30+ industry experts, 100+ B2B platform founders, and 800+ manufacturer and distributor friends gathered in Fuzhou to discuss the path of Internet transformation for the FMCG industry. Source: Jiemian; Reporter: Qian Ruisun The global beer market is showing a trend of diversification, with mainstream standard lager sales weakening, while stout is growing fastest in China. Fruit cider and low- or no-alcohol beers are becoming trends overseas. It is no secret that beer companies are having a tough time in China. According to a report by market research firm Euromonitor, global beer sales saw negative growth for the first time in over a decade in 2015, due to weak consumption in major markets such as China. Among them, sales of the most mainstream standard lager declined by more than 2%. Standard lager is a general term for bottom-fermented beers. Because of its shorter fermentation time, high yield, efficiency, and easy control of taste consistency, it is more suitable for mass production in standardized factories. The main beer brands consumers encounter, including Budweiser, Heineken, Tsingtao, and Snow, all have their flagship products in the standard lager category. China is one of the world's largest beer-consuming countries, and in 2015, Chinese consumers drank 26% of the world's standard lager. Therefore, the continued production cuts in China's beer industry in recent years have dragged down the global beer market. In 2015, China's beer sales volume shrank by about 5% year-on-year, hitting a 15-year low. Compared with standard lager, some more niche beer styles show promising market performance. Globally, stout sales have grown rapidly for two consecutive years since 2014. Stout, also known as dark beer, typically has a coffee or dark brown color, with an original wort concentration of 12 to 20 degrees and an alcohol content above 3.5%. It is mainly brewed from roasted malt and black malt, with fewer hops, using a long mashing process. In the Chinese market, stout sales exceeded 130 million liters in 2015, a year-on-year increase of 66%, making it the fastest-growing beer subcategory, accounting for nearly one-tenth of global stout sales. Euromonitor analyst Anna Ward predicts that by 2020, China's stout consumption is expected to exceed 566 million liters, surpassing the United States to become the world's largest stout consumer. Anna Ward said that Chinese young consumers are increasingly interested in exotic stout. Now, not only small-scale craft breweries but also local major brewers like Tsingtao Beer have begun brewing stout and other uniquely flavored beers to meet consumer demand. Domestic beer companies like Tsingtao Beer, leveraging their mature marketing, logistics, and channel resources, quickly push their new products to consumers, gaining an edge in competition with imported beers. In 2010, Ireland's famous stout brand Guinness once held an 18% market share in China's stout market, but by 2015, as this growing category was flooded with domestic stouts, Guinness's market share had fallen to around 3%. In addition, in Eastern European countries, apple cider is becoming a bestseller. According to Euromonitor, cider achieved a 16% compound annual growth rate in Eastern Europe from 2010 to 2015. Low- or no-alcohol beer is quite popular in countries such as Iran, Germany, Nigeria, and Spain, which together account for 53% of global sales of low- or no-alcohol beer. In Germany, a major beer country, almost all brands produce low- or no-alcohol beer, which has a market among consumers who love sports and those who need to drive. New Era · New Distribution —— 2016 China "FMCG + Internet" Summit Forum —— This is a grand event focused on how the FMCG industry channels will transform under the trend of Internet+ transformation Agenda 08:00-09:00 Registration 09:00-09:05 Host opening 09:05-09:35 2016 China FMCG Industry Trend Analysis Report——Zhao Bo 09:35-10:05 FMCG Enterprise Transformation Strategy and Path——Liu Chunxiong 10:05-10:35 Opportunities and Challenges Brought by FMCG Channel Reform——Field 365 CEO Liu Zhao 10:35-11:05 Reconstructing Distribution Channel System to Promote Urban Retail Upgrade——Alibaba Retail Link General Manager Tian Yuan 11:05-11:25 Channel Efficiency in the Internet Era——Benlai Holding Vice President Fu Xiaoyun 11:25-12:00 Roundtable Forum——Brand Transformation: Improvement vs. Reconstruction? Guests: Liu Zhao, Liu Chunxiong, Fang Gang, Chen Feng, Shi Zhengchuan, Deng Xia 12:00-13:30 Lunch 13:30-13:50 Distributor Transformation: Urban Distribution Trends——Weijie City Distribution CEO Wang Qi 13:50-14:20 Roundtable Forum——Why Distributors Should Do Logistics in Transformation Guests: Zhao Bo, Wang Qi, Liu Zhongmin, Tang Guangliang, Wang Cheng, Sheng Yan 14:20-14:40 How FMCG Enterprises Can Take Off with the Internet——Xijiu E-commerce Operations Director Wang Hui 14:40-15:00 Detailed Explanation of Zhongshang Huimin's One Machine, Two Wings Strategy——Zhongshang Huimin Vice President Su Xiaoxin 15:00-15:20 Category Value and B2B E-commerce Development Strategy——Yijiupi CEO Wang Chaocheng 15:20-15:40 Supply Chain Finance is the Lubricant for B2B to Drive Traditional Business——51 Order CEO Chen Xian 15:40-16:00 Zhanghe Cloud Factory Helps Upgrade FMCG Supply Chain——Zhanghe Tianxia CEO Yang Lixiang 16:00-16:30 Integrating Small and Micro Retail, Reconstructing Business Ecology——Quanshi Vice President Miao Dong 16:30-16:50 B2B Investment Principles and Ideas——Junlian Capital Vice President Zhao Mingwei 17:00-17:30 Roundtable Forum——Who is the King of FMCG B2B Models? Guests: Fu Xiaoyun, Zhuang Jianzhong, Jiang Tao, Zeng Weiqin 17:30-19:30 Dinner For manufacturers and distributors who want to transform, this grand event is not to be missed. Interested friends can long-press the QR code below or click "Read Original" to register. Registration: Long-press the QR code below or click "Read Original" ↓↓↓ Click "Read Original" [Register]