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Northeast Big Board: The Reverse of Zhong Xue Gao
When Harbin went viral at the start of the year, free Northeast Big Board ice creams were handed out, puzzling locals who had never heard of it. Despite its nostalgic name, the brand only launched in 2013, first in Beijing and Shanghai, and its rise can be seen as the antithesis of Zhong Xue Gao's downfall.
IC实验室Hope Water Doesn't Make Beverages, It Makes Wishing Wells
Hope Water isn't just a drink; it's the smallest unit of a wishing well. Recently, a friend got engaged and posted a nine-photo set on Moments. Out of professional habit as a marketer, I noticed that the engagement party table featured Hope Water, and it even had its own photo slot. Many may not know this brand, but if you dine out, you might spot it in restaurant drink coolers. Hope Water's position in the beverage industry is subtle: its annual sales are only 500 million yuan, far behind giants like Kangshifu, Wahaha, and Coca-Cola, and even Yuanqi Forest, a fellow new consumer brand, with nearly 10 billion in revenue, leaves it in the dust. However, it occupies a magical niche, firmly capturing consumer minds in its segment.
IC实验室Oriental Leaf Makes a Comeback, China's Richest Man Rakes It In
The taste of tea hasn't changed; it's consumers' mindset and palate that have evolved. A beverage distributor told me that Oriental Leaf is the only brand that's truly hot, with people seeking it out rather than the other way around. After researching its history, I concluded that the only long-termism in the world is having money.
IC实验室Why Did the 1-Yuan Bottled Water Disappear?
In the bottled water industry, those who are better at creating concepts and inventing new demands are more likely to stand out. This article explores how brands use marketing tactics to sell water at higher prices, from inventing new categories like 'natural water' to creating niche products like 'baby water' and 'specialty water for tea brewing.'
IC实验室The Trillion-Yuan Pre-Made Food Industry: How Much Do Investors Love It?
The pre-made food industry has recently become a hot topic again, with Hema announcing it would make pre-made dishes a first-level department and Gouquan Food preparing for a Hong Kong IPO. Many regions are also pushing the industry, but the definition of pre-made food remains vague, and its development faces both opportunities and challenges.
IC实验室The Rise of Local Chinese Convenience Stores: All Thanks to Food Delivery?
IC Lab suggests that serving the local community well might be the best interpretation of convenience stores. Last year, the China Chain Store & Franchise Association released two reports on convenience stores, showing that local brands like Yijie, Meiyijia, and Kunlun Haoke dominate the top three in store count, while Japanese brands like Lawson, FamilyMart, and 7-Eleven lag behind. The reports also highlight a trend of localization, with local brands adapting to regional tastes and leveraging instant retail to compete.
IC实验室In the Convenience Store Freezer, Northeast Big Board, Genki Forest, and Coca-Cola Are Destined to Clash
This article explores the strategic importance of freezers in the FMCG industry, tracing historical battles from Wall's to Coca-Cola and Northeast Big Board, and analyzing the current freezer war between traditional beverage giants and newcomer Genki Forest, highlighting the shift to smart freezers and the ongoing competition for retail terminal dominance.
IC实验室The Elusive Trend: Why Sports Drinks Are No Longer Selling
Failing to secure their core consumption scenarios and target audiences is the most awkward position for sports drinks. After Mizone's explosive debut in 2003, it led a wave of 'sports drinks' trend, but after its peak, Mizone has been teased for poor sales, and Scream only appears in 'worst-tasting drinks' lists and videos about using its bottle as an oyster sauce container.
IC实验室Beware of Ice Cream Assassins: A History of the Ice Cream Wars
This article traces the history of the ice cream market in China, focusing on the rivalry between Wall's and Nestlé. It highlights how Wall's used aggressive strategies like the freezer strategy and brand marketing to dominate the market, while also discussing the challenges of price wars and the importance of cold chain technology.
IC实验室The Century-Long War: Coca-Cola vs. Pepsi
The more fiercely brands compete in marketing, the more it proves the battle is insignificant; true life-or-death struggles don't happen in the public eye. The rivalry between Pepsi and Coca-Cola is more like mutual traffic-boosting and flirtation. This article explores the nearly century-long love-hate relationship between Pepsi and Coca-Cola, discussing the survival strategy of being the 'perennial second place.'
IC实验室Who Killed Chewing Gum?
Chewing gum is a category that has almost always been a product that manufactures demand. From childhood fears of swallowing it to rumors about its ingredients, gum has been a constant presence. However, with the rise of mobile payments and changing consumer habits, the Chinese gum market has declined from its peak of 12 billion yuan in 2014 to 10.1 billion by 2018, leading to a loss of its former glory.
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