China’s food and beverage market is evolving at an unprecedented pace. What makes it unique is not only its scale, but also its ability to rapidly iterate, test, and innovate across every part of the value chain - from channels to products to consumer engagement.
China is one of the world’s most dynamic F&B markets, with product GMV hitting RMB 7,056 billion in 2024. A key growth driver is the leisure F&B segment—snacks and light food outside main meals—which reached RMB 3,738 billion (Frost & Sullivan, 2024).
A clear example is unfolding right now: JD.com and Taobao are entering the takeaway delivery battlefield, joining a space long dominated by Meituan and Ele.me. This move signals how quickly new players can reshape the distribution landscape and how fiercely competitive the market is becoming.
On the product side, we see the same momentum. Brands are constantly introducing new product lines, flavors, and formats to capture the attention of consumers who expect novelty, convenience, and personalization.
Behind these changes lies a distinctive Chinese business landscape:
China’s market presents a fascinating landscape of opportunities and challenges for F&B brands. Success increasingly depends on understanding the platform-driven dynamics, rapidly shifting consumer expectations, and the fast-paced innovation cycles that define the market today.
To help F&B brands to gain a deeper understanding of the Chinese market and connect directly with key players, we are introducing a Learning Expedition in Shanghai 3rd - 5th November, during the CIIE.
Co-organized by Trajectry and EY China Desk, with the support of the CICC (China Italy Chamber of Commerce), the expedition offers participants first-hand insights through tailored visits, in-depth case studies, and exchanges with industry trailblazers.
The program offers an in-depth look at China’s fast-evolving F&B landscape, connecting participants with platforms, distributors, and innovators who are shaping the market. Through this 3-day program of 12 sessions, participants will:
Meet F&B insiders – from emerging brands to top distributors and platform leaders.
Explore trends and innovations shaping China’s food ecosystem.
Connect with industry leaders driving the future of F&B.
Visit stores firsthand to see how products, channels, and consumer behaviors fuel rapid innovation.
Learn from the social media powerhouse RED, the e-commerce food specialist platform Epermarket, or the the Bakery, Pastry and Dessert specialist Sinodis China how consumer tastes are trending, and how to successfully land your brand on the Chinese market.
See and experience first-hand how Chinese brands such as Chargee, Saturnbird, Luckin Coffee or Hema Fresh from Alibaba reinvent consumer experiences and blend online and offline channels.
Meet startups showing how AI and new technologies are transforming the food industry value chain with cutting-edge solutions.
Practical Information & How to Subscribe
Each participant will receive a Roadbook (including agenda, speaker bios, notes pages) and Pre-Reading Materials to help them prepare and maximize the learning experience.
Seats are limited, and early registration is strongly encouraged. A deposit is required to secure your spot, and the final program will be shared a few weeks before departure.
Dates: November 3 - 5, 2025
Location: Shanghai, China
Language: English (primary language of the expedition)
Send us an email to growth@trajectry.com to subscribe or learn more.
