On May 28 at 20:00, the "Stars and All Things·2024 Pinyinhui National Brand Upgrade Launch" was held online by Pinyinhui, a channel growth empowerment platform for China's beverage industry, attracting over 50,000 viewers. At the launch, Pinyinhui founder Sister Xi analyzed the current state of the beverage industry, the pain points of brand owners in B2B and B2C, and market development trends. Combining Pinyinhui's industrial innovation momentum and resource linkage advantages, she systematically proposed the "Star-Making Plan," aimed at reshaping industrial value from the channel and market ends, and optimizing channel operation efficiency from methodological and practical perspectives to help brand owners and channel distributors achieve channel growth and market breakthroughs.
Finding Niche Markets Exploring Market Growth Paths Looking at the current situation, the beverage industry faces continuous market upgrades, bringing new opportunities but also more challenges—the e-commerce live-streaming wave has broken the boundaries of "people, goods, and scenes," further flattening sales channels; the rise of consumer sovereignty awareness, brand decentralization, and channel fragmentation trends have increased the difficulty of brand marketing; industry competition and sluggish consumption have increased the cost and difficulty of sell-through, making manufacturers and distributors walk on thin ice and be overly cautious in market operations... At the same time, as the operational space for mature categories shrinks, the dividend cycle for emerging categories is also shortening, placing more refined and professional demands on manufacturers' operational and innovation capabilities. How to improve and solve the "cost" and "efficiency" issues in the industry chain service process is a new era challenge for the entire industry's development. In response, Sister Xi clearly stated: "The beverage industry's supply chain is upgrading, and consumer habits are also changing. We beverage professionals must find opportunities amid challenges. Although the beverage market has a high brand concentration, with leading enterprises dominating almost every mainstream category and clear advantages in scale competition, there are still many niche and segmented markets worth our attention and capture."
Therefore, the continuously expanding segmented categories and innovative products provide possibilities to meet consumers' personalized needs. The long-tail theory shows that even in segmented markets, every niche product has its deep market. Sister Xi believes this explains the necessity and prospects of long-tail products—"We cannot keep falling into the meat grinder of scale competition. We should be different from industry leaders and followers, capturing niche market opportunities with a more professional market perspective, deeper consumer insights, and a more precise understanding of human nature, and strive to build barriers." Marketing guru Philip Kotler pointed out that in a competitive market, there are always a certain number of market nichers whose strategies should be more focused and in-depth, with the core idea being "find a niche in the market, then expand the market within that niche." "Therefore, we believe that by integrating new technologies, beverage companies can find new market growth points in the ever-changing market environment and expand into new markets; by optimizing channel operations, they can efficiently empower sales, improve operational efficiency, and form a competitive moat," Sister Xi concluded.
"Star-Making Plan" What Will Pinyinhui Do? To break through and innovate, we need to look outward for new spaces and paths, because "old maps cannot lead to new continents." Sister Xi believes that in this new cycle of survival of the fittest, beverage companies must find "new quality productivity," drive the industrial ecosystem with innovation, and activate the innovative momentum of every production factor—this is the growth path for manufacturers in the new cycle. Therefore, for enterprises, they need the ability to connect upstream and downstream partners, connect partners in related industries, and also combine with other industries, capital, and customers in a value network, mutually compatible and complementary, to spark innovation and build an innovative ecosystem network for the beverage industry. What Pinyinhui is building now is precisely such an "ecosystem network" to help enterprises innovate and develop—to assist beverage companies in rapid development, Pinyinhui leverages its 12 years of deep experience in the beverage industry, having served over 5,000 beverage companies and over 100,000 distributors, to give enterprises wings for high-quality development. Based on this, Pinyinhui's carefully crafted "Star-Making Plan" strategy was born. The Star-Making Plan unfolds through three major strategic actions: "Star Search Action," "Star Track Action," and "Star Glow Action," and around three pillars: "Precise Matching," "Omnichannel Promotion," and "Efficient Sell-through," expanding into "N" key actions, strengthening empowerment support in multiple links such as investment attraction, communication, brand promotion, and sell-through, helping manufacturers and distributors gain sustainable, high-quality development momentum and find the driving force to cross new cycles and expand new increments.
Specifically, in the "Star Search Action," Pinyinhui will select "Rising Stars" from the 5,000 beverage brands in its resource library, using its resource linkage advantages to empower brand voice and channel growth. Sister Xi stated that the selection of "Rising Stars" will be based on multiple dimensions, including online and offline sales growth rates, market activity, product strength, differentiation, and corporate strength assessment, to screen out truly innovative, high-potential, and operable quality products for the market. At the same time, Pinyinhui will also use specific criteria on the channel side to find five "Channel Stars" in each regional market, i.e., star distributors. First, star distributors must have more than 5 years of core beverage channel operation capability; second, star distributors need to have annual sales reaching the billion-yuan level, or single-product sales reaching the ten-million-yuan level. In the "Star Track Action," Pinyinhui will use its media matrix and a series of annual themed activities to achieve precise matching and omnichannel promotion. Currently, Pinyinhui has built a new media matrix including "Sister Xi Talks Beverages," "Pinyinhui Observation," "Pinyinhui Selection Mall," "What Does Xiao Yue'er Drink," and "365 Star Product Guide," and through continuous professional content output and precise reach to professional audiences, it has demonstrated deep influence and professional credibility in the "F2B2b2C" industry chain. It also uses offline activities such as the "Pinyinhui Beverage Theme Exhibition," "National Beverage Channel Growth Empowerment Conference," and "China Beverage Super Roadshow" as professional traffic outlets, forming a closed-loop management of channel traffic for "attracting, recruiting, and supporting distributors," continuously empowering brand owners and building a professional, efficient, and practical communication bridge between manufacturers and distributors, helping them enhance market influence and achieve channel growth. In the "Star Glow Plan," the focus is on efficiently empowering brand owners in business management and product sell-through, truly achieving "unity of brand and effect." Sister Xi said, "Pinyinhui will also formulate different strategies such as 1V1 accompaniment, regional campaigns, and brand business schools based on the development characteristics of different brands, strengthening empowerment in key dimensions such as business management, market sell-through, channel operations, and team organization, creating new dark horse forces for the beverage industry."
Star-Making Plan, First Voyage in Zhengzhou! It is understood that Pinyinhui's first round of the "Star-Making Plan" will start from Zhengzhou—from June 12 to 15, the "Star-Making Plan·Encounter Growth 2024 National Beverage Channel Growth Empowerment Conference" will be grandly launched! The 2024 National Beverage Industry Channel Growth Empowerment Conference is co-hosted by Pinyinhui, New Strategy, Terminal Business War, and Star Beverage Power Study Club. Each session selects 10+ star brands and 200+ star distributors to participate. The conference specially plans five major activities: "Channel Growth Forum," "Big Distributor Empowerment Course," "Growth Path Enterprise Empowerment Course," "Brand Star," and "Channel Star," aiming to build a channel growth empowerment platform for China's beverage industry, helping star brands and star channels achieve precise matching, channel sell-through, and omnichannel promotion, jointly achieving comprehensive channel growth. Pinyinhui firmly believes: Only by adhering to the innovative value concept of "understanding the industry, multi-functionality, deep dimensions, linking resources, and broad empowerment" can the "Star-Making Plan" truly shine. On June 12, 2024, Pinyinhui invites you to Zhengzhou to witness the brilliance and charm of the "Star-Making Plan"!