The blue sea and the blue sky, the coconut trees sway.
The "2022 Chinese Entrepreneur Boao Forum" hosted by Xinhua News Agency and Hainan Provincial People's Government was held in Boao, Hainan from November 25 to 28.
On November 26, as a parallel forum for this forum, the first "China Food and Health Think Tank Summit" was successfully held in Boao, Hainan, guided by Xinhua News Agency and the State Administration for Market Regulation, hosted by Outlook Weekly, and hosted by Outlook Think Tank, National Finance Weekly, Outlook Oriental Weekly, and Global Magazine.
Big names gather to offer high-quality development
Food and health industry is a project of people's hearts and livelihood, and it is related to people's health. With the continuous advancement of the Healthy China strategy, the concept of food health has been continuously penetrated into the hearts of the people. In the process of greening, technological, eutrophication and low-carbonization of the food and health industry, new development opportunities have been ushered in.
Pan Haiping, deputy general manager of Xinhua News Agency's general manager's office, said in his speech that enterprises are the leaders of innovation. Food companies should continuously strengthen food research and development, strengthen product innovation and management innovation, and develop and produce more healthy and nutritious foods that consumers like to meet the people's needs for a better life.
Xinhua News Agency Deputy General Manager Pan Haiping delivered a speech
Former Chief Engineer of the General Administration of Quality Supervision, Inspection and Quarantine and President of the China Quality Wanli Tour Promotion Association Liu Zhaobin said that high-end brands should have higher quality, higher green development capabilities, stronger technological competitiveness, higher trust and longer-term vitality. The symbol of the modernization of high-end brands is that the brand's enterprises must have stronger green development capabilities. This is a very prominent feature of the times and requires enterprises to have stronger core competitiveness in ecological and environmental protection, especially in low-carbon construction.
Former Chief Engineer of the General Administration of Quality Supervision, Inspection and Quarantine and President of the China Quality Tour Promotion Association, delivered a speech
With the improvement of living standards, people's requirements for food health are getting higher and higher, and it is urgent to expand new food consumption needs and achieve high-quality development. In the view of Gao Yanmin, former director of the Consumer Products Industry Department of the Ministry of Industry and Information Technology, enterprises should focus on consumers, deeply tap the consumption potential and consumer market, and vigorously develop foods that are beneficial to people's health, including functional foods, snack foods, health foods, specialty foods, etc.
Gao Yanmin, former director of the Consumer Products Industry Department of the Ministry of Industry and Information Technology, delivered a speech
Academician of the Chinese Academy of Engineering and dean of the Nutrition and Health Research Institute of China Agricultural University, believes that in order to better develop my country's nutrition and health industry, we should attach importance to scientific and technological research, increase investment in scientific and technological innovation, and use technology to lead the transformation and development of enterprises. Food and health enterprises can focus on the refined processing and maximization of functions, pay attention to the precise nutrition of product functions, and help the healthy development of my country's nutrition and health industry.
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Zhang Yongjian, director of the Food and Drug Industry Development and Supervision Research Center of the Chinese Academy of Social Sciences, delivered a speech
Enterprises are market entities. In the era of great changes, for food companies, whoever can conduct integrated innovation and original innovation based on new scenarios, new logic and new technologies will be able to seize the opportunity.
At present, the global economy is also undergoing profound changes, and the global food industry has entered a critical period of relying on technological innovation to achieve transformation and upgrading.
Zhang Yipeng, vice president of Yili Group, introduced in his keynote speech that Yili has currently established 15 innovation centers around the world and has also taken the lead in establishing a national dairy innovation center, continuously integrating global smart resources, and accelerating the construction of a dairy "production, education, research and application" innovation ecosystem.He gave an example, Yili Jinlingguan has a milk powder called "Ruihu". This product not only integrates New Zealand's rare milk sources, but also incorporates Chinese patented formulas, but also integrates cutting-edge scientific and technological achievements in life research and food research. This product is not only a collection of high-quality resources at home and abroad, but also the crystallization of global wisdom integration.
