Long press the QR code or click "Read Original" to register. 30+ industry experts, 100+ B2B platform founders, 800+ manufacturer and distributor friends, gather in Fuzhou to jointly plan the internet transformation path of the FMCG industry. China's first vitamin functional beverage sprouted a decade ago Dongpeng Beverage was founded in 1987, a time-honored beverage manufacturer in Shenzhen, originally a state-owned beverage production enterprise. In the mid-1990s, the tide of functional beverages blew into China, and in 1998, it gave birth to China's first vitamin functional beverage—Dongpeng Special Drink, thus laying its historical position in the domestic vitamin energy beverage market. In September 2003, under the background of the state-owned enterprise reform idea of "state retreats, private advances," Dongpeng Special Drink ushered in a new development opportunity. The company achieved the transformation from "state-owned to private" through the method of "employee fundraising and shareholding," which rapidly released the enterprise's productivity. After the restructuring, the business philosophy and management mechanism with the food circulation field as a breakthrough gradually put Dongpeng Beverage on a fast track of development. Early Dongpeng product packaging "Don't build the wall until the piles are driven"—a decade of growth In 2007, Guangzhou Dongpeng officially went into production. Chairman Lin Muqin said: "Dongguan, as the model market for Dongpeng Special Drink, if we can't achieve 100 million, we won't go out." From the beginning of the restructuring to meticulous market cultivation, from breaking through 100 million to becoming a quite influential functional beverage brand in China, Dongpeng took 10 years.
Node: breaking the limitations of the canned market Among the 10 years, a node that must be mentioned occurred in 2011. For a long time, the canned form of Dongpeng Special Drink severely hindered its terminal sales. In 2009, Dongpeng ingeniously launched bottled functional beverages, adopting patented packaging and a PET bottled beverage five-in-one filling production line, which broke the market limitations of canned consumption. The double-layer safety cap not only ensured better hygiene but also allowed this body-energy beverage to be shared. For the first time, attributes such as hygiene, convenience, and portability were integrated into functional beverage products, taking the lead in breaking the "can" and leading a new consumption wave. In 2011, bottled Dongpeng Special Drink was officially launched. Through the unremitting efforts of the Dongpeng team, it finally achieved a breakthrough of 100 million yuan in sales in the Dongguan market. Legend: a 100 million model market In 2003, Dongguan Jinyu Trading reached a cooperation with Dongpeng Special Drink, becoming the "pioneer force" in developing the Dongguan market. At that time, competition in the Dongguan functional beverage market was already very fierce. Dongpeng Special Drink, still in canned form at the time, faced fierce competition among a sea of similar products. After the Dongguan market launched, the company began to work with Jinyu Trading to roll out the market, but problems followed one after another: near-expiry products, returns and exchanges, etc. Dongpeng Special Drink withstood the pressure one by one, recovering slow-moving goods and arranging dedicated personnel to handle complaints. Despite suffering considerable losses at the time, it established a good reputation and brand image. Under such circumstances, Dongpeng Beverage adhered to the principle of being responsible to customers, promptly recovering unsold products and arranging dedicated salespeople to handle customer complaints. In the end, although the company suffered considerable losses, it maintained the brand image of Dongpeng Special Drink in the minds of channel customers. In Lin Jingzhao's view, as long as there is customer relationship, the product has a market. At that time, Dongpeng Special Drink could be seen everywhere in Dongguan The turning point came in 2009. That year, the product positioning of Dongpeng Special Drink was readjusted, the bottled product highlighted differentiation, and the price became more competitive. Jinyu Trading cooperated with Dongpeng Special Drink, bringing refreshing changes from advertising to ground promotion. After the first distribution of bottled Dongpeng Special Drink, the reorder rate from terminal customers exceeded 50%, and by the end of the year, more than 20,000 cases were sold. After entering 2010, bottled Dongpeng Special Drink showed geometric growth. Dongpeng seized the momentum and launched prime-time advertising on strong media such as Dongguan TV 2, rapidly enhancing the brand awareness of Dongpeng Special Drink. In 2012, Dongpeng Special Drink's sales in Dongguan exceeded the 100 million yuan mark, and Dongguan officially became a veritable model market for Dongpeng Special Drink. Prairie fire: the "Dongguan model" spreads across the country Before going national, Dongpeng, through meticulous cultivation of the Dongguan market, developed a set of model market ideas, which were flexibly replicated in other regions according