Strategic Partnerships in the CPG Market 如何在消費性民生用品(CPG) 市場建立策略聯盟?
Business leaders recognize their lag behind retailers and consumers. They know the urgency of investing in marketing technology and digital fluency to close the gap. We analyzed these dynamics to guide CPG companies where to focus and how fast to move. Among our findings, we identify the Food & Beverage (F&B) sector as a particularly promising area of growth. The F&B industry's potential lies not only in its economic scale but also in its inherent connection to human life and culture.
企業決策者們也意識到自己落後於零售商和消費者，並且認知到需投資行銷科技和數位化能力來縮小差距。我們分析了消費性民生用品（CPG） 的趨勢，並為企業找到聚焦的重點。在我們的研究中，食品與飲料（F&B）產業脫穎而出成為極具潛力的產業。F&B 的吸引力不僅在於其經濟規模，更在於食品與人類生活和文化的深厚連結。
Over the years, working with Taiwan-based clients expanding into the US, we often encounter their surprise at North America's high marketing costs. Many companies instinctively cut marketing budgets during economic uncertainty, but this approach often backfires in the consumer packaged goods (CPG) sector, which is notoriously fragmented across retailers, distributors, consumers, third-party platforms, and logistics providers.
近年來，我們協助台灣客戶拓展美國市場時，常看到他們對北美高昂的行銷成本感到驚訝。許多公司在經濟不穩時會削減行銷預算，但在消費性包裝商品（CPG）產業，這往往行不通，因為產業生態鏈高度分散，涉及零售商、經銷商、消費者、第三方平台和物流商。
Without a well-coordinated ecosystem, marketing data is often inefficiently reworked for every use case. This leads to unnecessary effort and missed opportunities.
若系統缺乏良好協作，行銷數據就得反覆分析回推，既浪費時間又錯失良機。
At BLIVE GLOBAL, we consistently work with clients to shift their perspective, reframing marketing from a cost center to a revenue generator.
在 BLIVE GLOBAL，我們協助客戶轉換思維，將行銷從一個成本中心轉變為營收來源。
With changing consumer sentiments during downturns, tracking meaningful indicators across all marketing funnels becomes essential. The general perspective is that companies are inhibited by the split idea of brand building versus performance marketing. The former requires heavy expenditure, such as TV ads and holiday mailers, without immediate returns on spending. The latter is measurable – we can provide the exact ROI but is less helpful when it comes to “generating” demand. Performance marketing captures demand that is already near conversion, whereas building brand equities require patience, akin to the so-called investor mindset.
在經濟低迷時，消費者心態容易快速改變。因此追蹤行銷漏斗中的關鍵指標變得格外重要。一般來說，常見的迷思認為品牌建立 (brand building) 與效益行銷 (performance marketing) 是相斥的。品牌建立需要大手筆投資，比如電視廣告和節日郵件，短期內看不到效果；效益行銷則可以明確提供投資報酬率（ROI）。不過，對於「創造」需求的幫助則有限，因為只轉化了本就有意購買的群眾。培養品牌需要有耐心的「投資者心態」。
Regardless of how deep their pockets are – high, low, or the same budget as last year – we pose two questions to companies:
Are you anticipating and preparing for international scaling challenges?
Are you building data products with connected technology?
不管預算多寡，我們總會拋出兩個問題給企業：
你是否有預見並準備好應對國際擴展的挑戰？
你是否在打造基於能有效串連的行銷數據的生態系？
這些問題，往往能啟發彼此找到新的成長方向。
Historically, the CPG industry has been unable to collect and activate first-party data at scale. In an era of data and AI transformation, no major CPG player has scaled digital capabilities to the level seen in technology, media, or finance sectors (see exhibit below).
過去，消費性包裝商品（CPG）產業始終無法大規模收集並運用第一方數據。在數據與人工智慧快速轉型的時代，沒有主要的 CPG 公司能像科技、媒體或金融業那樣成功擴展數位能力（請參見下方圖表: AI數位轉型的成熟度在各產業間呈現顯著差異）。
Truth be told, the work at CPG companies doesn’t attract top in-house technical talent.
