On December 15, 2023, the "People-oriented, Insight into the Future - 2023 Better Life Summit Forum" hosted by the Economic Observer was broadcast online on all platforms.
With the theme of "People-oriented, Insight into the Future", this year's "Better Life Summit Forum" brings together academic, capital and industry leaders. This paper explores how consumption trends change under the proposition of "people-oriented", and how enterprises can gradually realize and promote the sustainable development of the industry in the face of consumers' yearning for a better life.
Zou Weiguo, deputy editor-in-chief of The Economic Observer, said that in a complex macroeconomic environment, there have been many changes in everyone's life. Putting people first means that we must face up to these challenges and actively look for ways to address them. Insight into the future is an inevitable requirement for achieving a better life, and only by seeing the future can we grasp the direction in development and achieve the goal of a better life.
[People-oriented, at the same time, means to realize the people's yearning for a better life as the starting point and end point of modernization. 】
Qin Shuyao, Secretary-General of the China Liquor Circulation Association, said that only by always anchoring the people's yearning for a better life and allowing the fruits of development to benefit all people, industries and enterprises can we achieve a better future. Based on the wine industry, it is reflected in three points: quality is people-oriented, culture is people-oriented, and innovation is people-oriented.
Hu Yong, a professor at the School of Journalism and Communication at Peking University, said that a good life is inseparable from people's pursuit of various popular things in life, but both consumers and users are often entangled in the tension between the opposition of "liking the new and hating the old" and "fear of the new".
[Whether it is the proposition of "people-oriented" or the goal of achieving a "better life", for enterprises, they need to rely on a huge consumer group. 】
Zheng Ye, Chief Growth Officer of NielsenIQ China, shared his observations on consumers and the market, saying that at present, the market size of sugar-free beverages has exceeded 20 billion, and there is still a lot of room for growth in the future. However, a single flavor can no longer meet the needs of consumers for beverage categories. Therefore, he suggested that in the development of sugar-free beverages, due consideration can be given to adding mixed flavors.
According to Ye Min, PwC's Chinese mainland Consumer Market Industry Leader, Chinese consumers' daily consumption Xi habits continue to change. She found that the rising cost of living will still affect changes in consumer behavior, such as at a time when consumers are spending less on non-essential items and seeking the most cost-effective products that best meet their needs through various price comparisons such as promotions.
In this regard, Ouyang Yu, chief analyst of food and beverage at Huachuang Securities, put forward the key word of "flat consumption", he said, behind cost-effective consumption, it is actually the entire consumption industry chain, from the upstream supply chain efficiency, and even the innovation of the downstream retail model. In the past two years, there have also been a lot of phenomenal "flat" consumer goods companies, such as Pinduoduo, snack wholesalers, Luckin, Mixue Bingcheng, etc.
In addition to satisfying consumer needs, the attention to sustainable development and ecological environmental protection in today's society is also increasing, and enterprises, as important members of society, also need to actively explore and practice a new development model of harmonious coexistence between man and nature. In the roundtable forum on "Building the Future Together, the Path and Practice of Sustainable Development of Enterprises" hosted by Aru Khan, Director of the Big Consumption News Department of the Economic Observer, Lin Tianliang, Chief Representative of Want Want Group and Executive Vice President of the All-China Federation of Taiwan Enterprises, said that in the daily operation of the enterprise, Want Want continues to pay attention to the sustainable development of products, quality and environment. The use of more low-carbon raw materials, the emphasis on food safety, and the reduction of emissions through technological innovation and management are all ways for Want Want to achieve sustainable development. From the perspective of investors, Huang Ruiyun, chief analyst of food and beverage at Hongta Securities, said that investment institutions are also constantly looking for the "fourth statement" of enterprises. Different from financial data, the "fourth report" starts from the sustainable values of the enterprise, and evaluates the benefit conversion rate of the enterprise through its economic, social and environmental benefits.
Focusing on the theme of "people-oriented", Peng Cheng, chairman of China Agricultural Ocean Group and vice president of the International Trade Branch of Agricultural Products of China Association for the Promotion of International Agricultural Cooperation, made a forecast on Chinese per capita food consumption under the premise of demographic changes: from 2025 to 2035, Chinese per capita food consumption will increase significantly except mutton and pork, especially vegetables, milk, aquatic products and other commodities. Therefore, he proposed that for the international trade of meat, it is necessary to find opportunities in the midst of change.
["People-oriented" is also the common cognition of enterprises developing in China. They have given new connotations to corporate governance, sustainable development and other dimensions of corporate management. 】
In terms of corporate governance, Shan Cao, Vice President of Corporate Affairs and Communications for Medtronic Greater China, shared that Medtronic integrates the principles of diversity and equity throughout the company, ensuring that all business units, teams and leaders can realize the value of different experiences and backgrounds. In Greater China, women now account for 50% of managers, far exceeding the global proportion of 42%, and secondly, the company regularly cares for the career development of cross-age and female employees, and provides various platforms to help employees and women break down workplace barriers and improve career development skills.