to local conditions. At the same time, when making market layout, Dongpeng prioritized markets where functional beverages were relatively blank, with less competition and the greatest conversion of invested resources, allowing Dongpeng Special Drink to rise rapidly. Through point-like markets, it continuously radiated to the periphery, eventually forming a network market. Currently, Dongpeng Beverage's production bases in Guangdong and Anhui have been put into operation. In the future, it plans to build production bases in Hubei, Chongqing, Beijing, and other places, while forming multiple production lines with advanced equipment to meet the demand for products in important regions, allowing Dongpeng's products to go both north and south, thereby promoting the further nationalization of Dongpeng Beverage. "Old" brand develops "new" ideas—a young decade With the gradual improvement of Dongpeng Special Drink's market layout, the marketing focus shifted from products to brand. Dongpeng Special Drink, with the concept of "old brand develops new ideas," signed Nicholas Tse to rewrite the brand anew. It achieved brilliant results of ranking first in sales volume in South China and leading nationwide sales. In the past two years, Dongpeng Special Drink has been going more and more smoothly on the path of youthfulness, and has strengthened its newly upgraded brand proposition—"Young means staying awake to fight." At the same time, Dongpeng Special Drink also introduced the image of "Peng" (the roc) onto the new packaging of its flagship product—Dongpeng Special Drink, matching the overall new marketing ideas with a new image. In the past year or two, Dongpeng Special Drink has frequently appeared in variety shows, TV commercials, and brand placements in hit dramas, conducting centralized multi-channel brand promotion, strengthening the eyeball effect among consumer groups, and deepening consumers' awareness of its brand. Dongpeng Special Drink sponsored the variety show "China Dream Show" The constantly changing market and users will give more business opportunities to those who are not satisfied with the past and brave enough to chase the next disruption. Dongpeng Special Drink will ultimately walk out a strong path for Chinese functional beverages with a brand new, youthful, brand-connotative, and strength-based product image. In the past decade, we sought scale, technological progress, marketing changes, and category increases; in the next decade, we seek upgrades, redefining products from the consumer's perspective. Only with clear consumption attributes can our products have a solid development space. Therefore, the growth of Dongpeng Special Drink tells us that in this transformation process, whoever can find the key development point will win opportunities for survival and force the enterprise's development machine to roll forward! Source: Food Board New Food Era · New Distribution —— 2016 China "FMCG + Internet" Summit Forum —— This is a grand event focused on how the FMCG industry channels should transform under the general trend of Internet+ transformation Agenda 08:00-09:00 Registration 09:00-09:05 Host opening 09:05-09:35 2016 China FMCG Industry Trend Analysis Report—Zhao Bo 09:35-10:05 FMCG Enterprise Transformation Strategy and Path—Liu Chunxiong 10:05-10:35 Opportunities and Challenges Brought by FMCG Channel Reform—Field 365 CEO Liu Zhao 10:35-11:05 Alibaba Retail Link All-round Empowerment—Alibaba Retail Link Guo Kunkun 11:05-11:25 Channel Efficiency in the Internet Era—Benlai Holding Vice President Fu Xiaoyun 11:25-12:00 Roundtable Forum—Brand Transformation: Improvement vs. Reconstruction? Guests: Liu Zhao, Liu Chunxiong, Fang Gang, Chen Feng, Shi Zhengchuan, Deng Xia 12:00-13:30 Lunch 13:30-13:50 Dealer Transformation: City Distribution Trend Development—Weijie City Distribution CEO Wang Qi 13:50-14:20 Roundtable Forum—Why Dealers Should Do Logistics in Transformation Guests: Zhao Bo, Wang Qi, Liu Zhongmin, Tang Guangliang, Wang Cheng, Sheng Yan 14:20-14:40 How FMCG Enterprises Leverage the Internet to Take Off—Xijiu E-commerce Operations Director Wang Hui 14:40-15:00 Detailed Explanation of Zhongshang Huimin's One Machine Two Wings Strategy—Zhongshang Huimin Vice President Su Xiaoxin 15:00-15:20 Category Value and B2B E-commerce Development Strategy—Yijiupi CEO Wang Chaocheng 15:20-15:40 Supply Chain Finance is the Lubricant for B2B to Drive Traditional Business—51 Order CEO Chen Xian 15:40-16:00 Zhanghe Cloud Factory Helps Upgrade FMCG Supply Chain—Zhanghe Tianxia CEO Yang Lixiang 16:00-16:30 Integrating Small and Micro Retail, Reconstructing Business Ecology—Quanshi Vice President Miao Dong 16:30-16:50 In the Next Decade, B2B is the Main Investment Battlefield—Well-known Investor (TBD) 17:00-17:30 Roundtable Forum—Who is the King in FMCG B2B Models? Guests: Fu Xiaoyun, Zhuang Jianzhong, Jiang Tao, Zeng Weiqin 17:30-19:30 Dinner For manufacturer and distributor friends who want to transform, this grand event is not to be missed. Interested friends can long press the QR code below or click "Read Original" to register. Registration method: Long press the QR code below or click "Read Original" ↓↓↓ Click "Read Original" [Register]