Long press the QR code or click "Read Original" to register. 30+ industry experts, 100+ B2B platform founders, 800+ manufacturer and distributor friends, gather in Fuzhou to jointly explore the Internet transformation path of the FMCG industry. Opening Remarks Food is the first necessity of the people, and the restaurant industry is a sunrise industry that never goes out of style. As the most mainstream dining venue, restaurants provide a stage for product display, brand亮相, consumer cultivation, and channel expansion, and also serve as a powerful link for beverage products to enter the mass consumer market and household consumption, exuding an irresistible allure. The huge potential of the restaurant channel and the natural connection between restaurants and beverages prompt us to think about how to use a summit to forge a feast of cooperation between restaurant vendors and manufacturers! In view of this, the Sugar Tobacco Wine Weekly Magazine, integrating restaurant channel distributors and beverage manufacturers, will grandly hold the "2016 China Restaurant Channel Beverage Summit" on October 17 during the Autumn Sugar and Wine Fair, focusing on beverages and targeting restaurants. We invite you to stand at the forefront and look to the future! At the same time, to address the channel attention boom, Food Entrepreneur will launch the "'Drink' Explodes Restaurants" series, exploring how various beverage categories can play in the restaurant channel! Vinegar Drinks 1. Evolution of Beverages in the Restaurant Channel In the restaurant channel, more than a decade ago, it was dominated by carbonated drinks like Cola. Later, Uni-President's Fresh Orange appeared, seizing part of the restaurant channel with its health appeal of "more C, more beauty." Then herbal tea became popular. Back then, Wanglaoji, combining its own characteristics, aggressively attacked the restaurant channel that was neglected by carbonated drinks and fruit juices, making great efforts on terminal store signs, emphasizing its product's suitability with Sichuan cuisine, Hunan cuisine, hotpot, and barbecue restaurants, and highlighting its unique selling point of preventing heatiness that competitors lacked. This led to Wanglaoji's sudden rise in the restaurant channel. Of course, coconut juice represented by Yeshu has been steadily selling in the restaurant channel, a category that cannot be ignored. In recent years, Tiandi No.1, with its appeal as the "fifth dish" during meals, coupled with the vinegar drink's ability to cut grease and stimulate appetite, and the comprehensive impact of national crackdowns on drunk driving, has become the preferred beverage on dining tables in the southern region, especially in Guangdong. The overall market capacity of vinegar drinks is estimated by the industry to be around 30 billion yuan, and Tiandi No.1, as the industry leader and leading brand, holds less than 10% of the market. The sales of vinegar drinks in the restaurant channel are conservatively estimated at around 5 billion yuan. 2. Innovative Cases in the Vinegar Drink Market The emergence of Tiandi No.1 vinegar drinks led many to blindly follow, but most imitators were like meteors, fleeting. Only innovative products with Blue Ocean thinking can win. Tiandi No.1 initially launched a mature vinegar drink, which was not particularly favored by consumers in taste and had a rustic packaging, being glass bottles (canned apple cider vinegar was launched later). The company where a friend worked at the time avoided the homogeneous red ocean of mature vinegar and seized the opportunity to launch apple cider vinegar and tea fruit vinegar with more fashionable packaging. In Guangdong, within less than two months, they developed a distributor network covering the entire province, and in less than half a year, sales exceeded 10 million yuan. In a few second- and third-tier market restaurants, their sales surpassed the vinegar drink leader—Tiandi No.1. In particular, tea fruit vinegar is a product with strong Blue Ocean innovative thinking. It uses Pu'er tea and high-quality fruits (apples, olives, longan, etc.) as raw materials. During the tea extraction process, it undergoes 18 layers of purification according to scientific brewing techniques, making it easier to absorb. After brewing, the product is stored for 6 months, and biological scientific methods are used to make the taste more pure and smooth. In market operations, tea fruit vinegar spent not a single cent on advertising; instead, all funds were used to support distributors in developing restaurant terminals. The company prioritized selecting distributors who