The first quarter of 2024 has passed. Where is the path of innovative growth in the food and beverage industry？

According to the latest data of the National Bureau of Statistics, in the first quarter of 2024, the total retail sales of social consumer goods was 12032.7 billion yuan, an increase of 4.7%year -on -year.Among them, the retail sales of grain, oil, food and beverage products increased by 9.6%and 6.5%, respectively, with an average growth rate of growth.

In the first quarter of 2024, what new changes have emerged in the food industry?What will happen this year’s development wind?

On April 18, the 2024 Southwest Food Entrepreneurs Innovation and Growth Conference, which was hosted by Chongqing Food Industry Association, Chongqing Culinary Association, and Chengdu Food Industry Association, was held in Chongqing.The first food information will be discussed and studied the future development direction of the food industry with the majority of people in the food industry, and pursue the innovation and growth of the food industry.

In recent years, the food retail industry has continuously innovated and developed, such as online and offline integration, customized production, and intelligent services, bringing new opportunities and challenges to the food retail industry.

Online and offline format shuffle reshaping

Consumers’ choice preferences for channels and products are also intensifying.Data show that food and beverage sales are accelerating the transfer of online, and content e -commerce represented by Douyin and Xiaohongshu is becoming an important growth engine.

Taking snack foods as an example, in 2023, its sales in omni -channel fell 1%year -on -year, but the proportion of Douyin’s sales increased from 2.5%to 3.7%, and sales rose 49.4%year -on -year.Sales also rose 4.2%and 2.6%year -on -year, respectively.

As an important sales channel for food, offline has undergone major changes in the market situation.Traditional business over -channel sales have declined, and the expansion of stores has slowed down. On the contrary, new formats such as warehouse members and convenience stores have increased, becoming the main force of market growth.

In the past two years, the news of closing stores in major business super chain systems has continued.In 2022, there were 58 Carrefour China Stores, and 106 stores closed the store in the first half of 2023; Backgammon closed up 139 closed stores in 2022; China Resources Wanjia closed at least 5 stores in Changsha, Jiangsu, Guangzhou, Xiamen and other places in 2023; Wal -Mart also successively successively successively successively.Close stores located in Changchun, Shaanxi, Jiangxi, Shandong, Beijing and other places.

When the stores such as Carrefour and Wal -Mart were withdrawn in Beijing, Hema, Qixian and other supermarkets quickly “received”. Sam, Costco (Kaishi), and other storage member stores attacked and opened new stores.

Whether it is a warehouse member store, a hard discount channel, or the growth of online content e -commerce, the changes in these channels are essentially catering to the current change of consumer demand:Provide consumers with high -quality and low -cost products, while comprehensive optimization of product quality, service level and consumer experience.

New products are an important driving force for the growth of various categories

The online and offline formats have changed significantly. With the increasingly fierce competition in the market, new products have gradually become an important fulcrum for brands to leverage market growth.

Zhao Ting, head of emerging business of Nelson IQ ChinaShare on the forum“Development Trends and Innovation Growth Opportunities for the Food Industry in 2024”It was said that according to NIQ surveys, Chinese consumers are more inclined to shopping with online combinations. Brands need to be well -cultivated offline, do a good job of laying channels. Online products need to grasp the wind and launch new products that meet the needs of consumers in a timely manner.

Zhao Ting, head of emerging business of Nelson IQ China

Zhao Ting pointed out that Nielson IQ mainly divides the factors that promote category growth into four categories: new products, price increase/price reduction, consumption upgrade, and old product sales.Among them, new products are an important driving force for the growth of various categories.

On the consumer side, consumers have a positive consumption attitude towards new products. 89%of consumers are used to buying new products, and 25%of interviewees are willing to pay a premium for new products.In the reasons for impressing consumers to buy new products, “better experience” and “ultra -high cost -effectiveness” are considered factors for consumers when choosing to buy new products. In addition, disruptive innovation, satisfying spiritual joy, and the latest are the latest.The trend is also an important factor affecting consumers’ purchase decisions.

In addition, transmitting brand emotional concepts, differentiation providing consumer emotional value, and enhanced online and offline cooperation to promote the full cycle of products in online and offline cooperation through online marketing, and can stand out in fierce competition.

Consumers are constantly undergoing intergenerational changes, and user needs are constantly changing. This is why all brands need to continue to innovate category innovation.

