The total retail sales stood at RMB 34.2 trillion from Q1 to Q3 2023, up by 6.8%. Resilience, recovery, and hope are on the way. However, we must not ignore the fact that only 50% of consumers are pleased with their financial status. The confidence of consumers in different income bands, according to a report by BCG, could further diverge. Affluent consumers are more willing to spend, while the middle class, as the mainstream spenders, is stressed. Against this backdrop, product-ism and cost performance are making a comeback. We are going to discuss:

—What signals are indicated by the macro economy as to consumption trends in the future?

—What are the characteristics of categories for which consumers show a stronger willingness of purchase?

—What more is expected by consumers of brands and products?

The "giant" has global ambitions, but "going global" means new challenges: dietary differences require new product development, cross-border management lengthens the decision-making chain, and consumers prefer local marketing activities. ......

None of this is difficult for Nestlé. With more than 30 years of presence in China, Nestlé has established 22 factories, three R&D centers and five innovation centers, and is moving more quickly to localize its innovations. The next step in globalisation is "multilocalisation", and this is about to be realised by Nestlé.

In the context of accelerated industry reshuffling, food & beverage companies should follow health trends and avoid blindly following homogeneous competition. We need to create new categories that align with the global consumer mindset to navigate through cycles, create blue oceans, and achieve sustainable growth. The key to success is to identify key markets and combine local consumer insights with competitive landscapes to create new categories that are more in line with consumer demand.

Explore the infinite possibilities of plant-based, from the warmth of oats to the richness of beans, from the diversity of grains to the purity of herbs, we invite you to an innovative journey about plant-based food and beverage.

Yeast protein! Derived from brewing yeast, yeast protein is the product obtained after removing most of the cell wall, with a protein content of over 80%! Although compared to industries like automotive and internet, the term "technology" may not seem very related to food and beverages. But isn't this new protein source quite cool too?!

Despite facing challenges such as high demand, low satisfaction, and intense competition in the current market, the food and beverage sector remains ripe with opportunities. The emergence of a consumer-centric omni-channel growth model has opened avenues for content innovation, product enhancement, and deeper engagement across various channels. As insurgents rise within their sectors, leveraging evolving channels and supply chains, the question arises: How can these newcomers harness their capabilities, develop long-term strategies, and play a pivotal role in fostering industrial innovation and transformation?

Enterprises need to be rooted in the whole food industry chain to keep growth, which require them to innovate breakthroughs in upstream, midstream and downstream simultaneous. It is difficult, but these new brands build their own innovation system from raw materials cultivated to brand marketing, contributing to the stable industry with a new force.

In 2022, China's food exports reached 509.18 billion yuan, marking a 10.0% year-on-year increase. This growth continued in 2023, with exports rising to 538.23 billion yuan, highlighting the immense potential of Chinese food and beverages in the international market.

How should Chinese food enterprises evolve from product export to brand export by cultural influence?  It's not just about "going out," but also about "going into" local overseas markets!

-Bridge the gap between perceived and actual overseas market realities.

-Embrace "going global" as a long-term strategy: How to patiently plan and lay the groundwork?

-Beyond selling products: Building a brand with localized strategies.

  · Gain insights into cultural differences to enhance communication and interaction with local consumers.

  · Find strategic partners to expand both online and offline channels.