---
title: "Countdown: 10 Days to Go! Mondelēz, China Resources Snow, Hsu Fu Chi, Yili, Three Squirrels, Lee Kum Kee, Mengniu, Tsingtao Beer, C&S, Sour Plum, Qiaqia and More Gather in Chengdu for a Grand Event!"
description: "The 10th China FMCG Innovation Conference, the 4th China FMCG Hard Discount Conference, and the 4th China FMCG Distributor Conference will be held in Chengdu from March 17-19, 2025. With 10 days to go, the event will feature 130+ leading FMCG brands, 100+ retail enterprises, and 500+ regional top distributors, totaling over 2,000 industry elites, for a grand gathering of thought leadership and networking."
author: "New Distribution"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
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published: "2025-03-07"
language: "en"
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# Countdown: 10 Days to Go! Mondelēz, China Resources Snow, Hsu Fu Chi, Yili, Three Squirrels, Lee Kum Kee, Mengniu, Tsingtao Beer, C&S, Sour Plum, Qiaqia and More Gather in Chengdu for a Grand Event!

> The 10th China FMCG Innovation Conference, the 4th China FMCG Hard Discount Conference, and the 4th China FMCG Distributor Conference will be held in Chengdu from March 17-19, 2025. With 10 days to go, the event will feature 130+ leading FMCG brands, 100+ retail enterprises, and 500+ regional top distributors, totaling over 2,000 industry elites, for a grand gathering of thought leadership and networking.

**The 10th China FMCG Innovation Conference, the 4th China FMCG Hard Discount Conference, and the 4th China FMCG Distributor Conference are now in the final 10-day countdown.** From March 17-19, 2025, the 10th China FMCG Innovation Conference, the 4th China FMCG Hard Discount Conference, and the 4th China FMCG Distributor Conference will be grandly held in Chengdu! This conference is hosted by New Distribution, co-hosted by Anneng Zhilian; co-organized by Zhoupu Data and Mingren Soda Water; specially sponsored by Zhuoyao, Castel, and Chunguang Food; with media support from Xinchao Media. China Resources Snow, Hsu Fu Chi, Mondelēz, Yili, Mengniu, C&S Paper, Tsingtao Beer, Lee Kum Kee, Bottle Planet, Budweiser, Three Squirrels, Sour Plum, Colgate, and other **130+** well-known FMCG brands, along with their executives and department directors, will gather in Chengdu to participate in this industry event.

**Highlights of this conference:**

**1. The largest FMCG thought feast at the start of 2025**
Centered on the theme **"New Order · Symbiosis"**, it explores the opportunities for brand owners, distributors, retailers, and industry service providers at the crossroads of the "collapse of the old order" and "reconstruction of the new order" in China's FMCG industry. Over 3 days, **80+** guest speakers will share insights, with **one main forum, one hard discount conference, one distributor conference, and over ten sub-forums and closed-door exchange sessions.** Cutting-edge trend insights, retail transformation thinking, practical case sharing, and resource matching for manufacturers and distributors—the largest FMCG industry event at the start of 2025!

**2. Exclusive industry reports released and interpreted on-site**
At this year's conference, we will release two major industry reports and interpret them on-site.
**The first report, "2024-2025 China FMCG Channel Transformation Research Insight Report"**, is based on extensive research by the New Distribution team on **85** well-known brand owners nationwide, analyzing their response strategies, underlying logic, and future plans against the backdrop of major changes in offline retail channels.
**The second report, "2025 Brand Owner & Regional FMCG B2b Platform Cooperation Strategy Insight Report"**, systematically sorts out the development trajectory and core value of regional FMCG B2b platforms, providing brand owners with actionable B2b platform cooperation strategies and case analyses from a practical perspective.

