On April 26, the 2024 Green Consumption High-Quality Development Forum was held in Beijing. With the theme of "Adhering to Green Development and Advocating Green Consumption", the forum focused on cultivating the concept of green development, advocating green consumption behavior, and injecting new momentum into the formation of green and low-carbon production methods and lifestyles.
As the supporting unit of this forum, Meifang (Shanghai) Network Technology Co., Ltd. (hereinafter referred to as "Meifang"), partners Li Jiaqi and Wei Yinghui attended the forum, and discussed with government leaders, authoritative media, experts and scholars, and brand representatives in the consumer field to discuss the many attempts and achievements of enterprises in exploring green consumption transformation, developing green consumption scenarios, and fully promoting the high-quality development of new consumption.
Li Jiaqi, partner of Meifang, said at the forum that in the process of brand exploration of green transformation, live streaming e-commerce has given full play to the role of a communication bridge to help brands and consumers connect and reach a consensus on the concept and practice of green consumption, and on the other hand, it has also given full play to the advantages of channels to help high-quality brands in beauty, fashion, agriculture and other industries explore a new path of green supply and sustainable development.
Blockbuster brand innovation cases were released to witness the new power of green development
At the forum on the high-quality development of green consumption, Yang Hua, deputy director of the Department of Market Operation and Consumption Promotion of the Ministry of Commerce, Wang Zhenyu, deputy secretary-general of the China Consumers Association (presiding over the work), and leaders of the People's Daily attended and delivered speeches.
Subsequently, representatives of brands such as Meifang, Yili, Mengniu, Dong'e Ejiao, Osman, and Newpage delivered keynote speeches respectively, sharing their attempts and achievements in exerting their strength in their respective fields to promote green consumption and stimulate consumption potential as the main participants in the consumer market.
Zhang Yipeng, the representative of the dairy brand and vice president of Yili, said that advocating green consumption is an important measure to promote the high-quality economic and social development of the mainland, and it is also the responsibility and development path of leading enterprises.
Mengniu, which is also a dairy brand, also demonstrated its due responsibility as a leading enterprise, and carried out a series of innovative practices of "green production, green products, and green advocacy" around green consumption. It is understood that in 2023, all cooperative ranches in Mengniu have realized manure resource utilization, and the annual carbon reduction is expected to exceed 185,000 tons.
In the field of beauty and skin care, major brands have also reached an industry consensus on promoting green consumption, and Osman and Newpage shared their understanding of green consumption and the process of truly integrating green consumption into the actual operation of enterprises. Liu Ming, co-founder of NewPage brand, proposed in his speech that real green consumption is the harmony and unity of green management, green ecology and green society.
According to the domestic brand Osman, who has joined the Beauty Sustainability Alliance (BSC) this year, and joined hands with more than 80 Chinese and foreign peer companies to plant a special forest - "China's Cosmetics Future Forest" to help the green transformation of China's beauty and skin care industry.
As a live-streaming e-commerce company that connects the supply side and the demand side of consumption, Wei Yinghui, partner of Meifang, shared his observations and insights. He believes that at present, more and more consumer brands are moving forward on the road of green and sustainable development, and at the same time, the concept of green consumption is also penetrating the mainstream consumer group, and everyone pays more attention to the health and environmental protection attributes of products in the process of daily shopping.
It is reported that Li Jiaqi's live broadcast room under the United States wrist has cooperated with rookies to carry out the "green box return action" during the Double 11 period, recycling 7.44 million cartons in 287 cities across the country, reducing nearly 275 tons of carbon emissions.
In his speech, Wei Yinghui further explained that green consumption is a very important part of new consumption, and it is also the starting point for experimentation and exploration. To this end, he focused on sharing the thinking and practice of the beauty wrist in the context of the more ambitious topic of helping to "stimulate the potential of new consumption".
"According to our long-term observation and research, the new type of consumption is mainly reflected in new categories, new scenes and new contents", in view ......of the main characteristics of the new type of consumption, Wei Yinghui shared the exploration and experience of the wrist one by one.
In terms of new categories, in addition to helping users choose the best of the best among the massive products, Meiwrist will also invest more time and energy to gain insight into the industry, understand the brand, study the core competitiveness of the brand, and expand new categories, aiming to allow consumers to meet more abundant needs with higher cost performance.
