This year’s Expo leverages over 30 years of accumulated industry resources, focusing on the Guangdong-Hong Kong-Macao Greater Bay Area, aiming to establish itself as a benchmark event for the hospitality and catering industries in South China. Building on the foundation of the inaugural HOTELEX Shenzhen Expo in 2023, this year’s event has been comprehensively upgraded. Its scale has expanded by 50%, with the total exhibition area reaching 300,000 square meters, the number of exhibitors increasing to 3,000, and an expected attendance of nearly 200,000 professional visitors.

The Expo, set on a grand stage spanning 300,000 square meters, meticulously paints a comprehensive panorama of the hospitality and catering industry ecosystem. Here, cutting-edge industry insights, business matchmaking opportunities, and product innovation converge, offering an annual feast of opportunities for countless professionals in the catering sector.

As one of the shining stars of this Expo, BY Young Innovation Group and UM Ursa Major Supply Chain jointly showcased their remarkable expertise in brand rejuvenation and global supply chain management at booth 11H D18. During the event, Ellison Guo Peng, the founder of BY Group, delivered an inspiring keynote speech, providing an in-depth analysis of systematic approaches and successful cases in brand rejuvenation. His unique insights and innovative concepts earned widespread acclaim from industry professionals.

BY showcased its comprehensive innovation services in consumer brand rejuvenation, offering end-to-end solutions for participating enterprises, ranging from strategic positioning to creative design and tactical execution. By accurately capturing the needs of young consumers, BY helps brands establish emotional connections and enhance their influence.

UM showcased its exceptional global supply chain management capabilities and sharp product selection insights during the Expo. As a supply chain management enterprise specializing in premium global retail and catering brands, UM offers products spanning seven major categories, including grains and oils, baking, frozen fresh foods, coffee and tea, and daily necessities.  At the joint booth of BY and UM, numerous renowned products made a stunning debut. These included grain and oil brands such as Yu Xi Grain and Oil, Jinlongyu, and Rice Academician; condiment brands like Laoganma Boxed Sauce and Spicy Sister; baking brands such as Yake and Chundong; beverage brands like Zero Degree and Under the Hawthorn Tree; along with a wide variety of snacks, condiments, juices, and coffee products.  These premium global consumer goods not only highlighted BY's deep insights into brand rejuvenation but also underscored UM's strong capabilities in consumer goods supply chain management, catering to the diverse needs of global customers for high-quality products.

UM leverages its extensive global retail channel resources to establish deep cooperative relationships with internationally renowned retail brands such as Costco, Sam’s Club, Woolworths, Coles, ALDI, Hema, and Metro. 

Mr. Guo Peng, a seasoned expert in the FMCG (fast-moving consumer goods) supply chain sector, currently serves as the President of UM Premium Supply Chain. He is also the founder and CEO of BY Young Innovation Group and UM Membership Store Supply Chain. With over 15 years of hands-on experience in product innovation, strategic planning, design, retail operations, and procurement across categories like food and beverages, dairy, baking, grains, and condiments, Mr. Guo has built a stellar reputation in the industry. 

Under his leadership, UM Premium Supply Chain offers comprehensive services, from product value chain creation to product development, design, and retail operations. Additionally, UM has established in-depth collaborations across nearly 30 global retail channels, showcasing its deep expertise and extensive influence in numerous retail sectors.

Notably, Mr. Guo Peng was invited to serve as a judge for the 2024 Shenzhen International Pre-made Baking Selection Conference. This role is not only a high recognition of his professional expertise but also a testament to his authoritative status and profound influence in the baking industry. 

The conference, themed “Freshly Pre-made, Foreseeing the Future,” aims to provide a comprehensive platform for outstanding pre-made baking service enterprises. Through meticulously curated selection events and specialized themed exhibition areas, it fosters showcasing, cross-sector dialogue, and collaboration. 

Mr. Guo, with his extensive industry experience and unique professional insights, will deliver fair and professional evaluations for the entries. Moreover, he will leverage this platform to further promote the standardization, regulation, and high-quality development of the pre-made baking industry.

Looking ahead, BY Young Innovation Group will continue to deepen its innovation strategies, keeping pace with market dynamics to provide brands with forward-thinking solutions for rejuvenation and transformation. Meanwhile, UM will persist in optimizing its supply chain solutions, further enhancing service efficiency and quality, and collaborating with global brands to embrace the evolution and transformation of the consumer market.

The 2024 Shenzhen International Hospitality and Catering Expo is not only a dazzling event for the global hospitality and catering industries but also a vital platform for driving industry innovation and development. Let us look forward to the brilliance and surprises this grand event will bring, and witness the remarkable achievements created jointly by BY and UM!