Ipsos Attended Global Food & Beverage Innovation Collections 2017

April 13, 2017, Shanghai – Food & Beverage Innovation Collections 2017 was held in Shanghai, April 12 to 13. With the theme “Together Dance with Innovation”, the conference attracted enterprises and guests around the world to involve in in-depth discussion on innovation and communicate their views with each other. President of Ipsos in China Alick Zhou was invited to and addressed the session of “Senior Management Innovation Summit”. With consumer attitude as the starting point and combining consumer behavior, his speech “How to Innovate Your Innovation” revealed how to perform efficient innovation in such aspects of packaging, content, personalization, and interactive marketing.


Alick mentioned that as consumer demands got wider and richer, enterprises were driven to conduct constant and quick innovation. For brand owners, innovation has always been the challenge. Alick explained that the innovative KPIs could be measured by the tested Trial Index, and that innovation was more likely to be centered on people, rather than the content, for which he made six recommendations:


◆     Communication innovation - to establish emotional connection

◆     Product innovation – to define new categories

◆     Down-to-the-ground innovation - Glocal (global localization)

◆     Packaging innovation – to integrate into socializing and local culture

◆     DIY - to meet individual needs,

◆     Display innovation – beyond expectation and to meet the curiosity

◆     Channel innovation - to shorten shopping channels


In fact, whatever the innovation, the most fundamental pursuit is “to face consumers, get close to consumers”.