Click the image above for details Introduction: From August 24-26, 2020, the 2020 (3rd) China FMCG Conference, hosted by New Distribution and co-hosted by Kotler Consulting Group, will be held in Shanghai. With nearly 200 heavyweight sharing guests, 3,000 FMCG industry practitioners, and 16 major topics, this conference will focus on "Digital New Infrastructure" as its theme, exploring the opportunities and inspiration it brings to the industry. Kotler Consulting Group's parallel forum, "Marketing 5.0: New Opportunities for Value Marketing in FMCG," is scheduled for the afternoon of August 25. Scan the QR code at the end of the article to apply for attendance immediately. —Kotler Growth Lab Global Chief Marketing Officer (CMO) survey results show that 58% of CMOs admit that big brands are losing appeal to consumers; 66% of Chinese companies face competitive pressure from new entrants, with 14% believing that "ant-like" competitors are more formidable than other "giant-type" rivals. "Ant-like" competitors refer to new brands that enter from niche demands. Compared to big brands mired in growth difficulties, they are rising rapidly. Especially in the FMCG sector, new products are flooding in, and competition has completely transformed from a game of giants to an all-out melee. In the food sector, long dominated by giants, brands like Three Squirrels, Lechun, Chicecream, Wangbaobao, and Laximian have emerged; in beverages, Jiangxiaobai and Genki Forest have broken through; and in beauty and personal care, new brands such as Florasis and Perfect Diary have appeared... For new brands, this is the best of times. Media and channels welcome new brands with unprecedented low barriers, but the challenge lies on the customer side—how to acquire and attract new customers. Therefore, compared to traditional methods of grabbing channels and price promotions, marketing methods such as social marketing, brand personality communication, and private domain communities are beginning to exert their power. For big brands, they face the dilemma of maintaining growth. FMCG customers have low switching costs, and without brand loyalty, they may be abandoned by customers at any time. Traditional advertising methods can only solve the problem of brand awareness; how to increase the probability of customers choosing their products at the "first moment of truth"? How to impress customers at the "second moment of truth" to enhance brand loyalty and recommendation rates? These issues are challenging the market positions of big brands. To solve the dilemma of business and brand growth, one must first understand the market environment and industry growth map to position oneself and choose the next strategic direction. On August 25, 2020, Kotler Consulting Group will hold the vertical industry theme forum "Marketing 5.0: New Opportunities for Value Marketing in FMCG" in Shanghai, to predict development trends for the FMCG industry, design growth maps, and indicate growth directions. "Marketing 5.0" is the cutting-edge marketing concept proposed by Philip Kotler, the "Father of Modern Marketing" and Chief Advisor of Kotler Consulting Group, in 2019! The driving force of the Marketing 5.0 era is the collision and fusion of technology and humanity. Science and technology help marketers reduce marketing costs, improve marketing efficiency, and gain customer insights, while humanity transforms insights into tangible messages and emotional resonance that can influence customers, such as packaging language, communication language, emotional stories, and value narratives. It is precisely based on the theoretical framework of "Marketing 5.0" that this forum has invited marketing strategy experts, digital growth experts, industry trend experts, and cultural marketing experts to jointly explore how to drive FMCG business growth in the era of Marketing 5.0. Marketing Strategy Expert Cao Hu Global Partner and President of China, Kotler Consulting Group Author of "What Is Marketing," "Marketing on Venus," and "Marketing Strategy in the Digital Age" Translator of "Marketing 5.0" (in progress) Areas of expertise: Marketing strategy, brand strategy, industry marketing, sales behavior, marketing organization design, international market strategy, and city marketing strategy. Case experience: Baidu, Tencent, Snow Beer, General Motors (US), Pratt & Whitney (US), Yutong Bus, JAC Motors, China Resources, Ping An Insurance, AVIC International, Bank of China, UnionPay, Sinograin, Chinatex, and Baosteel Group, among others. Speech Topic: "Marketing 5.0 and the Upgrade of Marketing Capabilities," and launching a heavyweight product! What is Marketing 5.0? What opportunities will it bring