**3. 2000+ FMCG industry elites, including brand owners, distributors, and retailers, gather for the event**
Executives from **130+** well-known FMCG brands such as China Resources Snow, Hsu Fu Chi, Mondelēz, Yili, Mengniu, C&S Paper, Tsingtao Beer, Lee Kum Kee, Bottle Planet, Budweiser, Three Squirrels, and Colgate; **100+** retail enterprises including China Resources Vanguard, Biyoute, Leerle, Aizhekou, Aotele, Xinjiayi, Jiajiayue Haohuixing, HotMaxx, Yonghui, Snack Preferred, Dayu Jingxuan, Jintong Supermarket, Jike Convenience; and **500+** regional top distributors such as Xi'an Jiayunshi, Luoyang Hecai Trading, Xuzhou Jintong Food, Suzhou Dunhua Trading, Tangshan Yihe Trading, Zhejiang Huihua Food, Shenzhen Xingzhidao Trading, Nanchang Bajie Trading, Shenzhen Guanduoduo Trading, Shaanxi Baihui Trading, Mengcheng Xishi Trading; totaling **2000+** FMCG industry elites, will gather in Chengdu for this grand event!

With only 10 days remaining until the conference, the content preparation is nearing completion. Here, we provide a detailed overview of each session to help friends from various fields clearly understand the conference and find the right forum for themselves.

**March 17—Day 1 of the Conference**
The main forum of this conference is divided into morning and afternoon sessions.
In the morning session, the speakers include: Mr. Zhao Bo, Founder of New Distribution; Mr. Hou Xiaohai, Chairman of the Board of China Resources Beer Holdings Co., Ltd.; Ms. Lu Xiuqiong, Global Expert Partner at Bain & Company; Mr. Ye Lufang, General Manager of Marketing Center at Anneng Zhilian; Mr. Tao Shiquan, Chairman of Bottle Planet Group; Mr. Liu Hui, President of Tongfu Group; Mr. Zeng Jian, Co-founder of Xinchao Media Group and General Manager of Operation Center; Mr. Liu Xinggang, President of Hsu Fu Chi International Group; and Ms. Xin Jialin, General Manager of New Retail at Ant Digital Technology China Business Development Department.
In the afternoon session, we have invited: Mr. Li Jingyao, Deputy General Manager of China Resources Vanguard; Mr. Zhou Zhen, Vice President of Zhoupu Data; Ms. Li Mengmeng, Brand Director of Mingren Soda Water and Sales Director of Southeast Region; Mr. Guan Xiangyu, General Manager of Qince Business Unit; Mr. Gao Bo, Chief Financial Officer of C&S Paper; Mr. Wang Tiejun, President of New Hope Weiyie Holding; Ms. Zhang Yaping, Vice President of Lee Kum Kee Sauce Group China and Head of New Retail Operation Center; Mr. Cao Yuan, Partner at SynTao and Chief Advisor of Zero Carbon Initiative Project; and Mr. Zhang Chun (David Zhang), President of OATLY Greater China.
The roundtable dialogue will be moderated by Mr. Chen Siting, Executive Director of New Distribution, with guests: Mr. Zheng Xiaofeng, Chairman/General Manager of Qiandaohu Beer; Ms. Zhou Xu, General Manager of Zhenshimei Supply Chain Management; and Mr. Zhang Jian, General Manager of Hygiene Products at Gold Hong Ye Paper Group. They will discuss the theme: "Amidst Chaos, How to Rebuild a New Order in FMCG," exploring the forces, directions, and hopes for rebuilding China's FMCG new order amid the collapse of the old order.

_**What you will gain:**_
√ Strategic layouts and development paths of first-line brand owners in the new environment
√ New growth drivers and market opportunities brought by industry transformation
√ Latest trend insights and practical experience sharing on FMCG channel transformation

_**Suitable audience:**_
√ Executives, sales directors, and channel heads of brand owners
√ Large and medium brand owners seeking omni-channel development
√ Internet companies deeply engaged in the FMCG industry
√ Traditional distributors seeking omni-channel layout

