"Extreme Product Power" in-depth study in JapanFoodDrinksDairyCondimentsSpecial topic on big health> officially launched
1. Research background
Action of Confidence" to build the vane of China's food industry
In 2024, confidence is more important than **!
Deep learning Japan is the best way to go. In the past five years, many Chinese companies have begun to study and learn from Japan, such as Genki Forest, Oriental Leaves, Nayuki's Tea, RIO Cocktail, Konjac Jelly, Marubeni Beauty, Flower Print, MINISO and .......Drawing lessons from Japan's "lost 20 years" of growth against the trend.
From 1990 to 2010, with the wave of aging, consumption downgrade and declining birthrate, a large number of consumer brands emerged in Japan, of which functional health products accounted for half of the country. As of 2023, China's aging rate will be 211%, and the population aged 60 and over exceeds 2900 million people, an increase of 13 percentage points. In Japan, when the aging rate is 23%, functional health food will take off, and when it explodes at 26%, we expect the outbreak of functional health food in China to come as early as 3 years and 6 years at the latest. The historical experience of the explosion of functional health foods driven by the evolution of Japan's population structure has great reference significance for the Chinese market, which is about to enter an aging society.
In this issue of Japan Studies, we will:Go deep into Japan's three major benchmarking enterprises, listen to the lectures of Chinese and Japanese big-name instructors, inspect the terminal products of Japan's multi-format market, and participate in Japan's largest functional health food exhibitionIn the "lost 20 years", how to grow against the trend through extreme product strength, and truly help students learn from Japanese research and learning.
Second, the results of research
1.Find the product
Gain insight into the logic behind the success of best-selling products in the Japanese end market inspection, and learn about the latest and most cutting-edge product trends and opportunities at the Functional Health Food Exhibition. Combined with the experience of the transformation of Japanese consumer trends in China, we will look for strategic products in the next stage of the Chinese market from various aspects such as brand, packaging, selling point, technology and production process.
2.Find your way
Under the trend of health and functionalization, we have insight into the mystery of Japan's products that have grown against the trend in the past 20 years, find a healthy development direction that can be applied to the Chinese market, enter the market in a forward-looking manner, and win the competition in advance.
3.Find a way
Learn the methods and development processes of popular products of Japanese benchmark companies such as Meiji and Nissin during the economic downturn, build their own anti-cyclical product evolution methods, and sort out the future-oriented product value shaping and development process.
3. Highlights of the study
1.Examine products in the Japanese end market
Conduct product research in the fields of food, beverages, dairy products, condiments, health and nutrition, medicine, etc., and gain insight into the consumption trends of the Japanese market in multi-format markets such as community stores, convenience stores, and drugstores, as well as large-scale integrated supermarkets.
2.Inspect Japanese benchmark companies
Meiji Foods
Meiji is the largest food company in Japan, and has created a large number of large single products in many fields such as food, beverages, dairy products, condiments, prepared dishes, and health.
Key Points of Study:Learn the underlying logic of how Meiji continues to create large single products through extreme product power, and find the big hit product recipe and product growth path of Chinese brands in the economic downturn.
Nissin Foods
Nissin Foods is a leader in Japan's instant noodle industry, with a high brand awareness in Japan, with annual sales of 5.8 billion instant noodles. The founder, Mr. Momofuku Ando, innovated A40 H3PR1EU.
Key Points of Study:Learn how Nissin connects young people through instant noodle culture, infiltrates brand stories and concepts into the hearts of consumers, and enables companies to achieve new growth through innovation and creativity during the maturity of products.
Japan Health Center
The Japan Health Center was the only high-end medical institution served by the Emperor's Imperial Physician since the 80s of the 20th century, and has been serving the Imperial Family for 35 years. Ma Yun once took time out of his busy schedule to come to the Japanese health center for a full body examination, and after returning to China, he bluntly said: Japan's medical industry is very worthy of our learning!
Key Points of Study:Through visiting Japanese health centers, we will learn about the mature service system and concept of the Japanese health industry, and learn how to attract high-stickiness loyal customers through the ultimate service.
Participated in the Japan Functional Health Food Exhibition
"IFIA HFE JAPAN" is Japan's largest exhibition specializing in food ingredients and additives, and is a bellwether for functional health foods, focusing on functional health foods, health foods, and nutritional ingredients. The exhibition brings together manufacturers, merchants, researchers and industry experts from all over the world to showcase the latest products, technologies and market trends.
The show is an important resource for those in the food, beverage, dairy, condiment, health and other industries, as it provides the latest information and innovations in the field of functional health food and healthy nutrition. Exhibitors can learn about market dynamics, discover new products, and establish contacts with industry peers, which is the most important position to obtain cutting-edge technology information and potential cooperation to create functional health foods!
4.Lectures by Chinese and Japanese big-name tutors
Xu Zhanhai:Founder of New Positioning Theory; Strategic consultant of leading enterprises such as Great Wall Motor, Jinmailang, Chery, etc;One of the 25 representatives of China's original marketing theory; His book "Seven Inches of Competition Strategy" won the "China Original Marketing Theory Exploration Award" and was selected as a textbook for more than 70 Chinese universities.
Horn Naoki:One of the top 10 food consultants in Japan; PossessionMeiji product engineer with 38 years of experience;WonThe title of "Industrialization Planner" of Japan's national strategy.
Fourth, the study itinerary
day1 5.17
Arrival check-in. Daytime: Arrive in Tokyo and check in to hotel.
day2 5.18
Product Strategy Practical Course - Naoki Kakura.
All day: "The Success Behind the Meiji Blockbuster**".
Master the specific methods of creating explosive products from scratch.
Build a professional product team that can maximize results and respond quickly.
Gain insight into consumer needs and grasp the value of consumer product mix.
Evening: Welcome Dinner.
day3 5.19
Product Strategy Practical Course - Xu Zhanhai and the Japanese team.
All day: "Japan's Extreme Product Power and Consumption Trends in China's Transformation". Inspired by Japanese consumer trends.
The brand serves the ultimate product power.
Packaging serves the ultimate product power.
There are three keys to Japan's ability to build the ultimate product.
Evening: Product inspection in the Japanese end market.
day4 5.20
Investigation of Japanese benchmarking enterprises.
Morning: Nissin brand spirit and product development.
Afternoon: Japan Health Center Visit.
Evening: Product inspection in the Japanese end market.
day5 5.21
Investigation of Japanese benchmarking enterprises.
Morning: Meiji is one step ahead of the health value shaping Afternoon: Fosun Group Japan company visit.
Evening: Product inspection in the Japanese end market.
day6 5.22
In-depth participation in the Japan Functional Health Food Exhibition.
All day: IFIA HFE JAPAN Functional Health Food Exhibition Evening: Japan Study Summary and Graduation Dinner.
day7 5.23
Return from Tokyo Airport.