It is worth mentioning that in terms of new content, Meifang gives full play to the core advantages driven by content innovation, starting from the needs of users, and opens a professional knowledge popularization column "Li Jiaqi Small Classroom" in the live broadcast room;
With its attempts to promote green consumption, as well as many explorations and assistance in stimulating the potential of new consumption, Meifang, Yili, Mengniu, Osman, Dong'e Ejiao and Newpage have all become the "high-quality development and innovation cases of green consumer brands" promulgated by this forum.
Talk about the new power of the brand and decode the path of green and sustainable development
As the main body of production and supply on the supply side, many brands at the forum expressed valuable insights from the perspectives of product technology innovation, sustainable packaging upgrading, and online and offline channel integration. Brands unanimously agreed that in the context of the accelerated recovery of the consumer market, green, sustainable and high-quality development has become a major issue for brands.
In the important roundtable dialogue session, Proya, Han Shu, Miguang, Xiyou, Huafan and other corporate guests conducted in-depth industry discussions on the topics of decoding the new path of green and sustainable development of the brand, talking about the new power of the brand and leading the new green consumption.
In the roundtable dialogue, focusing on how to establish a good interaction mechanism with consumers for quality inspection, Li Jiaqi, partner of Meifang, shared his experience from the perspective of e-commerce anchors: "Meijia realizes the interconnection, interoperability and interaction between consumers and brands through rich and interesting content forms", not only through the knowledge sharing column of Li Jiaqi's live broadcast room, but also popularizes professional knowledge in the fields of skin care, oral cavity, and parenting for users. The core value of the product also conducts offline research and interviews through self-made variety shows to understand consumers' real views on brands and products face-to-face, and transmits these feedback to the brand, so as to help the brand carry out product iteration, optimization and upgrading.
At the same time, using e-commerce channels, Li Jiaqi's live broadcast room is also helping regional characteristic agricultural products to achieve green supply and brand building, helping many beauty brands solve the problem of excessive product packaging, and conveying the concept of sustainable consumption to consumers.
"For example, we have helped tartary buckwheat tea, an agricultural product in Yunnan, to derive a product form that is easier to preserve and transport, such as 'tartary buckwheat crisp', which not only helped local agricultural products open up online sales channels, but also made the local tartary buckwheat industry a distinctive regional business card, realizing the sustainable development of agricultural product brands," Li Jiaqi said.
The guests who participated in the roundtable dialogue had an in-depth discussion on the new phenomena and highlights that have emerged in the field of green consumption in recent years, and shared many experiences of brands in exploring sustainable development. In the second half of 2023 alone, tens of thousands of users have completed the trade-in of products through the official applet, and the old products have also been environmentally protected, realizing the closed loop of green consumption.
Proya, a domestic beauty brand, started with product packaging to enhance the green interactive experience with consumers. Hou Yameng, Vice President of Proya, said: "Proya prominently marks the sustainable packaging label on the appearance of the product, so that consumers can clearly understand the environmental protection attributes and recyclability value of the product, so as to participate in the recycling management of packaging after disposal, and use the online and offline multi-channel communication platform to advocate consumers to use refills and participate in innovative environmental protection actions such as the transformation and reuse of empty bottles." ”
As green consumption has become a new consumer trend and lifestyle, Wei Yinghui, partner of Meifang, once again emphasized that Meifang has infiltrated green consumption into daily live broadcasts and various public welfare actions, calling on consumers to "rational consumption" in the live broadcast room, helping everyone to accurately purchase products according to their rigid needs, and at the same time advocating everyone to reduce the use of disposable plastic products and promote the formation of green and low-carbon production and lifestyle.
The successful holding of the "2024 Green Consumption High-Quality Development Forum" has witnessed the efforts and contributions made by consumer brands in promoting green consumption and exploring the path of green and sustainable development. Taking this opportunity, Meifang hopes to continue to respond to the call for high-quality development of green consumption, join hands with consumers and brands, truly integrate the concept of green consumption into daily life, help stimulate new consumption potential, release new consumption potential, practice green consumption, and jointly witness the new vitality of the mainland consumer market.
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