How to Play IP Commercialization? The Forbidden City IP Sets a Good Example

Click the image for details The Forbidden City's IP commercialization licensing has reached a scale of 1.5 billion yuan. Text | Wan Deqian This article is reprinted with permission from Retail Boss Internal Reference APP (ID: lslb168). For reprinting, please contact Retail Boss Internal Reference for authorization. Original title: The Internet-style "Rejuvenation" of the Forbidden City Cultural and Creative IP

Core Guide:

1. Why is the Forbidden City's IP value particularly important?

2. What is the internal relationship between the two lipsticks of the Forbidden City?

3. The core key to the Forbidden City's internet commercialization. Among the 12 emperors of the Qing Dynasty, Emperor Yongzheng might be the one least suited for "cute-ification" or entertainment. In the context of 20th-century Chinese history, this emperor was almost synonymous with autocratic rule, and his reputation among both folk and official historians was once quite poor. Today, however, he has become the most "cute" emperor across the entire Chinese social network. Indeed, beyond the 200-plus years of the Qing Dynasty, he is even the first "internet celebrity emperor" and "cute emperor" among all emperors in China's 2,000-year history in the eyes of modern people. The subversive change might be traced back to the boost from Qing palace romance dramas like "Empresses in the Palace" and "Scarlet Heart." But his upgrade from a fictional script to the historical figure himself becoming an internet celebrity might date back to 2014, when the National Palace Museum in Taipei launched a Forbidden City IP cultural and creative product—the "I Know" tape. Shortly after this Forbidden City IP peripheral was launched, a 100,000+ article from the Beijing Forbidden City titled "Yongzheng: Feeling So Cute" firmly established this emperor, whose life story was not even widely known among the public, as a super "emperor" IP. This emperor, who was almost completely opposite to his son Emperor Qianlong in historical evaluation, lifestyle, and hobbies, became popular on the internet entirely thanks to his highly modern personality. Phrases like "I am such a man" from his memorials fit perfectly with today's internet ecosystem. When an emperor with concentrated power expresses willfulness and persistence, the foundation is his values and character. Unconcealed personality and a life without pretense are exactly the same as internet social values. Many emperors signed their memorials with "I know," but this phrase sounds most like him. Yongzheng's internet celebrity phenomenon, along with the Forbidden City's original role as a core carrier of Chinese history and culture, began to leverage ancient cultural advantages to connect with today's social ecosystem and the tide of IP commercialization. It transformed into a light commercial model featuring rapid implementation, cross-border mixing, practical daily use, and strong design or cuteness, becoming both relaxed and approachable. The Forbidden City, a cultural relic museum with the character "故" (old), has begun to step down from its lofty cultural pedestal and enter various corners of internet lifestyle, relying on internet social topics and commercial implementation. It is like a "revival" through the internet, or more like a "rejuvenation" through internet commerce. The closeness of the Forbidden City to today's society and the internet conveys a sense of modernity, inseparable from people's instinctive admiration for its cultural relics—the value of Forbidden City relics and culture almost encapsulates everything from ancient China. Moreover, this value is also modern beauty, a very high-level modern beauty. This aligns well with the development needs of the Forbidden City Museum's own modernization and fits the global trend of museum IP commercialization. Emperor Yongzheng, an emperor from nearly 300 years ago, with knowledge and cultural taste not inferior to his father Emperor Kangxi, left behind a large number of outstanding cultural relics for the Forbidden City, which is nearly 600 years old, especially glazed porcelain. The more than 1.8 million cultural relics still in the Beijing Forbidden City (including over 1.6 million precious relics) have made the Forbidden City a super IP and one of the "mother bodies" for IP commercial development, cultural and creative product explosion, Chinese design, and internet business ecosystem innovation in 2018. - 1 - The Chinese Design Value of the Forbidden City In the imperial era, the Forbidden City was called the Purple Forbidden City, a