In terms of sustainable development, Xu Xiaodong, vice president of Liby Group, said that the use scenarios of daily chemical products are related to the huge population base in mainland China, and the energy and water consumption generated is very huge. Therefore, Liby is also continuously building a green and low-carbon daily chemical ecosystem. By integrating the concept of green health into all aspects of the value chain such as R&D, procurement, manufacturing, transportation, marketing and after-sales of the enterprise, we will drive the upstream and downstream of the industrial chain through our own influence, practice the concept of sustainable development, and realize the green and high-quality development of the large daily chemical industry.
Ding Qin, senior vice president of strategic development of Boehringer Ingelheim Greater China, said that on the eve of this year's National Low Carbon Day, Boehringer Ingelheim China gathered 20 employee volunteers to visit the Boehringer Ingelheim Charity Forest in the desert border forest demonstration area, and started a three-day low-carbon journey in Alxa, influencing green and low-carbon development with practical actions and contributing to the improvement of the earth's ecological environment.
[Not only at the company level, but also at the "people-oriented" concept, which continues to empower the company's product development and innovation. 】
Yuan Zelu, the founder of Kuafu Fried Skewers, pointed out that in the restaurant chain industry, the core is the choice of category, which basically determines the scale of the chain store. He said that in the catering industry, especially in China, many categories have strong regional differences, which will naturally limit the development of enterprise scale, so it is necessary to find the greatest common divisor of human demand, that is, a category that can break through geographical restrictions.
In the face of a huge consumer group, Huang Ping, the founder of Youkai Technology, said that people's pursuit of product quality is eternal, and it is not feasible to blindly emphasize low prices and ignore product quality standards. In the context of consumption sinking, products should also pay attention to quality in the process of sinking. Youkai Technology will also strive to promote the development of the industry in a higher quality and healthier direction.
Li Jiao, General Manager of the Commercial Marketing Department of 360 Group, shared how AIGC assists in decision-making from product development to promotion. She took Pirate Shrimp Rice as an example, from product concept generation, to customer group sampling, to single-store testing, AI can more efficiently assist enterprises to provide consumers with more accurate and more tasteful products.
Zhang Tingting, co-founder and chief sustainability officer of Zhenggu, transmitted the concept of organic products to consumers through B-end customer procurement. She said: "For corporate customers, when doing procurement, they are relatively rational, and after a certain budget, they may need to choose products that can better convey the company's value concept." At this time, after comparison, Zhenggu's products will be relatively advantageous. ”
Based on the large population size and unique wine culture, China has also formed a unique wine industry. In recent years, there have also been many emerging wine companies, in the channel layout strategy, there are some differences between them and traditional wine companies, in the "Economic Observer" senior reporter Zheng Shuxin hosted the "product first: the road to innovation and breakthrough of emerging wine companies" roundtable forum, Liang Daxia founder Fu Zhigang said that on the one hand, Liang Daxia focuses on some core outlets to do traditional channels, on the other hand, in the innovation of group purchase channels to create effective consumption scenarios, penetrate the consumer group. Liu Fei, founder and CEO of Gu Xiaojiu, said that Gu Xiaojiu's layout relies on the Internet e-commerce sales system, and from the perspective of C-end consumers, Gu Xiaojiu is also one of the earliest companies to sell liquor in the form of live broadcast. Ren Le, co-founder of Flower & Moon, said that in the selection of online partners, Flower & Moon will use products to empower B-end partners with a relatively large user base and high-quality membership system.
After the wonderful sharing and the collision of ideas in the roundtable forum, in order to explore outstanding enterprises that continue to create a better life and discover more products and services that create a better life, Du Hui, general manager of the large consumption division of the Economic Observer, also launched the "2024 White Paper on a Better Life" project at the event.
The "2024 White Paper on a Better Life" will focus on consumption, gaming, healthcare, technology, finance and other fields, and discuss the future development and new trends of the industry from the perspective of business model reform and corporate social responsibility. At the same time, through the open case collection, excellent enterprise cases will be displayed, and fresh corporate dynamics will be presented to everyone. Du Hui said that with great sincerity and 100% efforts, he hopes to pay tribute to enterprises, products and individuals who are committed to creating a better life through the white paper.
Not only that, in order to discover and show excellent leaders to the industry, and look for enterprises and individuals who have made outstanding contributions to the quality improvement and brand building of the industry, this forum also announced the 2023 Good Life Annual Enterprise and the 2023 Good Life Person of the Year.
"People-oriented, insight into the future" means a more inclusive, open and innovative business environment, as well as a greener, more sustainable and harmonious development model. As an observer and recorder of business, the Good Life Summit Forum will continue to pay attention to every enterprise and individual striving for a better life.
(This forum can be watched on the Jingguan APP and the official Weibo of the Economic Observer, welcome to pay attention)
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