Subvert traditional food and beverage digital competition strategy, multi-dimensional reconstruction under new retail

In his opening speech at FBIF2020, Simba Events founder Bella mentioned, "At the beginning of the 19th century, Nicolas Appel, a Frenchman, invented the can and opened the prelude to food packaging. Two hundred years later, the world's population has grown to 6.3 billion. The rise in population is due to technological advances and the efforts of people in the food industry."

The rapid development of technology has brought significant changes to the food and beverage industry. After decades or even centuries of growth, we need to take a sober look at current operational efficiencies and business models. Mobile Internet, Internet of Things (IoT), social media, artificial intelligence (AI), cloud computing, targeted big data analytics, and blockchain are all coming together, making it imperative for food and beverage practitioners to think positively and act in order to ride the wave of sustainability.

The mention of COVID-19 is still unavoidable here. For China, the two regional epidemics of the virus both started in the food market. When the market was closed under the rapid response mechanism, in the face of such an unexpected event, in addition to the social public emergency mechanism, whether the food and beverage enterprises themselves made timely adjustments? Is digital change embedded in every process of business development or does it stop at the marketing level? These questions, which once seemed a little premature, have come to everyone's attention once and for all in the wake of COVID-19.

Qunshuo software

The retail environment is changing rapidly, and consumer demand is seeing opportunities

The connotation of food and beverage gradually extends to the field of lifestyle

The human need for food is rigid, which has been with human development for a long time. In the information age, the overwhelming information and advertising open the consumer's vision. In addition to meeting their needs, they are increasingly concerned about the impact their food choices may have on environmental protection and sustainable development. Now the pace of life is accelerating, and different types of consumers such as "new middle class", "Generation Z" and "silver family" have been derived. Based on different consumer preferences, as well as changes in lifestyles within groups, the meaning of food and beverage has been broadened to include healthy lifestyles, work-family balance, and relief from emotional depression. In the dimension of product innovation, building a new fashion of healthy nutrition will become a good opportunity to establish a connection with consumers.

The market is changing faster, and personalized consumption has become a new growth point

Under the influence of COVID-19, consumers are more than ever looking to adjust their diet to regulate their health and are more critical in their food choices. The desire to get nutrients from food and drink to boost immunity fluctuates. Expectations for food and beverage consumption with both flavor and nutrition continue to rise. Personalized consumption combined with consumer sensory experience has become a new growth point in the future of this industry.

The food and beverage industry is unique in that it has low barriers to entry. More and more new brands can quickly occupy the market and gain traffic overnight with "Internet celebrity" products. The product span of the industry is large, the variety is rich, and many new formats have been derived in recent years. The advent of the age of social media has shortened the life cycle of a single product and made the market change faster. New brands need to grasp the explosive advantages while quickly integrating, and take advantage of the trend to enhance user viscosity; Old giants need to tap their own potential value and continue to interact with users. The consumer market continues to sink, there is a huge dividend space hidden in the sinking market, and the upstream market continues to evolve new consumer demand, requiring food and industry enterprises to achieve progressive change thinking.

Diversified consumption scenarios and fragmented distribution channels

China's food and beverage industry has experienced long-term expansion growth, and the overall market growth is slowing down, replacing high growth is fission and upgrading at all levels. Technological progress has improved the production efficiency of food and beverage, and the quality and output of products have been greatly improved. The speed of product update in the market is accelerating, and the food and beverage industry is more inclined to establish a diversified consumption scenario for users from the perspective of sustainable development.

Today, the new retail model represented by Hema Fresh and Jingdong Seven fresh can successfully break through among young consumer groups with convenient advantages. For these retail enterprises, the store is not the end of the transaction, they prefer to conduct data insights on consumers through user purchase behavior, so as to build their own data bank and win the advantage of future differentiation competition. Retail industry traffic dividend peak, distribution channels are increasing, and tend to fragmentation, the future is the era of "channel is king", the need to integrate fragmented channels, comply with the deepening omni-channel marketing trend.