place where emperors of the Ming and Qing dynasties worked, lived, and proclaimed imperial authority. The Forbidden City's top position among museum IPs as an IP-rich mine is not merely due to its political status as an imperial palace. Rather, it is because the Forbidden City, as a geographical coordinate and cultural hardware (imperial architecture, cultural relics, various court utensils, etc.), is itself the only top-tier venue for ancient court lifestyles, utensil selection and manufacturing, and cultural relic collection and preservation. The most direct manifestation of Forbidden City IP licensing applied to cross-border products is the reuse of design language and symbols, even simply adding a culturally excellent pattern or image directly to the licensed product. On December 9, 2018, the Forbidden City Cultural and Creative (hereinafter referred to as Forbidden City Cultural and Creative, also known online as the "legitimate second son") pre-sold lipsticks priced at 199 yuan on its WeChat official account. Among them, the popular color "Langyao Red" received over 2,000 pre-orders. Soon, the OEM partner authorized by Forbidden City Cultural and Creative—Runbaiyan—officially sold this series of viral lipsticks on its Taobao store (based on reasonable speculation, the OEM hoped to attract traffic to itself through the hit product). The selling point of these lipsticks was simply to directly apply classic Forbidden City cultural design language and patterns to the overall appearance of the lipstick case. In April 2017, Forbidden City Taobao (hereinafter referred to as Forbidden City Taobao, also known online as the "common-born eldest son") posted a brainwave on Weibo: "What if the Forbidden City entered the makeup world?" Palace wall-colored lipsticks, dot-king series eyeshadows, flower-and-bird series eyeshadows, emperor's jade seal blushes, and the "Thousand Miles of Rivers and Mountains" and ice-crack pattern nail polish... excited netizens for a long time. A year and a half later, with the pre-sale of Forbidden City Cultural and Creative lipsticks, they quickly appeared. This subsequently triggered a small-scale dispute over the Forbidden City lipstick IP and a suspension of sales for product quality upgrades, the details of which are described below. Lipstick, a cosmetic naturally possessing internet celebrity qualities, stood out among many makeup series for several important reasons: besides its low unit price (high profit), high popularity, and ease of use, it is also because lipstick's internal paste and external case are inseparable. This product structural characteristic makes design more prominent in adding value and personalization to cosmetics. Perfume has similar characteristics, as both are cosmetics that emphasize bottle design. The first batch of lipsticks from Forbidden City Cultural and Creative deeply benefited from the direct application of the Forbidden City IP and the aforementioned design language. Simply put, they exuded a strong Forbidden City feel. In this series, one lipstick featured a gold-green color combination. Gold is the Forbidden City's exclusive royal color, while green leans toward the style of the Forbidden City's glazed tiles. The two are a good combination of Forbidden City characteristics, but the design achieved a very bold breakthrough—without the Forbidden City IP as background support and entrepreneurial empowerment, which designer would dare to mix gold and green in lipstick design? Image: Forbidden City Cultural and Creative's lipstick series According to traditional Chinese style design experience, simply borrowing Chinese elements in design is actually not subject to copyright. Those Chinese-style designs on clothing, tea sets, furniture, or decorations in the past emphasized the symbolic expression of Chinese cultural relics. However, including the lack of design capability and rough product development, such Chinese-style design elements have mostly been vulgar variations in the past. Today, traditional Chinese elements represented by the Forbidden City have gained consumers' eager anticipation, frequently made it to Weibo hot searches, and become instant hits upon release. Even when taken off the shelves due to quality issues, consumers' strong desire to collect remains unchanged. This is all due to the super IP of the Forbidden City, which represents the top-level standards of ancient Chinese cultural refinement, craftsmanship, taste appreciation, and lifestyle. The more than 1.8 million Forbidden City cultural relics and cultural symbols, accumulated through over 2,000 years of Chinese historical relics, refined