The 2022 China Food Consumption Trend White Paper Conference was successfully held

 

Mr.
Yang Chenggang, Deputy Director and Secretary-General of the Organizing Committee of the National Sugar and Wine Club, said in his speech that during the "14th Five-Year Plan" period, China will build a new development pattern with the domestic cycle as the theme and the domestic and international dual circulation promoting each other, China's ultra-large-scale domestic demand market will be further leveraged, and the industry market space and opportunities will be further born
.
The "2022 China Food Consumption Trend White Paper" is committed to providing guidance for the food and alcohol industry, empowering enterprises, jointly promoting the development of the industry, creating a new pattern and meeting new challenges
.

 

Li Guodu, chairman of the China Light Industry Enterprise Investment and Development Association, from the perspective of the long-term development of the food industry, he mentioned that food has always been a key area of the light industry industry, from the industry point of view, food, beverage, alcohol and other industries have appeared Matthew effect, big brands accelerate iterative upgrading, production and sales double increase, further widening the gap
with growth enterprises.
On the other hand, new brands have made breakthroughs in more segmented tracks, with the help of capital, and with the help of capital relay, customers are quickly acquired through new online channels, and the brand grows faster
.
Under the premise of continuous growth in food and beverage sales this year, the growth rate has slowed down significantly, and in the era of stock, consumer differences are getting bigger and bigger, and consumer groups are feeling higher
and higher.
He pointed out that scientific and technological innovation is the top priority
of the development of the food industry during the "14th Five-Year Plan" period.

 

Sun Tianli, Deputy Secretary of the Party Committee and Vice President of COFCO Nutrition and Health Research Institute, pointed out that in the first year of the 14th Five-Year Plan, the white paper focuses on food consumption and deeply understands the role
of food consumption in implementing national food security, food safety, healthy China strategy and supply-side reform.
Standing on the consumption side, we see that people's yearning for a better life, profound changes in consumer demand, intergenerational changes and the desire for new things have also brought new challenges
to the food industry.
Faced with such challenges, we see that food production enterprises continue to seek innovative breakthroughs, keep up with international trends, explore the direction of innovation, guide marketing methods to further enrich and refine, combine brand innovation and brand creativity emerge endlessly, consumer needs continue to change in the crowd circle, and consumer experience continues to optimize
.

 

Tmall Food provides detailed consumption data for the white paper and enhances the reference basis for trend report analysis
.
In his online speech, Tmall Gourmet General Manager Qiyun said that as the main consumption platform for high-net-worth users, Tmall has always hoped to deepen the development and research of the food industry with the help of high user penetration, wide category coverage, and
comprehensive digital intelligence capabilities.
We have insight that on the basis of the previous consumption upgrade, there are still great opportunities on the new trend, high-end, seasonal and gift tracks, and we also hope to take this opportunity to discuss future development cooperation and new business models
with the majority of ecological partners and merchants.

 

Bian Qi, head of the Consumer and Market Research Center of COFCO Nutrition and Health Research Institute, explained in the "2022 China Food Consumption Trend White Paper" and mentioned that through dismantling, everyone has a relatively clear development direction guidance in the development and operation process of the food industry
.
Bian Qi said in the interpretation: "What is our original intention? Truly make good food
that satisfies consumers.
"Return to the original intention and strive to open a new situation in the changing situation
.
" At the same time, the interpretation pointed out: "Producers determine the depth of the entire industry, marketers determine the diversification of the entire industry, and consumer wallets determine whether the product or brand is worth their attention
.
" ”

 

In order to highlight the reference value of the White Paper for enterprises, Liu Xu, vice chairman of China Light Industry Enterprise Investment and Development Association, presided over the meeting, and invited guests from many industry representatives to share roundtable sharing around the theme of "New Trends in the Food Industry Chain from the New Demand of Consumption" from different dimensions and perspectives, as well as the different states of their respective enterprises
.

 

Xu Nianlong, assistant general manager of COFCO Sugar Company, said that as the largest sugar processing enterprise in China, China Sugar has also defined this year as the first year of the brand, opened the brand project of "Good Beauty Year", and developed a series of small sugar products with functional scenarios
.
Chinese consumers or the food industry have always had a constant demand for
truth, goodness and beauty.
"True" is that our Chinese consumers are more able to express their emotions and their own needs, "good" is many food companies, whether it is packaging design, or product research and development, including production technology, are constantly pursuing environmental protection, low carbon, green, the pursuit of this kindness, "beauty" is the exquisite design of many of our product packaging, including the awakening of some appetite, consumers' demand for taste, nutrition and health, this is the consumption trend of beauty
。 He said that innovation is the driving force and source of enterprise progress, through doing a lot of research and development and innovation work, to understand the real needs of customers, not only the pursuit of product quality, so as to bring better products
to consumers.

