Skip to content
has 4 stages and 16 modules to analyze the brand global growth model.
Global growth is the only way for brands. This paper will analyze the brand global growth model through 4 stages and 16 modules. The whole growth process is also accompanied by the test of different abilities of enterprises. I summarize it as 4-in-power, and try to describe it.
Phase I – brand strategic positioning – insightful
It is mainly a test of insight and decision-making power. If you choose the right road, you are not afraid to go far.
Synopsis: after selecting the track, conduct user insight and demand analysis to plan the brand strategy.
This is a matter of choice rather than effort.
First, to observe the macro market, we must combine dynamic and static: observe the gap between the domestic market and the mature market from a dynamic perspective, observe the growth rate of the domestic market in recent years, and observe the key driving factors of track development. Observe the market scale from a static perspective, and predict the future market scale of the track through the existing market scale and growth rate combined with key driving factors. Because the market size is equivalent to the track ceiling, a higher ceiling will bring higher valuation.
Why do you want to see the combination of motion and static? Because we must not be dazzled by the short-term high growth rate and ignore the market scale. We must choose the macro market with large development opportunities.
Secondly, to gain insight into the market segment, three conditions must be considered: the scale, potential, attraction and structure of the market segment, as well as its own objectives and resources. We should choose the market segments that are “suitable for our own scale and growth rate”. For example, small enterprises may find it difficult to directly provide services to large-scale markets due to limited personnel and technology, or finally choose smaller market segments due to fierce competition. However, these markets may not be attractive to large enterprises, but they have profit potential for small enterprises. In addition, it is also necessary to consider the structural factors that affect the long-term attractiveness of the segment market, such as whether the competition is benign, whether the products are replaceable, etc. Even if a market segment meets the first two conditions, it must consider its own objectives and resources. Select the market segments that can create significant user value and have advantages.
Finally, we should look at competitors. The first step is to identify competitors. In a narrow sense, competitors can be defined as other enterprises that provide similar products and services to the same users at similar prices, but in a broad sense, competitors may include all enterprises that can provide the same services. The second step is to evaluate the competitors and clarify the objectives pursued by each competitor in the market? What is the strategy? What are the strengths and weaknesses? Learn as much as possible about competitors, such as their relative importance to current market share, technology leadership, service leadership, profitability, cash flow and other objectives. Even evaluate the response of competitors, because each competitor has its unique business philosophy, internal culture and development direction. The last step is to formulate the overall competitive strategy according to the analysis results, and the competitive strategies of market leaders, challengers, followers and vacancies will be very different.
Users in any market have great differences in purchase desire, purchase attitude, purchase behavior and their own resources, and the factors affecting user behavior are very complex, including cultural factors, social factors, personal factors, psychological factors and so on. Therefore, it is necessary to accurately locate the target user. There are two major ways to locate users. Users can be divided into different life stages according to demographic factors such as geographical location, age, gender, education, income, occupation, family structure and housing. Users can be divided into different segments according to lifestyle, i.e. behavioral activities (work, sports, social networking, etc.), interests (food, clothing, entertainment, etc.) and opinions (about self, society, products, etc.). In short, we should accurately locate the target users in order to better find, understand and attract them.
First, let’s talk about the process of users from “need” to “desire” and then to “demand”
“Need” is a state that people feel lack of, including the basic physiological needs for food and clothing security, the social needs for belonging emotion, and the personal needs for knowledge and self-expression. These needs are not created by who, they are born. “Desire” is the manifestation of “need”, but influenced by culture and personality, desire is determined by one’s social background. When supported by purchasing power and resources, “desire” is transformed into “demand”.
Therefore, demand as the foundation of consumption, the most important thing is to pay attention to two words – truth. Demand analysis must also start from the most fundamental needs and trace back to the source. Find the pain points or unmet needs of the target users as the primary breakthrough for future development. Never imagine that you can create demand, and the demand created can be pseudo demand, all of which are bubbles.
Next, predict the future market trend according to the positioning of target users and the results of demand analysis.
For example, users in domestic first and second tier cities have basically completed the excessive consumption from “durable goods plus mandatory goods” to “optional and branded goods”. Consumption will continue to upgrade in the future, with four main trends:
Healthier (fresh, raw materials, health care, etc.), better (appearance, function, fashion, etc.), more convenient (simple, portable, time-saving, labor-saving, etc.) and higher spiritual added value (personality, environmental protection, social, etc.)