through 600 years of court lifestyle, and developed through imperial-level customer experience in relic development during the Ming and Qing dynasties, make the Forbidden City's super IP value equivalent to the value of China's top cultural mother body. Court lifestyles and imperial collection standards were at the pinnacle of culture from the start. Like ancient official kiln porcelain, it was a cultural relic from the first second of production, without needing the "patina" of time. The commercial value transformed from these cultural relics and symbols starts from a very high point. It can be understood that everything the Forbidden City encapsulates represents the top-level design of ancient China. When design is at the top, it begins to possess the energy of a mother body and can empower other designs across boundaries. In this regard, today's global top designs represented by Hermès, Chanel, Gucci, and Ferrari cars also have this cross-boundary empowerment energy. For example, the Porsche and Ferrari editions of Huawei's Mate series phones have basically the same internal design empowerment attributes, and they also help to clearly label a product style. Returning to the Forbidden City, it can be said that the Forbidden City equals Chinese value; the Forbidden City IP equals a treasure trove of Chinese design. - 2 - The Blowout of the Forbidden City IP Since 2016, China's museum cultural and creative industry, represented by the Forbidden City IP, has experienced a "blowout" development. There are now more than 2,500 museums, art galleries, and memorial halls in China developing IP based on their own collections. For licensed companies, compared with the profit sharing and the degree of investment in the entire project cycle, as well as the rights they can obtain, the direct monetization from participating in Forbidden City development is actually not as large as imagined. However, companies that have participated in Forbidden City IP commercial development will also gain significant recognition for other cultural and creative cooperation opportunities. For this value chain paving starting from the Forbidden City, the industry generally holds the view that the previously common film and television drama IP licensing carries too much risk. Cultural and creative IP development has more stable value for sustainable development. The difference lies in the fundamental distinction of commercial primary and secondary relationships. One is to create an IP first and then make peripheral derivatives; the other is to use an existing IP for cross-border development through IP commercial licensing. The two have different commercial attributes. In the former, the product is an accessory to the IP, with the IP as the main and the product as supplementary; in the latter, the IP is a value-adding element to the product, with the product as the main and the IP as icing on the cake. This essential understanding of IP value has elevated the development level of Forbidden City cultural and creative products by several levels. Shan Jixiang, director of the Palace Museum, once mentioned: "If we wishfully think that good things we copy and place there, no one will buy them." This is also why many people remember that Forbidden City peripheral products were either high-end relic replicas worth thousands or tens of thousands, or low-end items like postcards, notebooks, and cloth bags with very poor practical value and connotation quality. Why is it said that the Forbidden City's IP licensing today has achieved a leap of several levels? One form of IP licensing is the IP development by entertainment celebrities as a reward to their fans (or a disguised way to profit from them). A few years ago, when smartphones were just emerging in China, some entertainment celebrities authorized smartphones named after themselves. Of course, the outcome of this phone was no surprise—it ended in failure. For consumers, even for the most irrational fanatical fans, when facing an IP-licensed product where the IP is primary and the product is secondary, they can accept it unconditionally under 100 yuan. Once the price exceeds a certain level, the inherent product elements and value connotation of this IP-licensed product are no longer controlled by the IP and enter into deep value comparison with similar competing products. Image: Forbidden City Taobao's lipstick series Forbidden City Taobao's lipsticks, launched shortly after Forbidden City Cultural and Creative's, paid a tuition fee for IP industrialization due to the need for quality upgrades, and also brought inspiration to all museum cultural and creative