「食」不相瞞，民生消費用品業的職位較不易吸引頂尖科技人才。
Business leaders recognize their lag behind retailers and consumers. They know the urgency of investing in marketing technology and digital fluency to close the gap. We analyzed these dynamics to guide CPG companies where to focus and how fast to move. Among our findings, we identify the Food & Beverage sector as a particularly promising area of growth. The F&B industry's potential lies not only in its economic scale but also in its inherent connection to human life and culture.
企業決策者們也意識到自己落後於零售商和消費者，並且認知到需投資行銷科技和數位化能力來縮小差距。我們分析了消費性民生用品的趨勢，並為 CPG 公司找到聚焦的重點。在我們的研究中，食品與飲料（F&B）產業脫穎而出成為極具潛力的產業。F&B 的吸引力不僅在於其經濟規模，更在於食品與人類生活和文化的深厚連結。
As the Chinese proverb '民以食為天' reminds us, food is the paramount necessity.
俗話說，「民以食為天」，飲食與我們的生活密不可分。
The universal demand for food, coupled with its cultural significance, positions the F&B sector as resilient and filled with high-impact opportunities. Our analysis shows that F&B SMEs can unlock 10-25% additional value by leveraging first-party data through a unified commerce media strategy. With proper digital operations, these companies can sell anywhere, anytime.
食品的普遍需求，加上其深厚的文化意義，使食品與飲料（F&B）產業具備極高的韌性與影響力。F&B 中小企業（SMEs）若能透過統一的商業媒體策略充分運用第一方數據，有機會實現額外 10-25% 的營收增長。在完善的數位營運下，這些企業能隨時隨地拓展銷售，實現更大的市場潛力。
In our view, taste knows no time zones.
我們相信，美味，無遠弗屆。
At BLIVE GLOBAL, we are building a future-ready F&B ecosystem designed to help SMEs unlock their next level of revenue potential. We unify brands, networks, and partners to create a cohesive system. This allows companies to focus on their core competencies, such as production and innovation. Meanwhile, we streamline marketing data exchange and handle secondary functions like channel and customer management, across both online and offline retailers.
在 BLIVE GLOBAL，我們正在打造一個面向未來的 F&B 生態系統，幫助中小企業（SMEs）挖掘下一階段的營收潛力。我們整合品牌、網絡和合作夥伴，構建一個協作完善的系統，讓企業能專注於生產和創新等核心競爭力。同時，我們優化行銷數據的交換流程，並代管次要功能，例如渠道管理和客戶管理，覆蓋線上與線下零售商。
How It Works:
Social Listening: Discover real-time consumer needs—like identifying the rising demand for plant-based snacks.
Feedback Mining: Turn customer reviews into actionable insights to refine recipes or improve customer satisfaction.
Predictive Trend Sourcing: Stay ahead of market shifts, such as launching kombucha flavors aligned with health trends.
Streamlined Product Launches: Use automated A/B testing to perfect new product ideas before a full rollout.
The Result
A smarter, faster, and more confident approach to growth in a competitive market.
運作方式：
社群聆聽：即時掌握消費者需求，例如發現植物性零食的需求正在上升。
反饋挖掘：將顧客評論轉化為實用洞察，優化配方或提升顧客滿意度。
趨勢預測：搶先掌握市場動向，例如推出符合健康潮流的康普茶口味。
精簡產品上市流程：利用自動化 A/B 測試，在全面上市前完善新產品構想。
成果
在競爭激烈的市場中，實現更聰明、更快速、更自信的成長策略。
With the right digital capabilities, we aim to overcome the challenges of fragmentation in the F&B sector through fully integrated digital and physical touchpoints. We invite you to the BLIVE GLOBAL ecosystem – where SMEs are empowered with greater data accuracy, optimized ad placement, and lower acquisition costs – confidently emerging as the first choice at the point of sale.
透過正確的數位能力，我們致力於解決 F&B 產業的碎片化挑戰，整合的數位與實體的觸點。我們誠邀您加入 BLIVE GLOBAL 生態系統。在這裡，中小企業將獲得更高的數據準確性、更優化的廣告投放，以及更低的獲客成本，自信地成為消費者購物時的第一選擇。
We are heeding the call. The marketing moment is now.
最好的行銷時刻，就是現在。
I am a food and beverage manufacturing company based in Taiwan. How can I become part of the ecosystem?
我是台灣食品公司想拓展美國市場，下一步怎麼走?
