In the rising tide of e-commerce, how are CMOs redefining the value of brands on digital platforms? Amid the extensive reach of social media, how are they addressing the fragmentation and fluidity of consumer attention? In balancing performance advertising with brand advertising, how can they achieve both short-term conversions and long-term brand image? In the face of rapid growth of private labels and store brands, how do they ensure the market position of traditional brands? As brand loyalty among younger generations gradually declines, how can they foster deep emotional connections with consumers through innovative methods? The environment is constantly changing, challenges are ever-present, and resources are always limited. Every choice they make tests the wisdom and foresight of CMOs in this evolving landscape.

McKinsey's 2024 China Consumer Trends Report highlights three of five key demographic groups worth watching as the silver generation: affluent seniors in first-tier cities, affluent middle-aged individuals in third-tier cities, and elderly populations in rural areas. Additionally, the State Council introduced the 'Silver Economy' as a policy topic for the first time in 2024. According to Ministry of Civil Affairs data, by the end of 2023, China's population aged 60 and above reached nearly 300 million, accounting for 21% of the total population, whereas Gen Z comprises only 260 million, or about 19%. Thus, the silver demographic represents a critical consumer market.

But does the silver economy solely imply seniors purchasing senior-oriented products? In reality, the consumption scenarios within the silver economy are more diverse and engage multiple age groups—young people buying products for their elders, middle-aged individuals addressing their own needs, and seniors even purchasing items for their children and families. Consequently, the silver economy is not confined to senior consumers but rather represents all-age consumption, promising vast market potential.

In today's economy, "value for money" has become a consumer priority. Though quality and brand remain highly valued, they are not at odds with value—illustrated by Xiaomi, whose broad product range, competitive pricing, and quality have earned consumer loyalty. This reflects a demand for "perceived value," where price meets actual worth. How can brands enhance this perception through product functionality, brand image, and customer service to build a trusted, high-value reputation?

According to a survey conducted by IBM in collaboration with Momentive.ai, 67% of Chief Marketing Officers (CMOs) indicated plans to implement generative AI within the next 12 months, with as many as 86% of respondents intending to take action within 24 months.

 - How Generative AI Can Assist CMOs in Leading Their Teams to Identify Marketing Needs and Challenges

 - How AI Can Transform Vast Amounts of Ordinary Data into Exceptional Insights and Highly Engaging Outputs.

 - How Generative AI Can Help You Create Compelling Marketing Content that Delivers Outstanding Customer Experiences.

Coca-Cola launched its first AI-created sugar-free cola, "Future 3000 Years," through its global creative platform "Coke Studio," collaborating with Baidu to provide a unique AI interactive experience. Kraft Heinz utilized AI technology to introduce plant-based cheese slices, Not Cheese, which topped sales charts during the testing phase. The Italian gelato shop Terra has also launched the world's first AI-generated gelato. In recent years, the integration of AI technology within the food industry has been steadily advancing, helping brands effectively respond to market changes. Research indicates that nearly 80% of CMOs allocate 10% of their budget to innovation, yet 60% struggle to find suitable pathways for implementation.

In the process of global market expansion, food and beverage companies not only face operational challenges such as regulations and logistics in different markets, but also need to find ways to resonate with local consumers in terms of marketing. This topic will focus on how multinational brands can meet the unique needs of consumers in different regions through in-depth cultural understanding and localization strategies to enhance brand resilience and loyalty.

 - How can a brand keep its core values intact as it expands globally while adapting to local cultures? The balance is very delicate.

 - How do brands, which are often labeled differently in different cultures, meet the expectations of consumers in each market while at the same time breaking certain stereotypes?

 - How do you develop a team with global cultural sensitivity? The diversity and cultural awareness of internal teams is crucial in the process of cross-cultural expansion of a brand.

 - How to anticipate and avoid the risk of cultural misunderstandings?

While product stability remains essential, consumers increasingly focus on emotional resonance. Research shows that 64% of consumers now prioritize emotional or 'spiritual' consumption. For instance, Luckin Coffee's collaboration with Black Myth: Wukong sold out its limited-edition merchandise in one hour, generating 1.52 billion topic views and showcasing the young generation's cultural pride. McDonald's engages adults with toys, strengthening emotional ties with the concept of "McDonald's treats you like a kid again." ACGBOX Manta offers a "IP + Snack" mix that combines health and fun, enhancing product value. How can brands use emotional connections to enhance user stickiness and boost brand value?

Many classic brands face the dilemma of “brand aging” as they evolve: as the consumer base changes, the brand struggles to consistently appeal to the younger generation, and is perceived as “out of touch”. However, Ben & Jerry's has broken the mold, maintaining steady loyalty among Baby Boomers and gaining traction with Generation X, Millennials, and Generation Z. The brand has always exuded vibrant brand energy.