Only by doing a good job of trend prediction can we be friends of time, have breakthrough growth and bring sustainable development. Otherwise, they can only be imitators and followers, and will eventually be abandoned by the market and users.
First of all, we should clearly position the brand in the eyes of target users, and establish the brand mission and the vision of what the brand must become and do. Because the brand is the commitment of the enterprise to deliver specific characteristics, benefits, services and experiences to the target users, and the brand commitment must be concise and sincere.
Brand positioning can be summarized by four key questions: who does the brand serve? Why do you believe in this brand? What benefits does this brand offer? Who is this brand against?
The next step is to determine the brand value proposition. A brand value proposition is a collection of all benefits or values it promises to provide to users to meet their needs. The value proposition makes the brand have obvious differences, and clearly answers why users buy your brand rather than the competitors.
Finally, we should name the brand. A good brand name can greatly promote the success of the product, so we must think carefully. A good brand name should have the following attributes: 1 It can show the quality of the product and its benefits. 2. Easy to pronounce, recognize and remember. 3. Features 4 Facilitate brand extension 5 It can be registered and needs strict protection.
Phase II – brand infrastructure building – Implantable
It mainly tests the implantability of products and content, which is the stepping stone to brand success.
Synopsis: after the user demand scenario is identified, carry out product development, and then start the brand through content grass planting and traffic acquisition.
The decision-making process of user purchase can be roughly divided into cognitive decision-making, habitual decision-making and collective decision-making. The first two types are mainly for individual users. The cognitive decision-making process is divided into five stages: identifying needs, searching information, evaluating alternatives, making purchase decisions and post purchase behavior. The purchase process starts with the user confirming a problem or a need. Needs may be caused by internal stimuli. When a person’s basic needs, such as hunger, are strong to some extent, they become a driving force. Needs may also be caused by external stimuli, which is what brands should focus on. We should find out user problems, needs and causes, and how to guide users to pay attention to their own brand products. The key point is that external stimulation needs to be cut in from the appropriate scene to better stimulate demand, and the scene will make users feel more substituted. In addition, many decisions made by people are collaborative. Collective decision-making usually includes two or more people who contribute to the results to varying degrees. Collective decision-making includes the following identities: the initiator is the person who puts forward the purchase demand, the influencer is the person who can influence the final purchase, the decision-maker is the person who can control the decision-making result, the buyer is the person who actually purchases, and the user is the person who really consumes products or services. It is also the easiest way to substitute all decision-making participants into the scene.
Therefore, it is very important to identify the user’s real product use scenario, because the scenario is not only the premise of product development, but also the core of product marketing. It can be said that products without scenes have no soul. So what exactly is the scene? In fact, it is simply a narrative that describes the causes and consequences of an event, focuses on typical things and typical people, and shows the participants’ environment and inner activities. Good scenes can make people feel vivid and immersive.
In the process of developing products, brands should not rely on luck, but should formulate a strong product development plan and establish a systematic and user-oriented product development process. It can be divided into 8 stages:
The first stage of conception generation – systematic search for the design conception of new products, mainly from internal resources (all personnel from executives to sales), external resources (distributors, suppliers and even competitors) and open crowdsourcing resources (users, independent researchers and even the general public), If the brand really pays attention to product innovation, it can not only rely on a single source to seek creative ideas, but will establish a wide innovation network composed of employees, users and various external innovators to gather ideas from various possible sources.
The second stage is idea screening, leaving good ideas as much as possible. Basically, it can be verified from three aspects: is it the real demand? Will there be an advantage? Is it worth doing?
In the third stage of concept development and testing, attractive product ideas must develop into effective product concepts, and then test these new product concepts.
Then it is to formulate marketing strategy, analyze business logic, develop products, test marketing and commercialization.
New product development is not only to complete this series of steps, but also to adhere to the user-centered product development concept from beginning to end, emphasizing to find new methods to solve user problems and create a better user experience.
At the same time, the characteristics of new products will affect their acceptance. 1. Comparative advantage: the degree to which new products are superior to existing products on the market. 2. Matching degree: the degree to which the new product conforms to the values and experience of potential users. 3. Complexity: the difficulty for users to understand and use new products. 4. Try Sincerity: the degree to which new products can be tried out at a lower cost. 5. Communicability: the extent to which users can be observed or describe their advantages to others after using new products.
If effective product development is the seed of success, effective pricing is an important harvesting tool. The two are interdependent and inseparable. For a long time, price has been an important factor affecting purchase decisions. And price plays a key role in creating user value and establishing user relationship.