 

Li Tingting, Director of Government Affairs and Assistant to the President of Zhongxuegao, shared the founding experience of the Zhongxuegao brand, which has become popular in recent years, and pointed out that the first thing that consumers consider has slowly changed from price to product quality, including product experience, and in terms of product experience and product quality, food companies are very important things
that can catch the attention of consumers.
At the same time, she mentioned that on the basis of ensuring food safety and quality, the white paper has some inspiration on how to promote product innovation and technological innovation, including innovation in raw materials, packaging and other aspects, and can also give everyone some new development directions
.
In terms of low-carbon environmental protection, Zhongxuegao also hopes to drive the entire food industry to have a further development through
some of his actions.

 

Lin Chunyan, director of business development at OATLY, said that what really drives the industry is the choice of consumers, and the company has always believed that brands should communicate
with consumers very openly and honestly.
In terms of sustainable development, OATLY raises the requirements in all aspects, is very strict in investment, and invests a lot in science and technology, but it has indeed achieved success in the capital market, so they want to tell more companies that this road is feasible through their success in environmental protection, so as to attract more enterprises to join this road
。 Regarding the marketing concept, she believes that to face consumers more honestly, if only to grasp the law to reflect the law, then it must be lagging, as a marketer believes in their own insight into society, it is best to do it with foresight, to be able to see what appears in society, what consumer psychology is thinking
.

 

Zhao Lianzhen, Marketing Director of Food and Nutrition Raw Materials Division of Bloomage Biologics, said that as a platform-based company and raw material supplier, Bloomage Biologics has great responsibilities in raw material upgrading and technological innovation, and when it comes to innovation, Zhao Lianzhen pointed out that Bloomage recognizes that the vitality of enterprises comes from continuous innovation capabilities and continuous profitability, and he expounded the development logic and innovation story of Bloomage Biologics to meet the new needs
of customers in the food industry 。 Finally, borrowing Maslow's hierarchy of needs theory to analogize the relationship between brands and consumers, he said that meeting consumers is a multi-dimensional demand satisfaction, good looks are the first, easy to use is to continue to bring the value of nutrition and health to our body, and finally emotional cognition and value convergence, these three points can be done well, maybe consumers will not leave
.

 

Qu Kairui, assistant director of the Consumer and Market Research Center of COFCO Nutrition and Health Research Institute, said that starting from the needs of consumers will there be an upward momentum, which is why they are determined to do this
.
Through the observation process of the change of the demand structure of the consumer group Maslow, the data of the production side, the marketing side and the consumer side are integrated, and finally it is found that emerging brands such as OATLY and Zhongxuegao can often find higher-level demand, which is the essential demand of human beings, which is not only owned by Chinese consumers, but also the common consensus
of consumers around the world.
When it comes to enterprise innovation, he compares innovation to people's dreams, pointing out that innovation and the problems faced in the daily operation of enterprises are not completely opposites, but similar to organic wholes
.
Innovation and enterprise survival need information exchange, only when everyone's information exchange, can understand the dream of the enterprise, what is the driving force for forward, so that everyone can reach a reconciliation, the enterprise can move forward steadily, put on the opposite side is contradictory, only in the organic whole can we move forward
collaboratively.
He believes that the core point of consumer demand is equality
.
Now the media platform is more and more abundant, more and more consumers have equal awareness, more and more young consumers no longer think of enterprises as just a single platform, cold brand, they need you to tell them that the real and reliable is data, quality products and changes in consumers
' hearts.

 

The successful launch of the "2022 China Food Consumption Trend White Paper", co-hosted by the Organizing Committee of the National Sugar and Wine Commodities Fair, the China Light Industry Enterprise Investment and Development Association, COFCO Nutrition and Health Research Institute and Tmall Food, will point out a new direction
for the future development of the food industry 。 Insight into the consumption trend of the food industry, explore potential opportunities in the industry, provide guidance for the scientific, healthy and orderly development of the industry, create a new pattern of the industry, will continue to lead the exploration of consumption trends, continue to play the exemplary role of the platform to serve the real economy, fulfill its responsibilities for the country, seek benefits for the cultivators, benefit the eaters, and better meet the Chinese people's yearning
for a better life.