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Articles by 沈帅波
Browse 11 New Distribution articles by 沈帅波.
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In the Era of Good Consumers, Building a Brand Starts with Product Excellence
China's consumer era can be roughly divided into three phases. The first phase, from reform and opening up to 1998, was about having products, with township enterprises as the mainstream. The second phase, from 1998 to 2015, was about quality, as manufacturing surged and consumers began to value quality and functionality. The third phase, from 2015 to the present, is about wanting 'good' products, where consumers are more discerning and brands must compete on product excellence rather than just concepts or marketing.
沈帅波Not All No-Name Brands Are New Consumption | 7,000 Words on What New Consumption Really Is
In 2021, China's business scene is undoubtedly dominated by new consumption. As with any hot sector, it goes through four stages: good teams get recognized, speculators pile in and inflate a bubble, the bubble bursts and weak players exit, and returns revert to the mean. Currently, we are in the second stage of bubble expansion, where even no-name brands with superficial packaging and fake collaborations call themselves new consumption. However, market fundamentals will eventually prevail, and true new consumption is defined by non-consensus insights, addressing core unmet consumer pain points, extreme product pursuit, brand building, and a youthful team spirit.
沈帅波2021, Crossing the Single-Plank Bridge: 21 Thoughts on the Consumer Goods Industry
New consumption became a hot topic in business last year, but some views need to be expressed. Crossing the single-plank bridge means success, but will it be you? This article offers 21 reflections on the consumer goods industry, covering topics from brand building and market trends to the importance of product quality and the challenges of innovation.
沈帅波These 20,000 Words Explain the Eight Business Trends of 2020
Our original intention is to broaden the frontiers of business cognition as much as possible, not to tell everyone a definite and accurate thing, because in this era nothing is absolutely certain. The cooperation with Kuaishou is also because it is a national-level platform, and there is a real China in Kuaishou. Much of the data in this article comes from Kuaishou's big data, and we thank them here.
沈帅波2017⇆2019, China's Business Has Changed
The sudden viral trend of '2017⇆2019' evokes nostalgia for time passed, reminding us that many things, including business, have truly changed. From the final frenzy of 2017 to the return to common sense in 2019, the article reflects on shifts from speculation to long-termism, from focusing on first-tier markets to sinking markets, and from single-point breakthroughs to total war, among other transformations.
沈帅波These 6,000 Words Explain the Rules of Opening Stores in County Towns
The article discusses the challenges and opportunities of opening physical stores in China, particularly in lower-tier cities. It emphasizes that offline retail is saturated and requires a different approach than online, with key factors including location, naming, font, content, and customer flow pricing. The author shares insights from Ma Yingyao, founder of Shangmei Life Group, who has 6,000 stores, on how to succeed in county towns.
沈帅波This 10,000-Word Article Hides China's Biggest Business Opportunities!
Based on a keynote speech by Shen Shuaibo at the 2019 New Opportunities, New Wealth conference, this article challenges common assumptions about the Chinese market with nine counterintuitive data points, explores China's four major advantages, and offers insights on consumption trends, the real economy, and emerging opportunities in lower-tier cities and overseas markets.
沈帅波The Underestimated Little Can Tea
This article argues that Little Can Tea's success is not merely due to advertising but its strategic restructuring of the tea industry's supply chain and industrialization, positioning it as a leader in the sector's modernization.
沈帅波Chinese Consumers Have Completely Changed
Chinese consumers have fundamentally changed, driven by shifts across seven dimensions including age, education, income, housing prices, consumption attitudes, consumer confidence, and urban generational differences. These changes, combined with economic transitions, have made it impossible to appeal to consumers with a one-size-fits-all approach, as evidenced by data from Vipshop showing rational spending and the rise of domestic brands.
沈帅波Is Pinduoduo Really Just a Platform for Selling Cheap Goods?
This article argues that Pinduoduo is not merely a platform for selling cheap goods, but a supply-side optimization platform that connects urban and rural demand and production capacity. It emphasizes the importance of understanding the true nature of demand in China's complex market, where a large population seeks affordable products, and highlights Pinduoduo's role in enabling factories and small producers to reach consumers directly, thus improving efficiency and reducing costs.
沈帅波This Round of Consumption Upgrade May Disappoint You
This round of consumption upgrade, due to limited incremental growth, is not a carnival and requires more effort to sustain. It is unlikely to allow for opportunistic gains like previous bubbles. Since the second half of last year, the concept of 'consumption upgrade' has increasingly appeared in various occasions, articles, and forums. The author has also expressed views on this topic several times. But recently, the author increasingly feels that the consumption upgrade may not have arrived with the tide, or even if it has, most of the dividends are being captured by overseas brands. It's just that the previous model of overseas dominance was introducing outdated production capacity into China at the beginning of reform and opening up. This time, it's launching several high-end product lines simultaneously into the Chinese market.
沈帅波