There are upper and lower limits of product price. Users’ cognition of product value determines the upper limit of price, and product cost determines the lower limit of price. The brand needs to set the price between these two extreme price levels. At the same time, it must consider some other internal and external factors, including the strategy and price of competitors, the brand’s own marketing strategy and combination, and the characteristics of market and demand.
The best pricing method is based on user value. First, evaluate the user’s demand and value perception, and then set the target price according to the user’s perceived value. Then the target cost is inversely determined by this target value and price, so as to guide the design and development of products. Therefore, product development and pricing are interdependent and inseparable.
It should be noted that users will not give the same product a second chance, so the product should maintain a good image at the beginning of launch. In the last stage, whether users are satisfied and their post purchase behavior should also be the focus of the brand. What determines whether users are satisfied? The answer depends on the relationship between user expectation and product perception. If the product does not meet expectations, users will be disappointed; If the product meets expectations, users will be satisfied; If the product exceeds expectations, users will be happy or even actively spread.
When users are interested in a product, they may search for more information. Users will obtain information from the following channels: personal channels (family, friends, colleagues, etc.), commercial channels (advertising, salesperson, website, packaging and exhibition, etc.), public channels (mass media, review organization, network search, etc.), and experience channels (operation, inspection and use of products). Generally, most of the product information users get comes from commercial channels, but the most effective information channel is actually personal channels. Commercial channels generally play the role of informing, but personal channels play the role of judging or evaluating products. Especially from actual buyers or users similar to themselves, it will make users more likely to have a sense of trust.
Xiaohong book is currently the most famous platform for content grass planting in China. This is the underlying logic. Through the content, users seem to know the evaluation and judgment of a product from their friends (personal channels), and then have a sense of trust in the brand. This is also the reason why Xiaohong book recently banned 29 false marketing brands. What about trust if it is not true?
In a purchase decision, most of the efforts of users are spent in the stage of choosing from those available alternative brands. We call the set of alternative brands known to users as the demand awakening set and the set of alternative brands that users will actually consider as the final consideration set (because users will not seriously consider all brands in the awakening set for reasons such as price and negative experience). The data shows that the user’s wake-up set usually contains surprisingly few alternative brands, so it’s very embarrassing if the brand is not in the target user’s wake-up set. Moreover, if the user has considered and denied a product, it is highly likely that it will not enter the wake-up set again. At this time, it is also the opportunity for the new brand to enter the user wake-up set.
The main purpose of content grass planting is to build a consumption scenario, implant the product, and then add the brand to the user wake-up set.
Wine is also afraid of deep alleys. Good products need to be seen by users. When the product development is completed and the content grass planting begins, obtaining traffic has become a top priority. Traffic can be roughly divided into two types – natural traffic and paid traffic.
Natural flow refers to the users who actively interact with the product every day. In the offline scene, the natural traffic is more about brand cards. Location is resources. If the products appear in the stores around users and are within reach, there will be more opportunities for users to choose, that is, the competition for limited shelves. In the online scene, on the one hand, the natural traffic is related to the track card position, that is, whether the position appears after the user searches the track word is ahead, but on the other hand, it is also strongly related to the content grass planting, that is, the user directly searches the brand related keywords after being grass planted. This part of the traffic is the real advantage traffic that is free and can not be robbed.
Paid traffic refers to the users obtained by the brand through paid advertising. In the offline scene, it includes local push, flash, exhibition and other forms. Online scenes include effect advertising, agent distribution, live delivery, platform activities and other forms. Since the traffic has been paid for, the most important thing is to ensure the accuracy of the traffic. Whether online or offline, if the actual reached users are inconsistent with the target users, all paid traffic is equal to opening the gate to discharge the flood, leaving nothing behind. In addition, even for the same type of paid traffic, users’ willingness to try new products is far lower than that of products with memory. Therefore, good content planting can not only educate users, but also help brands reduce customer acquisition costs and improve conversion rate. In addition, for the multi brand marketing activities launched by the platform, while actively holding the thigh of the platform, we must carry out brand differentiation communication through products and content, otherwise it will only become the wedding dress of other strong brands.
