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Articles by 张德昭
Browse 9 New Distribution articles by 张德昭.
Published articles
9 articles · Page 1 of 1
Vita Tea Surpasses Iced Black Tea, Pulpy Orange "Kills" Fresh Orange! What Are Master Kong and Uni-President Busy With?
Do you think Master Kong's market monitoring system would overlook Vita Tea? If not, why did Vita Tea easily surpass it? Uni-President's Fresh Orange being "killed" by Coca-Cola's Pulpy Orange is nothing new. Why do these market giants' flagship products so easily slide from protagonists to supporting roles? Consumers are the origin of all brand actions, and market research is the best way to gain consumer insights. Developing and improving strategies based on market research is a standard operating model for consulting firms and many mature companies, with many successful applications...
张德昭Can We Only Rely on Promotions to Make Consumers 'Buy More'?
Digital empowerment at the consumer end (the so-called C-end) is essentially an upgrade of promotional methods, and it cannot yet be regarded as a 'strategy' as public opinion suggests. This article analyzes the limitations of private domain traffic and live-streaming e-commerce, pointing out that they are more about promotional diversification and refined management, and that sustainable competitive advantage requires a comprehensive analysis of the entire business.
张德昭10 Key Focus Areas for Launching a New Product
After a distributor decides to take on a new product and agrees on the overall market strategy with the manufacturer, the next step is the actual implementation of the new product promotion. This article outlines ten key areas where distributors should focus their efforts to maximize the success rate of a new product launch.
张德昭Rethinking "Premium Water"
With the launch of a series of new bottled water products by Nongfu Spring in 2015, the previously vague "premium water" market has become increasingly clear with the entry of large enterprises. Taking the start of 2016 as an opportunity, let's discuss the so-called "premium water" market. Although I have some understanding of the beverage industry, "premium water" seems to be a rather unique market segment: its operating models, consumer purchase drivers, and other aspects form their own system; and the market size is often vaguely reported by the media as "expected to reach 10 billion"; its connection with ordinary beverages is probably only because it is "water".
张德昭Three Essential Sales Moves: Building Relationships, Delivering Results, Closing Deals!
The article emphasizes that sales is fundamentally about people and relationships. It outlines key principles for maintaining good customer relations, including courtesy, reciprocity, trustworthiness, empathy, and helping customers grow, which are essential for long-term success.
张德昭Why Do Distributors Often Fail with New Products and Earn Less?
In the previous post 'How Should Distributors Conduct Their Business in 2016 Amid Economic Downturn?', we discussed the issue of distributors selecting new products. Building on that, we now explore this topic from a different angle. A common phenomenon is that distributors often fail with new products and earn less from them; many articles also mention the difficulty of 'moving new products'. The reasons are complex, and we won't analyze them one by one. In fact, not only distributors but also larger brand companies face certain risks when launching new products.
张德昭Economic Downturn: How Should Distributors Conduct Business in 2016?
As 2015 draws to a close, distributors are summarizing their business performance and planning for the coming year. Many industries have shifted from high growth to a 'new normal' of low or no growth, with weakened consumer momentum adding to the difficulty. How should business be conducted in 2016, and how can current problems be solved? This article offers rational analysis of declining performance, profit erosion, and new product selection.
张德昭How Should Manufacturers Respond to the Boom of Convenience Stores?
The article 'Reshaping Value: The Era of Convenience Stores Is Coming' discusses future development trends of the convenience store channel, valuation models in the capital market, and strategic deployment for transforming from 'channel distributors' to 'local life service providers'. It particularly mentions the view that 'convenience stores should rely on high-frequency customer contact and rigid demand to acquire users, then gradually introduce various local life services. Ultimately, they may leverage extremely low promotion and marginal costs to squeeze out existing business formats and become the most influential retail service industry.'
张德昭Original Submission | Analyzing Master Kong's Problems and Pressures from Its Financial Reports
This article analyzes the operational pressures facing Master Kong from a purely technical perspective, based on its financial reports. It discusses issues such as the company's innovation strategy, its scale-oriented profit model, the integration with PepsiCo, and the performance of its convenience food business.
张德昭