Sustainability and Food Brands食品品牌的可持续性营销-Kunal Sinha辛默
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Food & Beverage Innovation Forum 2014 @ Simba 2014食品饮料创新论坛@ Simba
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Sustainability and Food Brands食品品牌的可持续性营销-Kunal Sinha辛默
- 2. This is the first market I've worked in where food safety is a more important considera9on than price.” Rob Chester, former Chief compliance officer, Wal-‐Mart China. 沃尔玛中国，前首席合 规官. “中国消费者认为食品安 全比价格更加重要. 这可是 我这么多年在其他市场没 有见到过的现象.”
- 5. Focus on compliance, cost image 中国公司聚焦于政府合规、成本、 和品牌形象 • 84% companies said that environment protec9on is important to them because it is a legal requirement. • 79% said it was a brand image necessity. • Only 19% said they were promo9ng the sales of sustainable products. Chinese companies in the 21st century, A survey of Social Responsibility Sustainability of Chinese companies, Worldwide Fund for Nature. • 84% 的公司说环境保 护对他们来说非常重 要，因为环保是法律 要求。 • 79% 的公司说环保是 品牌形象的必需要素。 • 只有19%的公司说他 们正在营销可持续产 品。
- 8. Consumers ready to act 消费者的反应 • 67% believe that their efforts did count • 69% said that if environment friendly products were available at the same price point, they would purchase them • Not en9rely closed to the idea of paying a small premium – 71% are happy to pay up to 10% more Get Going with Green, research conducted by Ogilvy Earth • 67% 的中国消费者认为他 们的环保努力没有得到认 可 • 69% 的中国消费者说如果 市面上的绿色环保产品和 费绿色环保产品一样的价 格，他们愿意购买绿色环 保产品。 • 也有一部分中国消费者不 拒绝为绿色环保产品多买 单 – 71% 的消费者愿意多支付 10%。 《跨越绿色鸿沟》，奥美大中华区 调研部
- 9. The number of cer9fica9ons issued to organic products more than doubled in four years to the end of 2013, according to government data. 截止2013 年，有机食品、绿色食品 标志的颁发数量在过去四年中增加 了一倍.᠋᠌᠍ ᠋᠌᠍ Sales of those items reached 80 billion yuan (USD 13 billion) at the end of 2012, the most recent year for such figures. 至2012年底，这类食品的销售额达 到了80亿人民币 （约合USD13亿).
- 10. The market is growing by 100% every year. The industry can’t meet 30% of local demand. ᠋᠌᠍ ᠋᠌᠍ 绿色市场每年都高速增 长，达到100%的增长率。᠋᠌᠍ ᠋᠌᠍ 但是，绿色食品行业却 只能满足30%的消费者需 求。 ᠋᠌᠍
- 11. The market is growing by 100% every year. The industry fails to meet 30% of local demand.
- 14. Somehow, most corporate brands do not realize this opportunity. 遗憾的是，大部分企业并没有意 识到这些巨大的绿色机会.
- 15. But farmers do. They’re finding ways to sell directly to consumers. 但是，农民们、 农场主们却意识 到了，他们正在 用各种方法把商 品直接销售给消 费者。
- 21. Despite the high price, Green Yard is s9ll in short supply. Every month, the company sells 90 tons of milk with sales topping 2 million yuan. 尽管价格昂贵，归原 的产品仍然供不应求。 每个月，归原销售90 吨牛奶，销售额达 200万元. Hou Xuejun, general manager of Green Yard. 侯学军, 归原总经理᠋᠌᠍
- 38. So, who’s buying? 都是谁在买呢 ？
- 40. 1) White collar families. This is the major group of organic consumers in China, accoun9ng for about 40% of the opportunity. With high educa9on levels and disposable incomes, people in this group have become increasingly concerned about their own health and some are also interested in environmental protec9on and conserva9on. 1) 白领家庭᠋᠌᠍ ᠋᠌᠍ 这部分家庭是有机食品的 主要购买群，大约占所有 这类食品购买群的40%。因 为自身的教育背景和高收 入，这部分消费者越来越 关注他们自身的健康，他 们中的有些人还特别关注 环境保护。