On the issue of flow accuracy, please add why accurate flow is required for the launch of new products. Because there are great differences in people’s willingness to try new products, they can be divided into five groups. Pioneers, early users, early masses, late masses, laggards. Pioneers are adventurous and willing to try new concepts. Early users pay attention to whether others respect themselves. They are opinion leaders in some fields. They accept new ideas early, but they are cautious. The early masses were more cautious. Although they were not leaders, they accepted new ideas earlier than the general public. In the late stage, the public is often full of doubts and will not accept it until most people try. Finally, laggards are bound by tradition, often hold skeptical views, and finally accept them. Therefore, an innovative enterprise should focus on innovators and early users.
Phase III – brand equity Consolidation – Intelligent
It is mainly the test of marketing and data ability, which is the key to the continuous accumulation of brand assets.
Outline: establish valuable relationships with more users through marketing and channel penetration, and then deepen the relationship through the construction of user system and data system.
Marketing has two purposes: attracting new users by providing significant value and retaining and developing users by creating satisfaction. The marketing process can be divided into five steps: understanding the needs of the market and users, designing user-oriented marketing strategies, building integrated marketing plans that deliver significant value, establishing profitable relationships and creating user pleasure, and obtaining value from users to create profits and user rights. In the first four steps, the brand strives to understand users, create user value, and establish a solid user relationship. In the last step, the brand is rewarded for creating significant user value. It is by creating value for users that the brand gets value return in the form of transaction, profit and long-term user rights and interests from users.
In addition to being good at “marketing”, brands also need to pay attention to “marketing management”. The process of marketing management needs four marketing management functions – analysis, planning, implementation and regulation. The brand should first analyze the market environment, formulate the overall marketing strategic plan, and then divide it into each department. Through execution, the brand translates planning into action. Regulation is to measure and evaluate the results of marketing activities and take corrective measures when necessary. Finally, marketing analysis provides information and evaluation for all other marketing activities. The main contents of a typical brand marketing plan: the first part is an overview, which briefly expounds the main objectives and directions. The main part is a detailed SWOT (strengths, weaknesses, opportunities and threats) analysis of the current marketing environment and potential opportunities and threats. Then it expounds the main goal of the brand, and explains the specific marketing strategy that should be adopted to achieve this goal.
Intuitively, the turnover is equal to the sales volume multiplied by the price, where the sales volume is the product of the number of users, conversion rate and repurchase rate. Continue to disassemble and reach the number of users mainly depends on the breadth and depth of the channel, that is, how many users can buy products anytime and anywhere; The conversion rate mainly depends on the brand product matrix and product power itself, high shelf occupancy, marketing, design and other factors, so that users have brand awareness and impulse to try; The repurchase rate mainly depends on the richness of the product matrix and the ability of innovation iteration, so as to realize the continuous repurchase when users are faced with a large number of alternative products and services. To sum up, turnover is strongly related to channel power, product power, marketing power and innovation power, but the first one is channel power, because channel penetration represents the basis of everything – reaching users.
The natural moving pin of new products is relatively weak, and the importance of channel thrust is prominent. The most representative drink track, convenience is the inevitable attribute of the track growth, so the importance of the channel is particularly prominent. It is often reflected in the higher proportion of distribution channels, the more number of terminal outlets, and more emphasis on the layout of retail equipment such as vending machines to further meet users’ outdoor ready to drink needs. It also gives channels thicker profits to improve channel thrust and seize the share of track shelves. Beverage distribution channels account for more than 90%. Among them, the number of giant terminal outlets has reached more than 4 million. Moreover, users’ demand for the taste of drinks is relatively changeable. Brands need to continuously occupy more channel shares through innovative products and rich product matrix, both offline and online. Multi channel penetration can reach more users.
User relationship management can be broadly understood as the whole process of establishing and maintaining valuable user relationships by providing significant user value and satisfaction. It covers all aspects of acquiring, maintaining and developing users. Attracting and retaining users is an arduous task. Users often face a large number of products and services to choose from. They will choose the brand that can provide the highest user perceived value. User perceived value refers to the difference between the total revenue and total cost of a product owned or used by users compared with other competitive products.
Importantly, users often can’t judge value accurately or objectively. They act according to perceived value. For example, for some users, value may mean buying quality products at a lower price, but for others, value means buying quality products at a higher price. Therefore, user satisfaction depends on the comparison between users’ perceived value of products and users’ expectations. The ultimate goal of customer relationship management is to generate high user rights – the total lifetime value of existing and potential users of the brand.