handled white liquor or beer, and required that customers already had a certain number of restaurant terminals. This had several advantages: quick entry into the restaurant channel, low or even no entry fees. At restaurant terminals, beer or white liquor promoters could help promote vinegar drinks, with the manufacturer directly giving promoters or order-takers a certain commission. The manufacturer's sales team in the restaurant channel needs strong channel relationships. It is best to have sales personnel with experience in the restaurant channel; liquor sales personnel often have richer relationships and experience than beverage sales personnel. If the channel sales personnel are not well chosen, the difficulty of later selecting distributors and entering terminals will be very high. After selecting distributors, handling many upfront cost advances is a "headache." If you don't prepay or pay little, distributors' enthusiasm for terminals is low and sales don't increase; if you pay too much upfront, corruption, loss of control, and waste can occur, and even if sales increase, there's no profit. Based on years of experience, it is still better to avoid the fiercely competitive red ocean in first-tier markets and choose a sample market in second- or third-tier markets as a breakthrough. 3. Analysis of Future Development of the Vinegar Drink Market The future development of the vinegar drink market still requires everyone to have Blue Ocean thinking, product innovation, and avoid the original homogeneous products and market competition. The Blue Ocean Strategy believes that focusing on the red ocean (original homogeneous categories and products) is equivalent to accepting the restrictive factors of marketing warfare, that is, competing in a limited market space, while ignoring the possibility of creating new products or new markets. Using the Blue Ocean Strategy, manufacturers shift their focus beyond competitors to consumer demand, transcend existing competitive boundaries, and filter and reorder the value elements of consumer demand from different markets (e.g., apple cider vinegar, tea fruit vinegar in vinegar drinks), transforming from choices under a certain structure to changing the market structure itself. Of course, a product with just a Blue Ocean strategy does not guarantee success; it also requires support from overall corporate operational capability, financial strength, marketing planning, and sales execution. We also believe that new Blue Ocean products will continue to emerge in the vinegar drink market. First, opportunities always exist in the market. As long as you reasonably use Blue Ocean thinking, you can still develop value-innovative products and thus change the rules of the game. If you can't think of a good value innovation, it doesn't mean other companies can't. In fact, niche products like red date vinegar and blueberry vinegar have been sold for years. Second, Blue Ocean is just a strategy, a mindset. Having good thinking, creativity, and strategy does not guarantee immediate success. The marketing war in the beverage industry still requires a tough and protracted struggle. Especially this year, the overall beverage market is actually declining, so we must be even more cautious. New Food 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 Conference 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——Liu Zhao, CEO of Waiqin365 10:35-11:05 Reconstructing Distribution Channel System, Promoting Urban Retail Upgrade——Tian Yuan, General Manager of Alibaba Retail Link's Backend 11:05-11:25 Channel Efficiency in the Internet Era——Fu Xiaoyun, Vice President of Benlai Holding 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: Trends in Urban Distribution——Wang Qi, CEO of Weijie City Distribution 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 Leverage the Internet to Take Off——Wang Hui, E-commerce Operations Director of Xijiu 14:40-15:00 Detailed Explanation of Zhongshang Huimin's "One Machine, Two Wings" Strategy——Su Xiaoxin, Vice President of Zhongshang Huimin 15:00-15:20 Category Value and B2B E-commerce Development Strategy——Wang Chaocheng, CEO of Yijiupi 15:20-15:40 Supply Chain Finance as a Lubricant for B2B to Drive Traditional Business——Chen Xian, CEO of 51 Order 15:40-16:00 Zhanghe Cloud Factory Helps Upgrade FMCG Supply Chain——Yang Lixiang, CEO of Zhanghe Tianxia 16:00-16:30 Integrating Small and Micro Retail, Reconstructing Business Ecosystem——Miao Dong, Vice President of Quanshi 16:30-16:50 B2B Investment Principles and Thinking——Zhao Mingwei, Vice President of Junlian Capital 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]