businesses. Forbidden City Taobao authorized a company in Kunshan, Jiangsu, which netizens called the "L'Occitane OEM factory." Its OEM strength is not in doubt; Forbidden City Cultural and Creative chose Runbaiyan, which, based on its technical experience in hyaluronic acid products, had richer experience in formula, process, and raw material development for the lipsticks it launched. However, the temporary removal of Forbidden City Taobao lipsticks cannot be understood as a subjective neglect of quality by the company. On the contrary, it shows that when a powerful IP and a hot or even internet-famous product form an IP cross-border mix, the commercial requirements of balancing IP licensing and professional product development cannot be ambiguous at all. It is necessary to accurately convey the cultural value and recognition of the Forbidden City IP while also conforming to the product's own development strategy to create competitive products. This also reflects that the overall level of research, development, and operation of cultural and creative products in Chinese museums is still not high. Shan Jixiang attributed this to "the entire cultural and creative industry chain in China has not been fully connected" in a media interview. It is particularly worth noting that although Forbidden City Taobao and Forbidden City Cultural and Creative each have stores on Taobao and Tmall, both are stores operated under authorization from the Palace Museum. In terms of the use of Forbidden City IP copyright, there are no legal issues between the two. The terms "legitimate second son" (Forbidden City Publishing House) and "common-born eldest son" (Forbidden City authorized Beijing Shangchao) are actually very apt. Those familiar with Forbidden City IP commercialization know that the Forbidden City has at least five authorized stores on Alibaba's platforms. Besides Forbidden City Taobao, which focuses on cute products, and Forbidden City Cultural and Creative, which focuses on cultural and creative products, there are also online stores selling Forbidden City tickets, books, calligraphy and paintings, and even "court food." There is also the Forbidden City Corner Tower Coffee, which recently became popular again. The Forbidden City has three departments responsible for cultural and creative affairs, with as many as 7-8 external cooperation windows. This kind of free competition and diversified development of Forbidden City IP commercialization, which Shan Jixiang sees as beneficial, has brought huge returns to the Forbidden City's commercial development in at least two years. - 3 - The "Light and Fast" Forbidden City IP In 2015, the State Council issued the "Museum Regulations," releasing policy dividends for all museums to carry out operational activities. That year, the annual sales of the Forbidden City Taobao store exceeded 1 billion yuan. In 2017, sales approached 1.5 billion yuan, involving more than 10,000 cultural and creative products. Today, the concept of museum cultural and creative products is mainly concentrated on the Forbidden City IP. As a leading IP, the Forbidden City's success and development path have provided other museums with great information inspiration and methodological reference. Alibaba has also been busy bringing the National Museum of China, the British Museum, the Shaanxi History Museum, and the Suzhou Museum onto Tmall. In July 2018, the British Museum opened a flagship store on Tmall, offering mummy fridge magnets, mysterious priest cups, and fans with "The Great Wave off Kanagawa"... In February 2018, the phenomenal program "National Treasure" was highly sought after. The National Museum of China IP was licensed to L'Oréal Paris, which launched a limited-edition lipstick inspired by the five beauties in the painting "A Thousand Beauties." The program also opened a flagship store on Tmall called "Hello History," selling more than ten IP cultural and creative products inspired by the national treasures featured in the show. In November 2018, the Forbidden City-themed variety show "Up New·Forbidden City" collaborated with designers to launch Forbidden City pajamas on Taobao Crowdfunding. Within 24 days of launch, the subscription achievement rate reached 20,355%, with fundraising exceeding 10 million yuan. In the second episode, actors like Zhou Yiwei, Deng Lun, and Wang Likun explored the Changyin Pavilion stage in the Forbidden City, uncovering patterns of cranes and bats from the ceiling, as well as elements like the Qing court opera robe "Kesi Male Python" for developing cultural and creative products. After netizen voting, the "Changxin