Therefore, we must carefully manage the rights and interests of users, regard users as assets and establish appropriate relationships with appropriate users. Brands can classify users according to potential profitability and manage them accordingly. Highly profitable but not loyal users can use promotional means to attract them and fully obtain their value. Users with high loyalty but low profitability can improve their profitability by selling them more products, raising prices or reducing services. Even if they can’t bring huge profits to the brand, they can also expand the sales scale. The most important ones are those users who are highly profitable and loyal for a long time. The key operation objects of the brand private domain are these users. The brand needs to continuously please these users, cultivate, retain and increase them, and even turn them from brand friends to brand believers. In this way, they not only often buy by themselves, but also share their good experience with others.
Global digitization through data system is an important infrastructure for global brand growth.
Users are digitized. Users are the most important asset of the brand. The brand must always maintain its insight into users. Using CRM system, it can comprehensively digitally manage and analyze users, capture consumer needs and pain points, and adjust its products and services at the first time.
Product digitization, product is an important connection between brand and user. Conduct comprehensive digital management and analysis of products, so that the brand can continuously optimize and iterate key elements such as product appearance, function and quality, so as to improve the competitive advantage of products in the market.
Production digitization, back-end production and front-end demand of products need to be deeply bound, and brands need to digitally analyze various data to build a flexible supply chain. Especially with the increasing number of brand products, it is necessary to better balance the inventory depth of each product and achieve better performance ability.
Marketing digitization can dig out users’ interests, preferences and consumption habits through digital means, and then make targeted content entry through marketing means to make the brand enter the wake-up set of consumer needs. At the same time, marketing digitization can also ensure the accuracy of delivery.
Scene digitization, whether offline or online, through the digital management of the scene, the brand can realize omni-channel data collection and analysis. No matter what channel the user has a relationship with the brand, it can enter the internal database, and finally affect the connection and interaction with consumers through external channels.
Multidimensional data system will not only improve the operation efficiency of existing brands, but also guide the future development direction of brands by building AI models.
Stage 4 – brand culture communication – inclusive
It is mainly the test of brand appeal and influence, which is the key to making the brand bigger and stronger.
Continuously expand the scale of users through circle breaking communication and social diffusion, and then bring continuous communication of brand culture and brand growth through mass popularity and social marketing.
Broken circle propagation
The users of the brand will always reach the stage bottleneck. Reaching different users and entering different circles through cross-border joint branding and other marketing activities is an important way of brand growth. On the one hand, cross-border breaking can expand user assets and attract new users. On the other hand, it can refresh the inherent cognition of old users to the brand and make the brand image and expression more three-dimensional. For brands, cross-border breaking can not only expand new users and consumption scenarios, but also bring brand-new topic discussions and detonate new word-of-mouth marketing. It can be simply divided into four stages.
1. Find a combination point to fit the brand culture
The purpose of cross-border marketing is to accumulate brand image value assets for the brand, so conforming to the core of brand culture is the first criterion of brand cross-border marketing. Even if the communication power and influence of the intended partner are strong, if the tonality is too different from its own brand, it will have a negative impact on the brand.
2. Create new content and deliver brand ideas
Cross border marketing does not end simply by putting the products of both sides together. Cross border content is an important medium that can resonate with both sides. Therefore, we must fully create new content different from the existing cognition, and the content should convey the brand proposition.
3. Integrate communication resources and mobilize users’ emotions
In the era of gradual decentralization, users are facing information bombing. Cross-border content needs to better integrate communication resources, form multi-contact, multi-channel and multi-mode communication, give full play to cross-border influence, and users go wherever they are, whether in the public or private domain.
4. Break the circle of people to interact and expand the scale of users
Communication will attract the attention of target users. Next, we should design interaction with broken circle people to deepen the relationship, otherwise it will be just a false carnival. After the interaction, users who recognize the brand will become a new source of growth.
Social diffusion can help brands grow exponentially, on the premise that brands and users achieve a symbiotic relationship.
It is not only a means of communication, but also a strategy and thinking to infiltrate the fission gene into the whole chain of brand management. All employees are “peacocks” and all users are “ambassadors”, so that users can integrate into brand construction, actively spread, participate and benefit everyone.
Co creation of products: in order to make the products meet the needs of users as much as possible, users can directly participate in the concept and design of products, and maximize the absorption of user feedback, so as to promote users to become co creators of products. At the same time, through this social production mode, the brand marketing is advanced, and the product production has become a part of interactive marketing.