- 41. 2) Families with young children This group has a market share of about 10%. Comprising mainly of one-‐child families, they are concerned to provide the best food possible for this child. These parents are young, highly educated, and knowledgeable about the health benefits of organic foods. They thus choose organic foods for themselves and their children. They usually have middle to high incomes, with both husband and wife working. They mainly buy from specialty shops and supermarkets, and have access to a whole range of organic products, such as organic baby foods, organic dairy products, organic skin care products for children, organic fruits and vegetables, and other func9onal foods. 2）有孩子的家庭᠋᠌᠍ ᠋᠌᠍ 这部分消费群占据了10%的市 场份额。他们都主要是独生子 女家庭，父母们都努力为孩子 提供最好的食物。这些父母们 都年轻，拥有高学历，而且对 有机食品有非常丰富的知识。 所以，他们愿意为自己和孩子 选购有机食品。他们的收入都 是中等或者中等以上；一般， 夫妻双方都工作。他们的购买 途径一般是专卖店和超市，这 些地方都提供丰富的有机食品 种类，从有机儿童食品、有机 奶制品、有机儿童护肤产品、 有机水果和蔬菜，以及其他有 机食品。
- 42. 3) Families with health issues This group includes families with members, ofen the elderly, who have health problems, such as high levels of blood pressure, cholesterol or blood sugar, or heart disease. These people are under medical treatment or in recovery and need to have healthy meals. Such families buy organic foods for those with health problems as well as other family members. They also consume other health food supplements. This group of consumers, either the elderly or their children, usually is middle-‐ income or high-‐income. They buy various kinds of organic food and are regular purchasers. 3) 有健康问题的家庭᠋᠌᠍ ᠋᠌᠍ 这部分消费群是那些家里有患 病的老人的家庭。例如，家里 老人有高血糖、高血脂、高血 压，或者心脏疾病。这些消费 者他们可能正在接受治疗，于 是对饮食有严格的控制。这些 家庭会为这部分有健康问题的 家庭成员购买有机食品；当然， 有机食品也惠及其他的家庭成 员。 同时，他们也会购买保 健品。这部分消费者，通常具 有中等以及中等收入。他们购 买各种种类的有机食品，而且 是经常性地购买。᠋᠌᠍
- 43. 4) Overseas returnees According to governmental sta9s9cs, in the 20 years between 1990 and 2009 about 500,000 young people who studied or worked abroad returned to China. During their stay abroad, they were exposed to western lifestyles, including knowledge of organic food. These returnees now play an important role in Chinese na9onal economic and technical development as most of them are in managerial or high-‐level posi9ons in public and private organiza9ons, spread out among the country’s major urban centres. They account for about 5% of organic consumers. 4) 海归们᠋᠌᠍ ᠋᠌᠍ 据政府统计数据，在1990年 至2009年之间的20年间，大约 有50万海外留学和工作的中 国人回到了他们的祖国。在 客居海外期间，他们经历了 西方的生活方式，这些生活 方式中包括了有机食品的知 识。回国后，他们在中国的 经济和科技发展中扮演了非 常重要的角色；在中国各大 经济中心，他们要么任职于 各种政府、企业以及教育机 构，担任高级管理职位；要 么自我创业，开拓一片天地。 他们大约占据了5% 的有机食 品消费。᠋᠌᠍
- 44. 5) Business people from Chinese Taipei and Hong Kong. According to sta9s9cs, there are about 1 million people from Chinese Taipei and Hong Kong working in Mainland China. Most of them worked for private companies owned by people from Chinese Taipei and/or Hong Kong. This group is concerned about recent food scandals in China and is therefore keen to buy safe food products. Given their generally high salaries, these people are willing to pay more to guarantee food safety and their own health. They have about 5% of the market share. 5) 在大陆生活的香港人和 台湾人᠋᠌᠍ ᠋᠌᠍ 据政府数据统计，大约有 100万香港和台湾人生活 在大陆。这部分人人群非 常恐惧在大陆时常发生的 食品安全丑闻。因为他们 的高收入，他们不介意为 食品安全和自己的健康多 买单。他们占据了大约 5%的有机食品市场。
