When it comes to selling products to millennials, food quality management is an absolute imperative
As the largest segment of the global labor force, millennials are leading the charge in demanding comprehensive distribution of information.
罗兰贝格联合全球退税服务商环球蓝联（Global Blue）在《千禧一代，重塑旅行与购物习惯》一文中提出，中国千禧一代消费者将主导未来十年中国乃至全球消费格局。普遍意义上来说，全球范围的千禧一代是指生于1982年~2000年之间的人群，他们的成长伴随着互联网的诞生和快速发展，他们是主动寻求消费升级、推崇个性消费的群体，它们具备前卫、新潮、追求新鲜感的消费意识。品质消费已成为千禧一代的重要消费趋势。
千禧一代消费者对于优质生活有更为强烈的期待，对其衣食住行的方方面面都有更高的品质要求。因此，保健、教育、旅游、高端餐饮、奢侈品等高价值商品与服务的需求在不断攀升，他们亦是中国消费升级大潮的引领者。以奢侈品为例，中国千禧一代大幅推动奢侈品市场的发展，其购买奢侈品的行为更为年轻化，同时购买频次相比于上一代亦有显著提升。
千禧一代对产品的独特需求同时也影响着父辈的购物行为，由此商家必须不断提升改进自身产品与服务。对于食品饮料行业来说，食品质量管理在此刻显得尤为重要。
According to Selerant COO Sunil Thomas, “The level of information that consumers want has changed drastically. It’s not just ingredients on a label, they want to know that the product does not violate their principles or beliefs. If you say that your product is organic or sustainably sourced, can you prove it?”
根据希乐仑首席运营官Sunil Thomas，“消费者在购物时需要的产品信息量早已不可与往日同语。简单的食品成分表无法满足消费者的需求，他们想要知道的是产品是否与他们的一些准则或信仰相违背。如果你声称产品是纯天然的或者对环境友好，那你能否证明呢？”
Millennials are challenging the status quo in other ways - just because a brand has longevity, that does not mean that they trust it. Unlike boomers, millennials are not
nostalgic. They matured in a high-tech, data-driven culture, so old-fashioned or archaic product landscapes that assume loyalty based on previous performance simply do not appeal to them.
而千禧一代则以另一种方式挑战市场——品牌的长寿并不意味着千禧一代会轻易信任它们。与婴儿潮（boomers）一代不同，千禧一代并不怀旧。他们在高科技，数据驱动的文化中日趋成熟，因此基于品牌过往表现而建立起的忠诚或过时的产品格局根本不会吸引他们。
It is crucial to understand that millennials, who comprise more than 35 percent of the global workforce, have money to spend and significant buying power.
至关重要的是，食品饮料制造商需要认识到千禧一代已占全球劳动力超过35%，他们的购买力不可小觑。
Thomas points out that these consumers, “need to see that the food and beverage manufacturers that they support with their hard-earned dollars are willing to do what is right for the environment, and for good health and nutrition.”
Thomas指出，千禧一代消费者更希望看见他们用真金白银支持的制造商愿意去保护环境，并生产更有营养，利于健康的产品。
It can be challenging for food and beverage manufacturers to capture and hold on to this essential demographic.
对于食品饮料制造商来说，抓住这个重要的人口变化充满着挑战。
Every food manufacturer has an opportunity to compete for millennial business – but it requires establishing a system of innovation cycles that speeds time to market while
delivering the information that these consumers demand – and assurances of transparency, traceability, and quality food products.
每个食品制造商都有机会竞争千禧年业务，但它需要建立创新周期系统，以加快上市时间，同时提供这些消费者所需的信息，并确保透明度，可追溯性和优质食品。
Supply chain traceability and transparency are vital to secure millennial support –
nutrition data and comprehensive information are king with these consumers. They want to know everything about their product purchase, so clean labels that deliver the
information they need are key. Manufacturers in the food industry need to know where millennials begin the buying process, and if they are susceptible to impulse-buying. 供应链的可追溯性和透明度对于赢得千禧一代支持至关重要——这些消费者想要看到营养数据和可理解的信息。他们想要知道购买的商品的一切信息，所以用清洁标签（clean label）传递信息很重要。食品行业的制造商需要知道千禧一代的购物流程，以及他们是否容易冲动消费。
F&B manufacturers must find a way to capture and communicate the data -
spreadsheet and siloed trial and error processes are not the fastest or best ways to achieve innovation or snag the attention of millennials.