Pajamas" created by a student from the Central Academy of Fine Arts stood out from many submissions. "Combining the crane and bat patterns from the Changyin Pavilion ceiling with Qianlong-era opera costumes, the pajamas are designed to symbolize blessings and harmony." The creator hoped to interpret the joy of opera culture through audiovisual culture, allowing users to experience the carefree journey brought by the Changyin Pavilion. The program aired on November 16, and the same day, "Changxin Pajamas" went live on the Taobao Crowdfunding platform. Cheng Xin, head of Taobao Crowdfunding, said that on the day of release, the target achievement rate reached 100%, and the four characters "Forbidden City Pajamas" quickly hit Weibo's hot search list. The crowdfunding amount exceeded 1 million yuan, with some tiers selling out within one minute. Subsequently, the "Zhenxi Series" high-end accessories also reached a completion rate of 2,529% within 10 days on Taobao Crowdfunding, with an amount of 1.26 million yuan. The popularity of "Up New·Forbidden City" created a wave of product promotion for the Forbidden City cultural and creative industry. Image: Sample of Changxin Pajamas Represented by "Changxin Pajamas," the entire "Up New·Forbidden City" series has launched 9 cultural and creative products. On January 11, the first season concluded. Liu Bing, the chief producer of the program and chairman of Huachuan Culture and Chuntian Film and Television, which explored this new cultural dissemination path with the Forbidden City and Beijing TV, summarized the reasons for the program's popularity: first, it introduced new content, forms, scenes, and knowledge; second, it was positioned from the start to use IP derivatives to spread Forbidden City culture, so it always focused on enhancing netizens' and consumers' participation and guiding them to find their own Forbidden City. "I always believe that use is the best inheritance, purchase is the best protection, and sharing is the best dissemination." Liu Bing's summary particularly emphasizes the organic balance between commercial development and protection, inheritance, and dissemination. While most museums choose to set up their own departments or cooperate with fixed designers to design cultural and creative products, "Up New·Forbidden City" boldly used students from 8 universities, including the Central Academy of Fine Arts, as designers for Forbidden City cultural and creative products. Inviting netizens to vote, selecting the highest-voted creative drafts for development, or cooperating with the Taobao Crowdfunding platform, all target netizens who grew up in the internet era, attracting them to "vote with their feet" and creating a "youth-oriented production and dissemination closed loop." "The innovative marketing model of Taobao Crowdfunding can reduce the cost of trial production and trial sales of the program's same-style products to the greatest extent," said Cheng Xin, head of Taobao Crowdfunding. This is reflected in the sales scale achieved by crowdfunding, market publicity volume, accumulation of first-batch angel users, and the value of real market feedback data. He revealed that as of the end of December 2018, the "Up New·Forbidden City" series had simultaneously released 4 episodes of same-style products, with fundraising exceeding 13,875,000 yuan and participation exceeding 28,080 person-times. The initial idea for the Forbidden City lipstick actually came from netizens who stuck Forbidden City pattern stickers on big-name lipsticks like YSL and Dior to transform them into Forbidden City lipsticks. Since then, whenever international big-name cosmetics release China-exclusive editions, fashion bloggers and consumers would eagerly pull out the sticker Forbidden City lipstick images and call for them again. Forbidden City IP licensing commercialization can actually be as "light" as this. The "internet celebrity" Forbidden City's internet+ commercialization growth history is the birth process of a new super brand or IP. Variety shows, design entrepreneurship mining, Taobao crowdfunding, cultural and creative product development, and internet sales are all components. Fortunately, this birth process happened in 2018. With internet social dissemination, commercial infrastructure improvement, and Alibaba's commercial implementation resources, these components have a lighter implementation solution. Forbidden City commercialization starts with IP licensing and design monetization. A commercial movement around the big Forbidden City IP, focusing on fast monetization and light transformation, is surging in today's Chinese commercial