**March 18—Day 2 of the Conference**

**1. Morning Parallel Forum 1: Seizing Incremental Growth - Instant Retail**
From O2O to instant retail, we see that models have been iterating and new formats have been emerging, but what remains unchanged is that growth continues. New Distribution has previously shared the view that instant retail will continue to see sustained high growth over the next five to ten years, and this is foreseeable.
**In 2025, what new changes will instant retail bring? In this process, what innovative actions will retailers take? What incremental opportunities will brand owners have? How can distributors participate?** To this end, at the Instant Retail Forum, New Distribution has invited: Mr. Bei Nianjun, Founder and CEO of Shanghai Heyin Network Technology Co., Ltd. and Founder of MPP Group; Mr. Ma Yong, O2O Sales Director of Online Expansion Department at China Resources Snow Beer Sales Business Development Center; Mr. Chen Baihua, Co-founder of Jiu Xiaoer and General Manager of Market Operation Center; Mr. Qin Yafeng, Founder of Beijing Super Node; Mr. Shi Chaoyi, Founder of Chaoyijia Supermarket Chain and Founder of Pangmeida Chain; Ms. Fu Yongying, Instant Retail Director of Chongqing Baiya; and Mr. Chen Cheng, General Manager of 1919 Data Marketing Business Unit and General Manager of Instant Retail and Traditional E-commerce Business Units. With both brand owners and platform parties, as well as retailers and service providers, this multi-perspective and multi-dimensional observation will help participants gain a more comprehensive understanding of the changes and opportunities brought by instant retail.

_**Suitable audience:**_
√ Heads of new retail departments at first-line brand owners
√ CEOs, CMOs, and other senior executives directly responsible for growth
√ Distributors looking to deepen local business
√ Heads of e-commerce departments at retail enterprises
√ FMCG practitioners studying new retail channel changes

**2. Morning Parallel Forum 2: FMCG Digitalization + AI Forum**
In the past few years, the core proposition for FMCG enterprises has been "digitalization," mainly manifested in the online data of various business processes, digital restructuring of processes, and efficiency improvement, forming the digital foundation for enterprise operation and management. Now, we have entered a new stage of "digitalization + AI." This means that **FMCG enterprises not only need to achieve data interconnection but also need to leverage AI technology to deeply explore the commercial value behind data, achieving data-driven business growth and value creation through intelligent decision-making, precision marketing, and automated operations.** In this transformation, how will "digitalization + AI" reshape the value chain of the FMCG industry? How can FMCG enterprises integrate "digitalization + AI" into their daily business? Based on this, at the "Digitalization + AI" Forum, we have invited: Mr. Yang Senlin, CIO of C&S Paper and CEO of Siwei Huohua; Mr. Wu Chunze, General Manager of Tencent Smart Retail Vertical Industry; Mr. Zhao Zhe, Founder of Qixing AI and Chief AI Expert of Qingtu Technology; Mr. Li Kun, Head of New Retail Solutions at Ant Digital Technology China Business Development Department; Ms. Shen Longna (Sasa), Digital Marketing Director of Ximai Digital Marketing Department; Mr. Guo Ling, Deputy General Manager of Qingtu Data and Research Director of Tsinghua University Data Governance Research Center; Ms. Saibo Dafu, Leading Marketing AI Blogger and Founder of 2sheng3 Consulting; and Mr. Liu Anbang, Chief Operating Officer of Beijing Yundong Technology Co., Ltd. They will tell you the application logic and method paths for "digitalization + AI-driven" new growth for enterprises.

_**Suitable audience:**_
√ Core senior executives directly responsible for marketing growth
√ Executives, sales directors, and channel heads of brand owners
√ Enterprise executives seeking data technology empowerment in FMCG
√ FMCG industry practitioners seeking efficiency improvement

