Xinhuanet, Shanghai , May 10 (Shen and Mei) In the face of the rapidly changing Chinese consumer market, how to grasp consumer demand and achieve sustained market growth is a challenge faced by every company. From May 8 to 10 , the FBIF2025 Food and Beverage Innovation Forum was held at the National Convention and Exhibition Center (Shanghai) . As a grand event in the food and beverage industry, this forum brought together many industry elites and well-known brands. During this period, Su Zhijie, general manager of Greater China of Yinglian Food Sichuan Ning & Ahuatian Business Department, accepted an exclusive interview with Xinhuanet and shared in-depth topics such as current consumer market trends and brand development strategies.

WechatIMG14

Su Zhijie, general manager of Greater China , Yinglian Food Sichuan Ning & Ahuatian Business Department, accepted an exclusive interview with Xinhuanet

"From the actual figures, member stores such as Sam's member stores and snack stores that boast extreme cost-effectiveness, have seen good sales growth." Su Zhijie said that in the face of the current changes in the consumer market, Chuanning & Ahuatian have adopted different product strategies. "As a brand with a history of 300 years, Chuanning's sales in China have not declined, and its brand positioning and value remain stable. We will not change our brand positioning for short-term market fluctuations. Ahuatian is positioned as a national brand, facing the mass market. Currently, consumers are more willing to choose more affordable products. We may lower the specifications and lower the price point, so that consumers have more choices."

In order to better cater to the needs of Chinese consumers, Chuanning and Ahuatian attach great importance to product innovation, but the direction of innovation has their own emphasis. Chuanning has launched more products in the Chinese market that meet the needs of Chinese consumers, such as tea drinks for sleep problems. "We have developed tea products that are particularly suitable for the Chinese market in response to the special needs of Chinese consumers. Ahuatian pays more attention to health and low-sugar trends in product innovation. We have launched low-sugar oat drinks, sugar-free powdered agents and other products to meet consumers' health needs." Su Zhijie introduced that Chuanning and Ahuatian pays not only attention to health in product innovation, but also pays attention to the transmission of emotional value, so that consumers can feel the emotional care of the brand while enjoying the product.

It is understood that Sichuan Ning's market channels are mainly concentrated in high-end retail stores, e-commerce and catering fields. Ahuatian has traditional advantages in East China, South China and other places. Through cooperation with restaurants, it has gradually expanded to the whole country. By flexibly adjusting product strategies, accurately laying out market channels, and innovating in combination with Chinese market demand, the two brands of Sichuan Ning and Ahuatian have achieved remarkable results in the Chinese market.

"We focus on consumers' experience. Chuanning allows consumers to experience Chuanning's products on these occasions through cooperation with high-end restaurants, hotels, aviation, etc. At the same time, we also attach importance to the deployment of e-commerce channels. Consumers can easily purchase Chuanning products through e-commerce platforms. Ahuatian has more joint and authorized products sold across the country. For example, our cooperation with McDonald's, Guming and other brands will increase the brand's popularity and market coverage." Su Zhijie said.

Speaking of the future development of the market, Su Zhijie said that he is full of confidence in the Chinese market and values ​​the long-term healthy development of the market. "We believe that as long as we adhere to the brand value and continue to innovate and develop, we can succeed in the Chinese market. Chuanning and Ahuatian will look for more growth opportunities through innovation and market testing. We will bring more high-quality products and experiences to consumers."

[Editor in charge: Ren Yuxi]