Yili Group Vice President Zhang Yipeng made a keynote speech
It is worth noting that with the development of China's economy in recent years, people's living standards have improved, and people's demand for health has been continuously improved. The Chinese tonic industry has also gained opportunities for rapid growth under such a background with innovation as the guide.
Xiaoxiandun founder and chairman Miao Shu mentioned in his keynote speech that bird's nest and Chinese tonic generally have four major pain points in consumption: you can't choose raw materials, don't know how to make them, don't have time to make them, and don't know how to eat them. In order to solve the above problems, Xiaoxiandun has achieved five major innovations on behalf of the industry: category innovation, supply chain innovation, model innovation, digital innovation and service experience innovation. It promotes innovation in fresh stewed bird's nest categories with systematic innovation, provides value to users, creates a new category of fresh stewed bird's nest, and leads a new era of fresh stewed bird's nest.
Xiaoxiandun founder and chairman Miao Shu made a keynote speech
In fact, innovative development and adherence to quality have reached a consensus in China's food industry.
"As a young team, Zhong Xuegao pays attention to two sectors, one is quality control and the other is R&D. Quality control is responsible for the quality bottom line, and R&D is responsible for Zhong Xuegao's innovation ceiling." Lin Sheng, founder of Zhong Xuegao, introduced in his keynote speech that Zhong Xuegao has a R&D team of more than 60 people, of which more than half are master's degree or above. On the one hand, the R&D team continues to explore and develop raw materials, new flavors, new processes and new technologies, and on the other hand, it actively cooperates with domestic universities and research institutions to drive product innovation. In the more than four years since the company was established, it has gained a lot on the road to adhering to high quality.
Zhong Xuegao founder Lin Sheng made a keynote speech
How to benchmark against world-class enterprises
The report of the 20th National Congress of the Communist Party of China pointed out that it is necessary to improve the modern enterprise system with Chinese characteristics, promote entrepreneurial spirit, and accelerate the construction of world-class enterprises. This also points out the direction and goal for the development of my country's food and health industry.
roundtable discussion "Focus on internationalization: How Chinese brands benchmark against world-class enterprises"
"From a macro perspective, China is also a part of international enterprises. Chinese enterprises go global and have become a benchmark for global enterprises. At present, the technology and products of Chinese enterprises have affected the lives of people around the world." Hao Linian, deputy general manager of Baisuishan, believes that Chinese enterprises cannot go abroad to make products just for the sake of making products, but more importantly, spread corporate culture to all parts of the world, and show China's private enterprises and their own brand culture to consumers around the world.
In fact, although Chinese food industry enterprises have achieved certain results in benchmarking against world-class enterprises, there is still a certain gap with world-class enterprises.
Liu Zhaobin pointed out that while Chinese food industry enterprises have achieved great achievements, they also have certain shortcomings. They need to benchmark against the world's largest food industry enterprises. They must start from management, technological innovation, digitalization, cultural construction, etc., and comprehensively benchmark against world-class enterprises. At the same time, we focus on improving personnel quality, training and education, and management capabilities.
Bai Ming, deputy director of the International Market Research Institute of the Ministry of Commerce Research Institute, believes that in international market competition, we must not only solve the problem of "fragrant wine", but also solve the problem of "deep alley". Government departments, industry associations, and intermediary organizations must help enterprises establish an international brand image, such as helping domestic corporate brands to apply for trademark registration abroad, and helping enterprises to do a good job in geographical indication certification.
At the same time, Liu Zhaobin also emphasized that the focus of global competition in the future is on a low-carbon economy, and sustainable development, green development, and ESG results will be important criteria for evaluating whether a company is "world-class" and whether a brand is high-end.
Wang Ji, vice president of the Beijing Enterprise Federation, suggested that the food industry should develop with high quality so that relevant enterprises can develop into world-class enterprises. It is possible to build a national-level food industry promotion center in areas with relatively developed food industry, develop a number of scientific and technological technologies with international leading levels, and form several innovation clusters.
