2025 CHINASHOP 「野性消费」新食饮闭门论坛

Core Insights - The article discusses the evolving consumer demand in the food and beverage industry, emphasizing the importance of emotional value and the shift towards "wild consumption" as a response to changing consumer preferences [2][3][23]. Group 1: Industry Trends - The food and beverage industry is facing challenges such as declining consumer confidence and falling sales in offline formats, yet certain segments like healthy snacks are experiencing growth [3][5]. - Health trends are prominent, with non-fried snack categories like rice cakes gaining popularity, while traditional puffed snacks decline [3][5]. - The beverage sector is also shifting towards health and functionality, with significant growth in high-end health products and functional drinks like electrolyte water [5][9]. Group 2: Supply Chain Importance - The competition in the food and beverage sector is increasingly centered around supply chain efficiency rather than just product innovation [7][9]. - Companies like Mixue Ice City demonstrate the critical role of a robust global supply chain in achieving cost-effective, high-quality products [7][9]. - The future of competition will focus on "technology + green" as key drivers for supply chain upgrades, emphasizing the need for brands to transition from marketing-driven to supply chain-driven models [9]. Group 3: New Retail Trends - Discount retail channels are emerging as a new growth engine in the food and beverage industry, particularly in lower-tier cities where consumers seek high-quality products at lower prices [11][13]. - The penetration rate of discount retail in China is only 3.8%, indicating significant growth potential compared to the global average of 12.6% [13]. - Young consumers are reshaping retail logic with their desire for high cost-performance products, leading to a shift in how brands approach consumer engagement [11][13]. Group 4: Brand Innovation and Strategy - Brands like Lebai and Shenghetang are focusing on health-oriented innovations, such as using rare sugars in their products to meet consumer demand for healthier options [15][19]. - The concept of "long-termism" is emphasized, where brands aim for sustainable growth through continuous innovation rather than short-term trends [15][19]. - Companies are encouraged to leverage cultural elements and traditional products to enhance their global competitiveness, as seen with Shenghetang's focus on traditional Chinese herbal products [19][21]. Group 5: Consumer Engagement and Emotional Value - Brands are urged to shift from traditional competition based on product features to creating emotional value for consumers [23][27]. - The focus on emotional engagement is seen as essential for brands to differentiate themselves in a crowded market, with successful examples highlighting the importance of understanding consumer needs [23][27]. - The discussion emphasizes that the future of competition will revolve around brands that can effectively connect with consumers on an emotional level [23][27].