This topic will delve into how Ben & Jerry's avoids brand aging and continues to inspire a new generation of consumers through innovation and emotional connection. By examining the secret of its cross-generational appeal, we can gain a clearer understanding of how brands can remain youthful and contemporary while staying true to their core values.

Core Issues to Discuss:

 - The balance of brand image renewal: How to adjust the brand image according to the needs of different generations on the premise that the core values of the brand remain unchanged, so that the brand is both “classic” and not outdated?

 - Generational continuity of brand storytelling: How to keep the brand's iconic story and incorporate current social issues to make the brand story resonate with new generations?

 - The relationship between innovation and brand loyalty: How can continuous product and experience innovation help brands remain loyal and avoid being perceived as “old school” by younger generations?

We will analyze brand strategies across various social media platforms such as Instagram, TikTok, and YouTube, exploring how to capture and maintain consumer attention through visual content, interactive activities, and user-generated content (UGC). Particularly in the food and beverage industry, we will discuss how to combine product appeal with social media engagement to create memorable brand experiences.

Additionally, this discussion will share successful case studies of food and beverage brands, analyzing their unique marketing techniques and successes on social media. Participants will engage in practical workshops to develop social media strategies that align with their brand characteristics, exploring how to enhance brand engagement and loyalty through interaction.

Through this topic, participants will master effective methods for building food and beverage brands on social media platforms by leveraging art and creativity, thereby enhancing market competitiveness and promoting long-term brand development.

Vital Proteins, the top collagen brand in the U.S., acquired by Nestlé in 2021, pioneered a new consumption scene by "snackifying" collagen products and driving engagement through an influencer-content approach. Active on Instagram and TikTok, the brand focuses on Key Opinion Consumers (KOCs) with 2,000 to 5,000 followers, achieving interaction rates of 25% to 40%. How can Vital Proteins' social media marketing model inform outbound brands, and what lessons might it bring to social media marketing in China?

In the highly competitive food industry, brands often face the challenge of implementing data-driven decision making. While understanding consumer behavior, optimizing product development, accurate advertising, continuous monitoring and optimization, and building a data culture are key steps to improving marketing results, many brands struggle to fully implement them. In response, we've selected the most representative examples from 100 brands to share how they've effectively used data to drive decisions, while strategically implementing each step to achieve success. We'll help you find inspiration and strategies for success.

Starbucks achieved over 100K single-item sales via micro drama content. KFC saw 1.1 billion views on Douyin. McDonald's provided an exclusive behind-the-scenes view from the employee perspective. Weilong connected with youth by featuring aspirational themes in their micro dramas. Reports indicate 45% of brands are now leveraging micro drama content. With micro-drama content's high exposure and versatility, how can brands select optimal themes to reach core audiences effectively?

The New Zealand brand Zespri, which exclusively sells three varieties of kiwifruit, holds a third of the global market share, with annual sales reaching 17.3 billion. Zespri has not only gained pricing power through agricultural branding but has also made a lasting impression on brand awareness and scenario marketing.

Addressing the common issue that many people forget to eat fruit, Zespri has launched the innovative "Fruit Pill Box." Divided into seven compartments, symbolizing the days of the week, it serves as a gentle reminder for consumers to enjoy kiwifruit daily. This clever idea not only helps to cultivate healthier habits but also conveys the brand's genuine care for its consumers.

（Image source: Marketing-Interactive）

In a famous baseball incident, a player accidentally smashed a Coors Light digital ad screen, leaving a noticeable black square. Instead of repairing it, Coors Light embraced this "flaw" as an "unofficial game symbol," incorporating the black square into beer cans and posters. Within 24 hours, the black square edition sold out, and fans created their own branded memorabilia. This campaign won multiple Cannes Lions awards, turning an accident into a zero-cost marketing legend that boosted both brand image and sales. How can brands recognize and creatively leverage such rare opportunities when they arise?

（Image source: Contagious）

In the wave of global advertising innovation, brands are creatively turning ordinary scenes into advertising spaces. Aldi transformed subway pillars into giant vegetables. JuHuaSuan utilized a ‘folding’ bed sheet to convey discount messages, while Heinz (Saudi Arabia) boosted brand exposure during the World Cup with "walking ads." These "hidden-in-plain-sight" ads are revitalizing brand-consumer interactions and quietly boosting word-of-mouth and traffic. How can we cultivate an "eye for discovering creativity" in everyday life?

-This session will feature creative experts from 4A agencies, who will discuss and analyze real-life cases, guiding participants to think critically and broaden their perspectives.

-Please scan the QR code below to submit your marketing creativity questions; we’ll select some for live discussion.