How food companies can help healthy China
With the development of the national economy, my country's food industry has a clear trend of health. Chinese people's dietary consumption has gone from eating full to eating well, and then eating healthy. Under the national policy of building a healthy China, how should the food industry help build a healthy China?
roundtable discussion "Focus on big health: How food companies help healthy China"
"Now people's demands for health are getting stronger and stronger. Consumption upgrades everyone pursues two 'H's, one is happiness and the other is health." Judging from their own feelings, Shenzhen Jinduoduo Chairman Marenduo said that a large number of Internet new brands have emerged in the second half of 2020 to make nutritional functional candies. Jinduoduo entered this track three or four years in advance, moving from an ordinary candy to a nutritional functional candies, and from an ordinary food company to a nutritional functional food company to meet consumers' needs for nutritional health. This is the general trend of the healthy development of the industry.
Miaofei Cheese Deputy General Manager Wang Zhipeng said that with the upgrading of domestic consumption, including the impact of the epidemic, domestic consumers' demand for healthy food has increased rapidly, but their understanding of healthy food is still insufficient.
It is understood that the main product of Miaofei cheese is zero-sugar cheese, without adding sugar at all, and has become the top key product in the cheese bar industry. Miaofei Cheese has also recently developed a cheese crispy, non-fried and high-protein, which will make snacks develop in a healthy direction.
Zhong Xuegao Public Relations Center Vice President Shao Shiwei said that in the past two years, people's health demand has become stronger and stronger. The domestic ice cream ice cream market is the world's largest market. Consumers' demand for health is no longer the simple fragrance-free pigment flavors in the past, but requires low sugar, low fat and high protein. This year to cope with this demand, their business launched a teenage series.
Chief Brand Officer of Wang Xiaolu said that as a braised snack company, Wang Xiaolu has always pursued the inheritance of traditional Chinese braised food production skills for more than 2,000 years, bringing everyone delicious and interesting snacks. At the same time, he hopes to spread authentic cooking methods and braised food cultural products that only belong to the Chinese to more places. Nowadays, Chinese people love to eat chicken feet, but foreigners do not have such a habit. I hope that one day Wang Xiaolu will go abroad and make it popular all over the world to eat chicken feet and braised products.
How can the food health industry help a healthy China? The guests agreed that they needed to think from the dimensions of brand marketing, technological innovation, and product quality. Food companies need to continuously produce healthier and noveler products to meet consumers' needs through technological innovation; ensure product quality with high-quality raw materials, leading technologies, and full-link quality control; learn to talk to young consumers and use innovative brand marketing methods to communicate with today's consumers.
How to practice the concept of green development in bird's nest industry
In recent years, ESG (environmental, social and corporate governance) has become a new concept that has swept the global market, which represents the demand for sustainable development of enterprises and society. The third roundtable discussion session of this think tank summit is "Focus on ESG: How the bird's nest industry can practice the concept of green development", aiming to explore the ESG construction issues in the vertical segment of the bird's nest industry.
roundtable discussion "Focus on ESG: How to practice the concept of green development in the bird's nest industry"
The value of the ESG evaluation system specifically affecting the development of the national economy. Zhang Jinshuang, a senior researcher at the Responsible Cloud Research Institute, believes that it can be understood in four levels. First, for the positioning of the national strategic direction, ESG promotes the sustainable development of enterprises and plays a certain role in my country's sustainable development strategy; Second, ESG can guide investors' investment direction, and enterprises promote the green and low-carbon development of the industry, and ultimately play a certain optimization and adjustment role in the national industrial structure; Third, ESG reduces financial risks and promotes the sustainable development of the financial system; Fourth, for enterprises themselves, ESG is the embodiment of evaluating enterprises in ideological and social responsibility. With the ESG evaluation system, enterprises can better identify what level they belong to and in which aspects they will improve and improve in the future.