Content: creative content is entering an era of thousands of people and thousands of faces. Facing the huge and complex content demand, the brand can not complete it by itself. The content produced in batch through the service brand is indeed efficient, but the content can not bring qualitative change through quantitative change. Let users produce content together, spread content, not only rich and colorful, but also open up the circle of users, and turn core users into promoters of brand marketing and defenders of brand reputation. Financial writer Wu Xiaobo believes that “in the offline era, no matter how strong a person’s social mobilization ability is, he can only find dozens of users; however, on the mobile Internet platform, as long as he has the opportunity to gather Tonghao together, the crowd effect and scale effect can be improved by an order of magnitude.”
Shared benefits: the brand is rewarded for creating significant user value. It is by creating value for users that the brand gets value return in the form of transaction, profit and long-term user rights and interests from users. If the brand is willing to share part of its profits with users, it will get deeper and longer-term connections from users, such as membership benefits for new users and sharing commissions for old users. Just as there are no permanent friends, there are only permanent interests.
Co construction of personal design: the brand can shorten the distance through interaction with users, enhance trust and create a differentiated social personal image. The brand can also help users create their own social persona images, such as cute, funny, cold, cool, etc. when the brand and users have a common persona label, it is also easier to spread in the circle of users.
With the rapid growth of the brand, the popularity of the public rises, opportunities and risks coexist, and public relations plays an increasingly important role in brand content management. Public relations, i.e. PR, consists of activities to establish good relations with various public of the brand.
Public relations deals with some or all of the following:
News media relations: create and publish valuable information in the news media to attract opinion leaders’ praise of the brand and the public’s attention to the brand. Product publicity: publicize some products of specific value and significance. Lobbying: establish and maintain good relations with the government to influence relevant legislation and supervision. Brands can establish good relations with users, investors, news media and government associations through public relations. And public relations can have a strong impact on public cognition at a much lower cost than advertising. If you come up with an interesting material or event, it may be selected and reported by multiple media. Moreover, PR can well attract users, make it a part of the brand story and actively spread it. In today’s digital age, the boundary between public relations and advertising is becoming increasingly blurred. We should work side by side with advertising in the integrated marketing communication scheme to jointly establish the relationship between brand and users.
The core advantage of public relations is the ability to tell stories and trigger popular discussions, which is perfectly matched with social media. In addition to the news media, brand identification materials also help to establish a brand image that is easy for the public to identify. As long as the packaging, leaflets, clothes and all kinds of surroundings with distinctive logo are attractive, easy to distinguish and remember, they can become public relations tools. Finally, the brand can also invest money and time in public welfare activities to improve the brand’s social reputation.
Responsible brands must consider whether their behavior is sustainable in the long run. The brand must follow the principle of sustainable development, that is, to meet the current and future needs of users, the brand itself and the society through a responsible attitude towards society and the environment. Sustainable development is not only the right thing to do, but also beneficial to the long-term development of the brand.
It is mainly reflected in two development directions:
First, be user-friendly, strengthen user rights, ensure user privacy, ensure product safety, control the composition and packaging of some products, and reduce the degree of advertising interference.
The second is to be environment-friendly, prevent pollution, and use new environmental protection technologies, such as “environmental protection design” – design products that are easier to recycle, reuse and recycle after use or safely return to nature to become part of the ecological cycle. This will not only help protect the environment, but also make the brand obtain higher profits.
Author: Brandt white; Source: brandlaobai (ID: brandlaobai), reprint has been authorized. Reprint authorization and media business cooperation: Amy (wechat: 13701559246);
join the community: Cherry (micro signal: 15240428449). For six consecutive years, food daily has released its annual business hot spot forecast, combining the research experience of 200000 new products around the world with in-depth insight into the Chinese market, focusing on the forward-looking discovery of categories / products, hoping to assist new consumer entrants in anchoring market segments and category fission opportunities, so as to provide inspiration and decision-making reference for product innovation in the next year. The annual business hot spot of the food and beverage industry in 2022 is based on the proposition of “creating new species in the era of large flow”. Foodaily daily food will hold a press conference in Shanghai and broadcast it online simultaneously. Focus Media Mr. Jiang nanchun, Deloitte China Mr. Deng Nie, Mars arrow Mr. Shu Yiping and other celebrities will be invited to the scene, In the two-hour business case review and track analysis, the CPC will talk about the innovation opportunities that can not be missed next year. At 15:00 p.m. on January 13, online and offline, waiting for you to see. (click the picture to view the detailed introduction).
food people are “watching”