world. The Forbidden City is such a big IP, yet it can be done so lightly and quickly. Besides the aforementioned top cultural value of China's imperial era condensed in the Forbidden City, and the exploration and development of Forbidden City Taobao and Forbidden City Cultural and Creative in recent years, today's Alibaba, based on the internet model, provides complete resource conditions across the entire industry chain—entrepreneurship development, encouraging originality, original protection, marketing, manufacturing, data, finance, and sales—which are also important implementation carriers from the Forbidden City to products. Taking original protection as an example, since everything is initiated and implemented on internet platforms, the risk of Forbidden City IP-licensed products being copied is naturally high. However, in practice, there have been almost no obvious plagiarism cases impacting the design dreams of people like Liu Bing and those Central Academy of Fine Arts students who are promoting the modernization and commercialization of Forbidden City and Chinese traditional culture. Alibaba's protection is strict and leaves no room. Alibaba has now launched an original protection platform based on five aspects: "electronic evidence storage," "first-launch products," "first-launch filing," "complaint and rights protection," and "IP commercialization," providing solutions for original merchants. Any merchant joining Alibaba's first-launch creative protection mechanism can upload product drafts or comprehensive product images to the platform immediately. Once a filed product is copied, the merchant can initiate a rights protection complaint through the original protection platform. The platform will use data methods combined with public review to judge whether plagiarism exists from the consumer's perspective, purifying the design ecosystem through social co-governance. The fragility of original design lies in the fact that the cost of creative design and the cost of plagiarism are almost completely disproportionate. If you spend a year on an original design, someone else might copy it in a day. Protecting originality on Alibaba, an internet full-chain commercialization platform, is no longer a simple passive mechanism—first "crime and mistake," then "crackdown and governance." Instead, it should start from an active protection mechanism, allowing a product's entire process from IP creativity to physical delivery to be smoothly completed on the online platform without constraining or binding the free space of entrepreneurs and designers. Original protection is also a productive force for business. Its formation on Alibaba is also the underlying competitiveness of Alibaba as China's largest internet commercial original platform. Returning to the issue of the Forbidden City big IP being done lightly and quickly, the key is still design. Design is really a very vivid thing. One of the symbols of China's reform and opening up—the woven bags used by migrant workers to carry luggage—has been borrowed by top designers at European and American fashion weeks. If design elements can be empowered and reused, what else cannot? Like the Forbidden City, a rich mine of IP and design, the Forbidden City itself already belongs to a kind of design proto-language. IP design based on the Forbidden City has a complete design language system with logical foundation, architecture specification layer, and application style layer. Because the design elements endowed by the Forbidden City possess a sense of value fullness, visual order, experiential structure, and immersive atmosphere. Similar to the iOS system ecosystem, whether upgrading the architecture of this ecosystem or using it for secondary design, there is no longer any problem of structural deficiency or logical bloat. Similarly, Hema has a complete new retail system accumulated over three years. Whether it is the front-end store experience, back-end resource allocation, or digital definition of full-chain collaborative efficiency, it is complete and organized. What should be there is there; what should not be there is not. Today, Alibaba, using the Forbidden City as a sample, has promoted the commercialization of museum cultural and creative products, but it is far from the mature harvest period. Even with various design developments directly leveraging the Forbidden City, there are different levels of distinction: it is easy to complete 30% (looks similar), not easy to complete 70% (has flavor), very difficult to complete 90% (has essence), and almost impossible to complete 100% (great originality). This is a new era