- 45. 6) Government officials There are about 10.5 million government officials in various levels of administra9ve and party offices. If all employees paid by public budget, including teachers, professors and those in government research ins9tutes, are taken into account, the number could exceed 40 million. In addi9on to their basic salary, these officials receive various bonuses or benefits, except in some provinces that apply a new government official payment system. In recent years, some government offices have introduced organic food as a bonus for their employees. Although this is not very popular yet, the large number of government officials makes the market share quite significant, an es9mated 10%. 6) 政府官员᠋᠌᠍ ᠋᠌᠍ 据统计，大约有1500万政府官 员遍布中国的各级行政机构。 如果把所有由政府财政发工资 的人员都算在内， 如，教师、 教授和各类科研机构的研究人 员，那么这群人的总数将超过 4亿。除了基本工资，政府官 员们还有各种补贴和福利；有 些省市还实行特别的政府官员 薪酬和福利系统。近年，有些 地方的政府官员可以定期或者 不定期地收到政府配送的有机 食品，称之为“特供”。尽 管，“特供”还并不普遍，这 部分人群还是占据了有机食品 市场10%的份额。᠋᠌᠍
- 46. 7) Young people With China’s rapid globaliza9on, many Chinese have been exposed to new ideas and concepts, including healthy and environmentally friendly lifestyles. Young, trendy Chinese people are quick to adopt such lifestyles, buying and consuming organic foods for health and environmental reasons. They are likely to buy from direct sale, especially from producers. The young people in this group usually do not quite have high incomes, but they are willing to pay more for organic food. The organic market share of this group is es9mated at about 3%. 7) 年轻人᠋᠌᠍ ᠋᠌᠍ 随着中国快速的全球化，很多 中国人都乐于接受新的观念和 生活方式，包括健康的有益于 环境的生活方式。年轻的、追 赶潮流的中国消费者很喜欢接 受这样的生活方式，基于健康 和环保的原因，他们购买和消 费有机食品。他们喜欢直销的 方式，特别是直接从农场购买。 这部分年轻人们不一定是高收 入人群，但是他们愿意多花一 些钱购买有机食品。他们大约 占据有机食品市场3%的份额。
- 47. 8) Foreigners living in China This group of consumers is mainly from Europe, North America, Japan and the Republic of Korea. There are about 2 million foreign people working in China. Most foreign people working in China have rela9vely high incomes and are able to afford organic food, which they usually knew about before coming to China. Some of them buy organic products as part of a healthy lifestyle while others buy organics because they are concerned about pes9cide residues in foods. With quite high disposable income, this expatriate group buys a wide range of organic products, especially those imported from their countries. They comprise around 7% of the market. 8) 生活在中国的外国人᠋᠌᠍ ᠋᠌᠍ 这些外国人一般来自欧洲、北美、 日本和韩国。这部分人群的数量 大约为两百万。大部分生活在中 国的外国人的收入都比较高，可 以负担有机食品。而关于有机食 品的知识，他们在来中国之前就 早已了解。有些外国人购买有机 食品的原因是因为健康的生活方 式，有些是因为害怕农药残留。 因为其高收入，他们通常购买各 种各样的有机产品，特别是那些 进口的有机产品。这部分人群大 约占据有机食品市场的7%。
- 48. Different mo9va9ons. Different life stages. 不同的人生阶段᠋᠌᠍ 不同的消费动机᠋᠌᠍ ᠋᠌᠍ How can your brand address their needs? 品牌怎么满足消费者的需 求？
- 49. 1. Do you have a sourcing story? 关于产品来源，你有什么故事好讲？
- 50. 1. Do you have a sourcing story? 关于产品来源，你有什么故事好讲？ 在这里，什么都是散养的。
- 51. PepsiCo India manufacturing facili9es have taken great strides to conserve water and achieved the country-‐level Posi9ve Water Balance in 2010 and 2011, with 'credit' exceeding 'debit' by a greater margin in each successive year. In 2011, PepsiCo restored 14.7 billion liters, exceeding the 6.3 billion liters of water used in manufacturing facili9es. This was accomplished through the mul9-‐pronged approach of working with communi9es, engaging farmers and improving in-‐plant ac9vi9es. 1. Do you have a sourcing story? 关于产品来源，你有什么故事好讲？
