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食品饮料行业的转型之路

发表于 : 周三 4月 27, 2016 1:28 am
jinqijixie







如今的食品饮料行业增速缓慢,处于“新常态”下急需创新转型。基于如此背景下,2016年食品饮料创新论坛于上海举行了“放缓之下,转型之机”为主题的探讨。集中全球食品饮料行业高管进行了食品饮料行业转型之路的讨论。

一.现状:挑战与机遇并存

1.挑战

江南大学副校长金征宇在“食品产业发展趋势分析”的演讲中阐述道:“‘中国制造’已经丧失低原料价格、低劳动力成本的竞争优势,倒逼中国食品产业必须直面30年来最艰难的转型期。中国食品产业当今面临着资源不足、环保要求越来越高、食品安全要求不断提高、劳动力结构性矛盾凸显等严峻挑战。“

2.机遇

在食品行业面临资源、环保、安全和劳动力结构矛盾等诸多挑战的情况下,大会主席波士顿咨询公司全球合伙人兼董事总经理杨立在致辞中表示,从消费者角度来看,中国的消费面临巨大的机遇。收入的增加,代际的需要,电子商务,服务和地理位置会驱动中国个人消费26万亿的规模。

同时,江南大学副校长金征宇也表示,中国食品产业也面对着“一带一路”助推食品制造全球化、信息技术、大数据、物联网等带来的发展机遇。



二.未来:高品质需求和新营销策略

在进入”新常态“经济放缓的情况下,使得大家有了更多思考改变和创新的时间。

1.研发满足消费者高品质需求

在“十三五”规划纲要当中,推进健康中国建设被提升至国家战略高度。有数据显示,作为健康产业的重要组成部分,营养保健型食品在满足人们温饱生理需求的前提下,又能提供营养补充。近年来,国内营养食品制造业的收入和利润规模达到10%以上的增速,明显高于整个食品制造业的平均增速。在人口老龄化的趋势之下,有望持续保持10%以上的收入增速。

“中国其实至少有3亿的消费者,他们即将步入老年,他们希望产品更加健康,能够活得更加健康,能够延年益寿。”蒙牛乳业研发创新副总裁皮埃尔-阿兰-瑟拉里(Pierre-Alain Ceralli)强调了健康理念对产品研发的重大意义

爱氏晨曦亚洲高级副总裁JesperFournaiseColding也表示,“健康肯定是重要的,一方面我们看到了营养过剩,一方面看到了营养不良。我们也看到了趋势,在可量化的细胞层面的具体的数据。

我国功能食品的发展趋势主要表现在三个方面:一是功能食品的品种更加多样化;二是功能食品的功能多样化;三是普通食品功能化。其中,普通食品功能化是市场增长的主要方面。

由此可见,普通食品向功能型食品转变的趋势比较明显。

2.新商业环境和新营销策略

在价格竞争向价值竞争的新竞争环境转变下,需要探讨新型营销策略。

百事高级副总裁兼康师傅首席市场官李自强先生认为品牌营销最大的挑战是面对现在碎片化的媒体时代的解决方案。他认为一是在不同品牌有不同的选择,但该用何种渠道和消费者沟通存在很多可能。第二由于不少互联网的媒体本身有非常精彩的娱乐,还有一些新媒体本身是年轻人的喜爱品牌。都容易分散消费者有限的注意力。同时,他的全新的观点“品牌即IP,百事皆可能”,通过品牌的专属定制平台能够进行一站式创造打造品牌IP营销,完成品牌创意、内容、明星、还有媒体推广等过程,真正做到新时代的营销。

打造实力品牌是应对新环境下的一种营销手段,依靠媒体做到全包装式的品牌效应,以此达到品牌营销的目的。除此之外,腾讯网络媒体事业群副总裁兼广告客户部总经理栾娜说:“大变革时代之下,我们要做小而美的东西,要做奇而快,我们关注整体三个大点:一个是移动,一个是年轻人,然后是三线城市。”