AUTHOR ARCHIVE
Articles by 小镇青年朱迪
Browse 11 New Distribution articles by 小镇青年朱迪.
Published articles
11 articles · Page 1 of 1
Jiang Xiaobai: Can It Win the Second Battle of Consumer Demand?
A popular joke in the liquor sales circle goes: 'Previously, liquor companies could do things on their own, but then a 'godfather' appeared, and they could just wait and make a lot of money, for ten years. Now the godfather is gone, and they have to work again, but they can't.' This means that the marketing functions of liquor companies have severely degenerated. Liquor is a high-premium product, and for consumers, most consumption scenarios are related to celebrations, where price sensitivity decreases. As a result, famous liquors across the country boast of their long historical origins. With the protection of ancestors, who would focus on real product development and consumer demand research?
小镇青年朱迪Who Leaked This FMCG Company's Chinese New Year Sales Plan?
Sales directors have been under pressure in recent weeks, with bosses urging them to submit sales plans for the period around Chinese New Year—plans that must be well-reasoned, practical, and executable. Before rushing to type, let's examine the unique aspects of Chinese New Year consumption. Unlike artificial festivals that rely on heavy spending to create a shopping atmosphere, Chinese New Year is the most important traditional festival. With New Year's Eve as the pivotal point, the 30 days before the lunar year's final day constitute the traditional peak sales season, and the Lantern Festival marks the campaign's conclusion. Pre-festival shopping for goods and post-festival visiting of relatives and friends naturally amplify consumer demand during this period, when consumers are least price-sensitive and average transaction values often double.
小镇青年朱迪Why Is Your Store's Beverage Sales Lagging? Learn to Master the 'Cold' Business in Winter
Ready-to-drink beverages are hot sellers in summer, but what about winter? Most go quiet, except for those with warming properties, like coffee. Imagine holding a warm coffee while walking in the cold wind, taking a sip now and then—it feels more comforting and empowering than an iced drink in summer. However, finding ready-to-drink coffee in terminal warmers is rare; most beverages are still displayed at room temperature, as seen at a Haohaolin convenience store on Jinbao Street.
小镇青年朱迪The Mistake That 27 Layers of Purification Couldn't Filter Out
After media reports in mid-November 2016 that Danone had sold Robust to Yingtou Holdings, Robust's official website still displayed the Danone Group member logo, indicating that the company had lost interest in its brand image, with the last website update dating back to 2011. According to reports, after holding Robust for 16 years, Danone, still adhering to its capital-oriented approach, decisively divested the brand that once held a 30% share of China's bottled water market, citing a focus on natural mineral water.
小镇青年朱迪Chen Weizhong: Hidden Concerns in Laohenghe's Premiumization Strategy
Lee Kum Kee's Tiancheng Yimei dipping soy sauce retails at about 8 yuan per 150ml, a premium compared to traditional cooking soy sauce at about 10 yuan per 1500ml. The driver behind condiments moving from kitchen to restaurant is the upgrade in consumer demand for quality of life. This upgrade is also happening with brands like Haitian, Totole, and Xinhe, and is intensifying. Among various condiments, the segmentation of cooking wine will become a major highlight in the next 5 to 10 years. According to Euromonitor International, the retail market for cooking wine is expected to grow at a compound annual growth rate of 20.3% from 2012 to 2017, reaching approximately 10.6 billion yuan by 2017.
小镇青年朱迪Dongpeng Special Drink: How the Dongguan Model Applies to the National Battlefield
Before 2015, few had heard of Dongpeng Special Drink in the functional beverage family. It gained widespread attention after sponsoring 'China Dream Show,' when people noticed its PET bottle packaging. The 'double-layer health cap' not only adds hygiene protection but also allows sharing with friends. In the eyes of Chairman Lin Muqin, the bottle redesign was not just a packaging change but a marketing campaign introducing hygiene, convenience, and sharing concepts. Clearly, this differentiation has been effective.
小镇青年朱迪Arctic Ocean Soda: How Far Is the Big White Bear from the 10 Billion Yuan Goal?
As a native of Beijing Yiqing, Li Qi took over Yili Bread in 2002 and achieved a 20-fold increase in bread sales over ten years. In 2010, he took full management of several state-owned enterprises including Yili Food and Arctic Ocean Food, proposing 'Three Musts' to revive the old brands. In 2011, Arctic Ocean soda made a comeback, but despite its nostalgic appeal, it faces challenges in a changing beverage market and modern distribution channels.
小镇青年朱迪Hou Xiaohai of China Resources Snow: The Unknown Distance Ahead Is a Horizon Worth Braving
Hou Xiaohai, General Manager of China Resources Snow Breweries (China) Co., Ltd., believes that in front of shrewd and pragmatic leaders, all rhetoric is hollow without performance; and in front of honest and hardworking subordinates, instructions without management tools are meaningless. As the largest consolidator in China's beer industry, China Resources Snow's sales volume ranked first globally with a 5.4% share, and its 2015 sales volume grew 573% compared to 2005.
小镇青年朱迪Master Kong's Profit Drops 40%, Questioning FMCG Channel Management
In the past year, news of declining performance for both instant noodle giants has been frequent. On February 22, Master Kong Holdings announced an internal message and profit warning, predicting a 35-40% year-on-year decline in 2015 profit. The company cited three reasons: product upgrades and price increases leading to short-term sales decline due to channel观望, conservative financial provisions for the beverage business, and exchange rate fluctuations. However, the real issue lies in channel management and dealer relationships.
小镇青年朱迪From Preserved Fruits to FMCG Aircraft Carrier: The Management Code of Tianwo International Chairman Lin Jianhua
The food industry is extremely challenging; the key is to excel in every detail and wholeheartedly consider consumers, ensuring every action meets their demands and dedicating full effort to work to achieve success. —— Lin Jianhua, Chairman of Tianwo International. This article is republished from the WeChat public account: Sales A.
小镇青年朱迪Condiment Industry: How to Create a Big Flavor of Profit?
In the first half of 2015, while growth in most food and beverage sub-sectors slowed to single digits, the condiment industry maintained double-digit growth, leading the food industry. With consumption upgrading, rising living standards, and an increasing share of dining out, the condiment industry has broad growth space. Currently, per capita spending on condiments in China accounts for only about 0.4% of total consumption expenditure, leaving more than double the development space compared to countries like Japan.
小镇青年朱迪