食品饮料制造商必须找到一种收集与交流数据的方法。显然，大量的电子表格和研发时不断的试错并不是实现创新或吸引千禧一代注意力的最佳方法。
To combat waning sales, established brands, emerging private labels and niche producers are turning to technology – specifically to product lifecycle management software solutions.
为了应对销售量的下降，知名品牌，新兴自有品牌和利基生产商正在拥抱技术——尤其是产品生命周期管理软件解决方案。
PLM enables rapid adaptation in supply chain management, mirroring millennial
purchase patterns while maintaining stability for individual products and product lines. The data is structured for optimal online presence, so the impact of increased individualization on planning, production, and partnerships is optimized for each product.
PLM可快速适配供应链管理，反映千禧一代的购买模式，同时保持单个产品和产品线的稳定性。
This delivers specific logistics models for growth management and increased market share – but is simply not possible without the integration of a comprehensive, end-to-end PLM system.
这提供了用于企业增长管理和市场份额增长的特定物流模型，而没有集成全面的端到端PLM系统是根本不可能的。
Global compliance with secure food safety regulations should be a top priority for any manufacturer in the food and beverage industry. Food safety and quality are the
cornerstones of F&B producer’s brand reputation – but assuring compliance in today’s highly regulated landscape is a complex task for F&B manufacturers.
对于食品和饮料制造商来说，在全球不同国家不同法规下保持产品的合规性应是重中之重。食品安全和质量是食品饮料制造商品牌声誉的基石，而在今天相关法规在不同国家的差异性使产品合规变成了一项沉重的任务。
Best practices and solutions 最佳实践与解决方案
Compliance must begin early on in product development. Devex PLM software aids manufacturers in developing a culture of food safety. It is impossible to execute proper compliance without knowing what is in raw materials – so performing early compliance assessment saves time, resources and substantially increases speed to market. 在产品的整个周期中，应尽早确保其合规性。希乐仑Devex PLM帮助制造商建立食品安全为重的文化——尽早评估产品合规性可以节约时间，资源并有效加快产品上市时间。 There is a simple solution to create transparency and accuracy throughout the product lifecycle – embrace a PLM process solution that will manage all product specifications in a single integrated system and ensure that all required specifications are processed and up to date with current compliance requirements.
Devex可以在单一集成系统中有效管理产品配方并确保所需配方都已经过确认并与满足当前法规要求。
With so much data being processed and changing hands, companies must be able to access, manage and update all product-relevant information directly by mapping it through a single source of truth. PLM ensures data integration.
有着如此大量需要处理和手动更改的数据，公司必须有能力直接从单一事实渠道获取，管理并更新所有与产品相关的法规信息。PLM就可以做到这一点。 What this means for food manufacturers
Food manufacturers have an interesting challenge ahead, but also a great opportunity. The ones that will ultimately gain popularity among Millennials will be those that are willing to innovate while staying authentic. Millennials not only value the transparency of brands, they are also aware of shortcomings when it comes to unsubstantiated claims. Food manufacturers must now walk the line between making all-natural and sustainable product claims, and being 100 percent truthful in their statements. When it comes down to it, Millennials will do the research, read the labels and uncover the truth.
食品制造商如今正面临着一项有趣的挑战，但同时也是一个巨大的机遇。那些最终会在千禧一代中流行的品牌将是那些愿意在保持诚信的同时进行创新的。千禧一代不仅重视品牌的透明度，他们也意识到了那些所谓的纯天然食品缺少足够的证据支持。食品制造商必须对纯天然食品和环境友好型产品的声明保证完全的真实性，不然，千禧一代将刨根问底，阅读产品标签并揭示。