**3. Morning Parallel Forum 3: Creating Incremental Growth - Scenario Marketing**
When material needs are basically met, consumers' purchase motivations gradually shift from "satisfying survival" to "satisfying emotions and meaning," and scenarios are the key link connecting products with emotions and values. Consumers no longer focus solely on the function and price of the product itself, but rather on whether the scenario in which the product is placed can evoke emotional resonance, express personality, and convey their life philosophy. **For FMCG enterprises, scenario-based operation not only means providing products but also means shaping a language and medium to communicate with consumers through scenarios, allowing consumers to feel the emotions and values conveyed by the brand, thereby establishing deeper emotional connections and brand loyalty.** How can FMCG enterprises stimulate more incremental consumption within scenarios? How can they design personalized product portfolios and marketing strategies based on different consumption scenarios? How can they continuously explore more new scenarios? At the Scenario Marketing Forum, we have invited: Professor Liu Chunxiong, Professor at Zhengzhou University and Deputy Dean of Scenario Marketing Research Institute; Mr. Tang Xiangyang, Vice President of Zhenjiu Lidu Group and General Manager of Lidu Liquor; Mr. Gong Fanggong, Secretary-General of Scenario Marketing Research Institute, Co-founder of New Marketing, and Founder of New Beer Community and Self-media; Mr. Tian Dongjian, Deputy National Marketing Director of Mingren Soda Water and Director of Central and Western War Zone; Mr. Shi Yonggang, Deputy General Manager of Tsingtao Beer Innovation Marketing Business Unit and E-commerce Director; Mr. Kong Shou, Founder of Bukongtan Brand Consulting and Dean of Scenario Marketing Research Institute; and Mr. Yan Hongjian, Deputy General Manager of Bottle Planet Group.

_**Suitable audience:**_
√ Core senior executives directly responsible for marketing growth
√ Executives, sales directors, and channel heads of brand owners
√ Founders and executives of new consumer brands

**4. Morning Parallel Forum 4: Response Strategies for Supermarket Renovation**
Starting from March 2024, Pangdonglai assisted in renovating Bubugao, then in June renovated Yonghui Superstores, followed by Zhongbai learning from Pangdonglai in July, Lianhua Supermarket's self-renovation in September, and most recently Wumart's renovation... The heat of "renovation" has been evident to all over the past six months. In essence, **renovation is an action that supermarkets must take to save themselves in the current market environment.** Supermarket renovation is just beginning, and in 2025, more and more supermarket systems will inevitably join the renovation trend. Under such changes, what changes will occur in the retail market and trade circulation landscape? How should brand owners and distributors respond? To this end, at the Supermarket Renovation Forum, we have invited: Mr. Qi Te, Chief Research Consultant of New Distribution Research Institute; Mr. Song Zhongyu, Deputy General Manager of Shenzhen Xingzhidao Trading Co., Ltd.; Mr. Chen Yixin, Founder of Haocheng Pet; and Mr. Wang Zhengqi, Founder of Moxiaoxian.

_**Suitable audience:**_
√ Executives, sales directors, and channel heads of brand owners
√ Executives of retail enterprises and core senior executives responsible for business growth
√ Distributors of alcoholic beverages, drinks, snacks, general merchandise, and daily chemicals

**5. Afternoon: The 4th China FMCG Hard Discount Conference**
Over the past year, the hard discount format has blossomed everywhere and risen rapidly, pushing the entire FMCG industry into a new era of efficiency competition and value competition. On the one hand, traditional retailers and brand owners have had to re-examine their cost structures, pricing strategies, and product portfolios, making proactive or reactive adjustments to simplify products and brands to achieve high efficiency, high turnover, and low costs; on the other hand, the rise of the hard discount model has further promoted the development of private labels, prompting brand suppliers and retail channels to rethink their cooperation methods and profit distribution. **In 2025, how will hard discount change? Will it surge forward or cool down? Listen to the latest views of practitioners in the hard discount circle, brand executives, and traditional retail operators.** Speakers at the 4th China FMCG Hard Discount Conference include: Mr. Ren Wenqing, CEO of New Distribution; Mr. Yang Fan, Founder and CEO of Sour Plum; Ms. Che Haiyan, Vice President of Leerle Group; Mr. Wu Bin (Shu Xiaoqi), Senior General Manager of Three Squirrels; Ms. He Luyi, Co-founder and CEO of New Canned; Ms. Li Yue, Founder of Aizhekou Brand and CEO of Weilai Yilai Company; Mr. Kong Qingyu, Senior Director of Beverage and Snack Industry at Mashangying; and Mr. Lu Peng, Founder of Suzhou Dayu Jingxuan and General Manager of Suzhou Dunhua Trading. The roundtable dialogue will be moderated by Mr. Qi Te, Chief Research Consultant of New Distribution Research Institute, with guests: Mr. Li Jun, General Manager of Supply Chain Center at Aotele; Mr. Wang Kun, Marketing Director and Director of Marketing Promotion Management Committee at Migolo Group; Mr. Zhang Guoqing, Co-founder of Snack Preferred; and Mr. Lu Peng, Founder of Suzhou Dayu Jingxuan and General Manager of Suzhou Dunhua Trading, discussing: "2025: New Trends in Cooperation between FMCG Manufacturers and Discount Retailers."

