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As the global market flattens and China's internet catches up with and begins to surpass the US, Chinese marketing has entered an era without signposts.
There is no ready-made path, no lighthouse to light the way. From today on, Chinese marketing can only rely on ourselves to innovate, to blaze trails, to stumble, and to pay the price.
Heading into the unknown, what awaits you may be a smooth road or an abyss. But as long as we are alive, we will wipe away sweat and tears and continue on our way.
Before we set out, we need to find an answer: What is the standard for testing marketing innovation? Only 'moving sales' (sell-through) is the most direct and real standard for testing marketing effectiveness.
'Moving sales' should be the starting point of our thinking and the origin of product innovation. In this way, even without signposts or roads, we will not lose our way.
China is the world's largest consumer market. Every day, we see thousands of new products launched and withdrawn.
Each new product carries the hard work and hopes of its creators. Some are embraced, some are rejected, and many come and go quietly, leaving nothing behind.
But no one will give up the effort of product innovation, because new products are the hope of marketing.
We want to know, in the past year,
Which new products have more precise consumer insights?
Which new products have impressive creativity?
Which new products have copy that touches people's hearts?
Which new products have stunning designs?
Which new products are more likely to become the hope of tomorrow?
Which new products are more favored by channels?
Which new products can give us the hope and inspiration of 'moving sales'?
To this end, New Distribution, a professional FMCG media platform, together with numerous authoritative media, industry experts, outstanding major distributors, and e-commerce platforms, has organized the '2019 Moving-Sales China Food & Beverage Innovative New Product' selection. The '2019 Moving-Sales China Food & Beverage Innovative New Product List' will be released at the 'China FMCG Conference' to be held in Shanghai on August 22, 2019.
This new product selection is the first time in the FMCG industry to mobilize the professional forces of all channels, from offline channels, online channels, industry experts, and professional media, to focus on and select innovative products in the food and beverage market.
To make the selection more practical and down-to-earth, New Distribution sent a team of reporters to various parts of the country to communicate with outstanding major distributors and visit terminals to discover new products.
To make the selection more professional, objective, and comprehensive, New Distribution has joined forces with 15 major distributors with annual sales of over 100 million yuan, 5 industry experts, and 10 internet innovative channel platforms, totaling 30 professional judges. Combining the professional review opinions of judges from different fields and regions, from various professional and dimensional perspectives, the '2019 Moving-Sales China Food & Beverage Innovative New Product List' will be selected.
Let us look forward to the release of the '2019 Moving-Sales China Food & Beverage Innovative New Product List'. August 22, 2019, Shanghai, see you there!
Appendix: Proposed Invitation List of 30 Professional Judges for the '2019 Moving-Sales China Food & Beverage Innovative New Product' Selection (in no particular order)
5 Industry Expert Judges:
Liu Chunxiong, Founder of New Marketing Theory, Associate Professor at Zhengzhou University
Zhao Bo, Founder of New Distribution, FMCG Professional Media Platform
Hong Kai, Vice President of E-commerce, Greater China, Nielsen Market Research Co., Ltd.
Yin Yiqian, Sports Entertainment DreamWorks Fund
Wang Jun, New Retail Industry Expert, Co-founder of Meipinshu
10 Internet Innovative Channel Judges:
Wang Zheng, General Manager of Marketing Department, JD New Channel Business Unit, JD.com
Miao Wenjun, RT-Mart e-lufa, Gaoxin Retail Group
Wu Jinghe, Deputy General Manager of Dongguan Caihua Trading Co., Ltd.
Tang Yijun, Director of Product Procurement, Zhongshang Huimin (Beijing) E-commerce Co., Ltd.
Yang Qiming, CEO of Shanghai Youkang Enterprise Management Co., Ltd., Founder of Kuaile Zhanggui
Zhang Qiaohong, Social E-commerce Expert
Fang Yu, Founder of Luodihui
Wu Liubing, Head of Future Market, Sibu Group
Zhuang Jianzhong, Social E-commerce Expert
Ren Xiaodong, Social E-commerce Expert, Partner of New Distribution
15 National Outstanding Major Distributor Judges:
Qiang Huitao, Hebei Dunjie Supply Chain Management Co., Ltd.
Li Guojie, Hebei Tangshan Huiwangxing Industry and Trade Co., Ltd.
Qin Xian, Chengdu Qinxian Food Co., Ltd.
Zhong Xiaoping, Chongqing Jiecang Wanggou Supply Chain Co., Ltd.
Li Yong, Shenzhen Yataixuan Industrial Co., Ltd.
Nie Biquan, Shaanxi Baihui Trading Co., Ltd.
Tian Yi, Chongqing Lingyu Supply Chain Management Co., Ltd.
Wang Lei, Fuyang Linquan Zhicheng Trading Co., Ltd.
Chen Shubo, Shanghai Jiyi Trading Co., Ltd.
Guo Liang, Chongqing Wanhe Food Co., Ltd.
Chen Zhenyu, Ningbo Huazhen Food Co., Ltd.
Xu Min, Liaoning Anshan Hongye Hengda Trading Co., Ltd.
Zhang Hailing, Jilin City Daju Trading Co., Ltd.
Chen Yingna, Hainan Lianjia Trading Co., Ltd.
Xia Hequn, Chengde Huihe Trading Co., Ltd.