- 52. 百事 印度公司在生产设施方面对水 资源的利用和节约表现得非常出色。 在 2010 年至 2011 年间，这个公司 实现了国家级别的水资源利用正平 衡，即，在这两年之间，水资源利 用的信用额度大大超过了借债额度。 2011年，百事 印度公司储存了14亿 7千万立方水，其中超过6亿3千万的 水使用在生产设施方面。 通过长期 与社区的多种合作，以及和农场主 的合作，提高种植效率等措施，百 事 印度公司实现了这一骄人成绩。 1. Do you have a sourcing story? 关于产品来源，你有什么故事好讲？ 我们致力于在2015年之前， 让三百万的人口可以使用 上干净的水。
- 53. By 2015 Unilever aims to have the tea in all Lipton tea bags sourced from Rainforest Alliance Cer9fied™ estates. 联合利华的目标是，到 2015 年，所 有立顿茶包中的茶叶都要从热带雨 林联盟认证的茶场采购. By 2020, 100% of Unilever's tea, including loose tea, will be sustainably sourced. 到 2020 年，100% 的联合利华的茶 叶，包括散装茶叶都要从认证的可 持续性发展的茶场采购. 1. Do you have a sourcing story? 关于产品来源，你有什么故事好讲？
- 54. The tuna and cucumber sandwiches at Pret-‐A-‐Manger use only supplies from a sustainable rod-‐and-‐line fishery from the Maldives, says the chain's head of sustainability, Nicki Fisher. Nicki Fisher, Pret-‐A-‐Manger的 可持续性部门的负责人 告诉 大家，这家公司的吞拿鱼和 黄瓜三明治中的吞拿鱼只使 用从马尔代夫来的食材。 1. Do you have a sourcing story? 关于产品来源，你有什么故事好讲？
- 55. 2. Processing ingredients 加工及配料
- 56. Kraf's new gambit to take ar9ficial preserva9ves and dyes out of its Singles cheese products and Mac and Cheese. Chick-‐fil-‐A said it plans to phase out chicken made with an9bio9cs within five years. Subway's response to a food blogger that resulted in the removal of a bread-‐ condi9oning chemical. 2. Processing ingredients 加工及配料 卡夫的新举措是，在其 Singles、 Mac and Cheese 奶酪产品中不再使用人工 防腐剂和染料。 Chick-‐fil-‐A 说，在五年内， 他们将杜绝使用抗生素喂 养的鸡。 针对一位食品博客主的强 烈批评，赛百味的反应是， 将不再使用“面包调节 剂”。
- 57. China is the world’s 2nd largest importer of palm oil; there have been strategic commitments from global companies, such as Unilever, Walmart and L’Oreal, towards sustainable palm oil. 中国已经成为世界上第二大棕 榈油进口国。联合利华、沃尔 玛以及欧莱雅都在致力于进口 可持续性棕榈油到其中国市场。 2. Processing ingredients 加工及配料
- 58. Ecolab can help op9mize every aspect of your beverage plant – from process water to sanita9on and conveyor op9miza9on, from wastewater treatment to pest elimina9on. These systems can drama9cally improve overall plant sustainability. Ecolab 可以帮助你优化你的饮料 生产工厂的各个环节。例如，水 处理、水的卫生消毒和传送优化、 污水处理、除害处理，等等。这 些系统可以可以极大地提高整个 工厂的可持续性发展。 2. Processing ingredients 加工及配料
- 60. 3. Packaging recycling 包装和回收
- 61. 在2012年前，设 计出全面的纸杯 和塑料杯的店内 回收方案 星巴克全球企业责任报告 2011 年目标和过程 目标 过程 我们的杯子的店内回收方案已 经在美国和加拿大得到证明是 可行的。我们正在努力将这些 方案推广到更多的国家。 在2015年前，在直 营店里执行这些方 案。 2011年，我们已经在美国和 加拿大的 超过 1000 家直营店 里实施这些方案。 设计 回收 基础设施 实施店内 回收方案᠋᠌᠍ 的店的比例
- 63. Carlsberg has 3,000 of these futuris9c reverse vending machines dored around Denmark, through which 3 million items are deposited every day. You put a can or borle into the machine and it gives you a voucher or money back for your efforts. The number of packages returning through the system is astonishing: 90% of cans designed for single use are recycled, and nearly 100% of refillable borles find their way back to Carlsberg. 在丹麦，嘉士伯装 置了3000个这样的 包装回收自动售货 机，这些售货机可 以每天回收三百万 件包装。如果你把 一个嘉士伯易拉罐 或者玻璃瓶扔进这 个售货机，你就可 以得到 现金或者现 金券奖励。᠋᠌᠍ 这个回收售货机回 收的包装数量是非 常惊人的：90%的 嘉士伯易拉罐得到 了回收，几乎100% 的嘉士伯瓶子得到 了回收。
- 64. Engage your consumers in doing something crea9ve ! 让你的消费者在可持续性方面᠋᠌᠍ 创意地行动起来 吧！