_**Suitable audience:**_
√ Executives, sales directors, and channel heads of brand owners
√ Core senior executives directly responsible for marketing growth
√ Practitioners in new retail departments of brand owners
√ Founders and executives of emerging brands

**March 19—Day 3 of the Conference**
**The 4th China FMCG Distributor Conference is divided into morning and afternoon sessions.**
The market has completely changed, from a seller's market to a buyer's market. In the past, deep distribution led by brand owners is gradually transforming into an era of deep distribution led by local distributors with brand owners providing guidance. Distributors' business logic must also change accordingly, shifting from the manufacturer's business to the store's business. **Under such changes, what should distributors focus on? What new capabilities need to be developed? What difficulties and opportunities will they face? Are there definitive directions and implementation paths?** Speakers at the morning session of this distributor conference include: Mr. Yuan Lai, Chief Content Officer of New Distribution; Ms. Wendy Li, Consulting Partner of New Distribution; Mr. Pan Kun, General Manager of Digital Intelligence Business Unit at Zhoupu Data; Mr. Wu Jinghe, Deputy General Manager of Caihua Trading (Yueheji); Mr. Liu Peng, Dean of Business School at Chengdu Laiken Information Technology Co., Ltd. and Deputy General Manager of Chengdu Qilian Technology Co., Ltd.; Mr. Ji Hui, Director of Distribution Industry at Anneng Zhilian; and Mr. Zeng Yiguang, Head of Emerging Business at NielsenIQ. **In addition, in the morning session, we will also hold the first China FMCG Distributor "Golden Cypress Award" ceremony.**
In the afternoon session, the speakers include: Mr. Zhang Xinzhao, Founding Partner of Qicheng Capital; Mr. Hai You, Channel Marketing Expert and Partner of New Distribution; Ms. Tian Miao, General Manager of Langfang Xule Trading; Mr. Yun Zhixing, President of Yufan Food Group; Mr. Wang Shenbing, Founder of Zhongke Shangruan; and Mr. Jia Yongshun, General Manager of Xuzhou Jintong Food Trading Co., Ltd.

_**Suitable audience:**_
√ Distributors of alcoholic beverages, drinks, snacks, general merchandise, and daily chemicals
√ Operators of regional FMCG distributors
√ Distributors in supply chain transformation
√ Distributors building regional B2b platforms
√ Brand owners planning to cooperate with regional B2b platforms

**Other Activities**

**1. Pre-event: Distributor B2b Transformation: From Startup to Daily Sales of One Million - Process Breakdown**
Time: March 16, 14:00-17:00

**2. SVIP Private Session: New Growth Opportunities under Retail Transformation**
Time: March 17, 14:00-17:30

**3. Closed-door Meeting: New Growth Path for Food Industry B2b (Invitation Only)**
Time: March 18, 9:00-12:00

**4. Closed-door Meeting: Practical Methodology Discussion from Manufacturer-Distributor Game to Manufacturer-Distributor Alliance (Invitation Only)**
Time: March 18, 9:00-12:00

**5. Closed-door Meeting: "Reconstructing Offline People-Goods-Place, Recreating Deep Distribution" (Invitation Only)**
Time: March 18, 9:00-12:00

**6. Closed-door Meeting: 2025 Scenario Marketing - Alcoholic Beverage Integration Session (Invitation Only)**
Time: March 18, 14:00-18:00

**7. Closed-door Meeting: Next-Generation Distributors · High-Quality Development**
Time: March 18, 14:00-18:00

**8. SVIP Private Session: Tower Alliance - TOP Regional B2b Platform Merchants & Brand Owners Cooperation Discussion**


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