Guest believes that under the popularity of ESG, we must also keep thinking coldly, prevent enterprises from pretending to be green and preventing "green paint".
"Don't regard ESG as a beautiful good idea, but really turn it into achieving the goal of ESG with corporate capabilities, business capabilities and technical capabilities." Qiu Yong, founder of the "Digital Brand List" and brand reputation management expert, proposed that you should not just regard ESG as a fashionable stock market theme, but become a real ESG company; do not regard ESG as a brand gilding behavior, and truly become the awareness of corporate strategic investment; do not regard ESG as a simple public welfare upgrade, but should guide the reconstruction of corporate values.
In traditional perception, people have certain misunderstandings about the bird's nest industry, believing that this industry is not green enough and is not sustainable.
In response to this, Zhou Yazhuo, the public relations director of Xiaoxiandun brand, said that bird's nest is just a bird's nest that is to be produced when hatching. After hatching the little swallows, the bird's nest will be discarded. The bird's nest that people eat is actually the abandoned bed of swiftlets. Moreover, the origin of bird's nest has been developed in an industrial manner. In order to facilitate swift nest building, a swift house has been built. Swallow farmers have specially managed it, and disinfection, sterilization and natural enemies are done well, which has provided swiftlets with a more suitable environment for reproduction and thriving.
"The bird's nest industry does not need to discuss whether it is necessary, whether it can be sustainable and green, but must achieve green and sustainable development." Zhou Yazhuo believes that as a high-end tonic food, bird's nest needs to strictly ensure the quality of ingredients, and it is necessary to solve extensive development problems upstream, establish a green development system, and ensure quality and safety.
Wang Xufeng, president of the Capital Health and Nutrition Food Society, said that the fresh stew technology adopted by Xiaoxiandun in the production process will not be overprocessed, nor will it destroy the nutritional value of natural ingredients too much, and can be delivered to consumers more quickly. The entire production process also reflects the concept of environmental protection and is a role model for ESG.
In order to promote the high-quality development of the food health industry and help enterprises grow rapidly, at this summit, the Xinhua News Agency Outlook Think Tank Big Health Research Institute also jointly with the "Digital Brand List" research institute to release the "2022 China Food Industry Brand Reputation Index Annual Report", objectively analyzing and measuring the consumer reputation evaluation and reputation status of each food brand during the reporting period, providing a reference for the high-quality development of the Chinese food industry and various brand enterprises. We look forward to various food companies bringing more rich, better and healthier innovative products to consumers.
"Digital Brand List" founder and brand reputation management expert Qiu Yong introduced the report related situation
combined with the "2022 China Food Industry Brand Reputation Index Annual Report", after recommendations from industry experts and comprehensive evaluation by the big data R&D system, 5 brand cases and 10 corporate cases were screened out to provide a good sample for the development of the food industry and enterprises.
5 companies including Yili, Qingdao Beer, Baisaishan, Qiaqia Food and Xiaoxiandun were awarded the "2022 China Food and Health Annual Brand"; 10 food companies including Yuanqi Forest, Tongcheng Beijian, Liangpinpuzi, Guangming Dairy, Master Kong, Luzhou Laojiao, Yangyuan Beverage, Wang Xiaolu, Zhong Xuegao, and Miaofei Cheese were awarded the "2022 China Food and Health Demonstration Enterprise".
Former Chief Engineer of the General Administration of Quality Supervision, Inspection and Quarantine and President of the China Quality Wanli Tour Promotion Association Liu Zhaobin presented the enterprise award to the "2022 China Food and Health Annual Brand"
Xinhua News Agency Outlook Think Tank Big Health Research Institute Wang Xianzhi won the "2022 China Food and Health Demonstration Enterprise" award to the award
attended the meeting experts and corporate people said that the China Food and Health Think Tank Summit is a rare feast of industry ideas, and we look forward to seeing you next year.
