Wang Qing, Development Research Center of the State Council: Beverage consumption is the entrance to perceive new consumption

Beijing News (reporter Wang Ziyang) on September 3, at the first China Beverage Health Consumption Forum held during the 2021 China International Fair for Trade in Services, Wang Qing, deputy director of the Market Economy Research Institute of the Development Research Center of the State Council, said that beverage consumption is the entrance to perceive new consumption, and the beverage industry is the earliest field involved in new consumption, and it is also the entrance and road sign to analyze and grasp the characteristics of consumption and the direction.

Wang Qing believes that one of the new characteristics of current consumption is to become a collocation that shows personality and group characteristics, and drinks belong to one of the elements. In addition, while emphasizing pleasure, more attention is paid to nutrition and healthy lifestyle. Experiential, entertaining, trying new, punching, requiring continuous innovation and detonation. Women's leading position is prominent, convenient and networked, can adapt to multiple scenes, pay more attention to local culture and local cultural elements, and flavor.

For enterprises, Wang Qing said that the new capabilities that enterprises need to have in the future include facing small groups, narrow coverage, and short-term markets, and being able to quickly reach new people. Let young people and consumers participate more in product design, marketing planning, brand culture construction, and establish an effective and interesting incentive system. In addition, from sales to service to "group building", integration to promote product and human relationship maintenance, etc., more can rely on word of mouth to spread, which is also a way to adapt to new consumption.

Beijing News reporter Wang Ziyang photographed Wang Ziyang

Edited by Li Yan Proofreader Chen Diyan