If the strategic positioning of the enterprise is not forward -looking and the category concepts are not accurate, they cannot match the needs and yearning of the new generation of consumers, and they cannot gain their favor. It is a high probability that a dumb cannon will be hit, and then the gray face will return to the origin.

So, for the brand, how can we do a good job of corporate strategy and category innovation?

2024 Enterprise Innovation Growth Password: Firm corporate strategy+strengthen core competitiveness

Chen Chaohui, Chairman of Sichuan Baijia Akuan Food Industry Co., Ltd.The food and beverage and catering industry explained in detail in the 2024 innovation growth password.

He said that although in the past 2023 and the current market environment, although the consumer market has insufficient confidence, weak purchasing power, the industry’s rolls are serious and price competition has intensified.”But entrepreneurs should not be discouraged, because the food and catering industry is an eternal rising industry and a weak cycle industry. The impact of macroeconomic faces is relatively small.The industry’s reshuffle, what everyone must do is to adhere to the main business, both internal and external cultivation, and the rapid progress, so as to usher in the opportunity to stand out. “

At the same time, Chen Zhaohui pointed out that in order to achieve long -term and healthy growth, it is necessary to strengthen corporate strategy and strengthen their core competitiveness.First of all, we must sort out strategies, accurate positioning, and focus on the tracks where the enterprise is;, Mobilize with the times.

Chen Chaohui, Chairman of Sichuan Baijia Akuan Food Industry Co., Ltd.

From product innovation to category innovation

I really miss Wang Bin, chief consultant and chief growth officerThe underlying logic created by product innovation and large items for entrepreneurs.

Wang Bin pointed out that micro -innovation can help products achieve a certain scale.The major axis of micro -innovation is the value chain, which is deeply excavated for consumer experience and applied for application innovation around consumers.But if you want to create a large single product, you need to achieve disruptive micro -innovation.

For example, you really want you to be divided into two periods in product innovation.Product innovation in the 1.0 period is mainly around the products of the original jujube, such as the nuclear jujube product.The category innovation in the 2.0 period revolves around “red dates+”, such as milk dates, jujube walnuts and jujube.

Wang Bin shared: “At the beginning of product innovation, Wang Bin used consumer as the starting point. With the demand for health and the popularity of Guo Chao domestic goods, some traditional Chinese ingredients were gradually becoming more convenient and delicious.The evolution from a kind of ingredients to a rest, such as black sesame pills, fresh -lock fresh stewed bird’s nest, “

“In terms of consumer cognition, foreigners have their own nuts chocolate energy sticks. As a benchmark, I really want your red school to aim at‘ the Chinese ’s own energy stick’. ”

The Red School Zao Ren also deeply combines consumers’ needs and purchase habits.“It turns out that our red dates are in the dry goods area, and now redefine in the rest area, adding the frequency of consumers to buy and expanding the scene of consumers’ purchase.”

I really miss Wang Bin, chief consultant and chief growth officer

Build brand differentiation around the “deep cultivation of the target group”

He Yao, the founder of Sichuan Creative Box Brand Marketing Planning Co., Ltd.In the theme sharing of “Elimination of Uncertainty Differential Building Brands”, it is bluntly that if food companies want to live well in 2024, they must be different.

Facing the changing market, only by making the brand itself into traffic can we achieve the brand’s red after the traffic fades.

There are three ways to build brand differentiation: target crowd, function/category, spiritual value (emotional value).Brands need to be differentiated in these three aspects to build their own unique brand cognitive system.

In the face of an increasingly fierce market environment, the way to hold high and fight is not suitable for most companies.Building brand differentiation around the “deepening target group” is a more way to land.

“By going to the needs of the target group, consumption habits, and changes in preferences, use differentiated brands and differentiated products to focus on crowd and concentrate their strengths to bring breakthroughs in business.”

He Yao, the founder of Sichuan Creative Box Brand Marketing Planning Co., Ltd.

In the context of the current domestic economic fundamentals, insufficient confidence in the consumer market, and weak purchasing power, the food industry is facing many challenges.However, it is these challenges that inspire our entrepreneur’s innovative spirit and growth momentum.

For enterprises, the play of small and large enterprises is completely different, and small enterprises cannot blindly imitate large enterprises.Large enterprises have sufficient resources and strength to complete diversification, even if they burn money, they can afford it.