trend, a great IP that requires patience and long-term investment, and a complex process that tests the abilities and mechanisms of all parties, balancing Chinese cultural inheritance, protection, dissemination, and continuous commercial refinement and maturity. The Forbidden City's "revival" based on the internet has just begun. New Distribution will hold the 2019 (5th) FMCG + Internet Conference during the Chengdu Spring Sugar and Wine Fair from March 16-18. This conference will focus on the topic "Breakthrough" and conduct in-depth discussions with numerous brand owners, supply chain service providers, distributors, retailers, and others. Compared with previous conferences, this summit will be fully upgraded. In addition to the original topics such as channel innovation, city distribution logistics, and distributor transformation, it will also add multiple parallel forums on new marketing cases, IP + FMCG empowerment, community group buying, and innovative retail. Through three days of ten high-density, high-quality expert sharing and exchanges, we believe every brand owner and distributor can learn the latest business models, expert opinions, and practical methods, finding new tools and methods for their own breakthrough in 2019 and returning to the track of rapid growth. ****Conference Time: March 16-18, 2019 Conference Venue: Longfeng Hall, Chengdu Longemont Hotel Conference Topics 2019 5th FMCG + Internet Conference Date | Time | Venue | Topic 3.16 | All day | Main Forum | Breakthrough—2019 (5th) FMCG + Internet Conference 3.17 | Morning | Parallel Forum 1 | New Logistics, New City Distribution Parallel Forum 2 | How Can Distributors Achieve Iterative Upgrades? Afternoon | Parallel Forum 3 | IP Empowerment, Helping Brand Growth Parallel Forum 4 | How Can Community Group Buying Reconstruct the Value Chain? 3.18 | Morning | Parallel Forum 1 | Retail Scenario Innovation Parallel Forum 2 | New Product Sales Public Course Afternoon | Parallel Forum 3 | Social E-commerce Parallel Forum 4 | New Marketing Public Course Proposed Guests Chen Qiwei, Chairman of Coca-Cola (China) Investment Co., Ltd. Zhao Shuanglian, Chairman of COFCO Group Co., Ltd. Lin Bibao, Chairman of PepsiCo Greater China Wang Chaocheng, Founder of Yijiupi Su Xiaoxin, Executive President of Zhongshang Huimin Zong Fuli, Chairman of Hangzhou Wahaha Group Co., Ltd. Chen Duye, General Manager of Toutiao Marketing Center Lin Xiaohai, General Manager of Alibaba Retail Link Yang Qianhui, Chairman of Ting Hsin (Cayman Islands) Holding Corp. China Region Chen Xiaodong, Senior Vice President of Nestlé Greater China Zhang Nan, General Manager of Douyin Short Video Tao Shiquan, Founder of Jiangxiaobai Mao Wenchao, CEO of Xiaohongshu Cui Zhen, Founder of Hui Xiadan Huang Zheng, Founder of Pinduoduo Liu Bo, Vice President of Best Group, General Manager of Best Dianjia Ye Maozhong, Famous Marketing Expert Li Jiaoshou, Famous Marketing Expert Xiao Masong, Independent Strategic Marketing Consultant Liu Chunxiong, Founder of New Marketing Theory Fang Gang, Famous Marketing Expert Bai Ya, Founder of Youzan Li Qian, Founder of Youqingxu Liu Zhao, Founder of Waiqin 365 Xu Yonggang, Founder of Maideline Niu Enkun, Famous Marketing Expert Wang Qi, Founder of Weijie City Distribution Wang Shenbing, Founder of Zhongke Shangruan Chen Siting, Founder of Wanchaobang Rui Yun, Founder & Chairman of Dianda Huang Wei, General Manager of Uni-President Group Life Food Division Liu Peng, Vice President of Chongqing Jiangxiaobai Liquor Co., Ltd. Chen Lei, Founder of Mao Laile Ma Xiaolong, Marketing Director of Taishan Beer Wu Jinghe, General Manager of Caihua Trading Tang Xiangyang, General Manager of Lidu Liquor Guo Guangyu, General Manager of Squirrel Small Store Wang Jun, Famous New Retail Industry Expert Liu Xiaoting, Famous New Retail Industry Expert Wang Jinghua, CEO of Miduo Big Data Engine Lin Feng, Chairman of Beijing Jundu Excellence Consulting Co., Ltd. Chen Ruifen, General Manager of Uni-President Enterprise Tea Business Group Gu Tiefeng, CEO of Answer Tea Zhu Zhentao, CEO and Chief Product Officer of Jumi Intelligent Zhuang Jianzhong, CEO of Meinian Changxiao Miao Qingxian, Chief Consultant of Shanghai Yihe Marketing Agency Ding Ding, Founder of Fan Factory Liao Chuan, CEO of Xian Shiji Zheng Yubin, CEO of Palm Fast Sales More guests are being invited... Ticket Information Type | Ticket Price | Early Bird Price | Benefits Regular Ticket | 599 | 399 | 1. 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8. One copy of the "2018 China FMCG B2B Competitiveness Research Report";
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