G to explore this topic.
When your hands, feet and eyes are occupied, what are the senses left for your use? Ears and sounds. In the beginning of 2021 Clubhouse heats up audio social network. Its counterparts in China, Ximalaya, Lizhi and Xiaoyuzhou are growing fervently. There were 570 million online audio users in China in 2020, and the number is expected to be 690 million in 2022. The heat of audio market and the emotional power of audio as an ancient media give us immense room to imagine the potential of audio marketing.
Society always rewards human-friendly brands and companies. There is no doubt that PRODUCT is the solid base of consumer goods. The GOOD product only from when we put the customer needs at the priority, not what a company wants to make. Only by prioritizing customer needs, rather than what a company wants to make, leading to a GOOD product.
- What is the real reason why Chi be outstanding？
- How does a brand conduct the value of "customer comes first"?
- How to create a customer brand through lending an ear in social media, product co-creation, private domain construction, and brand IP development?
How to do strategy planning? How to build brand asset? How to improve individual components of marketing? We are honored to have a marketing professional who has steered many neo-consumption brands and is known widely to traditional food and beverage brands to walk us into case studies.
For a long time, cornering the market through extending the distribution channels has become a typical model for the development of Chinese consumer goods brands. But in the future of material abundance, product involution, and increasing cultural and spiritual consumption, should we put the construction of "Chinese brands" on the schedule? How should food and beverage brands build brand equity and continuously innovate brand matrix?
6.4% market share has been achieved by Buydeem with “life-nourishing” kettle cookers that are priced over one thousand RMB. Such success is mostly attributable to its content marketing based on users’ lifestyle, as it is very likely to see its products in posts by every lifestyle or food influencers and be intrigued.
Coming back to the food industry, how does AG manage to be part of consumers’ lifestyle through audio casting, content and KOLs?
Living an "offline" life starts to be more appealing to young people, city walks, camping, etc. Extremely homogeneous and cloyingly entertaining new media leave brands look superficial. Amid such changes, can brands skip agencies, get in direct touch with consumers, and leave a deeper mark of brand culture on them?
On the first opening day of Blue Bottle (Shanghai Tongyu store), its fans waited in a 5-hour-line to get a cup. lululemon is showered with followers’ passion and loyalty for advocating a lifestyle that has even extended its product categories. Similarly, Coca-Cola and Suntory have earned consumers’ affection in a way that is subtle and yet profound.
What is the inspiration for food brands when it comes to brand power that works on the spiritual level? How to define the cultural core and philosophy for your brand?
Having the topic of digitalization in the session of marketing innovation comes from the understanding that marketing, sales, and products are the motivation, orientation and goals of digital transformation for the majority of businesses. Supply chain, organization management and many other elements are deeply involved in digitalization. Faced with the massive project, how do we build up our knowledge of digitalization? How do we assess where the brand and company stand on the way to digitalization? What is the right path? What are the core goals to focus on in each stage?
ZARA, a global fast fashion brand valued nearly 100 billion USD, needs about 21 days for a cycle from market research, design, production to delivery. The cycle has been shortened to 10-15 days by a Chinese cross border e-commerce brand—SHEIN. SHEIN tests water with a very small batch of products and fast produce those that quickly take off based on data feedback from consumer end. This approach, maximizing efficiency and lowering risks of inventory, is enabled by powerful data and agile supply chain.
With Industry 4.0 and C2M coming, how do food & beverage businesses build up such capabilities?
To put it straightforward, what are the challenges?
- The strategic importance, plans, and schemes of digitalization failed to be conducted from the leader to medium and high-level management and implemented in general operations.
- From data acquisition from multiple sources, money-burning construction of data middleware, to data analytics and application, what is the right pace to proceed? How "fake concepts" can be identified? What is the right way to allocate and coordinate complex resource?
- Talents have composite expertise in data, marketing and business are required. Where to find them or how to develop a talent pool?