to the FMCG industry? How to define and evaluate a company's digital readiness? What are the Digital Marketing Growth Planet Map and the Kotler Digital Marketing Assessment System? Digital Growth Expert Wang Sai Partner of Kotler Consulting Group China Author of bestsellers "Five Growth Lines," "What Is Marketing," "Marketing Strategy in the Digital Age," and "Chief Growth Officer: From CMO to CGO"; translator of "Marketing Revolution 4.0" and other works Areas of expertise: Corporate growth strategy, digital marketing strategy, corporate brand strategy, and marketing management. Case experience: Haier, Tencent, Baidu, AVIC International, Baosteel Group, PICC, Pfizer, Ping An Group, Longtu Travel, among others. Speech Topic: "Five Growth Lines for Digital Transformation in FMCG" He once used the "Five Growth Lines" model to analyze Luckin Coffee, pointing out a year before its collapse that Luckin's model was unsustainable. So, how to use the "Five Growth Lines" to analyze the digital transformation path of the FMCG industry? What is the underlying logic? What cases can be referenced? Industry Trend Expert Xiao Mingchao Renowned trend marketing expert, founder and CEO of Zhimeng Consulting Pioneer of China's Elite Mass Marketing Theory Areas of expertise: Trend marketing, industry research, elite mass marketing Speech Topic: "New Customer Insights for FMCG" The sudden pandemic disrupted people's normal lives and brought about a profound change in national consumer behavior. Will people's consumption concepts and shopping desires undergo a huge shift? What are the reasons? Which consumption plans have been shelved? When can they restart? Will innovations in shopping models stimulate consumption willingness? In the post-pandemic era, which consumption will see explosive growth? Industry Trend Expert Wu Xiaobing Managing Partner and East China Regional Director, Kotler Consulting Group China External mentor for multiple growth-oriented innovative enterprises Areas of expertise: Innovation management, brand communication, strategic marketing consulting; has led strategic consulting projects for multiple enterprises with hundreds of billions in scale, with industry experience spanning both B2B and B2C. Case experience: Baosteel (Baowu), AVIC, Sinograin, Chinatex, PetroChina, Bright Food, Midea Appliances, Yanjing Beer, Shanghai Tobacco, Jinjiang International, Taowen Tourism Group, among others. Speech Topic: "New Marketing Momentum under the 'Cultural Wave' in FMCG" Customers' attention to product aesthetics and brand personality has made cultural and creative products, and the use of cultural and creative methods for product development innovation, sweep across many categories in various industries. Especially in the FMCG industry, a wave of cultural renaissance has emerged, forming a new momentum for marketing. So, how to achieve successful cultural marketing by targeting specific audience groups or specific consumption scenarios? More FMCG industry leaders are being invited... Forum Time: August 25, 2020, 14:00-17:00 Forum Location: Shanghai - Fuyue Hotel Forum Agenda: 14:00-14:05 Opening address by the host 14:05-14:55 Cao Hu, Global Partner and President of China, Kotler Consulting Group: "Marketing 5.0 and the Upgrade of Marketing Capabilities," and launching a heavyweight product! 14:55-15:25 Wang Sai, Partner of Kotler Consulting Group China: "Five Growth Lines for Digital Transformation in FMCG" 15:25-15:55 Xiao Mingchao, Founder and CEO of Zhimeng Consulting: "New Customer Insights for FMCG" 15:55-16:25 Wu Xiaobing, Managing Partner of Kotler Consulting Group China: "New Marketing Momentum under the 'Cultural Wave' in FMCG" 16:25-17:15 Roundtable forum (industry executives, experts) Purchase Tickets Single ticket: Original price 999/person, now special price 899/person (Includes entry for 1 guest, 3-day conference pass; meals and accommodation not included) Group ticket: Original price 999/person, now special price 799/person (Group discount applies to purchases of 3 or more tickets; 1 ticket allows entry for 1 guest, 3-day conference pass; meals and accommodation not included) VIP ticket: Original price 1999/person, now special price 1899/person (Includes entry for 1 guest + 3-day conference pass + 1 exclusive high-end networking dinner (limited to 50 people) + front-row seating privilege + authorized PPT of speakers + speech recordings) This is the ticket price for the "3-day full conference of the 2020 China FMCG Conference" Kotler Growth Lab members can attend the entire conference for free Long press the QR code to purchase tickets directly **Teacher Chen (*The conference schedule is subject to on-site arrangements)